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Focus Group Reveals Hidden Influences in College Selection

July 13th, 2016

Our national higher education co-sponsored studies always yield new market intelligence that contribute to a college’s ability to grow and control enrollment. I think our newly-launched study will be the most important one to-date. I’m going to tell you why but first let me state the obvious.

Dean_Libutti_QuotationWe know that prospective students don’t always tell us what they really think. Sometimes they don’t want to be completely honest because they think they’ll hurt our feelings. Or, they really just don’t care that much about us even though they tell us they do.

To explore the roots of this reality Longmire and Company has launched our latest co-sponsored study: “Hidden Influences: Revealing the unspoken perceptions that prospective students have about your college and why it matters in your ability to grow and control enrollment.”

This study is going to dive deeply into uncovering the things students hold back from colleges during the college shopping process and, more importantly, the findings will provide colleges with strategies and methods to uncover hidden influences and deal with them before the student solidifies his or her enrollment decision.

If you’re thinking this looks like an admitted student survey, let me assure you it’s not. This study will delve into the psychology of the decision-making process and it’s going to influence the conversations and communication that colleges will have with prospective students in the future.

So, why am I confident this new study is going to be a groundbreaker?

I got a taste of what we will learn after conducting a series of focus groups with college-bound students who will enroll this fall (we often use qualitative research prior to developing the survey instrument used in the quantitative portion of the study).

The focus groups proved to be particularly eye-opening and enlightening. We explored the facts, emotions, intentions and perceptions that students will and will not share with colleges during the recruiting cycle. We explored why students withhold information and we tested methods by which colleges can draw out and deal with these hidden influences on a student-by-student basis. These are the topics that the Hidden Influences study will explore in-depth.

The focus groups revealed, for example, how students deflect the real reasons for not enrolling by attaching them to issues of high cost or lack of aid offered when, in fact, their enrollment decision was based on something entirely different. In those cases, the unsuspecting college is left to think their tuition and financial aid packages are not competitive when, in fact, it had nothing to do with the student’s final decision.

During our focus group sessions students told us that colleges often overlook or don’t ask the types of questions that will provide a true picture of the student’s interest or attraction to the college. Students also said that colleges may ask a lot of questions but they don’t ask the right questions that will reveal the perceptions that will ultimately impact their enrollment decision. These are among the topics we’ll explore deeply in the study.

The Hidden Influences study will provide co-sponsors with actionable data and insight to help them uncover and manage the perceptions and opinions prospective students have about their Hidden_Influences_Prospectuscollege.

You should consider jumping on board this new study as a co-sponsor. That way, you’ll be able to get data and insight on what students are withholding about your college and, more importantly, learn how you can deal with it in the future.

There is a long list of colleges across the country that regularly participate in Longmire and Company co-sponsored studies. They do so because they gain new insights about their prospective students and they make changes to their recruiting and communications as a result.

Getting involved in the Hidden Influences study is easy, low-cost, and provides valuable deliverables. There is still time for you to get on board and be among a growing list of public and private colleges nationwide that will benefit from this information. I encourage you to download a PDF that will give you all the information you need.

For more information or to reserve your participation in this study, contact Rick Montgomery (913) 492-1265, ext. 708 or  by email at rmontgomery@longmire-co.com or me at (913) 492-1265, ext. 709, blongmire@longmire-co.com. Colleges are signing up now so we encourage you to contact us soon if you are thinking about participating. CLICK HERE FOR COMPLETE INFORMATION.

We help colleges with their recruiting efforts every day. If we can help you please call or shoot me an email. Continue the conversation on Twitter @LongmireCo. For more information about Longmire and Company and the tools we have to offer, click here. Be sure to subscribe to Versions of Conversion today so you don’t miss any of this highly-valuable information.

 RHL_Photo_100x100Bob Longmire is President of Longmire and Company, Inc. He is a recognized expert on the topic of how prospective students and parents form their college selection decisions – and how colleges can use that knowledge to grow and control their enrollment. He can be reached at (913) 492-1265, ext 709 or at blongmire@longmire-co.com. Connect with Bob at Linkedin/in/boblongmire.

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Posted in Behavior, Closing the Sale, Conversion and Yield, Counselor Training, Organizational development, Research, Worthwhile Reading, Your Value Proposition

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Take These Actions to Build Stronger Relationships with Prospective Students

June 1st, 2016

In our recently released co-sponsored study, “The Relationship Dynamic,” over 12,000 college-bound students opened up to us about the factors that contribute to building a bond with a college that leads to their enrollment. (Click here to download a copy of the full report.)

Research, of any kind, typically yields data that falls into one of two classifications. There is “nice-to-know” data that provides context and there is “need-to-know” data that drives action. Our Higher Ed co-sponsored studies are designed to get need-to-know data that will change a college’s approach, process, and bottom-line.

