AMA SYMPOSIUM FOR THE MARKETING OF HIGHER EDUCATION

From Pointing Fingers to Partnership:

An Integrated Approach to Drive Enrollments Goals

and Departmental Affection

Academics + Marketing + Recruitment

Steve Navarro Vice President | R2 integrated

#AMAHigherEd

Dr. Robert Helfenbein Associate Dean, School of Education

Sharon Higgins Assistant Vice President for Marketing & Communications

Manette Frese Director of Marketing for Graduate Programs

Why?

How.

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Overcoming Fragmentation

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Overcoming Fragmentation

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The Student Journey

Where it’s been and where it’s going

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The Student Journey

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Starting the Conversation

• What are the goals of the School or Department?

• Who is our audience?

• What language are they speaking?

• How is the market changing and what does that mean for our product?

• What are they buying?

• What is the value they place on the investment?

• How do we deliver on that value and our promise?

• How can we deliver the best product in the market?

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Integrating the Student Journey

Understanding the student journey is key to results

More students are informed nowadays

without ever having to talk to the University,

which causes them to start applications but

not finish once they conclude that the school

is “not the right fit”.

• The “shopping” process happens 24/7

• Connect the online experience with the

offline experience

• Multiple touch-points required for

conversion.

• Word of mouth / personal

recommendation

• Search

• Website

• Email

• Direct mail

• Direct call

• Traditional Advertising (tv, radio,

print, outdoor)

Source: http://www.universitybusiness.com/article/10-ways-students-search-colleges-today%E2%80%94and-how-adapt

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Lead Generation

Goal: get the best qualified prospective students

in the hands of the recruiters

Execution: Multi-channel Touch Points

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Integrating the Student Journey: The Results

Connecting the student experience from recruitment to

the classroom

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Recruitment: Informed by Marketing

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Recruitment: Informed by Marketing

Converting traditional recruiting techniques to a

contemporary, consultative approach drove a 138%

increase in enrollments

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• Launched automated e-mail communication flows to new prospects

• To free up recruiters’ time for one-on-one relationship building

• Allow for more personalized attention to hottest leads and new applicants

• Revised information session approach

• Highly successful general SOE sessions

• Dean, Faculty, Program Directors

• Alumni presentations and testimonials

• Program-specific virtual information sessions

• Tag-team, high-touch approach to prospective recruitment outreach

• Recruiter first contact

• Introduce to MAT Advisor (Another area where partnership with” Business Owner” is

critical)

• Follow up calls and emails to every lead

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A Committed Approach

An integrated approach, centered on the Student

Journey, creates lift in enrollment and departmental

relations

KEYS FOR SUCCESS:

• Shared Value between academic and enrollment management divisions: We are –

TOGETHER – responsible for building enrollments. This is a business. A tuition dependent

one.

• Tap, not blame, our differences. Academics bring currency into student needs and

messaging. Marketing brings know-how to funnel growth and lead generation. Together, we

win.

• Together, we all walk the student journey. We - recruiters, marketers, and program staff,

personalize the experience by understanding the journey and actively consulting with each

student based on where they are in the journey.

Q&A

Thank You!