Upload
blackboard-inc
View
7.109
Download
0
Embed Size (px)
Citation preview
Growing Online with Personalized Experiences
Darcy HardyChristina Fleming
Meet the experts
Darcy Hardy, Ph.D.AVP, Enterprise ConsultingBlackboard Inc.
Christina FlemingSr. Director, Marketing & Enrollment ServicesBlackboard Inc.
Defining Personalization
Recruitment and Enrollment
Teaching and Learning
Outcomes and Retention
Growing Online and Personalized Experiences
Marketing and Enrollment Challenges
Student Retention and Outcomes
Shifting student demographics
Increased budget pressures
Tremendous competition for same students
Defining Personalization
Online Learners today chooseWHERE, HOW, and WHENto get their education
Tech savvy & mobile
Seek many course & degree options
Attentive to skills & competencies
Value & outcomes focused
Students as the Consumer
Personalized
Targeted
App-based
Custom Messaging
Multi-Institution
Outcomes
Investment
One-Size Fits All
Broadcast
Portal-based
Brand Messaging
Single Institution
Degree Completion
Tuition
Challenge – Making the Connection
Consumers of Data/Info
Engage with Apps
Skills &Competencies
Employers
Peer Connections
Partner Institutions
Personalized Model
9
Recruitment
Enrollment
Teaching and Learning
Retention and Outcomes
Personalizing the Student Journey
Recruitment
Understanding online student preferences
Sounding unique and different
Getting prospective students to take action
Finding cost-efficient marketing channels
Common Recruitment Challenges
About Target Audiences
WHO is our best target student?
WHAT are their needs and preferences?
WHERE will we find them?
HOW will we reach them?
74%< $40K Average Household Income
29 Average Age
20%Hold a Bachelor’s Degree
48%Live in a suburban community
Employed full-time,
50%
Employed part-time,
15%
Not employed,
25%
Retired, 2%
Other, 8%47%
25%
21%
3%
1%
3%
African-American
Hispanic
Asian/Pacific Islander
Native American
Other Background
Caucasian
65%FEMALE
35%MALE
55%Married/Partnered
33%Not Married
12%Divorced
Online Learner Demographics
Identify both successful and underserved audiences
Gain an understanding beyond demographics
Understand the triggers for enrollment
Obtain targeted, relevant messaging
Highly effective, geo-targeted media outreach by preferred channels
Audience Segmentation
CAREER CLIMBERS
Seek a degree or specific competency in order to fulfill requirements for promotion or advancement in their career. Working full or part time.
DEGREE COMPLETERS
Previously attended a 2 year or 4 year school but did not complete their degree due to life events. Mostly likely work full-time and have families.
INDUSTRY CHANGERS
Individuals who have a degree and have been in the workforce. Now seeking an advanced degree in order to pursue a new career in a different industry.
Sample Online Learner Profiles
29-45 29-45 years of age
Successful and extremely motivated
Employed full-time. Need to balance family, work and classes.
Degree is needed for career advancement
Have some college experience or a bachelor’s degree
I really need my Master’s degree in this industry to get ahead but I can’t quit my job and afford school too. I have a family so I’m juggling a lot. I want to take courses online and I want to finish as fast as I can.
““
Meet the Career Climbers
Triggers
• Understand ROI of earning their degree
• Clear degree path and plan to completion
• Flexibility with course schedule
• Evidence of success
• Employer/Supervisor
• Family
• Friends
• Co-workers
• Faculty
Influencers
Making the Decision
Career Climbers: Most interested in hearing about program options, career outcomes and salaries, employer partnerships, peer success stories, cost and flexibility.
CharacteristicsMotivation/
NeedMessage
Suggested
CommunicationResource
Plan to continue in the
workforce immediately after
graduation
Job/Career
advancement
Monument University
graduates secure the
credentials they need to
advance in their careers.
Peer Student Stories Online Webinar
Need to complete education
as quickly as possible
Speed to
complete
Complete your Master’s degree in
less than 2 years while enjoying
the flexibility you need.
Stats on time to complete Website
Cost sensitive and seeking a
return on investmentAffordability
Undergraduate student tuition is
offered at affordable rates,
regardless of residency status,
with no additional fees.
Comparison Rates Graphic
Seeking flexibility in order to
juggle job and family
Flexibility –
schedule/
degree options
With courses offered in the
evenings and weekends online,
you are sure to find the time for
your education.
Online Program dates/hours Video
Message Mapping by Segment
LOW HIGH
Internet
Social Media
Radio
Television
Print Media
Outdoor
MEDIA CONSUMPTION
Reaching this Audience
Geographic Targeting by Profile
Enrollment
Leads
Reregistered
Applications
Enrolled
Moving Prospects Through the Funnel
EXPRESS INTENT
CONSIDERATION ACTIONAWARENESS
FINANCIAL AID ENROLLREGISTER
ACTIVE LEARNING POST-COURSEPRE-COURSE
COMMIT TO
HOURS
HOURS
COMPLETE
3-6 Online students are long-term, impulse buyers. After they decide to act, 85-95% enroll within 3-6 monthsMONTHS
Online Student Journey
Resources Required
Successfully guiding students through critical enrollment and engagement steps requires proactive communication.
Moving Students Forward
Students often get stuck in the process, sometimes over steps that require only a quick touch point.
Proactive Outreach
Proactive personalized outreach helps bring more students through the door and onto enrollment.
