KEY STEPS TO INCREASE ADULT STUDENT RECRUITMENT RESULTS ©ROBERT E. JOHNSON, PH.D. 2013 Robert E. Johnson, Ph.D. President, Bob Johnson Consulting Eastern Michigan University July 19, 2013 Bob Johnson Consulting, LLC 1
Key Steps to Increase Adult Student Recruitment Results
Sep 13, 2014
Affordability and career advancement content on your website is the key to successful initial contact with potential students. Rapid response to a prospect by phone and/or email is essential to increase application conversions. These points and more are covered here, with examples from universities that do these things well.
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Bob Johnson Consulting, LLC 1
KEY STEPS TO INCREASE ADULT STUDENT RECRUITMENT
RESULTS©ROBERT E. JOHNSON, PH.D. 2013
Robert E. Johnson, Ph.D.President, Bob Johnson Consulting
Eastern Michigan University
July 19, 2013
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WILL PEOPLE FIND YOU?Many people start with an online search…
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“Online degree programs Michigan”
Google search results… First page Michigan schools…
• Michigan State• Central Michigan• UM-Dearborn• UM-Flint• Western Michigan• Oakland University• Baker College
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2 TOP FACTORS FOR ADULT STUDENTS…Career advancement…
Cost
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Why adults return to college…http://www.capella.edu/
Task #1: career advancement
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Cost, right from the start…http://www.strayer.edu/
Task #2: price information
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TALKING POINTS FOR POTENTIAL STUDENTS…Website or in person or in print…
How are you helping people?
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Future students top tasks at the start…
Most Important…
• Price information• Affordability• Investment return after
graduation• Academic programs• Time to earn the degree• Flexible scheduling
Not very important…
• Social media connections• Info about presidents,
deans, alumni• School news• Connecting with current
students
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Provide program specific info…http://management.bu.edu/graduate/graduate-admissions/profile/
Task #3: academic program information
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KEY ASSUMPTION… FUTURE STUDENTS START AT YOUR WEBSITEInitial marketing message delivered on the first visit…
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From a Google search… EMU
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At an entry page for adult students…
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“Online” link leads to this page…
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From a Google search… CMU
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At the CMU home page…
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At entry page for adult students…
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“Online” link leads to this page…
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PERSONAL CONTACT DURING A WEB VISIT…Chat feature builds a bridge…
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Good places for a chat feature…
EMU… CMU…
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GENERATE ONLINE INQUIRIES…Easy to complete…
Easy to find
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Inquiry form… convenient & quick
Task #4: inquiries
Repeat the call to action…http://www.mbaregis.com/
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Repeat calls to action…http://www.mbaregis.com/
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ADVERTISING OPTIONS…
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The retargeting trail…http://area2oh3.com/have-you-been-retargeted/
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REJ on a automobile forum…
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Retargeting on Facebook…
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Direct response display ads…
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52 co-op choices… where will you be?http://www.elearners.com/online-degrees/master/finance.htm
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AFTER AN INQUIRY…Rapid response…
Continuing response
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Convert an inquiry to an application…
• First response by email or phone in <24 hours• Fast response = higher conversion• Anything after 24 hours guarantees wasted inquiries
• If an inquiry gives a phone number, use it• If an inquiry gives an email address, use it
• Email contact every two weeks
• Inquiry from a college fair• First response within 24 hours
• If staffing requires triage system, do that
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Pre-app transfer credit review…http://information.devry.edu/us/transfer-students?vc=167161
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SOCIAL MEDIA…Most people are “Spectators”…
Facebook, YouTube first
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Social media right after an inquiry…
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Prominent on the website…
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Especially for adults…
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After Facebook, YouTube…
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A note on posting frequency…
• Life of a post on Facebook and Twitter is short… just a few minutes
• If something is important, posting twice on the same day will increase visibility
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NOW AND IN THE FUTURE…More attention to ‘Mobile”…
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EMU page passes the mobile speed test… less than 5 seconds to open
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More points on mobile…
• Requires website revisions• Important for email reading…• Add text option in inquiry forms and use it
• People who give permission to text are deeper into a relationship than those who do not…
• People will expect to complete applications (and more) on smart phones and tablets
THANKS FOR INVITING ME THIS MORNING!Bob Johnson, Ph.D. (248.766.6425)
www.bobjohnsonconsulting.com
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