different for a reason: executing on purposeful uniqueness
TRANSCRIPT
DIFFERENT FOR A REASON:EXECUTING ON PURPOSEFUL UNIQUENESS
TODD GIBBY KARI KOVAR
CEOIntelliworks
Regional DirectorDATAMARK
“I believe that every person has uniqueness -I believe that every person has uniqueness something that nobody else has.”
- Michael Schenker
“Feeling unique is no indication of uniqueness.”
D C l d- Doug Coupland
EXECUTING ON PURPOSEFUL UNIQUENESSEXECUTING ON PURPOSEFUL UNIQUENESS
THE PERILS OF NEGLECTWAVE YOUR MAGIC WANDGRANT ONLY ONE WISHGRANT ONLY ONE WISH
MANAGING THE STUDENT LIFECYCLEMANAGING THE STUDENT LIFECYCLE
AAwarenessInquiryFollow UpEngagementQualificationApplicationpp
EnrollmentRetention
Admissions
Retention
CompletionCompletion
THE FOUR �“WHY�’S�”
Growth
Intelligence
Quality Efficiency
THE PERILS OF NEGLECT�—THE TOP OF THE FUNNELTHE PERILS OF NEGLECT THE TOP OF THE FUNNEL
AAwarenessInquiryFollow UpEngagementQualificationApplicationpp
EnrollmentRetention
Admissions
Retention
CompletionCompletion
THE PERILS OF NEGLECT�—THE TOP OF THE FUNNELTHE TOP OF THE FUNNEL
THE PERILS OF NEGLECT�—THE TOP OF THE FUNNELTHE PERILS OF NEGLECT THE TOP OF THE FUNNEL
�“Those who did not complete areThose who did not complete aremore likely than those whocompleted college to haveselected their school based onconvenience rather than
d i �”academics.�”
If you�’re promoting convenience,what are you doing to ensureretention?
Source: �“With their Whole Lives Ahead of them�”,A Public Agenda Report for THE Bill & Melinda Gates Foundation December 2009A Public Agenda Report for THE Bill & Melinda Gates Foundation, December 2009
THE PERILS OF NEGLECT�—THE MIDDLE OF THE FUNNELTHE PERILS OF NEGLECT THE MIDDLE OF THE FUNNEL
AAwarenessInquiryFollow UpEngagementQualificationApplicationpp
EnrollmentRetention
Admissions
Retention
CompletionCompletion
The perils of neglect: middle of theTHE PERILS OF NEGLECT�—THE MIDDLE OF THE FUNNEL
funnelTHE MIDDLE OF THE FUNNEL
THE PERILS OF NEGLECT�—THE MIDDLE OF THE FUNNEL
Source: Stamats Adult Students Talk 2008
THE PERILS OF NEGLECT�—THE MIDDLE OF THE FUNNEL
Why Pursue Additional Education?
• 87% desire personal enrichment
• 83% want to increase their income
• 65% want to improve their job satisfactionp j
• 63% want to prove they can do it
• 61% hope to advance within their current job or career
• 60% are considering changing their careers• 60% are considering changing their careers
• 57% have always enjoyed education
• 51% want to be a role model for their family
• 45% need to due to personal circumstances/major lifechanges
Source: Stamats Adult Students Talk 2009
THE PERILS OF NEGLECT THE MIDDLE OF THE FUNNELTHE PERILS OF NEGLECT�—THE MIDDLE OF THE FUNNEL
6%
2%
28%
Career Advancement
Earn More Money
l h
Student Motivations
52%Personal Enrichment
Change Careers
Other
12%
Source: Intelliworks Linkedin Poll, October 2009 (n = 355)
THE PERILS OF NEGLECT�—THE MIDDLE OF THE FUNNEL
15%18%
I d E i /S l
How Institutions Prove ROI
20%6%
Increased Earnings/Salary
Improved Job Placement
Reached Personal Goals
Advanced to Higher Degree
33%
Do Not Track
Source: Intelliworks Linkedin Poll, October 2009 (n = 355)
THE PERILS OF NEGLECT�—THE BOTTOM OF THE FUNNEL
AAwareness
Inquiry
Follow Up
Engagement
Qualification
Application
Enrollment
Retention
Admissions
CompletionCompletion
