Date post: | 22-Jan-2018 |
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BRIDGING YOUR ENROLLMENT GAPS Leveraging today’s insights for sustained enrollment success
+ Data-Driven Insights, Direct Engagement, Digital Marketing
Participate! Tweet using #EnrollmentGaps
Mention:
@NRCCUA & @SocialAdmission
Or talk to the presenter:
@gilrogers
Participate in online polls throughout the presentation
#EnrollmentGaps
Solving Your Enrollment Problems Strategically, NRCCUA is uniquely positioned to help you
• 4 Decades of Experience
• Engage 5-6 Million Students Annually
• Trust of Over 1,800 Institutions Today
• 700 Institutions on Data LabTM Since 2015
Data-Driven Insights
Direct Engagement
Digital Marketing via Mobile and Custom Audiences
For Chegg Partners: • Continued delivery of all
student data and/or digital marketing services
• Opportunity to reach a broader pool of students with data-informed strategies
For NRCCUA Partners: • Continued delivery of all
student data, access to DataLab™, Eduventures Research, etc.
• Opportunity to enhance traditional outreach with turn-key digital marketing
For Partners of Both: • All of the above + a single
NRCCUA Regional Director to support you
Student Data
DataLab™
List Building & Outreach Support
Role-Based
Research
Student Insights
Data-Driven Insights
Direct Engagement
Digital Marketing
Many vendors can provide leads, digital advertising or
research.
NRCCUA is your only strategic partner that
combines direct-to-student
engagement with a turn-key digital marketing solution
that is 100% backed by data-driven insights and research.
This unique combination
ensures you are expanding reach to the right students
while lowering cost
Student Data
DataLab™
List Building & Outreach Support
Role-Based
Research
Student Insights
Mobile Ad Network
Multi-Network
Data Targeting
Cross-Platform Tracking
Sponsored Social Media
Content 5-6 Million
Annual Student
Interactions
Market Leading
DataLab™ Platform
On-Demand Intelligence and Training
eMatch ensures data is accurate and actionable
TIP Student Data
Legacy Students, Automated Online Search
Inquiries, Responders & Declared Students
Applicants
Admitted
Enrolled
Data-Driven Insights + Direct Engagement + Digital Marketing
Custom Audience Targeting supports conversion & yield
eProspector gets you into the inbox
Outbound Phone
Service Boosts Engagement
Location-Based Mobile Advertising Raises Awareness
Instant Response Accelerates Outreach
WHAT WE WON’T TALK ABOUT
• Tuition Discounting • Scholarship Negotiations • Media Coverage on the Value of Higher
Education
#EnrollmentGaps
WHAT WE WILL TALK ABOUT
• Where students are researching schools and how to find them
• Methods for engaging prospects via appropriate channels
• Segmenting follow-up based on the type of student you are supporting
#EnrollmentGaps
TODAY’S AGENDA:
• Why are we here? • Understanding the student mindset • Key market insights • Recommendations for boosting yield &
optimizing transfer outreach
#EnrollmentGaps
Audience Poll
Why are you attending this presentation?
#EnrollmentGaps
Here’s what we’re hearing …
7%
64%
24%
5%
Nearly 30% of pros believe retention will decrease or stay the same in 2017
Will increase significantly Will increase modestly
Will stay the same Will decrease modestly
Enrollment growth expectations
Source: The latest trends and predictions for higher ed in 2017, University Business, January 2017 Source: The latest trends and predictions for higher ed in 2017, University Business, January 2017
60%
50%
35% 32%
10%
22%
0%
10%
20%
30%
40%
50%
60%
70%
Transfers Traditional Undergrads
Moderately to Significantly Increase
Stay the same
Modestly to Significantly Decrease
Preferred Contact From School Email preferred to direct mail (and is much more cost effective!)
