Don’t Lose Sight of the Silver Lining

When using mystery shoppers to assess your staff’s performance, don’t focus solely on the negatives.

 

Making sure your institution’s admissions staff is performing to the best of its ability and consistently representing the school in a way that leaves a positive impression on prospective students is, obviously, a very important thing.

That’s why more schools are utilizing “mystery shoppers” to provide feedback immediately following their visit and/or interactions with admissions counselors. At Norton Norris, we’ve been a national leader in providing these assessment services for more than 20 years now and have seen firsthand the impact that these assessments can make.

 

One of the key benefits of engaging in an assessment exercise is to see where improvements in your staff’s performance can be made.

• Are they making visitors feel welcomed and valued?

• Are they articulate and positive?

• Do they have the necessary information on hand to provide accurate, relevant answers to questions?

• Are they making sure visitors are getting the most out of the campus tour?

These are just a few examples of things that may often be areas of focus in terms of admissions staff performance. The feedback provided from mystery shoppers provides an invaluable insider’s perspective and equips admissions offices with the necessary fodder to improve and enhance the experience delivered to visiting prospective students.

But assessments also provide another kind of information that, all too often, isn’t given the attention it deserves.  

The positive outcomes.

Of course, when a school devotes time and resources to take a deeper look at its admissions and campus visit operation, it’s going to focus on those actionable items… this could’ve been done better, that person could’ve been more informed, the tour should’ve included this, and so on.

Let us help you get the results you are looking for.

Results that inform. Results that inspire. Results that impact your bottom line. Get in touch.

But what about all of the positive feedback that comes in? This rep made me feel like part of the family… they went out of their way to answer every question I had… the atmosphere just seemed so positive, and so on.

This is the kind of feedback that needs to be a point of focus as well. It can be used to reward those staff members going above and beyond, raise the office’s collective morale, and as a way to provide examples of excellent service to newer team members and those who could stand to improve in their position.

So just for fun, here are some examples of real-life positive feedback our mystery shoppers have provided (we’ve changed the names).

I arrived early, around 3:30 p.m. for my 4:00 p.m. appointment, and Samantha provided a warm welcome and handshake at 3:35 p.m. She told me not to apologize for coming early and had a sincere and positive demeanor that was infectious. I felt like I was speaking to a knowledgeable friend. At the end of the visit, Samantha wished me a lovely weekend and gave me a hug, after first asking permission. It was a very positive experience.

Amanda was personable and made me feel welcome. She began with some small talk in order to better get to know me and included comments about herself in the conversation to make me feel conformable. Amanda gave me an extensive tour of the school and was very detailed in her explanation of each area. She gave the impression that she was very proud of every aspect of the school and introduced me to staff and faculty. This was a great experience; if I knew someone who was interested in attending school, I would refer them to Amanda.

I had a very pleasant experience and based on my experience, I would have wanted to attend this campus.

I had many opportunities to ask questions throughout my interview and Bryan told me so much about the program that it made me want to start culinary school there.

Alex was very pleasant and enthusiastic as she made the college and the program sound great. She was encouraging about the job field, and she showed me a degree program that could be added onto the medical billing and coding for just an additional nine months.

During the tour, Nick showed me the student classrooms, the bookstore, Career Services, and several hands-on demonstrations. Nick’s tour was incredibly comprehensive since he showed me every nook and cranny of the school, and we spent just over 40 minutes together.

Jennifer invited me on a tour of the school. We visited all of the areas of the campus, including a small hangar. In the hangar were small planes and a helicopter. She explained that this was where I would spend a lot of time doing “hands-on” learning during the program. We continued the tour and walked outside and into another hangar. This hangar was lined with turbines and plane engines. Jennifer explained that I would also be spending a lot of time here when I was working on the power plant portion of the program.

There you have it. Objective, positive insights like these provide exceptional opportunities to reward your staff and even develop new training initiatives with the assistance of the stars you have on staff, of whom you may not even have been aware.

So remember, use all of the information that comes your way from assessments like these. And don’t lose sight of the silver lining when it comes to the performance of your admissions office.

The post Don’t Lose Sight of the Silver Lining appeared first on Norton Norris.

source https://nortonnorris.com/dont-lose-sight-of-silver-lining/

Hello world!

