Peer Insights Ball State University: Converting the Adult Learner
Adult students are busy. Research has shown that they often reach out for information, draft additional questions, and then become too busy to send them. Ball State University found that they were losing touch with adult students after their initial contact, and worked with the Hobsons EMS Consulting team to find out why. After working with Hobsons EMS, Ball State took what they learned about the adult student and adapted the structure and communication plans used by their admissions team. Join this month’s #breakthru webinar as Ball State shares what they changed, how they implemented the new strategy internally, and the results these updates made on enrollment. Presented by: Nancy Prater, Director of Marketing and Communication for Online and Distance Education, Ball State Ashley Adams, Assistant Director of Student Services for Online and Distance Education, Ball State Hannah Wilkey, Senior Market Research Manager, Hobsons
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Peer Insights Ball State University: Converting the Adult Learner
- 2. INTRODUCTIONS 2 Hannah Wilkey Senior Market Research Manager, Hobsons EMS Ashley Adams Assistant Director of Student Services, Online and Distance Education, Ball State University Nancy Prater Director of Marketing and Communications, Online and Distance Education, Ball State University
- 3. AGENDA 3 Problem 2: Enrollment 4 Improvement 1: Restructuring Staff 3 Measuring Success 2 Problem 1: Lead Engagement 5 Improvement 2: Communication Plan 1 Background 6 Improvement 3: Converting Online Learners 7
- 4. 4 Background
- 5. Ball State Division of Online and Distance Education 5
- 6. 6 Recognition and Opportunities for Improvement
- 7. Problem 1: Engagement 7 Needed Improvement • Lead follow up time • Lead nurturing for long-term Leads • Configuration for multi- channel follow up Doing Well • Content on the website is clear and outcome focused
- 8. Problem 2: Enrollment 8 Needed Improvement • Manual updating of address 2 to remove prospects • Decentralized system for application capture • User experience when creating an application Doing Well • Self-select application page
- 10. Faculty & Student Services Director Advisor/Recruiter Advisor/Recruiter Advisor/Recruiter Assistant Director of Student Services Staffing: Additions and Restructuring 10 Faculty & Student Services Director Advisor/Recruiter BeforeAfter
- 11. Building Improved Communication Plans (Goals) 11 • Tell the Ball State story effectively • Target timely communications to prospective students • Display clear calls-to- action and next steps • Review by Marketing & Communications to ensure brand consistency
- 15. Tools for Converting the Online Learner • Adult learning theory • Intrusive advising • Caring • Proactive • Knowledgeable • Holistic • Customer Relationship Management tool (CRM) 15
- 16. 16 Where we go next
- 17. Continually Moving Towards Best in Class 17 • Metrics • Retention communication • At Risk student communication • Back to Ball State campaign
- 18. 18 Questions ?
- 19. 19 Thank You
Editor's Notes
- New photo coming Nancy to complete: Public School located in Muncie Indiana Student Body looks like… How many programs in school? All are programs online? Average Enrollment Per Program:
- Online and adult student landscape is changing Ball State took opportunity to establish best in class practices on lead follow up and enrollment to grow online programs into future Hobsons EMS Consulting Engagement Details
- Engagement issues to address: Needed to fix the lead follow-up process to prepare for and accommodate future marketing investments to drive leads. Needed more high-touch engagement with prospects with an eye toward speed to lead. Needed to better track and capture key outcomes for repurpose in marketing (i.e. get to know our students better – understand what drives them).
- Enrollment issues to address: Needed to ensure in-progress application data is tracked. Need to better track and encourage students through the process from applying to registering for classes . . . and beyond.
- Talk about the change in size of the staff Also talk about background of staff – full time, professionals etc….
- Writers check – all should start with verb
- Metrics – Speed to lead time, lead to app conversion %, lead to enrollment conversion %, % of students who stay through end of first year, % of students who graduate, Dropout rate