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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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CRMMarketing AnalyticsKey MetricsStudent SuccessStudent RecruitmentMarketing ResearchInbound MarketingData AnalyticsLead ManagementDifferentiationCustomer ServiceMarketing ToolsPredictive ModelingDatabase MarketingMarket Opportunity AssessmentMedia BuyingPodcastSetting GoalsOmni Channel MarketingCollege RetentionContent MarketingCustomer AcquisitionMarket ResearchPost-traditional StudentsWebinarSales ManagementMarketing ConnectionDirect MarketingInternet MarketingMarket AnalysisSearch Engine MarketingProduct DevelopmentGeneration ZSocial MediaThank you pagepaid mediaLead NurturingA/B TestingMerchandisingProcess MappingMarketing ChannelsCustomer AcquistionSegmentationMarketing StrategyDigital MarketingStudent Recruiting CampaignAdult StudentsAdvertisingCMOOutsourcingBlogPPC AdsMarketing AutomationStudent SatisfactionSellingEvent MarketingSMS TextContent MarkteingMarket Planning ProcessAdtechMarketing PlanningDWS Associates MarketingMarketing ManagementeCommerce Product DevelopmentRevenueSEMSocial MediaDirect Response Marketing ProductMarketing MediaStudent AcquisitionAffiliate MarketingWebsite DesignCompetitive IntelligenceeCommerceOffer DevelopmentB2C MarketingMarket PlanningOnline MarketingData-Driven MarketingMartechCustomer RetentionGen Zearned mediaBusiness CatalogsMillennial MarketingIntegrated Marketing CommunicationsCatalogingPersonalizationSocial Media MarketingCall CenterCampaign PlanningDirect ResponseMarketing AuditAdwordsAdult Student RetentionMarketing CollateralMarketingStudent NurturingRetailingLifelong LearningAssessmentsPersonasWeb FormsCreativeDirect MailStrategic PlanningMarketing CommunicationsProfitsretailBroadcast Direct ResponseStrategic Market PlanningMobile MarketingTelemarketinginfluencer marketingEmailNurturingB2B MarketingNew Program DevelopmentDirect Response EmailConsumer CatalogsBusiness DevelopmentStudent RetentionEmail MarketingEnrollment ManagementAdult Student RecruitmentHigher EducationMulti Channel MarketingMarket SegmentationDave FreemanOn Demand MarketingMarket TestingMystery Shopper AuditDemand GenerationMarketing AssessmentVideo MarketingCompetitive AnalysisStudent EnrollmentsMarketing PromotionsDR RadioCollege RecruitmentLead GenerationSales PipelineCatalog MarketingSalesMarket IntelligenceTargeting & SegmentationHigher Education MarketingMarketing TechnologyRetail MarketingTarget MarketingTarget MarketMarcom


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Questions That You Need To Answer

Jan 15, 2018

Traveling Tina Persona

NOTE: Please click on the image above to open in a new tab - it makes it easier to read the details.

 

When we get called in to help a college that has been struggling to achieve their adult enrollment goals, we like to start off with a series of questions that helps us understand what’s been done, what hasn’t been done, what’s worked and what hasn’t worked.

Today, let’s focus on the typical questions we ask about the target audience because these answers will impact where you go to attract qualified new students and what you need to address with your messages and offers to grab their attention, stimulate their interest and become recognized as the most unique, valuable solution for their wants and needs.

Who is our primary target audience?

I teach marketing and marketing research, and whenever we discuss this question, I make sure that they understand the more details based on data, the more effective the results in terms of quality and quantity and (typically) lower cost.

So “Millennials” isn’t enough. Either is “…people over 25-years of age…”

What you need, for example, is:

  • Gender
  • Age Range
  • Ethnicity
  • Marital Status
  • Education Level
  • Household Income
  • Own/Rent Home
  • Hobbies?
  • Interests?
  • Location?

How many of them are there?

Why is this level of detail important?  Here’s what I tell my students… 

 

 To try this yourself, visit Claritas PRIZM at http://bit.ly/2D8JYAt

At that point, the questions become specific to your audience.

What do they want?

This speaks to experiences and outcomes they feel are important.  They may present these things as ‘needs’ but when you get down to it, they are more likely to pass on it when they see something else that is perceived to be more valuable.

Example?  Most adults will tell you they ‘need’ an experience that is ‘fast, simple, easy’, and doesn’t add stress to their lives.  However,  

What do they need?

This question needs input from you and your team since you are the experts in education – but will require you to ask your own specific set of questions so you understand their learning style and capabilities.

This question also needs input from those in the market that employ or might employ these adults.  This requires you to invest time to discuss and understand what the leadership at businesses, government agencies and non-profits feels they need their employees (current and future) to possess in terms of skills and experiences.

What do they expect?

This is a question that you better get a handle because too many situations that fall outside their definition of “expectations” can overwhelm anyone – and that can lead to them withdrawing and/or dropping out. 

And the problem here is that too many schools, focused on hitting enrollment goals, will sugar coat responses rather than openly, honestly telling them that “…that’s not how it works, here’s what you should expect…”

Example? How many adult students opt for online because of their expectation that “flexible and convenient” means “do the work whenever I get around to “?  And how many dropped out once they realized there were deadlines?

What do they perceive about your institution? Other institutions/competition? Higher education?

How do they identify their need for education?

Where do they go for information?

What is their selection criteria?

With these questions, you develop your messaging and offer strategies that are used in promotional efforts (paid, earned, owned and social) as well as by your faculty and staff when they converse with members of your target audience.

You also develop your media strategy from these questions. Knowing where they go for information helps you select the media most likely to be used by your audience – and that, along with your messaging and offer strategy, drives a higher quantity of high quality inquiries and leads.

Then, there are these questions that few ask and, when the answer is not something they want to hear, many ignore.

Is our primary target audience large enough for us to achieve our goals and objectives today?

Is our primary target audience large enough for us to achieve our goals and objectives 1 to 3 years?

Is our primary target audience large enough for us to achieve our goals and objectives 4 years?

If not, who is our secondary target audience?

These are questions that are all to often overlooked and that can have a significant impact on your ability to consistently achieve your adult student enrollment goals and objectives.

Why?

Two reasons.

First, you really can’t set accurate enrollment objectives if you don’t know the size of your audience.  And we’ve seen plenty of situations where the objective surpassed the actual number of people – making the objective impossible to achieve.

Second, if you are attracting adult students from a certain geographic area (your target market) and the make up of that geographic area is changing over time, these questions help you stay on top of where your audience is located.  If you find that they are relocating outside your target market, you have a decision to make – follow them to their new location or find a new audience segment within your target market that offers you the opportunity to achieve your objectives.

Conclusion

These are the questions you need to have answers to if you want to achieve your adult enrollment goals in 2018.

Of course, there are other questions beyond these that address the competition, the market (government/politics/law, economy, society, technology) – but when it comes to your target audience, these questions are key.

If you are searching for the answers, contact us – we do this extremely well and for a fraction of the cost others charge.  Click to learn more.

 



Tags: Higher Education Marketing, Higher Education
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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