Webinar: How to Convert Digital Leads into Adult & Graduate Students

RECRUITMENT:CONVERTING DIGITAL LEADS

Brenda Harms, Ph.D.Harms Consulting

QUESTIONS?

OMNI ROYAL ORLEANS | NEW ORLEANS, LOUISIANA | OCTOBER 21-22, 2015

Thank you!

Enrollment Growth

Enrollment Growth• Will never be as easy as it was in the past

CompetitionPrice sensitivityOnline delivery Emerging delivery modes

Enrollment Growth• Will always involve a mix of lead sources

Referrals Word of mouthDirect transferTraditional advertisingDigital sources

Enrollment Growth• Will require schools to sharpen their skills and push beyond their typical approach to recruitment

The Levels of Education for the U.S. Population

• 22 percent (over 37 million Americans) have attended college but not completed a degree

• 19 percent (over 32 million Americans) have a bachelor’s degree

Less than high

school

13%

High school27%

Some college, no degree

22%

As-so-

ciate de-

gree8%

Bachelor's degree19%

Graduate or pro-fessional degree

10%Levels of education for the U.S. population,

aged 25-64

Source: U.S. Census Bureau, 2008

2012 Lumina Foundation Study – Public Opinion of Higher Education

2012 Lumina Foundation Study – Public Opinion of Higher Education• Nearly all Americans (97%) say having a degree or

certificate beyond high school is at least somewhat important to a person’s financial security

2012 Lumina Foundation Study – Public Opinion of Higher Education• More than two-thirds (67%) say getting a good job is a

very important reason for getting education beyond high school

2012 Lumina Foundation Study – Public Opinion of Higher Education• Of Americans who do not have a postsecondary degree

or certificate, the majority agree or strongly agree that they would feel more secure in their job and their financial future if they did have one

2012 Lumina Foundation Study – Public Opinion of Higher Education• Four in ten Americans (41%) without a postsecondary

degree or certificate say they have thought about going back to school to earn one within the last 12 months

The Good News

The Good News• We are selling a product people want and believe is

valuable• The labor market will continue to push people toward

continuing their education• The climate in higher education is requiring schools to

diversify their student audiences – thus the adult market is gaining a bigger chair at the table

The Challenge

The Challenge• We must:

• Diversify our lead pool• Assess our lead pool and recruit accordingly• Segment our messaging and the longevity of the

messaging more so than ever before• Have and UTILIZE the functionality of a CRM• Value recruitment (and the skills it takes to recruit)

differently than we have in the past (in hiring, managing, and promoting)

Converting Digital Leads

Converting Digital Leads

More leads is not the answer to enrollment growth

Converting Digital Leads

Converting more leads is the answer to enrollment growth

Converting Digital Leads

All lead sources are not created equal

BUT

All lead sources are needed to grow enrollment

Converting Digital Leads• A few notes about digital leads

A digital lead is engaging with you earlier in the enrollment funnel

Enrolling in school is typically a longer range goal, these leads are shopping when they reach out to you, dreaming really

Just because a digital lead doesn’t enroll in 6 weeks doesn’t mean the dream is dead – it is just taking some time to develop

Converting Digital Leads• A few notes about digital leads

Digital leads will NOT behave like a referral or a prospect who picks up the phone and calls you (don’t expect it)

Digital leads create a foundational pool for enrollment - they will fill in the cracks and push up enrollment over time

Digital leads will be HARD to stay with as they provide little personal/professional gratification while they are being recruited

Sample Models for Engagement

Sample Model for Engagement – Option 1

• Adult inquires – Day 1• Follow-up contact (call) within 24 hours• Follow-up contact (call) – Day 3• Follow-up contact (email) – Day 7• Follow-up contact (call) – Day 10• Follow-up contact (call) – Day 15• Follow-up contact (email) – Day 21• Follow-up contact (call) – Day 26• Follow-up contact (email) – Day 33

** 8 contacts within the first 35 days

Sample Model for Engagement – Option 2

• Adult inquires – Day 1• +1 MINUTE call from Alicia• +3 MINUTES call from Brian• +1 hour email from Brian• +2 days email from admissions• +13 days email from Brian• +15 days email from Brian• +15 days call from Brian• +16 days email from admissions

