Shifting Mindset: Understanding and Marketing to Today’s Graduate
StudentsPresented by Marcus Hanscom
Associate Director of Graduate Enrollment & MarketingUniversity of New Haven
Evaluation Keyword: mhanscom2014 CALEM, All Rights Reserved.1
About the University of New Haven
• Private, nonprofit university in West Haven, CT
• 4,900 undergraduate students
• 1,700 graduate students• Centralized graduate
admissions
2014 CALEM, All Rights Reserved.2
This session
• The Marketplace• Graduate audiences & their
needs• Lead generation &
cultivation• Tracking and measuring
your effectiveness
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The Marketplace
2014 CALEM, All Rights Reserved.
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Master’s Degree Trends
2014 CALEM, All Rights Reserved.
Data Source: National Center for Education Statisticshttp://nces.ed.gov/programs/projections/projections2021/tables/table_34.asp
1996–97
1997–98
1998–99
1999–2000
2000–01
2001–02
2002–03
2003–04
2004–05
2005–06
2006–07
2007–08
2008–09
2009–10
2010–11
2011–12
2012–13
2013–14
2014–15
2015–16
2016–17
2017–18
2018–19
2019–20
2020–21
2021–220
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
1,000,000
Total Men Women
Actual Projected
+20%2014-2021
+12%2014-2021
+17%2014-2021
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Trickle Effect: High School Graduates
2014 CALEM, All Rights Reserved.
Source: National Center for Education Statisticshttp://nces.ed.gov/programs/projections/projections2021/figures/figure_08.asp
Campuses need to adapt
• Shift the culture• Allocate resources• Invest in the “product”• Enhance services for adults• Invest in expertise
2014 CALEM, All Rights Reserved. 7
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Graduate Audiences & Their Needs
Are you poised to serve graduate and adult learners effectively?
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Buying Decisions
2014 CALEM, All Rights Reserved.
Traditional Undergraduates
Adult Undergraduates or
Non-Degree Seeking
Graduate Students (Traditional)
Graduate Students (Working)
• “Rite of passage”
• B.A/B.S. mostly necessary to enter job force
• Program & Quality
• Campus Experience
• Location• Costs• Extracurriculars• Athletics• Mobile
• Necessary to advance
• Proximity to work/home
• Cost• Scheduling• Flexibility• Are generally
local or online
• Largely discretionary
• Program quality & faculty
• Job Outcomes• Campus
Location• Scholarships,
Work Opp’s• Costs• Generally mobile
• Largely discretionary for advancement
• Some career changers
• Program quality & faculty
• Proximity to work/home
• Flexibility• Scheduling• Costs/Financing• Generally local
or online
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Why this gets complicated…
Audiences• Traditional
undergraduates• Young Professionals• Upper Level
Professionals• Adults seeking
personal enrichment• Veterans• International Students• …and more
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Balancing Act
How is your marketing addressing these
competing priorities?
How is your campus supporting adults with
these competing priorities?
2014 CALEM, All Rights Reserved.
Forbes.com
Marketing Goals
• Program specific vs. institutional goals
• How will your goal be measured?– Gross revenue?– Increase targeted student
populations?– Increase quality?
• Use three-year historical data for predictive modeling/goal basis
Know your own
• Assess the demographics and needs of your prospective and current students– Age, gender, previous major…
• In an ideal world, assess by program– Easier for decentralized
admissions
A Case Study: M.S.Ed.
Age 18-24 25-34 35-44 45-54 55-64 65+0
50
100
150
200
250
300
350
400
M.S. Education Applicants by Age and Gender
MaleFemale
A Case Study: M.S.Ed.
Referral Source n % of nFair/Expo/Tour 15 1.6%Internet 169 18%UNH Mailing/Email 6 0.6%Newspaper Ad 3 0.3%Other 142 15%Print/Web Directory 16 1.7%Word of Mouth 506 55%Empty 63 6.8%Totals 920
M.S. Education Applicants by Referral Source and Gender
Gender % of n nFemale 71% 653Male 29% 267Total --- 920
Assignment #1
• Conduct a program demographic assessment– Age/Gender– Location (In/Out of State,
International)– Referral Source– Previous Major– …and others
• Engage faculty with the final result
Lead generation & cultivation
If you build it, they will come. Sort-of.
Selecting Channels
• Know your target audience• Ask for demographic data of users utilizing
specific media (For which targeting is limited)• Select primary channels based on goals• Integration is critical• Deliver relevant content through the correct
channels with regular frequency
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Where are prospective graduate students?
2014 CALEM, All Rights Reserved.
Traditional bachelor’s graduates
Working Adults Special Populations
• Your website• Google Advertising• Directory sites (ie.
GradSchools.com, Petersons, Graduate Guide, CollegeXpress)
• SM: Facebook, Twitter, Pinterest
• Graduate Fairs (Still valuable?)
