Insights from the Higher Ed Experts

BY Anthony Campisi | November 30th, 2023

What you need to know about higher education content marketing

Content is king when it comes to promoting a university to a target audience – but just how do you go about higher education content marketing effectively?

By creating and distributing engaging and useful content tailored to your target audience, you can do everything from building brand awareness to boosting conversions to educating prospects about the key details of your programs. Ultimately, all of this can play a crucial role in increasing enrollment, but the trick is doing it effectively. As prospects are bombarded with content online, via social media, email, and other channels, creating content that really stands out and reaches them is imperative.

To that end, here are a few strategies and ideas for creating content that truly stands out and engages with your target audience!

Optimize your blog

Blogging is a crucial tool at your disposal for effective higher education content marketing. Topics could include your program’s history, campus culture, the benefits of enrolling, interviews with professors and alumni, and much more.

To optimize your blog, be sure to take search engine optimization (SEO) into account and conduct thorough keyword and topic research beforehand. Establishing a content calendar to publish content on a steady cadence is another good idea to stay accountable and keep tabs on key metrics like views, dwell time, and conversions.

Create valuable longform content

Longform content like eBooks, guides, and whitepapers are great for bringing more in-depth information to your target audience efficiently and effectively.

Topics for longform content could include campus life, your school’s local community, career options, and the like. Another advantage of longform content is that it’s easy to distribute via email or social media and can also be gated, making it useful for lead capturing.

Leverage case studies and testimonials

Case studies and testimonials from students and alumni are an excellent way to humanize your school’s programs and add a more personalized touch. By highlighting real-life examples of students and alumni, schools can help prospects imagine themselves in your program and boost the odds of their enrollment.

When creating case studies and testimonials, focus on the success stories of students and alumni profiled and relate them directly back to your program. Also, remember to share this content on social media and email to increase its reach to prospective students.

Create engaging videos

Given the popularity of social media channels like YouTube and TikTok and the changing nature of how content is consumed, video marketing has never been more important than right now.

Embrace this trend and leverage video marketing to its fullest potential. Some ideas include video case studies and testimonials, campus tours, interviews with faculty, campus events, and more. Keep in mind that shorter videos tend to convert at a higher rate and that sharing on social media is crucial.

Share useful infographics on social media

Finally, don’t overlook the power of infographics.

They’re a great way to communicate key information in a visual, simple, and engaging way. Before creating them, create an outline for each one that focuses on telling a relevant story, and be sure to make it visually appealing with the right colors and fonts. After creating an infographic, share it on social media channels like X (formerly Twitter), Facebook, and Instagram to ensure it reaches as wide an audience as possible.

Boost your higher education content marketing strategy today

The bottom line is that content marketing is crucial for promoting your school, and its programs. Interested in optimizing your content strategy? Contact GPRS today to leverage our resources and experience in this area.

Insights from the Higher Ed Experts

BY Anthony Campisi | November 14th, 2023

Why Your Local Marketing Agency Won’t Help You Meet Your Higher Education Enrollment Goals

Your local marketing agency might seem like a tempting choice to fulfill your higher education enrollment goals, but is it the right fit? Let’s explore the reasons why relying on a local, generalist agency may not be the best strategy for your higher education institution.

Specialized Needs of Higher Education

The higher education enrollment landscape is unique, with distinct challenges and goals. Higher education marketing and recruitment require a deep understanding of the education sector. Generalist agencies might not possess the industry-specific knowledge needed to navigate the complexities of higher education marketing.

Complex Target Audiences

Reaching prospective students can be challenging. Higher education enrollment marketing often involves targeting specific personas, such as veterans, stay-at-home moms returning to the workforce, future entrepreneurs, career changers, and professionals seeking career advancement. Crafting messages that resonate with these diverse groups is a specialized skill that local agencies might lack.

Lead Generation Expertise

Successful higher education enrollment campaigns hinge on effective lead generation. Local agencies might lack the mastery of lead generation channels necessary to attract and nurture qualified leads for your programs.

