Use 2021’s trends to inform 2022’s strategies

After another uncertain year of admissions, program changes, and market ambiguity, you may be having difficulty re-establishing benchmarks, planning for the upcoming admissions cycles and even evaluating success. Although you may be ready to move forward, taking stock of recent trends can help inform your next steps.

A recent article in Forbes outlines a few of the top learnings that emerged in the education industry in 2021. We’re commenting on a few of these as it relates to higher ed admissions and marketing so as to carry the lessons of last year forward into our planning.

Pandemic life

The pandemic has continued to dominate headlines. Although this year may have given way to a bit more normalcy, there were still multiple disruptions that created uncertainty. Whether it was offering hybrid options, shifting policies on in-person learning, masking, or modifying events for students, your staff has been required to continuously shift to match the ups and downs of pandemic life.

What lessons can we take forward? Flexibility is king and communication is critical. While business schools herald change management as a key component to successful leadership, it can still be difficult to incorporate these elements into the admissions process, especially when it feels like you are chasing a moving target. But remaining aware of graduate recruiting trends, adapting quickly and communicating clearly can go a long way in validating your transparency to your current and prospective students.

Testing changes

With many schools modifying their admissions testing policies or making tests optional, the value of testing has been called into question for some prospects. If your school made decisions to suspend, amend or eliminate testing requirements based on limited accessibility, you may be facing questions today like when or how to re-instate testing, or what type of test will be your new standard.

What lessons can we take forward? Regardless of what your testing policy is or will become, be as clear as possible in all of your materials – website, digital advertising, emails, events – and make sure your updates are made in real-time to eliminate confusion. If you decide to change a rule, giving your justification for that decision can help avoid confusion. As a higher ed institution, you can feel confident in modifying your policies to fit the current business and economic environment and to ensure the best fit of students in your programs. Just be sure to clearly state your intentions and be transparent.

Enrollment changes

While a downward slide occurred in almost every area of post-secondary education, enrollment in graduate programs grew by 2.1%. In fact, GMAC states in their Application Trends Survey 2021, that, “..as candidates hedged their risks and schools introduced more flexible admissions policies, the application volumes soared in 2020. The 2021 application cycle is set in the context of this dramatic growth in applications in the preceding year.”

• What lessons can we take forward? The value of an MBA and post-grad Master’s degrees persists. And during a time when professionals are rethinking their priorities and reconsidering their career paths, graduate school remains a timeless way to add evergreen skills to any professional’s resume. With the “great resignation” upon us where employees are leaving their jobs in droves, the network students can gain through post-grad programs remains extremely valuable. In your marketing and admissions materials, be sure to tout the skills earned in your MBA or master’s programs as valuable going into the next phase of life.

The past couple of years has been difficult at best. And no one knows what 2022 will hold. But with the tools of flexibility, transparency, and clear communication, your school can stabilize admissions and even increase enrollment

If you need help with a new marketing strategy, selecting the right digital advertising channels to reach your target audience and personalizing communications for your prospects, contact GPRS today.

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It matters where your digital campaign lands

When was the last time you were interested in a product or company and clicked on an ad hoping to learn more, but the final destination didn’t offer what was promised? Maybe you were directed to a company’s homepage or a general page with very little information. Or maybe you were required to fill out such a long form to get to the next step that you gave up. This can be so frustrating, especially for people who are seeking specific information about a particular degree or program. You don’t want your prospects spending too much time searching for what you promised them in your ad — and you certainly don’t want to lose them once they’ve shown interest.

Where you send people in your digital campaign matters. Here are a few tactics we’ve employed over the years of working in the higher ed industry.

Make sure your call-to-action is clear

When the call-to-action (CTA) of your school’s digital campaign is to “learn more” or “request information,” it’s important that your landing page facilitates that process. Think of your landing page as a win-win for both prospects and your program because they get to learn more about you, and you get to learn more about them. First, be sure your CTA is prominent on the page. Some people may want to go straight to filling out a form, while others may want to read a bit more before committing. Include clear direction on what the form is and what they will obtain by filling it out. While it’s recommended to stick to 4-5 fields in an information capture form, be sure that you’re getting what you need to fully be able to communicate with them.

Apply a solid content strategy to build your page hierarchy

When you’re constructing your landing page, think about it from your prospective student’s perspective. What are the 2-3 key takeaways you want them to know about your program? Lead with strong features and benefits and then present them with additional supporting media. If you can vary the type of content you’re using, like videos, infographics, photos, or alumni spotlights, that’s a bonus because it keeps readers engaged and gives them a sneak peek into your program. And remember, the CTA should always be displayed prominently both above and below the fold.

