em and marketing nexus nscec
TRANSCRIPT
Enrollment Management & Marketing NexusPresented by Dr. Jim Black, President & CEO of SEM Works
‣ Market Intelligence
‣ Focusing Efforts
‣ Institutional Promise
‣ Institutional Branding
Market Intelligence
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Enrollment Goal Setting
Institutional
Population
Division
Recruiter
Academic Profile
Demographic Trends
Enrollment Trend Data
Net Revenue Competitor Trends
Economic Trends
Enrollment Growth
Business and Industry
External Forces
Institutional Capacity
Business Intelligence
Institutional Aspirations
Enrollment Goals
Educational Consumers
Government
Enrollment Projections
Faculty Load and
Availability
Course Demand Analysis
In-Class, Online, Hybrid
Mix
Space Utilization
Community
Student Diversity
A Strategic Performance Management System
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A Strategic Performance Management System
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A Strategic Performance Management System
Strategic Performance Dashboards
Measuring Marketing Efforts‣ Assess awareness and familiarity
‣ Compare image perceptions with desired image
‣ Measure open rates
‣ Measure click throughs
‣ Measure viral activity
‣ Measure the “call to action” response for each communication
‣ Compare the invest of resources (time and money) with return on the investment (ROI)
Focusing Efforts
Distribution Channels
6%
22%
22%9%3%
5%3%
2%1%
15%
10% 1%
Web Web Portal Email PrintMicrosites Facebook Twitter Text MessagingAuto Calls Phone Web Chat Blogs
Decision Influencers
1
2
3
4
5
0% 20% 40% 60% 80% 100%
Mea
n In
fluen
ce
Usage
College viewbooks
Program brochures
Course catalogs
Alumni mailings
Institution websites
Current students or graduates
Parents or family members
Friends
Formal campus tours
Campus open houses
Informal campus visits
College visit to high school
High school college nights
Regional college fairs
Telephone call from admission officers
Email from admission officers
Mail from admission officers
Web portals
College search guides
U.S. News & World Report rankings
High school guidance counsellors
High school teachers
High school coaches
Professors
College coaches
(Line of best fit)
CdeiciiiiC
Source: Academica Group
0 20 40 60 80
Institution Reputation
Program Reputation
Quality of Faculty
UG Research
Accreditted
1
2
3
Academic Factors
CdeiciiiiC
Source: Academica Group
Opportunity Factors
0 10 20 30 40 50
Co-ops/ Internships
Leadership
Grad Jobs
Grad School
International Exchange
1
2
3
CdeiciiiiC
Source: Academica Group
Affordability Factors
0 10 20 30 40 50
Need-based Aid
Merit-based Aid
Cost of Tuition
Part-time Jobs
1
2
3
CdeiciiiiC
Source: Academica Group
Campus Factors
0 50
Clubs/ Social Activities
Varsity Teams
Student Experience
Attractive Campus
Campus Housing
Recreation
History/ Tradition
1
2
3
CdeiciiiiC
Source: Academica Group
Nurturing Factors
0 20 40 60 80
Class Size
Faculty/Student Interaction
Small Size
Campus Safety
Surroundings
Personal Attention
1
2
3
Awareness Building and Lead Generation
Interest Cultivation
Enrollment Conversion
Broadcast CustomizedSegmented
The Student Lifecycle Model
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The Student Lifecycle Model
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Dual Enrollment Students
High School Graduates Transfers
Adult Learners Online Learners
Stop Outs Continuing Students
By Student Type Career-driven
University Transfer Professional Development
Personal Enrichment
By Educational Objective
Parents of High School Students Employers of Adult Learners
By Influencer
High Demand/Unused Capacity Moderate Demand/Unused Capacity
Low Demand/Unused Capacity Demand Exceeds Capacity
By Program
• Project manager/ analyst • Content developer • Graphic/web designer • Multimedia/social media coordinator • Technical support/ data manager
CRM Model
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Example text
High School Students
Transfer Students
Graduate Students
Adult Learners
CE Students
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International Students
Product Positioning Lifecycle
Decline Growth Introduction Concept Maturation
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Program Innovation Matrix
Low Risk Moderate Risk
Moderate Risk
Moderate Risk
High Risk
Strategic Market Entry‣ Identify niche opportunities
‣ Provide a solution to a problem
‣ Define and address learner needs
‣ Create value-added partnerships
‣ Leverage institutional relationships
Price Positioning
0
5000
10000
15000
20000
0 7500 15000 22500 30000
Institution Competitor 1 Competitor 2
Cost
Worth In-State/Province
In-State/Province
Out-of-State/Province
Out-of-State/Province
Out-of-State/Province
International
International
Institutional Promise
Sample Institutional Promise
Inspire success and self-reliance
Service PhilosophyEvery encounter with a student is a teachable moment to inspire success and self-reliance.
