2. Enrollment Marketing For Continuing & Professional
Education October 26, 2010
3. CM Vision
To be the trusted digital marketing and enrollment authority
for traditional colleges and universities recruiting
non-traditional and graduate students.
4. Market Space
Colleges and universities
Non-traditional students (Undergraduate)
Ground, hybrid, online
Graduate
Ground, hybrid, online
5. Market Factors = Opportunity
20% growth in 22-29 age demographic and 14% in the +30 age
group
Student preparedness at for-profit institutions
Debt-payback at for-profits
Student demands for flexibility in course delivery
Community college enrollment growth
Like so many prospective students, he turned to the obvious first
stop: Google. The search engine steered him straight to the
University of Phoenix. But, he says, its reputation left "a bad
taste in the mouth. " So he kept on Googling and soon struck a more
attractive option: Northeastern. Mr. Tricoli filled out an online
form requesting more information.
6. Example Strategic Goals
Online: 250 to 500
Graduate: 50 to 250
450 student enrollments over 3 years
7. Enrollment Goals To reach these goals, Hobsons would need to
introduce you to 3,750 prospective students a year.
8. Case Studies
MACU Total Investment = 200K / ROI = $1,066,000 (Tuition)
UT Total Investment = 115K / ROI = $944,000 (Tuition )
118 2,437 36,143 13,189,867 Subtotal for 2010 Fiscal Enrollments
Leads Clicks Impressions U of Toledo 935 18,379 11,710.76 Subtotal
for 2011 Fiscal 82 2,132 39,905 50,785,580 Subtotal for 2010 Fiscal
Enrollments Leads Clicks Impressions MACU
9. Challenges in Online Marketing
Lack digital marketing expertise in general
Have not identified quality, affordable, scalable lead
sources
Are unable to effectively convert shared leads (a single lead
gathered on behalf of multiple schools)
Lack an effective tracking methodology or mechanism for lead
management and therefore lack performance data
Lack the staff to effectively develop and execute a digital
strategy
Feel a need to protect their brand from associations with
for-profit schools
Lack the time necessary to research appropriate educational
directories
10. Agencies Lead Aggregators Retargeting Companies Research
Firms Ad Networks
11. Unique Solution
Built on research and reporting
Focused on education, school, and program
Focused on quality vs. quantity of leads
Focused on the exclusivity of each lead delivered
Focused on new audiences of active shoppers
Focused on daily monitoring for peak performance
Focused on building the relationship through transparency and
increasing online enrollments trusted authority .
12. It sure is crowded in here!! Can anyone see me? University
Website
13. Step 1 Goal: Making Introductions
People are shopping for online programs
How are we making the introduction to your school?
14. Project/Process Workflow Online Division Programs Prospects
Hobson's Team Services Your site Client Relationship Manager Online
Media Buyer Analyst Developer Visual Designer Project Manager
Copywriter www.school.edu Prospect Microsite Creative Design Media
Buying Search Engine Marketing Online Directories Reporting
Services 45% of all online advertising
15. Microsite for Prospects
http://www.utoledoonline.net
1
16. E-mail and Daily Files Able to place these inquires
directly into your prospect database and CRM
17. How are people finding it? * * *
18. Digital Media Buying
Search Engine Marketing (SEM)
Display Advertising
Retargeting
E-mail marketing
19.
20. Display Advertising
21. Re-Targeting Non-Converters
22.
SEM Keyword Campaign
61 keywords constantly monitored and tuned.
Average position: 4.7
76,000 impressions, 462 clicks and 18 inquires
Hobsons pays Google $2.37 per click or $54.00 an inquiry
SEM Example Bookkeeping Hobsons follows same model for all 35 UT DL
programs
23. Service Overview
Extends your prospective student website at the program
level
Engages prospective students with microsites designed for
conversion
Carefully researches and selects web directories
Optimizes your search engine marketing
Handles your media placement through display and retargeting
campaigns
Delivers to you real-time exclusive inquiries
24. Quoting Process
Determine the number of programs we are managing
Determine the enrollment goals and lead volumes needed based on
conversion rates
Research supply and demand of your online programs
Generate program-level keywords
Keyword expansion - further carve out 5-6 keywords (long tail
search)
Enter keyword info and impressions into a spreadsheet and
determine estimated CPL and overhead