Send texts and emails with surveys if youre not sure why they dropped off. 4. Thus, your staffers can focus purely on engaging and nurturing prospects, leading to increased enrollments. These university and college advertising campaigns can be in the form of social media posts, print ads, or email newsletters. Part two of the series, Five principles of a successful prospective student direct marketing campaign, Read part one: Building the right list for campus direct marketing. Saint Louis University has done just that with its admissions page. each of these behave differently, have different customer journeys, and have different needs. In fact, this campaign is higher eds contribution to #advertisingtwitters decade-long should you be distinct or different debate. I can't tell you the number of events I attended in college because they offered free food. Include messages that focus on quality academic . Engage where your students are. The decision is difficult, no doubt. Do your prospective students want to know this? Leverage trials and samples Let's just address the elephant in the room outright: college kids love free stuff. We recommend conducting three campaigns a yearfall, late winter, and late spring. Are they looking to join a network of leaders in their desired field of study? Id like to think of brand strategy as the bridge between institutional strategy and marketing. [CDATA[ hbspt.cta.load(722788, '9c4355d9-783d-4e61-a4f4-86d1a20020f0', {}); // ]]>. 1998-2023 Ruffalo Noel Levitz, LLC. After nearly closing its doors, a combination of enrollment strategy, new leadership and community and campus support helped to not only keep the doors open, but emerge revitalized. 1. Student-generated content is authentic, which is one of the best forms of content to attract your prospects. Unlike singular posts, social media campaigns have a clear goal in mind and follow a common theme to drive brand awareness. Communicate effectively with a CRM system. Below weve compiled four content ideas to inspire your next campaign. Heres a quick recap of what your school could be doing with its Instagram campaigns: Join our email list to get a weekly digest of the latest content published by the Pepperland Marketing team. Most Popular Stories They utilizedGoogle Ads to promotetheir 2-year scholarship program. Not only was I incredibly impressed that this herculean task appeared to be primarily the work of an internal team but also how the campaign evolved across each and every creative package. For institutions that are planning to deliver partially or fully remote instruction, the community of students, staff, and faculty who support each other is a key component of that value. Augusta Universitys ads are student-focused, vibrant, and direct. These prospects have actively engaged in conversations, requested admission requirements, and attended an event(s). Set up communication channels that the students are most comfortable with, 2. (, What are the realistic prospects for a student before and after graduation? Starting all the way from the marketing stage for fresh candidates will require more resources. Segment lists according to preferred modes of communication and send them broadcasts (or call them) to confirm their opt-in on the respective channels. The 2017 Social Admissions Report found that "63 percent of students use social media to research a college they are interested in and 60 percent have followed or liked a college they are considering." Think of receiving your 20th credit card solicitation in the mail and your likely response to it. That campaign, launched in 2016, continues today. Listen: Why is it So Hard for Colleges to Differentiate Themselves? Offer valuable resources that help them with the admission process, Bottom of the funnel: Student recruitment strategies to inspire prospects to secure admission, 2. For instance, short walkthrough videos on Instagram may have been working really well for your competitors. Although you cant be together face-to-face, its the students, educators, and other key players who define your school community. What better way to hook some long-term loyal customers than offering your product for free? Let your contacts know that if they arent interested in hearing from you, they can opt out and give an easy way to do so. Schedule your campaign by date of deployment and days and timing of activation. Join our email list to get a weekly digest of the latest content published by the Pepperland Marketing team. Campaigning on social media is a little different from everyday content posting. This ensures that youll be in touch with prospects year round. Their animated mascot, Frankie the Fox, doesnt just cheer on their athletic and academic teams. Harvard uses this form of student recruitment strategy to attract students. Which leads to my next recommendation. Select the contact list and rent a phone number. You can better explain your schools programs to prospective students using video content. We dont blame them. Our perception of a brand is shaped, unconsciously, through every single experience. Boston University | #TerrierTuesdays Not only did this raise the bar creatively, it reinforced the power of higher education, itself, through its institutional message. Content generated from your students or alumni can have a favorable impact on your prospective students decision-making process. But depending on which part of the world your university is located in, some sports are particularly popular. People value the opinion of their peers. To know more about building a marketing list (for SMS), read this post. Belongs to an area that hasnt traditionally seen much traffic in your college. My Noel-Levitz colleagues and I will be conducting a free Webinar on February 14, What Makes a Student Direct Marketing Program Successful? Request the people in your story to share it on their social media handles. Skyline College from San Bruno, California, did just that. To show transparency, you could maintain blogs about overcoming challenges (financial, emotional, academic, etc.). Without any doubt,content marketing is very impactful for universities, colleges, and schools likewise. Since everybody plays a different role, you may get different angles from them all. A great way to build a relationship with prospective students is to create content that helps them understand what their experience at your university could