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Bridging Your 2017 Enrollment Gaps


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OK. We are past the May 1 "finish line" and now have a good (or somewhat good) handle on what our class looks like for the fall ... Except there are a few issues:
Summer Melt will still happen
We need to fill upper-level courses with transfer students because of retention issues
The President decided she actually wants 20 more students than we had originally planned
Do any of these sound familiar? It's most likely that if you are not "in the top 1% of institutions" you are dealing with one if not all of these challenges (or others!) as you try to shift gears to 2018 but are still on the hook for 2017.

How do enrollment managers find that balance between long-term strategy and just bringing in their class? This webinar will provide some insights and suggestions for bridging short-term enrollment gaps while not sacrificing long-term strategic planning.

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Bridging Your 2017 Enrollment Gaps

  1. 1. BRIDGING YOUR ENROLLMENT GAPS Leveraging today’s insights for sustained enrollment success +   Data-Driven Insights, Direct Engagement, Digital Marketing
  2. 2. Participate! Tweet using #EnrollmentGaps Mention: @NRCCUA & @SocialAdmission Or talk to the presenter: @gilrogers Participate in online polls throughout the presentation #EnrollmentGaps
  3. 3. Solving Your Enrollment Problems Strategically, NRCCUA is uniquely positioned to help you •  4 Decades of Experience •  Engage 5-6 Million Students Annually •  Trust of Over 1,800 Institutions Today •  700 Institutions on Data LabTM Since 2015
  4. 4. Data-Driven Insights Direct Engagement Digital Marketing via Mobile and Custom Audiences For Chegg Partners: •  Continued delivery of all student data and/or digital marketing services •  Opportunity to reach a broader pool of students with data-informed strategies For NRCCUA Partners: •  Continued delivery of all student data, access to DataLab™, Eduventures Research, etc. •  Opportunity to enhance traditional outreach with turn- key digital marketing For Partners of Both: •  All of the above + a single NRCCUA Regional Director to support you Student Data DataLab™ List Building & Outreach Support Role- Based Research Student Insights
  5. 5. Data-Driven Insights Direct Engagement Digital Marketing Many vendors can provide leads, digital advertising or research. NRCCUA is your only strategic partner that combines direct-to-student engagement with a turn-key digital marketing solution that is 100% backed by data- driven insights and research. This unique combination ensures you are expanding reach to the right students while lowering cost Student Data DataLab™ List Building & Outreach Support Role- Based Research Student Insights
  6. 6. Mobile Ad Network Multi- Network Data Targeting Cross- Platform Tracking Sponsored Social Media Content 5-6 Million Annual Student Interactions Market Leading DataLab™ Platform On-Demand Intelligence and Training
  7. 7. eMatch ensures data is accurate and actionable TIP Student Data Legacy Students, Automated Online Search Inquiries, Responders & Declared Students Applicants Admitted Enrolled Data-Driven Insights + Direct Engagement + Digital Marketing Custom Audience Targeting supports conversion & yield eProspector gets you into the inbox Outbound Phone Service Boosts Engagement Location-Based Mobile Advertising Raises Awareness Instant Response Accelerates Outreach
  8. 8. WHAT WE WON’T TALK ABOUT •  Tuition Discounting •  Scholarship Negotiations •  Media Coverage on the Value of Higher Education #EnrollmentGaps
  9. 9. WHAT WE WILL TALK ABOUT •  Where students are researching schools and how to find them •  Methods for engaging prospects via appropriate channels •  Segmenting follow-up based on the type of student you are supporting #EnrollmentGaps
  10. 10. TODAY’S AGENDA: •  Why are we here? •  Understanding the student mindset •  Key market insights •  Recommendations for boosting yield & optimizing transfer outreach #EnrollmentGaps
  11. 11. Audience Poll Why are you attending this presentation? #EnrollmentGaps