0%
10%
20%
30%
40%
50%
60%
FIRST CONTACT REMINDERS RE: DEADLINES
REGARDING APPLICATION
REGARDING ADMITTANCE
PHONE
DIRECT MAIL
TEXT MESSAGE
SOCIAL MEDIA
What are your preferred methods of being contacted by a school in these stages of the application process? #EnrollmentGaps
0% 20% 40% 60% 80% 100%
Total
30+
18-29
Frequently-Always
Sometimes
Rarely-Never
Email alone can be hit-or-miss Half don’t read marketing e-mails, another 1/3 only do it “sometimes”
Source: Fluent LLC, “The Inbox Report”, November 2016
Direct outreach introduces your brand
Thinking of all the mailings you received from colleges that you hadn’t considered before that mailing, what did you do after receiving mail?
Over half of students did additional research due to “search”, 25% added a school to their list.
Influence of mail from previously unconsidered schools I added at least one
college to my “college list” after receiving mail
from them, 24%
I did some research on at least one college after
receiving mail from them to see if I might be
interested, 52%
I didn’t add even one college to my “college list” after receiving mail
from them, 24%
23%
15%
62%
49%
6%
45%
Colleges I had not heard of on my own Colleges I had heard of and to which I was planning on applying
However, there is a difference between “recall” and “influence” While half of students said they did research, 2/3 said there was no impact on their decisions where to apply, greater influence on familiar brands
To what extent did any of these communications influence your decision to apply to any of these schools?
Influence the communications had on application decision
Definitely made me apply to one or more of these colleges
Definitely made me not apply to one or more of these colleges
Had no effect on my decision to apply to one or more of these colleges
#EnrollmentGaps
31%
45%
24%
17%
45%
38%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Everyone Else
18-29 Prefer to use multiple platforms
Don't know/ no opinion
Prefer to use one platform
Source: Morning Consult in conjunction with Mashable, April 2017
Students are Multi-Platform Nearly Half Prefer to Use Multiple Platforms for Different Features
Preference for Using One or Multiple Social Media Platforms (% of respondents)
35% Hand Held Device
Savvy Consumers
14% Desktop
50% Laptop
Primary Device Used to Research College
Which device do you primarily use to research colleges? ?
#SocAdm17
29%
49%
15%
6%
5+ 4 3 2
Source: LaunchLeap, December 2016
# of Digital Platforms Internet Users Visit/Day (% of responses)
Multi-Channel & Open To Engagement 8/10 use 4+ digital platforms daily, likely to respond positively to sponsored content
15%
20%
25%
30%
35%
40%
INITIAL RESEARCH ON COLLEGES (BEFORE
DECIDING TO APPLY)
AFTER DECIDING TO APPLY TO A COLLEGE
AFTER APPLYING TO A COLLEGE
AFTER BEING ACCEPTED TO A
COLLEGE
CAMPUS TOUR
SPEAK TO FACULTY AT COLLEGE
SPEAK TO ADMISSIONS OFFICER AT COLLEGE
SPEAK TO MY COLLEGE COUNSELOR
ALUMNI INTERVIEW
Offline sources Campus tours critical at first; admissions offers later
Which resources did you or would you use during each phase of the college application process? #EnrollmentGaps
First Choice Attendance Students are influence by how they are treated post-acceptance
23%
15%
26%
34%
21%
34%
I COULDN'T AFFORD IT
I DIDN'T GET IN
THE SCHOOL I ENDED UP CHOOSING WAS MORE HELFUL THROUGHOUT THE PROCESS
I CHANGED MY MIND AFTER GETTING ACCEPTED
NOT SURE
OTHER
Yes 54%
No 19%
N/A Haven't Decided
27%
Percent attending their first choice of colleges
If no, why didn’t you attend your first choice school
Was this your first choice of the colleges to which you had applied? If no, why did you not attend your first choice school?
9% 14%
29%
52% 57%
17% 12% 24%
44%
60% 50%
10% 16% 21%
36%
57% 59%
14%
FRESHMAN YEAR OF HIGH SCHOOL
SOPHOMORE YEAR OF HIGH SCHOOL
FIRST HALF OF JUNIOR YEAR OF HIGH SCHOOL
SECOND HALF/SUMMER OF JUNIOR YEAR OF HIGH
SCHOOL
FIRST HALF OF SENIOR YEAR OF HIGH SCHOOL
SECOND HALF OF SENIOR YEAR OF HIGH SCHOOL
2015 2016 2017
Students’ consideration set Students’ consideration set is decided second half of junior year, first half of senior year
At what points in your college research process did you add colleges to your list of schools to which you would apply? #EnrollmentGaps
Students indicating interest in January-May are still undecided
If they are still looking at you they are still looking at
your peers
EFFECTIVE YIELD STRATEGIES ARE • Fast
• More like immediate!
