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To meet your enrollment goals, you don’t just need more inquiries, you need inquiries that convert and lead to starts. Adding a phone number to your campaigns allows prospective students to call your admissions team directly, resulting in a 100% contact rate, a decrease in operating costs, and an increase in enrollment and start rates.
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Increase Conversion and Start Rates with Pay-Per-Call Advertising
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Presentation Overview
• The value of a phone number• What is pay-per-call?• Merging online with the phone• Inquiry quality benefits of pay-per-call• Best practices for managing pay-per-call campaigns• EnrollCall overview• Question and answer
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The Value of a Phone Number
• Increase touch points• Improve perception• Create an immediate connection• Increase consumer convenience• Provide instant gratification
Phone calls are the most direct contact method with a prospective student.
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What is Pay-Per-Call?
• Pay-per-call is a performance-based advertising solution that generates inbound calls using unique, trackable phone numbers.
• Pay-per-call provides publishers the ability to track revenue, and clients the ability to track calls by source on a per-call basis.
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Pay-Per-Call: Merging Online with the Phone
Online Benefits• Performance based• Immediate execution• Real-time reporting• Data driven
Phone Benefits• Immediate connection• Engaged consumers• Higher conversions• Increased credibility
+ = Pay-Per-Call
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Lead Quality Benefits of Pay-Per-Call
• Exclusivity• Consumers initiate contact• Speak with students at their convenience• Engaged and interested consumers• Increase conversion rates
With pay-per-call, you are not just collecting student data, you are conducting an initial interview.
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Best Practices for Managing Pay-Per-Call Campaigns
• Establish a clear process:– Utilize a unique phone line– Capture inbound phone number– Enter students info into CRM– Set up a hunt group– Determine after-hours procedures
• Understand your provider’s promotional relationships • Consider a call center resource
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Pay-Per-Call Marketing and EDU
• Phone numbers and traditional marketing• Essential to utilize robust platform
– Unique tracking– Intelligent call routing – Immediate reporting– Custom optimization
Call performance campaigns provide the power of direct human interaction with the measurability of online marketing.
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EnrollCall: CUnet’s Pay-Per-Call Solution
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What is EnrollCall?
EnrollCall is a marketing solution for colleges and universities that directly connects interested students with a school’s admissions office through performance-based, trackable inbound calls.
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EnrollCall Process Flow
CUnet team creates campaign and distributes promo numbers to participating affiliates
Affiliates use promo numbers in branded advertising to generate phone calls
Potential student sees ad and calls promo number
Admissions
Call is routed to admissions
CUnet team checks all ads for compliance and provides reporting to client
Interactive Voice Response (IVR) menu can be used to further filter or qualify calls with your choice of criteria like age or program of interest
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Benefits of EnrollCall
• No intermediary participates on call• Students ready to speak now• 100% percent contact rate• Pay only for qualified phone calls• Improve rep morale• Calls are qualified based on mutually agreed up criteria, such as:
– Call duration– Questions from Interactive Voice Response (IVR)– Business hours
• Real time reporting
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EnrollCall Reporting
The EnrollCall Client Dashboard provides real-time insight into campaign performance
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EnrollCall Increases Total Inquiries
• Web form receiving only organic search traffic generated 24 percent more total inquiries (data plus phone)
SEO Affiliate – National School - Good Leads by Month, 2010
Month Data Leads Phone Leads Total Leads
February 77 77March 58 58April 68 68
3 Month Total 203 203
May 55 27 82
June 41 22 63
July 58 49 1073 Month Total 154 98 252
•Three month average jumped from 68 to 84 leads.
24% INCREASE
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EnrollCall Improves the Quality of Education Leads
Q3 and Q4 Totals: National Online and Campus SchoolValid Phone Calls 1156Starts 36Lead to Start 3.10%Cost per Start $ 3,211.11
Valid Data Inquiries 278,488Starts 2,467Lead to Start 0.90%Cost Per Start $ 4,269.07
EnrollCall delivers more than student data—you get an exclusive connection with a potential applicant!
• In Q3 and Q4 of 2010, a national online school received over a 3x better start rate with EnrollCall calls compared to data leads.
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Summary and Key Takeaways
• Phone calls are the most direct contact method with a prospective student
• Fully understand all aspects and best practices if running a pay-per-call campaign
• EnrollCall is the premier pay-per-call solution in the EDU space• EnrollCall delivers a 100% contact rate• EnrollCall increases total inquiries and improves lead quality
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Questions?To ask a question, please type your questions into the “question” box on your webinar dashboard.
Contact the CUnet sales team at:[email protected]
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