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Orange Passion – Campus Direct Consulting ProjectOnline Education – Mystery Shopper
1. Overview
The Online Education Mystery Shopper Project (“OEMS” project or just “project”) is part of an Orange Passion Lifebushido consulting project, performed for Campus Direct – an online education marketing company (http://www.campusdirect.com/). Campus Direct (CD) is looking to establish a leading role in the online marketing of Online Colleges and Universities. Lifebushido is consulting the client on how to achieve its goals.
The OEMS project involves performing “mystery shopper” tasks on Online College and University websites as well as aggregator sites. Aggregator sites allow you to compare several Online Colleges, programs etc. and guide you to choose the most appropriate school for your needs.
2. The Research Team’s Task
The research team’s task is to visit several Online School websites and Aggregator websites and go through the process of inquiring about the schools’ programs. Subsequently, each research team member will consolidate his/her results and email them to the project lead (details below).
3. Project Goal
The project goal is to gain a good understanding of the schools’ marketing strategies, policies, procedures, and persistence in attracting new students.
4. Project Contact
The OEMS project lead is Anna Dimova ([email protected], (310) 880-7221). Please, contact Anna with any questions you may have.
5. Step-By-Step Instructions for Research Team
1) Come up with a name that you want to use for this project. I recommend using your real first name and changing only your last name (for example my real name is Anna Dimova but for this project I’ll be Anna Oussi)
2) Create a dummy Gmail account for this project at http://mail.google.com/3) Come up with your “story” (e.g. married with 1 kid; looking to get an Associate degree in
Business from a reputable online school, have high school diploma, no college credits)
Now you are ready to start your Mystery Shopper Assignment.
4) You will be visiting 4 aggregator sites and 4 school sites
www.elearners.com/ www.classesandcareers.com/
Online Education Mystery Shopper Project | Orange Passion, a Division of Lifebushido | Page 1 of 12
www.educationdegreesource.com/ www.EarnMyDegree.com/
www.waldenu.edu/ www.phoenix.edu/ http://www.choosedevry.com/landing34/index.html?vc=141096 http://www.aiuonline.edu/
5) Create a word document where you will be tracking your research. Call the document “Online Education FIRSTNAME LASTNAME”.
6) You can now start your research. (see example below)
Go to the first website Capture a screenshot of the main page
o Press ALT + Print Scrn at the same time (for some people it may be Fn + Prnt Scrn)o Paste (CTRL + V) the screenshot into your word document
Choose a “program degree” or “area of interest” (e.g. “Business”, “Nursing”, “Education”, “Criminal Justice” etc. – choose one) and begin your inquiry as if you were really looking to start an online degree program.
Keep capturing and pasting into your document each subsequent screenshot. At some point the website will ask you to enter your information – name, address, email, and
phone number – enter your made-up name, dummy email address, and a fake address and phone number.
Subsequently, the schools will start contacting you to recruit you as a new student. Let them know that you are doing your research on online schools and trying to find the best fit
and you are not quite ready to make a decision yet. Keep track of all your emails and copy and paste them into your document.
7) Once you have inquired on all 8 websites and have been contacted by all the schools and aggregator site recruiters, organize your word document by school and aggregator site with all your screenshots and communication with them and write a paragraph about your overall experience, thoughts, likes and dislikes etc. on each school – what you thought about their website, “enrollment counselor” – anything that you think is important to help you make a decision to enroll or not to enroll at that particular school.
8) If a school has contacted you because of your inquiry ON AN AGGREGATOR SITE, lay your document out in chronological order (Screen shots of aggregator site, your inquiry, email from a school, subsequent emails with that school etc.)
9) Your document should have 8 or more “parts” since your inquiry on an aggregator site can lead to several schools contacting you.
10) The document below is a sample of what your document should look like. Note that there is only 1 part to it and you should have 8 or more in your document.
11) Any questions or concerns – email me [email protected].
Online Education Mystery Shopper Project | Orange Passion, a Division of Lifebushido | Page 2 of 12
Online Education Mystery Shopper Assignment – Anna Dimova
My name for this assignment: Anna OussiMy dummy email address: [email protected] “Story”: married, working full time, no kids; high school diploma; looking to get an Associate or Bachelor’s in Business from a reputable online university.
