Universities benefit greatly when optimizing ongoing marketing strategies for attracting prospective students. In this blog post, we will explore valuable tips that colleges and universities might implement to enhance their recruitment marketing efforts, ultimately increasing their chances of attracting more students.
Leverage Social Media
Universities must embrace the power of social media to engage with their target audience effectively. Institutions must be where their audience is in order to compete. Without an ongoing organic and paid social media campaign that targets students by interests, geographies, and other characteristics, you’ll be missing your prospects where they spend the majority of their time. Maintain an active presence on platforms such as Instagram, Facebook, LinkedIn, and YouTube, showcasing the vibrancy and diversity of campus life. Share student success stories, promote campus events, and provide valuable information about programs and scholarships. (Whatever you do, you must give more than you ask.)
Leverage Social Media
Universities must embrace the power of social media to engage with their target audience effectively. Institutions must be where their audience is in order to compete. Without an ongoing organic and paid social media campaign that targets students by interests, geographies, and other characteristics, you’ll be missing your prospects where they spend the majority of their time. Maintain an active presence on platforms such as Instagram, Facebook, LinkedIn, and YouTube, showcasing the vibrancy and diversity of campus life. Share student success stories, promote campus events, and provide valuable information about programs and scholarships. (Whatever you do, you must give more than you ask.)
Highlight Unique Selling Points and Academic Programs in Branding
To capture the attention of prospective students, universities need to highlight their unique selling points and stand out from the competition. Showcase the specific academic programs, research opportunities, and faculty expertise that set your institution apart. Create compelling content such as blog articles, videos, and testimonials to demonstrate the quality of education and the value students can expect to receive. All of this messaging should appear in highly branded media, that doesn’t necessarily request a conversion or contain a stringent call to action. The branding should educate the audience about why they should desire to take action, whenever that occurs.
Highlight Unique Selling Points and Academic Programs in Branding
To capture the attention of prospective students, universities need to highlight their unique selling points and stand out from the competition. Showcase the specific academic programs, research opportunities, and faculty expertise that set your institution apart. Create compelling content such as blog articles, videos, and testimonials to demonstrate the quality of education and the value students can expect to receive. All of this messaging should appear in highly branded media, that doesn’t necessarily request a conversion or contain a stringent call to action. The branding should educate the audience about why they should desire to take action, whenever that occurs.
Utilize Targeted Advertising
Maximize recruitment marketing efforts with precision targeting. Leverage digital advertising platforms to reach students who match your desired demographics, such as prospective students in specific locations or with particular academic interests. Tailor your ad messaging to address the pain points and aspirations of your target audience, compelling them to consider your university as their top choice.
Recognize that using audience targeting methods wisely, you can influence the makeup of your students over time, like in this example, where the “feeder states” were adjusted to change the in state versus out of state ratio of the student body.
Utilize Targeted Advertising
Maximize recruitment marketing efforts with precision targeting. Leverage digital advertising platforms to reach students who match your desired demographics, such as prospective students in specific locations or with particular academic interests. Tailor your ad messaging to address the pain points and aspirations of your target audience, compelling them to consider your university as their top choice.
Recognize that using audience targeting methods wisely, you can influence the makeup of your students over time, like in this example, where the “feeder states” were adjusted to change the in state versus out of state ratio of the student body.
Enhance the Online Experience
A university’s website is often the first point of contact for prospective students, making it crucial to provide an exceptional user experience. Optimize your website for easy navigation, ensuring that information about programs, admissions, scholarships, and campus life is readily accessible and responsive for mobile devices of all screen sizes. Incorporate visually compelling elements, such as high-quality images and videos to engage visitors and give them a real sense of what it’s like to be a student in your university.
Enhance the Online Experience
A university’s website is often the first point of contact for prospective students, making it crucial to provide an exceptional user experience. Optimize your website for easy navigation, ensuring that information about programs, admissions, scholarships, and campus life is readily accessible and responsive for mobile devices of all screen sizes. Incorporate visually compelling elements, such as high-quality images and videos to engage visitors and give them a real sense of what it’s like to be a student in your university.
Build Personal Connections
Establishing personal connections with prospective students can significantly impact their decision to choose your university. Consider organizing virtual or in-person events, such as webinars, campus tours, and open days, where prospective students can interact with faculty, current students, and alumni. Encourage your faculty and staff to actively engage in conversations with prospective students through social media or email, addressing their concerns and providing guidance throughout the application process.
Build Personal Connections
Establishing personal connections with prospective students can significantly impact their decision to choose your university. Consider organizing virtual or in-person events, such as webinars, campus tours, and open days, where prospective students can interact with faculty, current students, and alumni. Encourage your faculty and staff to actively engage in conversations with prospective students through social media or email, addressing their concerns and providing guidance throughout the application process.
Effectively marketing a university to prospective students requires a well-rounded approach that leverages digital platforms, highlights unique selling points, utilizes targeted advertising, enhances the website user experience, and establishes personal connections. By implementing these five tips, universities can significantly enhance their recruitment marketing efforts and successfully attract the best-fit students who will contribute to the institution’s growth and success. Remember, in an increasingly competitive educational landscape, a comprehensive recruitment marketing strategy is essential for universities to thrive.
Contributed By Anne Drummond, VP Marketing, Midwest
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