HMCS Vancouver Pre-Deployment Brief - May 2024 (Web Version).pptx
Max Enrollment - enrollment marketing for Private Schools
1. The most efficient and economical way toThe most efficient and economical way to
generate geographically andgenerate geographically and
demographicallydemographically qualifiedqualified studentstudent
candidates.candidates.
2. Max Enrollment Annual ProgramMax Enrollment Annual Program
• Determine the geographic area whereDetermine the geographic area where
new students would realistically comenew students would realistically come
from to attend your school.from to attend your school.
• Determine the demographic and financialDetermine the demographic and financial
characteristics of a family who wouldcharacteristics of a family who would
send their child to your school.send their child to your school.
• Conduct automated inexpensive emailConduct automated inexpensive email
campaigns targeting only qualifiedcampaigns targeting only qualified
families to build a large opt-in email listfamilies to build a large opt-in email list
for Annual Nurturing.for Annual Nurturing.
• Nurture opt-in families using schoolNurture opt-in families using school
branded digital media throughout thebranded digital media throughout the
year:year:
– Acquisition emailsAcquisition emails
– Informative eNewslettersInformative eNewsletters
– Retarget Marketing (including Facebook)Retarget Marketing (including Facebook)
– Social MarketingSocial Marketing
• Prospects are only presented yourProspects are only presented your
school’s opportunity.school’s opportunity.
3. A customized Max Enrollment platform is set up for each clientA customized Max Enrollment platform is set up for each client
4. Target the Annual Program for yourTarget the Annual Program for your
specific geographic areaspecific geographic area
5. Prequalify families who are put into the program withPrequalify families who are put into the program with
over 300 demographic, financial and lifestyle filters.over 300 demographic, financial and lifestyle filters.
6. Further filter the data to include families with childrenFurther filter the data to include families with children
the exact age you would like to attract.the exact age you would like to attract.
7. Our Analytics TeamOur Analytics Team
develops a “Listdevelops a “List
Recipe” usingRecipe” using
selectors soselectors so
prospects in theprospects in the
program match yourprogram match your
family profile.family profile.
Often times schoolsOften times schools
engage Maxengage Max
Enrollment to attractEnrollment to attract
more affluent familiesmore affluent families
who do not requirewho do not require
financial aid.financial aid.
8. We do not use your school’s URL’s,We do not use your school’s URL’s,
email sender ID’s or your email addressemail sender ID’s or your email address
• There is no risk of your school email sender ID ever beingThere is no risk of your school email sender ID ever being
“Blacklisted”“Blacklisted”
• Because we acquire and use a unique url for the programBecause we acquire and use a unique url for the program
there is no chance of campaigns affecting yourthere is no chance of campaigns affecting your
company’s web sitescompany’s web sites
• We use “campaign” email addresses. Although the emailWe use “campaign” email addresses. Although the email
appears that it comes directly from you, we use aappears that it comes directly from you, we use a
“parallel” email address so you do not have to wade“parallel” email address so you do not have to wade
through 300 out of office replies with each emailthrough 300 out of office replies with each email
broadcast.broadcast.
9. Automated Campaigns send out emails onAutomated Campaigns send out emails on
a predetermined schedulea predetermined schedule
10. Email andEmail and
eNewslettereNewsletter
content highlightcontent highlight
the successes andthe successes and
best selling pointsbest selling points
of your school.of your school.
This consistentThis consistent
touch with atouch with a
consistent aconsistent a
message keepsmessage keeps
your school top ofyour school top of
mind whenmind when
prospects areprospects are
ready to make aready to make a
decision.decision.
11. People who open emails their computer isPeople who open emails their computer is
“cookied” so your school’s ad will show on other“cookied” so your school’s ad will show on other
web sites they visit, including Facebookweb sites they visit, including Facebook
12. Email HygieneEmail Hygiene
• Email copy is composedEmail copy is composed
and tested to minimizeand tested to minimize
spam scoresspam scores
• Emails and eNewslettersEmails and eNewsletters
are tested on over 140are tested on over 140
handheld, email clientshandheld, email clients
and browsers toand browsers to
maximize renderingmaximize rendering
13. Campaign emails are highly targeted and drive prospects to yourCampaign emails are highly targeted and drive prospects to your
web site where the families requestweb site where the families request YOUYOU to contactto contact THEMTHEM
14. Links in emails, eNewsletters, retargeting and other digital marketing goLinks in emails, eNewsletters, retargeting and other digital marketing go
to your web site, where request to be contacted fields can be auto-to your web site, where request to be contacted fields can be auto-
populated with the prospects informationpopulated with the prospects information
15. Every Click Through to your web site is tracked, even ifEvery Click Through to your web site is tracked, even if
they do not request information, to be used in futurethey do not request information, to be used in future
nurturing campaignsnurturing campaigns
16. Program Key Performance IndicatorsProgram Key Performance Indicators
• KPI’s are to deliver highly qualified web site visits fromKPI’s are to deliver highly qualified web site visits from
prospective families who are:prospective families who are:
1.1. Geo QualifiedGeo Qualified
2.2. Financially/Lifestyle QualifiedFinancially/Lifestyle Qualified
3.3. Have only been shown your schoolHave only been shown your school
4.4. Asking YOU to contact THEMAsking YOU to contact THEM
• Clients who DILIGENTLY call candidates within the first 2 hoursClients who DILIGENTLY call candidates within the first 2 hours
have well over a 90% contact rate.have well over a 90% contact rate.
• With this level of highly qualified candidates we expect a 1:10With this level of highly qualified candidates we expect a 1:10
close ratio, however this is dependent on the quality andclose ratio, however this is dependent on the quality and
success of your sales process.success of your sales process.
• Just one new student’s first year tuition more than pays for yourJust one new student’s first year tuition more than pays for your
Max Enrollment Annual Program.Max Enrollment Annual Program.
