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Previous Education & Enrollment

Understanding Prospects' Prior Post-Secondary Experience

I want to like nectarines. There’s a nectarine tree in my parents’ yard and every summer they rave about the sweet fruit fresh off the branch. But I’ll never know, because years ago I bit into one and didn’t realize that, in addition to a pit, this particular nectarine also harbored a small spider. Since then, I’m more partial to a peach.

My summer fruit preference is obviously not important, but I share it to illustrate the way our experiences shape our perceptions. Do all nectarines contain spiders? Of course not. Would most people ever even consider that? No again. But I do, because of my experience. I’m sure you have examples of this in your own life. Maybe a particular liquor you no longer drink after an enthusiastic overindulgence or a place you think of fondly because it’s where you met someone special.

Our previous experiences shape our perceptions and expectations, which is why when a prospect inquires with your school it can be crucial to understand that individual’s previous educational experience in order to best support them.

Do you know what percentage of your prospective students have previous post-secondary experience?

Our recently published research report The Hidden Motivations of Prospective Students, compiled from input of over 250,000 prospective students, found that 38.9% of all prospects surveyed have some type of previous post-secondary experience.

Pie Graph of Prospective Students with Previous Post Secondary Education vs None

Generally speaking, that’s almost 1 in 4 career school prospects with some post-secondary experience before they inquire with your school. That prior post-secondary experience can have a huge impact on prospects’ approach to career training.

Does your current admissions interview process incorporate questions about previous education? The sooner you’re able to gather this information, the better you’ll be able to shape a valuable conversation with your prospect.

For prospects that HAVE attended other post-secondary, important follow-up questions include:

  • What type of program were you enrolled in?
  • Did you complete your program?
  • (If they completed) What type of degree/certification did you receive?
  • (If they did NOT complete) What held you back from completing?
  • What was your previous experience in school like for you?
  • (If you are a Title IV school) Did you receive Financial Aid & do you know the status of your loans?

Knowing whether a prospect has had difficulty, for one reason or another, completing a previous program can be crucial to your evaluation of their fit for your program and knowing how to best support that prospect.

TIP: Stories from successful graduates of your school who have previously attended other schools can be particularly powerful. These types of personal testimonials can lend incredible credibility by speaking directly to the experience many prospects have and can help to allay doubts that may linger for some prospects if they have had negative experiences with post-secondary in the past.

Previous Post-Secondary Experience by Career Area of Interest

For careers that typically attract a younger demographic, such as trades and beauty, the instances of prior post-secondary experience are lower. The 3 career areas that showed the highest percentage of prospects with prior post-secondary education are:

  • Social Services (55.3%)
  • Education (56.2%)
  • Hospitality (57.7%)

If your program tends to attract career-changers, i.e. individuals who have been in the workforce a number of years already and are ready to make a change professionally, it’s even more important that your admissions process allows opportunity to explore and address the prospect’s prior educational experiences.

Know Education Status Before You Reach Out to a Lead

When a lead comes in, do you have background information like previous education experience or do you have to uncover it in your conversation? When your lead generation tools, such as signup forms on your website etc, allow room for prospects to share details beyond their immediate contact information, Admissions teams are prepared to better serve that individual prospect’s specific needs.

If you’re interested in how to gather more information about your prospective students without compromising leads (even increasing lead flow), click here to request a demo of Enrollment Resources’ innovative lead capture platform Virtual Adviser.

Want to see more from this in-depth research? Access the Hidden Motivations of Prospective Students Research Report here.

Tweaking Tiny Processes in Your Enrollment Management Funnel

In this video, Gregg Meiklejohn and Sterling Simpson will demonstrate how tweaking a couple tiny processes in your Enrollment Management Funnel can make significant improvements to your school’s bottom line. They will take you through how our fictional “Gregg’s Beauty School” tweaked a couple of tiny processes and blew results out of the water.

See:

  • How improving the internet contact rate by 5% can improve the Enrollment Revenue of a small Cosmetology School by $53,000 a month.
  • How improving the ‘Show Rate” by 5% can increase monthly revenue by $41,000 a month
  • And much more…

Watch this walkthrough, then go press the link and run some scenario planning for yourself!

