Transcript of University of houston distance education
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- 2. Enrollment Marketing For Continuing & Professional
Education October 26, 2010
- 3. CM Vision
- To be the trusted digital marketing and enrollment authority
for traditional colleges and universities recruiting
non-traditional and graduate students.
- 4. Market Space
- Colleges and universities
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- Non-traditional students (Undergraduate)
- 5. Market Factors = Opportunity
- 20% growth in 22-29 age demographic and 14% in the +30 age
group
- Student preparedness at for-profit institutions
- Debt-payback at for-profits
- Student demands for flexibility in course delivery
- Community college enrollment growth
Like so many prospective students, he turned to the obvious first
stop: Google. The search engine steered him straight to the
University of Phoenix. But, he says, its reputation left "a bad
taste in the mouth. " So he kept on Googling and soon struck a more
attractive option: Northeastern. Mr. Tricoli filled out an online
form requesting more information.
- 6. Example Strategic Goals
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- 450 student enrollments over 3 years
- 7. Enrollment Goals To reach these goals, Hobsons would need to
introduce you to 3,750 prospective students a year.
- 8. Case Studies
- MACU Total Investment = 200K / ROI = $1,066,000 (Tuition)
- UT Total Investment = 115K / ROI = $944,000 (Tuition )
118 2,437 36,143 13,189,867 Subtotal for 2010 Fiscal Enrollments
Leads Clicks Impressions U of Toledo 935 18,379 11,710.76 Subtotal
for 2011 Fiscal 82 2,132 39,905 50,785,580 Subtotal for 2010 Fiscal
Enrollments Leads Clicks Impressions MACU
- 9. Challenges in Online Marketing
- Lack digital marketing expertise in general
- Have not identified quality, affordable, scalable lead
sources
- Are unable to effectively convert shared leads (a single lead
gathered on behalf of multiple schools)
- Lack an effective tracking methodology or mechanism for lead
management and therefore lack performance data
- Lack the staff to effectively develop and execute a digital
strategy
- Feel a need to protect their brand from associations with
for-profit schools
- Lack the time necessary to research appropriate educational
directories
- 10. Agencies Lead Aggregators Retargeting Companies Research
Firms Ad Networks
- 11. Unique Solution
- Built on research and reporting
- Focused on education, school, and program
- Focused on quality vs. quantity of leads
- Focused on the exclusivity of each lead delivered
- Focused on new audiences of active shoppers
- Focused on daily monitoring for peak performance
- Focused on building the relationship through transparency and
increasing online enrollments trusted authority .
- 12. It sure is crowded in here!! Can anyone see me? University
Website
- 13. Step 1 Goal: Making Introductions
- People are shopping for online programs
- How are we making the introduction to your school?
- 14. Project/Process Workflow Online Division Programs Prospects
Hobson's Team Services Your site Client Relationship Manager Online
Media Buyer Analyst Developer Visual Designer Project Manager
Copywriter www.school.edu Prospect Microsite Creative Design Media
Buying Search Engine Marketing Online Directories Reporting
Services 45% of all online advertising
- 15. Microsite for Prospects
- http://www.utoledoonline.net
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- 16. E-mail and Daily Files Able to place these inquires
directly into your prospect database and CRM
- 17. How are people finding it? * * *
- 18. Digital Media Buying
- Search Engine Marketing (SEM)
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- 20. Display Advertising
- 21. Re-Targeting Non-Converters
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- 61 keywords constantly monitored and tuned.
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- 76,000 impressions, 462 clicks and 18 inquires
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- Hobsons pays Google $2.37 per click or $54.00 an inquiry
SEM Example Bookkeeping Hobsons follows same model for all 35 UT DL
programs
- 23. Service Overview
- Extends your prospective student website at the program
level
- Engages prospective students with microsites designed for
conversion
- Carefully researches and selects web directories
- Optimizes your search engine marketing
- Handles your media placement through display and retargeting
campaigns
- Delivers to you real-time exclusive inquiries
- 24. Quoting Process
- Determine the number of programs we are managing
- Determine the enrollment goals and lead volumes needed based on
conversion rates
- Research supply and demand of your online programs
- Generate program-level keywords
- Keyword expansion - further carve out 5-6 keywords (long tail
search)
- Enter keyword info and impressions into a spreadsheet and
determine estimated CPL and overhead