pacac 2016 seven ways to delight future students
TRANSCRIPT
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Reimagine the Experience 7 Ways to Delight Your Future Students
Brian Wm. Niles | Founder & Chief Evangelist
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Introductions3 Critical Trends
7 Ways to Delight Your StudentsSome Resources
Setting Expectations
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Introductions
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Campuswide CRM for Higher Education Recruitment. Retention. Advancement
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11 Years. Undergraduate & Graduate17 Years. 450 Colleges & UniversitiesAuthor. “Overthrowing Dead Culture”
Husband & Father
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Get You to Think.Help Your Institution Change.Takeaway a Couple of Ideas.
My Goals Today
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Critical Trends3
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Mobile & Social Retention & Success
Authenticity & Experiences
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1Mobile & Social
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Importance and Usage of Your
Institution’s Website
High School Seniors Surveyed in October 2015
Chegg/TargetX Social Admissions Report
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Lots of Room to Improve Mobile
Experience
High School Seniors Surveyed in October 2015
Chegg/TargetX Social Admissions Report
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Oh, look. A Butterfly!
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Get the Fundamentals Right First
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9If a student has a connection with
nine students after being admitted,
they are 93% more likely to enroll.TargetX Schools App, 2015
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Images of Campus (instagram) Frequent News (twitter)
“Real” Experiences (youtube) Live Engagement (periscope)
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Email isStill King Admissions is still a highly
transaction-oriented process that is best handled with email.
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2Retention & Success
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25
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And if they don’t graduate, they have $28k in debt.
And no credential.
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Value of Higher Education “Going Away” to College
Outcomes (ROI)
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3Authenticity & Experiences
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You All Look The Same.
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Just ask a high school Junior or Senior.
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What are you doing to make them care about you?
What are they taking away?
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7 Ways to Delight Your Students
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Delight
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Increased Retention Lower Replacement Costs Increased Positive WOM
Reduced Recruitment Effort
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Enhance the Mobile Experience.1
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Responsive Design is Only Part of the Answer
Optimize for Smaller Screens (buttons, forms, etc.)
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Gen Xers Grew Up Digital Millennials Grew Up Online
Homelands Growing Up Touch
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Gen Xers Grew Up w/Keyboard Millennials Grew Up w/Mouse
Homelands Growing Up w/Fingers
(what’s next?)
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Test Your Site For Yourself
Fill Out Your Online Forms
Receive Your Emails
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Reduce the Roadblocks.2
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You control only one part of the enrollment funnel.
Admit or Deny
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If You Have Too Few Inquiries … check your forms
Application … too many requirements Enrollees … outcomes & value
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If You Have Too Many Inquiries … get focused
Application … (seriously?) Enrollees … check your NTR
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Tell More (Authentic) Stories.3
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Marketing to Millennials 101
Cut out the Hype
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Marketing to Millennials 101 (and their Gen X parents)
Cut out the Hype
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Stories not Stats. People not Programs.
Mike Sexton, Vice President of Enrollment, Santa Clara University
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The most authentic thing about your institution are the people
that go/work there are the stories they “share.”
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Power Tip Change Your Pronouns
(it’s not about you, it’s about them)
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Prioritize the Campus Visit Experience.4
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Recruiting Should Drive Visits Visits Should Cater to the Visitor
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Get The Basics Right
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Basics Step 1 Confirmation. Campus Signage. Visitor Parking. Visitor’s Center.
Clean Bathrooms.
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Basics Step 2 Know the visitor.
Customize the visit. Set the expectations.
Share real stories.
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Basics Step 3 Make it memorable.
Highlight a signature moment. Help them picture themselves there.
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What’s Next? Utilizing Technology Mass Customization
More Ambassador Training
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Close The Deal.5
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Sales Marketing Customers Revenue
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Do you value their enrollment? Did you show them that you do?
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Sales 101 Ask for the sale.
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Pave the Path to Student Success.6
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Recruit the right student.
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The customer is always right.Harry Gordon Selfridge, Sr.
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Share what was learned when you recruited them.
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Build proactive plans (don’t wait until they are failing)
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Reactive Action Plan Examples
Student isn’t attending class. Campus card not being using. Hasn’t registered for next term.
Requesting transcripts.
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Proactive Action Plan Examples
Purchase your books. Meet with your advisor. Sign up for activities.
Are you happy?
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Get Your Team Delighted!7
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Do you have the right people? Are they in the right seats?
Do you know their strengths? Do you know their plans & desires?
Are they having any fun?
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Enhance the Mobile Experience Reduce the Roadblocks
Tell More (Authentic) Stories Prioritize the Campus Visit Experience
Close the Deal Pave the Path to Student Success
Get Your Team Delighted
The 7 Ways
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Some Resources
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Chegg/TargetX Social Admissions Report College Research Council Voice of the Student
Render Experiences “The Rant” Ruffalo Noel Levitz E-Expectation Reports Bob Johnson Consulting Email Newsletter
Strengths Finder 2.0 Fast Company Daily Email Newsletter
How to Raise an Adult (Julie Lithcott-Haims)
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Brian Wm. Niles | @brianwmniles | [email protected]