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. 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. 2. WILL PEOPLE FIND YOU? Many people start with an online search… Bob Johnson Consulting, LLC 2
  3. 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. 4. 2 TOP FACTORS FOR ADULT STUDENTS… Career advancement… Cost Bob Johnson Consulting, LLC 4
  5. 5. Bob Johnson Consulting, LLC 5 Why adults return to college… http://www.capella.edu/ Task #1: career advancement
  6. 6. Bob Johnson Consulting, LLC 6 Cost, right from the start… http://www.strayer.edu/ Task #2: price information
  7. 7. TALKING POINTS FOR POTENTIAL STUDENTS… Website or in person or in print… How are you helping people? Bob Johnson Consulting, LLC 7
  8. 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. 9. Provide program specific info… http://management.bu.edu/graduate/graduate-admissions/profile/ Bob Johnson Consulting, LLC 9 Task #3: academic program information
  10. 10. KEY ASSUMPTION… FUTURE STUDENTS START AT YOUR WEBSITE Initial marketing message delivered on the first visit… Bob Johnson Consulting, LLC 10
  11. 11. From a Google search… EMU Bob Johnson Consulting, LLC 11
  12. 12. At an entry page for adult students… Bob Johnson Consulting, LLC 12
  13. 13. “Online” link leads to this page… Bob Johnson Consulting, LLC 13
  14. 14. From a Google search… CMU Bob Johnson Consulting, LLC 14
  15. 15. At the CMU home page… Bob Johnson Consulting, LLC 15
  16. 16. At entry page for adult students… Bob Johnson Consulting, LLC 16
  17. 17. “Online” link leads to this page… Bob Johnson Consulting, LLC 17
  18. 18. PERSONAL CONTACT DURING A WEB VISIT… Chat feature builds a bridge… Bob Johnson Consulting, LLC 18
  19. 19. Good places for a chat feature… EMU… CMU… Bob Johnson Consulting, LLC 19
  20. 20. GENERATE ONLINE INQUIRIES… Easy to complete… Easy to find Bob Johnson Consulting, LLC 20
  21. 21. Inquiry form… convenient & quick Bob Johnson Consulting, LLC 21 Task #4: inquiries
  22. 22. Repeat the call to action… http://www.mbaregis.com/ Bob Johnson Consulting, LLC 22
  23. 23. Repeat calls to action… http://www.mbaregis.com/ Bob Johnson Consulting, LLC 23
  24. 24. ADVERTISING OPTIONS… Bob Johnson Consulting, LLC 24
  25. 25. The retargeting trail… http://area2oh3.com/have-you-been-retargeted/ Bob Johnson Consulting, LLC 25
  26. 26. REJ on a automobile forum… Bob Johnson Consulting, LLC 26
  27. 27. Retargeting on Facebook… Bob Johnson Consulting, LLC 27
  28. 28. Direct response display ads… Bob Johnson Consulting, LLC 28
  29. 29. 52 co-op choices… where will you be? http://www.elearners.com/online-degrees/master/finance.htm Bob Johnson Consulting, LLC 29
  30. 30. AFTER AN INQUIRY… Rapid response… Continuing response Bob Johnson Consulting, LLC 30
  31. 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. 32. Pre-app transfer credit review… http://information.devry.edu/us/transfer-students?vc=167161 Bob Johnson Consulting, LLC 32
  33. 33. SOCIAL MEDIA… Most people are “Spectators”… Facebook, YouTube first Bob Johnson Consulting, LLC 33
  34. 34. Social media right after an inquiry… Bob Johnson Consulting, LLC 34
  35. 35. Prominent on the website… Bob Johnson Consulting, LLC 35
  36. 36. Especially for adults… Bob Johnson Consulting, LLC 36
  37. 37. After Facebook, YouTube… Bob Johnson Consulting, LLC 37
  38. 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. 39. NOW AND IN THE FUTURE… More attention to „Mobile”… Bob Johnson Consulting, LLC 39
  40. 40. EMU page passes the mobile speed test… less than 5 seconds to open Bob Johnson Consulting, LLC 40
  41. 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. 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

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