Measurement and ROI Optimization

To ensure the best return on investment, you need robust measurement platforms and the ability to track results accurately. Some agencies might not have the capability to provide data-driven insights, which are vital for optimizing your marketing efforts.

The Cost of Experimentation

Higher education institutions can’t afford to gamble with their marketing budgets. The stakes are high, and you need a partner who can deliver results consistently. A local agency may not offer the level of certainty that higher education marketing demands.

Meet Your Higher Education Enrollment Goals

In higher education marketing, it’s not about locality; it’s about specialization. To navigate the unique challenges of higher education enrollment marketing and achieve your goals, seek a higher education marketing agency with industry expertise, lead generation proficiency, measurement capabilities, and a proven track record of success.

Don’t let a misguided choice jeopardize your institution’s future. Contact GPRS today to leverage our expertise for your institution!

Insights from the Higher Ed Experts

BY Anthony Campisi | October 19th, 2023

How Specialized Institutions Can Compete

Specialized colleges and graduate schools have a number of advantages, particularly when it comes to attracting and recruiting students in their unique niche. However, they’re often at a competitive disadvantage compared with other, better-known schools for a number of reasons. How can specialized institutions compete with all of these larger schools out there?

The good news is that gaining a competitive edge is easier than you might think. Let’s examine some of the challenges that smaller and more specialized schools face, some strategies for staying competitive, and how GPRS can potentially help.

The challenges facing specialized schools

Specialized institutions face a number of unique challenges when it comes to attracting and retaining students. Compared to larger and more well-known institutions, they often have limited brand awareness and name recognition. Compounding these issues is the fact that they often operate with smaller budgets compared to larger institutions, hampering their marketing and student recruitment efforts. In addition, their specialized focus leaves a smaller pool of prospective students compared to larger schools, meaning that they have to compete especially hard for every enrollment.

Taken all together, these issues make it difficult for specialized institutions to compete with larger schools and grow their enrollment. Fortunately, by implementing some innovative strategies and messaging, smaller institutions can gain a key competitive advantage.

How specialized institutions can compete with larger ones

Smaller, specialized schools need to be nimble and forward-thinking when it comes to staying competitive with larger academic institutions. Just a few ways to do that include:

Focusing on their unique story and selling points in their marketing campaigns and messaging. Conveying your institution’s unique history, culture, and specializations as a way to stand out against your larger competitors.
Taking pride in your institution’s smaller size and scope and sell its benefits to students. A few advantages typically include smaller class sizes, less bureaucracy, more innovative and flexible curriculums, greater collaboration, and a more personalized service.
Sharpening your marketing and messaging to prospective students with personalization. Making sure that all forms of communications – emails, text messages, phone messages, and the like – are addressed to them specifically.
Getting active on social media. While it’s true that larger institutions naturally have better name recognition and hence a larger following, posting engaging content consistently, interacting with prospective students, and telling your unique story on social media can be a great way to build brand awareness and increase engagement quickly and cost-effectively.
Personalizing your school’s story, mission, and achievements with student testimonials, alumni success stories, and even case studies of individual or small groups of alumni. This content can be produced in many different formats, including blogs, whitepapers, videos, landing pages, and more. It can also be repurposed into multiple formats and easily shared on social media, creating a virtuous cycle of greater brand awareness and engagement with your target audience.

How GPRS can help

At the end of the day, specialized schools often need a helping hand staying competitive with larger ones – and that’s exactly where a dedicated and experienced partner like GPRS comes in.

Since 2001, we’ve delivered enrollment results for schools of all sizes and specialties through our advanced marketing and recruiting expertise, unmatched experience, and extensive knowledge of the higher education recruitment industry. We leverage our deep knowledge of all facets of recruitment marketing to ensure that higher education institutions, no matter their size, meet the enrollment challenges of today with our array of professional services.

Want to learn more? Contact us today to see how our experience and expertise can help your specialized school overtake the goliaths.

Insights from the Higher Ed Experts

BY Anthony Campisi | June 17th, 2021

Communications as the pandemic winds down

At this point in the pandemic, many may be excited that there is a light at the end of the tunnel. As states are beginning to open up and drop capacity restrictions, schools are thrilled to be planning for a Fall semester that is going to look more normal than it did last year.

