February 8, 2012

2012 Advertising & Marketing Survey

ForProfitEDU.com Launches its Annual Lead Generation Benchmarking Survey Online. Employees & Executives at colleges who are members of the higher education community are invited to participate in this annual bench marking study to identify current trends and best practices in lead generation, advertising compliance & marketing

Monday, January 9th 2012 – New York, NY – ForProfitEDU.com announced today the launch of its Annual Lead Generation Benchmarking survey for the Higher Education sector. The survey, which is open to individuals that are directly involved with marketing in higher education, will examine where schools are focusing their online marketing efforts, what tools and tactics are most effective, and what challenges exist in this area. All survey participants may register to receive a free report with the results of the survey upon completion. According to BMO Capital Markets Equity Research, sales and marketing expenses can run above 30% of revenues for the majority of companies in the for-profit education space, with a growing proportion of that spend happening in online marketing. Despite this, there are very few objective resources that marketers in the education market can reference to get a better handle on the use of online marketing in the sector.

This survey will offer a clear set of benchmarks, while identifying current trends and best practices for marketing professionals.  When you complete this survey, you will be able to enter our sweepstakes for a chance to win a $100 Amazon.com Gift Card!

The survey takes approximately 5 minutes to complete, and can be accessed online at: https://www.surveymonkey.com/s/2012collegeadvertisingandmarketingsurvey

It will be open to respondents until March 15, 2012 and a report on the results will be made available to participants by the end of March. Must be currently employed or within last 6 months employed with a school or responsible for the exclusive advertising and/ or lead buying for a school.  All survey entries will be screened and validated!

About ForProfitEDU.com

ForProfitEDU.com is a leading website resource & Networking group (7000+ members) for all those who work within, around or are interested in the For-Profit EDU industry. The site offers networking, research, consulting, news updates and commentary from members of the For-Profit EDU community. Contributors include those from the school side, as well as those that work at related services firms including the investment community (investors, analysts, venture firms & PE firms), marketing & advertising professionals, educators & curriculum development, career services & other related service providers. ForProfitEDU also provides research and consulting services to schools & other service firms within the industry. Areas of expertise include Advertising, Lead generation, Marketing Strategy & Execution, Admissions, M&A, Raising capital, Market research and Partnering to create & grow online schools.

 

CareerMotivations today announces it’s free assessment service for students and career changers

 

 

 

November 29, 2011

CareerMotivations today announces it’s free assessment service for students and career changers.   We provide a best in class validated assessment that helps prospective students determine career paths & college degrees which best fit their personal interests & motivations.  Combining a proven, reliable, fully validated assessment with the US Govt’s O’net, BLS & CIP code data allows us to provide an in-depth snapshot into one’s personal interests & motivations aligned with Career Path’s and associated College Degree programs.   Most agree that those who make well informed educational decisions are more likely to be students with higher retention, graduation & placement rates.
It’s about outcomes, we strive to ensure a Win – Win relationship between the student and the college.  Often students do not understand their motivations and therefore enroll in a path that leads to a lack of interest & boredom; when that occurs, the commitment vanishes and ultimately they drop out.  Since colleges are looking to improve outcomes and students are looking for guidance as to what’s right for them, CareerMotivations assessment provides that.
For Students: If you are a student or a working professional who is pursuing or advancing a degree, CareerMotivation’s online assessment can help you choose a specific degree that will lead you to your desired career path based on your personal motivations and interests. Selecting the right career path along with the associated degree program is an important step in reaching your future career planning, goals & success. Your personal career assessment will reveal your skills, interests, learning styles and motivation. The results are mapped to career & degree information which can be used as your guide for career development.
Solutions for Colleges: Colleges can offer the assessment to their prospective students  allowing both the student and the admissions reps to make a more informed decision.  We can map your college’s specific degree programs to the results allowing both admissions & prospective students to see which of your schools programs they are best suited for.  When you reach out to prospective students you can establish a value proposition and a trusted relationship with them & their families. The assessment when offered by your school will reinforce the importance of the decision they are looking to make and show them that you have their best interest in mind. What better way to establish a relationship of trust than by offering them a Free Career Assessment- one that helps them identify which career & educational path’s are available at your college is right for them. Advertising a Free Career Motivations assessment can also help attract new students, yield significant return with your recirc’s and reduce acquisition costs of students. Think of the relationship you establish with the prospective student and family when your admissions representative sits down with them to go over their results and helps them plan for their future and achieve their goals & desires.

