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[Podcast] Better Recruiting To Save Your School

With an increasingly strict regulatory environment, evolving consumer expectation and rapidly changing student demographic, it’s no secret that today’s post-secondary education faces challenges. Many school react to declining numbers by throwing money at the problem – i.e. more marketing will mean better recruiting.

Gregg, Shane and Martin challenge that idea, and propose alternative solutions. During the webinar, presenters reveal the statistics-based enrollment techniques used by successful for-profit schools that you can use to improve your admissions efficiency.

Check out Podcast #22: “Better Recruiting To Save Your School” to learn helpful education marketing strategies. With 1 click you’ll have access to over 30 podcasts featuring industry insiders sharing their wisdom to you – for free!

Listen to the Podcast Now!

[Video] Testing Your Way to the Truth

In this short (4:25 minute) video, Shane Sparks explains how schools can break away from third party lead generators and the long-term benefits of split-testing.

Recorded at the 11th Annual Pacific Institute’s Best Practices and Business Conference in April 2014.

Shane discusses how fundamental your product offering is and the consequences of giving marketing to 3rd parties. Marketing is about “testing your way to the truth”, Shane shows some neat examples of split testing, including a 20% improvement conversion rate just by changing the color of a button on a call-to-action form.

Transcript

My opinion is we’re at the end of about a 10 or 15 year marketing experiment that has failed for the crucibles, and what we’ve done is we had really taken away responsibility. We had to market our own businesses and given that to third party people in the form of lead generation, and the result of it, the consequence for our sector is we’ve commoditized our businesses, we’ve commoditized our schools. As a result, the result of that is that we’ve had a product erosion, which sucks.

The good news is that the path to prosperity and the path to improving our station in our marketing starts with product. It’s the systems, the people, it’s the experience we deliver, it’s fulfilling the promise of creating a transformational experience for the students that attended our schools.

Fundamentally the question we all have to ask ourselves about our businesses is, fundamentally, do we have something worth buying? Is it worth it for somebody to invest their time and their money in our enterprise and do we deliver on the promises that we make in our marketing? Fundamentally this is about product. Can we deliver on what we promise in our marketing or is it just lip service? Is it just words that somebody wrote in a board room or an ad agency wrote on a whiteboard somewhere?

That’s the challenge we have, product, and product extends from how you first engage prospects, that lead generation stage, and that extends all the way through the admissions process, the delivery of our programs, the job placements, externships, the career services part through graduation and continuing education with our graduates. When we nail it, when we hit product right, when we do it right what happens is that an abundance of new opportunities come to us because we succeed on social media, we increase our referrals, we establish our brands as a premier place that people want to go. It’s an attraction strategy. What’s awesome about it is that it comes from fundamentally doing the right thing so your people can get behind having an exceptional organization.

Marketing doesn’t have to be that hard. It’s basically psychology and math. It’s responding to the unique wiring that we have as human beings. I’ll give you an example of that. We have a client where we’re testing an advertising campaign. It’s landing pages, and we’ve been testing three different photos–they’re all very similar–that advertise the program. What we found is that one photo in particular of these three resulted in a 50% higher conversion rate, so people were 50% more likely to take action, and all that changed in the ad was this one little photo. So the math and the lesson on that is that when we find the thing that is psychologically resonant with somebody, when we find that, and assuming that we’re measuring it so that we can actually know that this is an improvement, we create a permanent result. We’ve permanently created an innovation that we can use for years to come. So fundamentally marketing is just about testing your way to the truth.

Another example would be on, most businesses have some kind of sign-up form, so there’s something that is “fill this form out and click a button.” After a number of tests we found that having a button that was red vs. Blue created a 20%, it was actually a 19.65% lift in conversion rates. We created almost a 20% improvement and all we changed was the color of the button and so when you do the ROI on that, it costs, well, nothing really or maybe a $100 to get somebody to make a red button, but the return on that is permanent. That’s a permanent 20% improvement in conversion rate, and the only way you find it is through testing.

Beware of Gumbys Operating as “Experts”

We received a note the other day from our good friend and mentor, Robert Prendergast. It was in response to a post I wrote titled: “The Agency Now Owns My Business. What!?!” (Read it here.)

If you don’t know Robert, he’s possibly the most informed person I’ve EVER met on the career school business and Chairman of a school chain. He’s bought and sold a number of schools.

Robert wrote:

“For an update next week you should send out ‘what this means when you want to sell your college’ – as this is the kind of thing that really screws up deals. I know this from experience, and it is a huge surprise to the owners when the deal dies right before his eyes. Read more

$1,087 for an Education Lead – Are you Insane?

Recently, several potential clients have found their way to Enrollment Resources. These are good schools run by good people, all working with established and respected marketing agencies. Each had a feeling something wasn’t right.

Before we take on a new client, we ALWAYS do a review of their existing campaigns to make sure we can help. We ONLY take on a client where we know we can help in a measurable fashion.  So, I reviewed the recent past performance of the Adwords campaigns of these potential clients, and my jaw dropped.

Read more

Audio: Increase Enrollment Revenue Without Spending a Dime

“How to Increase Enrollment Revenue without Spending a Dime”
An audio recording as presented from our Webinar
Presented on July 31st, 2013 by Gregg Meiklejohn, Co-Founder & CEO of Enrollment Resources Inc. & Richard Hansberger, VP of Business Development for Nuts and Bolts Business Training Programs.

During this concise call, leaders share key ideas on how to increase enrollments without buying more leads or hiring additional staff. The call includes tips and insights listeners can use right away to maximize efficiency.

For more information on this topic, listen to the 30-minute discussion using the player below or paste the following url to your internet browser:

https://enrollmentresources.com/audio/ER_CallJuly31_2013.mp3

If you have questions on this topic, or other challenges you’re facing, and you would like to set up a time to chat with an ER Education Marketing Expert, please call Paul Bertorelli at 250-391-9494 or email paul@enrollmentresources.com.

Release: First EDU Marketing Company with B Corporation Status

Canadian Marketing Company Achieves Recognition of Public Benefit
Enrollment Resources Inc. Awarded Global B Corporation Status

Enrollment Resources Inc. (ER), a Marketing company in Victoria, B.C., has been awarded Global B Corporation Status by B Lab, a nonprofit organization dedicated to using the power of business to solve social and environmental problems.

Enrollment Resources Co-founder and CEO, Gregg Meiklejohn, indicated there was no compelling reason to go through the rigorous certification process except it is the right thing to do. “Anyone can make a profit. The art of business is in making a profit while leaving your surroundings and those around you in better shape along the way. Some business owners complain about excessive taxes, yet are not willing to step up and do their part. B Corporations make a statement about a company’s intention about how it wants to fit in the world.”

Read more

Notes & PPT: The Art & Science of Testing

How can a single sentence can increase conversion and two other surprising test results

On December 18th, 2012 and again (due to overwhelming requests) on February 14th, 2013, Enrollment Resources co-founders Gregg Meiklejohn and Shane Sparks conducted a Webinar presentation on the Art & Science of Testing. Read more

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