Download - How Do You Stack Up?
![Page 1: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/1.jpg)
How Do You Stack Up?Mystery Shopper Results of Lead Communication Plans for Online/Blended Programs
![Page 2: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/2.jpg)
Pat McGrawDirector, Consulting [email protected]
Hannah WilkeySenior Market Research [email protected]
WELCOMEChris McNameeVice President, [email protected]
![Page 3: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/3.jpg)
3
![Page 4: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/4.jpg)
Methodology
7,758 Colleges & Universities from IPEDS
Private, Non-profit, 4+ years
Approximately 900
• Focus on Graduate/ Online MBA
• Home Page .edu• Program Page .edu• Completed form
![Page 5: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/5.jpg)
5
Ease of finding RFI form on site
Evaluation Criteria
Ease of completing the form
Automatic form reply email
Thank you page
Process To Become A Lead:
![Page 6: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/6.jpg)
6
Evaluation Criteria
Appropriate timing for follow up comms.
Use of appropriate communication channels
Appropriate content in follow up comms.
Clear CTA that sets expectations of what’s next
Communication Plan:
![Page 7: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/7.jpg)
7
KEY FINDINGS
![Page 8: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/8.jpg)
8
1 – doesn’t exist; 7; 16%
2 – hard to find from home page; 4; 9%
3 – hard to find from program page; 5; 11%
4 – can find it but be-low the fold/must
scroll a lot; 5; 11%
5 – clearly visible when interacting with all content; 24; 53%
EASE OF FINDING THE REQUEST INFORMATION FORM ON THE .EDU
![Page 9: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/9.jpg)
9
![Page 10: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/10.jpg)
10
![Page 11: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/11.jpg)
11
1 - Form did not exist, 7, 15%
2 - More than 5 fields all required, 19, 41%
3 - More than 5 fields only basic information
required, 12, 26%
5 - Less than 5 fields with errors to show
when you successfully completed or errors, 8,
17%
EASE OF FILLING OUT THE FORM
![Page 12: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/12.jpg)
12
Form Fields
![Page 13: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/13.jpg)
13
Mobile Experience
![Page 14: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/14.jpg)
14
1 – No thank you page; 11; 22%
2 – Thank you page with no relevant con-
tent; 17; 35%
3 – Thank you page with minimal content or a lot of irrelevant content and no clear next steps; 10; 20%
4 – Thank you page with digestible con-tent about specific program OR next
steps; 10; 20%
5 - Thank you page with specific digestible program content, next
steps expectations clearly set, and material they can view in the mean-
time; 1; 2%
THANK YOU PAGE
![Page 15: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/15.jpg)
15
![Page 16: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/16.jpg)
16
1 – No reply no con-firmation of sub-mission; 23; 47%
2 – Confirmation of submission no note of program or next steps confirmation did not occur au-tomatically; 10;
20%
3 – Automatic con-firmation of sub-
mission, no call out on program or next
steps; 10; 20%
4 – Automatic confirmation with callout of program and or next
steps or other resources; 6; 12%
AUTOMATIC FORM REPLY EMAIL5 – Automatic confirmation with confirmation of program of interest AND next steps AND things they can checkout while they wait, 0, 0%
![Page 17: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/17.jpg)
17
Auto-reply Email
Subject Line
From Name
Reply-To
Personalized Content
![Page 18: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/18.jpg)
18
1 – No Follow up Communication (email
nor phone for 2 weeks); 17; 35%
2 – Email only follow up – 1 email within 2 weeks; 10; 20%
3 – email and phone call – 1 touch base within 2
weeks ; 6; 12%
4 – more than 1 email and or phone call within 2 weeks without reply/response from us ; 10;
20%
5- First follow up within 24 hours, and then more than 1 additional
email or phone call within 2 weeks; 6; 12%
APPROPRIATE TIMING OF FOLLOW UP COMMUNICATION
![Page 19: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/19.jpg)
19
1 – No Follow up Com-munication no channels
used; 16; 33%
2 – only one channel follow up very minimal ; 15; 31%
3 - use multiple channels not frequently, 12, 24%
5-use multiple channels and seem to build on each other. Content
length and topics are appropriate for channel; 4; 8%
4 use multiple channels but they
don’t seems to build on each other , 2, 4%
USE OF APPROPRIATE AND EFFECTIVE CHANNELS
![Page 20: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/20.jpg)
20
1 – No Follow up Com-munication no channels
used; 16; 33%
2 – content not specific to degree chosen nor state of your process (ex: lead vs engaged lead vs app vs app
in progress etc) ; 19; 39%
3 - content degree specific and appropri-ate to stage, builds on previous content; 8;
16%
4 - content degree spe-cific and appropriate to stage, builds on previ-ous content, written in digestible format (ex: bullets, clear subject
line and to line) ; 5; 10%
5- content degree specific and ap-propriate to stage, builds on previ-ous content, written in digestible
format (ex: bullets, clear subject line and to line), clear CTA and next
steps; 1; 2%
APPROPRIATE CONTENT IN FOLLOW-UP COMMUNICATION
![Page 21: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/21.jpg)
21
1 – No Follow up com-munication; 17; 35%
2 - No CTA - Long List of Info, 3, 6%
3 - CTA but Onus is on Student to contact School,
28, 57%
5 - Clear, engaging CTA with onus on school for next step, engaging/relevant
content, 1, 2%
CLEAR CTA IN COMMUNICATION THAT EXPLAINS WHAT TO DO NEXT
![Page 22: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/22.jpg)
22
Many schools have a form that can easily be found, but it is often full of irrelevant information and then they do not follow up well once the information is provided.
Key Findings
![Page 23: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/23.jpg)
23
BEST PRACTICES &RECOMMENDATIONS
![Page 24: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/24.jpg)
24
Easy to Find RFI form
Best Practices
Simple for that is easily filled out from any deviceImmediate Confirmation your information was receivedAutomatic redirection to a Thank you page that calls out next steps
Process To Become A Lead:
![Page 25: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/25.jpg)
25
Best Practices
Appropriate timing for follow up comms.
Use of appropriate communication channels
Appropriate content in follow up comms.
Clear CTA that sets expectations of what’s next
Communication Plan:
![Page 26: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/26.jpg)
Pat McGrawDirector, Consulting [email protected]
Hannah WilkeySenior Market Research [email protected]
Chris McNameeVice President, [email protected]
Questions?
![Page 27: How Do You Stack Up?](https://reader035.vdocument.in/reader035/viewer/2022062503/587f48a01a28ab43318b6bef/html5/thumbnails/27.jpg)
WWW/EMSINFOVISIT http://
emsinfo.hobsons.com/mystery-shopper-study
• Fill out the form to be included in the second round of the study.
• Receive a report of your institution’s results.
Exclusive OfferW
EBIN
AR A
TTEN
DEES