INCREASING YOUR ROI ON EMP THROUGH ACADEMIC SALES

Transcription

1 July 23, 2015 INCREASING YOUR ROI ON EMP THROUGH ACADEMIC SALES Paskill Stapleton & Lord One Roberts Ave., Glenside, PA psandl.com Dave Black Vice President, Consulting & Market Research

2 1 WHAT IS ACADEMIC MARKETING Image Position Differentiate Segment Brand Communications 2 MARKETING STRATEGIES IN HIGHER EDUCATION Relationship Marketing Direct Marketing Permission Marketing Network Marketing Driving the Brand Communication Strategy Advertising

3 3 ADMISSIONS MANAGEMENT RECRUITING, AND MARKETING Strategy Planning Organization Leadership Communications Control Evaluation 4 ELEMENTS OF MARKETING AND ACADEMIC SALES Prospect management Working with prospects to move them through the admissions funnel Integrating with EMP Time management Recruiting Communication with prospects, one at a time Nurturing relationships Track relationships within EMP Promotions High school visit Attending a college fair Sending out an blast or postcard series

4 5 CRUCIAL CONSIDERATIONS IN ACADEMIC MARKETING Differentiation Are your differences important to the prospect? Relationship building What makes your institution likable? Segmentation Different strokes for different folks: win each segment 6 HOW DO YOU SPEND YOUR TIME? Time of Year Activities Percent of time you spend on this Percent of time you think you should spend on this Planning/organizing/meetings Aug - Nov 1 Promotions Recruiting Planning/organizing/meetings Nov 1 - Feb 28 Promotions Recruiting Planning/organizing/meetings Mar 1 - May 1 Promotions Recruiting Planning/organizing/meetings May 1 - Aug 1 Promotions Recruiting

5 7 LEAD MANAGEMENT How are you using it now How does EMP support it What drives the process What is the level of commitment to follow-up Spend your time where it counts 8 RELATIONSHIP MARKETING Get to know your prospects personally and their families. Plan your strategy according to the specific needs of the student. Engage the student in more frequent and earlier contacts with the college. More clearly differentiate the benefits of the college s programs and particular strengths in relation to the competition. Identify the value-added. Facilitate each student s progress through the college s application and admissions process. Develop a partnership. Transfer the relationship to the College.

6 9 RECRUITING ACTION PLAN Set a goal Build a plan Utilize EMP Target the market Filter the pool Recruit each top prospect Provide excellent student service Sell with integrity Develop a yield strategy Evaluate 10 THE PARENT/FAMILY CO-PURCHASE What is their role? How do they influence? What is their timeline (vs. the college s) What are their decision points? What do they need from the college to make a positive decision? How and when to engage. Where is the student/family in the process? How do you communicate with them?

7 11 HELP THEM SAY YES TIPS TO BE PERSUASIVE Focus on the end result Seek active commitments Show, don t tell Make connections between a negative and a positive Loss aversion Technology can limit persuasion Reciprocity Consensus/Social proof Let them know you Likability 12 RECRUIT OUTSIDE YOUR COMFORT ZONE Bring more objections into the conversation Tell proof stories Understand why a student would not move forward Where are your recruiting opportunities? It s not pushy, it s helpful

8 13 CLOSING THOUGHTS Recruiting vs. Promoting EMP is a tool - use it! Build Relationships Staff Training EMP Academic Sales Paskill Stapleton & Lord THANK YOU!