how does marketing impact student retention?. the challenge: keeping students motivated
TRANSCRIPT
HOW DOES MARKETING IMPACT STUDENT RETENTION?
THE CHALLENGE:
Keeping students
MOTIVATED.
DISCUSSION TOPIC
Where do you struggle most with student retention? What would you like to get out of this session today?
A. How to decrease melt rates from enroll to start, start to show, etc.
B. Understanding how to collect information on students and use that information when connecting with them
C. The role technology plays in retention
Institutions are more effective when they:• Keep communication going throughout the
student’s educational journey• Tailor messaging based upon individual data
and engaging content• Focus on relevant themes to reinforce ongoing
commitment to student support and success
THE IMPORTANCE OF MARKETING
HINDSIGHT IS 20/20
TOP RETENTION FACTORS
• Grades and academic success
• Connection to campus
• Financial preparedness
DATA TO COLLECT
• HS and previous college GPA
• Dates/means of engagement with campus
• Method of funding
Identify your top retention factors, and start collecting data indicators about your students early on in their education journey
DISCUSSION TOPIC
What other factors do you feel influence
retention? What information could we
collect during the marketing process to
help overcome those factors?
A. Learning preferences
B. Support from family and friends
C. Life stage
1. Get to know student on a personal level
2. Identify risks or red flags that could impede graduation
3. Discuss communication preferences
4. Clearly define goals and expectations
5. Collaborate on support resources that are available and applicable to the student
MARKETING TACTICS THAT DRIVE STUDENT SUCCESS
ENGAGEMENT MARKETING
WHAT HAPPENS AT THE HAND-OFF FROM MARKETING TO OTHER DEPARTMENTS?
A. Admissions
B. Student Services
C. CRM/Technology
D. Marketing
E. Dedicated, inter-departmental team
DISCUSSION TOPIC
Which department owns, or should own, the initiative to improve student engagement and retention? Are you setting realistic goals and expectations?
4 WAYS TO ENGAGE
1. Keep the conversation going
2. Assess whether or not a student needs additional support
3. Gauge the likelihood that a student is planning to enroll in the upcoming term
4. Intervene with additional resources, i.e. • Tutoring • Financial aid• Career advising
USING TECHNOLOGY TO STREAMLINE THE PROCESS
THE KEY TAKEAWAYS
1. Take a student-centric approach 2. Leverage individual data 3. Use technology to streamline
the process
Q&A
