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Growing Online with Personalized Experiences презентация
Содержание
- 1. Growing Online with Personalized Experiences
- 2. Meet the experts Darcy Hardy, Ph.D.
- 3. Defining Personalization Recruitment and Enrollment Teaching and
- 4. Marketing and Enrollment Challenges
- 5. Defining Personalization Online Learners today choose WHERE, HOW, and WHEN to get their education
- 6. Students as the Consumer
- 7. Challenge – Making the Connection
- 8. Consumers of Data/Info Engage with Apps
- 9. Recruitment Enrollment Teaching and Learning Retention and Outcomes Personalizing the Student Journey
- 10. Recruitment
- 11. Understanding online student preferences Sounding
- 12. About Target Audiences
- 13. Online Learner Demographics
- 14. Identify both successful and underserved audiences Audience Segmentation
- 15. Sample Online Learner Profiles
- 16. Meet the Career Climbers
- 17. Triggers Understand
- 18. Career Climbers: Most interested in hearing
- 19. Reaching this Audience
- 20. Geographic Targeting by Profile
- 21. Enrollment
- 22. Leads Reregistered Applications Enrolled Moving Prospects Through the Funnel
- 23. EXPRESS INTENT
- 24. Resources Required
- 25. Moving Students Forward
- 26. Proactive Outreach
- 27. Communication calendar by segment Messaging is
- 28. Getting Personal with Creative
- 29. Helpful Tools Stores and tracks students through
- 30. Teaching and Learning
- 31. What does faculty support really mean?
- 32. Student Experience Content/Outcomes Messaging Course Development
- 33. Taking Personalization Even Further
- 34. Why Institutions Pursue CBE
- 35. Achievement Minimal Attainment
- 36. Shifting from synchronous to more
- 37. Retention
- 38. Improving Retention through Personalization
- 39. Career Climbers: Worried about juggling school,
- 40. Advanced Techniques to Leveraging Data Possible “Red
- 41. Proactive Outreach Campaigns Sample Campaigns Re-enrollment
- 42. Students feel more connected to the learning
- 43. Learn More Strategy Recruitment Enrollment
Meet the experts Darcy Hardy, Ph.D. AVP, Enterprise Consulting Blackboard Inc. Christina Fleming Sr. Director, Marketing & Enrollment Services Blackboard Inc.
Слайд 2Meet the experts
Darcy Hardy, Ph.D.
AVP, Enterprise Consulting
Blackboard Inc.
Christina Fleming
Sr. Director, Marketing
& Enrollment Services
Blackboard Inc.
Blackboard Inc.
Слайд 3Defining Personalization
Recruitment and Enrollment
Teaching and Learning
Outcomes and Retention
Growing Online and Personalized
Experiences
Слайд 5Defining Personalization
Online Learners today choose
WHERE, HOW, and WHEN
to get their
education
Слайд 8Consumers
of Data/Info
Engage with Apps
Skills &
Competencies
Employers
Peer Connections
Partner Institutions
Personalized Model
Слайд 9Recruitment
Enrollment
Teaching and Learning
Retention and Outcomes
Personalizing the Student Journey
Слайд 11
Understanding online student preferences
Sounding unique and different
Getting prospective students to take
action
Finding cost-efficient marketing channels
Common Recruitment Challenges
Слайд 12About 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 17
Triggers
Understand ROI of earning their degree
Clear degree path and plan to
completion
Flexibility with course schedule
Evidence of success
Flexibility with course schedule
Evidence of success
Employer/Supervisor
Family
Friends
Co-workers
Faculty
Influencers
Making the Decision
Слайд 18
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 23
EXPRESS INTENT
CONSIDERATION
ACTION
AWARENESS
FINANCIAL AID
ENROLL
REGISTER
ACTIVE LEARNING
POST-COURSE
PRE-COURSE
COMMIT TO HOURS
HOURS COMPLETE
Online Student Journey
Слайд 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 29Helpful Tools
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 35
Achievement
Minimal Attainment
Pace Toward Completion
Term-to-Term Learning
Differences between Traditional Education and CBE
Слайд 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 39
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 40Advanced 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
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 41Proactive Outreach Campaigns
Sample Campaigns
Re-enrollment
Welcome Outreach
Orientation Scheduling
Advisor Appointments
Incomplete Transcripts
Prior Enrollment Survey
FA
Awarded, Not Registered
Слайд 42Students 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
