Take your recruitment to the next level by determining which channels yield the best results, leveraging social media to expand your reach beyond your "fans," appropriately assessing results from each of your lead sources and identifying ways to efficiently allocate your resources. This session will delve into each stage of the recruitment funnel and discuss how you can collect your leads, engage them to inquire and apply and assess the results. Presentation by Marcus Hanscom, Associate Director of Graduate Recruitment and Outreach at the University of New Haven, at the NEGAP Annual Conference on November 18, 2011.
As graduate admissions offices warm up to new technology, flashy CRM systems and social networking, the number of channels available to reach prospective students is immense. With a shaky economy and growing competition, growing the top of the recruitment funnel is crucial to boosting enrollments and deepening the applicant pool. Take your recruitment to the next level by determining which channels yield the best results, leveraging social media to expand your reach beyond your "fans," appropriately assessing results from each of your lead sources and identifying ways to efficiently allocate your resources. This session will delve into each stage of the recruitment funnel and discuss how you can collect your leads, engage them to inquire and apply and assess the results.
Presented by Marcus Hanscom, Associate Director of Graduate Recruitment and Outreach at the University of New Haven and President of the New England Association of Graduate Admissions Professionals (NEGAP)
TxGAP Webinar: Sizing Up A Monumental Task: Building Your Recruitment Funnel ...Marcus Hanscom
Presented on behalf of the Texas Association of Graduate Admissions Professionals on December 14, 2011.
As graduate admissions offices warm up to new technology, flashy CRM systems and social networking, the number of channels available to reach prospective students is immense. With a shaky economy and growing competition, growing the top of the recruitment funnel is crucial to boosting enrollments and deepening the applicant pool. Take your recruitment to the next level by determining which channels yield the best results, leveraging social media to expand your reach beyond your "fans," appropriately assessing results from each of your lead sources and identifying ways to efficiently allocate your resources. This session will delve into each stage of the recruitment funnel and discuss how you can collect your leads, engage them to inquire and apply and assess the results.
Presented by Marcus Hanscom, Associate Director of Graduate Recruitment and Outreach at the University of New Haven and President of the New England Association of Graduate Admissions Professionals (NEGAP)
Increase enrollment through Inbound Marketing - Presentation at Assocation of...Schola Inbound Marketing
How do you find more prospective students? What is the difference between inbound marketing and traditional marketing? Do you know the first steps to take in implenting an inbound marketing campaign? This presentation will answer all these questions. It was presented by Ralph Cochran at the 2013 Association of Classical Christian Schools Conference.
7Summits Re-thinking College Admissions by Embracing Social Business - EduWe...7Summits
7Summits will introduce successful practices its high ed clients are instituting to attract new students, engage the existing student population, and inspire alumni by embracing social business.
What can you take away from this presentation?
- To provide attendees with solid understanding of the trends in social media, community
- Demonstrate successes from a variety of institutions that have reinvented their age-old processes
- To expose the audience to industry trends in technology that will impact planning and operations
As graduate admissions offices warm up to new technology, flashy CRM systems and social networking, the number of channels available to reach prospective students is immense. With a shaky economy and growing competition, growing the top of the recruitment funnel is crucial to boosting enrollments and deepening the applicant pool. Take your recruitment to the next level by determining which channels yield the best results, leveraging social media to expand your reach beyond your "fans," appropriately assessing results from each of your lead sources and identifying ways to efficiently allocate your resources. This session will delve into each stage of the recruitment funnel and discuss how you can collect your leads, engage them to inquire and apply and assess the results.
Presented by Marcus Hanscom, Associate Director of Graduate Recruitment and Outreach at the University of New Haven and President of the New England Association of Graduate Admissions Professionals (NEGAP)
TxGAP Webinar: Sizing Up A Monumental Task: Building Your Recruitment Funnel ...Marcus Hanscom
Presented on behalf of the Texas Association of Graduate Admissions Professionals on December 14, 2011.
As graduate admissions offices warm up to new technology, flashy CRM systems and social networking, the number of channels available to reach prospective students is immense. With a shaky economy and growing competition, growing the top of the recruitment funnel is crucial to boosting enrollments and deepening the applicant pool. Take your recruitment to the next level by determining which channels yield the best results, leveraging social media to expand your reach beyond your "fans," appropriately assessing results from each of your lead sources and identifying ways to efficiently allocate your resources. This session will delve into each stage of the recruitment funnel and discuss how you can collect your leads, engage them to inquire and apply and assess the results.
