Survival tactics for marketing and recruitment

Denis WhelanVP of Sales

22 January 2014

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Survival Tactics

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All alone in challenging terrain…

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The goal is clear.

We want more quality students.

Lots of factors

Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr12007 2008 2009 2010 2011 2012 2013

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AIE HE Commencements NZ Commencements AUS$/US$ NZ$/US$

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But… competition is increasing

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4 Yea

rs +

0%

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16%2009 2010 2011 2012

Pipeline distribution from enquiry to enrolment

Percen

tage o

f Total P

rosp

ective Stu

den

ts con

verting

to E

nro

lmen

ts

Number of Months Prior to Enrolment14

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International pipeline by country

ThailandGermanySri Lanka

Korea (South)United Kingdom

Hong KongIndonesia

VietnamCanada

SingaporeU.S.A.

MalaysiaIndia

China (PRC)Australia

0 2 4 6 8 10 12 14 16 1812.1

11.514.5

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Pipeline in Months

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$2.3 billion to be stripped from the university system over the

next four years, including almost $1 billion from university

revenue with the remainder of the burden falling on students.

Resources are tight

Private and confidential.

Survival myths

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1. Create noise/yell for help

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1) Cast as wide a net as possible

2) There's quality in there somewhere

3) The customer is most valuable at the time of his or her purchase

Mass marketing says…

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2. Run as fast as you can

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3. Bring as much gear as possible

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So Many Systems…So Little Data

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Dynamic FAQ’s

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Private and confidential.

Survival skills

20 Private and confidential. For internal use only.

1. Know Your Environment

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Know Your Environment: Follow up

The chances of reaching a new sales lead drop over tenfold if you wait longer than the first hour of shown interest, and the odds of

qualifying that lead decrease sixfold after the first 60 minutes*.

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Know Your Environment: Follow up

The odds of contacting a lead if called within five minutes versus even 30 minutes are 100 times lower. The odds of entering that

lead into your sales cycle increase 21 times if called within five

minutes.

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Know your environment: follow up

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2. Build a fire

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Marketing Correctly

Mass Marketing Says

1. Cast as wide a net as possible

2. There's quality in there somewhere

3. The customer is most valuable at the time of his or her purchase

Behaviour Based Marketing Says:

4. Be as targeted as possible

5. Quality is more important than quantity

6. The customer is most valuable 5 years after his or her purchase

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Searching vs. being sought

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“If you want to grab someone’s attention, you first need to get his or her permission with some

kind of bait…Once a customer volunteers his or her time, you’re on your way to establishing a

long-term relationship.”

Seth Godin, Author, Permission Marketing

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Telephone conversion

22.4%

34.4%

30.4%

45.1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Conditional Offer Conditional with Ph Call Full Offer Full Offer with Ph Call

Conversion rates with direct student engagement versus without

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3. Pack light, but pack right

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3. Institutions need a CRM

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The magic number is four

CRM

Student management

system

Data warehouse

Learning management

system

Enterprise resource planning solution

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Student numbers have increased by more than 30 per cent in two years

“I had no centralised place for all the data I wanted to see because we were using so many applications.”

— Director of Enrolment Management

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Applications increased by 1800 in the span of six months

“Our campus cannot thank you enough for your support in this transition. The training was easy to follow and Intelliworks is proving

to be idiot proof.”

— Vice President of Enrolment

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Enquiries have increased by 125%

Number of applications has increased by 44%

“I have gotten great feedback on all our new processes. Prospects, applicants, current students, recommenders and alumni love how

responsive and personalized we’ve been able to be.”

— Associate Dean of Admissions

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Myths vs. Reality

Survival Myths

Create Noise

Run as Fast as You Can

Bring as Much Gear as Possible

Survival Skills

Know Your Environment

Build a Fire

Pack Light But Pack Right

Private and confidential.

Thank you