Introducing the Enrollment Funnel - A Valuable Tool for Professional and Continuing Education
A New White Paper from DemandEngine
While Professional and Continuing Education (PCE) units have upped their marketing capabilities in recent years, many have taken a narrow view on the role of prospect cultivation and the need to intentionally manage the student pipeline. Educational units marketing to adult learners have long been driven by lagging performance measures of gross revenues, course go/no-go decisions, and total student headcount. While these traditional measures remain relevant, new approaches are needed to exert influence over student enrollments as well as to measure enrollment performance.
What is needed is a more systematic approach to measure performance in a way that is aligned to how students make education choices. Simply counting registrations or dollars received are after-the-fact measures that provide little insight for PCE leaders who need to understand current performance and predict future enrollment.
In this DemandEngine white paper, discover how the enrollment funnel can: 1) provide indicators of student intent and market demand, 2) measure enrollment marketing ROI, and 3) yield a model to forecast future enrollments.