Presented by Marcus Hanscom, Associate Director of Graduate Recruitment and Outreach at the University of New Haven and President of the New England Association of Graduate Admissions Professionals (NEGAP)
Increase enrollment through Inbound Marketing - Presentation at Assocation of...Schola Inbound Marketing
How do you find more prospective students? What is the difference between inbound marketing and traditional marketing? Do you know the first steps to take in implenting an inbound marketing campaign? This presentation will answer all these questions. It was presented by Ralph Cochran at the 2013 Association of Classical Christian Schools Conference.
7Summits Re-thinking College Admissions by Embracing Social Business - EduWe...7Summits
7Summits will introduce successful practices its high ed clients are instituting to attract new students, engage the existing student population, and inspire alumni by embracing social business.
What can you take away from this presentation?
- To provide attendees with solid understanding of the trends in social media, community
- Demonstrate successes from a variety of institutions that have reinvented their age-old processes
- To expose the audience to industry trends in technology that will impact planning and operations
Introduction to Inbound Marketing for Independent Schools - Leigh Fitzgerald ...Blackbaud
Blackbaud K-12 User Conference Breakout Sessions
Introduction to Inbound Marketing for Independent Schools - Leigh Fitzgerald, Hubspot
Scott Allenby, Proctor Academy
Here we’ll present some expert advice for creating authentic, actionable personas, plus offer up some of our own tips from working with schools on this nuanced, highly valuable process.
Case Study: Rebuilding an Admissions Web PresenceDave Olsen
From print-heavy communication plans to ad hoc social media efforts to an ever expanding number of web sites we are very good at building silos of content. In this session we'll discuss the data, tools, and strategy that West Virginia University used to pare down and better integrate their Admissions-related communication efforts.
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.
Hacking the College Search: Key Influencers at Key Phases of the College SearchGil Rogers
Recent research has indicated that the college search paradigm has changed. The proliferation of mobile apps, social media, and the web have placed pressure on enrollment managers to buckle down on what works while continuing to evolve how (and when) they reach prospective students.
Hacking the College Search, a collaborative study between Chegg and NRCCUA, takes a look at the key influencers on college-bound high school students at each major phase of the process; from discover to decision.
In a recent survey conducted by StoriedU, college-bound high school students shared their feelings about their college admissions journey. They told us how much they use social media during their research process, on which platforms they want universities to engage with them, and what they think about the on-campus admissions presentation.
In this webinar, you’ll learn:
- What students really think about the admissions process
- How to stand out during the on-campus visit
- How to create content for students in the admissions funnel
For most candidates, making a career decision is serious business and candidates want to “try before they buy.” Recruiting through social media is a great way to keep candidates engaged in your pipeline and let them experience your culture before they commit. In this webinar, Jason Kipps, Universum Canada's Managing Director, will explore how leading companies in your industry are winning talent and reducing recruiting costs through social media.
Building Your Transfer Outreach Action PlanGil Rogers
Recent data from University Business indicates that over half of higher ed administrators anticipate an increase in transfer student enrollment in the coming years. With the continued growth of opportunity comes the increased importance in differentiating your institution.
More and more transfer student recruitment is becoming a critical part to how institutions achieve their enrollment goals. However, traditional practices for finding and engaging transfer students don’t always work.
Leveraging online tools, colleges and universities can save time, save money, and recruit smarter by focusing on three main strategies:
-- Find students actively researching you or are a best fit match based on their profile
-- Leverage retargeting to focus ad impressions on students actively researching you at the height of their interest
-- Utilize mobile and social outreach to build your brand on the specific community college campuses and students you are trying to reach
This presentation uncovers recent research that uncovers how and where prospective transfer students research and prefer to be in contact with the 4-year colleges they are considering.
For prospective students, a university with a strong reputation for research holds a certain amount of prestige, and publicizing research is an ideal way to demonstrate the expertise of your faculty.
Reimagining Your Website: What are prospective students looking for and how a...Dave Olsen
Review insights from the 2016 Ruffalo Noel Levitz E-expectations Report and discover tips and tools for implementing these strategies across your websites.
Salesforce Foundation HESUMMIT 2014 7Summits Social Strategies for Successf...7Summits
Engage in a discussion about how leading institutions are applying social technologies to attract new students, engage and retain their existing student population, and inspire and re-connect with alumni.
