Marketing strategies for higher education.

1. DIFFERENT FOR A REASON:
EXECUTING ON PURPOSEFUL UNIQUENESS
TODD GIBBY KARI KOVAR
CEO Regional Director
Intelliworks DATAMARK

2. “I believe that every person has uniqueness -
I
something that nobody else has.”
- Michael Schenker
“Feeling unique is no indication of uniqueness.”
-D
Doug C
Coupland
l d

3. EXECUTING ON PURPOSEFUL UNIQUENESS
THE PERILS OF NEGLECT
WAVE YOUR MAGIC WAND
GRANT ONLY ONE WISH

4. MANAGING THE STUDENT LIFECYCLE
Awareness
Inquiry
Follow Up
Engagement
Qualification
pp
Application
Admissions
Enrollment
Retention
Completion

5. THE FOUR ““WHY’’S””
Growth
Intelligence
Quality Efficiency

6. THE PERILS OF NEGLECT THE TOP OF THE FUNNEL
NEGLECT——THE
Awareness
Inquiry
Follow Up
Engagement
Qualification
pp
Application
Admissions
Enrollment
Retention
Completion

7. THE PERILS OF NEGLECT——
THE TOP OF THE FUNNEL

8. THE PERILS OF NEGLECT THE TOP OF THE FUNNEL
NEGLECT——THE
““Those who did not complete are
Those
more likely than those who
completed college to have
selected their school based on
convenience rather than
academics.””
d i ””
If you’’re promoting convenience,
what are you doing to ensure
retention?
Source: ““With their Whole Lives Ahead of them””,
A Public Agenda Report for THE Bill & Melinda Gates Foundation December 2009
Foundation,

9. THE PERILS OF NEGLECT THE MIDDLE OF THE FUNNEL
NEGLECT——THE
Awareness
Inquiry
Follow Up
Engagement
Qualification
pp
Application
Admissions
Enrollment
Retention
Completion

10. THEThe perils NEGLECT—— middle of the
PERILS OF of neglect:
THE MIDDLE OF THE FUNNEL
funnel

11. THE PERILS OF NEGLECT——THE MIDDLE OF THE FUNNEL
Source: Stamats Adult Students Talk 2008

12. THE PERILS OF NEGLECT——THE MIDDLE OF THE FUNNEL
Why Pursue Additional Education?
• 87% desire personal enrichment
• 83% want to increase their income
• 65% want to improve their job satisfaction
p j
• 63% want to prove they can do it
• 61% hope to advance within their current job or career
• 60% are considering changing their careers
• 57% have always enjoyed education
• 51% want to be a role model for their family
• 45% need to due to personal circumstances/major life
changes
Source: Stamats Adult Students Talk 2009

13. THE PERILS OF NEGLECT——THE MIDDLE OF THE FUNNEL
NEGLECT THE
2%
6%
Student Motivations
Career Advancement
Earn More Money
28%
Personal Enrichment
l h
52% Change Careers
Other
12%
Source: Intelliworks Linkedin Poll, October 2009 (n = 355)

14. THE PERILS OF NEGLECT——THE MIDDLE OF THE FUNNEL
18% 15%
How Institutions Prove ROI
Increased E i /S l
I d Earnings/Salary
Improved Job Placement
6% 20% Reached Personal Goals
Advanced to Higher Degree
Do Not Track
33%
Source: Intelliworks Linkedin Poll, October 2009 (n = 355)

15. THE PERILS OF NEGLECT——THE BOTTOM OF THE FUNNEL
Awareness
Inquiry
Follow Up
Engagement
Qualification
Application
Admissions
Enrollment
Retention
Completion

16. THE PERILS OF NEGLECT——
THE BOTTOM OF THE FUNNEL

17. THE PERILS OF NEGLECT——THE BOTTOM OF THE FUNNEL
NEGLECT THE
Dropouts Graduates
No scholarship or financial aid No scholarship or financial aid
Scholarship or financial aid Scholarship or financial aid
31%
43%
57%
69%
Source: ““With their Whole Lives Ahead of them””,
A Public Agenda Report for The Bill & Melinda Gates Foundation, December 2009
Foundation

