Graduation enrollment in the United States dropped for the seventh consecutive year. Cited for reasons of low birth rate to low unemployment rates, but competition is clearly increasing, and universities are no longer able to rely on traditional marketing methods to engage potential students.
Marketing Marketing talked with Megan Danielson, Vice President of Marketing, in collage education about some of the new strategies to overcome these changing forces.
Danielson has 14 years of experience in higher education, and has created a career in creating sophisticated digital tactics and market solutions for academic clients.
He leads the responsible team to help clients in branding and creativity through SEO in digital advertising, website strategy, conversion rates and college.
There are definitely some exciting dynamics in the drama. Due to low unemployment, increasing competition and changes in student preferences, institutions need to do more to attract the attention of students.
Indeed, many changes have to be made with the preferences of consumer communication. If you are thinking about your decision-making behavior – how to use your mobile for 10 years when you make a purchase or research – some of these priorities should be clear: small content Multiple contact points and contract.
Mobile phone ready web page. Simplified web experience As consumers’ mobile needs increase, consumer-centered marketing experience for small screens is now essential.
Apart from this, enterprises should have their own brand identity and should understand what is the difference between them.
With the “Online, Quality and Flexibility” programs, everyone wants that students want to know something different from you – they match your values - and you have to distribute it within three seconds of coming to your website.
As a prospective student, like any other modern consumer, experiments want to be free from friction, relevant and specific. Most universities allow their internal processes and functional silo to determine the experience of their customers rather than the opposite.
Some steps that students need to start now are not compatible with the desired results. Students should not only provide birth date in prototype such as personal information to begin the conversation.
Instead, it should be a simple, unified process that has already been created keeping in mind the student.
Example of another query form found on the thank you page. As an industry, we were very excited to generate inquiry so that we focus on the model and forget about what happens after sending potential student clicks.
Nothing is a missed opportunity. Is it really that you want to offer someone your organization? This is a simple thanks and it is a step to show that the process has started, appreciates and helps to increase enthusiasm.
It is amazing to me that how much concentration is still in high marketing by purchasing listings and paid media.
These strategies come in large amounts, but they do not necessarily bring quality applicants or make permanent improvements in productivity.
The organization’s website is the primary source of trademark participation and registration.
If you do not transfer your brand and direct students through the registration process on your website, you can not take advantage of any of your marketing for its benefit.
The first step is to understand the need of a potential student, align your brand and separate the program. Do not use catalogs or educational materials only to fill your marketing and major registration assets.
You have to start thinking about communication from its perspective. For website delivery, this means filtering your webpages, moving the main piece of information quickly and deciding what action you want to take.
Stay tuned about meeting the needs of the students and building their website to meet these needs through content and design.
Most organizations manage their website for many owners.
When your website contains input from faculty, deans, alumni and current students, it makes it easy to engage with core audiences (prospective students, current students, academics).
Universities need to change their thinking to show how their content meets these needs.
Knowing your data and understanding, who will come to your site and design it, will make a lot of difference.
In Colleges, we focus on the whole search period to help identify and navigate the unique university audience and engage the best combination of information on their homepage to serve many audiences engaging with potential students. Are.
In fact, universities have data everywhere – they are only in Silos. To reach a long-term victory, you need to make a connection to the data that you need to tell the kind of students you need to follow.