• Your website• Google Advertising• SM: Largely LinkedIn,
some Twitter• Directory sites (SEO)• Corporate fairs (limited)• Online news sites• Newspapers (Selective)• Trains, buses, cars –
your local highway
• Your website• Google Advertising• SM: Varies• Specialty magazines (ie.
for vets)• Directory sites (SEO)• Audience-specific
recruitment events
Key Elements
• Your budget for generating leads
• Customized tactics by program
• Who is responsible?• What role do faculty
members play? Administrators?
Building Awareness (Print)
• Targeted mailings to search lists– Standardized tests,
corporate lists, others
• GIS-targeted mailings• Newspaper/magazine
advertising• Billboards• Printed Directories
Assignment #2
• Set up unique source landing pages on your website for print sources not already tracked– Create vanity urls (ie.
www.newhaven.edu/ctpost) for print advertising
– Use QR codes on mailings and advertisements with a unique landing page
Tips for Mailings
• Ask yourself, “If I received this in the mail…– Do I care about it and why?”– Can I get a good sense of ‘the sell?’”– Is there a way to contact someone
about it?”
• Concise pieces – postcards, bi-/tri-folds, short brochures with relevant graphics
• Variable data printing (VDP) and intelligent barcode technology
Building Awareness (In Person)
• Graduate Fairs– Track leads from all fairs
• Corporate Events– Fairs, Business After Hours,
dedicated visits
• On-Campus Events– Open Houses, Information
Sessions– Faculty-led seminars or
workshops
Building Awareness (Electronic)
• University Website• Directory Sites • Social Media (Facebook, Twitter,
LinkedIn, FourSquare, Pinterest) – Organic and paid
• Google/search engines (Paid search, display, and retargeting)
• Blogs• News websites (Organic PR and paid
ads)• Webinars• …others?
Assignment #3
• Do a lead generation audit– List all current lead sources
and costs– Identify financial goals: spend
more or less?– Are you doing some things
because “that is what we always do?”
– How many students are applying or enrolling from each source?
Engaging your prospects
Using technology to stay off the sidelines
Keys to Success
• Communication Plan (Automated)
• Relevant Messaging• Integrated, cross-channel
messaging• Regular social media
participation• Personalization whenever
and wherever possible• Track everything you can
Electronic Tools
• CRM, CRM, CRM• Our own websites &
integrated tools• Directory Sites• Social Media• Google Tools (AdWords,
Retargeting, Analytics)
Your CRM
• Automation is your friend, not your enemy
• Leverage opportunities for communication plans, call management
• Take advantage of automated reporting & dashboards
• As appropriate, customize to allow more specific tracking options
Relevant Messaging
• Students want personalization• Avoid fluff• Provide program information as
soon as possible• Clear, succinct, “What’s in it for me?”
communications• Consider appealing to emotional
needs
Initial Email Communication Interaction Rates
General 4% Program-Specific 20%
Thoughts on Email
• 48% of emails are opened on mobile devices (Hubspot.com)
• 69% of mobile users delete emails not optimized for mobile (HS)
• 33% of recipients open email based on the subject alone (Salesforce)
• Subject lines with <10 characters had a 58% open rate (SF)
Tips for emails in your CRM
• HTML designs not always best– Keep in mind personalization,
smart phones– Perception of your message
• Short, meaningful content• “Sign” with a person instead
of your office
Assignment #4
• Design an email optimized for mobile:– Single column layout– Best practice: 22px headline,
14px body font (SF)– For images, use max-width 80-
100% tags, not pixels– Avoid heavy text– Use a call to action with larger
links or buttons• Test on multiple mobile devices
from different manufacturers
Assignment #5
• Create an automated, plain text email from you in your CRM– Various functions: Welcome,
thank you, congrats
• After Completion– Compare results with your
HTML messages• Read Rate• Interaction Rate• Response Rate
Plain Text Email Results
• Plain-text counselor email:– Avg. open rate: 51%– Avg. replied: 6%
• Plain-text education advisor email:– Avg. open rate: 55.35%– Avg. replied: 6.4%
Your Website
• Are all student questions answered?
• How big of a shovel do I need?• Not just a problem “for the
marketing department”• Integration with SM• Succinct, clear messaging• Consider utilizing live chat
– Internal software license or third party provider like JetSpring
Assignment #6
• Do a website audit for your area– Can you identify top questions
you are asked and easily identify answers on your site?
– How readily can students get their answers?
– Focus your phone calls on students who need more in-depth information and support
Directory Sites
• Content– Why you?– Catalog copy or marketing
copy?
• “More info” links– Lead to your webpage? A
form? Landing pages?– Are they tracked?
• Clarify calls to action• Paid vs. unpaid listings
Assignment #7
• Complete a “directory listing audit”– What sites are you featured
on?– Does your listing answer the
right questions?– Where are students being
directed?– Who is responsible for updating
content?
Where are you sending prospective students?