Welcome to WordPress. This is your first post. Edit or delete it, then start writing!

source https://nortonnorris.com/2018/08/28/hello-world/

Mystery Shopping Results

Norton Norris’ 20 years of experience in reviewing enrollment practices has added substantial value to admissions processes at campuses nationwide. Mystery shopping is the primary tool used to provide recommendations in five key compliance areas. Below is how Norton Norris helped one school improve over the span of a few years.

 

The post Mystery Shopping Results appeared first on Norton Norris.

source https://nortonnorris.com/mystery-shopping-results/

Giving Context to Google Search – The importance of schema markup to boost your SEO

It’s something virtually every organization out there with any kind of web presence finds itself struggling with constantly—how can we improve our Google search ranking?

We all know this is one of the great mysteries of the universe. For years different strategies have emerged, disappeared, and emerged again. It seems like every month there’s a new tactic or algorithm that’s the next surefire way to conquer Google and break from the blur when it comes to search.

And of course, it never really does. Or does it?

The simple truth is that there is no magic bullet when it comes to improving your search ranking. But one sure thing you can do is stay up-to-date and make sure your content is optimized to the best of its abilities, based on what we do know those characters out in Menlo Park are up to.

One of the ways to do this is to use schema markup in the metadata used to boost your site’s search engine optimization. So here is some handy information that will outline what exactly schema markup is, how it can help, what it’s used for, why it’s so special, and more.

Let us help you get the results you are looking for.

Results that inform. Results that inspire. Results that impact your bottom line. Get in touch.

 

What is Schema Markup?

Schema markup is a form of microdata that gives context to metadata that previously wasn’t there. For each page of your website, there should be metadata code entered, which usually includes a meta title and meta description, that is used to connect that web page to searches being conducted on search engines like Google and Bing.

With schema markup added, it gives context to search engines and allows them to interpret how closely related your page is to a search that’s being conducted—effectively improving the quality of those search results.

Will Schema Markup Be Helpful in Improving Your Ranking?

As per usual, answering this one can be very tricky. What we do know is that using schema markup doesn’t hurt your ranking, and it isn’t a terribly complex process to get involved with.

Also, the rich snippets that result from using schema markup is something that can and has had a direct positive result on click-through rates. And according to Moz.com, which conducted some internal research of its own on the issue, schema can contribute to your site’s rankings.

What is Schema Markup Used For?

Simply put, schema markup helps search engines understand and have a clearer picture of what information exists on any given website or web page during a search. This, in turn, can improve the quality of the results a search engine delivers to someone using it to conduct a search.

It can be really easy to drown yourself in all of the tech-speak involved with understanding schema markup and the purpose it serves, but in the end it’s all about giving web users higher-quality search results to their queries.

How Do Search Engines Look at Schema?

Using schema markup makes it possible for search engines to classify the most important parts of your content. Google, Microsoft, and Yahoo actually all came together and created a standard microdata library that is used to recognize and interpret various parts of the content on your pages. That’s what schema is.

So essentially, schema tells search engines not just what your content says, but also what it means. As a result, the rich snippets that are created by having schema markup on your pages produce a much more valuable search result for web users.

What Makes Schema Markup So Special?

Anything you can do to put more eyes on your website or particular web pages on your site is a good thing. And enhancing web users’ ability to find information that is more closely linked to the exact search their conducting is also a good thing.

Whether it’s finding videos, events, old acquaintances, a specific business or company, or things like specialized services and/or products, schema markup can have a positive impact.

What’s the Difference Between Normal HTML and Schema Markup?

Schema markup represents an addition to your existing HTML data. With this addition, search engines return more relevant results, and since users gain a clearer picture of what content they’ll find on your site, it also means that you can benefit from increased click-throughs.

What Types of Schema Markup Are There?

The big search engines recognize three types of schema markup formats:

• JSON-LD
• Microdata
• RDFa

To date, JSON-LD is the most widely used. But the others do have advantages as well. Microdata can be found on such sites as eBay. And RDFa is an extension to HTML5 used to markup metadata within web pages.

How Do You Implement Schema Markup?

There are a few different methods to use when implementing schema markup. The simplest, especially if your site is built on WordPress, is using a plugin. You can download a plugin, for instance, the Schema Creator plugin from Raven, or use the “add plugin” function on your WordPress dashboard.