If you’re still grappling with refining your school’s identity, or hoping to re-brand and re-position yourself in the marketplace, consider these steps to cultivate a unique and impactful school brand.
Presented by Patrick Lane, WICHE
This webinar focuses on why reengaging adult learners (particularly those with some college credit but no degree) is such an important part of any metropolitan strategy to increase degree attainment. With demographic and workforce projections showing that the traditional education pipeline will not provide sufficient students to meet the future needs of employers, bringing back adults who have started but not finished a postsecondary credential is crucial. In addition to focusing on the need to serve these potential students, the webinar also shares promising strategies to develop collaborative relationships with other stakeholders to increase degree attainment.
Majors, degrees and programs – these are the products that colleges and universities offer, and the act of earning a degree is a life-changing experience for most people.
Why, then, are so many major, program and degree pages on .edu sites so long, lackluster or lifeless?
This session – originally presented at HighEdWeb 2014 in Portland – focused on creating a better user experience in a place that matters to almost every prospective student: major, degree and program pages.
2017 NACAC Conference: The Maturation of Mobile and Social - Key Findings fro...Gil Rogers
Social media is no longer new. Neither is mobile. And yet, it still seems extremely difficult to stay current and up-to-date with what prospective students want and need. With constant changes in student preferences and behavior, how are enrollment marketers to keep up? Delve into data from the 2017 Social Admissions Report to learn about recent trends and shifts in the use of digital tools. Learn how students use college help sites, social media platforms, and mobile technology during their college search and selection process.
Introduction to Inbound Marketing for Independent Schools - Leigh Fitzgerald ...Blackbaud
Blackbaud K-12 User Conference Breakout Sessions
Introduction to Inbound Marketing for Independent Schools - Leigh Fitzgerald, Hubspot
Scott Allenby, Proctor Academy
Here we’ll present some expert advice for creating authentic, actionable personas, plus offer up some of our own tips from working with schools on this nuanced, highly valuable process.
Case Study: Rebuilding an Admissions Web PresenceDave Olsen
From print-heavy communication plans to ad hoc social media efforts to an ever expanding number of web sites we are very good at building silos of content. In this session we'll discuss the data, tools, and strategy that West Virginia University used to pare down and better integrate their Admissions-related communication efforts.
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.
Hacking the College Search: Key Influencers at Key Phases of the College SearchGil Rogers
Recent research has indicated that the college search paradigm has changed. The proliferation of mobile apps, social media, and the web have placed pressure on enrollment managers to buckle down on what works while continuing to evolve how (and when) they reach prospective students.
Hacking the College Search, a collaborative study between Chegg and NRCCUA, takes a look at the key influencers on college-bound high school students at each major phase of the process; from discover to decision.
In a recent survey conducted by StoriedU, college-bound high school students shared their feelings about their college admissions journey. They told us how much they use social media during their research process, on which platforms they want universities to engage with them, and what they think about the on-campus admissions presentation.
In this webinar, you’ll learn:
- What students really think about the admissions process
- How to stand out during the on-campus visit
- How to create content for students in the admissions funnel
For most candidates, making a career decision is serious business and candidates want to “try before they buy.” Recruiting through social media is a great way to keep candidates engaged in your pipeline and let them experience your culture before they commit. In this webinar, Jason Kipps, Universum Canada's Managing Director, will explore how leading companies in your industry are winning talent and reducing recruiting costs through social media.
Building Your Transfer Outreach Action PlanGil Rogers
Recent data from University Business indicates that over half of higher ed administrators anticipate an increase in transfer student enrollment in the coming years. With the continued growth of opportunity comes the increased importance in differentiating your institution.
More and more transfer student recruitment is becoming a critical part to how institutions achieve their enrollment goals. However, traditional practices for finding and engaging transfer students don’t always work.
Leveraging online tools, colleges and universities can save time, save money, and recruit smarter by focusing on three main strategies:
-- Find students actively researching you or are a best fit match based on their profile
-- Leverage retargeting to focus ad impressions on students actively researching you at the height of their interest
-- Utilize mobile and social outreach to build your brand on the specific community college campuses and students you are trying to reach
This presentation uncovers recent research that uncovers how and where prospective transfer students research and prefer to be in contact with the 4-year colleges they are considering.
