Enrollment Processes- Changes for the Millennials Generation
1
2004 2014 Two of the most notable challenges in Admissions today: 1. MEDIA SHIFT Where is your target market spending their media time these days? 2. ADMISSIONS PROCESS How much manpower goes into converting prospects to students? 1. Cross Media “Integrated Platforms” 2. Interactive Dialogue © 2014 MSP Digital Marketing Business Intelligence Technology Project Management -Consultaon -Integrated Cross Media Funconality -Sequencing & Implementaon -Print Producon Services -Integrated New Media services 3. Marketing Automation F E E D B A C K Strategic Calls To Action 2a. Direct Mail Interactive Communications 2b. Mobile Marketing Interactive Communications any media format increased two-way interactivity future relevant messaging Some Examples of Interactive Communications can be illustrated as follows: Direct mail with calls-to-action drives students towards mobile and web-based landing pages. Traditional Admissions Lookbook Mobile Optimized Lookbook There are tools that make media synchronization easy! Direct Mail Email Mobile Social Media Broadcast Media Print Ads WWW Campaign Dashboard Systems Events Thank You! CTA THANK YOU PAGE OPTIMIZED LANDING PAGE CALL TO ACTION DIRECT MAIL MARKETING AND it shows the young student-prospect that you are Direct Mail Email Mobile Social Media Broadcast Media Print Ads WWW Events Call To Action Landing Page Interactions Data Capture A B C Pro�iling Tags Marketing Automation Engine A B C Direct Mail Mobile Email Call Center Direct Mail Mobile Email Call Center Direct Mail Mobile Email Call Center Any Media Promotions Segmented Output Cross Media Follow-Through o b j e c t i v e s m e s s a g e s e g m e n ta t i o n c r e a t i v e g r a p h i c d e s i g n t a r g et I D d i r e c t m a i l e v e n t s l o o k b o o k s S O C I A L M E D I A O U T R E A C H C O P Y R E S P O N S E V ARIA T I O N S W E B d a t a S E O Inquiries Applicants Admits Enrolled Students a d m i n i s t r a t o r s increased enrollment higher student aptitudes reduced incentive aid packages Despite these challenges, there are opportunities for: Segmented Admissions Funnels Prospects Inquiries Applicants Admits Deposits Response Rate Conversion Rate Acceptance Rate Yield Rate Enrolled Enrollment Yield Rate digitally modernized. The Generic Admissions Funnel As you progress, you can develop multiple Admissions Funnels. Strategic Calls To Action 16-17 P R O S P E C T F E E D B A C K Strategic Calls To Action Graduate P R O S P E C T F E E D B A C K Strategic Calls To Action C.E. P R O S P E C T F E E D B A C K Strategic Calls To Action Online P R O S P E C T F E E D B A C K Strategic Calls To Action Gap Year P R O S P E C T F E E D B A C K Your supplier partner should act on your behalf as a well-oiled machine. Be certain they can provide you with: The Whiteboard Infrastructure Deployment Refinement - Target Markets - Message Segmentation - Data Analysis - Predictive Modeling - Presumption of Cross Media Mix - Call To Action Strategies - Admissions Funnel Requirements - Augmentation with Interactive Communications - Augmentation with Marketing Automation - Parent Engagement - Finalized Marketing Blueprint Delivery - Mixed Media Optimization - Cross Media “Integrated Systems” - SEO - Interactive Media Development - Data Capture Optimization - Marketing Automation Development - Copy Development & Message Segmentation - Creative Services & Template Development - Responsive Design - List Services - 1-to-1 Direct Mail - 1-to-1 Email Marketing - Programs & Events - Traditional Response Channels - Digital Response Channels - Response Automation (Admissions Funnel Processes) - 1-to-1 Fulfillment Support - Project Management - A-B Distribution - Testing - Marketing Dashboards with Exportable Data - Measurement - Refinement - Continued Rollout - On-going Project Management These opportunities include Social Mobile Mass Media Email Direct Mail videos links interactive trackable Advantages Enrollment Processes in a Digital Media Age message relevancy = increased conversion rates! student-prospect advantages: digitally engaged interactive platforms Week 1 Week 2 Week 3 Week 4 Marketing Automation Supports: message relevancy media format preference admissions funnels increased student enrollment quality vs. Seamless
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An illustrated view of changes to the admissions funnel considering cross media, marketing automation and new approach strategies for kids that live, sleep and breathe all things digital. This infographic includes a comprehensive planning guide. #cross media, #marketing automation, #college admissions
Transcript of Enrollment Processes- Changes for the Millennials Generation
2004 2014
Two of the most notable challenges in Admissions today:
1. MEDIA SHIFT
Where is your target market spending their media time these days?
