putting a face to cyberspace
TRANSCRIPT
Putting a Face to CyberspaceEvolving your recruitment marketing practices
UCPEA Northeast Regional ConferenceOgunquit, ME / 10.28.10
Todd Gibby, CEO, Intelliworks, Inc.
email: [email protected]
twitter: @tgibby
WWW.INTELLIWORKS.COM
Noise Discover Educate Engage Enroll Yield SignalAnalyze
Noise Discover Educate Engage Enroll Yield SignalAnalyze
Noise Discover Educate Engage Enroll Yield SignalAnalyze
Noise Discover Educate Engage Enroll Yield SignalAnalyze
Noise Discover Educate Engage Enroll Yield SignalAnalyze
Noise Discover Educate Engage Enroll Yield SignalAnalyze
Noise Discover Educate Engage Enroll Yield SignalAnalyze
EVOLUTION
Economic Trends
Demographic Trends
Consumer Trends
Technology Trends
7 percent of babies have an email address
92 percent of toddlers have an online presences
Source: AVG Internet Security Study, October 2010
EVOLVING CONSUMERS
does the likelihood that he or she will research and apply online. And as online tenure increases, consumers are more apt to
Forrester Research
EVOLVING COMMUNICATIONS
question where they currently are and how we can push content to them?
It seems that in our strategies, we are building a pull-‐environment for a push-‐
-‐Mark Hoetning, CIO, Arkansas State University (via EDUCAUSE Listserv)
The Facebook Experience
1. Login
2.
3. Randomly browse the site
4. Log off
?
University
Presence
The Facebook Experience
1. Login
2.
3. Randomly browse the site
4. Log off
University
Presence
EVOLUTION OF RECRUITMENT MARKETING
Finding and Getting Found
FacilitatingConversations
Conversation to Conversion:Signal vs. Noise
Evolving Your Practices
Putting a Face to Cyberspace
Evolving to meet student expectationsClarifying strategic approachSetting & measuring benchmarks for success
THE DECK ISSTACKED, RIGHT?
FAVORABLE TRENDS
DEMAND: Less than 16% of those enrolled in
students (18-‐22)
DELIVERY: Availability of online and hybrid programs makes these programs more accessible than ever before
VALUE: Even in a recession, people are better off with an education than without
COMPETITION: Increasing cost and scrutiny of for-‐profit educators have made not-‐for-‐profit adult education providers even more appealing
UNCERTAIN LANDSCAPE
Americans are growing more educated, but progress appears to be slowing among younger adults.
While the share of U.S. adults holding a four-‐year college degree rose from 24 percent to 28 percent from 2000 to 2008, a lower share of 25 to 34 year-‐olds than 35 to 44 year-‐olds held a four-‐year college degree in 2008, a reversal from the pattern in 2000. Nearly a quarter of those younger adults have completed some college, but not a degree.
Source: Brookings Institutions, Report on Education Attainment, July 2010
MANAGING INTERACTIONS
I skate to where the puck is going to be, not where it has been.
-‐ Wayne Gretzky
WEB: 92 percent said that they would be disappointed with a school or remove it entirely
SOCIAL MEDIA: 76 percent of students supported schools creating their own private social networks for prospective students.
MOBILE: 23 percent of respondents reported searching college sites from their smart phones.
Source: Noel-‐ -‐Recruitment Efforts to Meet the Expectations of College-‐
Source: Community College Student Engagement Survey, June 2009
ECONOMY: 46 percent claimed that the current economic crisis had caused them to reconsider the schools they would apply to or attend an increase from 34 percent just last year.
MUCH MORE DISCERNING
Source: Noel-‐ -‐Recruitment Efforts to Meet the Expectations of College-‐
Putting a Face to Cyberspace
Evolving to meet student expectationsClarifying strategic approachSetting and measuring benchmarks for success
You will fail without a strategy.
STRATEGY STARTS WITH YOUR CUSTOMER
STRATEGY STARTS WITH YOUR CUSTOMER
WHAT: What is their program / degree of interest?
HOW: What is their preferred format of course delivery?
WHY: What are their motivations?
HOW WELL: How would they calculate a ROI?