  12. 12. Here’s what we’re hearing … 7% 64% 24% 5% Nearly 30% of pros believe retention will decrease or stay the same in 2017 Will increase significantly Will increase modestly Will stay the same Will decrease modestly Enrollment growth expectations Source: The latest trends and predictions for higher ed in 2017, University Business, January 2017Source: The latest trends and predictions for higher ed in 2017, University Business, January 2017 60% 50% 35% 32% 10% 22% 0% 10% 20% 30% 40% 50% 60% 70% Transfers Traditional Undergrads Moderately to Significantly Increase Stay the same Modestly to Significantly Decrease
  13. 13. Preferred Contact From School Email preferred to direct mail (and is much more cost effective!) 0% 10% 20% 30% 40% 50% 60% FIRST CONTACT REMINDERS RE: DEADLINES REGARDING APPLICATION REGARDING ADMITTANCE EMAIL PHONE DIRECT MAIL TEXT MESSAGE SOCIAL MEDIA What are your preferred methods of being contacted by a school in these stages of the application process?#EnrollmentGaps
  14. 14. 0% 20% 40% 60% 80% 100% Total 30+ 18-29 Frequently-Always Sometimes Rarely-Never Email alone can be hit-or-miss Half don’t read marketing e-mails, another 1/3 only do it “sometimes” Source: Fluent LLC, “The Inbox Report”, November 2016
  15. 15. Direct outreach introduces your brand Thinking of all the mailings you received from colleges that you hadn’t considered before that mailing, what did you do after receiving mail? Over half of students did additional research due to “search”, 25% added a school to their list. Influence of mail from previously unconsidered schools I added at least one college to my “college list” after receiving mail from them, 24% I did some research on at least one college after receiving mail from them to see if I might be interested, 52% I didn’t add even one college to my “college list” after receiving mail from them, 24%
  16. 16. 23% 15% 62% 49% 6% 45% Colleges I had not heard of on my own Colleges I had heard of and to which I was planning on applying However, there is a difference between “recall” and “influence” While half of students said they did research, 2/3 said there was no impact on their decisions where to apply, greater influence on familiar brands To what extent did any of these communications influence your decision to apply to any of these schools? Influence the communications had on application decision Definitely made me apply to one or more of these colleges Definitely made me not apply to one or more of these colleges Had no effect on my decision to apply to one or more of these colleges #EnrollmentGaps
  17. 17. 31% 45% 24% 17% 45% 38% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Everyone Else 18-29 Prefer to use multiple platforms Don't know/ no opinion Prefer to use one platform Source: Morning Consult in conjunction with Mashable, April 2017 Students are Multi-Platform Nearly Half Prefer to Use Multiple Platforms for Different Features Preference for Using One or Multiple Social Media Platforms (% of respondents)
  18. 18. 35% Hand Held Device Savvy Consumers 14% Desktop 50% Laptop Primary Device Used to Research College Which device do you primarily use to research colleges? ? #SocAdm17
  19. 19. 29% 49% 15% 6% 5+ 4 3 2 Source: LaunchLeap, December 2016 # of Digital Platforms Internet Users Visit/Day (% of responses) Multi-Channel & Open To Engagement 8/10 use 4+ digital platforms daily, likely to respond positively to sponsored content
  20. 20. 15% 20% 25% 30% 35% 40% INITIAL RESEARCH ON COLLEGES (BEFORE DECIDING TO APPLY) AFTER DECIDING TO APPLY TO A COLLEGE AFTER APPLYING TO A COLLEGE AFTER BEING ACCEPTED TO A COLLEGE CAMPUS TOUR SPEAK TO FACULTY AT COLLEGE SPEAK TO ADMISSIONS OFFICER AT COLLEGE SPEAK TO MY COLLEGE COUNSELOR ALUMNI INTERVIEW Offline sources Campus tours critical at first; admissions offers later Which resources did you or would you use during each phase of the college application process?#EnrollmentGaps
  21. 21. First Choice Attendance Students are influence by how they are treated post-acceptance 23% 15% 26% 34% 21% 34% I COULDN'T AFFORD IT I DIDN'T GET IN THE SCHOOL I ENDED UP CHOOSING WAS MORE HELFUL THROUGHOUT THE PROCESS I CHANGED MY MIND AFTER GETTING ACCEPTED NOT SURE OTHER Yes 54% No 19% N/A Haven't Decided 27% Percent attending their first choice of colleges If no, why didn’t you attend your first choice school Was this your first choice of the colleges to which you had applied? If no, why did you not attend your first choice school?
