Student relationship management is a lifelong proposition. As institutions work to refine their recruitment and marketing practices to better attract adult students, colleges and universities must not forget that these relationships do not end once prospects enroll in their programs. In order to deliver long-term value to both students and their institutions, higher education administrators must look to sustain their relationship management efforts to deliver optimal service before, during, and after enrollment. This session will focus on delivering best practices for building and maintaining relationships with adult students in order to facilitate recruitment and retention efforts. Learn how institutions ranging from University of Houston Continuing Education to SUNY Oswego Graduate Admissions are refining their customer service efforts to connect with adult students and not only to drive awareness and enrollment for their programs but to establish long-term connections with students and prospects.

1. Only the Beginning: Thinking
Beyond the Enrollment Funnel
Todd Gibby - @tgibby
Andy Dryden

4. Ferris Grew Up
Eduventures Overview of the U.S. Full-service Online Program Management Market (Hobsons)

5. Market Realities
Source: “Time is the Enemy” Complete College America 2011

6. Macro Forces and Policy
• Hyper-Competition
• Student Consumerism
• Increasing Accountability
• More w/ Less = New Normal

7. Market Realities
Source: “Time is the Enemy” Complete College America 2011

8. How Do Adult Learners feel about
their education?
Less confident (esp. math)…
…but more engaged.
Source: 2011 Noel-Levitz National Freshman Attitudes Report

9. Sometimes deciding is the hardest
part

10. What is Student Success?

11. Why Do We Care about SS?
It makes Cents It Makes Sense

12. Why do they leave?
Enrollment to Graduation Pipeline
Not
Social
Low First Utilizing Commute
Integration Family
Term GPA Financial Time
issues
Aid
“Understanding Adult Learner Program Completion” Marianne Guidos Michael J. Dooris 2007

13. Does Risk Matter?
Risk Factors
Three or More Risk • part-time enrollment
Factors 5 17 9 69
• delaying entry into
postsecondary education
Two Risk Factors 10 15 11 64
after high school
One Risk Factor 21 10 13 56 • not having a regular high
school diploma
None 54 4 8 34 • having children
• being a single parent
ALL STUDENTS 31 9 9 51
• being financially
independent of parents
0% 25% 50% 75% 100%
Bachelor's degree Certificate Associate's degree No degree
• working full time while
enrolled.
SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09

14. What is Student Success?

15. Student Success Matters
$15,000 Annual Tuition
x 3 Years of Revenue missed
$45,000 Per lost student
x 25 Students lost per year
$1,125,000Lost Revenue
Go to http://www.educationalpolicy.org/calculator/ for a more detailed calculator

16. Its fixing Student Success?
What is the leaky pipeline…
Communicate with Current Students!!
Prepare & Orient Plan & Advise Alert & Connect
Not
Social
Low First Utilizing Commute
Integration Family
Term GPA Financial Time
issues
Aid
“Understanding Adult Learner Program Completion” Marianne Guidos Michael J. Dooris 2007

17. Jeanie (Shawna)
• Single Mom
Question 1:
• 30 years old
• GEDHow do we Prepare & Orient our
• Unemployed students to be successful?
• Highly Motivated
What does Jeanie need to hear from us?
• She has a clear path to success
Prepare & Orient
• She belongs in Higher Ed
• She will make it

18. Charlie
• Second Career
Question 2:
• 40 years old
• How do we Plan & Advise our students to
Married
• No Dependentsbe successful?
• Part Time Employed
What does Charlie need to hear from us?
• His experience matters
Plan & Advise
• He can utilize financial aid resources
• We offer academic support

19. Mr.Rooney
• eMBA candidate
Question 3:
• Mid-Career
• Employed Full Time & Connect with our
How do we Alert
• Online onlystudents to be successful?
What does Charlie need to hear from us?
• We’ll work with him on his schedule
Alert & Connect
• Connect with alumni for ROI

20. Take-Aways
Prepare & Orient Plan & Advise Alert & Connect
Jeannie Charlie Mr.Rooney
• Single Mom • Second Career • Works in
• 30 Years Old • 40 Years Old Management
• GED • Married • Mid-Career
• Unemployed • Full Time Employed
Needs to Hear: Needs to Hear: Needs to Hear:
• She has a clear path • His experience matters • We’ll work with him
to success • He can utilize financial on his schedule
• She belongs in Higher aid resources • Connect with alumni
Ed • We offer academic for ROI
• She will make it support

21. APU‟s “Hoopless” Process
1. Know your students
2. Hire good communicators
3. Build “hoop-less” admissions and financial aid processes
4. Take a proactive approach to student advising
5. Automate routine communications
6. Hire faculty suited to online teaching
7. Set and maintain high standards for student/faculty communication
8. Evaluate, evaluate, evaluate
9. Check your program‟s vital signs regularly
10. Use cross-functional teams to develop enhancements.