18. EXECUTING ON PURPOSEFUL UNIQUENESS
THE PERILS OF NEGLECT
WAVE YOUR MAGIC WAND
GRANT ONLY ONE WISH

19. WAVE YOUR WAND——TOP OF THE FUNNEL
WAND TOP
Awareness
Inquiry
Follow Up
Engagement
Qualification
pp
Application
Admissions
Enrollment
Retention
Completion

20. WAVE YOUR WAND——TOP THE TOP OF THE FUNNEL
WAND TOP

21. WAVE YOUR WAND——PREDICTIVE MODELING

22. WAVE YOUR WAND——LEADSCORING
WAND LEADSCORING
Leads
Leads Enrollments
Enrollments Starts
Starts
Segment
Segment
% of Total
% of Total Count
Count % of Total
% of Total Count
Count % of Total
% of Total
20
20 5.3%
5.3% 2,461
2,461 9.1%
9.1% 2,018
2,018 7.4%
7.4% LeadScoring
19
19 5.0%
5.0% 1,727
1,727 6.8%
6.8% 1,359
1,359 5.3%
5.3%
identified which
18
18 4.9%
4.9% 1,390
1,390 5.5%
5.5% 1,056
1,056 4.2%
4.2%
17
17 4.8%
4.8% 1,106
1,106 4.5%
4.5% 845
845 3.4%
3.4%
leads were more
16
16 4.8%
4.8% 1,011
1,011 4.1%
4.1% 786
786 3.2%
3.2% likely to enroll
15
15 4.7%
4.7% 807
807 3.4%
3.4% 604
604 2.5%
2.5%
and start classes
14
14 4.9%
4.9% 811
811 3.2%
3.2% 590
590 2.3%
2.3%
13
13 4.9%
4.9% 692
692 2.8%
2.8% 512
512 2.0%
2.0%
12
12 4.9%
4.9% 639
639 2.6%
2.6% 454
454 1.8%
1.8%
11
11 4.7%
4.7% 517
517 2.1%
2.1% 354
354 1.5%
1.5%
10
10 5.1%
5.1% 518
518 2.0%
2.0% 378
378 1.5%
1.5%
99 4.9%
4.9% 424
424 1.7%
1.7% 311
311 1.2%
1.2%
88 5.0%
5.0% 344
344 1.3%
1.3% 233
233 0.9%
0.9% LeadScoring
77 5.0%
5 0%
5.0%
5 0% 315
315 1.2%
1 2%
1.2%
1 2% 224
224 0.9%
0 9%
0.9%
0 9%
66 4.9%
4.9% 317
317 1.3%
1.3% 208
208 0.8%
0.8%
identified
id ifi d poor
55 5.1%
5.1% 273
273 1.0%
1.0% 182
182 0.7%
0.7% quality leads that
44 5.3%
5.3% 211
211 0.8%
0.8% 141
141 0.5%
0.5%
have a very low
33 5.2%
5.2% 177
177 0.7%
0.7% 124
124 0.5%
0.5%
22 5.2%
5.2% 106
106 0.4%
0.4% 72
72 0.3%
0.3%
probability of starting
11 5.5%
5.5% 83
83 0.3%
0.3% 43
43 0.2%
0.2% classes
Total
Total 100%
100% 13,929
13,929 2.7%
2.7% 10,494
10,494 2.0%
2.0%

23. WAVE YOUR WAND——MARKETING CHANNELS

24. CHANNEL CONFLICT?
•• Surveyed one hundred 18 24 year olds regarding their
preferred communications channels when interacting with
colleges and universities.
•• Opinions varied based on the level of interaction and stage in
the lifecycle.
•• Many prefer multiple options over a single channel.

