In Post-Secondary Education we place a tremendous amount of focus on our enrolment funnel. In these slides, I cover the three step process from acquisition to conversion (enrolment) and the implications of technology on the industry.
What makes up a lead?
How do we characterize, or score, leads?
• Initial data
- Age, location, program interest
• Action-based data
- Email click through for financial need,
submitted question on residence, asked a
recruiter about co-op
Specific initial scores and action scores should be individualized for each institution.
Lead Initial Score Action Score Total Score
Regional 18 y/o 5 Email click +3 8
Local 17 y/o 7 Campus visit +7 14
7 See recruiter at
Student at transfer
8 Meets with
When our prospective student opens an email
and clicks to find out more about residence, we
identify that as action-data. Later, when they
receive a call from us, we know residence is a
Lead Scoring in PSE
Lead Scoring in post-secondary education means
choosing how to best engage a lead - rather than
simply who to engage first.
1 Star 3 Star 5 Star
Instant personalized email Instant program specific,
Instant program specific,
No call scheduled Call from recruiter within 14 days Call from recruiter within
Added to general mailing list Added to program specific call
Added to faculty member
Receives e-invite to open house Receivers invite for program
specific campus visit
note via mail from recruiter
We need to enable progression through the
funnel. For example:
2.Email click through
3.Social media engagement
4.Phone call to recruitment officer
5.Application web page visit
Post-application, the same logic applies:
• Process challenges
- Completing a deposit
• Program challenges
- Additional application forms
• Individual challenges
- Moving away from home
We all have support programs in place for these
challenges, however, our problem exists in
connecting the student with the support program.
The conversion is
on the process.
1.Acquisition efforts amplify lead volume
2.Maturation efforts reduce lead loss
3.Conversion efforts reduce applicant loss
The return on your investment in Step 1 can only
be fully realized when supported by Steps 2 and 3.