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

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Presentation by Brian Niles

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

  1. 1. Reimagine the Experience 7 Ways to Delight Your Future Students Brian Wm. Niles | Founder & Chief Evangelist
  2. 2. Introductions 3 Critical Trends 7 Ways to Delight Your Students 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” Albright (B.S.) & UPenn GSE (M.S. Ed.) Husband & Father
  6. 6. Sarah Haddonfield High School Junior And completely embarrassed by her dad
  7. 7. Julius Graduate of the University of South Florida (Fan of the Wawa)
  8. 8. Lord Spencer The Corgi
  9. 9. Get You to Think. Help Your Institution/Program Change. Takeaway a Couple of Ideas. My Goals Today
  10. 10. (Relatively) Little Grad Admiss Research Ruffalo Noel Levitz, Council on 
 Graduate Schools & GMAC, etc. A Research Comment
  11. 11. The Four-Year Advantage Consumer Marketing Research You Are All Adult Consumers But …
  12. 12. Funding a Graduate Degree Your Website is Important Desire to Visit Campus Expectation of Responsiveness Reliance on “the buzz” What We Do Know
  13. 13. Critical Trends 3
  14. 14. Mobile & Social Consumer-Level Expectations Authenticity & Experiences
  15. 15. 1Mobile & Social
  16. 16. Comscore 
 Research 2016
  17. 17. 70
  18. 18. 20
  19. 19. Oh, look. A Butterfly!
  20. 20. Get the Fundamentals Right First
  21. 21. 9 If a student has a connection with nine students after being admitted, they are 93% more likely to enroll. TargetX Schools App, 2015
  22. 22. Images of Campus (instagram) Frequent News (twitter) “Real” Experiences (youtube) Live Engagement (periscope)
  23. 23. Email is
 Still King Admissions is still a highly transaction-oriented process that is best handled with email.
  24. 24. 2Consumer-Level Expectations
  25. 25. Toister Performance Solutions 2015 Email Response Time Survey
  26. 26. 3Authenticity & Experiences
  27. 27. You All Look The Same.
  28. 28. Just ask a high school Junior or Senior.
  29. 29. What are you doing to make them care about you? 
 What are they taking away?
  30. 30. 7 Ways to Delight Your Students
  31. 31. Delight
  32. 32. Increased Retention Lower Replacement Costs Increased Positive WOM Reduced Recruitment Effort
  33. 33. Enhance the Mobile Experience. 1
  34. 34. Responsive Design is Only Part of the Answer Optimize for Smaller Screens (buttons, forms, etc.)
  35. 35. 67
  36. 36. Gen Xers Grew Up Digital Millennials Grew Up Online Homelands Growing Up Touch
  37. 37. Gen Xers Grew Up w/Keyboard Millennials Grew Up w/Mouse Homelands Growing Up w/Fingers (what’s next?)
  38. 38. Test Your Site For Yourself Fill Out Your Online Forms Receive Your Emails
  39. 39. Reduce the Roadblocks. 2
  40. 40. You control only one part of the enrollment funnel.
 Admit or Deny
  41. 41. If You Have Too Few Inquiries … check your forms Application … too many requirements Enrollees … outcomes & value
  42. 42. If You Have Too Many Inquiries … get focused Applications … (seriously?) Enrollees … check your NTR
  43. 43. Tell More (Authentic) Stories. 3
  44. 44. Marketing to Millennials 101 Cut out the Hype
  45. 45. Marketing to Millennials 101 (and their Gen X parents) Cut out the Hype
  46. 46. Stories not Stats. People not Programs. Mike Sexton, Vice President of Enrollment, Santa Clara University
  47. 47. The most authentic thing about your institution are the people that go/work there are the 
 stories they “share.”
  48. 48. Power Tip Change Your Pronouns (it’s not about you, it’s about them)
  49. 49. Prioritize the Campus Visit Experience. 4
  50. 50. Among the Top 10 Most Effective Graduate Practices Hosting Campus Visits Ruffalo Noel Levitz Graduate & Adult Learners Research, 2012 & 2015
  51. 51. Recruiting Should Drive Visits Visits Should Cater to the Visitor
  52. 52. Get The Basics Right
  53. 53. Basics Step 1 Confirmation. Campus Signage. Visitor Parking. Visitor’s Center. Clean Bathrooms.
  54. 54. Basics Step 2 Know the visitor. 
 Customize the visit. 
 Set the expectations. 
 Share real stories.
  55. 55. Basics Step 3 Make it memorable. 
 Highlight a signature moment. 
 Help them picture themselves there.
  56. 56. What’s Next? Utilizing Technology Mass Customization Graduate Ambassador Training
  57. 57. Close The Deal. 5
  58. 58. Sales Marketing Customers Revenue
  59. 59. Do you value their enrollment? Did you show them that you do?
  60. 60. Sales 101 Ask for the sale.
  61. 61. Pave the Path to Student Success. 6
  62. 62. Recruit the right student.
  63. 63. The customer is always right. Harry Gordon Selfridge, Sr.
  64. 64. Share what was learned
 when you recruited them.
  65. 65. Build proactive plans (don’t wait until they are 
 stopping out or leaving)
  66. 66. Reactive Action Plan Examples Student isn’t attending class. Campus card not being using. Hasn’t registered for next term. Requesting transcripts.
  67. 67. Proactive Action Plan Examples Purchase your books. Meet with your graduate advisor. Attend campus activities. Are you happy?
  68. 68. Get Your Team Delighted! 7
  69. 69. 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?
  70. 70. 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
  71. 71. Some Resources
  72. 72. RNL 2015 Adult Learner Marketing and 
 Recruitment Practices Benchmark Report RNL 2012 Marketing and Student Recruitment 
 Practices for Graduate Programs Chegg/TargetX Social Admissions Report Render Experiences “The Rant” Bob Johnson Consulting Email Newsletter Strengths Finder 2.0 Fast Company Daily Email Newsletter
  73. 73. Questions (and answers I’ll make up on the fly)
  74. 74. Brian Wm. Niles | @brianwmniles | niles@targetx.com

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