October 27, 2021

ESM Becomes Charter Member of the Education Marketing Council

Highlands Ranch, CO – January 11, 2011 – ESM, a provider of student lifecycle solutions to help schools enroll, graduate and place students, has joined the Education Marketing Council (EMC) as a Charter Member. As part of the organization, ESM will have the opportunity to share best practices with schools and education companies in order to ensure ethical marketing practices and standards across higher education.

“The education industry is facing a changing regulatory environment, and it is critical that all of us involved from the academic side to the services side fully embrace not only the technical rules, but also the spirit of the regulations,” said Doug Kelsall, CEO of ESM. “The EMC is proactive, providing the resources, guidelines and network necessary to help the industry deliver the highest level of student support.”

The EMC, which is a division of the Direct Marketing Association (DMA), is designed to identify and advocate marketing practices in post-secondary education that are in the best interest of students and the institutions that serve them. The organization’s Best Practices Committee recently released its Principles and Guidelines to serve as generally accepted standards in student marketing.

Additionally, the EMC provides members with articles, webinars and white papers, as well as an interactive blog and forum for schools and service providers to talk about issues affecting the industry, share points of view and discuss expectations.

“We are delighted to have ESM join the Education Marketing Council – we look forward to leveraging the company’s insight into the education space based on its 15 years of helping students navigate the enrollment process,” said Michael Platt, Executive Chairman at Plattform Advertising and one of the founding sponsors of the EMC. “Now more than ever, we all need to focus efforts on the needs of students and truly advocate ethical marketing practices to protect both our students and the future of education.”

About ESM

ESM provides student lifecycle solutions to help institutions enroll, graduate and place students. Leveraging its highly trained people, performance-driven processes and advanced technology, the company complements an institution’s in-house teams. As a premier Business Process Outsourcer, ESM operates the largest education-only call center in the country with more than 800 employees, delivering rapid, cost-effective lead processing, high contact rates and strong conversion rates. Additionally, ESM provides student retention solutions to improve graduation rates, as well as career placement services to help students succeed professionally. To learn more, please visit http://www.esm-sls.com.

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Datamark Unveils Prospect Generation Strategies in a Post-Recession Economy

Salt Lake City, UT – December 28, 2010 – Datamark, the leader in data-driven enrollment marketing, is helping schools prepare now for marketing strategies in a tight, yet changing, labor market. By addressing the challenges and opportunities presented by the upcoming economic recovery and emerging mobile technologies, schools can develop cost-effective strategies to attract the best quality student prospects in the wake of a recession.

“Economic recovery doesn’t always equal enrollment success as student prospects begin to find more job opportunities,” said Tom Dearden, CEO of Datamark. “It is critical that schools understand and anticipate the enrollment landscape ahead, and proactively adapt their marketing strategies and practices for increased success in spite of the possibility of fewer qualified applicants.”

In Datamark’s newly-published white paper, “Prospect Generation Strategies in a Post-Recession Economy,” the company shares eight ways schools can refine every step of their marketing lifecycle, from prospect generation all the way through student retention:

1. Pay for inquiries based on their quality.

2. Prioritize inquiries based on their likelihood to convert.

3. Contact high-scoring inquiries within the first three minutes.

4. Develop a text messaging contact strategy.

5. Use online fulfillment packages and viewbooks.

6. Carefully control dialog marketing strategies and cadence.

7. Refine messaging based on economic conditions.

8. Keep enrolled student profiles updated.

“Schools need to be disciplined about who they’ll accept and learn how to keep the students they have,” said Misty Frost, Vice President of Delivery Services at Datamark. “As we come out of the recession, the schools that have done this will be much further ahead. They will have adapted their internal systems to meet current challenges, and they’ll have the resources in place to pursue the limited, qualified inquiries that are out there in the marketplace.”

Colleges and universities need to increase efficiency throughout the marketing lifecycle so they can maximize the window of opportunity that exists between inquiry and enrollment. Schools should prioritize inquiries and reevaluate contact strategies, including current and exploding mobile marketing channels, while placing greater importance on student retention.

Datamark has been presenting on the topic of post-recession marketing strategies at several education industry events recently, including the California Association of Private Postsecondary Schools (CAPPS) 26th Annual Conference, Stamats Integrated Marketing Technology Conference, and University Continuing Education Association (UCEA) New England 2010 Annual Conference.

