iacac 2016 - reimagine the experience: 7 ways to delight your future students
TRANSCRIPT
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 | [email protected] Meghan Cooley | [email protected]
Trent Gilbert | [email protected]
