Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of...

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Building a Winning Enrollment Marketing Organization

Stephanie Platteter

July 16, 2013

Enrollment management is a systematic, comprehensive, research-driven approach to find, engage, and retain desired students.

Enrollment Planning

Marketing Communications

Pipeline Management

Operations

Technology

Enrollment Marketing Fundamentals

ENROLLMENT PLANNING

Enrollment Planning

1. Org. Commit-

ment 2. Senior Leader

3. Govern-ance

Process

4. ClearGoals

5. Written Plans

6. Research

7. Competitive

Analysis

8. Student Personas

9. Resource Allocation

10. Reports

1. An organizational commitment to systematically managing new student

enrollment

Enrollment Planning Capability

2. A senior member of the management team is responsible for enrollment marketing

4. Enrollment goals and associated targets are clear, precise, and measureable.

New Inquiries

New Entrants In Plan

Business Analysis 225 271 182 Business Process Improvement 90 110 22 Business Writing 75 185 46 HR Generalist 225 190 65 Communication 120 257 45 Management 125 174 24 Org Development 60 136 15 Professional Trainer 55 56 9 Project Mgmt 890 344 154 Supervision 60 176 22

1,925 1,900 584

Targets

5. An annual written enrollment plan that includes goals, measurable objectives, and

supporting strategies.

Goal: Increase Enrollments• Increase Inquiries (# of inquiries)• Improve conversion rate (pt

increase by program)• Increase NC repeat business

(ave. # courses taken per year)

Goal: Increase Productivity• Decrease cost/inquiry (%

decrease total and by program)• Decrease cost/conversion (%

decrease by program)• Improve data quality (decrease

duplicate records)

Goal: Improve Student Experience• Improve completion rates

(benchmark)• Increase engagement (# of

touches)• Improve web experience (“able

to complete task score”)

10. Clearly defined routine information reports and data requirements to monitor pre-

enrollment progress.

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013| 13

20XX YTD 20XX-1 YTD 20XX-1 Final 20XX-2 Final

Academic Unit 1

Academic Unit 2

Academic Unit 3

Total Inquiries

Academic Unit 1

Academic Unit 2

Academic Unit 3

Total Applications

Academic Unit 1

Academic Unit 2

Academic Unit 3

Total Admits

Academic Unit 1

Academic Unit 2

Academic Unit 3

Total Deposits

Academic Unit 1

Academic Unit 2

Academic Unit 3

Enrolled

Conversion % (applications/inquiries)

Admit % (admits/applications)

Yield % (deposits/admits)

Enrolled Yield% (enrolled/admits)

Source: DemandEngine

Anywhere University, Comprehensive Funnel Report, Fall 20XXFor the week ending XX/XX/20XX

As of: 8/31/12

New Inquiries

New Entrants In Plan Inquiries

% to goal

Funnel entrants

% to goal

In Plan

% to goal Inquiries

YTD Entrants In Plan

Prospect Pool In Plan

New Entrant

Prospect Pool

Business Analysis 225 271 182 30 13% 57 21% 29 16% 7 45 380 112 51% 8%Business Process Improvement 90 110 22 6 7% 12 11% 10 45% 7 12 239 18 83% 4%Business Writing 75 185 46 9 12% 41 22% 7 15% 5 12 310 41 17% 2%HR Generalist 225 190 65 123 55% 154 81% 19 29% 9 19 351 83 12% 5%Communication 120 257 45 0% 56 22% 9 20% 4 11 392 38 16% 2%Management 125 174 24 5 4% 17 10% 3 13% 6 4 271 25 18% 1%Org Development 60 136 15 6 10% 23 17% 8 53% 6 8 147 27 35% 5%Professional Trainer 55 56 9 7 13% 8 14% 6 67% 7 8 124 13 75% 5%Project Mgmt 890 344 154 45 5% 96 28% 59 38% 12 90 768 166 61% 8%Supervision 60 176 22 1 2% 36 20% 7 32% 7 9 327 33 19% 2%

