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TxGAP Webinar
Sizing up a Monumental Task: Building Your
Recruitment Funnel and Measuring the Flow


             Presented by:
             Marcus Hanscom, M.B.A. (@MarcusHanscom)
             Associate Director, Graduate Recruitment
             & Outreach, University of New Haven
Overview
•  Assessing the present
•  Building the funnel
•  Engaging your prospects
•  Measuring and utilizing results
•  Determining ROI and “selling” it
Learning Outcome for Today
•  We will recruit more efficiently and deliver higher ROI
   if we:
   –  Evaluate our current student base
   –  Use student information to make educated decisions on
      marketing channels and relevant messaging
   –  AND track student data throughout the funnel including
      activity on our website, social media
The “Informed” ROI Process

                      Assess
                    Incoming/
                      Current
                     Students




                                    Lead
         Tracking                 Generation




                      Funnel
                    Management
                    /Marketing/
                    Recruitment
Just the basics. Where are we now?

THE FOUNDATIONS
Consider leadership…



     “Know thyself… and others.”
Your current students
•  Assess the demographics and needs of current
   students
   –  Average age?
   –  Male/Female ratio?
   –  Previous major?
   –  Referral Source?
•  In an ideal world, assess by program
   –  Easier for decentralized admissions
A Case Study: M.S.E.D.
             M.S. Education Applicants by Age and Gender
                          Three-Year Analysis: AY08-09 through AY10-11


400

350

300

250
                                                                               Male
200
                                                                               Female
150

100

 50

  0
      Age 18-24   25-34    35-44             45-54            55-64      65+
A Case Study: M.S.E.D.
    M.S. Education Applicants by Referral Source and Gender
                              Three-Year Analysis: AY08-09 through AY10-11




 Referral	
  Source	
         n	
         %	
  of	
  n	
          Gender	
     %	
  of	
  n	
     n	
  
 Fair/Expo/Tour	
             15	
        1.6%	
                  Female	
     71%	
              653	
  
 Internet	
                   169	
       18%	
                   Male	
       29%	
              267	
  
 UNH	
  Mailing/Email	
       6	
         0.6%	
                  Total	
      -­‐-­‐-­‐	
        920	
  
 Newspaper	
  Ad	
            3	
         0.3%	
  
 Other	
                      142	
       15%	
  
 Print/Web	
  Directory	
     16	
        1.7%	
  
 Word	
  of	
  Mouth	
        506	
       55%	
  
 Empty	
                      63	
        6.8%	
  
 Totals	
                     920	
  
Assignment #1
•  Conduct a program demographic assessment
   –  Age/Gender
   –  Location (In/Out of State, International)
   –  Referral Source
   –  Previous Major
   –  …and others
•  Present to program faculty
   –  Engage faculty in process if not already
   –  Faculty buy-in is crucial
We all want our cake, and we want to eat it, too.

BUILDING THE FUNNEL
Generating Awareness
•  That’s so 2001…
  –  Printed Directories
  –  Bulk Snail Mailings
  –  Cold Calling
  –  Newspaper tombstone
     ads
Generating Awareness
•  …but this is so 2011
   –  Directory Sites (Gradschools.com, Petersons.com,
      GraduateGuide.com…)
   –  University Website
   –  Social Media (Facebook, Twitter, LinkedIn, FourSquare…)
   –  Google/search engines
   –  Blogs
   –  Virtual Information Sessions/Chats
   –  Open Houses
Lead Sources
•  Purchased Lists         •  Word of Mouth
•  Directory Sites         •  Click-thru campaigns
•  Social Media            •  Mailings/BRC
•  University Website      •  …and more
•  Search Engines
   (Paid and Organic)
•  Graduate Fairs/Visits
•  Open Houses
•  Webinars / Chats
Key Questions
•  What is the total budget allocated to generating
   leads?
•  Are lead generation techniques/processes
   customized by program?
•  What role do faculty members play? Administrators?
•  How do you manage your prospect leads versus your
   inquiries?
Assignment #2
•  Do a lead generation audit
   –  List all current lead sources and costs
   –  Identify financial goals: spend more or less?
   –  Are you doing some things because “that is what we
      always do?”
   –  We have a collective groupthink problem. Does your
      institution suffer?
   –  Just the basics: How many students are applying or
      enrolling from each source?
So, the funnel is flowing. Now what!?

