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2. Enrollment Marketing For Continuing & Professional Education October 26, 2010

3. CM Vision

• To be the trusted digital marketing and enrollment authority for traditional colleges and universities recruiting non-traditional and graduate students.

4. Market Space

• Colleges and universities

• • • Non-traditional students (Undergraduate)

• • • • Ground, hybrid, online

• • • Graduate

• • • • Ground, hybrid, online

5. Market Factors = Opportunity

• 20% growth in 22-29 age demographic and 14% in the +30 age group

• Student preparedness at for-profit institutions

• Debt-payback at for-profits

• Student demands for flexibility in course delivery

• Community college enrollment growth

Like so many prospective students, he turned to the obvious first stop: Google. The search engine steered him straight to the University of Phoenix. But, he says, its reputation left "a bad taste in the mouth. " So he kept on Googling and soon struck a more attractive option: Northeastern. Mr. Tricoli filled out an online form requesting more information.

6. Example Strategic Goals

• • • Online: 250 to 500

• • • Graduate: 50 to 250

• • • • 450 student enrollments over 3 years

7. Enrollment Goals To reach these goals, Hobsons would need to introduce you to 3,750 prospective students a year.

8. Case Studies

• MACU Total Investment = 200K / ROI = $1,066,000 (Tuition)

• UT Total Investment = 115K / ROI = $944,000 (Tuition )

118 2,437 36,143 13,189,867 Subtotal for 2010 Fiscal Enrollments Leads Clicks Impressions U of Toledo 935 18,379 11,710.76 Subtotal for 2011 Fiscal 82 2,132 39,905 50,785,580 Subtotal for 2010 Fiscal Enrollments Leads Clicks Impressions MACU

9. Challenges in Online Marketing

• Lack digital marketing expertise in general

• Have not identified quality, affordable, scalable lead sources

• Are unable to effectively convert shared leads (a single lead gathered on behalf of multiple schools)

• Lack an effective tracking methodology or mechanism for lead management and therefore lack performance data

• Lack the staff to effectively develop and execute a digital strategy

• Feel a need to protect their brand from associations with for-profit schools

• Lack the time necessary to research appropriate educational directories

10. Agencies Lead Aggregators Retargeting Companies Research Firms Ad Networks

11. Unique Solution

• Built on research and reporting

• Focused on education, school, and program

• Focused on quality vs. quantity of leads

• Focused on the exclusivity of each lead delivered

• Focused on new audiences of active shoppers

• Focused on daily monitoring for peak performance

• Focused on building the relationship through transparency and increasing online enrollments trusted authority .

12. It sure is crowded in here!! Can anyone see me? University Website

13. Step 1 Goal: Making Introductions

• People are shopping for online programs

• How are we making the introduction to your school?

14. Project/Process Workflow Online Division Programs Prospects Hobson's Team Services Your site Client Relationship Manager Online Media Buyer Analyst Developer Visual Designer Project Manager Copywriter www.school.edu Prospect Microsite Creative Design Media Buying Search Engine Marketing Online Directories Reporting Services 45% of all online advertising

15. Microsite for Prospects

• http://www.utoledoonline.net

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16. E-mail and Daily Files Able to place these inquires directly into your prospect database and CRM

17. How are people finding it? * * *

18. Digital Media Buying

• Search Engine Marketing (SEM)

• Display Advertising

• Retargeting

• E-mail marketing

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20. Display Advertising

21. Re-Targeting Non-Converters

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• SEM Keyword Campaign

• • 61 keywords constantly monitored and tuned.

• • Average position: 4.7

• • 76,000 impressions, 462 clicks and 18 inquires

• • Hobsons pays Google $2.37 per click or $54.00 an inquiry

SEM Example Bookkeeping Hobsons follows same model for all 35 UT DL programs

23. Service Overview

• Extends your prospective student website at the program level

• Engages prospective students with microsites designed for conversion

• Carefully researches and selects web directories

• Optimizes your search engine marketing

• Handles your media placement through display and retargeting campaigns

• Delivers to you real-time exclusive inquiries

24. Quoting Process

• Determine the number of programs we are managing

• Determine the enrollment goals and lead volumes needed based on conversion rates

• Research supply and demand of your online programs

• Generate program-level keywords

• Keyword expansion - further carve out 5-6 keywords (long tail search)

• Enter keyword info and impressions into a spreadsheet and determine estimated CPL and overhead

• Quote