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      • Enrollment Opportunity: Under-served Segments
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      • 01
      • 02
        • Are You Sitting Around Waiting for Business?
        • Get More Our of Your CRM Investment
        • Tips for Building Affordable, Effective Marketing Research Program
        • Smart College Recruitment Targets Wisely Using Segmentation
      • 03
        • Marketer's Toolkit Goes Mobile
        • A/B Testing: Some Important Rules to Follow
        • Targeting is Not Rocket Science
        • Snap Chat for Student Recruitment
        • Colleges Must Lead the Way in Marketing to Millennials
        • How Many Leads Do You Need?
        • Do You Know What a "Lead" Is?
        • Do You Know How Many Sales Leads You Need? Find Out With...
        • Content Marketing: It's a Mess
      • 04
        • What Is The Best Marketing Channel?
        • Do You Need a Marketing Plan?
        • Data Analytics Improve Enrollment Performance
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Common Social Media Challenges and Solutions
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      • 05
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        • Non-Traditional Students: Tips to Attract & Retain
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        • 10 Common Digital Marketing Mistakes & Solutions
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      • 06
        • Your Website Needs Help
        • Better Adwords Performance ASAP
        • Higher Education Marketing Assessment Tool: A Demo
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        • Marketers Are Focused On the Wrong Things
        • Marketing...It's About the Numbers
        • Colleges Without Market Research: Penny-Wise, Pound Foolish
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      • 07
        • The Future of Content Marketing
        • Pokemon Go: Student Recruitment & Retention?
        • Whatever the Channel: Marketing Success Depends on 5 Factors
        • When Your Customers Aren't Your Customers - Social Media Pitfalls
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      • 08
        • Your Trouble With Adwords
        • You Can't Recruit & Retain if You Don't Know Your Audience
        • Facebook Live for Student Recruitment
        • How to Make Significant Improvements to Student Recruitment Results
      • 09
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Video Marketing: Tips for Greater Success
        • The Details Are in the Plans
        • Digital Metrics: How Much is Real & How Much is Bullshit?
        • Video Content Marketing: Tips for Greater Success
      • 10
        • How You Can Enroll More Non-Traditional Students
        • Your Email Metrics Are Wrong
        • Too Much Content Too Much Waste
        • How Asking the Right Questions Can Increase Enrollments
        • Content Marketing for Higher Education Recruitment and Retention
      • 11
        • 5 Ways to Increase Graduate School Enrollments by Leveraging Data
        • Big Data, Predictive Analytics & Marketing Research Strike Out in Election 2016
      • 12
      • Direct Marketing Planning
      • How Many Leads Do Our Sales Executives Need?
      • The Drones Are Coming!
      • Advantages of Direct Marketing
      • Student Retention Tips for 2016
      • Outbound Telemarketing Missing Opportunities As Part of College Student Recruitment
      • New Study Identifies Opportunities to Improve Student Recruitment
      • 6 Tips to Improve Your College's Content Marketing Performance
      • Lead Flow Planning - Getting It Right

Category List

Social Media Marketing (2)
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CRM (1)
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Podcast: Higher Ed (4)
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Tag Cloud

MartechSellingCollege RecruitmentCompetitive AnalysisMarketing ConnectionHigher Education MarketingGen ZStrategic PlanningTarget MarketingMarket Opportunity AssessmentSEMMobile MarketingStudent RecruitmentEmail MarketingTelemarketingDigital MarketingMarket Planning ProcessAffiliate MarketingStrategic Market PlanningBlogMarket PlanningCollege RetentionCustomer ServiceInbound MarketingMarcomMulti Channel MarketingEmailKey MetricsOmni Channel MarketingMarket ResearchAdult Student RecruitmentStudent EnrollmentsContent MarketingDemand GenerationProduct DevelopmentContent MarkteingDifferentiationMarket TestingBusiness DevelopmentSalesDatabase MarketingLifelong LearningStudent SuccessRetail MarketingData-Driven MarketingDWS Associates MarketingStudent NurturingWebsite DesignDave FreemanMerchandisingMarketing PlanningProfitsGeneration ZSocial Mediainfluencer marketingStudent AcquisitionCompetitive IntelligenceNurturingBroadcast Direct ResponseOffer DevelopmentCustomer AcquisitionOn Demand MarketingMarketing ChannelsSocial MediaPPC Adspaid mediaEnrollment ManagementDirect ResponseSMS TextCampaign PlanningMarket SegmentationeCommerceStudent RetentionProcess MappingMedia BuyingConsumer CatalogsDirect Response Marketing ProductPredictive ModelingMarketing AutomationLead GenerationMystery Shopper AuditMarketing MediaMarketingSetting GoalsMarketing CommunicationsLead NurturingB2B MarketingCustomer AcquistionMarketing ManagementOnline MarketingInternet MarketingCall CenterDR RadioSales ManagementAssessmentsMarketing CollateralMarketing PromotionsMillennial MarketingCustomer RetentioneCommerce Product DevelopmentThank you pageDirect Response EmailCRMIntegrated Marketing CommunicationsEvent MarketingMarketing ResearchretailPost-traditional StudentsWeb FormsAdtechAdult Student RetentionAdvertisingMarketing AssessmentMarketing AuditOutsourcingPersonalizationMarketing TechnologyPersonasSales PipelineAdult StudentsMarket IntelligenceMarketing AnalyticsCMOHigher EducationCatalog MarketingDirect MailDirect MarketingB2C MarketingStudent Recruiting CampaignSocial Media MarketingMarket AnalysisMarketing StrategyCatalogingRevenueAdwordsSegmentationearned mediaBusiness CatalogsWebinarPodcastData AnalyticsLead ManagementTarget MarketNew Program DevelopmentStudent SatisfactionCreativeVideo MarketingMarketing ToolsSearch Engine MarketingA/B TestingRetailingTargeting & Segmentation


