Educational Marketing: how to reduce the student evasion rate in higher education institutions? (Marketing Educacional: como reduzir o índice de evasão em instituições de nível superior?)

1. Educational Marketing:
how to reduce the student evasion
rate in higher education
institutions?
welcome!
Adriana de Melo e Souza
Advisors:
Prof. Msc. Christian Pouillaude
Profª. Drª. Maribel Suarez
Examinations Board:
Profª. Drª. Gaëlle Pantin-Sohier
Prof. Msc. Natale Papa Junior

2. Introduction
Origin and Relevance of the Study
Goals of the Study
Theoretical Referential
Relationship Marketing: The Importance of Loyalty
The Marketing Process in Higher Education Institutions
Design Thinking Methodology
Immersion:
Netnography
Empathy Map
Isolated Action Studies
Evasion Control Guidelines
Studies of 22 Evasion Control Programs
Co-Creation:
Pilot Program Designed Based on Best Practices
Quantitative Research
Qualitative Research with Managers
Prototyping:
Feedback Matrix on Proposed Solutions
Propositions from Data Analysis
Conclusion
summary

3. Introduction
Origin and Relevance
of the Study

4. Origin and Relevance of the Study
In the last four
decades, Brazil has
witnessed a remarkable
process of growth in its
higher education.
Source: Higher Education Census
1990 2000 2011 2017

5. Origin and Relevance of the Study
75% of higher
education places in
the country are
offered by private
institutions
Data indicate that
only 11% of
Brazilians have a
university degree.
There is a worldwide average
student evasion rate of 25%, and
the great concentration happens
in the first year, reaching 50% of
the student body.
75% 11% 25%

6. Introduction
Goals
of the Study

7. Goals of the Study
The marketing strategy must contain both the right persona attraction techniques
and the student retention techniques:
1. How to set your brand placement
2. How to define student profiles that fit your HEI
3. How to help a new entrant
4. How to maintain attractiveness
5. How to make an egress student an HEI propagator
However, what is being noticed by the market numbers is that the evasion rates are high, which
shows that the loyalty techniques are not being properly applied.

8. Goals of the Study
In some causes of evasion there is not too much to do for intervention, but in
others, techniques can improve the numbers:
Some problems:
● cognitive
● financial
● personal
There is general agreement by several authors who study the theme, that
there is a clear deficiency in the process of fighting evasion.
Causes that can be circumvented:
● lack of sense of belonging
● lack of communication when there are difficulties
● lack of support to overcome challenges

9. Goals of the Study
Educational Marketing:
how to reduce the student evasion
rate in higher education institutions?
This research aims to show more effective strategies for
reducing the evasion rate, a worldwide problem.

10. Theoretical Referential
Relationship Marketing: The Importance
of Loyalty

11. The Marketing Process in HEIs
Educational marketing is an adaptation of traditional
marketing, having arisen from peculiar demands of the
education sector.
Competition is increasing and evasion rates are high.

12. SRM - Student Relationship Management
CRM is about carefully managing detailed information about each
customer and all points of contact with them to maximize their loyalty.
(KOTLER AND KELLER, 2012)
SRM aims to make the teaching-learning process more efficient and
effective by maintaining a personalized student relationship with the
educational institution (MARQUES, 2014)
“Quality and emotional commitment are the most
effective ways to build loyalty in the higher education
environment.” BASSO K. et al (2015)
CRM
SRM

13. Theoretical Referential
The Marketing Process in Higher
Education Institutions

14. The Marketing Process in HEIs
Who?
What is unclear in HEI marketing
plans is who the employees are
actually responsible for “loyalty”.
“Most managers of Brazilian universities still do not give due importance to
marketing. Teachers and course coordinators still don't understand what
marketing is and what it's for. Marketing is not yet truly part of the university
culture." (GOMES et al)“

15. The Marketing Process in HEIs
● Most of the investment in HEI marketing is focused at the beginning of the
process just for attracting prospects.
● It is up to managers to be aware of the marketing process as a whole.
● That the lack of attention occurs specifically in the loyalty phase, in the
“after sales”, where the expected relationship is the client's relationship with the consumer
closely, so that the institution can support, answer questions, meet needs and make the transition
from high school to higher education smoother and more enjoyable.