Other ways to implement are using Google schema generator, or you can skip using the tool altogether and edit manually and validate using Google schema validator.

So there’s a quick overview.

The best first step if you’re considering schema markup is to find a proven expert in the field and get a consultation. There’s a lot to consider, and it’s always best to make the most informed decision possible.

That’s where we come in. At Norton Norris, our SEO experts help institutions find effective ways to utilize the tools for improving their search results, including schema markup. Contact us today so we can get moving on putting together your strategy for success.

The post Giving Context to Google Search – The importance of schema markup to boost your SEO appeared first on Norton Norris.

source https://nortonnorris.com/giving-context-to-google-search-importance-of-schema-to-boost-seo/

April Tales from the Trail: Students Love Paper Materials – Even in the Digital Era

There’s nothing easier for a college admissions representative than grabbing a USB memory stick, handing it to a prospective student, and sending them home with all of the information they could possibly need…

But are students leaving with digital materials that they can’t even use?

In our travels, we’ve been noticing that quite a few schools have jumped at the chance to modernize their materials and have started to hand out digital catalogs, either on CDs/DVDs or USB memory sticks. As part of a collection of materials, our field agents have liked the memory sticks as a backup for the information if they lost the information sheets they received. However, most of the evaluators reported that CDs and DVDs were essentially unusable to them – most laptops no longer have disc drives, so they’re little more than shiny donut-shaped coasters.

Recently, two evaluators reported that when they asked representatives about key topics, they were directed to the school catalog. They were discouraged when they found out that they couldn’t access the information that they needed, mirroring many students who may not have the resources they would need to be able to access digital files:

Brian told me that I would not have to worry about their accreditation status and that I could read all about it in the school catalog. He did not show me the catalog during his presentation, but he assured me that it was already packed in my materials folder. I also asked about tuition and he just smiled and pointed to the folder and stated, “It’s all in here.” When I opened the folder after the interview, I saw only one program course list and a CD that was labeled “Catalog” with a Sharpie. I tried to access the info, but I didn’t have a CD drive.

—

Jim gave me a USB memory stick to take home with me. He said it would have the information I asked him for regarding jobs. However, I couldn’t access the information since I only have a tablet. I had to find a library that would let me use their computer and that allowed USB sticks to be used on their computers.

Our evaluators develop a keen eye for collateral, which includes how representatives use the materials to provide info, answer questions, and showcase the school. It also includes looking at the resources they send home with prospective students.

Using a presentation or website to present info is a fantastic idea, but if the student can’t find it on a website later or doesn’t have a handout, even the fondest of interview memories can only last so long.

Kelly navigated to a page title ‘Consumer Disclosures’ on the school website by clicking on various links. She did not explain how to navigate to this page. She pointed out the total tuition cost, the retention and job placement rate, and a link to BLS on the disclosures. However, she did not provide any printed information, nor did she write down the link to this page. I was unable to find this page on my own.

Certain sets of materials can be especially beneficial. Like receiving printed documents to look over later with family/friends as they consider school options, and digital resources to use/send as well. For example, on one of our recent visits we left with one set of documents that included printed tuition information and financial aid estimates, with a sheet outlining all of the other pertinent data. This sheet not only outlined current information, it also provided permanent links to the information on the school website, where we could seek out updated information about the program if we decided to enroll in a future term. The representative also emailed a PDF of the sheet.

David told me that the sheet contained all of the links that I would need to learn everything about the school. He said that my questions were excellent, and I would not need to worry about remembering any of the information he had given me, since I could access all of it online. He said that he would email me a copy, just in case it ended up getting lost in my car. I was able to access all of the information later by using the email that he sent.

Another set of materials with which our evaluators were impressed was a single program information sheet, a financial aid guide customized to the school, and a catalog. No digital materials were provided, but students reported that all of the summarized information about the school and program on the information sheet was enough to make an enrollment decision.

I was able to relax during my interview, since Toby had a program information sheet that he used to present all of the information about the program and school that I needed. I did not have to ask him any questions because he then used a catalog to show me more detailed information, including a tuition breakdown. When I met with Financial Aid, they provided an estimate sheet for me to take home that outlined what I would have to pay, assuming that I reported my information correctly to them. The materials were more than enough to make a decision about enrolling since any questions I had could be answered by using the catalog (or the various website links printed in it).

