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Survival tactics for marketing and recruitment
Denis WhelanVP of Sales
22 January 2014
2
Survival Tactics
3
All alone in challenging terrain…
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The goal is clear.
We want more quality students.
Lots of factors
Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr12007 2008 2009 2010 2011 2012 2013
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
0.50
0.60
0.70
0.80
0.90
1.00
1.10
12.7%
4.5%
8.5%
24.1%
12.5%
22.9%
12.7%
18.6%
15.9%
11.0%
5.0%
-9.9%
-4.9%
-10.2%
-2.4%
-11.1%
-8.9%
-13.4%
-10.3%
-6.4%
-4.1%
11.2%
2.7%
-12.7% -12.7%
-16.5%
-14.0%
-12.0%
-10.1%
0.4% 0.4% 0.4%
-0.7%
3.7%2.9%
2.2%1.3%
-3.4% -3.0% -2.7%
-5.0%
1.0%
-2.5%
-5.3%
-2.1%-3.2%
AIE HE Commencements NZ Commencements AUS$/US$ NZ$/US$
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But… competition is increasing
1-2
3-4
5-6
7-8
9-10
11-1
2
13-1
4
15-1
6
17-1
8
19-2
0
21-2
2
23-2
4
25-2
6
27-2
8
29-3
0
31-3
2
33-3
4
35-3
6
37-3
8
39-4
0
41-4
2
43-4
4
45-4
6
47-4
8
4 Yea
rs +
0%
2%
4%
6%
8%
10%
12%
14%
16%2009 2010 2011 2012
Pipeline distribution from enquiry to enrolment
Percen
tage o
f Total P
rosp
ective Stu
den
ts con
verting
to E
nro
lmen
ts
Number of Months Prior to Enrolment14
8
International pipeline by country
ThailandGermanySri Lanka
Korea (South)United Kingdom
Hong KongIndonesia
VietnamCanada
SingaporeU.S.A.
MalaysiaIndia
China (PRC)Australia
0 2 4 6 8 10 12 14 16 1812.1
11.514.5
12.013.4
14.212.7
12.116.6
13.512.6
11.115.9
14.111.4
9.810.6
10.410.1
12.09.0
8.310.3
12.911.011.3
9.09.0
10.810.0
Pipeline in Months
9
$2.3 billion to be stripped from the university system over the
next four years, including almost $1 billion from university
revenue with the remainder of the burden falling on students.
Resources are tight
Private and confidential.
Survival myths
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1. Create noise/yell for help
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1) Cast as wide a net as possible
2) There's quality in there somewhere
3) The customer is most valuable at the time of his or her purchase
Mass marketing says…
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2. Run as fast as you can
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3. Bring as much gear as possible
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So Many Systems…So Little Data
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Dynamic FAQ’s
17
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Private and confidential.
Survival skills
20 Private and confidential. For internal use only.
1. Know Your Environment
21
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Know Your Environment: Follow up
The chances of reaching a new sales lead drop over tenfold if you wait longer than the first hour of shown interest, and the odds of
qualifying that lead decrease sixfold after the first 60 minutes*.
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Know Your Environment: Follow up
The odds of contacting a lead if called within five minutes versus even 30 minutes are 100 times lower. The odds of entering that
lead into your sales cycle increase 21 times if called within five
minutes.
25
2. Build a fire
26
Marketing Correctly
Mass Marketing Says
1. Cast as wide a net as possible
2. There's quality in there somewhere
3. The customer is most valuable at the time of his or her purchase
Behaviour Based Marketing Says:
4. Be as targeted as possible
5. Quality is more important than quantity
6. The customer is most valuable 5 years after his or her purchase
27
Searching vs. being sought
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“If you want to grab someone’s attention, you first need to get his or her permission with some
kind of bait…Once a customer volunteers his or her time, you’re on your way to establishing a
long-term relationship.”
Seth Godin, Author, Permission Marketing
29
Telephone conversion
22.4%
34.4%
30.4%
45.1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Conditional Offer Conditional with Ph Call Full Offer Full Offer with Ph Call
Conversion rates with direct student engagement versus without
30
3. Pack light, but pack right
31
32
3. Institutions need a CRM
33
The magic number is four
CRM
Student management
system
Data warehouse
Learning management
system
Enterprise resource planning solution
34
Student numbers have increased by more than 30 per cent in two years
“I had no centralised place for all the data I wanted to see because we were using so many applications.”
— Director of Enrolment Management
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Applications increased by 1800 in the span of six months
“Our campus cannot thank you enough for your support in this transition. The training was easy to follow and Intelliworks is proving
to be idiot proof.”
— Vice President of Enrolment
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Enquiries have increased by 125%
Number of applications has increased by 44%
“I have gotten great feedback on all our new processes. Prospects, applicants, current students, recommenders and alumni love how
responsive and personalized we’ve been able to be.”
— Associate Dean of Admissions
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Myths vs. Reality
Survival Myths
Create Noise
Run as Fast as You Can
Bring as Much Gear as Possible
Survival Skills
Know Your Environment
Build a Fire
Pack Light But Pack Right
Private and confidential.
Thank you