1. Survival tactics for marketing and
recruitment
Denis Whelan
VP of Sales
22 January 2014

2. Survival Tactics
2

3. All alone in challenging terrain…
3

4. The goal is clear.
We want more quality students.
4

5. Lots of factors
AIE HE Commencements
NZ Commencements
AUS$/US$
NZ$/US$
30%
1.10
24.1%
25%
22.9%
1.00
20%
18.6%
15.9%
15%
12.7%
12.7%
12.5%
10%
0.90
11.2%
11.0%
8.5%
5.0%
3.7%
4.5%
5%
0.4%
0.4%
2.9%
2.2%
0.4%
2.7%
1.3%
0.80
1.0%
0%
-0.7%
-2.4%
-3.4%
-5%
-4.9%
-5.0%
-10%
-15%
-10.2%
-3.2%
0.60
-10.3%
-11.1%
-12.0%
-12.7% -12.7%
0.70
-2.1%
-8.9%
-9.9%
-10.1%
-2.5%
-4.1%
-5.3%
-6.4%
-2.7%
-3.0%
-13.4%
-14.0%
-16.5%
-20%
0.50
Qtr3
Qtr4
2007
Qtr1
Qtr2
Qtr3
2008
Qtr4
Qtr1
Qtr2
Qtr3
2009
Qtr4
Qtr1
Qtr2
Qtr3
2010
Qtr4
Qtr1
Qtr2
Qtr3
2011
Qtr4
Qtr1
Qtr2
Qtr3
2012
Qtr4
Qtr1
2013

6. But… competition is increasing
6

7. Pipeline distribution from enquiry to enrolment
2009
2010
2011
Percentage of Total Prospective Students converting to Enrolments
16%
14%
12%
10%
8%
6%
4%
2%
0%
14
Number of Months Prior to Enrolment
2012

8. International pipeline by country
2008
10.0
11.4
10.8
14.1
9.0
15.9
9.0
11.1
11.3
12.6
11.0
13.5
12.9
16.6
10.3
12.1
8.3
12.7
9.0
14.2
12.0
13.4
10.1
12.0
10.4
14.5
10.6
11.5
9.8
12.1
Australia
China (PRC)
India
Malaysia
U.S.A.
Singapore
Canada
Vietnam
Indonesia
Hong Kong
United…
Korea (South)
Sri Lanka
Germany
Thailand
8
0
5
Pipeline10 Months
in
15
20

9. Resources are tight
$2.3 billion to be stripped from
the university system over the
next four years, including almost
$1 billion from university
revenue with the remainder of
the burden falling on students.
9

10. Survival myths
Private and confidential.

11. 1. Create noise/yell for help
11

12. Mass marketing says…
1) Cast as wide a net as possible
2) There's quality in there somewhere
3) The customer is most valuable at the time of his or her
purchase
12

13. 2. Run as fast as you can
13

14. 3. Bring as much gear as possible
14

15. So Many Systems…So Little Data
15

16. Dynamic FAQ’s
16

17. 17

18. 18

19. Survival skills
Private and confidential.

20. 1. Know Your Environment
20
Private and confidential. For internal use only.

21. 21

22. Know Your Environment: Follow
up
The chances of reaching a new
sales lead drop over tenfold if you
wait longer than the first hour of
shown interest, and the odds of
qualifying that lead decrease
sixfold after the first 60 minutes*.
22

23. Know Your Environment: Follow
up
The odds of contacting a lead if
called within five minutes versus
even 30 minutes are 100 times
lower. The odds of entering that
lead into your sales cycle increase
21 times if called within five
minutes.
23

24. Know your environment: follow up
24

25. 2. Build a fire
25

26. Marketing Correctly
Mass Marketing Says
1. Cast as wide a net as possible
2. There's quality in there somewhere
3. The customer is most valuable at the time of his or her
purchase
Behaviour Based Marketing Says:
1. Be as targeted as possible
2. Quality is more important than quantity
3. The customer is most valuable 5 years after his or her
purchase
26

27. Searching vs. being sought
27

28. “If you want to grab someone’s attention, you first
need to get his or her permission with some
kind of bait…Once a customer volunteers his or
her time, you’re on your way to establishing a
long-term relationship.”
Seth Godin, Author, Permission Marketing
28

29. Telephone conversion
Conversion rates with direct student engagement versus without
50%
45%
45.1%
40%
35%
34.4%
30%
30.4%
25%
20%
22.4%
15%
10%
5%
29
0%
Conditional Offer
Conditional with Ph Call
Full Offer
Full Offer with Ph Call

30. 3. Pack light, but pack right
30

31. 31

32. 3. Institutions need a CRM
32

33. The magic number is four
Student
management
system
Data
warehouse
CRM
Learning
management
system
33
Enterprise
resource
planning
solution

34. Student numbers have increased by more than 30 per
cent in two years
“I had no centralised place for all the data I wanted to see because
we were using so many applications.”
— Director of Enrolment Management
34

35. Applications increased by 1800 in the span of six
months
“Our campus cannot thank you enough for your support in this
transition. The training was easy to follow and Intelliworks is proving
to be idiot proof.”
— Vice President of Enrolment
35

36. Enquiries have increased by 125%
Number of applications has increased by 44%
“I have gotten great feedback on all our new processes.
Prospects, applicants, current students, recommenders and alumni love
how responsive and personalized we’ve been able to be.”
— Associate Dean of Admissions
36

37. Myths vs. Reality
Survival Myths
Create Noise
Run as Fast as You Can
Bring as Much Gear as Possible
Survival Skills
Know Your Environment
Build a Fire
Pack Light But Pack Right
37

38. Thank you
Private and confidential.