1. MANAGING THE ENROLLMENT FUNNEL Brittany Crawford Director of Admissions Marion Military Institute Marion, Alabama SACRAO February 2, 2015

2. About Me… Director of Admissions (3 Years) Marion Military Institute Military Junior College +8.5% Enrollment Increase in 2013 +7% Enrollment Increase in 2014

3. What is the Enrollment Funnel? Prospects Inquiries Applicants Decision Confirmed Enrolled Suspects

4. Origins of the “Funnel” In 1898, St. Elmo Lewis developed the Purchase Funnel. The pathway customers follow from consideration to purchase. Derives from marketing/ sales Apply sales methodology to enrollment

5. Communications through the Funnel Prospects- Email Inquiries-EMAIL, Priority Telecounseling, Direct Mail Applicants- All Methods + Counselor calls Decision-All methods + counselor calls Confirmed -All methods + Counselor calls + Orientation Packets

6. Managing Each Stage of the Funnel Suspects &Prospects SUSPECTS: Data Research Who’s available for purchase? PROSPECTS: Redefine search criteria each year and track return Email SUSPECTS PROSPECTS

7. Managing Each Stage of the Funnel Inquiries Telecounseling Email Direct Mail App Push Mailings Priority System of Importance INQUIRIES

8. Managing Each Stage of the Funnel Applicants & Decision Counselor Calls Counselor Letters Emails Direct Mail APPLICANTS DECISION

9. Managing Each Stage of the Funnel Confirmed Counselor Calls Counselor Letters Emails Direct Mail Orientation Packets CONFIRMED

10. Managing Each Stage of the Funnel Enrolled Hospitality upon arrival Informed of Deadlines FAFSA Updates Christmas Cards ENROLLED

11. Unawareness search letter/ direct mail

12. Managing the Funnel = Managing your Team Daily staff meetings Individual meetings Weekly number meeting Finding strengths and weaknesses Delegating tasks Celebrating success Channeling our focus Admissions “Usie”

13. Managing the Funnel= Managing your Data What does it mean? Why is it important? How do I apply this to my office? Who’s responsible for this?

14. Sample Report Weekly number report to senior staff

15. Reports Weekly number reports provided by admission counselors January 9, 2015 January 16, 2015

16. Determining what to do with Data Collected StageData CollectedReports GeneratedResponsibilityNotes Prospects Suspects Inquiries Applicants Decision Confirmed Enrolled

17. Campus Visits and Open House Days Don’t be afraid of change Track data from each event Look at $$$

18. Preview Day 2012: Print Shop PD Cards87.74 Door Prizes39.76 Campus Dining551.50 Outsource Mailing136.05 Total w/o Postage679.00 Total w/ Postage815.05 Preview Day 2013 Supplies21.88 Door Prizes56.45 Campus Dining841.12 Subway180.00 Additional Meal Items49.98 Total w/o Postage1,149.43 Enrolled from Event: 17% Knight Fox Challenge 2013: T-Shirts1,008.30 Plaques & Awards299.16 Paint Balls546.00 Security400.00 Sweatshirts1,442.42 Campus Dining3,922.24 Knight Fox Cards2,820.00 Outsource Mailing1,526.95 Total w/o Postage 10,438.12 Total w/ Postage11,965.07 Enrolled from Event: 14%

19. Top Three Takeaways Use the Funnel in your Enrollment Outlook Apply Sales to your Funnel and Funnel Management Don’t be Afraid of Change

20. References E. St. Elmo Lewis. Advertising Hall of Fame. 2009. http://advertisinghall.org/members/member_bio.php?memid=692&uflag=l&u year= http://advertisinghall.org/members/member_bio.php?memid=692&uflag=l&u year Elliott Collegiate Educational Consulting, EC 2