Graduate Inquirer Communication Plan
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Transcript of Graduate Inquirer Communication Plan
annenberg.usc.edu
Strategic Effect: Case Context
• Introduction of new lead-capture form created 130% increase in inquirers
2012-13
2013-14
0 500 1000 1500 2000 2500
931
2145
Graduate Inquirers
annenberg.usc.edu
Strategic Effect: Case Context
• Despite significant increase in inquirers only a 10% applicant yield*
10%
90%
2013-14 Graduate Inquirers
AppliedDid not apply
annenberg.usc.edu
Communication Goals and Strategic Effect
Convert more inquirers into
applicants
Develop targeted
messaging
Convey org.
unique value
proposition
Update comm.
channels for current
tech
Develop prospect goals and optimize for those
goals
annenberg.usc.edu
Stakeholder AnalysisStakeholder Most Concerned
AboutBest Channels Important
Because
Deans & Directors
Yield; messages; strategic planning; student quality; funding
Dean’s Director’s meetings; email
Determine the criteria for admission; program ambassadors
Faculty Admission Committees
Yield; applicant quality; time commitment
Email; admission committee meetings; faculty staff meetings
Review applications; involved in recruitment
Domestic Inquirers
Financial aid; job placement/ROI; reputation
Constant Contact; webinars; information sessions; print material; grad fairs
Determine yield; rarer with more options;
International Inquirers
Safety; Cost; Visa requirements language testing
Constant contact; webinars; virtual fairs
Determine yield; not competing for federal aid
annenberg.usc.edu
Stakeholder Analysis: Attitudes & Impact
Attitudes
Impact
high
low
positivenegative Intl. Inquirers
Dom./ Local Inquirers
Faculty Adm. Committees
Dean’s & Dir.
annenberg.usc.edu
Stakeholder Research: Case Studies
Female Local AppliedAge: 29Ethnicity: Filipina-AmericanCity, State: Los Angeles, CAFirst Contact: Formstack 7/31/2013Inquiry Degree Interest(s): SJ 2014Email Engagement: 131Social Engagement: Yes 2/2014Attendance: Grad Visit Day + Grad PreviewProgram Applied: MSJOURDate Applied: 1/4/2014Status: Admitted 2/14/2014 CERT
Male Domestic AppliedAge: 28Ethnicity: WhiteCity, State: Basking Ridge, NJFirst Contact: Formstack 10/20/2013Inquiry Degree Interest(s): CMGT 2014Email Engagement: 88Social Engagement: Yes 2/2014Attendance: NoneProgram Applied: CMGTDate Applied: 12/5/2013Status: Admitted 2/27/2013 CERT
Female Local No AppAge:?Ethnicity: North AfricanCity, State: La CrescentaFirst Contact: Formstack 7/16/2013Inquiry Degree Interest: CMGT, GLOB, PUBD, JOUR, SJ - 2014Email Engagement: 11Social Engagement: N/AAttendance: Grad Fair 10/25/12Program Applied: None
annenberg.usc.edu
Environment: Situational Analysis
Weaknesses• No support staff = low time/capacity
• No CRM and outdated non-optimized website
• No historical data on enrolled admission experience
• Competition for attention w/ broad ASCJ interests
Opportunities• Highly digital literacy in primary demo
• Multiple low-cost new comm. channels
• Student emphasis on job placement• Few higher ed institutions using CRO
strategies in admission goals
Threats• Globalized higher ed market
• Undergraduate student loan debt – impacts grad school option
• High competition for student attention in saturated market
• Access to comm. Expertise• Strong University branding• Control of current comm. channels• Multiple sources of demographic and
use data on inquirers and prospects• Strong ASCJ social media presence
Strengths
annenberg.usc.edu
Environment: Landscape“Tips” on picking a Graduate School. Toss a wide net: Start out with a large number of options on
your grad school list and check out each one. - US News and World Report
– Test the admissions office: Choose an important question you don't have the answer to, and cannot find the answer for, on the school's website – US News and World Report
– Divide and (hopefully) conquer: We recommend dividing potential graduate schools into categories based on your chances of admission, just as you did when applying to undergrad.- Princeton Review
– Make personal connections: To get the real scoop on a school, turn off your computer and pick up the phone. Better yet, hop in a car or get on a plane. – Princeton Review
annenberg.usc.edu
Environment: Collaborators
USC Grad Admissions
Public Affairs
WebTechFaculty
Media Vendors
Manages ASCJ, Marketing, Brand and Outreach
Builds and manages website
Brand ambassadors
driving admission process
Develops collateral and
advertising
First contact; regulation;
disseminates decisions
annenberg.usc.edu
Implementation: Themes & Messages
Annenberg Advantage(Unique Value Prop.)
