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  • Blog
    • 2018
      • 01
        • The hidden cost of selling direct – the returns game
        • 2018 Lead Generation & Recruitment Predictions & Tips
        • How's your marketing?
        • Questions That You Need To Answer
        • Do You Know What Your Competition Is Doing?
        • The Offer - How To Make One They Can't Refuse
        • Successful Product Development
        • How Direct Makes Digital Better
      • 02
        • Managing The Sales Pipeline
        • The Marketing Planning Process...Doing It Right!
      • 03
        • Being Prepared for Change (Why You Need Market Intelligence to Drive Revenue Growth)
        • Competitor Update: Coursera Coming to Eat Your Lunch
        • Discussion: Why Should Your Institution Exist in the 21st Century?
        • Discussion: Should Your College Exist in the 21st Century?
        • Welcome Back: Former Students, Graduates
        • Adult Students: Thoughts on the Chronicle's Report
      • 04
        • Avalanche of Dreck...Are you part of the problem?
        • Profile of the Average Online Student
    • 2017
      • 01
        • Influencer Marketing: More Confusion Over Simple Concept
        • 10+ Reasons Why Most College Marketing/Enrollment Plans Fail & How to Avoid Them
        • Marketing Planning 101 - Are You?
        • Are CMOs' Jobs in Jeopardy?
        • Lead Flow Planning - Getting It Right
        • Omni Channel or Not? Retail Survival or Not?
      • 02
        • Announcing Our New Enhanced On-Demand Services for Adult, Graduate and Continuing Education Programs
        • Tips for Great Direct Response Radio
        • Email Design Tips
        • Data-Driven Marketing...It's As Old As Index Cards, And Then Some...
        • Why They ain’t buying what you’re sellin’
      • 03
        • New Degree Programs: What You Must Learn from Google, Amazon and Apple
        • Student Recruitment & Retention Goes to the Movies
        • Just Outsource It!
      • 04
        • Why You’re Not Answering Their Questions
        • Adult Students: Are You Serious or Just Screwing Around?
        • Is Your Brand Safe?
        • Ask Questions
        • Event Marketing for Adult Enrollments
        • Retail is Not Dead!
        • Pros & Cons of In House Agency
        • Is Affiliate Marketing for Your Business?
        • Webinar: 7 Proven Techniques for Increasing Adult Student Enrollments
        • False Victories
      • 05
        • Bring Programmatic Adv In House? Yes? No?
        • Call Attribution Tech - Do you need it?
        • Are you losing sales people?
        • Webinar: Adult Student Retention
        • Is ‘eMail Blindness’ Killing Your Business?
      • 06
        • Direct Mail Tips for More Effective Student Recruitment
        • Marketers Wake Up...Get Those Phone #s
        • The Secret to Successfully Providing Life-long Learning
        • Higher Ed Marketing Podcast 3: Web Forms
        • Higher Ed Marketing Podcast 4: Thank you page
      • 07
        • 2 Secrets to Achieving Adult Enrollment Goals
        • Social Worship
        • The Amazon Effect...Are You Ready?
        • Old Ways Don't Open New Doors
      • 08
        • Early Results: Adult Student Recruitment Effectiveness Part I of II
        • Early Results: Adult Student Recruitment Effectiveness Part II of II
        • Webinar: Competitive Intelligence 101
        • How to Say the Right Thing so More Adults Enroll
        • Clear Communications, not Content Marketing, is Key to Achieving Adult Enrollment Goals
      • 09
        • Are You Listening Carefully? Asking the Right Questions?
        • Missing Unrealistic Goals
      • 10
        • What Are You Putting Into Your Sales Pipeline
        • Competitive Intelligence - What is it? Why do you need it?
      • 11
        • Yes, You Do Have the Budget
      • 12
