Sponsor Videos

Software Secure

Keypath Education

Conference News

LinkedIn FaceBook YouTube GooglePlus www.instagram.com/onlinelearningconsortium


Download the Mobile App
IOS  |  Android
OLC Mobile App

Make your travel arrangements

Yoga with Jan

Add to my registration


American Higher Education in Crises book cover

Join keynote speaker Goldie Blumenstyk for a book signing.

Books are available for pre-purchase for $16.95 (+tax). 
Read more

Conference Program now posted! This year's line-up includes:


OLC Excellence and Effective Practice Award Recipients Announced


Add/remove sessions from the Program Listing on the website or in the mobile app to create a list of sessions you want to attend!

My Schedule

Join Keynoters Goldie Blumenstyck (Chronicle of Higher Education) and Phil Hill and Michael Feldstein (MindWires Consulting)

BYOD to learn, explore, and share knowledge within this lab environment

Test Kitchen

Save the Dates

22st Annual OLC International Conference
November 16-18, 2016 | Orlando, Florida | Walt Disney World Swan/Dolphin Resort

OLC Innovate 2016 - Innovations in Blended and Online Learning
April 20-22, 2016 | New Orleans, LA | Sheraton New Orleans Hotel

How Does Marketing Impact Student Retention?

Kari Kovar (Helix Education, USA)
Additional Authors
Noelle Badon (Helix Education, USA)
Session Information
October 15, 2015 - 1:30pm
Institutional Strategies & Innovations
Major Emphasis of Presentation: 
Practical Application
Institutional Level: 
Universities and Four Year Institutions
Audience Level: 
Session Type: 
Information Session
Oceanic 6
Session Duration: 
45 Minutes
Concurrent Session 7

Learn how to find the right students and engage with them in the right way so you can keep them motivated and moving toward graduation.

Extended Abstract

Believe it or not, enrollment marketing can have an impact on student retention rates. Retention starts at the point of recruitment - that all important time when you begin building a credible and lasting relationship with your online students, and when you start collecting data that will help you support those students for the long haul.

According to research conducted by the National Student Clearinghouse, over the past 20 years, more than 31 million students have enrolled in college and left without receiving a degree or certificate. Almost one-third had only a minimal interaction with the higher education system, having enrolled for just a single term at a single institution. Improving completion rates, affordability, and effectiveness often starts with marketing.

This session will address marketing now and later along the student life cycle. We will explore the role of marketing (including the kinds of campaigns & messages) in creating motivation to start, motivation to stay, and if necessary, motivation to re-engage.

Marketing during the enrollment process:
- Campaigns and messages that will help you get to know a student so you can predict where and when they might need added support
- Collecting information for instructors, coaches, advisors and others who interact with the student once he/she is enrolled so they have substantial background information to act on

Marketing throughout the educational journey:
- Campaigns and messages that keep the dialog going so you can assess whether or not a student needs additional support
- Outreach that will help gauge the likelihood that a student is planning to enroll in the following term

Remarketing to students who have withdrawn early:
- Campaigns and messages that remind them why they enrolled in the first place and communicate student success stories
- Action plans specific to a student's needs to help them re-engage and succeed

Session attendees will learn how they can use marketing and enrollment strategies to set the stage for a successful education experience. Attendees will discuss creating a solid foundation, from establishing a pattern of quick, relevant responses, to keeping the channels of communication open and effectively preparing students for what's to come. Attendees will also review the data they should collect up front to help them deliver targeted, ongoing student support.