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April 21, 2009
Tangible Tactics for Helping Students
Envision Affording Your Institution
Joshua Paul
James Tower, Inc.
YES, WE CAN
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Economy Changed Plans
65%
35%
NOYES
21% Will work while attending school20% Won’t be able to attend school16% Will select a community college13% Will commute from home11% Avoiding private school options8% Expect to have financial issues7% Will attend part-time instead of full-time7% Reconsidering school choices
YES
Source: E-Expectations, Class of 2009, James Tower, Inc., April 2009
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Befor
e Con
sider
ing
Befor
e Apply
ing
After A
ccep
tance
After F
inan
cial A
id0%
10%
20%
30%
40%
50%46%
42%
27%38%
40% 39%
27% 30%
Elimination of Colleges Based on Cost
Students ParentsSource: How America Pays for College, Gallup/Sallie Mae , August 2008
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Less Ex-pensive School
Living At Home
Community College
Part-Time Milliary Postponing College
0%
10%
20%
30%
40%
50%
60%
70%
80%78%
65%
54%
26%19%
17%
Cost-Saving Measures Considered by Students Who Elim-inated Schools for Cost
Source: How America Pays for College, Gallup/Sallie Mae , August 2008
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Why this
topic?
Why now?
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+ =
$15,210
$39,300
$47,524
$21,700
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Befor
e Con
sider
ing
Befor
e Apply
ing
After A
ccep
tance
After F
inan
cial A
id0%
10%
20%
30%
40%
50%46%
42%
27%38%
40% 39%
27% 30%
Elimination of Colleges Based on Cost
Students ParentsSource: How America Pays for College, Gallup/Sallie Mae , August 2008
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Get the right message
to the right people
at the right time using the
right communication channel
Your Affordability Marketing Plan
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2009
What do we know about today’s prospective students?
• Prospects’ Goals
• Decision Making
• Communicate, Connect, Take Action
LogisticalEmotional2008 2009
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Page where admissions and Fin Aid are separate.
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Page where admissions and Fin Aid are separate.
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Marketing Affordability
• Who to address?
• When to say it?
• What to say?
• How to say it?
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Out-Bound Known• Target prospects• Name buys• Prior
relationships• Student search
In-Bound Known• College fairs• High school
visits• Campaign
response• Inquires
In-bound Unknown• No contact until
application• Research online• Use web site
information to make decisions
Students Parents Influencers
9 Types of Prospective Audiences
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When In Your Process?
MATRICULATION
SENIORS
JUNIORS
SOPHO-
MORESSuspects
First Contact
Prospects
Applicants
Accepted Students
Deposited Students
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• Real Success Stories
• Relevant Examples
• Steps in the Process
• What to expect in the process?
• Simple Education
• Ask them to reach out to you.
What Do I Say?
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Get the right message to the
right people at the right time using
the right communication
channel
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2008 Commercial for Walt Disney World
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Step 1:Shore Up Your Web Site
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Step 1: Shore Up Your Web Site
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Step 1: Sure Up Your Web Site
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Step 1: Sure Up Your Web Site
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Step 1: Shore
Up Your Web Site
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Step 1: Shore Up Your Web Site
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Step 1: Sure Up Your Web Site
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Step 1: Sure Up Your Web Site
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Step 1: Shore Up Your Web Site
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Step 1: Shore Up Your Web Site
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Step 2: Know Your Data
Have parents that want help with their college
financial plan, but don’t know where to look at
this point in the process.
Does not rank affordability in
his top 3 criteria.
Are worried about affording your institution.
Does not understand the
“paying for college” process.
Step 2: Know Your Data
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Step 3: Be Proactive
1. Acquiring information
2. Getting your affordability message out
• Start conversations
• Personalized
• Automate
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Step 4: Create communication/Build
relationshipsTo: [email protected]: [email protected]: Ways To Afford Socrates
Ashley,You’ve been to campus and experienced what Socrates feels like. I want to personally invite you to an upcoming online chat to learn and ask question about how we are making Socrates affordable for you and our family.
Friday, May 8, 2009 at 3:30pmSign up and receive a reminder
Sincerely,Beth
Online ChatHow You Can Make Socrates AffordableFriday, May 8, 2009 at 3:30pm
Did you know Socrates University is one of the most affordable colleges in the area. Learn about your options for affording Socrates and get your questions answered.
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Important Tips• Make it simple• Make it easy• Be proud of your
affordability• Be audience-centric• Individualize
messages• Allow them to take
actionP
rospect
Repellent
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Take Aways• Align marketing and affordability messages
• Tell your affordability story
• Integrate into enrollment communication flow