Online Education Mystery Shopper

Orange Passion – Campus Direct Consulting Project Online Education – Mystery Shopper

1. Overview The Online Education Mystery Shopper Project (“OEMS” project or just “project”) is part of a Lifebushido - Orange Passion consulting project, performed for Campus Direct – an online education marketing company (http://www.campusdirect.com/). Campus Direct (CD) is looking to establish a leading role in the online marketing of Online Colleges and Universities. Lifebushido is consulting the client on how to achieve its goals. The OEMS project involves performing “mystery shopper” tasks on Online College and University websites. 2. The Research Team’s Task Every person on the research team will be visiting 1 Online School website and going through the process of inquiring about a degree program(s) at that particular school. Subsequently, each research team member will consolidate his/her results and email them to the project lead (details below).

3. Project Goal The project goal is to gain a good understanding of the schools’ marketing strategies as well as policies, procedures, and persistence in attracting new students.

4. Project Contact The OEMS project lead is Anna Dimova ([email protected], (310) 880-7221). Please, contact Anna with any questions you may have.

5. Step-By-Step Instructions for Research Team

1) Come up with a name that you want to use for this project. I recommend using your real first name and changing only your last name (for example my real name is Anna Dimova but for this project I’ll be Anna Oussi) 2) Create a dummy Gmail account for this project at http://mail.google.com/ 3) Come up with your “story” (e.g. married with 1 kid; looking to get an Associate degree in Business from a reputable online school, have high school diploma, no college credits)

Now you are ready to start your Mystery Shopper Assignment. 4) Create a word document where you will be tracking your research. Call the document “Online Education FIRSTNAME LASTNAME”. 5) Refer to the website that has been specifically assigned to you for your research (refer to the grid on the wiki page), then follow the directions below:

Online Education Mystery Shopper Project | Orange Passion, a Division of Lifebushido | Page 1 of 16  Go to the website  Capture a screenshot of the main page o Press ALT + Print Scrn at the same time (for some people it may be Fn + Prnt Scrn) o Paste (CTRL + V) the screenshot into an Excel spreadsheet and Crop the top and bottom of the image to cut out the browser (you can also crop the sides) until you have an image of just the website with the needed information (see example on page 3 below) o Copy and Paste that image into your word document  Choose a “program degree” or “area of interest” (e.g. “Business”, “Nursing”, “Education”, “Criminal Justice” etc. – choose one) and begin your inquiry as if you were really looking to start an online degree program.  Keep capturing and pasting each subsequent screenshot into your document.  At some point the website will ask you to enter your information – name, address, email, and phone number – enter your made-up name, dummy email address, and a fake address and phone number.  Subsequently, the school will start contacting you to recruit you as a new student.  Let them know that you are doing your research on online schools and trying to find the best fit and you are not quite ready to make a decision yet.  Keep track of all your emails and copy and paste them into your document.

6) Once you have inquired about a program degree on the website and have been contacted by the school, organize your word document in chronological order with all your screenshots and communication with them and write a paragraph about your overall experience, thoughts, likes and dislikes etc. on the school – what you thought about their website, the enrollment counselor that contacted you – anything that you think is important to help you make a decision to enroll or not to enroll at that particular school if you were really looking to go to school at this time. 7) The document below is a sample of what your document should look like. Note, however, that each website is different, so there will be differences in the sequence of pages, required information you’ll need to enter etc. Use your best judgment on how to lay out your final document. 8) Any questions or concerns – email me [email protected].

Online Education Mystery Shopper Project | Orange Passion, a Division of Lifebushido | Page 2 of 16 Online Education Mystery Shopper Assignment – Anna Dimova

My name for this assignment: Anna Oussi My dummy email address: [email protected] My “Story”: married, working full time, no kids; high school diploma; looking to get an Associate or Bachelor’s in Business from a reputable online university.

1. School – Walden University - http://www.waldenu.edu/

1.1.Walden University information inquiry process

My first inquiry is on Thursday, 10/29/2009 at 11:30am PST. I am noting this to see how fast they respond to their inquiries (I am measuring the time between my inquiry and their first contact).

 Home Page screenshot.

I want to request some information, so I’ve entered my name and dummy email address and I am ready to continue.

Online Education Mystery Shopper Project | Orange Passion, a Division of Lifebushido | Page 3 of 16  Page 2 Screenshot

I’ve entered a fake address and my “Google Voice” phone number – you can enter a fake phone number if you don’t have a “Google Voice” number (or another number, specifically for this type of purposes). You have to enter all the information for the site to let you continue your inquiry.

Online Education Mystery Shopper Project | Orange Passion, a Division of Lifebushido | Page 4 of 16  Page 3 Screenshot

I have selected my degree program. Apparently, they don’t offer Associate degrees, so I am going straight for a Bachelor’s.

