An Exploration of Partnership INTRODUCTIONS Image via cuteanimcalpicturesandvideoscom used without permission All rights to that website on the internets and wherever they got this image from ID: 595194
Download Presentation The PPT/PDF document "Meet the Institutions and Adult Learners..." is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Meet the Institutions and Adult Learners of Tomorrow
An Exploration of PartnershipSlide2
INTRODUCTIONS
Image via cuteanimcalpicturesandvideos.com; used without permission. All rights to that website on the internets and wherever they got this image from..Slide3
THINGS YOU NEED TO KNOW ABOUT …
A long-time higher education partner, 40 years in. Based in Salt Lake City, with spots in Denver and Phoenix and locally. 340 strong.
#DataDriven #EnrollmentGrowth— program management, enrollment marketing, retention services.In Education 15 years. Across the lifecycle, focused on technology + process. First love = building stuff. Followed closely by getting things done, “making sense.”First-gen undergrad (Journalism). Full-time working/post-traditional learner (MBA).#AlwaysHungryChris EdwardsStrategic Partnerships@chris3edwards
@
helixeducationSlide4
BREAKING IT ALL DOWN …
Meet the Institutions and Adult Learners of Tomorrow (Today!
) An Exploration of PartnershipSlide5
WHERE WE’RE HEADED TODAY …
Who are these adult learners of tomorrow?
What happens when they meet us?What happens when we meet them? Why does this matter so much now … ?Slide6
Image via http://www.chowhound.com
/food-news/156256/11-kinds-of-pie-you-need-at-your-thanksgiving-table/; used without permission. All rights to that website on the internets and wherever they got this image from..Slide7
Image via: the first image you find when you search Large Thanksgiving Feast images on the Google ..
Your place at the table.. Slide8
WHEN THEY MEET YOU:FINDING YOUR PLACE AT THE TABLESlide9
THE POST-TRADITIONAL STUDENT OF TOMORROW/TODAY
34 million Americans over 25 years old have some college credits but haven’t received a diploma.More than 1/3 of all undergraduates are college transfer students— this amounts to millions of college students transferring each year.Over
the past 20 years, 31 million enrolled students left before earning their credentials.Nearly ½ of students who start their college degree won’t finish.The above consolidated figures come from the higher education marketing group Classes and Careers, the National Center for Education Statistics (NCES) and consulting firm Noel-Levitz, PEW, and Eduventures research in 2015-2016,” Slide10
ENROLLMENT MOTIVATORSAdult learners are categorized into four segments: CAREER ADVANCERS
(40%) DEGREE COMPLETERS (30%)CAREER SEARCHERS (20%)LIFELONG LEARNERS (10%)
Career Advancers are looking to stay in their current field or industry upon completion and are likely to choose a program directly related to their current field (e.g. a bachelor’s degree in elementary education, and M.Ed., or specialized certificate).Degree Completers need lower-level credentials (e.g. associate or bachelor’s degree level).Source: Eduventures study “Meet Today’s Adult Learners SOE”Slide11
What ADULT students want IN THE INSTITUTIONS OF TODAY Enrollment drivers indicate three important factors:HOW LONG?
(will my program take)HOW MUCH? (is it going to cost) HOW BIG? (is the value; aka — what am I going to get/do/be when I’m done.
Adult students who want to take higher education want to be sure they’ll get a desired outcome. Otherwise … higher learning can be viewed like corporate training, where more than 85% of participants see “no value” to the time spent.Slide12
Education modalitiesDelivery mode preferences of prospective adult students (25-54) are: ON CAMPUS 33%
ONLINE 11% EVEN BALANCE 24% MAJORITY ON CAMPUS 20% MAJORITY ONLINE 12%
While wholly online study typically ranks third across this age range, half online study and above dominates preferences (up to 70%). Source: Eduventures study “The Adult Higher Education Consumer 2013”Slide13
SLICING YOUR PIES
Meet The Adult Learners and Institutions of Tomorrow
Presented by Chris Edwards (cedwards@helixeducation.com)Find the slides at: http://bit.ly/HelixPieCAREER ADVANCERS DEGREE COMPLETERSCAREER SEARCHERSLIFELONG LEARNERSLEARNER PIESlide14
WHEN YOU MEET THEM: SLICING YOUR MARKETING PIESlide15
HOW THEY GET TO YOU … 60% of students apply within four weeks of starting to
research their options.80% of prospective students who inquire but do not enroll
intend to go back to school in the near future.Eduventures predicts that in 2016 “well-branded institutions and niche players with a distinct message, that the market values” will rise to the top.AYK, overall enrollments among traditional-age learners were flat in 2015. There’s an ongoing decline among adults, and online enrollment was up only in the single digits. Differentiation will be key in 2016. Consistent communication is also the key. The above consolidated figures come from the higher education marketing group Classes and Careers, the National Center for Education Statistics (NCES) and consulting firm Noel-Levitz, PEW, and Eduventures research in 2015-2016
,” Slide16
Engagement marketing Slide17
SO, WHERE’D YOU MEET?
