Once upon a time, in a land far far away, there was an admissions counselor named Viewbook-A-Lot. Viewbook-A-Lot traveled in his gallant rental car to college fairs. Viewbook-A-Lot would lug suitcases full of Viewbooks to his bountiful table, cheerfully passing them out to all passersby in a quest to collect as many inquiry cards as possible. Feeling successful about Viewbook-A-Lot’s travel voyage, he proudly placed his bounty of inquiry cards at the feet of the Queen (Admissions Director) at the castle (Admissions Office) with an overwhelming sense of a job well done. This is where the Wicked Witch comes into the story… rather than channeling the new leads into a strategic communication mail flow, the Wicked Witch sent all of Viewbook-A-Lot’s new inquires another… Viewbook.
Unfortunately this is not a fairy tale. No Wicked Witch is involved, nor malice at all. This is a true story of a college’s unplanned communication to prospective students. In order create a better ending to this fairy tale, many colleges preform enrollment communication audits. These audits range from classic print communication to social and interactive media and branch as far as an analysis of the student’s enrollment experience.
Whether you go at it internally or reach out to a consultant for assistance, make sure to engage in your effort with an unbiased approach. Here are a few things your audit should strive to uncover—
+ Audits reveal duplication and detect information gaps
Sometimes this is not as obvious as sending a Viewbook twice. This can crop-up especially in the search and inquiry processes when cultivating multiple enrollment classes.
+Save money and increase yields
An audit can help reveal areas of redundancy and unveil areas where strategic communication is better than frequent mail drops at the post office. Creating a tactical approach for every student, at every level of their interest, is a major key in effective communication.
+Brand integrity
When colleges use multiple vendors, utilize print and social mediums, and produce marketing materials both in-house and outsourced, identity can begin to fade and blur.
+Data driven results in the form of a Strategic Communication Plan
Creating a strategic communication plan can provide a deliverable framework for which an enrollment office can build and sustain communication.
Take the Wicked Witch out of your travel season… consider an enrollment communication audit.
