In our previous blog, we wrote about how changes in communication and student expectations have made traditional college communication plans obsolete. What institutions need to do is create a student-driven college enrollment experience where prospective students can pull the information they need, when they need it.
Naturally, such a shift creates a lot of questions. What does it look like to not orient around that traditional plan? What’s the core now?
It becomes about crafting an experience where each student builds his or her personal “core plan.” The experience they have in doing so—online, on their device, in their home, and on your campus— will make or break their choice to further engage and explore. Daunting, yes: but much more effective—and exciting.
Consider the concept of micromoments, as defined by Google: “Critical touch points within today’s consumer journey, and when added together, they ultimately determine how that journey ends…they’re the moments we turn to a device—often a smartphone—to take action on whatever we need or want right now. These I-want-to-know, I-want-to-go, I-want-to-buy, and I-want-to-do moments are loaded with intent, context, and immediacy.”
How does this translate to college student recruitment? Students are already experiencing micromoments with your institution—the question is, how are they faring? Is the content meeting their specific needs and expectations at each of these particular moments?
To embrace these moments, it’s critical to “be there, be useful, and be quick”—in other words, anticipate needs, provide relevant content, and eliminate unnecessary steps to get to the answer. Further, it requires connecting the dots across their entire experience, not just from one screen or at one point in time but across those points.
The web is where they live, of course, but your website is just one part of how they experience your institution—and understanding what’s relevant to them requires more than just measuring their website interaction. It demands an understanding of how they answer key questions; what they click on, open, forward, share; why they’re exploring; and how you can meet their needs and shape their experience.