It pays to advertise (or does it?)

The topics of market research and marketing have cropped up often in programme discussions so people may be interested in these 2 lists published by a US agency that advises universities on student recruitment strategies. The first list shows what types of lead have the highest conversion rates and the second shows which generate the highest volume of enquiries per dollar spent.  The trick is of course to find the inexpensive methods that equate to high conversion rates.

It seems that personal recommendations  are best and that enquiries from advertising are most likely to turn into applications when followed up by a phone call. This maybe suggests we could be doing more to build on the ‘personal recommendation’ abilities of web technologies. It also seems to me that careers advisers could be key stakeholders to be consulted in relation to the development of new courses.

Oh and if you’ve resorted to putting a poster up in the loo you may as well take it down now …

This list shows what type of leads have the best conversion rate:

1. Student/Alumni referral

2. Vocational Counsel/HR Director (employers) referral

3. Traditional media driving to a phone call

4. Website traffic driving to a phone call

5. Trade shows and educational fairs driving to an info session

6. Traditional media driving to a data-post lead

7. Website driving to a data-post lead.

8. Portal directory exclusive lead generation

9. Recharging stale leads

10. Traditional PR Campaigns

11. Portal directory who also resell your leads to your competitors

12. Traditional media top of mind awareness ads (brand building ads)

13. Portal directory co-registration (win a car leads) call center sanitized

14. Portal directory co-registration not sanitized

15. Portal directory e-mail harvesting

16. Urinal Ads, bus shelter ads, etc… 

This list shows what type of leads produce the most volume of enquiries in relation to the money spent:

1. Portal directory reselling leads to your competitors.

2. Portal directory co-registration (win a car leads) call center sanitize

3. Recharging stale leads

4. Portal directory exclusive lead gen

5. Website driving to a data-post lead.

6. Traditional media driving to a data-post lead

7. Traditional media driving to a phone call

8. Website driving to a phone call

9. Traditional PR Campaigns

10. Student/Alumni referral

11. Vocational Counselor/HR Director referral

12. Trade shows and educational fairs

13. Traditional media top of mind awareness ads (brand building ads)

14. Portal directory co-registration (win a car leads)

15. Portal directory e-mail harvesting

16. Urinal ads, bus shelter ads, etc…

The lists were published on LinkedIn by Gregg Meiklejohn

www.EnrollmentResources.com

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