About Datamark

Since 1987, Datamark (www.datamark.com) has provided innovative, data-driven marketing exclusively to higher education. The company provides marketing advisory research services, delivers full-service lead generation and management, and offers conversion marketing solutions designed to reach, engage and motivate prospective students. Focusing on performance and visibility into the student enrollment cycle, Datamark helps schools drive higher return on their marketing investment.

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ESM Promotes Dave Martelon to CIO

ESM Promotes Dave Martelon to Chief Information Officer

Highlands Ranch, CO – October 25, 2010 – ESM, a provider of student lifecycle solutions to help schools enroll, graduate and place students, has promoted Dave Martelon to Chief Information Officer (CIO), where he will lead the strategic direction of the company’s scalable, performance-driven technology services, as well as oversee the entire IT organization.

“Dave has been instrumental in advancing our technology platform – his vision for the future, keen knowledge of evolving technologies and leadership skills make him the ideal fit for our CIO,” said Doug Kelsall, CEO of ESM. “Technology plays a critical role in helping us reach and engage students, and under Dave’s guidance, we will be able to continue to provide the highest level of student support, as well as find new ways to deliver an exceptional student experience.”

As CIO, Martelon will lead the continued innovation of ESM’s student lifecycle technology suite, which seamlessly integrates with clients’ existing systems in order to support students throughout their entire educational path. Coupled with the company’s knowledgeable people and proven processes, ESM’s technology makes it possible to immediately connect with interested and qualified prospective students, work with those students throughout the enrollment process, retain students through successful program completion, and help place graduates into jobs.

Martelon has more than 15 years of technology leadership experience. His core areas of IT executive expertise include strategic planning and execution, business intelligence and analytics, call center technology, process improvement, IT service management, and software and system development. Additionally, he has successfully led the development and launch of multiple Software as a Service (SaaS) platforms.

Prior to joining ESM, Martelon served as vice president of engineering at InfoNow Corporation, president & CTO at Solaquillo, and director of development for TrueLogic Financial. He holds a Bachelor’s of Science degree in Computer Science from Purdue University.

About ESM

ESM provides student lifecycle solutions to help institutions enroll, graduate and place students. Leveraging its highly trained people, performance-driven processes and advanced technology, the company complements an institution’s in-house teams. As a premier Business Process Outsourcer, ESM operates the largest education-only call center in the country with more than 700 employees, delivering rapid, cost-effective lead processing, high contact rates and strong conversion rates. Additionally, ESM provides student retention solutions to improve graduation rates, as well as career placement services to help students succeed professionally.

5 Things For-Profit Colleges Do WELL When Recruiting Students

Listen to podcast: 5 Things For-Profit Colleges Do WELL When Recruiting Students

The for-profit colleges have really gone throught the ringer lately, especially with the recent report released by the Government Accountability Office which uncovered some fairly questionable admissions marketing practices that some of these colleges are supposedly engaging in. While I think these colleges need to address these issues and ensure these tactics are not being used, I worry this bad press is going to overshadow the good things the for-profit colleges are doing and be yet another excuse for the not-for-profit colleges to refuse to adopt some of the admissions marketing tactics the for-profit colleges have been so successful with. 

I’ve put together this podcast to outline five lessons that can be learned from the way for-profit colleges recruit their students. This is the first podcast from us, so please let us know how you like it.

Happy Hunting!

 Elizabeth Kraus

TopSchool’s Chris Chumley to Speak at Pennsylvania Association of Private School Administrators 2010 Annual Conference

Chumley’s General Session Focuses on SaaS Computing to Help Schools
Drive Revenue, Enrollment and Profitability

Denver, CO – July 7, 2010 – TopSchool’s Vice President of Product Management, Chris Chumley, will be presenting a general session at the upcoming Pennsylvania Association of Private School Administrators (PAPSA) annual conference in Harrisburg, PA. Chumley’s presentation, “SaaS Computing: Best Practices for Increasing Revenue, Enrollment and Profitability,” will take place on Wednesday, July 28, 2010 at 3:10 p.m. Eastern Time.

