Work Smarter, Not Harder

For years higher education has struggled to reposition marketing efforts to support the changing search habits of potential students.  Traditional marketing logic with focus on price, product, placement, and promotion is no longer enough.  Now, the integration of people and process into the mix has organizations struggling to identify the best data to reference and process to implement.  

Aligning efforts to target audiences with high buyer readiness scores greatly impacts budgets, and communication plans.  This is why we focus on guiding organizations to work smarter, not harder, so they can optimally engage and enroll target audiences for enrollment growth.

What do we mean by this? 

Well, many universities operate on the mindset that filling the enrollment funnel with a large number of prospects will result in successful enrollment goals. The result is frequently poor yields throughout the funnel, and nurturing efforts focused on the incorrect audience.  We advise organizations to focus on getting the “right” graduate prospects, from target markets into the funnel, and then delivering content only of interest to them. This means you may have fewer prospects, but an ultimate improved yield and funnel conversion.  

How does this work for marketing? 

Using data appropriately you can identify your “true” target audience through demographic and behavioral attributes, and serve ads only to them.  This means being smarter in your marketing ad budget spend, and integrating the use of multiple data sources into your strategy session. 

How does this impact communication planning?

By evaluating enrolled student engagement in communication plans prior to enrollment, you can identify the content of most interest.  This should inform what you keep, and what you drop from your existing email automation. Including content that isn’t of interest in a drip campaign may be deterring students from opening later messages. Treat each email as an opportunity to drive action.

Where do you start?

Data.  Evaluate the data you are collecting on your students, and communication plan engagement.  Then, identify what shifts need to happen to optimize your efforts to better engage only qualified, and buyer ready prospects.

Let us know when you have questions or would like support.  This is what we do, and humbleness aside, we do it very well.

Julie Gacnik