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International? First generation college? Traditional or non-traditional. Undergraduate or graduate? Or perhaps segments based on other factors- demographic, psychographic, behavioral, geographic etc.
The question on the table is ‘Is there an audience that we are under-serving and offers us an opportunity to increase enrollments, retention rates and graduation rates?”
We help colleges identify and determine if opportunities exist and how best to turn those opportunities into a profitable reality. Here’s some of the services we provide that can help your college determine what potential new audiences could be successfully served:
Audience segmentation is typically how we help colleges identify under-served audiences or segments in their target market. While working with your student data, we may notice a segment that is extremely large in your market but not as large of a percentage of your student population.
Market research, primary and secondary, including in-depth interviews, focus groups, and surveys can be used to better understand the size of the opportunity as well as their wants, needs, expectations, perceptions and processes for evaluating and electing to enroll.
Competitive intelligence will help understand why other colleges are more successful at recruiting and retaining students in this audience or segment. And it can also help identify factors that can be leveraged so your efforts become more effective.
Marketing Communications/Content Marketing Go-to-Market Plan Development provides you with a detailed action plan that lays out what media/communication channels will be used to deliver the right information to the right audience/segment member at the right time in their decision making process so you can more effectively and efficiently deliver the right message and offer that will motivate them to move forward with you from inquiry to lead to application to enrollment.
Development of a strategic retention plan that includes goals, objectives, strategies, tactics including budgets, tasks and owners and reporting processes. This will be an institution-wide plan addresses how to identify potential high risk students during the recruitment process and the proper on-boarding process to help them succeed right from the start rather than wait for them to start exhibiting at-risk behavior such as missing classes, failing to submit work etc. Also included are ‘early intervention steps’ that detail proper responses to be made, and by whom, at key stages in the student’s experience so that the student is assisted and back on track long before symptoms produce an unwanted behavior.
- Best Practices in International Student Recruitment
- Best Practices in Recruiting and Retaining International Students in the U.S.
- Top Emerging Markets for International Student Recruitment
- Effective Higher Education Recruitment Strategies (Intercultural Development Research Association)
- Higher Education Marketing to the Hispanic Student Population
- Recruiting and Admitting First Generation Students
- Scale up Efforts to Attract and Retain Adult Learners