Taking a Strategic Approach to Moving the Needle on Enrollment -...

Taking a StrategicApproach toMoving the Needleon Enrollment

Pam Cox-Otto, Ph.D., CEOCheryl Broom, M.A., PresidentMary De Luca, M.A., Vice President

Piecemeal tactics can leave you feeling like this…

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And can make your audiences feel likethis.

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• You are taxed from simply keeping up with PR and your staff all working from home.

• There will be pressure to throw something at the wall—ads, recruiting, SEO.

• And your president may be getting desperate, saying things like: “We need a BIG fall!” and “We need to make this up.”

• There will be plenty of people offering short-term, quick solutionsthat are stand-alone (I/we can “fix” your enrollment).

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We Are in a Crisis

Whatever worked before likely will not work now.

• Affordable? Still matters but no one will want to spend.

• Accessible? Udemy is accessible.

• Close to Home? Who cares? It’s online.

Throwing uncoordinated ideas at the wall will make you (and your college) look desperate… waste (short) resources…ignore the landscape that has changed in the last 8 weeks…and ignores the HUGE opportunity you have now.

P

Don’t Do It…

Research on what is needed in this new landscape.

• Community research, student research, climate research

• What does your community need? Your students? Your staff? Find out or you will be doing tone-deaf things.

Leadership needs to think about what they are offering.

• Trapped people need things other than CTE and the first two years of an associate degree.

Everyone with a cell phone should be able to access your classes.

• That includes your grandparents… Make it simple.

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What You Should Be Thinking About

Every HS graduate in the last 2-4 years is probably home…and bored. So are their parents.

• You have new audiences! Think short-term certificates that are useful to trapped people.

You are the only school in your area that can deliver high-touch along with high tech.

• Book delivery, special study groups, lunch delivery from the cafeteria, classes that take advantage of your local knowledge

People are either frightened, depressed, or in denial.

• How can you be the college they need?

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What You Should Be Thinking About

Whatever your offerings were…they are not the right mix now.

Whatever your message was…it’s not the right message now.

Whatever your tactics were…same old, same old is wrong.

You need a new approach…fast…

that integrates all your communications…(including faculty) and leverages the fact you are the community’s college.

P

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What We Will Cover in This Webinar(so you can feel like this)

• The research you need right now to understand your audience and how to

support them

• How to put it together

(and build the plane as you fly it)

• How to make an impact with your creative during this time

PCM

PAM COX-OTTOCEO

CHERYL BROOMPRESIDENT

MARY DE LUCAVICE PRESIDENT

PART ONE:YOUR AUDIENCE

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Think about what matters most to them:

M

Understanding Your Audiences

I got laid off. Now what? How can I

afford college?

Homeschooling my kids, working from home, AND taking classes?

Seriously?!

I never wanted to take classes online. What if I can’t figure it

out?

Understanding Your Audiences

Why It Matters

• Be relevant

• Know how to connect

• Show you care

What You Can Do About It

• Do the research

• Develop personas

• Consider where they are in their student journey M

• Fundamental critical research

• Social listening

• Surveys

• A/B testing

M

Do the Research

Community Environmental Scan• What they wanted 8 weeks ago has changed. What they need has changed.• It’s a great time to do phone/online surveys (people are at home and online).• Possible to test program and class offerings for fall (and even summer if you move

quickly).

Student Satisfaction and Failure to Leap Online• Is online up to the task? What will help students succeed?• All those students who didn’t come back for the reboot… Why and what do they need (in

case this goes on longer than summer)?

Internal Climate Scan• Faculty and staff are under incredible pressure. What do they need so they don’t crack?• How can you create the community you always wanted?

Do this first. Do it right now. We can help you do it…or we can do it for you. J M

Fundamental Critical Research

SOCIAL LISTENING

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Do the Research

ResearchMEDIA PREFS• YouTube

• Streaming

• Email

• Multi-devicing

• Immediate response

M

Do the Research

M

Do the Research: A/B TestingLooking to fast forward into a rewarding career and future? OCC has hundreds of convenient classes available, so you can graduate sooner and find your future faster!

