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A10 Best Practices For Non-Traditional Student Recruitment

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10 Best Practices For Non-Traditional Student Recruitment - A Guide For Post-Secondary Schools Competing For Non-Traditional Students. Presented by Greenwood & Hall at AACRAO SEM XIX 11/10/09 in Dallas, TX.

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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A10 Best Practices For Non-Traditional Student Recruitment

  1. 1. 10 Best Practices For Non-Traditional Student Recruitment Brad Johnson Art Stenmo Eran Goren A Guide For Post-Secondary Schools Competing For Non-Traditional Students
  2. 2. Current Landscape <ul><li>Rapid growth of non-traditional student programs the last 20 years. </li></ul><ul><ul><li>Online enrollments more than doubled from 1.4 million to over 4 million from 2002-2007 </li></ul></ul><ul><ul><li>10 million enrollments today </li></ul></ul><ul><li>Significant increase in the number of competing institutions. Public, for profit & not-for-profit. </li></ul><ul><li>Schools struggling to compete against multi-national corporate education programs. </li></ul>
  3. 3. Key Differences Between Online & Traditional Students <ul><li>Limited Brand Loyalty, Often Having Only Passive Interest </li></ul><ul><li>Difficult To Reach </li></ul><ul><li>Generally Ambivalent </li></ul><ul><li>Heavily Targeted Over Brief Period of Time </li></ul><ul><li>Often Influenced By Contact Strategy Versus Institutional Reputation </li></ul><ul><li>Generally Requires Coaching & Motivation </li></ul><ul><li>Obstacles </li></ul>
  4. 4. 1) Strong Marketing Plan <ul><li>Interactive </li></ul><ul><ul><li>Media Planning & Buying </li></ul></ul><ul><ul><li>Search Engine Optimization (SEO) </li></ul></ul><ul><ul><li>Search Engine Marketing (SEM) </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Mobile Marketing </li></ul></ul><ul><li>Traditional </li></ul><ul><ul><li>Television & Radio, Print, Direct Mail </li></ul></ul><ul><li>Direct Recruitment </li></ul><ul><ul><li>Military & Corporate Sales </li></ul></ul>
  5. 5. Planning <ul><li>Make sure the leads you will receive are consistent with your programs and admissions requirements. </li></ul><ul><li>Many prospective students will inquire with 2-3 schools. </li></ul><ul><li>Be prepared to speak to prospective students after-hours. </li></ul><ul><li>Have a CRM tracking system in place so you can effectively track each lead and the effectiveness of each source. </li></ul><ul><li>Be ready to “sell” your institution and differentiate your programs. </li></ul><ul><li>Many prospects will need to be contacted multiple times via phone and email. </li></ul>
  6. 6. 2) Response Plan <ul><li>Responding within 5 minutes of inquiry via phone and email increases enrollments by nearly 300%. </li></ul><ul><li>Guide the process </li></ul><ul><li>Follow-up when you say you will </li></ul><ul><li>Utilize email communications and other technologies </li></ul><ul><li>Improve job satisfaction and admission staff retention </li></ul>
  7. 7. 3) Pre-Application Sales Process <ul><ul><li>Qualify the prospect. </li></ul></ul><ul><ul><li>Build a rapport with each prospective student. </li></ul></ul><ul><ul><ul><li>Understand The “Why” Factor </li></ul></ul></ul><ul><ul><ul><li>Connect The “Why” With Your Institution </li></ul></ul></ul><ul><ul><li>Present your school & program. </li></ul></ul><ul><ul><li>Motivate prospect to apply. </li></ul></ul>
  8. 8. 4) Post-Application Sales Process <ul><li>The sales process is not over just because a prospect has applied. </li></ul><ul><li>Streamline admission process. </li></ul><ul><li>Award financial aid quickly. </li></ul><ul><li>Drive admits to enrolled. Enrolled to start. </li></ul><ul><ul><li>A prospect is not a student until after the drop period! </li></ul></ul>
