The New Admissions Funnel
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The Funnel, Broken. . . . Shifting Behaviors in a New Reality Joe Szejk Thought Leadership Series [email protected]
description
A brief description of the admissions process overview through the lens of the changing "Admissions Funnel." This presentation would be most helpful for brand new admissions personnel or for others who want to know more about the craft of admissions but will not be directly involved in it - board members, for example.
Transcript of The New Admissions Funnel
The Funnel, Broken. . . .Shifting Behaviors in a New Reality
Joe SzejkThought Leadership
402-960-4528
The Funnel - DefinedEnrollment managers have traditionally shaped their strategies around the model of the enrollment “funnel” metaphor.
Most volume of names at the top, these students indicated a low level of interest;
As the funnel moved southward and narrowed, student interest was (in theory) greater;
Each step down signified a milestone in moving from one inquiry or application status
Understanding the numbers game was vital for enrollment managers to put volume in at the appropriate slot – pushing students from one stage to the next.
Entry PointsThe point of entry into an institution’s database is known as Lead Source by enrollment managers. Each lead source has different behavior patterns. Example Lead Sources & Arching Classifications –
Self-initiated -Internet E-mail or ACT score senders; Travel - College Fairs, High School Visits; Responders -Bought Name Reply Card, Tearaways from Posters; Referrals - Alumni, Student, Coach, Guidance Counselor.
Experienced enrollment managers understand the various behavior patterns of the Lead Sources and treat them differently. For example, Self-initiated Lead Sources students tend to have a much higher interest level than Responders. ACT score senders may get immediate phone call rather than a general letter. Each institution has “best” lead sources in both terms of quantity and quality.
Old School Funnel•Bought Names—have expressed no interest yet
•Have communicated to the institution
•Completed an application but have not sent all materials
•Have sent all materials (transcripts, ACTs, etc.)
•Have met admissions criteria for acceptance
•Have committed to institution via deposit
•Have registered for classes and completed all steps
ProspectsInquiries
Applicants
Completed File
AdmittedDeposit
Enrollee
Fast Forward Today
Due to shifting demographics, the role of technology, and altered patterns of student
behavior, the traditional funnel management approach is proving inadequate to the challenge of
meeting institutional enrollment goals.
Lay of the Land - DemographicsInstitutions will compete more heavily for the next half decade (at least) for the traditional student, as fewer are graduating from high school and many are not entering four-year colleges immediately. Key Points -The majority of states are seeing smaller graduating
high school classes through 2018.Hispanic and African American student populations
may partially offset white population losses.Community colleges have burgeoned.The “face” of the undergraduate student populations
will be very different than five years ago. Colleges must adapt.
NCES predicts growth in adult and graduate education.
Technology’s RoleInstitutions no longer control the information regarding their school; and likewise, lose some of the predictability for enrollment. Where college selection was generally a solitary path between student and school, tens of millions of voices have joined in the journey. As with every other consumer preparing to make a purchase,
prospective students expect immediate access to information;Given the influence of social media personalization, these
students are most interested in the information pertinent to their selection criteria;
Millennial Students (born between 1981 and 2000) are more engaged and connect to networks than previous generations, leading to a strong reliance on influencers—parents, peers, prestige—for college choice;
Colleges must struggle between the unofficial channels of information and the “stealth shoppers.”
Where are We Now?Enrollment Managers must redirect energies from simply moving students along to the next stage to boosting Brand affinity and sharing pertinent information to the students at that stage of the funnel. We are in world where we must navigate, not
control, the message;Discerning consumers expect answers that
provide real value to their fundamental questions about your school;
Build a communications plan around motivation not inquiry or application status!
