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Five Research-Driven Strategies to Improve Student Yield through CommunicationOctober 29, 2009,[object Object]
About the Speaker,[object Object],Don AlavaSenior Vice President, EducationDynamics,[object Object],Experience,[object Object],Drexel University Online,[object Object],Razorfish,[object Object],Euro RSCG,[object Object],Education,[object Object],MS, Northwestern University,[object Object],BBA, University of Cincinnati ,[object Object],2,[object Object]
About EducationDynamics,[object Object],Help institutions Find, Enroll and Retainmore students,[object Object],Content-rich information websites has connected more than 3 million students with institutions,[object Object],EarnMyDegree.com, eLearners.com, GradSchools.com, StudyAbroad.com,[object Object],Offer a full suite of Web-delivered services proven to drive enrollment growth and reduce student attrition,[object Object],Focus on Higher Education, working with over 1,200 institutions,[object Object],Recently merged with the Aslanian Group, specialists in adult student market analysis, resulting in the creation of a Market Research and Analysis Division,[object Object],3,[object Object]
The Challenge & Opportunity,[object Object],4,[object Object],Increasing popularity of distance learning,[object Object],More students,[object Object],More competition,[object Object],Must understand,[object Object],What works,[object Object],What doesn’t,[object Object],What is most meaningful outreach,[object Object],How to respond,[object Object],Thousands of accredited institutions with Online Courses,[object Object],4 Million Students Taking Online Course* ,[object Object],* “Staying the Course: Online Education in the United States,” Sloan-C, November 2008,,[object Object],http://www.sloanconsortium.org/publications/survey/pdf/staying_the_course.pdf,[object Object]
Closing the Gaps:Meeting Emerging Student Preferences and Increasing Yield in the Post-Inquiry Enrollment Process,[object Object],Survey,[object Object],2,000 prospective students visiting eLearners.com and EarnMyDegree.com,[object Object],32% Associates, 37% Bachelor’s, 31% Master’s and above,[object Object],Polled their perceptions of the post-inquiry enrollment process,[object Object],Secret Shopper,[object Object],Catalogued the enrollment efforts of various institutions offering online degree programs,[object Object],Interviews,[object Object],Met with a select number of online learning providers,[object Object],Reviewed their processes and responses to student inquiries,[object Object],5,[object Object]
Closing the Gaps:Meeting Emerging Student Preferences and Increasing Yield in the Post-Inquiry Enrollment Process,[object Object],6,[object Object]
Closing the Gaps: ResultsMeeting Emerging Student Preferences and Increasing Yield in the Post-Inquiry Enrollment Process,[object Object],What mattered most to students?,[object Object],Speed and method of contact,[object Object],What else mattered?,[object Object],Quality of contact,[object Object],Online activities,[object Object],Institution’s website,[object Object],Other web-based activities, e.g. blogs, online course demos,[object Object],7,[object Object]
Closing the Gaps: ResultsMeeting Emerging Student Preferences and Increasing Yield in the Post-Inquiry Enrollment Process,[object Object],Good News,[object Object],89% satisfied or very satisfied with the entire school selection process,[object Object],Gaps to address and improve enrollment yield,[object Object],Gap 1: Speed and consistency of contact,[object Object],Gap 2: Quality of contact,[object Object],Gap 3: Method of contact,[object Object],Gap 4: Web-based prospecting activities,[object Object],8,[object Object]
Gap 1: Speed and Consistency of Contact,[object Object],65% requested information from more than two institutions,[object Object],9,[object Object]
Gap 1: Speed and Consistency of Contact,[object Object],Secret Shopper inquiries revealed that 23% of institutions never responded,[object Object],10,[object Object]
Gap 1: Speed and Consistency of Contact,[object Object],Case Study: Bryant & Stratton University,[object Object],Upon receipt of a lead, immediately dispatches a personalized email,[object Object],Includes online brochure specific to his or her program of inquiry,[object Object],Explains the program features and benefits,[object Object],Within 10 to 15 minutes of the inquiry and the automatic email response, place an outbound phone call,[object Object],Experienced, full-time enrollment representative,[object Object],Goal is to check if the prospect is really interested and to transfer the qualified prospect to an admissions representative,[object Object],Result: With their immediate outreach and tailored follow-up, seen a significant increase in the conversion rate of student inquiries to enrollments as compared to their previous, less-immediate response processes,[object Object],11,[object Object]
