1. Track the Links

Look for opportunities to get links targeted to those prospects that are outside of your search list. Are there unique URLs used for billboards? Can you put QR codes on literature for college fairs? Take a play from the corporate playbook and look for ways to track where your leads are coming from.

2. Send the Links to Landing Pages

Every one of the links above should be sent to a landing page, and NOT to your general core page. These links are put out there for a reason, and should be the call to action for a unique demographic. When that demographic (your prospective student/parent/family influencer) interacts with your link, they should first land on a page that recognizes them as a demographic that wants/needs to do something specific. Serve up links that are relevant (review our majors, take a look at the admissions area, etc.) AND offer them something to get them into the system…maybe it is a download of a brochure, or register to win a sweatshirt. The goal is to get them to give you permission to market to them.

3. Review the Data

Utilizing metric data can give you a perspective on those outside of your search database.  If you don’t have Google Analytics, you need to get that immediately to start tracking the valuable data. Most schools have an IT department that will provide data that is typically “how many visitors per month” and perhaps “bounce rate.” But for enrollment management, that data should be sorted and sifted to analyze only those who are prospects. You don’t want to know that 1,500 visitors were on the site yesterday, to only find out that 500 of those were staff. Setting up goals, funnels, and tying the analytics account into your application pages are all valuable tools to allow you to understand where, when, and how the application is being “aborted” and not finished. Applying ecommerce techniques to online applications is critical to complete the “transaction.”

4. Simplify the Application

No one wants to start an application that is a black hole. Be sure that your application is user-centric. Provide ways for the users to save their work and return later. Look for ways to only ask the critical information for the application and provide ways “post submission” to get the other data necessary (referrals, etc.). The easier it is to fill out, the greater the chances that they will be completed and submitted.

5. Set up Drip Campaigns

Look for ways to establish creative drip campaigns for  those who have started an application but not yet finished. Avoid the temptation to just insert the name and email into the standard search mailings; you have to understand that these stealth applicants are different and should have a slightly different marketing message. Also be sure to leverage several methods for the drip – email, calls, texting – all based upon the communication preference indicated in your initial form (see landing page).

With a few tweaks to your marketing campaign, stealth applications can be increased to reflect the needs of your institution. Contact us for more ideas and to engage with Caylor Solutions to set up a plan of action for your enrollment marketing plan.

How are you increasing stealth application at your institution?

In Pakistan, a grassroots effort has birthed to address these issues. Nationals (who are often alumni of U.S. colleges) are assisting other potential students in navigating the admission process.

“Just like one size does not fit everyone, one answer does not answer all queries. We address every student in an individual capacity to connect them with the right people who can help them overcome situations they themselves have gone through,” Ali Khalid Chaudhry of Possibilities Pakistan told The Express Tribune.

Grassroots organizations are needed throughout the world to better educate and communicate the process.

How could your admissions department utilize such a program, even stateside? Is there a way to facilitate these discussions in a digital way — and in a way that could be managed by the institution to better convey the school brand and to add to the applicant funnel in a more meaningful and measurable way?

How are you catering to your international prospects? How are you leveraging your alumni in your admissions process?

While an increase in applications (especially stealth apps) can be a blessing, being one of a dozen or more cross applications means work in the final funnel of conversion.

It is important for all enrollment offices to have in place a strong and creative conversion marketing plan. Here are five ideas to turn the record application pool into a record enrollment year:

1. Campus Visit
It is commonly known that chances for enrollment and matriculation go up tremendously when the applicant and family visit campus. But that visit has to be something that reflects the uniqueness of your brand promise and culture. Put your best foot forward. If your campus is known for technology and progressive application of the sciences, use QR codes for self-guided parts to a tour. If it is known for community life, be sure that the applicant spends the night in a dorm. Find out what prompted the student to apply before he or she arrives and tailor the visit toward those needs.

2. Social Networking
What better way to help make the conversion than by letting the student’s peers do it for you? Set up a private social network where students can interact, meet one another, and discuss their plans and excitement for starting this new season of their lives. In networks we have set up, we have seen an increased percentage of matriculants from those who participated in the accepted student network.

3. Insider Perks | Loyalty Program
Look to retail for other ideas: Perhaps your campus can set up a “perks” program. Allow the student to earn points for every student or faculty member with whom they engage. Create FourSquare check-in locations around campus and award points for “checking in.” Allow the student to then turn those points into spirit wear or other discounts on campus.

4. Group Chats
Leverage tools like Twitter or a conference call to create regular group chats. Have a popular professor or, better yet, a well known alumni spend 30 minutes with accepted students to answer questions, discuss their experiences or provide suggestions for their future. Students and families may engage, or they may lurk, but they will listen. Look for ways to create these forums to provide additional experiences.

5. Relationships
After it is all done, it is still about building relationships. As you can see above, all the other ideas revolve around ways to create those relationships — visits, social networks, perks for conversations, or group chats. While there are probably several dozen more ideas that I could write, it all comes down to building the relationships that will foster a decision. An added benefit is that with those relationships, not only will matriculation increase, but retention numbers will follow.

Do you have additional ideas? Add them in the comments.