DemandEngine Research and White Papers
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Despite its newness in higher education, CRM has a well-marked path of global business successes and failures over the past twenty years. To understand how the higher education industry is applying (or not) these lessons learned, we surveyed to find institutions that recently deployed CRM software. What we found is the need for remedial education. In this new research report from DemandEngine, learn the findings of our recent nationwide survey of institutions that have recently conducted a CRM implementation. Download a copy of Deploying CRM for All the Wrong Reasons
In The Best (And Worst) of Recruitment Communications - 2012, learn how undergraduate admission offices across the country engage prospective students, discover current practices, and identify specific strategies for improving your efforts. This report is essential for any institution looking to grow or shape their freshman class. Download a copy of The Best (And Worst) of Recruitment Communications - 2012
It's time to the take the "blast" and "broadcast" out of higher education email marketing. Learn why your reputation matters, discover common college email marketing mishaps, and review actionable steps to improve your recruitment communication efforts. Download a copy of It's Time to Say Goodbye to the E-Blast in Higher Education Email Marketing.
The more things change, the more they stay the same. We updated our 2009 study of adult learner interactive marketing preferences and behavior and found exactly that. Adult learners value email, search engines, and direct mail as preferred sources of college and university information above social media. Download a copy of The 2012 Interactive Marketing Preferences of Adult Learners
In this new DemandEngine research report, learn how PCE units measure success today. Discover how units are limited in their ability to proactively manage enrollment and demonstrate institutional value. Our research shows that PCE deans and directors lack insight into market demand, programming, marketing return-on-investment, and most importantly, student success. Download a copy of Professional and Continuing Education has a Measurement Problem
In this new research report, benchmark how ACCED-I members approach collegiate conferencing marketing and sales and discover best practices for moving forward.
Learn DemandEngine's five next practices for collegiate conferencing and event units to improve marketing and sales efforts and increase institutional revenues. Download a copy of Elevate Your Collegiate Conferencing Marketing and Sales Game
Email marketing provides a direct pathway to present educational opportunities and benefits and to start the conversation with students. While the email channel has taken a back seat recently, compared to social technologies, the medium is preferred by students across all age groups and remains the primary online student behavior.
Enrollment marketers looking to enjoy the benefits of email marketing must change their ways by adapting to recent changes in the email landscape, breaking long–held bad email habits, and employing best practices with the right email technology. Download a copy of It's Time to Get Serious with Email Marketing (file size 1.6 MB)
Professional, graduate, and continuing education units that embrace mature marketing practices will benefit from more predictable conversions, better enrollment forecasting, and real alignment between marketing investments and enrollment results. Download a copy of Adult Learner Marketing Needs a Makeover ... Now!
In 2010, simple economics combined with media proliferation will force enrollment professionals to shift their marketing approach. Effectively combining and applying strategy, measurement, and technology will be necessary for enrollment managers to compete for students as well as institutional resources. Discover our ten predictions that every enrollment manager and marketer should consider for 2010.
Enrollment management, an organizational and systematic approach to exerting influence over student enrollments, provides a well–tested paradigm for PCE units. In this new research report from DemandEngine, discover the enrollment management practices in play within Professional and Continuing Education and learn best practice recommendations to improve your current efforts.
Introducing the Enrollment Funnel — A Valuable Tool for Professional and Continuing Education Outreach
While Professional and Continuing Education (PCE) units have upped their marketing capabilities in recent years, many have taken a narrow view on the role of prospect cultivation and the need to intentionally manage the student pipeline. Educational units marketing to adult learners have long been driven by lagging performance measures of gross revenues, course go/no–go decisions, and total student headcount. While these traditional measures remain relevant, new approaches are needed to exert influence over student enrollments as well as to measure enrollment performance.
To adjust to the changing expectations of students, colleges and universities will be deploying interactive channels as part of their enrollment marketing and recruitment mix in 2008.
Email marketing is the clear-cut leader, achieving “proven status” with enrollment managers. Beyond email, channel adoption is mixed. Download a copy of Interactive Marketing Channels to Watch - Undergraduate Admissions
Using Facebook in College and University Recruitment
How to Lose Friends and Alienate Students reports on original research we conducted of college and university groups on Facebook. After speaking directly with the prospective students who joined these groups, we share eye–opening findings on how students want to be engaged on social networks and provide you with next steps for making the most of your presence on Facebook.
No strategy, no student value, and no compliance leads to underperforming email
In our assessment of over 300 promotional email messages from 180 institutions, ranging from elite research universities to small, four-year private colleges, enrollment managers and marketers receive a failing grade. Overwhelmingly, higher education institutions disregard email best practices and simply ignore the basic tenets of CAN–SPAM, a federal act governing the use of commercial email. The result? Diminished sender ratings and email underperformance.
In this research report, discover the best and worst practices of undergraduate enrollment managers and marketers today, study the anatomy of bad email, and discover our recommendations to break the bonds of irresponsible email marketing.
Social networking technologies democratize communication ceding control to communities, rather than the institution’s ability to carefully own the message. But, in our experience many enrollment leaders responsible for marketing and recruitment — ranging from undergraduate admission to continuing education — are approaching the use of social channels as a grocery list of technologies to be deployed — a blog here, a social profile there — to achieve nebulous goals.
In this new white paper, discover the underlying foundations of social networking and how to create an interactive marketing strategy aligned to your enrollment goals.
Common Breakdowns in Enrollment Marketing is a pragmatic, how-to guide ranging from preventative maintenance strategies to a complete rebuild of your enrollment marketing communications engine. These planning, marketing, and recruiting strategies apply whether you are recruiting first-time freshmen, transfer students, or adult-learners.
Request your copy of Common Breakdowns in Enrollment Marketing (And How to Repair Them)