Insights from the Higher Ed Experts

BY Anthony Campisi | January 14th, 2025

New Year, New Strategy: Back to Basics in 2025

A new year often brings renewed energy, fresh goals, and a clearer mindset. As we step into 2025, we’re still navigating an ever-changing landscape—marked by rapid advancements in technology, shifts in the job market, and evolving expectations in education. Flexibility, creativity, and resilience remain critical.
While much of the world continues to adapt to these changes, one constant remains: the need to educate and empower the next generation to become effective leaders. For recruitment teams, this means going back to the basics and refining strategies to meet today’s challenges head-on.

What Matters Most to Your Target Audience?

Understanding your audience is the cornerstone of any successful strategy. It’s no longer just about who your prospects are but what drives them in 2025. Here’s how to ensure your approach resonates:

Update Your Personas: The pandemic, technological advancements, and societal changes have reshaped how students view their career paths and education. Revisit your prospect personas with current research to reflect today’s job market and student priorities.
Explore Emerging Motivations: For many students, flexibility, hybrid learning options, and clear career ROI have become non-negotiables. Tailor your messaging to these values.
Align with Trends: Highlight how your programs prepare students for the challenges and opportunities ahead in an increasingly complex professional landscape.

Where Is Your Target Audience?

With technology evolving at lightning speed, knowing where and how to reach your audience can feel like aiming at a moving target. Here’s how to stay on top of the trends:

Talk to Current Students: Their insights into digital habits and online preferences are invaluable. From emerging social media platforms to preferred communication tools, they can guide your strategy.
Leverage Data Analytics: Platforms like Google Analytics, Meta’s advertising tools, and TikTok Ads Manager offer robust insights into audience behavior.
Invest in Reputable Advertising Channels: Fraud and misinformation are still concerns, so ensure your media buys are handled through trusted sources.

How to Communicate Effectively in a Crowded Market

In a world of constant digital noise, your message must stand out. Today’s students want clarity, trust, and inspiration. Consider these tips:

Be Transparent and Trustworthy: Authenticity is key. Share real success stories and demonstrate how your programs align with their goals.
Prioritize Value: Focus on how your program offers tangible benefits, from career outcomes to alumni networks.
Inspire Action: Position your messaging around opportunity and growth, showing how education is a step toward achieving their aspirations.

Nurturing Leads with a Personal Touch

Once you’ve attracted your prospective students, it’s essential to guide them through the enrollment journey with care and consistency. Prospects today often require more personalized reassurance than ever before.

Use Your CRM Strategically: Automate routine follow-ups but leave room for personal touches, such as direct outreach from admissions counselors.
Offer Personalized Guidance: Tailor communication based on their specific interests and concerns, leveraging data from their interactions.
Be a Partner in Their Journey: Prospects want to feel supported, so celebrate their progress and remind them of the transformative opportunities your programs provide.

How GPRS Can Support You

Navigating the complexities of recruitment in 2025 doesn’t have to be overwhelming. At GPRS, we offer tailored solutions to help you refine your strategy, engage your audience, and hit your enrollment goals. Our expertise includes:

Persona Development: Updating your understanding of prospective students to align with today’s market.
Digital Strategy: Identifying the right platforms and technologies for your campaigns.
Lead Nurturing: Crafting strategies that balance automation with authentic connections.

With GPRS by your side, you can create an enrollment strategy that’s grounded in the “tried and true”, yet dynamic enough to thrive in a rapidly changing environment.

Ready to elevate your recruitment efforts in 2025? Contact GPRS today to build a data-driven, student-focused strategy that drives real results.

Insights from the Higher Ed Experts

BY Anthony Campisi | December 27th, 2024

Converting Admits to Enrollments: A Guide to Yield Optimization

Getting qualified graduate student applicants to say “yes” after admission can prove challenging. While many institutions focus heavily on attracting applicants, the critical yield phase often receives less strategic attention. With graduate yield rates trending downward nationally, mastering this final stage of the enrollment funnel is more important than ever. Here are some proven strategies to convert admits into enrollments and fill your incoming classes with qualified, engaged students.