16. Methodology
Design Thinking
Methodology

17. Design Thinking Methodology
Why the choice of this methodology?
To know the problem in depth, to create with the
students and to test before implementing, making the
project more viable.

18. Design Thinking Methodology
Immersion:
Netnography
Empathy Map
Isolated Action Studies
Evasion Control Guidelines
Studies of 22 Evasion Control Programs
Co-Creation:
Pilot Program Designed Based on Best Practices
Quantitative Research
Qualitative Research with Managers
Prototyping:
Feedback Matrix on Proposed Solutions

19. Intuitive thinking
● uses intuition
● reflects on the future
● solve problems
● try and risk
● doesn't have evidence
● groundbreaking result
Analytical thinking
● uses reason
● collects data from the past
● discovers general rules
● reduces costs
● have evidence of effectiveness
● consistent, safe result
+
The basis of Design Thinking

20. Netnography
“Focus, guys!”
A joke with college start and graduation.
Unfortunately, it represents the reality.

21. Empathy Map

22. Isolated Action Studies
1. Establish a working group to reduce evasion
2. Evaluate evasion statistics: successful example: “Risk Point Intervention Program”
3. Determine the causes of evasion: successful example: “Student Satisfaction Inventory”
4. Stimulate student-centered HEI vision
5. Create conditions that meet the goals that attracted students
6. Make the environment and traffic in HEI pleasant for students
7. Create student counseling and mentoring program
Source: Instituto Lobo / Lobo & Associados

23. Studies of 22 Evasion Control Programs
For a deeper understanding of the actions that contribute
to the retention of students in the first year of higher
education, the programs of 22 institutions, their actions
and the results obtained were analyzed.

24. Summary of Program Results
Program name Period (years) Initial Index Final Index Result
Freshman Center Program 2 66,7 76,1 9,4
Comprehensive Freshman Retention Program 5 70,0 82,0 12,0
Personal Development Portfolio Program 6 65,0 79,0 14,0
Comprehensive Freshman Initiative 4 51,0 59,0 8,0
Strategic Retention Plan 7 66,0 82,0 16,0
Campus Retention Program 3 68,0 72,0 4,0
Freshman Studies Program 5 57,0 70,0 13,0
It Takes a Campus to Graduate a Student 5 74,2 84,8 10,6
Freshman Retention Program 4 65,0 83,4 18,4
Retention Average 4,6 64,8 76,5 11,7
Annual Average 2,6

25. Pilot Program Designed Based on Best Practices

26. Pilot Program Designed Based on Best Practices
Study Goal:
Test the hypothesis that complete and consistent student retention
programs are more effective than just single-purpose guidelines or actions.
What is INTEGRA?
It is a follow-up program for new students to support them in the transition
from high school to higher education. It is made from student to student
(veteran to freshman), with support from the pedagogical area.
How it works?
The new student receives a "passport" that contains a description of the
activities he must perform during the first year. The passport receives "visas"
by the group of tutors at each activity performed. At the end of the first year,
passport visas can be validated as hours of “complementary activities”.

27. The Freshman Passport
Your activities:
1. Welcome Week
2. Meeting with a Tutor
3. Cultural Tour
4. Integra Event
5. Library Exploration
6. Volunteering
7. Talent Exhibition
Your name:
Your phone number:
Graduation course:
Your first tutor´s name:

28. Support Teams
Tutors:
With the activities for New Students
Coordination:
Early Warning
Professors:
Communication, Dynamic lessons, monitoring etc.
Marketing Department:
Admission with Retention in Mind (content marketing to attract students aligned with the college
proposal, “Career Workshop” and an Open Doors Event.

29. Quantitative Research (74 respondents)

30. Uninteresting
A little interesting
Neutral
Interesting
Very interesting
1. For a Welcome Week:
what would be the level of interest for new students
to meet veteran students in a relaxed atmosphere
with a snack, so they can tell a little about their
experiences, exchange ideas with the new and help
them when they have any questions in the early days
of college?
2. For the Welcome
Week, about employees:
what is the interest of new students to know briefly
some people responsible for the administration of
the college (attendance, manager, coordinator,
director and assistant)?