For prospective students, a university with a strong reputation for research holds a certain amount of prestige, and publicizing research is an ideal way to demonstrate the expertise of your faculty.
Reimagining Your Website: What are prospective students looking for and how a...Dave Olsen
Review insights from the 2016 Ruffalo Noel Levitz E-expectations Report and discover tips and tools for implementing these strategies across your websites.
Salesforce Foundation HESUMMIT 2014 7Summits Social Strategies for Successf...7Summits
Engage in a discussion about how leading institutions are applying social technologies to attract new students, engage and retain their existing student population, and inspire and re-connect with alumni.
If you’re still grappling with refining your school’s identity, or hoping to re-brand and re-position yourself in the marketplace, consider these steps to cultivate a unique and impactful school brand.
Presented by Patrick Lane, WICHE
This webinar focuses on why reengaging adult learners (particularly those with some college credit but no degree) is such an important part of any metropolitan strategy to increase degree attainment. With demographic and workforce projections showing that the traditional education pipeline will not provide sufficient students to meet the future needs of employers, bringing back adults who have started but not finished a postsecondary credential is crucial. In addition to focusing on the need to serve these potential students, the webinar also shares promising strategies to develop collaborative relationships with other stakeholders to increase degree attainment.
Majors, degrees and programs – these are the products that colleges and universities offer, and the act of earning a degree is a life-changing experience for most people.
Why, then, are so many major, program and degree pages on .edu sites so long, lackluster or lifeless?
This session – originally presented at HighEdWeb 2014 in Portland – focused on creating a better user experience in a place that matters to almost every prospective student: major, degree and program pages.
2017 NACAC Conference: The Maturation of Mobile and Social - Key Findings fro...Gil Rogers
Social media is no longer new. Neither is mobile. And yet, it still seems extremely difficult to stay current and up-to-date with what prospective students want and need. With constant changes in student preferences and behavior, how are enrollment marketers to keep up? Delve into data from the 2017 Social Admissions Report to learn about recent trends and shifts in the use of digital tools. Learn how students use college help sites, social media platforms, and mobile technology during their college search and selection process.
An illustrated view of changes to the admissions funnel considering cross media, marketing automation and new approach strategies for kids that live, sleep and breathe all things digital. This infographic includes a comprehensive planning guide. #cross media, #marketing automation, #college admissions
EWHT 043 Recruiting and Admissions for the 21 Century StudentJohn Copeland
Published in December 2007, John Copeland writes about recruitment and admission opportunities and challenges for colleges and universities. A must-read for today's enrollment management and marketing professional looking to use software.
NAGAP 2011: Building the Recruitment Funnel and Measuring the FlowMarcus Hanscom
This is my presentation from the 2011 Annual Conference of the National Association of Graduate Admissions Professionals (NAGAP) on April 7, 2011, in Washington, D.C.
Connecting Social Media Efforts to Offline OutcomesCampus Sonar
Your social media work should not be solely focused on followers, likes, engagement rate, and reach. Learn how to connect your social media efforts to outcomes like admissions inquiries, alumni engagement, better media pitches, and effective marketing campaigns.
Presented at the 2019 Oklahoma College Public Relations Association conference.
Mobile Advertising 101: Beyond GeofencingGil Rogers
Location-Based Mobile Advertising is an exciting technology that may be used to reach targeted students where they are. Whether you are trying to reach potential transfer students on a community college campus, potential grad students downtown, or potential undergrads at their high school, "geofencing" can be a great way to focus in on those locations and drive targeted advertising volume.
However, not all geofencing is the same. It can be very easy to drive a high volume of impressions with low engagement, leading to questionable ROI.
This webinar will focus on the "Do's and Don'ts" of digital marketing; specifically with regard to mobile advertising strategies and how to avoid some of the pitfalls while putting yourself in the best position for success.
In this webinar, we feature digital marketing best practices for charter schools. Listen as Stephanie and Janet dive into the different platforms and tools that can be used to gain awareness and help your charter school grow! Listeners will gain practical knowledge that can be easily implemented into your community outreach plans and get your charter school's digital footprint on the map.
How to Use and Track New Media - Marketing Schools, Programs & Kids CampsOur Kids Media
How can you use new media such as blogs, facebook and twitter to engage with moms and kids and market your programs, schools or summer camps? This presentation shows you how you can engage with parents during the various stages of their consideration funnel, and how to track your results with Google Analytics and social media tracking tools.