DEGREE OF INTEREST
Source: Stamats, AdultS tudents Talk Survey 2010
COURSE FORMAT
Source: Stamats, AdultS tudents Talk Survey 2010
27% 30%
43%
Online On Campus Hybrid
COURSE FORMAT
Source: Intelliworks Poll, October 2010 n=214
COURSE FORMAT BY AGE
Source: Intelliworks Poll, October 2010 n=214
7%16%
30%
60%54% 40%
22%
30%
39% 44% 48%
20%
18-‐24 25-‐34 35-‐54 55+
Online On Campus Hybrid
FIGURE OUT WHAT
52%
12%
28%
6%
2%
Career Advancement
Earn More Money
Personal Enrichment
Change Careers
Other
STUDENT MOTIVATIONS: WHAT THEY WANT
Student Motivations
Source: Intelliworks LinkedIn Poll, October 2009 (n = 355)
HOW IS YOUR INSTITUTION PROVING ITS WORTH?
Source: Intelliworks LinkedIn Poll, October 2009 (n = 100)
15%
20%
33%
6%
18%
Increased Earnings/Salary
Improved Job Placement
Reached Personal Goals
Advanced to Higher Degree
Do Not Track
How Institutions Prove ROI
WHY DO MOTIVATIONS MATTER?
DEVELOPING PERSONAS
Why are they here?2
What keeps them up at night?3
How can you solve their problem?4
What do you want them to do?5
How can you best reach them?6
How might they resist?7
What are they like?1
© duarte.com 2008
THINKING INHUMAN TERMSThe Doubting Thomas
He went straight to work after high schooland to get ahead in his career like to go back and earn his dwant to leave his job.
THINKING INHUMAN TERMS
of your school. And neither have herfriends.
THINKING INHUMAN TERMS
His division II football career may be over, but he never lost his passion for sports.
the industry though, and thinks an MBAin Sports Marketing might get him backin action.
WHY?Understand their decision-‐making process.
Understand their communication style.
Discover pain points/barriers to enrollment.
Validate or deny your assumptions and avoid stereotypes.
THINKING INHUMAN TERMSThe Idea Man
own company, and is ready to retire, but
affluent professionals like him may preferto learn at their own pace while enjoying their golden years.
THEN FIGURE OUTWHERE / HOW TO FIND THEM.
PREFERRED COMMUNICATIONS CHANNELS
Q: Would you want to receive information about a college or university via __________________?
825 26
4 16
9275 74
96 84
Text Message Email Facebook Telephone Postal Mail
Yes No
Source: Intelliworks LinkedIn Poll, January 2010 (n=100)
need to get his or her permission with some kind of Once a customer volunteers his or her time,
you're on your way to establishing a long-‐term
Seth Godin, Author, Permission Marketing
Source: XKCD.com
(Source: Stamats)
0 20 40 60 80 100
Online Application
Campus visit form
Cost calculator
Online course catalog
RSS feeds
Personlization
Virtual Tours
A lot of value
Extreme value
WEBSITE FEATURES THAT MATTER
Source: Noel-‐Levitz, August 2010
DEFINING YOUR STRATEGY: WHAT REALLY MATTERS
WHAT: What is their program / degree of interest?
HOW: What is their preferred format of course delivery?
WHY: What are their motivations?
HOW WELL: How would they calculate a ROI?
Enrolled Student
Application / Enrollment
Engagement
Education
WHAT YOU SEE HAPPENING
Enrolled Student
Application /
Enrollment
Engagement
Education
Enrolled Student
Application /
Enrollment
Engagement
Education
Enrolled Student
Application /
Enrollment
Engagement
Education
Enrolled Student
Application /
Enrollment
Engagement
Education
Enrolled Student
Application /
Enrollment
Engagement
Education
Enrolled Student
Application /
Enrollment
Engagement
Education
Putting a Face to Cyberspace
Evolving to meet student expectationsClarifying strategic approachSetting and measuring benchmarks for success
MORE
AwarenessInquiryFollow UpEngagementQualificationApplication
EnrollmentRetention
Admissions
MORE
GOT
S.M.A.T.?