Promote Time-Sensitive Scholarship Incentives and Financial Planning

Financial considerations for graduate students during their enrollment decision process can’t be overstated and helping admitted students understand the long-term value proposition of your programs can take your strategy to the next level. Your team can build urgency around enrollment deposit timelines by offering early commitment scholarships and fellowship or assistantship awards with deadlines.

Promote scholarship deadlines through email, social media, and digital marketing assets as soon as possible after they are admitted. This encourages quick decisions while demonstrating financial investment in students’ success – and can outshine your competition’s graduate scholarship offerings.
Proactively reach out to admitted students with individualized financial counseling sessions, payment plan information, and scholarship or fellowship options.

Leverage Current Student and Alumni Stories

Nothing influences prospective students more than peers who’ve already chosen to enroll. Seeing a diverse range of successful alumni and current students can help prospects see themselves at your institution and build a sense of community.

Create a diverse ambassador program where current students and alumni can connect with admitted students via text, email, webinar, or social media.
Further personalize their experience by focusing these connections on shared backgrounds or interests, like pairing admitted students with alumni in the degree program they’ve expressed interest in.

Host Program-Specific Yield Events

Generic admitted student days often fall flat for those at the bottom of the enrollment funnel – especially graduate prospects.

Organize online or in-person program-specific events that dive deep into the student experience, career outcomes, and hands-on program opportunities. Virtual options, especially for busy graduate students, can improve your reach and eliminate on-campus event considerations.
Have faculty share current research projects, let admits sit in on classes, and facilitate networking with current students and alumni through LinkedIn or your website.

Streamline Your Post-Admission Process

Removing friction from the enrollment process, strategically mapping your yield communications calendar, and maintaining steady (but not overwhelming) contact can help you stand out among the competition.

The first 72 hours after admission are the most critical. Create clear checklists of next steps, automate reminders for missing items, and provide easy access to key resources like scholarships and course registration.
Consider investing in an app that can help students manage their enrollment process.

Remember: your competition isn’t just other schools – it’s also the option to defer graduate education entirely. Your yield strategy needs to both differentiate your program and create momentum toward enrollment through a sense of urgency and personalized attention. By implementing these focused yield tactics, you can improve conversion rates while building stronger incoming classes.

Ready to chat about converting admits to enrollments? Let’s talk!

Insights from the Higher Ed Experts

BY Anthony Campisi | December 17th, 2024

Harnessing the Power of Webinars in Graduate Program Recruitment

Webinars have evolved into powerful tools for graduate prospect recruitment. Offering free webinars can create unique opportunities to engage qualified applicants, showcase program offerings, and build meaningful connections – all from the comfort of their homes. By leveraging webinars in graduate program recruitment, your team can amplify organic reach, personalize the admissions experience, and secure the enrollment of your ideal candidates.

Overcoming Geographic Barriers

One of the primary advantages of webinars is their ability to reach prospective students across the country and globe. Webinars provide a convenient platform for graduate program prospects to learn about your programs, interact with faculty, alumni, and current students, and get their questions answered – all without the need for costly and time-consuming campus visits that might interfere with their already busy lives.

Incorporating interactive elements, such as real-time Q&A sessions and breakout discussions, can foster a sense of community, help build relationships with your staff, and make each participant’s unique needs feel seen and heard.

Showcasing Your Programs’ Unique Value Propositions

Offering webinars is an invaluable way to showcase the unique features and value proposition of any of your graduate programs. They can bring your program’s highlights to life, help prospective students see themselves at your institution, and leave your program top-of-mind for attendees.

Make sure to highlight any cutting-edge research in your program, showcase state-of-the-art facilities, and introduce outstanding alumni and renowned faculty members.

Adopting a Strategic Approach

To maximize the impact of webinars in graduate program recruitment while minimizing workload for your team, it’s essential to adopt a simple yet strategic approach.

Start simple: pick one graduate program to headline your webinar recruitment strategy that will serve as your flagship program.
Collaborate with faculty to identify your ideal candidates and their specific pain points, interests, or needs. Tailor the webinar content, format, and marketing assets accordingly, ensuring that it addresses their needs and speaks directly to their aspirations, schedules, and lifestyles.
Leverage email marketing, social media, and other existing digital channels to promote the webinar and drive registration.

Crafting a Worthwhile Webinar Experience

Graduate program candidates are already busy with careers, families, and other responsibilities. Ensuring they register for an engaging and worthwhile webinar experience is crucial to their continued interest and the success of your strategy.