1. School 1 – Walden University - http://www.waldenu.edu/
1.1.Walden University information inquiry process
My first inquiry is on Thursday, 10.29.2009 at 11:30am PST. I am noting this to see how fast they respond to their inquiries (I am measuring the time between my inquiry and their first contact).
Home Page screenshot.
I want to request some information, so I’ve entered my name and email and I am ready to continue.
Online Education Mystery Shopper Project | Orange Passion, a Division of Lifebushido | Page 3 of 12
Page 2 Screenshot
I’ve entered a fake address and my “Google Voice” phone number – you can enter a fake phone number if you don’t have a “Google Voice” number (or another number, specifically for this type of purposes). You have to enter all the information for the site to let you continue your inquiry.
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Page 3 Screenshot
I have selected my degree program. Apparently, they don’t offer Associate degrees, so I am going straight for a Bachelor’s.
Page 4 screenshot
That’s it. I am done in only 3 steps. Now I am waiting for an “enrollment advisor” to contact me.
Some things that I have noticed so far:o They are positioning themselves as a reputable institution - “A trusted Name in Online
Education”
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o They offer Bachelor’s, Master’s, PhD and Education degrees (no Associate degrees), which reinforces their reputation of a “high-quality institution”
o The information request process is quick and painlesso The website is well organized and visually appealing (not too busy with too much info)o There are appealing “marketing messages” on the right hand-side as I am filling out my
application:
“A Trusted Name in Online Education”
“Our proven track record in online education has grown our learning community to over 33,000 students and 31,000 alumni worldwide.”
“Walden offers you * Courses designed to fit your budget and your schedule. * Opportunities to network with faculty and students from across the United States and around the world. * A flexible schedule so you can participate when it's convenient for you.”
1.2.Walden University – Communication
Email String
10.28.2009, 12:07PM.
Dear Anna,
Thank you for your interest in the B.S. in Business Administration program at Walden University. My name is Shernedra Brown and I am your Enrollment Advisor. I am here to help answer your questions about the Walden program, guide you through the application process, and ensure that your enrollment goes as smoothly as possible.
I will contact you to discuss how Walden University can help you meet your educational needs. So that I can be prepared with the information that will be most helpful to you, please reply to this email with answers to the following questions:
-- What motivated you to return to school, and what are your goals in earning your degree?-- When would you like to begin your program?-- What is your highest completed level of education?-- How long have you been working in your current career?-- Have you thought about how you would like to finance your education?
When assisting returning students, we find that their primary concerns often relate to time and money. Therefore, we have developed some online resources to help address those concerns:
-- Ask me about our free Time Management Self-Assessment tool, so you can begin planning how to maximize your study time.-- To learn more about financial aid options that are available to you, visit http://www.WaldenU.edu/c/Tuition/8331.htm.
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Thank you again for choosing Walden University. I look forward to helping you achieve your educational goals.
Best Regards,
Shernedra BrownMaster's of Science in Education-Central TeamThe Richard W. Riley School of Education and LeadershipCollege of Management & TechnologyUndergraduate Studies
Phone:866-492-5336, ext. 4809Fax:877-627-8348
www.WaldenU.edu
PLEASE NOTE: Official transcripts should be directed to Walden University Office of Admissions, 650 South Exeter Street, Baltimore, MD 21202
Walden University is accredited by The Higher Learning Commission and a member of the North Central Association, www.ncahlc.org; 312-263-0456.
Academic Offices: 155 Fifth Avenue South, Suite 100, Minneapolis, MN 55401Administrative Offices: 650 South Exeter Street, Baltimore, MD 21202
© 2009 Walden University. All Rights Reserved.
You received this message because you requested information from Walden University. If you do not wish to receive future commercial email messages from Walden University, or other U.S.-based Laureate Online Education affiliates, please reply to this email with the message “unsubscribe.” Please note that we may continue to send you transactional or relationship messages, such as press releases, newsletters, or account information. Telephone calls to and from Walden University may be monitored for quality assurance and training purposes. You can review Walden’s privacy policy at www.WaldenU.edu/privacy.
