Strategic Communication: Identify Your School’s Why
Want to engage more students with your programs and events? See how strategic communication is key to student engagement.
Marketing Strategies
Traditionally, higher education website lead gathering has gone something like this: “Susie Prospect, fill out my lengthy and detailed web form so that I can market to you.” It may not seem like you’re asking for that much of a commitment, but for today’s prospective traditional student, you might as well pop out the diamond ring and propose in the middle of the speed-dating round. They’re just “playing the field.” They want to remain in control, and that means remaining anonymous for as long as possible. Asking them for more than a name and email address can send them scurrying somewhere else. And they WILL find what they’re looking for somewhere else if you don’t provide it.
As good admissions counselors, enrollment professionals and higher education marketers, you’ve been taught that if you don’t know the demographic details of your prospect, you can’t market appropriately and effectively and that your admissions marketing efforts could be wasted. While having demographic details can certainly help focus your admissions marketing efforts, there are general principles that can be applied that will help move these undefined prospects from “speed dating” in general to considering a “date” with your institution specifically. Here are a few suggestions.
By delivering truly valuable material, you have earned your prospect’s trust and built rapport. In return, they’ve entrusted you with more detailed information, and you can now market more specifically to their demographic and eventually “propose” a “committed relationship” with your institution. And you’ll all live happily ever after.
If you need help with any of your marketing strategies or execution, feel free to reach out.
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