EduWeb2010 Flip the Funnel

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EduWeb2010 Flip the Funnel

  1. 1. “Flip the Funnel” Communications Strategies that Work from Branding through Yield Adrienne Bartlett, VP, Client Experience
  2. 2. Access this presentation: slideshare.net/targetx
  3. 3. Who’s In The Room?
  4. 4. Disclaimers: No magic bullets You’re smart I’m here to make you think
  5. 5. Expectations What’s the problem? 5 Ways to Flip the Funnel Let’s talk Sales 3 T’s
  6. 6. Current Climate
  7. 7. Shifting Competition Strained Resources Cost-Cutting Panic
  8. 8. Taking the “fun” out of “the funnel”...
  9. 9. “The Funnel” Assumes they only get info from you Stealth-apps miss the boat Students who don’t progress get ignored “Lack of contact” = “Lack of interest” From our perspective (not theirs)
  10. 10. “Admissions Funnel” $$$$ Prospects $$$$ Inquiries Text Applicants Admitted ???? Enrolled ????
  11. 11. Yield?
  12. 12. “Admissions Funnel” Prospects Inquiries Text Applicants $$$$ Admitted $$$$ Enrolled
  13. 13. “The funnel has outlived its usefulness as a metaphor” (because people learn from each other now). -Groundswell
  14. 14. Applicants Enroll
  15. 15. Priorities Mindset Spending Tools
  16. 16. The “traditional plan” can’t be all things...
  17. 17. “STEALTH
  18. 18. >50% First Point of Contact was the Admissions Application In recent conversations with clients
  19. 19. Myth: “Increase numbers at the top to increase numbers at the bottom”
  20. 20. Reality: Demographics and other factors are making it impossible to keep “top-loading”
  21. 21. Stop talking at me like you don’t know who I am!
  22. 22. “If you haven’t already” “applied” “registered” “visited”
  23. 23. 1:1
  24. 24. Prospects are seeking meaningful communications
  25. 25. They want you to help them make sense of it all.
  26. 26. Customer Relationship Management (CRM) is helping to make messages much more targeted and personalized.
  27. 27. Try and provide value to the student at their current stage rather than just trying to push them through to the next.
  28. 28. One model...
  29. 29. “Rather than viewing the admissions cycle as an enrollment funnel, we view it as a strategic framework that, based on a solid foundation of sound marketing, recruitment, and admissions strategies, builds a strong and stable incoming class that is likely to persist through graduation.” Dr. David Kalsbeek, DePaul University Dr. Christopher Ferguson, Wilmington University
  30. 30. “Branding”
  31. 31. Can help but ... Expensive Takes time Not always in your control Tough to gauge success
  32. 32. You know who you are (and aren’t).
  33. 33. Be yourself.
  34. 34. Confidently. Authentically.
  35. 35. 5 Ways to Flip the Funnel
  36. 36. 1 Shift the budget.
  37. 37. Make the case for moving (at least some) budget dollars “down the funnel”
  38. 38. Search = Lead Generation Then what?
  39. 39. Focus On: Events Web Presence Customer Service Campus Visit Program Marketing Campaigns
  40. 40. 2 Focus on Yield.
  41. 41. Increase inquiries?
  42. 42. Does a huge number of inquiries actually hurt your ability to recruit best-fit students?
  43. 43. We’ve simplified the process to the point where even an application doesn’t necessarily indicate interest.
  44. 44. How much does it cost to have a uninterested prospect in your database?
  45. 45. Publications Mailings/Postage Event Invitations Phone Calls/Emails Staff Time Travel Decisions?
  46. 46. Opportunity Cost.
  47. 47. 3 Rethink the Web.
  48. 48. Should be top priority Balance “how” with “why” Every page a homepage? Navigation is crucial
  49. 49. Share This
  50. 50. http://www.baylor.edu/admissions/index.php?id=56275
  51. 51. http://faces.albright.edu/
  52. 52. http://newstudents.wfu.edu/
  53. 53. http://www.scu.edu/family/parent-email.cfm