11.02.2009, 12:49 PM
Hi Shernedra,
Thank you for the email and for your phone call last Friday. All the information you provided will definitely help me with my school selection process.
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Here are the answers to the questions you posted below:
1) What motivated me to return to school is that I saw that I can't progress further in my career without a formal education. I am currently a marketing coordinator at a small company and I realized that I couldn't move up to a management position without obtaining a bachelor's degree. In addition, almost daily I find myself researching online how to do marketing projects and coordination and I think that if I learn about marketing in a structured academic setting, I will have a broad picture of how things work and a much easier time figuring out how to approach all my projects. This will make me more productive, which, I hope, will also make me promotable.2) I would like to begin my program in the next few months3) My highest completed level of education is high school4) I have been working in my current career for 10 years5) I haven't really thought about how I am going to finance my education, so I would like to look at all available options. I am going to visit the tuition link you provided below to learn more about this.
Thank you Shernedra!
Anna
November 3rd, 2009
Hello Anna,
Just wanted to let you know that we also have a monthly payment plan in addition to filling out the FAFSA. It would be my pleasure to discuss the program and financial aid if you have any questions that come up. The January 19, 2010 may be a good match for you.
Best Regards,
Shernedra BrownThe Richard W. Riley School of Education and LeadershipCollege of Management & TechnologyUndergraduate Studies
Phone:866-492-5336, ext. 4809Fax:877-627-8348
Walden UniversityOffice of Admissions/M.S in Education650 S. Exeter St. 7th, FloorBaltimore, MD 21202www.WaldenU.edu
Walden University is accredited by The Higher Learning Commission and a member
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of the North Central Association, www.ncahlc.org; 312-263-0456.
© 2007 Walden University. All Rights Reserved. 1001 Fleet St., Baltimore, MD 21202
You received this message because you requested information from Walden University. If you do not wish to receive future commercial email messages from Walden University, or other U.S.-based Laureate Online Education affiliates, please reply with the message “unsubscribe.” Please note that we may continue to send you transactional or relationship messages, such as press releases, newsletters or account information. You can review Walden’s privacy policy at www.WaldenU.edu/privacy
November 5th, 2009
Hi Shernedra,
Yes, I think January 19th will be good timing for me. Also, I have a question about the monthly payment option. What does that look like with 1 class per semester? How about with 2 classes? Also, what are the additional expenses that I should be prepared for - books, computer software etc. - just as a ballpark.
I also see that you have a free information session coming up, so I will try to make it to that, as I think it will be helpful.
Thank you,Anna
November 3rd, 2009
Greetings,
Walden is currently accepting application for our undergraduate programs. Please respond to this email with one of the following:
1. I would like to apply to the December 7th start date, please tell me how to get my application fee waived.
2. I would like to apply to the January 19th start date, please tell me how to get my application fee waived.
3. I am interested in receiving more information but not sure when I would like to apply.
4. I am no longer interested, please remove me from your call list.
Please let me know if you have any questions.
Best Regards,
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Shernedra BrownThe Richard W. Riley School of Education and LeadershipCollege of Management & TechnologyUndergraduate Studies
Phone:866-492-5336, ext. 4809Fax:877-627-8348
November 4th, 2009 – Email from the school
EVENT INVITATION Share: Invite a Friend to this session
Richard W. Riley College of Education and LeadershipKnott's Berry Farm Resort Hotel BER ConferenceBuena Park, CATuesday, December 1, 2009 @ 1:00 - 4:00 pm
Register Now!for this session
Richard W. Riley College of Education and LeadershipKnott's Berry Farm Resort Hotel BER ConferenceBuena Park, CAThursday, December 10, 2009 @ 1:00 - 4:00 pm
Register Now!for this session
Explore Financial AidOnline Walden ForumTuesday, December 1, 2009 @ 7:00 pm PST
Register Now!for this session
Explore Financial AidOnline Walden ForumWednesday, December 16, 2009
Dear Anna,
Thank you for inquiring about Walden University's B.S. in Business Administration program. Walden is hosting a free information session in your area.