22. Measurement & Results: ERAU
35+%
80+%
85+%
14% 72% 68%
Inquire Apply Accept Enroll Retain Graduate

23. The Journey To Customer Focused
From: We have a staff who does that To: Everyone answers the phone
Customer Director
service Rep
Customer Marketing Operations
service Rep
Customer Coordinator
Student
service Rep worker

24. Proof positive
Through the launch period of our
668 Inquires
CRM and the re-design of our
website we have seen a positive
change in our inquiry traffic from
phone to web.
21 via
316 chat
239 via 92 via
from live for
phone email
Website two
weeks)

25. Comparison
7/7/11 to 7/14/11 10/7/11 to 10/14/11
Touchpoints Touchpoints
Phone Email
Email 19% 22%
30%
Chat
Phone 17%
60% Web
Web 42%
10% Chat
0%

26. Oct / Sept Y-o-Y Gross Revenue
September October
$330,000
$210,000
$90,000 $120,000
2010 2011

27. Mapping Objectives
Discover: Listen: Engage: Support:
Decision
Phase Uncover Capture / Convey Reinforce
Demand Qualify Value Decisions
Limited
Fragmented Generic
Current State Marketing
Inquiry
Messaging
Silence
Capture
Ubiquitous
Strategic Segmented Established
Ideal State Outreach
Data
High Touch Networks
Capture
SEO / SEM Inquiry Forms Segmented
Functional Email & FB Views
Comm Outreach
Facebook
Vision Comm Plans
Events /History
Events Response Sys

28. So What?
• Recruit the right students
Question 1:
Question 2:do
How we Prepare & Orient our
students to be successful?
How do 3: Plan & Advise our students to
Question we
be successful?
How do we Alert & Connect with our
students to be successful?

29. And Remember…

30. Resources
• „2011 Freshman Attitudes Survey Report” Noel-Levitz.
www.noellevitz.com
• EPI Analysis of BPS students 03/04 to 08/09
http://www.educationalpolicy.org
http://nces.ed.gov/surveys/bps/
• “Understanding Adult Learner Program Completion” Marianne
Guidos Michael J. Dooris 2007 www.psu.edu
• “Time is the Enemy” Complete College America 2011
www.completecollege.org/docs/Time_Is_the_Enemy.pdf
• Eduventures Overview of the U.S. Full-service Online Program
Management Market (Hobsons)
• Eduventures “The Big Picture 2011” Richard Garrett, June 2011
• Eduventures “Testing the Non-Traditional Higher Education Value
Proposition” April 2011
• Demand Engine “Adult Learner Marketing Needs a Makeover-Now!”
July 2011

31. Only the Beginning: Thinking
Beyond the Enrollment Funnel
todd.gibby@hobsons.com - @tgibby
andrew.dryden@hobsons.com

32. Does Race/Ethnicity Matter?
Race/Ethnicity
Black or African American 17 12 8 63
American Indian or Alaska
Native 14 13 11 62
Hispanic or Latino 17 16 8 59
Other 30 5 8 58
Native Hawaiian / other
Pacific Islander 39 52 54
More than one race 28 9 10 53
White 36 8 10 46
Asian 46 5 8 42
ALL STUDENTS 31 9 9 51
0% 25% 50% 75% 100%
Bachelor's degree Certificate Associate's degree No degree
SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09

33. Does Income Matter? Dependent
Income
Highest Quartile 58 2 7 32
Third Quartile 44 5 10 42
Second Quartile 35 7 11 47
Bottom Quartile 25 10 9 56
ALL STUDENTS 31 9 9 51
0% 25% 50% 75% 100%
Bachelor's degree Certificate Associate's degree No degree
SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09

34. Does Age Matter? Age
40 or older 3 17 9 71
30-39 5 19 10 67
24-29 6 19 10 65
19-23 28 9 10 53
18 or younger 45 5 9 41
ALL STUDENTS 31 9 9 51
0% 25% 50% 75% 100%
Bachelor's degree Certificate Associate's degree No degree
SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09

35. Does Dependent Status Matter?
Dependency
Independent 6 18 10 67
Dependent 41 6 9 44
ALL STUDENTS 31 9 9 51
0% 25% 50% 75% 100%
Bachelor's degree Certificate Associate's degree No degree
SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09

36. Does Educational Legacy Matter?
Parents’ Highest
Doctoral degree or
equivalent 58 34 35 Level of
Education
First-professional degree 60 53 32
Master's degree or
equivalent 53 3 6 38
Bachelor's degree 45 5 7 43
Associate's degree 29 7 13 51
Less than two years of
college 25 10 11 54
High school diploma or
equivalent 17 13 11 59
Did not complete high
school 10 20 10 60
ALL STUDENTS 31 9 9 51
0% 25% 50% 75% 100%
Bachelor's degree Certificate Associate's degree No degree
SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09

37. Does First Institution Attended Matter?
First Institution
Sector
Public 2-year 11 8 14 66 Attended in
2003-04
Private for-profit 4-year 16 3 15 66
Private not-for-profit 4-
year 64 24 31
Public 4-year 60 24 35
ALL STUDENTS 31 9 9 51
0% 25% 50% 75% 100%
Bachelor's degree Certificate Associate's degree No degree
SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09

