Converge 2014: What's So Relational in Today's Adult Relational Market? - Stewart
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Transcript of Converge 2014: What's So Relational in Today's Adult Relational Market? - Stewart
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What’s So Relational in Today’s Adult Relational
Market?
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Tammy Stewart, M. Ed.Associate Vice President,
Concordia University Texasas
• 17 Years in Adult Higher Education
• Academic, Admissions, and Marketing
• Proprietary and Private Non-profit
• Vice Chair – CAP
• Board Member Texas Women in Higher Education
• B.A.-Speech- The University of Texas
• M.Ed.- Curriculum and Instruction-CTX
• Doctorial Student-Concordia University Chicago
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Background of CTX
• Founded in 1926
• Accredited by SACS-COC
• 22 undergraduate majors
• 5 ADP bachelor degree options
• 2 graduate program online, 5 undergraduate
• 2 graduate degree options
• Student-to-faculty ratio is 18:1 on the main campus
• Four remote center locations
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Adult Student Recruitment Past
• Plan a program, open the doors
• Higher education has barriers that are complicated to navigate
• Not a system for access
• At their age they will decide for themselves if this is right for them or not
• We aren’t really for you, but if you must, please come at night, in the basement, and don’t disturb
• Why should we let you come?
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Adult Recruitment Today
• Highly competitive market
• Due to the busy lives that adults live, higher education is being required to push the limits of convenience and flexibility
• Increased competition has led us all to engage adult students in a much more intentional way
• Expanded access to higher education
• National initiatives to increase the academic credentials of adults across the country
• Adult students are taking center stage in the conversation surrounding the crisis in higher education
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Today’s Adult Student
• No clear definition– 19–year-old single mom working full-time
– 35-year-old widow returning to college full-time
– 30-year-old veteran wanting to take advantage of his educational benefits
– 42-year-old earning a certificate through the local college for work
– 47-year-old professional earning a master’s degree via an evening program
– 68-year-old taking classes for personal enrichment
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Relational Marketing
• Going for the one person who can enroll
today. Not the 100.
• Spending time to get to know their goals
• Learning information to incorporate into
your communication plan (interests, family
information, goals
• Meet students where they are
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What Does “I am not a number” Really Mean
• Coffee with Concordia
• Customized Plans of Study
• Customized Deliveries
• Access to Counselors after Enrollment
• Learning preferred communication
• Flex time for ACs
• Business to Business
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The Nordstrom’s Way
Nordstrom’s – A high end department store that was built with the concept of service as its foundation.
They sell – clothes, shoes, cosmetics, accessories (things you can buy at a million places)
Claim to fame – liberal return policy
What really sets them apart - SERVICE
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The Concordia Way
• How does this translate at Concordia?
• What areas do we know that are
problematic that we can do some work
on?
• Where do our opportunities exist to really
wow our students?
• How do we get ourselves into the shoes of
OUR customers
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Consider Our Students
Higher Education is:
• A big piece of the American Dream
• A path to a better future, better job, better
salary, more stability for my family, etc.
• A major life goal – something most people
have thought about since they were young
• A personal goal – one that most people
hold somewhere pretty deep in their heart
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Why is This So Important?
• Students as consumers
• Need for increased enrollment
• Focus on retention (SSCs)
• Changing expectations in higher education
• Cost sensitivity at an all time high
• Our students deserve it
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So What Does this Look Like at Your Campus
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Determination of Enrollment Goals
• These facts and figures will allow you to
leverage for:
– Marketing dollars to generate leads
– Financially supporting current staff
– Hiring of new staff if enrollment goals are met
– Expansion of programs
– Allocation of physical space
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Determination of Enrollment Goals
• If you want to be a part of the conversation
regarding enrollment goals, your tracking
of data must be spot on, reviewed
constantly with your staff, and support
your point.
• If you are not willing to track this carefully,
you will more than likely not have a voice
in relation to enrollment goals.
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Managing the Funnel
• Non-traditional Funnel
• Admission Funnel Meetings
– Weekly
– Student by student
– Conversion rate
– The story it tells
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THE FUNNELL
• Example
Total M.Ed.
Fall 2014
YTD
Fall 2014
Goal
Fall 2013
YTD
Fall 2013
Final
Fall 2012
YTD
Fall 2012
Final
Applications 376 461 350 346 385 347
% 68.62% 72.89% 68.57% 74.57% 57.66% 80.12%
Completes/Accepts 258 336 240 258 222 278
% 0.78% 0.00% 0.00% 0.00% 0.00% 0.36%
Denied 2 - - 1
% 77% 82% 0% 81% 0% 83%
Registered 199 277 209 231
A registered MED student is one who is enrolled in Banner for a course, in a term within the semester, and is counted at time of census.
Census date for MED ground students is the first night of class.
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CRM and Communication Plans
• Get everyone involved
• What needs to be communicated when
• Remember to personalize
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Sample Communication Plan
• Adult inquiries day 1
• Thank you and how can I help, immediately if online, same day if not
• Personal connection (email, phone, personal note) within 24 hours
• Follow-up contact (e mail, call) - day 5
• Follow-up contact ( e mail, call) – day 12
• Follow-up contact (e mail, call) – day 17
• Follow-up contact (e mail, call) – day 21
• Follow-up contact (e mail, call) – day 30
• Follow-up contact (e mail, call) – day 60
• Follow-up contact (e mail, call) – day 90
• Follow-up contact (e mail, call) – holiday/newsletter
Special note: If at any point after day 21 the prospect reconnects, start the process again.
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Cont.
• Personal Connection (e mail, phone,
personal note) within 24 hours
– Goals
• Thank then again
• Acknowledge that you understand how busy they
are
• Acknowledge how important the possibility of
returning to higher education is to them
• Establish next step
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Questions?
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THANK YOU
Tammy Stewart, M. Ed.
Associate Vice President for Enrollment, Concordia University Texas
512-657-4732