Enrollment Marketing Strategy for Colleges and Universities
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The Enrollment Marketing Paradigm is Broken
Higher education enrollment managers and marketers can no longer succeed by simply pushing themselves at prospective students. With proliferating communication channels, students seek out information they want. They are not waiting for you to contact them. They control when, where and how they interact with you.
When they engage with you, they've done their research and expect specific information that is relevant to them. They talk about you within their personal network and what they say about you is heard by everyone else who may be considering your college or university.
This isn't about applying the newest enrollment marketing innovation or technology. Adding new communication capabilities and new tools while following the same enrollment marketing playbook only serves to push more enrollment marketing noise out faster.
Instead, this is about changing your relationship with the people that matter most to you: your prospective students and their influencers.
Enrollment Marketing Planning
The goal of any enrollment marketing effort should be to connect prospective students to the right educational opportunities at your institution. Done correctly this type of mindset supports goals - your college or university and prospective students.
An interactive enrollment marketing is about engaging prospective students, remembering what they do and say, and then connecting with them in ways that: demonstrate you understand them, and helps them achieve their goals. Mastering the supporting channels - online, offline, and social - requires a systematic approach to understand your current relationships and planning and executing a strategy to achieve desired goals and objectives.
Change Your Relationships: Enrollment Marketing Strategy from DemandEngine
DemandEngine's Interactive Enrollment Marketing Strategy comprehensive service helps in:
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Assess your current enrollment capabilities (planning, people, process, and technology)
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Establishing prospective student personas using social participation profiles, data analysis, and focus groups
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Assessing current online, offline, and social enrollment marketing practices
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Providing actionable feedback using Report Cards comparing current practices to best practices
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Defining clear goals and objectives for your interactive enrollment marketing initiative
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Identifying clear strategies to support your desired goals
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Selecting the appropriate Web 2.0 technologies
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Developing an Enrollment Marketing Scorecard
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Executing and evaluating your plan
Changing the enrollment marketing paradigm requires an intentional approach that focuses on your prospective student relationships, what they want and expect during their decision process, and an actionable plan. DemandEngine can help plan an approach that helps move the performance needle. The end result is more engaged prospective students, connecting with your college or university in more measurable ways, to support your enrollment objectives.
