July 17, 2013

Leading ChangeFROM WITHIN:Transforming the Adult Enrollment Operation

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PAUL ANGONEMarketing Specialistpangone@apu.edu

RAFI MALJIANSenior Director of Marketing

rmaljian@apu.edu

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Office ofUniversity Relations

RESPONSIBILITY Create marketing strategiesImplement tacticsDrive traffic to the websiteGenerate inquiriesGenerate applications

ROLEProtect and promote the brandConduct market researchIncrease market shareProvide strategic communication counsel

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Adult and Professional Studies

RESPONSIBILITYWork the inquiriesWork the applicationsPrepare financial aid offersStart cohortsTranscript evaluationRetentionCurriculum

ROLEDegree completion unitResponsible for large portion of university revenue7 programsOn campus and online

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ONLINE

OUTDOOR

RADIO

PRINT TV

EVENTS

MARKETING MIX

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Everything was going well. Or so we thought.

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We missed themoon walking bear.

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Aslanian Market Research

• Previous Interactions• Reputation• Trusted by Administration• Neutral Party

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The Findings

• Identified barriers to enrollment• Units required• Lowered total units needed to graduate by 6• Program offerings (3-5% of total demand for degree study)• Internal competition (online-only unit, APOU, traditional UG)• Cohort model• Financial aid• Sales/recruiting (style ranged between recruiters)• Age

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The Outcomes

• Created new enrollment services unit for APS programs• Established common recruiting/enrollment strategies similar to

graduate admissions• Implementing CRM, eliminating shadow databases• Integrated online recruiting practices to the face to face recruiters• Hired new director from outside• Lowered required units• Rolling start dates rather than waiting for cohort to fill up• More marketable programs• New articulation agreements with community colleges

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Questions? Comments?

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Marketing Materials

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