Calem2014 developing-em-plan

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Information about Calem2014 developing-em-plan

Published on July 23, 2014

Author: DemandEngine

Source: slideshare.net

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Developing an Enrollment Plan by Tim Copeland with DemandEngine

Developing an Enrollment Marketing Plan Tuesday, July 22, 2014 10:15 – 11:30 AM Text 33233 - copelandenroll Tim Copeland DemandEngine 2014 CALEM, All Rights Reserved.1

2014 CALEM, All Rights Reserved.2

2014 CALEM, All Rights Reserved.3 Form completed July 9, 2014

“Marketing” is often defined by the tool set • Brand refresh • Market research • New programs • Facilities • Software • The social media du jour … 2014 CALEM, All Rights Reserved.4

“At most campuses marketing is a lot like religion … people tend to find it when they are in trouble.” 2014 CALEM, All Rights Reserved.5 Dr. Tom Hayes, Xavier University

Agenda 1. What is enrollment marketing? 2. What the common pitfalls to avoid? 3. What steps do you take to build an actionable plan? 2014 CALEM, All Rights Reserved.6

What is enrollment marketing? 2014 CALEM, All Rights Reserved.7

We define enrollment marketing as … 2014 CALEM, All Rights Reserved.8

Why should you care … 2014 CALEM, All Rights Reserved.9 “Across a wide range of institutional types, (academic) leaders express concern that even their niche programs risk losing market share as student choice expands and attention is harder to capture; competitors are growing online delivery and diversifying product offerings at the same time that traditional advertising methods become more expensive and less effective.” Melanie Ho, Education Advisory Board

Why this is important … 2014 CALEM, All Rights Reserved.10 Won’t enroll Will enroll Influence

Agenda 1. What is enrollment marketing? 2. What the common pitfalls to avoid? 3. What steps do you take to build an actionable plan? 2014 CALEM, All Rights Reserved.11

Pitfall #1: Build it and they will come 2014 CALEM, All Rights Reserved.12 ”We launched our online program and now we’re trying to work backwards to figure out what we need to do to find students.”

Pitfall #2: Lack of clear and realistic (headcount) goals 2014 CALEM, All Rights Reserved.13 “Our enrollments had gone down precipitously about 2% a year for the last 9 years. Couldn’t we recognize that? No, it was masked by raising tuition and we made some expenditure cuts so it looked like we were always whole.” Billy Cannady, UVA

Pitfall #3: Failure to develop an inquiry pool 2014 CALEM, All Rights Reserved.14 “Our enrollments had gone down precipitously about 2% a year for the last 9 years. Couldn’t we recognize that? No, it was masked by raising tuition and we made some expenditure cuts so it looked like we were always whole.”

Pitfall #4: Devalue the role of recruitment 2014 CALEM, All Rights Reserved.15 “The person who answered the phone was very friendly but it seemed that her knowledge was limited to what she was reading on the website as she was talking to our shopper. For more detail, she provided the program director’s information and mentioned that emailing her would be a good idea if she couldn’t be reached by phone. ”

Pitfall #5: One-size fits all communication strategy 2014 CALEM, All Rights Reserved.16 “The person who answered the phone was very friendly but it seemed that her knowledge was limited to what she was reading on the website as she was talking to our shopper. For more detail, she provided the program director’s information and mentioned that emailing her would be a good idea if she couldn’t be reached by phone. ”

Agenda 1. What is enrollment marketing? 2. What the common pitfalls to avoid? 3. What steps do you take to build an actionable plan? 2014 CALEM, All Rights Reserved.17

Let’s level set … 2014 CALEM, All Rights Reserved.18 • Strategic Plan – Long-range strategic planning focuses on fundamental decisions and actions that shape the long-range nature and direction of the division – Less detailed, broader in scope and purpose than the recruitment or retention plans. • Enrollment Plan – A working plan focused specifically on the recruitment of students – Clear and realistic goals and objectives, and targets – Outlines the actions, timelines, and metrics to deploy to achieve goals

Where your plan should fit 2014 CALEM, All Rights Reserved.19 Enrollment Planning HierachyEnrollment Planning Hierachy Institutional Strategic PlanInstitutional Strategic Plan Division Strategic PlanDivision Strategic Plan Annual Enrollment Marketing Plan Annual Enrollment Marketing Plan Annual Retention Plan Annual Retention Plan Clear goals and objectives Clear goals and objectives Key enrollment initiatives Key enrollment initiatives Road mapRoad map Source: DemandEngine

If your plan looks like this, there is a problem • Monthly list of mailers • Schedule of online advertising • A calendar of emails • Google Adwords budget 2014 CALEM, All Rights Reserved.20