        • Enrollment Opportunity: Under-served Segments
        • Why Colleges Are Failing to Achieve Adult Enrollment Goals
    • 2016
      • 01
        • Direct Marketing Planning
        • How Many Leads Do Our Sales Executives Need?
        • The Drones Are Coming!
        • New Study Identifies Opportunities to Improve Student Recruitment
        • Outbound Telemarketing Missing Opportunities As Part of College Student Recruitment
        • Student Retention Tips for 2016
        • Advantages of Direct Marketing
        • 6 Tips to Improve Your College's Content Marketing Performance
      • 02
        • Lead Flow Planning - Getting It Right
        • Are You Sitting Around Waiting for Business?
        • Get More Our of Your CRM Investment
        • Smart College Recruitment Targets Wisely Using Segmentation
        • Tips for Building Affordable, Effective Marketing Research Program
      • 03
        • Marketer's Toolkit Goes Mobile
        • A/B Testing: Some Important Rules to Follow
        • Targeting is Not Rocket Science
        • Snap Chat for Student Recruitment
        • Colleges Must Lead the Way in Marketing to Millennials
        • How Many Leads Do You Need?
        • Do You Know What a "Lead" Is?
        • Do You Know How Many Sales Leads You Need? Find Out With...
        • Content Marketing: It's a Mess
      • 04
        • What Is The Best Marketing Channel?
        • Do You Need a Marketing Plan?
        • Data Analytics Improve Enrollment Performance
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Common Social Media Challenges and Solutions
        • 8 1/2 Common Errors in the Student Recruitment Process
      • 05
        • Differentiation - Colleges Need to Be Uniquely Valuable
        • Non-Traditional Students: Tips to Attract & Retain
        • Market Planning Process
        • Market Analysis - Identify Your Target Markets
        • Catalog Business Plan
        • 10 Common Digital Marketing Mistakes & Solutions
        • Tips for Recruiting Millennials to Your College
        • How to Lower New Student Acquisition Costs
      • 06
        • Your Website Needs Help
        • Better Adwords Performance ASAP
        • Higher Education Marketing Assessment Tool: A Demo
        • Join Marketing Connection Today
        • Marketers Are Focused On the Wrong Things
        • Marketing...It's About the Numbers
        • Top Benefits You Enjoy From a Mystery Shopper Audit
        • Colleges Without Market Research: Penny-Wise, Pound Foolish
      • 07
        • The Future of Content Marketing
        • Pokemon Go: Student Recruitment & Retention?
        • Whatever the Channel: Marketing Success Depends on 5 Factors
        • When Your Customers Aren't Your Customers - Social Media Pitfalls
        • Content Marketing Success
        • Why You Can't Afford to Pass on a Retention Audit
      • 08
        • Your Trouble With Adwords
        • You Can't Recruit & Retain if You Don't Know Your Audience
        • Facebook Live for Student Recruitment
        • How to Make Significant Improvements to Student Recruitment Results
      • 09
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Video Marketing: Tips for Greater Success
        • The Details Are in the Plans
        • Digital Metrics: How Much is Real & How Much is Bullshit?
        • Video Content Marketing: Tips for Greater Success
      • 10
        • How You Can Enroll More Non-Traditional Students
        • Your Email Metrics Are Wrong
        • Too Much Content Too Much Waste
        • How Asking the Right Questions Can Increase Enrollments
        • Content Marketing for Higher Education Recruitment and Retention
      • 11
        • 5 Ways to Increase Graduate School Enrollments by Leveraging Data
        • Big Data, Predictive Analytics & Marketing Research Strike Out in Election 2016
      • 12
    • 2015
      • 11
        • Black Friday - Cyber Monday - Trends

