Key Steps to Increase Adult Student Recruitment Results
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Affordability and career advancement content on your website is the key to successful initial contact with potential students. Rapid response to a prospect by phone and/or email is essential to increase application conversions. These points and more are covered here, with examples from universities that do these things well.
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Key Steps to Increase Adult Student Recruitment Results
- 1. KEY STEPS TO INCREASE ADULT STUDENT RECRUITMENT RESULTS ©ROBERTE. JOHNSON, PH.D.2013 Robert E. Johnson, Ph.D. President, Bob Johnson Consulting Eastern Michigan University July 19, 2013 Bob Johnson Consulting, LLC 1
- 2. WILL PEOPLE FIND YOU? Many people start with an online search… Bob Johnson Consulting, LLC 2
- 3. “Online degree programs Michigan” Google search results… First page Michigan schools… • Michigan State • Central Michigan • UM-Dearborn • UM-Flint • Western Michigan • Oakland University • Baker College Bob Johnson Consulting, LLC 3
- 4. 2 TOP FACTORS FOR ADULT STUDENTS… Career advancement… Cost Bob Johnson Consulting, LLC 4
- 5. Bob Johnson Consulting, LLC 5 Why adults return to college… http://www.capella.edu/ Task #1: career advancement
- 6. Bob Johnson Consulting, LLC 6 Cost, right from the start… http://www.strayer.edu/ Task #2: price information
- 7. TALKING POINTS FOR POTENTIAL STUDENTS… Website or in person or in print… How are you helping people? Bob Johnson Consulting, LLC 7
- 8. Future students top tasks at the start… Most Important… • Price information • Affordability • Investment return after graduation • Academic programs • Time to earn the degree • Flexible scheduling Not very important… • Social media connections • Info about presidents, deans, alumni • School news • Connecting with current students Bob Johnson Consulting, LLC 8
- 9. Provide program specific info… http://management.bu.edu/graduate/graduate-admissions/profile/ Bob Johnson Consulting, LLC 9 Task #3: academic program information
- 10. KEY ASSUMPTION… FUTURE STUDENTS START AT YOUR WEBSITE Initial marketing message delivered on the first visit… Bob Johnson Consulting, LLC 10
- 11. From a Google search… EMU Bob Johnson Consulting, LLC 11
- 12. At an entry page for adult students… Bob Johnson Consulting, LLC 12
- 13. “Online” link leads to this page… Bob Johnson Consulting, LLC 13
- 14. From a Google search… CMU Bob Johnson Consulting, LLC 14
- 15. At the CMU home page… Bob Johnson Consulting, LLC 15
- 16. At entry page for adult students… Bob Johnson Consulting, LLC 16
- 17. “Online” link leads to this page… Bob Johnson Consulting, LLC 17
- 18. PERSONAL CONTACT DURING A WEB VISIT… Chat feature builds a bridge… Bob Johnson Consulting, LLC 18
- 19. Good places for a chat feature… EMU… CMU… Bob Johnson Consulting, LLC 19
- 20. GENERATE ONLINE INQUIRIES… Easy to complete… Easy to find Bob Johnson Consulting, LLC 20
- 21. Inquiry form… convenient & quick Bob Johnson Consulting, LLC 21 Task #4: inquiries
- 22. Repeat the call to action… http://www.mbaregis.com/ Bob Johnson Consulting, LLC 22
- 23. Repeat calls to action… http://www.mbaregis.com/ Bob Johnson Consulting, LLC 23
- 24. ADVERTISING OPTIONS… Bob Johnson Consulting, LLC 24
- 25. The retargeting trail… http://area2oh3.com/have-you-been-retargeted/ Bob Johnson Consulting, LLC 25
- 26. REJ on a automobile forum… Bob Johnson Consulting, LLC 26
- 27. Retargeting on Facebook… Bob Johnson Consulting, LLC 27
- 28. Direct response display ads… Bob Johnson Consulting, LLC 28
- 29. 52 co-op choices… where will you be? http://www.elearners.com/online-degrees/master/finance.htm Bob Johnson Consulting, LLC 29
- 30. AFTER AN INQUIRY… Rapid response… Continuing response Bob Johnson Consulting, LLC 30
- 31. Convert an inquiry to an application… • First response by email or phone in <24 hours • Fast response = higher conversion • Anything after 24 hours guarantees wasted inquiries • If an inquiry gives a phone number, use it • If an inquiry gives an email address, use it • Email contact every two weeks • Inquiry from a college fair • First response within 24 hours • If staffing requires triage system, do that Bob Johnson Consulting, LLC 31
- 32. Pre-app transfer credit review… http://information.devry.edu/us/transfer-students?vc=167161 Bob Johnson Consulting, LLC 32
- 33. SOCIAL MEDIA… Most people are “Spectators”… Facebook, YouTube first Bob Johnson Consulting, LLC 33
- 34. Social media right after an inquiry… Bob Johnson Consulting, LLC 34
- 35. Prominent on the website… Bob Johnson Consulting, LLC 35
- 36. Especially for adults… Bob Johnson Consulting, LLC 36
- 37. After Facebook, YouTube… Bob Johnson Consulting, LLC 37
- 38. A note on posting frequency… • Life of a post on Facebook and Twitter is short… just a few minutes • If something is important, posting twice on the same day will increase visibility Bob Johnson Consulting, LLC 38
- 39. NOW AND IN THE FUTURE… More attention to „Mobile”… Bob Johnson Consulting, LLC 39
- 40. EMU page passes the mobile speed test… less than 5 seconds to open Bob Johnson Consulting, LLC 40
- 41. More points on mobile… • Requires website revisions • Important for email reading… • Add text option in inquiry forms and use it • People who give permission to text are deeper into a relationship than those who do not… • People will expect to complete applications (and more) on smart phones and tablets Bob Johnson Consulting, LLC 41
- 42. THANKS FOR INVITING ME THIS MORNING! Bob Johnson, Ph.D. (248.766.6425) bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com Bob Johnson Consulting, LLC 42