Although this news is encouraging, your prospects may still be in a state of limbo, wondering if now is the right time for them to return to school or pursue an advanced degree. They may also have many questions as things are continuing to evolve.

It’s important for your school to address the questions on everyone’s minds – even if your answer is that “it’s a work in progress.” Your prospects need to know that you are thinking about the same things they are — and that you are available to address their concerns. Your admissions staff is the front line in communicating with prospects so arming them with consistent and unified communication strategies is critical.

Address the big questions

A recent article in Higher Ed Times recommends that schools account for questions regarding the pandemic. This not only includes safety measures, but also what to expect for class delivery and even post-graduation opportunities. Although the answers may still be a moving target, it’s important to address things like:

Mask policy
Big group gatherings
Class delivery (in-person, virtual or hybrid)
Professor office hours and interaction
The job market
Return on investment

Over-communicate

Going back to school is a huge decision involving a significant financial investment and many complexities. It can be similar to making a decision about medical care, such as a surgery or treatment plan. And sometimes getting a second (or third opinion) is necessary. The bottom line is: the more information the better.

Your prospects need as much information as possible – especially right now – because things are changing so rapidly, and they may still have a lingering level of uncertainty. Communicating consistently and clearly can help them feel more comfortable with their decision to choose your school. Here are a few strategies you can try:

Develop a landing page that addresses all concerns about campus life. This can be in the form of an FAQ page that you modify as things change. Link to it in a banner at the top of your website so it is easily accessible.
Update your automated communications flow to infuse key information changes in each mailing, email or text.
Launch a social campaign addressing key questions in a concise way.
Host a webinar that includes Q+A with admissions or program managers and then post it online and link to it in communications.
Arm your admissions staff with talking points so that all conversation touchpoints are consistent.

Be available

As people are getting out more and the economy is showing signs of rebounding, your prospects may be both excited about moving forward and uncertain about their future. Their barriers may still include questions about their work life, school for their kids, the job market, financial stability and even how comfortable they are with large groups of people.

Being available at this juncture is extremely important and could be a critical piece to helping them decide on your school or a competitor.

If you happen to miss a call or an email, try to adopt a 24-hour return policy.
Establish automated responses.
Answer questions as quickly as possible or let them know you’re looking into it.
Be honest, open and available to ensure that you don’t lose them.

Although these practices may seem like second nature to any admissions or marketing professional, it’s important to note that stepping it up a notch in the current environment will pay off.

GPRS is your communications partner

Working with a firm that has a deep understanding of the educational landscape can help you determine what types of communications are right for your school. GPRS tracks industry trends and has a long history of helping schools develop strategic enrollment strategies that get results. Start the conversation today.

Insights from the Higher Ed Experts

BY Anthony Campisi | May 26th, 2021

Innovation during an uncertain time

Do Something Different sign The past year has been marked by rapid and forced transformation. In some ways, it may seem that education has taken 100 steps forward as opposed to the typical slow-moving approach to change that is a hallmark of the industry. Admissions and marketing staff have cut through the red tape of bureaucracy to find innovative ways of recruiting students and adapted at lightning speed to promote new or altered programs.

Regardless of whether your program has recently seen a slowdown or explosive growth in applicants, you may have a cautious optimism as you develop your recruiting strategy for next year. With limited resources, should you stick with what worked last year or continue to evolve your marketing?

Let’s examine a couple strategies for innovation and how you can weave them into your school’s plan.

Enhancing or improving what has worked

You may have heard the saying, “If it’s not broken, don’t fix it.” And to some degree this is true. If something has worked in the past, repeating it just makes sense — especially when resources are limited and you need a measurable ROI. But this past year has taught many that change is constant. Even if you repeat tried-and-true methods, there’s a chance that you’ll yield different results in a different landscape. Examining your metrics and successes through the lens of the current market can help you develop a plan that’s based on consumer insights and grounded in data.