Invest in reliable software and provide clear instructions to participants before, during, and after the webinar.
Encourage their participation through polls, breakout rooms, and Q&A sessions, and be prepared to address any technical issues that may arise.
Most importantly, remember to follow up with attendees after the webinar and offer no-shows a recorded version of the webinar. This continued engagement nurtures relationships, builds relationships, and provides additional resources to keep them engaged.

By harnessing the power of webinars, your team can elevate its recruitment efforts, connect with a wider pool of talented applicants, and contribute to building a diverse, dynamic, and engaged student body.

Let’s chat about how we can help your graduate programs soar to new heights.

Insights from the Higher Ed Experts

BY Anthony Campisi | November 30th, 2024

Showcasing ROI: Effective Ways to Communicate the Value of Graduate Degrees

Convincing already-busy graduate program candidates to invest their precious time and hard-earned money into your programs can be an uphill climb. With rising costs of living and a market crowded with MBA programs, candidates are more value-conscious than ever. Communicating your programs’ ROI requires more than just throwing salary statistics around (although they help!). Today’s prospective grad students need a full picture of a program’s value that resonates personally with their goals, values, and lifestyles.

Let’s Talk Numbers

Concrete comparisons can help prospective grad students visualize their financial return. Many programs also forget about non-salary ROI points. Career mobility, program flexibility, and professional networking are huge selling points.

Instead of leading with data points like “Our graduates earn X% more than someone without an MBA,” break it down into tangible terms. For example, “The average salary increase our graduates see within two years could cover their entire tuition investment.”
Highlight non-salary data points like higher job satisfaction, an increase in leadership roles, and more workplace autonomy.
Showcase value, but also be honest about the investment required. Consider creating a comprehensive cost breakdown that includes often-overlooked factors like networking opportunities, career services access, industry partnerships, and alumni association benefits.

Create “Day in the Life” Content

Share video snippets or blog posts featuring recent graduates in their new roles. Show them using the hard skills from your program in real-world situations or feature their network connections. Bonus points if you can highlight graduates who made interesting career pivots or started their dream business. Include a wide array of diverse student backgrounds and life circumstances to showcase your program’s versatility.

Leverage Your Alumni Network

Start a “Success Spotlight” series on your website or social media pages where alumni share their career trajectories post-graduation. Include specific examples of how the degree opened doors, accelerated their progress, or taught them the hard skills they need to be a better leader.

Segment ROI Messaging

Pay careful attention to where your applicants or candidates are in the enrollment cycle. Early-career prospects might care more about salary jumps and promotion potential, while mid-career professionals might be more interested in leadership development, industry transition opportunities, or entrepreneurship.

The best ROI messages for graduate candidates aren’t just about what students will get – it’s helping them see who they will become. Focus on telling a complete, personalized story – both quantitative and qualitative – to prospects, and you’ll develop closer relationships with candidates, help them see themselves at your university, and create a more compelling case for the overall value of a graduate education. ROI messages aren’t just about what students will get – they’re about helping them see who they’ll become.

Let’s chat about how we can help you take your graduate enrollment strategy to the next level.

Insights from the Higher Ed Experts

BY Anthony Campisi | November 14th, 2024

Leveraging Graduate Program Partnerships to Boost Enrollment

Let’s face it – maintaining strong enrollment numbers for graduate programs isn’t getting any easier. Building industry partnerships is one of the most powerful (yet often underutilized) strategies. With these tips, your enrollment team can build relationships with industry experts and turn them into graduate program partnerships that create a steady stream of qualified candidates.

Why Industry Partnerships Matter Now More Than Ever

Companies are constantly looking for ways to develop their talent pool, and your graduate programs need qualified candidates who will succeed in the classroom and advance their careers. Companies get access to a pipeline of talented professionals, and your programs gain credibility and visibility. With the right industry partnerships, everyone wins. Plus, strong partnerships often lead to concrete benefits like tuition reimbursement programs, real-world projects for your candidates’ resumes, and interview opportunities for graduates.

Starting with Your Best Asset: Your Alumni

Your alumni network is an enrollment team’s most valuable asset. Graduates already know the value of the program and currently hold leadership positions within their organizations.

