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

Email

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

Email

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

Email

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