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CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013 Building a Winning Enrollment Marketing Organization Stephanie Platteter July 16, 2013

Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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CALEM 2013 Presentation. The presentation covers the 5 fundamentals of enrollment marketing: Enrollment Planning, Marketing Communications, Pipeline Management, Operations and Technology. Each fundamental has 10 different capabilities.

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Page 1: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Building a Winning Enrollment Marketing Organization

Stephanie Platteter

July 16, 2013

Page 2: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Enrollment management is a systematic, comprehensive, research-driven approach to find, engage, and retain desired students.

Page 3: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Enrollment Planning

Marketing Communications

Pipeline Management

Operations

Technology

Enrollment Marketing Fundamentals

| 3

Page 4: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

ENROLLMENT PLANNING

| 4

Page 5: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 6: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

1. An organizational commitment to systematically managing new student

enrollment

Enrollment Planning Capability

Page 7: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

2. A senior member of the management team is responsible for enrollment marketing

Enrollment Planning Capability

Page 8: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

4. Enrollment goals and associated targets are clear, precise, and measureable.

Enrollment Planning Capability

Page 9: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 10: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

5. An annual written enrollment plan that includes goals, measurable objectives, and

supporting strategies.

Enrollment Planning Capability

Page 11: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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”)

Page 12: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

10. Clearly defined routine information reports and data requirements to monitor pre-

enrollment progress.

Enrollment Planning Capability

Page 13: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 14: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 15: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

MARKETING COMMUNICATIONS

| 15

Page 16: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 17: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

1. A dedicated enrollment marketing function is in place

Marketing Communications Capability

Page 18: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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)

Page 19: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Marketing Program

Inform-ation

CenterAdvising

• Three teams by Program Area

• Marketing Lead• Defined Roles• Monthly

Meeting

Page 20: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 21: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

A Crack Staff

Page 22: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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)

Page 23: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 24: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

4. Marketing communications are targeted to well-defined student personas

Marketing Communications Capability

Page 25: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Upwardly Mobile Marissa

Career Changer Charlie

Degree Completer Claire

Page 26: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 27: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Page 28: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 29: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013| 29

Page 30: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Page 31: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

10. Outreach marketing strategies are routinely measured and evaluated for their effectiveness.

Marketing Communications Capability

Page 32: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 33: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 34: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

PIPELINE MANAGEMENT

| 34

Page 35: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 36: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 37: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Prospect -Inquiry

Prospect-Active

Prospect-Program Contact

Applicant

Student

Completed

Page 38: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

2. The organization dedicates staff members for program outreach, recruitment, and follow-up.

Pipeline Management Capability

Page 39: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Marketing Program

Information CenterAdvising

Page 40: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

3. New student inquiries are systematically captured across the organization regardless of

touchpoint.

Pipeline Management Capability

Page 41: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Page 42: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 43: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Page 44: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Page 45: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

OPERATIONS

| 45

Page 46: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 47: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

2. Clear competency standards and response expectations guide staff follow-up

Operations Capability

Page 48: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Service Philosophy, Standards,

FAQs

Email

Phone

WebWalk-in

Data Entry

Page 49: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 50: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

CRM

PeopleSoft

Noncredit Reg.

Advising

Email

Web forms

Staff entry

Page 51: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 52: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 53: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

TECHNOLOGY

| 53

Page 54: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 55: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

1. Data standards are clearly defined data is routinely audited, corrected, and improved as

necessary.

Technology Capability

Page 56: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

2. The organization does not use shadow database systems for tracking.

Technology Capability

Page 57: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

CRM

PeopleSoft

Noncredit Reg.

Advising

Email

Web forms

Staff entry

Page 58: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 59: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Page 60: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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

Page 61: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Prospect -Inquiry

Prospect-Active

Prospect-Program Contact

Applicant

Student

Completed

Page 62: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Page 63: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013

Page 64: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

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]

mailto:[email protected]
mailto:[email protected]
Page 65: Building a Winning Enrollment Marketing Organization, Stephanie Platteter, Executive Director of Marketing and Enrollment Management, College of Continuing Education, University of

CONFERENCE ON ADULT LEARNER ENROLLMENT MANAGEMENT 2013| 65


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