"Mapping the Student Lifecycle from Inquiry Through Graduation" [CAHEA Presentation]

1. Mapping the Student Lifecycle From Inquiry Through Graduation • David Rose, Vice President of Enrollment, Indiana Wesleyan University • Lyle Kraft, Vice President of Enrollment Partnerships, PlattForm • Mary Shepard, Vice President of Partnerships, Seelio 1
2. Today’s Objectives 1) Understand how the student journey has evolved 2) Ensure that you understand how to align with your prospective students 3) Discuss effective marketing strategies from interest to inquiry 4) Understand how to create and maintain engagement from inquiry to alumni
3. Today’s Prospective Students
4. Ever-Changing Behavior
5. Aligning Your Institution
6. Aligning Your Institution Understanding prospective students’journey is a good start. To really gain traction, you need to dive deeper into students’ considerations, beliefs, obstacles and the options available to them.
7. Planning and Development • Build audience profiles • Define your competitive landscape • Evaluate degree and program demand • Find and articulate your differentiators • Analyze your channel opportunities • Develop your strategic media plan
8. Effective Messaging Alignment Excellence Individual Attention Scholarships Employment Pledge Career Services Success Skills Affordability Outcomes Access What YOU have to offer What prospective students are looking for How do you build target audience insight into your creative in meaningful ways?
9. The Student’s Journey Spoken or unspoken, these are the questions prospective students are asking. Is your institution prepared to respond with an integrated media and messaging strategy?
10. Recognizing the Stages The previous questions have a purpose, and these are the phases in which we as marketers can add value to their decision-making process.
11. Top-of-the-Funnel 90% of education- seekers start their search without a particular school in mind.
12. Top-of-the-Funnel Considerations • Do I know my demo well enough to invest in top-of-funnel marketing? • Does my digital marketing strategy effectively target my potential students from the top of the funnel all the way down? • How am I generating interest, and do my conversion efforts match up? • How will I measure success? • Do I have a good bottom-of-funnel capture system in place?
13. Top-of-the-Funnel Having solid positioning in the top of the funnel makes the whole process easier – increased branded searches, more website traffic and improved traffic-to-inquiry conversion rates, among others. You have the opportunity to pick and choose whom you communicate with, and you should leverage every channel you can in getting your message out.
14. Top-of-the-Funnel If you think in terms of the funnel and its sections, you see a barrier to traditional direct response advertising: You can’t go from awareness to inquiry– not without research or trust.
15. Middle-of-the-Funnel 84% of smartphone and tablet owners use their devices as second screens while watching TV at the same time.
16. Middle-of-the-Funnel Considerations • Can prospective students engage with my institution? o Will they like what they see? • Am I waiting for them to take the next step? o Am I giving them reason to? • Are they getting consistent experiences?
17. Middle-of-the-Funnel Thinking back to the funnel as a whole, the challenge is to achieve trust. In other words, students have verified that what you have to say about your institution is true. With trust, you can focus on converting inquiries at the highest rate possible
18. Bottom-of-the-Funnel 80% of education search query paths end without a conversion to inquiry.
19. Bottom-of-the-Funnel Considerations • Can they find what they are looking for? • Does my messaging match my strategy? • Do they know how to inquire? • Have I communicated a reason to inquire? • What happens after they inquire?
20. Continuing the Students’ Journey We know that bringing a student to campus isn’t the last step. From there, we need to focus on: – Engagement – Retention – Graduation – Placement A tool that make an impact across the student lifecycle: portfolios.
21. Using Portfolios to Impact Engagement & Retention CREATE LEARNING TOUCH POINTS • Build in time for students to think critically about their learning across all contexts HELP STUDENTS MAKE CONNECTIONS • Enable students to connect their learning to skills that employers are looking for
22. Example Activity from UM SSW This module is designed to help students: 1. Identify key values and beliefs. 2. Develop a philosophy that captures their professional approach.
23. A Student’s Result: Professional Philosophy Statement
24. Getting to Graduation & Placement with Portfolios INTEGRATING CAREER PREPARATION • Build career preparation into every student experience— from day one to graduation SHOWCASING AND STORY TELLING • Provide model for students to showcase work so they can enter interviews with confidence
25. Preparing Students for Success skill building & identification presentation of self career alignment & development Empower students to begin reflecting and synthesizing early. Seelio’s model:
26. Capturing and showcasing learning Leadership Experiences Work Experiences Research Papers Musical Performances Athletic Leadership Volunteer Activities Presentations & Speeches Service Experiences
27. Example from Colorado Technical University Assignment prompts help students identify how they want to present themselves and tell their story
28. Example from Colorado Technical University
29. Feedback from students using Seelio “Jobs in my field aren't really easy to find, but with Seelio I have a one up on other candidates.” “I like that it lets me not be a piece of paper, it shows who I am.” “I'm very satisfied. Seelio is a great resource to use. I recommend it to all students!” [Seelio helps] “others see what I accomplished and viewing others success. It's a great experience.” Also mentioned that “Seelio has helped me with job searching and showing off my success.” “…It's a great place to showcase everything.” “As a student with a lot of video work, it's extremely helpful that I can display all my videos in one place that's completely customized to me; not just a YouTube page.”
30. Questions?
31. To Learn More About Indiana Wesleyan University: • David Rose, david.rose@indwes.edu, indwes.edu About PlattForm: • Lyle Kraft, lyle.kraft@plattform.com, plattform.com About Seelio: • Mary Shepard, mary@seelio.com, seelio.com/educators

Hinweis der Redaktion

Until recently, an institution didn’t need to invest in its brand because education was a growth market.