AImpressions: 5,399

Link Clicks: 25Clicks: 31

BImpressions: 14,571


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Do the Research: A/B TestingWith a degree or certificate from OCC, you can make your vision for success come to life!

AImpressions: 8,826


BImpressions: 27,171


M

Develop PersonasGuide Messaging• Research-based stories

• Relevant content

M

Develop PersonasGuide Media Buys• Psychographics and

behavior

• Target and prioritize

M

Develop PersonasOur “New Normal”• Access to technology

• Comfort level with online learning

• Family situation

• Anxiety level amidst pandemic

How mobile friendly are you really?!

enrollm

ent

over a year 6 months – 1 year 3 months 1 month

51%

Understand Where They Are in Their Student Journey

*Provided by LOCALiQ M

Where Are They in Their Student Journey?

I need toACT

DAY 0

I want toUNDERSTAND

DAY 10I want to

APPLY

DAY 45

I want to SHARE

DAY 90

I want to LEARN

DAY 1

I want to RELAX

DAY 30

I want to GO

DAY 60

*Provided by LocaliQ M

• New students

• Continuing students

• Online students

• Unique audiences i.e. visiting, at home, out of work

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Understanding Your Audience During This TimeWhat you can do for:

PART TWO:YOUR PLAN

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Looking atthe Pipeline

#

IGNORE MY “NORMAL” PLANS…Look at the Bigger Picture

RecruitmentMarketing has changed—both in

message and approach. How do you recruit students during times of uncertainty?

OnboardingHow do you get students to make it through the pipeline when connections

are best formed in person? P

There Are Many Pieces to the PlanRetentionHow do you get students to persist

online when they didn’t want to take online classes?

RecoveryHow do you get them back when they are dealing with much bigger

issues?

#1 Priority – Retention (the people you have)

#2 Priority – Recovery (the people you lost)

#3 Priority – Convert those you have been ignoring and focuson DB marketing

#4 Priority – Milk your conversion pipeline

#5 Priority – Target the new audiences in your mix

#

Look at the Bigger Picture… You Need a Lightning Plan

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AWARENESS CONSIDERATION APPLICATION ENGAGE & PERSIST RETAINCUSTOMER JOURNEY

STAGES

ACT Financial Aid Certificate

GED Dual Credit

Stop Out?

CRM of Some Kind……………………………..

Request for Information Application Registration Enrolled

CUSTOMER JOURNEYTYPES & DB

CUSTOMER JOURNEYCRM

In One of the Data Bases

Ed Mgt. Software………………………………………………….………………….…

CUSTOMER JOURNEYTRIGGERS

HS GradReturningUniversity Student

Non Credit


STAGES

CUSTOMER JOURNEYSTEPS

ACTFinancial

AidISIR

Certificates

CelebrationWelcome

Simple Next Steps

+Contact

WelcomeFrom

Academics

Plus Change if Needed

Orientation Retention Campaign

Retention Campaign

Retention Campaign

GED Dual Credit Stop Out?

CRM of Some Kind…………………………………………………..

Request for Information

Application Registration Enrolled


WHY KCTCS “A

Better Life”?

+RFI

Student Success of

KCTCS+

RFI

Tied into the Job Market

+RFI

Transfer+

RFI

KCTCS Convenienc

e+

RFI

CUSTOMER JOURNEYCRM


Ed Mgt. Software………………………………………………….………………….…………………………


HS Grad

1 2 3

4 5

Ongoing Support

+RFI

6

Invitation to Placement Testing &

Assessment

Academic Calendar

andHacks

(Parking, Books, etc.)

