The Enrollment Builder Best-Practice Summit 2021
Thank you to everyone who participated in Enrollment Resources’ 3rd Bi-Annual Enrollment Builder Best-Practice Summit!
Below are the recordings from that informative day covering everything from leads and how you can A/B test to lower your cost per lead, to understanding prospect’s motivations for considering a school. If you had to choose between two concurrent sessions, you can now get the full experience.
As always, should you have any questions or want to chat about any of the videos further, please connect with one of our team members either by filling out our contact form, or calling us at 250-391-9494.
Enrollment Resources is a North American leader in student recruitment for proprietary and career schools. We believe that schools deserve better than just ‘leads’, so it’s our mission to help our clients connect with more of the right prospects and drive those prospects down funnel, boosting enrollment and lowering cost-per-start.
We are the developers of Virtual Adviser, an advanced inbound prospect capture SaaS platform, and we provide internet advertising management as well as website development services.
You deserve better than just leads.
Table of Contents
- Your Baby is Ugly: A Website Only a Mother Could Love
- How A/B Testing Failures Reveal Bigger Opportunities
- Admissions Tactics
- Framing a Student’s Perspective: Good Debt vs. Bad Debt
- How to Identify Personality Traits & Motivations to improve Admissions and Marketing Performance
- Why Transformation Is Required for Much of Higher Education
- Ways Your Google Ads Account is Draining Your ROI
- Where Marketing Meets Admissions
- Which Test Won?
- No-Cost Marketing Tactics For Higher Edu
Your Baby is Ugly: A Website Only a Mother Could Love
Your Baby is Ugly: A Website Only a Mother Could Love
Your website is probably worse than you think. Many decisions for websites are based upon personal preferences, not scientific data. Sure, it might look pretty to you, but is it “pretty” to those who visit? Is it USEFUL to those who visit; pretty as it is, does it convert traffic into inquiries? Come see Sterling and John rip a website apart – maybe it will be yours…
Presented by Sterling Simpson and John Thomas.
How A/B Testing Failures Reveal Bigger Opportunities
As marketers, we are always pushing to grow, break new ground, and stay ahead of our competition. We may test a new advertising approach, a different angle on a value proposition, build channel partnerships or realign our marketing for performance and growth. An area perhaps less explored is when bright ideas fail to live up to expectations. Testing is a science but mostly it’s trial and error where breakthroughs come by being curious around the-why-of-things, especially when results flop.
Presented by Tammy Miles and Katie-Ellen Humphries
Admissions Tactics
Current challenges? Tash, Sterling, and John will unpack schools’ specific admissions challenges and share sector best practices as they relate to admission. Bring your questions! Send an email ahead of time to [email protected] – emailed questions will get priority.
Presented by Tash Uray, Sterling Simpson, John Thomas
Framing a Student’s Perspective: Good Debt vs. Bad Debt
How to minimize chasing students – and their buying committees – while maximizing their follow-through on financing their education. Students come to us and they have many limiting beliefs. They may not have had academic or professional success modeled for them, and often their inner circles of influence really aren’t dream champions, but more like their dream stealers – and this is often unintentional.
Presented by Tash Uray
How to Identify Personality Traits & Motivations to improve Admissions and Marketing Performance
Shane Sparks, our Co-founder and COO will go through the Social Styles, as well as share research from the Enrollment Resources team that digs deeper into prospect motivation.
Presented by Shane Sparks
Why Transformation Is Required for Much of Higher Education
For most colleges and universities in the U.S., the incrementalism of the past, and even the short-term crisis management changes of the pandemic, will not be nearly sufficient to maintain relevance and sustainability over time in the market as it exists now. Transformation is possible, but it requires a deep, long-term, purposeful commitment. It also requires courage on the part of leadership and constituents. The fact is many institutions are neither capable of nor willing to reinvent themselves, but for those who are willing, even if not capable solely with internal resources, there is still a way forward.
Presented by Dr. Wallace Pond and Gregg Meiklejohn
Ways Your Google Ads Account is Draining Your ROI
Google has a strong mandate for advertisers to adopt machine learning automation in their ad interface, allowing marketers to be more hands-free of the day-to-day bidding strategies. As more levers to refine better ROI or being removed or restricted, there are hidden settings lurking in automation strategies to help mitigate against draining ROI. We’ll talk about where to look for these settings, how they impact your results, and the importance of clean measurement to ensure your machine is optimizing to the right metrics.
Presented by Tammy Miles, Chris Cunningham, and Trenton Crawford
Where Marketing Meets Admissions
This is an area of massive leakage (costs and millions in lost revenue). We will explore: What are we measuring and how frequently? How are we trending? Is that information easy to access and already organized in a systematic way? How do you work different types of leads? How does length of program and level of credential change things? And more! Bring questions and ideas (all ideas are good ideas).
Presented by Tash Uray
Which Test Won?
Your best enrollment gains are typically made through tiny process improvement victories. These small tweaks can generate significant revenue lifts for your school by simply improving conversion rates on your website. Enrollment Resources will walk you through a series of recent website optimization tests, showing you how these tiny innovations can generate significant revenue lifts for your school.
Presented by Gregg Meiklejohn
No-Cost Marketing Tactics For Higher Edu
Let’s look at things from a Contribution to Margin/Operational Surplus perspective for a moment. Every marketing dollar saved represents $5-7 in revenue you do not have to generate. If one can save marketing dollars and increase interest for your school, that is important work, that’s a home run! Over the last 16 years, Enrollment Resources has found low-cost and low-effort tactics that can help your school drive enrollments while cutting costs along the way. These grassroots tactics work for small schools, multi-unit systems, individual campuses, programs and individual Reps. It’s time to take control of your marketing, people!
Presented by Gregg Meiklejohn