CAPPS Webinar-Inquiry to Enrollment

2015 CAPPS Webinar Series
The Student-Life-Cycle: Technology and
Methodology for Success
Part I: Inquiry to Enrollment
April 14, 11:00 am PST
Moderator: Todd Dechter
Director of Higher Education, Jive Communications
www.CAPPSOnline.org
Mark Your Calendars
•  Part II: Enrollment to Graduation
–  Thursday, May 14th at 11am Pacific
•  Part III: Graduation to Gainful Employment
–  Thursday, June 11th at 11am Pacific
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Today’s Panel Experts
Sean Nicholson, SVP of Integrated Marketing, PlattForm
www.linkedin.com/in/seanrnicholson
Martin Lind, Director of Higher Education Vertical, Velocify
www.linkedin.com/in/martinslind/en
Lisa Olmedo, EDU Marketing Manager, Gragg Advertising
www.linkedin.com/pub/lisa-olmedo/2/b64/994/en
Sean Nicholson
Sr. VP of Integrated Marketing for PlattForm
After earning his Juris Doctor degree with an emphasis in Intellectual
Property, Sean began his career in higher education, where he specialized
in developing technology solutions for student service and career service
organizations. A former social media executive, Sean is an expert at digital
media strategy and engaging online customer communities, amplifying
brand advocates and finding ways to reduce negative sentiment in the
social space. He has published and edited more than a dozen books on
topics such as web design and office productivity.
As SVP of Integrated Marketing at PlattForm, Sean leads the development
of integrated, multi-channel marketing strategies that leverage PlattForm’s
deep experience in both traditional and digital media. His team establishes
effective marketing best practices and tools, while continually evaluating
changes in technology and new marketing channels. 4
Martin Lind
Director of Higher Education Vertical for Velocify
Martin Lind oversees the business development, product marketing and
thought leadership for Velocify’s enrollment management solution. Lind
has led educational sessions on higher education marketing and
admissions matters at APSCU, FAPSC, AACS, ABHES, ACCET, DETC,
EduComm and the Jenzabar Annual Meeting among others. He has written
articles for University Business, Career Education Review, Career College
Central, Today’s Campus, BeautyLink and Government Technology
Magazine. Mr. Lind holds a Masters of Public Administration from USC and
a BA in political science from the University of Pennsylvania.
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Lisa Olmedo
EDU Marketing Manager and Admissions Specialist for Gragg Advertising
Lisa joined Gragg Advertising in 2005; she has managed the Business
Development staff and currently specializes in the Education Sector. She
works with prospective clients to build an effective media mix that focuses
on start goals and conversion rates. Lisa brings a wealth of career college
expertise from her former positions as an Admissions Director and
Recruiter for nationally accredited schools which she shares in Gragg’s
monthly educational webinars to help train hundreds of career school
personnel. She has presented at several state and national conferences
including APSCU, ACCET, ABHES, CAPPS and many more. Currently Lisa is
serving as the Executive Director of the Missouri and Kansas Association of
Career Colleges and Schools.
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The 2015 CAPPS Webinar Series - The Student-LifeCycle: Technology and Methodology for Success
TWO CRITICAL QUESTIONS:
1) What are the biggest challenges that still persist
with regards to targeting, reaching and recruiting adult
learners?
2) What new methodologies or technologies
are not being taken advantage of that could
provide a solution or an alternative to what
schools are currently doing?
Challenges and Ideas with
Marketing
Sean Nicholson
Sr. VP of Integrated Marketing, PlattForm
The Challenge: Marketing in the education system has
become heavily fragmented and channel-focused
• 
• 
• 
• 
Marketers are o*en more concerned with “the lead”, “the start” or “the conversion rate” than they are with developing an ongoing rela:onship with the prospect or student. Educa:on marketers are inundated with new channels and more data than ever before. Google has sent clear signals that successful marketers will focus on mee:ng the wants/needs of their consumers in order to remain relevant in search. Finally, consumer behaviors are changing and educa:on marketers have to adjust to align their campaigns to meet the needs of the prospec:ve student. What drove the change?
This process
became this process
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This…
Became this….
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And Google sent clear messages that high quality
content is the future of digital marketing
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What Can We Do To Evolve?
1.  Think about “Joe” and “Sally”. Iden:fy the wants/
needs of your future student, even beyond their start 2.  Find the right channels and communica:on methods and the right measurement of success 3.  Create and curate meaningful content that serves those wants/needs 4.  Build an ongoing rela:onship with your students 5.  Create a future network of graduates who “fill the funnel” for you 13
Move Beyond Multichannel Marketing
Develop an integrated ecosystem that benefits your students and helps you meet your goals 14
Challenges and Ideas for
Contact Strategy
Martin Lind
Director of Higher Education Vertical, Velocify
Optimizing the “New to Tour” funnel
1. 
2. 
3. 
4. 
