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  • Blog
    • 2019
      • 01
        • Market Opportunity Assessment: Why You Need One & 5 Key Steps
        • Enrollment Management: Navigating Disruption to Achieve Success
      • 02
      • 03
        • 49% of retailers name in-store mobile experience a top priority
        • 2019 Digital Marketing Trends & Gen Z
      • 04
        • Enrollment Management: Shifting Demographics & Shrinking Population
        • Smart College Recruitment Targets Wisely Using Segmentation
      • 05
        • Email Marketing Tips
    • 2018
      • 01
        • The hidden cost of selling direct – the returns game
        • 2018 Lead Generation & Recruitment Predictions & Tips
        • How's your marketing?
        • The Offer - How To Make One They Can't Refuse
        • Successful Product Development
        • How Direct Makes Digital Better
        • Questions That You Need To Answer
        • Do You Know What Your Competition Is Doing?
      • 02
        • The Marketing Planning Process...Doing It Right!
        • Managing The Sales Pipeline
      • 03
        • Being Prepared for Change (Why You Need Market Intelligence to Drive Revenue Growth)
        • Competitor Update: Coursera Coming to Eat Your Lunch
        • Discussion: Why Should Your Institution Exist in the 21st Century?
        • Discussion: Should Your College Exist in the 21st Century?
        • Welcome Back: Former Students, Graduates
        • Adult Students: Thoughts on the Chronicle's Report
      • 04
        • Avalanche of Dreck...Are you part of the problem?
        • Profile of the Average Online Student
        • You Can't Make It Up In Volume
      • 05
        • Simple Guide to Creating Profitable Personas
        • Amazon Losing Billions - You Should Be Scared
        • Comment: Why Most CMOs are Failing
        • Marketing Personalization...Most of It Isn't
        • Amazon's "Try Before You Buy"
        • Are Shoppers Really That Resistant to Self-Checkout?
        • B.A.N.T. May Be Old, But It Still Works
        • All The Martech In The World Won't Make You a Marketer
        • 9 Tips For Writing Effective PPC Ads
        • Blogging: 5 Reasons Why & 5 Tips for Success
        • The 4 Step Welcome Email Series
      • 06
        • The Lead Management Game - Winning Or Losing?
        • Part 1: Podcasts Should You Start Your Own Podcast?
        • Part 1: Blogs: Should You Start A Blog?
        • 8 Simple Ways to Increase Enrollments
      • 07
        • PART 2: Podcasts: Develop Your Plan
        • Should You Buy or Generate Your Own Leads?
        • How to Overcome the 3 Reasons Most Miss Their Enrollment Goals
      • 08
        • Contact Strategy: People Buy From People
        • 2 Commonly Overlooked Causes for Enrollment Shortfalls - And How to Fix Them
        • Designing and Writing Effective Direct Mail Packages
      • 09
      • 10
      • 11
        • Developing Your Content Marketing Strategy
        • How Content Marketing Can Increase Enrollments, Retention
    • 2017
      • 01
        • Influencer Marketing: More Confusion Over Simple Concept
        • 10+ Reasons Why Most College Marketing/Enrollment Plans Fail & How to Avoid Them
        • Marketing Planning 101 - Are You?
        • Are CMOs' Jobs in Jeopardy?
        • Lead Flow Planning - Getting It Right
        • Omni Channel or Not? Retail Survival or Not?
      • 02
        • Announcing Our New Enhanced On-Demand Services for Adult, Graduate and Continuing Education Programs
        • Tips for Great Direct Response Radio
        • Email Design Tips
        • Data-Driven Marketing...It's As Old As Index Cards, And Then Some...
        • Why They ain’t buying what you’re sellin’
      • 03
        • New Degree Programs: What You Must Learn from Google, Amazon and Apple
        • Student Recruitment & Retention Goes to the Movies
        • Just Outsource It!
