Did you know that there are 200+ potential engagement points within your school’s enrollment management process?
Just to name a few.
This is the full transcript of Podcast #47 “How to Test your way into impressive conversion breakthroughs in your enrollment management process” hosted by Gregg Meiklejohn, Shane Sparks, and Tom King.
This article was originally published in Career Education Review on February 13, 2019.
We gave a talk at a conference recently. We began by asking a question to the audience:
Imagine you are running a marketing department (most in the room were) and you’re only allowed to be excellent at one skill set – and mediocre at the rest – to help you meet your objectives. Which of the following would you choose, and why?
Photo by Markus Spiske on Unsplash
We have a management philosophy that my business colleague, Gregg, came up with called “Reach within Grasp.” It means we ask ourselves: “If we take on a project, can we finish it?” This may seem like an obvious question, but I’m frequently surprised by how many projects get started, by myself or by clients, that can’t reasonably be finished.
City College enrollment levels dropped 26%, school critics were miffed, citing San Francisco’s population increase. The critics don’t understand Demographics.
Millennials (19-35 years old) are the traditional Community College target and a huge cohort. Gen Z (<19 years old) are about 2/3 the size of millennials. Point being is this: Community Colleges historically go after the <19-year-old market.
No wonder enrollment numbers are falling at Community Colleges.
Factor Demographics into all of your planning.
Today, prospective students do most of their research about their EDU buying decision away from the school. When an Admissions Advisor connects with a student, they are about 2/3 along the buying funnel.
Focus your copywriter/ad agency to up their game. Promotional material should answer only one question: “Why should someone put their life in your hands?”
Is your promotional information written in selfish ‘feature language’? Consumers are like selfish six-year-old kids and hate reading other people’s selfish language. It’s all about what’s in it for the consumer when parting with their dollars.
Write in benefit language, become an empathetic organization.
Did you know that there are 200+ potential engagement points within your school’s enrollment management process?
Just to name a few.
Listen to episode #47 of The Enrollment Management Round Table Podcast to learn…
Take the first steps toward small changes that will have a substantial and lasting impact at your school.
