This document provides information and strategies for colleges to effectively market their affordability to prospective students. It discusses how the economic downturn has impacted students' college plans, with many now choosing lower-cost options or working while enrolled. The document then offers tips for colleges to communicate their affordability message, including:
1. Ensuring their website provides clear financial aid and affordability information.
2. Understanding their data on students who were priced out of attending and the factors influencing those decisions.
3. Being proactive in starting early conversations with students and families on affordability options.
1. April 21, 2009
YES, WE CAN
Tangible Tactics
for Helping
Students Envision
Affording Your
Institution
Joshua Paul
James Tower, Inc.
2. Economy Changed Plans
35%
NO
65%
YES
21% Will work while attending school
Won’t be able to attend school
20%
16% Will select a community college
13% Will commute from home
YES 11% Avoiding private school options
8% Expect to have financial issues
7% Will attend part-time instead of full-time
7% Reconsidering school choices
Source: E-Expectations, Class of 2009, James Tower, Inc., April 2009
3. Elimination of Colleges Based on Cost
50%
46%
45%
42%
40% 40% 39% 38%
35%
30% 30%
27% 27%
25%
20%
15%
10%
5%
0%
Before Before After After
Considering Applying Acceptance Financial Aid
Students Parents
Source: How America Pays for College, Gallup/Sallie Mae , August 2008
4. Cost-Saving Measures Considered by Students Who
Eliminated Schools for Cost
80%
78%
70%
65%
60%
54%
50%
40%
30%
26%
20% 19%
17%
10%
0%
Less Living At Community Part-Time Milliary Postponing
Expensive Home College College
School
Source: How America Pays for College, Gallup/Sallie Mae , August 2008
7. Elimination of Colleges Based on Cost
50%
46%
45%
42%
40% 40% 39% 38%
35%
30% 30%
27% 27%
25%
20%
15%
10%
5%
0%
Before Before After After
Considering Applying Acceptance Financial Aid
Students Parents
Source: How America Pays for College, Gallup/Sallie Mae , August 2008
8. Your Affordability Marketing Plan
Get the
right message
to the
right people
at the
right time
using the
right communication
channel
9. What do we know about today’s
prospective students?
• Prospects’ Goals
• Decision Making
Emotional Logistical
2008
2009 2009
• Communicate, Connect, Take Action
16. 9 Types of Prospective Audiences
Students Parents Influencers
Out-Bound In-Bound In-bound
Known Known Unknown
• Target prospects • College fairs • No contact until
• Name buys • High school visits application
• Research online
• Prior • Campaign
• Use web site
relationships response
• Student search • Inquires information to
make decisions
17. When In Your Process?
Suspects SOPHO-
MORES
First Contact JUNIORS
Prospects
Applicants SENIORS
Accepted Students
Deposited Students
MATRICULATION
18. What Do I Say?
• Real Success Stories
• Relevant Examples
• Steps in the Process
• What to expect in the
process?
• Simple Education
• Ask them to reach out
to you.
19. Get the right
message to the
right people at
the right time
using the right
communication
channel
31. Have parents that want
Step 2: help with their college
Does not rank
financial plan, but don’t
Know Your affordability in
Step 2: Know Your Data know where to look at
Data his top 3 criteria.
this point in the process.
Does not
understand the
“paying for
Are worried about
college” process.
affording your institution.
32. Step 3: Be Proactive
• Start conversations
1. Acquiring
information
• Personalized
2. Getting your
affordability • Automate
message out
33. Step 4: Create
communication/Build
relationships
To: a_bailey@gmail.net
From: beth.jones@socrates.edu
Subject: Ways To Afford Socrates
Ashley,
You’ve been to campus and
experienced what Socrates feels
Online Chat
like. I want to personally
How You Can Make Socrates
invite you to an upcoming online
Affordable
chat to learn and ask question
Friday, May 8, 2009 at 3:30pm
about how we are making Socrates
affordable for you and our
Did you know Socrates University
family.
is one of the most affordable
colleges in the area. Learn about
Friday, May 8, 2009 at 3:30pm
your options for affording Socrates
Sign up and receive a reminder
and get your questions answered.
