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Focus on Fulfillment

On an airplane. At a party. Ran into an old friend. In line for the bathroom. These are just some of the places you might be asked, “so, what do you do?” It’s the ubiquitous question of our times. We ask one another this question because “what we do” for a living goes beyond earning the income we need to survive. For a lot of people, in addition to ideally some financial stability, work contributes to a sense of identity and even purpose.

In our recently published research paper, The Hidden Motivations of Prospective Students, gathered from the survey of over 250,000 prospects in an array of program areas, we identified one motivation factor that outweighed others when it comes to future goals of individuals considering career school: Fulfillment.

More than financial motivators like “I want to make more money” or “I want to have more financial security”, which did rank highly. More than pride or material gains. The most common selection in the cumulative results of all prospects when asked to identify their goals for the future was “I want to feel fulfilled.”

When asked about their goals for the future, 87% of prospects across disciplines, age ranges and geographic areas selected “I want to be fulfilled”. Obviously, your graduates can’t live on fulfillment alone. But it’s an important reminder that even in times of economic uncertainty and rising costs of living, prospective students collectively share a drive for personal fulfillment.

These results were echoed elsewhere in the research where prospects were asked what they would change about their current employment situation. The response that beat out “better pay,” “better schedule” and “opportunity for advancement” was “work that interests me.”

In both of these research sections, prospects were able to select more than one response. Lots of people indicated they want better pay as well as work that interests them. But even still, at 64.37%, “work that interests me” was the top response across the board for all prospects.

We weren’t surprised to see the responses related to upward mobility such as earning more and opportunity for promotion ranked highly. But in multiple places when asked what they want for their future, more than earning more money, respondents expressed a desire for work that interests them. Today’s prospects know they need to work in order to survive, but they are tired of putting so much time into work that doesn’t offer any personal fulfillment.

“Whether I’m promoting Cosmetology or Automotive Tech, it never ceases to amaze me that ads with headlines like ‘Pursue Your Passion’ and ‘Love What You Do’ perform the best.”
– Trenton Crawford, Conversion Leader, Enrollment Resources

So, what does this mean for you as an EDU Marketing or Admissions professional?

Take a look at your website and landing pages. Do they speak to the potential personal satisfaction outcomes of the careers your graduates are prepared to pursue? In admissions meetings, do you and/or your reps take time to get to know the prospect and what’s important to them in order to determine whether the career they’re considering will have the desired outcomes, not only financially but also in terms of personal fulfillment?

When it comes to the way you present your career programs, things like employment statistics and wage data for your area can be incredibly important. But given the immense importance your prospects place on their personal satisfaction and fulfillment in their future careers, things like graduate testimonials and personal accounts from working professionals who can speak to what their job means to them can also be incredibly valuable.

Review your marketing materials and admissions process to see whether you communicate the ways in which your programs are a solution to your prospective student’s drive for personal fulfillment. Schools that recognize the importance of their prospect’s personal satisfaction in their future careers, and are able to clearly position themselves as a partner in that goal, will make meaningful connections with more prospects and ultimately serve more satisfied graduates.

Are you curious how you can gather prospect motivation insights unique to your school while also increasing your leads and booked tours? Click Here to Find Out How.

Want to see more from this in-depth research? Access the Hidden Motivations of Prospective Students White Paper here.

Tweaking Tiny Processes in Your Enrollment Management Funnel

In this video, Gregg Meiklejohn and Sterling Simpson will demonstrate how tweaking a couple tiny processes in your Enrollment Management Funnel can make significant improvements to your school’s bottom line. They will take you through how our fictional “Gregg’s Beauty School” tweaked a couple of tiny processes and blew results out of the water.

See:

  • How improving the internet contact rate by 5% can improve the Enrollment Revenue of a small Cosmetology School by $53,000 a month.
  • How improving the ‘Show Rate” by 5% can increase monthly revenue by $41,000 a month
  • And much more…

Watch this walkthrough, then go press the link and run some scenario planning for yourself!

To do your own Lost Revenue Finder click here!

AI-generated transcript here

Are You Ready For A Strong January?

Are you ready to support your high-intent Explorers in January? - A post from Enrollment Resources

Typically this time of year, schools would start to see declines in leads through paid search advertising and inquiries from prospective students through their website as folks get busy preparing for the holidays.

But, as we have all witnessed, 2020 has been anything but typical.

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The Enrollment Builder Best-Practice Virtual Conference

The Enrollment Builder Best-Practice Virtual ConferenceWe’re wrapping this year up with what we think will be the most useful and comprehensive Enrollment Management conference you’ve ever attended.

What: The Enrollment Builder Best-Practice Virtual Conference
When: December 15th from from 10 am to 1:30 pm PST
Cost: Free
Register Here

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[Case Study] How This 4 Campus College Saved 43% On Their Lead Generation And Increased Inquiries By 109%

The Managing Partner of a four-campus Career College in British Columbia, Canada, wanted to increase the volume and quality of leads generated through digital advertising. This Case Study shows what happened with their first agency, then looks at the results after the Enrollment Resources Conversion Team took control.

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[Case Study] How A Colorado College Drastically Reduced Their Marketing Budgets And Grew Enrollment By 35%

The marketing budget of a multi-campus Colorado Technical College had grown over six figures invested into both traditional media and digital marketing channels. The Managing Directors wanted to increase inquiries and lead quality generated through their website and digital advertising and decrease their reliance on pay per lead providers. This Case Study shows what happened with their first agency, then looks at the results after Enrollment Resources Paid Search Team took control.

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“35% Growth In Enrollments And Millions Saved In Advertising”

Would you say this about your current marketing partners? If not, we should talk.

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