 Page 4 screenshot

That’s it. I am done in only 3 steps. Now I am waiting for an “enrollment advisor” to contact me.

Some things that I have noticed so far:

Online Education Mystery Shopper Project | Orange Passion, a Division of Lifebushido | Page 5 of 16 o They are positioning themselves as a reputable institution - “A trusted Name in Online Education” o They offer Bachelor’s, Master’s, PhD and Education degrees (no Associate degrees), which reinforces their reputation of a “high-quality institution” o The information request process is quick and painless o The website is well organized and visually appealing (not too busy with too much information) o There are appealing “marketing messages” on the right hand-side as I am filling out my application:

“A Trusted Name in Online Education”

“Our proven track record in online education has grown our learning community to over 33,000 students and 31,000 alumni worldwide.”

“Walden offers you * Courses designed to fit your budget and your schedule. * Opportunities to network with faculty and students from across the United States and around the world. * A flexible schedule so you can participate when it's convenient for you.”

1.2.Walden University – Communication

 Email String

10.28.2009, 12:07PM.

Dear Anna,

Thank you for your interest in the B.S. in Business Administration program at Walden University. My name is Shernedra Brown and I am your Enrollment Advisor. I am here to help answer your questions about the Walden program, guide you through the application process, and ensure that your enrollment goes as smoothly as possible.

I will contact you to discuss how Walden University can help you meet your educational needs. So that I can be prepared with the information that will be most helpful to you, please reply to this email with answers to the following questions:

-- What motivated you to return to school, and what are your goals in earning your degree? -- When would you like to begin your program? -- What is your highest completed level of education? -- How long have you been working in your current career? -- Have you thought about how you would like to finance your education?

When assisting returning students, we find that their primary concerns often relate to time and money. Therefore, we have developed some online resources to help address those concerns:

Online Education Mystery Shopper Project | Orange Passion, a Division of Lifebushido | Page 6 of 16 -- Ask me about our free Time Management Self-Assessment tool, so you can begin planning how to maximize your study time. -- To learn more about financial aid options that are available to you, visit http://www.WaldenU.edu/c/Tuition/8331.htm.

Thank you again for choosing Walden University. I look forward to helping you achieve your educational goals.

Best Regards,

Shernedra Brown Master's of Science in Education-Central Team The Richard W. Riley School of Education and Leadership College of Management & Technology Undergraduate Studies

Phone:866-492-5336, ext. 4809 Fax:877-627-8348 [email protected] www.WaldenU.edu

PLEASE NOTE: Official transcripts should be directed to Walden University Office of Admissions, 650 South Exeter Street, Baltimore, MD 21202

Walden University is accredited by The Higher Learning Commission and a member of the North Central Association, www.ncahlc.org; 312-263-0456.

Academic Offices: 155 Fifth Avenue South, Suite 100, Minneapolis, MN 55401 Administrative Offices: 650 South Exeter Street, Baltimore, MD 21202

You received this message because you requested information from Walden University. If you do not wish to receive future commercial email messages from Walden University, or other U.S.-based Laureate Online Education affiliates, please reply to this email with the message “unsubscribe.” Please note that we may continue to send you transactional or relationship messages, such as press releases, newsletters, or account information. Telephone calls to and from Walden University may be monitored for quality assurance and training purposes. You can review Walden’s privacy policy at www.WaldenU.edu/privacy.

November 2nd, 2009, 12:49 PM

Online Education Mystery Shopper Project | Orange Passion, a Division of Lifebushido | Page 7 of 16 Hi Shernedra,

Thank you for the email and for your phone call last Friday. All the information you provided will definitely help me with my school selection process.

Here are the answers to the questions you posted below:

1) What motivated me to return to school is that I saw that I can't progress further in my career without a formal education. I am currently a marketing coordinator at a small company and I realized that I couldn't move up to a management position without obtaining a bachelor's degree. In addition, almost daily I find myself researching online how to do marketing projects and coordination and I think that if I learn about marketing in a structured academic setting, I will have a broad picture of how things work and a much easier time figuring out how to approach all my projects. This will make me more productive, which, I hope, will also make me promotable. 2) I would like to begin my program in the next few months 3) My highest completed level of education is high school 4) I have been working in my current career for 10 years 5) I haven't really thought about how I am going to finance my education, so I would like to look at all available options. I am going to visit the tuition link you provided below to learn more about this.

Thank you Shernedra!

November 3rd, 2009

Hello Anna,

Just wanted to let you know that we also have a monthly payment plan in addition to filling out the FAFSA. It would be my pleasure to discuss the program and financial aid if you have any questions that come up. The January 19, 2010 may be a good match for you.