THE PERILS OF NEGLECT�—THE PERILS OF NEGLECT�—THE BOTTOM OF THE FUNNEL
THE PERILS OF NEGLECT THE BOTTOM OF THE FUNNELTHE PERILS OF NEGLECT�—THE BOTTOM OF THE FUNNEL
DropoutsNo scholarship or financial aid
Scholarship or financial aid
GraduatesNo scholarship or financial aid
Scholarship or financial aid
31%43%
57%69%
57%
Source: �“With their Whole Lives Ahead of them�”,A Public Agenda Report for The Bill & Melinda Gates Foundation December 2009A Public Agenda Report for The Bill & Melinda Gates Foundation, December 2009
EXECUTING ON PURPOSEFUL UNIQUENESSEXECUTING ON PURPOSEFUL UNIQUENESS
THE PERILS OF NEGLECTWAVE YOUR MAGIC WANDGRANT ONLY ONE WISHGRANT ONLY ONE WISH
WAVE YOURWAND�—TOP OF THE FUNNELWAVE YOURWAND TOP OF THE FUNNEL
AAwarenessInquiryFollow UpEngagementQualificationApplicationpp
EnrollmentRetention
Admissions
Retention
CompletionCompletion
WAVE YOURWAND�—TOP THE TOP OF THE FUNNELWAVE YOURWAND TOP THE TOP OF THE FUNNEL
WAVE YOURWAND�—PREDICTIVE MODELING
WAVE YOURWAND�—LEADSCORINGWAVE YOURWAND LEADSCORING
LeadScoring
SegmentLeads Enrollments Starts
% of Total Count % of Total Count % of TotalSegment
Leads Enrollments Starts
% of Total Count % of Total Count % of TotalSegment
Leads Enrollments Starts
% of Total Count % of Total Count % of TotalLeadScoringidentified whichleads were morelikely to enroll
20 5.3% 2,461 9.1% 2,018 7.4%
19 5.0% 1,727 6.8% 1,359 5.3%
18 4.9% 1,390 5.5% 1,056 4.2%
17 4.8% 1,106 4.5% 845 3.4%
16 4.8% 1,011 4.1% 786 3.2%
20 5.3% 2,461 9.1% 2,018 7.4%
19 5.0% 1,727 6.8% 1,359 5.3%
18 4.9% 1,390 5.5% 1,056 4.2%
17 4.8% 1,106 4.5% 845 3.4%
16 4.8% 1,011 4.1% 786 3.2%
20 5.3% 2,461 9.1% 2,018 7.4%
19 5.0% 1,727 6.8% 1,359 5.3%
18 4.9% 1,390 5.5% 1,056 4.2%
17 4.8% 1,106 4.5% 845 3.4%
16 4.8% 1,011 4.1% 786 3.2% likely to enrolland start classes
16 4.8% 1,011 4.1% 786 3.2%
15 4.7% 807 3.4% 604 2.5%
14 4.9% 811 3.2% 590 2.3%
13 4.9% 692 2.8% 512 2.0%
12 4.9% 639 2.6% 454 1.8%
16 4.8% 1,011 4.1% 786 3.2%
15 4.7% 807 3.4% 604 2.5%
14 4.9% 811 3.2% 590 2.3%
13 4.9% 692 2.8% 512 2.0%
12 4.9% 639 2.6% 454 1.8%
16 4.8% 1,011 4.1% 786 3.2%
15 4.7% 807 3.4% 604 2.5%
14 4.9% 811 3.2% 590 2.3%
13 4.9% 692 2.8% 512 2.0%
12 4.9% 639 2.6% 454 1.8%
LeadScoringid ifi d
11 4.7% 517 2.1% 354 1.5%
10 5.1% 518 2.0% 378 1.5%
9 4.9% 424 1.7% 311 1.2%
8 5.0% 344 1.3% 233 0.9%
7 5 0% 315 1 2% 224 0 9%
11 4.7% 517 2.1% 354 1.5%
10 5.1% 518 2.0% 378 1.5%
9 4.9% 424 1.7% 311 1.2%
8 5.0% 344 1.3% 233 0.9%
7 5 0% 315 1 2% 224 0 9%
11 4.7% 517 2.1% 354 1.5%
10 5.1% 518 2.0% 378 1.5%
9 4.9% 424 1.7% 311 1.2%
8 5.0% 344 1.3% 233 0.9%
7 5 0% 315 1 2% 224 0 9% identified poorquality leads thathave a very lowprobability of starting
7 5.0% 315 1.2% 224 0.9%
6 4.9% 317 1.3% 208 0.8%
5 5.1% 273 1.0% 182 0.7%
4 5.3% 211 0.8% 141 0.5%
3 5.2% 177 0.7% 124 0.5%
7 5.0% 315 1.2% 224 0.9%
6 4.9% 317 1.3% 208 0.8%
5 5.1% 273 1.0% 182 0.7%
4 5.3% 211 0.8% 141 0.5%
3 5.2% 177 0.7% 124 0.5%
7 5.0% 315 1.2% 224 0.9%
6 4.9% 317 1.3% 208 0.8%
5 5.1% 273 1.0% 182 0.7%
4 5.3% 211 0.8% 141 0.5%
3 5.2% 177 0.7% 124 0.5%probability of startingclasses
2 5.2% 106 0.4% 72 0.3%
1 5.5% 83 0.3% 43 0.2%
Total 100% 13,929 2.7% 10,494 2.0%
2 5.2% 106 0.4% 72 0.3%
1 5.5% 83 0.3% 43 0.2%
Total 100% 13,929 2.7% 10,494 2.0%
2 5.2% 106 0.4% 72 0.3%
1 5.5% 83 0.3% 43 0.2%
Total 100% 13,929 2.7% 10,494 2.0%
WAVE YOURWAND�—MARKETING CHANNELS
CHANNEL CONFLICT?
