Dr. Brenda Harms will provide a fresh perspective on digital advertising as an important lead source.

1. RECRUITMENT:
CONVERTING DIGITAL LEADS
Brenda Harms, Ph.D.
Harms Consulting

2. QUESTIONS?
OMNI ROYAL ORLEANS | NEW ORLEANS, LOUISIANA | OCTOBER 21-22, 2015

3. Thank you!

4. Enrollment Growth

5. Enrollment Growth
• Will never be as easy as it was in the past
Competition
Price sensitivity
Online delivery
Emerging delivery modes

6. Enrollment Growth
• Will always involve a mix of lead sources
Referrals
Word of mouth
Direct transfer
Traditional advertising
Digital sources

7. Enrollment Growth
• Will require schools to sharpen their skills and
push beyond their typical approach to recruitment

8. The Levels of Education for the U.S.
Population
• 22 percent (over 37 million
Americans) have attended
college but not completed a
degree
• 19 percent (over 32 million
Americans) have a
bachelor’s degree
Less than
high school
13%
High school
27%
Some
college, no
degree
22%
Associate
degree
8%
Bachelor's
degree
19%
Graduate or
professional
degree
12%
Levels of education for the U.S. population, aged
25-64
Source: U.S. Census Bureau, 2008

9. 2012 Lumina Foundation Study –
Public Opinion of Higher Education

10. 2012 Lumina Foundation Study –
Public Opinion of Higher Education
• Nearly all Americans (97%) say having a degree or
certificate beyond high school is at least somewhat
important to a person’s financial security

11. 2012 Lumina Foundation Study –
Public Opinion of Higher Education
• More than two-thirds (67%) say getting a good job is a
very important reason for getting education beyond
high school

12. 2012 Lumina Foundation Study –
Public Opinion of Higher Education
• Of Americans who do not have a postsecondary degree
or certificate, the majority agree or strongly agree that
they would feel more secure in their job and their
financial future if they did have one

13. 2012 Lumina Foundation Study –
Public Opinion of Higher Education
• Four in ten Americans (41%) without a postsecondary
degree or certificate say they have thought about going
back to school to earn one within the last 12 months

14. The Good News

15. The Good News
• We are selling a product people want and believe is
valuable
• The labor market will continue to push people toward
continuing their education
• The climate in higher education is requiring schools to
diversify their student audiences – thus the adult market
is gaining a bigger chair at the table

16. The Challenge

17. The Challenge
• We must:
• Diversify our lead pool
• Assess our lead pool and recruit accordingly
• Segment our messaging and the longevity of the
messaging more so than ever before
• Have and UTILIZE the functionality of a CRM
• Value recruitment (and the skills it takes to recruit)
differently than we have in the past (in hiring,
managing, and promoting)

18. Converting Digital Leads

19. Converting Digital Leads
More leads
is not the answer to enrollment growth

20. Converting Digital Leads
Converting more leads
is the answer to enrollment growth

21. Converting Digital Leads
All lead sources are not created equal
BUT
All lead sources are needed to grow enrollment

22. Converting Digital Leads
• A few notes about digital leads
A digital lead is engaging with you earlier in the
enrollment funnel
Enrolling in school is typically a longer range goal,
these leads are shopping when they reach out to
you, dreaming really
Just because a digital lead doesn’t enroll in 6
weeks doesn’t mean the dream is dead – it is just
taking some time to develop

23. Converting Digital Leads
• A few notes about digital leads
Digital leads will NOT behave like a referral or a
prospect who picks up the phone and calls you
(don’t expect it)
Digital leads create a foundational pool for
enrollment - they will fill in the cracks and push up
enrollment over time
Digital leads will be HARD to stay with as they
provide little personal/professional gratification
while they are being recruited

24. Sample Models for Engagement

25. Sample Model for Engagement – Option 1
• Adult inquires – Day 1
• Follow-up contact (call) within 24 hours
• Follow-up contact (call) – Day 3
• Follow-up contact (email) – Day 7
• Follow-up contact (call) – Day 10
• Follow-up contact (call) – Day 15
• Follow-up contact (email) – Day 21
• Follow-up contact (call) – Day 26
• Follow-up contact (email) – Day 33
** 8 contacts within the first 35 days

26. Sample Model for Engagement – Option 2
• Adult inquires – Day 1
• +1 MINUTE call from Alicia
• +3 MINUTES call from Brian
• +1 hour email from Brian
• +2 days email from admissions
• +13 days email from Brian
• +15 days email from Brian
• +15 days call from Brian
• +16 days email from admissions
** 8 contacts within the first 16 days

