Market Research
Expert data analysts utilize the latest in primary and secondary market research methodologies to deliver the most up-to-date information regarding program demand and market sizing, target audience and student profiling, competitor analyses, and overall industry insights.
Demand assessments and market sizing
The overarching objective of demand assessment is to map and measure the demand for online programs in order to generate sustainable enrollments. Apollidon conducts exhaustive secondary market research as well as primary market research via surveys, focus groups, etc. Understanding the current and future market sizing provides valuable input for university financial planning.
Audience segmentation and student profiles
Equally critical to online program success is the ability to determine potential target audiences with the highest propensity of students and enrollments. Within each of those segments, detailed student profiles assist with enabling highly cost-effective marketing efforts.
Competitor analyses and watch lists
Dynamic markets like higher education are witnessing a significant increase in new competitor entries. Apollidon identifies all institutions offering similar (or soon-to-be) competitive offerings. Detailed reports include comparative information on tuition, admission requirements, enrollments, program attributes, unique value propositions, etc. Many institutions could be in the planning stages for new competitive programs, and Apollidon can provide clients with watch lists in an effort to prepare for future competition.
Website evaluations and recommendations
University websites must be compelling in their messaging to capture the attention of prospective students and convey the content they need to make investment decisions. Apollidon has a proven methodology for providing clients with a scorecard in four areas: content, design, navigation, and technology. Clients are also provided with a comprehensive list for website improvements, and if required, Apollidon has the web development resources to make these improvements.
Benchmarking services
Apollidon has developed proprietary methodologies for benchmarking institutions, colleges, fields of study, and/or specific online programs. Our Quadrant Insights allow clients to easily see their market positioning, competitive benchmarks, institution clustering, and the required attributes to gain leadership positioning on a single graph. These Quadrant Insights are dynamic, demonstrating market changes over time and providing early indicators of commoditization or potentially emerging fields of study (e.g., hybrid fields).
Strategic Planning
By integrating market research results, recommendations can then be made about the direction, challenges, and opportunities of a specific online program.
Strategic advisory services
Business plans for institutional approvals are growing in complexity and requirements. Apollidon can assist as a third-party consultant by providing the information needed to support online program requests. For example, Apollidon can provide:
- program viability assessments
- competitive positioning reports
- infrastructure and technology reviews
Thought leadership
With increased competition, a unique value proposition is essential for online programs in today’s connected world. Apollidon has proven expertise in the world of thought leadership. We offer services to assist with the thought leadership planning of multi-faceted, calendared programs. Our team of expert content creators, writers, and editors can create institution-branded articles, white papers, press releases, annual reports, social media posts, and general web content. Using multiple media distribution channels, Apollidon can help build high-profile brands for institutions, programs, and faculty.
Online Program Development
Pre-work and planning are critical for successfully launching an online program, meeting financial projections and ensuring sustainability. During the initial stages of online program development, we focus primarily on marketing, operational efficiency, and student outreach and engagement services.
Operational requirements
Apollidon’s proven experience enables us to offer consulting services to our clients and has given us insight into the resources needed to successfully launch a program. For example, course calendaring and program options (e.g., non-degree and certificates) can make or break cohort sizing. Other areas of support include workflow process mapping, customer relationship marketing (CRM), and program production scheduling. Apollidon can also assist with an objective understanding of the benefits and caveats of providing all online program management services in-house or partnering with a third-party provider that can share the risk of new online ventures.
Marketing plans
Launching an online program requires comprehensive market planning. The required resources for the initial phases of a successful program launch can be daunting. Apollidon’s fee-for-service option can help with the overflow. One area that is critically important for online programs is the SEO/SEM (search engine optimization/marketing) strategy. Apollidon can assist clients with:
- SEO/SEM strategies
- marketing strategies
- brand standards and guidelines
- content and websites
- social media and digital strategies
- media channel management
Response management and accompanying analytics are important for fiscal management. Apollidon can either support an institution’s performance management system or provide a secure data analytics platform and monitor marketing results on behalf of the institution.
Student services support requirements
Research confirms that institutions that proactively manage inbound and outbound student communications have the highest percentage of student applications. Student communications can start before the prospective student candidate is even aware of online program options. Technology is available today that can support prospects from first touch to enrollment. Apollidon can assist in this area by providing overflow services for student outreach and engagement or assisting with the workflow mapping of institutional processes that will best facilitate student conversions.
Dashboards, Analytics & Technology Support
As a member of the Salesforce Partner Community, Apollidon has technological experts to assist with data analytics, report generation, and the integration of new or existing systems to ensure the highest level of support for new programs.
Dashboards, reports, and data analytics
As programs and enrollments grow, reporting program performance analytics is paramount. Creating the right set of performance metrics and data analytics with accompanying dashboards that provide accurate, real-time statuses of program progress are essential for program growth. Apollidon can assist with this function and/or provide analytic services to convert data into reports.
Technology integration and support
When implementing online programs, complex issues can arise with institutional legacy application and registration systems. Workarounds are inevitable, making workflow process mapping and technology integration a critical component in connecting online students to institutional CRM services and student information systems (SIS).
Apollidon’s technological experts can recommend the best solutions based on system availability. Apollidon has considerable experience in integrating with various institutions’ enterprise IT systems (e.g., converting Salesforce-certified systems into a unique student relationship management [SRM] system). Advisory services are available to evaluate, test, and select alternative options for secure, FERPA-compliant, SaaS third-party platforms that can easily integrate into existing systems and support new programs.