For example, last year when many people shifted to working from home, your prospects became more available online. If you increased your digital marketing and social media spend there’s a chance that you saw increased engagement. But before you lock on the same budget and tactics for the upcoming year, evaluate the percentage of your prospects that are still working virtually. The same goes for events. If you had fantastic results by shifting your events to an online format, is the appetite still there for virtual engagement, or would a hybrid approach work better?

Disrupting the status quo

While the operating models in your school are undergoing massive fundamental shifts, marketing and recruiting have a key seat at the table to drive change. No one knows your students or prospects better, so don’t be afraid to suggest things that are new and different based on what you are hearing and seeing.

Here are some tips:

Don’t rush. Use your consumer insights to inform future decisions while also staying true to your brand.
Set measurable goals. Determine if your activities aim to generate awareness, increase engagement or drive applications.
Maintain your tracking dashboard. Use your benchmark data and remain agile so you can adjust and optimize plans as needed.
Find ways to be a leader. Adopting a trend is one thing, but creating a trend is another.
Do the unexpected. Find ways to create buzz.
Stay relevant. Develop experiences that resonate with your audience, meet their needs and answer their questions.

The pandemic has accelerated your need to re-examine resource allocation, find new ways of communicating and remain agile while adapting to the current market situation. It has provided many with the needed push to make change happen. Armed with this new confidence, you can take a more structured approach to improving your existing strategies and creating new disruptive ones that will allow you to adjust with the market.

GPRS is your innovation partner

Working with a firm that has a deep understanding of the educational landscape can help you determine what types of innovation are right for your school. GPRS tracks industry benchmarks and has a long history of helping schools develop disruptive enrollment strategies that get results. Start the conversation today.

Insights from the Higher Ed Experts

BY Anthony Campisi | May 12th, 2021

Metrics matter when you’re making decisions

Is every dollar in your marketing and recruitment budget allocated? During a time when resources are limited – time, money and people – it’s important to focus your efforts on clear measurable strategies and tactics that will give you a solid return on your investment. This doesn’t mean that you can’t try new things; on the contrary, carefully planned innovation may give you that much needed enrollment boost you’re seeking. Just be sure that you’ve outlined a clear path for setting and measuring your success so you can continue to make informed decisions about the future.
Let’s take a look at why metrics matter and how you can use them to optimize your enrollment campaigns.

Identifying metrics

The most common key metrics to gauge marketing campaigns in higher education are leads in the top of the funnel that yield seated students. But there are many other areas in between that you can track that give you a good read on how your campaigns and recruiting strategies are performing.

Digital advertising lead generation: In this arena, you’ll want to keep a close eye on cost per click (CPC), cost per lead (CPL), and cost per acquisition (CPA). These show how much you spent to get someone to click, convert into a lead and then turn into a seated student.
Engagement: Tracking the ways that leads are engaging with you and then attributing it to a conversion can give your team key insights. For example, you can track interactions on social media that turn into requests for information. You can also find out what is resonating the most with your audience. Executive students may be more likely to engage with admissions staff through a personal conversations while MBA students may prefer connecting via email or social. Other audiences may gravitate toward texting.
Event attendance: Although events may continue to look different in the near future, you can keep track of the types of events you’re hosting, and which ones yield real conversations and applications. This can help you determine how to spend your time and marketing dollars to promote the events. For example, an online preview day may take tons of time and effort to yield a couple applications vs. an interactive webinar that yields 15 applications.

Tracking your metrics

While your CRM can do a great job of tracking interactions once they’ve entered the system, you’ll also want a dashboard that can keep tabs on how your leads found you and how your advertising is performing against your planned budget. Some key metrics to include are:

Inquiries and enrollments based on marketing campaign, channel and message
Trends based on seasonality, geography and audience segment
Leads broken out by program

When you have this data, you can pivot your plan in real-time to increase or decrease your spend in certain areas and ramp up or pull back based on interactions. It is recommended that you use a firm that is skilled in tracking ROI and building dashboards so that you can focus your time and effort on marketing and recruiting.

