OK, So now what are you going to do - Bill Bradfield of PerceptIS

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Bill Bradfield of PerceptIS discusses what higher education marketers need to do when your eMarketing efforts begin generating an overwhelming amount of leads. This presentation was delivered at the eMarketing Techniques for Educators Conference in Austin Texas on January 28th, 2009.

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OK, So now what are you going to do - Bill Bradfield of PerceptIS

  1. 1. OK, So Now What Are You Going to Do?.... Austin, TX January 28, 2009 © 2009 PerceptIS, LLC. All Rights Reserved.
  2. 2. Introductions <ul><li>Hi, I’m Bill Bradfield. You can reach me: </li></ul><ul><ul><ul><li>2 nd Life: Lafayette Mayo </li></ul></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><ul><li>www.perceptis.com </li></ul></ul></ul><ul><ul><ul><li>www.billbradfield.com </li></ul></ul></ul><ul><ul><ul><li>LinkedIn </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>YouTube </li></ul></ul></ul><ul><ul><ul><li>FlickR </li></ul></ul></ul><ul><ul><ul><li>Skype </li></ul></ul></ul><ul><ul><ul><li>Instant Messaging (AIM, Spark) </li></ul></ul></ul>
  3. 3. How About You? <ul><li>How many use cloud computing applications? </li></ul><ul><li>Do you have a personal webpage? </li></ul><ul><li>How many are on Facebook? </li></ul><ul><li>Is your school on Facebook? </li></ul>Your Prospects live there. Your Students live there. They expect You to live there!
  4. 4. What’s Coming At You? <ul><li>Ten Top Technology Trends in Education </li></ul><ul><ul><ul><li>The Cloud </li></ul></ul></ul><ul><ul><ul><li>The Consumer Reigns Supreme </li></ul></ul></ul><ul><ul><ul><li>Streaming Media Goes Mainstream in Education </li></ul></ul></ul><ul><ul><ul><li>2 nd Life Goes Back to School </li></ul></ul></ul><ul><ul><ul><li>eBooks Takes a Bite Out of Textbooks </li></ul></ul></ul><ul><ul><ul><li>The IT Help Desk Becomes an Enterprise Service Desk </li></ul></ul></ul><ul><ul><ul><li>Traditional CMS’s are Dead </li></ul></ul></ul><ul><ul><ul><li>ERP Systems On a Slow Track </li></ul></ul></ul><ul><ul><ul><li>In God We Trust! Everyone Else, Please Bring Data! </li></ul></ul></ul><ul><ul><ul><li>Interactive, High-Definition Video Conferencing </li></ul></ul></ul>Source: http://blog.case.edu/lev.gonick
  5. 5. Challenges Globalization Culture Complexity Funding Competition Demand Community Colleges
  6. 6. Challenges Globalization Culture Complexity Funding Competition Demand Community Colleges
  7. 7. Competition
  8. 8. Competition <ul><li>What’s Important About This Kaplan Commercial? </li></ul><ul><ul><ul><li>They are competing for your students </li></ul></ul></ul><ul><ul><ul><li>They live in the “Cloud” </li></ul></ul></ul><ul><ul><ul><ul><li>Teach, Counsel, Recruit </li></ul></ul></ul></ul><ul><ul><ul><li>They are incredibly well-funded </li></ul></ul></ul><ul><ul><ul><li>They are at it 24x7 </li></ul></ul></ul>Here are some others you know: University of Phoenix Walden Strayer Stafford Devry American Intercontinental Argosy Capella ITT Technical Keiser University eCampus Online
  9. 9. Competition <ul><li>Other Online Providers Competing </li></ul><ul><ul><ul><li>For-profits are proliferating </li></ul></ul></ul><ul><ul><ul><li>Traditional higher education is providing extensive curriculum offerings online </li></ul></ul></ul><ul><li>Once You Go Online, You Are a Global Competitor </li></ul><ul><ul><ul><li>The “Two-edged Sword” </li></ul></ul></ul><ul><ul><ul><ul><li>There is great opportunity </li></ul></ul></ul></ul><ul><ul><ul><ul><li>You need to be 24x7 </li></ul></ul></ul></ul>
