My son Christian is in his sophomore year of high school. This past November, he received his first three search letters from colleges—all on the same day. While the envelopes were different colors, the letters were very similar in content, offer, and approach. He commented that two of the three letters were “exactly the same.”
That’s not what a campus wants to hear when trying to capture the attention of a prospective student in this increasingly competitive higher education environment. In fact, watching Christian’s reactions to these search communications made me think about the kind of pitfalls that campuses can encounter when creating their direct marketing campaigns. I’ve been involved in higher education marketing for nearly 25 years, consulting with campuses of all different sizes, types, and missions. Time and again, I have seen an institution’s hard work undermined by correctable mistakes. Here are seven of the most common ones I have seen, and suggestions on how you can avoid making them.
Mistake 1: Using a list of names purchased more than three months ago
Using old lists—and three months is old in the fast-moving world of college direct marketing—increases your chances of getting student names that have already been pulverized with marketing communications from campuses. Think about the way we get offers for things such as credit cards. With each solicitation you get, you are less likely to respond, especially by the time the ninth or tenth offer hits you. It’s no different for students.
Suggestion: Purchase new names that have been recently cultivated from your list provider, so you get fresh prospects who will be more receptive to your marketing messages.
Mistake 2: Relying on one vendor for your list purchase
Just because everyone takes the ACT or SAT does not mean you should rely only on those names for your list purchase. No single vendor has every name for a given market or territory. Plus different vendors have different data and variables that you can use.
Suggestion: Diversify your list purchases, pulling in names from a variety of vendors that match specific enrollment needs or recruitment criteria. For example, ACT and College Board allow you to purchase by score range and academic information. NRCCUA offers a variety of student specific information that may be important to an institution like extracurricular interests and religious affiliation.