This document discusses recruitment marketing and how to bridge the gap between awareness and commitment. It outlines the recruitment funnel process from awareness to application and attendance. It emphasizes that inbound marketing and content marketing are better approaches than traditional outbound marketing. The document also stresses the importance of conversions at each stage of the funnel and provides examples of call to actions, landing pages, and follow up steps to improve conversions. It advocates analyzing web metrics and goals to focus on the most important metrics like inquiries and leads rather than total traffic.
28. Establishing ROI
If we can work backwards from the
value of a student we can establish the
value of an Interactive Campus Map.
*All numbers are created as examples
29. You can use this same
process to decide the value
of doing any web project
31. What is the value of a Student?
• Average Years = 3
• Cost Per Year = $20,000
• Average Yearly Discount = $10,000
• Student Value = 3 * ($20,000 - $10,000)
• So a Student is worth
$30,000!
32. What is the value of an Applicant?
• Student Value = $30,000
• Conversion Rate in Applicant = 20%
• App Value = $30,000 * .2
• So an Applicant is worth
$6,000!
34. What is a Campus Visit Worth?
• Application Value = $6,000
• Conversion Rate of Visits to Applicant = 20%
• Value of Visit = $6,000 * .2
• So Each Student Visit is Worth
$1,200!
35. What is a Virtual Tour Visit Worth?
• Visit Value = $1,200
• Conversion of Map to Visit = 5%
• Value of a Map View = $1,200 * .05
• So Each Map View is Worth
$60!
36. Do You Think 1,000
People Would View Your
Map In A Month?
43. Possible Important Items
Admission Specific
Apply to College
Schedule a Campus Visit
Request Info
Download the
Viewbook
Take a Virtual Tour
General Goals
Sign up for email
updates
Watch Videos
Subscribe to Content
Like on Facebook
Follow on Twitter
Read Blogs
43
47. The Conversion Process
47
• If we aren’t getting people to convert on our traffic
then what does a thousand or a million visitors to
our site matter?
48. How Do You Convert?
• Conversions require Landing
Pages
• A Landing Page is a Page with
a Form on it.
49. Three Steps of a Conversion Process
1. The Call to Action
2. The Landing Page
3. The Follow-Up
50. The Call to Action
• Are your offers compelling?
• Call to action best practices
– Create urgency
– Include an image
– Contrasting colors
– Be specific/inspirational
57. The Landing Page
• Keep it simple
– Little to no navigation or other links
• People scan, don’t read
– Bullet points
– Pictures
– Bold copy
– Five second rule
• Make it instantly obvious what they will get
• Shorter the form the higher the conversion rate
• Possible alternative call to actions
58. The Follow-Up
• Thank you page
• Auto response email
• Additional (social) channels to connect
• Opportunities for further engagement
– Lead Nurturing
– Email Marketing
– Phone Calls
– Snail Mail
76. If a tree falls in a forest does it make a sound?
77. Avoid Paralysis by Analysis
• Are we accomplishing our goals?
• Don’t try and measure everything
• Focus on a few (3-5 and it should
includes inquires/leads) metrics
instead of everything
85. Conversions
Matter!
It doesn’t matter if you get a thousand visitors a
month or a million if none of them are actually
converting into applicants/students!