• Synergetic disciplines in a converged media space
• Real-world relevance; civic engagement
• Global reach• Powerful networks
Optimized Admissions(Continuous Optimization)
(Goal Optimization)(Targeted messaging)
• Data Driven Decision-making
• High touch= High Impact
• Need for continuous optimization
• Communication pipeline through the admission funnel
• Competitive Timing
Future Forward(Unique Value
Prop.)
• Prepare today for the field tomorrow
• New building. New Era.
• Digital literacy leadership in a communication revolution
annenberg.usc.edu
Implementation: TacticsAction Objective Message Stakeholder Channel/ Time
Review data sources by degree program
Share applicant and inquirer profile
Data-driven decision-making;
Dean’s & Directors
Meeting /June 2014
Present timeline of inquiry, application, decision and events
Demonstrate the need for timeliness; show effective and ineffective tactics
Competitive timing; continuous optimization
Dean’s & Directors; Faculty admission committees
Meeting/ August 2014
Autoresponder series of email messages to inquirers
Convey unique value prop; targeted messaging
Synergies; Global Reach; Networks; real world
Domestic/ International Inquirers
Email Marketing/ July 1, 2014 - July 1, 2015
annenberg.usc.edu
Implementation: TacticsAction Objective Message Stakeholder(s) Channel/ Time
Assign each comm. channel a unique purpose
Update comm. channels for current tech; Optimize for Goals
Synergies; Global Reach; Networks; real world; prepare; digital literacy; new era
Domestic & International Inquirers
Leadcapture; Email; Mail; Events / June 1 2014
Develop actionable universal goals(pipeline) for all Inquirers
Optimize for prospect goals
Continuous optimization
Dean’s & Directors; Faculty admission committees; Inquirers
Meetings, Email / July 1 2014
annenberg.usc.edu
Implementation: Timeline
Develop Communication Calendar
Share Communication objectives
Implement and test
Analyze and Optimize
Summer 2014
Summer/Fall 2014
Fall 2014
Fall 2014
annenberg.usc.edu
Implementation: Metrics
Social Listening•ASCJ Social•ADM Social•Competitor Social
Live Feedback•Recruitment Fairs
•Event Surveys
Web Analytics•Formstack•Constant Contact
•Grad Database•RSVP Data
Application Data
annenberg.usc.edu
References• 2012 Insider Higher Ed Survey of College & University Admissions Directors• http://
www.businessweek.com/articles/2014-01-16/student-loans-the-next-big-threat-to-the-u-dot-s-dot-economy
• http://cgsnet.org/ckfinder/userfiles/files/Intl_I_2014_report_final.pdf• http://
www.nagap.org/documents/2012ReportonMastersLevelMarketingandStudentRecruitmentPracticesv2.pdf
• http://unbounce.com/conversion-rate-optimization/rulebook/• http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/• http://
press.kaptest.com/research/kaplan-test-preps-2012-survey-of-graduate-school-admissions-officers
• http://www.usnews.com/education/best-graduate-schools/articles/2012/04/06/7-critical-steps-to-find-the-right-grad-school
• http://www.nextscientist.com/choose-graduate-school-program/• http://www.princetonreview.com/grad/choosing-a-school.aspx• http://annenberg.usc.edu/AboutUs/Leadership/~/
media/PDFs/ASCJ_StrategicPLan_FinalDraft121010.ashx • http://www.aprimo.com/tdresources/seize-the-sale.pdf