• Multi-Channel/Network/Device • Combine the old and new
• Responsive to Consumer Trends • Think outside “admissions”
• Measurable • All about ROI!
STUDENTS USE A COLLEGE
SEARCH/REVIEW SITE WHEN
RESEARCHING SCHOOLS
Informative Social
Specialized
9 out of 10
Which of the following online resources have you used to research colleges?
Segmenting Digital Tools
#EnrollmentGaps
Most Useful for College Research
11%
17%
28%
40%
24%
35%
41%
37%
45%
40%
28%
14%
20%
8%
2%
1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Social media sites
Ranking sites (e.g., US News and World Report)
College reviews and scholarships sites (e.g.,
Chegg, niche)
College/university sites
Extremely useful Very useful Somewhat useful Not very useful
College “.edu” is a marketing vehicle for prospective student outreach
69% Indicate
very-extremely useful
35%
How useful were the following types of sites during your college research?
#EnrollmentGaps
Engage Active Researchers
#EnrollmentGaps
Inquiry Cloud Identify students proactively researching you across the web
• 9 out of 10 students use at least one college search/help website throughout the college search process*
• Identify students proactively researching and you at the height of their interest
• Include response to proactive researchers in your overall recruitment communications & digital marketing plans
*Source: The Maturation of Mobile and Social: The 2017 Social Admissions Report, Chegg and TargetX, February 2017
network
Build a Smarter List at the Right Time Leverage DataLab™ to gain actionable insights in real-time.
• Technology that allows Institutions to make informed decisions at every step of their recruitment funnel
• Modules – Class Finder™ – Enrollment Lens™ – Smart Predictor™ – Eduventures Research – Engagement Analytics
• 700 Institutions using Data Lab™ since 2015.
#EnrollmentGaps
Identify Best-Fit Students Use Class Finder™, for free, to search and segment pre-purchase
• Free tool to all NRCCUA® undergraduate enrollment members.
• Find the students who best fit your institution by being able to search and segment millions of profiles nationwide.
• Identify and analyze your target markets through segmentations such as gender, GPA, major interest, and much more.
#EnrollmentGaps
Focus on What Works Leverage Enrollment Lens™ to bring transparency to your recruitment outcomes
• A one of a kind industry tool that allows you to visualize and analyze your enrollment data trends and NRCCUA® program outcomes.
• Gain insight and opportunities in your enrollment funnel.
• Use this to maximize your budget and outreach.
#EnrollmentGaps
Identify across channels*
Support conversion and yield
46%
65%
44%
35%
TIP Student
Data Inquiries
Declared Students
Legacy
Serve content tailored to
desired next steps
(ex. Visit/Apply)
Select students in DataLab™
Here’s how it could work … Combining strategies and resources to save time and money
*Results may vary depending on the size and quality of data file. #EnrollmentGaps
Here’s another example … Leveraging insights to drive strategy
Identify top feeder high
schools
Geofence top high schools
during fall travel
#EnrollmentGaps
Custom Audience Targeting
50%
5% 5% 12%
18% 21%
31%
Social Media for Communication Half of students say it’s OK to contact via social but platforms are fragmented
Through which social media (if any) would it be OK for a school to contact you?
None of these
-12% YOY
+10% YOY +20%
YOY +33% YOY
#EnrollmentGaps
What are you doing with your DATA?
PURCHASED LISTS
INQUIRIES
NON-COMPLETES
ADMITTED STUDENTS
APPLICANTS
ENROLLED STUDENTS ALUMNI
NON-RESPONDERS
First-Party: Data YOU Own CRM Data • Purchased Lists • Referral Data Purchased TIP Names/Declared Students/Inquiries
“Big Brother” Digital Marketing Sponsored content is noticed, memorable (not creepy!)