ENGAGING PROSPECTS
Keys to Success
•  Communication Plan (Automated)
•  Relevant Messaging
•  Cross-channel messaging
•  Regular social media participation
•  Personalization whenever and wherever possible
Communication Plan
•  CRM is key
•  Automation = efficiency
  –  Particularly for small offices
  –  Does not necessarily mean impersonal
•  Integrated marketing opportunities
  –  Letters, emails, personalized portal pages
  –  Phone call management
•  Ensure communication consistency to all audiences
Relevant Messaging
•  Graduate students want personalization
•  Avoid the fluff communications
•  Provide program information as soon as possible
   –  Preferably through multiple channels – mail, email, phone
•  Clear, succinct, “What’s in it for me?”
   communications

    Initial Email Communication Interaction Rates
   General     4%    Program-Specific   20%
Social Media
•  Not a “set it and forget it” process
•  Engaging students on SM means exactly that
   –  Regular interactions
   –  Go beyond the “press release” posts
   –  Offer contests
•  Remember the audiences for each platform
•  Create opportunities to request information, learn
   more, “see” your experience
•  Integrate with your website
Where are you sending prospective students?

•  Generic page on your site?
•  An inquiry form?
•  A specific landing page for just the leads from a
   particular source?
•  A specific inquiry form?
Assignment #3
•  Set up Unique Source Pages
  –  Set up landing pages or inquiry forms unique to each lead
     source
  –  Create vanity urls (ie. www.newhaven.edu/nytimes) for
     print advertising
  –  Create pages for your generic lead generation and for
     event advertising management
  –  Use QR codes on mailings and advertisements with a
     unique landing page
Assignment #4
•  Create a referral source policy
   –  How do you accurately report where students came from?
   –  Identify how the created source versus a “How did you hear
      about us?” question will vary in your data
•  Create one data set/attribute to collect this data
   –  Greatly reduces reporting headaches
They came, we talked, but I have no idea what happened!

MEASURING AND
UTILIZING RESULTS
Measuring Results
•  CRM System Results
   –  Email Results (Open rate, interactions)
                Email Interaction Rates
      General   4%     Program-Specific   20%

   –  Personalized portal results
•  Source Coding (Referrals)
   –  Create definitions/guide
•  Unique Landing Pages w/tracking
•  Google Analytics (or other software)
Personalized portal results




 •  9% of all visitors clicked an “Apply Now” link
      •  69% of those completed and submitted an application
 •  Average visits per user: 4.9
 •  Average login time: 20 minutes
 •  4,408 active visitors in last six months
 •  675 engaged visitors (15%)
Google Analytics
•  Great for assessing website effectiveness
•  Learn what content works
•  Determine how students get to your content
•  Determine which content is generating the most
   leads
•  Determine information paths
•  Be mindful of where you are sending students
   –  If sending to external sites, can affect your Analytics efforts
Google Analytics
Assignment #5
•  Become a user on Google Analytics
  –  Learn how to find your specific site content
  –  Evaluate metrics as a whole
  –  No single metric on its own is helpful
•  Use metrics to make educated decisions about page
   content
  –  Do you need to adjust content on your admissions pages?
     Program pages?
  –  Would new landing pages help?
Campaign Tracking
•  Google URL Builder
   –  Other tools are available
   –  Ease of use for beginners and advanced users
•  Use for web ads, landing pages, social media links,
   blog posts, etc.
URL Builder
Campaign Tracking Results
Assignment #6
•  Use the URL builder to create a tracking URL
   –  Try it with a social media ad
   –  Assess the results in GA after two weeks; a month; two
      months
•  Advanced option: create two ads that link to two
   different pages on your website
   –  Use two separate unique tracking URL’s
   –  Evaluate which pages/ads have better results
      •  Bounce rate, time on site, pages per visit, etc.
Tips on Tracking
•  Minimize options on how students get to your site
   –  Tracking does little good if you have too much to track
•  Use vanity URL’s for ease of use or hidden tracking
   URL’s
•  Use short inquiry forms if directing students there
   first
•  K.I.S.S.
•  All tracking involves a grain of salt
Utilizing Results
•  Allocation of financial and human resources
•  Development of new channels/expansion of current
   ones
•  Strategic advertising timing
•  Strategic planning for links/awareness
•  Restructure/rewrite existing content
A Starting ROI Argument
•  Avg. Rev/Student x # enrolled from source =
   Estimated Total Revenue/Source
  –  Can simplify numbers by funnel status
  –  Determine the “value” of a given inquiry
     or applicant
•  Compare revenue to annual spend per source
  –  Is your return worth the investment?
ROI Example
Directory Listing                                  College Fairs
•  Avg. Total Revenue/student =                    •  Avg. Total Revenue/student =
   $25,000                                            $25,000
•  Students enrolled = 10                          •  Students enrolled = 2
•  Total revenue from source=                      •  Total revenue from source=
   $250,000                                           $50,000
•  Annual Directory spend: $32,000                 •  Annual Travel Spend: $30,000
•  ROI: 681%                                       •  ROI: 67%