Rather than cold-calling local companies, start by reaching out to your most outstanding alumni through LinkedIn or your alumni office.
Create regular opportunities for networking at events where partnership development is already a natural part of the conversation.

Finding the Right Partners

Not all partnerships are created equal, and that’s okay. Focus your efforts on corporate organizations and nonprofits that make sense for your program.

Look for companies that have hired your graduates in the past, maintain solid professional development budgets, and align with your program’s strengths.
For example: If your programs have a strong finance track, target financial institutions. If your program is known for community service and leadership, connect with successful nonprofits.

Making the Partnership Work for Everyone

The key to successful partnerships is customization. Some companies might want custom executive education programs, while others are more interested in research collaboration. When companies get a customized learning experience for their employees, you’ll build a long-lasting, trusted relationship, while your programs get a guaranteed stream of qualified, motivated candidates.

Turning Partnerships into Enrollment

Once your programs have established partnerships, market them effectively and make them as visible as possible to your graduate program candidates.

Share success stories of corporate participants who’ve advanced in their careers, gained leadership roles, or increased their salaries.
Create content that showcases joint research initiatives and consulting projects. Short video clips are always compelling!

Making it Easy for Partner Employees

The best way to develop an array of industry partnerships is to make the process as easy as possible for both the business organization and the incoming graduate program candidate.

Consider creating a dedicated admissions pathway with application fee waivers, special information sessions or webinars, or expedited admission procedures.

The Long Game for Graduate Program Partnerships

Building strong industry partnerships isn’t a quick fix – it’s a long-term strategy that requires patience and ongoing attention. But it pays off time and time again! Programs that invest in building and maintaining these relationships now will find themselves with a significant competitive advantage. Plus, you’re creating real value for both your students and your corporate partners. Start small, be authentic, and focus on building relationships that make sense for your program. Treat your partners like the valuable allies they are, not just as a source of students. Before you know it, you’ll have created a sustainable pipeline of qualified candidates who are ready to succeed in your program and beyond.

Ready to talk about graduate program enrollment? We’re here to listen!

Insights from the Higher Ed Experts

BY Anthony Campisi | October 29th, 2024

Understanding the Graduate Program Enrollment Cycle

Choosing to enroll in a graduate program is a significant decision that can take time. The graduate program enrollment cycle varies for different degrees, and prospective students often spend years considering their options. Understanding these typical enrollment cycles can help institutions tailor their outreach strategies effectively. Let’s break down the average lead cycle times for various graduate programs, from the shortest to the longest.

1-Year Master’s Programs (Post-Undergraduate)

For one-year master’s programs, such as those in fields like education or business, prospective students typically have a decision window of 1 to 2 years. These candidates may be driven seniors eager to enhance their undergraduate degrees or motivated juniors planning ahead. If a student has been in your funnel for over two years, it’s beneficial to reach out and gauge their interest.

MBA Programs

The average lead cycle time for MBA candidates is around 2 to 3 years. Many early-career professionals realize after a few years in the workforce that they need to pivot their careers or gain broader perspectives to advance into leadership roles. Preparing for admissions tests and selecting the right program can extend this timeline. Once they register for the GMAT, schools have less than 2 years to connect, as they will be targeted by multiple institutions.

EMBA and Global EMBA Programs

Prospective students for Executive MBA (EMBA) and Global EMBA programs often take much longer—up to 5 to 7 years to make their decision. Many individuals in this demographic are busy professionals balancing career and personal life while contemplating further education. For global programs that require travel, the logistical challenges can delay their commitment even further. It’s essential to nurture these leads over time, addressing their concerns and staying top-of-mind throughout the graduate program enrollment cycle.

Executive Education

For professionals at all career stages, Executive Education programs offer immediate learning opportunities. These candidates might need to fill specific knowledge gaps or pursue ongoing education. Timeliness and relevance are crucial for this audience; when they are ready to enroll, your program needs to be their first choice.

Online Education

Prospective online students typically fall into two categories: those who need a degree quickly to advance in their careers, and those who seek flexibility and have more time to decide. With the rise of online programs and alternative educational resources, it’s vital to give these students the space to explore their options without pressure during the graduate program enrollment cycle.

