CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Building a Winning Enrollment Marketing Organization
Stephanie Platteter
July 16, 2013
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Enrollment management is a systematic, comprehensive, research-driven approach to find, engage, and retain desired students.
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Enrollment Planning
Marketing Communications
Pipeline Management
Operations
Technology
Enrollment Marketing Fundamentals
| 3
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
ENROLLMENT PLANNING
| 4
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
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
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
1. An organizational commitment to systematically managing new student
enrollment
Enrollment Planning Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
2. A senior member of the management team is responsible for enrollment marketing
Enrollment Planning Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
4. Enrollment goals and associated targets are clear, precise, and measureable.
Enrollment Planning Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
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
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
5. An annual written enrollment plan that includes goals, measurable objectives, and
supporting strategies.
Enrollment Planning Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
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”)
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
10. Clearly defined routine information reports and data requirements to monitor pre-
enrollment progress.
Enrollment Planning Capability
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
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
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
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
MARKETING COMMUNICATIONS
| 15
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Marketing Commun-ications
1. Dedicated
Team 2. Know-ledgeable
Team
3. Brand Strategy
4. Targeted
5. Direct Response
6. SEM
7. Prefer-ences Asked
8. Prefer-ences
Honored
9. Decision Support
Tools
10. Measure-
ment
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
1. A dedicated enrollment marketing function is in place
Marketing Communications Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Executive Director of Marketing and
EM
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)
Video
Copywriting
Project Coordinator (2)
Admin (2)
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Marketing Program
Inform-ation
CenterAdvising
• Three teams by Program Area
• Marketing Lead• Defined Roles• Monthly
Meeting
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
2. The core marketing team demonstrates an understanding of enrollment marketing
fundamentals across the phases of acquisition, conversion, and enrollment yield.
Marketing Communications Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
A Crack Staff
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Executive Director of Marketing and
EM
Marketing Manager (2)
Marketing Research Manager
Content Marketing Manager
Associate Marketing Director
Email Marketing
Web Marketing
Web Master
Recruitment Coordinator
Creative Manager
Designer (2)
Video
Copywriting
Project Coordinator (2)
Admin (2)
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Executive Director of Marketing and
EM
Marketing Manager (2)
Marketing Research Manager
Content Marketing Manager
Associate Marketing Director
Email Marketing
Web Marketing
Web Master
Recruitment Coordinator
Creative Manager
Designer (2)
Video
Copywriting
Project Coordinator (2)
Admin (2)
Outsourcing Opportunities
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
4. Marketing communications are targeted to well-defined student personas
Marketing Communications Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Upwardly Mobile Marissa
Career Changer Charlie
Degree Completer Claire
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
5. Specific and direct response oriented marketing acquisition strategies are deployed to build a sufficiently-sized inquiry pool to support
desired enrollment goals.
Marketing Communications Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
6. Search Engine Marketing (SEM) strategies are effectively deployed to find prospective students
actively looking for educational opportunities.
Marketing Communications Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013| 29
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
10. Outreach marketing strategies are routinely measured and evaluated for their effectiveness.
Marketing Communications Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
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
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
8/7 We-binar
8/8 Info 11/10 Fair 1/15 Sampler
2/5 Info 4/20 Fair 4/25 Webinar
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
Event Marketing Cost/ Registration
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
PIPELINE MANAGEMENT
| 34
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Pipeline Manage-
ment
1. Pipeline Concept 2.
Dedicated Staff
3. Inquiry Capture
4. Inquiry Response
5. Direct Response Principles6. Source
Codes
7. Prospect Qualifi-cation
8. Prospect Scoring
9. Dept. Coordi-nation
10. Re-engage-
ment
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
1. The enrollment pipeline concept is used to measure progress of prospective students
toward enrollment.
Pipeline Management Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Prospect -Inquiry
Prospect-Active
Prospect-Program Contact
Applicant
Student
Completed
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
2. The organization dedicates staff members for program outreach, recruitment, and follow-up.
Pipeline Management Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Marketing Program
Information CenterAdvising
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
3. New student inquiries are systematically captured across the organization regardless of
touchpoint.
Pipeline Management Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
4. Targeted and personalized communication flows are deployed immediately when new
student inquiries are received.
Pipeline Management Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
OPERATIONS
| 45
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
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
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
2. Clear competency standards and response expectations guide staff follow-up
Operations Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Service Philosophy, Standards,
FAQs
Phone
WebWalk-in
Data Entry
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
3. All staff supporting prospective student enrollment access a common software for interaction tracking and enrollment entry
information.
Operations Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
CRM
PeopleSoft
Noncredit Reg.
Advising
Web forms
Staff entry
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
9. Routine student satisfaction research is conducted for feedback on the enrollment
experience (e.g. Voice-of-Learner)
Operations Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013| 52
SurveysCRM
Activity Log
Eval-uations
Focus Groups,
etc
Voice of
Learner
• Point of Service Survey• Satisfaction survey• Program specific etc.
• Course evaluations• Info. Session evaluations• Adviser evaluations
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
TECHNOLOGY
| 53
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
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
Forms
9. Online apps and
regis-tration
10. Aban-doned
App/Cart ID
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
1. Data standards are clearly defined data is routinely audited, corrected, and improved as
necessary.
Technology Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
2. The organization does not use shadow database systems for tracking.
Technology Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
CRM
PeopleSoft
Noncredit Reg.
Advising
Web forms
Staff entry
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
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)
Technology Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
6. Current software has the ability to track prospective students through each stage of the
enrollment process.
Technology Capability
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Prospect -Inquiry
Prospect-Active
Prospect-Program Contact
Applicant
Student
Completed
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013
Stephanie PlatteterExecutive Director of Marketing and Enrollment Management, College of Continuing Education, University of [email protected]
Associate Consultant, Demand [email protected]
CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013| 65