This tool helps you visualize the performance of your enrollment strategies by market. For an overview, the National Summary visualization provides a quick look at the entire market using either a map or a scatterplot. Each allows you to focus on States, Geomarkets, Counties, High Schools, SCF Codes, or Zip Codes.
The key data points include:
- Volume represents the volume of student records.
- Conversion Rate represents the conversion rate of student records between funnel points as selected in the Conversion Rate filter at the top of your report.
For the map view, you can select State/Geomarket/County/SCF Code/High School/Zip Code to change your map display. You can zoom into any area and click on the desired geographic area to see the selected volume for that area. You can also use the Display toggle to switch between the three Snapshot Dates selected to compare Enrollment Years.
For the scatterplot view, you can select State/Geomarket/County/SCF Code/High School/Zip Code to change your map display. Take note of the dotted lines representing your average conversion rates and the volume for the funnel points being analyzed. They can act as your internal performance benchmarks and create quadrants for evaluation.
Like most scatter plots, you can spot how the variable is performing based on its relationship to the x and y axis, or in this case, the dotted lines representing your average volume or conversion rate.
Quadrant I | Quadrant II
Quadrant IV | Quadrant III
Quadrant I : Geographic areas in this quadrant have an above-average conversion rate from Inquiry to Applicant. An enrollment leader might consider investing in ways to produce more inquiries from these geographic areas. Investigating the demographics of students who apply, your recruiting practices, and marketing strategies in this area may uncover a way to get more volume from these high performing areas.
Quadrant II: Geographic areas in Quadrant II are your success areas. Instead of focusing on these to improve your outcomes, consider making extra investment in Quadrant I or III.
Quadrant III: Geographic areas in this quadrant produce many Inquiries, but their conversion to Applicant status is relatively low. An enrollment leader might consider investing in ways to improve conversion rates from these areas. Investigating the demographics of students who apply, your recruiting practices, marketing strategies, and competing schools in these areas may uncover a way to increase conversion. While the increase in conversion might be small, with so many inquiries, the outcome could be huge!
Quadrant IV: This is your “room for improvement” or “challenge” area. Geographic areas in this quadrant produce your lowest volume of inquiries and conversion to application. These areas may be a risk for you. They require a more comprehensive investigation into why these areas aren’t performing well for you. Questions an enrollment leader might seek to answer would include:
- Would the students from these areas be a good fit for my institution?
- How are we marketing to these students? Should we consider a change in messaging?
- Do we have adequate representation in these areas?
- Who is our competitor in the area(s)?
- Should we consider developing strategic partnerships or improving community involvement here?
- Should we consider reducing our involvement in this area and reallocate resources from this area to improve performance in other markets?
Top insights from Location
Which Geographic areas are performing best overall?
Change "Top N Sources" to see your top 5, 10, 15, 20 or 50 sources. If the scatterplot gets too crowded to see all of the data points, use your mouse to draw a box over a specific area to 'zoom in' to see more detail.
Are some areas performing better at a specific point in the funnel?
Select which areas you want to evaluate, then change the Conversion Rate to look at the part of the funnel you're interested in.
Of my areas with high travel costs, which is performing best? Which needs improvement?
Select which Geographic areas you would like to include, and at what point of the funnel you're interested in. To look at "overall" performance, start with Inquiry to Enrolled. Then move through Inquiry to Applicant, Applicant to Completed Applicant, and Completed Applicant to Enrolled.
Where do I have areas of concern based on a comparison of previous years?
Using the Year Over Year Focus Point visualization, you can select a specific funnel point to focus on, along with the geographic area type you want to consider. For instance, let's say you want to focus on Applicant Volume by County. Your visualization will display in order of counties with the biggest change from last year, whether that change is higher or lower.
As you see in the visualization above, the first two values show a negative change in Applicant Volume (125 and 69 lower than the previous year) but the third value shows a positive change of 49 applicants.