  10. 10. Demand <ul><li>Enrollment is Up </li></ul><ul><ul><ul><li>Western CC System – 28% Increase </li></ul></ul></ul><ul><ul><ul><li>Southeastern CC System – 24% Increase </li></ul></ul></ul><ul><ul><ul><li>Northeastern CC System – 22% Increase </li></ul></ul></ul><ul><li>Contributing Factors </li></ul><ul><ul><ul><li>Economy </li></ul></ul></ul><ul><ul><ul><ul><li>Cost advantages of CC’s </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Workforce re-education mission </li></ul></ul></ul></ul><ul><ul><ul><li>New administration focus on education </li></ul></ul></ul>
  11. 11. Demand <ul><li>But, There Are Some “Horror Stories” </li></ul><ul><ul><ul><li>SE US CC: 9000 students tried to register at once and crashed their systems for 3 days </li></ul></ul></ul><ul><ul><ul><li>NE US CC: 7000 students queued-up at the campus to register manually </li></ul></ul></ul><ul><ul><ul><li>NE US CC (2): Registrar and Financial Aid office phones overloaded. (Solution: they disconnected their voice mail!) </li></ul></ul></ul>
  12. 12. Funding <ul><li>No need to harp on this </li></ul><ul><li>Many schools facing a 10%+ cut </li></ul>Silver Lining New Administration Education Focus Economic Stimulus Programs CE and Workforce Education Can Be Self-funding or Better
  13. 13. Complexity <ul><li>Recent Statistics </li></ul><ul><ul><ul><li>More than 50% of prospective students who attempt to complete an online admissions application fail to complete it </li></ul></ul></ul><ul><ul><ul><li>More than 40% of prospective students fail to complete their financial aid applications </li></ul></ul></ul>Requires either a personal visit, counseling session or in some cases, the prospect gives up. Much of this is an unnecessary burden on recruiting and registration staffs.
  14. 14. So What’s Needed <ul><li>Focus On Customer Service Mission </li></ul><ul><ul><ul><li>In the World of the Cloud, the Consumer is King </li></ul></ul></ul><ul><li>Know Their Characteristics </li></ul><ul><ul><ul><li>Instant gratification </li></ul></ul></ul><ul><ul><ul><li>Ease of getting help </li></ul></ul></ul><ul><ul><ul><li>Constant contact (albeit in short bursts) </li></ul></ul></ul><ul><ul><ul><li>“ Cloud” savvy </li></ul></ul></ul><ul><ul><ul><li>Surrounded by choices </li></ul></ul></ul><ul><ul><ul><li>Fickle except with their social network </li></ul></ul></ul>
  15. 15. Anatomy of a Customer Service Engine Contact Management Interaction Management Knowledge Management Data Management Internal Self Help Call, Chat, Text, IM, Facebook, Web, etc. Data capture about the interaction (notes, etc.) Internal: policy, process, forms, etc. External: tutorials, social networking, dialog Trends, analytics, correlation, process improvement
  16. 16. Anatomy of a Customer Service Engine Contact Management Interaction Management Knowledge Management Data Management Internal Self Help Analytics <ul><li>Functions: </li></ul><ul><li>Recruiting </li></ul><ul><li>Enrolling </li></ul><ul><li>Registering </li></ul><ul><li>Student Services </li></ul><ul><li>Lifecycle Contact </li></ul>
  17. 17. Benefits <ul><li>You are available 24x7 in the “Cloud” </li></ul><ul><li>Engaging on their terms… On your terms! </li></ul><ul><li>Uses your existing tools, policies and procedures </li></ul><ul><li>Customized to your institution </li></ul><ul><li>Rich analytics means process intelligence and continuous improvement </li></ul><ul><li>Lot’s of sourcing options </li></ul>
  18. 18. <ul><li>Discussion </li></ul>

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