Reaching Non-Traditional Students: Where, When, and How
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21 de Aug de 2015•0 recomendaciones•482 vistas
Reaching Non-Traditional Students: Where, When, and How
21 de Aug de 2015•0 recomendaciones•482 vistas
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A key part of the enrollment process for the non-traditional students is knowing where, when and how to reach them. Efficiently generating quality leads is the first step you need to master when trying to reach enrollment goals for your programs. The non-traditional student is very different from the traditional student and the efforts necessary to peak their interest also varies greatly. In this month’s #breakthru webinar we will be taking you through best practices on how to reach the non-traditional audience in the digital environment. During this hour webinar you will learn where to place your time and money, what your campaigns need to do to stand out, how to evaluate success, and how to optimize and improve upon your efforts in reaching the non-traditional student. Presented by: Lauren Ramey, Manager, Search Analysts and Jennifer Esaray, Digital Marketing Consultant
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Reaching Non-Traditional Students: Where, When, and How
- 1. How to Reach Your Non-Traditional Audience
- 2. “Non-Traditional” Student Recap
- 3. The “Non-Traditional” Student + Today “non-traditional” students surpass the 18-to-22- year-olds who have traditionally entered college directly from high school. + Roughly 36% of undergraduates in 2008 were 25 years old or older, and 46% were enrolled part time; 43% held part-time positions. + According to statistics from the US Department of Education, the enrollment rates of older students are expected to grow faster than those of traditional students over the next ten years. Slide 3
- 4. Adult Student Enrollment Rates Increasing + Adult Students want flexibility + Cost is a significant challenge Slide 4
- 5. Competition Continues to Grow Slide 5
- 6. How do you reach the “non-traditional student”?
- 7. Approach Slide 7 + There are several key components to take into consideration for a successful digital marketing campaign: - Media Mix - Messaging - UX: Microsite & Follow-up Campaign Goal: Increase awareness of Brand & generate qualified leads Media Mix UX Messaging
- 8. Where do prospects begin? Slide 8
- 9. How do they get there? Slide 9 9 in 10 enrolled students have used the Internet to research higher education institutions. 1 in 10 prospective students now search exclusively online for classes and programs.
- 10. Digital Marketing Channels Slide 10 Retargeting Display Advertising Paid Search Social Media Marketing Email Marketing
- 11. Google & Yahoo! Bing Search + Reach an engaged audience who is actively seeking information + Among the highest L2A & L2E Slide 11 PaidOrganic
- 12. Remarketing + Remarketing Lists for Search Ads (RLSA) + Keyword-based campaign that reaches people who have previously visited your site when they’re searching on Google + Requires a minimum user pool of 1000 users + Remarketing on Google Display Network + Continue to keep your school top-of-mind among prospects who have already expressed interest in your school & program + Requires a minimum user pool of 100 users Slide 11
- 13. Paid Social Facebook & LinkedIn + LinkedIn + Dedicated channel to reach the professional audience + Target based on relevant career paths and professional groups + Recommended for specific disciplines + Facebook + Comprehensive targeting settings to reach potential prospects with the right message + Examples of targeting options include: location, age, education level, employment industry Slide 13
- 14. Display Advertising + Contextual – Keywords based buys + Managed placements/ Direct buys - Behavioral targeting - Geo-targeting Slide 14
- 15. Email + Vendor Selection - List buys, publisher direct email blasts + Audience Segmentation & Creative + Testing plan Slide 15 Blast1 User List No action Blast 2 w/ alt. subject line (Week 2) Blast 3 alt. drop day w/ top subject line (Week 3) Open & click Blast 2 w/ alt. copy (Week 2) Blast 3 alt. drop day w/ top copy (Week 3) Convert
- 16. Use the right messaging
- 17. Messaging: Microsite & Ads Slide 17 + Highlight program offerings & differentiators in microsite & ad copy + Application deadlines + Rankings + Program duration + Format + Graduate entrance exam waivers + Modified ad copy to connect with prospects + e.g. programs and courses are offered at in-state tuition for out-of-state prospects
- 18. Adult Students Want Quality Slide 18 Traditional Colleges Community Colleges For Profit Schools Share of Brand Queries -1% +4% +11% YOY Change + Brand searches on for-profit schools was flat YOY, while searches for traditional universities and their online programs are on the rise.
