Geoframing as Prospect Recruitment Strategy

ABOUT THIS EPISODE

Eric Grindley, CEO at Esquire Advertising, joins the podcast to talk about geo framing, a more accurate and targeted form of geofencing that can help universities increase their application and enrollment rates.

You're listening to enrollment growth university from Helix Education, the best professional development podcast for higher education leaders looking to grow enrollment at their college or university. Whether you're looking for fresh enrollment growth techniques and strategies or tools and resources, you've come to the right place. Let's get into the show. Welcome back to enrollment growth university, a proud member of the connect eedu podcast network. I'm Eric Olson with Helix Education and we're here today with Eric Crnley, CEO at esquire advertising. Eric, welcome to show. Hey, thank you for having me on. We're excited to have you and talk with you today about Geo framing as a prospect identification and recruitment to tool. But before we dig in, can you give the listeners a little background on both yourself and esquire? Sure, so, esquire advertising actually was founded in two thousand and twelve. Really are our whole goal along the time has been to find interesting ways to target people online and then be able to actually show results and show attribution. So one thing that we do that is different than everybody out there in the space is that every dollar we spend online basically is matched up dollar for dollar for the response that they get at their you know, enrollment or universities. So really everything is just about trying to find real people online that are interested in the the particular thing that you need to talk to them about. I think that that promise of digital attribution will excite most people listening and terrify the markers listening who are going, I'll come on, don't promise them that they're going to expect that for everything now are yeah, you know, digitals always been like sort of like this black hole firm for most people where they go and spend money online, they don't really know whether or not it worked or not. And for us it was always about like well, that's the one thing that you have to change right. You have to have true transparency in what the actual response rate is, what the what? What is the dollar...

...value of that? That particular campaign? I love it, Eric. Let's start off with some definitional level sets. Many of our listeners might be familiar with, or have heard of, Geo fencing from an add targeting standpoint, but can you help us understand the difference between Geo fencing and what you and your team define as Geo Framing? Yeah, sure, I mean so geofencing. There's a couple ways that you can sort of look at it right. So, lest we have heard about where you can drop a pin on a building, you're drawing sort of a wide radius around it and then anybody that passes through this imaginary boundary line there, you know, cooking a device and then they're able to serve that device for Thir thousand sixty ninety days after, you know, depending upon the lifetime of the cookie. and they're using cookies to do this. Some geofences of change a little bit where they're doing some extraction, but not really to the extent that we do. And and so with Geo framing we're really able to get really defined down into a specific location we want to look at, and so our technology can see down to a single meter level. So, you know, if we're looking at a stadium on a college campus, I can see just the people that are inside that stadium or I could identify, you know, a part of the parking lot that I just want or a particular building, and then the frame is actually drawn within four walls of an interior space, if you would. So that way you reduced down any sort of ECHO. It just allows for greater accuracy and then, instead of cooking that device, were actually extracting the device out and that device is immediately matched back to the person's household address. So then we know who the person is, we know where they live, we can see demographics, you know all sorts of stuff, and so really geoframing is about being exceptionally more accurate, more targeted and then understanding the audience better, whereas Geo fencing is really just more about broad based advertising and doesn't really allow for attribution other than returning to the fence again. Let's walk through a use case. So let's say, for instance, an institution is listening to this.

They can look in their sis. They can identify their most likely feeder institutions for my transfer student standpoint, perhaps some local community colleges in the area. They want to promote how transfer friendly their institution is too, adult students currently studying at those institutions. Walk us through the technical details of what this Geo framing exercise actually looks like. Sure, it really starts with one the university identi find the particular schools that they want to go after right. So there's that one component of it, and they tell us like okay, have these ten community college that are colleges that I'd love to get more inquiries from. I'd like to get more students applying from. We frame up those community colleges, we extract out their student base. The cool thing about our technology so we can actually look back in time, right, so we hold data for about twelve months and so we can look backwards in time. We can say, okay, here's all the students that were at Xyz Community College for the last six months, twelve months, the last month, whatever date range we want. We then extract out those students from the from the college. We match them back to their residents and then after we extract them and match into the residents, we actually look at all of the devices that they own. So not just the one individual mobile device or tablet or whatever was captured at the college, but all of the devices in their ecosystem. And so then that allows us to target them across all mediums. It doesn't matter if they're using a Rowcu to watch streaming TV or an Amazon fire stick or they, you know, they use an xbox or the laptop or computer and IPAD A, you know, doesn't matter the device. We take over the entire ecosystem and that allows us to talk to these students on a one to one basis and really provide them with the message that they're most likely to be interested in. And so we then we work hand in hand with the university on the messaging what they want to, you know, put in front of these students, and a lot of colleges will actually divide up their campaigns into sort of specific pillar or maybe they have a particular program they want to promote,...