be like. Most student recruitment strategies consider free resources as one of the ways to attract prospective students. One the other hand, breaking category conventions puts us in a better position to stand out. At this stage, when students are probably counting the pros and cons of the shortlisted universities, you need to ensure you dont enter the field of too expensive. On the other hand, student success stories and contributed posts can be used in lead nurturing email campaigns to build stronger relationships with prospective students and demonstrate the achievements of current students and alumni. Researching for colleges and universities that best match their expectations is no different. See all products ->, 3000+ orgs use CallHub for communication. Copyright 2023 Pepperland Marketing, LLC. Not only did the campaign creatively build repetition, but the continued use of the same students across campaign assets built fluency. This is achieved by methods such as facilitating user-generated content, incorporating inspiring student testimonials or stories, and more! Grassroots Advocacy, Getting Started You are contacting students who already may have heard from 15 or 20 institutions. To offer a personalized experience to its website visitors, Saint Louis University has created a unique admissions page where prospective students can answer questions like the ones below to explore everything the university offers. Leverage your alumni network and faculty to help prospects where they need it. It is the perfect example of how universities can leverage atrending event to boost brand awareness. 3. The campaign was anchored to a portfolio of student stories in an attempt to get prospective students to see themselves at URI. You can promote the event on social media and in flyers around campus. You must know how to run the bestmarketing campaigns for universities to attract the right student leads. As you move forward, keep refining your list and communicating with your prospectsnew and old. Host a giveaway or raffle Everybody loves free stuff, and students are no exception! What does the prospective student hope to achieve by completing their degree? Copyright 2023 Pepperland Marketing, LLC. However, if your data is synced, an agent can see a prospects responses to the email survey and can take the nurturing forward from there. Mass Texting Campaigns, Get out the vote guide Consideration and decision stage content might include a blog post detailing key features of the program or an admissions requirement checklist. All rights reserved. Draft your message, adding merge tags for personalization, and set up auto-responses to anticipated replies. Our. Choose your contact list and rent a phone number. Whatever the case, make sure that the CTA is relevant to the content and valuable to the reader. Well, go ahead andwatchit yourself first. But whats so great about their video? Dont forget to provide the reader with a path forward. Universities must have a strong and consistent marketing and advertising campaign strategy to promote their institution and attract new students effectively. More importantly, take your contacts consent before sending them text updates. All Rights Reserved. Universities marketing campaigns usually focus on incoming freshmen, their parents, and alumni. The new generation of Executing unique Instagram campaigns is just as important as your routine daily posts. approach for your college or university. After the calling campaign, they got 15 transfers! This is why students tend to seek out free resources. Even though the two may seem similar, theres a distinction that many people struggle to define. Dont be hesitant to add names and communication flows late in a cycle for a high school cohort. Frankie does everyday activities around campus such as sledding, jogging, and opening gifts. The right message at the right time to the right target creates a huge impact on your results. So, how can you schedule a text update on CallHub? The literature would argue that without some creative guardrails in ones quest to become different, you run the risk of losing a connection to the category. Higher-ed Facebook marketing campaignsdont necessarily have to be expensive. When creating content, you need to understand who youre creating it for. If the quickest way to the head is the heart, the emotional levers we pull through powerful stories is the rocket fuel to put us on that path, and this campaign demonstrates that. Good things can happen when institutions combine clear purpose with bold creativity. Assign specific student success agents to the prospects so they always have one point of contact, and you can build a relationship with them. Based on this, you can decide which of them need nurturing and which of them can be filtered out The former are your priorities and the latter, posteriorities., Peter F. Drucker, the Father of Modern Management Studies, gives an apt definition of posteriorities as deciding what tasks not to tackle andsticking to the decision.. Executing unique Instagram campaigns is just as important as your routine daily posts. I genuinely loved every bit of it. Watch: 20 Questions with Purdues SVP of Marketing & Communications. Having received a few degrees from U of SC and having worked previously at the institution in a marketing role, I still feel a sense of ownership over any branding efforts from my alma mater but promise that despite my attachment this is purely objective. Best practices to set priorities and posteriorities: Applying to the right college can be a bit of a puzzle, especially in the absence of proper guidance and resources. Lets look at various student recruitment strategies that can: The Top of The Funnel (TOFU) is the stage where you market your university and get the attention of as many real prospects as possible. These are just a few realities impacting your college recruitment strategy. improve your student recruitment strategies and engage students with CallHubs texting and calling tools. Not only was this post funny, but it also effectively marketed the university. The series inspires and motivates students by giving them a role model to connect with who is a current student or alumni of the university. All rights reserved. They had previously sent an email but couldnt get the attention they desired, hence the phone call. deserve equal opportunities to study in esteemed colleges. He said