1. Enrollment Management &
Marketing Nexus
Presented by Dr. Jim Black, President & CEO of SEM Works

2. ‣ Market Intelligence
‣ Focusing Efforts
‣ Institutional Promise
‣ Institutional Branding

3. Intelligence
Market

4. Enrollment Goal Setting
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Recruiter

5. Academic Enrollment
Trend Data Enrollment
Profile
Student Projections
Diversity Demographic
Trends
Net Revenue Competitor
Institutional Business Trends
Enrollment
Growth
Aspirations Intelligence Economic
Trends
Enrollment
Goals Space
Government Utilization
External Institutional
Forces Capacity
Course
Community Demand
Analysis
Faculty
Business and Load and
Industry In-Class, Availability
Educational Online, Hybrid
Consumers Mix

6. A Strategic Performance Management System
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7. A Strategic Performance Management System
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8. A Strategic Performance Management System

9. Strategic Performance Dashboards

10. Measuring Marketing Efforts
‣ Assess awareness and familiarity
‣ Compare image perceptions with desired image
‣ Measure open rates
‣ Measure click throughs
‣ Measure viral activity
‣ Measure the “call to action” response for each
communication
‣ Compare the invest of resources (time and money) with
return on the investment (ROI)

11. Focusing Efforts

13. Distribution Channels
Web Web Portal Email Print
Microsites Facebook Twitter Text Messaging
Auto Calls Phone Web Chat Blogs
10% 1% 6%
15% 22%
1%
2%
3%
5%
3%
9% 22%

14. Decision Influencers College viewbooks
5 Program brochures
Course catalogs
Alumni mailings
Institution websites
Current students or graduates
Parents or family members
4
Friends
Formal campus tours
Campus open houses
Informal campus visits
College visit to high school
High school college nights
3
Regional college fairs
Telephone call from admission officers
Email from admission officers
Mail from admission officers
Web portals
Mean Influence
2 College search guides
U.S. News & World Report rankings
High school guidance counsellors
High school teachers
High school coaches
Professors
1 College coaches
0% 20% 40% 60% 80% 100% Facebook
Twitter
Usage (Line of best fit)

15. Academic Factors
Accreditted
UG Research
1
Quality of Faculty
2
3
Program Reputation
Institution Reputation
0 20 40 60 80
Source: Academica Group

16. Opportunity Factors
International
Exchange
Grad School
1
Grad Jobs
2
3
Leadership
Co-ops/ Internships
0 10 20 30 40 50
Source: Academica Group

17. Affordability Factors
Part-time Jobs
Cost of Tuition
1
2
Merit-based Aid 3
Need-based Aid
0 10 20 30 40 50
Source: Academica Group

18. Campus Factors
History/ Tradition
Recreation
Campus Housing
1
Attractive Campus
2
Student Experience 3
Varsity Teams
Clubs/ Social Activities
0 50
Source: Academica Group

19. Nurturing Factors
Personal Attention
Surroundings
Campus Safety 1
2
Small Size
3
Faculty/Student
Interaction
Class Size
0 20 40 60 80
Source: Academica Group

20. Awareness Building and Lead Generation
Interest Cultivation
Enrollment Conversion
Broadcast Segmented Customized

21. The Student Lifecycle Model
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22. The Student Lifecycle Model
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23. By Student Type By Educational Objective
Dual Enrollment Students Career-driven
High School Graduates University Transfer
Transfers Professional Development
Adult Learners Personal Enrichment
Online Learners
Stop Outs
Continuing Students
By Influencer
Parents of High School Students
By Program Employers of Adult Learners
High Demand/Unused Capacity
Moderate Demand/Unused Capacity
Low Demand/Unused Capacity
Demand Exceeds Capacity

24. High School
CRM Model
Students
Transfer
Adult
Learners
• Project manager/
Students
3&*+#$4! analyst
Example
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text • Content developer
Graduate
Students
CE
Students
• Graphic/web designer
International
Students
• Multimedia/social
media coordinator
• Technical support/
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25. Product Positioning Lifecycle
Concept Introduction Growth Maturation Decline
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26. Program Innovation Matrix

27. k
Moderate Ris
Low Risk
k High Risk
Moderate Ris

28. Strategic Market Entry
‣ Identify niche opportunities
‣ Provide a solution to a problem
‣ Define and address learner needs
‣ Create value-added partnerships
‣ Leverage institutional relationships

29. Price Positioning
Institution Competitor 1 Competitor 2
20000
International
15000 Out-of-State/Province
International
Worth In-State/Province
10000
Out-of-State/Province
Out-of-State/Province
In-State/Province
5000
0
0 7500 15000 22500 30000
Cost

30. tional Promise
Institu

31. Sample Institutional Promise
Inspire success
and self-reliance
Every encounter
Service Philosophy with a student is a
teachable moment
to inspire success
and self-reliance.