Best Regards,

Shernedra Brown The Richard W. Riley School of Education and Leadership College of Management & Technology Undergraduate Studies

Phone:866-492-5336, ext. 4809 Fax:877-627-8348 [email protected]

Walden University Office of Admissions/M.S in Education 650 S. Exeter St. 7th, Floor

Online Education Mystery Shopper Project | Orange Passion, a Division of Lifebushido | Page 8 of 16 Baltimore, MD 21202 www.WaldenU.edu

Walden University is accredited by The Higher Learning Commission and a member of the North Central Association, www.ncahlc.org; 312-263-0456.

You received this message because you requested information from Walden University. If you do not wish to receive future commercial email messages from Walden University, or other U.S.-based Laureate Online Education affiliates, please reply with the message “unsubscribe.” Please note that we may continue to send you transactional or relationship messages, such as press releases, newsletters or account information. You can review Walden’s privacy policy at www.WaldenU.edu/privacy

November 5th, 2009

Hi Shernedra,

Yes, I think January 19th will be good timing for me. Also, I have a question about the monthly payment option. What does that look like with 1 class per semester? How about with 2 classes? Also, what are the additional expenses that I should be prepared for - books, computer software etc. - just as a ballpark.

I also see that you have a free information session coming up, so I will try to make it to that, as I think it will be helpful.

Thank you, Anna

November 10th, 2009

Hello Anna,

If you could attend the information session that would be great. Here is the current cost of tuition for the Center for Undergraduate Studies.

Curriculum Component Requirements Cost

Fundamentals Courses (ENGL Based on individual student $100 per credit hour 0099, MATH 0099) requirements

General Education Courses 45 total quarter credit hours $235 per quarter credit hour

All Other Bachelor's Courses 135 total quarter credit hours $255 per quarter credit hour

Technology Fee per quarter $35

Online Education Mystery Shopper Project | Orange Passion, a Division of Lifebushido | Page 9 of 16 You take one class at a time every 6 weeks which is ~$1200 and if you took two classes the amount would double. Books are ~$50-$100 per class.

Tuition Pay: This payment plan is affordable and is an interest-free alternative. If you are interested in obtaining additional information about "Tuition Pay" offered through AMS, please contact (800) 531-4300. The website is www.tuitionpay.com

Please feel free to give me a call if you have and questions.

Best Regards,

Phone:866-492-5336, ext. 4809 Fax:877-627-8348

November 10th, 2009

Greetings from Walden University,

Thank you for considering Walden University we are currently accepting applications for the December 7th and January 19th starts. We understand that funding your education and professional development can sometimes be challenging. Please review the following information about various financial assistance and tuition savings opportunities.

Federal Loans: As a graduate student you are only eligible for federal aid in the form of a Stafford loan. You can apply for a federal Stafford loan online at: http://www.fafsa.ed.gov. The Federal School Code for Walden is 025042. Be sure to have your most recent tax forms. If you have any questions you can contact 1-800-4- FED-AID.

Tax Deduction: It may be possible to deduct up to $3,000 in tuition costs for higher education from your taxes. For more information please visit: http://www.irs.gov/newsroom/article/0,,id=105144,00.html

Tuition Pay: This payment plan is affordable and is an interest-free alternative. If you are interested in obtaining additional information about "Tuition Pay" offered through AMS, please contact (800) 531-4300. The website is www.tuitionpay.com

Online Education Mystery Shopper Project | Orange Passion, a Division of Lifebushido | Page 10 of 16 You can also view these sites for private sources of financial aid/grant info: www.petersons.com www.fastweb.com www.studentawards.com www.finaid.org www.mach25.com www.embark.com www.collegeboard.com

Best Regards,

November 3rd, 2009

Greetings,

Walden is currently accepting application for our undergraduate programs. Please respond to this email with one of the following:

1. I would like to apply to the December 7th start date, please tell me how to get my application fee waived.

2. I would like to apply to the January 19th start date, please tell me how to get my application fee waived.

3. I am interested in receiving more information but not sure when I would like to apply.

4. I am no longer interested, please remove me from your call list.

Please let me know if you have any questions.

