Student Enrolment ManagementLead Acquisition, Maturation, Conversion

Acquisition

Acquisition

Sources1.School Visits2.Fairs3.Web4.Social

Mechanisms1.Paper/tablet2.Paper/tablet/lists3.Web form4.Landing page

Are all sources maximized?

Maturation

What makes up a lead?

How do we characterize, or score, leads?• Initial data

- Age, location, program interest• Action-based data

- Email click through for financial need, submitted question on residence, asked a recruiter about co-op

Lead Scoring

Specific initial scores and action scores should be individualized for each institution.

Lead Initial Score Action Score Total ScoreRegional 18 y/o 5 Email click +3 8

Local 17 y/o 7 Campus visit +7 14

Local mature student

7 See recruiter at career fair

+5 12

Student at transfer college

8 Meets with admission officer

+9 17

Action based-data

When our prospective student opens an email and clicks to find out more about residence, we identify that as action-data. Later, when they receive a call from us, we know residence is a talking point.

Lead Scoring in PSE

Lead Scoring in post-secondary education means choosing how to best engage a lead - rather than simply who to engage first.

Lead Scoring

1 Star 3 Star 5 StarInstant personalized email Instant program specific,

personalized emailInstant program specific, personalized email

No call scheduled Call from recruiter within 14 days Call from recruiter within 48 hours

Added to general mailing list Added to program specific call sheet

Added to faculty member call sheet

Receives e-invite to open house Receivers invite for program specific campus visit

Receives hand-written note via mail from recruiter

Maturation

We need to enable progression through the funnel. For example:

1.Lead acquisition2.Email click through3.Social media engagement4.Phone call to recruitment officer5.Application web page visit

Conversion

Conversion

Post-application, the same logic applies:• Process challenges

- Completing a deposit• Program challenges

- Additional application forms• Individual challenges

- Moving away from home

Conversion

We all have support programs in place for these challenges, however, our problem exists in connecting the student with the support program.

The conversion is entirely dependent on the process.

Summary

1.Acquisition efforts amplify lead volume2.Maturation efforts reduce lead loss3.Conversion efforts reduce applicant loss

The return on your investment in Step 1 can only be fully realized when supported by Steps 2 and 3.