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® Engagement Campaigns: Who Are You Calling and Why? January 2016

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®

Engagement Campaigns: Who Are You Calling and Why?

January 2016

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For each engagement campaign it is important for you to think about:

• Who are the students you are calling or receiving a call from?

• Where are the students at in the enrollment process?

• What are their wants, interests and needs?

Who are you calling?

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Suspects: Potential students that you may want to enroll; however, they have not expressed a desire to do so (i.e. purchased list)

Inquiries: Prospective students that you may want to enroll and they have expressed an interest in your institution (i.e. inbound call)

Applicants: Prospective students who apply for admittance or acceptance to an academic program

Registrants: Prospective students who register

Paids: Prospective students that register and submit payment

Enrolled: Admitted or registered students that actually attend

Admits: Applicants that are admitted

Source: http://www.enrollmentmarketing.org/research/WP-Introducing-CE-Enrollment-Funnel-Tim-Copeland.pdf

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Application Awareness

Outbound Campaign Admission Lead - AGED

DefinitionA live phone call working the lead to drive admission application. A full application has not been completed.

Enrollment Funnel Stage Prospective Student

Action Taken/Current Commitment Level Requested Information, but have not taken action and applied

Student Characteristics

• May be considering multiple schools • May not truly know what they want to do at school• The age of the lead can be an indicator of student motivation levels• Best way to engage the student is to find out Wants, Interest, and Needs• Likely have a concern or challenge preventing them from moving

forward

Level of CommitmentLow - MediumAge is an indication of interest level

Objectives for the Conversation

1. Must find out if already attending another school2. Must find out what major or career interest they have3. Must find out what they want in a school/provide light information4. Get them to the expert who can answer their questions in detail

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Application Awareness

Outbound Campaign Incomplete Application - INCAPP

DefinitionA live phone call working with the applicant to take the next steps toward enrollment. Application has been submitted, but additional documents are needed to fulfill the full application process.

Enrollment Funnel Stage Submitted an Application

Action Taken/Current Commitment Level Filled Out Online Application

Student Characteristics

Student has submitted an application, but may have applied to multiple schoolsNeed to complete their application. Common Steps: Send in Transcript, Attend Orientation, Meet with Academic Advisor,Submit an Application Fee, Etc.

Level of Commitment

Upcoming Term Applicants - HighPast Term Applicants - Low to MediumIf the application is for a past term, the student never started school. This could be due to a concern or obstacle

Objectives for the Conversation

Current Term - Provide them clear direction and assistance on how tocomplete steps (transactional call)Past Term - Need to treat more like a lead. These students need to feel comfortable with the school or their situation. Find out why they never moved forward and provide light information and offer to transfer to an expert that can talk through their situation

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Application Awareness

Outbound Campaign Aid filer without admission application - ISIR2ADMIT

DefinitionA live phone call working with an interested aid applicant to be an engaged admission applicant.

Enrollment Funnel Stage Prospective Student

Action Taken/Current Commitment Level Listed School on FAFSA but have not applied

Student Characteristics

May be considering multiple schools May not truly know what they want to do at schoolThe age of the lead can be an indicator of student motivation levelsBest way to engage the student is to find out Wants, Interest, and NeedsLikely have a concern or challenge preventing them from moving forward

Level of CommitmentLow No direct interest to school

Objectives for the Conversation

1. Must find out if already attending another school2. Must find out what major or career interest they have3. Must find out what they want in a school/provide light information4. Get them to the expert who can answer their questions in detail

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Application Awareness

Outbound Campaign College Transfer Students - COLLTRNS

DefinitionA live phone call working with college transfer applicants to take the next steps toward enrollment.

Enrollment Funnel Stage Current Student, Transferring to New School

Action Taken/Current Commitment Level Filled Out Online Application

Student Characteristics

Student has submitted an application, but may have applied to multiple schoolsNeed to complete their application. Common Steps: Send in Transcript, Attend Orientation, Meet with Academic Advisor,Submit an Application Fee, etc.

Level of Commitment

Upcoming Term Applicants - HighPast Term Applicants - Low to MediumIf the application is for a past term, the student never started school. This could be due to a concern or obstacle

Objectives for the Conversation

Current Term - Provide them clear direction and assistance on how tocomplete steps (transactional call)Past Term - Need to treat more like a lead. These students need to feel comfortable with the school or their situation. Find out why they never moved forward and provide light information and offer to transfer to an expert that can talk through their situation

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Financial Aid Utilization

Outbound Campaign Admitted but no aid application on file - ADMITNOISIR

DefinitionA live phone call working with the admitted student to bring aid awareness to forefront and resolve financial questions.

