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Incorporating Emerging Technology and Proven Methods to Leverage More Students at Every Stage

Incorporating Emerging Technology and Proven Methods to Leverage More Students at Every Stage. Presented By Keith Mock Vice President, Enrollment Management Faulkner University Montgomery, AL NSCEC 2014. A Little About Faulkner…. Located in Montgomery, AL

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Incorporating Emerging Technology and Proven Methods to Leverage More Students at Every Stage

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  1. Incorporating Emerging Technology and Proven Methods to Leverage More Students at Every Stage Presented By Keith Mock Vice President, Enrollment Management Faulkner University Montgomery, AL NSCEC 2014

  2. A Little About Faulkner… • Located in Montgomery, AL • A private, Christian University founded in 1942. • Campuses in Mobile, Huntsville, Birmingham, and the main campus in Montgomery • Total enrollment of about 3500 • Traditional enrollment of about 1300

  3. Emerging Technology is All Around Us! TEXT PRE-POP FORMS NET PRICE CALCULATORS NET PRICE CACULATOR TEXT/EMAIL VARIABLE PRINT PURLS PREDICTIVE MODELING EMAIL PURLS WEBSITE ADVANCES SOCIAL MEDIA EMBEDDED VIDEO VARIABLE PRINT PREDICTIVE MODELING MOBILE READY SITES

  4. Top 5 Most Effective Strategies -Noel Levitz (2013). 2013 marketing and student recruitment practices benchmark report for four-year and two-year institutions. Coralville, Iowa: Noel-Levitz. Retrieved from www.noellevitz.com/BenchmarkReports

  5. Modes of Communication have changed • Noel Levitz (2013). 2013 marketing and student recruitment practices benchmark report for four-year and two-year institutions. Coralville, Iowa: Noel-Levitz. Retrieved from www.noellevitz.com/BenchmarkReports

  6. We Still Play the Same Game!Increase Conversions!

  7. So How Did We Respond? Faulkner website E-mail Direct mail EMP Phone calls White info cards Text Counselors PURLs

  8. Better tracking Easier data management More accountability Ability to grade Real-time monitoring of web activity NEW CRM 1 2 3 4 All electronic and print pieces personalized in many areas Personalization Fewer pieces of mail generated in house Frees up time for support staff Convenience Advantages Automation Works while you sleep!

  9. New counselors Notating And we actually jumped into the IQS then EMP, so two changes Learning a NEW CRM 1 2 3 4 Saved money in many places – i.e. – printing less Re-allocation of budget Re-tooling communication strategy Fewer pieces of mail generated in house Frees up time for support staff Studying conversion at every stage Challenges

  10. We set about to increase conversion rates at every stage ENROLLED DEPOSITED ACCEPTED APPLICANT INQUIRY SEARCH

  11. Drive Inquiries! This is the first step…

  12. Custom email • PURLS • QR • PQR • Variable Printing • Custom Landing Page • Pre-pop forms • Integrated Website • Text • BRC • Mobile-ready site • Mobile App • Phone? The Search Process…..

  13. Are you searching? * Noel Levitz (2013). 2013 marketing and student recruitment practices benchmark report for four-year and two-year institutions. Coralville, Iowa: Noel-Levitz. Retrieved from www.noellevitz.com/BenchmarkReports

  14. So What Number Makes Sense for You?Think About: • Your budget. Cost items: • The names themselves • Collateral • Mail house/Processing fees • Postage • Number of interactions • Your Goals. • Increase enrollment • Craft the class • Academically • Socioeconomically • Gender/Race • Expand your reach

  15. So What Names Do You Want? • Remember that you don’t have to sift through the whole bucket! • Predictive Modeling • SMART approach • Names from testing sources • Names from list sources • Names from websites • Home-grown lists

  16. Segment and Test! • Break out parts of the same lists to test efficacy of communication methods • Test lists against each other • Timing You gotta track it!

  17. Dealing with the Secret Shopper • Consider qualifying your lists and scoring your prospects • A non-response to an initial contact may not mean that the student isn’t interested! • Communicate early and often • Treat high value prospects as inquiries automatically • They control the timing of their inclusion.