  22. 22. 9% 14% 29% 52% 57% 17%12% 24% 44% 60% 50% 10% 16% 21% 36% 57% 59% 14% FRESHMAN YEAR OF HIGH SCHOOL SOPHOMORE YEAR OF HIGH SCHOOL FIRST HALF OF JUNIOR YEAR OF HIGH SCHOOL SECOND HALF/SUMMER OF JUNIOR YEAR OF HIGH SCHOOL FIRST HALF OF SENIOR YEAR OF HIGH SCHOOL SECOND HALF OF SENIOR YEAR OF HIGH SCHOOL 2015 2016 2017 Students’ consideration set Students’ consideration set is decided second half of junior year, first half of senior year At what points in your college research process did you add colleges to your list of schools to which you would apply?#EnrollmentGaps
  23. 23. Students indicating interest in January-May are still undecided If they are still looking at you they are still looking at your peers
  24. 24. EFFECTIVE YIELD STRATEGIES ARE •  Fast •  More like immediate! •  Multi-Channel/Network/Device •  Combine the old and new •  Responsive to Consumer Trends •  Think outside “admissions” •  Measurable •  All about ROI!
  25. 25. STUDENTS USE A COLLEGE SEARCH/REVIEW SITE WHEN RESEARCHING SCHOOLS Informative Social Specialized 9 out of 10 Which of the following online resources have you used to research colleges? Segmenting Digital Tools #EnrollmentGaps
  26. 26. Most Useful for College Research 11%   17%   28%   40%   24%   35%   41%   37%   45%   40%   28%   14%   20%   8%   2%   1%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Social  media  sites   Ranking  sites  (e.g.,  US  News   and  World  Report)   College  reviews  and   scholarships  sites  (e.g.,   Chegg,  niche)   College/university  sites   Extremely  useful   Very  useful   Somewhat  useful   Not  very  useful   College “.edu” is a marketing vehicle for prospective student outreach 69% Indicate very-extremely useful 35% How useful were the following types of sites during your college research? #EnrollmentGaps
  27. 27. Engage Active Researchers
  28. 28. #EnrollmentGaps Inquiry Cloud Identify students proactively researching you across the web •  9 out of 10 students use at least one college search/help website throughout the college search process* •  Identify students proactively researching and you at the height of their interest •  Include response to proactive researchers in your overall recruitment communications & digital marketing plans *Source: The Maturation of Mobile and Social: The 2017 Social Admissions Report, Chegg and TargetX, February 2017 network
  29. 29. Build a Smarter List at the Right Time Leverage DataLab™ to gain actionable insights in real-time. •  Technology that allows Institutions to make informed decisions at every step of their recruitment funnel •  Modules –  Class Finder™ –  Enrollment Lens™ –  Smart Predictor™ –  Eduventures Research –  Engagement Analytics •  700 Institutions using Data Lab™ since 2015. #EnrollmentGaps
  30. 30. Identify Best-Fit Students Use Class Finder™, for free, to search and segment pre-purchase •  Free tool to all NRCCUA® undergraduate enrollment members. •  Find the students who best fit your institution by being able to search and segment millions of profiles nationwide. •  Identify and analyze your target markets through segmentations such as gender, GPA, major interest, and much more. #EnrollmentGaps
  31. 31. Focus on What Works Leverage Enrollment Lens™ to bring transparency to your recruitment outcomes •  A one of a kind industry tool that allows you to visualize and analyze your enrollment data trends and NRCCUA® program outcomes. •  Gain insight and opportunities in your enrollment funnel. •  Use this to maximize your budget and outreach. #EnrollmentGaps
