Innovative marketing and recruitment techniques that work!

1. Putting a Face to Cyberspace
Evolving your recruitment marketing practices
UCPEA Northeast Regional Conference
Ogunquit, ME / 10.28.10
Todd Gibby, CEO, Intelliworks, Inc.
email: todd.gibby@intelliworks.com
twitter: @tgibby
WWW.INTELLIWORKS.COM

2. Noise Discover Educate Engage Enroll Yield Analyze Signal

3. Noise Discover Educate Engage Enroll Yield Analyze Signal

4. Noise Discover Educate Engage Enroll Yield Analyze Signal

5. Noise Discover Educate Engage Enroll Yield Analyze Signal

6. Noise Discover Educate Engage Enroll Yield Analyze Signal

7. Noise Discover Educate Engage Enroll Yield Analyze Signal

8. Noise Discover Educate Engage Enroll Yield Analyze Signal

9. EVOLUTION
Economic Demographic Consumer Technology
Trends Trends Trends Trends

11. EVOLVING CONSUMERS
7 percent of babies have an email address
92 percent of toddlers have an online
presences
Source: AVG Internet Security Study, October 2010
does the likelihood that he or she will
research and apply online. And as online
tenure increases, consumers are more apt to
Forrester Research

12. EVOLVING COMMUNICATIONS
question where they currently are and how we can
push content to them?
It seems that in our strategies, we are building a pull-­‐
environment for a push-­‐
-­‐Mark Hoetning, CIO, Arkansas State University
(via EDUCAUSE Listserv)

13. ? The Facebook Experience
1. Login
2.
3. Randomly browse the site
4. Log off
University
Presence

14. The Facebook Experience
1. Login
2.
3. Randomly browse the site
4. Log off
University
Presence

16. EVOLUTION OF RECRUITMENT MARKETING
Finding and Facilitating Conversation to Evolving Your
Getting Found Conversations Conversion: Practices
Signal vs. Noise

17. Putting a Face to Cyberspace
Evolving to meet student expectations
Clarifying strategic approach
Setting & measuring benchmarks for success

18. THE DECK IS
STACKED, RIGHT?

19. FAVORABLE TRENDS
DEMAND: Less than 16% of those enrolled in
students (18-­‐22)
DELIVERY: Availability of online and hybrid
programs makes these programs more
accessible than ever before
VALUE: Even in a recession, people are better
off with an education than without
COMPETITION: Increasing cost and scrutiny of
for-­‐profit educators have made not-­‐for-­‐profit
adult education providers even more
appealing

24. UNCERTAIN LANDSCAPE
Americans are growing more educated, but progress
appears to be slowing among younger adults.
While the share of U.S. adults holding a four-­‐year
college degree rose from 24 percent to 28 percent
from 2000 to 2008, a lower share of 25 to 34 year-­‐olds
than 35 to 44 year-­‐olds held a four-­‐year college degree
in 2008, a reversal from the pattern in 2000. Nearly a
quarter of those younger adults have completed
some college, but not a degree.
Source: Brookings Institutions, Report on Education Attainment, July 2010

25. MANAGING INTERACTIONS
I skate to where the puck is going to be, not where it has been.
-­‐ Wayne Gretzky

26. WEB: 92 percent said that they would be
disappointed with a school or remove it entirely
SOCIAL MEDIA: 76 percent of students supported
schools creating their own private social networks
for prospective students.
MOBILE: 23 percent of respondents reported
searching college sites from their smart phones.
Source: Noel-­‐ -­‐Recruitment Efforts to Meet the Expectations of
College-­‐

27. Source: Community College Student
Engagement Survey, June 2009

28. MUCH MORE DISCERNING
ECONOMY: 46 percent claimed that the current
economic crisis had caused them to reconsider the
schools they would apply to or attend an increase
from 34 percent just last year.
Source: Noel-­‐ -­‐Recruitment Efforts to Meet the Expectations of
College-­‐

29. Putting a Face to Cyberspace
Evolving to meet student expectations
Clarifying strategic approach
Setting and measuring benchmarks for success

30. You will fail
without a
strategy.

32. STRATEGY STARTS WITH YOUR CUSTOMER

33. STRATEGY STARTS WITH YOUR CUSTOMER
WHAT: What is their program / degree of interest?
HOW: What is their preferred format of course delivery?
WHY: What are their motivations?
HOW WELL: How would they calculate a ROI?

