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"Mapping the Student Lifecycle from Inquiry Through Graduation" [CAHEA Presentation]


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"Mapping the Student Lifecycle from Inquiry Through Graduation"

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"Mapping the Student Lifecycle from Inquiry Through Graduation" [CAHEA Presentation]

  1. 1. Mapping the Student Lifecycle From Inquiry Through Graduation • David Rose, Vice President of Enrollment, Indiana Wesleyan University • Lyle Kraft, Vice President of Enrollment Partnerships, PlattForm • Mary Shepard, Vice President of Partnerships, Seelio 1
  2. 2. Today’s Objectives 1) Understand how the student journey has evolved 2) Ensure that you understand how to align with your prospective students 3) Discuss effective marketing strategies from interest to inquiry 4) Understand how to create and maintain engagement from inquiry to alumni
  3. 3. Today’s Prospective Students
  4. 4. Ever-Changing Behavior
  5. 5. Aligning Your Institution
  6. 6. Aligning Your Institution Understanding prospective students’journey is a good start. To really gain traction, you need to dive deeper into students’ considerations, beliefs, obstacles and the options available to them.
  7. 7. Planning and Development • Build audience profiles • Define your competitive landscape • Evaluate degree and program demand • Find and articulate your differentiators • Analyze your channel opportunities • Develop your strategic media plan
  8. 8. Effective Messaging Alignment Excellence Individual Attention Scholarships Employment Pledge Career Services Success Skills Affordability Outcomes Access What YOU have to offer What prospective students are looking for How do you build target audience insight into your creative in meaningful ways?
  9. 9. The Student’s Journey Spoken or unspoken, these are the questions prospective students are asking. Is your institution prepared to respond with an integrated media and messaging strategy?
  10. 10. Recognizing the Stages The previous questions have a purpose, and these are the phases in which we as marketers can add value to their decision-making process.
  11. 11. Top-of-the-Funnel 90% of education- seekers start their search without a particular school in mind.
  12. 12. Top-of-the-Funnel Considerations • Do I know my demo well enough to invest in top-of-funnel marketing? • Does my digital marketing strategy effectively target my potential students from the top of the funnel all the way down? • How am I generating interest, and do my conversion efforts match up? • How will I measure success? • Do I have a good bottom-of-funnel capture system in place?
  13. 13. Top-of-the-Funnel Having solid positioning in the top of the funnel makes the whole process easier – increased branded searches, more website traffic and improved traffic-to-inquiry conversion rates, among others. You have the opportunity to pick and choose whom you communicate with, and you should leverage every channel you can in getting your message out.
  14. 14. Top-of-the-Funnel If you think in terms of the funnel and its sections, you see a barrier to traditional direct response advertising: You can’t go from awareness to inquiry– not without research or trust.
  15. 15. Middle-of-the-Funnel 84% of smartphone and tablet owners use their devices as second screens while watching TV at the same time.
  16. 16. Middle-of-the-Funnel Considerations • Can prospective students engage with my institution? o Will they like what they see? • Am I waiting for them to take the next step? o Am I giving them reason to? • Are they getting consistent experiences?
  17. 17. Middle-of-the-Funnel Thinking back to the funnel as a whole, the challenge is to achieve trust. In other words, students have verified that what you have to say about your institution is true. With trust, you can focus on converting inquiries at the highest rate possible
  18. 18. Bottom-of-the-Funnel 80% of education search query paths end without a conversion to inquiry.
  19. 19. Bottom-of-the-Funnel Considerations • Can they find what they are looking for? • Does my messaging match my strategy? • Do they know how to inquire? • Have I communicated a reason to inquire? • What happens after they inquire?
  20. 20. Continuing the Students’ Journey We know that bringing a student to campus isn’t the last step. From there, we need to focus on: – Engagement – Retention – Graduation – Placement A tool that make an impact across the student lifecycle: portfolios.
  21. 21. Using Portfolios to Impact Engagement & Retention CREATE LEARNING TOUCH POINTS • Build in time for students to think critically about their learning across all contexts HELP STUDENTS MAKE CONNECTIONS • Enable students to connect their learning to skills that employers are looking for
  22. 22. Example Activity from UM SSW This module is designed to help students: 1. Identify key values and beliefs. 2. Develop a philosophy that captures their professional approach.
  23. 23. A Student’s Result: Professional Philosophy Statement
  24. 24. Getting to Graduation & Placement with Portfolios INTEGRATING CAREER PREPARATION • Build career preparation into every student experience— from day one to graduation SHOWCASING AND STORY TELLING • Provide model for students to showcase work so they can enter interviews with confidence
  25. 25. Preparing Students for Success skill building & identification presentation of self career alignment & development Empower students to begin reflecting and synthesizing early. Seelio’s model:
  26. 26. Capturing and showcasing learning Leadership Experiences Work Experiences Research Papers Musical Performances Athletic Leadership Volunteer Activities Presentations & Speeches Service Experiences
  27. 27. Example from Colorado Technical University Assignment prompts help students identify how they want to present themselves and tell their story
  28. 28. Example from Colorado Technical University
  29. 29. Feedback from students using Seelio “Jobs in my field aren't really easy to find, but with Seelio I have a one up on other candidates.” “I like that it lets me not be a piece of paper, it shows who I am.” “I'm very satisfied. Seelio is a great resource to use. I recommend it to all students!” [Seelio helps] “others see what I accomplished and viewing others success. It's a great experience.” Also mentioned that “Seelio has helped me with job searching and showing off my success.” “…It's a great place to showcase everything.” “As a student with a lot of video work, it's extremely helpful that I can display all my videos in one place that's completely customized to me; not just a YouTube page.”
  30. 30. Questions?
  31. 31. To Learn More About Indiana Wesleyan University: • David Rose,, About PlattForm: • Lyle Kraft,, About Seelio: • Mary Shepard,,