executing on purposeful uniqueness

DIFFERENT FOR A REASON:EXECUTING ON PURPOSEFUL UNIQUENESS

TODD GIBBY KARI KOVAR

CEOIntelliworks

Regional DirectorDATAMARK

“I believe that every person has uniqueness -I believe that every person has uniqueness something that nobody else has.”

- Michael Schenker

“Feeling unique is no indication of uniqueness.”

D C l d- Doug Coupland

EXECUTING ON PURPOSEFUL UNIQUENESSEXECUTING ON PURPOSEFUL UNIQUENESS

THE PERILS OF NEGLECTWAVE YOUR MAGIC WANDGRANT ONLY ONE WISHGRANT ONLY ONE WISH

MANAGING THE STUDENT LIFECYCLEMANAGING THE STUDENT LIFECYCLE

AAwarenessInquiryFollow UpEngagementQualificationApplicationpp

EnrollmentRetention

Admissions

Retention

CompletionCompletion

THE FOUR “WHY’S”

Growth

Intelligence

Quality Efficiency

THE PERILS OF NEGLECT—THE TOP OF THE FUNNELTHE PERILS OF NEGLECT THE TOP OF THE FUNNEL

AAwarenessInquiryFollow UpEngagementQualificationApplicationpp

EnrollmentRetention

Admissions

Retention

CompletionCompletion

THE PERILS OF NEGLECT—THE TOP OF THE FUNNELTHE TOP OF THE FUNNEL

THE PERILS OF NEGLECT—THE TOP OF THE FUNNELTHE PERILS OF NEGLECT THE TOP OF THE FUNNEL

“Those who did not complete areThose who did not complete are more likely than those who completed college to haveselected their school based on convenience rather than 

d i ”academics.”

If you’re promoting convenience, what are you doing to ensure retention?

Source: “With their Whole Lives Ahead of them”, A Public Agenda Report for THE Bill & Melinda Gates Foundation December 2009A Public Agenda Report for THE Bill & Melinda Gates Foundation, December 2009

THE PERILS OF NEGLECT—THE MIDDLE OF THE FUNNELTHE PERILS OF NEGLECT THE MIDDLE OF THE FUNNEL

AAwarenessInquiryFollow UpEngagementQualificationApplicationpp

EnrollmentRetention

Admissions

Retention

CompletionCompletion

The perils of neglect: middle of the THE PERILS OF NEGLECT—THE MIDDLE OF THE FUNNEL

funnelTHE MIDDLE OF THE FUNNEL

THE PERILS OF NEGLECT—THE MIDDLE OF THE FUNNEL

Source: Stamats Adult Students Talk 2008

THE PERILS OF NEGLECT—THE MIDDLE OF THE FUNNEL

Why Pursue Additional Education?

• 87% desire personal enrichment

• 83% want to increase their income

• 65% want to improve their job satisfactionp j

• 63% want to prove they can do it

• 61% hope to advance within their current job or career

• 60% are considering changing their careers• 60% are considering changing their careers

• 57% have always enjoyed education

• 51% want to be a role model for their family

• 45% need to due to personal circumstances/major life changes

Source: Stamats Adult Students Talk 2009

THE PERILS OF NEGLECT THE MIDDLE OF THE FUNNELTHE PERILS OF NEGLECT—THE MIDDLE OF THE FUNNEL

6%

2%

28%

Career Advancement

Earn More Money

l h

Student Motivations

52%Personal Enrichment

Change Careers

Other

12%

Source: Intelliworks Linkedin Poll, October 2009 (n = 355)

THE PERILS OF NEGLECT—THE MIDDLE OF THE FUNNEL 

15%18%

I d E i /S l

How Institutions Prove ROI

20%6%

Increased Earnings/Salary

Improved Job Placement

Reached Personal Goals

Advanced to Higher Degree 

33%

Do Not Track

Source: Intelliworks Linkedin Poll, October 2009 (n = 355)

THE PERILS OF NEGLECT—THE BOTTOM OF THE FUNNEL

AAwareness

Inquiry

Follow Up

Engagement

Qualification

Application

Enrollment

Retention

Admissions

CompletionCompletion

THE PERILS OF NEGLECT—THE PERILS OF NEGLECT—THE BOTTOM OF THE FUNNEL

THE PERILS OF NEGLECT THE BOTTOM OF THE FUNNELTHE PERILS OF NEGLECT—THE BOTTOM OF THE FUNNEL

DropoutsNo scholarship or financial aid

Scholarship or financial aid

GraduatesNo scholarship or financial aid

Scholarship or financial aid

31%43%

57%69%

57%

Source: “With their Whole Lives Ahead of them”, A Public Agenda Report for The Bill & Melinda Gates Foundation December 2009A Public Agenda Report for The Bill & Melinda Gates Foundation, December 2009

