The Art of the Funnel: Beautiful Insights on Full Funnel Marketing From the Pros
EduWeb2010 Flip the Funnel
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“Flip the Funnel” Communications Strategies that Work from Branding through Yield Adrienne Bartlett, VP, Client Experience
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Transcript of EduWeb2010 Flip the Funnel
“Flip the Funnel”Communications Strategies that
Work from Branding through Yield
Adrienne Bartlett, VP, Client Experience
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Who’s In The Room?
Disclaimers:
No magic bulletsYou’re smart
I’m here to make you think
ExpectationsWhat’s the problem?
5 Ways to Flip the FunnelLet’s talk Sales
3 T’s
Current Climate
Shifting CompetitionStrained Resources
Cost-CuttingPanic
Taking the “fun” out of “the funnel”...
“The Funnel”Assumes they only get info from you
Stealth-apps miss the boatStudents who don’t progress get ignored“Lack of contact” = “Lack of interest”
From our perspective (not theirs)
Text
“Admissions Funnel”
ProspectsInquiries
ApplicantsAdmittedEnrolled
$$$$ $$$$
???? ????
Yield?
Text
“Admissions Funnel”
ProspectsInquiries
ApplicantsAdmittedEnrolled
$$$$$$$$
“The funnel has outlived its usefulness as a metaphor”
(because people learn from each other now).
-Groundswell
Applicants
Enroll
PrioritiesMindset
SpendingTools
The “traditional plan”
can’t be all things...
“STEALTH
In recent conversations with clients
>50%First Point of Contact was
the Admissions Application
Myth:“Increase numbers at the top
to increase numbers at the bottom”
Reality:Demographics and other factors are
making it impossible to keep “top-loading”
Stop talking at me like you don’t know
who I am!
“If you haven’t already” “applied”
“registered”“visited”
1:1
Prospects are seeking meaningful
communications
They want you to help them make sense of it all.
Customer Relationship Management (CRM) is helping to make messages much more
targeted and personalized.
Try and provide value to the student at their current stage rather than just trying to push
them through to the next.
One model...
“Rather than viewing the admissions cycle as an enrollment funnel,
we view it as a strategic framework that, based on a solid foundation of sound marketing, recruitment, and
admissions strategies, builds a strong and stable incoming class that is likely
to persist through graduation.”Dr. David Kalsbeek, DePaul University
Dr. Christopher Ferguson, Wilmington University
“Branding”
ExpensiveTakes time
Not always in your controlTough to gauge success
Can help but ...
You know who you are (and aren’t).
Be yourself.
Confidently. Authentically.
5 Ways to Flip the Funnel
1Shift the budget.
Make the case for moving (at least some) budget dollars
“down the funnel”
Search = Lead Generation
Then what?
EventsWeb Presence
Customer ServiceCampus Visit ProgramMarketing Campaigns
Focus On:
2Focus on Yield.
Increase inquiries?
Does a huge number of inquiries actually hurt your ability to recruit
best-fit students?
We’ve simplified the process to the point where
even an application doesn’t necessarily indicate interest.
How much does it cost to have a uninterested
prospect in your database?
Publications Mailings/Postage Event Invitations
Phone Calls/Emails Staff Time
Travel Decisions?
Opportunity Cost.
3Rethink the Web.
Should be top priorityBalance “how” with “why”
Every page a homepage?Navigation is crucial
Share This
http://www.baylor.edu/admissions/index.php?id=56275
http://faces.albright.edu/
http://newstudents.wfu.edu/
http://www.scu.edu/family/parent-email.cfm
How “sustainable” is your social web
strategy?
So many get to this point:
4Socialize.
“Not only is marketing no longer one-way, it’s not even two-way.
It’s a conversation between you, me and everyone I’m talking to
about what we’re talking about.”
Building Community Earlier Online
“Video Recipe Contest” Social Network
Old Me!a is the best way
to promote New Media.
Great Email Campaigns Drive Great Web Efforts
Effective Video Messaging
Storytelling is Key
Social Search: The Relationship is the Fulfillment
Where it All Comes Together
Think more like a publisher(not a marketer)
Using Facebook and Twitter is something like hosting a big cocktail party -- but nobody shops at a cocktail party."
Brett Hurt, CEO, Bazaarvoice
Use social tools to build conversations and relationships rather than just generate buzz.
“Make it viral”
Don’t forget, it’s the community that makes it viral.
But there are things you can do to increase your chances...
Make it valuableMake it shareable
Make it memorableMake it fun!
A few social web tips...
PrioritizeDifferentiate (tell your story)
Provide value (WIIFM?)Be authentic
Give “insider” information
“Don’t chase the tools. Chase the goals.”
-Howard@BlueFuego
5Ask and Listen.
When is the best time for you to
hear that they are not interested?
Give prospects every opportunity to let you know if they’re still
interested (or not).
- Email Campaigns- Website
The best way to focus your attention and resources on
students who are most interested.
Setup “listening” posts to find out prospect and parent needs -- then plan a content strategy to
meet them.
Prospects are “confused but
curious”
Are you helping?
No one works a funnel like a great
salesperson.
“Admissions as Sales?”
Great salespeople are
great counselors.
“Sales” at resume time...
“Managed a territory”
“Created a travel schedule”
“Built relationships with prospects”
“Presented”
2 Biggest Sales Tips:
1. Be on.(my soapbox)
“Due to fall travel season, I will be out of the office throughout September and October.
I will have limited access to my email during this time, but I will respond to
your email at my earliest convenience.”
“Due to mandatory furloughs...”
“Away on a recruiting trip...”
“In Banner training this week...”
“Out of Office” Reply
Too busy recruitingto recruit ?
2. Learn how to close the deal.
Remove theRoadblocks
Recognize“Buyer Shift”
Rethink the Yield Event in
Spring?
The “f” word(faculty;)
Most of us only involve faculty late in the game.
But prospects value that interaction as early as possible!
Can’t access faculty “on-demand?”
Sometimes we’re more focused on our own road-blocks than on what our audience wants (and needs).
A few things need to
change...
TalentTools
Training
3 T’s
TalentCustomer Service background?
Sales experience?Tech-savvy?Entry-level?
ToolsCRM
SmartphoneLaptop
Wifi
TrainingSales
Financial AidCustomer Service
Technology
Be the champion in your office.
Overwhelmed? :)
1980’s
1990’s
2000’s
Same s*#%.Different decade.
What will you do differently?
Resources
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