Be the best at private school marketing, summer camp marketing or kids program marketing and selling to moms in Canada.
Originally presented by wink11 founders Nadia Duriavig and Daniela Duriavig at the OUR KIDS Marketing Academy Lunch & Learn in Toronto on October 28th, 2014. More tools and resources available at http://www.ourkidsmedia.com/marketing
Want to hear about all things #Converge2015, but unable to attend this year’s conference? Maybe you made it, but your team didn’t. Or maybe you decided to head somewhere else for your annual work trip. Don’t worry – we’ve got you covered with the cliff notes version of the conference.
How students search for and decide for a university has grown more complex: the search process and the consulted channels have multiplied.
UNIspotter conducted a study among 86 students (business; interested in pursuing a Master) to observe how they search, where they search and what they search for when deciding for a study program.
We discovered that the search process follows a pattern (4 stages):
- Browse universities (50+ programs)
- Narrow down the option (15-25 programs)
- Detailed Research: Compare (10 programs)
- (Pre-)Decision: Apply (on average 5 programs)
However, not all the touch points are considered equally relevant for the final decision.
The university of the future needs to attract top-talent in a rapidly changing market and needs to manage the information that impacts the future students' decision.
But: most of the time you are not even aware that potential students make decisions about you. Google calls this "The Zero Moment of Truth" - customers researching about you on the internet before they decide to buy a service.
How do students consider university rankings, accreditations, search engines, online portals and the direct contact with universities?
We want to provide you an insight into what we found out.
And input on how you can identify the customer journey your students have had as well as a check-list on how to find room for improvement.
We would be very happy to have your feedback about it!
Using Experience Maps to Improve Both Promise and ProcessmStoner, Inc.
Download this webinar for free: http://mstnr.me/2bvb0Bk
True story: by understanding the factors that drive decisions, as well as the thoughts and emotions that our target audiences experience, we can improve both promise and process for the groups that we serve.
Experience maps — graphical representations of the interactions individuals have with a product or service — are an effective tool for understanding our audiences. Based on both qualitative and quantitative research, experience maps can lead to numerous insights by illustrating what audiences think, feel, and do at various stages in a process. Experience maps also reveal existing gaps and potential opportunities in the overall user experience. We can harness these insights to educate stakeholders and drive positive changes and improvements across an entire engagement lifecycle.
In this Webinar:
• You’ll learn the principles behind experience mapping, as well as various techniques for collecting necessary data and information.
• You’ll explore an array of tools for illustrating experience maps.
• You’ll see examples of maps we’ve developed for a number of different institutions, and you’ll hear the insights from those maps that influenced content strategy and process change.
• You’ll discover approaches for using experience maps in your projects to ensure a positive user experience.
Engaging Students: Modes of Communication: Text, Type or SkypeGuidedPath
Students are in constant motion, and advisors must be too, in order to stay in touch. Learn principles of communication with your students- ways to reach them where they live- on their phones.
Featuring report by The McCann Group: The Truth About Youth, with tips for connecting to generation "C", and three universal motivations for youth that transcend all countries.
Throughout this session, we hope to provide a helpful guide for new graduate admissions counselors who may be unfamiliar with the technology, clientele and infrastructure of the graduate admissions office. Drawing upon personal experiences and specific examples, we will elaborate on the three primary methods for ensuring success and rapport with clients and co-workers in the admissions field. This session will focus on creating habits for effective time management, fostering committed and personalized relationships, and maximizing technology usage on a day to day basis.
Presented by Sarah DiFrances and Yuliya Borowski from Lesley University in Boston, MA.
Having a paperless application process in the admissions business can be a daunting task. At Harvard School of Public Health, we have had a paperless review process for the past three years and we are in the midst of a paperless application process this year - all with the assistance of outside vendors. This presentation will go over the challenges and lessons learned during the transition.
Presented by Vincent James, Director of Admissions for the Harvard School of Public Health.
Starting and maintaining a successful social media presence within graduate admissions can often feel like fishing without a pole. You know the students are out there, they’re hungry and swimming for content, but you might not even be on the boat, let alone have any bait. Join this session to learn how to get started and successfully maintain social media, discover which channels may be most productive for your audiences, and uncover the secrets to curating content with little effort.
Presented by Marcus Hanscom, Associate Director of Graduate Recruitment and Outreach at the University of New Haven in West Haven, CT.
