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Student Recruitment Assessment
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Instructions:
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This assessment
covers student recruitment strategies, practices, processes and programs for
each stage of the students life at the institution. Select a value of 1 to 5 from the drop list
in the scoring column for each statement.
A value of "1" means that you strongly disagree with the
statement as it applies to your institution and a value of "5"
means that you strongly agree with the statement as it applies to your
institution. If the statement is not
applicable to your situation, select "0" from the drop list. No questions are to be left unanswered. Compare your average score to the rating
scale at the bottom of this tool.
The purpose of this assessment is to identify areas of strength and areas
of opportunity. Ideally, this
assessment will give you peace of mind.
More than likely, it will identify areas for improvement - and that's
a good thing!
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Rating Scale:
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Results for This Section:
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Score 5 - Strongly
Agree
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Total Questions
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35
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Score 4 - Agree
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Total Questions Answered
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Score 3 - Unsure
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Total Questions Applicable to Your Business
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Score 2 - Disagree
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Total Points
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Score 1 - Strongly
Disagree
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Average Score
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Score 0 - Not
Applicable
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Greded Score
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New Student Acquisition / Lead Management
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Score
Rating
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1)
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We have a formal plan
for acquiring new students
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2)
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We have a formal lead
generation/recruitment strategy and plan with supporting budgets and
forecasts.
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3)
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We use lead
generation/recruitment programs to identify and qualify prospect interest and
potential before committing resources.
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4)
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We regularly review
performance of our lead generation/recruitment programs in order to determine
if we are successful.
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5)
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We can quickly adapt
to changes in the market that impact our new student acquisition/recruitment
efforts.
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6)
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We target our lead
generation/recruitment efforts based on a well-defined profile of what we
know to be our best / most successful and profitable students
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7)
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We have a formal
process for qualifying leads / new student prospects.
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8)
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We use a lead scoring
system to rank the potential student value of all leads however they are
generated.
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9)
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We make it easy for
prospective students to get information about programs, services and our
institution via the TELEPHONE.
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10)
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We make it easy for
prospective students to get information about programs, services and our
institution via our WEBSITE.
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11)
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We make it easy for
prospective students to get information about programs, services and our
institution via SOCIAL MEDIA (e.g., book, LinkedIn, Twitter, etc.) on the
Internet.
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12)
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We make it easy for
prospective students to get information about programs, services and our
institution via MAIL.
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13)
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We have a process for
managing the relationship with prospective students from the point of initial
contact through enrollment in their first course.
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14)
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We have dedicated
marketing/enrollment management team that works exclusively with new
prospects.
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15)
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Our enrollment
management team is involved in the development of all lead generation/student
recruitment programs.
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16)
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Only qualified leads
are turned over to our enrollment management.
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17)
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Our enrollment
management team is happy with the QUALITY of leads generated from our
recruitment efforts.
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18)
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Our enrollment
management team is happy with the QUANTITY of qualified leads that are
generated from our recruitment efforts.
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19)
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We use a Level 1 call
center team (a first level call center generally operates 24/7, acts as the
initial point of contact for user requests and has knowledge of the products,
terms and conditions offered by the business) to qualify all leads before
assigning to an enrollment management representative.
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20)
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All new inquiries are
immediately assigned to an enrollment representative who makes their first
attempt to contact them within 1 hour.
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21)
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Our enrollment
advisors/representatives are thoroughly educated on the full promotional
effort before it runs, including: media selection; samples of advertisements;
detailed explanation of offers; etc.
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22)
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We utilize capacity
and lead flow planning to manage lead flow so that it matches our enrollment
team's capacity to handle them.
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23)
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Our lead management
process requires prospects be qualified and prioritized before assigning to
an enrollment representative.
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24)
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We have a student
referral program.
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25)
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We constantly review
our processes in order to improve and provide greater value to prospective
students.
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26)
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We use information
that we gather about our best/most successful students to target new student
acquisition efforts.
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27)
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We have a formal lead
nurturing process and system for working and converting qualified leads that
are not yet ready to enroll.
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28)
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We have regular
ongoing communications programs with our prospects.
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29)
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We have a centralized
database for capturing all prospect demographic, marketing, and financial
data.
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30)
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We know how much it costs to
generate a new student prospect/lead.
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31)
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We are constantly
striving to lower our student acquisition costs.
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32)
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We use integrated
marketing campaigns to acquire new students
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33)
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We have identified
segments within our target audience that offer us the greatest opportunity
for success.
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34)
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We have developed
services that are designed for the unique needs and wants of the
non-traditional student [ex] 24/7 student service.
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35)
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We have developed our
website for the unique needs of the non-traditional students.
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Analysis of your Score
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Grade "A" - Excellent -
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You have excellent
business and marketing processes and practices in place.
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Grade "B" - Above Average
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You have good
processes and practices in place and only need to work on fine tuning a few
critical areas. You could benefit from
streamlining processes.
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Grade "C" - Fair
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You need to evaluate
and document processes that utilize your resources efficiently.
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Grade "D" - Below Average
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Your organization has
a lot of work to do in improving marketing strategies and marketing
management processes and practices.
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Grade "F" - Poor
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Your organization is
on life support.
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© 2017 DWS Associates.
All Rights Reserved.
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