CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Keeping the Conversation Going
Stephanie Platteter
Best Practices in Prospective Adult Student Engagement
July 17, 2013
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
THE CURRENT STATE OF THE ENROLLMENT CONVERSATION
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
• Nonexistent• Inefficient• Ineffective• Inconsistent
Is This Your Conversation?
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
WHAT MAKES A CONVERSATION GOOD?
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
• Personalized• Conversational• Relevant• Timely
Constructing a Conversation
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
SOUNDS GREAT. HOW DO WE DO IT?
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
1. Understand your enrollment pipeline2. Define the desired enrollment experience3. Map the enrollment journey4. Create a conversation schematic5. Develop content6. Execute7. Measure
Developing a Conversation Strategy
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
UNDERSTAND YOURENROLLMENT PIPELINE
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Define Your Terms
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• Suspects• Prospects• Inquiries• “Hot” prospects or inquiries• Accepts• Conversion• Yield• Enrollment
• Oh my
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Prospect -Inquiry
Prospect-Active
Prospect-Program Contact
Applicant
Student
Completed
Conversion
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Analyze Activity
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New Inquiries
New Entrants In Plan Inquiries
% to goal
Funnel entrants
% to goal
In Plan
% to goal Inquiries
YTD Entrants In Plan
Prospect Pool In Plan
New Entrant
Prospect Pool
DCP General 1600 NA 78 5% 187 #DIV/0! 406 2764 0% 0%MDS 600 68 238 40% 291 #DIV/0! 29 43% 176 53 5629 128 10% 1%ICP 700 137 159 23% 246 #DIV/0! 51 37% 299 64 963 775 21% 5%BAS Undeclared NA NA 20 35 31 94 175% 113%CM 300 35 35 12% 117 #DIV/0! 2 6% 107 5 1443 143 2% 0%ITI 250 35 33 13% 111 #DIV/0! 2 6% 143 2 1777 56 2% 0%MM 120 12 55 46% 61 #DIV/0! 2 17% 69 5 396 25 3% 1%Subtotal APS 670 82 123 18% 309 #DIV/0! 41 50% 319 12 3647 318 13% 1%MLS 300 25 104 35% 133 #DIV/0! 4 16% 128 0 4712 99 3% 0%ACL 100 7 60 60% 66 #DIV/0! 0 0% 121 1 436 11 0% 0%Hort 140 10 36 26% 37 #DIV/0! 0 0% 57 8 198 11 0% 0%MBS 300 50 75 25% 88 #DIV/0! 6 12% 127 4 464 112 7% 1%IBH 400 80 41 10% 63 #DIV/0! 0 0% 15 0 68 54 0 0Total 4,810 - 459 914 1,420 131 1,648 142 18,881 1,508 9% 1%Total Undergrad 3,570 - 287 598 1,033 121 1,200 129 13,003 1,221 12% 1%Total Grad 1,240 - 172 316 387 10 448 13 13,886 1,539 3% 0%
Targets New FY13 YTD New FY12 YTD Census Conversion
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
DEFINE THE DESIRED ENROLLMENT EXPERIENCE
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
MAP THE ENROLLMENT JOURNEY’S TOUCHPOINTS
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Phases Discovery Awareness Interest Consideration Anxiety Commitment CCE Enrollment Stage
Suspect Prospect Inquiry Prospect Active Prospect
Prospect Program Contact
Applicant In Plan
Context Searching for program
Expressed initial interest, provided
contact info
Took action that indicated a higher
level of interest
Initiated pre-admission advising
process
Submitted application
Matriculated
Touchpoints External Events X
Advertising X Web site X X X X X X
Direct mail X Phone X X X X X X Email X X X X X X
Internal Events X X X X In person X X X X X
Pain Points Inquiry stream emails manual
event inquiries IC training
Inconsistent follow-up post pre-admission advising apt.
Communication too procedural
Limited comm. from admissions
Two systems for enrolled student engagement
Backstage People Marketing
Information Center/ Program staff at events
Marketing Information Center
Marketing Information Center
Advisers UG Admissions Information Center Advisers Student Services
Advisers Student Services
Processes SPP for campaigns Emphasis on online
Inquiry stream communication
Data entry processes for each touchpoint
Ongoing training
Pre and post event communications
Policies Enter all inquiries
Info session attendee moves here
Follow up appointment with email
Add tickler for student follow-up
Technology Google analytics CRM SilverPop Phone system
CRM SilverPop
CRM Google Mail
Application system PeopleSoft (feeds CRM)
PeopleSoft APlus
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
CREATE A CONVERSATION SCHEMATIC
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
DEVELOP CONTENT
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
• Establish emotional connection• Incorporate relevant information• Send messages from real people• Involve various experts• Monitor message replies
Content Best Practices
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
What is Relevant Content?
