Archive for the ‘Research’ category

3 Things Prospective Students (and their parents) Want You to Know!

September 1st, 2015

Over the next few months you will have many conversations with prospective students and their parents. What better time to offer you some insights we’ve collected from tens of thousands of students and their parents who have shared their thoughts, feelings and viewpoints on the college selection process with us through our national higher education co-sponsored studies?

Here’s what they want you to know:

“I’ll be judging your service delivery from the first interaction.”

You know that you never get a second chance to make a good first impression. In our national co-sponsored study, “Pre-Enrollment Service: How customer service delivery during the recruiting cycle influences enrollment” we found that over 53% of students and parents say the pre-enrollment service they receive from a college influences their selection decision.

They also say that service is one of the best ways to differentiate one college from another. The fact is: Prospective students and parents view the pre-enrollment service they receive as predictive of how the student will be served after enrollment. They will avoid colleges that exhibit bad service during the “college shopping” process.

Colleges and universities that score the highest in pre-enrollment service are those that view prospective students and their parents as important customers. They typically engage every person on campus in a customer service plan with clear and actionable instructions and objectives. Most importantly, they express to each person how key their role is, and offer specific ways they can help the institution provide the best possible customer service.

“Make me feel wanted!”

In our most recent nationally co-sponsored study, “The Excitement Factor!“ we asked 13,000 college-bound students if the colleges they were considering had taken a personal interest in them at any point in the recruiting process. The response was shocking. Two-thirds said “No” or “Don’t Remember” and in our view “Don’t remember” is the same as “No.”

Student excitement about a college is enhanced when they perceive that the college has taken a sincere personal interest in them. As a practical matter, the more personal interest you take in a student the more you will find out about his or her unique combination of interests, preferences, desires, anxieties, and aspirations. With that greater understanding you will naturally communicate a unique value proposition. The student will perceive you as unique among their available choices. You will have reached the coveted state of differentiation. With 36% to 42% of students in the public and private pools, respectively, saying that this was influential in their college selection, it underscores the opportunity for colleges to impact enrollment by demonstrating a personal interest in students across every brand touch point of the institution.

“It’s easy for me to see cost. You have to help me understand value.”

Yes, cost is a factor, an important one, in the college decision process. But it may not be the driving force you have assumed it is. Actually, less than 27% of the students in our “Value Proposition” study considered cost to be the overriding factor in their ultimate college selection.

Just what exactly are prospective students considering when they check out your college? In spite of what the media tells us, students are making their college selection decisions based less on outcomes four or five years down the line and more on what they will experience immediately when they step on campus. Job placement after graduation, for example, ranks fifth on the list of things most important to students and parents in selecting a college. It ranks behind academic quality, availability of specific programs and majors, cost of attending, and their feelings about the campus and students.

Only about one-quarter of students indicate that salary after graduation plays an “extremely important” role in their college selection decision. This attitude is pervasive among all students, regardless of intended course of study.

Granted, cost and outcomes may be more top of mind for parents. However, both parents and students agree: the student has substantially more influence on college selection.

If you are looking for a way to distinguish your college from others, take note: Engaging in a detailed and highly personal discussion of value will set you apart. Again, value has many more components than just cost! Shockingly, only 2 in 10 students and parents say that the college they most seriously considered addressed how it plans to maximize the value received over the course of the student’s time there.

The lesson here: More explicit discussions of value and value expectation should take place between prospective students, parents and the colleges they are considering. Admission counselors, financial aid staff, and even faculty should have conversations with students and parents regarding the value they desire and expect to get from the colleges they are considering.

The road to graduation is long and has many twists and turns and it all begins with the college shopping process that students are navigating right now. Your challenge is to remain fully and continually connected with them in order to provide the highest level of personal service in all areas that will influence their realization of the full value your college provides.

We are helping colleges with their recruiting efforts every day. If I can help you please call or shoot me an email. Continue the conversation on Twitter @LongmireCo. For more information about Longmire and Company’s Interactive Counselor Training Program, click here. Be sure to Subscribe to Versions of Conversion today so you don’t miss any of this highly-valuable information.