** 8 contacts within the first 16 days

Sample Model for Engagement – Option 3

• Adult inquires – Day 1• +1 day call from Jason (morning call)• +2 days email from Jason• +4 days call from Jason (early evening call)• +5 days email from Amanda (Community Volunteer)• +7 days email from Jason• +11 days call from Jason (late afternoon)• +12 days email from Jason• +12 days canned auto-email• +19 days email from Jason

Sample Model for Engagement – Option 3

• +22 days email from Jason• +25 days email from Amanda (Community Volunteer)• +27 days email from Career Center• +33 days canned auto-email• +36 days canned auto-email

** 14 contacts in 36 days

Sample Model for Engagement – Option 4

• Adult inquires – Day 1• +1 day call • +2 days email • +3 days call • +4 days call• +5 days email and text• +6 days call • +7 days email • +8 days text• +9 days call

Sample Model for Engagement – Option 4

• +10 days call• +11 day email and mail • +12 days email • +13 days call • +14 days text• +15 days call• +16 days email and call• +17 days call and text • +18 days call• +19 days email** 35+ contact in 35 days

Sample Model for Engagement – DIGITAL LEAD

Sample Model for Engagement – Digital Lead

• Adult inquires – Day 1• Follow-up contact (call) within 24 hours• Follow-up contact (call) – Day 3• Follow-up contact (email) – Day 7• Follow-up contact (call) – Day 10• Follow-up contact (call) – Day 15• Follow-up contact (email) – Day 21• Follow-up contact (call) – Day 26• Follow-up contact (email) – Day 33

** 8 contacts within the first 35 days

Sample Model for Engagement – Digital Lead

• Follow-up contact (call) - 45 days• Follow-up contact (email) - 60 days• Follow-up contact (email) - 75 days• Follow-up contact (call/mail) – 90 days (3 months from inq)• Follow-up contact (email) – 105 days• Follow-up contact (call) – 120 days• Follow-up contact (email) – 135 days• Follow-up contact (call) – 150 days (5 months from inq)• Follow-up contact (email/mail) – 165 days• Follow-up contact (call) – 180 days (6 months from inq)

Sample Model for Engagement – Digital Lead

• Follow-up contact (email) - 205 days• Follow-up contact (email) - 235 days• Follow-up contact (call/mail) - 270 days (9 months from inq)• Follow-up contact (email) – 300 days • Follow-up contact (email) – 330 days• Follow-up contact (call/mail) – 360 days (12 months from inq)

** Over the course of 1 year 24 follow-ups*** 12 calls*** 12 emails*** 4 mailed pieces

Leverage the Script

Leverage the Script• With a digital lead you will VERY POSSIBLY have several

conversations over a course of months (via phone or email) before they are ready to engage

• Think of your recruitment of students first as developing buy-in on the idea of EDUCATION and second as recruiting for your institution

Leverage the Script• Use of Scripts and Key Questions Designed to Help

Prospective Students Think About Their Academic Goals

• Emphasis – what is going on that has caused you to think about returning to school at this point

• Experience – what type of field are you interested in working in

• Employment – wanting to climb a ladder• Earnings – is increasing your income part of your goal • Education – what was your past academic experience like• Economics – what do you know about paying for school• Environment – who is supporting you as you consider this

choice

Leverage the Script• If a student does talk with you but is not ready to come in for an

appointment, etc. address the EMPHASIS question in the first call and build from there – slowly gain information about the student that will help THEM explore their interest in returning to school.

• Emphasis – what is going on that has caused you to think about returning to school at this point

• Experience – what type of field are you interested in working in • Employment – wanting to climb a ladder• Earnings – is increasing your income part of your goal • Education – what was your past academic experience like• Economics – what do you know about paying for school• Environment – who is supporting you as you consider this

choice

In Closing• Digital leads are “different” leads – they take time to

cultivate• Digital leads will provide a solid foundation of leads and

enrolled students over time AND if you work these leads diligently

• Track conversion rates on digital leads and when you work with recruitment staff look at conversion based on lead source (you will find some people are better with this lead than others)

• Digital leads will be a part of enrollment success – but you need to be committed to the work it takes to convert

Questions

If you would like to discuss your enrollment challenges further please feel free to contact me at:

Bharmsconsulting@gmail.com641-529-3535

QUESTIONS?

OMNI ROYAL ORLEANS | NEW ORLEANS, LOUISIANA | OCTOBER 21-22, 2015