Enrollment Funnel Stage Pending Student, Has Not Completed Financial Aid

Action Taken/Current Commitment Level Completed Admissions, but needs to have money to pay for courses

Student Characteristics

Student has completed the admissions process, but have not submitted a FAFSA. It is possible the student is either paying out of pocket, via a private scholarship, some other source

Level of Commitment High

Objectives for the Conversation Informative, use script

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Financial Aid Utilization

Outbound Campaign Missing documents needed - FACKLST

DefinitionA live phone call working with aid applicants to ensure they understand what documentation is required for them to submit in order to get a financial aid package to be awarded.

Enrollment Funnel Stage Current Student or Past Student

Action Taken/Current Commitment Level Enrolled, but missing documents needed to process aid

Student CharacteristicsStudent has completed admissions process and has submitted a FAFSA. The FAFSA was reviewed and before the student can receive their financial aid, they must turn in supporting documents

Level of Commitment High

Objectives for the Conversation Informative, use script

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Retention and Persistence

Outbound CampaignPrior enrollment, not currently registered and Survey for Basic Analysis - INACTREREG

DefinitionA live phone call working with prior students who have not been enrolled in the most recent term and are encouraged to continue their program by re-registering along with a survey of the results of the conversation.

Enrollment Funnel Stage Prior Student, Not Currently Enrolled

Action Taken/Current Commitment Level Have taken classes at the school we are calling for

Student Characteristics

These students have taken classes at our university before, but have not registered for the past term (or past few terms)Some of these students may have transferred to other institutionsSome may have a personal situation that prevented them form attendingSome may have had a bad experience with the schoolThe bottom line is they are on their way to graduating at our school and have invested time and money already

Level of Commitment Medium to High

Objectives for the Conversation

Informative, use scriptAddress the students challenges they identify

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Retention and Persistence

Outbound Campaign FA Satisfactory Academic Progress - FASAP

DefinitionA live phone call working with the students who have just been evaluated for financial aid satisfactory academic progress to explain their options and explain the SAP policy where needed.

Enrollment Funnel Stage Current Students, Not Meeting Completion Standards

Action Taken/Current Commitment Level Currently are enrolled and taking classes

Student Characteristics

Financial Aid requires students to keep progressing towards graduation, or they risk losing their aid. These students are at risk of losing their financial aid. The students are not meeting standards required according to the schools records. The students can appeal based on certain circumstances.

Level of Commitment High (students do not want to lose aid)

Objectives for the Conversation Informative, stick to script

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Retention and Persistence

Outbound Campaign Current enrollment, not currently registered - ACTVREREG

DefinitionA live phone call working with current students who are not enrolled for the upcoming term, encourage continuation of their program by re-registering along with a survey of the results of the conversation.

Enrollment Funnel Stage Current Students, Just Need to Register for Upcoming Term

Action Taken/Current Commitment Level Currently are enrolled and taking classes

Student Characteristics

These students are currently taking classes, but have yet to register for their next semester. It is possible the student needs to meet with an advisor, has questions about their financial aid, but the majority of these students just need a reminder registration is open or to have a problem solved in order to register

Level of Commitment High

Objectives for the Conversation

Informative, use scriptAddress the students challenges they identify

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Enrollment

Outbound Campaign Admitted, not enrolled - APP2ENROLL

DefinitionA live phone call working with admitted, but not enrolled applicants designed to answer questions causing the delay, collect the data and encourage enrollment.

Enrollment Funnel Stage Completed Application, but have not registered

Action Taken/Current Commitment Level Admitted Students, but have not registered for courses

Student Characteristics

Student has completed an application, but has not yet committed to attending by registering for coursesMay have additional steps to complete. Common Steps: Attend Orientation, Meet with Academic Advisor,or simply register.

Level of CommitmentPast Term Applicants - Low to MediumIf the application is for a past term, the student never started school. This could be due to a concern or obstacle

Objectives for the Conversation

Current Term - Provide them clear direction and assistance on how tocomplete steps (transactional call)Past Term - Need to treat more like a lead. These students need to feel comfortable with the school or their situation. Find out why they never moved forward and provide light information and offer to transfer to an expert that can talk through their situation

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Engagement Campaigns: Who Are You Calling and Why?

January 2016