  32. 32. Identify across channels* Support conversion and yield 46% 65% 44% 35% TIP Student Data Inquiries Declared Students Legacy Serve content tailored to desired next steps (ex. Visit/ Apply) Select students in DataLab™ Here’s how it could work … Combining strategies and resources to save time and money *Results may vary depending on the size and quality of data file. #EnrollmentGaps
  33. 33. Here’s another example … Leveraging insights to drive strategy Identify top feeder high schools Geofence top high schools during fall travel #EnrollmentGaps
  34. 34. Custom Audience Targeting
  35. 35. 50% 5%5% 12% 18% 21% 31% Social Media for Communication Half of students say it’s OK to contact via social but platforms are fragmented Through which social media (if any) would it be OK for a school to contact you? None of these -12% YOY +10% YOY +20% YOY +33% YOY #EnrollmentGaps
  37. 37. First-Party: Data YOU Own CRM Data • Purchased Lists • Referral Data Purchased TIP Names/Declared Students/Inquiries
  38. 38. “Big Brother” Digital Marketing Sponsored content is noticed, memorable (not creepy!) 19% 25%26%27% 35% ENCOURAGED ME TO LEARN MORE ABOUT THE SCHOOL DIDN'T APPRECIATE THE SCHOOL INTERRUPTING MY FEED NONE OF THESELIKED THAT THE SCHOOL WAS ACTIVELY TRYING TO REACH OUT NOTICED THE ADS MORE THEN OTHER ADS Yes, 67% No, 33% +14% YOY Have you ever seen sponsored posts or ads from colleges on social media (e.g. Facebook, Instagram, Twitter)? How did you feel when seeing those ads? Attitudes toward sponsored contentSaw a sponsored post for college on the web or social media #EnrollmentGaps
  39. 39. 13% 11% 15% 17% 44% # of Connected Devices None 1 2 3 4+ Digital Marketing is Multi-Channel 4 in 10 own 4 or more connected devices 6 in 10 own 3 or more. Source: Google and TNS, “Consumer Barometer,” August 2016 #EnrollmentGaps
  40. 40. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Average Social media ads Very relevant Somewhat relevant Somewhat irrelevant Very irrelevant Don't know Relevance of Social Media Advertising Social media advertising is more relevant than general display Source: Fractl and Moz, "Inbound vs. Outbound: Consumer Perspectives on Marketing Effectiveness," Sep, 2015 Relevance of Digital Ads According to US Millennial Internet Users #EnrollmentGaps
  41. 41. Make the most efficient use of your data Purchased Search Names Prospects Inquiry Data Applicants Step 1 Data files are onboarded to a data matching platform Admitted Students Step 2 Data is anonymized and matched to IDs 176749830 Step 3 Media is targeted to IDs across devices /channels
  42. 42. Here’s One Example: Of the 84,743 records sent, we have the opportunity to reach … 20,000 on Instagram 39,800 on Facebook 17,000 on websites via Desktop *We forecast 1 impression/day per user
  43. 43. Building Your Transfer Outreach Action Plan #EnrollmentGaps
  44. 44. We focused on intent, defined as … RESPONDENTS WHO ARE LIKELY TO TRANSFER IN THE NEXT 2 YEARS #EnrollmentGaps
  45. 45. But we recognize … Source: Signature Report 5: Baccalaureate Attainment: A National View of the Postsecondary Outcomes of Students who Transfer from Two-Year to Four-Year Institutions, National Student Clearing House, August 2013 ⅓ OF TRANSERS WILL NOT GRADUATE WITH A 4-YEAR DEGREE WITHIN 6 YEARS #EnrollmentGaps
  46. 46. The Process is Difficult … (6-10 on 10 pt scale) 51% OF TRANSFERS CONSIDER THE TRANSFER PROCESS TO BE CHALLENGING
  51. 51. Knows they plan to transfer SO WE ARE DEALING WITH AN AUDIENCE THAT… Do not know where they want to transfer to Plans to keep their list short Are actively researching with plans to do more Are actively or passively staying off of your radar #EnrollmentGaps