Department Contact & Program Info OR General Dates

+ Followup Call or Text

Personal Tour & T-

Shirt

Invitation to Meet with an Advisor

1 2 3

4 5 6Still

Interested?Text with

Y/N

Text Permission

to Call (Student)

Campus Event or

One-Stop Onboarding

RSVP TEXT

Find Your People & Activities-

Next Steps

7 8 9

How Can We Support

You+ Next Steps

10

1 2 3

CUSTOMER JOURNEYMEDIA

PrintEmail

Social MediaText

PrintEmail

Social MediaText

Phone

EmailText

Mailing

PrintEmail

Social Media

KAN

1 2 N

Ready for Day One?

3

Time & Motivation

Trigger

11

5 Question Followup Survey

12

General College & Program Info (If

Selected)+

Apply Now

Financial Aid &

Scholarships+

Apply Now

Program Information

+Apply Now

Come Visit Our

Campus

Stories of Success

+Apply Now

Time and Motivation

Trigger+

Apply Now

1 2 3

4 5 6

New and/or Job

Focused Programs+ Apply

Now

7

Leveraging Your

Experience +

RFI

7

EmailText

CUSTOMER JOURNEYCOMMUNICATIONS

Why College?Why KCTCS

Email

College View Book Link

Email

Successful Student from their Region/

College Email- Link to

video if Available

College Successful

Returning Adult Email

1 10

2 11

7

CUSTOMER JOURNEYASSETS

Mailing AddressEmail

Social Media


Social Media Home Phone Number

Cell Phone


Social MediaHome PhoneCell Phone

RECOMMENDATION:1. Ask for Social Media Contact information for Twitter, Instagram, Skype and Facebook in the beginning2. Use View Book as Vanilla and then break it into 5 EXPANDED sections to be mailed or linked

Job Prospects Door to Universities (Transfer)Where Conveniences meets Quality (Value)Student LifeWe have your back (Student Services)

3. Student Success Stories are meaningful filler to expand the materials when there is a long time between student contact and Application or Registration.4. When all personal information is not available use the general communication priority grid and go to the next level below it.

Personal EmailCollege Email

Cell Phone


Cell PhoneF2F Meeting

Job and Career Focus with

SalaryEmail Link to Career Page

Job Focus Flyer/Mailer

KCTCS Front Door

University Behind Flyer/

Mailer

Transfer Differential

(Cost,Attention, Close)

Email Link

3 12

4

14

Social Media Post

Link to Fast and Convenient on

SM Page

KCTCS Convenient

Your College Convenient+

Email6 15Everything you

need to be successful (College)

Mailer

We have your Back (College

Support)Email

College Viewbook OR Program Flyer

Mailing

Clusters of Programs in Interest AreaEmail Link

College is Affordable (Link

to FAFSA & Scholarships)

Email

Minimize Loans - Maximize Salary

Mailer

7

Success is in Reach…

Email and link to Story

Community College Success

Stats

Mailing

Career Forecast in Region-Program to

Match Mailing

Program DetailsEmail Link to

Program Page

Get to Know Your Campus/

Program(Invitation to Visit) Email

7New Programs/

Activities on Campus

Email

CELEBRATION OF BEGINNING COLLEGE

11

12

3 13

4

155

11

Less Expensive CPC……………………………………………………………………………………………………………………………………….More Expensive CPCCUSTOMER JOURNEYCOST

College VariationCallTextMailing

7Transfer is Easy Call

5

7Career Interest Call

13

Interested?Text

2

7Career OptionsCall

6

Value Call - Minimum Loan -

Increased Earning

Call14

How much your Income goes up

with an AA

Text16

ReturningUniversity Student

Non Credit

NORMAL YEAR

RETAINCUSTOMER JOURNEYSTAGES


CUSTOMER JOURNEYCRM

Ed Mgt. Software……………………………………………


Spring 2020

AWARENESS

CONSIDERATION APPLICATION/REGISTRATION

ENGAGE & PERSIST.

SUMMER!!!

