The 24
Understanding the Metrics That Matter Most to Trustees
Rather than having too little data, most of us suffer from having too much. As a result, we run the danger of losing perspective on what truly matters…and what really doesn't.
In response to this data deluge, this Occasional Paper outlines the 24 "must know" metrics and understandings that offer trustees the greatest insight into how your school is performing. With this data in hand, you can spend less time wondering if you have the right information and more time charting a path guided by this information.
Another Look at mROI
It has never been more important to determine the return on each marketing dollar that is invested. With these goals in mind, this paper will make the case for mROI (marketing return on investment principles), examine the data requirements for measurement, and explore how to accurately measure the effectiveness of your brand and direct marketing strategies. We will also outline some basic formulas for calculating the financial return for your direct marketing strategies and discuss how to calculate market share.
Moving Ahead With Confidence
This Occasional Paper will examine four strategies that will enhance your ability to shape your class, increase tuition revenue, and move ahead with confidence in these tumultuous times.
Re-Tooling Marketing for A New Generation
If there's a single, foundational principle of marketing that higher education routinely violates, that principle is segmentation. Woefully underfunded marketing budgets, combined with largely unfounded allegiances to “doing it like we’ve always done it” have led too many college marketers to embrace a one-size-fits-all, spray-and-pray-and-move-on-to-the-next-project mentality. But the most embarrassing realization is that most of us are fully aware we’re doing it.
Top Ten Ways Your Web Site can Become the Ultimate Yield Tool
At a moment like this, your Web site is one of your best yield tools. In a world in which all media is quickly becoming digital and prospective student audiences are spending more and more time on the Web, your site can help sway them in your favor. How?
Wise Moves…Strategies to Increase Adult Student Enrollment, NOW!
While tough economic times have impacted traditional age enrollment and net tuition, this may be an ideal time to expand your adult recruiting efforts.
Wise Moves in Tough Times
Does your institution know how to maintain traction in today’s ever-changing marketplace? Learn what to anticipate from students (and parents) and what colleges should and should not do.
Developing a Secondary Recruiting Market
A three-step process that will help you identify and develop a new recruitment market.
Understanding and Applying mROI
Suggestions for measuring the effectiveness of your integrated marketing communication efforts so you can more consistently answer the question, “Did we get a good return for our investment?”
Identifying and Cultivating Secondary Target Audiences
This report examines two complementary steps to a process outlined in an earlier paper, Developing a Secondary Recruiting Market, building the prospect pool and creating an efficient, effective student-search strategy.
