Direct mail, email, facebook, twitter? Adult Learner

Transcript Direct mail, email, facebook, twitter? Adult Learner

23Q14: Direct mail, Email, Facebook, or Twitter? New Research on How Adult-Learners Want to Communicate With Colleges and Universities Tim Copeland, DemandEngine

"You can't walk out your house without bumping into a social-media expert today.

"The reality is the space is still very much a Wild West.

Sean Corcoran, an analyst at Forrester Research.

Source: WSJ. “Social Media Draws a Crowd “ July 2010

Source: DemandEngine

If That’s True … Why Does Facebook Email Me?

Source: DemandEngine

Everyone else bring data

Source: Kent Hopkins, ASU

The more things change, the more they stay the same. Fundamentals matter. Focus on connecting with adult learners with purpose.

1. About the study 2. Research findings 3. Recommendations

Methodology

• Invited over 50,000 adult learners, October 2009 • Research question • Over 6,000 responses (ages 18 – 50+) • Online survey – Channel preferences at the prospect, inquiry, and applicant/registrant stages – Online participation profile • Email invitation by individual school – Recommendations • Offered a Starbucks gift card drawing • Special thanks to the University of Minnesota, College of Continuing Education research staff

1. About the study

2. Research findings

3. Recommendations

Inquirers – by age range For colleges and universities YOU decided to contact, how did (or do) you prefer to receive information? 22-26 27-40 41-50

Email messages 3.47

3.33

3.24

Direct mail (e.g. catalog, brochure, or letter) Information I found using a search engine (e.g. Google) 3.36

3.15

3.25

3.17

3.22

3.09

Phone calls from an enrollment representative Through a social network Text messages Through Twitter 2.45

1.79

1.52

1.38

n = 849 2.33

1.70

1.46

1.35

n = 1759 2.20

1.58

1.44

1.27

n = 1016 Source: DemandEngine's Adult Learner Communication Survey Q4 2009

1. About the study 2. Research findings

3. Recommendations

Efficient and Effective Funnel Mgt?

Online secret shopping 249 PCE web sites evaluated

• 53% did not offer an online form • 36% with a form, didn’t respond within 6 weeks to our inquiry • 39% of the institutions that did respond only sent one follow-up message

Efficient and Effective Funnel Mgt?

October 2009 July 2009 January 2009

1. Start with data

A. Do you know the online participation profile of your students?

B. Are you using the enrollment funnel as a way to model the pathway to enrollment?

C. Do you understand conversion and yield by program?

29 2. Develop a CRM Plan

A. CRM is a philosophy and strategy, enabled by people, process and technology to improve the student experience.

B. Using data, how do you want to change your relationship with students?

C. Identify clear business objectives

30 3. Select supporting initiatives

A. Using your data and your business plan as a basis, choose your technologies and strategies B. Build a foundation on search engine marketing and email C. Move to higher levels of maturity to extend your educational experience through social technologies

If you would like a copy of this presentation, please leave a business card

or email me.

Tim Copeland General Manager Email Phone Web Blog Twitter [email protected]

912-354-8007 www.demandengine.com

www.enrollmentmarketing.org