Your search campaign is one of the most important tools in planning for recruiting and increasing enrollment for your institution. A successful search campaign will broaden the pool of qualified applicants and drive students to your campus. But where do you begin? Which practices yield the best results?
We’ve compiled a list of 10 tips to make the most of your search campaign.
1. Know Your Audience
A good search campaign starts with an understanding of who you’re trying to reach. Start with a solid foundation of market research to bring clarity and focus to your search. Knowing which students are most likely to apply will concentrate your efforts. Don’t forget to use your enrollment history!
2. Know Yourself
What sets you apart from the rest? Identify your distinctive qualities and develop a message that highlights those strengths when speaking to prospective students.
3. Meet Them Where They Are
Engage your audience where they live and how they live. Gen Z is actively engaged on social media which means you should be too. Don’t forget to get social with them. Share their excitement about acceptance and fun opportunities for current students.
4. Don’t Forget the Parents
Parents are more involved than ever before, as they may be footing the bill for your student. Appeal to them in your communications, using their preferred methods.
5. Have a Plan
Gen Z has been marketed to their whole lives. They want to understand who you are as an institution. Tell your story in an inviting and organized way. Each of your communication methods should build the overall picture for the student and give clear and concise calls to action to take the next step.
6. Spice It Up
The same publications year in and year out gets old and becomes ineffective. Revamp your image using a suite of pubs that speak to your audience. Don’t just stop at travel pieces either, think about the big picture, yield. Do you have a fun acceptance package or enticing communication beyond the initial inquiry and application stages? If not, let us help.
7. Let Your Data Do the Talking
Use a CRM or campaign reporting tool to measure your reach and guide your efforts. Conduct surveys, focus groups and interviews to gain insights of the effectiveness of your campaigns.
8. Create Urgency
Push out countdown messaging to inform and create a sense of hurry in your audience to drive them forward in the enrollment process. Clearly define your timeline and any key deadlines that are coming up.
9. Don’t Let Your Website Fall Short
You have your communication flow, you have your identified audience, you’re driving them to enroll through targeted, strategic communications. When they’re ready to bite, ensure that your website is an extension of your campaign. If it’s not cohesive, if it doesn’t tell the same message, you’ll stop them in their tracks.
10. Partner with a Search Expert
Obviously search goes beyond purchasing names and sending correspondence. A successful search campaign hinges on creating a story and experience the students (and families) are excited to participate in. This may seem daunting. Collaborate with a trusted search and marketing firm to take the stress from your team, and resolve to hit your enrollment goals this year.
TWG Plus is marketing firm that specializes in Higher Education. The five main umbrellas of services we offer are: search, publications, research, branding, and digital marketing. Contact us for more information. We can’t wait to help you grow your enrollment funnel!