Each social platform has targeting options that allow you to reach qualified users that are looking to consume content that is relevant to your program offerings. They offer a plethora of both demographic and psychographic targeting options. Social media is a place where people come to consume funny, informational, and inspirational content.
It would be a mistake to go out to social media for the first time and create an ad that invites people to apply to your grad school. Enrollment marketers have seen great success when it comes to social media when they go out with content first. No Thanks, Keep Reading. Traditionally, enrollment marketers have defined an inquiry as someone who completes the infamous form that asks for everything from your birth date, to program of interest, to the name of your first born child ;. The reality is, people hate filling out long forms — especially on mobile where filling out any form can be a true hassle.
If anything, this individual may be even MORE qualified than a traditional inquiry since they are regularly — and actively — consuming nursing-related content. By utilizing the power of a marketing automation platform like HubSpot to build smart lists and activity-based nurturing communications. Viewed your interior design program page more than 3x in the past 60 days 3.
Or have watched at least one of your interior design program highlight videos. Step 2: Create a marketing automation workflow that will send these individuals an email inviting them to your upcoming event if they:. Read one more interior design related blog post in the next week 2. Visit your interior design program page again in the next week 3. View another interior design related video in the next week. Step 3: Write two more emails that will nurture these prospects towards event attendance:. If a contact meets the aforementioned criteria and RSVPs to the event, thank them immediately, and remove them from the workflow 2.
This is just one, simple example of how to alternatively qualify someone as an inquiry. Again, at no point in time did we ask these folks to fill out a traditional inquiry form, but, if they RSVP to an information session on your graduate program in interior design, are they not just as valuable if not more so than a traditional interior design inquiry? Gone are the days where inquiries could be lumped into large categories and receive follow-up emails in batches.
Potential applicants move at different speeds, process information differently, and consume content at their own rate. You can know who is visiting your website, what they are reading, what they are watching, what they are clicking on, etc. Today, enrollment marketers are required to spend smarter than ever before.
Why It's Time to Throw Away Your College Communication Plan | Ruffalo Noel Levitz
From researching scholarships to job interview tips, there are plenty of topics you can cover in your undergraduate or graduate admissions blog. The ones that will attract the most qualified leads, however, are the ones that are the most specific to your institution. Writing about the particular subject areas in which your institution excels will help prospective students find you.
So where can you find the content for a post about physical therapy? Your faculty members can be a great resource for your inbound marketing content — not only are they experts on the subjects they teach, but they are also knowledgeable about the industry they prepare students to enter. It would be great if they could write the blog posts themselves and maybe some are even willing to! Many faculty members are quite prolific.
While an academic paper in its entirety is not appropriate for your admissions blog, you may be able to repurpose pieces of one for a post or eBook. Using traditional communications flows are helpful, and just about every school sends out a series of emails in a drip sequence spread out over time that all drive prospects towards applying. The fact is, by the time prospects have completed your full inquiry form, they have already been consuming a lot of your content. But fear not!
Recruiting students versus engaging with them is a fine-line — one that can make all the difference. As the years go by and potential applicants are growing up with more technology they naturally want more information, but in a simpler and more interesting way than in the past. Your content should be focused on engagement, not recruitment. The engagement type of interaction with a potential applicant will keep your university at the forefront of their mind because of the value of your thought-leadership and resources, which is inherently different that the traditional recruitment method.
School Admissions Software Solution
There were many moments when I stared at the data and shook my head in surprise at what I was seeing. Interested in diving deeper into these findings and others? We packaged all three Mythbusting reports and the live presentations of the research in one convenient location. Research findings will help you improve your enrollment marketing programs and campaigns, to better target prospective students when and where they want to be reached.
Download Now. Michael Stoner Co-Founder and Co-Owner Was I born a skeptic or did I become one as I watched the hypestorm gather during the dotcom years, recede, and congeal once more as we come to terms with our online, social, mobile world? I'm not much interested in cutting edge but what actually works for real people in the real world. Does that make me a bad person?