- 19. Use the right microsite
- 20. Custom microsites Slide 20 + Validation + Lead form built into the page + A/B testing
- 21. Choosing the right subdomain Slide 21 + Most often, it is a best practice to set up the microsite on your school’s .edu subdomain. There are two reasons for this tactic: + Using .edu sites get preferential treatment with the search engines and in turn helps the microsite rank higher in the paid search results + This makes for a good user experience as the prospective student does not think they are providing information to a third party site
- 22. Understanding leads & what to do with them
- 23. When do they convert? Slide 23
- 24. Full Funnel Approach Slide 24 Decision Brand + Program Brand + Format Consideration Program + Location Program + Format Awareness Program
- 25. How are you getting your leads? Slide 25 + Determining your lead delivery helps plan out the next steps for following up on your prospects + Real-time emails + Nightly/Weekly CSVs + CRM Integration
- 26. Lead Follow-Up Recommended Process Slide 26 + Phone + Email + Additional Lead follow-up
- 27. Questions?
- 28. Contact Information Lauren Ramey Manager, Search Analysts E: lauren.ramey@hobsons.com P: (703) 234-5925 Jennifer Esarey Search Analyst E: jennifer.esarey@hobsons.com P: (513) 354-7845
- 29. Thank you! http://ems.hobsons.com
Notas del editor
- We’ve identified who is a “non-traditional” students. As previously mentioned, the demographic profile of students at US colleges and universities has changed dramatically in recent decades. Adult learners are continue to increase and are expected to grow faster than traditional students.
- Adults are recognizing this need and many are planning to enroll and go back to school, growing the adult non-traditional market faster than the traditional undergraduate market. According to the Adult Higher Education Consumer: Fall 2013 & Grad Change 2013, currently 40% of all college students are older than 25 and that number is only expected to grow, the rise in enrollment of students 25 and older is projected to be nearly double that of younger students through 2020, 31% of adults plan to attend school in the next 3 years, but only 15% actually enroll each year The adult students want flexibility – they need online programs With their full-time jobs or family commitments, adult students are asking for online classes. Currently online enrollments account for 33% of total higher education enrollments and is expected to grow. Cost is still the largest concern for this group. Non-traditional students are more than twice as likely to be low-income as traditional students, With decreasing public funds for higher education, affordability will be a significant piece of the challenge facing these student groups, so that must be addressed, Students need effective financial advising, easier access to financial aid, the ability to earn college credits from outside-college learning, and academic and other support services to help them successfully complete their coursework
- As adult student enrollments continue to grow, the competition for online programs are rapidly responding to the opportunity to reach the adult learners. Increased number of companies developing technology to make it easier for colleges and universities to get content online 2013 saw the greatest annual increase in online courses and degree programs to date Oversupply of programs makes it difficult to achieve aggressive sustainable growth 66% of CAOs agree that online education is critical to the long-term strategy of their institution Introduction of MOOCs means every university needs an online strategy to compete
- Now that the “non-traditional” student has been defined, the question starts with thinking about where the adult learner begins their research for what school and program they want to pursue.
- Once an adult learner decides that they are interested in enrolling, they begin their search by checking various channels. From talking with family/friends, school websites to search engines. 1 in 10 prospective students search exclusively online for classes and programs. With that being said, when putting together a marketing campaign it is important to consider an effective media channel.
- Now that the “non-traditional” student has been defined, the question starts with thinking about where the adult learner begins their research for what school and program they want to pursue.
- Drive quality leads for specified online programs.
- Drive quality leads for specified online programs.
- Increase prospect pool for programs by utilizing the social platforms.
- Reach prospects as they are browsing/ researching relevant content across the web. Based on your Brand awareness and program set, Display advertising can be a great addition to your marketing plan.
- In addition to vendor selection, developing a launch strategy including audience segmentation and testing plan are key to a success Email Marketing campaign.
- Nearly 50% occurs 2+ months out from the time of conversion.
- Grow brand awareness for school’s offerings & unique set of online learning opportunities
- The recommended follow up process would ideally be have an automated email sent out after a form is submitted with a clear call to action & next steps. Also, a phone call within 1 hour of the submitted lead. When choosing additional lead follow-up material, make sure it is a highly segmented multi-channel communication plan with variable data print pieces. The best case result with these, would qualify 75% of the time. However, without any follow-up in place, it is highly doubtful the lead will qualify or move toward an enrollment.