Five Common Mistakes in Continuing Education … Common Mistakes in CE Enrollment Management (And How to Overcome Them) ACHE NE Regional Conference Thursday, May 1, 2008 Presenter:

Five Common Mistakes in CE Enrollment Management (And How to Overcome Them)

ACHE NE Regional ConferenceThursday, May 1, 2008

Presenter: Tim Copeland

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With increasing competition, declining state funding, and

environmental changes, colleges and universities have more reason

than ever to evaluate their approach to attract, engage, and

retain prospective students.

Theme



Agenda

What are the opportunities facing CE leaders today?What are the five common enrollment management mistakes?How do we overcome them?





What is Enrollment Management?

Enrollment management as a process or activity which influences the size, shape, and the characteristics of a student body by directing institutional efforts in the areas of marketing, recruitment, and admissions as well as pricing and financial aid. Hossler (1986)



Mistake #1: A Lack of an Enrollment Management Culture



Culture Starts with Leadership

MissionTo provide high-quality support for lifelong learning opportunities delivered exceptional customer service to the global community in a financially sustainable manner.

VisionSet the standard for customer service among university outreach organizations by creating and delivering educational programs that are innovative, market-driven, relevant, and financially sustainable.

Core ValuesAcademic integrity and excellence, communication, leadership, market awareness, fiscal responsibility, global perspective and respect for cultural diversity, customer service, social and human context of science and technology, innovation, commitment to professional excellence and growth

Where do students fit in?



Why Does This Happen? Common Reasons

1. No linkage to institutional mission2. Internal thinking

Example of strategic planning

3. Unclear, unrealistic goals4. Lack of a comprehensive enrollment

plan5. Misaligned organizations



Mistake #2: Failure to Embrace the Right Metrics



Current Metrics Don t Tell the Enrollment Story

1. Lagging MetricsRegistrationsFTE sGross RevenueContribution to academic unitsCost per lead

2. Fuzzy MetricsReachAwareness



Mistake #3: Treat Enrollment Marketing as Kinko s



At most campuses marketing is a lot like religion people tend to find it when they are in trouble.

- Dr. Tom Hayes, Xavier University



44%



Assessing Current Efforts

1. Mail and pray2. Managers of the promotional mix

primarily print3. Lack of organizational alignment



Mistake #4: Discount the Role of Relationship Management



Source: Assessing Consumer Demand , Eduventures 2006

Continuing Education is NOT an Impulse Buy

2.2

2.6

3

3.3

3.5

5

3.7

16

19

22

21

28

29

33

0 5 10 15 20 25 30 35

Non-credit course

Post-bacc. Certificate

Associate degree

Bachelor's degree

Master's degree

Professional degree

Doctoral degree

Consideration Set (Institutions) Decision Cycle (Weeks)



The Office of Enrollment Prevention

MAJOR WEST COAST RESEARCH UNIVERSITYCaller: Hello, I am calling about your workshop on xxxxVoice: Well, I don t know how you got to me. The girl that takes those registrations is not here right now. She might be at lunch.Caller: I called the number listed off the program website. Can I just ask you a few questions about the workshop?Voice: You re going to have to wait until she gets back Caller: Can I leave you my name and phone number?Voice: Like I said, it would be best if you call back the girl when she gets back.

Courtesy of Diagnostics Plus





Mistake #5: Ignoring Online Outreach



The Internet is Important.

WRITE THIS DOWN!



Failure to Master Online Fundamentals

1. Web sites that allow users to accomplish goals

2. Search engine marketing3. Email marketing



How to Overcome the Common Mistakes



Fundamental #1 Start with Culture

1. Enrollment management success begins with leadership (EM is an organizational philosophy first)

2. Define your value (hint: it better be clearly linked to institutional mission)

3. A proper governance structure is an imperative



Fundamental #2 Align the Organization

1. Develop an enrollment operating systemDo this by integrating your marketing and recruitment functions

2. It is the role of marketing to understand customers there is no better choice to lead the student enrollment experience

3. Invest in the right resources



Fundamental #3 Establish Goals, Plan and Measure

1. Set clear and realistic goalsWhen everything is a priority, nothing is

2. Develop a comprehensive written student enrollment management plan

Goals and objectives for student acquisition and retentionIdentify key metrics that drive enrollment performanceAlign supporting initiatives to your goals

There should be clear linkages

3. Plan for comprehensive management reporting and measurement toward goals



Fundamental #4 Manage the Funnel

1. The enrollment funnel is a universal concept for considered purchase decisions

2. Embrace leading funnel metrics to measure engagement and forecast

Response (Prospects to inquiries)Conversion (Inquiries to Registered or Applied)Yield (Registered, Accepted to Enrolled)

3. Invest in the recruitment functionDesign the ideal enrollment experienceOperational excellence is an essential



Fundamental #5 Engage Students through Multiple Channels

1. Your web site should provide evidence that a student s goals can be accomplished

2. Your online footprint must be visible to students

3. Your email marketing program must be relevant and relationship focused

4. Once you ve mastered these fundamentals, then and only then pursue additional interactive channels



Summary

The adult learner market is the fastest growing student segment however growth brings competitionEnrollment management is an organizational philosophyEmbrace the fundamentals to obtain a competitive advantage



Turn in your survey for results and additional reports and materials

Tim CopelandSenior ConsultantEnrollment Management Consulting

Email: [email protected]: 404-437-6449Blog: www.enrollmentmarketing.org


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Five Common Mistakes in Continuing Education … Common Mistakes in CE Enrollment Management (And How to Overcome Them) ACHE NE Regional Conference Thursday, May 1, 2008 Presenter: