The Conversion Experts
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Education Website Benchmark Survey
We are running a benchmark study on key performance indicators around lead conversion on websites. Why? We noticed Google had run a similar study last week and while useful, it did not break out the stats by EDU.
Once we hit a sample size of 100 we will analyze and breakdown the results. If you participate you will receive early access to our findings, including a webinar based workshop analyzing key findings…These results should be really interesting. Just click on the link below and complete the survey, thanks for chipping in.
Click Here to Take the Enrollment Resources Website Performance Benchmark Study
Or paste the following url into your browser: http://www.zoomerang.com/Survey/WEB22CN6XFET83/
Using Risk Reversals
by Shane Sparks, Co-founder
For years Gregg and I have been advocating for “risk reversals” in the admissions process. It’s a concept used successfully in many other industries (heck, WE use a risk reversals for our school clients), but rarely used in career education. A “risk-reversal” is simply a way to remove the perceived risk in the mind of the prospect. Guarantees, free trials, test-drives, etc. are all examples of risk reversals.
A surprisingly good example of this is Kaplan, who has been using a “try it before you buy it” risk reversal since September 2010. It’s a great strategy because it allows students get fully engaged with a program and ensures a good fit between school and students without all the pressure that comes from having “paid” in advance. Education is a “considered, intangible service”, meaning it’s a purchase that is thought about, and that the prospect can’t touch or feel, so they are mostly going on trust and faith that it will work out. (Both of which are in short supply right now.)
Given the increasing limitations on admissions practices faced by many school (hello Gainful Employment regs), the publics’ real fears around the economy, and the seemingly endless bad news contributing to this fear… this is a prudent, and proven business practice that is worth trying.
Career Education Review Article
Enrollment Resources co-founder Shane Sparks was recently featured in an article in the Career Education Review on “The Top 3 Coming Trends for Education Marketers”
June 3rd Conference Call Notes “Things You Can No Longer Say or Write”
Click here to listen to the conference call
Below are the speaking notes from the June 3rd, 2011 conference call on “Things You Can No Longer Say or Write After July 1st” affecting US Title IV schools. Presented by Shane Sparks and Gregg Meiklejohn of Enrollment Resources Inc.
Employability
- Avoid using the BLS stats on national averages if it does not accurately reflect local employment. Recommended to use local stats that are documented and avoid BLS generalized employment references
- Avoid salary claims – don’t make them unless you can prove it from graduate stats
- Avoid generalized placement statistics that are not accurate – whether it’s student, accreditor or government
- No Help Wanted advertising whatsoever – avoid posting ads in the help wanted section of classifieds and on “job postings” for sites such as craigslist, kijiji. Need to check to see if your lead providers and affiliates are doing this. Read more
Advice from David Ogilvy
Words of wisdom from the greatest advertising man in history.
Free Download – Summary of Title IV Regulations Affecting School Marketing Practices
Enrollment Resources has completed a thorough review of the new regulations being enacted by the Department of Education on July 1, 2011 affecting Private, For-Profit Career Schools. We have summarized the Gainful Employment and Misrepresentation regulations into a 5-page Client Brief to assist clients with compliance to the coming regulations.
Implications of the coming DOE Regulation
by Shane Sparks, Co-founder
As you know, the new federal DOE regs are coming into effect on July 1, 2011. We’ve been working hard to make sense of the them and make sure we are compliant in our work for you.
Through this three things are coming clear that bear some thought, that I feel compelled to share:
- Incentive compensation rule is likely to produce an exodus of quality admissions staff from the industry
- Lead flow is likely to contract as a result of the new rules governing misrepresentation
- Schools without admissions compliance strategies are at greater risk for Accreditation consequences Read more
Your No BS Marketing Plan for 2011
Tips to Adapt to Changing Industry Regulations Plus Honest Staples of Good Marketing
By Gregg Meiklejohn, Co-Founder
Wow, it’s 2011. My Co-Founder Shane Sparks and I have been at this marketing game a long time and it seems we’ve seen every scam, new fangled idea and so-called “marketing innovation” come and go several times over. Today, the core fundamentals established in the early 20th century are largely the same, except for four crucial elements… Read more
Download a Free Information Kit
The EMScorecard™ helps you lower costs and dramatically improve performance in Marketing, Admissions, Retention &/or Placement. Click here to download a free information kit.