Gap 1: Speed and Consistency of Contact,[object Object],Case Study: Post University,[object Object],Goal: Respond to all inquiries within an hour of receipt,[object Object],Revised process flow based on tenets of “persistence and consistency”,[object Object],Substantially improved/expanded its technology,[object Object],Results:,[object Object],90 percent of prospects are now contacted within a half hour,[object Object],Consistent call cycle that mixes up outreach hours (different segments throughout the day and night and weekdays and Saturday),[object Object],Doubled Post’s conversion rate,[object Object],12,[object Object]
Gap 2: Quality of Contact,[object Object],Most useful school-sponsored activity,[object Object],Interaction with effective enrollment counselors,[object Object],Comments about enrollment counselors,[object Object],Assertive but,[object Object],Honest,[object Object],Caring,[object Object],Knowledgeable,[object Object],13,[object Object]
Gap 2: Quality of Contact,[object Object],“ Any successful enrollment campaign should hinge on the following principle: Communicate something meaningful.”,[object Object],–University Business,[object Object],Common practices to avoid,[object Object],Overly scripted, non-personalized outreach,[object Object],Polite but not engaging,[object Object],Lack of knowledge regarding specific program information and educational financing options,[object Object],Outreach occurring at a time other than that designated by the prospect,[object Object],Follow-up by multiple points of contact from an institution rather than establishing any meaningful connection through a main contact,[object Object],14,[object Object]
Gap 2: Quality of Contact,[object Object],Case Study: Texas A&M’s Bush School of Government and Public Service,[object Object],Combine both personalized, peer-to-peer information and more administrative-type information,[object Object],Existing students provide “insider’s view”,[object Object],Full-time enrollment staff speak to specifics of programs, services, costs,[object Object],Receiving more and more inquiries from older, seasoned professionals; staff accordingly with representatives whose lives reflect similar circumstances,[object Object],Ongoing training for student and staff,[object Object],Result: exceptionally high levels of student conversions and a high level of alignment between student enrollees and the success of those students,[object Object],15,[object Object]
Gap 2: Quality of Contact,[object Object],Case Study: Lehigh University,[object Object],Low-pressure but persistent approach ,[object Object],Distribute information in a strategically timed schedule,[object Object],Send a “Program Spotlight” email highlighting the programs in which students have expressed an interest, along with more detailed program overviews, academic contact information and deadlines,[object Object],Send additional information three weeks prior to admission deadlines,[object Object],16,[object Object]
Gap 2: Quality of Contact,[object Object],Case Study: Lehigh University,[object Object],Send survey approximately every two and a half years to uncommitted inquirers to determine continued interest on their part,[object Object],Found that a significant number of prospects respond positively to the follow-up contact and quite a few prospective students apply,[object Object],Results: Meet strategic conversion goals year after year, despite a substantial increase in competition,[object Object],17,[object Object]
Gap 3: Method of Contact,[object Object],Initial Contact,[object Object],38% of schools used email,[object Object],40% of schools used phone for initial contact,[object Object],13% regular mail,[object Object],After Initial Contact,[object Object],52 % used email,[object Object],42% used phone,[object Object],18,[object Object]
Gap 3: Method of Contact,[object Object],Persistence is also key, i.e., multiple follow-up contacts,[object Object],60 percent of enrollments close after the fifth contact,[object Object],50 percent of disqualified leads become qualified within 12 months of the initial inquiry,[object Object],Secret shopper research revealed many schools seemed willing to conduct aggressive initial post-inquiry follow up, but then abandoned attempts at contact shortly thereafter,[object Object],19,[object Object]
Gap 3: Method of Contact,[object Object],Case Study: Private, For-Profit, > 10,000 Enrollments,[object Object],Changed contact strategy from calling within 24 hours to calling within one hour of receipt of inquiry to “get in front of” the competition,[object Object],Once a lead is received, an email is sent to the prospect immediately with links to the school’s website,[object Object],Students can do more research at their convenience,[object Object],Believe that prospects do not want a phone call and would prefer conversing online,[object Object],Tactic is less intrusive way to meet their information needs, and drives inbound calls when the prospect is ready to take the next step and enroll,[object Object],20,[object Object]
Gap 3: Method of Contact,[object Object],Case Study: Private, For-Profit, > 10,000 Enrollments,[object Object],Mailing is sent the following day, and emails are sent on days one, five, seven and 10, as part of a multifaceted outreach process intended to provide contact over a 10-15 day period,[object Object],Results,[object Object],Contact rates increased by 25-30%,[object Object],Conversion rates increased by 1.5%,[object Object],21,[object Object]