Take Advantage of Graduate Program Enrollment Cycle

Understanding the varying lead times within the enrollment cycle for different graduate programs can enhance your engagement strategies. Whether you’re reaching out to one-year master’s candidates or EMBA prospects, knowing where they are in their decision-making process allows for more effective communication. For tailored strategies on engaging with prospective students, contact GPRS today.

Insights from the Higher Ed Experts

BY Anthony Campisi | October 17th, 2024

Optimize Your Lead Conversion Funnel

In today’s competitive education landscape, having the right people in your lead conversion funnel is crucial for achieving enrollment goals. From initial contact to final enrollment, each stage of the funnel requires a strategic approach to ensure that leads are qualified, engaged, and ready to become future students. By focusing on attracting the right individuals and nurturing them through a well-designed digital strategy, you can maximize your conversion rates and build a strong, committed student body.

Top of the Funnel: Leads

Are you attracting the right people into your funnel? Depending on who you consult — marketing, admissions, administrators, faculty — these leads could be the most crucial individuals in your funnel, deserving significant investment. Qualified, engaged leads aligned with your degree program are more likely to transform into prospects and eventually seated students. If this seems straightforward, why do so many shortcuts exist in lead generation?

Have you ever bought a list only to see your email campaign’s bounce rates soar, or used a too-good-to-be-true digital advertising deal? Such tactics can deplete your budget and waste valuable time. Instead, a focused digital strategy utilizing multiple platforms, compelling ad creatives, and targeted media can yield better results. For instance, 500 high-quality leads are more beneficial than 10,000 outdated email addresses obtained through outdated mass marketing techniques. The results will manifest as these leads convert to the middle of the funnel.

Middle of the Funnel: Prospects

This stage is where leads become genuine prospects, provided your lead generation strategy was effective. The middle of the funnel is where churn happens, with prospects asking: Is it time to go back to school? Should I work while earning my degree? Is an in-person, online, or hybrid program suitable for me? What can I afford? Your role is to answer these questions.

Targeted email communication addressing potential barriers can alleviate concerns. Videos or other media on your website can help them choose the right program. Personal outreach or event invitations from admissions staff can reassure them. These engagement efforts, combined with ensuring their qualification, make the transition from lead to prospect smoother.

Bottom of the Funnel: Future Students

As prospects continue their decision-making process, your team’s efforts are crucial for conversion. It’s easier to convert the right candidate than someone who isn’t a good fit, even if they look ideal on paper. Prospects are more than just demographics and job titles; they are individuals with real lives, families, circumstances, and ambitions. Meeting them on their journey, both physically and mentally, is essential.

Focusing your efforts early enables you to connect with the right people at the right time. By this stage in the funnel, they’ve been qualified by an excellent marketing strategy and are ready to be guided by admissions. Congratulations, you’re on your way to filling your next class.

Optimize Your Lead Conversion Funnel for Success

Optimizing your lead conversion funnel is not just about increasing numbers but about ensuring that each lead is a potential future student. By investing in a strategic approach at every stage of the funnel, you can attract, nurture, and convert the right individuals. This focused effort will lead to higher conversion rates, a more engaged student body, and ultimately, a more successful educational institution. Embrace the journey of connecting with the right people, and watch as your enrollment numbers and student satisfaction grow.

Let’s chat about how we can help make your lead conversion funnel strategy even stronger.

Insights from the Higher Ed Experts

BY Anthony Campisi | September 30th, 2024

Crisis Communication: Managing Admissions During Uncertain Times

Whether facing a global pandemic, economic downturn, or institutional challenges, the ability to adapt and communicate clearly can make all the difference in maintaining a strong applicant pool. Here are some practical strategies to managing admissions during uncertain times while keeping your institution top-of-mind for prospective students.

Survey Shifting Attitudes and Perceptions

During a crisis, the motivations, constraints, and decision-making processes of prospective students can shift dramatically. Recognizing these changes is essential for developing effective enrollment strategies that resonate with applicants in challenging times.

Put It into Practice: Conduct surveys or focus groups with your recent applicants to gain insights into their concerns. Use this information to personalize their messaging.

Communicate Transparently and Frequently

In times of uncertainty, clear and consistent communication is key. Prospective students and their families will have many questions about how your institution is handling the crisis and what it means for their education.