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Key Messages Resources Call(s) to Action Contact Signature Week 1 Financial Aid
How to pay for your education/options How to apply for financial aid
Financial Resources Wizard
Contact a Learner Rep to discuss financial aid options
Financial Resources Wizard Register for an upcoming information
sessions (link to session listings)
Information Center Learner Rep – Charles Russell (direct line and email)
Jessica Haensch – Financial Aid Coordinator (title and email only)
Week 3 Careers Diverse job opportunities for grads Overview of career services offered to students
Career and Internship Services Website
Contact a Learner Rep to obtain more information on career services and other advising opportunities
Register for an upcoming information sessions (link to session listings)
Information Center Learner Rep – Charles Russell (direct line and email)
Liz Hruska – Director, Career and Internship Services (title and email only)
Week 5 Industry/Program Info Advisory board makes the difference for grads Program highlights and benefits, designed to meet career and industry outlook, and ideal for working adults
Faculty bios Advisory board members
Contact a Learner Rep to obtain more information about the degree program of interest.
Register for an upcoming information sessions (link to session listings)
Information Center Learner Rep – Charles Russell (direct line and email)
Faculty Director(s) – CM, MM, ITI, Program Director - MDS (Titles and emails only)
Week 7 Philosophy Hands on learning you can utilize right away. Learn a blend of theory and real-world insight from professors as well as industry professionals, including company presidents, CEOs, and more.
Contact a Learner Rep to obtain more information about the degree program of interest.
Register for an upcoming information sessions (link to session listings)
Information Center Learner Rep – Charles Russell (direct line and email)
Program Director – (Titles and emails only)
Week 9 Pre-application Try a course, “test the waters” before you apply
Course search
Register for a course Contact a Learner Rep about course
selection or to arrange an in-person or phone appointment with an adviser.
Register for an upcoming information sessions (link to session listings)
Information Center Learner Rep – Charles Russell (direct line and email)
Admissions Coordinator (Title, email, and direct dial)
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
EXECUTE
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Quiz: What is the best way to manage your cross-channel communication in the enrollment pipeline?
a) Use CRM softwareb) Use Marketing Automation softwarec) Use a homegrown systemd) All of the abovee) None of the above, I’ll do it manuallyf) Some of the above
The Technology Conundrum
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Answer: f of the above
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Marketing automation refers to software platforms designed for marketing departments and organizations to automate repetitive
tasks. Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and
outcomes for tasks and processes which are then interpreted, stored and executed by software, which increases efficiency and
reduces human error. Originally focused on email marketing automation, marketing automation refers to a broad range of
automation and analytic tools for marketing
Marketing Automation Wikipeida 7.8.13
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
• Triggers messages through specific channels when particular conditions are met
• Allows for lead scoring• Tests different cross-channel contact strategies
and automatically deploys the winner• Supplements CRM
Why Marketing Automation
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
MEASURE
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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
• What to measure– Conversions– Communication metrics
• Inbound/outbound call activity• Inbound/outbound email activity• Emails sent, opens, clicks
• Benchmark• Share results broadly
Measurement Best Practices
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Undergrad Inquirer Stream 1.4 (Jessica Haensch)
Undergrad Inquirer Stream 1.5 (Liz Hruska)
Undergrad Inquirer Stream 1.6 (program director)
Undergrad Inquirer Stream 1.7 (Michelle Koker)
Undergrad Inquirer Stream 1.8 (Janet Pelto)
Undergrad Pre- and Post-Event Communications (Charles Russell)
Undergrad Brochure Requestors 1-Week Follow-up (Janet Pelto)
UNDERGRAD EM AVERAGES
All CCE EM E-mails Average
All CCE E-mails Average
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0%
36.2%
33.0%
46.2%
27.2%
34.0%
37.2%
25.7%
35.5%
27.4%
22.7%
7.2%
7.1%
14.9%
3.8%
7.5%
13.6%
2.5%
9.2%
6.9%
4.5%
% Clicks% Opens
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FY12 Actual YTD Q1 YTD Q2 YTD Q3 YTD Q4 (thru May)
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
EM EmailsService EmailsInbound EM callsOutbound EM callsInbound Calls
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Stephanie PlatteterExecutive Director of Marketing and Enrollment Management, College of Continuing Education, University of [email protected]
Associate Consultant, Demand [email protected]