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IACAC 2016 - Reimagine the Experience: 7 Ways to Delight Your Future Students

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Presentation by Brian Niles, Trent Gilbert and Megan Cooley

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IACAC 2016 - Reimagine the Experience: 7 Ways to Delight Your Future Students

  1. 1. Reimagine the Experience 7 Ways to Delight Your Future Students
  2. 2. Introductions 7 Ways to Delight Your Students Two College Perspectives Some Resources Setting Expectations
  3. 3. Introductions
  4. 4. Campuswide CRM for Higher Education Recruitment. Retention. Advancement
  5. 5. 11 Years. Undergraduate & Graduate 17 Years. 450 Colleges & Universities Author. “Overthrowing Dead Culture” Husband & Father
  6. 6. Sarah Haddonfield High School Junior And completely embarrassed by her dad
  7. 7. Meghan Cooley Director of Recruitment Communications Augustana College
  8. 8. Trent Gilbert Vice President for Enrollment Management
 and Communications Monmouth College
  9. 9. Get You to Think. Help Your Institution Change. Takeaway a Couple of Ideas. Our Goals Today
  10. 10. 7 Ways to Delight Your Students
  11. 11. Delight
  12. 12. Increased Retention Lower Replacement Costs Increased Positive WOM Reduced Recruitment Effort
  13. 13. Enhance the Mobile Experience. 1
  14. 14. Importance and Usage of Your Institution’s Website High School Seniors Surveyed in October 2015 Chegg/TargetX Social Admissions Report
  15. 15. 70
  16. 16. 20
  17. 17. Lots of Room to Improve Mobile Experience High School Seniors Surveyed in October 2015 Chegg/TargetX Social Admissions Report
  18. 18. Responsive Design is Only Part of the Answer Optimize for Smaller Screens (buttons, forms, etc.)
  19. 19. 67
  20. 20. Gen Xers Grew Up Digital Millennials Grew Up Online Homelands Growing Up Touch
  21. 21. Gen Xers Grew Up w/Keyboard Millennials Grew Up w/Mouse Homelands Growing Up w/Fingers (what’s next?)
  22. 22. Test Your Site For Yourself Fill Out Your Online Forms Receive Your Emails
  23. 23. Oh, look. A Butterfly!
  24. 24. Get the Fundamentals Right First
  25. 25. 9 If a student has a connection with nine students after being admitted, they are 93% more likely to enroll. TargetX Schools App, 2015
  26. 26. Images of Campus (instagram) Frequent News (twitter) “Real” Experiences (youtube) Live Engagement (periscope)
  27. 27. Email is
 Still King Admissions is still a highly transaction-oriented process that is best handled with email.
  28. 28. Reduce the Roadblocks. 2
  29. 29. You control only one part of the enrollment funnel.
 Admit or Deny
  30. 30. If You Have Too Few Inquiries … check your forms Application … too many requirements Enrollees … outcomes & value
  31. 31. If You Have Too Many Inquiries … get focused Application … (seriously? or see above) Enrollees … check your NTR
  32. 32. Tell More (Authentic) Stories. 3
  33. 33. You All Look The Same.
  34. 34. Just ask a high school Junior or Senior.
  35. 35. What are you doing to make them care about you? 
 What are they taking away?
  36. 36. Marketing to Millennials 101 Cut out the Hype
  37. 37. Marketing to Millennials 101 (and their Gen X parents) Cut out the Hype
  38. 38. Stories not Stats. People not Programs. Mike Sexton, Vice President of Enrollment, Santa Clara University
  39. 39. The most authentic thing about your institution are the people that go/work there are the 
 stories they “share.”
  40. 40. Power Tip Change Your Pronouns (it’s not about you, it’s about them)
  41. 41. Prioritize the Campus Visit Experience. 4
  42. 42. Recruiting Should Drive Visits Visits Should Cater to the Visitor
  43. 43. Get The Basics Right
  44. 44. Basics Step 1 Confirmation. Campus Signage. Visitor Parking. Visitor’s Center. Clean Bathrooms.
  45. 45. Basics Step 2 Know the visitor. 
 Customize the visit. 
 Set the expectations. 
 Share real stories.
  46. 46. Basics Step 3 Make it memorable. 
 Highlight a signature moment. 
 Help them picture themselves there.
  47. 47. Close The Deal. 5
  48. 48. Sales Marketing Customers Revenue
  49. 49. Do you value their enrollment? Did you show them that you do?
  50. 50. Sales 101 Ask for the sale.
  51. 51. Pave the Path to Student Success. 6
  52. 52. 86
  53. 53. 25
  54. 54. 60
  55. 55. And if they don’t graduate, they have $28k in debt. And no credential.
  56. 56. Value of Higher Education “Going Away” to College Outcomes (ROI)
  57. 57. Recruit the right student.
  58. 58. The customer is always right. Harry Gordon Selfridge, Sr.
  59. 59. Share what was learned
 when you recruited them.
  60. 60. Build proactive plans (don’t wait until they are failing)
  61. 61. Reactive Action Plan Examples Student isn’t attending class. Campus card not being using. Hasn’t registered for next term. Requesting transcripts.
  62. 62. Proactive Action Plan Examples Purchase your books. Meet with your advisor. Sign up for activities. Are you happy?
  63. 63. Get Your Team Delighted! 7
  64. 64. Do you have the right people? Are they in the right seats? Do you know their strengths? Do you know their plans & desires? Are they having any fun?
  65. 65. Enhance the Mobile Experience Reduce the Roadblocks Tell More (Authentic) Stories Prioritize the Campus Visit Experience Close the Deal Pave the Path to Student Success Get Your Team Delighted The 7 Ways
  66. 66. College Perspectives
  67. 67. Meghan Cooley Director of Recruitment Communications Augustana College
  68. 68. Mobile Experience Email Review & Design Website Redesign In Process
  69. 69. Reducing Roadblocks Event Form Requirements Optional Teacher Recs
  70. 70. Authentic Stories “More Than I Imagined” Imagine Contest
  71. 71. Help Students Picture Themselves On Campus
  72. 72. Delighting Parents Keep Parents Informed Give Parents Their Own Forum
  73. 73. Trent Gilbert Vice President for Enrollment Management
 and Communications Monmouth College
  74. 74. Mobile Engagement Website Live Chat Admitted Student Mobile App
  75. 75. Return on Investment Guarantees to Graduate
 in Four Years
  76. 76. Some Resources
  77. 77. Chegg/TargetX Social Admissions Report College Research Council Voice of the Student Render Experiences “The Rant” Ruffalo Noel Levitz E-Expectation Reports TargetX Curated News @ targetx.com/industry Strengths Finder 2.0 Fast Company Daily Email Newsletter How to Raise an Adult (Julie Lithcott-Haims)
  78. 78. Reimagine the Experience 7 Ways to Delight Your Future Students Brian Wm. Niles | niles@targetx.com Meghan Cooley | meghancooley@augustana.edu Trent Gilbert | tgilbert@monmouthcollege.edu

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