Rick Montgomery is as an Enrollment Strategist at Longmire and Company. With over 20 years in higher education marketing, he brings an innovative approach to helping colleges and universities meet their enrollment goals. Rick can be reached at 913/492.1265 x.708 or via email at rmontgomery@longmire-co.com.

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Posted in Behavior, Closing the Sale, Conversion and Yield, Counselor Training, Customer service, Parents, Research, Worthwhile Reading, Your Value Proposition

Tags: admission counselor training admissions admissions counselors admissions customer service admissions success brand management college college admissions college branding college costs college enrollment college presidents college recruiting college recruitment cost of college customer service training EMChat enrollment enrollment management finding the right college fit higher ed higher education branding higher education marketing higher education strategies longmire and company Longmire and Company study value proposition yield enhancement

Try this Simple Fix for more Productive Phone Conversations with Prospective Students

August 25th, 2015

I recently asked an admissions counselor this question: “What if every time you picked up the phone to call a prospective student you knew that you were going to have a meaningful and productive conversation?” After thinking about that for a moment, he stunned me with his answer. “That,” he said, “would be life-changing.” This veteran counselor explained that he often found calls to students frustrating and ineffective. “I love interacting with students, yet I find myself dreading those calls because I don’t feel like I really accomplish anything,” he said.

College bound students who have participated in our co-sponsored studies share some of the same frustrations. Clearly, there appears to be a disconnection between students and counselors when talking by phone. There is a fix, though – something that can make the conversation richer and more helpful for both the student and counselor. The key lies in an interruption of the pattern that is commonly practiced by counselors and expected by students.

In a recent co-sponsored study we conducted for participating colleges about communicating with prospective students, we asked students to tell us which methods they find most and least helpful in how colleges communicate with them. That survey question, by the way, was open-ended to elicit the qualitative insight that proves so valuable.

So, what did we find?

We recorded a large number of students who said telephone calls from admissions counselors were among the “most helpful” methods that colleges use to communicate with them. We recorded an equal number who said it was among the “least helpful” methods. What gives? You could speculate that there are simply some students who prefer phone calls and others who don’t. A review of the qualitative data suggests something different.

Here is a sampling of responses from students who say phone calls are among the LEAST helpful methods:

“I can’t remember everything they tell me.”
“It gets overwhelming.”
“I can’t comprehend everything they say about their college.”
“Unless I ask for more information, the call gets really boring.”

Here is a sampling of responses from students who say phone calls are among the MOST helpful methods:

“I like telephone calls because you can ask questions.”
“I can get out what I need and ask questions.”
“Phone calls allow me to ask my own questions and make the experience more personalized.”
“Personal calls because you can ask questions.”

See the difference? During the ineffective calls, the information flow is clearly college-to-student. Many admissions counselors have been conditioned to communicate ALL of the features and benefits of the institution in every phone call. During the effective calls, on the other hand, the flow is clearly student-to-college. Students ask questions. And they ask questions. And they ask more questions. Asking questions means they are intellectually and emotionally involved in the conversation. That level of involvement gives you a great chance of building a bond that will lead to enrollment.

When Longmire and Company visits campuses to conduct Interactive Training Workshops for counselors, we focus on the tools and techniques that counselors must use to put students in a frame of mind to open up and ask questions. This includes proper use of close-end and open-end questioning, as well as asking open-minded questions that spark dialogue from otherwise non-verbal prospects.

I can guarantee one thing. A prospective student will engage, comprehend and remember any conversation that hits them at an emotional level. That’s the goal. Every conversation should be measured on that basis.

Because it’s connected with the topic of this post, you should know that we are launching a new higher education study (the latest is a very popular series) in which we will explore, in detail, how students form a relationship (or not) with the colleges they consider. It’s called, The Relationship Dynamic: How prospective students form a relationship with your college, and why it matters in your ability to grow and control enrollment. You can get insight into how effectively you are building (or not building) relationships that will lead to enrollment.