Prospective students who respond to each of these media types have a unique different persona.
How should you slice your time/next steps in order to make sure that student not only enrolls, but tastes success?The TV ad.The BRC. (business reply card..)The drive-time radio.The CPI (aggregator) lead
The search conversion
The referralSlide18
A SPONSORED MESSAGE
You should really make plans for…
One University, One Voice: How Integrated Marketing is Shaping the Future of Higher Ed.WITH SETH ODELLVP CREATIVE AND STRATEGY at HELIX EDUCATIONTOMORROW at 11:30 AM, IN THE BALLROOM, FOCUS ZONE B..Slide19
SO, WHERE’D YOU MEET?
Building unique partnership communications with the right messages* and the right timing for retention, centered on the lead source is a core part of any program growth strategy.
*So you know, that
message is NOT the idea that you should “study online”
… Advertising the modality isn’t the thing. It’s the idea behind why someone should study this thing with
your
institution.
What sense of belonging you get when this is the community you pick
?Slide20
SLICING YOUR PIES
Meet The Adult Learners and Institutions of Tomorrow
Presented by Chris Edwards (cedwards@helixeducation.com)Find the slides at: http://bit.ly/HelixPieCAREER ADVANCERS DEGREE COMPLETERSCAREER SEARCHERSLIFELONG LEARNERS
LEARNER PIE
MKTG INQUIRY PIE
The TV ad.
The BRC. (business reply card..)
The drive-time radio.
The CPI (aggregator) lead
The search conversion
The referralSlide21
WHEN YOU MEET THEM: DIVIDING YOUR RETENTION PIESlide22
PLANNING FOR STUDENT SUCCESS
TOP RETENTION FACTORS
Grades and academic successConnection to campusFinancial preparedness
DATA TO COLLECT
HS and previous college GPA
Dates/means of engagement with campus
Method of funding
Identify your top retention factors, and start collecting data indicators about your students early on in their education journey.Slide23
Get to know student on a personal levelIdentify risks or red flags that could impede graduation
Discuss communication preferencesClearly define goals and expectationsCollaborate on support resources that are available and applicable to the student
ESTABLISHING A STUDENT-INSTITUTION RELATIONSHIPSlide24
RETENTION MARKETINGSlide25
HELIX FIND
An proprietary Inquiry
Management System that:
Consumes
all
vendor inquiries
Validates and scrubs inquiries
Amends inquiries with additional information from 3rd party
systems to gain additional insights
Scores inquiries
Provides
CPI and CPS analytics, media scenario planning and media optimization insights
25
NAME
PROGRAM OF INTEREST
CONTACT
INFO
LEAD
SOURCESlide26
HELIX ENROLL
A proprietary Application / Enrollment System that consumes Helix Find data and:
Strategically routes inquiries
Drives
segment-specific scripting and contact patterns /
modalities
Dynamically drives
enrollment process and update
files
Continues to evolve understanding and profiles of prospects
26
FINANCIAL
STATUS
ACADEMIC
HISTORY
NAME
PROGRAM OF INTEREST
EMPLOYMENT
PREFERRED
CONTACT
METHOD
CONTACT
INFO
LEAD
SOURCESlide27
FINANCIAL
STATUS
ACADEMICHISTORYATTENDANCEGPA
HELIX
RETAIN
A comprehensive CRM-based Retention System that consumes Helix Find / Enroll data and:
Builds retention risk
segments, markers and
weighting
Integrates with
SiS
and / or
LMS for key data inputs
Initiates proactive
intervention and communication
strategies at scale
27
NAME
PROGRAM OF INTEREST
EMPLOYMENT
PREFERRED
CONTACT
METHOD
CONTACT
INFO
LEARNING STYLES AND PREFERENCES
DEPENDENTS
LEAD
SOURCE
BARRIERS
ACADEMIC
GOALSSlide28
HELIX ACUITY
A fully-integrated big-data
intelligence system that:
Dynamically aggregates data across the student
lifecycle
Develops comprehensive profiles
of
prospective / active student groups to drive specific interactions
Provides
closed-loop
intelligence and
continuous optimization of
media, process and interactions
Powers
dashboards, reporting and analyticsSlide29
Institutions are more effective in impacting initial retention when they:Keep communication going throughout the student’s educational journey.
