The March/April issue of Today’s Campus is live, and we must admit, it is nice to see our name and our partners’ names in lights! The issue includes our collaborative article with Leads360 and Neustar where we present data on what schools are doing today in terms of inquiry nurturing programs, as well as how they can more effectively rely on their databases of non-enrolled inquiries to drive enrollments at a far lower cost.
“When Inquiries Go Cold” outlines how the most successful post-inquiry nurturing programs:
- Start the moment an inquiry is submitted with continued outreach for an agreed upon amount of time, typically two years and up to as many as five years, depending upon the program type.
- Ensure the information provided is and remains accurate and contactable
- Are simple but customizable
- Are consistent and methodical
- Are automatic and don’t require admissions staff to remember who should be contacted
Inquiry nurturing programs are all about consistency – knowing when and how frequently to leverage the right tools, channels and messaging can make or break your campaign. The key is to manage it well and stick with it.
When inquiry nurturing programs are done right, the results are impressive. We saw one school achieve a cost per lead (CPL) under $100, a start rate over 6%, and a $1,500 cost per start (CPS) when it added inquiry remarketing direct mail to its channel mix. We saw another school achieve a 25% enrollment rate and a 400% ROI gain when it reached out to its uncontacted inquiries.
While it is true that inquiry nurturing programs take time and dedication, the relationship you build with prospective students throughout the process, not to mention the money you save, makes that commitment worthwhile.
Want more information? Download our joint, in-depth white paper, “Inclined But Inactive: Strategies to Win Over Past Prospects.”