  9. 9. Recruitment Steps <ul><li>Prospect Qualification & On-Going Development </li></ul><ul><li>Recruitment - Presentations that highlight the features, benefits & outcomes of the educational experience </li></ul><ul><li>Assist students with completing the online application </li></ul><ul><li>Financial Aid Advising – How To Apply </li></ul><ul><li>Conduct Application Follow-Ups </li></ul><ul><li>Call to Congratulate Students on Admission to the University </li></ul><ul><li>Advise students on course selection </li></ul><ul><li>Register students for first term courses </li></ul><ul><li>Other counseling and advising as needed (Books, Payment Plans) </li></ul><ul><li>Assist with orientation, ensuring readiness for class, and login </li></ul><ul><li>Reminder Call to students prior to the start of the term </li></ul><ul><li>No Show Call to students who have not logged in after the start of the term </li></ul><ul><li>Welcome Call to Enrolled Students (2 weeks after start of the term) </li></ul>
  10. 10. 5) Retention Steps <ul><li>Single Point-of-Contact For Student </li></ul><ul><li>Provide Academic Support & Encourages Persistence </li></ul><ul><li>Proactively Checks In With All Students & Monitors Progress </li></ul><ul><li>Assists with Term-To-Term Registration & Course Selection </li></ul><ul><li>Ensures That Students Register and are “Administratively Ready for Class” </li></ul><ul><ul><li>All Financial Aid Documents Submitted </li></ul></ul><ul><ul><li>Degree Audit/Transfer Evaluations </li></ul></ul><ul><ul><li>Books Ordered </li></ul></ul><ul><ul><li>Payment Arrangements Made </li></ul></ul><ul><ul><li>Student Logs-In To Class </li></ul></ul><ul><li>Seamless Integration With Institutional Academic Advisors, Faculty & FA </li></ul>
  11. 11. 6) Use Technology <ul><li>Increase efficiencies by over 45%. </li></ul><ul><li>Increase conversion rates by almost 60%. </li></ul><ul><li>Minimum technologies required: </li></ul><ul><ul><ul><li>Lead/customer relationship management software. </li></ul></ul></ul><ul><ul><ul><li>ACD phone system with multi-line phones & headsets. </li></ul></ul></ul><ul><ul><ul><li>Email marketing software. </li></ul></ul></ul><ul><ul><ul><li>Tracking system. </li></ul></ul></ul><ul><li>To generate larger volume: </li></ul><ul><ul><ul><li>Predictive dialing system. </li></ul></ul></ul><ul><ul><ul><li>Advanced contact center phone system & reporting. </li></ul></ul></ul><ul><ul><ul><li>Integrated ACD. </li></ul></ul></ul><ul><ul><ul><li>Professional CRM/LMS with phone system integration. </li></ul></ul></ul><ul><ul><ul><li>Automated tracking system. </li></ul></ul></ul><ul><ul><ul><li>Sales management systems. </li></ul></ul></ul><ul><ul><ul><li>Dedicated IT resources. </li></ul></ul></ul>
  12. 12. 7) The Right Resources <ul><li>The difference between weak and strong conversion. </li></ul><ul><li>Segregate lead qualification and admission counselors. </li></ul><ul><li>Qualifiers: </li></ul><ul><ul><li>Aggressive. </li></ul></ul><ul><ul><li>Sales-oriented. </li></ul></ul><ul><ul><li>Motivating. </li></ul></ul><ul><ul><li>Comfortable with prospecting over the phone. </li></ul></ul>
  13. 13. 7) The Right Resources (cont.) <ul><li>Admissions Counselors: </li></ul><ul><ul><ul><li>Solid understanding of your school, admissions process, basic financial aid, student services, and admissions counseling. </li></ul></ul></ul><ul><ul><ul><li>Ability to provide life coaching and encouragement . </li></ul></ul></ul><ul><ul><ul><li>Assertiveness, confidence and sales ability. </li></ul></ul></ul><ul><ul><ul><li>Impeccable follow-up skills. </li></ul></ul></ul><ul><ul><ul><li>Strong ability to position your school and its benefits above other schools prospects may be considering. </li></ul></ul></ul><ul><ul><ul><li>Excellent phone and written communication skills. </li></ul></ul></ul><ul><ul><ul><li>Knowledge and understanding of the competition. </li></ul></ul></ul>