The Relationship Dynamic study findings definitely yielded need-to-know information. The study defined specific actions colleges can take to build stronger relationships with prospective students that will lead to enrollments.

Here are some of those actions:

Work constantly on building the relationship

It’s common for colleges and admission counselors to think of recruiting students as a progression of steps. Has the student completed this action or that Relationship_Makeaction? Are they progressing down through the funnel? In many cases students are being pulled through the process. It’s difficult.

Focusing on relationship building rather than process can make it easier. Students will willingly take the necessary steps. Every interaction with a student, in any form, should be measured on the basis of, “Does it make our relationship stronger?”

Explore every facet of the student’s preferences

Every student has a unique combination of needs, preferences, perceptions, and motivations. Identifying and dealing with all of them enables the college to have a deeper and stronger relationship with the prospective student. Uncovering them requires that the college focus on the student rather than the institution.

Find out if you have “moved the needle”

With every student interaction find out if you have changed or enhanced the student’s perception of your institution. At the end of a campus visit, for example, ask, “Did we show you how we are different from other colleges? If so, tell me how you see us as being different. Does it make us any more or less attractive to you?”

Open a separate but equal parent recruiting track

Parents are not just influencing the college selection process, they are facilitating it. Help them. Establish a separate but equal relationship with them, provided the student and parent are comfortable doing so.

A strong relationship with a parent can provide the guidance and help you need to better understand the value propositions that will be attractive to the prospective student.

Get personal and be prepared to answer every question

Do everything you can to understand what is important to the prospective student and how they can be best served through their college selection process. After learning what is important to them be prepared to provide any and all information they need.

Get On Board Our Next Co-Sponsored Study!

Hidden_Influences_ProspectusWe know that prospective students don’t always tell us what they really think. Sometimes they don’t want to be completely honest about their REAL first-choice college because they think they’ll hurt our feelings. They often say one thing and do another. Why?

We will answer that critical question in our next co-sponsored study, “Hidden Influences: Revealing the unspoken perceptions that prospective students have about your college and why it matters in your ability to grow and control enrollment.” This unprecedented study will break new ground in exploring the hidden perceptions and opinions that influence students in choosing your college or another. Unlike any other higher education research or non-matric studies, Hidden Influences will dive deeply into the emotions and perceptions that factor into the college selection process. This study will provide you with actionable information you can use immediately and effectively.

For more information or to reserve your participation in this study, contact me at (913) 492-1265, ext. 708 or by email at rmontgomery@longmire-co.com or Bob Longmire at (913) 492-1265, ext. 709, blongmire@longmire-co.com. Colleges are signing up now so we encourage you to contact us soon if you are thinking about participating. CLICK HERE FOR COMPLETE INFORMATION.

We help colleges with their recruiting efforts every day. If we can help you please call or shoot me an email. Continue the conversation on Twitter @LongmireCo. For more information about Longmire and Company and the tools we have to offer, click here. Be sure to subscribe to Versions of Conversion today so you don’t miss any of this highly-valuable information.

RickMontgomery_100x100Rick Montgomery is as an Enrollment Strategist at Longmire and Company. With over 20 years in higher education marketing, he brings an innovative and dynamic approach to helping colleges and universities meet their enrollment goals. Rick can be reached at 913/492.1265 x.708 or via email at rmontgomery@longmire-co.com.

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Posted in Behavior, Closing the Sale, Conversion and Yield, Counselor Training, Organizational development, Parents, Research

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Prospective Students Reveal Who Facilitates Their College Selection Most

May 18th, 2016

In our latest co-sponsored study, “The Relationship Dynamic,” we asked over 12,000 college-bound students, “Who played a significant role in helping you form a relationship with your chosen college?” Many mentioned the current students who attend the college. Others mentioned their high school counselors and teachers. College admission counselors played a significant role for many. But topping the list? Parents.

We all know that parents influence college selection. That’s not news. But they are much, much more than influencers.

Parents not only influence, they facilitate the relationship between the student and the college of choice.

Are you fully leveraging the influence these facilitators have in shaping the college selection decisions of their sons and daughters. Are you fully serving parents? Have you focused on what’s important to them? Their feelings and emotions? Have you made them part of your recruiting team? If not, you are missing out on the support of possibly your biggest champions. Imagine the impact of turning these key influencers into your college’s top advocates.

Relationship dynamicIn a separate Longmire and Company co-sponsored study, “Your Value Proposition,” we measured the relative influence of parents and students in driving the college selection decision. Both parents and students agreed: the student has the most influence. Parents want their child to be happy and, if that lays the foundation for their success in college, then parents are willing to subordinate their own preferences and concerns.

