1. 3 Steps to Lead Nurturing For Increased
Enrollment
3 Steps to Lead Nurturing For
Increased Enrollment
Slide 1

2. 3 Steps to Lead Nurturing For Increased
Enrollment
Overview
1)
2)
3)
Define Lead Quality
Quick Replies with Auto-Response
Drip Marketing Campaign
Source: Higher Education Marketing – 3 Steps to Lead Nurturing For Increased Enrollment
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3. 3 Steps to Lead Nurturing For Increased
Enrollment
1. Define Lead Quality

Informed prospects who are actively requesting a follow-up
from your institution generally warrant a more focused,
close-contact response than a list of names purchased from
an outside source.

Segmenting leads according to their stage of the admissions
process :
 is an effective method of reducing conversion time
 allows easier tracking of various contact methods
Source: Higher Education Marketing – 3 Steps to Lead Nurturing For Increased Enrollment
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4. 3 Steps to Lead Nurturing For Increased
Enrollment
2. Quick Replies with Auto-Response

When a student inquires about your college, how do you
respond?
 Intead conducted a "mystery shopper" experiment
 an employee posed as a prospective undergraduate from China and
requested admissions information from 30 institutions in the U.S.,
Canada and Australia to gauge the response rate and data provided over half the schools replied within 24 hours
 7 schools surprisingly never responded

Without a functional inquiry response system, institutions
risk losing not only the inquiring student but also peers
influenced by word of mouth
Source: Higher Education Marketing – 3 Steps to Lead Nurturing For Increased Enrollment
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5. 3 Steps to Lead Nurturing For Increased
Enrollment
2. Quick Replies with Auto-Response

Email is:
 the least expensive and easiest form of communication
 the most efficient responses use tools to automate the
process, customizing replies based on segmentation
variables

Timeliness should be a top priority in nurturing leads
Source: Higher Education Marketing – 3 Steps to Lead Nurturing For Increased Enrollment
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6. 3 Steps to Lead Nurturing For Increased
Enrollment
2. Quick Replies with Auto-Response

Auto-response systems that thank the prospect for writing
effectively streamline the process until followed up soon
after with:
 a personalized email, using the student's native language and
connecting with social channels whenever possible

When a new inquiry is added to the database, an automatic
email should:
 welcome the prospective student by name
 provide helpful links to encourage further research about the school
and its programs
Source: Higher Education Marketing – 3 Steps to Lead Nurturing For Increased Enrollment
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7. 3 Steps to Lead Nurturing For Increased
Enrollment
3. Drip Marketing Campaign
What is drip marketing?
 Drip marketing is a communication strategy to send a series of
messages over time, sequenced to guide leads gradually down the
enrollment funnel
 This identifies the truly interested prospects to focus lead
generation efforts
 Drip activity generally starts with a higher frequency and then slows
down to once a month until the lead has officially been ruled out
Source: Higher Education Marketing – 3 Steps to Lead Nurturing For Increased Enrollment
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8. 3 Steps to Lead Nurturing For Increased
Enrollment
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