Gap 3: Method of Contact,[object Object],Case Study: Texas A&M’s Bush School of Government and Public Service,[object Object],Responds by email within 24 hours,[object Object],At 48 hours, recruitment team calls the potential student to arrange an appointment to discuss the student’s needs; this outreach is followed shortly by a customized email,[object Object],Seventy-two hours later, the enrollment management office reaches out to the prospect once more, and every 72 hours thereafter for three weeks depending on the prospect’s phase in the process,[object Object],Result: Close to 60 percent sales-close percentages projected after the fifth contact,[object Object],22,[object Object]
Gap 4: Web-Based Prospecting Initiatives,[object Object],Case Study: Bryant & Stratton University,[object Object],Entire campus in Second Life,[object Object],Allows prospects to explore the campus on their own,[object Object],Virtual open houses and chat room events with admissions staff, faculty and institutional administrators all in attendance—through their personal avatars,[object Object],Video Q&A,[object Object],Current and former students share answers to real questions posed by prospective students,[object Object],Results: Recently implemented,[object Object],23,[object Object]
Gap 4: Web-Based Prospecting Initiatives,[object Object],24,[object Object]
Gap 4: Web-Based Prospecting Initiatives,[object Object],25,[object Object]
Gap 4: Web-Based Prospecting Initiatives,[object Object],Social media and/or Web-based initiatives are still in the early stages, several key points have emerged:,[object Object],Provide as much “decision-support” information on your school’s website as possible,[object Object],Career prospects for graduates of your programs,[object Object],Welcome bios for all of your online teaching staff,[object Object],Testimonials about the school and/or specific programs from current students or prospective employers).,[object Object],26,[object Object]
Gap 4: Web-Based Prospecting Initiatives,[object Object],While social media and/or Web-based initiatives are still in the early stages, several key points have emerged:,[object Object],Try all of the social media tools, such as LinkedIn, Facebook and Twitter, but also consider niche social networks and online communities that may resonate with specific programs you offer,[object Object],Ask the youngest members of your recruitment staff if they have experience with social media to help navigate this territory,[object Object],Understand that this is all new ground for recruiters, so there are as of yet no hard-and-fast rules,[object Object],27,[object Object]
Gap 4: Web-Based Prospecting Initiatives,[object Object],Case Study: Private, For-Profit, 3,000-10,000 Enrollments,[object Object],Equipped their enrollment representatives with the necessary social media tools (e.g., Twitter profiles, cell phones, instant messaging accounts, etc.) and skills to interact in these environments when invited to do so by a prospect,[object Object],No contact is initiated, for example, with a prospect on Facebook unless the student first invites the school to connect with him or her,[object Object],In terms of post-inquiry outreach, however, the institution has found that a Facebook invite from a prospect can sometimes be more valuable than the email address and phone number combined,[object Object],28,[object Object]
Best Practices,[object Object],Speed and consistency of contact,[object Object],Swift response matters,[object Object],Qualify prospects,[object Object],Quality of contact,[object Object],Focus on gathering and sharing information,[object Object],Utilize current students,[object Object],Train, train and retrain,[object Object],Method of contact,[object Object],Preferred method,[object Object],Communications strategy involving email and phone,[object Object],Consistent follow-through,[object Object],29,[object Object]
Best Practices,[object Object],Web-based prospecting initiatives,[object Object],Information-rich websites that allow for interaction between prospect and institution,[object Object],Explore social media,[object Object],Why?,[object Object],Students have access to more institutions,[object Object],Other institutions have access to more students,[object Object],30,[object Object]
Help & Resources,[object Object],Obtain Free Copy of White Paper:Closing the Gaps: Meeting Student Preferences and Increasing Yield in the Post-Inquiry Enrollment Process,[object Object],Visit EducationDynamics Booth #816 for free copy,[object Object],Go to http://sharing.educationdynamics.com/media/p/356.aspx for pdf copy,[object Object],Additional questions? PDF copy of the presentation?,[object Object],Contact Don Alava,[object Object],Phone: 201-377-3045,[object Object],Email: dalava@educationdynamics.com,[object Object],Twitter: http://twitter.com/HigherEdDon,[object Object],31,[object Object]
Five Research-Driven Strategies to Improve Student Yield through CommunicationOctober 29, 2009,[object Object]

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