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      • Early Results: Adult Student Recruitment Effectiveness Part I of II
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      • Are You Listening Carefully? Asking the Right Questions?
      • Missing Unrealistic Goals
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      • Yes, You Do Have the Budget
      • Enrollment Opportunity: Under-served Segments
      • Why Colleges Are Failing to Achieve Adult Enrollment Goals
      • 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
        • 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
      • 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

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Archive

2019

  • May

Are You Listening Carefully? Asking the Right Questions?

Sep 15, 2017

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Something for you to think about - especially when wondering how you are going to achieve next term's adult enrollment goals with the same resources.

Are you listening to your audience? Are you asking them the right questions?

Or are you too busy pushing out the same copy about "world-class faculty" and "staff that really care" and "curriculum designed to help you succeed in a global economy" and "click here to learn more about financial aids, grants and more"

Have you turned a stone deaf ear to your audience?  Have you stopped hearing what they have to say?

You Cannot Succeed Without Your Audience

I teach undergraduate and graduate marketing classes and it's amazing how quickly students of all experience levels will make critical decisions based on their gut.  (Happens outside the class too - but let's just focus on those trying to learn.)

The students get an idea, make an assumption or two based on limited experience or personal preference, then become the World's Leading Optimist by declaring the "Opportunity" to "sell millions of dollars of products".

And when I ask who their audience is, they have no clue.  When I ask what the need and demand for the product is in the market, they have no clue.  They have ignored those they serve and gone chasing things that might not exist.

So, What's a College or University to do?

When you realize that 80-percent of your promotional efforts are failing to produce the results you projected for them, and you realize that the bulk of your limited resources are invested in bringing those efforts to market - step back, stop investing in what isn't working and redirect your efforts on to what is working and understanding why so that you can replicate that success.

Talk to your audience.  What do they want? Need? Perceive about you...and your competition.  Expect from you...and your competition.  What is their criteria for selecting a college and degree program? Why? How do they feel you stack up? Why

Take a good hard look at what your competition is doing and what works for them.  Talk to their students and faculty and staff whenever you can - ask them about their experiences. perceptions, expectations, selection criteria.

Heck, sit down with key members of other departments within your institution and ask them what's working.  What isn't working.  What they are hearing from the target audience.

When you have that type of insight, you can make better decisions regarding what messages and offers are appropriate at each stage of the decision-making process.  You can make better decisions regarding what media/communications channels to use at each stage of the decision-making process. And you can make better decisions regarding what frequency you should be reaching out to your target audience in each stage of the decision-making process.

Listen.  Ask. Listen Some More.  Restate What You Think You Heard.  Listen.

We tend to talk too much.  We tend to assume to often.  We need to listen.  Make certain we understand.  And then take data-driven steps forward.



Tags: Student Recruitment, Marketing Communications, Marketing Research
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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