by Becky Tankersley, Chair, Recruitment & Marketing PAC, AACRAO; Communications Officer, Enrollment Services, Georgia Tech
If you’re using yesterday’s marketing strategies to recruit today’s students, you’re missing out.
“This student population expects personalized experiences that focus on their individual needs,” explained Todd Abbott and Matt Krov of Ruffalo Noel Levitz. In their session "Your Communication Plan is Broken: Why Enrollment Marketing Needs to Change," they explained why it’s vital for colleges to embrace a new paradigm of student-driven marketing.
The End of Traditional Marketing?
Traditional marketing methods such as mailers, emails, and phone calls are becoming less effective with today’s student. Why?
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Growth in test optional schools: as more colleges and universities become test optional, fewer students may take standardized tests. If the number of students who choose to test declines, traditional name buys will yield fewer leads.
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Decline in high school graduates: demographic data points to a decline in the overall population of students in the coming years.
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Growth in online learning: more students are going online to learn, including high school students in dual enrollment as well as non-traditional students seeking a convenient way to learn.
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Inflation: the inflation of the cost of a college education is outpacing the growth of inflation in family incomes. 52% of students will rule out a school based upon sticker price alone, never taking into account financial aid options.
The Rise of Digital Marketing
Today’s students live online. 75% of students start their own path of discovery long before they are ever contacted by a college. This means by the time we contact students inciting them to “learn more” about our institutions, they’re already several steps ahead of us in their search process.
Students seek authenticity; which is why YouTube has become such a popular social media channel. There has been a 95% growth rate in students using social media to research colleges. Students want to see themselves at your institution—and they find that opportunity through social media. The presenters pointed out students aren’t necessarily looking for the official university channels; instead they’re looking for actual student stories because they feel more authentic.
Digital ads are increasingly effective in higher education marketing, as 55% of students report engagement with digital advertising. The presenters stressed a clear call to action is important, but moreover, being present and being seen in the mediums where students are spending time is crucial.
Change Your Lens
Parents are highly involved in the college search process with their students, with many becoming involved as early as their student’s sophomore year (one exception is first-generation students, whose parents are less likely to be involved). There are two primary filters students and parents use in their college search: academics and cost. Marketing efforts should focus on these two areas, especially academics, as these success stories already exist on your campus.
If you’re unsure what your prospective students want to know—ask them! Interactive quizzes are a great opportunity to give students choice in what they want to learn about, and also give us data to guide future marketing efforts.