  54. 54. How “sustainable” is your social web strategy?
  55. 55. So many get to this point:
  56. 56. 4 Socialize.
  57. 57. “Not only is marketing no longer one-way, it’s not even two-way. It’s a conversation between you, me and everyone I’m talking to about what we’re talking about.”
  58. 58. Building Community Earlier Online
  59. 59. “Video Recipe Contest” Social Network
  60. 60. Old Me!a is the best way to promote New Media.
  61. 61. Great Email Campaigns Drive Great Web Efforts
  62. 62. Effective Video Messaging
  63. 63. Storytelling is Key
  64. 64. Social Search: The Relationship is the Fulfillment
  65. 65. Where it All Comes Together
  66. 66. Think more like a publisher (not a marketer)
  67. 67. Using Facebook and Twitter is something like hosting a big cocktail party -- but nobody shops at a cocktail party." Brett Hurt, CEO, Bazaarvoice
  68. 68. Use social tools to build conversations and relationships rather than just generate buzz.
  69. 69. “Make it viral”
  70. 70. Don’t forget, it’s the community that makes it viral. But there are things you can do to increase your chances...
  71. 71. Make it valuable Make it shareable Make it memorable Make it fun!
  72. 72. A few social web tips...
  73. 73. Prioritize Differentiate (tell your story) Provide value (WIIFM?) Be authentic Give “insider” information
  74. 74. “Don’t chase the tools. Chase the goals.” -Howard@BlueFuego
  75. 75. 5 Ask and Listen.
  76. 76. When is the best time for you to hear that they are not interested?
  77. 77. Give prospects every opportunity to let you know if they’re still interested (or not). - Email Campaigns - Website
  78. 78. The best way to focus your attention and resources on students who are most interested.
  79. 79. Setup “listening” posts to find out prospect and parent needs -- then plan a content strategy to meet them.
  80. 80. Prospects are “confused but curious” Are you helping?
  81. 81. No one works a funnel like a great salesperson.
  82. 82. “Admissions as Sales?”
  83. 83. Great salespeople are great counselors.
  84. 84. “Sales” at resume time...
  85. 85. “Managed a territory” “Created a travel schedule” “Built relationships with prospects” “Presented”
  86. 86. 2 Biggest Sales Tips:
  87. 87. 1. Be on. (my soapbox)
  88. 88. “Due to fall travel season, I will be out of the office throughout September and October. I will have limited access to my email during this time, but I will respond to your email at my earliest convenience.”
  89. 89. “Due to mandatory furloughs...” “Away on a recruiting trip...” “In Banner training this week...”
  90. 90. “Out of Office” Reply
  91. 91. Too busy recruiting to recruit ?
  92. 92. 2. Learn how to close the deal.
  93. 93. Remove the Roadblocks
  94. 94. Recognize “Buyer Shift”
  95. 95. Rethink the Yield Event in Spring?
  96. 96. The “f” word (faculty;)
  97. 97. Most of us only involve faculty late in the game. But prospects value that interaction as early as possible!
  98. 98. Can’t access faculty “on-demand?”
  99. 99. Sometimes we’re more focused on our own road-blocks than on what our audience wants (and needs).
  100. 100. A few things need to change...
  101. 101. 3 T’s Talent Tools Training
  102. 102. Talent Customer Service background? Sales experience? Tech-savvy? Entry-level?
  103. 103. Tools CRM Smartphone Laptop Wifi
  104. 104. Training Sales Financial Aid Customer Service Technology
  105. 105. Be the champion in your office.
  106. 106. Overwhelmed? :)
  107. 107. 1980’s 1990’s 2000’s
  108. 108. Same s*#%. Different decade.
  109. 109. What will you do differently?
  110. 110. Resources
  111. 111. www.targetx.com/webcasts
  112. 112. www.targetx.com/shelfari
  113. 113. Access this presentation: slideshare.net/targetx
  114. 114. Thank You! bartlett@targetx.com

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