Kurogo Higher Ed Mobile Conference 2017: The Real ROI - Best Practices in Admissions & Enrollment

#KUROGO2017
KUROGO HIGHER ED MOBILE CONFERENCE 2017
Colonel Deborah J. McDonald
Director of Admissions
United States Military Academy at West Point
David Rose
VP of Enrollment & Marketing
Indiana Wesleyan University’s National and Global Campus
Matt Willmore
mobileND Program Manager, University of Notre Dame
The Real ROI:
Best Practices in Admissions & Enrollment

#KUROGO2017
Deborah McDonald
Director of Admissions
United States Military Academy at West Point
The Real ROI:
Best Practices in Admissions & Enrollment

KUROGO HIGHER ED MOBILE CONFERENCE 2017 3
#KUROGO2017
Background
• 1985 Graduate of West Point
• Career Military Officer in Transportation
• Director of Admissions since 2008
• MBA in Information Systems from OCU
• Currently working on EdD with UFL in Leadership in
Higher Education

#KUROGO2017
About West Point
• Oldest Military Academy
– established 1802
• About 50 miles north of
NYC on the Hudson
River
• B.S. Undergraduate only
• 4400 students
• Fully funded tuition and
room and board
• 1220 Entering Freshman
• 81% graduation rate after
four years

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National Rankings
US News and World Report - 2017
#1 High School Counselor Ranking
#2 Public Liberal Arts College
#4 Best Undergrad Engineering Programs
#19 National Liberal Arts College
Forbes - 2016
#1 Public College
#6 Liberal Arts college
#11 in the Northeast
(ranked #14 overall – only two public colleges in Top 25)
College Choice - 2016
#14 Best Bachelor’s in Engineering Degree Program
Business Insider- 2015
#13 Best College campus (only Academy in Top 20)
Forbescom

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Graduate Scholarship Winners
Class of 2017
Don Stanley Dalisay
Schwarzman Scholar
(Tsinghua University, China)
Mark McGinnis
Schwarzman Scholar
Timothy McLaughlin
Schwarzman Scholar
Collin J. Parker
Schwarzman Scholar
(Tsingua University, China)
Christian Nattiel
Rhodes Scholar
(University of Oxford, UK)
Samuel Ruppert
Marshall Scholar
(King’s College, UK)
Bethany Russell
Schwarzman Scholar
(Tsingua University, China)
Patrick Dancer
Yenching Scholar
(Peking University, China)
Jacob Bishop
Yenching Scholar
(Peking University, China)
Alexandra Bell
Rotary Global Grant
David Farr
Rotary Global Grant
Since 2013
 5 Rhodes
 12 Lincoln Labs
 4 Marshall
 6 Draper Labs
 1 Mitchell
 9 NSF
 8 Schwarzman
 6 GEM
 9 Fulbright
 20 Rotary
 4 East-West
 3 Yenching
 5 Truman

#KUROGO2017
Admissions Update Class 2021
As of 29 March 2017
Total Women African
American
Hispanic Scholars Leaders Athletes Soldiers
Applicants 12,967 3,796 1,687 1,844 1,918 929 850 1019
Offers
1048 269 100 104 514 281 203 29
Accepts
679 184 64 71 282 180 170 23
 10% downturn in applications for 2021
 Predominant decline in Caucasian Males
 Aggressively marketing women and
minorities
 Digital analytic restrictions as a government
entity
 Looking to increase digital footprint and
scalability of online platforms

#KUROGO2017
Thank you!
Deborah McDonald
United States Military Academy
Deborah.McDonald@usma.edu

#KUROGO2017
The Real ROI: Best Practices in Admissions &
Enrollment
R. David Rose
Vice President Enrollment & Marketing
National and Global Campus
Indiana Wesleyan University

#KUROGO2017
• Initial career - Direct care and administration in mental
health services
• 1996 – Director of Business Programs
• Various administrative and consulting roles in For–profit
and Non-profit
• Oversight of Marketing, Enrollment and Finical Aid for the
National and Global Campus

