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Lead Nurturing -Turning Inquiries into Enrollments
Presented by:Dr. Mandy Hansen & Jennifer Frankel
About Us
Our goal is to empower and encourage students to pursue an international education, and
provide them with the tools they need to educate themselves and experience the world.
About University of Colorado, Colorado Springs
● Public Institution: Est. 1965
● Location: Colorado Springs, Colorado
● Enrollment: 11,000
● 426 international students - 49 countries
● Fastest growing universities in the state
Agenda
The Admissions Funnel
Filling the Funnel
Marketing and Communications Plans
Best Practices
Methods of Communication
Engagement throughout the Funnel
Open Discussion - How are you Driving Students through the Funnel?
The Admissions Funnel
Prospects - Filling the Funnel
○ In Country Reps
○ Education Fairs
○ Your School’s Website
○ Agents
○ Portal Sites
○ List Buys
○ Marketing and Advertising
○ Social Media
○ Students and Alumni
Inquiries
Who: Inquiries have expressed interest in your
institution. They may be interested in many.
Interests: Student life, campus events, facilities,
social life, sports, cost.
Message: Focus on the unique experience that
your institution provides.
Applicants
Who: Applicants have submitted an application
form, essay, test results, etc.
Interests: Being accepted, personal
connections, help.
Message: Focus on guiding them through the
application process and next steps in a
personal, assuring, and helpful way.
Admits, Confirms, and Enrollees
Who: Admits have submitted all required
documentation. Confirms have accepted your
admissions offer. Enrollees have made a
deposit.
Interests: Comparing offers and making a final
financial decision.
Message: Focus on welcoming the student to
the college family and check in often until the
student arrives on campus. Earn their
commitment.
Developing a Communications Plan
What do you need in a successful communications plan?
1. Contact prospective students quickly and frequently.
2. Use the right method to reach your students.
3. Give the students a relevant message
Contact Students Quickly and Frequently
Responding to leads within an hour generates 7x the
meaningful conversations than those that wait even an
hour later.
*Harvard Business Review
Contact Students Quickly and Frequently
Contact Students Quickly and Frequently
Methods of Engagement
Base your marketing and recruitment strategy around the expectations of your
target audience. Methods include:
Expectations differ depending on the level of the Funnel.
● Search Engine Optimization
● Pay Per Click
● Social Media
● Phone/Skype
● Webinars
● Google Hangouts
● School Visits
● Fairs
● Events
● Messenger/WeChat
Prospects – University of Rochester
• Methods
Content Marketing
Social Media
Viral Video
• Almost 200,000 views on
YouTube
● Methods
Event/Country visit
Email Marketing
Social Media
Personal Contact
● Cost effective
● In home visits include parents and family
● Students tell their personal experiences
Subject: Start earning your degree, Alejandro
Subject: Start earning your degree, Alejandro
Subject Lines:
● Alijandro, It’s not too late!
● Alijandro, are you ready?
● Alijandro, considering grad school? Consider Felician
● Start earning your Degree Alijandro
● Happy Easter!
● Start the New Year off Right, Alijandro
● You May Qualify for a Scholarship
Content Marketing
1. Should be engaging
2. Entertain, inspire, educate & convince
3. Use different platforms
4. Build messaging that sets your school apart from others
Best Practices for Your Communications Plan1. Timeliness should be a top priority.
2. Plan should include at least 5 to 7 direct pieces.
3. Build messaging that sets your school apart from others.
4. Enhance your web presence.
5. Don’t stop when you receive an application - reinforce his/her commitment.
6. More inquiries equals more conversions.
7. Don’t be afraid to call.
(Noel Levitz, 2013)
Lead Generation at UCCS
Recruitment
Physical
- China and Local School Visits
Best Practices: Physical, Arm Chair, Providers, Partnerships and Name Purchasing
Group: What are some lead generation activities you are doing?
Inventory at UCCS
What resources do you have for your program?
