Higher Ed Pulse

Untraditional Strategies for Traditional Recruitment

Episode Summary

Hosts Seth and Mallory discuss untraditional strategies to enhance traditional undergraduate recruitment and enrollment marketing. As the new recruitment cycle kicks off, they explore innovative approaches that go beyond the basics of list buying and email marketing. From using paid social media to drive campus visit RSVPs to creating shareable milestones in the admissions process, Seth and Mallory provide actionable insights for enrollment professionals looking to stay ahead of the curve. They also highlight the rising trend of behavioral and psychographic targeting in marketing and discuss the potential game-changing role of a Chief Revenue Officer in higher ed institutions.

Episode Notes

Hosts Seth and Mallory discuss untraditional strategies to enhance traditional undergraduate recruitment and enrollment marketing. As the new recruitment cycle kicks off, they explore innovative approaches that go beyond the basics of list buying and email marketing. From using paid social media to drive campus visit RSVPs to creating shareable milestones in the admissions process, Seth and Mallory provide actionable insights for enrollment professionals looking to stay ahead of the curve. They also highlight the rising trend of behavioral and psychographic targeting in marketing and discuss the potential game-changing role of a Chief Revenue Officer in higher ed institutions.

Key Takeaways

• Alternative Calls to Action: Leverage digital marketing to drive specific outcomes, like campus visit RSVPs, and quantify the impact with cost-per-action metrics.
• Video in Direct Mail: Stand out by combining video content with direct mail, a strategy successfully implemented by the University of Idaho, enhancing engagement and social buzz.
• Targeted Awareness Campaigns: Focus on increasing perceived quality among parents with highly targeted awareness marketing, using streaming platforms to reach specific demographics.
• Behavioral and Psychographic Segmentation: Move beyond demographic segmentation by targeting based on behavior and implied psychographics to better align with prospective students' interests and concerns.
• Socially Shareable Milestones: Create moments in the admissions process that are not only memorable but also encourage social sharing, like personalized scholarship notifications.
• Chief Revenue Officer Role: Consider the strategic importance of a CRO in higher education to oversee and integrate recruitment, marketing, and retention efforts, ensuring a holistic approach to revenue generation.

Tune into Kin’s final Pulse Check series of 2024, “Finding Your Why”

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