**Remember this is using a gross revenue figure.
Assignment #7
•  Assign revenue to lead sources and determine
   estimated ROI
  –  Gross revenue is a start
  –  Determine average revenue/student
     •  Can be most helpful at program level

  –  Can compare to other sources by percentage return on the
     dollar
Assignment Review
1.  Conduct a program demographic assessment
2.  Do a lead generation audit
3.  Set up unique source pages
4.  Create a referral source policy
5.  Become a user on Google Analytics (and use it)
6.  Use the URL builder to create a tracking URL
7.  Assign revenue to lead sources for ROI
Final Thoughts
•  None of this happens overnight
•  Need commitment of human (and in some cases,
   financial) resources
•  Involve faculty if not already doing so
•  Be adaptable
If you enjoyed this session…

 “Not Everything is Bigger in Texas: Small
    Things That Make a Big Impact on
          Recruitment Efforts”

        NAGAP 25th Annual Conference
           Thursday, April 26, 2012
             10:45am – 11:45am
Marcus Hanscom
                                       MHanscom@newhaven.edu
                                       203.932.7277
                                       Twitter: @MarcusHanscom




  Questions?

  THANK YOU.
View this presentation and the sample referral source guidelines
            online at www.slideshare.net/mhanscom

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TxGAP Webinar - Sizing up a Monumental Task: Building Your Recruitment Funnel and Measuring the Flow

