Consider the countless ways a prospective college student can learn about your institution, and all of the ways they have available to share information with other prospective students (#CollegeMail, Yik Yak, etc.). Not only do they have all these channels to gather information, but they have constant, continuous access to these channels. These factors make it more challenging every day to break through the clutter so that your voice is heard—your true, authentic message, the one that will engage students and get them excited to learn more about your institution.
So, what is the best day to launch your search campaign to break through this clutter? The answer: there isn’t one. Students explore when they are ready. Forget your timetable—to be effective you must now operate on theirs. That’s why continuous search is a must when trying to engage today’s students.
When we launched our Continuous Search program in 2013, it was the first of its kind and a direct response to the needs that campuses had. There were some common questions:
- How can we do more with our search budget?
- With more names available, how do we wrap them into our current search program?
- How do we engage with more of the right students throughout the year?
- How important is senior search to our search program?
- How can we manage the complexity of continuous search?
- What are the true results of our program in relation to enrollment?
- Will this result in more applications from search? Will it matter?