Signal vs. NoiseMoving from Conversation to Conversion
November 12, 2009
Presented by
Todd GibbyHobsonsPresident, HE
Enrollments by People Aged 25+
(in thousands)
Source: National Center for Education Statistics, Digest of Education Statistics 2006, Table 177
In some ways the signal is clear…
Enrollments by People Aged 25+
(in thousands)
In some ways the signal is clear…
Chronicle of Higher Education: April 2, 2009
Recession Has Changed Views Among Prospective Adult Students, Study Finds
By Eric Hoover
“Nearly half of adult students believe the value of education has increased over the last year
due to the economic crisis…”Chronicle of Higher Education:
January 9, 2009
Recession May Drive More Adult Students to Take Online Courses
By Steve Kolowich
Source: Education Pays 2007, The College Board, US Census Bureau, 2006
Grad students are looking for signal
And Volume is Up…Right?
Source: 2009 GMAT Application Trends Survey
% Change in Application Volume in 2009 compared to 2008
• Among 10 of the largest for-profit college companies, enrollment during the quarter ending June 30 was anywhere from 12 to more than 100 percent higher than it was during the same period last year.
Source: August 26, 2009; The Chronicle for Higher Education
Crowded Airwaves
Losing Signal from Afar
"The decline in admissions of international students this year, after several years of slowing growth, is a concern for U.S. graduate education.”
- Debra W. Stewart, President, Council of Graduate Schools (CGS)
Top motivations for going to Grad School…
Source: Intelliworks Linkedin Poll, October 2009 (n = 530)
Every relationship begins with a little noise…
Noise Discover Educate Engage Apply/Enroll Yield SignalAnalyze
Session Outline: Signal vs. Noise
Moving from Conversation to Conversion
1. Analyze internally and externally
2. Focus on “customer” needs
3. Deliver on experience
4. Establish uniqueness
Session Outline: Signal vs. Noise
Moving from Conversation to Conversion
1. ASSESS ‘Em
2. ADDRESS ‘Em
3. PROGRESS ‘Em
4. IMPRESS ‘Em
The Results
2007 2008 % Increase
As a baseline in 2006 we had 257 completed applications so in 2 years we have seen a 42% increase
Session Outline: Signal vs. Noise
Moving from Conversation to Conversion
1. ASSESS ‘Em
2. ADDRESS ‘Em
3. PROGRESS ‘Em
4. IMPRESS ‘Em
Why are they here?2
What keeps them up at night?3
How can you solve their problem?4
What do you want them to do?5
How can you best reach them?6
How might they resist?7
What are they like?1
© duarte.com 2008
1. Know your audience…
“Slide-ology” by Mary Duarte
Source: Stamats Adult Students Talk 2008
Top motivations for returning to school?
• Do you offer work/life credit?
• Do you offer online classes?
• Do you offer accelerated programs?
• Do you have an extension site?
• Do you have a admissions or financial aid advisors?
• Do you offer tutoring?
10 key elements of successful programs
1. Know your students2. Hire good communicators3. Build “hoopless” admissions and financial aid processes4. Take a proactive approach to student advising5. Automate routine communications6. Hire faculty suited to online teaching7. Set and maintain high standards for student/faculty
communication8. Evaluate, evaluate, evaluate9. Check your program’s vital signs regularly10. Use cross-functional teams to develop enhancements and
improvements
Focus Close to Home
Source: Stamats Adult Students Talk 2008
www.websitegrader.com
www.compete.com
Session Outline: Signal vs. Noise
Moving from Conversation to Conversion
1. ASSESS ‘Em
2. ADDRESS ‘Em
3. PROGRESS ‘Em
4. IMPRESS ‘Em
Market to Hopes; Build to Fears
CAN I ACTUALLY
DO THIS?
WHAT IF I
NEED HELP?
WILL THIS HELP ME
ADVANCE MY CAREER?
DO I HAVE THE
RIGHT SKILLS
TO SUCCEED?
WHO WILL SEE ME
THROUGH THIS?
Can you accommodate their needs?
Note that online is very appealing to adult undergraduate students, more so than hybrid. Very
different than graduate seeking adults
Source: Stamats Adult Students Talk 2008
Career achievement
Financial security
Better quality of life
Their goalsFull-time work
Family / parenting obligations
Financial constraints
Their obstacles Their needsConnect goals to actions
Navigate process and succeed
Today’s adult learners are not homogeneous, but their goals and challenges are consistent
Retention and engagement:Understanding the challenges adult learners face
Source: Inside Track
Use a Proactive Approach to Advising
• Establish an automated notification system that reminds students after they receive their assessment results to schedule an advising appointment
• This initial appointment should include identifying realistic goals, mapping the specific courses needed to attain it, and sketching a timeline for its completion
• Leverage technology to deliver advising sessions online• Develop an early alert system to identify at-risk students and refer them
to advising
• Identify “touchpoints” throughout the student’s degree plan and schedule future appointments in advance
Session Outline: Signal vs. Noise
Moving from Conversation to Conversion
1. ASSESS ‘Em
2. ADDRESS ‘Em
3. PROGRESS ‘Em
4. IMPRESS ‘Em
What is a brand?
A brand is a person’s gut feel about a product, service or organization.
– The Brand Gap, Marty Neumeier (via David Armano, Logic + Emotion: Brand U.0 on YouTube)