ACT Financial Aid

Certificate

GED Dual Credit

GeneralCommunity

Staying Enrolled Through End of

Semester

HS Grad

Non Credit

Current Students

Stop Outs

CTE

Current Students

Stop Outs

CTEGuest**

Students

REGISTER FOR SUMMER!

** Pull Data on Local Students at Other Universities (Cleaninghouse) or Geofence

Register for Fall BEFORE MAY

30Apply/Register

CUSTOMER JOURNEYSTAGES


CUSTOMER JOURNEYCRM


Spring 2020

Inquiiries from WebAnd SM


EmailSocial Media

Text

Print & EmailSocial MediaText & Phone

EmailText

Mailing

PR & Social Media (Paid and Free)

Email Text

Geofence

Work your Application ListNegotiate your

InvolvementNOW

CRM of Some Kind……………………………………..

CRM of Some Kind…………………………………….. Minimize1. Out-of-District Marketing2. Paid Traditional Media3. Normal Geofencing

Maximize1. YouTube with Helpful Study and Community Information2. Take Control (Or at least Manage) of Conversion Messages3. Go after lists in your Community (Senior Center, PTA, Chamber, Economic dev, layoff lists and use them for DB marketing

Retired

Continuing Ed Layoff Lists

WebInquiries

RecruiterInquiries

RecruiterSocial Media

Web Applications

Registered Students

Registered Students


PrintEmail

Social MediaText

PrintEmail

Social MediaText

Phone

EmailText

Mailing

PrintEmail

Social MediaAd Campaign

Recruiting

EmailText

What It Generally Looks Like

P


STAGES


GED Dual Credit

Stop Out?




CUSTOMER JOURNEYCRM


Ed Mgt. Software………………………………………………….………………….…



Non Credit


STAGES


ACTFinancial

AidISIR

Certificates

CelebrationWelcome

Simple Next Steps

+Contact

WelcomeFrom

Academics



Retention Campaign

Retention Campaign


CRM of Some Kind…………………………………………………..




WHY KCTCS “A

Better Life”?

+RFI

Student Success of

KCTCS+

RFI


+RFI

Transfer+

RFI

KCTCS Convenienc

e+

RFI

CUSTOMER JOURNEYCRM


Ed Mgt. Software………………………………………………….………………….…………………………


HS Grad

1 2 3

4 5

Ongoing Support

+RFI

6


Assessment

Academic Calendar

andHacks




Personal Tour & T-

Shirt


1 2 3

4 5 6Still


Y/N

Text Permission

to Call (Student)

Campus Event or

One-Stop Onboarding

RSVP TEXT


Next Steps

7 8 9

How Can We Support

You+ Next Steps

10

1 2 3


PrintEmail

Social MediaText

PrintEmail

Social MediaText

Phone

EmailText

Mailing

PrintEmail

Social Media

KAN

1 2 N

Ready for Day One?

3

Time & Motivation

Trigger

11


12


Selected)+

Apply Now

Financial Aid &

Scholarships+

Apply Now

Program Information

+Apply Now

Come Visit Our

Campus

Stories of Success

+Apply Now

Time and Motivation

Trigger+

Apply Now

1 2 3

4 5 6

New and/or Job


Now

7

Leveraging Your

Experience +

RFI

7

EmailText



Email


Email



video if Available

College Successful


1 10

2 11

7



Social Media



Cell Phone







Cell Phone






KCTCS Front Door


Mailer



Email Link

3 12

4

14

Social Media Post


SM Page

KCTCS Convenient




Mailer


Support)Email


Mailing




Email


Mailer

7




Stats

Mailing


Match Mailing


Program Page



7New Programs/


Email


11

12

3 13

4

155

11




5


13

Interested?Text

2

7Career OptionsCall

6


Increased Earning

Call14


with an AA

Text16


Non Credit

NORMAL YEAR



CUSTOMER JOURNEYCRM

Ed Mgt. Software……………………………………………


Spring 2020

AWARENESS


ENGAGE & PERSIST.

SUMMER!!!