...and so we serve adds to the audiences that are most likely to be interested in that individual program and then you get our recent study that we did with Prescott College. We increase, like their national increase by about three hundred and fifty percent and also increase the applications as well by about fifty percent. So it's a really powerful tool that you can use and you don't you're not necessarily just limited to those colleges or those community colleges that you know about. What we also try to do is look back at the data for the university and say, okay, look, this is what the typical student looks like. The transfers to you. So not only can you increase the local increase from your normal feeder schools, but we can also create for you additional streams of students by looking at other colleges that also match up closely with the students that you need, and so you can really start to expand the brand message of your university. You can start acquiring students from all over the place. I'm excited to dig into that Prescott College case study little more. But let's back up and and help really understand the technical reality that's happening here. So if I'm walking through the courtyard of a local community college with my iphone, how do you understand what my addresses? Yeah, so we basically acquire data information on on on the locations of devices all across the country twenty four hours a day, three and or sixty five days ago, right. So you're able to identify the household that particular device belongs to by what's called dwell time. So the longer that a device d wells at a specific location, you can basically start to use like a scoring system, if you would just say, Hey, look, this device is spent, you know, five days in this individual location between the hours of midnight and eight am, and it and it typically resides in the same location every night at that time right. So then you can score that device higher and say, okay, we know that this device belongs to this location. You do the same thing with workod with work information as well. Like you know this device belongs at this particular store...

...eight hours a day during the daytime. You know, consistently day over day. So you can start to understand where someone works right where they reside. You can understand all of these things about a device and it's really about understanding the device's movements. So when you're walking through that courtyard and we capture your device, that device capture at that moment can then be compared and contrasted to all the other data in our system in order for us to understand where that device works, where the device lives, really anything about it. I think many listeners might people to get their heads around the idea of their cell provider understand dwelling time, the device provider itself understanding dwelling time. But who are these third party data providers who you partner with? The get access to this information pretty much on every device that you have and in any any device that's interconnected, it doesn't matter Internet connected, it doesn't really matter, right. They all give off a varying degree of identifiers and so, you know, it's just about capturing the different data identifiers that are out there. Some of that is not even provided by data partners, if you would. Some of this is really just sort of almost like floating around in the in the Internet sphere, if you would, and can be castured, and so it's just freewheeling information that really we, as consumers out there in the space give away on a daily basis, and data is only really been increasing over the years, hasn't been decreasing. Yeah, let's take into that Prescott College case study. I'm guessing this was a primary issue socially the last couple of years where a college's traditional recruitment teams weren't able to engage in traditional offline recruitment strategies. What exactly were they trying to do and what to do help them do so? Prescott was really trying to increase in applications from feeder schools for community colleges and other programs, really looking to increase transfer students, and that's really what the study was based on. We do a lot of things with Prescott, amongst a bunch of different programs from, you know, freshman enrollment, graduate...

...enrollment, you know everything. But for that particular study we were focused on increasing transfer students and so we identified both in their local market of Arizona, feeder schools that we were going to try and increase increase in applications from, as well as a grouping of national community colleges that we thought would also resonate well with their student base. And so we went out, we framed all those those community colleges and we were in individual programs into those students and we were able to increase the national ones where about three hundred fifty eight percent overall, and the local one, trying to think I think, was like around like forty five to fifty percent increase in inquiries and like about a thirty, twenty, five thirty percent increase increase in applications. But overall, I mean the campaign saw great improvement for the university and right now, and even during this time, because this was during the pandemic, right since the pandemic started, universities have been fighting back against low enrollment numbers and decreasing student increase and so you know, for them this was a way that they could really fight back against that and try and find students in new places. Right as universities out there. Most of them have gotten so caught up in this idea that direct mail is the is the main thing that they have to use in order to engage with students. They have to buy names from these college board, you know, companies and really buy a list that everyone else is buying, and so this gives you a way that you can find a unique audience that no one else is targeting in bring those students into your funnel and start to talk to them about why they should attend university. And that's what Prescott was able to do and saw immense increases and applications and in crews. You mentioned this kind of dichotomy behind a lot of marketers and the people that marketers reporting to love digital because of the promise of perfect attribution. You also noticed and noted the the fuzz in a lot of digital activities. We're living in a weird world right now where third party data is starting to get slippier with ad...

