Understanding Your Marketing Funnel

Kyle James@KyleJames

CEO @nuCloudFounder @eduGuru

What is Important?

What are our goals?

At most schools 50%+ of annual revenue comes

through tuition

Follow The Money!

IMPORTANT• Give Us Money!• But How?

• Applicants• Schedule a Visit• Download

Catalog

• Get on Mailing List

• Alumni Donations

Marketing Funnel Sales Funnel

Marketing Process

Recruitment Funnel

AwarenessVisit Website

Learn about School

Convert/Engage Request InfoVisit Campus

CommitApplyAttend

Let’s give a specific exampleThe Virtual Tour

Physical Campus Tour Is Critical

Data from Noel-Levitz – www.noellevitz.com

Vital to Recruitment

ROI AnalysisBuild a Business Case

Establishing ROI

If we can work backwards from the value of a student we can establish the value of an Interactive Campus Map.

*All numbers are created as examples

Let’s Do Some Math

What is the value of a Student?

• Average Years = 3• Cost Per Year = $20,000• Average Yearly Discount = $10,000

• Student Value = 3 * ($20,000 - $10,000)• So a Student is worth

$30,000!

What is the value of an Applicant?

• Student Value = $30,000• Conversion Rate in Applicant = 20%

• App Value = $30,000 * .2• So an Applicant is worth

$6,000!

Value Of Campus Tour?

What is a Campus Visit Worth?

• Application Value = $6,000• Conversion Rate of Visits to Applicant = 20%

• Value of Visit = $6,000 * .2• So Each Student Visit is Worth

$1,200!

What is a Virtual Tour Visit Worth?

• Visit Value = $1,200• Conversion of Map to Visit = 5%

• Value of a Map View = $1,200 * .05• So Each Map View is Worth

$60!

Do You Think 1,000 People Would View Your

Map In A Month?

Then Having A Map Is Worth $60,000!

Per Month!

You can now justify this project

ROI Spreadsheet

http://bit.ly/map-roi

Let’s take a step back

You can use this same process to decide the value

of doing any web project

26

Possible Important Items

Admission Specific• Apply to College• Schedule a Campus Visit• Request Info• Download the

Viewbook• Take a Virtual Tour

General Goals• Sign up for eConnect

updates• Watch Videos• Subscribe to RSS• Become Facebook Fan,

Member of a Group• Join Linked In• Read Blogs

The One Takeaway

This Only Works If You Convert

Questions?

Kyle James@KyleJames

kyle@nucloud.com