Once you’ve created your enrollment marketing strategy and start implementing it, don’t lose sight of the bigger picture. Whether you revisit your strategy on an annual basis, or even more frequently, it’s a smart idea to take a pause and see if there’s anything you can do to shake things up – especially if you’re feeling like you’ve reached a plateau. Take a look at our tips to revamp your enrollment marketing strategy, and fast.
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Assess the Situation No matter how your current marketing strategy is doing, take a pause and assess the situation. Consider the following:
What’s working? Why?
What’s not? Why?
What marketing pieces or plans are meeting your top goal(s)?
Are there any gaps in the plan?
Of course you’ll want to look at what parts of the plan are considered successful (depending on what variables you’re measuring), what parts of the strategy are failing, and why. Is it possible to do more of the successful pieces, and eliminate the failures to improve the overall plan for the near future? Always remember your top goal. This is probably different for various aspects of your strategy, then evaluate the enrollment strategy in comparison to it. Finally, and this might be the most difficult part of the evaluation, is to consider any gaps in your enrollment marketing strategy. Are you missing video content online? Is your user engagement lacking? Is there a social media channel you’re not posting on? Consider what’s missing and why – one of these gaps could reach your target audience and turn your strategy around.
Take a Look at all Channels and Media
Don’t forget to perform the assessment on all parts of your enrollment marketing strategy. This way, you can see what channels are working better than others. In our research, we’ve found that 82% of students looking at potential colleges are using their smartphones.* On top of that, more than 50% of schools are using at least four channels to reach these potential students.
Because of that, you want to make sure you’re putting your efforts across many different channels. However, it’s also important to ensure you’re not spreading yourself too thin. Putting mediocre content and ads out isn’t going to impress a potential student. Some schools may be present in several different mediums, but perhaps it’s all the exact same content, which won’t be successful for very long. Cater your content to the platform you’re using, whether it’s print, visual, digital, etc. and make it unique.
Planned vs. Impromptu Content
Another thing to consider is how you’re publishing your content, particularly the timing. Obviously printed pieces, billboards, radio and TV ads are things that must be planned far in advance. Digital, online pieces need a publishing schedule, too. But it’s easy to get bogged down and even “stuck” in a scheduling rut – you might be missing out on breaking news or simple interactions with potential students. Are you replying to messages and reviews to increase your engagement? When was the last time you jumped on a trending topic or hashtag to boost your reach? Sometimes, impromptu content can have a lasting effect on your followers. It also shows that you’re engaged and aware of what’s going on around you. To conclude, make it a habit to stop and assess how things are working with your current enrollment marketing strategy. See what’s working, what’s not, and what’s missing and use it to your advantage right away, instead of next year.