2. 2
For each engagement campaign it is important for you to think about:
• Who are the students you are calling or receiving a call from?
• Where are the students at in the enrollment process?
• What are their wants, interests and needs?
Who are you calling?
3. 3
Suspects: Potential students that you
may want to enroll; however, they have
not expressed a desire to do so (i.e.
purchased list)
Inquiries: Prospective students that you
may want to enroll and they have
expressed an interest in your institution
(i.e. inbound call)
Applicants: Prospective students who
apply for admittance or acceptance to an
academic program
Registrants: Prospective students who
register
Paids: Prospective students that register
and submit payment
Enrolled: Admitted or registered
students that actually attend
Admits: Applicants that are admitted
Source: http://www.enrollmentmarketing.org/research/WP-Introducing-CE-
Enrollment-Funnel-Tim-Copeland.pdf
4. 4
Application Awareness
Outbound Campaign Admission Lead - AGED
Definition
A live phone call working the lead to drive admission application. A full
application has not been completed.
Enrollment Funnel Stage Prospective Student
Action Taken/Current
Commitment Level Requested Information, but have not taken action and applied
Student Characteristics
• May be considering multiple schools
• May not truly know what they want to do at school
• The age of the lead can be an indicator of student motivation levels
• Best way to engage the student is to find out Wants, Interest, and Needs
• Likely have a concern or challenge preventing them from moving
forward
Level of Commitment
Low - Medium
Age is an indication of interest level
Objectives for the
Conversation
1. Must find out if already attending another school
2. Must find out what major or career interest they have
3. Must find out what they want in a school/provide light
information
4. Get them to the expert who can answer their questions in detail
5. 5
Application Awareness
Outbound Campaign Incomplete Application - INCAPP
Definition
A live phone call working with the applicant to take the next steps toward
enrollment. Application has been submitted, but additional documents
are needed to fulfill the full application process.
Enrollment Funnel Stage Submitted an Application
Action Taken/Current
Commitment Level Filled Out Online Application
Student Characteristics
Student has submitted an application, but may have applied to multiple
schools
Need to complete their application. Common Steps: Send in Transcript,
Attend Orientation, Meet with Academic Advisor,
Submit an Application Fee, Etc.
Level of Commitment
Upcoming Term Applicants - High
Past Term Applicants - Low to Medium
If the application is for a past term, the student never started school. This
could be due to a concern or obstacle
Objectives for the
Conversation
Current Term - Provide them clear direction and assistance on how to
complete steps (transactional call)
Past Term - Need to treat more like a lead. These students need to
feel comfortable with the school or their situation. Find out why they
never moved forward and provide light information and offer to
transfer to an expert that can talk through their situation
6. 6
Application Awareness
Outbound Campaign Aid filer without admission application - ISIR2ADMIT
Definition
A live phone call working with an interested aid applicant to be an engaged
admission applicant.
Enrollment Funnel Stage Prospective Student
Action Taken/Current
Commitment Level Listed School on FAFSA but have not applied
Student Characteristics
May be considering multiple schools
May not truly know what they want to do at school
The age of the lead can be an indicator of student motivation levels
Best way to engage the student is to find out Wants, Interest, and Needs
Likely have a concern or challenge preventing them from moving forward
Level of Commitment
Low
No direct interest to school
Objectives for the
Conversation
1. Must find out if already attending another school
2. Must find out what major or career interest they have
3. Must find out what they want in a school/provide light information
4. Get them to the expert who can answer their questions in detail
7. 7
Application Awareness
Outbound Campaign College Transfer Students - COLLTRNS
Definition
A live phone call working with college transfer applicants to take the next
steps toward enrollment.
Enrollment Funnel Stage Current Student, Transferring to New School
Action Taken/Current
Commitment Level Filled Out Online Application
Student Characteristics
Student has submitted an application, but may have applied to multiple
schools
Need to complete their application. Common Steps: Send in Transcript,
Attend Orientation, Meet with Academic Advisor,
Submit an Application Fee, etc.
Level of Commitment
Upcoming Term Applicants - High
Past Term Applicants - Low to Medium
If the application is for a past term, the student never started school. This
could be due to a concern or obstacle
Objectives for the
Conversation
Current Term - Provide them clear direction and assistance on how
tocomplete steps (transactional call)
Past Term - Need to treat more like a lead. These students need to
feel comfortable with the school or their situation. Find out why they
never moved forward and provide light information and offer to
transfer to an expert that can talk through their situation
8. 8
Financial Aid Utilization
Outbound Campaign Admitted but no aid application on file - ADMITNOISIR
Definition
A live phone call working with the admitted student to bring aid awareness
to forefront and resolve financial questions.
