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Explore how adult learners prefer to communicate with colleges and universities through direct mail, email, Facebook, and Twitter. Learn key research findings and recommendations to effectively engage this audience from DemandEngine's Tim Copeland and industry experts. Discover the importance of personalized and purpose-driven connections with adult learners at every stage of the enrollment journey.
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23Q14: Direct mail, Email, Facebook, or Twitter? New Research on How Adult-Learners Want to Communicate With Colleges and Universities Tim Copeland, DemandEngine
"You can't walk out your house without bumping into a social-media expert today."The reality is the space is still very much a Wild West. Sean Corcoran, an analyst at Forrester Research. Source: WSJ. “Social Media Draws a Crowd “ July 2010
If That’s True … Why Does Facebook Email Me? Source: DemandEngine
Everyone else bring data Source: Kent Hopkins, ASU
The more things change, the more they stay the same. Fundamentals matter. Focus on connecting with adult learners with purpose.
Agenda • About the study • Research findings • Recommendations
Methodology • Invited over 50,000 adult learners, October 2009 • Over 6,000 responses (ages 18 – 50+) • Online survey • Email invitation by individual school • Offered a Starbucks gift card drawing • Special thanks to the University of Minnesota, College of Continuing Education research staff • Research question • Channel preferences at the prospect, inquiry, and applicant/registrant stages • Online participation profile • Recommendations
Agenda • About the study • Research findings • Recommendations
Agenda • About the study • Research findings • Recommendations
Efficient and Effective Funnel Mgt? Online secret shopping 249 PCE web sites evaluated • 53% did not offer an online form • 36% with a form, didn’t respond within 6 weeks to our inquiry • 39% of the institutions that did respond only sent one follow-up message
Efficient and Effective Funnel Mgt? October 2009 July 2009 January 2009
1. Start with data • Do you know the online participation profile of your students? • Are you using the enrollment funnel as a way to model the pathway to enrollment? • Do you understand conversion and yield by program?
2. Develop a CRM Plan • CRM is a philosophy and strategy, enabled by people, process and technology to improve the student experience. • Using data, how do you want to change your relationship with students? • Identify clear business objectives
3. Select supporting initiatives • Using your data and your business plan as a basis, choose your technologies and strategies • Build a foundation on search engine marketing and email • Move to higher levels of maturity to extend your educational experience through social technologies
If you would like a copy of this presentation, please leave a business card or email me. Tim Copeland General Manager Email tim.copeland@demandengine.com Phone 912-354-8007 Web www.demandengine.com Blog www.enrollmentmarketing.org Twitter www.twitter.com/tim_copeland