38. Does Attending an HBCU or HSI Matter?
Attended HBCUs
or HSIs
Attended HBCU 2003-04 25 34 68
Did not attend HBCU 2003-
04 31 10 9 50
Attended HSI 2003-04 16 7 11 66
Did not attend HSI 2003-04 33 10 9 49
ALL STUDENTS 31 9 9 51
0% 25% 50% 75% 100%
Bachelor's degree Certificate Associate's degree No degree
SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09

39. Does Loan Repayment Status Matter?
Loan
Repayment
Not in repayment 37 4 12 48 Status
In default 1 23 3 73
Deferred/forbearance 28 10 11 52
In repayment 43 9 10 38
Loans paid in full or
cancelled 29 17 6 49
No federal loans 26 9 9 57
ALL STUDENTS 31 9 9 51
0% 25% 50% 75% 100%
Bachelor's degree Certificate Associate's degree No degree
SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09

40. Does Pell Eligibility Matter?Recipients
Pell
Received Pell
grant, independent 5 23 9 63
Received Pell
grant, dependent 30 11 10 50
No Pell grant in 2003-04 37 6 9 48
ALL STUDENTS 31 9 9 51
0% 25% 50% 75% 100%
Bachelor's degree Certificate Associate's degree No degree
SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09

41. Does Attendance Status Matter?
Attendance
Status
Mixed 21 9 12 59
Always part-time 1 10 5 84
Always full-time 45 10 8 38
ALL STUDENTS 31 9 9 51
0% 25% 50% 75% 100%
Bachelor's degree Certificate Associate's degree No degree
SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09

42. Does the Number of Institutions Attended Matter?
Number of
Institutions
4 or more 15 8 13 65 Attended
2-3 Institutions 28 10 12 51
Only 1 33 9 8 50
ALL STUDENTS 31 9 9 51
0% 25% 50% 75% 100%
Bachelor's degree Certificate Associate's degree No degree
SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09

43. Does Work Matter? Hours worked
per week
40 or more 10 12 8 70 (in 2003-04)
30-39 19 11 13 57
20-29 25 8 12 54
1-19 49 5 8 37
ALL STUDENTS 31 9 9 51
0% 25% 50% 75% 100%
Bachelor's degree Certificate Associate's degree No degree
SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09

44. Do Degree Plans Matter? plans
Degree
In 2003-04
Bachelor's degree 59 23 36
Associate's degree 11 6 19 64
Certificate 3 46 3 48
ALL STUDENTS 31 9 9 51
0% 25% 50% 75% 100%
Bachelor's degree Certificate Associate's degree No degree
SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09

45. Does Delayed Enrollment Matter?
Delayed
enrollment
Four or more 6 17 10 67
Three Years 11 14 7 67
Two Years 8 11 14 66
One Year 15 13 10 63
No Delay 44 6 9 42
ALL STUDENTS 31 9 9 51
0% 25% 50% 75% 100%
Bachelor's degree Certificate Associate's degree No degree
SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09

46. Do HS College Credits Matter?
Earned College
Credits in
High School
Yes 56 4 7 34
No 29 9 10 52
ALL STUDENTS 31 9 9 51
0% 25% 50% 75% 100%
Bachelor's degree Certificate Associate's degree No degree
SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09

47. Does HS GPA Matter?High School GPA
3.5-4.0 (A- to A) 64 3 6 27
3.0-3.4 (B to A-) 36 7 9 48
2.5-2.9 (B- to B) 22 9 13 57
2.0-2.4 (C to B-) 14 11 11 65
1.5-1.9 (C- to C) 7 15 11 67
ALL STUDENTS 31 9 9 51
0% 25% 50% 75% 100%
Bachelor's degree Certificate Associate's degree No degree
SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09

48. Does HS Math Matter? Highest
mathematics
Calculus 71 24 24 courses
completed in
high school
Pre-calculus 51 3 7 39
Trigonometry/Algebra II 41 6 10 43
Algebra 2 21 11 12 56
ALL STUDENTS 31 9 9 51
0% 25% 50% 75% 100%
Bachelor's degree Certificate Associate's degree No degree
SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09

49. Does Freshman GPA Matter? year
Freshman
Mostly A's (3.75 or above) 31 16 11 43 GPA
A's and B's (3.25-3.74) 40 9 10 41
Mostly B's (2.75-3.24) 36 9 8 47
B's and C's (2.25-2.74) 28 6 9 56
Mostly C's (1.75-2.24) 21 6 9 64
C's and D's or lower (below
1.75) 7 9 8 76
ALL STUDENTS 31 9 9 51
0% 25% 50% 75% 100%
Bachelor's degree Certificate Associate's degree No degree
SOURCE: EPI analysis using NCES PowerStats 1.0; All BPS students enrolled in 2003-04 by 2008/09

50. All Institutions
When do Students Leave?
1st Year, 8
2nd Year, 7
3rd Year, 8
Attained degree, 49
4 or More, 13
Still enrolled, 15
SOURCE: BPS: 04/09. Percentage distribution of 2003-4 beginning postsecondary students according to whether they attained any degree by
2009, and if they did not, what year they left education