34. DEGREE OF INTEREST
Source: Stamats, AdultS tudents Talk Survey 2010

35. COURSE FORMAT
Source: Stamats, AdultS tudents Talk Survey 2010

36. COURSE FORMAT
43%
27% 30%
Online On Campus Hybrid
Source: Intelliworks Poll, October 2010 n=214

37. COURSE FORMAT BY AGE
Online On Campus Hybrid
20%
39% 44% 48%
30%
22%
54% 40%
60%
30%
16%
7%
18-­‐24 25-­‐34 35-­‐54 55+
Source: Intelliworks Poll, October 2010 n=214

38. FIGURE OUT
WHAT

39. STUDENT MOTIVATIONS: WHAT THEY WANT
2%
6%
Student Motivations
Career Advancement
Earn More Money
28%
Personal Enrichment
52% Change Careers
Other
12%
Source: Intelliworks LinkedIn Poll, October 2009 (n = 355)

40. HOW IS YOUR INSTITUTION PROVING ITS WORTH?
18% 15%
How Institutions Prove ROI
Increased Earnings/Salary
Improved Job Placement
6% 20% Reached Personal Goals
Advanced to Higher Degree
Do Not Track
33%
Source: Intelliworks LinkedIn Poll, October 2009 (n = 100)

41. WHY DO MOTIVATIONS MATTER?

42. DEVELOPING PERSONAS

43. 1 What are they like?
2 Why are they here?
3 What keeps them up at night?
4 How can you solve their problem?
5 What do you want them to do?
6 How can you best reach them?
7 How might they resist?
© duarte.com 2008

44. THINKING IN
HUMAN TERMS
The Doubting Thomas
He went straight to work after high school
and to get ahead in his
career like to go back and earn his
d
want to leave his job.

45. THINKING IN
HUMAN TERMS
of your school. And neither have her
friends.

46. THINKING IN
HUMAN TERMS
His division II football career may be over,
but he never lost his passion for sports.
the industry though, and thinks an MBA
in Sports Marketing might get him back
in action.

47. WHY?
Understand their decision-­‐making process.
Understand their communication style.
Discover pain points/barriers to enrollment.
Validate or deny your assumptions and avoid stereotypes.

48. THINKING IN
HUMAN TERMS
The Idea Man
own company, and is ready to retire, but
affluent professionals like him may prefer
to learn at their own pace while enjoying
their golden years.

51. THEN FIGURE OUT
WHERE / HOW TO FIND
THEM.

53. PREFERRED COMMUNICATIONS CHANNELS
Q: Would you want to receive information about a college or
university via __________________?
Yes No
75 74 84
92 96
25 26 16
8 4
Text Message Email Facebook Telephone Postal Mail
Source: Intelliworks LinkedIn Poll, January 2010 (n=100)

54. need to get his or her permission with some kind of
Once a customer volunteers his or her time,
you're on your way to establishing a long-­‐term
Seth Godin, Author, Permission Marketing

55. (Source: Stamats)
Source: XKCD.com

56. WEBSITE FEATURES THAT MATTER
Virtual Tours
Personlization
RSS feeds
A lot of value
Online course catalog
Extreme value
Cost calculator
Campus visit form
Online Application
0 20 40 60 80 100
Source: Noel-­‐Levitz, August 2010

57. DEFINING YOUR STRATEGY: WHAT REALLY MATTERS
WHAT: What is their program / degree of interest?
HOW: What is their preferred format of course delivery?
WHY: What are their motivations?
HOW WELL: How would they calculate a ROI?

58. WHAT YOU SEE HAPPENING
Education
Engagement
Application
/ Enrollment
Enrolled Student

59. Education Education
Education Engageme Engageme
Engageme nt nt
nt Applicatio Applicatio
Applicatio n / n /
n / Enrollmen Enrollmen
Enrollmen t t
t
Enrolled Student Enrolled Student
Enrolled Student
Education Education Education
Engageme Engageme Engageme
nt nt nt
Applicatio Applicatio Applicatio
n / n / n /
Enrollmen Enrollmen Enrollmen
t t t
Enrolled Student Enrolled Student Enrolled Student

60. Putting a Face to Cyberspace
Evolving to meet student expectations
Clarifying strategic approach
Setting and measuring benchmarks for success

