How to Grow Enrollment in Online Higher Education: Strategies for Marketing and Recruitment
Autor Sasha Thackaberry Voinovichen Limba Engleză Paperback – 31 dec 2024
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Specificații
ISBN-13: 9781032839929
ISBN-10: 1032839929
Pagini: 194
Ilustrații: 88
Dimensiuni: 152 x 229 mm
Greutate: 0.28 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
ISBN-10: 1032839929
Pagini: 194
Ilustrații: 88
Dimensiuni: 152 x 229 mm
Greutate: 0.28 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
Public țintă
Professional Practice & Development, Professional Reference, and Professional TrainingCuprins
Introduction Section 1: Your Front Door, or Marketing to Lead 1. Online Program Marketing Basics 2. Your Online Learning Program Website 3. Search Engine Optimization for Online Program Marketing 4. Non-Paid Marketing Channels Beyond SEO for Online Program Growth 5. Paid Digital Advertising for Fully Online Programs 6. Education-As-A-Benefit & Partnerships to Expand Online Enrollments Section 2: The Funnel: Lead to Admit 7. An Overview of the Student Recruitment Process for Fully Online Programs 8. Email Marketing for Recruitment for Online Programs 9. Using Phone Calls and Texts to Expand Online Program Enrollments 10. Staffing and Staffing Ratios for Online Program Recruitment Departments 11. What to Measure for Improved Enrollments in Online Programs Section 3: The Technology Behind the Engine 12. Key Technology Needs to Expand Enrollments in Fully Online Programs 13. Process Mapping and Architecture Needs for Fully Online Programs Conclusion
Recenzii
“Sasha Thackaberry has provided a direct, practical primer full of constructive advice for online learning and marketing professionals. The applied wisdom and proven strategies shared on each page will be a valuable resource to the entire online learning community. This book should be required reading for every institution that hopes to launch and support online programs.”
—Thomas Cavanagh, Ph.D., Vice Provost for Digital Learning, University of Central Florida, USA
“Sasha Thackaberry has provided a direct, practical primer full of constructive advice for online learning and marketing professionals. The applied wisdom and proven strategies shared on each page will be a valuable resource to the entire online learning community. This book should be required reading for every institution that hopes to launch and support online programs.”
—Thomas Cavanagh, Vice Provost for Digital Learning, University of Central Florida, USA
“As the leader of an organization focused on the practical application of research and best practice in online education, I deeply appreciate this book’s focus on real, how-to instructions for growing online enrollment. There is a true art to writing in simple, straightforward language that enables people to both know and do—and Sasha has mastered that in this book.”
—Deb Adair, Executive Director of Quality Matters
“For those institutions only now moving into online education, Sasha Thackabarry’s primer on marketing online programs is invaluable. Sasha explains the strategy as well as the nuts and bolts in ways that reflect her deep experience, are accessible to the newcomer, and can help institutions avoid costly mistakes while enrolling the students they seek.”
—Paul LeBlanc, former President of Southern New Hampshire University, USA
“Scaling online initiatives, developing new online programs, and growing online enrollment are ubiquitous goals for institutions in today’s higher ed landscape. However, many HEIs lack the practical knowledge on how to meet these goals, whether they fall short on effective marketing, online student recruitment, or appropriate staffing to fuel online program growth. This book serves as a much-needed practical guide to online marketing and recruitment from someone who has done the work—successfully—and can expertly share the roadmap as well as lessons learned. Quality teaching and learning are a big part of the puzzle, but without practical knowledge on scaling online enrollments, growth can remain elusive. Success in this area needs proven strategies, and Thackaberry delivers them in a concise, targeted playbook that is a must-read for any higher education administrator.”
—Bethany Simunich, Vice President of Innovation and Research at Quality Matters
—Thomas Cavanagh, Ph.D., Vice Provost for Digital Learning, University of Central Florida, USA
“Sasha Thackaberry has provided a direct, practical primer full of constructive advice for online learning and marketing professionals. The applied wisdom and proven strategies shared on each page will be a valuable resource to the entire online learning community. This book should be required reading for every institution that hopes to launch and support online programs.”
—Thomas Cavanagh, Vice Provost for Digital Learning, University of Central Florida, USA
“As the leader of an organization focused on the practical application of research and best practice in online education, I deeply appreciate this book’s focus on real, how-to instructions for growing online enrollment. There is a true art to writing in simple, straightforward language that enables people to both know and do—and Sasha has mastered that in this book.”
—Deb Adair, Executive Director of Quality Matters
“For those institutions only now moving into online education, Sasha Thackabarry’s primer on marketing online programs is invaluable. Sasha explains the strategy as well as the nuts and bolts in ways that reflect her deep experience, are accessible to the newcomer, and can help institutions avoid costly mistakes while enrolling the students they seek.”
—Paul LeBlanc, former President of Southern New Hampshire University, USA
“Scaling online initiatives, developing new online programs, and growing online enrollment are ubiquitous goals for institutions in today’s higher ed landscape. However, many HEIs lack the practical knowledge on how to meet these goals, whether they fall short on effective marketing, online student recruitment, or appropriate staffing to fuel online program growth. This book serves as a much-needed practical guide to online marketing and recruitment from someone who has done the work—successfully—and can expertly share the roadmap as well as lessons learned. Quality teaching and learning are a big part of the puzzle, but without practical knowledge on scaling online enrollments, growth can remain elusive. Success in this area needs proven strategies, and Thackaberry delivers them in a concise, targeted playbook that is a must-read for any higher education administrator.”
—Bethany Simunich, Vice President of Innovation and Research at Quality Matters
Notă biografică
Sasha Thackaberry Voinovich is the President of SkillsWave, a full-solution platform for organizational upskilling. She has held a range of senior-level positions across higher education institutions, including as the Vice President of Online and Continuing Education at Louisiana State University; Associate Vice President for Course Production, Academic Technology, and New Learning Models at Southern New Hampshire University; and Associate Vice Chancellor of Learning Experience Design & Innovation at National University. As an industry leader, she was also Vice President for Student and Partner Services at Pearson, and Senior Vice President of D2L Wave.
Descriere
How to Grow Enrollment in Online Higher Education offers practical guidance on how to more effectively attract and recruit students to online college and university programs.