Early Results: Adult Student Recruitment Effectiveness Part I of II
Aug 06, 2017
(NOTE: The Adult Student Recruitment Effectiveness Self-Assessment is 19 statements in length, and takes less than 10 minutes to complete. And you can receive a free, no obligation consultation if you complete and submit the self-assessment. To learn more, click here.)
Imagine submitting a web form and not seeing a ‘Thank you” page or receiving an automated email confirming the form submission shortly thereafter.
Based on the early responses, there is a lot of room for improvement – and fortunately that improvement shouldn’t require a great deal of resources.
Respondents were asked to respond to 19 statements with “Strong Disagree”, “Somewhat Disagree”, “Neutral”, “Somewhat Agree” or “Strongly Agree”.
Statements addressed three topics which are:
- “Thank you” Page: Specifically, the one that should appear after a prospective adult student clicks “Submit” on one of your web forms.
- Automated Email: Specifically, the one that should appear in the prospective adult student’s Inbox ASAP following their clicking of “Submit” on one of your web forms.
- Nurturing Process: What happens once that prospective adult student has clicked “Submit” on one of your web forms through their eventual enrollment in your institution.
In Part I, we will cover the “Thank you” page and Automated email responses, and in Part II, we will address the responses for the nurturing section.
You Need to say, “Thank you”
The following 3 statements were because [a] a “Thank you” page is expected by the person that just shared information with you via your web form, [b] it’s a great way to confirm that the exchange of information worked properly, [c] it provides you with an opportunity to share additional, relevant information based on the data shared with you. (Regarding that last point – if you don’t have the technology to make that happen, it still gives you an opportunity to set expectations regarding next steps etc.)
Here are the statements and results.
We have a “Thank you” Page that appears after the prospective adult student submits our web form that offers the prospective student additional information based on their stated program of interest.
Only 40% responded “Somewhat Agree” or “Strongly Agree”.
We have a “Thank you” Page that appears after the prospective student submits our web form that clearly explains what to expect, and when to expect it. (For example, “…a member of our enrollment team will contact you within 24-hours.”)
Only 40% responded “Somewhat Agree” or “Strongly Agree”.
We have a “Thank you” Page that appears after the prospective student submits our web form that provides them with the name and contact information of their assigned enrollment counselor.
Only 20% responded “Somewhat Agree” or “Strongly Agree”.
Our Recommendation
More than half of the institutions need to create a “Thank you” page that, at the very least, lets them know the data they submitted via the web form was transmitted successfully and either what they need to do next OR what to expect from you within a specific time frame.
For example, “Thank you for your interest in INSTITUTION’S NAME. A member of our enrollment team will contact you by email within the next business day. If you would like to speak with us before then, please call XXX-XXX-XXXX.”
Now, you might read that simple statement and wonder “Who wouldn’t put at least that much information on their ‘Thank you’ page!?”
Well, based on our work, I can honestly tell you that about 10% have only “Thank you” on their ‘Thank you’ page. And that is a wasted opportunity to deliver an outstanding experience the prospective student will value when they sit down to make their decision regarding enrollment.
Why Don’t You Write?
The next set of questions focused on automated emails – and by that we mean the email that your CRM/Marketing Automation sends out once it receives new prospective student data from a web form.
Like the ‘Thank you’ page, the automated email will address [a] thanks for your interest, [b] a member of our team will contact you within X, [c] if you need to contact us before then, here’s our contact information.
Ideally, you want it to be personalized – beyond ‘Dear FIRSTNAME – to include program of interest and desired start date. And having the assigned enrollment team member’s contact information is also a great touch – if it’s possible with your technology. If it isn’t, go with the more generic “Enrollment Department contact information”.
On this topic, we posed the following statements and are seeing the following results.
We send an automated email to the prospective student within 30-minutes of them submitting our web form.
Only 20% responded “Somewhat Agree” or “Strongly Agree”.
We send an automated email that is personalized with their name, program of interest and desired start date.
Only 20% responded “Somewhat Agree” or “Strongly Agree”.
We send an automated email that clearly sets expectations so the prospective student knows what they need to do next and what we will do next.
Approximately 40% responded “Somewhat Agree” or “Strongly Agree”.
Our Recommendation
You need to set up an automated email response that is triggered by the receipt of new data into your CRM/system. Period.
This is done by businesses, government agencies and non-profits outside of education. And it’s being done by some of your competitors.
It’s expected by the prospective adult student and it is part of that first impression you make with them.
If possible, based on your technology, you should be able to personalize this down to the assigned enrollment team member. You want to have a relevant, appropriate offer – not “Apply Now” because this person is asking for information which means they have not made their decision concerning where to apply. So, perhaps, a check list to help them make the correct decision? Or a link to videos featuring students, alumni, faculty related to the prospective student’s program of interest? Or an invitation to attend an open house?
Final thought – timing is key. There are some institutions out there that get their automated email out in under 10-minutes. That’s impressive and makes a good impression on the prospective student.
Others get their automated email into the prospective student’s Inbox in an hour or two. That’s acceptable but pushing the limit because, to make a positive impression,
Remember, you are going to be judged on how quickly you respond with accurate, relevant information.
In Part II, I will address the early responses to the Nurturing section of the Assessment. To read Part II, click here.
(NOTE: The Adult Student Recruitment Effectiveness Self-Assessment is 19 statements in length, and takes less than 10 minutes to complete. And you can receive a free, no obligation consultation if you complete and submit the self-assessment. To learn more, click here.)
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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