{"id":8694,"date":"2023-05-02T14:05:54","date_gmt":"2023-05-02T14:05:54","guid":{"rendered":"https:\/\/nortonnorris.com\/?p=8694"},"modified":"2023-05-03T10:56:36","modified_gmt":"2023-05-03T10:56:36","slug":"community-college-free-doesnt-work-with-a-broken-funnel","status":"publish","type":"post","link":"https:\/\/nortonnorris.com\/community-college-free-doesnt-work-with-a-broken-funnel\/","title":{"rendered":"Community College: Free Doesn\u2019t Work With a Broken Funnel"},"content":{"rendered":"<p>Enrollment managers across the country are fixated with our funnels. Unfortunately, the word hasn\u2019t spread to community colleges. Here\u2019s a quick comparison of private not-for-profit, and private for-profit top of funnel enrollment strategies compared to community colleges.<\/p>\n<h3>Top of the Funnel<\/h3>\n<p>For schools, colleges and universities that are enrollment driven, the journey begins with an information request. Some folks call it an RFI (request for information) or IRF (information request form). Funny side note: I had a friend in the lead generation business 20 years ago who bought a new luxury auto and had a personalized license plate with \u201cIRF.\u201d<\/p>\n<p>This RFI or IRF is prominently featured on landing pages and on the college home page. Sadly, most CC\u2019s don\u2019t embrace landing pages and that topic will consume another page of dialogue. Maybe we\u2019ll tackle that topic next month! Ok back to the RFI. This simple form allows the prospective student to raise their hand and say \u201cHey, I\u2019m interested in your school. Here\u2019s my name, email, and phone.\u201d It\u2019s this simple form that triggers action from the receiving institution. Action in an understatement.<\/p>\n<p>Upon receipt of that little form, the college or university will probably:<\/p>\n<ul>\n<li>Send an auto-email acknowledging the RFI<\/li>\n<li>Make a phone call to the prospect<\/li>\n<li>Load them into the prospective student database for on-going email communication \u2013 some may even collect an address and begin a snail-mail stream<\/li>\n<li>Thoughtful communication and messaging are then employed from this point forward to encourage the prospect to \u201ctake the next step\u201d<\/li>\n<li>Visit the campus<\/li>\n<li>Attend an event<\/li>\n<li>Complete an application<\/li>\n<\/ul>\n<p>In summary, this short, simple form is easy and fast for the prospective student to complete, but it initiates a very large effort to serve the student and guide them through the enrollment process.<\/p>\n<p>Enrollment Managers call this \u201can inquiry\u201d and they are hell-bent on filling the top of their funnel with inquiries.<\/p>\n<h3>Need an Example?<\/h3>\n<p>Let\u2019s look at <a href=\"https:\/\/www.lakemichigancollege.edu\/\" target=\"_blank\" rel=\"noopener\"><strong><u>Lake Michigan College<\/u><\/strong><\/a>, the local community college that I support by paying my property taxes. The \u201cpromise\u201d of Free Tuition is almost above the fold. But how do you learn more? You can navigate to the admissions page and choose the option to apply. But what if you aren\u2019t ready to apply yet? There\u2019s no other way to start your student journey.<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8698 size-full\" style=\"float: right; max-width: 400px; width: 100%;\" src=\"http:\/\/nortonnorris.com\/wp-content\/uploads\/2023\/05\/need-an-example.jpg\" alt=\"\" width=\"541\" height=\"158\" srcset=\"https:\/\/nortonnorris.com\/wp-content\/uploads\/2023\/05\/need-an-example.jpg 541w, https:\/\/nortonnorris.com\/wp-content\/uploads\/2023\/05\/need-an-example-300x88.jpg 300w\" sizes=\"(max-width: 541px) 100vw, 541px\" \/> And if you do scroll down to the bottom of the home page and select \u201ccontact us\u201d you land on a generic form that is designed to serve everyone. There is no option to select a program of interest on this generic contact form, and you are informed that your inquiry will be answered in \u201ctwo business days.\u201d Sadly, this is not an RFI or IRF.<\/p>\n<p>Now let\u2019s look at a small private non-profit college that offers an accredited medical assistant program in the same city, <a href=\"https:\/\/rosseducation.edu\/campus\/mi\/benton-harbor.php\" target=\"_blank\" rel=\"noopener\"><strong><u>Ross College<\/u><\/strong><\/a>. When you visit their site, the first thing you are prompted to do is submit your email address so the College can communicate with you and get you additional information. There is no searching for a form to fill out and no need to navigate to another page of the web site. Now that\u2019s an RFI!<\/p>\n<p>At first glance this may seem relatively insignificant. Wrong. It\u2019s HUGE. Without an active process to collect inquiries, this community college has no prospective student database. No email list of prospects to invite to campus events. No group of student wannabes to nudge along the enrollment path.<\/p>\n<div><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8657 size-medium\" style=\"float: left; padding-right: 20px;\" src=\"http:\/\/nortonnorris.com\/wp-content\/uploads\/2023\/03\/3-Reasons-Why-Community-College-Enrollment-is-Decreasing-5-296x300.jpg\" alt=\"\" width=\"296\" height=\"300\" srcset=\"https:\/\/nortonnorris.com\/wp-content\/uploads\/2023\/03\/3-Reasons-Why-Community-College-Enrollment-is-Decreasing-5-296x300.jpg 296w, https:\/\/nortonnorris.com\/wp-content\/uploads\/2023\/03\/3-Reasons-Why-Community-College-Enrollment-is-Decreasing-5.jpg 332w\" sizes=\"(max-width: 296px) 100vw, 296px\" \/><br \/>\nWithout a prospect database, how do you increase applications? You don\u2019t.<\/p>\n<p>If you don\u2019t increase applications, how do you increase enrollments? You don\u2019t.<\/p>\n<h3>Conclusion<\/h3>\n<p>Free tuition won\u2019t increase community college enrollment without a plan to build a prospective student database.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Enrollment managers across the country are fixated with our funnels. Unfortunately, the word hasn\u2019t spread to community colleges. Here\u2019s a quick comparison of private not-for-profit, and private for-profit top of funnel enrollment strategies compared to community colleges. Top of the Funnel For schools, colleges and universities that are enrollment driven, the journey begins with an information request. Some folks call<\/p>\n<div class=\"h10\"><\/div>\n<p><a class=\"more-link1\" href=\"https:\/\/nortonnorris.com\/community-college-free-doesnt-work-with-a-broken-funnel\/\">Read more<\/a><\/p>\n","protected":false},"author":55,"featured_media":8695,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Community College: Free Doesn\u2019t Work With a Broken Funnel - Norton Norris<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nortonnorris.com\/community-college-free-doesnt-work-with-a-broken-funnel\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Community College: Free Doesn\u2019t Work With a Broken Funnel - Norton Norris\" \/>\n<meta property=\"og:description\" content=\"Enrollment managers across the country are fixated with our funnels. Unfortunately, the word hasn\u2019t spread to community colleges. Here\u2019s a quick comparison of private not-for-profit, and private for-profit top of funnel enrollment strategies compared to community colleges. Top of the Funnel For schools, colleges and universities that are enrollment driven, the journey begins with an information request. 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