Enrolling More of Your Students
•
0 likes•577 views
Presented at ADEIL 2015, Collegis Education shares ways colleges and universities can enroll more of their target students by refining their approach to marketing efforts.
Recommended
Recommended
More Related Content
What's hot
What's hot (14)
Similar to Enrolling More of Your Students
Similar to Enrolling More of Your Students (20)
More from Collegis Education
More from Collegis Education (11)
Recently uploaded
Recently uploaded (20)
Enrolling More of Your Students
- 1. IT’S NOT ABOUT ATTRACTING MORE STUDENTS… IT’S ABOUT ENROLLING MORE OF YOUR STUDENTS
- 2. FOR TODAY • The changing landscape • Discussion: Is your data big, smart, both, or neither? • How to find your students 2!
- 5. MOODY’S – SCHOOL CLOSINGS WILL CONTINUE • "Small public universities are unlikely to be closed due to political support and their community college roles, but may be merged with other institutions or into systems where they can benefit from greater economies of scale.” Source: Moody’s Investors Service – Small College Closures Poised to Increase
- 6. THE MARKETING EVOLUTION Source: Moody’s Investors Service – Small College Closures Poised to Increase
- 7. IS YOUR DATA BIG, SMART, BOTH, OR NEITHER?
- 8. DISCUSSION • How do you measure enrollment success? • How do you measure marketing success? • What is the main purpose of your website today? • Who are the main stakeholders? • Who owns your website today?
- 10. SYNAPSE ANSWERS BUSINESS QUESTIONS: o What marketing channels are driving quality matriculants and at what cost? o What are the conversion rates by state or region? o What keywords or campaigns drive the most applications? o How well are my admissions teams converting inquires to applications? 10!
- 11. HOW TO FIND YOUR STUDENT: HIGHLY TRACKABLE DIGITAL MARKETING CHANNELS
- 12. AWARENESS CONSIDERATION COMMIT CHANNELS" STARTS WITH THE STUDENT EXPERIENCE Decision phase is complex. Inputs are everywhere. Students expect omni-channel. ONLINE SEARCH VIDEO SOCIAL DISPLAY INFO SESSION PHONE APPLICATION
- 13. ANALYTICS ONLINE SEARCH TRADITIONAL SOCIAL DISPLAY INFO SESSION AWARENESS CONSIDERATION COMMIT PHONE ANALYTICS AT THE CORE" STARTS WITH THE STUDENT EXPERIENCE
- 14. ANALYTICS
- 15. KEY PERFORMANCE INDICATORS TODAY • Basic engagement metrics: impressions, page views, traffic, and clicks • Some lead tracking is online but unreliable IN OUR SHARED FUTURE • A clearer path to conversion • Cost Per: Keyword, Campaign, Geography, Lead, Completed App, Deposit, Matriculant • Conversion rates at critical student moments 15!
- 16. 16 Your website is the keystone of all marketing efforts. All prospective student paths always lead to your website. As such, it should be given highest priority. .edu Blogs Email Marke2ng Paid Media Open Houses Print Media Social Media Landing Pages & Microsites SEO Videos Leveraging Your Most Valuable Asset: .EDU Website
- 19. WIDENING THE FUNNEL – CONTENT MARKETING First 5 Results: 68% Pages 2 to 3: 6% Pages 4 and beyond: Irrelevant
- 20. PERFORMANCE FOR SINGLE ARTICLE
- 21. WEBSITE TRAFFIC WITH AND WITHOUT BLOG Traffic for School of Business page in January with blog traffic Same View blog traffic removed
- 22. COST VS RETURN ON INVESTMENT Unlike paid advertising, this increase comes from fixed cost of labor generating a longer term equity
- 23. TRADITIONAL
- 24. 5000 10000 15000 20000 140160180200220 Paid Search Partial Plot Spend/Day($) Inquiries/Day 4000 6000 8000 10000 12000 140160180200220 Blog Traffic Partial Plot Sessions/Day Inquiries/Day 1000 2000 3000 4000 5000 6000 140160180200220 Display Partial Plot Spend/Day($) Inquiries/Day 5000 6000 7000 8000 9000 10000 140160180200220 TV Partial Plot Spend/Day($) Inquiries/Day MARKETING MIX MODEL" USE YIELD CURVES TO IDENTIFY EFFICIENT BUDGETS BY CHANNEL 24!
- 25. 5000 10000 15000 20000 600800100012001400 Paid Search Partial Plot Spend/Day($) Impressions/Day 4000 6000 8000 10000 12000 600800100012001400 Blog Traffic Partial Plot Sessions/Day Impressions/Day 1000 2000 3000 4000 5000 6000 600800100012001400 Display Partial Plot Spend/Day($) Impressions/Day 5000 6000 7000 8000 9000 10000 600800100012001400 TV Partial Plot Spend/Day($) Impressions/Day MARKETING MIX MODEL" BRAND IMPRESSION YIELD CURVES IDENTIFY WHICH CHANNELS TRULY DRIVE BRAND AWARENESS 25!
- 27. CHANGES • Added “Next Step’ as the primary Call to Action (CTA) instead of email/print icons • Change the header “Request Information” to “Receive Program Inform and Financial Aid Options” • Added 3 bullet points to expand on what visitors can expect by completing the form: • Detailed Program Overview • Personalized Financial Aid, • Individual Admissions Support” • Change “Submit” to “Get more Information”
- 28. Thank you.