However, parents are not shy about influencing the college selection process before the final decision is made. In our “Study of Parents,” we uncovered numerous examples of mothers and fathers hiding or disposing of college marketing material before their child would see it. Conversely, the same parents advocated for specific colleges even though the student had not expressed an initial interest in the school.

Results from the current “Relationship Dynamic” study make it very clear: Parents are not just influencing the college selection process, they are active facilitators in leading their child to or away from colleges. influencer graph

In light of this, more colleges are building a separate but equal marketing and “recruiting” track aimed at parents. It’s an acknowledgement that parents can and should be served during the college selection process, and that they can be an important conduit to facilitate the relationship between the prospective student and the college.

Laura Hamilton, associate professor of sociology at the University of California, and author of Parenting to a Degree: How Family Matters for College Women’s Success, has researched this in great detail. In The Atlantic, “The Partnership Between Colleges and Helicopter Parents,” she writes “…parents typically bring more than funds alone. They often help promote the university; conduct admissions interviews; interface with donating alumni; assist with their own students’ emotional, cognitive, and physical needs…. Competition to attract these parents is stiff—and administrators’ complaints about parental ‘meddling’ are now tempered with interest in a ‘partnership relationship’ with parents.”

We couldn’t agree more! And so do many of our college clients. A growing number of colleges are building communications flows and ongoing conversation streams with parents. If you want to begin doing the same or enhancing what you already do then take these steps.

The Parent Track: Quick Start Guide

  • Ask permission first.  Establish a separate but equal relationship with them, provided the student and parent are comfortable doing so. Admission counselors tell us that most prospective students are happy to give permission for direct communication with their parents, and that parents often consider the request evidence of a higher level of service from the college or university.
  • Seek opportunities for one-on-one interactions.  Call the parent while the student is at school, for instance.  Structure your campus visits so that you have some time with both the student and parent, separately.  In every conversation with the parent ask open-ended questions that will help you gain insight to the student: “What attributes are most important to Jamie in a college?” “What do you think should be most important?” “Has Jamie developed strong relationships with any colleges in particular?” “Is there anything I can show her about our college that would help her decide?” “What do you think would get her excited about our college?” Parents will often share details that students will not.
  • Identify their communication and content preferences. Find out what information they need and want from you. Find out when they need it. Find out how they would like it delivered (email, mail, text, phone call, campus visit, etc.).
  • Make connections.  Connecting the parent to “third-party” supporters can go a long way toward building your relationship. Some colleges have established parent “mentor” programs to introduce parents of prospective students to those to parents who have successfully navigated the process.  Your goal is to network the parent to someone with a shared perspective that they trust; look for parents of successful students or graduates or alumni that live in the same city.

Creating relationships is a multifaceted, nuanced and crucial part of student recruitment A strong bond with a parent can provide the guidance and help you need to better understand the value propositions that will be attractive to the prospective student. Ultimately, you and the parent both share the same objective: A successful, productive, happy college experience for the student.

Engaging with parents to this degree involves an investment in time and money. But it’s an investment you and your team need to make. If you elect to invest in this effort then you’re effectively doubling your recruiting team. You are enlisting the help and support of someone “on the inside” who has the full faith and trust of the college-bound student.

The soon-to-be released “Relationship Dynamic” report is loaded with powerful information that will help you build stronger bonds with the students you are recruiting. If you want a copy of the full public report, you can CLICK HERE to place your name on the distribution list.

Become a co-sponsor of our next study and get insight into YOUR pool of prospective students!

Click to learn more! Hidden_Influences_Prospectus

 Prospective students don’t always tell you what they’re thinking. Or they don’t want to be completely honest about their REAL first-choice college because they think they’ll hurt your feelings. Or they say one thing and then do another.

Their hidden perceptions and motivations impact your ability to effectively communicate with and ultimately recruit them. This new study is going to do a deep dive on the hidden perceptions that influence students in choosing a college.

Colleges get involved in our co-sponsored studies because they capture fascinating and actionable data specific to their pool of prospective students. As a co-sponsoring institution you will receive comprehensive and customized reporting that compares your data with national data. In addition, Longmire and Company will create and deliver a customized webinar for you and your staff to make specific recommendations for acting on the findings.

 

RickMontgomery_100x100Rick Montgomery is as an Enrollment Strategist at Longmire and Company. With over 20 years in higher education marketing, he brings an innovative and dynamic approach to helping colleges and universities meet their enrollment goals. Rick can be reached at 913/492.1265 x.708 or via email at rmontgomery@longmire-co.com.