  52. 52. Resources being used 78% of students use search engines like Google to start their search Student use of college search/review sites outranks use of college fairs by 15 percentage points (note: 53% vs. 38%) Only one third of students get information about possible schools to apply through brochures
  53. 53. Millennial’s Trust Consumer Reviews Source: Pew Research Center, “Online Shopping and E-Commerce”, December 2016 40% 23% 34% 47% 53% 42% 36% 41% 45% 43% 16% 34% 24% 8% 4% TOTAL 65+ 50-64 30-49 18-29 Always/almost always Sometimes Never Source: Pew Research Center, “Online Shopping and E-Commerce”, December 2016 Frequency of use of digital ratings and reviews by age % of respondents in each group
  54. 54. Device Use is Mobile-First, Legacy-Last 15:36 20:26 10:14 4:23 2:41 1:25 22:00 19:05 11:17 6:58 2:58 1:04 0:00 2:24 4:48 7:12 9:36 12:00 14:24 16:48 19:12 21:36 0:00 TV/DVR Apps/Web via Smartphone AM/FM Radio Internet via desktop/laptop Video via desktop/Laptop Video via smartphone 18-24 25-34 Source: Nielsen, “The Total Audience Report: Q4 2016”, April 2017 Weekly Time Spent with Select Media/Devices Among US Consumer by Age (hrs:mins) Source: Nielsen, “The Total Audience Report: Q4 2016”, April 2017
  55. 55. Most important resources 23% 20% 15% 13% 12% 6% 6% 3% 1% 0% 5% 10% 15% 20% 25% Online search engines School specific websites College review sites Visiting the campus Advisor at my current school Friends/Family College fairs Brochures/mail from colleges Social Media Which of the following resource was the most valuable to you as you consider your options for transferring? Notice the difference in online vs. traditional methods. Which of the following was the most valuable resources to you as you consider your options for transferring?
  56. 56. Location-Based Mobile Advertising
  57. 57. Location – The Next Generation Cookie Targeting in a mobile-first world Context Demographics Day-part ¤ ¤ ¤ Context Demographics (Implied) Attitudinal ¤ ¤ ¤ Expressed Intent ¤ Social Connections Sharing Behavior Expressed Interests Demographics ¤ ¤ ¤ ¤ Location Context 1st & 3rd Party Data Match Real-world Behavior ¤ ¤ ¤ ¤
  58. 58. 91% of consumers have their phones within arms reach 24 hours a day The average user checks their phone 150 TIMES / DAY Sources: Study by app Locket, 2014. Under the Cover with College Students. Chegg, 2015. 93% of students own a smartphone
  59. 59. 5 9   Defining Context
  60. 60. 6 0   Defining Context with Location
  61. 61. Dynamic targeting zeros in on the strongest performing locations Standard Geo-fence Chegg’s Geo-fence NRCCUA Geo-fence
  62. 62. 2-Year Schools Corporations, Military Bases ESL Centers & Boarding Schools Target potential students anywhere with location- verified media on their mobile devices High SchoolsHigh School & Transfer Fairs Concerts, Events, Open Houses, Airports, etc.
  63. 63. Audience Poll What percent of time do we spend on mobile websites vs. mobile apps on our phones?
  64. 64. 86% of time spent on mobile apps > 3 hours per day 14% of time spent on mobile web < 45 minutes per day app mobile app vs. mobile web media use eMarketer, September 2016
  65. 65. 0 10 20 30 40 50 60 70 In-App (billions) Mobile Web (Billions) Total billions 2014 2015 2016 2017 US Mobile Ad Spending, in-App vs. Mobile Web (2014-2017) Source: eMarketer, October 2016 75% of mobile ad spending will be in-App in 2017
  66. 66. Reach students across 100K apps around the world* Social Entertainment Sports News & Info Interests Local Music * Over 35K apps in the U.S.
