College Recruitment for General Audiences

People ask, "If we have 7 billion people on this planet, why can't we

find a few more students?"

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Michael [email protected]: NASA

mailto:[email protected]

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Example: Chicago

• While typical recruiters followed the same old path, after meeting all prescribed criteria, we researched other data to identify emerging opportunities.

• This suburb in the Chicago area, with a surge of young people, went from having one high school to four in one decade.

• Our competitors had no presence here. It was new and therefore unnoticed. City Data

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Chess Shot

Many observers expect all that is necessary is for enrollment leaders is to sit down, and figure out a stategy that works, as if there is no competion.

Michael [email protected]

The truth is that there are many, many competitors owning the same technology, using the same software, and distributing through the same social media sites with the same capabilities to do outreach and recruit. Michael Hayes

[email protected]

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Capturing attention is not as easy as it is for well known, competing brands with high market saturation and a limited number of competitors.


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It's more like this! You are one of hundreds vying for the attention of a declining audience.


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So, what's the problem?


Imagine a group of people at a small, rural college sitting around discussing

the challenges of increasing enrollment. Chances are they would say things like

the following:

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The steady increase of graduates that created expectations of consistently higher numbers is over.


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They are moving away from the northeast at a fast rate.


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It has gotten much harder for families to pay for a private college education.


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The discount rate has continued to rise, reducing the impact and benefit of enrolling more students.

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0

12500

25000

37500

50000

$30,000 > $30,001 > $48,001 > $75,001 > $110,001 >

College A College B University A College C University B

This means there is very stiff competition, and colleges are competing too frequently on price.


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A little perspective from Brad Pitt


"If we try to play like the Yankees in here, we lose to the Yankees out there."

Think Differently.

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Salary vs. Wins !Major League Baseball

Enro

llmen

t

Marketing BudgetSource Unknown

Winning at enrollment for a little college is a little like the Oakland A's winning baseball games.

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The international surge has been great, but can we count on it to continue? Do you always know where it will come from next? Where it will rise? Where it will fall?

A little wisdom from Kevin Costner

So then, how will we create those wins? How will we create opportunities? How are we going to improve our "batting average"?

Getting flares, gorps, groundballs with eyes and dying quails.

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Reach Physical Outreach Campus Activity

Advertising/ Promotion Public Relations

Reputation Ratings

Graduate Outcomes Opinions (published by

students and alums)

Relationships Prospects & Parents

Influencers Strategic Partners

Relevance Career Interests

Lifestyle Fit Financial Situation

It begins here. !No matter the latest technology, or whatever the newest "thing" is, to generate sustainable increases in enrollment, we must always cultivate these four fundamental elements. They are not "old school" or "new school." They are timeless. Every action requires that we identify how to use each of the four elements in the mix. think of them of as colors on an artist's palette or ingredients in chef's kitchen.

2023 23 23 23

Reach

Reputation

Relationships

RelevanceValue (vs. Cost)

Access

Competitive Position

Trust

Capture Attention

Sustain Attention


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Doing what has always worked in past doesn't necessarily work in the future. Just doing something that sounds good without understanding the enviroment leads to more problems. Along with tactics, you must have strategy.

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Roger Martin Former Dean of Rotman School of Business Top 10 Business Thinker in World Leading Proponent of Integrative/ Design Thinking

• What is our winning aspiration? • Where will we play? • How will we win? • What capabilities must be in place? • What management systems are required?

There is no better place than to start with the advice of the very best of all strategic thinkers.

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!

What did we aspire

to?

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Why

What

How

• Why do we exist? Our core beliefs. • How does we achieve our beliefs and goals. • What do we do? Watch Simon Sinek's "Start with Why" (Top 10 TED Talk)

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!

Where did we play?

Cultural Collective Beliefs,

Values and Practices

Psychographic Values

Personality Types Soft Data

Geographic Local, Regional,

State, National, Intl "Long Tail"

Demographic GPA, SAT, AP, IB

Transfer, Seniors, Etc. Hard Data

Economic Median Income

Trends in the economy Financial Aid Support

Identify common conditions and variables among your successfully recruited students, or for those you want to recruit. Research and identify where those conditions intersect in abundance. Focus your marketing and recruitment there.


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!

How will we 'CONVERT' prospects into

students?

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Campus Open Houses & Workshops

Influencer Events Faculty/ Staff Involvement

Outreach Schools & Organizations

Industry Events Interest Groups

Network Feeders

Influencers Strategic Partners

Visibility !

Inbound Marketing Content/ Permission

Mobile & Social Website as Hub

By Interest/ Tagging

Research Where, How, Capabilities

CRM & Analytics External Data & Trends

Winning Formulas

Engagement Excite, Engage, Educate, Validate and Enroll

Segmentation College Wide Involvement

Training Academics Financial

Technology Sales


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!

What Capabilities

must be in place? Market

At the intersections of "Where" will we

play

Message Communicate these:

Reputation, Relevance Why, How, What

Psychographic, Cultural

Means Of Delivery

Website YouTube, Social, Etc.

Mail or Email Events

Method Of Production

Photo, Video, Audio Viewbook, Brochure

3D or Exhibit Class, Presentation


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STAGE vs

CONVERTProspect Inquiry Applicant Accept Deposit

Excite Engage Educate Validate Enroll

CampusOpen House School Visit HS Workshops

Campus Visit Visit + Class Accept Day Pre-Register Summer Gather

Outreach Class Present Portfolio Days Starbucks Gangs Off Site Accepts

Network Campus Visit Teacher Visits

Chairperson Call Priority Review Effectiveness

VisibilityPoster OH Postcard Tumblr-YouTube

Facebook Group

EngageEmail Blasts College Fairs Portfolio Days

Viewbook Telecounselors Int'l Chats

Confirm Call Pvt FB Groups

ResearchGen Z Psycho School Network

Geo OriginsMotivators Majors Incompletes

Yield by Major Decision Makers Aid Effectiveness

Capabilities Face to Face Calls/ Virtual Contact Print Digital Letters/ Email/ Texts

You can't always know where or how your prospects will enter the funnel, or what their preferred means of getting information are. So, cover all your bases. Create a web where they can follow their impulses. Wherever they go, there you are.


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Campus Outreach Network Visibility Engage

August Post Event Schedule Open House Calls

September School Visits Open House Calls Send Posters DC PDay Calls

October Open House Portfolio Days Teacher Workshops International Chat - Inq

November Portfolio Development Fairs International Chat - INQ

December Christmas Cards

January Deadline Reminders Deadline Reminders

February Grad Open House Spring Open House Accept Day Invites

March Accepted Day

April Open House International Chat - ACC

May

June

Capabilities Face to Face Calls/ Virtual Contact Print Digital Letters/ Email/ Texts

Plot it all out on a calendar (by day), to create a flow of all actions leading to one another, utilizing all communication methods at your disposal. Also, integrate multiple channels, so they support one another.


If you have more questions, or you are hiring, please contact:!Michael [email protected]

Date post:	22-Jan-2018
Category:	Marketing
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