Continue the conversation on Twitter @LongmireCo. Be sure to Subscribe to Versions of Conversion today so you don’t miss any of this highly-valuable information.

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Posted in Behavior, Closing the Sale, Conversion and Yield, Counselor Training, Research, Uncategorized, Your Value Proposition

Tags: admission counselor training admissions admissions counselors admissions customer service admissions success college college admissions college branding college enrollment college presidents college recruiting college recruitment EMChat enrollment enrollment management higher ed higher ed marketing higher education strategies higher education value longmire and company Longmire and Company study yield enhancement

Make This Travel Season a Knock-out!

August 4th, 2015

The saying “First Impressions Last” has been around for a long time because it’s absolutely true. All over the country, admissions counselors are preparing to make that critical first impression as they venture out on those all-important high school visits.

Currently, you’re most likely in the planning stage. Contacting high school counselors, setting up meet and greets with college-bound seniors, scheduling college fairs, pulling together promotional materials and packing your bags. Very soon, travel season will begin and it can be stressful and relentless. Believe me, I know. During my years in enrollment management, I, too, spent days, even weeks, on the road visiting 100+ high schools in way too few days, and sometimes wondering whether or not my efforts were having a significant impact.

Whether this is your first travel season or your fifteenth, there are ways you can differentiate your college or university, have meaningful interactions with prospective students and ensure a very rewarding travel season.

Lose The Pitch

That canned presentation that you have at-the-ready where you list of all the super features that your school has to offer? Forget it. Features are only benefits when the person hearing them sees value in them. How do you know which special attributes of your institution will be meaningful to a student? You ask the right questions.

When you are asking questions and getting acquainted with the student you are also doing the one thing that will truly distinguish your college from all others. Can you guess what that is?

The Answer is: Taking a Personal Interest in the Prospective Student

If you are thinking that is too simple, or that most colleges do this already, two-thirds of prospective students will disagree with you. In truth, most college-bound students say that the colleges they most seriously considered never took a personal interest in them at any point in the recruiting process. In The Excitement Factor!, our recently released nationally co-sponsored study, 12,000 college-bound students told us that the college’s personal interest in them, or lack of it, was influential in their college selection decision.

And, as a practical matter, the more personal interest you take in a student the more you will find out about his or her unique combination of interests, preferences, desires, anxieties, and aspirations. With that greater understanding you will naturally communicate a unique value proposition. The student will perceive you as distinctive among their available choices. You will have reached the coveted state of differentiation.

Ask “Why?”

Every admissions counselor has an arsenal of questions that they ask prospective students during the school high school visit. We suggest that you replace those with the type of questions that will begin the process of building relationships. These topics are great discussion-starters for group sessions, too.

Picture your ideal college. Tell me about it.
What excites you about going to college?
Is there anything that concerns you about college?
What are your interests outside of school?
Right now what college interests you the most? Why?
Do you see anything getting in the way of going to college?
Why are you most interested in biology/communications/whatever?
How would you like me to communicate with you? May I text you?

The best admissions representatives paint a picture of what the college experience will be like. And they do that in a way that is personalized to the student. The right questions will lead you to painting a compelling picture.

Be THE Guy

Maybe you are not actually a guy but you can still be the key person that a student can count on to provide anything they need related to your college or university. Lindsay, a superstar admissions counselor shared this with me recently, “At the end of my last travel season I had over 200 new friends’ numbers in my phone. I tell them, ‘I’m your guy at XYZ University. If you need something, if you have a question, if you are worried about something, text me,’” she explained. “You can’t imagine the number of questions and requests I have fielded but I have a relationship with every one of those students and my yield rates are tops.”

