TECHNOLOGIES AND TIPS TO HELP ENROLLMENT MARKETERS BE MORE EFFECIENT

1. TECHNOLOGIES AND TIPS TO HELP ENROLLMENT MARKETERS BE MORE EFFECIENT A Collaboration between Datamark, Leads360 and C3Metrics

2. ABOUT LEADS360 • A web-based software-as-a-service company (SaaS) established in 2004 • Market leader in the B2C prospect management sector in all of our core verticals – Financial Services (Mortgage, Debt, etc.) and Insurance and rapidly growing in Education • The only enrollment management system designed for schools that compete for students • Over 5,000 clients ranging from 1 to 1,000+ users • More than 50 million active records under management • 1,400 data source integrations • More than 100 third party technology integrations

3. ABOUT C3 METRICS • The C3 Metrics SaaS platform delivers real-time attribution and viewable impressions, allowing marketers to abandon last click measurement and discover the truth • Buyers and sellers turn to C3 Metrics because its award-winning platform and products complete the loop and automate the process of correctly reporting which viewed media creates awareness, interest, and action • C3’s technology is certified by Google Display, Yahoo!, AOL, and runs on 27+ DSP’s and networks • Headquartered in New York with offices in San Diego and Portsmouth, New Hampshire, C3 Metrics is comprised of leading experts in the field of digital and TV measurement from DoubleClick, eBay, PepsiCo, Yahoo! and Nielsen

4. ABOUT DATAMARK • For 25 years, Datamark has provided innovative, data-driven marketing exclusively to higher education. • We generate high-quality student prospects for colleges and universities of all types and sizes across the country. • We offer full-service inquiry generation and management; complete with conversion marketing solutions designed to reach, engage and motivate prospective students at every stage of the enrollment process. “There is no such thing as a mass mind. The mass audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.” — Fairfax Cone

5. STATE OF THE MARKET • CPLA’s Q1 2013 success seems largely based on its own superior execution and high quality product offering. Management reiterated that market conditions remain weak and credited gains to improved [enrollment] rates… as a result of its own strategic and tactical choices. -Wells Fargo, Analyst Report, 23 April 2013

6. TECHNOLOGIES AND TIPS Save time and / or money Deliver a market or competitive advantage

7. OPPORTUNITY #1 Find more efficient ways to communicate with prospective student inquiries.

8. OPTIMIZE THE ADMISSIONS FUNNEL • Distribution • Basics • Advanced • Inquiry volume per admissions rep • Scoring

9. DISTRIBUTION IS A SIMPLE CONCEPT • dis·tri·bu·tion  /lēd distrəˈbyo͞oSHən/ • “The act of sharing inquiries among admissions representatives.”

10. DISTRIBUTION STRATEGIES PUSH PULL/PUSH PULL ROUND-ROBIN BLIND QUEUE ATTRIBUTE-BASED + SHARK TANK CHERRY-PICK SKILL-BASED PERFORMANCE-BASED SHOTGUN QUALIFY AND TRANSFER QUAL-CONF-TRANSFER

11. SOPHISTICATED DISTRIBUTION METHODS PULL PULL/PUSH PUSH Inquiries handed out Leads are in buckets BLIND QUEUE ROUND-ROBIN ATTRIBUTE-BASED SHARK TANK CHERRY-PICK + SKILL-BASED SHOTGUN PERFORMANCE-BASED QUALIFY AND TRANSFER QUAL-CONF-TRANSFER

12. SKILL-BASED DISTRIBUTION “Play to Each Rep’s Strengths”

13. BEST FIT INQUIRES TO BEST FIT REPS Good with Website inquiries Good with veterans Veteran inquiries Website inquiries Good with working moms Inbound calls Working mom inquiries Good with inbound phone calls

14. STEP 1 STEP 2 STEP 3 STEP 4 • Analyze “skills” you want to optimize e.g. State, Education, etc. • Choose skills that cover many opportunities and have a high variance in performance among admissions reps • Analyze which reps should be in each “skill team” by asking, Who is comparatively the best at each type of inquiry? • There will be one group with no assigned skill • Set skill-based distribution to distribute preferentially • Analyze results and refine HOW SKILL-BASED DISTRIBUTION WORKS

15. SKILL-BASED ROUTING RESULTS Change in enrollment rate following implementation of Skill-Based Distribution

16. PERFORMANCE-BASED DISTRIBUTION“Auto-optimizing Your Skill-Based Distribution”

17. PERFORMANCE-BASED DISTRIBUTION

18. AS REP’S PERFORMANCE CHANGES… 1 4 6 7 5 8 2 3

19. GETTING INQUIRY VOLUME RIGHT

20. WORKLOAD IMPACT ON ENROLLMENT • Enrollment rates decrease as more new inquiries are assigned per rep • As workload increases, employees’ effectiveness is also likely to decrease (speed to call drops) • As volume increases, inquiry quality is likely to decrease • Can discern a formula for relationship between new leads assigned and enrollment rate

21. WORKLOAD IMPACT ON ENROLLMENT

22. PREDICTING ENROLLMENT RATE EER = 0.3075*N-0.832 EER = expected enrollment rate N = new inquiries per rep per day based on guessing or current stats

23. SCORING

24. SCORING

25. DISAGREEMENT ABOUT INQUIRY QUALITY Because they are the best-fit inquiries Why are you prioritizing inquiries that are women? No, veterans are the best-fit inquiries Admissions Manager Marketing Manager

26. DISAGREEMENT ABOUT INQUIRY QUALITY OK, let’s sit down and figure out what makes a “best fit” inquiry Sure, and then we’all document it as a scoring system for all inquiries Admissions Manager Marketing Manager

27. SCORING EXAMPLES • You want to distribute your best-fit inquiries to your most experienced admissions reps • You want to attempt to call the best-fit inquiries more than others • A high quality inquiry is usually one that is a good fit and ready to make a decision, so your emails should have a more urgent tone with a clear call to action • Prioritization rules should favor a best-fit inquiry over a lower quality inquiry • You have an agreement with your PPL provider that you may return your very worst inquiries

28. DIFFERENT SCORING MODELS