- Social media: Facebook page
- Video of UCCS
- Printed material: English UCCS International Recruitment Brochure, City of Colorado
Springs Brochure
- Letters: Acceptance letter
- Other: Need to print and develop an arrival guide
Internal Analysis
Who is attending your school?
- Where are they from?
- What level are they studying?
- What major are they pursuing?
- What are the trends?
What are your needs?
Wish List
- Website in English, THEN in Arabic, Chinese, Portuguese, etc.
- Acceptance Packet
- Student Videos
- Provider to manager and queue emails
- Development of a communication plan for prospects and applicants
Sample Websites
University of Cincinnati, SUNY Buffalo, Indiana University-Bloomington
uccs.edu/geo
Sample Websites
Website•School description•Costs•Housing•Admissions (UG, Grad, ESL)•Student quotes/profiles•Visa information
Idea for website information:A) Before they apply, applying, after they are admittedB) EducationUSA International Friendly Website
General Group Sub Group Message Essence Manner
With Whom Do You Communicate?“Nuts & Bolts”
How will you communicate?
Notes from the Communication Brainstorm meeting:
Communication Flow
MATRICULATED STUDENTS
- housing/res life
* visa tips
- tips to transfer 1-20
- transfer credit work
- orientation schedule
* I-club stuff, trips/activities description
- weather/packing info
- shuttle/flight/travel logistics
- measles/immunizations information
- current student testimonial
* Flagstaff info/fun facts and attractions
- Emergency office contact information
- Program/college specific highlights
ADMITTED STUDENTS
- enroll/attending reply form
- PIE admits (placement and test scores)
- research/internships
- scholarships
- costs/payment plans
- school highlights
- connecting with current students
- student life
- meal plan, housing
- safety
- alum successes/ employment
- # of current students (by country)
- int'l student services
*= topics suited for both
With Whom Do You Communicate?
Students
Counselors
Prospective, applicants, admits,
matriculants
Agents, high school, community
colleges
Break (it) Down…
Students prospective application deadline
Group Sub Group Message
Students Prospective Application deadlines
Applicants Missing items
Admits Congratulations!
Housing Deadline
Matrics Orientation
How Do You Communicate?Email
Hard Copy
Social Media
Phone Calls
Other ideas?
Group Sub Group Message Manner
Students Prospective Application
deadlines
Applicants Missing items Email, Phone
Admits Congrats!
Housing Deadline
Email, Phone
Matrics Orientation Email, Hard Copy
Anticipation
UCCS prepared one email and a letter to parents in anticipation
of the inquiries that will be received in response to safety on
campus.
Anticipate….
Reminder to apply for a visa
Housing deadlines
Orientation and arrival date
Application deadlines
Scholarship deadlines
Let’s Anticipate!
Group Sub Group Anticipated Issue Manner of Response
Students Prospective Safety Email
Costs/Scholarships Email
Research Email
Applicants Safety Email
Employment Oppts. Email
Admits Friends Email
Employment Oppts Email
Research Email
Let’s Summarize!
Message Summary / Highlights
Safety Friendly, small city, traditional college campus
Costs/Scholarships Availability and how to apply
Research Research forum
Employment Oppts. Employers of graduates
Friends Meet new incoming students; Facebook
Example-Safety
Example-Scholarships
Example-Employment
Example-Friends
Tips for Writing Effective Emails
We tend to answer, or be drawn to email that are the fastest to
answer or process. That means email that require very little work or
thought.
When we open an email that’s very long, our gut reaction is to
close the email, or come back to it later when we might have more
time.
We go through email while asking “what’s the point?”
http://thinksimplenow.com/productivity/15-tips-for-writing-effective-email/
Moving Forward
Worksheets
Calendars (avoid the same group getting 5 messages in one week)
Involvement of students and alumni
Trends and Research (technology and Retention data)
Keep it simple, short and direct to website for additional information when possible
If the information is not on the web, ask yourself if this information should be incorporated on the web as it may be
important and students/etc. and needed in the future.
Open Discussion
How are you driving students through the funnel?
