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Affordability and career advancement content on your website is the key to successful initial contact with potential students. Rapid response to a prospect by phone and/or email is essential to increase application conversions. These points and more are covered here, with examples from universities that do these things well.
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Bob Johnson Consulting, LLC 1
KEY STEPS TO INCREASE ADULT STUDENT RECRUITMENT
RESULTS©ROBERT E. JOHNSON, PH.D. 2013
Robert E. Johnson, Ph.D.President, Bob Johnson Consulting
Eastern Michigan University
July 19, 2013
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WILL PEOPLE FIND YOU?Many people start with an online search…
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“Online degree programs Michigan”
Google search results… First page Michigan schools…
• Michigan State• Central Michigan• UM-Dearborn• UM-Flint• Western Michigan• Oakland University• Baker College
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2 TOP FACTORS FOR ADULT STUDENTS…Career advancement…
Cost
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Why adults return to college…http://www.capella.edu/
Task #1: career advancement
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Cost, right from the start…http://www.strayer.edu/
Task #2: price information
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TALKING POINTS FOR POTENTIAL STUDENTS…Website or in person or in print…
How are you helping people?
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Future students top tasks at the start…
Most Important…
• Price information• Affordability• Investment return after
graduation• Academic programs• Time to earn the degree• Flexible scheduling
Not very important…
• Social media connections• Info about presidents,
deans, alumni• School news• Connecting with current
students
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Provide program specific info…http://management.bu.edu/graduate/graduate-admissions/profile/
Task #3: academic program information
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KEY ASSUMPTION… FUTURE STUDENTS START AT YOUR WEBSITEInitial marketing message delivered on the first visit…
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From a Google search… EMU
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At an entry page for adult students…
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“Online” link leads to this page…
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From a Google search… CMU
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At the CMU home page…
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At entry page for adult students…
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“Online” link leads to this page…
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PERSONAL CONTACT DURING A WEB VISIT…Chat feature builds a bridge…
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Good places for a chat feature…
EMU… CMU…
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GENERATE ONLINE INQUIRIES…Easy to complete…
Easy to find
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Inquiry form… convenient & quick
Task #4: inquiries
Repeat the call to action…http://www.mbaregis.com/
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Repeat calls to action…http://www.mbaregis.com/
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ADVERTISING OPTIONS…
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The retargeting trail…http://area2oh3.com/have-you-been-retargeted/
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REJ on a automobile forum…
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Retargeting on Facebook…
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Direct response display ads…
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52 co-op choices… where will you be?http://www.elearners.com/online-degrees/master/finance.htm
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AFTER AN INQUIRY…Rapid response…
Continuing response
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Convert an inquiry to an application…
• First response by email or phone in <24 hours• Fast response = higher conversion• Anything after 24 hours guarantees wasted inquiries
• If an inquiry gives a phone number, use it• If an inquiry gives an email address, use it
• Email contact every two weeks
• Inquiry from a college fair• First response within 24 hours
• If staffing requires triage system, do that
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Pre-app transfer credit review…http://information.devry.edu/us/transfer-students?vc=167161
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SOCIAL MEDIA…Most people are “Spectators”…
Facebook, YouTube first
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Social media right after an inquiry…
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Prominent on the website…
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Especially for adults…
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After Facebook, YouTube…
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A note on posting frequency…
• Life of a post on Facebook and Twitter is short… just a few minutes
• If something is important, posting twice on the same day will increase visibility
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NOW AND IN THE FUTURE…More attention to ‘Mobile”…
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EMU page passes the mobile speed test… less than 5 seconds to open
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More points on mobile…
• Requires website revisions• Important for email reading…• Add text option in inquiry forms and use it
• People who give permission to text are deeper into a relationship than those who do not…
• People will expect to complete applications (and more) on smart phones and tablets
THANKS FOR INVITING ME THIS MORNING!Bob Johnson, Ph.D. (248.766.6425)
www.bobjohnsonconsulting.com
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