demandengine research - interactive marketing preferences of adult learners 2011

11/28/2011

All Rights Reserved. DemandEngine.Copyright 2011. 1

2011 UPCEA Marketing Seminar

The Interactive Marketing Preferencesof Adult Learners: New Research for

2012 Marketing Planning

Presenters:

Amy Routhier, Western Michigan University

Tim Copeland, DemandEngine

Thursday, November 17, 2011

10:00 AM – 11:15 AM

DemandEngine, Inc. Copyright 2011DemandEngine, Inc. Copyright 2011

11/28/2011


With more online communicationsoptions than ever, PGCE marketers

must be adept at managing this multi-channel mayhem. However,

fundamentals still matter.


Agenda

• Discuss 2012 survey results

• Being C.I.V.I.L. at WMU

• Next steps

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Interactive preferences

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Online Participation

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Mobile Participation

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Comparisons 2009 - 2011


Prospects - the big three stay the same

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Inquiries – preferences hold

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Applicants/Registrants - preferences hold

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Marketers are more optimistic on social

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Information desired

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The information adult learners value

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Events are underutilized

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Interactive Marketing Framework

1. Choose interactive marketing objectives (why)

2. Investigate - review research data

3. Validate strategies

4. Identify metrics

5. Leverage channels and technologies

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Why C.I.V.I.L?

Civ il

• of or relating to citizens

• of, relating to, or involving the general public,their activities, needs, or ways

• adequate in courtesy and politeness: mannerly

• Sufficiently observing or befitting accepted socialusages; not rude


Agenda

• Discuss 2012 survey results


• Next steps

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Western Michigan University - EUP

• Evolving roles andresponsibilities

• Eight regional locationsand online educationoffering academicprogramming

• Centralized marketingand (newly) centralizedenrollment managementfunction

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• FY 10-11: 4,200 students enrolled, $22 million in tuitionrevenue



• Integrated marketing planning andimplementation

– Traditional and new media

– Goals: locate, capture interest, and encouragesuspects to indicate interest

• CRM development and launch

– ROI, conversion, and yield reporting

– Goals: understand marketing ROI, createmeaningful relationships with students(information they want, when they want it)

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• Social media presence

– FB WMU-Southwest: 50 likes

– FB WMU-MetroDetroit: 57 likes

– FB WMU-Online Education: 56 likes

– LinkedIn

– Semi-regular informational posts by staff

– Very little to no comments from prospects orstudents

– High demand from staff to be present

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• C.I.V.I.L. Moving Forward

– Our audience compares with national data set

– Discover: Make it easy for prospects to find us,the way they want to find us

– Engage: Make our student interactions timely,informative, and appropriate

– Listen: Understand our students through research

• Improve our relationship with prospects andstudents post-inquiry; increase conversion.

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Applying C.I.V.I.L

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Source: Western Michigan University


WMU vs. National

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WMU vs. National

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Agenda

• Discuss 2012 survey sesults


• Next steps

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What online channels are you using?

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What channels will be effective?

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#1. To manage the mayhem,you need an ecosystem

• With the explosion of potential communicationchannels combined with budget realities, you willnot be able to build out a large enough marketingorganization

• Compare and contrast

• Align with vendors that understand the spaceand that bring channel expertise

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#2. Master the basics first

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PGCE Marketers Don't Value Email Conversations

Number of email

follow-up messages nAvg Response time/1st Contact

No webforms 18 n/a

0 22 n/a

1 21 5.3 business days



4 2 55 minutes

5 5 3 business days

6 or more 4 4 business hours

Source: DemandEngine Secret Shopping Research (July - Nov 2011)

Avg response time based upon an 8-5, M-F Business Week

Base: 97 attendee Institutions UPCEA Marketing Seminar 2/2011

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#3. Avoid the glare of shiny objects

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#4. Interactive marketing works bestwhen you focus on goals … your

students, not yours

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#5. Be C.I.V.I.L

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Interactive Marketing ObjectivesDiscover

Encourage students to raise their hands

Listen

Understand your students through researchEnergize

Supercharge word of mouth

Support

Help your students support each other

Embrace

Use students to innovate products or improve processesSource: DemandEngine


Contact

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Tim CopelandCEO

Email [email protected] 912-354-8007Web www.demandengine.comBlog www.enrollmentmarketing.orgTwitter www.twitter.com/tim_copeland

Amy RouthierExecutive Director of EnrollmentManagement and Marketing

Email [email protected] 269-387-1552Web www.wmich.edu

About DemandEngine

DemandEngine is an enrollmentconsulting, interactive services, andmarketing software firm supportinghigher education enrollmentmarketing.

To learn more, visit us at:www.demandengine.com