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"Super Star" 01-04-2008 09:18 AM

Martin Pelmore, Survey: Higher Education Marketers Credit Online Lead Generation for Half of Qualified Inquiries, Yet Most Invest a Fraction of their Budgets in Online
 
Martin Pelmore, Survey: Higher Education Marketers Credit Online Lead Generation for Half of Qualified Inquiries, Yet Most Invest a Fraction of their Budgets in Online


New York, New York (PRWEB) December 4, 2007 -- Higher education
marketers, in large part, have been slow to invest in online marketing,
however an imminent paradigm shift looms according to a new survey, the
Study of Institutional Goals for Student Recruiting and Retention.




The survey conducted by EducationDynamics (www.educationdynamics.com),
a leading interactive marketing company focused on helping institutions
find, enroll and retain students, shows that 42 percent of respondents
credit online lead generation for the majority of their qualified
leads. However, 65 percent invest less than 20 percent of their budgets
in online marketing. Realizing a need to adopt new technology, half of
respondents say they intend to increase their commitment to online
marketing in the coming year.





"In an industry that each day becomes more competitive and complex,
higher education institutions are looking for proven methods of
recruiting students, and are embracing technology as the solution,"
says Steve Isaac, EducationDynamics Chairman and CEO. "Emerging
technological marketing platforms allow institutions to reach out to
prospective students in their space on their terms, in a way that
actively engages them, creating a personalized experience."





Nearly 100 not-for-profit higher education marketers attending the
American Marketing Association conference in San Diego November 11-14,
2007 participated in the survey, designed to capture the current trends
and practices in prospecting, enrollment and retention. Survey
highlights include the following:





Student Prospecting


? Only nine percent of respondents devote more than 40 percent of their budgets on online marketing.


? While most survey respondents (50%) say they plan to increase their
online marketing budgets in the coming year, no respondents anticipate
decreasing their investment.


? Surprisingly, tools to engage parents throughout the student
lifecycle were attractive to this crowd with 55 percent of respondents
saying that online parent communication and networking would be helpful
in both converting inquiries into students and reducing attrition among
students.





Student Enrollment

? While 41 percent of institutions
gauge marketing success by the rate of inquiries to enrollment, 9
percent of schools have no way of measuring this success.


? In what is becoming a more metrics-driven industry, only 26 percent of respondents know their student cost per start.


? When asked about technology solutions, 81 percent suggest that
customized online academic and social networks would be helpful in
enrollment efforts.





Student Retention

? Respondents overwhelmingly (76%)
indicate that customized online academic and social networking that
commenced before or during orientation would be helpful in retention
efforts.


? 82 percent would find an early warning alert system that notifies
administrators when current students are struggling or dissatisfied to
be helpful.


? Among institutions that offer freshman seminar classes (61%),
marketers report that the biggest obstacles are lack of hard data
showing the course effectiveness and participant satisfaction(34%),
lack of student interest in taking the course (13%), and faculty
disinterest in teaching freshman seminars (14%).





About EducationDynamics

EducationDynamics, a portfolio company of Halyard Capital, is a leading
interactive marketing and information services company focused on
helping higher education institutions find, enroll and retain students.
Through some of the most visible education websites, including
EarnMyDegree.com, eLearners.com, GradSchools.com, and StudyAbroad.com,
as well as its Internet marketing services team, EducationDynamics is
one of the leading providers of qualified leads for colleges and
universities. The company offers a full suite of web-based products and
services to manage a school's relationship with students across their
entire lifecycle from acquisition to alumni. For more information about
EducationDynamics, please visit

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