enrolling more of your students
TRANSCRIPT
IT’S NOT ABOUT ATTRACTING MORE STUDENTS…
IT’S ABOUT ENROLLING MORE OF
YOUR STUDENTS
FOR TODAY • The changing landscape • Discussion: Is your data big, smart, both, or
neither? • How to find your students
2!
THE CHANGING LANDSCAPE
SCHOOLS CLOSING?
MOODY’S – SCHOOL CLOSINGS WILL CONTINUE
• "Small public universities are unlikely to be closed due to political support and their community college roles, but may be merged with other institutions or into systems where they can benefit from greater economies of scale.”
Source: Moody’s Investors Service – Small College Closures Poised to Increase
THE MARKETING EVOLUTION
Source: Moody’s Investors Service – Small College Closures Poised to Increase
IS YOUR DATA BIG, SMART, BOTH, OR NEITHER?
DISCUSSION • How do you measure enrollment success?
• How do you measure marketing success?
• What is the main purpose of your website today?
• Who are the main stakeholders?
• Who owns your website today?
MEASURING SUCCESS
9!
SYNAPSE ANSWERS BUSINESS QUESTIONS: o What marketing channels are driving quality
matriculants and at what cost?
o What are the conversion rates by state or region?
o What keywords or campaigns drive the most applications?
o How well are my admissions teams converting inquires to applications?
10!
HOW TO FIND YOUR STUDENT:
HIGHLY TRACKABLE DIGITAL MARKETING CHANNELS
AWARENESS CONSIDERATION COMMIT
CHANNELS "STARTS WITH THE STUDENT EXPERIENCE
Decision phase is complex. Inputs are everywhere. Students expect omni-channel.
ONLINE SEARCH
VIDEO
SOCIAL DISPLAY
INFO SESSION
PHONE APPLICATION
ANALYTICS
ONLINE SEARCH
TRADITIONAL SOCIAL
DISPLAY
INFO SESSION
AWARENESS CONSIDERATION COMMIT
PHONE
ANALYTICS AT THE CORE "STARTS WITH THE STUDENT EXPERIENCE
ANALYTICS
KEY PERFORMANCE INDICATORS TODAY • Basic engagement metrics: impressions, page views,
traffic, and clicks • Some lead tracking is online but unreliable
IN OUR SHARED FUTURE • A clearer path to conversion • Cost Per: Keyword, Campaign, Geography, Lead,
Completed App, Deposit, Matriculant • Conversion rates at critical student moments
15!
16
Your website is the keystone of all marketing efforts. All prospective student paths always lead to your website. As such, it should be given highest priority.
.edu Blogs
Email Marke2ng
Paid Media
Open Houses
Print Media Social
Media
Landing Pages & Microsites
SEO
Videos
Leveraging Your Most Valuable Asset: .EDU Website
CHANNELS IN ACTION
CONTENT MARKETING
WIDENING THE FUNNEL – CONTENT MARKETING
First 5 Results: 68%Pages 2 to 3: 6%Pages 4 and beyond: Irrelevant
PERFORMANCE FOR SINGLE ARTICLE
WEBSITE TRAFFIC WITH AND WITHOUT BLOG
Traffic for School of Business page in January with blog traffic
Same View blog traffic removed
COST VS RETURN ON INVESTMENT
Unlike paid advertising, this increase comes from fixed cost of labor generating a longer term equity
TRADITIONAL
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Paid Search Partial Plot
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Inquiries/Day
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Blog Traffic Partial Plot
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Inquiries/Day
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Display Partial Plot
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TV Partial Plot
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MARKETING MIX MODEL "USE YIELD CURVES TO IDENTIFY EFFICIENT BUDGETS BY CHANNEL
24!
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Paid Search Partial Plot
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Display Partial Plot
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TV Partial Plot
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MARKETING MIX MODEL "BRAND IMPRESSION YIELD CURVES IDENTIFY WHICH CHANNELS TRULY DRIVE BRAND AWARENESS
25!
CONVERSION RATE OPTIMIZATION
CHANGES • Added “Next Step’ as the primary Call to Action (CTA)
instead of email/print icons
• Change the header “Request Information” to “Receive Program Inform and Financial Aid Options”
• Added 3 bullet points to expand on what visitors can expect by completing the form:
• Detailed Program Overview • Personalized Financial Aid, • Individual Admissions Support”
• Change “Submit” to “Get more Information”
Thank you.