Best Regards,

Phone:866-492-5336, ext. 4809 Fax:877-627-8348 [email protected]

Online Education Mystery Shopper Project | Orange Passion, a Division of Lifebushido | Page 11 of 16 November 4th, 2009 – Email from the school

EVENT INVITATION Share: Invite a Friend to this session Richard W. Riley College of Education Dear Anna, and Leadership Knott's Berry Farm Resort Hotel Thank you for inquiring about Walden BER Conference University's B.S. in Business Administration Buena Park, CA program. Walden is hosting a free information Tuesday, December 1, 2009 session in your area. @ 1:00 - 4:00 pm Information sessions give you the opportunity Register Now! to: for this session  Meet face to face with Walden representatives to discuss your Richard W. Riley College of Education degree options in depth and Leadership  Learn a variety of ways to finance Knott's Berry Farm Resort Hotel your education, including loans, BER Conference fellowships, tuition reimbursement Buena Park, CA and payment plans Thursday, December 10, 2009  Gain a better understanding of the @ 1:00 - 4:00 pm time commitment involved in earning your degree through distance learning Register Now! for this session You are invited to attend an information session in your area. To sign up immediately, Explore Financial click on the "Register Now" button. Refreshments will be provided. Aid Online Walden Forum Can’t attend in person, register for an Tuesday, December 1, 2009 online Walden Forum. @ 7:00 pm PST

For more details about Walden University's Register Now! information sessions, visit our Web site or call for this session me at 8664925336, ext. 4809. Space is limited, so register today. Explore Financial Aid Sincerely, Online Walden Forum Wednesday, December 16, 2009 Shernedra Brown @ 7:00 pm PST Enrollment Advisor, Walden University 8664925336, ext. 4809 [email protected] Register Now! for this session P.S. Information Session attendees will receive complimentary parking. Explore Financial Aid Online Walden Forum Thursday, December 17, 2009

Online Education Mystery Shopper Project | Orange Passion, a Division of Lifebushido | Page 12 of 16 @ 7:00 pm PST

Register Now! for this session

Explore Financial Aid Online Walden Forum Saturday, December 19, 2009

@ 12:00 pm PST

Register Now! for this session

For more events click here

Walden University is accredited by The Higher Learning Commission and a member of the North Central Association, www.ncahlc.org; 1-312-263-0456.

Academic Offices: 155 Fifth Avenue South, Suite 100, Minneapolis, MN 55401 Administrative Offices: 650 S. Exeter Street, Baltimore, MD 21202

You received this message because you requested information from Walden University. If you do not want to receive future commercial email messages from Walden University, or other U.S.-based Laureate Online Education affiliates, please click here to unsubscribe. Please note that we may continue to send you transactional or relationship messages, such as press releases, newsletters, or account information. You can review Walden's privacy policy at www.WaldenU.edu/privacy.

November 13th, 2009 Anna, see what is new at Walden in November

[email protected]

to me show details 7:51 AM (3 hours ago)

Images are not displayed. Display images below - Always display images from [email protected]

Online Education Mystery Shopper Project | Orange Passion, a Division of Lifebushido | Page 13 of 16 The Walden Insider covers news and accomplishments from the Walden University community. It is emailed Articles monthly to subscribers who are interested in positively impacting their careers and communities through advanced education. News Your Resource Center November 2009 New Programs Article Highlights Scholarships and Financial Aid Social Change Talk with Jon Kaplan, President of Walden University

Events By Gennefer Snowfield

When Gennefer Snowfield, a contributor to TriplePundit Conferences (www.triplepundit.com), saw a commercial for Walden University, she was struck by its mission of social Information Sessions change. This led her to conduct an extensive interview with Jonathan Kaplan, president of Walden University, Walden Forums for the online business analysis site. Specifically, Snowfield explored the innovative techniques that Perspectives on the World Walden uses to incorporate its mission into every aspect of its curriculum and how this commitment has supported Social Impact Speaker Walden students at every level as agents of change... Series Read More

Call 1-866-492- The future of college may be virtual 5336 to speak to a Walden Going “away” to college may soon be a thing of the past, enrollment according to a Christian Science Monitor article, “The advisor. Future of College May Be Virtual.” The prospects for brick-and-mortar higher education are compared to the Request more situation facing the newspaper industry; both higher information education and newspapers seem to be looking to online about becoming opportunities to provide convenience and flexibility that a Walden student. better serve individuals. The article also references a study conducted by SRI International on behalf of the U.S. Department of Education that concluded, “On average, students in online-learning conditions Apply today. performed better than those receiving face-to-face Fast, easy, instruction.”... online registration. Read More

24 State Teachers of the Year Enroll at Walden University

Twenty-four top educators who were selected as their state’s Teacher of the Year have enrolled in The Richard W. Riley College of Education and Leadership at Walden

Online Education Mystery Shopper Project | Orange Passion, a Division of Lifebushido | Page 14 of 16 University to advance their careers and education. Each year, Teacher of the Year honorees are recognized nationally after a rigorous selection process, which varies by region, and a validation of his or her abilities in the classroom. Walden’s programs will allow honorees to work toward earning their master’s or doctoral degrees in education online while still meeting their classroom and Teacher of the Year responsibilities...