  • 1. TxGAP Webinar Sizing up a Monumental Task: Building Your Recruitment Funnel and Measuring the Flow Presented by: Marcus Hanscom, M.B.A. (@MarcusHanscom) Associate Director, Graduate Recruitment & Outreach, University of New Haven
  • 2. Overview •  Assessing the present •  Building the funnel •  Engaging your prospects •  Measuring and utilizing results •  Determining ROI and “selling” it
  • 3. Learning Outcome for Today •  We will recruit more efficiently and deliver higher ROI if we: –  Evaluate our current student base –  Use student information to make educated decisions on marketing channels and relevant messaging –  AND track student data throughout the funnel including activity on our website, social media
  • 4. The “Informed” ROI Process Assess Incoming/ Current Students Lead Tracking Generation Funnel Management /Marketing/ Recruitment
  • 5. Just the basics. Where are we now? THE FOUNDATIONS
  • 6. Consider leadership… “Know thyself… and others.”
  • 7. Your current students •  Assess the demographics and needs of current students –  Average age? –  Male/Female ratio? –  Previous major? –  Referral Source? •  In an ideal world, assess by program –  Easier for decentralized admissions
  • 8. A Case Study: M.S.E.D. M.S. Education Applicants by Age and Gender Three-Year Analysis: AY08-09 through AY10-11 400 350 300 250 Male 200 Female 150 100 50 0 Age 18-24 25-34 35-44 45-54 55-64 65+
  • 9. A Case Study: M.S.E.D. M.S. Education Applicants by Referral Source and Gender Three-Year Analysis: AY08-09 through AY10-11 Referral  Source   n   %  of  n   Gender   %  of  n   n   Fair/Expo/Tour   15   1.6%   Female   71%   653   Internet   169   18%   Male   29%   267   UNH  Mailing/Email   6   0.6%   Total   -­‐-­‐-­‐   920   Newspaper  Ad   3   0.3%   Other   142   15%   Print/Web  Directory   16   1.7%   Word  of  Mouth   506   55%   Empty   63   6.8%   Totals   920  
  • 10. Assignment #1 •  Conduct a program demographic assessment –  Age/Gender –  Location (In/Out of State, International) –  Referral Source –  Previous Major –  …and others •  Present to program faculty –  Engage faculty in process if not already –  Faculty buy-in is crucial
  • 11. We all want our cake, and we want to eat it, too. BUILDING THE FUNNEL
  • 12. Generating Awareness •  That’s so 2001… –  Printed Directories –  Bulk Snail Mailings –  Cold Calling –  Newspaper tombstone ads
  • 13. Generating Awareness •  …but this is so 2011 –  Directory Sites (Gradschools.com, Petersons.com, GraduateGuide.com…) –  University Website –  Social Media (Facebook, Twitter, LinkedIn, FourSquare…) –  Google/search engines –  Blogs –  Virtual Information Sessions/Chats –  Open Houses
  • 14. Lead Sources •  Purchased Lists •  Word of Mouth •  Directory Sites •  Click-thru campaigns •  Social Media •  Mailings/BRC •  University Website •  …and more •  Search Engines (Paid and Organic) •  Graduate Fairs/Visits •  Open Houses •  Webinars / Chats
  • 15. Key Questions •  What is the total budget allocated to generating leads? •  Are lead generation techniques/processes customized by program? •  What role do faculty members play? Administrators? •  How do you manage your prospect leads versus your inquiries?
  • 16. Assignment #2 •  Do a lead generation audit –  List all current lead sources and costs –  Identify financial goals: spend more or less? –  Are you doing some things because “that is what we always do?” –  We have a collective groupthink problem. Does your institution suffer? –  Just the basics: How many students are applying or enrolling from each source?
  • 17. So, the funnel is flowing. Now what!? ENGAGING PROSPECTS
  • 18. Keys to Success •  Communication Plan (Automated) •  Relevant Messaging •  Cross-channel messaging •  Regular social media participation •  Personalization whenever and wherever possible
  • 19. Communication Plan •  CRM is key •  Automation = efficiency –  Particularly for small offices –  Does not necessarily mean impersonal •  Integrated marketing opportunities –  Letters, emails, personalized portal pages –  Phone call management •  Ensure communication consistency to all audiences
  • 20. Relevant Messaging •  Graduate students want personalization •  Avoid the fluff communications •  Provide program information as soon as possible –  Preferably through multiple channels – mail, email, phone •  Clear, succinct, “What’s in it for me?” communications Initial Email Communication Interaction Rates General 4% Program-Specific 20%
  • 21. Social Media •  Not a “set it and forget it” process •  Engaging students on SM means exactly that –  Regular interactions –  Go beyond the “press release” posts –  Offer contests •  Remember the audiences for each platform •  Create opportunities to request information, learn more, “see” your experience •  Integrate with your website
  • 22. Where are you sending prospective students? •  Generic page on your site? •  An inquiry form? •  A specific landing page for just the leads from a particular source? •  A specific inquiry form?