• Generic page on your site?• An inquiry form?• A specific landing page for
just the leads from a particular source?
• A specific inquiry form?
Assignment #8
• Audit your inquiry form(s)– Are you asking the right
questions?– What questions are
necessary?
• Check accessibility on mobile• After Completion
– SHORTEN your inquiry form as much as possible
Assignment #9
• Create a landing page on your website or with your CRM to collect leads from online sources– Page content must reflect the
content of your ad or listing– Do not send students to a generic
page
• After Completion– Evaluate analytics for the page;
evaluate tracked leads if available
Social Media
• What is your voice?• Echo your brand, mission• Communicating should
reflect your service, campus experience
• What is your brand message?
Types of Content (According to MH)
• Direct self promotion– Events, admissions
information, grad fair attendance
• Indirect self promotion– University, faculty, or student
news; alumni success; event photos
• “Altruistic” self promotion– Grad school, financial aid tips;
job postings
Content “Leeching”
Finding Content
• Alerts and searches for content– Google Alerts– Create searches on Twitter
related to programs, industry, your institution, and more
• Check your Facebook news feed and your followers’ pages
• Be open to creativity• Enlist student help
Assignment #10
• Create a Google Alert for relevant institution or program information– Use your “institution name” to get
exact search results– Can set up alerts to be as updates
happen, daily, or weekly
• Set up a saved search on #Twitter for program information– Search for existing hashtags that
have regular usage including regular “digests”
Social Media Advertising
• Demographic targeting• Cost effective, CPM or CPC
models• Mobile optimized• Newsfeed vs. sidebar ads• Available primarily for
Facebook, Twitter, and LinkedIn
• Be mindful of audience
Relevant Google Tools
• Google AdWords– Demographic targeted
advertising within search
• Google Display– Display ads within a network of
segmented sites
• Google Retargeting– Display ads targeted based on
previous site visit
Retargeting
Measuring and utilizing results
They came, we talked, but I have no idea what happened!
Measuring Results
• CRM System Results– Email Results (Open rate,
interactions)– Personalized portal results
• Source Coding (Referrals)– Create definitions/guide
• Program form/landing page results & funnel status
• Google Analytics (or other software)
Google Analytics
• Great for assessing website effectiveness
• Learn what content works• Determine how students get to
your content and which content is generating the most leads
• Be mindful of where you are sending students– If sending to external sites, can
affect your Analytics efforts
Campaign Tracking
• Google URL Builder– Other tools are available– Ease of use for beginners and
advanced users
• Use for web ads, landing pages, social media links, blog posts, etc.
URL Builder
Campaign Tracking Results
Assignment #11
• Use the URL builder to create a tracking URL– Try it with a social media ad or email– Assess the results in GA after two weeks;
a month; two months
• Advanced option: create two ads that link to two different pages on your website– Use two separate unique tracking URL’s– Evaluate which pages/ads have better
results• Bounce rate, time on site, pages per
visit, etc.
Tips on Tracking
• Minimize options on how students get to your site– Tracking does little good if you
have too much to track
• Use vanity URL’s for ease of use or hidden tracking URL’s
• Use short inquiry forms if directing students there first
• All tracking involves a grain of salt
Utilizing Results
• Allocation of financial and human resources
• Development of new channels/expansion of current ones
• Strategic advertising timing• Strategic planning for
links/awareness• Restructure/rewrite existing
content
The “Informed” ROI Process
Assess Incoming/Current Students
Lead Generation
Funnel Management/Marke
ting/Recruitment
Tracking
A Starting ROI Argument
• Avg. Rev/Student x # enrolled from source = Estimated Total Revenue/Source– Can simplify numbers by funnel
status– Determine the “value” of a
given inquiryor applicant
• Compare revenue to annual spend per source– Is your return worth the
investment?
ROI Example
Directory Listing• Avg. Total Revenue/student
= $20,000• Students enrolled = 10• Total revenue from source=
$200,000• Annual Directory spend:
$33,000• ROI: 506%
**Remember this is using a gross revenue figure.
College Fairs• Avg. Total
Revenue/student = $20,000
• Students enrolled = 2• Total revenue from
source= $40,000• Annual Travel Spend:
$30,000• ROI: 33%
Assignment #11
• Assign revenue to lead sources and determine estimated ROI– Gross revenue is a start– Determine average
revenue/student• Can be most helpful at
program level– Can compare to other sources
by percentage return on the dollar
Final Thoughts
• None of this happens overnight
• Need commitment of human (and in some cases, financial) resources
• Involve faculty if not already doing so
• Be adaptable
Thank you.Questions?
Evaluation Keyword: mhanscom
Marcus [email protected]
203.932.7277Twitter: @MarcusHanscom
Resources
• Hubspot:– http://
blog.hubspot.com/marketing/optimize-email-mobile-list
• Salesforce:– http://
blogs.salesforce.com/company/2013/07/email-marketing-stats.html