19%
25% 26% 27%
35%
ENCOURAGED ME TO LEARN MORE ABOUT
THE SCHOOL
DIDN'T APPRECIATE THE SCHOOL
INTERRUPTING MY FEED
NONE OF THESE LIKED THAT THE SCHOOL WAS
ACTIVELY TRYING TO REACH OUT
NOTICED THE ADS MORE THEN OTHER
ADS
Yes, 67%
No, 33%
+14% YOY
Have you ever seen sponsored posts or ads from colleges on social media (e.g. Facebook, Instagram, Twitter)? How did you feel when seeing those ads?
Attitudes toward sponsored content Saw a sponsored post for college on the web or social media
#EnrollmentGaps
13%
11%
15%
17%
44%
# of Connected Devices
None
1
2
3
4+
Digital Marketing is Multi-Channel
4 in 10 own 4 or more connected devices
6 in 10 own 3 or more.
Source: Google and TNS, “Consumer Barometer,” August 2016 #EnrollmentGaps
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Average
Social media ads
Very relevant
Somewhat relevant
Somewhat irrelevant
Very irrelevant
Don't know
Relevance of Social Media Advertising Social media advertising is more relevant than general display
Source: Fractl and Moz, "Inbound vs. Outbound: Consumer Perspectives on Marketing Effectiveness," Sep, 2015
Relevance of Digital Ads According to US Millennial Internet Users
#EnrollmentGaps
Make the most efficient use of your data
Purchased Search Names
Prospects
Inquiry Data
Applicants
Step 1 Data files are onboarded to a data matching platform
Admitted Students
Step 2 Data is anonymized and
matched to IDs
176749830
Step 3 Media is targeted to IDs across
devices /channels
Here’s One Example: Of the 84,743 records sent, we have the opportunity to reach …
20,000 on Instagram
39,800 on Facebook
17,000 on websites via
Desktop
*We forecast 1 impression/day per user
Building Your Transfer Outreach Action Plan
#EnrollmentGaps
We focused on intent, defined as …
RESPONDENTS WHO ARE LIKELY TO TRANSFER IN THE NEXT 2 YEARS
#EnrollmentGaps
But we recognize …
Source: Signature Report 5: Baccalaureate Attainment: A National View of the Postsecondary Outcomes of Students who Transfer from Two-Year to Four-Year Institutions, National Student Clearing House, August 2013
⅓ OF TRANSERS WILL NOT GRADUATE WITH A 4-YEAR DEGREE WITHIN 6 YEARS
#EnrollmentGaps
The Process is Difficult …
(6-10 on 10 pt scale)
51% OF TRANSFERS CONSIDER THE
TRANSFER PROCESS TO BE CHALLENGING
76% OF STUDENTS ARE UNSURE
WHERE THEY WANT TO TRANSFER TO
And …
#EnrollmentGaps
THE COLLEGE SEARCH LANDSCAPE IS … COMPLICATED
4 IN 10 STUDENTS KNEW THEY WOULD TRANSFER BEFORE ENROLLING…
NEARLY 6 IN 10 PLAN ON APPLYING TO
+/-2 SCHOOLS #EnrollmentGaps
49% OF RESPONDENTS ARE ACTIVELY SEEKING OUT OR PLAN ON SEEKING OUT INFORMATION ON DIFFERENT SCHOOL OPTIONS… … 18% PLAN TO SEEK OUT ADDITIONAL INFO (i.e. are still looking) #EnrollmentGaps
OVER HALF OF STUDENTS DO NOT PLAN ON REACHING OUT
TO ADMISSIONS BEFORE STARTING THE APPLICATION PROCESS.
