Putting a Face to CyberspaceEvolving your recruitment marketing practices
UCPEA Northeast Regional Conference
Ogunquit, ME / 10.28.10
Todd Gibby, CEO, Intelliworks, Inc.
email: [email protected]
twitter: @tgibby
WWW.INTELLIWORKS.COM
Noise Discover Educate Engage Enroll Yield SignalAnalyze
Noise Discover Educate Engage Enroll Yield SignalAnalyze
Noise Discover Educate Engage Enroll Yield SignalAnalyze
Noise Discover Educate Engage Enroll Yield SignalAnalyze
Noise Discover Educate Engage Enroll Yield SignalAnalyze
Noise Discover Educate Engage Enroll Yield SignalAnalyze
Noise Discover Educate Engage Enroll Yield SignalAnalyze
EVOLUTION
Economic Trends
Demographic Trends
Consumer Trends
Technology Trends
• 7 percent of babies have an email address
• 92 percent of toddlers have an online presences
Source: AVG Internet Security Study, October 2010
EVOLVING CONSUMERS
“As a consumer's online tenure increases, so does the likelihood that he or she will research and apply online. And as online tenure increases, consumers are more apt to research exclusively online.”
– Forrester Research
EVOLVING COMMUNICATIONS
“If we are driving them there, should we then question where they currently are and how we can push content to them?
It seems that in our strategies, we are building a pull-environment for a push-customer...”
-Mark Hoetning, CIO, Arkansas State University (via EDUCAUSE Listserv)
The Facebook Experience
1. Login
2. Browse the “News Feed”
3. Randomly browse the site
4. Log off
?
University
Presence
The Facebook Experience
1. Login
2. Browse the “News Feed”
3. Randomly browse the site
4. Log off
University
Presence
EVOLUTION OF RECRUITMENT MARKETING
Finding and Getting Found
FacilitatingConversations
Conversation to Conversion:Signal vs. Noise
Evolving Your Practices
Putting a Face to Cyberspace
Evolving to meet student expectations
Clarifying strategic approach
Setting & measuring benchmarks for success
THE DECK ISSTACKED, RIGHT?
FAVORABLE TRENDS
• DEMAND: Less than 16% of those enrolled in higher education are “traditional” age college students (18-22)
• DELIVERY: Availability of online and hybrid programs makes these programs more accessible than ever before
• VALUE: Even in a recession, people are better off with an education than without
• COMPETITION: Increasing cost and scrutiny of for-profit educators have made not-for-profit adult education providers even more appealing
UNCERTAIN LANDSCAPE
Americans are growing more educated, but progress appears to be slowing among younger adults.
While the share of U.S. adults holding a four-year college degree rose from 24 percent to 28 percent from 2000 to 2008, a lower share of 25 to 34 year-olds than 35 to 44 year-olds held a four-year college degree in 2008, a reversal from the pattern in 2000. Nearly a quarter of those younger adults have completed some college, but not a degree.
Source: Brookings Institutions, Report on Education Attainment, July 2010
MANAGING INTERACTIONS
I skate to where the puck is going to be, not where it has been.
- Wayne Gretzky
• WEB: 92 percent said that they would be disappointed with a school or remove it entirely from their lists if they didn’t find the information they needed on the school’s Web site.
• SOCIAL MEDIA: 76 percent of students supported schools creating their own private social networks for prospective students.
• MOBILE: 23 percent of respondents reported searching college sites from their smart phones.
EXPECTATIONS ARE CHANGING…
Source: Noel-Levitz, “Focusing Your E-Recruitment Efforts to Meet the Expectations of College-Bound Students,” August 2010
NOT JUST THE “KIDS”
Source: Community College Student Engagement Survey, June 2009
• ECONOMY: 46 percent claimed that the current economic crisis had caused them to reconsider the schools they would apply to or attend—an increase from 34 percent just last year.
AND…ALL ARE MUCH MORE DISCERNING
Source: Noel-Levitz, “Focusing Your E-Recruitment Efforts to Meet the Expectations of College-Bound Students,” August 2010
Putting a Face to Cyberspace
Evolving to meet student expectations
Clarifying strategic approach
Setting and measuring benchmarks for success
You will fail without a strategy.
STRATEGY STARTS WITH YOUR CUSTOMER
STRATEGY STARTS WITH YOUR CUSTOMER
• WHAT: What is their program / degree of interest?
• HOW: What is their preferred format of course delivery?
• WHY: What are their motivations?
• HOW WELL: How would they calculate a ROI?