...platforms. Are Devices creating more privacy first issues good for people, harder for marketers? Does geoframing die in a future cookieless world? No, there's a lot of things that will be more difficult if cookies go away. But cookies have kind of been going away for the last decade, if you would know. Browsers have been them, you know, sort of one by one, and so the cookie in general is probably something that's going to go away or fade into the background over time just because there's less places to capture it. They'll still be usage just for it, like on an individual site maybe, but but over time it's probably going to a road and not be necessary or use that much anymore. It's interesting, you know, the industry really didn't react to the idea of making changes in tracking technology and all that until apple really decided that they were going to make some big sweeping changes to their advertising identifiers. Thirty days of Apple, you know, really actually confirming to people that this was really going to happen. You know, there was a litany of different companies that started popping up talking about how they could basically use what we call like a permanent ID or a permid, looking at different tracking capabilities and things that could be done. Ultimately, as one thing sort of goes away in this industry, there's another way of tracking or doing things at all that comes about for us. We don't really worry about too much of that yet, just because, you know, with every identifier that's out there there's you know, there's tons. There's so many ways that you can identify a device, that you can identify a laptop, a computer, a tablet, of phone. I mean there's just so much information that flows around these these devices and so eliminating one just makes another one pop up. And at the same time, you know, you really can't do without location services on your phones these days. You know, there's so many things that you use in your phone every day that you are required to use location services for, and...

...ultimately I think that that's only going to increase. And it's really interesting as like an individual APP, if you had an APP or something, you would probably see in a decrease in overall tracking identifiers. They are coming in from apple, because you have one piece of information right, you have one APP, but when you're looking at a an entire, you know, global sphere of APPs and information and browsers and websites that you visit and all that, people are they might not share it with every APP on their phone, but they will typically share information with at least one or two, or five or ten, right so there's always some way of grabbing all of these identifiers. So, you know, I think it's just going to change. I think it'll look a little bit different where consumers are going to start to more specifically opt into the tracking, but they're going to do it because they have a need to use that particular APP or function. So it'll only become more clear and more transparent over time. But the technology is a hole, isn't going anywhere. Every day just gets stronger and better. There's more privacy controls on it, there's there, there's like really sort of, I think, better protections for the consumer on a daily basis that are always sort of developing in the technology itself are really really trific thoughts. Leave us with some next steps advice. prinstitutions listening to this looking to better leverage marketing technology like geoframing. How should they think about that challenge? If you're a university out there that is looking to increase enrollment, whether or not it's your freshman enrollment numbers, transfer students, graduate programs, you know, certificate programs, any of those things, there is a better way to do the marketing where you can be more efficient with the dollars that you're spending. And you know, we all too often spend too much money into a sphere without really knowing whether or not we're getting a return for it, and so with this you can really spend less more efficiently and gain the students that you need. And so if you're looking to do that and explore geoframing, you know you can reach out to our team. You can go to esquire advertisingcom or you can email info at esquire Advertisingcom, and that's Esquire, a TV artisiangcom, and somebody from our...

...team is happy to walk you through it and show you a a demo of how it works and and really kind of get you on a path to being more efficient with your ad dollars and getting those students in for the fall. Eric, thanks so much for joining us today. Hey, thank you for having me. Really appreciate your time. Attracting today's new post traditional learners means adopting new enrollment strategies. Kelix educations, data driven, enterprize why to approach to enrollment growth is uniquely helping colleges and universities thrive in this new education landscape, and Helix has just published the second edition of their enrollment growth playbook with fifty percent brand new content on how institutions can solve today's most pressing enrollment growth challenges. Downloaded today for free at Helix educationcoms playbook. You've been listening to enrollment growth university from Helix Education. To ensure that you never miss an episode, subscribe to the show on Itunes or your favorite podcast player. Thank you so much for listening. Until next time,.

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