27. Sample Model for Engagement – Option 3
• Adult inquires – Day 1
• +1 day call from Jason (morning call)
• +2 days email from Jason
• +4 days call from Jason (early evening call)
• +5 days email from Amanda (Community Volunteer)
• +7 days email from Jason
• +11 days call from Jason (late afternoon)
• +12 days email from Jason
• +12 days canned auto-email
• +19 days email from Jason

28. Sample Model for Engagement – Option 3
• +22 days email from Jason
• +25 days email from Amanda (Community Volunteer)
• +27 days email from Career Center
• +33 days canned auto-email
• +36 days canned auto-email
** 14 contacts in 36 days

29. Sample Model for Engagement – Option 4
• Adult inquires – Day 1
• +1 day call
• +2 days email
• +3 days call
• +4 days call
• +5 days email and text
• +6 days call
• +7 days email
• +8 days text
• +9 days call

30. Sample Model for Engagement – Option 4
• +10 days call
• +11 day email and mail
• +12 days email
• +13 days call
• +14 days text
• +15 days call
• +16 days email and call
• +17 days call and text
• +18 days call
• +19 days email
** 35+ contact in 35 days

31. Sample Model for Engagement – DIGITAL LEAD

32. Sample Model for Engagement – Digital Lead
• Adult inquires – Day 1
• Follow-up contact (call) within 24 hours
• Follow-up contact (call) – Day 3
• Follow-up contact (email) – Day 7
• Follow-up contact (call) – Day 10
• Follow-up contact (call) – Day 15
• Follow-up contact (email) – Day 21
• Follow-up contact (call) – Day 26
• Follow-up contact (email) – Day 33
** 8 contacts within the first 35 days

33. Sample Model for Engagement – Digital Lead
• Follow-up contact (call) - 45 days
• Follow-up contact (email) - 60 days
• Follow-up contact (email) - 75 days
• Follow-up contact (call/mail) – 90 days (3 months from inq)
• Follow-up contact (email) – 105 days
• Follow-up contact (call) – 120 days
• Follow-up contact (email) – 135 days
• Follow-up contact (call) – 150 days (5 months from inq)
• Follow-up contact (email/mail) – 165 days
• Follow-up contact (call) – 180 days (6 months from inq)

34. Sample Model for Engagement – Digital Lead
• Follow-up contact (email) - 205 days
• Follow-up contact (email) - 235 days
• Follow-up contact (call/mail) - 270 days (9 months from inq)
• Follow-up contact (email) – 300 days
• Follow-up contact (email) – 330 days
• Follow-up contact (call/mail) – 360 days (12 months from inq)
** Over the course of 1 year 24 follow-ups
*** 12 calls
*** 12 emails
*** 4 mailed pieces

35. Leverage the Script

36. Leverage the Script
• With a digital lead you will VERY POSSIBLY have several
conversations over a course of months (via phone or email) before
they are ready to engage
• Think of your recruitment of students first as developing buy-in on
the idea of EDUCATION and second as recruiting for your
institution

37. Leverage the Script
• Use of Scripts and Key Questions Designed to Help
Prospective Students Think About Their Academic Goals
• Emphasis – what is going on that has caused you to think
about returning to school at this point
• Experience – what type of field are you interested in working in
• Employment – wanting to climb a ladder
• Earnings – is increasing your income part of your goal
• Education – what was your past academic experience like
• Economics – what do you know about paying for school
• Environment – who is supporting you as you consider this
choice

38. Leverage the Script
• If a student does talk with you but is not ready to come in for an
appointment, etc. address the EMPHASIS question in the first
call and build from there – slowly gain information about the
student that will help THEM explore their interest in returning to
school.
• Emphasis – what is going on that has caused you to think
about returning to school at this point
• Experience – what type of field are you interested in working in
• Employment – wanting to climb a ladder
• Earnings – is increasing your income part of your goal
• Education – what was your past academic experience like
• Economics – what do you know about paying for school
• Environment – who is supporting you as you consider this
choice

39. In Closing
• Digital leads are “different” leads – they take time to
cultivate
• Digital leads will provide a solid foundation of leads and
enrolled students over time AND if you work these leads
diligently
• Track conversion rates on digital leads and when you
work with recruitment staff look at conversion based on
lead source (you will find some people are better with this
lead than others)
• Digital leads will be a part of enrollment success – but you
need to be committed to the work it takes to convert

40. Questions

41. If you would like to discuss your enrollment challenges
further please feel free to contact me at:
Bharmsconsulting@gmail.com
641-529-3535

42. QUESTIONS?
OMNI ROYAL ORLEANS | NEW ORLEANS, LOUISIANA | OCTOBER 21-22, 2015