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23Q14: Direct mail, Email, Facebook, or Twitter? New Research on How Adult-Learners Want to Communicate With Colleges an

23Q14: Direct mail, Email, Facebook, or Twitter? New Research on How Adult-Learners Want to Communicate With Colleges and Universities. Tim Copeland, DemandEngine.

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23Q14: Direct mail, Email, Facebook, or Twitter? New Research on How Adult-Learners Want to Communicate With Colleges an

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  1. 23Q14: Direct mail, Email, Facebook, or Twitter? New Research on How Adult-Learners Want to Communicate With Colleges and Universities Tim Copeland, DemandEngine

  2. "You can't walk out your house without bumping into a social-media expert today."The reality is the space is still very much a Wild West. Sean Corcoran, an analyst at Forrester Research. Source: WSJ. “Social Media Draws a Crowd “ July 2010

  3. Source: DemandEngine

  4. If That’s True … Why Does Facebook Email Me? Source: DemandEngine

  5. Another Self-Interested Voice …

  6. Everyone else bring data Source: Kent Hopkins, ASU

  7. The more things change, the more they stay the same. Fundamentals matter. Focus on connecting with adult learners with purpose.

  8. Agenda • About the study • Research findings • Recommendations

  9. Research partners

  10. Methodology • Invited over 50,000 adult learners, October 2009 • Over 6,000 responses (ages 18 – 50+) • Online survey • Email invitation by individual school • Offered a Starbucks gift card drawing • Special thanks to the University of Minnesota, College of Continuing Education research staff • Research question • Channel preferences at the prospect, inquiry, and applicant/registrant stages • Online participation profile • Recommendations

  11. Profile

  12. Profile

  13. Profile

  14. Agenda • About the study • Research findings • Recommendations

  15. Prospects

  16. Inquirers

  17. Inquirers – by age range

  18. Inquirers – High School Students

  19. Applicants/registrants

  20. All Online Behaviors are Not Equal

  21. Climbing the ‘Online’ Ladder

  22. Agenda • About the study • Research findings • Recommendations

  23. Your Challenge …

  24. Efficient and Effective Funnel Mgt? Online secret shopping 249 PCE web sites evaluated • 53% did not offer an online form • 36% with a form, didn’t respond within 6 weeks to our inquiry • 39% of the institutions that did respond only sent one follow-up message

  25. Since January 2009 …

  26. Efficient and Effective Funnel Mgt? October 2009 July 2009 January 2009

  27. 1. Start with data • Do you know the online participation profile of your students? • Are you using the enrollment funnel as a way to model the pathway to enrollment? • Do you understand conversion and yield by program?

  28. 2. Develop a CRM Plan • CRM is a philosophy and strategy, enabled by people, process and technology to improve the student experience. • Using data, how do you want to change your relationship with students? • Identify clear business objectives

  29. 3. Select supporting initiatives • Using your data and your business plan as a basis, choose your technologies and strategies • Build a foundation on search engine marketing and email • Move to higher levels of maturity to extend your educational experience through social technologies

  30. If you would like a copy of this presentation, please leave a business card or email me. Tim Copeland General Manager Email tim.copeland@demandengine.com Phone 912-354-8007 Web www.demandengine.com Blog www.enrollmentmarketing.org Twitter www.twitter.com/tim_copeland

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