My prior blog post on content marketing and paid interactive marketing focused on two different approaches to using e-brochures as a content marketing “carrot” to prompt prospective students to share their contact information in order to download the brochures. In this post, we will examine some “guerrilla” approaches you can use to create an effective e-brochure and share some tips on finding good content that your campus already has available.
Before we start, note that these tips are appropriate for campuses where resources to assemble high quality, professionally-produced e-brochures are not readily available. Of course, it’s great to have the capability to have professionally produced e-brochures, and for those who do have such access, I suggest you count yourselves fortunate and begin building your content marketing production partnerships right away. But, as is often the case in higher education environments, you don’t always have access to robust budgets and skilled publications staff who can craft an expensive publication.
Even if you don’t have access to professional design and production, the good news is that campuses often have the appropriate content they need to create effective e-brochures. It’s just a matter of tracking that content down, assembling and perhaps updating the content slightly, and then repackaging in a electronically-deliverable form (often a PDF can be easy and effective).
So how do you create a compelling e-brochure that students will want to download, even if you’re operating on a modest budget and don’t have a ton of resources to devote to it? These six steps can help you repurpose existing content you already have available into an effective e-brochure.
Step 1: Go on a scavenger hunt for content across your website and in your marketing, admissions, and academic departments.
Look and ask for anything and everything that was created to market or simply inform students about a given program. Targets for your hunt can include print materials, e-communications, recruiting event invitations, program brochures, program one-sheets, admissions requirements, student videos, and so on.
Step 2: Think about what your marketing campaign will be seeking to achieve (likely this will be inquiry/lead generation) and the informational expectations of the audience you’ll be targeting.
Discuss with your campus colleagues the most frequent issues or pain points prospective students cite during their early discussions in the recruitment process. Are they concerned about program quality? Do they want more detail on the classes they will take or about their instructors? Is it something driven by emotion or fear, such as “Can I get into this program?” or “Can I afford it?”
Step 3: Make a prioritized list of all of the pain points and then do an audit of the items you found in your scavenger hunt from step one.