Enrollment marketing planning principles 1) Enrollment leadership, demonstrated by clear goals and realistic targets and requisite resource investments 2) Well-targeted and effective marketing communications to uncover demand 3) A dedicated approach to managing the prospective learner enrollment pipeline 4) Efficient and coordinated operations that minimize barriers to enrollment 5) Supporting technology with powerful communication and reporting capabilities 2014 CALEM, All Rights Reserved.21

Step 1: Assess your “enrollment operating system” 2014 CALEM, All Rights Reserved.22 Marketing Communications Operations Enrollment Planning Pipeline Management Technology

DemandEngine’s enrollment marketing maturity model 2014 CALEM, All Rights Reserved.23

Step 2: Define clear and realistic goals 1. Baseline the current new student enrollment pipeline 2. Analyze the pipeline 3. Determine if it is an acquisition, conversion, or yield opportunity … or some combination 2014 CALEM, All Rights Reserved.24

1. Baseline demand • Market demand – inquiries • Program demand – applicants/registrants • Quality of demand – admits • Brand strength - enrolled 2014 CALEM, All Rights Reserved.25

The enrollment pipeline 2014 CALEM, All Rights Reserved.26 AY (X) YTD AY (X) Target AY (X-1) YTD AY (X-1) Final AY (X-2) Final Prospects 13,250 15,250 14,009 14,500 12,598 Inquiries 4,250 5,250 3,900 4,400 3,590 Applications 890 1,000 680 720 680 Completed applications 490 600 390 420 450 Admits 450 500 354 375 360 Enrolls 450 325 319 Conversion % (applications/inquiries) 21% 19% 17% 16% 19% Admit% (admits/applications) 92% 83% 91% 89% 80% Enroll % (enrolls/admits) 90% 87% 89% Source: DemandEngine Historical New Student Enrollment Pipeline Complete % (completes/applications) 55% 60% 57% 58% 66% Response % (inquiries/prospects) 32% 34% 28% 30% 28%

2. Analyze the pipeline • Potential variables to analyze – Program, student type, geographic, qualification scores, marketing source, academic ability 2014 CALEM, All Rights Reserved.27 Y-Axis Variable AY(X) AY(X)-1 Dif. AYX AY(X)-1 Dif. AYX AY(X)-1 Dif. AYX AY(X)-1 Dif. AYX AY(X)-1 Dif. Pipeline Analysis by Variable Inquiries Applications Completes Admits Enroll Source: DemandEngine

3. Determine where the opportunities lie 2014 CALEM, All Rights Reserved.28 Stages Actual 1. Increase Inquiries 2. Increase Conversion 3. Increase Yield 4. Increase Combination Inquiries 15987 16987 15987 15987 16987 Applicants 3230 3397 3357 3230 3567 Admit 1829 1937 1914 1829 2033 Enrolled 1260 1336 1320 1300 1475 Conversion% 20% 20% 21% 20% 21% Incomplete % 28% 28% 28% 28% 28% Admit % 57% 57% 57% 57% 57% Yield % 69% 69% 69% 71% 73% Source: DemandEngine

Step 3: Define the initiatives to achieve your goals • Travel (e.g., fairs, workplace visits) • Events (e.g., open houses, webinars) • Direct response (e.g., data purchases) • Student contact • Referrals • Pay-per-click advertising • SEO • Conversation plan (e.g., nurturing) • Qualification scoring • Recruitment • Operations 2014 CALEM, All Rights Reserved.29

Constructing your enrollment pipeline 2014 CALEM, All Rights Reserved.30 Method % of pipeline Travel & events 40 – 50% Direct student contact 20 – 30% Direct response 15 – 25% Search engine marketing 20 – 25% Referrals 5 – 10% Source: DemandEngine

Step 4: Develop effective communication strategies 2014 CALEM, All Rights Reserved.31

Step 5: Document and take action • Section 1: Introduction – to provide context including the underlying rationale, reinforcement of any changes, and mission and vision for the future. • Section 2: Graduate Pipeline Analysis – Publish three-year enrollment pipeline headcount figures with associated historical response, conversion, admit, and yield rates. • Section 3: Enrollment Goals – Define the specific enrollment goals your plan aims to achieve. Goals should be specific and measurable. • Section 4: Enrollment Objectives – Define the things you must do well as an organization to support your goals. • Section 5: Initiatives Action Plan – Initiatives, or key tasks, are the activities that must be done to support your objectives and achieve your goals. Initiatives are assigned to individuals (preferably) or groups and have specific completion dates and accountability standards. 2014 CALEM, All Rights Reserved.32

Summary 1. Assess your enrollment operating system 2. Develop clear and realistic goals 3. Identify the requisite initiatives to achieve your goals 4. Develop effective communication strategies 5. Document and take action 2014 CALEM, All Rights Reserved.33

Evaluations Text 2014 CALEM, All Rights Reserved.34 Tim Copeland CEO DemandEngine John.copeland@demandengine.com 912-354-8007, ext 725

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