To do your own Lost Revenue Finder click here!

AI-generated transcript here

January Mastermind For ER Clients And Friends

Our next Mastermind for ER Clients and Friends will be held on Thursday, January 28th, at 11 am PST / 2 pm EST. Join Tom King, SVP of Strategic Initiatives, to learn how to incorporate four essential best practices for virtual admissions into your Virtual Admissions Pathway presentation.

Takeaways include:

  • How to avoid the pitfalls of the Excessive Content Rule.
  • How to frame yourself on camera to influence your audience’s opinion of you including the six frames that create a negative impression!
  • What Albert Mehrabian’s 7-38-55 Rule has to do with virtual communications.
  • How Cognitive Load is negatively affecting both your virtual and in-person sales.

The Mastermind for ER Clients and Friends is a chance to have your questions answered, share your success stories, and learn from others. Send any questions you have ahead of time to your ER Rep, and we will make sure to address them on the call.

If you are close to becoming even a small-purchase client, you can access this training series for free. Check your email for the login information or reach out to your ER Rep.

Are You Ready For A Strong January?

Are you ready to support your high-intent Explorers in January? - A post from Enrollment Resources

Typically this time of year, schools would start to see declines in leads through paid search advertising and inquiries from prospective students through their website as folks get busy preparing for the holidays.

But, as we have all witnessed, 2020 has been anything but typical.

Read more

The Enrollment Builder Best-Practice Virtual Conference

The Enrollment Builder Best-Practice Virtual ConferenceWe’re wrapping this year up with what we think will be the most useful and comprehensive Enrollment Management conference you’ve ever attended.

What: The Enrollment Builder Best-Practice Virtual Conference
When: December 15th from from 10 am to 1:30 pm PST
Cost: Free
Register Here

Read more

November Mastermind For ER Clients And Friends

Our next Mastermind for ER Clients and Friends will be held on Tuesday, November 24th at 11 am PST / 2 pm EST. Join Tammy Miles, our Director of Paid Search Marketing, and me to explore YOUR landing pages for lessons in how to apply the latest in industry best practices.

Takeaways include:

  1. The 5 keys to creating landing pages that convert
  2. Specific ways to improve your copy
  3. The best practice landing page tools you need to increase your conversion rates

The Mastermind for ER Clients and Friends is a chance to have your questions answered, share your success stories, and learn from others. Send any questions you have ahead of time to your ER Rep, and we will make sure to address them on the call.

If you are close to becoming even a small-purchase client, you can access this training series for free. Check your email for the login information or reach out to your ER Rep.

Now What? Enrollment Management Lessons (So Far) [Panel]

Now What? Enrollment Management Lessons (So Far) - A webinar from Enrollment Resources

The pandemic has significantly disrupted the Enrollment Management Process. In this new world, very few Marketing, Admissions, and Retention best practices still hold up without innovative modifications.

At the start of this crisis, most schools needed a way to survive; concrete ways to keep Admissions staff connected and efficient in this brand new, often piecemeal, remote environment.

Six months into this upheaval, schools now need to position themselves to weather the next storm — whatever that may be.

Now What? Enrollment Management Lessons (So Far)
Date: Thursday, October 29th, 2020
Time: 11 a.m. PST / 2 p.m. EST
Presenters: Gregg Meiklejohn, Shane Sparks, and Tom King

Register Now!

Our April webinar prepared you to organize an immediate and effective Remote Admissions Program. In Thursday’s discussion, we share the Enrollment Management lessons we’ve learned so far through supporting our clients these past several challenging months. We’ll also explore what may come next and how schools can prepare.

Takeaways include:

  • Real-world results. What did the last six months look like for schools that took advantage of the Remote Admissions Pathway in Virtual Adviser?
  • Research. The key elements helping schools through the mess in terms of Marketing, Admissions, and Retention.
  • What worked and what didn’t. What we think will work for the next six months – and what to avoid.
  • Looking ahead. Positioning for the next wave of COVID, price destruction via online education, the U.S. elections, and more.
  • Tips and ideas. Enough to save or lift revenues a combined 20% right after you leave the webinar.

Have questions you’d like covered by the panel? Please include them in your registration. We will ensure the panel spends time on them!

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