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Posted in Behavior, Closing the Sale, Conversion and Yield, Counselor Training, Parents, Research, Worthwhile Reading, Your Value Proposition

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7 Ways to Deal With Objections and Concerns

May 4th, 2016

black-chalkboard-background-decisionsFor most colleges “Yield Season” extends all the way up to the day new students show up for class. While the majority of prospective students may have made their college selection decision at this point a sizable number are still considering their options. They are still looking at you and other colleges.

As they get to know you and other colleges better they naturally develop positive and negative perceptions. They develop concerns. Even objections. Who knows if those perceptions and concerns are rooted in facts. But they exist. And you have to uncover them and deal with them. Here’s how.

Create well crafted questions, memorize them, and use them verbatim over and over

As you circle back to your admitted student pool it is important to have a strategy for building a relationship in 30 minutes or less. Use highly focused questions that show empathy and reflect your sincere desire to help. “What can I do that would be most helpful to you?” “How are you feeling about this whole college selection process?” “Do you mind if we stay in contact? What’s best for you? Email? Text?”

Put the student at ease

Give the student permission to be open, honest and frank. “I promise you won’t hurt my feelings by telling me …” “To help you I need to ask a few questions. Is that okay?”

Explore the student’s potential fears and motivations

Students may be conflicted about sharing this information until you assure them that it is a natural part of the process. “For a lot of students, picking a college is like riding on an emotional roller coaster. They say that it’s both exciting and stressful. What’s it been like for you? How can I help?”

Dealing with indifference

Students and parents often need to be educated about what they SHOULD consider in selecting a college. “Let me tell three things I see students and parents overlook in college selection that comes back to haunt them later.” Then, present your institution’s strengths in those areas.

Uncovering other colleges in consideration

If you don’t already know, you must find out now both where and why the student is considering another school. Your conversation with the student may go as follows. “A lot of students I talk to say they want a college that provides [name an attribute] and makes them feel [name a feeling]. Would that describe you or do you want different things? Have you found a college yet that offers that to you?” If yes, ask which one(s)? “That’s Yield-Enhancement-Seriesreally interesting. I’m happy for you. Out of curiosity, which colleges are they? And you won’t hurt my feelings if it’s not us.”

Ask how the student discovered these attributes in the college. “How did you come to know or feel that about them?”

Gauge the student’s emotional commitment to one or more colleges. “At this point, where is your heart leading you?”

Turning reluctance into commitment

When a student tells you that they’re still making a decision, respond by asking for more insight into his or her decision-making process. “It’s not uncommon for students to still be considering their options at this point but many say that they’ve narrowed down what’s going to be important to them. What’s going to be most important to you?”

Handling the root causes of “buyer” reluctance

  • Lack of information: “I sense you’re a little uncomfortable taking the next step. When that happens it’s usually because the student needs more information or some assurance. How about you?” Find out what information or assurance is needed.
  • Hidden objections or concerns: “Some students don’t take the next step because there is something they don’t like or they have a concern about something. Is that so for you – I promise you won’t hurt my feelings but it will help me understand.”
  • Withholding their true feelings/plans from you: “Of course, I want what’s best for you. And you can be honest with me because I’ll help you even if we aren’t your chosen school. What are you thinking at this point?”
  • Fear of the unknown: “Some students don’t take the next step just because it’s kind of scary. They’ve never been through it before. However, once they do they feel a huge relief and look back and think ‘That wasn’t that hard after all.’”

In conclusion

In no way do we ever advocate trying to fit a square peg in a round hole. If the student is not a fit for your school, and they’d be better served elsewhere, then by all means it’s your duty to help them find that school. You want students who will be comfortable, happy and successful. Unfortunately, many conversations between counselors and prospective students never reach a depth where the the student WILL be best served. For that to truly happen you have to be prepared to artfully ask penetrating but necessary questions to better understand where the student is in his or her decision-making process and why.

We help colleges and universities with their recruiting efforts every day, especially now during yield season. If we can help you, please let me know. If you’ve thought about helping your staff with professional development, now is the ideal time to train and motivate your staff. Email or call me if you are interested in how we can help. Continue the conversation on Twitter @LongmireCo. For more information about Longmire and Company and the tools we have to offer, click here. Be sure to subscribe to Versions of Conversion today so you can stay up-to-date.

We recently launched a series of free video training tutorials on our website and YouTube channel aimed at making your counselors even better at their jobs. On our website you’ll find an ever growing list of admission counselor tutorials. Subscribe to our YouTube channel for more tutorials, powerful data from national co-sponsored studies and interviews with some of your peers.

RickMontgomery_100x100Rick Montgomery is as an Enrollment Strategist at Longmire and Company. With over 20 years in higher education marketing, he brings an innovative and dynamic approach to helping colleges and universities meet their enrollment goals. Rick can be reached at 913/492.1265 x.708 or via email at rmontgomery@longmire-co.com.

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