The conversion will go down if there are so many leads per rep. What other conversion issues can arise besides too many leads?

I'm still confused about the Question 4 - Quiz 2. What other information needed to calculate the lead and the enrollment goal? Thanks!

Currently, we have a student clinic which offers low cost services to the community. We have also done some Community Education classes. Given the nature of our profession, this is about the extent of services. We are in the process, however, of expanding our clinic into other area health services through externships. As far as evaluation and data collection, we have not instituted a formal process yet. We are working on setting up an online database which will greatly expand our ability to collect and analyze information.

If I read this part correctly the CPL of tv is less than that for radio. Does this hold true for enrollments as well?

Our school has a great banner that we hang on the street side wall of our building. This banner is also great to take to health fairs, etc. and helps bring attention to the rest of our display. We have an advisory board that meets periodically to offer advice, however, they don't seem to promote us throughout the community like they could. I think they just need to be more aware of some of the support they could provide. Also, we are working on creating an Alumni Association which would also include a board. We are a fairly new, and small school so haven't had many alumni. This is now increasing so it seems time to move into this resource. Thanks

In the past, we have participated in numerous Health Fairs in the community. We have an annual Open House and this year have a brief television spot on a local educational channel. As the Dean of Student Services the full responsibility for these events has been allocated to me. Usually, I have had alumni and students to help. We are very small and consequently, there is not a large population of "workers" to draw from. I have several ideas from this section on how to improve our brochures, flyers, and website. I would love to begin a newsletter, time being the drawback. Thanks.

With most TV ads we have checked the cost tends to run higher than with other forms of advertising because of the actual production of the ad and the cost of the medium itself. For a smaller school with one location would this be a reasonable investment or would this be more of an avenue for bigger schools with multiple locations?

Given the rates for newspaper ads vs. other advertising options are there current studies on the return per dollar for newspaper or print vs. other options?

I really liked this course. YOu can always learn something new. I had the opportunity to see how things we are actually doing can be turn into news. There were also many strategies that dont require a big investment. Thanks!

Definitely a very important part in the Marketing Plan is evaluation. You will never find out if you are being effective. At our institution we always ask prospects who call or walk ins, how they heard about us. With that info I prepare a report that has help us to maximize our advertising budget. We also give a survey to all our students on the last day of their courses. That gives us feedback about what we are doing right or wrong and is a very important tool for retention. At the time you are developing your marketing plan, is important to establish your goals and how you are going to measure your achievements.

At the university where I used to work they took advantage of their location since a very important avenue ran through the middle of the Campus. We had a pedrestrian bridge for students to cross the streets, we wrapped it up with a giant Banner with real size sudents and from the distance it seemed like students were on the bridge looking down to the street. It was an attention grabber. The last thing we did was to decorate the entire wall of one of the buildings facing the avenue with very atractive design of student life, with 3D cuts. It looks amazing! Too bad we dont have the same freedom ay our Campus now. We dont even have a sign on the building and prospect students get lost all the time. One thing I've been doing is using temporary signs.It's not the same thing but we make an effort.

We have participated locally in several Health Fairs and on occasion sent speakers for different events. We have a very small school with a very intense program. It is hard to generate enthusiasm from the faculty, staff, and students as they are stretched pretty thin already. Also, our demographics extends from 21 year old students to 55 years old and AA degree to PhD. I guess the problem I'm experiencing is how to maximumize our limited resources with an incredibly diverse, national market.

Our market area is in Miami, Fl. The target population is young adult to older adults. One of our radio stations only offers 2 minute spots during the times we feel are better suited for our population. We are not sure that this is a wise purchase because of the length. Since there may be experience out there with purchasing this size spot. Is this effective or should we stick to the smaller 30 and 60 second spots rather than the 120 second spots they want us to purchase?

This was my favorite part of the module. The chart with ideas for generating news is an excellent tool. It provided me with many new ideas. Actually there where a couple things we were already doing it and I never tought of their news value. When in a highly competitive market is importat to make "noise" everytime you can, but of course with newsworthy material.Thanks for the ideas!

Since we have very good facilities, we have been actively contacting Chambers, Councils, Business Organizations, government agencies. We meet with their leaders at our Campus, give them a tour and offer our facilities for their events, free of charge. We have held hurricane orientations, we have schedule job fairs, business seminars and many other events that drive people traffic to our Campus. At the same time we are achieving goodwill from these organizations.

Our institution just opened a Campus in a totally new market for us, so our public relations efforts are very intense. We have become members of a couple of Chambers, Business Councils and Organizations. We attend their networking events but Ive also become part of their commeettees, particularly those related with education and workforce.

We have recently begun a publicity campaign on the internet and we are already seeing results. We are finding the more our name is out there on the internet, the more visits there are to the actual website. Public releases on the internet, combined with effective search engine optimization (SEO), seems to be the answer to increasing lead flow in today's market.

We are constantly evaluating our success with various media campaigns. We track where all of the leads come from and review each on a weekly basis. That way if a certain campaign is not working we can make changes quickly. Of course this is only as accurate as the information the prospect give us. We now have the ability to also track all of the traffic to our websites and run extensive reports on location demographics and effectiveness. This is really interesting to watch on a regular basis.

We currently have a very active high school program that generates hundereds of leads and thousand of mailing list names. This has taken us some time to build up and our conversion rates are not as strong as they should be yet. That said, we are out and in front of hundreds of high school students every week giving them useful information and letting them know who we are. We have recently started a corporate campaign. We have devoted one person to the role of business liason. We are hoping to start building this as a source of leads similar to our high school program. Like I said, it takes time to build these programs and it is easy in our results driven industry to loose track of the long term perspective when such programs are not immediately "successful". You need to watch how you define success. Drew

Most of our traditional advertising is done through our central office and in someways is beyond our control. Therefore, we like to put our energies into things we have direct control over such as our website, promotional events/material, advisory boards, etc. We have a couple fo people on staff who are very creative and have the technical ability to create great promotional assetts. For example, we conduct bimonthly Gaming tournaments for which we create fliers that are distributed in our high school presentations and in the local community. These fliers have gotten noticed and our attendance at these events has gone up every time we run one. We had 40 prospective students at our last event. Even if they don't come to school here, it is 40 more young people spreading word of mouth about our school. Of interest, our most creative force also runs our advisory boards and updates our website. She makes a huge contribution to the school. I think I will let her know how much I appreciate her again today. I will not give her name because she is not on the market! Drew