Growing Online with Personalized Experiences

Понравилась презентация – покажи это...

Слайд 0

Growing Online with Personalized Experiences Darcy Hardy Christina Fleming

Слайд 1

Meet the experts Darcy Hardy, Ph.D. AVP, Enterprise Consulting Blackboard Inc. Christina Fleming Sr. Director, Marketing & Enrollment Services Blackboard Inc.

Слайд 2

Defining Personalization Recruitment and Enrollment Teaching and Learning Outcomes and Retention Growing Online and Personalized Experiences

Слайд 3

Marketing and Enrollment Challenges

Слайд 4

Defining Personalization Online Learners today choose WHERE, HOW, and WHEN to get their education

Слайд 5

Students as the Consumer

Слайд 6

Challenge – Making the Connection

Слайд 7

Consumers of Data/Info Engage with Apps Skills & Competencies Employers Peer Connections Partner Institutions Personalized Model

Слайд 8

9 Recruitment Enrollment Teaching and Learning Retention and Outcomes Personalizing the Student Journey

Слайд 9


Слайд 10

Understanding online student preferences Sounding unique and different Getting prospective students to take action Finding cost-efficient marketing channels Common Recruitment Challenges

Слайд 11

About Target Audiences WHO is our best target student? WHAT are their needs and preferences? WHERE will we find them? HOW will we reach them?

Слайд 12

Online Learner Demographics

Слайд 13

Identify both successful and underserved audiences Audience Segmentation

Слайд 14

Sample Online Learner Profiles

Слайд 15

Meet the Career Climbers

Слайд 16

Triggers Understand ROI of earning their degree Clear degree path and plan to completion Flexibility with course schedule Evidence of success Employer/Supervisor Family Friends Co-workers Faculty Influencers Making the Decision

Слайд 17

Career Climbers: Most interested in hearing about program options, career outcomes and salaries, employer partnerships, peer success stories, cost and flexibility. Message Mapping by Segment

Слайд 18

Reaching this Audience

Слайд 19

Geographic Targeting by Profile

Слайд 20


Слайд 21

Leads Reregistered Applications Enrolled Moving Prospects Through the Funnel

Слайд 22


Слайд 23

Resources Required

Слайд 24

Moving Students Forward

Слайд 25

Proactive Outreach

Слайд 26

27 Communication calendar by segment Messaging is crafted to the audience ensuring relevance Proactive outreach can be augmented by other modalities such as calling or texting Email Communication Schematic

Слайд 27

28 Getting Personal with Creative

Слайд 28

Helpful Tools 29 Stores and tracks students through the enrollment lifecycle: Lead Sources, Targets Audiences, Enrollment Stages, and Reporting Facilitates email communication and targeted outreach based on lifecycle milestones Customer Relationship Management (CRM) Marketing Automation

Слайд 29

Teaching and Learning

Слайд 30

What does faculty support really mean?

Слайд 31

Student Experience Content/Outcomes Messaging Course Development

Слайд 32

Taking Personalization Even Further

Слайд 33

Why Institutions Pursue CBE

Слайд 34

Achievement Minimal Attainment Pace Toward Completion Term-to-Term Learning Differences between Traditional Education and CBE

Слайд 35

36 Shifting from synchronous to more asynchronous delivery Offering pay-as-you-go options rather than billing by credit hours Focusing on mastery of competencies rather than grades and credits Disaggregating instructional roles to customize student guidance CBE as Ultimate Personalized Experience

Слайд 36


Слайд 37

38 Improving Retention through Personalization

Слайд 38

Career Climbers: Worried about juggling school, family and work. Distracted by outside influences, travel and commitments. Concerned about success and ability to complete course work quickly. Risk Mapping by Segment

Слайд 39

Advanced Techniques to Leveraging Data Possible “Red Flags” Unmet financial requirements Part-time enrollment status Late application Low GPA and test scores Enrolled in < 12 credits Working full time Withdrew from any courses Complete predictive modeling Identify at-risk attributes Run new student data through model Flag, group and score Create personalized comm plans by student group Launch campaigns and activities

Слайд 40

Proactive Outreach Campaigns Sample Campaigns Re-enrollment Welcome Outreach Orientation Scheduling Advisor Appointments Incomplete Transcripts Prior Enrollment Survey FA Awarded, Not Registered

Слайд 41

42 Students feel more connected to the learning experience Communications are customized based on individual needs Teaching and Learning becomes more dynamic Outcomes are improved through meaningful guidance Powerful Results

Слайд 42

Learn More Strategy Recruitment Enrollment