How do you define great service? Expectations of what defines great service have evolved over time, reflecting changes in the marketplace, advancements in technology, and new ways of delivering service. Consumers are used to demanding high quality service in many aspects of their lives, and graduate education is no longer immune from those demands. Graduate students are more focused than ever on ensuring their graduate education helps them reach their academic and professional goals, and rely on the work of higher education professionals to help them navigate the process. As Graduate Admissions professionals, providing great service to our students is more important than ever, not only in how we deal with them personally, but also guiding them through the process of becoming a student in our institution. This session will focus on providing examples of strategies that have been utilized to offer great service using technology, quality service techniques and a common sense approach.
Presented by Brett DiMarzo from Suffolk University in Boston, MA.
Graduate programs are experiencing both the benefits and repercussions of economic uncertainty as many under and unemployed adults are seeking graduate education to advance or change their careers. Sometimes being creative and effective in recruitment means taking a look at the basics of what we do best and fine tuning those tools to accommodate the unique populations we aim to serve. More often than not, this involves an intrinsically simple approach based on a personal touch.
Regis College admission staff present the ins and outs of several recruitment and yield events that cater to various graduate student populations. The presenters review how even making slight adjustments to basic events can lead to outstanding results. Results include not just program growth, but also an increase in positive perception, image, and sentiment. We explore how we periodically revisit our standard admission events and remodel them to fit the variety of student groups we aim to serve with an emphasis on the personal touch.
Presented by Dr. Claudia C. Pouravelis, Jenene Romanucci, and Shelagh Tomaino from Regis College in Weston, MA.
Dr. Robert Hill, Ed.D., a professor in Nova Southeastern University's Ed.D. in Higher Education Leadership program, speaks on "Managing the Enrollment Funnel in these Challenging Times" as part of the first webinar presented by the New England Association of Graduate Admissions Professionals (NEGAP). Dr. Hill, an expert in student services, will discuss how admission strategy can be tailored to meet the needs of prospective students in the current economic environment.
In early 2010, Salem State University decided to implement a paperless system for graduate admissions. Plans included launching an online graduate application, scanning documents, conducting the admissions decisioning process online, and moving prospect-to-enrollment communications online. This presentation will provide tips and strategies from a member of Salem State's core team involved in all aspects of implementation. Designed for schools thinking about going paperless or just getting started, this session will address the SILVER - Starting, Implementation, Launch, oVErcoming technical issues, Regrouping – needed to get you to the gold!
Presented by Jamie Satter, Assistant Director of Graduate Admissions at Salem State University.
Learn more about how a small college worked with limited resources and staff to do more with less and effectively serve a fast-growing, vibrant graduate student population. The session will discuss the recruitment challenges faced by small colleges and how to capitalize on the strengths inherent at smaller institutions, including cultivating customer service and working closely with faculty to offer a personal student experience.
Presented by Paul Vaccaro, Claudia Pouravelis, and Jenene Romanucci from Regis College.
Learn how to create a comprehensive web site that caters to the complex and specific needs of international undergraduate and graduate students. Presentation by Ashraf Zawaideh, Director of International Recruitment and Government Sponsored Programs at the University of New Haven, at the NEGAP Annual Conference on November 18, 2011.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
"Protectable subject matters, Protection in biotechnology, Protection of othe...
NEGAP 2011: Sizing Up A Monumental Task: Building your Recruitment Funnel and Measuring the Flow
1. Sizing up a Monumental Task:
Building Your Recruitment Funnel and
Measuring the Flow
Marcus Hanscom, M.B.A. (@MarcusHanscom)
Associate Director, Graduate Recruitment
& Outreach, University of New Haven
2. About Me: A Case Study
I enjoy watching
golf on TV
(and no, it’s
not boring)
DISCLAIMER: This isn’t me.
4. About Me: A Case Study
Commercial
aviation
photography is one
of my favorite
hobbies
5. About Me: Marketing Assumptions
• Advertising on a milk carton is a bad idea
• I might be inclined to read an ad on Tiger Woods’ or
Phil Mickelson’s hat
• Advertising on the side of an airplane might work:
7. About Me: A More Practical Approach
• 28 years old
• Hold B.S. and M.B.A.
• I might “like” your Facebook page or follow you on
#Twitter
• I might click on a paid ad if it is interesting to me
• I am persistent, so I will find info on your site
regardless of how many clicks it takes
(I am an exception to the rule)
8. Marketing to Me, Practically Speaking
• Have a social media presence
• Be willing to communicate with me
electronically, though I like the phone as well
• Avoid snail mail – it just clogs my mailbox.