  67. 67. CUSTOM INTERACTION CUSTOM LANDING PAGE .EDU SITE Dream Big. Live Limitless. Learn more! Reach students on their favorite apps and drive to your mobile EDU site or a custom landing page/interaction developed by NRCCUA
  68. 68. Which of the following have you done on a mobile device when considering which colleges to apply to or where to enroll? (select all that apply) The Application Process Rarely Ends on Mobile + + SUBMITTED AN APP THROUGH A MOBILE DEVICE 13%
  69. 69. Track Conversion from the Initial Click…
  70. 70. Track Conversion from the Initial Click… Track Conversion from other devices after the first view
  71. 71. How do we track conversions? Alignment between our ad team and your web team •  We embed code within the ad units themselves •  Tracking code is created for select destinations on your website (home page, admissions section, etc.) •  Our technology identifies devices we are confident are used by the same prospect (ex. Cell phone and laptop in a home) •  We report on actions taken across all devices
  72. 72. Segmenting Your Strategies #EnrollmentGaps
  73. 73. Students you have applied and been admitted Students who have been denied/deferred and are evaluating options Late starters who are just starting their research Late stage inquiries can be some of the highest converting inquiries if you support them effectively Types of Seniors Still Searching
  74. 74. What do you do with the student that is already in your pipeline, applied and/or been admitted, but is still actively researching you (and more importantly, your peers)? *Or worse. Enrolled but still evaluating options! Admitted but not Committed*
  75. 75. REMINDER: If a student is still researching you, they are also still researching your peers. #EnrollmentGaps
  76. 76. Think about it … When a student who has applied/been admitted, we encourage them to visit campus. Why, then, do we think of online interactions differently in today’s electronic world? Today’s College Search Reality #EnrollmentGaps
  77. 77. Instant e-mail and phone call, acknowledging that student’s continued interest1 Assign a student ambassador to reach out via phone and possibly a hand-written note2 Invite the student to visit campus one more time, or for out of state students offer virtual visits3 Supplemental Communication Plan #EnrollmentGaps
  78. 78. Deferred by you or denied elsewhere, how do you support a student in this situation at this phase of the process? HINT: Put your “counselor hat” on. *Denied/Deferred by you OR a peer institution Denied/Deferred and Evaluating
  79. 79. Time to be a counselor
  80. 80. Inform waitlisted/deferred student of any steps they can take to increase their chances (if any)1 Educate the student about articulation agreements with community colleges in your area2 If your institution allows, think about deferred admission to the spring semester3 Supplemental Communication Plan #EnrollmentGaps
  81. 81. •  Be up front with the student and talk about their realistic options. •  Talk about gap-year programs or bridge agreements with local community colleges to help the student build their academic record •  Inquire about interest in deferring their start to the spring (works well combined with community college coursework) Additional Tips #EnrollmentGaps
  82. 82. What do you do with senior inquiries that are just now getting on your radar? Do you turn them away, or leverage their fresh interest? Late Bloomers
  83. 83. Instant e-mail and phone call, acknowledging that student’s interest1 Assign a specific counselor to follow-up with students and their parents ASAP (prioritize by territory volume)2 Invite the student to campus for an interview and instant admission decision (provided they can provide all required materials) 3 If there is a high volume of interest in a geographic area, consider hosting a regional information session/interviews (if budget allows) 4 Supplemental Communication Plan #EnrollmentGaps
  84. 84. •  There is always that “diamond in the rough” that got lost in the process. Are there exceptions you can make for qualified students still inquiring? •  Reach out immediately and walk them through the application process (for rolling admission schools). •  Be sure to educate and inform them about your transfer programs/articulation agreements (if truly past your deadline/their program is full) Serving Late Bloomers #EnrollmentGaps
  85. 85. eMatch ensures data is accurate and actionable TIP Student Data Legacy Students, Automated Online Search Inquiries, Responders & Declared Students Applicants Admitted Enrolled Data-Driven Insights + Direct Engagement + Digital Marketing Custom Audience Targeting supports conversion & yield eProspector gets you into the inbox Outbound Phone Service Boosts Engagement Location-Based Mobile Advertising Raises Awareness Instant Response Accelerates Outreach
  86. 86. Final Recommendations #EnrollmentGaps
  87. 87. #1: Focus on Demonstrated Interest and Modeled Data #EnrollmentGaps
  88. 88. #2: Have a Multi-Channel AND Multi-Device Approach to Outreach #EnrollmentGaps
  89. 89. #3: Double Down on Transfer Student Outreach (if applicable) #EnrollmentGaps
  90. 90. #4: Accelerate Your Response Time to ASAP Now. #EnrollmentGaps
  91. 91. THANK YOU Gil Rogers | @gilrogers & Learn more at Research and more at #EnrollmentGaps