61. MORE

62. Awareness
Inquiry
Follow Up
Engagement
Qualification
Application
Admissions
Enrollment
Retention
MORE

63. GOT
S.M.A.T.?

64. Growth
Intelligence
Quality Efficiency

65. DO THESE LOOK FAMILIAR?
Goals
Growth: Increase Enrollment
Efficiency: Improve Staff Productivity
Quality: Enhance Effectiveness of Student Contact
Intelligence: Control Data Sharing

66. SURVEY SAYS!
Source: Intelliworks Email Poll of UCEA/Eduventures Members, April 2010

67. GROWTH
Increase inquiries,
applications, enrollments, etc.
Growth
Raise awareness of your
program in the market
Intelligence
Expand the diversity of your
offerings
Quality Efficiency

68. GROWTH
Increase inquiries,
applications, enrollments, etc.
Growth
Raise awareness of your
program in the market
Intelligence
Expand the diversity of your
offerings
Quality Efficiency

69. EFFICIENCY
Reduce the number of clicks it
takes to complete an
Growth
application
Improve your inquiry
Intelligence response time
Automate workflow and
communications
Quality Efficiency

70. QUALITY
Attract more qualified
students or attract the right
Growth
students for your program
Differentiate your program
Intelligence from the competition
Improve customer experience
Quality Efficiency

71. INTELLIGENCE
Year-­‐over-­‐year comparisons
of your key metrics
Growth
Responses to your marketing
messages (opens/click
Intelligence throughs, etc.)
Engagement of your
community
Quality Efficiency

72. HELP THEM FIND YOU
Goal
Supplement database with quality leads
Purchased Lists: Lower cost, raise results
Calculate and track marketing ROI
Tactics
Drive search traffic to online inquiry forms
Capture lead source data
Send TARGETED email campaigns to opt-­‐ins
Results
NO LISTS PURCHASED
Over 30,000 Inquiries in 6 months
Visibility to Recruiter Activities
Marketing Dollar Spend Analysis
Built In Analytics = Real Time Access To Data

73. Coordinated
Consistent
Compelling

75. FIU BUSINESS: UNCOMMON THINKERS
Applicants up more than 50% over 3 years
Admits up more than 60% over 3 years
Enrolled up nearly 75% over 3 years
But, also..
Info Session Attendance up more than 200% over 3 years
RSVP / $ and LinkedIn

76. THE KEYS TO SUCCESS
1. Know your students
2. Hire good communicators
3. -­‐
4. Take a proactive approach to student advising
5. Automate routine communications
6. Hire faculty suited to online teaching
7. Set and maintain high standards for student/faculty
communication
8. Evaluate, evaluate, evaluate
9.
10. Use cross-­‐functional teams to develop enhancements
and improvements
Source: American Public University System and Intelliworks

77. MEASUREMENT, ANALYSIS
& IMPROVEMENT

78. Awareness
Inquiry
Follow Up
Engagement
Qualification
Application
Admissions
Enrollment
Retention
Completion

79. TREAT DIFFERENT STUDENTS DIFFERENTLY
Strategic Objectives
Custom design of communications plan;
points of contact based on individual
student characteristics and individual
program marketing plan.
Automated yet personalized
communications.

80. BREAK DOWN SILOS
Consolidate Information
Provide a central location to share and
collaborate on prospect data.
Share goals and reports across the
organization.
Transfer knowledge from one person to
another.
Eliminate error from manual calculations
and various data management issues.

81. MEASURE THE BASICS
Establish benchmarks
Student Inquiries
Web site Traffic
Event Attendees
Applicants

82. Growth
Intelligence
Quality Efficiency

83. Putting a Face to Cyberspace
Evolving to meet student expectations
Clarifying strategic approach
Setting & measuring benchmarks for success

84. EVOLUTION
Economic Demographic Consumer Technology
Trends Trends Trends Trends

86. RESOURCES
Higher Education and Social Media
http://www.intelliworks.com/blog
http://www.ustream.tv/user/intelliworks/videos
http://www.slideshare.net/intelliworks
Creating Marketing Personas
http://video.google.com/videoplay?docid=-­‐1799477031032190172&hl=en#
http://technomarketer.typepad.com/technomarketer/2008/04/developing-­‐pers.html
Marketing Charts
http://www.marketingcharts.com
Cartoons
http://www.tomfishburne.com/
http://www.xkcd.com

87. THE END.
Todd Gibby, CEO, Intelliworks, Inc.
email: todd.gibby@intelliworks.com
twitter: @tgibby
WWW.INTELLIWORKS.COM