Archive

2019

  • May

Tips for Recruiting Millennials to Your College

May 23, 2016

Instead of another article on how to leverage Snapchat or Pinterest or Periscope – this post is going to focus on your audience, Millennials.  Here are a few important strategies you need to implement in order to see greater success recruiting millennials.

Don’t target Millennials.  That’s right, you read that correctly.  And the reason this is #1 is because there are many different segments within the large generational group referred to as Millennials.  This group ranges from high school to people in their mid-30’s.  Some are single, others are married with kids.  Some live at home with Mom and Dad, others have a mortgage.  Do some research and identify those that are already successful at your college, then find out where there are more just like them!

Segmentation and Personas.  This requires research so you can understand what their wants, needs, expectations and perceptions are as well as how they go about gathering and analyzing information so that they can make an informed decision.  And it requires a content marketing strategy that delivers.

Personalization.  This is way more than being able to start off each email with their first name.  It’s asking the right questions, gathering the right information and using that to continue the conversation.  Asking for “Desired Term Start” on the web form needs to lead to messages from you that tie that information in – so if they told you next Spring, don’t push tomorrow’s start date on them because it isn’t relevant.  If they told you “MA in Teaching”, don’t send them information about other programs.  If you show them testimonials from recent graduates, make sure they graduated from the program the prospective student is interested in.  Holding an open house in Dallas?  Then why promote it to all prospects regardless of location?  Do you really expect them to fly in for the event?

Mobile focused.  If you send them emails that aren’t optimized for mobile, you have a problem.  If that email has links that take them to your website that isn’t optimized for mobile, you have a problem.

Social media.  Have a strategy.  And remember that the prospective student is going to have a variety of interests so maybe one university-wide Facebook Page isn’t the answer.  Does the Colleges within the University need their own social media presence?  What about Programs within those Colleges?  What about other departments like Career Services, Student Services, Athletics…

Identify and utilize key influencers.  People buy from people.  People buy from people especially when the purchase is a major purchase.  College is a major purchase – yet many colleges seem to push marketing technology between themselves and the potential student.  Instead, put your faculty, admissions staff, current students and alumni in the mix.  Feature them in your communications – have a faculty member hold a live broadcast on Facebook.  Do the same with a member of the financial aid department using Periscope.  And yes, depending on the age group, include the potential student’s parents in your strategy and communications; because, in a lot of cases Mom and Dad are the key influencers and are still footing the bill or at the very least contributing to it’s payment.

They want “career opportunity”, build it into the experience.  When I went to college, the focus was on learning, developing critical thinking skills and preparing for life. Today, Millennials are focused on this investment into their career so show them how your college and their program of interest delivers.  Bring in alumni to talk about their experiences – the good, the bad and ugly.  Bring in community and corporate leaders to do the same.  Set up internships and volunteer opportunities – incorporating them into the curriculum when you can.



Tags: Student Acquisition, Student Recruitment, Higher Education Marketing, Customer Acquisition
Category: Higher Education Marketing

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Patrick McGraw is VP of Higher Educaton Marketing Services and has more than 25 years experience in market research, competitive intelligence, business intelligence including database marketing and CRM, strategic planning, brand development and management as well as operations/campaign management. His work has consistently helped his clients and employers develop and implement more efficient ways to attract and retain profitable customers, enter new markets and launch new products. His areas of focus include the education, hospitality, travel and tourism, hi-tech, telecommunications, financial services, and retail industries on both the agency and customer sides.


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