r2integrated - from pointing fingers to partnership
TRANSCRIPT
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AMA SYMPOSIUM FOR THE MARKETING OF HIGHER EDUCATION
From Pointing Fingers to Partnership:
An Integrated Approach to Drive Enrollments Goals
and Departmental Affection
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Academics + Marketing + Recruitment
Steve Navarro Vice President | R2 integrated
#AMAHigherEd
Dr. Robert Helfenbein Associate Dean, School of Education
Sharon Higgins Assistant Vice President for Marketing & Communications
Manette Frese Director of Marketing for Graduate Programs
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Why?
How.
#AMAHigherEd
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Overcoming Fragmentation
#AMAHigherEd
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Overcoming Fragmentation
#AMAHigherEd
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The Student Journey
Where it’s been and where it’s going
#AMAHigherEd
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The Student Journey
#AMAHigherEd
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Starting the Conversation
• What are the goals of the School or Department?
• Who is our audience?
• What language are they speaking?
• How is the market changing and what does that mean for our product?
• What are they buying?
• What is the value they place on the investment?
• How do we deliver on that value and our promise?
• How can we deliver the best product in the market?
#AMAHigherEd
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#AMAHigherEd
Integrating the Student Journey
Understanding the student journey is key to results
More students are informed nowadays
without ever having to talk to the University,
which causes them to start applications but
not finish once they conclude that the school
is “not the right fit”.
• The “shopping” process happens 24/7
• Connect the online experience with the
offline experience
• Multiple touch-points required for
conversion.
• Word of mouth / personal
recommendation
• Search
• Website
• Direct mail
• Direct call
• Traditional Advertising (tv, radio,
print, outdoor)
Source: http://www.universitybusiness.com/article/10-ways-students-search-colleges-today%E2%80%94and-how-adapt
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#AMAHigherEd
Lead Generation
Goal: get the best qualified prospective students
in the hands of the recruiters
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Execution: Multi-channel Touch Points
#AMAHigherEd
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Integrating the Student Journey: The Results
Connecting the student experience from recruitment to
the classroom
#AMAHigherEd
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Recruitment: Informed by Marketing
#AMAHigherEd
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Recruitment: Informed by Marketing
Converting traditional recruiting techniques to a
contemporary, consultative approach drove a 138%
increase in enrollments
#AMAHigherEd
• Launched automated e-mail communication flows to new prospects
• To free up recruiters’ time for one-on-one relationship building
• Allow for more personalized attention to hottest leads and new applicants
• Revised information session approach
• Highly successful general SOE sessions
• Dean, Faculty, Program Directors
• Alumni presentations and testimonials
• Program-specific virtual information sessions
• Tag-team, high-touch approach to prospective recruitment outreach
• Recruiter first contact
• Introduce to MAT Advisor (Another area where partnership with” Business Owner” is
critical)
• Follow up calls and emails to every lead
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#AMAHigherEd
A Committed Approach
An integrated approach, centered on the Student
Journey, creates lift in enrollment and departmental
relations
KEYS FOR SUCCESS:
• Shared Value between academic and enrollment management divisions: We are –
TOGETHER – responsible for building enrollments. This is a business. A tuition dependent
one.
• Tap, not blame, our differences. Academics bring currency into student needs and
messaging. Marketing brings know-how to funnel growth and lead generation. Together, we
win.
• Together, we all walk the student journey. We - recruiters, marketers, and program staff,
personalize the experience by understanding the journey and actively consulting with each
student based on where they are in the journey.
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Q&A
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Thank You!