Keep it short and sweet

For digital campaigns, keep in mind that many people will be viewing your information on a phone. Plan to include content that doesn’t require your readers to scroll for too long. Try using short sentences, bullet points, and clear directions for what you’d like them to do. Make sure your forms are mobile optimized and can quickly and easily be filled out on a phone or tablet.

Require them to give you some information, but keep it casual

There’s a possibility that your prospects are looking at multiple schools at different points during their selection journey. Keep in mind their barriers to commitment and realize that asking for too much information upfront can scare people away. With most digital campaigns, you’re beginning at the top of the funnel which means your goal is to get qualified leads to subscribe to your list, not submit an application. Assuming your campaign is targeted properly, you’ve already done the initial step to find the right candidates. Now, make sure your landing page draws them into giving you enough information for you to contact them.

With these few simple steps, you can optimize your campaign landing pages to make sure your prospects make it to the next step in the funnel.

If you’re looking for an agency that is well-versed in digital campaign planning, set-up, tracking, and real-time optimizations, GPRS is your partner. We can help you create a strategy to collect data and track leads so you can fill your funnel with qualified leads. Give us a call to start the conversation.

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Data makes decisions less difficult

One of the biggest questions universities have about their marketing is related to its effectiveness. How do you know if your marketing spend is making a difference? And while your program may be using common tracking methods like a CRM and data points like website performance, yield metrics, and click-through rates, you may be wondering how to piece everything together to give your team an overall performance picture. We’ve compiled a roundup of past articles that showcase different ways to evaluate data, report on ROI, and make decisions using data.

Finding ways to evaluate last year’s marketing effectiveness

Marketing and recruiting success is typically evaluated in black and white terms: Did you meet your enrollment goals? What was your cost-per-seated student? How did digital advertising fare in terms of CPL? Although using a tracking method to evaluate these benchmarks at key points during the year can certainly give you a window into how well your plan worked, it’s also important to look at the results in context. And in terms of planning for the future, this may be the time to create new benchmarks that are adjustable to the market and your prospective students’ needs. Here are a few ways to find meaning in your data from the past year. Learn more in our blog, Finding ways to evaluate last year’s marketing effectiveness.

Metrics matter when you’re making decisions

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. While one of the most common key metrics to gauge success starts at the top of the funnel and follows them down to seated students, there are other areas to be aware of including engagement and event attendance. In order to make decisions about your next round of spending, you’ll want to take a holistic approach to data evaluation. Learn more in our blog, Metrics matter when you’re making decisions.

Data-driven marketing: It’s not as complex as you think

Are you intimidated by the term data-driven marketing? It’s not as daunting as it sounds. If you’re not used to working with statistics, crunching numbers, or harnessing large amounts of information, there are simple ways to use data as a powerful resource to help you make informed marketing decisions. Here are some simple ways to start using the info you have to strengthen your marketing campaigns, regardless of your comfort with data visualization tools. Learn more in our blog, Data-driven marketing: It’s not as complex as you think.

Ways to track your marketing spend, optimize your campaigns and find an ROI for your graduate student recruitment campaigns

If you’re not sure if your recent spike or dip in interest, leads, or applicants is related to your advertising, the competition, the economy, or something else, you’re not alone. Gauging ups and downs in your funnel can be difficult and often cryptic. Assuming that your marketing campaign is based on a sound strategy and tied to your enrollment goals, the next most important thing you can do related to your spending is to track it carefully so you can use data to optimize your campaigns for greater success. But how do you get started? Learn more in our blog, Ways to track your marketing spend, optimize your campaigns, and find an ROI for your graduate student recruitment campaigns.

If you’re looking for an agency that is well-versed in digital campaign planning, set-up, tracking, and real-time optimizations, GPRS is your partner. Our proprietary lead optimization platform, GP Insights™, shows your real-time campaign data and can even display industry benchmark data showing how your peers and competition are trending. We can help you collect data on ROI and evaluate it so you can make sound decisions about your marketing strategy. Give us a call and we’ll be happy to give you a demo.