Chumley will explore successful strategies in using Software as a Service (SaaS) Computing to help schools create competitive advantage, increase revenue, address new markets and build operating efficiencies and improved profitability. Topics will include:
• Leveraging SaaS Computing as an innovative means to reduce IT spending and redirect savings to¬ward improving the business.
• Using SaaS Computing to strengthen an institution’s financial viability, better positioning an institution for M&A activity.
• Combining SaaS Computing with other IT management techniques to drive massive ROI.
• Implementing SaaS Computing to be more agile in addressing new markets quickly and easily.

Chris has spent the last 13 years focused on educational technology both in academia and on the consulting/corporate side, gaining deep insight into their collaborative initiatives. He has extensive experience implementing large student data systems and therefore a wealth of knowledge when it comes to the importance of flexibility and next generation technology. Chris joined TopSchool in 2008 and leads all product management activities, delivering a system that goes beyond a traditional college student information system to better manage and report on data. Prior to TopSchool, he was with Exeter Consulting leading the implementation of student information systems at large public universities.

The Pennsylvania Association of Private School Administrators (PAPSA) represents the more than 320 private career colleges and schools in the Commonwealth before the legislature, state agencies and professional associations. PAPSA is the only association representing all for-profit colleges and schools in Pennsylvania. For more information about the PAPSA event, please visit www.papsa.org.

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ForProfitEDU.com Lead Generation Survey Shows Marketing Budgets on the Rise in Education

2010 Benchmarking Report provides key statistics and insights for marketers in the education sector

survey-graphCloster, New Jersey, and Toronto, Canada, February 4, 2010 – Despite continuing challenges to the overall economic environment, marketing budgets in the education sector – specifically for lead generation – are on the rise, according to results from the 2010 Lead Generation Benchmarking survey by ForProfitEDU.com and sponsored by Sparkroom. According to the survey, schools are overwhelmingly keeping their resources focused on lead generation activities for 2010. Virtually all respondents indicated that they are planning to increase or maintain their spending on lead generation next year (69% and 17% respectively). Just 7% plan to decrease spending.

“Marketing, recruitment and admissions departments have faced a number of challenges over the past few years as the market has undergone a series of rapid changes, many as a direct result of online marketing and lead gen technologies,” said Tom Ferrara, CEO of ForProfitEDU.com. “This report offers a quick and concise way for them to gage their performance against other peer schools and to better understand where they should be making changes.”

The survey of 102 professionals directly involved with marketing in the education sector was conducted by iTracks Research on behalf of ForProfitEDU.com between December 1 and December 16, 2009. It aimed to establish some benchmarks and identify current trends and best practices in the highly competitive for-profit education sector.

“There’s more and more pressure on higher education marketers to do more with less as the market becomes increasingly competitive,” said Jamie McDonald, President and CEO of Sparkroom. “This report confirmed what we’ve been seeing – just a small percentage of schools are optimizing their lead management when measured by CPE. The majority need to find ways to improve their enrollment marketing automation in order to compete with the leading marketers in the space.”

Among other findings from the survey:

  • There is a strong correlation between 3rd party call center use and short lead response times with, 82% of schools using a third-party call centers reporting lead response time under ten minutes, compared to just 40% using an internal call center, and 45% of those who rely on admissions reps to call.
  • The vast majority (90%) of respondents from large schools (those with a total enrolment over 20,000 students) reported that they are using in-house lead management solutions, rather than relying on an agency.
  • The effectiveness of social media for lead generation remains unproven, with just 35% of respondents reporting that it is an effective tool for lead gen. By comparison, over 93% of respondents reported that search advertising is very effective.
  • When asked about the most significant concerns affecting their organization, the large majority of schools (89%) noted that poor lead quality ranks as a concern, while the majority (58%) also identified the high cost of agency fees as a concern for their organization.

The survey also attracted lead provider respondents who were invited to answer a secondary questionnaire to track trends among lead aggregators, including the number of leads being generated in the education sector, bounceback rates and revenue per lead. These reports have been compiled in a separate report, titled 2010 Lead Generation Benchmarking for Vendors.

For a more detailed interpretation or additional information on either survey, please email info@forprofitedu.com or visit www.ForProfitEDU.com. To request a copy of the 2010 Lead Generation Benchmarking Report, visit www.sparkroom.com/surveyreport.

