A Q&A with Gil Rogers of PlatformQ Education about online engagement planning
Today there are hundreds, if not thousands, of recruitment and marketing strategies to meet your enrollment goals, whatever they may be. In my previous experience as a enrollment manager, I often question which of these strategies are just passing trends and which are here to stay. Which have the best ROI? And how do I remain agile in a rapidly changing, technology driven environment?
I had a conversation with my friend, Gil Rogers at PlatformQ Education, to give me his recommendation on best practices in engaging Gen Z. His answer: online engagement planning. In this post, I asked Gil to dive in deeper and tell me everything I should know about online engagement planning.
How do you define “online engagement planning”?
Online engagement planning is thinking beyond the simple tactics of live online engagement activities like webinars and chats and truly thinking through how these unique opportunities can be woven throughout a broader enrollment marketing campaign. Phone, e-mail, and direct mail are all communications channels we have used to distribute information and engage our prospective student audience for years. Webcasts, social media streaming, and online chats are simply additional communication channels for reaching and supporting students.
With that said, just like direct mail and e-mail, using these channels without a proper plan can do more harm than good. That’s why it’s important to have a strategic look at how these initiatives can support conversion and yield versus simply adding to the noise.
What are the benefits of online engagement programs?
Online engagement programs can boost conversion and yield by filling in the cracks in our recruitment funnels. In fact, data show that institutions that pair online engagement planning and strategies within traditional enrollment strategic planning see a 35 percent lift in inquiry-to-applicant conversion, a 25 percent higher application completion rate, and an overall boost in inquiry-to-enrollment rates by 7 percent.
Online engagement can be fun, too. Your Millennial admissions staff and student ambassadors may get a kick out of seeing themselves on Facebook Live or feeling like they are actively engaging interested students with a live chat. Additionally, online engagement can be tracked and measured. This gives us the insights we needs to craft everything from follow-up messaging to our existing prospects to modeling the pool of future prospects.[Read more…]