Growth
Quality
Intelligence
Efficiency
DO THESE LOOK FAMILIAR?
GoalsGrowth: Increase Enrollment
Efficiency: Improve Staff Productivity
Quality: Enhance Effectiveness of Student Contact
Intelligence: Control Data Sharing
SURVEY SAYS!
Source: Intelliworks Email Poll of UCEA/Eduventures Members, April 2010
Growth
Quality
Intelligence
Efficiency
GROWTHIncrease inquiries, applications, enrollments, etc.
Raise awareness of your program in the market
Expand the diversity of your offerings
Growth
Quality
Intelligence
Efficiency
GROWTHIncrease inquiries, applications, enrollments, etc.
Raise awareness of your program in the market
Expand the diversity of your offerings
Growth
Quality
Intelligence
Efficiency
EFFICIENCYReduce the number of clicks it takes to complete an application
Improve your inquiry response time
Automate workflow and communications
Growth
Quality
Intelligence
Efficiency
QUALITYAttract more qualified students or attract the right students for your program
Differentiate your program from the competition
Improve customer experience
Growth
Quality
Intelligence
Efficiency
INTELLIGENCEYear-‐over-‐year comparisons of your key metrics
Responses to your marketing messages (opens/click throughs, etc.)
Engagement of your community
GoalSupplement database with quality leadsPurchased Lists: Lower cost, raise resultsCalculate and track marketing ROI
TacticsDrive search traffic to online inquiry formsCapture lead source dataSend TARGETED email campaigns to opt-‐ins
Results NO LISTS PURCHASEDOver 30,000 Inquiries in 6 monthsVisibility to Recruiter ActivitiesMarketing Dollar Spend AnalysisBuilt In Analytics = Real Time Access To Data
HELP THEM FIND YOU
Coordinated
Consistent
Compelling
FIU BUSINESS: UNCOMMON THINKERS
Applicants up more than 50% over 3 years
Admits up more than 60% over 3 years
Enrolled up nearly 75% over 3 years
But, also..
Info Session Attendance up more than 200% over 3 years
RSVP / $ and LinkedIn
THE KEYS TO SUCCESS
1. Know your students
2. Hire good communicators
3. -‐
4. Take a proactive approach to student advising
5. Automate routine communications
6. Hire faculty suited to online teaching
7. Set and maintain high standards for student/faculty communication
8. Evaluate, evaluate, evaluate
9.
10. Use cross-‐functional teams to develop enhancements and improvements
Source: American Public University System and Intelliworks
MEASUREMENT, ANALYSIS& IMPROVEMENT
AwarenessInquiryFollow UpEngagementQualificationApplication
EnrollmentRetention
Admissions
Completion
TREAT DIFFERENT STUDENTS DIFFERENTLY
Strategic ObjectivesCustom design of communications plan; points of contact based on individual student characteristics and individual program marketing plan.
Automated yet personalized communications.
BREAK DOWN SILOS
Consolidate InformationProvide a central location to share and collaborate on prospect data.
Share goals and reports across the organization.
Transfer knowledge from one person to another.
Eliminate error from manual calculations and various data management issues.
Establish benchmarksStudent Inquiries
Web site Traffic
Event Attendees
Applicants
MEASURE THE BASICS
Growth
Quality
Intelligence
Efficiency
Putting a Face to Cyberspace
Evolving to meet student expectationsClarifying strategic approachSetting & measuring benchmarks for success
EVOLUTION
Economic Trends
Demographic Trends
Consumer Trends
Technology Trends
RESOURCES
Higher Education and Social Mediahttp://www.intelliworks.com/blog
http://www.ustream.tv/user/intelliworks/videos
http://www.slideshare.net/intelliworks
Creating Marketing Personashttp://video.google.com/videoplay?docid=-‐1799477031032190172&hl=en#
http://technomarketer.typepad.com/technomarketer/2008/04/developing-‐pers.html
Marketing Chartshttp://www.marketingcharts.com
Cartoonshttp://www.tomfishburne.com/
http://www.xkcd.com
THE END.
Todd Gibby, CEO, Intelliworks, Inc.
email: [email protected]
twitter: @tgibby
WWW.INTELLIWORKS.COM