      • 04
        • Why You’re Not Answering Their Questions
        • Adult Students: Are You Serious or Just Screwing Around?
        • Is Your Brand Safe?
        • Ask Questions
        • Event Marketing for Adult Enrollments
        • Retail is Not Dead!
        • Pros & Cons of In House Agency
        • Is Affiliate Marketing for Your Business?
        • Webinar: 7 Proven Techniques for Increasing Adult Student Enrollments
        • False Victories
      • 05
        • Bring Programmatic Adv In House? Yes? No?
        • Call Attribution Tech - Do you need it?
        • Are you losing sales people?
        • Webinar: Adult Student Retention
        • Is ‘eMail Blindness’ Killing Your Business?
      • 06
        • Direct Mail Tips for More Effective Student Recruitment
        • Marketers Wake Up...Get Those Phone #s
        • The Secret to Successfully Providing Life-long Learning
        • Higher Ed Marketing Podcast 3: Web Forms
        • Higher Ed Marketing Podcast 4: Thank you page
      • 07
        • 2 Secrets to Achieving Adult Enrollment Goals
        • Social Worship
        • The Amazon Effect...Are You Ready?
        • Old Ways Don't Open New Doors
      • 08
        • Early Results: Adult Student Recruitment Effectiveness Part I of II
        • Early Results: Adult Student Recruitment Effectiveness Part II of II
        • Webinar: Competitive Intelligence 101
        • How to Say the Right Thing so More Adults Enroll
        • Clear Communications, not Content Marketing, is Key to Achieving Adult Enrollment Goals
      • 09
        • Are You Listening Carefully? Asking the Right Questions?
        • Missing Unrealistic Goals
      • 10
        • What Are You Putting Into Your Sales Pipeline
        • Competitive Intelligence - What is it? Why do you need it?
      • 11
        • Yes, You Do Have the Budget
      • 12
        • Enrollment Opportunity: Under-served Segments
        • Why Colleges Are Failing to Achieve Adult Enrollment Goals
    • 2016
      • 01
        • Direct Marketing Planning
        • How Many Leads Do Our Sales Executives Need?
        • The Drones Are Coming!
        • New Study Identifies Opportunities to Improve Student Recruitment
        • Outbound Telemarketing Missing Opportunities As Part of College Student Recruitment
        • Student Retention Tips for 2016
        • Advantages of Direct Marketing
        • 6 Tips to Improve Your College's Content Marketing Performance
      • 02
        • Lead Flow Planning - Getting It Right
        • 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
        • 8 1/2 Common Errors in the Student Recruitment Process
      • 05
        • Differentiation - Colleges Need to Be Uniquely Valuable
        • Non-Traditional Students: Tips to Attract & Retain
        • Market Planning Process
        • Market Analysis - Identify Your Target Markets
        • Catalog Business Plan
        • 10 Common Digital Marketing Mistakes & Solutions
        • Tips for Recruiting Millennials to Your College
        • How to Lower New Student Acquisition Costs
      • 06
        • Your Website Needs Help
        • Better Adwords Performance ASAP
        • Higher Education Marketing Assessment Tool: A Demo
        • Join Marketing Connection Today
        • Marketers Are Focused On the Wrong Things
        • Marketing...It's About the Numbers
        • Colleges Without Market Research: Penny-Wise, Pound Foolish
        • Top Benefits You Enjoy From a Mystery Shopper Audit
      • 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
        • Content Marketing Success
        • Why You Can't Afford to Pass on a Retention Audit
      • 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
    • 2015
      • 11
        • Black Friday - Cyber Monday - Trends
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Clear Communications, not Content Marketing, is Key to Achieving Adult Enrollment Goals