Evaluating your data and planning for the future

What you do with your data is more important than how you collect it. When you can attribute your key metrics back to leads and seated students, you can identify what worked and what didn’t. And when you have benchmarks that you can track year over year, it allows your team to develop strategies, make important decisions and allocate resources for your next round of recruiting.

GPRS is an extension of your team

If you’re looking for an agency that is well-versed in digital campaign optimizations, GPRS is your partner. Our proprietary campaign optimization system, GP Insights^TM, shows your real-time campaign data and can even display industry benchmarks showing how your peers and competition are trending. Give us a call and we’ll be happy to give you a demo.

Insights from the Higher Ed Experts

BY Anthony Campisi | March 30th, 2021

What are your blind spots in marketing and recruiting?

Admissions and marketing working together as a team can be an extremely impactful combination. As partners, you address challenges, lean on each other for help and celebrate wins that come at any cost. Your team can set and achieve goals with a solid roadmap. But when things don’t go as planned, or your blind spots in marketing and recruiting prevent you from seeing a clear path, who can jump in to help you?

Just like any famous dynamic duo, at some point, you will face adversity and need support. Even Batman and Robin depended on Alfred Pennyworth for guidance, intel, identifying opportunities for growth and even managing logistics. He often knew what they needed even before they did. If they didn’t have Alfred to maintain the Batmobile and cover for them while they were off fighting crime, would they have been as successful? (Truth be told, I’m not a huge Batman and Robin fan, but this seemed to be the perfect analogy. If you have a better one please leave it in the comments!)

Although your team has a wealth of knowledge and experience, you won’t always have the solutions to every problem. When you hit a roadblock, you may need to seek help.

Your marketing team doesn’t have all the answers

You depend on your internal marketing team for so many things. They work hand in hand with your admissions team to fill your classes. They immerse themselves in the student experience so they can communicate the brand to prospective students. And, they also help you keep an eye on the competition, stay up to date on best practices and even find ways to highlight faculty, staff and alumni.

But they can’t do it all alone and they can’t solve every problem. Especially now, with limited capacity, bandwidth and constantly changing parameters, your marketing team may require specialized resources to extend their reach or tackle specialized challenges. Enlisting this type of help from a firm that is deeply experienced in education marketing and lead generation, can improve results.

For example, your marketing team may be stellar at conveying the student experience but need a boost in social marketing. Or they are superstars at generating leads but need a more sophisticated way to track funnel activity and evaluate ROI. To take it a step further, this past year has presented challenges that none of us ever thought we’d face, and the educational landscape is completely different. During a time like this, leaning on a partner that has a broader view of how schools are pivoting their marketing and recruiting strategies can be the difference between success and floundering.

Enlisting help can improve morale

When internal teams are taxed, overwhelmed and burdened with too much to do, morale can take a dip. Enlisting help from a firm that can support you – whether that’s with lead generation, marketing strategy, call center resources, CRM maximization or campaign optimization – can make a huge difference in how your internal teams function and work together. When internal teams get smarter, their confidence builds, and team morale improves too – which often leads to a better culture.

GPRS is an extension of your team

If you are finding that your team doesn’t have it all figured out – congratulations! You’re taking the first step toward growth. Enlist a partner that can identify where you need help, offer you solutions and suggest new strategies for setting and achieving your goals. Our Enrollment Growth Diagnostic™ may be just the roadmap you’ve been looking for. If you’re ready to start the conversation, contact GPRS today.

Insights from the Higher Ed Experts

BY Anthony Campisi | March 15th, 2021

Are your best prospects slipping through the cracks?

If your phone is ringing off the hook with new leads and existing prospects requesting more information – that’s a great problem to have! But not if your team is overloaded and doesn’t have the time or resources to answer the calls or follow up afterwards.

Let’s face it. A lot has changed (and continues to change) for admissions teams over the last year. Some or all of your staff may be working remotely. Your recruiting team may be smaller and dealing with consolidation of responsibilities. Everyone may be maxed out while trying to manage a strained hybrid events calendar while also balancing the need to be continuously available. If you’re struggling to keep up with new leads — whether it’s your typical volume or more— you’re not alone. Many schools are starting to realize that depending solely on traditional recruitment methods to meet the 24/7 demands today’s prospects is unrealistic. To connect with prospects on their terms, and within their timeframe, you need scale. This is where a centralized call center can become your support system.

