Working Your Way Through The Funnel

Tammy Stewart, M. Ed.Associate Vice President,

Concordia University Texasas

• 178Years in Adult Higher Education• Academic, Admissions, and Marketing• Proprietary and Private Non-profit• Vice Chair – CAP• Board Member Texas Women in Higher

Education• B.A.-Speech- The University of Texas• M.Ed.- Curriculum and Instruction-CTX• Doctorial Student-Concordia University

Chicago

Background of CTX

• Founded in 1926• Accredited by SACS-COC• 22 undergraduate majors• 5 ADP bachelor degree options• 2 graduate program online, 5 undergraduate• 2 graduate degree options• Student-to-faculty ratio is 18:1 on the main

campus• Four remote center locations

Adult Student Recruitment Past

• Plan a program, open the doors• Higher education has barriers that are

complicated to navigate• Not a system for access• At their age they will decide for themselves

if this is right for them or not• We aren’t really for you, but if you must,

please come at night, in the basement, and don’t disturb

• Why should we let you come?

Adult Recruitment Today

• Highly competitive market• Due to the busy lives that adults live, higher

education is being required to push the limits of convenience and flexibility

• Increased competition has led us all to engage adult students in a much more intentional way

• Expanded access to higher education• National initiatives to increase the academic

credentials of adults across the country• Adult students are taking center stage in the

conversation surrounding the crisis in higher education

Today’s Adult Student

• No clear definition– 19–year-old single mom working full-time– 35-year-old widow returning to college full-time– 30-year-old veteran wanting to take advantage

of his educational benefits– 42-year-old earning a certificate through the

local college for work– 47-year-old professional earning a master’s

degree via an evening program– 68-year-old taking classes for personal

enrichment

Relational Marketing

• Going for the one person who can enroll today. Not the 100.

• Spending time to get to know their goals

• Learning information to incorporate into your communication plan (interests, family information, goals

• Meet students where they are

What Does “I am not a number” Really Mean

• Coffee with Concordia• Customized Plans of Study• Customized Deliveries• Access to Counselors after Enrollment• Learning preferred communication• Flex time for ACs • Business to Business• Emerging Leaders Scholarship Dinner

The Nordstrom’s Way

Nordstrom’s – A high end department store that was built with the concept of service as its foundation.

They sell – clothes, shoes, cosmetics, accessories (things you can buy at a million places)

Claim to fame – liberal return policy

What really sets them apart - SERVICE

The Concordia Way

• How does this translate at Concordia?

• What areas do we know that are problematic that we can do some work on?

• Where do our opportunities exist to really wow our students?

• How do we get ourselves into the shoes of OUR customers

Consider Our Students

Higher Education is:• A big piece of the American Dream• A path to a better future, better job,

better salary, more stability for my family, etc.

• A major life goal – something most people have thought about since they were young

• A personal goal – one that most people hold somewhere pretty deep in their heart

Why is This So Important?

• Students as consumers• Need for increased enrollment• Focus on retention (SSCs)• Changing expectations in higher

education• Cost sensitivity at an all time high• Our students deserve it

Funnel Management

Determination of Enrollment Goals

• These facts and figures will allow you to leverage for:– Marketing dollars to generate leads– Financially supporting current staff– Hiring of new staff if enrollment goals

are met– Expansion of programs– Allocation of physical space

Determination of Enrollment Goals

• If you want to be a part of the conversation regarding enrollment goals, your tracking of data must be spot on, reviewed constantly with your staff, and support your point.

• If you are not willing to track this carefully, you will more than likely not have a voice in relation to enrollment goals.

Managing the Funnel

• Non-traditional Funnel • Admission Funnel Meetings

– Weekly– Student by student– Conversion rate– The story it tells

THE FUNNELL

• ExampleTotal M.Ed.

 Fall 2014

YTDFall 2014

GoalFall 2013

YTDFall 2013

FinalFall 2012

YTDFall 2012

Final     

   

   

  Applications 376 461 350 346 385 347  

  % 68.62% 72.89% 68.57% 74.57% 57.66% 80.12% 

  Completes/Accepts 258 336 240 258 222 278  

  % 0.78% 0.00% 0.00% 0.00% 0.00% 0.36% 

  Denied 2 - - 1  

  % 77% 82% 0% 81% 0% 83% 

  Registered 199 277 209 231  

  A registered MED student is one who is enrolled in Banner for a course, in a term within the semester, and is counted at time of census.  

  Census date for MED ground students is the first night of class.                  

Percentage Tell the Story

• Inquiry to Enrollment• Inquiry to Application• Application to Enrollment• Enrollment to Start

Manage Team by Their Story

• Weak on Inquiry to Application?

• Weak on Application to Enrollment?

• Weak on Enrollment to Start?

CRM and Communication Plans

• Get everyone involved• What needs to be communicated

when• Remember to personalize

Sample Communication Plan

• Adult inquiries day 1• Thank you and how can I help, immediately if online, same day if

not• Personal connection (email, phone, personal note) within 24 hours• Follow-up contact (e mail, call) - day 5• Follow-up contact ( e mail, call) – day 12• Follow-up contact (e mail, call) – day 17• Follow-up contact (e mail, call) – day 21• Follow-up contact (e mail, call) – day 30• Follow-up contact (e mail, call) – day 60• Follow-up contact (e mail, call) – day 90• Follow-up contact (e mail, call) – holiday/newsletterSpecial note: If at any point after day 21 the prospect reconnects, start the process again.

Cont.

• Personal Connection (e mail, phone, personal note) within 24 hours– Goals

• Thank then again• Acknowledge that you understand how busy

they are• Acknowledge how important the possibility

of returning to higher education is to them• Establish next step

Questions?

THANK YOU

Tammy Stewart, M. Ed.Associate Vice President for Enrollment, Concordia University Texas512-657-4732Tammy.stewart@concordia.edu