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1、Search Stories:Two Campuses Running Search In-HouseMartin PerrineBaylor UniversityDan DerflingerPurdue UniversityErik JohnsonCollege BoardMartin PerrineAssociate Director of Enrollment Management MarketingBaylor UniversityDan DerflingerExecutive Director Enrollment Management Strategic Communication

2、s&InitiativesPurdue UniversityErik JohnsonDirector,Recruitment&Enrollment Success ManagementCollege BoardSlate Summit,June 2023Search Stories:Two Campuses Running Search In-House3Todays Agenda13Overview of SearchBaylor University Bringing Search In-HousePurdue University Evolution of SearchQuestion&

3、AnswerAn overview of the students opted into Search,year-over-year comparisons,and how Search works todayPrimary objectives of bringing Search in-house,Search features used,&lessons learnedEvolution of Search strategy,Search features used,&segmentation down-funnelAsk questions to learn more lessons5

4、24Search Best Practices&Next StepsEmerging Best Practice,Year 2 Subscription Updates,&Next StepsCompared to similar students who arent identified through Search,students who opt into CB Search and are contacted by colleges&universities are:Search is good for students25%more likelyto enroll at 4-year

5、 college31%more likely to graduate in 4 yearsReceiving 55%more offers of admission(1st Gen)Receiving 60%more offers of admission(challenging neighborhoods&schools)Receiving 65%more admission offers(underrepresented minority)Receiving 29%more offers of admission55%60%29%https:/allaccess.collegeboard.

6、org/new-research-links-student-search-service-participation-more-college-admission-offers65%25%31%5Increasing Pathways to SearchSAT WeekendEmail/SMS/SocialCollege ListsCB Account CreationOfficial SAT Practice(Khan)BigFuture ScholarshipsCB Account LoginBigFuture DaysReal TalkReferral MarketingSAT Sch

7、ool DayPSATRecognition Programs202020212022Today,33%of students in Search are sourced from in-school assessment pathways and 67%from online pathways.Every Monday is a data load.New students added&data points appended through weekly indexing.AP6Search Today:Strong Reach Across all Cohorts0500,0001,00

8、0,0001,500,0002,000,0002,500,0001234+106k+62kSearch participation is up 7%year over year across all cohorts,with the greatest increase in the class of 2024,at 205K.+19k+205kYear-Over-Year Search Volumes by Graduating Class7College Board SearchMade“Interest in My College(IMC)”available to all at no a

9、dditional costInvited students to join Search when they are ready with or without an assessment202020212022Expanded available features with the launch of the Search subscription model Continued expanding digital pathways to opt-in to Search such as cb.org,BigFuture,and social mediaResponding to a ch

10、anging recruitment landscape with mission-forward tools such as Landscape Context in all subscription plans and the introduction of Connections20192023Introduced“Interest in My College(IMC)”“Opportunities to engage with students earlier in their high school career”Requests from our members“More robu

11、st ways to find best-fit students”8Todays Agenda13Overview of SearchBaylor University Bringing Search In-HousePurdue University Evolution of SearchQuestion&AnswerAn overview of the students opted into Search,year-over-year comparisons,and how Search works todayPrimary objectives of bringing Search i

12、n-house,Search features used,&lessons learnedEvolution of Search strategy,Search features used,&segmentation down-funnelAsk questions to learn more lessons524Search Best Practices&Next StepsEmerging Best Practice,Year 2 Subscription Updates,&Next StepsBringing Search In-HouseSetting the Stage Senior

13、 Leadership Support Intentionality in Hiring 4 Year Runway Building Infrastructure Testing Doing the WorkBuilding Infrastructure Learning the Industry and Process Partner Support Ask a lot of questions Data Responsibility Identify Internal Resources Building Internal Relationships Documentation Crea

14、te the Content and FlowTesting&Preparation Define Success Work Through the Documentation Find and Plug Gaps Fail Forward Refine the ProcessYear One Plan the Work and Work the Plan Adding Freshman Search Agile with Offerings&Incentives Comparing Metrics&Enhancing InsightsYear Two More Data Segmentati

15、on More Audiences More Communication Flows Name Licensing Flexibility New Goals,New Knowledge,New MetricsKey Takeaways Start Somewhere Ask HARD Questions Test Where You Can Fail Forward 17Todays Agenda13Overview of SearchBaylor University Bringing Search In-HousePurdue University Evolution of Search

16、Question&AnswerAn overview of the students opted into Search,year-over-year comparisons,and how Search works todayPrimary objectives of bringing Search in-house,Search features used,&lessons learnedEvolution of Search strategy,Search features used,&segmentation down-funnelAsk questions to learn more

17、 lessons524Search Best Practices&Next StepsEmerging Best Practice,Year 2 Subscription Updates,&Next StepsEvolution of Search PurdueDan DerflingerDan DerflingerExecutive Director Enrollment Management Strategic Communications&InitiativesPurdue University 51,000 Students(38,000 Undergrads)70,000 Under

18、graduate Apps 9,200 New Undergraduates Enrolled Admit Directly to Academic Program-200 majorsMidwestLarge PublicPurdue UniversityTop 10 Public University in the Top 10 Public University in the U.S.U.S.The Wall Street Journal/Times Higher Education,202212 Years Straight of Frozen 12 Years Straight of

19、 Frozen TuitionTuitionTop 10 Most Innovative School in Top 10 Most Innovative School in the U.S.5 Years Running the U.S.5 Years Running U.S.News&World Report,2023Central Focus Build the FunnelProspects to InquiriesCollege FocusWhy this major Inquiries to ApplicantsBuying NamesBuying NamesAcquiring N

