EAB: Product Management

This study outlines recommendations to enhance the EAB Enroll360 recruitment platform's Email and SMS features, specifically targeting adult learners' engagement. My insights, derived from limited data sources including EAB’s website, Google, and select client interviews, spotlight the need for product customization and precise messaging throughout the student enrollment process.

Product Overview: Enroll360 Recruitment Platform

Enroll360 stands as a digital-centric recruitment ecosystem, combining advanced recruitment technologies, predictive modeling, and EAB research to offer timely and personalized enrollment strategies.

User Research & Feedback

I conducted interviews with a Community College President, an Executive Enrollment Management Leader, a Director of Admissions, an Admissions Counselor, and a College Recruiter. All of them work in a community college, HBCU, or racially Mixed institution.

Despite their favorable view of the EAB brand, all chose alternative enrollment management services and technologies.

The consistent feedback highlighted the significance of enrollment solutions tailored specifically for adult learners. One interviewee attributed their decision to bypass Enroll360 to insufficient institutional resources. Meanwhile, two others felt that Enroll360 did not cater adequately to their institutions' distinct requirements.

Their preference for alternative solutions was driven by several factors: the appeal of flexible pricing models, the ability to customize products, a strong emphasis on both enrollment and retention, the provision of targeted communication throughout the enrollment journey, and effective mechanisms to disseminate information about campus resources to adult learners. 

In conclusion, community colleges and racially diverse institutions seek enrollment management solutions that offer customization, are specifically designed for their adult learners, and come with flexible pricing structures.

Given these insights, we'll focus on:

• Product customization
• Effective messaging throughout the enrollment process
• Efficient dissemination of campus resource information for potential adult learners

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Hypothesis

Current user feedback suggest that product customization and an enhanced enrollment stage communication capabilities can have a substantial impact on the market.

Tailoring Enroll360's Email and SMS marketing features to cater to the unique needs of community colleges and racially mixed institutions, particularly by aiding adult learners in accessing campus resources during the recruitment process, can improve client conversion rates.

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Feature Ideation

When discussing solutions with my study's participants the following features emerged as viable options. In fact, 80% of them agreed that if these features were aviable that they would reconsider EAB's product.

• Real-time Data Dashboard: A dashboard for clients to define and monitor adult learner characteristics and view targeted enrollment metrics.
• Resource-Oriented Campaigns: Utilize Enroll360’s Omnichannel Marketing campaigns to provide adult learners with valuable resources during enrollment.
• Omnichannel Messaging Bot: A dedicated bot for seamless communication.

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New Features Business Case

Minimal risks are foreseen due to the product's proven market success. Addressing the identified needs can bolster EAB's market share and sales conversion rates, considering the considerable market percentages of community colleges (16%) and racially mixed institutions (21%).

• The Challenge: In an age dominated by digital distractions, colleges and universities grapple to retain adult learners' attention.
• The Vision: With Enroll360, institutions can seamlessly connect with their target adult learners using a data-driven, personalized strategy.
• Product Potential: Enroll360, already a competitive product, requires minimal tweaking to align with new client demands, thus promising significant growth, especially among community colleges and racially mixed institutions.

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Recommendations:

• Introduce a customizable dashboard allowing institutions to influence and monitor the predictive modeling algorithm.
• Enhance email and SMS features to guide adult learners more effectively during enrollment.

Addressing these needs presents a low-risk, high-reward strategy, potentially bridging the perception gap and enticing more institutions to partner with EAB.

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