recruitment marketing: bridging the gap between awareness & commitment
DESCRIPTION
Colleges and Universities do a great job of creating awareness around their brands. They also do a great job of closing prospective students who are interested school into new students. The one problem with this is that there are three main stages in the Recruitment funnel for new students and this area is something that schools don't do exceptionally well. We're talking about the Converting and Engaging stage fo the recruitment funnel. In this webinar we will focus on the steps and processes critical to this middle stage that bridges the gap of potential students being aware of your brand and actually becoming students. What is involved, how do you accomplish it and ultimately how can you measure success.TRANSCRIPT
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Recruitment MarketingBridging the Gap Between
Awareness and Commitment
Kyle James@KyleJames
CEO @nuCloudFounder @eduGuru
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Who has a Degreein Marketing?
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Who Am I?
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Traditional Marketing Not Enough
http://bit.ly/SHJ2Px
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Marketing Has Changed1950 - 2000 2000 - 2050
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Outbound Marketing
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Outbound Marketing is Broken
800-555-1234AnnoyingSalesperson
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Inbound MarketingBlog SEO Social Media
Analytics
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Inbound Marketing Process
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What is Important?
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What are our goals?
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Biggest Content Challenge?
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Create and Manage Promote
Track and Measure
Content Marketing Strategy
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Inbound vs Content
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They are Basically the Same
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RECRUITMENTFUNNEL
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What is the purpose of our
website?
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At most schools 50%+ of annual revenue comes
through tuition
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Follow The Money!
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IMPORTANT• Give Us Money!• But How?
• Applicants• Schedule a Visit• Download
Catalog
• Get on Mailing List
• Alumni Donations
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Marketing Funnel Sales Funnel
Marketing Process
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Recruitment Funnel
AwarenessVisit Website
Learn about School
Convert/Engage Request InfoVisit Campus
CommitApplyAttend
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Recruitment Funnel
AwarenessVisit Website
Learn about School
Convert/Engage Request InfoVisit Campus
CommitApplyAttend
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Let’s give a specific exampleThe Virtual Tour
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Physical Campus Tour Is Critical
Data from Noel-Levitz – www.noellevitz.com
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Vital to Recruitment
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ROI AnalysisBuild a Business Case
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Establishing ROI
If we can work backwards from the value of a student we can establish the value of an Interactive Campus Map.
*All numbers are created as examples
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You can use this same process to decide the value
of doing any web project
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Let’s Do Some Math
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What is the value of a Student?
• Average Years = 3• Cost Per Year = $20,000• Average Yearly Discount = $10,000
• Student Value = 3 * ($20,000 - $10,000)• So a Student is worth
$30,000!
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What is the value of an Applicant?
• Student Value = $30,000• Conversion Rate in Applicant = 20%
• App Value = $30,000 * .2• So an Applicant is worth
$6,000!
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Value Of Campus Tour?
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What is a Campus Visit Worth?
• Application Value = $6,000• Conversion Rate of Visits to Applicant = 20%
• Value of Visit = $6,000 * .2• So Each Student Visit is Worth
$1,200!
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What is a Virtual Tour Visit Worth?
• Visit Value = $1,200• Conversion of Map to Visit = 5%
• Value of a Map View = $1,200 * .05• So Each Map View is Worth
$60!
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Do You Think 1,000 People Would View Your
Map In A Month?
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Then Having A Map Is Worth $60,000!
Per Month!
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You can now justify this project
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ROI Spreadsheet
http://bit.ly/map-roi
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Let’s take a step back
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You can use this same process to decide the value
of doing any web project
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Your website connects Awareness
to Commitment
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Possible Important Items
Admission SpecificApply to CollegeSchedule a Campus VisitRequest InfoDownload the
ViewbookTake a Virtual Tour
General GoalsSign up for email
updatesWatch VideosSubscribe to Content Like on FacebookFollow on TwitterRead Blogs
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Return on Investment
ROI is how you measure web
investment ideas!
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Why Do 70% Not Do This?
http://bit.ly/SHJ2Px
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Fully Understanding Convert/Engage
AwarenessVisit Website
Learn about School
Convert/Engage Request InfoVisit Campus
CommitApplyAttend
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The Conversion Process
• If we aren’t getting people to convert on our traffic then what does a thousand or a million visitors to our site matter?
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How Do You Convert?
• Conversions require Landing Pages
• A Landing Page is a Page with a Form on it.
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Three Steps of a Conversion Process
1. The Call to Action
2. The Landing Page
3. The Follow-Up
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The Call to Action
• Are your offers compelling?• Call to action best practices
– Create urgency– Include an image– Contrasting colors– Be specific/inspirational
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Example On a College Site
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Example On a College Site
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Example On a College Site
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Testing Call To Actions
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The Landing Page
http://www.southtexascollege.edu/welcome/
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The Landing Page
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The Landing Page
• Keep it simple– Little to no navigation or other links
• People scan, don’t read– Bullet points– Pictures– Bold copy– Five second rule
• Make it instantly obvious what they will get• Shorter the form the higher the conversion rate• Possible alternative call to actions
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The Follow-Up
• Thank you page• Auto response email• Additional (social) channels to connect• Opportunities for further engagement
– Lead Nurturing– Email Marketing– Phone Calls– Snail Mail
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Thank You Page Examples
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Thank You Page Examples
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Awareness (aka Getting Found)
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Built In Awareness
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Built In Awareness
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If people can’t find it, does it matter?
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Search Engine Optimization
Over 3 billion searches per day!
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SEO is Usability and Accessibility
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Publish Content Worth Sharing
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Always Share Your Content
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Always Be Ready To Give
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Make Your Content Easy To Share
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Don’t Forget Your PurposeTie Social Media To Conversions
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Recapping (Funnel and Process)
AwarenessVisit Website
Learn about School
Convert/Engage Request InfoVisit Campus
CommitApplyAttend
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Quickly About Commitment
AwarenessVisit Website
Learn about School
Convert/Engage Request InfoVisit Campus
CommitApplyAttend
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Quickly About Analytics
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ANALYZEDiscover or reveal (something)
through examination
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If a tree falls in a forest does it make a sound?
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Avoid Paralysis by Analysis
• Are we accomplishing our goals?
• Don’t try and measure everything
• Focus on a few (3-5 and it should includes inquires/leads) metrics instead of everything
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Does More Visitors Matter?
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Does More Time On Site Matter?
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Is More Pages/Visit A Good Thing?
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Traffic Increase Without Increasing Conversions Is Wasted Work
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Does More Visitors Matter?
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Are Certain Types of Traffic Better?
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Data Example – This Webinar
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Conversions Matter!
It doesn’t matter if you get a thousand visitors a month or a million if none of them are actually
converting into applicants/students!
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The One Takeaway
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Your Whole Web Strategy Fails Without
Conversions