There are communication techniques your staff can learn that will help them feel confident about reaching out to their prospective students to ask the right questions. This is one of the core techniques we teach in the Interactive Counselor Training Workshops we hold on college campuses throughout the country. It is also a key component of YES, our Yield Enhancement Tool. Let me show you how we can help you. Please call or email me for more information. Continue the conversation on Twitter @LongmireCo. Be sure to Subscribe to Versions of Conversion today so you don’t miss any of this highly-valuable information.

Karen Full is a highly-respected higher education professional who has held positions in admissions and enrollment management at several institutions in the Midwest and Florida. With her vast experience working with large and small, public and private colleges, Karen brings a valuable perspective to her role as an Enrollment Strategist at Longmire and Company. Call Karen at 913/492.1265 x.711 or email her at kfull@longmire-co.com. Follow Karen on Twitter @KarenAFull.

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Posted in Campus Visits, Closing the Sale, Conversion and Yield, Counselor Training, Organizational development, Research, Your Value Proposition

Tags: admission counselor training admissions admissions counselors admissions success brand management college college admissions college branding college enrollment college presidents college recruiting college recruitment customer service customer service training EMChat enrollment finding the right college fit higher ed higher ed marketing higher education branding higher education strategies higher education value longmire and company Longmire and Company study value proposition yield enhancement

Enrollment Planners: Creating Excitement Will Drive Enrollment!

July 15th, 2015

I will be in Chicago this week to make an appearance at the ACT 30th Annual Enrollment Planners Conference. With a full day of pre-conference workshops followed by more than 60 practitioner-focused sessions and nationally known speakers addressing the latest topics in student recruitment and retention, the ACT Enrollment Planners conference is always a very rewarding professional development experience.

Rick Montgomery, from the Longmire and Company team, and I will be joining Cathy Heinz, Purdue University, Director- Enrollment Management Communications, and Rachel Balows, University of Denver, Associate Director of Admission and Communication, to present: ”The Excitement Factor: Drive Enrollment by Creating Student Excitement.”

This is sure to be an enlightening and thought-provoking session where we’ll present the findings and implications from a groundbreaking study, The Excitement Factor! The research revealed that a prospective student’s excitement about attending a college is more highly correlated to enrollment than either cost or the perceived quality of the institution. Purdue and University of Denver are two of the more than 40 colleges across the United States who cosponsored the study, which generated more than 13,000 respondents.

We are looking forward to taking a deeper dive into the data that was uncovered in this study. This is actionable information that will help enrollment professionals better understand the environments in which student excitement is created, the people on campus who create it, points in the recruiting cycle where it is most frequently created, and specific methods and messages that are most and least effective in creating a student’s excitement about your college.

Most importantly, Cathy from Purdue and Rachel of the University of Denver, will be sharing specific strategies that any college or university can use today to increase the excitement factor and grow enrollment.

Attending the ACT Enrollment Planners Conference? Join us Thursday, 9:45 – 10:45 a.m. in the Armitage Room on the 4^th floor. If not, you can follow the conference on Twitter @ACTepc and #ACTEPC. If you are interested in learning more about The Excitement Factor, you can DOWNLOAD the full report now. Or, better yet, call or email us and we will provide a comprehensive presentation of the data for you and your staff.

We recently announced the launch of our new co-sponsored study, “The Relationship Dynamic: How prospective students form a relationship with your college, and why it matters in your ability to grow and control enrollment.” This study is a partnership of private and public colleges and universities from across the country seeking powerful data about building the types of relationships with prospective students that will lead to enrollment. CLICK HERE to learn more about getting involved in this new study.

Continue the conversation on Twitter @LongmireCo. For more information about Longmire and Company’s Interactive Counselor Training Program, click here. Be sure to Subscribe to Versions of Conversion today so you don’t miss any of this highly-valuable information.

Bob Longmire is President of Longmire and Company, Inc. He is a recognized expert on the topic of how prospective students and parents form their college selection decisions – and how colleges can use that knowledge to grow and control their enrollment. He can be reached at (913) 492-1265, ext 709 or at blongmire@longmire-co.com. Connect with Bob at Linkedin/in/boblongmire.