EXECUTING ON PURPOSEFUL UNIQUENESSEXECUTING ON PURPOSEFUL UNIQUENESS

THE PERILS OF NEGLECTWAVE YOUR MAGIC WANDGRANT ONLY ONE WISHGRANT ONLY ONE WISH

WAVE YOURWAND—TOP OF THE FUNNELWAVE YOUR WAND TOP OF THE FUNNEL

AAwarenessInquiryFollow UpEngagementQualificationApplicationpp

EnrollmentRetention

Admissions

Retention

CompletionCompletion

WAVE YOURWAND—TOP THE TOP OF THE FUNNELWAVE YOUR WAND TOP THE TOP OF THE FUNNEL

WAVE YOUR WAND—PREDICTIVE MODELING

WAVE YOURWAND—LEADSCORINGWAVE YOUR WAND LEADSCORING

LeadScoring

SegmentLeads Enrollments Starts

% of Total Count % of Total Count % of TotalSegment

Leads Enrollments Starts

% of Total Count % of Total Count % of TotalSegment

Leads Enrollments Starts

% of Total Count % of Total Count % of Total

LeadScoring identified which leads were more likely to enroll

20 5.3% 2,461 9.1% 2,018 7.4%

19 5.0% 1,727 6.8% 1,359 5.3%

18 4.9% 1,390 5.5% 1,056 4.2%

17 4.8% 1,106 4.5% 845 3.4%

16 4.8% 1,011 4.1% 786 3.2%

20 5.3% 2,461 9.1% 2,018 7.4%

19 5.0% 1,727 6.8% 1,359 5.3%

18 4.9% 1,390 5.5% 1,056 4.2%

17 4.8% 1,106 4.5% 845 3.4%

16 4.8% 1,011 4.1% 786 3.2%

20 5.3% 2,461 9.1% 2,018 7.4%

19 5.0% 1,727 6.8% 1,359 5.3%

18 4.9% 1,390 5.5% 1,056 4.2%

17 4.8% 1,106 4.5% 845 3.4%

16 4.8% 1,011 4.1% 786 3.2% likely to enroll and start classes

16 4.8% 1,011 4.1% 786 3.2%

15 4.7% 807 3.4% 604 2.5%

14 4.9% 811 3.2% 590 2.3%

13 4.9% 692 2.8% 512 2.0%

12 4.9% 639 2.6% 454 1.8%

16 4.8% 1,011 4.1% 786 3.2%

15 4.7% 807 3.4% 604 2.5%

14 4.9% 811 3.2% 590 2.3%

13 4.9% 692 2.8% 512 2.0%

12 4.9% 639 2.6% 454 1.8%

16 4.8% 1,011 4.1% 786 3.2%

15 4.7% 807 3.4% 604 2.5%

14 4.9% 811 3.2% 590 2.3%

13 4.9% 692 2.8% 512 2.0%

12 4.9% 639 2.6% 454 1.8%

LeadScoring id ifi d

11 4.7% 517 2.1% 354 1.5%

10 5.1% 518 2.0% 378 1.5%

9 4.9% 424 1.7% 311 1.2%

8 5.0% 344 1.3% 233 0.9%

7 5 0% 315 1 2% 224 0 9%

11 4.7% 517 2.1% 354 1.5%

10 5.1% 518 2.0% 378 1.5%

9 4.9% 424 1.7% 311 1.2%

8 5.0% 344 1.3% 233 0.9%

7 5 0% 315 1 2% 224 0 9%

11 4.7% 517 2.1% 354 1.5%

10 5.1% 518 2.0% 378 1.5%

9 4.9% 424 1.7% 311 1.2%

8 5.0% 344 1.3% 233 0.9%

7 5 0% 315 1 2% 224 0 9% identified  poor quality leads that have a very low probability of starting

7 5.0% 315 1.2% 224 0.9%

6 4.9% 317 1.3% 208 0.8%

5 5.1% 273 1.0% 182 0.7%

4 5.3% 211 0.8% 141 0.5%

3 5.2% 177 0.7% 124 0.5%

7 5.0% 315 1.2% 224 0.9%

6 4.9% 317 1.3% 208 0.8%

5 5.1% 273 1.0% 182 0.7%

4 5.3% 211 0.8% 141 0.5%

3 5.2% 177 0.7% 124 0.5%

7 5.0% 315 1.2% 224 0.9%

6 4.9% 317 1.3% 208 0.8%

5 5.1% 273 1.0% 182 0.7%

4 5.3% 211 0.8% 141 0.5%

3 5.2% 177 0.7% 124 0.5%probability of starting classes

2 5.2% 106 0.4% 72 0.3%

1 5.5% 83 0.3% 43 0.2%

Total 100% 13,929 2.7% 10,494 2.0%

2 5.2% 106 0.4% 72 0.3%

1 5.5% 83 0.3% 43 0.2%

Total 100% 13,929 2.7% 10,494 2.0%

2 5.2% 106 0.4% 72 0.3%

1 5.5% 83 0.3% 43 0.2%

Total 100% 13,929 2.7% 10,494 2.0%

WAVE YOUR WAND—MARKETING CHANNELS

CHANNEL CONFLICT?

• Surveyed one hundred 18‐24 year olds regarding their preferred communications channels when interacting with colleges and universities.

