Do you have the ability to control your brand association?
Are you presented with each site and/or vendor placement and allowed to require approval before placement? Shouldn’t you have a choice?
Are you aware of every method of lead generation?
Is your vendor utilizing ethical practices to generate the leads they sell you? What percentage of your leads are generated by co-registrations, education directories, email solicitations or are any incentive based? How many come from pre-filled forms, short form and full form?
Are you able to spend your time on true Marketing?
How difficult is it to manage multiple vendors, multiple invoices, reconciling leads with invoices, monitoring dozens of sites, etc for multiple campuses?
Are you receiving any valuable marketing intelligence?
Do you receive current or have access to historical performance history by individual vendor/placement? If not, how can you identify performance trends by placement type or method of lead generation? How can you accurately create marketing plans without this type of market knowledge/intelligence?
Are you paying too much for your leads?
Does your vendor operate with fixed margins, allowing you the ability to have reduced lead costs and establish price to value measurement? Is it possible that you are paying $50 for a $25 lead?
Have you created a knowledge base of vendor specific conversion history?
Do you know w hich sites don’t work for you? Can you provide a list of sites/vendors you don’t want to be on?
Who has the power?
If the majority of your Internet leads are coming from a blind aggregator and you need to increase the quantity in order to meet your growth plans, what protection do you have from them demanding a price increase?
Are your reps “dialing for dollars” or are they only receiving leads of value?
What role can a call center play in making your admissions group a professional consultancy as opposed to a highly paid telemarketing operation?
Are you using e-mail as a lead generation, lead recirculation or follow-up tool?
How are you staying in touch with older leads? What is your communications strategy between application and start? Do your prospects hear from you regularly?
Are your reps prepared for an Internet-lead environment?
What is the follow-up time after an inquiry? Do your reps know how to properly respond to an Internet lead vs. a TV or mail lead? How can you track their response time or contact rate?