1,925 1,900 584 232 500 157 70 218 3,309 556 31% 5%

Targets New FY13 YTD New FY12 YTD Census Conversion

MARKETING COMMUNICATIONS

Marketing Commun-ications

1. Dedicated

Team 2. Know-ledgeable

3. Brand Strategy

4. Targeted

5. Direct Response

6. SEM

7. Prefer-ences Asked

8. Prefer-ences

Honored

9. Decision Support

10. Measure-

1. A dedicated enrollment marketing function is in place

Marketing Communications Capability

Executive Director of Marketing and

IC Director

Learner Representative (6)

Noncredit “Registrar”

Marketing Manager (2)

Marketing Research Manager

Content Marketing Manager

Associate Marketing Director

Email Marketing

Web Marketing

Web Master

Recruitment Coordinator

Creative Manager

Designer (2)

Copywriting

Project Coordinator (2)

Admin (2)

Marketing Program

Inform-ation

CenterAdvising

• Three teams by Program Area

• Marketing Lead• Defined Roles• Monthly

Meeting

2. The core marketing team demonstrates an understanding of enrollment marketing

fundamentals across the phases of acquisition, conversion, and enrollment yield.

A Crack Staff

Email Marketing

Web Marketing

Web Master

Creative Manager

Designer (2)

Copywriting

Admin (2)

Email Marketing

Web Marketing

Web Master

Creative Manager

Designer (2)

Copywriting

Admin (2)

Outsourcing Opportunities

4. Marketing communications are targeted to well-defined student personas

Upwardly Mobile Marissa

Career Changer Charlie

Degree Completer Claire

5. Specific and direct response oriented marketing acquisition strategies are deployed to build a sufficiently-sized inquiry pool to support

desired enrollment goals.

6. Search Engine Marketing (SEM) strategies are effectively deployed to find prospective students

actively looking for educational opportunities.

10. Outreach marketing strategies are routinely measured and evaluated for their effectiveness.

FY13 Q1 FY13 Q2 FY13 Q3 -

50,000

100,000

150,000

200,000

250,000

300,000

350,000 Number of Top 10 Searches

Paid Search Online Ads$0.00

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

Cost/Quality Visit

FY13 Q1 FY13 Q2 FY13 Q3 FY13 Q4

Source: Google Analytics

8/7 We-binar

8/8 Info 11/10 Fair 1/15 Sampler

2/5 Info 4/20 Fair 4/25 Webinar

$50.00

$100.00

$150.00

$200.00

$250.00

Event Marketing Cost/ Registration

PIPELINE MANAGEMENT

Pipeline Manage-

1. Pipeline Concept 2.

Dedicated Staff

3. Inquiry Capture

4. Inquiry Response

5. Direct Response Principles6. Source

7. Prospect Qualifi-cation

8. Prospect Scoring

9. Dept. Coordi-nation

10. Re-engage-

1. The enrollment pipeline concept is used to measure progress of prospective students

toward enrollment.

Pipeline Management Capability

Prospect -Inquiry

Prospect-Active

Prospect-Program Contact

Applicant

Student

Completed

2. The organization dedicates staff members for program outreach, recruitment, and follow-up.

Marketing Program

Information CenterAdvising

3. New student inquiries are systematically captured across the organization regardless of

touchpoint.

4. Targeted and personalized communication flows are deployed immediately when new

student inquiries are received.

OPERATIONS

Operations

1. Minimal Barriers 2.

Standard Follow-up

3. Common Software

4. Consistent

Exper-ience

5. Seamless Advisor Access6. Finan-

cial Info

7. Self Serve

Options

8. FAQs

9. Voice of Learner

10. Quality Review

2. Clear competency standards and response expectations guide staff follow-up

Operations Capability

Service Philosophy, Standards,

WebWalk-in

Data Entry

3. All staff supporting prospective student enrollment access a common software for interaction tracking and enrollment entry

information.

PeopleSoft

Noncredit Reg.

