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To help us provide the highest level of customization to your 1:1 consultation, please answer a few questions about your current student journey efforts.
We look forward to speaking with you!
What type of institution are you?
Public – 2-Year
Public – 4-Year
Private For-Profit – 2-Year
Private For-Profit – 4-Year
Private Not-For-Profit – 2-Year
Private Not-For-Profit – 4-Year
Which department are you part of?
Enrollment/Admissions
Marketing
Advancement
Financial Aid
Other
What is the mix between purchased leads and organic leads you market to throughout the student journey?
0 being "all purchased leads" and 10 being "all organic leads"
Let’s talk data.
What is the current state of data within your institution?
We don’t really use any; most decisions are based on instinct and sending messaging when it makes sense with that part of student journey.
I have access to a limited amount of our data.
Data is siloed by department and college, and accessing it requires manual pulls.
We have a centralized CRM and database, and I can leverage all student data.
Fill in the Blank:
Our communication strategy and student journey are ______________.
Centralized and run jointly by Marketing and Enrollment
Siloed by funnel stage: Marketing runs the top of the funnel and finds hand raisers. Enrollment runs the bottom of the funnel and is responsible for yield.
Siloed by college/department: We have a centralized marketing team, and each of the colleges/departments is responsible for creating and running their own top-funnel initiatives.
Other
Once a communication plan is in place, how consistent is your student outreach across recruitment, enrollment, retention, and advancement?
I’m not sure; I don’t have visibility across the journey.
Each college/department handles its own strategy, so the experience can be different depending on the department.
We try to keep it consistent, but it’s difficult with multiple channels.
It’s different throughout each stage. Communications always put the student first.
When recruiting students, how would you describe your channel mix?
We’re still very traditional; brochures and mailers play a crucial role.
We leverage a standard communication plan, and we're starting to introduce digital channels.
We have multiple channels, and they’re operating in silos. We manually pull a lot of data.
It’s fully integrated and works together with all channels.
In which stage (or stages) of student journey engagement does your institution need to improve the most?
Alumni Relations & Development
Retention
Yield
Recruitment
Last question: In your current state, final yield numbers for Fall ’17 were:
Beyond our expectations!
Above our goal, but I think there’s opportunity for growth.
Slightly below our goal.
Far short of our goal.
ABOUT FATHOM
Fathom has partnered with over 50+ higher education institutions in the areas of new student recruitment, yield rate consulting, student success, technology deployment, advancement, and building integrated solutions to compete in today’s ultra-competitive environment.