College Recruitment for General Audiences
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A presentation about college marketing and recruitment for general audiences, including faculty, staff and administration. These processes led to over 50% increases at two northeastern small colleges in two years each. It may also be adapted and applied for general marketing and entrepreneurship. Influences include Simon Sinek and Roger Martin. Topic include where and how to find prospects, as well as how to integrate and plan implementation.
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College Recruitment for General Audiences
- 1. People ask, "If we have 7 billion people on this planet, why can't we find a few more students?" 1 Michael Hayes micalif@icloud.com Source: NASA
- 2. 2 Example: Chicago • While typical recruiters followed the same old path, after meeting all prescribed criteria, we researched other data to identify emerging opportunities. • This suburb in the Chicago area, with a surge of young people, went from having one high school to four in one decade. • Our competitors had no presence here. It was new and therefore unnoticed. City Data
- 3. 3 Chess Shot Many observers expect all that is necessary is for enrollment leaders is to sit down, and figure out a stategy that works, as if there is no competion. Michael Hayes micalif@icloud.com
- 4. The truth is that there are many, many competitors owning the same technology, using the same software, and distributing through the same social media sites with the same capabilities to do outreach and recruit. Michael Hayes micalif@icloud.com
- 5. 5 Capturing attention is not as easy as it is for well known, competing brands with high market saturation and a limited number of competitors. Michael Hayes micalif@icloud.com
- 6. 6 It's more like this! You are one of hundreds vying for the attention of a declining audience. Michael Hayes micalif@icloud.com
- 7. 7 So, what's the problem? Michael Hayes micalif@icloud.com Imagine a group of people at a small, rural college sitting around discussing the challenges of increasing enrollment. Chances are they would say things like the following:
- 8. 8 The steady increase of graduates that created expectations of consistently higher numbers is over. Michael Hayes micalif@icloud.com
- 9. 9 They are moving away from the northeast at a fast rate. Michael Hayes micalif@icloud.com
- 10. 10 It has gotten much harder for families to pay for a private college education. Michael Hayes micalif@icloud.com
- 11. 11 The discount rate has continued to rise, reducing the impact and benefit of enrolling more students.
- 12. 12 0 12500 25000 37500 50000 $30,000 > $30,001 > $48,001 > $75,001 > $110,001 > College A College B University A College C University B This means there is very stiff competition, and colleges are competing too frequently on price. Michael Hayes micalif@icloud.com
- 13. 13 A little perspective from Brad Pitt Michael Hayes micalif@icloud.com
- 14. "If we try to play like the Yankees in here, we lose to the Yankees out there." Think Differently.
- 15. 15 Salary vs. Wins ! Major League Baseball Enrollment Marketing Budget Source Unknown Winning at enrollment for a little college is a little like the Oakland A's winning baseball games.
- 16. 16 The international surge has been great, but can we count on it to continue? Do you always know where it will come from next? Where it will rise? Where it will fall?
- 17. A little wisdom from Kevin Costner So then, how will we create those wins? How will we create opportunities? How are we going to improve our "batting average"?
- 18. Getting flares, gorps, groundballs with eyes and dying quails.
- 19. 19 Reach Physical Outreach Campus Activity Advertising/ Promotion Public Relations Reputation Ratings Graduate Outcomes Opinions (published by students and alums) Relationships Prospects & Parents Influencers Strategic Partners Relevance Career Interests Lifestyle Fit Financial Situation It begins here. ! No matter the latest technology, or whatever the newest "thing" is, to generate sustainable increases in enrollment, we must always cultivate these four fundamental elements. They are not "old school" or "new school." They are timeless. Every action requires that we identify how to use each of the four elements in the mix. think of them of as colors on an artist's palette or ingredients in chef's kitchen.
- 20. 2023232323 Reach Reputation Relationships Relevance Value (vs. Cost) Access Competitive Position Trust Capture Attention Sustain Attention Michael Hayes micalif@icloud.com
- 21. 21 Doing what has always worked in past doesn't necessarily work in the future. Just doing something that sounds good without understanding the enviroment leads to more problems. Along with tactics, you must have strategy.