32. Understanding the Promise
Do you know what I expect of you?

33. Define the
Promise
‣ Based on the institution’s
personality
‣ Value-focused
‣ Relevant to employees
‣ Relevant to students
‣ Malleable by unit and
individual
‣ Clarify defined
expectations and limits

34. Living the Promise
Employees become
institutional trust
agents.

35. Build trust by...
‣ Providing accurate information
‣ Demonstrating competency
‣ Displaying empathy
‣ Delivering on promises
‣ Treating students as individuals
‣ Listening
‣ Adding value to their experience

36. Operationalizing the Promise
‣ Personify the promise through services, business
transactions, information delivery, human interactions,
and learning experiences
‣ Identification and eradication of service gaps
‣ Embedded in the culture--the institution’s DNA
‣ A covenant between the institution and its students

37. Delivering on the Promise
Student
Experience
Institutional Moments Institutional
Promise of Truth Experience
Employee
Experience Institutional
Loyalty

38. Conveying the
Promise
‣ Clarifying and frequently
articulating the promise
‣ Managing expectations
‣ Promoting successes
‣ Building loyalty

39. Student Loyalty
‣ Market share
‣ Mind share

40. Pathway Promises
‣ Further education
‣ Employment
‣ Career advancement
‣ Opportunities to learn
Jobs

41. A Promise Construct
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The “Who” The “What” The “How”

42. Student Segments

43. Sample Criteria for Determining
High-Value Student Segments

44. Persona Profile

45. Persona Profile

46. Institutional Promise
Unleashing Potential

47. Promise Messages by Student
Segment

48. Promise by Student Segment

49. Promise from the Perspective
of Employees

50. Integrated Promise Delivery
Two clicks
No-stop
One-stop to truth
Services Services
An
Se y-sto
rvi p
ce
Co-location & s
integration of
services Knowledge
Management

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52. nal Branding
Institutio

53. Communication Fusion
Collaboration
Integration
Information
Sharing

54. Natural Tensions
Academic Culture EM/Marketing Objectives
Autonomous Common good
Discipline-focused Whole is greater
than the parts
Unit-oriented Integration
Cognitive dissonance Buy-in
Speaking with
Academic freedom
one voice

55. Market Segmentation
2
Constituent Brand
Needs 1 3 Attributes
Brand The Power Brand
FROM TO
Confusion Affinity
of ONE
6 4
Relevant Brand
5
Communication Positioning
Differentiation

56. Constituent Needs
‣ Who do you serve?
‣ What are their learner needs?
‣ What are their educational
objectives?
‣ When, where, and how can you
best meet their needs?

57. Tailor the message to the market segment.

58. Brand Attributes
• Commodity
– Affordability
HIGH
– Convenience
OUTCOME ELITE – Proximity
Reputation for Academic Quality
– Flexible learning options
• Nurturing
CAMPUS – Focus on student success
– Faculty/student interaction
COMMODITY – Personal attention
– Safe environment
LOW
NURTURING
• Outcome
LOW Reputation for Student Experience HIGH
– Job placement
Source: Academica Group, 2010
– University acceptance
– Industry connections

59. Brand Positioning

60. Brand Positioning

61. Differentation
‣ Primary message = brand platform
‣ Secondary messages = brand relevance
‣ Supporting evidence = credibility
‣ The value proposition = differentation

62. Communications Relevance
Product Place
Description of Description of how,
academic program when, and where you
benefits and meet the learning
outcomes needs of students
Value
Proposition
Description of your Description of your
approach to price position on an
communicating value educational consumer’s
to those you serve value map
Promotion Price

63. Communications Relevance
Product Solution
Place Access
Promotion Information
Price Value

64. t
rke e Distribution
Ma nc
llige Strategy
Inte
n al
u tio ng
tit ndi
Ins ra
ion
B Communicat
by
o nal Target Marke
t
i tuti e
I nst mis
Pro
Product
Price g
Positionin
Positioning

65. EM &
Marketing
Nexus
Dr. Jim Black
jimblack@semworks.net
www.semworks.net