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Growing Online with Personalized Experiences

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Growing Online with Personalized Experiences Darcy Hardy Christina Fleming


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


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


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Marketing and Enrollment Challenges


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


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Students as the Consumer


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Challenge – Making the Connection


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


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


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Recruitment


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


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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?


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Online Learner Demographics


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Identify both successful and underserved audiences Audience Segmentation


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Sample Online Learner Profiles


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Meet the Career Climbers


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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


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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


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Reaching this Audience


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Geographic Targeting by Profile


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Enrollment


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Leads Reregistered Applications Enrolled Moving Prospects Through the Funnel


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EXPRESS INTENT CONSIDERATION ACTION AWARENESS FINANCIAL AID ENROLL REGISTER ACTIVE LEARNING POST-COURSE PRE-COURSE COMMIT TO HOURS HOURS COMPLETE Online Student Journey


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Resources Required


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Moving Students Forward


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Proactive Outreach


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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


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28 Getting Personal with Creative


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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


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Teaching and Learning


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What does faculty support really mean?


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Student Experience Content/Outcomes Messaging Course Development


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Taking Personalization Even Further


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Why Institutions Pursue CBE


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


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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


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Retention


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38 Improving Retention through Personalization


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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


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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


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


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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


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Learn More Strategy Recruitment Enrollment


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