Tailor messaging based upon individual data and engaging content.Focus on
relevant themes to reinforce ongoing commitment to student support and success.PROVIDING THE BEST EXPERIENCESlide30
BUILDING A VITAL PARTNERSHIP
Take a student-centric approach
Leverage individual data Use technology to streamline the process Slide31
LEVERAGING technology to streamline the processSlide32
4 ways to ENGAGE IN PARTNERSHIP
Keep the
conversation goingAssess whether or not a student needs additional supportGauge the likelihood that a student is planning to enroll in the upcoming term Intervene with additional resources, i.e. Tutoring Financial aidCareer advisingSlide33
SLICING YOUR PIES
Meet The Adult Learners and Institutions of Tomorrow
Presented by Chris Edwards (cedwards@helixeducation.com)Find the slides at: http://bit.ly/HelixPieConnect with us! Share your details with the Helix team. We send out FUN stuff on the regular … Really.School:Name:Email:Phone:
CAREER
ADVANCERS
DEGREE
COMPLETERS
CAREER
SEARCHERS
LIFELONG
LEARNERS
LEARNER PIE
MKTG INQUIRY PIE
RESOURCE PIE
The TV ad.
The BRC. (business reply card..)
The drive-time radio.
The CPI (aggregator) lead
The search conversion
The referral
Retention Coaching
Consistent Communications Engine
Admissions and Marketing CRM
Data, data, data
More and better programs.
A focused “enrollment” websiteSlide34
A CASE IN POINT: BRENAU UNIVERSITY Slide35
Credit: Brenau University catalog.
A CASE IN POINTSlide36
2,000
CURRENT
POST-TRADITIONALSTUDENTSBRENAU UNIVERSITY FAST FACTS
1960’s
BEGAN SERVING POST-TRADITIONAL STUDENTS
1878
FOUNDED
2 of 10
YEARS OF HELIX PARTNERHSIP
COMPLETEDSlide37
Video.Access a copy of the commercial at:https://ShareSync.serverdata.net/Web/s/pP9Ta35cZf_5gqSq_0t6QYSlide38
THE CHALLENGE Make sure new students feel exactly like they should, and make good on the Brenau brand + promise.
Navigate a successful change to a fixed start model (a change), where students begin courses at prescribed times vs. starting in a cohort. Provide the right level of support to increase retention rates and help students find success in their programs.
,” Slide39
THE RESULTS The Brenau team put in the Helix Retain technology + added two success coaches to conduct outreach to students in their first-year.
The early results: a 1% month over month increase in student persistence rates. Good reviews —
,” Slide40
Image via http://www.chowhound.com
/food-news/156256/11-kinds-of-pie-you-need-at-your-thanksgiving-table/; used without permission. All rights to that website on the internets and wherever they got this image from..Slide41
SLICING YOUR PIES
Meet The Adult Learners and Institutions of Tomorrow
Presented by Chris Edwards (cedwards@helixeducation.com)Find the slides at: http://bit.ly/HelixPieConnect with us! Share your details with the Helix team. We send out FUN stuff on the regular … Really.School:Name:Email:Phone:
CAREER
ADVANCERS
DEGREE
COMPLETERS
CAREER
SEARCHERS
LIFELONG
LEARNERS
LEARNER PIE
MKTG INQUIRY PIE
RESOURCE PIE
The TV ad.
The BRC. (business reply card..)
The drive-time radio.
The CPI (aggregator) lead
The search conversion
The referral
Retention Coaching
Consistent Communications Engine
Admissions and Marketing CRM
Data, data, data
More and better programs.
A focused “enrollment” websiteSlide42
Q&aSlide43
BACK OF THE NAPKIN
Meet The Adult Learners and Institutions of TomorrowPresented by Chris Edwards (cedwards@helixeducation.com)Find the slides at: http://bit.ly/HelixPie