• Buy paid ads where I may go – Google, Facebook
• Make information easy to obtain on your website
9. Learning Outcome for Today
• We will recruit more efficiently and deliver higher
ROI if we:
– Evaluate our current student base
– Use student information to make educated decisions on
marketing channels and relevant messaging
– AND track student data throughout the funnel including
activity on our website, social media
10. The “Informed” ROI Process
Assess
Incoming/
Current
Students
Lead
Tracking Generatio
n
Funnel
Managemen
t/Marketing/
Recruitment
13. Your current students
• Assess the demographics and needs of current
students
– Average age?
– Male/Female ratio?
– Previous major?
– Referral Source?
• In an ideal world, assess by program
– Easier for decentralized admissions
14. A Case Study: M.S.E.D.
M.S. Education Applicants by Age and Gender
Three-Year Analysis: AY08-09 through AY10-11
400
350
300
250
200 Male
Female
150
100
50
0
Age 18-24 25-34 35-44 45-54 55-64 65+
15. A Case Study: M.S.E.D.
M.S. Education Applicants by Referral Source and Gender
Three-Year Analysis: AY08-09 through AY10-11
Referral Source n % of n Gender % of n n
Fair/Expo/Tour 15 1.6% Female 71% 653
Internet 169 18% Male 29% 267
UNH Mailing/Email 6 0.6% Total --- 920
Newspaper Ad 3 0.3%
Other 142 15%
Print/Web Directory 16 1.7%
Word of Mouth 506 55%
Empty 63 6.8%
Totals 920
16. Assignment #1
• Conduct a program demographic assessment
– Age/Gender
– Location (In/Out of State, International)
– Referral Source
– Previous Major
– …and others
• Present to program faculty
– Engage faculty in process if not already
– Faculty buy-in is crucial
17. We all want our cake, and we want to eat it, too.
BUILDING THE FUNNEL
19. Generating Awareness
• …but this is so 2011
– Directory Sites (Gradschools.com, Petersons.com,
GraduateGuide.com…)
– University Website
– Social Media (Facebook, Twitter, LinkedIn, FourSquare…)
– Google/search engines
– Blogs
– Virtual Information Sessions/Chats
– Open Houses
20. Lead Sources
• Purchased Lists • Word of Mouth
• Directory Sites • Click-thru campaigns
• Social Media • Mailings/BRC
• University Website • …and more
• Search Engines
(Paid and Organic)
• Graduate Fairs/Visits
• Open Houses
• Webinars / Chats
21. Key Questions
• What is the total budget allocated to generating
leads?
• Are lead generation techniques/processes
customized by program?
• What role do faculty members play? Administrators?
• How do you manage your prospect leads versus your
inquiries?
22. Assignment #2
• Do a lead generation audit
– List all current lead sources and costs
– Identify financial goals: spend more or less?
– Are you doing some things because “that is what we
always do?”
– We have a collective groupthink problem. Does your
institution suffer?
– Just the basics: How many students are applying or
enrolling from each source?
23. So, the funnel is flowing. Now what!?
ENGAGING PROSPECTS
24. Keys to Success
• Communication Plan (Automated)
• Relevant Messaging
• Cross-channel messaging
• Regular social media participation
• Personalization whenever and wherever possible
25. Communication Plan
• CRM is key
• Automation = efficiency
– Particularly for small offices
– Does not necessarily mean impersonal
• Integrated marketing opportunities
– Letters, emails, personalized portal pages
– Phone call management
• Ensure communication consistency to all audiences
26. Relevant Messaging
• Graduate students want personalization
• Avoid the fluff communications
• Provide program information as soon as possible
– Preferably through multiple channels – mail, email, phone
• Clear, succinct, “What’s in it for me?”
communications
Initial Email Communication Interaction
Rates
General 4% Program- 20%
Specific
27. Social Media
• Not a “set it and forget it” process
• Engaging students on SM means exactly that
– Regular interactions
– Go beyond the “press release” posts
– Offer contests
• Remember the audiences for each platform
• Create opportunities to request information, learn
more, “see” your experience
• Integrate with your website
28. Where are you sending prospective students?
• Generic page on your site?
• An inquiry form?