Follow up quickly
Make a love connection between the inquiry and rep
Guide your admissions team
Prioritize
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1. Follow up quickly
Improvement in enrollment rate
Impact of speed-to-call on enrollment
Source: Velocify Ultimate Contact Strategy Study 2012
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How to do it better
Competition
Coercion
Prioritization
Assign inquiries
based on first rep
to raise hand
Re-assignment of
inquiries to other
reps
100% clarity about
what is a “new”
opportunity
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2. Make a love connection
Most admissions directors follow very
simple assignment methods
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Assignment should be based on
your school’s objective
Org Structure
Equality
Performance
Campus
Round robin
Skill
Program
Perform-based
Shotgun
Cherry-pick
Blind
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3. Guide your admissions team
Day 1
0-1
20
minutes
minutes
30-60
1-2
minutes
hours
Day
4
Day
5
Day
8
Day
14
Day
15
Day
22
24
24
24
24
24
hour
period
hour
period
hour
period
hour
period
hour
period
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Expected Improvement in Enrollment:
•  Six Call Strategy: +49%
•  Five Email Strategy: +53%
•  Combined Effect: +128%
hour
period
Source: Velocify, Ultimate Contact Strategy Study, 2012
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Velocify contact strategy – phone calls
•  Diminishing returns AND
decrease in enrollment rate
occur after the 6th phone call:
93% of enrolled
inquiries are
contacted by the 6th
call attempt
•  Only 1% increase in
additional enrollments
•  45% less likely to enroll
than those within 6
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There is
rarely a
routine day in
admissions
4. Prioritize
Scheduled calls
and interviews
Inbound
calls
New
inquiries
?*!
!?#
Admin work
Campus tours
Requests from
management
New enrollee
follow-up
Applicants
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Prioritization improves speed to contact
Schools that use prioritization had a 97% higher enrollment
rate than schools that don’t
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Challenges and Ideas for Working
Leads to Enrollments and Beyond
Lisa Olmedo
EDU Marketing Manager, Gragg Advertising
Listening
•  You can’t understand someone’s “needs”
unless you are listening to their “wants”.
•  Most people continually talk because…
–  They fear the prospect will reject them and they will
fail.
–  Unsure of themselves or the product they are
selling.
–  They feel their own opinion is more important than
the prospect’s.
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15 Keys to Effective Listening
•  Be prepared in advance.
•  Limit your distractions.
•  Increase your attention span - Concentrate on the
conversation.
•  Think like and try to understand your prospect’s situation.
•  Limit your own talking.
•  Listen for their feelings.
•  Don’t jump on their conversation – let them finish their
thoughts.
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15 Keys to Effective Listening
• 
• 
• 
• 
• 
• 
• 
• 
Don’t dismiss the prospect’s ideas.
Never interrupt.
Take complete notes on each conversation.
Always ask leading questions.
Listen reflectively.
Look and/or listen for non-verbal clues.
Repeat and verify important points.
Practice listening.
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Understanding Decision Making
•  Desire – accounts for 20% of all major
purchases and life changing decisions - easy
converts.
•  Fear – accounts for 80% of all major
purchases and life changing decisions - you
have to sell the benefits of the school.
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Dealing With The Objection
•  Listen to the complete objection, don’t interrupt.
•  Pause before you answer . . .Think about your
response.
•  Be interested.
•  Use tie downs, transitional phrases and pedestals.
•  Stay cool, don’t argue, it’s not personal.
•  It has to be their decision.
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Softening an Objection/transitional
Phrases
•  Control the conversation and direct it.
–  I can appreciate that . . .
–  That’s a good question, let me explain. . .
–  I might just mention . . .
–  I don’t blame you . . .
–  Well, (prospect name) I see your point,
–  However. . .
–  Well, it sounds like you . . .
–  Well some people feel that way, but have found with our
program . . .
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The Close and Beyond
•  Ask if you have answered all of their questions related to the tour
and/or presentation?
•  Explain the next steps in the process they will follow through
enrollment to the start.
•  Start the paperwork.
•  Walk them through the initial stages.
•  Outline any upcoming school activities they could participate in.
•  Let them know they can come back to you for assistance.
•  Ask for referrals!
–  Everyone represents a source for a lead.
•  Follow up to make sure everything went alright and as planned.
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Q&A
Sean Nicholson, SVP of Integrated Marketing, PlattForm
[email protected]
www.linkedin.com/in/seanrnicholson
Martin Lind, Director of Higher Education Vertical, Velocify
[email protected]
www.linkedin.com/in/martinslind/en
Lisa Olmedo, EDU Marketing Manager, Gragg Advertising
[email protected]
www.linkedin.com/pub/lisa-olmedo/2/b64/994/en
Thank You
•  Part II: Enrollment to Graduation
–  Thursday, May 14th at 11am Pacific
•  Part III: Graduation to Gainful Employment
–  Thursday, June 11th at 11am Pacific
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