About ForProfitEDU.com

ForProfitEDU.com is a leading website resource for all those who work within, around or are interested in the For-Profit EDU industry. The site offers research, consulting, networking, news updates and commentary from members of the For-Profit EDU community. Contributors include those from the school side, as well as those that work at related services firms including the investment community (investors, analysts, venture firms & PE firms), marketing & advertising professionals, educators & curriculum development, career services & other related service providers. ForProfitEDU also provides research and consulting services to schools & other service firms within the industry. Areas of expertise include Advertising, Lead generation, Marketing Strategy & Execution, Admissions, M&A, Raising capital, Market research and Partnering to create & grow online schools.

About Sparkroom

Sparkroom delivers innovative solutions to direct marketers, including its comprehensive Lead Performance Management software and services. Sparkroom Lead Deliver, Lead IQ, and Lead Market Analytics deliver a hosted business intelligence platform to give direct response marketers the tools and expertise needed to measure, manage, and optimize their lead acquisition spending across every direct response channel. Sparkroom’s software, which it hosts and delivers to its customers on demand, enables customers to capture, store, and analyze information generated by their lead buying activities and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. For more information, visit www.sparkroom.com.

BrightStar Education Group Acquires Valley Medical College; Oregon Acquisition Expands BrightStar’s School Network to Five Locations in Two States

December 10, 2009

Jim Haga, CEO of BrightStar Education Group (303) 507-0662

Salem, Oregon, December 10, 2009 – BrightStar Education Group today announced its acquisition of Valley Medical College, a premier career-oriented postsecondary school providing training in the fields of allied health and practical nursing. The acquisition expands the BrightStar Education network to five locations in two states. BrightStar Education already serves more than 2,800 students attending schools in Central and Northern California.

Operating in Salem, Oregon, Valley Medical College is the only career postsecondary school in the state’s capital city, with more than 100 students currently enrolled. The acquisition marks BrightStar Education’s first foray into the state of Oregon.

“Valley Medical College has an exceptional reputation for providing quality career education,” said Jim Haga, CEO of BrightStar Education Group. “We are committed to further enhancing career training opportunities for students in the Willamette Valley by bringing additional financial, technological and educational resources to Valley Medical.”

Valley Medical has been licensed as a Private Career School by the Oregon State Board of Education since 1995. Valley Medical is accredited by the Accrediting Council for Education and Training (ACCET) to award certificate programs. The acquisition is subject to regulatory approvals.

About BrightStar Education Group
With this acquisition, BrightStar Education Group includes five campus-based schools in two states. BrightStar Schools offer career-oriented certificate and associate degree programs designed to provide students with the skills necessary to qualify them for entry level employment in the fields of healthcare, business, technology, and culinary. BrightStar’s four California schools operate under the Institute of Technology name and are located in Clovis (Fresno area), Modesto, Roseville (Sacramento area), and Redding, California. BrightStar’s strategy includes organic growth through additional curricula and new campuses, the cross-utilization of curricula among separate schools, and the implementation of initiatives to standardize, replicate, and leverage successful internal processes. BrightStar’s strategy also includes strategic investments and acquisitions.

Visit BrightStar Education online at www.brightstareducation.com


Professional Academic Society to Offer Graduate Credit by University of St. Thomas for Adjunct Faculty Certification Program

CHICAGO, Ill., August 10, 2009 — SoCAFE, The Society of Certified Adjunct Faculty Educators, announced today that the organization’s certification program for part-time college and university faculty would now be available for graduate credit by the University of St. Thomas, St. Paul, MN.

Completion of the certification course, entitled “Core Competencies of College Teaching” (CTED 672), will earn three graduate hours of credit and award the Certified Adjunct Faculty Educator (C.A.F.E.) designation.

“We’re gratified by the confidence St. Thomas University has shown in the quality of our certification program by offering it for graduate credit. This may be an excellent time for K-12 teachers to consider registering for this course, given the widespread lay-offs of public school teachers around the country,” said Dr. Rochelle Santopoalo, President of SoCAFE.

SoCAFE is the first organization in the United States to provide a portable, national credential for adjunct faculty in American colleges and universities.