Solutions for Call Center & Lead providers:

Lead providers can utilize a private labeled or co-branded version of the CareerMotivations assessment to increase lead generation volume and reduce the cost of prospect acquisition.  The registration can be customized to collect the data fields you require prior to users being able to take the assessment.  The registrations can be posted directly to your lead management system or dialer.  CareerMotivations believes the value of a lead who has taken an assessment is significantly higher than a lead alone.

 

About

CareerMotivations is an educational services company that specializes in providing interactive assessment solutions to secondary, post-secondary institutions and individuals. By capitalizing on proven techniques to determine a person’s educational and career motivations, we help identify mutually beneficial relationships between a student and their desired education and career path.

For more information on CareerMotivations services please visit www.careermotivations.com

 

Press Contact:

 

http://www.careermotivations.com/students/contact-us/

or email us at info (@) ffventures.com

Address:
14 Vervalen Street
Closter, New Jersey 07624

Phone: 201-564-7651
Fax: 201-215-0751

 

Special Discount for Leadscon to For-Profit EDU group Members

discount on leadscon

For-

Profit-

Educatio

n Group Members,

If you haven’t done so already, it’s time to make plans for LeadsCon East 2011, August 24 and 25 in New York City.

Every show is a who’s who of customer acquisition and inquiry generation. This year is no exception, and with the sweeping changes taking place in the for-profit-education sector, never has attending LeadsCon East been more timely or valuable.

As we try to do at each show, we have organized a special group discount of $150 off the current price and more than $300 off the on-site price. The past two LeadsCon East shows have sold out so don’t delay.

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* View the Exhibitor List *
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Your tickets gets you into the expo, along with all sessions and networking events:
http://bit.ly/nJVila

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* Check out the Full Conference Program *
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Two full days of relevant and timely sessions:
http://bit.ly/nlKwiH

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* See the List of Companies Attending *
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More than 400 have already signed up:
http://bit.ly/n9HrBp

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* SAVE BIG *
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You MUST use this link in order to save. Registering through LeadsCon.com will result in you paying more:
http://bit.ly/ncJLgGhttp://www.leadscon.com/special-discount-for-profit-education-group-members.html

(Offer valid on new registrations only. No refunds on existing registrations. While supplies last. You MUST use this link above in order to save.)

We look forward to seeing you there!

 

Transparency

transparency in lead generationWith all that’s going on with regards to compliance and schools taking more and more time to be selective in who they work with, will aggregators eventually give in to transparency?  This topic is one of many heated discussions.  I have been to multiple edu marketing  panels with the who’s who of the major edu aggregators and it seems to be split.  Some of them say that if forced to they will come around and identify all of their sources, others however refuse to and say they will never disclose every source for their leads.  They believe their lead quality speaks for itself and don’t believe transparency is necessary.   Well these firmare very protective of their sources and they do not want to be open for cannibalization, but if there is some type of vendor protection why can’t there be complete transparency.  Some believe its because of the use of call center generated leads which continue to be tossed into the pile of Internet generated leads for many of the lead providers both at the top and bottom of the food chain.  I think schools have the right to know where the leads are comming from PROVIDED they protect the lead sources from their vendors, non-circumvention, non-disclosure etc should help provide this protection.  Many of the most astute schools will agree to this in order to get the transparency they want.  What do you think?

Only 30% of schools see lead scoring as valuable or a must

value of lead scoringOver the last few years there have been tremendous amount of conversations over the need for and value of lead scoring.  While companies such as targus have secured  nice subscription based revenue models by charging for lead scoring service many don’t find them as necessary.  In the beginning vendors dismissed the value and accuracy of lead scoring as clearly they dented the “valid lead” pile.  Arguments ensued as to how you can say the lead is not valid when the data is accurate and the person initiated the action of requesting info from the schools.  Others claimed it was the equivalent of profiling and thus prevented equal access.

