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

Premier universities trust JMH

#1

Completely Customized

Completely Customized

It’s About Marian University

• Build on brand

strength

• Engage, don’t

recruit!

• Include mission

and values

We carefully select our clients

#2

Preliminary research

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

#3

Monthly performance reports

Phone Data by Month Total Calls Total Minutes Average Call Length Calls Greater than 2 Minutes 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% Marketing by Lead Source Imp Clicks CTR Conv Conv Rate CPClick Spend CP

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 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%

Ownership

• Communication plans
• Email and phone scripts
• Ads, videos, and print

collateral

• Prospective student data
• Online ads and campaigns
• Landing pages & microsites
• Social media pages &

followers

We get results

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

#4

Enrollment Management Ecosystem

New Techniques

University of New Haven

8 28 36 18 27

2014 (Previous Vendor) 2015 JMH 2016 JMH

Master's in Criminal Justice Master's in Emergency Management

University of Oklahoma

Unde dergr gradu duat ate Pr Progr

• grams
• Administrative Leadership
• Criminal Justice
• Liberal Studies
• World CuMarianral Studies
• Lifespan Care

Gr Gradua aduate Pr Progr

• gram

ams

• Administrative Leadership
• Prevention Science
• Museum Studies
• Human & Health Services Admin.
• Criminal Justice

Imp Clicks Inquiries Conv Rate December 904,111 528 10 1.89% January, 2014 7,539,203 3,018 64 2.12% February 6,651,915 2,866 54 1.88% March 5,704,547 2,705 59 2.18% April 6,145,351 2,665 48 1.80% May 6,888,792 2,479 52 2.10% June 7,286,836 2,622 51 1.95% July 4,925,966 3,470 49 1.41% August 3,481,852 3,486 53 1.52% September 2,797,140 3,376 68 2.01% October 1,309,596 1,929 52 2.70% November 702,312 1,332 42 3.15% Grand Total 54,337,621 30,476 602 1.98% Imp Clicks Inquiries Conv Rate Bing Paid Search 75,108 647 38 5.87% Facebook 42,516,972 17,437 77 0.44% Google Display 3,751,027 6,723 28 0.42% Google Paid Search 247,993 2,289 216 9.44% LinkedIn 7,085,926 2,933 166 5.66% Facebook Remarketing 660,595 447 22 4.92% 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 Set goals and budget Kick-off meetings SME interviews Market research FAQ documentation Finalize marketing strategy Launch CRM Launch marketing and landing pages Launch email communication plans Launch social media Begin inquiry follow-up Begin application and enrollment support Launch microsites Launch on-demand information sessions Begin campaign and landing page optimization Launch retention strategy Ongoing inquiry follow-up Performance reports

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

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

Program and Brand Research Strategy

Historical performance, budgets, and goals Competitor and comparable program research SME and staff interviews

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