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Enhanced Search Strategies

Join Dr. James Vineburgh and Brad Moore as they discuss enhanced search strategies and how to incorporate strategy into your search. Learn about perception research, predictive modeling, and persona development to optimize your marketing efforts. Don't miss out on this valuable session!

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Enhanced Search Strategies

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  1. Enhanced Search Strategies Dr. James Vineburgh Liaison Partner - Research and Data Scientist for Marketing Services Thursday, June 27 at 2 p.m. Brad Moore Liaison Partner - Research and Data Scientist for Marketing Services

  2. Overview • How can you approach search more strategically? • Exploring the three P’s: • Perception Research • Predictive Modeling • Persona Development • Implementation of the Research

  3. Incorporating Strategy into Your Search What we look at: Three to four years of funnel data Three to four years of list buys List of alumni List of current students

  4. Incorporating Strategy into Your Search What we provide you: Report on funnel metrics Report on Search metrics Identification of legacy names

  5. P1: Perception Research Perception research is used to identify how the university is perceived and what’s important to the prospective student.

  6. P1: Perception Research—Who We Ask • Data collection ideally includes gathering feedback from: • 1. Prospective students • 2. Current Students • 3. Influencers (example: parents of undergraduate prospective students) • 4. Staff & Faculty • 6. Local high school guidance counselors • 7. Non-enrolled student

  7. P1: Perception Research—Some of What We Determine The most important attributes students look for when selecting a college Perception of the University, its offerings and its programs Qualities prospective students identify as your key strengths and weaknesses How prospective students think you compare to the competition (and who that competition is) Qualities that make the University truly distinctive or unique

  8. P2: Predictive Modeling Behavioral: Obtained from historical enrollment data (CRM) Used to create predictive models and understand what characteristics of prospective students (as well as what institutional  behaviors, such as outreach methods and financial aid/scholarship offerings) are predictive in the enrollment decision process

  9. P2: Predictive Modeling Predictive modeling can optimize name buys, inform recruitment marketing messaging, and help admissions teams allocate resources and associated outreach strategies more effectively.

  10. P2: Predictive Modeling

  11. P3: Persona Development • One approach doesn’t fit everyone. • Each persona grouping will receive communications based upon their unique interests, ethnicity and demographics. Examples include: • Affluent Athlete Average Academics • Middle Class Higher Academic • First Generation Student Higher Academic • Undecided Affluent with Mid-Range Academics • Pell Eligible Average Academics

  12. P3: Persona Development • How do we address these differences? • Varied email messaging for each persona • Varied imaging on the mailer to reflect the individual’s persona • Each persona will have their own stream of emails and variable messaging (and creative) in the direct mail piece

  13. What’s Next? • Benefits of the three P’s • Front-end benefit of informing the name buy • Informs the creative team how to frame the campaign language and graphics based on the personas developed, rather than the direction set forth by the Admissions team • Optimizing whom to target and how to target them

  14. What’s Next? • Execution of what we’ve learned • Identified propensity to enroll and persona groupings drive the direction of all outbound communication • “Better ingredients, better pizza”: Continued data analysis generates more success throughout the funnel • Benefits throughout the entire student life-cycle:A student that fits better is a student who will stay longer

  15. SURVEY • What’s Next? Subject: You May Be a Perfect Fit, Brad Brad,  We know that students like you do a lot of research to find the best higher education options. But, did you know that colleges and universities often do the exact same thing?  Based on our research, we believe that you may be a perfect fit at the University of Virginia's College at Wise.  The University of Virginia's College at Wise is a nationally-recognized liberal arts college that is known for students graduating with extremely low levels of debt.  If you would spend 1 minute or less answering a few questions, we can help you figure out if our hunch is true.  START HERE! 

  16. Dr. James Vineburgh Liaison Partner - Research and Data Scientist for Marketing Services Thank You! Brad Moore Liaison Partner - Research and Data Scientist for Marketing Services

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