MULTI-CHANNEL RECRUITMENT: THE RIGHT MESSAGE, RIGHT TIME, AND RIGHT CHANNEL CHRIS CHARRON COLLEGEWEEKLIVE - ERECRUITMENT FORUM
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Multi-Channel Recruitment:
The Right Message, Right Time, and Right Channel
Chris Charron Joyce Lantz
CollegeWeekLive University of Notre DameAgenda • The student experience • Research on student preferences • Research on college outreach strategies • University of Notre Dame case study • Key takeaways
Multi-Channel Q&A Ask questions and share ideas throughout the presentation Type in questions any time or submit questions via Twitter #eRecruitForum
The Common Student Experience • Colleges visit their high school… not yet engaged in the search process… or is too busy to attend • The student visits a college’s website, but doesn’t see anything compelling to do other than apply • The dean of admissions sends the student a nice letter and invites them to visit campus… but the college is 1000 miles away
Student Research: E-Expectations
• Series of reports on student preferences
• Feb 2012: Mobile Preferences Trend Report
• April 2012: Online Conversations Trend Report
• July 2012: E-Expectations Annual Report
• Conducted by CollegeWeekLive & Noel-Levitz
• Produced in partnership with OmniUpdate & NRCCUA
• Online Conversations Trend Report
• 1,307 students and parentsThe Most Influential Experiences
5
Students
4.5
Parents
4
3.5
3
2.5
2
Tour Web site Talk with a Talk with College Guidance Brochures College's
student admissions search sites counselor Facebook
rep page
Conversations are influential
E-Expectations Trend Report on Online Conversations, 2012, Noel-LevitzWhen Do They Want to Chat?
When is it important to have live
conversations with college reps
(rated 4-5 on a 5 point scale)
Not highly After
Important Acceptance
6% 17%
Before
Before and Applying
After Applying 15%
62%
E-Expectations Trend Report on Online Conversations, 2012, Noel-LevitzWhere Do They Want to Chat?
4.5
4.3
4.1
3.9
3.7
3.5
Seniors
3.3
3.1
2.9
2.7
2.5
E-mail Live Chat (IM) Social Media Webcast Webcam
E-Expectations Trend Report on Online Conversations, 2012, Noel-LevitzHow to Invite Students to Chat Online
100%
Promote Online Activities through Off-line Activities
50%
0%
E-Expectations Trend Report on Online Conversations, 2012, Noel-LevitzCollege Research: eRecruitment Survey
• Research on outreach strategies at different
stages of the enrollment process
• Organization
• Channels
• Messaging and segmentation
• Conducted by CollegeWeekLive
• 115 admissions and marketing professionalsBudget
Online Recruitment Staff
• 64% of colleges have What is the persons job title?
someone Dean or VP
responsible for 7%
Counselor /
online recruitment coordinator
36% Director
24%
• The most common
level of the
organization is
counselor or Manager
Asst. Director
18%
15%
coordinatorChannels
What channels do you use to contact the following student types?
100%
90%
80%
70%
60%
List Buy
50%
Inquiry
40% Accepted
30%
20%
10%
0%
Email Mail PhonePrimary Call to Action
What is the primary call to action for outreach?
80%
70%
60%
50%
List Buy
Inquiry 40%
Accept 30%
20%
10%
0%
Apply/Deposit Attend Online Attend Campus Contact by Phone Request Info View Web Visit Campus
Events and Live Events Content
Chats
Highly rated with studentsSegmentation
For the following student groups, do you segment and
send different messages to in-state, out of state, and
international?
No, 31% No, 33%
No, 45% 40% of these
respondents use
a CRM
Yes, 69% Yes, 67%
Yes, 55%
List Buy Students Inquiry Students Accepted Students
Yes NoCase Study University of Notre Dame
Case Study Intro
• Opportunities
– More sources and channels (traditional, online,
social networking, video)
– More opportunity for rolling communications
• Goals
– Authentic messaging
– Targeted and timely communication flow
– Multiple strategies
– Multi-channel outreachCampaign Overview - ND Admissions LIVE
BEFORE… NOW…
Online Chats ND Admissions LIVE
• Scheduled events • Scheduled private events
• Promoted by email/postcard invitations • Targeted messaging
• Interactive • Promoted by email, Facebook, Twitter
But… • More interactive
• Dated technology • Multiple participants/panelists
• Difficult to archive and share later • Diverse audience
• Duplicate questions and answers • Video
• One-to-one communication • LIVE!
But…
It took us some time to find the best setting.ND Admissions LIVE – Promo
ND Admissions LIVE – Video Clip
Ideas for LIVE events… • Audience – Prospective Students – Admitted Students – Parents – Guidance Counselors – International Students • Topics – Academics (Five Colleges) – Research – Student Life – Social Concerns – Financial Aid 101 – Many more
ND Admissions LIVE Experience
• Financial Aid 101
– Over 800 participants
– Over 600 questions
• Duration
– Could monitor amount of time students/parents were
participating
• Unexpected Efficiencies
– Were able to be proactive in our communications;
decreasing the number of phone calls to our Office of
Financial AidKey Takeaways
Conversations Influence Decisions Leverage new channels to have more live conversations with students during the enrollment process, more efficiently.
Integrate Online and Offline Activities Students want to chat before and after applying. Follow-up in- person meetings with invitations to speak online.
Take a Multi-Channel Approach Keep social media in perspective. Adding live chat and webcasts will get additional students to engage.
Thanks, Questions, & Keep in Touch Chris Charron CollegeWeekLive 617.938.6012 ccharron@collegeweeklive.com Joyce Lantz University of Notre Dame (574) 631-7505 joyce.lantz@nd.edu
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