Sincerely,
Beth
34. Important Tips
• Make it simple
• Make it easy
• Be proud of your
affordability
• Be audience-centric
• Individualize
messages
• Allow them to take
action
35. Take Aways
• Align marketing and affordability messages
• Tell your affordability story
• Integrate into enrollment communication flow
36. QUESTIONS
Josh Paul
James Tower, Inc.
jdpaul@jamestower.com
Editor's Notes
SelfCompanyTopic - New angles in communicating affordability - Start with - Why this is even a topic of discussion - Examples both good and needing improvement from higher ed and other relevant industries - Real tactics and tips that you can take back to campus and apply - Lets begin by understanding some of the realities of the situationThe examples you see may have to be adjusted when implemented at your institution, but the tactics and framework will still apply.We are going to move through a lot of really useful information pretty quickly. Feel free to ask question a long the way or at the end. Or reach out to me after the presentation any other time.
How many of you have ever received a car brochure in the mail. Probably the only industry that comes close to higher education in the qualifty and innovation of their publications.You love the car…that’s what I’m talking about…I am going to be looking a new car this year. No price…in the trach
No mention of affording, even tuitionLink to financial aid – loses marketing
No mention of affording, even tuitionLink to financial aid – loses marketing
Marketing with price only
Sticker shock without any “how to pay” next step or affordability marketing languageExamples are from across the country, so that you see the most vivid illustration and best practices. Plus, we don’t want to focus on the school. We want to focus on the tactic.
4Ways To DiscussWe are going to focus on tangible tactics vs. conceptual recommendationsWho to address?When to say it?Messages: What to say?Communication: How to say it?
Who – vested interest in seeing the process throughName buys – out-bound prospects – student searchKnown in-bound prospectsUnknown in-bound prospectsReach out to taregt feeder high schools. – Tell them the story so that the don’t have to figure it out for themslevesStudentsParentsGuidance Counselors
Throughout the processDon’t bury itBalance emotional with logistical – know where each prospect is in their thinkingMention Sallie Mae slide – they are leaving the process without a single interaction with you.
Make It Clear To Prospects That They Can Afford Your InstitutionWhat is possible? – Real Success StoriesHow is it possible? - ExamplesWhat to expect?How to make it happen? – ProcessSimple education – here is how this all works?Ask them to reach out to you.Balance emotional and logistical – other industry – real estate?
How to say it? – intro sideThe goalsStep one: Sure up your web site and bring them into the processStep two: know your dataStep three: be proactiveStep four: Build relationshipsDisney AdOne example of a company that learned how to say it.A vacation can be a big purchase. Disney has a reputation for memorable vacations, but Disney also as a reputation for expensive vacations.Old: http://www.youtube.com/watch?v=brvybZkFn-E&feature=relatedNew: http://www.youtube.com/watch?v=5S5qdaqLsSgBlog10 ways to communicate affordability in 10 minutesPersonalized web site content and featuresPersonalized email - broadcast and automatedBlogsVideoArticlesProcess - Personal checklistsMessage boards Always pair your tuition information with ways to “afford it” informationFeedback - Ask them to reach out to youExternal resources – government, not-for-profit, other web sites - RSSScheduled Online ChatsThe goalsStep one: Backstop the web site, bring them into the processStep two: know your dataStep three: be proactiveStep four: Build relationshipsReal success stories /personal accounts - – from students and staff – let them know you understand their concern about priceFictional stories/ExamplesWhat to expectMessage boards – let them know they are not only one worried about payingArticles – making ____ affordableAlways pair your tuition information with ways to “afford it” informationAsk them to reach out to youExternal resources – government, not-for-profit, other web sites - RSSPersonal checklistsChatFeedback
Each year JT, NL, and NRCCUA conduct a research project called E-Expectation to help colleges and universities understand what prospective students and their families expect from their web sites. This year we wanted to help schools under more about the economies impact on enrollment.16% select a CC11% avoid private schools7% reconsider school choices3000 applicants = 1050 = One Third5000 applicants = 175010000 applicants = 3500Recent Longmire & Co. survey found that 24 percent of surveyed students who were considering enrolling in a private college say they are now likely to attend a public one70 % of prospective college students to alter their plans for the upcoming school year
Step 1: Backstopthe web site, bring them into the processWhy your web site
Step 1: Backstop the web site, bring them into the processIntegrationDon’t hide it
Step 1: Backstop the web site, bring them into the processIntegrationDon’t hide it – Be blatant if you have toI have worked with institutions where ask us not to put their tuition and fees on their website. The focus groups and research that we do with students tell you that they want the straight story. They want to the information about cost.But it is your web site, so you get to frame cost and the ways your school can be affordable. You get to lead them through your affordability story.
