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22st Annual OLC International Conference
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Rethinking Your Marketing and Enrollment Strategies to Drive Greater Student Lifetime Value

Dale Leatherwood (Keypath Education, USA)
Session Information
October 14, 2015 - 1:45pm
Institutional Strategies & Innovations
Major Emphasis of Presentation: 
Practical Application
Institutional Level: 
Universities and Four Year Institutions
Audience Level: 
Session Type: 
Discovery Session
Atlantic Hall
Session Duration: 
45 Minutes
Discovery Session 1

Maximizing student LTV is what keeps the "virtual" doors open. We present specific enrollment/marketing strategies that can help enroll, retain, graduate students, maximize your LTV.

Extended Abstract

With the explosion of online/distance learning, smart students are becoming more like shoppers and smart institutions are thinking of them more like consumers before they become students. Like a consumer focused business, institutions have to attract their customers with an eye towards retaining their loyalty over the long term. That means ensuring that you are aligned with the student's needs, and that the student is aligned towards your needs, which starts from the initial contact. What does that mean for your organization's marketing and enrollment strategy? We will discuss the components of a strategy that focuses on student retention, satisfaction and overall lifetime value from the beginning of the marketing and enrollment process.

As a professional involved in marketing, enrollment or institution leadership, you will:

-Learn why you should consider an LTV (Lifetime value) driven marketing & enrollment strategy
-Understand the specific marketing and enrollment components that can impact your retention efforts
-Learn how to create efficiencies and improve effectiveness by leveraging specific data and insight that YOU capture on prospective students that will ensure you and your customers are aligned.
-Use the data gained from this LTV-focused process to give your student retention efforts a head start
-Participate in an exercise that will put all of the pieces together to drive maximum LTV in an example institution

Lead Presenter

Dale Leatherwood has a 23+ year career leading marketing and executive strategies, including 17 years in training and higher education. As the Senior Vice President, Marketing at Keypath Education (http://www.keypathedu.com) he is responsible for developing and evangelizing marketing, enrollment and program management solutions for higher education clients. Over his career Dale has held several leadership positions in higher ed, including marketing and overall leadership for online campuses. Dale also had stints with Sparkroom leading account management and business development. Dale’s expertise is in higher ed marketing, enrollment, operational strategy and optimizing efficiency in finding and keeping students.