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.

1. Student Enrolment
Management
Lead Acquisition, Maturation, Conversion

2. Acquisition

3. Acquisition
Sources
1.School Visits
2.Fairs
3.Web
4.Social
Mechanisms
1.Paper/tablet
2.Paper/tablet/lists
3.Web form
4.Landing page

4. Are all sources
maximized?

5. Maturation

7. 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

8. Lead Scoring
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
Local mature
student
7 See recruiter at
career fair
+5 12
Student at transfer
college
8 Meets with
admission
officer
+9 17

9. Action based-data
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
talking point.

10. 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.

12. Lead Scoring
1 Star 3 Star 5 Star
Instant personalized email Instant program specific,
personalized email
Instant program specific,
personalized email
No call scheduled Call from recruiter within 14 days Call from recruiter within
48 hours
Added to general mailing list Added to program specific call
sheet
Added to faculty member
call sheet
Receives e-invite to open house Receivers invite for program
specific campus visit
Receives hand-written
note via mail from recruiter

13. Maturation
We need to enable progression through the
funnel. For example:
1.Lead acquisition
2.Email click through
3.Social media engagement
4.Phone call to recruitment officer
5.Application web page visit

14. Conversion

15. Conversion
Post-application, the same logic applies:
• Process challenges
- Completing a deposit
• Program challenges
- Additional application forms
• Individual challenges
- Moving away from home

16. Conversion
We all have support programs in place for these
challenges, however, our problem exists in
connecting the student with the support program.

17. The conversion is
entirely dependent
on the process.

18. Summary
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.