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Tailoring your messaging to your prospects’ career goals

In a recent GMAC research survey, prospective students outlined their top reasons for pursuing an MBA. Not surprisingly, getting a raise and advancing in title showed up at the top of the list. Among other goals for prospects were obtaining management experience and a global business mindset. So how — as a marketer — do you find ways to connect the dots between their aspirations and what your program offers? Saying it is one thing but showing it may be even more powerful. Read on for some tips to address common outcomes prospects are seeking.

Image source: mba.com Prospective Students Survey. GMAC.com/research. Data collected between Jan-Jun, 2021

Management experience

While your curriculum and course summaries may be listed online, schools can win big by showcasing the type of management experience students will gain by giving real examples. This can be done by highlighting:

• Client projects where students will function as a leader on a cross-functional team
• Presentations to entrepreneurs, business leaders and classmates
• Case studies evaluating and solving real business challenges
• Competitions among student groups aimed at creating business plans or launching a company
• Clubs that allow students to lead in an arena of their own interest

Getting a raise

When students are evaluating their career trajectory, they may start by looking at the salary they’d like to make. Some may be seeking a steady increase in salary with a gradual and more traditional climb up the corporate ladder, while others may desire a large jump with an accompanying industry or functional role jump. For schools, outcomes data is often trended over a longer period of time. And although you may not be able to promise an immediate salary jump, it’s important to show upward trends. You can do this through:

• Including salary reporting data on your website and in communications
• Reporting on how your school compares to peer schools or national trends
• Highlighting the ROI story and how quickly students recouped their investment in their advanced degree

Obtaining a promotion or management role

Whether prospects’ goals are to move up the corporate ladder in their chosen field, or to switch industries altogether, they may see an MBA as the key that can open up their next set of doors. Finding a way to position your program as their partner along the journey to a rewarding promotion or management role is key. You can show the value of your program through the lens of career growth by:

• Sharing alumni testimonials that highlight career movement
• Reinforcing that an MBA offers a crash course in speaking the “language of business”
• Showing how broadening your perspective can gain you a seat at the table where decisions are being made
• Including promotion data on your website and in communications

Global immersion

Whether it’s working outside the country or collaborating across borders, prospects who aspire to a global career are looking for valuable and unique experiences that immerse them in different cultures. It’s important to outline what your global curriculum looks like to help prospects make decisions during the admissions process. To differentiate your program in a sea of programs offering a global mindset, try:

• Highlighting the student experience through photo galleries and videos
• Profiling what a diverse work group looks like from a geographic and industry view
• Detailing what an international immersion might look like through a “day in the life”
• Outlining what a global work study or exchange program might look like
• Showcasing trips and explaining what will happen on each one

As you are developing your communications plan, it’s important to consider the key outcomes your prospects are seeking. Focusing on what success looks like for them will help you craft a message that is actionable and relatable, ultimately encouraging inquiry. Having a trusted partner by your side can help you develop a targeted communications plan. GPRS has worked with many schools to create, deploy and optimize their marketing and recruiting campaigns. Start the conversation today.

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Seize the momentum of master’s in management program popularity

According to a recent article in the Economist, the popularity of Masters in Management (MIM) degrees is showing no signs of slowing and may even be pandemic-proof. The reasons? Many people have recently reassessed their lives, decided to further their careers and are seeking ways to boost their resumes, skillsets and networks. MIMs often require less work experience, especially for post-undergrad programs and are also less expensive and time consuming than an MBA. And then there’s the skills gained during the program and an attractive high post-graduation salary to put the icing on the cake.

So during uncertain times, while people are still investing in their education to build business skills and their network, how do you take advantage of the momentum and capitalize on your MIM programs?

Segment your audience

While the MBA often requires a few years of work experience and is seen as a career accelerator, MIM programs often serve as a kickstart to a career that is just beginning. It’s important that your marketing department do some research into the target mindset for each demographic and develop separate marketing strategies for each segment including age, undergrad degree and years of work experience.

Creating personas can also help. When you do a deep dive into what your audience is thinking and their stage of life, you can address the barriers to their decision making processes. For example, if they’re worried about getting a job, you can highlight your internship program. If ROI is the question, make sure you provide factoids on how long it might take to recoup the investment. Developing personas can also help your internal marketing and admissions teams collaborate to prioritize your messaging, media strategy and tactics.

Target your media

When you are thinking about where your prospects are hanging out online, it’s important to consider their generation and career stage so you can choose the right platforms to suit their preferences. Although age isn’t the only factor, it is extremely important for online habits. For example, if your prospects are 30 and under, you may consider Snapchat or Instagram. For the 30-45 set, LinkedIn and Facebook may be your best bet. For 45-60+ Twitter or LinkedIn are solid choices because they also deliver news content. For all ranges, targeted Google AdWords campaigns can be successful. Additionally, you may think about how email vs. texting can play a role in how you get in touch with prospects.