Dr. Santopoalo also stated that “while the number of opportunities for K-12 teachers is currently in decline, according to the 2008-2009 edition of U.S. Department of Labor Handbook, the number of college and university teaching jobs is expected to grow by 23 percent between 2006 and 2016 – much faster than the average for all occupations.”

Founded in 1885, the University of St. Thomas is the largest private university in Minnesota. St. Thomas offers bachelor’s degrees in over 85 major fields of study and more than 45 graduate degree programs including master’s, education specialist, juris doctor and doctorates. (University of St. Thomas website: www.stthomas.edu/education/ce).

For more information on the organization visit: http://www.socafe.org.

All trademarks and service marks are the property of The Society of Certified Adjunct Faculty Educators.

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Press Release: Remington College Reduces Costs, Gains Greater Control over Their Lead Generation with Sparkroom Lead Deliver

Lead Performance Management platform provides Remington marketers with real-time insight into lead performance resulting in more efficient media planning and execution

Toronto – November 11, 2009 – Sparkroom, Inc. (www.sparkroom.com), a leading provider of Lead Performance Management solutions, announced today that Remington College has chosen Sparkroom’s Lead Deliver and Lead IQ platforms to automate their lead delivery and gain real-time visibility into the performance of their direct response marketing channels. Sparkroom’s on-demand platform will enable Remington to take control over their lead management, reducing costs and allowing them to make more informed decisions, while holding lead providers accountable for performance.

“It was clear that bringing lead management in-house with Sparkroom would drive significant cost savings and give us greater control over our lead vendors. However the prospect of switching over all of our providers, implementing our complex business rules, and integrating with our various systems and partners was daunting – it really requires a solid solution from a vendor that can be supportive of our service level needs,” said Bob Lutz, Senior Vice President of Marketing for Remington College. “After speaking with some of Sparkroom’s other customers, I believe they have developed a methodology for rapid migration to their platform and that they will help my team come up to speed with minimal pain.”

With Sparkroom’s secure, scalable, on-demand platform in place, Remington College will:

  • Gain access to a self-service platform that will enable them to proactively manage their lead vendors, allowing them to develop tighter relationships with key media partners;
  • Increase conversion rates and lower acquisition costs through access to lead performance data that will enable them to optimize their spend against their strongest performing segments and eliminating waste in areas that are not yielding results;
  • Eliminate time-consuming and error-prone manual process steps through the application of custom business rules and integrated delivery of leads to their CRM system and third-party call centers.

“We are thrilled to be working with Remington College, Bob Lutz and his team,” said Jamie McDonald, CEO of Sparkroom. “We look forward to providing Remington with a software platform that will help them better manage and optimize their lead generation and admissions activities, ultimately giving them a competitive edge and helping them to scale their business more quickly.”

The Sparkroom Lead Deliver platform includes:

  • Real-time lead capture. Bring together leads from all of your direct response channels in one central database.
  • Complex lead validation and scrubbing.Validate that the leads being delivered are within your campaign dimensions and eliminate fraudulent, duplicate and invalid leads before they reach your call centers.
  • Robust lead delivery engine. Deliver valid leads to multiple destinations based on flexible and customizable distribution rules.
  • Integration with leading CRM and Student Information Systems. Pre-built connectors to leading vendor systems to insert new leads and extract conversion and admissions data.

About Sparkroom
Sparkroom is a leading provider of Lead Performance Management software and services. Sparkroom Lead Deliver and Lead IQ provide a business intelligence and lead delivery platform to give direct response marketers the tools and expertise needed to measure, manage and optimize their lead acquisition spending across every direct response channel. Sparkroom’s software, which it hosts and delivers to its customers on-demand, enables customers to capture, store and analyze information generated by their lead buying activities and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. Founded in early 2007, Sparkroom is privately-held, with funding from private investors and Matrix Partners. For more information, visit www.sparkroom.com.

About Remington College
Remington College is a common name used by all 20 campuses of a group of affiliated companies of privately-owned post-secondary educational institutions. Remington College offers diplomas, bachelor’s and associate’s degrees in the fields of health science, criminal justice, business, electronics and information technology in 10 states and also offers online programs. Remington College and its predecessor companies have been part of the higher-education community since 1985.

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