Information sessions give you the opportunity to:
Meet face to face with Walden representatives to discuss your degree options in depth
Learn a variety of ways to finance your education, including loans, fellowships, tuition reimbursement and payment plans
Gain a better understanding of the time commitment involved in earning your degree through distance learning
You are invited to attend an information session in your area. To sign up immediately, click on the "Register Now" button. Refreshments will be provided.
Can’t attend in person, register for an online Walden Forum.
For more details about Walden University's information sessions, visit our Web site or call me at 8664925336, ext. 4809. Space is limited, so register today.
Sincerely,
Online Education Mystery Shopper Project | Orange Passion, a Division of Lifebushido | Page 10 of 12
@ 7:00 pm PST
Register Now!for this session
Explore Financial AidOnline Walden ForumThursday, December 17, 2009
@ 7:00 pm PST
Register Now!for this session
Explore Financial AidOnline Walden ForumSaturday, December 19, 2009
@ 12:00 pm PST
Register Now!for this session
For more events click here
Shernedra BrownEnrollment Advisor, Walden University8664925336, ext. [email protected]
P.S. Information Session attendees will receive complimentary parking.
Walden University is accredited by The Higher Learning Commission and a member of the North Central Association, www.ncahlc.org; 1-312-263-0456.
Academic Offices: 155 Fifth Avenue South, Suite 100, Minneapolis, MN 55401Administrative Offices: 650 S. Exeter Street, Baltimore, MD 21202
© 2009 Walden University. All Rights Reserved.
You received this message because you requested information from Walden University. If you do not want to receive future commercial email messages from Walden University, or other U.S.-based Laureate Online Education
affiliates, please click here to unsubscribe. Please note that we may continue to send you transactional or relationship messages, such as press releases, newsletters, or account information. You can review Walden's
privacy policy at www.WaldenU.edu/privacy.
Phone Calls
Since I gave them my “Google Voice” phone number and NOT my personal home or cell number, I am going to have at least one phone call with them. You don’t have to do this step if you don’t have a “Google Voice” number that you have created solely for this type of purposes.
Notes from phone call 1 – 10/30/2009 at 1:00 pm:
The call is with Shernedra Brown – the same person, who sent the email1) The school is accredited and is a high quality institution
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2) The structure is: students take 1 class per semester and each semester is 6 weeks long; you can take more than 1 class per semester if you have time, which some people do in the summer.
3) If you take 1 class per 6 week semester, you can earn a Bachelor’s degree in 4 years, if you are not taking any breaks. However, you are free to take breaks .
4) Financial aid is available and she can help me figure out if I qualify as well as alternative options.5) They have a “monthly payment” payment option, which is different from traditional schools and
makes it easier for the students to pay for their education. 6) They offer support in the form of
a. Cost-free tutoring, where they can help you with your classesb. Career center, where they can help you with career stuffc. Undergraduate groups (?)
7) Their website is very user-friendly and has won numerous awards8) The study environment is asynchronous – you log in and do assignments on your own time; you
can connect by email and phone with your instructor. 9) I asked if there were any study groups that you could form with your class mates – she said that
the first assignment in the first class that you take is “to get to know your class mates”. She also mentioned that I may find that some of my classmates live close to me, so we can always get together to study and discuss assignments if we want to do that.
10) Their next semester starts on January 19th, so I can start in a couple of months11) A big advantage of enrolling at their school and the main thing that separates them from other
schools is that you can choose the sequence of classes that you have to take – you don’t have to start with Gen Ed classes and do that for 2 years the way you are required to at traditional schools. For instance, if you wanted to learn something now, so you can start applying it at work, you can take those classes first. I told her I have a marketing role at my job and asked if I would be able to take marketing classes first, she said “yes, absolutely”.
12) Every student has an “Academic Advisor”, who helps the student and directs him or her to resources to make sure they succeed in all their classes.
13) She told me I can call her or email her anytime with questions etc. and gave me her direct line.
Notes from phone call 2 – xx/xx/2009 at yy:yy pm:Notes on my call.
1.3.My Experience with Walden University
Here I will write about my overall experience with them – what I liked and disliked about the communication, what they offered, were they helpful or not, were they too aggressive on trying to sell me their school, were they not persistent enough, what they could’ve done better to induce me to sign up etc. etc. etc.
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