#EnrollmentGaps
Knows they plan to transfer
SO WE ARE DEALING WITH AN AUDIENCE THAT…
Do not know where they want to transfer to
Plans to keep their list short
Are actively researching with plans to do more
Are actively or passively staying off of your radar
#EnrollmentGaps
Resources being used
78%
of students use search engines like Google to start their search
Student use of college search/review sites outranks use of college fairs by 15 percentage points (note: 53% vs. 38%)
Only one third of students get information about possible schools to apply through brochures
Millennial’s Trust Consumer Reviews
Source: Pew Research Center, “Online Shopping and E-Commerce”, December 2016
40%
23%
34%
47%
53%
42%
36%
41%
45%
43%
16%
34%
24%
8%
4%
TOTAL
65+
50-64
30-49
18-29
Always/almost always Sometimes Never
Source: Pew Research Center, “Online Shopping and E-Commerce”, December 2016
Frequency of use of digital ratings and reviews by age % of respondents in each group
Device Use is Mobile-First, Legacy-Last
15:36
20:26
10:14
4:23 2:41
1:25
22:00
19:05
11:17
6:58
2:58
1:04
0:00
2:24
4:48
7:12
9:36
12:00
14:24
16:48
19:12
21:36
0:00
TV/DVR Apps/Web via Smartphone
AM/FM Radio Internet via desktop/laptop
Video via desktop/Laptop
Video via smartphone
18-24
25-34
Source: Nielsen, “The Total Audience Report: Q4 2016”, April 2017
Weekly Time Spent with Select Media/Devices Among US Consumer by Age (hrs:mins)
Source: Nielsen, “The Total Audience Report: Q4 2016”, April 2017
Most important resources 23%
20%
15% 13%
12%
6% 6%
3% 1%
0%
5%
10%
15%
20%
25%
Online search engines
School specific websites
College review sites
Visiting the campus
Advisor at my current school
Friends/Family College fairs Brochures/mail from colleges
Social Media
Which of the following resource was the most valuable to you as you consider your options for transferring?
Notice the difference in online vs. traditional methods.
Which of the following was the most valuable resources to you as you consider your options for transferring?
Location-Based Mobile Advertising
Location – The Next Generation Cookie Targeting in a mobile-first world
Context
Demographics
Day-part
¤
¤
¤
Context
Demographics
(Implied) Attitudinal
¤
¤
¤
Expressed Intent
¤ Social Connections
Sharing Behavior
Expressed Interests
Demographics
¤
¤
¤
¤
Location
Context
1st & 3rd Party Data Match
Real-world Behavior
¤
¤
¤
¤
91% of consumers have their phones within arms reach 24 hours a day
The average user checks their phone 150 TIMES / DAY
Sources: Study by app Locket, 2014. Under the Cover with College Students. Chegg, 2015.
93% of students own a smartphone
59
Defining Context
60
Defining Context with Location
Dynamic targeting zeros in on the strongest performing locations
Standard Geo-fence
Chegg’s Geo-fence
NRCCUA Geo-fence
2-Year Schools Corporations, Military Bases
ESL Centers & Boarding Schools
Target potential students anywhere with location-verified media on their mobile devices
High Schools High School & Transfer Fairs
Concerts, Events, Open Houses, Airports, etc.
Audience Poll
What percent of time do we spend on mobile websites vs. mobile apps on our phones?
86% of time spent on mobile apps > 3 hours per day
14% of time spent on mobile web < 45 minutes per day
app
mobile app vs. mobile web media use
eMarketer, September 2016
0
10
20
30
40
50
60
70
In-App (billions) Mobile Web (Billions) Total billions
2014 2015 2016 2017
US Mobile Ad Spending, in-App vs. Mobile Web (2014-2017)
Source: eMarketer, October 2016
75% of mobile ad spending will be in-App in 2017
Reach students across 100K apps around the world*
Social Entertainment Sports News &
Info Interests Local Music
* Over 35K apps in the U.S.
CUSTOM INTERACTION
CUSTOM LANDING PAGE
.EDU SITE
Dream Big. Live Limitless. Learn more!
Reach students on their favorite apps and drive to your mobile EDU site or a custom landing page/interaction developed by NRCCUA
81%
36%
3%
Through the School Website Through the Common App Other Which of the following have you done on a mobile device when considering which colleges to apply to or where to enroll? (select all that apply)
The Application Process Rarely Ends on Mobile
+ +
SUBMITTED AN APP THROUGH A MOBILE DEVICE
13%
Track Conversion from the Initial Click…
Track Conversion from the Initial Click…
Track Conversion from other devices after the first view
How do we track conversions? Alignment between our ad team and your web team • We embed code within the ad units
themselves
• Tracking code is created for select destinations on your website (home page, admissions section, etc.)