#KUROGO2017
School Demographics
• Indiana Wesleyan University is 1 of 5 private not-for-profit
Christian liberal arts universities owned by the Wesleyan
Church
– National and Global Campus – 10,000 students studying
online, blended format or at a regional learning center
• 80 degrees from Associate to Doctoral – Nursing, health sciences,
business, IT, education
• Global Academic Programs – teacher and ministry preparation in
South America and Haiti. Offered in Spanish and French
• Excelsia College – Australia based private liberal college

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– Wesley Seminary: 500 student population studying gradate and
post graduate ministerial
– Marion Residential Campus: 3000 traditional age student
population studying all disciplines.

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A House of Brands
• Serving multiple students segments
• Crafting a unique message and strategy while honoring
the overall institutional brand.
• National and Global Campus
– Originated in 1985 as LEAP – Leadership Education for Adult
Professionals
• A post traditional decision set
– Sensitive to price, relevance, flexibility and access – online.
– Good resources - Customer Dynamics – Aslanian Group and Stamats.

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Serving a non-traditional population
• Unique population – unique strategy
– Non term-based programing
– Flexible academic governance
– Market based research and business plans
– Cohort based schedule
• Focused marketing and enrollment strategy
– Full inhouse marketing department – 14 FTE
– Normal diverse marketing channels

#KUROGO2017
– Higher level of content creation above the funnel
• Understanding features and benefits
– Inside / Outside enrollment staff
• Conversion / relationship building
• Analytics, analytics analytics
• Training, training, training
– Dedicated trainer
– Integrate telephony / CRM / SIS
• Dialer – 52% higher contact rate
• Screen pops, instant messaging, chat captures

#KUROGO2017
• Mobile Strategy
– Enterprise sight in responsive design
– Discontinued microsite
• Our Next Generation Mobile Strategy
– Full life cycle engagement
• Lead to alumni
– True integration with CRM / SIS / LMS
– Integration of authenticated chat
– Constituency specific

#KUROGO2017
Thank you!
R. David Rose
Indiana Wesleyan University
david.rose@indwes.edu
@droseiwu

#KUROGO2017
The Real ROI: Best Practices in
Admissions and Enrollment
Matt Willmore
mobileND Program Manager
University of Notre Dame

#KUROGO2017

#KUROGO2017
Admissions Module
• One of our very first Publisher modules
• Designed using content from our
Admissions website, but as its own
entity
• Comes from understanding that for
some students, their first interaction
with Notre Dame may be through the
app
• Functionality in the app is on par with
the website

#KUROGO2017
Admissions Module
• First round was adding information; module was
passively available
• Second round is using app as a recruiting aid to inform
and potentially increase yield
• Enrollment Division holds 9-10 events in the spring
semester to increase yield, each focused on specific
target audiences, which vary by year
– This year’s audiences are first-generation, merit scholarship
finalists, high academic talent, and international students

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Yield Events
• More effective than “by the way, download our app"
• Promotion and calendar use leads to near-total user
adoption at yield events
• Provide OIT’s “giant iPhone” at yield events to draw
attention, inform, and provide a unique memory

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Yield Events

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Best Practices
• Partner with enrollment department on ways to give
prospective students the ability to interact with the
institution on a familiar platform
• Use a “ladder of engagement” approach – ask for
something small (like an email address), then build from
there
• Use campus events as a way to demonstrate the value of
the app and institution (and hence the value the
institution places in its students)
• Use Publisher to control the telling of the story

#KUROGO2017
Best Practices
• Keep in mind that not every potential student
downloading your app will attend your institution
• Partner with enrollment department on ways to give
prospective students the ability to learn more and interact
with the institution
• Ladder of engagement approach
• Use campus events as a way to demonstrate the value of
the app (and hence the value of your institution)
• Use Publisher to control and direct the story (borrowed
from Barnard)
Thank You

Kurogo Higher Ed Mobile Conference 2017: The Real ROI - Best Practices in Admissions & Enrollment

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Kurogo Higher Ed Mobile Conference 2017: The Real ROI - Best Practices in Admissions & Enrollment