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Enrollment Management
Microclimates Part One:
The Rise of the Microfunnel
Identifying Enrollment Management
Risks and Opportunities
Where Are You in the Magic Quadrant of Enrollment Mgmt Success?
2
Inquiry Follow-up Process
Supportive & Efficient Tech Infrastructure
Relevant&Engaging
Communications
StrongMarketPositioning
Enrollment
Management
Success
Enrollment
Management
Risk
Evaluate Enrollment Process Gaps at Each Stage
of the Decision Lifecycle
Uncontacted:
Stage 1
Contacted:
Stage 2
Contact-
Interest LT:
Stage 3a
Contact-
Interest ST:
Stage3b
Applicant:
Stage 4
• All leads enter at
this stage
• Leads that have
been contacted
by phone or
email but have
not yet
responded.
• Interested but
not eligible to
start in current
year
• Open to being
contacted in
future
• Interested in
next step
• Option to add an
interview stage
• Inquiry about
applying
• Current stage in
Connect
4
Analyze Lead Flow and Pipeline
Effectiveness
Lead to Inquiry
Inquiry to Interview
Interview to App
App tp Enroll
5 | © 2013 Hobsons. All rights reserved worldwide.
Geographic Conversion Analysis
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
140.00%
0
1000
2000
3000
4000
5000
6000
States by Leads, Applicants and Conversion
Prospects Applicants Lead to App %
Tier 1: >10% lead to decision conversion rate: Very Efficient
Tier 2: 5-10% lead to decision conversion rate: Efficient
Tier 3: <5% lead to decision conversion rate: Not Efficient
Unmarked states with significant underperformance in applicant/student volume
were excluded from tiers

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Enrollment Management Microclimates Part One: The Rise of the Microfunnel

  • 1. Private and confidential. For internal use only. Enrollment Management Microclimates Part One: The Rise of the Microfunnel
  • 2. Identifying Enrollment Management Risks and Opportunities Where Are You in the Magic Quadrant of Enrollment Mgmt Success? 2 Inquiry Follow-up Process Supportive & Efficient Tech Infrastructure Relevant&Engaging Communications StrongMarketPositioning Enrollment Management Success Enrollment Management Risk
  • 3. Evaluate Enrollment Process Gaps at Each Stage of the Decision Lifecycle Uncontacted: Stage 1 Contacted: Stage 2 Contact- Interest LT: Stage 3a Contact- Interest ST: Stage3b Applicant: Stage 4 • All leads enter at this stage • Leads that have been contacted by phone or email but have not yet responded. • Interested but not eligible to start in current year • Open to being contacted in future • Interested in next step • Option to add an interview stage • Inquiry about applying • Current stage in Connect
  • 4. 4 Analyze Lead Flow and Pipeline Effectiveness Lead to Inquiry Inquiry to Interview Interview to App App tp Enroll
  • 5. 5 | © 2013 Hobsons. All rights reserved worldwide. Geographic Conversion Analysis 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% 120.00% 140.00% 0 1000 2000 3000 4000 5000 6000 States by Leads, Applicants and Conversion Prospects Applicants Lead to App % Tier 1: >10% lead to decision conversion rate: Very Efficient Tier 2: 5-10% lead to decision conversion rate: Efficient Tier 3: <5% lead to decision conversion rate: Not Efficient Unmarked states with significant underperformance in applicant/student volume were excluded from tiers

Notas do Editor

  1. When we evaluate a client in terms of their ability to be successful from and enrollment management perspective, we look at 4 main areas – we look at their programs and their relative position of strength in the market place, we look at their enrollment management management process( if its effective, efficient and scalable), we look at their infrastrucutre, and relationship marketing best practices.
  2. Establish contact stages to optimize marketign efforts