• Opinions varied based on the level of interaction and stage in the lifecycle.

• Many prefer multiple options over a single channel.

WAVE YOURWAND—THE TOP OF THE FUNNEL CONTINUEDWAVE YOUR WAND THE TOP OF THE FUNNEL CONTINUED...

Pull PushVS.

PREFERRED COMMUNICATIONS CHANNELS

Q: Would you want to receive information about a college or university via  ?y __________________

Yes No

9275 74

96 84

825 26

4 16

92 96 84

Text Message Email Facebook Telephone Postal Mail

Source: Intelliworks LinkedIn Poll, January 2010 (n=100)

EMAIL PREFERRED FOR ADMISSIONS NOTIFICATIONS

Q: Would you want a college or university to contact you via regarding your admissions status?__________________ g g y

Yes No

4422

79 6442

5678

21 3658

Text Message Email Facebook Telephone Postal Mail

Source: Intelliworks LinkedIn Poll, January 2010 (n=100)

THE TAKEAWAY?

• Let them find you!

• 97% of students begin their search online.  (Source: Stamats)

h• Invest in search and converting leads once they hit your Web site.

• Once they’ve found you, engage them on their turf…email and social media.

• DON’T SPAM

WAVE YOURWAND—THE MIDDLE OF THE FUNNELWAVE YOUR WAND THE MIDDLE OF THE FUNNEL

AAwarenessInquiryFollow UpEngagementQualificationApplicationpp

EnrollmentRetention

Admissions

Retention

CompletionCompletion

WAVE YOURWAND—THE MIDDLE OF THE FUNNELWAVE YOUR WAND THE MIDDLE OF THE FUNNEL

Follow the 3 C’s:

• Coordinated

• Consistent

C lli• Compelling

WAVE YOURWAND—THE MIDDLE OF THE FUNNELWAVE YOUR WAND THE MIDDLE OF THE FUNNEL

FIU Business:

• Info Session Attendance up more than 200% over 3 years

• Applicants up more than 50% over 3 years

Ad i h 60% 3• Admits up more than 60% over 3 years

• Enrolled up nearly 75%  over 3 years

WAVE YOURWAND—THE BOTTOM OF THE FUNNELWAVE YOUR WAND THE BOTTOM OF THE FUNNEL

AAwareness

Inquiry

Follow Up

Engagement

Qualification

Application

Enrollment

Retention

Admissions

CompletionCompletion

WAVE YOURWAND—THE BOTTOM OF THE FUNNELWAVE YOUR WAND THE BOTTOM OF THE FUNNEL

10 Keys to Success

1. Know your students

2. Hire good communicators

3. Build “hoop‐less” admissions and financial aid processes

4. Take a proactive approach to student advising

5. Automate routine communications

6. Hire faculty suited to online teaching

7. Set and maintain high standards for student/faculty communication

8 Evaluate evaluate evaluate8. Evaluate, evaluate, evaluate

9. Check your program’s vital signs regularly

10. Use cross‐functional teams to develop enhancements and improvementsimprovements

EXECUTING ON PURPOSEFUL UNIQUENESSEXECUTING ON PURPOSEFUL UNIQUENESS

THE PERILS OF NEGLECTWAVE YOUR MAGIC WANDGRANT ONLY ONE WISHGRANT ONLY ONE WISH

GRANT ONLY ONE WISH—THE FUNNELS WITHIN THE FUNNELGRANT ONLY ONE WISH THE FUNNELS WITHIN THE FUNNEL

Source:  2008, Noel‐Levitz

GRANT ONLY ONE WISH—TYING IT ALL TOGETHER

ONLINE ONLY HYBRID AND GROUND

COST PER INQUIRY $45 ‐ $60 $50 ‐ $70

COST PER APPLICATION $900 $3 000 $1 000 $3 500COST PER APPLICATION $900 ‐ $3,000 $1,000 ‐ $3,500

COST PER ENROLL $1,100 ‐ $4,000 $1,250 ‐ $ 4,250

GRANT ONLY ONE WISH—STEP BY STEP

• TOP OF FUNNEL: DEVELOP YOUR IN‐HOUSE LIST VIA OPT‐IN

• MIDDLE OF FUNNEL: WEB‐SITE CONVEYS UNIQUENESS

• BOTTOM: REDUCE ONE LAYER OF COMPLEXITY

MEASURE, MEASURE, MEASURE!

“Th i i f i k f h i“The precision of naming takes away from the uniqueness of seeing.” 

‐ Pierre Bonnard

THE ENDTHE END.

K i K R i l Didd ibb Kari Kovar, Regional Director

2305 Presidents Circle

Salt Lake City, UT  84120

C 319 538 5389

Todd Gibby, CEO

7315 Wisconsin Ave., Suite 200W

Bethesda, MD 20814

C 240 238 3242 C: 319.538.5389

E: kari.kovar@datamark.com

WWW.DATAMARK.COM

C: 240.238.3242

E: todd.gibby@intelliworks.com

WWW.INTELLIWORKS.COM