Reconceiving Marketing, Design and Delivery of Graduate Programs a 21st Century Approach for 21st...
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Transcript of Reconceiving Marketing, Design and Delivery of Graduate Programs a 21st Century Approach for 21st...
Proprietary and Confidential 1
Design and Delivery of Graduate Programs: A 21st Century Approach for 21st Century Students
John J. Donohue, Ph.D.Clay Gillespie
Synergis Education
Proprietary and Confidential 2
Synergis
Elevate the core strengths of respected institutions, to help increase their
capability to grow and serve high quality students.
Keys to Success:
Nimble
Institutions come to Synergis with goals that often include: expanding program offerings, growing enrollment, diversifying delivery models (to online and blended), extending reach and access to non-traditional students, enhancing institutional reputation and increasing revenue
Scalable and tailored
Synergis helps institutions by developing scalable programs with a focused strategy, providing a pathway to integrating new and improved learning modalities and removing barriers to growth and expansion.
Industry leading talent
The Synergis team combines over 80 years of higher education experience, with notable expertise in adult education, learning technologies, instructional design, college administration and finance.
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John Donohue
John J. Donohue, Ph.D. Executive Vice President for Partner Development and In-Account Growth • Almost 28 years in higher education• Ph.D. in anthropology from Stony Brook University, and has
served as tenured professor, dean, vice president, provost and acting president.
• An expert on curricular design and program development• Has worked at a variety of colleges and universities that were
committed to curricular innovation and the design of programs targeted to serve the needs of non-traditional learners.
• He has also has served as a consultant for chief executive officers in higher education, providing analyses of program costs and benefits and creating analytic tools that assist institutions to support organizational missions, while simultaneously improving operational return on investment.
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Clay Gillespie
Clay GillespiePresident & Chief Marketing Officer
• 20 years of progressive and innovative marketing experience to institutions of higher learning across the country.
• Served as Senior Vice President of Marketing at Career Education Corporation (CECO), Chief Marketing Officer for both ECPI University and Orbis Education.
• Has launched, shaped and guided multiple high profile brands across numerous industries, including Postsecondary Education, Finance, Pharmaceutical, Sports and Entertainment, and e-Commerce.
• He is recognized for delivering strong bottom-line performance through effective adaptation to rapid changes in consumer behavior, technology, and new media.
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CONSIDERATIONS
Overview
Students in graduate programs are increasingly “non-traditional” in their characteristics, seeking enhanced access, relevance and transparency from graduate programs.
Enrollment growth has tapered overall, but online continues to grow.
Increased competition has driven higher marketing acquisition costs.
Rapid changes in consumer behavior have been influenced by innovations in technology (e.g.; social media, mobile, etc.).
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A 21ST CENTURY MARKET
The 21st Century Market
• Between 2008 and 2018 the number of jobs requiring a master’s degree will increase by about 18% during this time period and those requiring a doctoral degree by about 17%
Council of Graduate Schools and Educational Testing Service. (2010). The Path Forward: The Future of Graduate Education in the United States. Report from the Commission on the Future of Graduate Education in the United States. Princeton, NJ: Educational Testing Service. p 17
• 83.0% of all first-time graduate students in fall 2013 were enrolled in programs leading to a master’s degree or a graduate certificate, while 17% of all first-time graduate students were enrolled in doctoral programs.
Allum, J. (2014). Graduate enrollment and degrees: 2003 to 2013. Washington, DC: Council of Graduate Schools.
• The broad fields of education, business, and health sciences enrolled the largest numbers of graduate students.
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WITH 21ST CENTURY STUDENTS
21st Century Students
“Traditional” students declining, more “nontraditional” students are appearing on the horizon.
They are older, engage in work, family, and school activities at the same time, and view graduate education as a means of changing or improving their employability.
Council of Graduate Schools and Educational Testing Service. (2010). The Path Forward: The Future of Graduate Education in the United States. Report from the Commission on the Future of Graduate Education in the United States. Princeton, NJ: Educational Testing Service.
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WHAT THEY WANT
21st Century Programs Key Points
Access• Flexibility in policies • Procedures• Delivery
Relevance• Connection to concrete
career pathways Transparency• Clarity in processes, rationale,
and outcomes
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To maximize share-of-voice for graduate program enrollment:• Adapt to the way consumers absorb media today,
o by implementing an integrated marketing approach across the entire student lifecycle,
o incorporating a balance of Push and Pull mediums,
o with an emphasis on digital marketing.
Marketing Overview
0%
50%
100%
150%
200%
38%
75%
113%
175%
Google CPC In...
Industry Trends
10
Marketing Costs are on the Rise
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In the wake of significant increased competition, Education marketing costs have soared throughout the industry.
Source: Google Education Industry Report, 2014
– Google’s average cost-per-click for education terms have increased more than 365% in three years.
