Communicate With Colleges and Universities

rustnatureInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 9 μήνες)

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23Q14: Direct mail, Email, Facebook, or Twitter?
New Research on How Adult
-
Learners Want to
Communicate With Colleges and Universities


Tim Copeland, DemandEngine

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

2

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

"You can't walk out your house without
bumping into a social
-
media expert today.

"The reality is the space is still very much a
Wild West.


3

Source: WSJ. “Social Media Draws a Crowd “ July 2010

Sean Corcoran, an analyst at Forrester Research.

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

4

Source: DemandEngine

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

5

Source: DemandEngine

If That’s True … Why Does Facebook Email Me?

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

6

Another Self
-
Interested Voice …

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

7

Source: Kent Hopkins, ASU

Everyone else bring data

The more things change, the more
they stay the same. Fundamentals
matter. Focus on connecting with
adult learners with purpose.

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

Agenda

1.
About the study

2.
Research findings

3.
Recommendations

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

Research partners

10

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

Methodology


Invited over 50,000 adult learners,
October 2009


Over 6,000 responses (ages 18


50+)


Online survey


Email invitation by individual school


Offered a Starbucks gift card
drawing


Special thanks to the University of
Minnesota, College of Continuing
Education research staff


Research question


Channel preferences at the
prospect, inquiry, and
applicant/registrant stages


Online participation profile


Recommendations

11

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

Profile


12

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

13

Profile


DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

14

Profile


DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

Agenda

1.
About the study

2.
Research findings

3.
Recommendations

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

16

Prospects


DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

17

Inquirers


DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

18

22-26
27-40
41-50
Email messages
3.47
3.33
3.24
Direct mail (e.g. catalog, brochure, or letter)
3.36
3.25
3.22
Information I found using a search engine (e.g. Google)
3.15
3.17
3.09
Phone calls from an enrollment representative
2.45
2.33
2.20
Through a social network
1.79
1.70
1.58
Text messages
1.52
1.46
1.44
Through Twitter
1.38
1.35
1.27
n = 849
n = 1759
n = 1016
For colleges and universities YOU decided to contact, how did (or do) you prefer to receive
information?
Source: DemandEngine's Adult Learner Communication Survey Q4 2009
Inquirers


by age range

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

Inquirers


High School Students

19

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

20

Applicants/registrants


DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

21

All Online Behaviors are Not Equal

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

Climbing the ‘Online’ Ladder

22

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

Agenda

1.
About the study

2.
Research findings

3.
Recommendations

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

Your Challenge …

24

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

25

Efficient and Effective Funnel Mgt?

Online secret shopping

249 PCE web sites evaluated


53% did not offer an online form


36% with a form, didn’t respond within 6
weeks to our inquiry


39% of the institutions that did respond only
sent one follow
-
up message

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

26

Since January 2009 …

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

27

Efficient and Effective Funnel Mgt?

October 2009

January 2009

July 2009

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

1. Start with data

A.
Do you know the online
participation profile of your
students?

B.
Are you using the enrollment
funnel as a way to model the
pathway to enrollment?

C.
Do you understand conversion
and yield by program?

28

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

2. Develop a CRM Plan

A.
CRM is a philosophy and
strategy, enabled by people,
process and technology to
improve the student
experience.

B.
Using data, how do you want
to change your relationship
with students?

C.
Identify clear business
objectives

29

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

3. Select supporting initiatives

A.
Using your data and your
business plan as a basis,
choose your technologies and
strategies

B.
Build a foundation on search
engine marketing and email

C.
Move to higher levels of
maturity to extend your
educational experience
through social technologies

30

DemandEngine, Inc.


www.demandengine.com


(912) 354
-
8007

Copyright 2010

31


Tim Copeland

General Manager


Email

tim.copeland@demandengine.com

Phone

912
-
354
-
8007

Web

www.demandengine.com

Blog

www.enrollmentmarketing.org

Twitter

www.twitter.com/tim_copeland





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