With the gainful employment regulations pending many more schools looked into it as they felt compelled to target a higher level (financially) demographic for fear the other could not afford an education.  Once again leave it to the Govt. to create rules that negatively effect those who need it the most… but I digress…

 

The results of the 2011 EDU survey showed that only 8.3%  considered lead scoring extremely valuable and 22.6% found it valuable.  Which means 70% don’t see much value or importance in it, especially for 2011.  While I am sure that targus folk will differ and many may be in arms regarding this post, we are simply reporting what the schools and industry responded in the 2011 EDU advertising and marketing survey!

 

CPC vs. CPL? Does that even make sense?

On page 83 of the recent proposed rulemaking from the department of Education you will find:

Several negotiators were concerned about the impact of the proposed language on an institution’s Internet-based activities.  Negotiators asserted that the HEA permits advertising and marketing activities by a third party, as long as payment to the third party is based on those who “click” and is not based on the number of individuals who enroll.  The Department agrees and does not believe that the proposed regulatory language would prohibit such click-through payments.

Please explain to me how CPC makes more sense than cpl, other than with non-internet (call center) leads.  Anyone who can manage an efficient CPL program can just as easily manage a successful CPC program.  Still don’t see why internet driven CPL is being called into question especially for the lead provider who have zero interaction with the prospect who sought out, then filled out the lead form for the school.

 

To access the complete 500+ page doc Click: 

http://www.ed.gov/news/student-aid-rules-protect-borrowers-and-taxpayers

then click on the link in box on right: notice of proposed rulemaking.

Schools & lead generators getting increasingly nervous about government action

Over the last few months both schools and lead generation firms have become increasingly nervous over pending regulation changes.  More schools seem to believe that changes will come effecting cost per lead marketing, most vendors while increasingly stressed just don’t think it will happen.  Arguments can be made against the proposed changes include:

  • That lead generators don’t contact/interact with the student prospects
  • The the entire process is driven by the prospective student choosing and requesting
  • That non-profits buy data on people who aren’t aware and the directly market them
  • That the vendors are not in any way involved in the enrollment process
  • That the education directories provide a valuable free service for prospective students
  • That the lead generators have created much more outreach promoting education

Schools seem to think that if lead gen CPL has to either go away or change that CPC cost per click will remain…that doesn’t make any sense to me as ultimately the value of a click can be identified by conversions just as the value of a lead.  However, many mention that Google CPC is different as they set the price.  Other schools feel that placement fees/clotting fee will become the new normal. 

What do you think?

Anonymous letter

From time to time we receive anonymous letters from people who have something to say, but don’t want to be outed/exposed, here is a recent one:

I have heard most if not all of the arguments & viewpoints against the way for-profit schools market.  I have heard all of the name calling, the comparison to the subprime lenders, the predatory marketing tactics, the hundreds of millions being spent by schools and the deceptive/ misleading advertising practices.  For an uneducated or ill-informed individual,  it’s easy to see how some jump on the bandwagon.  However, let us not forget that whenever one listens to only one side of a story or argument it’s easy to fall into alignment.  What bothers me, in addition to the one-sided arguments being made, is the complete lack of thinking things thru.  The fact that some elected officials are too quick to make changes, many simply for change sake, is just news-bite governing.    When did we all of a sudden decide to switch to a fast break style government?  When did ready fire aim become the best practices promoted by some leaders within the department of education.  Is it really reform if the changes that result backfire on the ultimate goal?    Why don’t people think things thru anymore?  What about the ripple effects caused by these aggressive proposed changes?  I thought one of our top goals as a country was to increase the percentage of Americans with a college degree?  Shouldn’t government work to improve the advancement opportunities for those who need it most.  I am all for closing any firm or firms who are systematically practicing & promoting non-compliance, fraud or deception, I am not however in favor or thoughtless knee jerk decision making that effects an entire industry.