- 22. 22 Roger Martin Former Dean of Rotman School of Business Top 10 Business Thinker in World Leading Proponent of Integrative/ Design Thinking • What is our winning aspiration? • Where will we play? • How will we win? • What capabilities must be in place? • What management systems are required? There is no better place than to start with the advice of the very best of all strategic thinkers.
- 23. 23 ! What did we aspire to? 26 Why What How • Why do we exist? Our core beliefs. • How does we achieve our beliefs and goals. • What do we do? Watch Simon Sinek's "Start with Why" (Top 10 TED Talk)
- 24. 24 ! Where did we play? Cultural Collective Beliefs, Values and Practices Psychographic Values Personality Types Soft Data Geographic Local, Regional, State, National, Intl "Long Tail" Demographic GPA, SAT, AP, IB Transfer, Seniors, Etc. Hard Data Economic Median Income Trends in the economy Financial Aid Support Identify common conditions and variables among your successfully recruited students, or for those you want to recruit. Research and identify where those conditions intersect in abundance. Focus your marketing and recruitment there. Michael Hayes micalif@icloud.com
- 25. 25 ! How will we 'CONVERT' prospects into students? 2828 Campus Open Houses & Workshops Influencer Events Faculty/ Staff Involvement Outreach Schools & Organizations Industry Events Interest Groups Network Feeders Influencers Strategic Partners Visibility ! Inbound Marketing Content/ Permission Mobile & Social Website as Hub By Interest/ Tagging Research Where, How, Capabilities CRM & Analytics External Data & Trends Winning Formulas Engagement Excite, Engage, Educate, Validate and Enroll Segmentation College Wide Involvement Training Academics Financial Technology Sales Michael Hayes micalif@icloud.com
- 26. 26 ! What Capabilities must be in place? Market At the intersections of "Where" will we play Message Communicate these: Reputation, Relevance Why, How, What Psychographic, Cultural Means Of Delivery Website YouTube, Social, Etc. Mail or Email Events Method Of Production Photo, Video, Audio Viewbook, Brochure 3D or Exhibit Class, Presentation Michael Hayes micalif@icloud.com
- 27. 27 STAGE vs CONVERT Prospect Inquiry Applicant Accept Deposit Excite Engage Educate Validate Enroll Campus Open House School Visit HS Workshops Campus Visit Visit + Class Accept Day Pre-Register Summer Gather Outreach Class Present Portfolio Days Starbucks Gangs Off Site Accepts Network Campus Visit Teacher Visits Chairperson Call Priority Review Effectiveness Visibility Poster OH Postcard Tumblr-YouTube Facebook Group Engage Email Blasts College Fairs Portfolio Days Viewbook Telecounselors Int'l Chats Confirm Call Pvt FB Groups Research Gen Z Psycho School Network Geo Origins Motivators Majors Incompletes Yield by Major Decision Makers Aid Effectiveness Capabilities Face to Face Calls/ Virtual Contact Print Digital Letters/ Email/ Texts You can't always know where or how your prospects will enter the funnel, or what their preferred means of getting information are. So, cover all your bases. Create a web where they can follow their impulses. Wherever they go, there you are. Michael Hayes micalif@icloud.com
- 28. 28 Campus Outreach Network Visibility Engage August Post Event Schedule Open House Calls September School Visits Open House Calls Send Posters DC PDay Calls October Open House Portfolio Days Teacher Workshops International Chat - Inq November Portfolio Development Fairs International Chat - INQ December Christmas Cards January Deadline Reminders Deadline Reminders February Grad Open House Spring Open House Accept Day Invites March Accepted Day April Open House International Chat - ACC May June Capabilities Face to Face Calls/ Virtual Contact Print Digital Letters/ Email/ Texts Plot it all out on a calendar (by day), to create a flow of all actions leading to one another, utilizing all communication methods at your disposal. Also, integrate multiple channels, so they support one another. Michael Hayes micalif@icloud.com
- 29. If you have more questions, or you are hiring, please contact: ! Michael Hayes micalif@icloud.com