Either way, navigating the generational divide can be extremely complex. In a recent blog, we discussed using segmentation and your CRM to bucket your communication strategies. For emails, if you have a birthdate or years of work experience, you might be able to use that knowledge to craft different messages aimed at core motivations.

Guide your prospects through the selection process

Regardless of how a prospect makes their way to your website, you can’t assume that they already know which program is right for them. It’s your job to make it clear to them where they fit before they make it to the “request information” step. If it’s not clear on your website which programs offer certain skills to which demographics, it’s possible you will lose them. Consider optimizing your website content with a “which program is right for me” tool. This could begin with a simple landing page or a survey they take to help them identify their path.

As you’re segmenting your audiences, creating communications that are aimed at certain demographics, and finding ways to promote your best programs, having a trusted partner by your side can enhance your success. GPRS has worked with many schools to create, deploy and optimize their marketing and recruiting campaigns. Start the conversation today.

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Four ways to ramp up your marketing strategy during another unique recruiting year

Although you may be staring down challenges to your planning process that include financial pressures, demographic changes and adjustments to rapidly changing technology, it’s important to realize that the opportunities that have arisen for the higher ed industry over the past year and a half have encouraged innovation and reshaping the admissions process. Whether you’re just starting to develop your projections, adjusting your enrollment goals, or creating your supporting marketing strategy, here are four ways to prepare for the next round of recruiting in the midst of another unique recruiting year.

Assess your current marketing strategy

Let’s face it. A lot has changed. Your pre-pandemic marketing plans (or even tactics you used last month) may no longer be relevant. Tools, technology, and even your prospects’ mindsets are evolving rapidly. If your marketing and recruiting teams are feeling a collective feeling of “whiplash”, it may be time to assess your current strategies with an enrollment growth diagnostic. When you dissect each element of your strategy with an objective viewpoint, the outcomes can help you develop a roadmap to continued growth and sustainability. Learn more.

And while your marketing department is determining how best to support your new enrollment goals, you may be wondering if you need to request more funds, how to justify more dollars and how to accommodate for constant goal shifting. Addressing these budgeting challenges is the first step in developing a sound digital marketing plan. Learn more.

Address your stalled leads

If you’re like many schools, you’ve got a group of stagnant leads that you’re wondering about. Did they decide to pursue another program/school/path and forgot to let you know? Or is it possible that they may emerge from a black hole as a stealth prospect and raise their hands, magically giving you that last push across the finish line of filling your class? Stagnant leads are tricky for many reasons. Here are a few ideas on what to do with them. Learn more.

The key with stagnant leads is that you can only re-engage them if you know why they stopped interacting in the first place. And a CRM gives you all of the data you need to find out why your leads stopped engaging so you can develop a plan to get them back on board. Learn more.

Set up tracking early

When you track your program inquiries back to specific marketing campaigns, you can powerfully optimize your spending and match your enrollment data back to your marketing efforts to prove ROI. But the tracking needs to start with your very first campaign to be successful. Learn how to measure cost-per-click, cost-per-lead and how to optimize them during the recruiting season so finding your return on investment isn’t a daunting task at the end of the year. Learn more.

Once you’ve determined what you will track, and your systems are in place, your data will begin pouring in. But what you do with that 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. Learn more.

Find a qualified partner

In most retail or consumer goods businesses, a good digital agency will be successful in helping meet revenue goals. But finding a firm that has experience in education and enrollment marketing and may even be able to help you keep up with your leads via a qualified contact center is taking it a step further. Higher ed is a definite “niche market” and working with a firm that is both qualified in digital advertising AND has graduate education expertise is key to success.

During a time where many schools are stretching their marketing and operations dollars, you may be looking for creative solutions to meet your enrollment targets. A new approach could be seeking out a shared risk relationship with a firm that gives you more freedom, not more restrictions. A Program Investment Partnership™ with GPRS may be what your school needs. Learn more.

As you’re refining your marketing, determining the right cadence for connecting with your leads, and working on ways to track your ROI, having a trusted partner by your side can enhance your success. GPRS has worked with many schools to create, deploy and optimize their marketing and recruiting campaigns. Start the conversation today.

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