the art of boarding school admission

The Art of Boarding School The Art of Boarding School Admissions WebinarAdmissions Webinar

With Greg O’Brien, Chief Financial Officer of The CollegeBound Network and 10-year education industry veteran

Welcome To

INTRODUCTION

Greg O’Brien – CFO, The CollegeBound Network (CBN) CFO of CBN, also manages CBN Enrollment Management

(EM)products and services 10 years experience in higher education Former EVP of Enrollment Management, with a leading

educational publishing business Consulting on lead generation and EM with several non-profit

and for-profit institutions

Since 1987, The CollegeBound Network (CBN) has worked with America's leading colleges, universities, career schools, boarding school institutions, and other educational providers in connecting learners with educational opportunities. CBN specializes in recruitment lead generation solutions for 900+ educational institutions and 3,500

campuses Includes 13 content-rich portals, affiliated sites within its Education Online Network, Television/Radio,

and over-the-phone Student Services

BoardingSchoolHelp.com, The CollegeBound Network’s boarding school portal Matches boarding school providers with parents seeking specific boarding school opportunities,

from religious-affiliated or military boarding schools, to therapeutic boarding schools and wilderness programs.

Parents are able to learn about and request further information from schools that match search their criteria.

ABOUT THE COLLEGEBOUND NETWORK

Discuss approaches to admissions andmarketing to prospective boarding school students and parents

Learn about lead generation and the various options available

Techniques to improve your enrollments and conversions with effective follow-up strategies

Q&A

WHAT WILL WE COVER TODAY

To Do List:

UNDERSTANDING COST PER LEAD/INQUIRY (CPL)

Source: BMO Capital Markets

CPL means you pay only for leads/inquiries from students who specifically request information on your institution or program.

This enables you to budget for and work with only the most targeted, qualified inquiries.

EM FUNNEL OPERATING METRICS

Sources of New Students for Select For-Profit Providers (FY2002-FY2009)

Source: BMO Capital Markets estimates and company reports.

FROM LEAD TO NEW BOARDING SCHOOL STUDENT

Source: BMO Capital Markets

Admissions Funnel

Operating Parameters Target/goal number of enrollments Target/goal enrollment growth (%) Segment targets by channel

Campus, delivery method, academic program, geo, other demographics, etc Tracking & transparency

Life Cycle Prospect contact management Application life cycle management Student life cycle management (retention)

DEFINING YOUR EM FUNNEL

Lead flow Cost Per Lead/Inquiry (CPL) Conversion – lead to appointment Conversion – lead to application Conversion – lead to enrollment Effective Cost Per Enrollment

WHAT IS LEAD GENERATION?

What does it cost to enroll a student in your school?

Publishers- The CollegeBound Network- eLearners- QuinStreet

Brokers/Agencies- Ward Media- Vantage- CU Net- DataMark

EM SOLUTION PROVIDERS

Lead Generation Sources:

How do they do it? Lead content, sources, etc. How to measure cost and quality

No matter how you generate your leads, it’s the follow up that reallymatters if you want to increase thenumber of boarding school applicants,and ultimately enrollments.

THE ART OF THE FOLLOW UP

The most common assumptions:1) I’m interrupting them.2) They’ll think I’m a telemarketer.3) They’ll get annoyed that I’m calling too much.4) They’re too busy to come in for a tour.5) They live too far.6) They don’t have enough money.7) They’re just gathering information. 8) They need time to “think” about it.

WHAT ARE THE BIGGEST CHALLENGES WHEN CONTACTING A PROSPECTIVE STUDENT?

Actually Reaching Someone By PhoneHow do you make morephone contact?• INSTANT Call Back. Why?• Lots of calls. INCREASED DIALS are

DIRECTLY related to INCREASED Enrollments! There are NO Shortcuts!

WHAT ARE THE BIGGEST CHALLENGES IN SETTING APPOINTMENTS?

Ask yourself this: Would you be embarrassed to offer someone gold? What about an education?

Consider the lifetime value a boarding school education offers.

Call with that perspective!

WHAT ARE THE BIGGEST CHALLENGES IN SETTING APPOINTMENTS?

1) To authentically connect with your potential student/parent.2) To find out the core motivation of a potential

student/parent.3) To find out their educational goals.4) To establish yourself as a powerful resource for your

potential student.5) To establish the value of the appointment.6) To create an appointment that shows.

WHAT IS THE ACTUAL PURPOSE OF THE FIRST PHONE CONTACT?

The focus needs to be on your potential student and his/her outcome. It’s NOT about how wonderful yourschool is – it’s about the wonderful thingsyour school can do for the student!

HOW DO YOU CONVERT AN INQUIRY INTO A NEW STUDENT?

INFORMATION

However, a decision as big as sending their child to a school should NOT be decided during a 10- minute phone conversation. That’s what appointments are for.

WHAT DOES A PARENT WANT WHEN THEY INITIALLY CONTACT A SCHOOL?

They need to reflect upon and feel their present reality.

They need to explore their child’s future possibilities.

They need tools and support to help make an important family decision. That is what you offer!

WHAT DOES A PARENT NEED WHEN THEY CONTACT A BOARDING SCHOOL?

Educational Life Coach

Admissions Motivator

The Bridge

WHAT DOES A POTENTIAL STUDENT NEED WHEN THEY CONTACT A SCHOOL?

1) How did they hear about your school?2) What inspired them to explore a boarding school

education?3) What are they looking for in a boarding school experience?4) Reflection5) Bridge to the appointment… NOT a close.6) 24-Hour Affirmation Call

WHAT SCRIPTS DO YOU USE?WHAT ELEMENTS NEED TO BE INCLUDED?

Gregory P. O’Brien

Chief Financial Officer

718-761-4800, ext. 128

646-422-9946 (m)

gobrien@collegebound.net

The CollegeBound Network1200 South Avenue, Suite 202

Staten Island, NY 10314 www.collegebound.net/corporate

QUESTIONS

Kristy Fallon

Account Executive

718-761-4800, ext. 124

kfallon@collegebound.net