Aug 21, 2017

DOWNLOAD

Be sure to download your free copy of our Content Marketing for Higher Education - the guide walks you through a process for developing highly effective content marketing programs with your existing resources.  To download your copy, click here.

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No one will argue against the importance of clear communication – especially in the recruitment process of adult students.

The prospective adult student might be a Millennial, just like your traditional incoming freshman, but they have different wants, needs, expectations, and perceptions as well as a different process for gathering and analyzing information in the pre-application/enrollment phase as well as the application/enrollment phase and the retention to graduation phase.

You know it as well as we know it – in the pre-application/enrollment phase, prospective adult students have certain questions they need to answer before they decide to apply and enroll in your programs. 

Some are interested in how your program and services will help them re-enter the workforce.  Others want to know how your program and services will help them get that promotion, or shift careers.  Others are wondering how they can improve their own time management and organizational skills so they can balance work, home, and school.  And of course, for others, the cost is the primary driver.

To make matters even more fun, some will turn to family, friends, neighbors, and colleagues for advice on where to attend, while others will go to their employer’s HR department and ask if the company has any partnerships with local colleges.  Others will head online and search using branded and unbranded terms.

Some will stop by your campus.  Others will call.  Some will wind up on your landing page and submit a form; others will find themselves on your web site and uncover the contact information for a dean, program director or a member of the admissions team.

Some are fine with talking on the phone.  Others prefer text or email.  And good ol’ fashioned mail can work wonders with some.

And of course, delivering the message through the right media channel can vary based on where that prospective adult student is in their own decision-making process.  Pre-application and enrollment might be a little more hands-off for some (email, text, mail, phone) but once the application and enrollment process is in full swing, they might prefer face-to-face meetings and phone calls.

What’s the right offer at the right time?

Not that this isn’t complex enough, but you need to remember that each communication should have a call to action (offer) that’s relevant, valuable to the prospective adult student so that you engage them and help them move forward in their decision-making process with you.

In those pre-application/enrollment communications, you can’t rely on just “Click here to Apply Now” in an email.  Most of those prospective adult students are nowhere near ready to start the application process so use the opportunity to help them educate themselves.

Offer a checklist that will help them select the best college for their needs.  Or tips on time management and organizational skills from highly successful adult students.

Offer them ‘5 Ways Adults Afford College” or “Answers to Common Questions Adult’s Ask About College Financing”.

Remember that people make decisions to make a commitment based on their comfort level with other people – so make it easy for the prospective student to speak with other prospective students, current students, graduates, faculty members and staff.  When they “connect” with one or more people within your college and/or their program of interest, they are significantly more likely to enroll and graduate.

In business, we used to call the messages and offers, along with the media/communication channels and frequency/timing of the distribution of the messages and offers “marketing communications”.

Over the past few years, marketing communications has been ‘re-branded’ and is now more commonly referred to as ‘content marketing’.

And part of that ‘re-branding’ has impacted the focus of the work – the reasoning behind why this work is performed. 

Marketing communications is about providing the consumer with the information they need to understand the unique value your products and services offer them so that they go from that ‘pre-purchase’ stage of gathering and analyzing information so they can make the best decision for their situation, to the ‘purchase’ stage with your business, products, and services.

In other words, marketing communications is about driving purchases.

Talk with some self-proclaimed ‘content marketers’ and you will hear them tell you not to be “…too "salesy" in the messages you share with the reader.  You will hear them talk about “…marketing is really publishing…” and you need “…editors, writers, photographers, videographers….”

With some, you will hear about the importance of “promoting your content” rather than promoting your unique value to the target audience.  And you will still hear a great deal about “…the importance of going viral, shares, retweets, downloads, and Likes…”

Let me ask you a serious question – does your staff get paid in dollars or “likes’?  Will your utility company gladly accept ‘shares and downloads’ rather than ‘legal tender’ when your utility bill is due?

At DWS, our focus is on getting that prospective adult student fast, easy access to accurate and relevant information so that they can move forward with your institution from pre-enrollment to enrollment and through to graduation.

We’re not focused on creating content because that’s how we get paid.  We are focused on designing and directing the strategy and tactics that attract and enroll and retain and graduate adult students.

To learn more, download our eBook, Content Marketing: Doing It Right (Higher Education Edition) for an in-depth look at why content marketing is key to achieving your adult enrollment goals, how to develop your content marketing strategy and bring it to life quickly, effectively and affordably.

This eBook has been downloaded over 1,000 times by college and university Presidents, Provosts, Chancellors, Vice Chancellors, Vice Presidents, and Deans – so don’t be left behind.  Download the eBook today by clicking here.

And remember we offer a free consultation which is a great way for you to ask any questions you might have after reading the eBook.  To learn more about the free consultation, click here.



Tags: Content Markteing, Higher Education Marketing, Marketing Communications, Higher Education
Category: Content 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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