  18. So When Will You Take Action? *Five other vendors were each specified by two or more respondents: CBSS (College Bound Selection Service), Christian Connector, Cappex, Zinch, and Student Paths. - Noel Levitz (2013). 2013 marketing and student recruitment practices benchmark report for four-year and two-year institutions. Coralville, Iowa: Noel-Levitz. Retrieved from www.noellevitz.com/BenchmarkReports

  19. 4 5 Don’t Go It Alone 6 Use Multiple Channels 2 3 Contact Students at Multiple Stages 1 Involve Parents As You Think About Search: Consider Using an Incentive Test and Monitor

  20. Drive Applications!

  21. Methods to Increase Applications Streamlined Application Process A • Pre-pop forms • Partially completed app • An app or a super-inquiry? Waive your app fee? B • Use as leverage when you waive it intermittently Special programs - A C • Presidential app program • Streamlined app program Use specific dates D • Incentivize with scholarships if done by certain time • Make attendance at specific visit event contingent on applying PURL page specific checklist and call to action E C

  22. Look at Your Communication Strategy Driving more Apps • Pre-pop and pre-filled apps • Targeted, repeated emails • Examine your links • Microsite • My Viewbook • Call to action on all direct mail • Premiums • Call to action on website • Phone- frequency and tracking

  23. Drive Acceptances! • Our 2010 enrollment – low b/c of adding 2 letters

  24. Electronic Print Events Website Scholarships Email Direct Mail PURLS Awards for timeliness Mandate acceptance in order to attend • Purposeful • Repeated • Parent’s track • Texts • Cards or letters reminding them of missing documents • Personalized • Personal Checklists • Specific messaging. • Web Page • Checklists • Completed app within 4 weeks, etc. Methods to Increase Acceptances • Scholar’s days • Special open houses • Registration

  25. Look at Your Communication Strategy Driving more Accepts • Targeted, repeated emails • Examine your links • Microsite • Call to action on all direct mail • Premiums • Call to action on website • Phone- frequency and tracking

  26. Drive Deposits! • Do you require a deposit? • How hard to you drive for it? • Is it meaningful? • Is it reasonable?

  27. Methods to increase deposits Ask for it! Soft deadlines – or firm ones! Scholarships for timeliness Mandate it for attendance at registration Create links on PURLS and set up email campaigns for students that haven’t paid

  28. Look at Your Communication Strategy Driving more Deposits • Are you asking for it? • Targeted, repeated emails • Clearly articulate deadlines • Examine your links • Microsite • Call to action on all direct mail • Parent email track • Parent yield piece • Call to action on website • Phone- frequency and tracking • Text

  29. At every stage, strive to drive visits Postcards for open houses Sweat over the itinerary Use football games or other events Round out the visit Involve current students Signage It’s all about the numbers… Use holidays - “Open House” • Partner with Student Life • Plan events around other events already scheduled -Get to know your current students so they can help recruit “back home” • Martin Luther King Day • Veteran’s Day • Columbus Day • President’s Day • Spring Break • Make sure your visitor knows where to go upon arrival. • Make sure other employees know how to recognize campus visitors and help them feel welcome! • Meet with professors, coaches, etc. • ipads for pictures and schedule • Personal note • Pics to Facebook, Twitter • Survey -Last fall, 49.5% of our applicants visited campus.

  30. Decide what you will track • Be consistent • Recognize differences among markets Benchmark

  31. Freshmen/Transfer • Athletes • Primary, Secondary, Tertiary markets • What are your points of differentiation • Emphasize benefits Segment

  32. Have a plan • Work with the ‘best fit’ students • Time to the task Prioritize your efforts

  33. Develop relationships across campus • Specific faculty members • Coaches • RA’s, SGA, Club members • Alumni • Band, chorus, theatre, etc.

  34. Remember that this is an • emotional decision! • Ensure that your • communication flow • supports frontline counselors • Make a connection across • the campus for the student. Relationships, not transactions

  35. Wrapping up…… Hitting our target enrollment can be tough! Squeeze all you can from every stage. In the end, it’s all about yield.

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