Although it may seem like progress to stop providing printed documents to potential students, many students who are attracted to career training schools may not have the resources required to access key information.

Based on our evaluators’ experiences, we have seen that digital resources tend to be a backup means of looking up information about the school, and many of the digital materials provided can be useless unless they have the right tools to open the files. Most students rely heavily on phones or tablets to do things. With this in mind, maybe it’s too early completely write off printed materials…or at least too early to offer zero printed takeaway information.

Are you hoping to transition to 100% digital for your Admissions team? Do you think printed materials are still worth their weight in…paper? Share your thoughts in the comments or on our Facebook page!

If you’d like to see what our incredible covert assessment evaluator team will learn at your school, Vince at Vince@nortonnorris.com is ready to put together a customized program!

The post April Tales from the Trail: Students Love Paper Materials – Even in the Digital Era appeared first on Norton Norris.

source https://nortonnorris.com/april-tales-from-the-trail-students-love-paper-materials-in-digital-era/

January Tales from the Trail: Defrosting Icy Admissions Interviews

As we’ve watched the temperatures here in our beloved Chicago go from ridiculously frigid to reasonably frozen, we’ve seen plenty of representatives with demeanors just as chilly as our trademark wind! From snarky compliance answers to refusing to provide ANY information during phone interviews, we’ve seen a flurry of bad-mannered behavior.

We totally get it here at Norton Norris – when you’ve read through thousands of college evaluator reports, all of the interviews start to blend together! We can’t imagine what college reps go through when they meet with hundreds of potential students each month. All of the students’ questions must start to sound the same, to the point where you feel you can end their sentences before they’ve really asked anything.  But interrupting can break the conversation flow and cut off interesting student questions… and sometimes, the student just might be our evaluator!

I felt a bit rushed during our conversation, as Miranda did not wait for me to finish my thoughts and sentences before starting to answer them. She interrupted me several times.

George tried to pressure me to enroll for 13 minutes. He kept interrupting and explaining that I was starting the process so I could meet with Financial Aid to see if I was eligible for grants and loans. I told him I wanted to speak with my uncle first and he said my reasons didn’t make sense. He abruptly ended the conversation and hung up.

Another thing we can understand: when you have a lot going on at work, it can be so tempting to say, “That’s not my job!” We encourage representatives to keep in mind how prospective students may be weathering their college search, which can be tough when you’re trying to balance other responsibilities. Will students come back to a school with representatives who don’t want to do their jobs by introducing students to the departments with the answers they’re seeking?

I asked about the placement rate and whether students were usually hired after their externships. Courtney replied that it depended on student performance and openings. She informed me that keeping track of students getting hired wasn’t her department.

We’re not saying every student should be treated like the rays of sunshine that Chicago could use right now, but they should definitely take precedence over braiding hair or discussing the faculty pizza party that’s happening in 20 minutes!

When I completed the student information form and tried to return it to the receptionist, I stood at the counter as she was far across the area behind the desk, braiding the medical assistant instructor’s hair. She asked me if I was finished and said she would let my rep know. She did not return to the desk so I put the clipboard on the counter and went back to my seat. It took her another five minutes to get up and call anyone.

The receptionist took a personal call and discussed rental car arrangements for ten minutes. Instead of calling a rep to let them know I was waiting, she called a nearby pizza place and let the person on the line know that they were having a pizza party soon. She proceeded to order the different pizzas in front of me. I waited 35 minutes in total before she looked up and said, “Oh gosh, I forgot about you,” and called a representative to the lobby. She did not apologize and rolled her eyes as she spoke to the rep on the phone about me.

We are hoping that with incremental weather, representatives will go to work with sunnier dispositions!  Our evaluators are looking forward to their visits – will they be able to report sunshine and rainbows at all of the campuses they visit in February? Let us know in the comments below or on our Facebook how you plan to trickle good customer service and compliance on students this month! Please do not hesitate to reach out to our Assessment team for help from our covert operatives who can let you know how you can make sure to turn gloomy students into luminous enrollments today!

source https://nortonnorris.com/january-tales-from-the-trail-defrosting-icy-admissions-interviews/