Enrollment Funnel Stage Pending Student, Has Not Completed Financial Aid
Action Taken/Current
Commitment Level Completed Admissions, but needs to have money to pay for courses
Student Characteristics
Student has completed the admissions process, but have not submitted a
FAFSA.
It is possible the student is either paying out of pocket, via a private
scholarship, some other source
Level of Commitment High
Objectives for the
Conversation Informative, use script
9. 9
Financial Aid Utilization
Outbound Campaign Missing documents needed - FACKLST
Definition
A live phone call working with aid applicants to ensure they understand
what documentation is required for them to submit in order to get a
financial aid package to be awarded.
Enrollment Funnel Stage Current Student or Past Student
Action Taken/Current
Commitment Level Enrolled, but missing documents needed to process aid
Student Characteristics
Student has completed admissions process and has submitted a FAFSA.
The FAFSA was reviewed and before the student can receive their financial
aid, they must turn in supporting documents
Level of Commitment High
Objectives for the
Conversation Informative, use script
10. 10
Retention and Persistence
Outbound Campaign
Prior enrollment, not currently registered and Survey for Basic Analysis -
INACTREREG
Definition
A live phone call working with prior students who have not been enrolled
in the most recent term and are encouraged to continue their program by
re-registering along with a survey of the results of the conversation.
Enrollment Funnel Stage Prior Student, Not Currently Enrolled
Action Taken/Current
Commitment Level Have taken classes at the school we are calling for
Student Characteristics
These students have taken classes at our university before, but have not
registered for the past term (or past few terms)
Some of these students may have transferred to other institutions
Some may have a personal situation that prevented them form attending
Some may have had a bad experience with the school
The bottom line is they are on their way to graduating at our school and
have invested time and money already
Level of Commitment Medium to High
Objectives for the
Conversation
Informative, use script
Address the students challenges they identify
11. 11
Retention and Persistence
Outbound Campaign FA Satisfactory Academic Progress - FASAP
Definition
A live phone call working with the students who have just been evaluated
for financial aid satisfactory academic progress to explain their options and
explain the SAP policy where needed.
Enrollment Funnel Stage Current Students, Not Meeting Completion Standards
Action Taken/Current
Commitment Level Currently are enrolled and taking classes
Student Characteristics
Financial Aid requires students to keep progressing towards graduation, or
they risk losing their aid. These students are
at risk of losing their financial aid. The students are not meeting standards
required according to the schools records.
The students can appeal based on certain circumstances.
Level of Commitment High (students do not want to lose aid)
Objectives for the
Conversation Informative, stick to script
12. 12
Retention and Persistence
Outbound Campaign Current enrollment, not currently registered - ACTVREREG
Definition
A live phone call working with current students who are not enrolled for
the upcoming term, encourage continuation of their program by re-
registering along with a survey of the results of the conversation.
Enrollment Funnel Stage Current Students, Just Need to Register for Upcoming Term
Action Taken/Current
Commitment Level Currently are enrolled and taking classes
Student Characteristics
These students are currently taking classes, but have yet to register for
their next semester. It is possible the student
needs to meet with an advisor, has questions about their financial aid, but
the majority of these students just need a
reminder registration is open or to have a problem solved in order to
register
Level of Commitment High
Objectives for the
Conversation
Informative, use script
Address the students challenges they identify
13. 13
Enrollment
Outbound Campaign Admitted, not enrolled - APP2ENROLL
Definition
A live phone call working with admitted, but not enrolled applicants
designed to answer questions causing the delay, collect the data and
encourage enrollment.
Enrollment Funnel Stage Completed Application, but have not registered
Action Taken/Current
Commitment Level Admitted Students, but have not registered for courses
Student Characteristics
Student has completed an application, but has not yet committed to
attending by registering for courses
May have additional steps to complete. Common Steps: Attend
Orientation, Meet with Academic Advisor,
or simply register.
Level of Commitment
Past Term Applicants - Low to Medium
If the application is for a past term, the student never started school. This
could be due to a concern or obstacle
Objectives for the
Conversation
Current Term - Provide them clear direction and assistance on how to
complete steps (transactional call)
Past Term - Need to treat more like a lead. These students need to
feel comfortable with the school or their situation. Find out why they
never moved forward and provide light information and offer to
transfer to an expert that can talk through their situation
