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Strategic Enrolment Management & Cohort-specific Marketing

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Goals of this presentation

• Are your goals tied to a “fill the funnel” approach or by cohort?

• Do you match tactics to a cohort?

• Are you measuring your success by tactic?

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SEM (RE)volution

• SMART goals• Academic Success• Data• Student Services• Communications &

Collaboration

• Marketing goals• Facilitates success• Analytics/trackable• Student Service• Shared strategies

& communications

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Mature/Transfer Students Case Study

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Reaching the (apparently) unreachable

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Campaign Goals

Winter

A. Increase awareness of programs offered

B. Increase mature applications

C. Increase Ontario college transfer applications

D. Increase 101 confirmations

Summer

E. Increase awareness of York’s summer session overall

F. Increase applications from students wishing to study on a Letter of Permission

G. Increase applications from Ontario college transfers

H. Increase applications from Ontario university transfers

I. Increase number of current York students taking courses during the summer

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Deliberately digital

Winter Summer

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Being Flexible

@yorkuniversity Where’s your career headed in 2013? Start at #yorku in #january + earn your degree. Apply to York by Dec. 5 http://t.co/m6xi7fMd

@yorkuniversity Thinking about starting something new in #january? It’s not too late to earn your degree. Apply to #yorku by Dec. 19 http://t.co/m6xi7fMd

Choose York21 or older? Looking for part time or online studies? Increase your earning potential. Earn a degree at your pace. Learn your way.

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Tactics - Winter

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Tactics - Summer

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KPIs

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Offline Tactics

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Key Learnings

• Be responsive!• Target audience + message for best results – but not too targeted.• Geo-targeting works! • Cost per impression ads: Google outperformed all other channels. • Cost per click ads: Run of network ads worked well but really need to pay

attention to list of websites for placement. • Mobile interactions increased with every phase, from 4% to just over 21%

traffic. • E-blasts netted the lowest rate of return. • After the landing page and Future Students home page, pageview counts

were highest for program and admission requirements pages. • LinkedIn requires very specific messaging. Impressions and clickthroughs

spiked with key phrases.

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InternationalCase Study

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Where in the world do we start?

• Social networks have no obstructions and are focused on specific groups (rather than physical events)… leads to 61% lower cost per student lead (Darrup-Boychuck, 2009)

• The approximate cost of recruiting one in-state student is $200, one out-of-state student is $500 and one international student is $1,000, without including staff salaries. Meanwhile, the cost of online promoting, using “pay-per-click” or mobile marketing, is $119.50 per any enrolled students regardless of the students’ countries of origin. (Baxton and Foley Study, 2009)

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Print marketing / crossover

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Online

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Making it personal

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Content Flow and KPI

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Key Learnings

• Working in other languages offers challenges that can be overcome

• Analytics are a must for determining success• Dedicate savings from printing in-country to online

tactics• Flipbooks reveal key insights about how print books are

used• Social media extends your reach

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Taking it that next step

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Tracking & Analysis

• Interaction Stats

• Purchase analytics

Social Media

• Site stats• Movement on

site

Website• Applicant

demographic information

Application

• Prospects and applicant information

CRM• Complied data

on apps, programs, retention

Data Warehouse

Handbooks

School visits

Ontario Universities

Fair

Online chats &

webinars

AdvertisingCampaigns

Spring Open House

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Examining Results and Making Recommendations

• Consider audience & format

• Customized reports

Reporting

• Interpret data• Short term gains• Long term

planning

Recommending • Cast your net widely

• Advocate• Change

management

Sharing

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Goals of this presentation

• Are your goals tied to a “fill the funnel” approach or by cohort?

• Do you match tactics to a cohort?

• Are you measuring your success by tactic?

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Questions?

Donna Cope, Director, Strategic CommunicationsLaura D’Amelio, Senior Content DeveloperDivision of Vice-President Students, York University