Step 1: Backstop the web site, bring them into the processExamplesRelevantCovering various situationsShow bottom lineInclude call to action
Articles
Step 1: Backstop the web site, bring them into the processVIDEO, video, videoYou want prospects to listen. You can put a lot of information is a 60 second videoHighlight students who were able to afford your institutionHave them present the questions that they had before engaging your institution.Have an admissions counselor acknowledge and discuss what makes your school affordable or the financial aid process
Step 1: Backstop the web site, bring them into the processBLOGAffordability or paying for college specific and make it prominent and accessibleOr insert that affordability posts into your primary admissions blog – monitor the response to your blog posts – set your blog up so that it flags those students in your system and reach out to those students. You can also use personalized emails to direct prospects who you know are worres about financial matter to certain key blog topics from time to time.
Step 1: Backstop the web site, bring them into the processPROCESSProspects don’t want to read a lotWhile they know paying for college is critical, it is very low on their list of interestsParent and counselors just want clear answers.Make is short, scanable, and actionable
Step 1: Backstop the web site, bring them into the processMESSAGE BOARDReal questions from other studentsThey are not alone
People know that I help school with Admissions Marketing, so when they hear that I am presenting this topic, they are confused. I am presenting a variation on this presentation in a panel format next week at Potomac and Cheasapeake. One of my panelist asked if I was going to have any financial aid people on the panel. I am intentionally not addressing this topic to financial aid professionals.Very Eye Opening data produced annually by Gallup and Sallie Mae Almost 50% before consideringAround 40% before applying
Step 1: Backstop the web site, bring them into the processCALCULATOR52% of prospects say it increased their interest, compared to 27% of students who have inquired and 27% of students who have been accepted.
Step 2:Know your dataIn the same way, colleges and universities are using data to identify the at risk students to address potential retention risks, you can use your recruitment data to ID target prospects who are at risk of leaving your enrollment process due to financial concerns.Two-way conversation - Grow information over timeSurveysProfilesAsk attitudinal question in inquiry forms
PassivePut the information out there. Let people find it. After the are accepted, point them toward the financial aid office.Be proactive - Getting information - Directing them to see messages or take actionEx: email message broadcast – take actionWeb site contentWeb site functionalityEmail automated – result of another actionTraditionally – Phone, Mail, Manual EmailPersonalized web site content and featuresPersonalized email - broadcast and automatedTraditionally – Phone, Mail, Manual EmailStart conversationsReach out to those students early and often. Provide them information that they find valuable, give them opportunities to take action and interact with you, PersonalizeIf you knew someone was coming to you office who had concerns about affording your institution, wouldn’t you prepare to discuss this with them. Same on web site, except you can have better information for more students.AutomateYou can do it manually, but you will see a lot strong results and be a lot less tired at the end of the week if you can automate your enrollment communication flow to different segments of students.5 WaysIndividualize web site content, navigation, and functionality (connect web site to SIS or CRM)Email content and calls to actionTiming of emails (automation)Be proactive - Getting information - Directing them to see messages or take actionEx: email message broadcast – take actionWeb site contentWeb site functionalityEmail automated – result of another actionPersonalized web site content and featuresPersonalized email - broadcast and automatedStart conversationsPersonalizedAutomates
Build relationshipsBack and forthKeep them connectedKeep gathering informationProvide valueMake it personalApplied to all methods of communication. You can automate a lot of this relationships building and affordability conversations using your admissions web site and email communication sstem.