• Our technology identifies devices we are confident are used by the same prospect (ex. Cell phone and laptop in a home)
• We report on actions taken across all devices
Segmenting Your Strategies
#EnrollmentGaps
Students you have applied and been admitted
Students who have been denied/deferred and are
evaluating options
Late starters who are just starting their research
Late stage inquiries can be some of the highest converting inquiries if you support them effectively
Types of Seniors Still Searching
What do you do with the student that is already in your pipeline, applied and/or been admitted, but is still actively researching
you (and more importantly, your peers)? *Or worse. Enrolled but still evaluating options!
Admitted but not Committed*
REMINDER: If a student is still researching you, they
are also still researching your peers.
#EnrollmentGaps
Think about it …
When a student who has applied/been admitted, we encourage them to visit campus.
Why, then, do we think of online interactions
differently in today’s electronic world?
Today’s College Search Reality
#EnrollmentGaps
Instant e-mail and phone call, acknowledging that student’s continued interest 1Assign a student ambassador to reach out via phone and possibly a hand-written note 2Invite the student to visit campus one more time, or for out of state students offer virtual visits 3
Supplemental Communication Plan
#EnrollmentGaps
Deferred by you or denied elsewhere, how do you support a student in this situation at this phase of the process?
HINT: Put your “counselor hat” on. *Denied/Deferred by you OR a peer institution
Denied/Deferred and Evaluating
Time to be a counselor
Inform waitlisted/deferred student of any steps they can take to increase their chances (if any) 1 Educate the student about articulation agreements with community colleges in your area 2If your institution allows, think about deferred admission to the spring semester 3
Supplemental Communication Plan
#EnrollmentGaps
• Be up front with the student and talk about their realistic options.
• Talk about gap-year programs or bridge agreements with local community colleges to help the student build their academic record
• Inquire about interest in deferring their start to the spring (works well combined with community college coursework)
Additional Tips
#EnrollmentGaps
What do you do with senior inquiries that are just now getting on your radar? Do you turn them away, or leverage their fresh interest?
Late Bloomers
Instant e-mail and phone call, acknowledging that student’s interest 1 Assign a specific counselor to follow-up with students and their parents ASAP (prioritize by territory volume) 2
Invite the student to campus for an interview and instant admission decision (provided they can provide all required materials)
3If there is a high volume of interest in a geographic area, consider hosting a regional information session/interviews (if budget allows)
4
Supplemental Communication Plan
#EnrollmentGaps
• There is always that “diamond in the rough” that got lost in the process. Are there exceptions you can make for qualified students still inquiring?
• Reach out immediately and walk them through the application process (for rolling admission schools).
• Be sure to educate and inform them about your transfer programs/articulation agreements (if truly past your deadline/their program is full)
Serving Late Bloomers
#EnrollmentGaps
eMatch ensures data is accurate and actionable
TIP Student Data
Legacy Students, Automated Online Search
Inquiries, Responders & Declared Students
Applicants
Admitted
Enrolled
Data-Driven Insights + Direct Engagement + Digital Marketing
Custom Audience Targeting supports conversion & yield
eProspector gets you into the inbox
Outbound Phone
Service Boosts Engagement
Location-Based Mobile Advertising Raises Awareness
Instant Response Accelerates Outreach
Final Recommendations
#EnrollmentGaps
#1: Focus on Demonstrated Interest and Modeled Data
#EnrollmentGaps
#2: Have a Multi-Channel AND Multi-Device Approach to Outreach
#EnrollmentGaps
#3: Double Down on Transfer Student Outreach (if applicable)
#EnrollmentGaps
#4: Accelerate Your Response Time to ASAP Now.
#EnrollmentGaps
THANK YOU Gil Rogers
[email protected] | @gilrogers
& Learn more at http://datalab.nrccua.org
Research and more at http://edu.chegg.com/insights
#EnrollmentGaps