V

TECHNOLOGIES AND TIPS TO HELP ENROLLMENT MARKETERS BE MORE EFFECIENT

A Collaboration between Datamark, Leads360 and C3Metrics

ABOUT LEADS360

• A web-based software-as-a-service company (SaaS) established in 2004

• Market leader in the B2C prospect management sector in all of our core verticals – Financial Services (Mortgage, Debt, etc.) and Insurance and rapidly growing in Education

• The only enrollment management system designed for schools that compete for students

• Over 5,000 clients ranging from 1 to 1,000+ users

• More than 50 million active records under management

• 1,400 data source integrations

• More than 100 third party technology integrations

ABOUT C3 METRICS

• The C3 Metrics SaaS platform delivers real-time attribution and viewable impressions, allowing marketers to abandon last click measurement and discover the truth

• Buyers and sellers turn to C3 Metrics because its award-winning platform and products complete the loop and automate the process of correctly reporting which viewed media creates awareness, interest, and action

• C3’s technology is certified by Google Display, Yahoo!, AOL, and runs on 27+ DSP’s and networks

• Headquartered in New York with offices in San Diego and Portsmouth, New Hampshire, C3 Metrics is comprised of leading experts in the field of digital and TV measurement from DoubleClick, eBay, PepsiCo, Yahoo! and Nielsen

ABOUT DATAMARK

• For 25 years, Datamark has provided innovative, data-driven marketing exclusively to higher education.

• We generate high-quality student prospects for colleges and universities of all types and sizes across the country.

• We offer full-service inquiry generation and management; complete with conversion marketing solutions designed to reach, engage and motivate prospective students at every stage of the enrollment process.

“There is no such thing as a mass mind. The mass audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.”

— Fairfax Cone

STATE OF THE MARKET

CPLA’s Q1 2013 success seems largely based on its own superior execution and high quality product offering. Management reiterated that market conditions remain weak and credited gains to improved [enrollment] rates… as a

result of its own strategic and tactical choices.

-Wells Fargo, Analyst Report, 23 April 2013

TECHNOLOGIES AND TIPS

Save time and / or money

Deliver a market or competitive advantage

OPPORTUNITY #1

Find more efficient ways to communicate with prospective student inquiries.

OPTIMIZE THE ADMISSIONS FUNNEL

• Distributiono Basicso Advanced

• Inquiry volume per admissions rep• Scoring

DISTRIBUTION IS A SIMPLE CONCEPT

dis·tri·bu·tion  /lēd distrəˈbyoK oSHən/

“The act of sharing inquiries among admissions representatives.”

DISTRIBUTION STRATEGIES

PUSH PULLPULL/PUSH

ROUND-ROBIN

ATTRIBUTE-BASED

SKILL-BASED

PERFORMANCE-BASED

SHARK TANK

BLIND QUEUE

CHERRY-PICK+

SHOTGUN

QUALIFY AND TRANSFER

QUAL-CONF-TRANSFER

SOPHISTICATED DISTRIBUTION METHODS

PUSH PULLPULL/PUSHInquiries handed out Leads are in

buckets

ROUND-ROBIN

ATTRIBUTE-BASED

SKILL-BASED

PERFORMANCE-BASED

SHARK TANK

BLIND QUEUE

CHERRY-PICK

SHOTGUN

QUALIFY AND TRANSFER

QUAL-CONF-TRANSFER

+

SKILL-BASED DISTRIBUTION

“Play to Each Rep’s Strengths”

BEST FIT INQUIRES TO BEST FIT REPS

Good with working moms

Good with veterans

Veteran inquiries

Working mom

inquiries

Website

inquiries

Inbound calls

Good with Website inquiries

Good with inbound

phone calls

HOW SKILL-BASED DISTRIBUTION WORKS

STEP 1Analyze “skills” you want to optimize e.g. State, Education, etc.

Choose skills that cover many opportunities and have a high variance in performance among admissions reps

STEP 2Analyze which reps should be in each “skill team” by asking, Who is comparatively the best at each type of inquiry?

There will be one group with no assigned skill

STEP 3Set skill-based distribution to distribute preferentially

STEP 4Analyze results and refine

SKILL-BASED ROUTING RESULTS

Change in enrollment rate following implementation of Skill-Based Distribution

PERFORMANCE-BASED DISTRIBUTION

“Auto-optimizing Your Skill-Based Distribution”

PERFORMANCE-BASED DISTRIBUTION

What does it do? Automatically distributes inquiry to the best-suited admissions rep based on each rep’s:•Contact rate•Qualification rate•Enrollment rate•Other Milestones

Why is this useful? - Allows flow of inquiries according to competence- Does not require continuous analysis and

changing of caps and filters

AS REP’S PERFORMANCE CHANGES…

1

My Enroll Rate

4.5% 4.2% 5.5% 7.6% 7.2% 8.3% 8.2% 8.5%

Daily Inquiries 5 4 6 10 10 14 13 14

2 3 4 5 6 7 8

GETTING INQUIRY VOLUME RIGHT

WORKLOAD IMPACT ON ENROLLMENT

• Enrollment rates decrease as more new inquiries are assigned per repo As workload increases, employees’

effectiveness is also likely to decrease (speed to call drops)

o As volume increases, inquiry quality is likely to decrease

• Can discern a formula for relationship between new leads assigned and enrollment rate

WORKLOAD IMPACT ON ENROLLMENT

0 5 10 15 20 250.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

New Inquiry Assignments per Rep

Enro

llmen

t Ra

te p

er R

ep

PREDICTING ENROLLMENT RATE

New Inquiries per Rep per Day

Expected Enrollment Rate

1 30.8%2 17.3%3 12.3%4 9.7%5 8.1%8 5.5%

10 4.5%12 3.9%15 3.2%20 2.5%25 2.1%30 1.8%

EER = 0.3075*N-0.832

EER = expected enrollment rate

N = new inquiries per rep per day based on guessing or current stats

SCORING

SCORING

What does it do? Allows you to score inquiries according to their:- Demographic attributes- Inquiry source- Level of interest (e.g. email opens)

Why is this useful? Follow different workflow paths based on interest:- Send different emails and text messages- Distribute to different admissions reps- Increase priority as new information changes

score

DISAGREEMENT ABOUT INQUIRY QUALITY

Marketing Manager

Admissions Manager

Because they are the best-fit inquiries

Why are you prioritizing inquiries

that are women?

No, veterans are the best-fit inquiries

DISAGREEMENT ABOUT INQUIRY QUALITY

Marketing Manager

Admissions Manager

OK, let’s sit down and figure out

what makes a “best fit” inquiry

Sure, and then we’all document it as a

scoring system for all inquiries

SCORING EXAMPLES

• You want to distribute your best-fit inquiries to your most experienced admissions reps

• You want to attempt to call the best-fit inquiries more than others

• A high quality inquiry is usually one that is a good fit and ready to make a decision, so your emails should have a more urgent tone with a clear call to action

• Prioritization rules should favor a best-fit inquiry over a lower quality inquiry

• You have an agreement with your PPL provider that you may return your very worst inquiries

DIFFERENT SCORING MODELS

Rules-based

Model-basedHow it works • You determine what makes a best-

fit inquiry and configure rules• Examples:

• Have job = +1• No GED = -3• Email open = +4• Email bounced = -5• App requested = +10

• Vendor runs models to determine best rules and then configures scoring

• Each inquiry scored against model

Example vendors • Leads360• Salesforce

• Neustar• eBureau

Value Brings • Easy to set up• Model visibility

• More complex• Can be included as a factor in

determining score