�• Surveyed one hundred 18 24 year olds regarding theirpreferred communications channels when interacting withcolleges and universities.
�• Opinions varied based on the level of interaction and stage inthe lifecycle.
�• Many prefer multiple options over a single channel.
WAVE YOURWAND�—THE TOP OF THE FUNNEL CONTINUEDWAVE YOURWAND THE TOP OF THE FUNNEL CONTINUED...
Pull PushVS.
PREFERRED COMMUNICATIONS CHANNELS
Q: Would you want to receive information about a college oruniversity via ?y __________________
Yes No
9275 74
96 84
825 26
4 16
92 96 84
Text Message Email Facebook Telephone Postal Mail
Source: Intelliworks LinkedIn Poll, January 2010 (n=100)
EMAIL PREFERRED FOR ADMISSIONS NOTIFICATIONS
Q: Would you want a college or university to contact you viaregarding your admissions status?__________________ g g y
Yes No
4422
79 6442
5678
21 3658
Text Message Email Facebook Telephone Postal Mail
Source: Intelliworks LinkedIn Poll, January 2010 (n=100)
THE TAKEAWAY?
�• Let them find you!
�• 97% of students begin theirsearch online. (Source: Stamats)
h• Invest in search and convertingleads once they hit your Website.
• Once they�’ve found you, engagethem on their turf�…email andsocial media.
• DON�’T SPAM
WAVE YOURWAND�—THE MIDDLE OF THE FUNNELWAVE YOURWAND THE MIDDLE OF THE FUNNEL
AAwarenessInquiryFollow UpEngagementQualificationApplicationpp
EnrollmentRetention
Admissions
Retention
CompletionCompletion
WAVE YOURWAND�—THE MIDDLE OF THE FUNNELWAVE YOURWAND THE MIDDLE OF THE FUNNEL
Follow the 3 C�’s:
�• Coordinated
�• Consistent
C lli�• Compelling
WAVE YOURWAND�—THE MIDDLE OF THE FUNNELWAVE YOURWAND THE MIDDLE OF THE FUNNEL
FIU Business:
�• Info Session Attendance up more than 200% over 3 years
�• Applicants up more than 50% over 3 years
Ad i h 60% 3�• Admits up more than 60% over 3 years
�• Enrolled up nearly 75% over 3 years
WAVE YOURWAND�—THE BOTTOM OF THE FUNNELWAVE YOURWAND THE BOTTOM OF THE FUNNEL
AAwareness
Inquiry
Follow Up
Engagement
Qualification
Application
Enrollment
Retention
Admissions
CompletionCompletion
WAVE YOURWAND�—THE BOTTOM OF THE FUNNELWAVE YOURWAND THE BOTTOM OF THE FUNNEL
10 Keys to Success
1. Know your students
2. Hire good communicators
3. Build �“hoop less�” admissions and financial aid processes
4. Take a proactive approach to student advising
5. Automate routine communications
6. Hire faculty suited to online teaching
7. Set and maintain high standards for student/faculty communication
8 Evaluate evaluate evaluate8. Evaluate, evaluate, evaluate
9. Check your program�’s vital signs regularly
10. Use cross functional teams to develop enhancements andimprovementsimprovements
EXECUTING ON PURPOSEFUL UNIQUENESSEXECUTING ON PURPOSEFUL UNIQUENESS
THE PERILS OF NEGLECTWAVE YOUR MAGIC WANDGRANT ONLY ONE WISHGRANT ONLY ONE WISH
GRANT ONLY ONE WISH�—THE FUNNELS WITHIN THE FUNNELGRANT ONLY ONE WISH THE FUNNELS WITHIN THE FUNNEL
Source: 2008, Noel Levitz
GRANT ONLY ONE WISH�—TYING IT ALL TOGETHER
ONLINE ONLY HYBRID AND GROUND
COST PER INQUIRY $45 $60 $50 $70
COST PER APPLICATION $900 $3 000 $1 000 $3 500COST PER APPLICATION $900 $3,000 $1,000 $3,500
COST PER ENROLL $1,100 $4,000 $1,250 $ 4,250
GRANT ONLY ONE WISH�—STEP BY STEP
• TOP OF FUNNEL: DEVELOP YOUR IN HOUSE LIST VIA OPT IN
• MIDDLE OF FUNNEL: WEB SITE CONVEYS UNIQUENESS
• BOTTOM: REDUCE ONE LAYER OF COMPLEXITY
MEASURE, MEASURE, MEASURE!
�“Th i i f i k f h i�“The precision of naming takes away from the uniquenessof seeing.�”
Pierre Bonnard
THE ENDTHE END.
K i K R i l Didd ibb Kari Kovar, Regional Director
2305 Presidents Circle
Salt Lake City, UT 84120
C 319 538 5389
Todd Gibby, CEO
7315 Wisconsin Ave., Suite 200W
Bethesda, MD 20814
C 240 238 3242 C: 319.538.5389
WWW.DATAMARK.COM
C: 240.238.3242
WWW.INTELLIWORKS.COM