  • 23. Assignment #3 •  Set up Unique Source Pages –  Set up landing pages or inquiry forms unique to each lead source –  Create vanity urls (ie. www.newhaven.edu/nytimes) for print advertising –  Create pages for your generic lead generation and for event advertising management –  Use QR codes on mailings and advertisements with a unique landing page
  • 24. Assignment #4 •  Create a referral source policy –  How do you accurately report where students came from? –  Identify how the created source versus a “How did you hear about us?” question will vary in your data •  Create one data set/attribute to collect this data –  Greatly reduces reporting headaches
  • 25. They came, we talked, but I have no idea what happened! MEASURING AND UTILIZING RESULTS
  • 26. Measuring Results •  CRM System Results –  Email Results (Open rate, interactions) Email Interaction Rates General 4% Program-Specific 20% –  Personalized portal results •  Source Coding (Referrals) –  Create definitions/guide •  Unique Landing Pages w/tracking •  Google Analytics (or other software)
  • 27. Personalized portal results •  9% of all visitors clicked an “Apply Now” link •  69% of those completed and submitted an application •  Average visits per user: 4.9 •  Average login time: 20 minutes •  4,408 active visitors in last six months •  675 engaged visitors (15%)
  • 28. Google Analytics •  Great for assessing website effectiveness •  Learn what content works •  Determine how students get to your content •  Determine which content is generating the most leads •  Determine information paths •  Be mindful of where you are sending students –  If sending to external sites, can affect your Analytics efforts
  • 30. Assignment #5 •  Become a user on Google Analytics –  Learn how to find your specific site content –  Evaluate metrics as a whole –  No single metric on its own is helpful •  Use metrics to make educated decisions about page content –  Do you need to adjust content on your admissions pages? Program pages? –  Would new landing pages help?
  • 31. Campaign Tracking •  Google URL Builder –  Other tools are available –  Ease of use for beginners and advanced users •  Use for web ads, landing pages, social media links, blog posts, etc.
  • 34. Assignment #6 •  Use the URL builder to create a tracking URL –  Try it with a social media ad –  Assess the results in GA after two weeks; a month; two months •  Advanced option: create two ads that link to two different pages on your website –  Use two separate unique tracking URL’s –  Evaluate which pages/ads have better results •  Bounce rate, time on site, pages per visit, etc.
  • 35. Tips on Tracking •  Minimize options on how students get to your site –  Tracking does little good if you have too much to track •  Use vanity URL’s for ease of use or hidden tracking URL’s •  Use short inquiry forms if directing students there first •  K.I.S.S. •  All tracking involves a grain of salt
  • 36. Utilizing Results •  Allocation of financial and human resources •  Development of new channels/expansion of current ones •  Strategic advertising timing •  Strategic planning for links/awareness •  Restructure/rewrite existing content
  • 37. A Starting ROI Argument •  Avg. Rev/Student x # enrolled from source = Estimated Total Revenue/Source –  Can simplify numbers by funnel status –  Determine the “value” of a given inquiry or applicant •  Compare revenue to annual spend per source –  Is your return worth the investment?
  • 38. ROI Example Directory Listing College Fairs •  Avg. Total Revenue/student = •  Avg. Total Revenue/student = $25,000 $25,000 •  Students enrolled = 10 •  Students enrolled = 2 •  Total revenue from source= •  Total revenue from source= $250,000 $50,000 •  Annual Directory spend: $32,000 •  Annual Travel Spend: $30,000 •  ROI: 681% •  ROI: 67% **Remember this is using a gross revenue figure.
  • 39. Assignment #7 •  Assign revenue to lead sources and determine estimated ROI –  Gross revenue is a start –  Determine average revenue/student •  Can be most helpful at program level –  Can compare to other sources by percentage return on the dollar
  • 40. Assignment Review 1.  Conduct a program demographic assessment 2.  Do a lead generation audit 3.  Set up unique source pages 4.  Create a referral source policy 5.  Become a user on Google Analytics (and use it) 6.  Use the URL builder to create a tracking URL 7.  Assign revenue to lead sources for ROI
  • 41. Final Thoughts •  None of this happens overnight •  Need commitment of human (and in some cases, financial) resources •  Involve faculty if not already doing so •  Be adaptable
  • 42. If you enjoyed this session… “Not Everything is Bigger in Texas: Small Things That Make a Big Impact on Recruitment Efforts” NAGAP 25th Annual Conference Thursday, April 26, 2012 10:45am – 11:45am
  • 43. Marcus Hanscom MHanscom@newhaven.edu 203.932.7277 Twitter: @MarcusHanscom Questions? THANK YOU. View this presentation and the sample referral source guidelines online at www.slideshare.net/mhanscom