Make it simple – in their languageMake it easy to understand, complete processes, and reach out to you using the communication method that they preferBe proud of your affordabilityPersonalize – use your data – go beyond name and addressAllow them to take actionBe audience-centric - Give them the answers they are seeking (audience centric)
Summary/Take awayintegrating personalized “affordability” messagingdata-driven online tactics tell your “affordability story” within existing recruitment channels reach a powerful balance of emotional and analytical appealsmessaging into your enrollment marketing communication flowThe turn-key tacticsDevelop audience-centric marketing messaging and examples illustrating how a family can afford your school through graduation.Align marketing and affordability messaging and tactics throughout your online recruitment communication flow.Use personalized admissions web sites, content automation, and data-driven email campaigns to engage the right audience with the right information at the right time.
What are students doing once they have eliminated a school based on cost?Most are selecting a less expensive schoolThis is a just the nature of our consumer’s behavior. Very qualified prospective students love you school, see the price tag, and walk away.
You all do a great job talking about value. Today, we are going to take it to the next level. How to talk logistics without wiping the sine of the value and what you can do about it.Why this topic? Why now?Story – Planning a vacation – Disney – my wife and I are taking our two-year old to Disney is a few weeks and in the midst of planning our days. We have been planning this trip for months and our conversation always has two steps and does not end as happy as it starts. It does like this Six day park hopper, we can spend the morning ______________ and then the afternoons_____________, and then go _____________ after dinner for the fireworks. We can also add the water park option because Blizzard Beach has a new kids areas that our daughter might like. Oh yeah, breakfast at the castle, dinner at the Luau, and We get very excited and say Ok, lets go to the computer and price it out……We end up with a 4 day one park per day pass. Eating most meals at our resort, and no water park or luau this trip. The logistics and realities as we understood them planning our trip in front on they computer really wiped away the “this is so worth it…I’m going to go for it.” feeling at the beginning of the process. You could have the most appealing marketing material, best campus visit program, most friendly counselors, but you are probably subject to the shine being taken off your story unless you take steps to communicate affordability at the right time in the process.We did keep breakfast at the castle though.
The enrollment reality has two sides: Families are struggling – Uncertainty is growing – Fear is risingThe reality is that those in this room and those back in your offices are working very hard to make and keep attending your institutions affordable. The challenge is different for each school, but from the lowest cost of attendance to the highest tuition and fee in the room, your target students can afford your institution.The key is helping them understand that at the right time in their college selection process.-----------------------------------------------------------------------------I spend most of my helping colleges and universities enhance their marketing and enrollment strategies. The one thing that never seized to amaze me is that anyone can afford any college.It is not as simple as that, but through savings, scholarships, grants, payment plans, and loans, prospective students from any socio-economic background can afford to attend the right schools for them.The key is helping them understand that at the right time in their college selection process.How many of you know how much time users are spending on your tuition and fees page? How do they get there? Where do they go from there?-------------------------------------------------------------------Attention gettingSallie Mae surveyHow is the game different? – more than just cost benefit anymoreYour goals: help students and families see the path to affording your school.From high level ideas to the actual steps they need to takeEngage students and families facing turbulent economic times Examples from other industries – marketing 12 months ago vs today Auto – lose your job dealReal estatePCHeadlinesIf you have done the work to ID a prospect who would be successful at your institution, spent the money to court that student, why would you not want to show that prospect how they can afford your institution?
This Gallup Sallie Mae survey comes out in the late summer. This data is from last August, before the financial meltdown last Fall. It will be very interested in seeing if this # jumps.
What are we talking about when we talk about marketing?Enrollment communication flowTell you story so that your audience does not have to piece it together for themselvesWhile students are still seeking a diverse marketing mix, we going to primarily going to be focusing on your web site.Why?Your web site is ground zero for your marketing and recruiting efforts. Most other media are designed to get prospective students attention and drive them to you or your web site.You web site has a lot more flexibility to balance value messages and affordability messaging side by side.
PersonaBehaviorWhat are their goals?What do they want to know?Does his schools have what I want (or think I want)? Can I see myself fitting in here/Can I get in?How to apply?Can I afford this institution (now and later)How can I afford this institutionWhat steps do I need to take to afford this institutionThey want to take action and then just forget the financial partYou can help them half do that – make it easyOver 70% take time to read information cost and process content42% I need to find more to do on a college web site than just click and read. Prospects are going to the financial and logistical information earlier than ever before. - If it is only housed in Financial Aid, are they missing your value statement