Put It into Practice: Develop a crisis communication plan that includes regularly scheduled updates on your website, social media channels, and newsletters. Address common concerns proactively and provide clear information about any changes to the enrollment process, academic programs, or campus operations.

Flexibility in Admissions Processes

Crises often disrupt normal routines and may impact a prospective student’s ability to complete some application requirements. Offering flexibility in your admissions process can help reduce barriers for applicants during tough times.

Put It into Practice: Consider waiving or modifying certain application requirements, such as standardized tests or in-person interviews. Offer virtual alternatives for campus visits and events. Extend deadlines to accommodate applicants facing unusual circumstances.

Emphasizing Value and Support

During tough times, prospective students may be more concerned about the return on investment of their education. It’s crucial to continue to communicate the value of your programs.

Put It into Practice: Highlight success stories of alumni who have thrived despite previous catastrophic events. Showcase the career services, mental health resources, and other support systems available to students.

Financial Aid and Affordability

Economic uncertainty often accompanies crises, which can make financial considerations even more critical for prospective students and their families. Being transparent about costs and available aid can help alleviate concerns.

Put It into Practice: Communicate additional financial aid or scholarship opportunities available in response to the crisis. Consider creating flexible payment plans for students facing financial hardships.

Adapting Program Delivery

Crises may necessitate changes in how education is delivered. Communicating your institution’s ability to adapt and provide quality education in various formats can reassure prospective students.

Put It into Practice: If transitioning to online or hybrid learning models, highlight your institution’s capabilities in these areas. Showcase any investments in technology or faculty training that enhance the remote learning experience.

Personal Outreach and Support

During tough times, personal connections become even more valuable. Providing individualized support can make a significant difference in a prospective student’s decision-making process.

Put It into Practice: Counselors should check in regularly with prospects. Offer one-on-one virtual counseling sessions to address individual concerns. Create online communities or forums where prospective students can connect.

By implementing these simple strategies, your admissions team can effectively manage a campus crisis and support prospects through uncertain times. Remember, how you communicate and respond during tough times can leave a lasting impression on applicants and your brand, potentially turning a crisis into an opportunity to demonstrate your institution’s values and commitment to student success.

We’re here to help you manage admissions during uncertain times. Let’s chat about how we can help make your enrollment strategy even stronger.

Insights from the Higher Ed Experts

BY Anthony Campisi | September 19th, 2024

The Future of College Admissions: Trends to Watch

Staying ahead of trends is crucial if you want to attract and retain the best prospects. As we look to the future of college admissions, several key trends are shaping the way colleges and universities engage with prospective students. Let’s dive into the strategies that are proving most effective in today’s competitive enrollment environment.

Highly Personalized Messaging

Today’s prospects expect tailored experiences in every aspect of their lives, and the admissions process is no exception. Institutions that consistently leverage data analytics create more successful personalized communication journeys that resonate on an individual level.

Put It into Practice: Implement a robust CRM system that allows you to segment your audience and deliver highly targeted content based on interests, finances, academic pursuits, and engagement history.

Dynamic Video Content

With attention spans shrinking and video consumption skyrocketing, dynamic visual content is more important than ever in capturing the interest of potential applicants and portraying the unique value proposition of your academic programs.

Put It into Practice: Invest in developing videos for virtual campus tours, student testimonials, internship experiences, and program highlights. Utilize platforms like TikTok and Instagram Reels to showcase authentic campus life moments.

Virtual and Augmented Reality Experiences

As technology advances, VR and AR are providing immersive ways for prospects to explore campuses and academic programs from the comfort of their own homes.

Put It into Practice: Develop VR campus tours or AR-enhanced viewbooks that bring your institution to life for distant or international students.

Flexible and Stackable Programs

The rising demand for flexible, career-focused postgraduate education is driving interest in shorter-term credential options that can be combined or “stacked” into full degrees.

Put It into Practice: Highlight micro-credential offerings in your marketing materials and clearly communicate how these programs can lead to full degrees or enhance career prospects.

Emphasis on Outcomes and ROI

With the cost of higher education under scrutiny, prospective students are increasingly focused on the tangible returns of their investment, especially when pursuing graduate programs.

Put It into Practice: Prominently feature career outcome data, alumni success stories, and comparable salary information for graduates across your marketing channels.