In a growth market, uniqueness is secondary to the functionality of going back to school.

But education is now a mature market
This is where prospective students start to search your brand name, follow your social accounts, become accustomed to PPC and retargeting ads, and request information.
Traditionally, this is where marketers have focused their efforts because the ROI is obvious.

The prospective students either converted to inquiries, or they didn’t.
After all of the hard work to bring students to campus, a new set of challenges arise around engaging those students and helping them persist to graduation and ultimately enabling them to find gainful employment.

While there are many options to help with these goals, portfolios serve as one tool that provides support across the student lifecycle. I’d like to share with you how Seelio, an educational service provider working with university partners, is helping with engagement, retention, graduation and preparation for programs like UM SSW and CTU.
First, let’s talk about how portfolios can impact engagement and retention.

Giving students a place to document and capture their learning gives them evidence of what they are accomplishing. This evidence is a ready reminder of why they are on this educational path, and helps provide the motivation to keep going.

At Seelio, we work with our partners to identify touch points throughout the student’s learning experience to help them pause, reflect, and document their key learning experiences.

Through this process, students are encouraged to make connections across learning– whether it happens inside or outside the classroom. By weaving a student’s story together throughout their educational experience, they are able to see how what they know is helping them prepare for what they want to do next.
To unpack this a bit more, here is an example activity developed by one of our partners at the University of Michigan’s School of Social Work. In this master’s program, students are presented with activities and online modules, like this one, to help them create those touch points for pausing and reflecting on their key learning experiences.

(Note for Mary: each of these tiles is on a system called Adobe Captivate that the student receives via a link in their LMS. When they click on a tile, there is either a recorded PPT presentation to explain that item, or a series of activities/steps for the student to complete for that activity. SSW developed all of this, but we helped them take this activity and help students document what they completed on the Seelio portfolio platform.)
The goal of each of our university partnerships is to take the important learning that happens in the classroom and help students present it to the external world to show what they know and can do. Our university partners are the educational experts, and we work as service consultants to share best practices that enable them to find items from the student experience to bring on to Seelio. This is an example of how our process helped the student take the learning experiences from the activity on the previous slide and visually represent it on Seelio so she can share her story easily, with anyone she chooses.

Additionally, the social aspects of our portfolio platform allow Katie’s professor and peers to send private feedback through class-based group discussions and private messages. In this online class, students were required to share feedback with each other, and each faculty member of the course sent messages to students on their portfolio assignments. This was key way to increasing a sense of community and student engagement for their web-based course.

(Note: people may have privacy concerns, so you can talk about how Katie and Katie alone gets to choose who can see this work through our nuanced privacy settings)
As educators, we have a goal of helping students take their important learning and successfully apply it to their future goals. We see that portfolios can help with this by serving as a way to integrate career preparation across the student experience so that from day one, students are already thinking about how to showcase and tell their story. By working with an easy to use technology like Seelio, students aren’t hindered with technical challenges but can focus on the important aspects of documenting and presenting their skills and learning.

One challenge we face is how to show students how their important learning is actually related to their ultimate career goals. Again, we see portfolios as a way to show current and prospective students how their experience at your university is preparing them for success.
Investing in a portfolio solution like Seelio has never made more sense. Students identify career preparation as a #1 factor for selecting their academic program.
Additionally, when students feel like their institution prepared them well, they are more likely to give back to the institution as alumni.

How can you help demonstrate your institution’s commitment to career preparation?
You can help students see how their education directly relates to their future goals by showing students that your program will prepare them to document all of their experiences both inside and outside the classroom– from Day One.

The process of building a portfolio helps students focus on their goals, and identify how they are making progress toward those goals. The Seelio model helps institutions demonstrate the connection between an education and a students’ career goals.

It starts by helping students present their story, then they can begin the process of documenting existing skills and identifying new skills they need to reach their goals. Ultimately, they use their portfolio to ensure that their learning and skills align with their career goals, all the while receiving resources like workshops and career development webinars developed by the career experts at Seelio, alongside feedback and guidance from their faculty, peers, and mentors.
Portfolios support many different types of experiences– from inside and outside the classroom.

The visual aspect of our solution, along with its support for all types of media, from Prezi to YouTube to Dropbox, helps students compellingly present what they can’t always communicate in a bullet point or traditional resume format. It’s especially valuable for adult learners because they are able to capitalize on their life experience and draw connections about how what they’ve done in the past prepares them to succeed in the new direction they’re pursuing with their education.
For example, we work with online programs at Colorado Technical University to integrate portfolios and career preparation into courses across the student experience that insert activities to facilitate students’ career development. By helping students understand the value of creating a portfolio, assisting them with activities/assignments that help them build their portfolio, and sharing feedback throughout the process, the student can build and share their professional story throughout their degree and graduate with the confidence to articulate and present what they know.
Developing a collection of work helps students show and tell their story. It also empowers your students to share the story of your institution with the outside world by demonstrating the impact of the education they’re receiving from your campus. Seelio collects student work in galleries, giving your institution a treasure trove of student learning that was already happening at your campus but not currently being captured.
At the end of the day, our goal is to ensure that students are finding the best possible return on their educational investment. We care deeply about student feedback and continually work to provide a technology and service that impacts student lives.

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"Mapping the Student Lifecycle from Inquiry Through Graduation" [CAHEA Presentation]

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