ACT Financial Aid

Certificate

GED Dual Credit

GeneralCommunity


Semester

HS Grad

Non Credit

Current Students

Stop Outs

CTE

Current Students

Stop Outs

CTEGuest**

Students




30Apply/Register



CUSTOMER JOURNEYCRM


Spring 2020



EmailSocial Media

Text


EmailText

Mailing


Email Text

Geofence


InvolvementNOW




Retired


WebInquiries

RecruiterInquiries


Web Applications

Registered Students

Registered Students


PrintEmail

Social MediaText

PrintEmail

Social MediaText

Phone

EmailText

Mailing

PrintEmail


Recruiting

EmailText

Spring 2020

**Pull data on local students at other universities (Clearinghouse) or geofence


STAGES


GED Dual Credit

Stop Out?




CUSTOMER JOURNEYCRM


Ed Mgt. Software………………………………………………….………………….…



Non Credit


STAGES


ACTFinancial

AidISIR

Certificates

CelebrationWelcome

Simple Next Steps

+Contact

WelcomeFrom

Academics



Retention Campaign

Retention Campaign


CRM of Some Kind…………………………………………………..




WHY KCTCS “A

Better Life”?

+RFI

Student Success of

KCTCS+

RFI


+RFI

Transfer+

RFI

KCTCS Convenienc

e+

RFI

CUSTOMER JOURNEYCRM


Ed Mgt. Software………………………………………………….………………….…………………………


HS Grad

1 2 3

4 5

Ongoing Support

+RFI

6


Assessment

Academic Calendar

andHacks




Personal Tour & T-

Shirt


1 2 3

4 5 6Still


Y/N

Text Permission

to Call (Student)

Campus Event or

One-Stop Onboarding

RSVP TEXT


Next Steps

7 8 9

How Can We Support

You+ Next Steps

10

1 2 3


PrintEmail

Social MediaText

PrintEmail

Social MediaText

Phone

EmailText

Mailing

PrintEmail

Social Media

KAN

1 2 N

Ready for Day One?

3

Time & Motivation

Trigger

11


12


Selected)+

Apply Now

Financial Aid &

Scholarships+

Apply Now

Program Information

+Apply Now

Come Visit Our

Campus

Stories of Success

+Apply Now

Time and Motivation

Trigger+

Apply Now

1 2 3

4 5 6

New and/or Job


Now

7

Leveraging Your

Experience +

RFI

7

EmailText



Email


Email



video if Available

College Successful


1 10

2 11

7



Social Media



Cell Phone







Cell Phone






KCTCS Front Door


Mailer



Email Link

3 12

4

14

Social Media Post


SM Page

KCTCS Convenient




Mailer


Support)Email


Mailing




Email


Mailer

7




Stats

Mailing


Match Mailing


Program Page



7New Programs/


Email


11

12

3 13

4

155

11




5


13

Interested?Text

2

7Career OptionsCall

6


Increased Earning

Call14


with an AA

Text16


Non Credit

NORMAL YEAR



CUSTOMER JOURNEYCRM

Ed Mgt. Software……………………………………………


Spring 2020

AWARENESS


ENGAGE & PERSIST.

SUMMER!!!

ACT Financial Aid

Certificate

GED Dual Credit

GeneralCommunity


Semester

HS Grad

Non Credit

Current Students

Stop Outs

CTE

Current Students

Stop Outs

CTEGuest**

Students




30Apply/Register



CUSTOMER JOURNEYCRM


Spring 2020



EmailSocial Media

Text


EmailText

Mailing


Email Text

Geofence


InvolvementNOW




Retired


WebInquiries

RecruiterInquiries


Web Applications

Registered Students

Registered Students


PrintEmail

Social MediaText

PrintEmail

Social MediaText

Phone

EmailText

Mailing

PrintEmail


Recruiting

EmailText

Spring 2020Minimize1. Out-of-district marketing

2. Paid traditional media

3. Normal geofencing

Maximize1. YouTube with helpful study and

community information

2. Take control of (or at least manage) conversion messages

3. Go after lists in your community (senior center, PTA, chamber, economic dev., layoff lists, etc.) and use them for DB marketing

