What’s working in college student recruitment and marketing? How are colleges and universities trying to engage prospective students, and are those practices aligned with how students are searching for schools? And how can campuses stop doing the “same old thing” and better align their strategies with what students expect?
Ruffalo Noel Levitz polled public and private institutions on their college student recruitment practices, and have published the findings in the 2018 Marketing and Student Recruitment Report of Effective Practices. This report looks at what institutions are doing to recruit students, and also how they assess the effectiveness of their practices. By comparing these findings to the 2018 E-Expectations Trend Report, which looks at student expectations and behavior during the college search process, you can see the opportunities campuses have to engage students more effectively across all channels (see our previous blog on E-Expectations).
Here are 5 key findings from the Marketing and Student Recruitment Report.
1) Colleges and universities are missing a big opportunity with text messaging
Nearly all institutions say text messaging is effective. But 4 out of 10 public institutions and 1 out of 5 private institutions are not using it with students.
Top 5 most effective outreach strategies for college student recruitment and marketing
Contrast this with what students said in the E-Expectations report:
- More than 80 percent of juniors and seniors say they have a smartphone
- 75 percent would provide cell phone numbers when completing a request for information form, and three-quarters said they would be open to some text messages from institutions.
Use text messaging with your prospective students. Give them a chance to opt in and then use texting to communicate key reminders and other information—key deadlines, invitations to visit campus, and other information that will push them to engage more with your institution. [Read more…]