Inbound support

Today’s prospects are more demanding than those you had a couple years ago. They are more digitally savvy and dependent on instant communication. If they decide to call you, you don’t want to miss them because they may move on quickly. What if every call coming into your admissions department was answered by a real person? Think about the impact it would have on your leads and prospects if they were able to talk to someone right away and get answers to their questions. And conversely, think about the benefit to your team if the person answering the phone was trained (by you) to pre-qualify the real leads and deliver timely data to you so that your recruiters could focus on the right ones? Better yet, what if those conversations were even scheduled for your team!

Text or phone call follow-up

Here’s where your admissions team can experience a backlog if your volume is too high (or you don’t have enough a large enough team). Voicemails and requests for information can pile up quickly and it may take some extra resources to help get back on track. Using a contact center can help by screening applicants, categorizing requests and handing off qualified leads. And when our staff takes the time to get to know the ins and outs of your school’s recruiting process, they can align communications with your brand and send prospects to your team seamlessly, giving you more time to focus on pulling them through the enrollment funnel.

What help can look like

GPRS boasts a state-of-the-art call center, complete with technology that enables real-time monitoring, as well as recording capabilities to ensure that our team is always a consistent extension of yours. All communications can be routed into your CRM platform – ensuring a simple transition with internal staff at the perfect time.

Although our contact center can manage several types of campaigns, prequalifying leads so staff can be more impactful with their time is a staple of our in-demand services. Getting the help you need will allow you to determine which leads to focus on, so the good ones don’t slip through the cracks – or worse yes, wind up calling a competitor.

Here’s what our calling services include:

A customized script
Agent/Advisor training on your brand
Flexible calling hours which can include nights and weekends in order to connect with prospects on their terms
Call reporting
A seamless hand-off of qualified leads to your recruiting staff

Real-time tracking

When you are using resources like a contact center to engage with your prospects on an ongoing basis, tracking is critical. Not only do you want to monitor communications, but you also want to keep a close eye on what’s performing well so that you can continue to optimize.

Get relief today

If you’re looking for resources to improve your customer experience, GPRS can help. Our contact center provides both inbound and outbound coverage for your program inquiries. We use state-of-the-art technology with real-time call monitoring and recording capabilities. This ensure our team is consistently an extension of yours.

Our other contact center services include:

Reigniting prospects who are stuck in your funnel and never matriculated
Following up on info session or online event attendance
Calling prospects to attend upcoming events
Contacting alumni for referrals

Let’s start the conversation today.

Insights from the Higher Ed Experts

BY Anthony Campisi | February 24th, 2021

Some women choosing to put degree aspirations on hold

Barriers to pursuing a degree are mounting as the weight of the pandemic drags on — especially for women. If you’ve noticed fewer female prospects in your funnel, it’s not an illusion. While cost remains a factor, women are finding it harder to get on board with online learning. They’re worried about job loss, and they miss the invaluable in-person networking of the past. Additionally, time is a commodity as many are disproportionally shouldering the burden of childcare and remote school for their kids. As a result, some women are choosing to put their degree aspirations on hold.

A recent article in Financial Times reported many women are shying away from MBAs right now. The progress in evening out the gender divide in business schools has stalled. Although you can’t necessarily remove all of these challenges for your female prospects, you can communicate with them in different ways to re-spark their interest, instill confidence and keep them engaged in the admissions process.

Develop new personas

When you create personas for marketing purposes, you do a deep dive into what your audience is thinking so you can address the barriers to their decision making process. Although you may have already developed personas for female prospects, you may consider revisiting them or creating some new ones. People you are talking to today may be the same demographically, but have a different mindset from a year ago.

Interview some current students to get their perspective. Do your research on what women are managing right now. However you approach it, just be sure to address their challenges head-on and focus on the solutions they’re seeking.