20、amesAcquiring NamesEventsEventsInformation FormsInformation FormsCommon InterestsCommon InterestsTraditional name buys and M solution strategies.Segmented buys based on funnel and application needs.Partnerships with organizations.Camps,clubs,and organizations visiting Purdue.Hosting events on and of

21、f campus with Slate Registration.Collaborating across campus to get Slate forms added to websites.Mapping all source interests to one common set of Purdue Career Interests.StrategyIn-house Very Simple1 EmailWith&Without IncentiveVendor Incredibly ComplexThird Party Vendor12 EmailsSome Emails Contain

22、ed Variable Content In-house Added VariabilityIn-house Added Variability8 EmailsSome Emails Contained Variable ContentEvolution of Search PurdueEvolution of Search PurdueEvolution of Search Purduehttps:/apply.purdue.edu/register/?id=68184ba2-4b64-4ed8-ab1e-fefa29e588d2&person=Person-GUIDTypicalInter

23、estsEntry YearLocationDemographicsParent&FamilyActionsVisited CampusApplication StatusAlumni ConnectionEngagementSpecialSpecialCollege Board Landscape CBOsPurdue Specific Slate PingSegmenting to Enhance Engagement Thank YouDan Derflinger,dcderflipurdue.edudanderflinger28Todays Agenda13Overview of Se

24、archBaylor University Bringing Search In-HousePurdue University Evolution of SearchQuestion&AnswerAn overview of the students opted into Search,year-over-year comparisons,and how Search works todayPrimary objectives of bringing Search in-house,Search features used,&lessons learnedEvolution of Search

25、 strategy,Search features used,&segmentation down-funnelAsk questions to learn more lessons524Search Best Practices&Next StepsEmerging Best Practice,Year 2 Subscription Updates,&Next Steps29Lessons&Adapting to New Best PracticesOrder your IMC names first dont limit your IMC criteria by geography.Tre

26、at as inquiries!Use all CB Exam sources including all optins and no assessments,use AP,and combine with GPA to qualifySearch more frequently Greater order frequency to leverage large data loads and new records added weekly Segment Your Searches build audiences across score bands,geographies,and spec

27、ial populations like National RecognitionLeverage System Fields Slates Student Search Service Source Format to map to system and custom fieldsTrack Sources&Know Your Funnel first source folders,funnel conversions,and iterative reporting year-over-year 30Connections Launching Fall 2023Connections is

28、a new privacy-forward tool that gives students more control throughout the college exploration process and enables you to reach them where they already areon their mobile device.With Connections,youll engage with the growing number of students who take College Board assessments at their school each

29、year,including the PSAT/NMSQT and SAT School Day.31Search and Connections work together to allow Higher Ed to reach students throughout their high school journeySearchReach students across cohorts as they continue to explore college optionsLicense robust data setsIdentify students using advanced cri

30、teria and toolsIncluded inAccess PlansAP&SAT WeekendCB Account CreationBigFuture,SAT Practice&MoreConnectionsReach students who take in-school assessments like the PSAT/NMSQT early in their HS careers Define your messaging by audience with no student PIIUtilize student-centric engagement toolsInclud

31、ed in Access PlansPSAT/NMSQTSATSchool DayPSAT 1032Students First Pathway to Search TodaySAT Weekend and AP RegistrationIn-school assessments(PSAT/NMSQT,SAT School Day,PSAT 10)Other pathways,including CB.org account creation,BigFuture,and SAT Practice332023-2024 Subscription Model Access PlansAccess

32、A*Access BAccess CAccess DAccess EAccess FAccess GAccess HSearch records included:5,00020,00050,000100,000200,000400,000600,000UnlimitedConnections audiences included:36153060120190290Included in All Access Plans:Essential Information(including Interest in My College and National Recognition Program

33、s)Landscape ContextConnections New!Additional Search features:Enrollment Planning ServiceSegment Analysis ServiceInterest in My PeersParent/Guardian ContactsLiving RecordStudent Plans and Preferences$2,575$10,300$25,875$52,000$105,000$213,000$322,500$540,00034Next Steps?Reminders for Current Subscri

34、ption 2022-23 Cycle:-Take advantage of spring&summer data loads to reach more students-Stack additional plan(s)if more Search records are needed-Leverage current features to boost response rates-Use all names by August 31,2023Planning for Year 2 Subscription 2023-24 Cycle:-Register for Search&Connec

35、tions webinar series-Let us know questions as you look ahead at budget/needsSchedule a Consult with Your CB Search Consultant:35Todays Agenda13Overview of SearchBaylor University Bringing Search In-HousePurdue University Evolution of SearchQuestion&AnswerAn overview of the students opted into Search

36、,year-over-year comparisons,and how Search works todayPrimary objectives of bringing Search in-house,Search features used,&lessons learnedEvolution of Search strategy,Search features used,&segmentation down-funnelAsk questions to learn more lessons524Search Best Practices&Next StepsEmerging Best Pra

37、ctice,Year 2 Subscription Updates,&Next Steps36Search&Connections Summer Webinar Series Summer Webinar SeriesJoin us this summer for a series of conversations about how Search and Connections complement each other to help you find the most important students in your recruitment strategyCommunication

38、 and SegmentationWell discuss communicating within Connections as well as powerful features in Search that can help you tailor messaging to students youre wanting to reach.Access and InclusionBuilding on communication and segmentation,this session will demonstrate how to utilize context like Nationa

39、l Recognition Programs and AP participation to connect with key populations.Partnering for SuccessWhether you work in College Board Search directly or partner with a vendor we know that collaboration is key.Learn best practices to help you reach your enrollment goals.June 21 2pm ETJuly 19 2pm ETAugust 232pm ETRecordings of the webinars will be sent to all registrants in follow-up communication.If you are not able to attend the live,virtual event,we still invite you to register to ensure you receive the recording.cbsearch.collegeboard.org/events#SlateSummit