The drop in undergraduate enrollment at universities in the US and in many countries around the world is putting pressure on university marketers to deliver. In this environment, smart institutions are focusing on simplifying and improving their schools’ digital marketing strategy to ensure that dollars are well spent. If you’re a college marketer looking to improve your program, these 10 new strategies for higher education marketing were written just for you. 1. Centralize strategy and reporting A common challenge when working in higher education marketing is that budgets are spread across departments and decentralized.
In a recent webinar, University at Albany Vice President Joe Brennan argued that being able to centralize marketing spend is key to running an efficient higher education marketing program. This may not be feasible in all institutions, but standardizing KPIs and creating a centralized place to measure the effectiveness of marketing campaigns is a step Angola Email List the right direction. We’ll talk more about ways to do this in the next section. Without centralized reporting, it’s easy for different departments to fall into a pattern of using the same strategies year after year just because that’s what they did the year before. Departments are often resistant to change and the only way to sell new tactics or brands is with data.
Woodbury University Found
This out when they rebranded a few years ago. Sharri Gibbons, CMO of Woodbury: “Hard data is able to sell that ‘Look, this works with younger students, so let’s keep going, rather than just stick with what we’re to.'” 2. Use marketing automation It’s not always easy to measure results at a granular level with traditional marketing. However, marketing automation has made it possible to track digital interactions with prospective students from first web visit to enrollment. After integrating HubSpot into their marketing program. The National College of Ireland (NCI) saw a staggering 247% increase in leads over 12 months.
The NCI attributes this increase in part to taking a people-driven approach. Tailoring its content to the main types of visitors who visit its website. “Now I can show our team how many visitors we get to the website. How many of them convert into leads and become students,” says Emma at NCI. Marketing automation can outside of the digital realm. Many platforms allow marketers to track traditional marketing efforts, such as physical mailings, events attended, and interactions with recruiters. For example, Algonquin College was able to increase leads year over year by 71%. Using Marketo to optimize their print and digital marketing strategies.
Optimize Your Email Program
With AI If your institution sends cold emails to prospective students. There’s a good chance that many will go straight to spam. 76% of students say they prefer to receive news from colleges and universities by email rather than direct mail. But the deliverability of email can make communicating with students difficult. Even though students have opted in to receive email through the College Board. It does not mean that their emails will not become spam. Using a tool to speed up outgoing emails is one way to improve deliverability when sending bulk emails. Plus, doing everything you can to optimize email engagement will ensure that your sender reputation stays high. Your emails continue to get.