how 1:1 messaging turns student consideration into enrollments
DESCRIPTION
A college’s website is the first destination for many prospective students and parents when beginning to research universities and colleges. According to a 2011 E-Expectations Report sponsored by Noel-Levitz and the National Research Center for College and University Admissions, one out of five students removed a university from consideration after a bad experience with the school’s website. In the same report, 66% of prospective college students believe schools should have a social media presence yet slightly over one-quarter of those students actually never view a school’s social media profile due to a lack of compelling content. Gone are the days of batch and blast emails and direct mailings for colleges. Prospective students are diverse. They have very different needs and are looking to connect with schools in varying formats. Schools need to create more personalized messages and deliver them in a way that is preferred to increase their odds of improving enrollment. This presentation dives into proven strategies for increasing enrollment at institutions of all sizes. It will also review how lifecycle marketing can aid in the creation, scheduling and reporting of targeted campaigns. Lastly, the webinar will cover various content ideas and calls-to-action that can be used to nurture students in each lifecycle stage — turning research into action and action into enrollments.TRANSCRIPT
FATHOM EDUCATION How 1:1 Messaging Turns Student Consideration into Enrollments
Fathom EDU – Higher Ed. Email Strategy
Client Success Story, Strategies That Work
Fathom EDU
The Client: • A midsized Midwestern university • 7,500 current students • Looking to increase enrollment 8% in
2013
The Challenge: • They were not contacting any leads
that had been dormant for 60 days or more
• How can we reengage these prospective students and get them to apply and enroll?
Reactivation Email Campaign
Higher Ed. Email Strategy
Fathom EDU
The Solution: • Reactivation Email Campaign
The Foundation: • Who is this email list?
• These are prospective students who have already been looking for schools for a while, and have gotten branding/soft sell messages from our client
• How to proceed? • These prospects are at the end of the
research stage of the buying cycle • We went with an approach that was
targeted specific questions that they have at that point in the cycle
Reactivation Email Campaign
Higher Ed. Email Strategy
Fathom EDU
The Strategy: • Subscribers are well into the research
stage, looking for specific info to compare schools
• Answer the questions that prospects have at this point in the process • How much does it cost? • What scholarships and grants can I get? • What are your degree requirements? • How long will it take to graduate? • What degrees/courses are offered at
which campuses? • When can I start?
Reactivation Email Campaign
Higher Ed. Email Strategy
Fathom EDU
More Strategy: • Quarterly messaging cycle, ramping up
to the quarterly start date • We send on a bi-weekly schedule,
covering each of the previous topics, plus some seasonal messaging
• Key factor – we place the information that the prospect is looking for behind a form, so that they need to put in a valid phone number to access the information • This more than triples conversion on the
landing pages, with over 90% of the leads garnered this way being reached by phone
Reactivation Email Campaign
Higher Ed. Email Strategy
Fathom EDU
The Email Template: • Put most important information in
top left quadrant for display, and top of scrolling mobile design • Large, clickable buttons
• Preheader text • This will show up in the inbox on
many email clients before the subscriber opens
• Usually send a message with multiple topics, gives more opportunities to click and submit a lead form
• Don’t use much text
Reactivation Email Campaign
Higher Ed. Email Strategy
Fathom EDU
Form Optimization: • Include as few fields as possible
• One study we did found that 86% of people who start to fill out the form will drop off at the “degree of interest field.”
• Autofill the fields • Place the form in the top left
corner of a desktop display, and at the top of a scrolling mobile layout
• Make the button large, with a bright color
• Optimize the button language • Never use “submit”!
Reactivation Email Campaign
Higher Ed. Email Strategy
Fathom EDU
The Results: Delivery Rate: 99% Open Rate: 16% Click-to-open Rate: 22% Landing Page Conversion Rate: 25% Total Leads: 1,136 Total Applications: 80 ROI: 23:1
Reactivation Email Campaign
Higher Ed. Email Strategy
Fathom EDU
Research Stage Calls-to-Action:
In the research stage, students have recently heard about your school, and are searching for basic information
• Browse the 2014 Course Catalog • View 2014 Tuition Rates • See if You Qualify for a Scholarship
Calls-to-Action
Higher Ed. Email Strategy
Fathom EDU
Consider Stage Calls-to-Action:
In the consider stage, students have narrowed their choices down to a few schools and are ready to engage further
• RSVP for the Open House • Get in Touch with an Advisor Now • Take a Virtual Tour Today
Calls-to-Action
Higher Ed. Email Strategy
Fathom EDU
Commit Stage Calls-to-Action:
In the commit stage, students are ready to choose your school, and need to be encouraged to start the application process
• Start Class January 6th • Apply Online Today • Take the First Step Toward a Better
Future
Calls-to-Action
Higher Ed. Email Strategy
Right On Interactive
What is Student Lifecycle Marketing? Student lifecycle marketing offers valuable insights into the journey students take with your school from the time they first indicate an interest in your institution through degree or certificate completion.
Right On Interactive
Find your “ideal” student Identify the prospective students who are the best fit and most engaged at each stage of their enrollment journey. Take into consideration:
• Geography • GPA & test scores
• Engagement
Right On Interactive
Find your “ideal” student With this critical data, schools can…
• Improve communication • Save money on direct mail costs • Increase campus visits • Fill specialty programs (online, MBA,
adult education, nursing, etc)
Right On Interactive
Research Consider Commit
Kellie Prospective Student Profile: 60 Engagement: 24
Right On Interactive
Kellie Prospective Student Profile: 60 Engagement: 24
Email Website Social Media T So
Direct Mail
Direct Mail
Campus Visit
Direct Mail
Right On Interactive
Research Consider Commit
Kellie Prospective Student
Profile: 60 Engagement: 92
Questions? Lauren Littlefield
Director of Marketing Right On Interactive
Jeff Versteeg Senior Account Executive Fathom Online Marketing