Understanding the Promise
Do you know what I expect of you?
Define the Promise‣ Based on the institution’s
personality
‣ Value-focused
‣ Relevant to employees
‣ Relevant to students
‣ Malleable by unit and individual
‣ Clarify defined expectations and limits
Living the Promise
Employees become institutional trust
agents.
Build trust by...‣ Providing accurate information
‣ Demonstrating competency
‣ Displaying empathy
‣ Delivering on promises
‣ Treating students as individuals
‣ Listening
‣ Adding value to their experience
Operationalizing the Promise
‣ Personify the promise through services, business transactions, information delivery, human interactions, and learning experiences
‣ Identification and eradication of service gaps
‣ Embedded in the culture--the institution’s DNA
‣ A covenant between the institution and its students
Delivering on the Promise
Institutional Promise
Student Experience
Employee Experience
Moments of Truth
Institutional Experience
Institutional Loyalty
Conveying the Promise
‣ Clarifying and frequently articulating the promise
‣ Managing expectations
‣ Promoting successes
‣ Building loyalty
Student Loyalty
‣ Market share
‣ Mind share
Pathway Promises
‣ Further education
‣ Employment
‣ Career advancement
‣ Opportunities to learn
Jobs
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The “Who” The “What” The “How”
A Promise Construct
Student Segments
Sample Criteria for Determining High-Value Student Segments
Persona Profile
Persona Profile
Institutional Promise
Unleashing Potential
Promise Messages by Student Segment
Promise by Student Segment
Promise from the Perspective of Employees
Integrated Promise Delivery
One-stop
Services No-stop Services
Any-stop Services Co-location &
integration ofservices
Two clicksto truth
KnowledgeManagement
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Institutional Branding
Information
Sharing
Communication
Collaboration
Fusion
Integration
Natural Tensions
Academic Culture EM/Marketing Objectives
Autonomous Common good
Discipline-focused Whole is greater than the parts
Unit-oriented Integration
Academic freedom Speaking with one voice
Cognitive dissonance Buy-in
1
2
3
5
4 6
FROM TO
Constituent
Needs
Brand
Attributes
Brand
Positioning
Differentiation
Relevant
Communication
Market Segmentation
The Power
of ONE Brand
Confusion
Brand
Affinity
Constituent Needs‣ Who do you serve?
‣ What are their learner needs?
‣ What are their educational objectives?
‣ When, where, and how can you best meet their needs?
Tailor the message to the market segment.
CdeiciiiiC
• Commodity – Affordability
– Convenience
– Proximity
– Flexible learning options
• Nurturing – Focus on student success
– Faculty/student interaction
– Personal attention – Safe environment
• Outcome – Job placement
– University acceptance – Industry connections
Source: Academica Group, 2010
Reputation for Student Experience
Rep
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ion
for A
cade
mic
Qua
lity
HIGHLOW
HIGH
LOW
ELITEOUTCOME
COMMODITY
NURTURING
CAMPUS
Brand Attributes
Brand Positioning
Brand Positioning
Differentation‣ Primary message = brand platform
‣ Secondary messages = brand relevance
‣ Supporting evidence = credibility
‣ The value proposition = differentation
Communications RelevanceProduct Place
Promotion Price
Value Proposition
Description of academic program
benefits and outcomes
Description of how, when, and where you
meet the learning needs of students
Description of your approach to
communicating value to those you serve
Description of your price position on an
educational consumer’s value map
Communications Relevance
Product
Place
Promotion
Price
Solution
Access
Information
Value
Market
Intelligence Distribution
Strategy
Communication
by
Target Market
Product
PositioningPrice Positioning
Institutional
Promise
Institu
tiona
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