  14. 14. 8) Setting Goals & Metrics <ul><li>Set realistic and measurable objectives: </li></ul><ul><ul><ul><li>Dials Per Day. </li></ul></ul></ul><ul><ul><ul><li>Contacts Per Day. </li></ul></ul></ul><ul><ul><ul><li>Sales Presentations Per Day. </li></ul></ul></ul><ul><ul><ul><li>Applications . </li></ul></ul></ul><ul><ul><ul><li>Admits. </li></ul></ul></ul><ul><ul><ul><li>Enrollments. </li></ul></ul></ul><ul><ul><ul><li>Drop Rate. </li></ul></ul></ul><ul><ul><ul><li>Overall Conversion Rate. </li></ul></ul></ul>
  15. 15. 9) Know & Abide By The Law <ul><li>FERPA, ED’s Safe Harbor Regulations, etc. </li></ul><ul><li>State, & federal telemarketing regulations including do-not-call. </li></ul><ul><li>E-mail marketing regulations. </li></ul><ul><li>Single violations $ 11,000+ and other federal sanctions. </li></ul>
  16. 16. 10) Your Online Presence <ul><li>Non-traditional students use the internet to research schools. </li></ul><ul><li>A strong “marketing” site for your non-traditional programs: </li></ul><ul><ul><ul><li>Detailed program information. </li></ul></ul></ul><ul><ul><ul><li>Financial aid information & resources. </li></ul></ul></ul><ul><ul><ul><li>Student testimonials (video preferred). </li></ul></ul></ul><ul><ul><ul><li>Online application form. </li></ul></ul></ul><ul><ul><ul><li>Career information. </li></ul></ul></ul><ul><ul><ul><li>Features & benefits. </li></ul></ul></ul><ul><ul><ul><li>School credibility (accreditation, awards/rankings, high graduation rates, etc.). </li></ul></ul></ul>
  17. 17. enCircle Media <ul><li>Leading education marketing agency. </li></ul><ul><li>Privately owned. G&H sister company. Irvine, CA & New York, NY </li></ul><ul><li>Manage all student recruitment marketing </li></ul><ul><li>Proprietary technology to validate, score and optimize online media buys. </li></ul>
  18. 18. Greenwood & Hall <ul><li>End-to-end enrollment management solutions for undergraduate and graduate online programs. </li></ul><ul><li>Founded 1997. Privately owned. 250 employees. </li></ul><ul><li>Best of education & contact management expertise. </li></ul>
  19. 19. School Case Study 1 <ul><li>Large private, non-profit school. </li></ul><ul><li>Revenue constraints. </li></ul><ul><li>Expand online graduate program. </li></ul><ul><li>Generated 700 new enrollments per term. </li></ul><ul><li>Exceeded enrollment goals by 32%. </li></ul><ul><li>Exceeded revenue goal for term by $1.1mm. </li></ul>
  20. 20. School Case Study 2 <ul><li>Situation: Traditional school with an Online MBA program was generating about 50 new enrollments per term and was achieving reasonable metrics but wanted to grow enrollments significantly. </li></ul><ul><li>Action: The school outsourced the marketing and enrollment management functions utilizing many of tools we have discussed today. </li></ul><ul><li>Result: Over the past six (6) terms, over 980 new enrollments have been generated at conversion rates that have increased by 29%. In other words, the school has scaled up while decreasing its cost per enrollment. </li></ul>
  21. 21. School Case Study 3 <ul><li>Undergraduate Online Program exceeded the enrollment goal for the Summer 2 term by 45%. </li></ul><ul><li>Undergraduate Online Enrollment increased 276% from the previous year. </li></ul><ul><li>Undergraduate new student drop rate reduced from 29% the previous year to under 7%. </li></ul><ul><li>Total Retention Rate for the Online Undergraduate Program from Summer 1 to Summer 2 term was 67%, over 50% improvement. </li></ul><ul><li>Online MBA Program exceeded the enrollment goal for the Summer II term by 47%. </li></ul>
  22. 22. Q&A
  23. 23. <ul><li>Thank You! </li></ul><ul><li>We Look Forward To The Opportunity To Be Of Service! </li></ul><ul><li>Greenwood & Hall </li></ul><ul><li>www.greenwoodhall.com </li></ul>

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