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