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How to Say the Right Thing so More Adults Enroll

Aug 21, 2017

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A prospective adult student contacted you last week and requested information about one of your graduate programs.

And that’s when everything went wrong.

You emailed that person, thanking them for their interest in your school and you included some links back to pages on the website – most likely the main page for the stated program of interest, financial aid and the online application.  You ended the email with contact information for the enrollment coordinator along with “…if you have any questions, feel free to contact me…”

One week later, you haven’t heard back from that prospective student.

You can’t tell if the email was opened or any of the links clicked.

What do you do next? Why?

Time to Re-Think What You Are Saying to Prospective Students

That prospective adult student was on your site and asked for information so what did you do wrong?

First, you sent them back to the website.  Now, unless you sent them back to the site with a password to unlock protected content, all you have done is ignore their request and shown them that you aren’t paying attention.  And if you’re not paying attention to them now…

A great many colleges don’t have information to send – it’s all on their website so they direct prospective students back to where they were when they reached out and asked for something more.  Not a good first impression to tell them “Read it again, the answer you seek is right there…”

Second, you put all the work back on the lap of the prospective student by ending with the “…call me if you have questions…” closing.  They are busy.  And it’s not really their job to sell themselves on your offering. 

So, be more pro-active and show them you care, you are interested and you are the expert.

You Have Important Questions To Ask – So Ask Them!

You know that if you are going to be able to convince a prospective adult student to enroll in one or any of your programs, you need to know more than what you get on a “Request Information” web form.

What’s their motivation? What are their concerns? Expectations? Perceptions of your college and programs? Perception of the other colleges they are considering?  What do they want and need in their educational experience?

And depending on your own situation, you might have some requirements that they need to meet to be accepted into your college and/or program – so ask to see if they meet or exceed those requirements now, before you invest any more of your limited resources trying to get them to start the online application.

 Have an Efficient Process For Storing, Analyzing the Answers

Too many colleges don’t have a process in place for asking these questions and capturing the responses in a safe, secure, easily accessible (to the right staff) place so it can be analyzed and used to drive decision-making.

In the head of the enrollment advisor is not all that easily accessible for others to access and analyze.  Either is the “Notes” section of Outlook or any CRM.

You need data fields created, responses to select so the data is easier to analyze – and that requires training and on-going management to ensure the process is being followed.

The benefit of all this effort is you can segment quickly and accurately, and then use your content marketing/marketing communication plan to move forward with the qualified prospects.

In other words, instead of sending everyone the same messages via email, you can send the right message and offer via the right media/communication channels at the right time in the decision-making process.

You Will Need The Right Message and Offer – How To Make That Happen

Right now, most colleges have a series of about 4 to 5 emails that they send to every and anyone that requests information from them.

They include “Thank you for your interest”, “World-class Faculty & Caring Staff”, “Financial Aid”, “Testimonials from Graduates” and an invitation to an Open House.  There might be one more that addresses how student services can help you network and interview more effectively.

But for the 25-year-old that is wondering how they will balance work, a young family and graduate school – you got nothin’.

For that 40-year-old that is concerned about being in classes with 17 to 20-year-olds and if she can write reports at a college level so she can earn her A.A.S. in Dental Hygiene – you got nothin’.

For these two, and many other scenarios, many colleges rely on the ability of their enrollment advisor connecting with the prospective adult student and being able to share a story verbally.  But that’s a risk that you need not take or rely on.

To have what those people need, you need to have identified audience segments so that you could create the communications you need for them.

And to learn more about how to use your current resources to make that happen, download our complimentary ebook, Content Marketing: Doing It Right (Higher Education Edition) by clicking here.



Tags: Higher Education Marketing, Content Marketing, Marketing Communications, Higher Education
Category: Marketing Communications

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Patrick McGraw is VP of Higher Educaton Marketing Services and has more than 25 years experience in market research, competitive intelligence, business intelligence including database marketing and CRM, strategic planning, brand development and management as well as operations/campaign management. His work has consistently helped his clients and employers develop and implement more efficient ways to attract and retain profitable customers, enter new markets and launch new products. His areas of focus include the education, hospitality, travel and tourism, hi-tech, telecommunications, financial services, and retail industries on both the agency and customer sides.


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