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April 21, 2009 Tangible Tactics for Helping Students Envision Affording Your Institution Joshua Paul James Tower, Inc. YES, WE CAN

Tangible Tactics for Helping Students Envision Affording Your Institution

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Engage prospective students facing turbulent economic times by integrating personalized “affordability” messaging into your enrollment marketing communication flow. Using data-driven online tactics and solutions to clearly tell your “affordability” story within exisiting recruitment channels allows you to reach a powerful balance of emotional and analytical appeals when marketing your institution. Presented at 2009 PCACAC, NYACAC, and SACAC.conferences.

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Page 1: Tangible Tactics for Helping Students Envision Affording Your Institution

April 21, 2009

Tangible Tactics for Helping Students

Envision Affording Your Institution

Joshua Paul

James Tower, Inc.

YES, WE CAN

Page 2: Tangible Tactics for Helping Students Envision Affording Your Institution

Economy Changed Plans

65%

35%

NOYES

21% Will work while attending school20% Won’t be able to attend school16% Will select a community college13% Will commute from home11% Avoiding private school options8% Expect to have financial issues7% Will attend part-time instead of full-time7% Reconsidering school choices

YES

Source: E-Expectations, Class of 2009, James Tower, Inc., April 2009

Page 3: Tangible Tactics for Helping Students Envision Affording Your Institution

Befor

e Con

sider

ing

Befor

e Apply

ing

After A

ccep

tance

After F

inan

cial A

id0%

10%

20%

30%

40%

50%46%

42%

27%38%

40% 39%

27% 30%

Elimination of Colleges Based on Cost

Students ParentsSource: How America Pays for College, Gallup/Sallie Mae , August 2008

Page 4: Tangible Tactics for Helping Students Envision Affording Your Institution

Less Ex-pensive School

Living At Home

Community College

Part-Time Milliary Postponing College

0%

10%

20%

30%

40%

50%

60%

70%

80%78%

65%

54%

26%19%

17%

Cost-Saving Measures Considered by Students Who Elim-inated Schools for Cost

Source: How America Pays for College, Gallup/Sallie Mae , August 2008

Page 5: Tangible Tactics for Helping Students Envision Affording Your Institution

Why this

topic?

Why now?

Page 6: Tangible Tactics for Helping Students Envision Affording Your Institution

+ =

$15,210

$39,300

$47,524

$21,700

Page 7: Tangible Tactics for Helping Students Envision Affording Your Institution

Befor

e Con

sider

ing

Befor

e Apply

ing

After A

ccep

tance

After F

inan

cial A

id0%

10%

20%

30%

40%

50%46%

42%

27%38%

40% 39%

27% 30%

Elimination of Colleges Based on Cost

Students ParentsSource: How America Pays for College, Gallup/Sallie Mae , August 2008

Page 8: Tangible Tactics for Helping Students Envision Affording Your Institution

Get the right message

to the right people

at the right time using the

right communication channel

Your Affordability Marketing Plan

Page 9: Tangible Tactics for Helping Students Envision Affording Your Institution

2009

What do we know about today’s prospective students?

• Prospects’ Goals

• Decision Making

• Communicate, Connect, Take Action

LogisticalEmotional2008 2009

Page 10: Tangible Tactics for Helping Students Envision Affording Your Institution
Page 11: Tangible Tactics for Helping Students Envision Affording Your Institution

Page where admissions and Fin Aid are separate.

Page 12: Tangible Tactics for Helping Students Envision Affording Your Institution

Page where admissions and Fin Aid are separate.

Page 13: Tangible Tactics for Helping Students Envision Affording Your Institution
Page 14: Tangible Tactics for Helping Students Envision Affording Your Institution
Page 15: Tangible Tactics for Helping Students Envision Affording Your Institution

Marketing Affordability

• Who to address?

• When to say it?

• What to say?

• How to say it?

