iacac 2016 - reimagine the experience: 7 ways to delight your future students

Reimagine the Experience 7 Ways to Delight Your Future Students

Introductions7 Ways to Delight Your Students

Two College PerspectivesSome Resources

Setting Expectations

Introductions

Campuswide CRM for Higher Education Recruitment. Retention. Advancement

11 Years. Undergraduate & Graduate17 Years. 450 Colleges & UniversitiesAuthor. “Overthrowing Dead Culture”

Husband & Father

SarahHaddonfield High

School Junior And completely

embarrassed by her dad

Meghan Cooley Director of Recruitment Communications

Augustana College

Trent Gilbert Vice President for Enrollment Management

and Communications Monmouth College

Get You to Think.Help Your Institution Change.Takeaway a Couple of Ideas.

Our Goals Today

7 Ways to Delight Your Students

Delight

Increased Retention Lower Replacement Costs Increased Positive WOM

Reduced Recruitment Effort

Enhance the Mobile Experience.1

Importance and Usage of Your

Institution’s Website

High School Seniors Surveyed in October 2015

Chegg/TargetX Social Admissions Report

70

20

Lots of Room to Improve Mobile

Experience

High School Seniors Surveyed in October 2015

Chegg/TargetX Social Admissions Report

Responsive Design is Only Part of the Answer

Optimize for Smaller Screens (buttons, forms, etc.)

67

Gen Xers Grew Up Digital Millennials Grew Up Online

Homelands Growing Up Touch

Gen Xers Grew Up w/Keyboard Millennials Grew Up w/Mouse

Homelands Growing Up w/Fingers

(what’s next?)

Test Your Site For Yourself

Fill Out Your Online Forms

Receive Your Emails

Oh, look. A Butterfly!

Get the Fundamentals Right First

9If a student has a connection with

nine students after being admitted,

they are 93% more likely to enroll.TargetX Schools App, 2015

Images of Campus (instagram) Frequent News (twitter)

“Real” Experiences (youtube) Live Engagement (periscope)

Email isStill King Admissions is still a highly

transaction-oriented process that is best handled with email.

Reduce the Roadblocks.2

You control only one part of the enrollment funnel.

Admit or Deny

If You Have Too Few Inquiries … check your forms

Application … too many requirements Enrollees … outcomes & value

If You Have Too Many Inquiries … get focused

Application … (seriously? or see above) Enrollees … check your NTR

Tell More (Authentic) Stories.3

You All Look The Same.

Just ask a high school Junior or Senior.

What are you doing to make them care about you?

What are they taking away?

Marketing to Millennials 101

Cut out the Hype

Marketing to Millennials 101 (and their Gen X parents)

Cut out the Hype

Stories not Stats. People not Programs.

Mike Sexton, Vice President of Enrollment, Santa Clara University

The most authentic thing about your institution are the people

that go/work there are the stories they “share.”

Power Tip Change Your Pronouns

(it’s not about you, it’s about them)

Prioritize the Campus Visit Experience.4

Recruiting Should Drive Visits Visits Should Cater to the Visitor

Get The Basics Right

Basics Step 1 Confirmation. Campus Signage. Visitor Parking. Visitor’s Center.

Clean Bathrooms.

Basics Step 2 Know the visitor.

Customize the visit. Set the expectations.

Share real stories.

Basics Step 3 Make it memorable.

Highlight a signature moment. Help them picture themselves there.

Close The Deal.5

Sales Marketing Customers Revenue

Do you value their enrollment? Did you show them that you do?

Sales 101 Ask for the sale.

Pave the Path to Student Success.6

86

25

60

And if they don’t graduate, they have $28k in debt.

And no credential.

Value of Higher Education “Going Away” to College

Outcomes (ROI)

Recruit the right student.

The customer is always right.Harry Gordon Selfridge, Sr.

Share what was learned when you recruited them.

Build proactive plans (don’t wait until they are failing)

Reactive Action Plan Examples

Student isn’t attending class. Campus card not being using. Hasn’t registered for next term.

Requesting transcripts.

Proactive Action Plan Examples

Purchase your books. Meet with your advisor. Sign up for activities.

Are you happy?

Get Your Team Delighted!7

Do you have the right people? Are they in the right seats?

Do you know their strengths? Do you know their plans & desires?

Are they having any fun?

Enhance the Mobile Experience Reduce the Roadblocks

Tell More (Authentic) Stories Prioritize the Campus Visit Experience

Close the Deal Pave the Path to Student Success

Get Your Team Delighted

The 7 Ways

College Perspectives

Meghan Cooley Director of Recruitment Communications

Augustana College

Mobile Experience

Email Review & Design Website Redesign In Process

Reducing Roadblocks

Event Form Requirements Optional Teacher Recs

Authentic Stories

“More Than I Imagined” Imagine Contest

Help Students Picture Themselves On Campus

Delighting Parents

Keep Parents Informed Give Parents Their Own Forum

Trent Gilbert Vice President for Enrollment Management

and Communications Monmouth College

Mobile Engagement

Website Live Chat Admitted Student Mobile App

Return on Investment

Guarantees to Graduate in Four Years

Some Resources

Chegg/TargetX Social Admissions Report College Research Council Voice of the Student

Render Experiences “The Rant” Ruffalo Noel Levitz E-Expectation Reports

TargetX Curated News @ targetx.com/industry Strengths Finder 2.0

Fast Company Daily Email Newsletter How to Raise an Adult (Julie Lithcott-Haims)

Reimagine the Experience 7 Ways to Delight Your Future Students

Brian Wm. Niles | niles@targetx.com Meghan Cooley | meghancooley@augustana.edu

Trent Gilbert | tgilbert@monmouthcollege.edu