The internet has become the frontline in the battle to recruit students. While this gives colleges and universities unprecedented access to a broad range of prospects, it also creates an environment where more schools are competing for fewer students. How can your institution rise above the noise? Todd Gibby Hobsons President, HE @toddgibby

1. Signal vs. Noise Moving from Conversation to Conversion November 12, 2009 Presented by Todd Gibby Hobsons President, HE

2. Enrollments by People Aged 25+ (in thousands) Source: National Center for Education Statistics, Digest of Education Statistics 2006, Table 177 In some ways the signal is clear…

3. Enrollments by People Aged 25+ (in thousands) In some ways the signal is clear… Chronicle of Higher Education: April 2, 2009 Recession Has Changed Views Among Prospective Adult Students, Study Finds By Eric Hoover “ Nearly half of adult students believe the value of education has increased over the last year due to the economic crisis…” Chronicle of Higher Education: January 9, 2009 Recession May Drive More Adult Students to Take Online Courses By Steve Kolowich

4. Source: Education Pays 2007, The College Board, US Census Bureau, 2006 Grad students are looking for signal

5. And Volume is Up…Right? Source: 2009 GMAT Application Trends Survey % Change in Application Volume in 2009 compared to 2008

6. But…

8. Greatest challenges for education… Source: Intelliworks Linkedin Poll, September 2009 (n = 200)

9. Grad Recruitment: Wired for Efficiency? Source: CGS New Deans Institute, July 2007

10. Wired for Efficiency?: Part Dieux Source: CGS New Deans Institute, July 2007

11. Losing Signal from Afar "The decline in admissions of international students this year, after several years of slowing growth, is a concern for U.S. graduate education.” - Debra W. Stewart, President, Council of Graduate Schools (CGS)

12. August 2008 And…Lots of Noise at Home

13. Top motivations for going to Grad School… Source: Intelliworks Linkedin Poll, October 2009 (n = 530)

14. How are institutions addressing ROI? Source: Intelliworks Linkedin Poll, October 2009 (n = 355)

15. Mixed Signals: The Paradox of Choice “ The Paradox of Choice: Why Less is More” Barry Schwartz

16. Every relationship begins with a little noise… Noise Discover Educate Engage Apply/Enroll Yield Signal Analyze

17. Noise Discover Educate Engage Enroll Yield Signal Analyze Discovery…

18. Education… Noise Discover Educate Engage Apply/Enroll Yield Signal Analyze

19. Engagement… Noise Discover Educate Engage Apply/Enroll Yield Signal Analyze

20. Enrollment… Noise Discover Educate Engage Apply/Enroll Yield Signal Analyze

21. Yield… Noise Discover Educate Engage Apply/Enroll Yield Signal Analyze

22. Analysis… Noise Discover Educate Engage Apply/Enroll Yield Signal Analyze

23. Finally clear signal… Noise Discover Educate Engage Apply/Enroll Yield Signal Analyze

24. What you see happening… Yield / Analysis

25. What’s actually happening…

29. Breaking from tradition…

30. Confusing application process… People Processes Tech / Data

31. Trying a new process

32. The Results 2007 2008 % Increase As a baseline in 2006 we had 257 completed applications so in 2 years we have seen a 42% increase

34. 1. Know your audience… Why are they here? 2 What keeps them up at night? 3 How can you solve their problem? 4 What do you want them to do? 5 How can you best reach them? 6 How might they resist? 7 What are they like? 1 © duarte.com 2008 “ Slide-ology” by Mary Duarte

37. 2. Many Options: Invest Wisely

38. Focus Close to Home Source: Stamats Adult Students Talk 2008 www.websitegrader.com www.compete.com

39. 3. Be prepared to receive the signal.

40. Moving in Fast Company Source: Intelliworks Survey, April 2009, n = 140

42. Emphasis on service and flexibility

44. Can you accommodate their needs? Source: Stamats Adult Students Talk 2008 Note that online is very appealing to adult undergraduate students, more so than hybrid. Very different than graduate seeking adults

45. Today’s adult learners are not homogeneous, but their goals and challenges are consistent Retention and engagement: Understanding the challenges adult learners face Source: Inside Track Career achievement Financial security Better quality of life Their goals Full-time work Family / parenting obligations Financial constraints Their obstacles Their needs Connect goals to actions Navigate process and succeed

54. Cutting Through the Noise