signal vs. noise: moving from conversation to conversion

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Signal vs. Noise Moving from Conversation to Conversion November 12, 2009 Presented by Todd Gibby Hobsons President, HE

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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

But…

• 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

Greatest challenges for education…

Source: Intelliworks Linkedin Poll, September 2009 (n = 200)

Grad Recruitment: Wired for Efficiency?

Source: CGS New Deans Institute, July 2007

Wired for Efficiency?: Part Dieux

Source: CGS New Deans Institute, July 2007

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)

August 2008

And…Lots of Noise at Home

Top motivations for going to Grad School…

Source: Intelliworks Linkedin Poll, October 2009 (n = 530)

How are institutions addressing ROI?

Source: Intelliworks Linkedin Poll, October 2009 (n = 355)

Mixed Signals: The Paradox of Choice

“The Paradox of Choice: Why Less is More” Barry Schwartz

Every relationship begins with a little noise…

Noise Discover Educate Engage Apply/Enroll Yield SignalAnalyze

Noise Discover Educate Engage Enroll Yield SignalAnalyze

Discovery…

Education…

Noise Discover Educate Engage Apply/Enroll Yield SignalAnalyze

Engagement…

Noise Discover Educate Engage Apply/Enroll Yield SignalAnalyze

Enrollment…

Noise Discover Educate Engage Apply/Enroll Yield SignalAnalyze

Yield…

Noise Discover Educate Engage Apply/Enroll Yield SignalAnalyze

Analysis…

Noise Discover Educate Engage Apply/Enroll Yield SignalAnalyze

Finally clear signal…

Noise Discover Educate Engage Apply/Enroll Yield SignalAnalyze

What you see happening…

Yield / Analysis

What’s actually happening…

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

Breaking from tradition…

Confusing application process…

People Processes Tech / Data

Trying a new process

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

2. Many Options: Invest Wisely

Focus Close to Home

Source: Stamats Adult Students Talk 2008

www.websitegrader.com

www.compete.com

3. Be prepared to receive the signal.

Moving in Fast Company

Source: Intelliworks Survey, April 2009, n = 140

Session Outline: Signal vs. Noise

Moving from Conversation to Conversion

1. ASSESS ‘Em

2. ADDRESS ‘Em

3. PROGRESS ‘Em

4. IMPRESS ‘Em

Emphasis on service and flexibility

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)