This tool helps you visualize the performance of your enrollment strategies by market. By switching tabs at the top, you can move through
- Initial Volume represents the volume of student records.
- Outcome Rate represents the conversion rate of student records between funnel points selected on the right side.
- The dotted lines represent your average conversion rates for the selected funnel points. 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
Quadrant I | Quadrant II
Quadrant IV | Quadrant III
Figure 1.Measuring Zip Code Performance for Application Generation. Location comparison of volume to outcome rate for Inquiry to Applicant conversions.
Quadrant I : Zip codes in this quadrant have an above-average conversion rate from Inquiry to Applicant for Sample University. An enrollment leader might consider investing in ways to produce more inquiries from these zip codes. 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: Zip codes 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: Zip codes in this quadrant produce many Inquiries, but their conversion Applicant status is relatively low. An enrollment leader might consider investing in ways to improve conversion rates from these zip codes. 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. Zip codes 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 zip codes aren’t performing well for you. Questions an enrollment leader might seek to answer would include:
- Would the students from these zip codes 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?
- Start by adjusting the top tab to your desired geographic segment. We recommend starting with State view for institutions who heavily recruit out-of-state students. For institutions that enroll mostly in their home state or a few key markets, skip straight to county view.
- Set a point in time.
- Select a Rate. We recommend starting with "Inquiry to Applicant".
- Now, check out your items in Quadrant IV. Which is performing lowest? Click it to look deeper into the population of that source. More detailed graphs will appear below.
- Ask yourself if this source providing low-quality applicants or are the applicants simply not completing the process? The detailed graphs can help you answer.
- Do the students come from your target markets? Are they completing the application? How many are being admitted?
The answers to these questions will help you move through other graphs like Profile Outcomes.
Top insights from Location
- Which sources are performing best overall?
Change "Top N Sources" to see your top 5, 10, or 20.
- Are some sources performing better at a specific point in the funnel?
Select which sources you want to evaluate, then change Source Rate to look at the part of the funnel you're interested in.
- Of my sources with high travel costs, which is performing best? Which needs improvement?
Select which First Sources from the filter 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.