Industry Trends
11
Growth of Distance Education Student Population
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Source: Babson Survey Research Group, 2014
School YearStudents Taking at Least
One Online Course % of Total Enrollment
2002 1,602,970
2003 1,971,397
2004 2,329,783
2005 3,180,050
2006 3,488,381
2007 3,938,111
2008 4,606,353
2009 5,579,022
2010 6,142,280
2011 6,714,792
2012 7,126,549
2013 7,390,231
70.7% of all active, degree-granting institutions that are open to the public have some distance offerings. - IPEDS, 2014
Industry Trends
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Distance Education Enrollment Change (2012 to 2013)
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Source: Babson Survey Research Group, 2014
– The year-over-year growth in distance enrollments was uneven based on institutional type. Public institutions
grew by 4.6%. Private not-for-
profit institutions grew 12.6% (on a lower base).
Private for-profit institutions decreased by -7.9%.
Industry Trends
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Adapting to Changes in Consumer Media Habits
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Source: eMarketer, Sep 2014
There is still a significant gap between where advertisers’ spend their budgets and where consumers spend their time – at least in some mediums.
Industry Trends
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Adapting to Cross-Platform / Multi-Screen Behavior
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On average, consumers spend 4.4 hours of their daily leisure time in front of screens.
77% of the time consumers watch TV is with a second screen – smartphone, PC, or tablet.
– Google Consumer Behavior Study
Integrated Marketing Strategy
15
Offline MediaDigital Display
AdvertisingSocial Media Search
MarketingEducation
PortalsBrand
Website
Inquiry Capture
Optimization
EnrollmentFunnel
Optimization
Push
• TV• Radio• Social Media• Online Display –
Behavioral / Retargeting
• Mobile Media• Targeted DM /
Pull
• Paid Search• Secondary Search
Portals• Mobile Search• CPL Media• Local Online
Directories
Optimization
• Microsite Optimization
• Live Chat• Call Center -
Speed to Contact• Contact
Management Optimization
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Integrated Marketing Strategy
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Online Display: 1:1 Targeting
• Rather than traditional CPM buys, deliver 1-to-1 messaging to prospects who are more likely to enroll based on three targeting methods:– Predictive targeting– Cookie-based
behavioral, contextual, remarketing
– Social Media - advanced segmentation and look-a-like modeling in Facebook, LinkedIn, and Twitter
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Push Pull Optimize
Integrated Marketing Strategy
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Online Display: Geo-Fencing
• Geo-Fencing combines target audience profile with pinpoint geo-targeting and search behavior to better optimize our display ads – right person, right place, and right time.
• Target prospective students down to their exact locations (e.g. Hospitals, Community Colleges).
Push Pull Optimize
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Example: Community colleges
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Integrated Marketing Strategy
SEM: Paid / Sponsored Search Push Pull Optimize
• Paid search within Google and Bing is a critical part of your integrated marketing approach.
• SiteLinks, Location Extensions, Call Extensions, Review Extensions, etc. – will maximize share-of-voice among prospects who are actively researching schools.
– Open Houses– Live Chat– Refer a Friend– Military Benefits– Schedule an
Appointment
– Locations– Tuition Guide– Career Guide– Program
Pages
Site Links
Call Extensions Location
Extensions
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Integrated Marketing Strategy
SEO: Search Engine Optimization Push Pull Optimize
• Organic rankings within a search engine are also important to achieve a multiple listing strategy for programmatic terms.
• There are three primary tactics to optimize organic rankings:
1. Site Optimization (On-Page)
2. Content Creation
3. Link Building (Off-Page)
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Integrated Marketing Strategy
SEM: Online Directory Advertising Push Pull Optimize
• 92% of consumers use online local search directories when researching products or services, particularly late in the purchase lifecycle.
• Universal Business Listings (UBLs) will push accurate data to most online directories and GPS systems.
• Performance campaigns with SuperPages.com, CitySearch.com, etc. generates more high quality leads.
Integrated Marketing Strategy
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Landing Page / Microsite Optimization
• Your brand website and microsites should be responsive and adapt to the specific screen prospects are using.
• This is critical to site conversion optimization and to maintain a high QS within the search engines.
Push PullOptimiz
e
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Integrated Marketing Strategy
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Live Chat
• Live Chat is a way to engage prospective students in an active, yet less threatening way, who may not otherwise complete an inquiry form on your brand website or microsites.
Push PullOptimiz
e
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Integrated Marketing Strategy
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Enrollment Funnel Optimization Push PullOptimiz
e
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Contact
Appointment
Start
Cost: $100 Conv: 16%Cost: $650
Conv: 70%Cost: $893 Conv: 65%
Cost: $1,374
Conv: 52%Cost: $2,642
Inquiry Brochure
Financial Aid Brochure
Appointment Reminder
Welcome Kit
Alumni Re-engagement
Drop-In Campaign
• OBTM• SMS• Email• DM