• A specific landing page for just the leads from a
particular source?
• A specific inquiry form?
29. Assignment #3
• Set up Unique Source Pages
– Set up landing pages or inquiry forms unique to each lead
source
– Create vanity urls (ie. www.newhaven.edu/nytimes) for
print advertising
– Create pages for your generic lead generation and for
event advertising management
– Use QR codes on mailings and advertisements with a
unique landing page
30. Assignment #4
• Create a referral source policy
– How do you accurately report where students came from?
– Identify how the created source versus a “How did you hear
about us?” question will vary in your data
• Create one data set/attribute to collect this data
– Greatly reduces reporting headaches
31. They came, we talked, but I have no idea what happened!
MEASURING AND
UTILIZING RESULTS
32. Measuring Results
• CRM System Results
– Email Results (Open rate, interactions)
Email Interaction Rates
General 4% Program- 20%
Specific
– Personalized portal results
• Source Coding (Referrals)
– Create definitions/guide
• Unique Landing Pages w/tracking
• Google Analytics (or other software)
33. Personalized portal results
• 9% of all visitors clicked an “Apply Now” link
• 69% of those completed and submitted an application
• Average visits per user: 4.9
• Average login time: 20 minutes
• 4,408 active visitors in last six months
• 675 engaged visitors (15%)
34. Google Analytics
• Great for assessing website effectiveness
• Learn what content works
• Determine how students get to your content
• Determine which content is generating the most
leads
• Determine information paths
• Be mindful of where you are sending students
– If sending to external sites, can affect your Analytics efforts
36. Assignment #5
• Become a user on Google Analytics
– Learn how to find your specific site content
– Evaluate metrics as a whole
– No single metric on its own is helpful
• Use metrics to make educated decisions about page
content
– Do you need to adjust content on your admissions pages?
Program pages?
– Would new landing pages help?
37. Campaign Tracking
• Google URL Builder
– Other tools are available
– Ease of use for beginners and advanced users
• Use for web ads, landing pages, social media links,
blog posts, etc.
40. Assignment #6
• Use the URL builder to create a tracking URL
– Try it with a social media ad
– Assess the results in GA after two weeks; a month; two
months
• Advanced option: create two ads that link to two
different pages on your website
– Use two separate unique tracking URL’s
– Evaluate which pages/ads have better results
• Bounce rate, time on site, pages per visit, etc.
41. Tips on Tracking
• Minimize options on how students get to your site
– Tracking does little good if you have too much to track
• Use vanity URL’s for ease of use or hidden tracking
URL’s
• Use short inquiry forms if directing students there
first
• K.I.S.S.
• All tracking involves a grain of salt
42. Utilizing Results
• Allocation of financial and human resources
• Development of new channels/expansion of current
ones
• Strategic advertising timing
• Strategic planning for links/awareness
• Restructure/rewrite existing content
43. A Starting ROI Argument
• Avg. Rev/Student x # enrolled from source =
Estimated Total Revenue/Source
– Can simplify numbers by funnel status
– Determine the “value” of a given inquiry
or applicant
• Compare revenue to annual spend per source
– Is your return worth the investment?
44. ROI Example
Directory Listing College Fairs
• Avg. Total Revenue/student = • Avg. Total Revenue/student =
$25,000 $25,000
• Students enrolled = 10 • Students enrolled = 2
• Total revenue from source= • Total revenue from source=
$250,000 $50,000
• Annual Directory spend: $32,000 • Annual Travel Spend: $30,000
• ROI: 681% • ROI: 67%
**Remember this is using a gross revenue figure.
45. Assignment #7
• Assign revenue to lead sources and determine
estimated ROI
– Gross revenue is a start
– Determine average revenue/student
• Can be most helpful at program level
– Can compare to other sources by percentage return on the
dollar
46. Assignment Review
1. Conduct a program demographic assessment
2. Do a lead generation audit
3. Set up unique source pages
4. Create a referral source policy
5. Become a user on Google Analytics (and use it)
6. Use the URL builder to create a tracking URL
7. Assign revenue to lead sources for ROI
47. Final Thoughts
• None of this happens overnight
• Need commitment of human (and in some cases,
financial) resources
• Involve faculty if not already doing so
• Be adaptable
48. Marcus Hanscom
MHanscom@newhaven.ed
u
203.932.7277
Twitter: @MarcusHanscom
Questions?
THANK YOU.