• WHERE: Where do I find them…or let them find me?
DEGREE OF INTEREST
Source: Stamats, AdultS tudents Talk Survey 2010
COURSE FORMAT
Source: Stamats, AdultS tudents Talk Survey 2010
27% 30%
43%
Online On Campus Hybrid
COURSE FORMAT
Source: Intelliworks Poll, October 2010 n=214
COURSE FORMAT BY AGE
Source: Intelliworks Poll, October 2010 n=214
7%16%
30%
60%54% 40%
22%
30%
39% 44% 48%
20%
18-24 25-34 35-54 55+
Online On Campus Hybrid
FIGURE OUT WHAT MOTIVATES THEM…
52%
12%
28%
6%
2%
Career Advancement
Earn More Money
Personal Enrichment
Change Careers
Other
STUDENT MOTIVATIONS: WHAT THEY WANT
Student Motivations
Source: Intelliworks LinkedIn Poll, October 2009 (n = 355)
HOW IS YOUR INSTITUTION PROVING ITS WORTH?
Source: Intelliworks LinkedIn Poll, October 2009 (n = 100)
15%
20%
33%
6%
18%
Increased Earnings/Salary
Improved Job Placement
Reached Personal Goals
Advanced to Higher Degree
Do Not Track
How Institutions Prove ROI
WHY DO MOTIVATIONS MATTER?
DEVELOPING PERSONAS
Why are they here?2
What keeps them up at night?3
How can you solve their problem?4
What do you want them to do?5
How can you best reach them?6
How might they resist?7
What are they like?1
© duarte.com 2008
THINKING INHUMAN TERMSThe Doubting Thomas
He went straight to work after high schooland now he’s looking to get ahead in his career. He’d like to go back and earn his degree, but just got promoted and doesn’t want to leave his job.
THINKING INHUMAN TERMSMs. “Too Cool for Your School”
She’s weighing her options. You offer everything she’s looking for in an arthistory program, but she’s never heardof your school. And neither have herfriends.
THINKING INHUMAN TERMSMr. “Show Me The Money”
His division II football career may be over, but he never lost his passion for sports.He’s having a hard time breaking into the industry though, and thinks an MBAin Sports Marketing might get him backin action.
WHY?• Understand their decision-making process.
• Understand their communication style.
• Discover pain points/barriers to enrollment.
• Validate or deny your assumptions and avoid stereotypes.
THINKING INHUMAN TERMSThe Idea Man
He’s spent the last 25 years running his own company, and is ready to retire, but that doesn’t mean he’s ready to stop. Many assume he’s against online education due to his age, but in fact he’d rather affluent professionals like him may preferto learn at their own pace while enjoying their golden years.
THEN FIGURE OUTWHERE / HOW TO FIND THEM.
PREFERRED COMMUNICATIONS CHANNELS
Q: Would you want to receive information about a college or university via __________________?
825 26
4 16
9275 74
96 84
Text Message Email Facebook Telephone Postal Mail
Yes No
Source: Intelliworks LinkedIn Poll, January 2010 (n=100)
“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 and making a sale.”
– Seth Godin, Author, Permission Marketing
Source: XKCD.com
“97% of students begin their search online. “ (Source: Stamats)
0 20 40 60 80 100
Online Application
Campus visit form
Cost calculator
Online course catalog
RSS feeds
Personlization
Virtual Tours
A lot of value
Extreme value
WEBSITE FEATURES THAT MATTER
Source: Noel-Levitz, August 2010
DEFINING YOUR STRATEGY: WHAT REALLY MATTERS
• WHAT: What is their program / degree of interest?
• HOW: What is their preferred format of course delivery?
• WHY: What are their motivations?
• HOW WELL: How would they calculate a ROI?
• WHERE: Where do I find them…or let them find me?
Enrolled Student
Application / Enrollment
Engagement
Education
WHAT YOU SEE HAPPENING
Enrolled Student
Application /
Enrollment
Engagement
Education
Enrolled Student
Application /
Enrollment
Engagement
Education
Enrolled Student
Application /
Enrollment
Engagement
Education
Enrolled Student
Application /
Enrollment
Engagement
Education
Enrolled Student
Application /
Enrollment
Engagement
Education
Enrolled Student
Application /
Enrollment
Engagement
Education
WHAT’S ACTUALLY HAPPENING
Putting a Face to Cyberspace
Evolving to meet student expectations
Clarifying strategic approach
Setting and measuring benchmarks for success
MORE
Awareness
Inquiry
Follow Up
Engagement
Qualification
Application
Enrollment
Retention
Admissions
MORE
GOT
S.M.A.T.?
