ICEF Monitor – The enrolment funnel: Better results start with the prospects you already have
23 Jun 2015
The pool of prospective students is getting larger all the time for many schools and institutions. The Internet appears to be a big factor in this trend, in that it makes it easier for students to file queries – via online forms, social media, or simply by email – with a number of schools at once. Similarly, online application processes, including central application systems that allow students to apply to a number of institutions, are making it easier for prospects to file a wider field of applications.
The web is now home to a vast amount of information about where and how to study, and that has given rise to a new prospect category in many admissions systems: the so-called “stealth applicant.” These applicants remain anonymous until the point of application, and so outside of the tracking, filtering, or communications processes of the institution or school. Some of these stealth prospects may simply prefer not to opt in to more formal enquiry processes that would allow the school to contact them. Others are simply able to find the information that they need online up to the point of application.
An illustration of the funnel as prospective students move through various orientations to the institution or school, from basic awareness to enrolment. Source: StudyPortals
“Read the full article on ICEF Monitor” – Source: http://monitor.icef.com/2015/06/the-enrolment-funnel/