Target Segment Day 1 Day 4 Day 7 Day 11 Day 15 Day 20 Day 25
Career Climbers Segment*
Career Outcomes
*
Affordability
*
Student Success Story - Job Outcomes and
Career Services
*
Invite - Meet Your Advisor Webinar
*
Small Class Sizes and Student Life
*
Flexible/Multiple Locations
*
Flexible Outcomes
Returning Students Segment
*
Transferring Credits
*
Affordability
*
Student Success Story -
Link to Video
*
Student Success Story -
Academic Support
*
Small Class Sizes/Personal
Attention
*
Flexible/Multiple Locations
*
Job Outcomes/Career Services
Industry Changers Segment
*
Program Options
*
Affordability *
Flexible Outcomes
*
Invite - Meet Your Advisor Webinar
*
Student Success Story -
Earning Potential –Blog Post
*
Flexible and Convenience
*
Job Outcomes/Career Services
27
Post-inquiry communications continue well beyond initial inquiry
Interactive elements like video and social media resonate with prospects
• Communication calendar by segment
• Messaging is crafted to the audience ensuring relevance
• Proactive outreach can be augmented by other modalities such as calling or texting
Proactive outreach with specific messaging by
audience need
Email Communication Schematic
28
Bold, visual CTA located above the fold with call to action.
Incorporate program-relevant visuals to capture audience
attention
Secondary CTAs at throughout the email such as Apply Now and phone
number to call.
Use responsive design for increased mobile-friendliness
Strong, compelling headline
Testimonials from enrolled or graduated students from same
audience segment
Getting Personal with Creative
Helpful Tools
29
Stores and tracks students through the enrollment lifecycle: Lead Sources, Targets Audiences, Enrollment Stages, and Reporting
Facilitates email communication and targeted outreach based on lifecycle milestones
Customer Relationship Management (CRM)
Marketing Automation
Teaching and Learning
When faculty are left on their own
Faculty training
Getting buy-in
True meaning of “support”
Institutional message – Go Big or Go Home
What does faculty support really mean?
Student Experience
Quality
Standards
ADA requirements
Uniformity
Content/Outcomes
Messaging
Course Development
Taking Personalization Even Further
Stackable Credentials
Competency Based Education
Prior Learning Assessments
Ensuring learners possess competencies, knowledge
and skills needed to advance in the workplace.
Employability
Competencies clear to employers
Replacing grades with demonstrated mastery of
a defined set of competencies.
Accountability
Value clear to learners
Decoupling learning from a time-bracketed system.
Affordability
Lower costs for learners
Using technology to address challenges
attending synchronous or face-to-face classes.
Accessibility
Accessible learner options
Providing a better way to serve post-traditional learners.
Why Institutions Pursue CBE
Achievement
Minimal Attainment
Master Competency
Pace Toward Completion
Term-to-Term Learning
Flexible Pace
Differences between Traditional Education and CBE
36
Shifting from synchronous to more asynchronous delivery
Offering pay-as-you-go options rather than billing by credit hours
Focusing on mastery of competencies rather than grades and credits
Disaggregating instructional roles to customize student guidance
Regardless of time or place
Regardless of pace
Demonstration of mastery
Personalized learning
CBE as Ultimate Personalized Experience
Retention
38
Understanding risk factors by student profile1
Effectively communicating based on targeted needs2
Leveraging advanced data techniques3
Using proactive outreach to nudge and guide 4
Improving Retention through Personalization
Career Climbers: Worried about juggling school, family and work. Distracted by outside influences, travel and commitments. Concerned about success and ability to complete course work quickly.
Characteristics Risk Factor MessageSuggested
Communication
Currently in the workforce while
also enrolled in courses.
Demands of the
job
Take advantage of online courses
that allow you to juggle work and
school.
Orientation session
Need to complete education as
quickly as possible
Waylaid due to
schedule
demands
Complete your Master’s degree in less
than 2 years while enjoying the flexibility
you need.
Advisor outreach on degree
requirements and pacing
Cost sensitive and seeking a return
on investmentAffordability
Undergraduate student tuition is offered
at affordable rates, regardless of
residency status, with no additional fees.
Help with career placement and
counseling
Seeking flexibility in order to juggle
job and family
Flexibility –
schedule/ degree
options
With courses offered in the evenings
and weekends online, you are sure to
find the time for your education.
Proactive outreach regarding
online course scheduling.
Risk Mapping by Segment
Advanced Techniques to Leveraging Data
Possible “Red Flags”
Unmet financial requirements
Part-time enrollment status
Late application
Low GPA and test scores
Enrolled in < 12 credits
Working full time
Withdrew from any courses
• Complete predictive modeling
• Identify at-risk attributes
• Run new student data through model
• Flag, group and score
• Create personalized comm plans by student group
• Launch campaigns and activities
Proactive Outreach Campaigns
Sample Campaigns
• Re-enrollment
• Welcome Outreach
• Orientation Scheduling
• Advisor Appointments
• Incomplete Transcripts
• Prior Enrollment Survey
• FA Awarded, Not Registered
TIMELY
RELEVANT SPECIFIC
42
Students feel more connected to the learning experience
Communications are customized based on individual needs
Teaching and Learning becomes more dynamic
Outcomes are improved through meaningful guidance
Powerful Results
Learn More
Strategy Recruitment Enrollment
Learn more about Blackboard’s Enterprise Consulting and Enrollment Solutions:www.blackboard.com/lifecycleservices