View More of Our Work. Three Years of Mythbusting Research We wanted to learn how teens respond to the various communications and marketing tactics of college and university enrollment marketers. Key Findings Some of what we learned confirms what other researchers have shared. Video Teens are huge consumers of online videos in their personal lives. The freshman retention slightly dropped from To be able to "hold our own" was a significant feat. Initial Freshman Financial Aid Award alerts were delivered to students for the first time via email, allowing the reader to view the award content through the secure myUM site.
Mastering Enrollment Management
Use of this method, combined with the absence of any confidential data in the alert, allowed a copy of the alert to be sent to the parent's email address provided on the FAFSA. Availability of private education loans has constricted with fewer participating loan providers using more stringent credit criteria and charging higher fees and rates.
During the early part of , there was an increased demand for student employment jobs, which is believed to be caused by the economic situation. This was the first year in university history where Chinese students made up the largest group of international freshmen. All undergraduate students were given the opportunity to register for their courses online. The Deans from each of the schools and colleges finally supported this significant change. A letter campaign was implemented to high school counselors congratulating them on the stellar students they already referred to UM as well as asked them to continue to refer students in the future with the same academic caliber.
In June , the fully functional Virtual Tour was completed and available to prospective students to explore the campus and encourage them to visit in person.
In , the university moved to a new web Content Management System. E-Communications, in conjunction with other Enrollment Management departments, was integral in launching the top-tier pages of the university website, namely the pages relating to Admission, Academics and Parents. Through the use of primary and secondary research, key attributes that are most important to prospective students were identified so that a cohesive communication strategy could be put in place for the Enrollment Management Division.
Pin codes were implemented for market research surveys which provided more respondent information and ensured greater efficiency in emailing non-responders. Personalized in-person visits for high quality prospective juniors and seniors was developed and implemented. Midway through the year, international students who were not fully proficient in English were assigned a new admission status; "F" to denote "conditionally admitted.
Although the economy was still in a questionable area, along with continuing high unemployment, the Enrollment Management Team reestablished student quality as its highest priority. The Team had another challenging year ahead of them.here
Student Enrollment Management System
Yield rates were almost impossible to predict based on the previous year's experience. Having said all that, it was a very successful year. The rank-in-class was at The freshman retention increased slightly from UM is now listed as a top tier institution in U. This is the second year in university history where Chinese students made up the largest group of international freshmen Graduation rate is the highest ever, at A sophomore-to-junior persistence model was developed to identify those sophomore students at risk of leaving the university.
Recruitment Benchmark Poll Reports for Higher Education
General purpose classrooms were distributed to the respective departments based on efficient space utilization. Enrollment was matched to classroom capacity.
A master calendar was created to reflect the specifics of how prospective students are contacted. The document shows communications sent by the Division of Enrollments as well as the Schools and Colleges. An online face-to-face interview session via Skype with an admission officer was developed to provide additional application resources for the international students. To help target melt during the summer months, the division identified students' interest and extra-curricular activities included in the admission application and developed a process to match those with existing UM organizations, clubs and extra-curricular activities.
The Office of Retention developed an email campaign aimed at those students who are "inactive" for the current semester. The results are being used to develop or enhance marketing strategies to further attract and engage prospective students. An online survey of current sophomores to assess their level of academic and social involvement and commitment to UM after they finished their first year was conducted. A Market Metrix was developed for the Division of Enrollment Management, which provided another perspective on the market, competition and the environment.
Taking Enrollment Management Theory to the Classroom. There were many internal discussions in the eighties and nineties about developing a Master's Degree program in Enrollment Management. Scott Ingold and Paul Orehovec talked often about young professionals in the field and their lack of understanding enrollment management. In the mid nineties, the higher education program was looking for some change. Most of the students in the program had their tuition covered through a tuition remission program, and the School of Education could not sustain the program without increasing the number of students who would pay tuition.
In , the department chair, Tom Angelo called for an all day working colloquium for current faculty, current students, alumni and administrators with a focus on developing strategies to enhance the program offerings and thus, increase revenues for the program. Out of that retreat came the concept for the development of the Enrollment Management program. Paul Orehovec and Scott Ingold searched the nation for similar type programs. None could be found. However, due to budget constraints the program was never implemented.