 I was a Political Science Major and a logic minor in college.  Talk about an internal conflict within one’s own education…  It’s sad that in today’s screwed up political climate it seems like an either/ or equation, do I want to be in politics or do I want to be a logical person!

How is it that schools spending large sums of money on advertising are determined to be doing something bad?  What about the reinforcement value of the “go to college”  messaging, the education awareness they generate, and the outreach into areas not targeted by tradition schools?

 Why is it bad for lead providers to provide prospective education seekers with non-incentivized compliance approved forms for individuals to request information directly from schools who want to talk to them about potentially becoming a student.  Isn’t that a value?  

 It’s Interesting that you never hear about the positive aspects resulting from the unprecedented awareness created from the influx of educational advertising over the last decade. 

Here is one:

Recent Pew research center study:

 The most detailed study to date of the 18- to 29-year-old Millennial generation finds this group probably will be the most educated in American history. But the 50 million Millennials also have the highest share who are unemployed or out of the workforce in almost four decades, according to the study, released today by the Pew Research Center.

Pew’s analysis includes its own data, such as a new survey of 2,020 adults, including 830 Millennials, conducted by landline and cell phone last month. It also analyzes data from other sources, such as the Census, which shows 40% of those 18-24 were in college in 2008, a higher percentage than any previous generation at those ages.

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So if you are a misguided politician you read the above excerpt and say: 

See those for profit schools are suckering more people to go to college than ever before, and if those people weren’t suckered into getting a degree they would not have any student loans…  Also, what good is a degree, look at their graduates, they are unemployed…

I would argue that obtaining a college degree is not ever a bad idea!  I would also argue that they are unemployed because of the current economic debacle we are currently facing. 

A logical person however may read the same excerpt and say:  

Wow, I am glad to see the increase in college educated people within the most recent generation, hey maybe it’s because of all the increased awareness resulting from the influx of advertising to those people over the last decade or maybe from the outreach from the proactive colleges.  It’s unfortunate to see so many of them unemployed, but then again over 10% of our country is unemployed, the economy sucks.    

Anonymous

Leadscon 2010 in Las Vegas features a panel on The Future of Education Lead Generation

The Future of Education Lead Generation For those generating or wishing to generate leads, almost all will turn their attention to the online education lead generation space at some point in time. It is a sector that has public companies worth tens of billions of dollars in market cap combined, spends upwards of a billion dollars annually buying leads, and has seen incredible growth for almost a decade. Online education has bolstered the fortunes of so many in lead generation and the broader advertising world. Despite the rapid success or perhaps because of it, the future contains some uncertainty. Is this a gravy train that might soon end or one whose next ten years can look as promising as the past.Moderator: Tom Ferrara, Chief Executive Officer, FFVentures & Owner, ForProfitEDU.com
Panelists: Joe Charlson, SVP Strategic Operations, Education Management, LLC
Brian Eberman, Chief Executive Officer, Avenue100 Media Solutions
Terrence Thomas, Executive Vice President, Marketing, Education Dynamics
   

LeadsCon Las Vegas 2010 takes place February 23rd and February 24, 2010. Join for two full days of unforgettable learning and unparalleled networking.

Register: http://www.leadscon.com/leadscon-las-vegas-2010/register.html

Admissions reporting a surge of students telling them Obama is going to pay for school…

More & more we hear from admissions people that a continuing trend of students coming in and telling them that the don’t expect to pay for school and that Obama is going to pay for it… This is a sign of a growing problem, much of which is being driven by the marketers. Do you know how your schools is being marketed?

 Take a look at this and let me know what you think (copy and paste if it does not appear as a link):  http://www.aralifestyle.com/article.aspx?UserFeedGuid=245a1190-1c3c-47aa-b51b-48f7b10be5ee&ArticleId=2507&ComboId=8228&title=Obama-will-give-you-2-500-a-year-to-go-to-school

FYI, the link in the email reads:  Click here: Low income? Stimulus will pay you to go to school

It is important that schools continue to fight for transparency in advertising tactics when they use new EDU marketers.  Must have teeth and claw-back provisions when vendors break arrangements!

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