his firm had a 94% success rate for getting students into one of their top three colleges. All rights reserved. Leveraging student success stories, student spotlights, or student-contributed blog posts acts as social proof and gives prospective students a chance to learn about your school through people they can relate to. From there, you can focus your efforts on executing your plan, placing meaningful CTAs, capturing and nurturing leads, and fueling your, How To Build a Strong Social Media Team in Higher Education, How to Develop a Social Media Strategy in Higher Education, 5 Types of Content to Include in your College's Instagram Strategy, 6 Examples of Successful Higher Education Instagram Campaigns, 24 Statistics Proving The Power Of Instagram In Higher Education, 7 Top College Instagram Accounts (and Why They're Successful). Rutgers #HowWeMetAtRU campaign is a very unique school social trend that highlights how two students at the university met each other. That, and the fact that all qualified students, irrespective of their ethnic, sexual, cultural orientations, income levels, disabilities etc. Why not use distinction to be different. Universities trying to update their technology and create an effective online course marketing strategy to increase more visibility that helps to lead generation for higher education. They know that their potential students worry about two things majorly: Worry about choosing the right major and fees/debt. In the world of higher education, social media has become an essential tool for promoting your school, connecting with As enrollment marketers, we are constantly trying to find new ways to reach potential students. It was standing room only and I was smashed somewhere between a doorway and a second row of sitting people. About CallHub , its time to get creative and start planning your campaigns. Get faculty and alumni from particular departments to conduct online introductory sessions. It was so good. Text messages enable two-way conversation. 2023 eCity Interactive. These schools have implemented their personality into each campaign, so find your niche and build your strategy from there. The most effective email campaigns begin by first defining and connecting with the K-12 counselors . Consider using blog posts, video content, and social media to highlight the ways the community is staying connected despite these challenges. UGC content is powerful. According to the National Student Clearing House Research Center, Spring 2018 college enrollment across U.S. campuses was down from the previous year. University of Copenhagens campus virtual tour is an excellent example of how video content can be used effectively to remove doubts from the minds of international students. Use your social media posts and email and SMS broadcasts to mention what they can expect from your institution, what challenges they may face, and to resolve doubts. hbspt.cta.load(722788, 'c6fe8bdf-44cb-4de4-b975-9060710f22b5', {}); Think about the long-term benefits of completing a degree at your college or university and how they translate to these overarching goals. Struggling to drive engagement toward your colleges Instagram account? Ask yourself questions like these before you finalize your story. Send a text message to all your prospective students simultaneously. Why MOFU prospects: They may have dropped off due to lack of connection with you. How effectively your university executes its digital marketing strategy and ad campaigns will ultimately determine how many students you can enroll in your programs. The university choose the best shots and posted them on its official Instagram account, executing a perfect student-influenced social media campaign. Many high-profile institutions refused to cooperate with the controversial U.S. News ranking system. From Protect Purdue to the Persistent Pursuit and everything in between, its clear that this platform isnt just flavoring brand communications but, instead, driving actual institutional behaviors and its been fun to watch. Increase student enrollment with Ad Campaigns. If your goal for this content is to drive organic traffic, for example, you will likely need to optimize a given article around a targeted keyword to improve your chances of ranking among the top search results. See how you can improve your student recruitment strategies and engage students with CallHubs texting and calling tools. To develop a stellar digital marketing strategy for your university, you must dissect what your competitors are doing. Sweet Briar College is a private womens college in Virginia. From overcoming struggles as an Indigenous Native American, to first-hand experiences at Apple, Worth Repeating offers in-depth life advice for its users. Similarly an innovative marketing strategy can be a valuable addition to your student recruitment strategies. If you dont have the time for that, let us break it down for you. Drury University has started a campaign to raise $50 million to honor Drury's 150th anniversary. Prior to starting Orion, Rayed has worked in various marketing positions and spent millions of dollars across different ad platforms. of the institution, came a new brand platform anchored in a big brand campaign. This creative isnt just inspiring, but its execution also sends the right signals to reinforce Dardens top spot in the market and perceived value. Do they need to use a hashtag? With such discouraging numbers, colleges and universities are up for a tough competition to meet their admission targets. Use creative online marketing strategies, 3. You want to target students with multiple messages because youre almost certainly competing with many other campuses for their attention. Hosting a giveaway or raffle is a great way to get students interested in your institution. Heres how you stand first in line to earn their attention. Gen-Z has grown up in the era of social media, curated online shopping options, personalized search results, etc. For example, you could actively reach out to minority schools and communities to recruit students to your college. I cant remember the last time a higher ed campaign received as much publicity as University of Wyomings The World Needs More Cowboys. It was said to have, generated more than $6.1 million in news coverage, , and the campaign proves how fame is one of the, advertising can make.
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