Advising

Web forms

Staff entry

9. Routine student satisfaction research is conducted for feedback on the enrollment

experience (e.g. Voice-of-Learner)

SurveysCRM

Activity Log

Eval-uations

Focus Groups,

Voice of

Learner

• Point of Service Survey• Satisfaction survey• Program specific etc.

• Course evaluations• Info. Session evaluations• Adviser evaluations

TECHNOLOGY

Technology

1. Data Quality 2. No

Shadow Systems

3. Cross Channel Comm.

4. Preference

Driven Comm.

5. Triggered Comm. 6.

Enrollment Stage

Tracking

7. Auto-mated

Email List Mgmt

8. Integrated

9. Online apps and

regis-tration

10. Aban-doned

App/Cart ID

1. Data standards are clearly defined data is routinely audited, corrected, and improved as

necessary.

Technology Capability

2. The organization does not use shadow database systems for tracking.

PeopleSoft

Noncredit Reg.

Advising

Web forms

Staff entry

Current software allows for the design and management of communication plans that are

cross-channel (3); based upon channel, content, and frequency preferences (4); and based upon

a range of triggering events (5)

6. Current software has the ability to track prospective students through each stage of the

enrollment process.

Prospect -Inquiry

Prospect-Active

Prospect-Program Contact

Applicant

Student

Completed

Stephanie PlatteterExecutive Director of Marketing and Enrollment Management, College of Continuing Education, University of Minnesotaplatt013@umn.edu612.624.3203

Associate Consultant, Demand Enginestephanie.platteter@demandengine.com912.354.8007

Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of...

Marketing

Starbucks Marketing Plan Shanna Cui, Nakyung Kim, Stephanie Kubota, Jade Tsan

Marketing, Outreach & Enrollment Assistance …...2013/09/12 · Marketing, Outreach & Enrollment Assistance Advisory Group Meeting Covered California September 12, 2013 I. Welcome

Social media in enrollment marketing FAPSC presentation

Marketing, Outreach & Enrollment Assistance Advisory Group · 2020-07-09 · Marketing, Outreach & Enrollment Assistance. Advisory Group. July 9, 2020 Virtual Meeting* Welcome. Thank

ACA Eligibility and Enrollment Changes: Implications and Opportunities for Behavioral Health Providers Stephanie McCladdie SAMHSA Regional Administrator

Marketing, Outreach & Enrollment Assistance Advisory Group · 3/5/2020 · resolution 2019-43 directing the Marketing, Outreach and Enrollment Assistance Advisory Group to establish

MARKETING PLAN - Tempe Tourism · Marketing Plan • Fiscal Year 2014–2015 4 Stephanie Nowack President & CEO stephanie@tempetourism.com 480.305.1380 Ginger Dude Business Manager

Barnes & Noble Internet Marketing Strategy by Stephanie Sundheimer

Commentary - About College Enrollment Marketing · the typical enrollment office is a beehive of marketing and outreach activities. ... associate and assistant directors, ... so the

Marketing Your Low Carbon Services Stephanie Moore / Liz Warren September 2011

Stephanie Reimers, ‘95, ‘13 Principal, Reimers Design Studio Services/Marketing 101.pdf · Stephanie Reimers, ‘95, ‘13 Principal, Reimers Design Studio . ... Marketing Mix:

How to use social media in enrollment marketing

Partner Best Practices Stephanie Pyle, Director of Product Marketing, SkillSoft

El toro: University Marketing, Undergraduate Enrollment

1 Annual Enrollment Presented by Stephanie Bell School of Medicine

VP of Marketing and Enrollment Search Contract

Stephanie Bruno | Digital Marketing Professional

Fall 06 Enrollment Report Preliminary (15th) · Fall 2006 Enrollment Report Preliminary Office of Institutional Research & Analysis Cleveland State University ... Marketing Marketing

Marketing and open enrollment campaign may 2015 update

Enrollment Communication through Marketing Automation - CALEM 2017