Page 16: Tangible Tactics for Helping Students Envision Affording Your Institution

Out-Bound Known• Target prospects• Name buys• Prior

relationships• Student search

In-Bound Known• College fairs• High school

visits• Campaign

response• Inquires

In-bound Unknown• No contact until

application• Research online• Use web site

information to make decisions

Students Parents Influencers

9 Types of Prospective Audiences

Page 17: Tangible Tactics for Helping Students Envision Affording Your Institution

When In Your Process?

MATRICULATION

SENIORS

JUNIORS

SOPHO-

MORESSuspects

First Contact

Prospects

Applicants

Accepted Students

Deposited Students

Page 18: Tangible Tactics for Helping Students Envision Affording Your Institution

• Real Success Stories

• Relevant Examples

• Steps in the Process

• What to expect in the process?

• Simple Education

• Ask them to reach out to you.

What Do I Say?

Page 19: Tangible Tactics for Helping Students Envision Affording Your Institution

Get the right message to the

right people at the right time using

the right communication

channel

Page 20: Tangible Tactics for Helping Students Envision Affording Your Institution

2008 Commercial for Walt Disney World

Page 21: Tangible Tactics for Helping Students Envision Affording Your Institution

Step 1:Shore Up Your Web Site

Page 22: Tangible Tactics for Helping Students Envision Affording Your Institution

Step 1: Shore Up Your Web Site

Page 23: Tangible Tactics for Helping Students Envision Affording Your Institution

Step 1: Sure Up Your Web Site

Page 24: Tangible Tactics for Helping Students Envision Affording Your Institution

Step 1: Sure Up Your Web Site

Page 25: Tangible Tactics for Helping Students Envision Affording Your Institution

Step 1: Shore

Up Your Web Site

Page 26: Tangible Tactics for Helping Students Envision Affording Your Institution

Step 1: Shore Up Your Web Site

Page 27: Tangible Tactics for Helping Students Envision Affording Your Institution

Step 1: Sure Up Your Web Site

Page 28: Tangible Tactics for Helping Students Envision Affording Your Institution

Step 1: Sure Up Your Web Site

Page 29: Tangible Tactics for Helping Students Envision Affording Your Institution

Step 1: Shore Up Your Web Site

Page 30: Tangible Tactics for Helping Students Envision Affording Your Institution

Step 1: Shore Up Your Web Site

Page 31: Tangible Tactics for Helping Students Envision Affording Your Institution

Step 2: Know Your Data

Have parents that want help with their college

financial plan, but don’t know where to look at

this point in the process.

Does not rank affordability in

his top 3 criteria.

Are worried about affording your institution.

Does not understand the

“paying for college” process.

Step 2: Know Your Data

Page 32: Tangible Tactics for Helping Students Envision Affording Your Institution

Step 3: Be Proactive

1. Acquiring information

2. Getting your affordability message out

• Start conversations

• Personalized

• Automate

Page 33: Tangible Tactics for Helping Students Envision Affording Your Institution

Step 4: Create communication/Build

relationshipsTo: [email protected]: [email protected]: Ways To Afford Socrates

Ashley,You’ve been to campus and experienced what Socrates feels like. I want to personally invite you to an upcoming online chat to learn and ask question about how we are making Socrates affordable for you and our family.

Friday, May 8, 2009 at 3:30pmSign up and receive a reminder

Sincerely,Beth

Online ChatHow You Can Make Socrates AffordableFriday, May 8, 2009 at 3:30pm

Did you know Socrates University is one of the most affordable colleges in the area. Learn about your options for affording Socrates and get your questions answered.

Page 34: Tangible Tactics for Helping Students Envision Affording Your Institution

Important Tips• Make it simple• Make it easy• Be proud of your

affordability• Be audience-centric• Individualize

messages• Allow them to take

actionP

rospect

Repellent

Page 35: Tangible Tactics for Helping Students Envision Affording Your Institution

Take Aways• Align marketing and affordability messages

• Tell your affordability story

• Integrate into enrollment communication flow

Page 36: Tangible Tactics for Helping Students Envision Affording Your Institution

QUESTIONSJosh Paul

James Tower, Inc.

[email protected]