Make admissions more personal

Since the past year may have completely altered your female prospects’ working environments, personal lives and career aspirations, it’s even more important for recruiters to personally connect. Giving women the opportunity to tell their story during the admissions process will make them feel validated. Finding convenient times for phone calls, video chats and texting will showcase your program’s flexibility. And focusing on how you can help them set and achieve new goals will go a long way in building their trust and confidence.

You may also want to emphasize the peer support they will receive in the program with fellow students who are going through the same challenges. Knowing they’re not alone in their struggles may help them feel more encouraged to tackle a degree versus putting it on hold until things even out.

Be authentic

Your female prospects have always been driven, intelligent and powerful. And now, they’re even more adept at identifying authenticity. In a year where relationships have been tested in both work and personal lives, women have become astute at evaluating risky situations and unapologetically doing what is best for them regardless of social norms or expectations.

Craft your communications carefully – what you say will carry more weight now than ever before. Be transparent – tell the truth about time commitments, cost, benefits and outcomes. Be empathetic – show you care about their challenges and struggles and you are ready to support them.

Employ some minor shifts in your marketing and recruiting strategies to help female prospects feel more comfortable pursuing a degree.

If you need more ideas on crafting communications strategies or personas to address the changing landscape of the prospect field, contact GPRS today. We can help you develop a plan to maintain a balance within your funnel. Let’s start the conversation today.

Insights from the Higher Ed Experts

BY Anthony Campisi | February 11th, 2021

Last year’s lessons are this year’s plans

Although you may be feeling some relief as 2020 is slowly fading away, don’t be so quick to banish the memories of the challenges you faced and how your team overcame them. After all, if living, working and recruiting during a global pandemic has given you hurdles, it has also given you the gift of forced change and the resulting flexibility that bred new strategies, stronger teams and innovations. COVID-19 required many universities to pivot their paths or risk sinking. As you reflect on what you’ve learned, lost and gained, we’d like to offer a roundup of some of our favorite lessons from this past year that may help you move forward with confidence into a new recruiting season.

Evaluating success in a year with altered benchmarks

Before you lock in your plan for the upcoming recruiting year, you may be staring down the seemingly impossible task of evaluating last year’s enrollment goals and marketing plan effectiveness. As you tackle questions about spending, engagement, quality leads, yield, cost-per-seated student and enrollment goals, how do you determine what worked and what didn’t in a year where everything turned upside down? Here are a few ideas on where to start.

Making admissions more personal

While you will most likely be placing more weight on transcripts and references in the coming admissions cycles, finding ways to assess a prospect’s ability to overcome challenges could become a new mainstay in your process — and you might even find something new and helpful to take away from the pandemic, too. Find ways to incorporate personal stories into the admissions process to connect with prospects on a deeper level.

Protecting your brand

In today’s hyper-sensitive environment, just one statement can polarize an entire group. All eyes are on how we react online, in communications and on social media. The brands succeeding are pivoting their communications to address adversity, lead with confidence and emphasize commitment to their students. To enhance your brand promise and stay in tune with your prospects’ needs, here are a few suggestions.

Innovating in the face of forced change

While being forced into change isn’t always comfortable, it can breed new innovations and help you reimagine your approach. Marketing, admissions and recruiting teams had to find new ways to host events and generate and nurture leads. Still looking for new tactics to test? Here are a few ideas for going mobile, trying your hand at podcasts and expanding your social media reach.

Communicating in new (old) ways

With a challenging road ahead, you may wonder how you will generate leads, fill classes and communicate effectively. Although many things have changed, the fundamentals of human connection remain the same. Here some tips on how to use the basics to carry you forward even during a time of uncertainty.

Planning for another uncertain year

Although you may be staring down challenges to your planning process that include financial pressures, demographic changes and technology innovation, it’s important to realize that the opportunities to reshape your school’s recruiting process are abundant. While developing your projections, enrollment goals and strategic marketing plans, here are ways to prepare for the next recruiting cycle.

If you’re looking for ways to integrate new recruitment strategies into your enrollment plan, GPRS can help. With years of experience working in the higher education industry, we are skilled at customizing your message for your unique audience to increase enrollment. Contact us today to start the conversation.