HOW DOES MARKETING IMPACT STUDENT RETENTION?

THE CHALLENGE: Keeping students MOTIVATED.

DISCUSSION TOPIC Where do you struggle most with student retention? What would you like to get out of this session today? A.How to decrease melt rates from enroll to start, start to show, etc. B.Understanding how to collect information on students and use that information when connecting with them C.The role technology plays in retention

Institutions are more effective when they: Keep communication going throughout the student’s educational journey Tailor messaging based upon individual data and engaging content Focus on relevant themes to reinforce ongoing commitment to student support and success THE IMPORTANCE OF MARKETING

HINDSIGHT IS 20/20 TOP RETENTION FACTORS Grades and academic success Connection to campus Financial preparedness DATA TO COLLECT HS and previous college GPA Dates/means of engagement with campus Method of funding Identify your top retention factors, and start collecting data indicators about your students early on in their education journey

DISCUSSION TOPIC What other factors do you feel influence retention? What information could we collect during the marketing process to help overcome those factors? A.Learning preferences B.Support from family and friends C.Life stage

1.Get to know student on a personal level 2.Identify risks or red flags that could impede graduation 3.Discuss communication preferences 4.Clearly define goals and expectations 5.Collaborate on support resources that are available and applicable to the student MARKETING TACTICS THAT DRIVE STUDENT SUCCESS

ENGAGEMENT MARKETING

WHAT HAPPENS AT THE HAND-OFF FROM MARKETING TO OTHER DEPARTMENTS?

A.Admissions B.Student Services C.CRM/Technology D.Marketing E.Dedicated, inter-departmental team DISCUSSION TOPIC Which department owns, or should own, the initiative to improve student engagement and retention? Are you setting realistic goals and expectations?

4 WAYS TO ENGAGE 1.Keep the conversation going 2.Assess whether or not a student needs additional support 3.Gauge the likelihood that a student is planning to enroll in the upcoming term 4.Intervene with additional resources, i.e. Tutoring Financial aid Career advising

USING TECHNOLOGY TO STREAMLINE THE PROCESS

THE KEY TAKEAWAYS 1.Take a student-centric approach 2.Leverage individual data 3.Use technology to streamline the process

Q&A

THANK YOU Brittany Smith Vice President of Media