University of houston distance education
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Transcript of University of houston distance education
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- 2. Enrollment Marketing For Continuing & Professional Education October 26, 2010
- 3. CM Vision
- To be the trusted digital marketing and enrollment authority for traditional colleges and universities recruiting non-traditional and graduate students.
- 4. Market Space
- Colleges and universities
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- Non-traditional students (Undergraduate)
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- Ground, hybrid, online
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- Graduate
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- Ground, hybrid, online
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- 5. Market Factors = Opportunity
- 20% growth in 22-29 age demographic and 14% in the +30 age group
- Student preparedness at for-profit institutions
- Debt-payback at for-profits
- Student demands for flexibility in course delivery
- Community college enrollment growth
- 6. Example Strategic Goals
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- Online: 250 to 500
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- Graduate: 50 to 250
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- 450 student enrollments over 3 years
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- 7. Enrollment Goals To reach these goals, Hobsons would need to introduce you to 3,750 prospective students a year.
- 8. Case Studies
- MACU Total Investment = 200K / ROI = $1,066,000 (Tuition)
- UT Total Investment = 115K / ROI = $944,000 (Tuition )
- 9. Challenges in Online Marketing
- Lack digital marketing expertise in general
- Have not identified quality, affordable, scalable lead sources
- Are unable to effectively convert shared leads (a single lead gathered on behalf of multiple schools)
- Lack an effective tracking methodology or mechanism for lead management and therefore lack performance data
- Lack the staff to effectively develop and execute a digital strategy
- Feel a need to protect their brand from associations with for-profit schools
- Lack the time necessary to research appropriate educational directories
- 10. Agencies Lead Aggregators Retargeting Companies Research Firms Ad Networks
- 11. Unique Solution
- Built on research and reporting
- Focused on education, school, and program
- Focused on quality vs. quantity of leads
- Focused on the exclusivity of each lead delivered
- Focused on new audiences of active shoppers
- Focused on daily monitoring for peak performance
- Focused on building the relationship through transparency and increasing online enrollments trusted authority .
- 12. It sure is crowded in here!! Can anyone see me? University Website
- 13. Step 1 Goal: Making Introductions
- People are shopping for online programs
- How are we making the introduction to your school?
- 14. Project/Process Workflow Online Division Programs Prospects Hobson's Team Services Your site Client Relationship Manager Online Media Buyer Analyst Developer Visual Designer Project Manager Copywriter www.school.edu Prospect Microsite Creative Design Media Buying Search Engine Marketing Online Directories Reporting Services 45% of all online advertising
- 15. Microsite for Prospects
- http://www.utoledoonline.net
- 16. E-mail and Daily Files Able to place these inquires directly into your prospect database and CRM
- 17. How are people finding it? * * *
- 18. Digital Media Buying
- Search Engine Marketing (SEM)
- Display Advertising
- Retargeting
- E-mail marketing
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- 20. Display Advertising
- 21. Re-Targeting Non-Converters
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- SEM Keyword Campaign
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- 61 keywords constantly monitored and tuned.
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- Average position: 4.7
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- 76,000 impressions, 462 clicks and 18 inquires
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- Hobsons pays Google $2.37 per click or $54.00 an inquiry
- 23. Service Overview
- Extends your prospective student website at the program level
- Engages prospective students with microsites designed for conversion
- Carefully researches and selects web directories
- Optimizes your search engine marketing
- Handles your media placement through display and retargeting campaigns
- Delivers to you real-time exclusive inquiries
- 24. Quoting Process
- Determine the number of programs we are managing
- Determine the enrollment goals and lead volumes needed based on conversion rates
- Research supply and demand of your online programs
- Generate program-level keywords
- Keyword expansion - further carve out 5-6 keywords (long tail search)
- Enter keyword info and impressions into a spreadsheet and determine estimated CPL and overhead
- Quote