P

1. Recruiting is useless… They need to focus on person-to-person outreach on phone or digitally

2. If you have no power in retention…SPEAK LOUDLY reminding people that this time is going to be difficult to replace students who are lost (or threw away)

3. Work your databases…. Cheap…personal…and powerful

4. Work your free and paid social media

5. Plan this now… as a whole (it’s less expensive and more effective)

P

Mission Critical

Audiences• “Guest” students

• Stop-outs

• Laid off (retail sucks)

Training• Continuing ed

• Fully online programs

• Short paid classes (non-credit)

P

What Opportunities Are Available Now

PART THREE:CREATING CONNECTIONS

C

You create the right message for the right moment.

We need to get better at storytelling and sharing those stories when it matters.

C

• Show your leadership in action

• Remind studentsof the WHY

• Praise youreveryday heroes

C

The Message Matters

https://www.youtube.com/watch?v=pZD9who_jXY&feature=youtu.be&fbclid=IwAR1FHRxrBb81m5eyPIiHoORCAfEsGc1nyfaz1oL93_oIEHNvXe1F32SXDUA

https://www.youtube.com/watch%3Fv=pZD9who_jXY&feature=youtu.be&fbclid=IwAR1FHRxrBb81m5eyPIiHoORCAfEsGc1nyfaz1oL93_oIEHNvXe1F32SXDUA

• Show that youare in this together

• Now is not thetime for perfect

• It’s the time for community!

• Show your faculty and use your faculty.

C

The Message Matters

https://www.instagram.com/tv/B-h_OhvBkWo/?igshid=1vrzhu1rtiv79

https://www.instagram.com/tv/B-h_OhvBkWo/%3Figshid=1vrzhu1rtiv79

• Build brand awareness

• Don’t ignore the real world

• Be authentic

C

Marketing: The Message Matters

• Be aware of where your students are, psychologically

• People are looking for short-term diversions: use that!

• Constantly reassess

• Check your tone

C

Marketing: The Message Matters

FORYOUR MARKETING…KEEP ITSIMPLE

C

C

Algorithms: The Formula for Creative

Setup and intrigue

Brand punchline with modifier

Call to action

Logo and wordmark

C

Why Use an Algorithm…Apart from it Making Your Life Easier?

Empowered________Desirable attribute or verbOwned by

individual

Empoweredby college

Signaturename and brand

• 13.6% increase in applications from 2018 to 2019

• 7% higher enrollment than projected forFY 2020

• Increase in donations tothe college

BECAUSE IT WORKS!!!

Adjusting to Today’s Messaging

C

Adjusting to Today’s Messaging

C

https://www.youtube.com/watch?list=PLzf2l1uBj86GxOnmkZSka3avfeVwH0LQl&v=y--7D2UUdpI&feature=emb_logo

https://www.youtube.com/watch%3Flist=PLzf2l1uBj86GxOnmkZSka3avfeVwH0LQl&v=y--7D2UUdpI&feature=emb_logo

What Type of Messages Resonate? •Authentic•Relevant•Supportive•Helpful

# C

Create a Unique Virtual Experience

C

IN CONCLUSION...

C

There are three main things we recommend to move the needle.

C

AUDIENCEDo the research. Get to

know them well and understand how their needs have changed.

THE PLANTake care of the mission-critical stuff first and work on the plans that support your college long-term.

CONNECTIONInvest in creative

messaging (it matters).

1 2 3

Pam Cox-Otto, Ph.D., CEO, [email protected] Broom, M.A., President, [email protected] De Luca, M.A., Vice President, [email protected]

Taking a Strategic Approach to Moving the Needleon Enrollment

Want to talk to our team of experts? Email

[email protected] get started.

http://interactcom.com



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