AI-Powered Chatbots and Virtual Assistants

24/7 availability and instant responses are becoming the norm in customer service, and higher education is no exception.

Put It into Practice: Implement AI chatbots on your website to provide immediate answers to common questions and guide prospects through the application process.

Inclusive Marketing and Representation

Diversity and inclusion are non-negotiable for today’s students, who expect to see themselves represented in an institution’s marketing materials and campus community.

Put It into Practice: Ensure your marketing materials authentically represent the diversity of your student body and highlight your institution’s commitment to fostering an inclusive environment.

Data Privacy and Transparency

As data collection becomes more sophisticated, students are increasingly concerned about how their information is used and protected.

Put It into Practice: Clearly communicate your data privacy policies and give students control over their information. Be transparent about how data is used to enhance their educational experience.

By preparing for the future of college admissions and incorporating them into your undergraduate or graduate admissions strategy, your institution can create more meaningful connections with prospective students and stand out in a crowded marketplace. Ready to talk about how we can help? Let’s chat!

Insights from the Higher Ed Experts

BY Anthony Campisi | August 28th, 2024

Understanding and Addressing the Concerns of Gen Z Applicants

Generation Z students, who were born between the mid-1990s and early 2010s, now represent most graduate school applicants. The following insights and techniques can help guide your team across the changing landscape and ensure your graduate programs attract and truly resonate with this unique cohort. By understanding and addressing the enrollment concerns of Gen Z applicants, you position your school for success, and prepare your students to meet their goals.

Digital Natives Demand Digital Excellence

Gen Z has never known a world without the internet, smartphones, or social media. They expect seamless digital experiences in every aspect of their lives – including their enrollment journey. Your online presence, from your website to your application process, must be intuitive, mobile-friendly, and efficient.

Put It into Practice: Conduct a comprehensive audit of your digital channels. Streamline your online application, ensure your website is responsive for all devices, and consider implementing chatbots for instant answers to common questions.

Authenticity and Transparency Are Non-Negotiable

Having grown up in an era of influencers and targeted advertising, Gen Z has a finely tuned radar for authenticity. They value transparency and are quick to dismiss institutions or marketing materials that appear disingenuous.

Put It into Practice: Showcase real student stories and unfiltered campus experiences across your marketing materials. Host virtual “Day in the Life” sessions with vetted current students, giving prospects an honest look at life at your institution.

Career Outcomes Take Center Stage

With rising education costs and an ever-competitive job market, Gen Z is intensely focused on the ROI of their graduate education. From start to finish of their enrollment experience, they want concrete evidence that your program will lead to tangible career advancement.

Put It into Practice: Highlight specific career outcomes, internship data, and job placement rates prominently in your marketing materials. Create a robust alumni network and mentorship program, allowing prospective students to connect directly with successful graduates who are living out their desired outcomes.

Flexibility Is Key

Gen Z values work-life balance and seeks flexibility in their educational pursuits. They’re interested in programs that can adapt to their lifestyle, whether that means part-time options, online courses, or accelerated degree and certificate paths.

Put It into Practice: If you haven’t already, consider developing hybrid or fully online versions of your graduate programs. Emphasize any flexible options in your marketing materials and be prepared to discuss how your programs can accommodate non-traditional student needs.

Diversity Matters

As the most diverse generation in history, Gen Z expects to see a genuine commitment to diversity from the institutions they consider. They want to know that your campus is truly a welcoming space for every student.

Put It into Practice: Go beyond surface-level diversity statements. Showcase your institution’s concrete diversity initiatives, highlight diverse student success stories in your marketing materials, and be transparent about areas where you’re still working to improve.

Sustainability and Social Responsibility

Gen Z is deeply concerned about environmental issues and social justice. They want to align themselves with institutions that share these values and are taking action to make a positive impact on the world.

Put It into Practice: Highlight your institution’s sustainability efforts and community engagement initiatives. If possible, integrate social responsibility components into your graduate programs, allowing students to make a real-world impact as part of their studies.

Let’s work together to turn Gen Z’s unique perspectives and aspirations into your enrollment success story. We can help you fine-tune your marketing strategies to attract Gen Z applicants, as well as help create an atmosphere where they can thrive. Let’s chat!