Prospect Lifecycle Retrospective: Analyzing & Improving the Digital Enrollment Journey

1. Prospect Lifecycle Retrospective
Analyzing & Improving the Digital Enrollment Journey
Presented by:
Michel Frendian, Dean of Enrollment Management, Erikson Institute
Brian Connelly, Director of Business Development, Converge Consulting

2. Session Overview
} Converge-Erikson Partnership & Lessons Learned
} Role of the CRM: People Power v. Tech Power
} Diving Deeper into Automation & Personas
} Developing a Full-Funnel Approach to Digital
} New & Next Insights: Video, KPI Reporting & Job Market Data
} Recommended Resources
} Thank you. Questions?

3. Partnership Timeline
} Fall 2014: Erikson Institute brings a new Master of Social Work program
to market: on-campus program, single concentration
} AY 2015: Converge + Erikson launch digital advertising strategy to
support enrollment growth
} AY 2016: Analysis of data from advertising informs ongoing digital
recruitment strategy
} AY 2017: Enrollment goals met with 15% of class from digital
} AY 2018: Slate integration with digital marketing campaign to focus on
the the most qualified prospects

4. Role of the CRM
} Dedicated Slate inquiry form
embedded into landing page:
} Fewer fields
} Programmed to auto-fill city and
state based on zip-code
} Inquiry is added to Slate real-time
} UTM parameters are auto-filled in
background
} Ping enabled

5. 10-Part Drip Campaign, 45 Days
1. Admission Coordinator Welcome
2. Print brochure (snail mail)
3. Join Us In Our Mission
4. ClassVisit Invitation – 73% increase over last year
5. MSW Student Profile
6. Erikson Prepared/Prepared to Lead Brochure (snail mail)
7. MSW Program Director Email
8. 3 Financial Aid Myths
9. MSW Faculty Profile
10. MSW Alumni Profile

6. Better Engagement with Automation
} Graduate Admission Newsletters:
1. 30 days before each application deadline
2. 6 newsletters – roughly 2 months apart
3. 2 versions: applicants/admitted/matriculated students
and inquirers
1. Same news items, different introduction and CTAs

7. Better Engagement with Automation
} Event Invitations:
1. Fall and Spring Open House events
2. Monthly information sessions beginning in March
3. Free webinars offered by Continuing Ed
(typically 2 each calendar year)

8. Lessons Learned
} It’s easy to focus on the feedback (mostly positive, but also the negative)
from engaged inquirers and applicants. But what about those who don’t’
seem to engage or those who disengage after initial contact?
} Spike in email correspondence impacts ability to connect via phone
} Hypothesis – if inquirer doesn’t engage in the first three steps of
communication workflow, we will most likely lose them
} Hypothesis – need to reorder the drip campaign for older inquirers

9. Lessons Learned: MSW Specific
1. Confusion about online vs. on-campus format
2. Communications didn't stress flexibility of program
3. Focus on MSW, not full range of on-campus master's programs
4. Advanced Standing (lack of) is a barrier

10. Personas: Exceptional Students
Meet Natasha!
} 23 years old
} Earned B.S. in Psychology in May 2017
} Top Tier Research 1 Public in Midwest
} 3.00 - 3.25 cumulative GPA
} CityYear Corps Member since August 2017
} Applied to 2-year (full-time) MSW program

11. Natasha's Journey
October
21st Landing page inquiry form submitted; Chicago search campaign
Drip campaign begins (4 min, 51 sec)
27th Meet Natasha in person at CityYear LACY Grad Fair
31st Receives invitation to November Open House; registers

12. Natasha's Journey
November
6th Starts application for Fall 2018
11th Attends Open House
15th – 20th Logs into online system two more times
17th Letters of recommendation begin to arrive
28th Clicks on display remarketing ad twice (1 min, 15 sec)

13. Natasha's Journey
January & February
Jan 7th Submits application
Jan 10th Contacted to schedule interview with faculty member
Feb 2nd Interview date confirmed
Feb 5th Interview with faculty member
Feb 15th Notified of admission to MSW program

14. Natasha's Journey
March & April
**Remains engaged with MSW admission coordinator – communications are
focused on financial aid
Mar 16th Receives Graduate Newsletter, does not open
Mar 26th Requests extension for Statement of Intent
Confusion over FAFSA submission
Apr 9th Financial Aid award package emailed

15. Start HERE.
Marketing Methodology

17. 1B users each month
6B hours of video
$0.10-$0.30 average
cost per view
88% of 19-29 yr. olds
Photo, video, carousel
$1/day impressions
$5/day engagement
90% users <35 yrs. old
Photo, video, carousel
$1/day impressions
$5/day engagement
61% are 30-64 yrs. old
Sponsored content, In-
mail, lead gen, video
$10/day minimum
85M monthly users
Link, text, display
$0.10-$0.30 average
cost per view
LEAD GENERATION BRAND AWARENESS

18. Full-Funnel Approach to Digital
} Cross-Channel Strategy: Google Search, Remarketing (display),
LinkedIn, Facebook & Instagram
} Overall Stats: October 2017-February 2018
} Avg. Conversion Rate = 8%
} Avg. Cost/Conversion = $143.33

19. Facebook & Instagram Insights
} Instagram has been a strong source of leads
} 35% of leads from Instagram in October
} 54% of leads from Instagram in February

20. New & Next: Video-Sponsored Ads
Instagram Story Ads
} Over 200 million daily users viewing
Instagram Stories.
} With 90% of users under age 35, channel is a
strong source of leads for MSW program.
} Exploring video advertisements and motion
visuals to enhance creative.

21. New & Next: Google Data Studio
CustomVisual Reports
} Great (free) tool for high-impact snapshots
} Synthesizes data from multiple sources
including Google Analytics, Google AdWords,
YouTube, CRM, CMS and more
} Variety of graphical displays of information,
tailored to your audience

22. Key Takeaways
} Good technology is a game-changer, but it takes people to power
the engine.
} Better engagement with prospects thanks to automation.
} Better ROI with digital strategies that map to student touch-points
across the enrollment funnel.
} Make time to test new tactics.Your competitors are doing it.
} Paint a better picture of your ideal prospects and analyze your
performance with benchmark and industry data.

23. Case Studies
Insights from the Marketplace:
} Clemson University Ma. Ed. Program
} Seton Hall University Law School: Communication Workflows
} Southern Methodist University Lyle School of Engineering: LinkedIn
InMail for Deans

24. FREE RESOURCE:
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25. FREE RESOURCE:
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BENCHMARK
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called Breakeven Cost-per-Lead (CPL) to determine if your
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26. THANK YOU!
QUESTIONS?
Michel: Mfrendian@erikson.edu
Brian: Brian@convergeconsulting.org