JMH Consulting Online marketing for degrees & certificates - PowerPoint PPT Presentation

JMH Consulting • Online marketing for degrees & certificates • Certificate programs • Lead generation & enrollment management

4 Reasons to choose JMH • Premier universities trust us • We carefully select our clients • Transparency and ownership • We get results

#1 Premier universities trust JMH

Completely Customized

Completely Customized

It’s About Marian University • Build on brand strength • Engage, don’t recruit! • Include mission and values

#2 We carefully select our clients

Preliminary research

#3 Transparency and Ownership • Shared access to prospective student data • Access to our advertising accounts • Collaborate on budgets, goals, and strategies • You own EVERYTHING at the end

Monthly performance reports Gross Revenue New Students Total Course Enrollments YTD Goal % YTD Goal % YTD Goal % $300,546 $550,152 55% 26 32 81% 118 216 55% $254,700 $478,836 53% 21 30 70% 101 188 54% $555,246 $1,028,988 54% 47 62 76% 219 404 54% Average Phone Data by Month Total Calls Total Minutes Calls Greater than 2 Minutes Call Length Inbound Outbound Inbound Outbound Number of Calls Percentage January 67 143 108 305 2.0 30 14% February 62 283 123 539 1.9 39 11% March 111 332 234 770 2.3 93 21% April 85 289 165 576 2.0 55 15% May 87 128 172 278 2.1 43 20% June 53 196 123 356 1.9 33 13% Conv Marketing by Lead Source Imp Clicks CTR Conv CPClick Spend CP Rate Bing Paid Search 10,592 258 2.44% 10 3.9% $5.74 $1,482.05 Facebook 5,421,025 10,820 0.20% 80 0.7% $1.46 $15,782.80 Gmail 55,616 67 0.1% 4 6.0% $10.58 $708.61 Google Display 1,058,711 3,072 0.29% 2 0.1% $0.76 $2,341.67 Google Paid Search 23,983 395 1.65% 14 3.5% $6.97 $2,753.40 LinkedIn 267,414 77 0.03% 6 7.8% $3.80 $292.31 Organic Search 247 Twitter 1,219,446 1763 0.1% 27 1.5% $3.09 $5,444.36 Unknown or Other 6 Grand Total 8,056,787 16,699 0.21% 149 0.9% $1.72 $28,805.20

Ownership • • Prospective student data Communication plans • • Online ads and campaigns Email and phone scripts • • Landing pages & microsites Ads, videos, and print collateral • Social media pages & followers

#4 We get results • Non-traditional students is all we do • Data driven techniques • We measure, adjust, and measure again

Enrollment Management Ecosystem

New Techniques

University of New Haven 36 28 27 18 8 2014 (Previous Vendor) 2015 JMH 2016 JMH Master's in Criminal Justice Master's in Emergency Management

University of Oklahoma Conv Imp Clicks Inquiries Unde dergr gradu duat ate Pr Progr ograms Rate December 904,111 528 10 1.89% • Administrative Leadership January, 2014 7,539,203 3,018 64 2.12% February 6,651,915 2,866 54 1.88% • Criminal Justice March 5,704,547 2,705 59 2.18% April 6,145,351 2,665 48 1.80% • Liberal Studies May 6,888,792 2,479 52 2.10% • June 7,286,836 2,622 51 1.95% World CuMarianral Studies July 4,925,966 3,470 49 1.41% • August 3,481,852 3,486 53 1.52% Lifespan Care September 2,797,140 3,376 68 2.01% October 1,309,596 1,929 52 2.70% Gr Gradua aduate Pr Progr ogram ams November 702,312 1,332 42 3.15% Grand Total 54,337,621 30,476 602 1.98% • Administrative Leadership Imp Clicks Inquiries Conv Rate • Prevention Science Bing Paid Search 75,108 647 38 5.87% Facebook 42,516,972 17,437 77 0.44% • Museum Studies Google Display 3,751,027 6,723 28 0.42% Google Paid Search 247,993 2,289 216 9.44% • Human & Health Services Admin. LinkedIn 7,085,926 2,933 166 5.66% • Facebook Remarketing 660,595 447 22 4.92% Criminal Justice Unknown Source 55 N/A Grand Total 54,337,621 30,476 602 1.98%

James Madison

Questions

The first 90 days Month 1 Month 2 Month 3 Establish launch team Finalize marketing strategy Launch microsites Set goals and budget Launch CRM Launch on-demand information sessions Kick-off meetings Launch marketing and landing pages Begin campaign and SME interviews landing page optimization Launch email Market research communication plans Launch retention strategy FAQ documentation Launch social media Ongoing inquiry follow-up Begin inquiry follow-up Performance reports Begin application and enrollment support

Launch team • Project Lead • Project Manager • Marketing Team • Marketing Lead • Online Marketer • Graphic Designer • Content Strategist • Technical Specialist • Recruiting Team • Recruiting Lead • Recruiter(s) • Retention Specialists

Budget and Goals Marketing Budget Marketing GoalsAnnual Monthly Lead-to- Expected tuition per student $15,720 5% Enrollment Ratio Enrollment goal 40 Lead Goal 800 67 Cost-per-Lead Expected gross revenue $628,800 $118 Goal Direct marketing budget 15.0% Visit-to-Lead Ratio 3.0% percentage Total Direct Marketing Budget $94,320 Website Visits Goal 26,667 2,222

Program and Brand Research SME and staff Competitor interviews and comparable program research Historical performance, budgets, and goals Strategy

Develop enrollment strategy Targeting Messaging Design Budgeting Tracking

Marketing and Landing Pages Launch

CRM Tracking

Automated Email Response

Inquiry Response • Immediate follow-up • Multiple touch points • Not a call center! Janet Haden Program Consultant/Enrollment Counselor

Build a relationship • Team of enrollment counselors • Ensure a good fit for the program

Application and enrollment support • Request transcripts • Remind references • Connect with financial aid • Assistance during enrollment

Retention support

Building Marian • Collaborative approach • Customized marketing and enrollment • Retention that works! • Marian owns EVERYTHING at the end

Customized Enrollment • Change approach based on interest • Very high touch with active applications • Different strategy for people who express interest than go dark • Comm plans for people who ignore us

• Not going to tell you ‘don’t market this program’ • We are going to help make the program better