31. Uninteresting
A little interesting
Neutral
Interesting
Very interesting
3. About a coach:
would it be interesting for the freshman group to
meet a psychologist (coach) who is responsible for
helping them (if need be) in managing time for study
in specific situations, barriers or difficulties they
encounter in college?
4. Student Handbook:
which way do you think is the most interesting in
knowing the contents of the Student Handbook?

32. Uninteresting
A little interesting
Neutral
Interesting
Very interesting
5. Communication:
would it be interesting for students to be part of a message group (eg WhatsApp)
between students in the same class?

33. 6. About the "MEETING WITH TUTOR" Initiative:
monthly access to a tutor (senior student) to support the information new learners need, convey peace of mind, ask questions
and support students according to their needs.
How effective is this action in supporting new students, 1 being ineffective and 5 very effective?

34. 7. CULTURAL TOUR:
group visits to museums, exhibitions, cultural centers etc. with a teacher accompanying the group.
How effective is this action in supporting new students, 1 being ineffective and 5 very effective?

35. 8. Quarterly DEBATES
with guests from various areas with tips on internships, interviews, employment, careers, goals and personal development.
How effective is this action in supporting new students, 1 being ineffective and 5 very effective?

36. 9. About LIBRARY:
conduct academic activities in student-friendly study rooms.
How effective is this action in supporting new students, 1 being ineffective and 5 very effective?

37. 10. About VOLUNTEERING,
what would be the best way to engage new students?

38. 11. On a TALENT EXHIBITION,
which activities would be most appropriate for an exhibition/show? You can choose more than one.

39. Your occupation:

40. Qualitative Research with Managers
Marketing experience does not yet seem to be a “prerequisite” or required
competency for the management position. While recruitment deserves more
attention, retention is not widely viewed as a priority.
André Antunes, Founder & Executive Provost at Instituto Infnet
Facó considers that the “feeling of belonging” is totally important for
student loyalty. Believes that it is possible to reduce the current average
evasion rate from 25% to 10%. Marcos Facó, CMO of FGV
Mello believes that it is possible to reduce the evasion rate to 10%. For a
retention program, he bets on innovation: “Quality and efficiency are the
basics, followed by model innovation”.
Bruno Mello, General Coordinator of FACHA's

41. Feedback Matrix on Proposed Solutions

42. What is very good? What should be improved?
What questions did I have? What other ideas came up?
Add some
ready-made
approach to
engage the
shyest
Tutors are a
great idea, but
will the veteran
be engaged to
do a good job?
It is great to be
done by the
students
Creation of an
app for the
student
manual
Maybe
semiannual is
better than
quarterly (in
some
activities)
The offer of
sports
activities
Great for
networking
Very important
to have a
support channel
Concern about
freshmen is very
important because
most are shy
Can tutoring be
worth hours of
complementary
activity?
The talent exhibition
stimulates the
network, the
student's ability to
be recognized,
praised, and can
even generate an
internship...

43. Conclusion
Propositions from
Data Analysis

44. Propositions from Data Analysis
● The analysis of the 22 international cases surveyed: Regarding the analysis of
international cases, it was clear that it is possible to reduce evasion rates in private colleges, and
by a significant level: 10%.
● The quantitative survey with 74 respondents: The results were very encouraging,
as the activities were mostly well accepted by the public involved. Results: 93.6% approval on the
suggested activities.
● Qualitative research with managers: Qualitative research with managers leads to the
belief that process innovation is necessary, as traditional methodologies are no longer sufficient to
meet generation Y. It is believed that the student should feel"belonging" to the institution.
● The feedback capture matrix: It was noticed that the pilot program received great
approval from the students in general, who highlighted several strengths of the proposed activities.

45. Conclusion

46. Conclusion and Final Considerations
It was realized that complete and well-structured evasion control are far
more effective than isolated actions. It is possible to reduce evasion rates
by 10% over a period of approximately four years.
The Program will be prototyped at ECDD, during next year and will be
iteratively and continuously adjusted for better results.
I hope that I have collaborated with society to discuss a problem that is
relevant both for young people and for managers of educational institutions.

47. Thank you!
Adriana de Melo e Souza
Angers,2019