2. ADMISSIONS PROCESS
How much manpower goes into converting prospects to students?
1. Cross Media “Integrated Platforms”
2. Interactive Dialogue
© 2014 MSP Digital Marketing
BusinessIntelligence
Technology ProjectManagement
-Consultation -Integrated Cross Media Functionality
-Sequencing &Implementation
-Print Production Services-Integrated New Media services
3. Marketing Automation
FEED
BACK
Strategic Calls To Action
2a. Direct Mail Interactive Communications
2b. Mobile Marketing Interactive Communications
any media format
increased two-way interactivity
future relevant messaging
Some Examples of Interactive Communications can be illustrated as follows:
Direct mail with calls-to-action drives students towards mobile and web-based landing pages.
Traditional AdmissionsLookbook
MobileOptimizedLookbook
There are tools that make media
synchronization easy!
Direct Mail
Mobile
Social Media
BroadcastMediaPrint Ads
WWW
Campaign Dashboard Systems Events
Thank You!CTA
THANK YOUPAGE
OPTIMIZEDLANDING PAGE
CALL TOACTION
DIRECT MAILMARKETING
AND it shows the young student-prospect that you
are
Direct Mail
Mobile
Social Media
BroadcastMedia
Print AdsWWW
Events
Call ToAction
Landing PageInteractions
DataCapture
A
B
C
Pro�ilingTags
MarketingAutomation
Engine
A
B
CDirect MailMobile Email Call Center
Direct MailMobile Email Call Center
Direct MailMobile Email Call Center
Any Media Promotions
SegmentedOutput
Cross MediaFollow-Through
objectiv
esmessage segmentation
creative
gr
aphic designtarget ID direct m
ail
events
look books
SOCIAL MED
IA
OUTR
EAC
H
CO PY
RES
PONSE VARIATION S
WEB
data
SE
O
Inquiries
Applicants
Admits
Enrolled Students
administrators
increased enrollment
higher student aptitudes
reduced incentive aid packages
Despite these challenges, there are opportunities for:
SegmentedAdmissions Funnels
Prospects Inquiries Applicants Admits Deposits
ResponseRate
ConversionRate
AcceptanceRate
Yield Rate
Enrolled
EnrollmentYield Rate
digitally modernized.
The Generic Admissions Funnel
As you progress, you can develop multiple Admissions Funnels.
Strategic Calls To Action 16-17
PROSPECT FEEDBACK
Strategic Calls To Action Graduate
PROSPECT FEEDBACK
Strategic Calls To Action C.E.
PROSPECT FEEDBACK
Strategic Calls To Action Online
PROSPECT FEEDBACK
Strategic Calls To Action Gap Year
PROSPECT FEEDBACK
Your supplier partner should act on your behalf as a well-oiled machine.
Be certain they can provide you with:
The Whiteboard
Infrastructure
Deployment
Refinement
- Target Markets- Message Segmentation- Data Analysis- Predictive Modeling- Presumption of Cross Media Mix- Call To Action Strategies- Admissions Funnel Requirements- Augmentation with Interactive Communications- Augmentation with Marketing Automation- Parent Engagement- Finalized Marketing Blueprint Delivery
- Mixed Media Optimization- Cross Media “Integrated Systems”- SEO- Interactive Media Development- Data Capture Optimization- Marketing Automation Development- Copy Development & Message Segmentation- Creative Services & Template Development- Responsive Design- List Services
- 1-to-1 Direct Mail- 1-to-1 Email Marketing- Programs & Events- Traditional Response Channels- Digital Response Channels- Response Automation (Admissions Funnel Processes)
- 1-to-1 Fulfillment Support
- Project Management- A-B Distribution- Testing- Marketing Dashboards with Exportable Data- Measurement- Refinement- Continued Rollout- On-going Project Management
These opportunities include
Social
Mobile
Mass Media
Direct Mail
videoslinksinteractivetrackable
Advantages
Enrollment Processes in a Digital Media Age
message relevancy = increased conversion rates!
student-prospect advantages:
digitally engaged
interactive platforms
Week 1Week 2Week 3Week 4
Marketing Automation Supports:
message relevancy media format preferenceadmissions funnelsincreased student enrollment quality
vs.
Seamless
