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What’s So Relational in Today’s Adult Relational Market? TAMMY STEWART Higher Education marketing and recruitment has evolved dramatically over the last decade and competition for market share has become more difficult. Many institutions are finding that they can no longer expect adult students to just call and enroll based on reputation but must build relationships with prospective students. But how do you make this happen with limited resources? This session is a case study approach examining progressive relational marketing and recruitment tactics to engage adult students in a way that ultimately leads to enrollment. KEY TAKEAWAYS: Gain a clear understanding of how to use data in the enrollment funnel to manage your admissions team Explore a sample communication plan that focuses on cultivating enrollment throughout the recruitment cycle Review aligning recruitment efforts to institutional fit
Citation preview
What’s So Relational in Today’s Adult Relational
Market?
Tammy Stewart, M. Ed.Associate Vice President,
Concordia University Texasas
• 17 Years 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
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
So What Does this Look Like at Your Campus
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
• Example
Total M.Ed.
Fall 2014
YTD
Fall 2014
Goal
Fall 2013
YTD
Fall 2013
Final
Fall 2012
YTD
Fall 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.
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/newsletter
Special 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 Texas
512-657-4732