Growth
Quality
Intelligence
Efficiency
DO THESE LOOK FAMILIAR?
• Goals
– Growth: Increase Enrollment
– Efficiency: Improve Staff Productivity
– Quality: Enhance Effectiveness of Student Contact
– Intelligence: Control Data Sharing
SURVEY SAYS!
Source: Intelliworks Email Poll of UCEA/Eduventures Members, April 2010
Growth
Quality
Intelligence
Efficiency
GROWTH• Increase inquiries,
applications, enrollments, etc.
• Raise awareness of your program in the market
• Expand the diversity of your offerings
Growth
Quality
Intelligence
Efficiency
GROWTH• Increase inquiries,
applications, enrollments, etc.
• Raise awareness of your program in the market
• Expand the diversity of your offerings
Growth
Quality
Intelligence
Efficiency
EFFICIENCY• Reduce the number of clicks it
takes to complete an application
• Improve your inquiry response time
• Automate workflow and communications
Growth
Quality
Intelligence
Efficiency
QUALITY• Attract more qualified
students or attract the right students for your program
• Differentiate your program from the competition
• Improve customer experience
Growth
Quality
Intelligence
Efficiency
INTELLIGENCE• Year-over-year comparisons
of your key metrics
• Responses to your marketing messages (opens/click throughs, etc.)
• Engagement of your community
• Goal– Supplement database with quality leads– Purchased Lists: Lower cost, raise results– Calculate and track marketing ROI
• Tactics– Drive search traffic to online inquiry forms– Capture lead source data– Send TARGETED email campaigns to opt-ins
• Results – NO LISTS PURCHASED– Over 30,000 Inquiries in 6 months– Visibility to Recruiter Activities– Marketing Dollar Spend Analysis– Built In Analytics = Real Time Access To Data
HELP THEM FIND YOU
FOLLOW THE THREE C’s
• Coordinated
• Consistent
• Compelling
FIU BUSINESS: UNCOMMON THINKERS
• Applicants up more than 50% over 3 years
• Admits up more than 60% over 3 years
• Enrolled up nearly 75% over 3 years
But, also..
• Info Session Attendance up more than 200% over 3 years
• RSVP / $ and LinkedIn
THE KEYS TO SUCCESS
1. Know your students
2. Hire good communicators
3. Build “hoop-less” admissions / financial aid processes
4. Take a proactive approach to student advising
5. Automate routine communications
6. Hire faculty suited to online teaching
7. Set and maintain high standards for student/faculty communication
8. Evaluate, evaluate, evaluate
9. Check your program’s vital signs regularly
10. Use cross-functional teams to develop enhancements and improvements
Source: American Public University System and Intelliworks
MEASUREMENT, ANALYSIS& IMPROVEMENT
Awareness
Inquiry
Follow Up
Engagement
Qualification
Application
Enrollment
Retention
Admissions
Completion
TREAT DIFFERENT STUDENTS DIFFERENTLY
• Strategic Objectives– Custom design of communications plan;
points of contact based on individual student characteristics and individual program marketing plan.
– Automated yet personalized communications.
BREAK DOWN SILOS
• Consolidate Information– Provide a central location to share and
collaborate on prospect data.
– Share goals and reports across the organization.
– Transfer knowledge from one person to another.
– Eliminate error from manual calculations and various data management issues.
• Establish benchmarks
– Student Inquiries
– Web site Traffic
– Event Attendees
– Applicants
MEASURE THE BASICS
Growth
Quality
Intelligence
Efficiency
Putting a Face to Cyberspace
Evolving to meet student expectations
Clarifying strategic approach
Setting & measuring benchmarks for success
EVOLUTION
Economic Trends
Demographic Trends
Consumer Trends
Technology Trends
RESOURCES
• Higher Education and Social Media
– http://www.intelliworks.com/blog
– http://www.ustream.tv/user/intelliworks/videos
– http://www.slideshare.net/intelliworks
• Creating Marketing Personas
– http://video.google.com/videoplay?docid=-1799477031032190172&hl=en#
– http://technomarketer.typepad.com/technomarketer/2008/04/developing-pers.html
• Marketing Charts
– http://www.marketingcharts.com
• Cartoons
– http://www.tomfishburne.com/
– http://www.xkcd.com
THE END.
Todd Gibby, CEO, Intelliworks, Inc.
email: [email protected]
twitter: @tgibby
WWW.INTELLIWORKS.COM