25. WAVE YOUR WAND——THE TOP OF THE FUNNEL CONTINUED
WAND THE CONTINUED...
Pull VS.
Push

26. PREFERRED COMMUNICATIONS CHANNELS
Q: Would you want to receive information about a college or
university via __________________?
y
Yes No
75 74 84
92 96
25 26 16
8 4
Text Message Email Facebook Telephone Postal Mail
Source: Intelliworks LinkedIn Poll, January 2010 (n=100)

28. EMAIL PREFERRED FOR ADMISSIONS NOTIFICATIONS
Q: Would you want a college or university to contact you via
__________________regarding your admissions status?
g gy
Yes No
22
44 42
64
79
78
56 58
36
21
Text Message Email Facebook Telephone Postal Mail
Source: Intelliworks LinkedIn Poll, January 2010 (n=100)

29. THE TAKEAWAY?
•• Let them find you!
•• 97% of students begin their
search online. (Source: Stamats)
• Invest in search and converting
h
leads once they hit your Web
site.
• Once they’’ve found you, engage
them on their turf……email and
social media.
• DON’’T SPAM

30. WAVE YOUR WAND——THE MIDDLE OF THE FUNNEL
WAND THE
Awareness
Inquiry
Follow Up
Engagement
Qualification
pp
Application
Admissions
Enrollment
Retention
Completion

31. WAVE YOUR WAND——THE MIDDLE OF THE FUNNEL
WAND THE
Follow the 3 C’’s:
•• Coordinated
•• Consistent
•• C
Compelling
lli

32. WAVE YOUR WAND——THE MIDDLE OF THE FUNNEL
WAND THE
FIU Business:
•• Info Session Attendance up more than 200% over 3 years
•• Applicants up more than 50% over 3 years
•• Ad i up more than 60% over 3 years
Admits h
•• Enrolled up nearly 75% over 3 years

33. WAVE YOUR WAND——THE BOTTOM OF THE FUNNEL
WAND THE
Awareness
Inquiry
Follow Up
Engagement
Qualification
Application
Admissions
Enrollment
Retention
Completion

34. WAVE YOUR WAND——THE BOTTOM OF THE FUNNEL
WAND THE
10 Keys to Success
1. Know your students
2. Hire good communicators
3. Build ““hoop less”” admissions and financial aid processes
4. Take a proactive approach to student advising
5. Automate routine communications
6. Hire faculty suited to online teaching
7. Set and maintain high standards for student/faculty communication
8.
8 Evaluate, evaluate,
Evaluate evaluate evaluate
9. Check your program’’s vital signs regularly
10. Use cross functional teams to develop enhancements and
improvements

35. EXECUTING ON PURPOSEFUL UNIQUENESS
THE PERILS OF NEGLECT
WAVE YOUR MAGIC WAND
GRANT ONLY ONE WISH

36. GRANT ONLY ONE WISH——THE FUNNELS WITHIN THE FUNNEL
WISH THE
Source: 2008, Noel Levitz

37. GRANT ONLY ONE WISH——TYING IT ALL TOGETHER
ONLINE ONLY HYBRID AND GROUND
COST PER INQUIRY $45 $60 $50 $70
COST PER APPLICATION $900 $3 000
$3,000 $1,000 $3,500
$1 000 $3 500
COST PER ENROLL $1,100 $4,000 $1,250 $ 4,250

38. GRANT ONLY ONE WISH——STEP BY STEP
• TOP OF FUNNEL: DEVELOP YOUR IN HOUSE LIST VIA OPT IN
• MIDDLE OF FUNNEL: WEB SITE CONVEYS UNIQUENESS
• BOTTOM: REDUCE ONE LAYER OF COMPLEXITY
MEASURE, MEASURE, MEASURE!

39. ““The
““Th precision of naming takes away from the uniqueness
ii f i k f h i
of seeing.””
Pierre Bonnard

40. THE END
END.
Todd Gibby, CEO
dd ibb Kari Kovar, R i
K iK Regional Di
l Director
7315 Wisconsin Ave., Suite 200W 2305 Presidents Circle
Bethesda, MD 20814 Salt Lake City, UT 84120
C: 240 238 3242
C 240.238.3242 C: 319 538 5389
C 319.538.5389
E: todd.gibby@intelliworks.com E: kari.kovar@datamark.com
WWW.INTELLIWORKS.COM WWW.DATAMARK.COM