By Kyle Hanzas | Director, Business Development
Over the past three years online education inquiry generation has undergone a major shift in responsibility. Previously, it was about a 50/50 partnership between schools and marketers. Marketers used creative messaging and various online advertising channels to attract prospective students while the schools utilized strong recruitment and CRM practices to gain new enrollment.
As new legal and regulatory guidelines emerged around marketing messaging and recruitment practices, the responsibility of enrolling a quality student has shifted more toward the marketer. The quality and intent of the prospect needs to be well defined before she is passed to an admissions counselor. A university’s ability to develop the prospect’s enrollment intent is more limited than ever.
Schools are left to consolidate efforts to their highest-quality partners and online channels. The aggregate traffic model and an inquiry driven to multiple schools are no longer of great value; rather they are considered more of a “volume filler.” Admissions counselors can’t get into a sales competition for inquiries who express interest in multiple colleges. An admission representative should not be a salesperson, but rather a guide that aids in the process and helps the prospect make an informed decision about attending their college of choice. (more…)
By Frances Gutierrez | Education Project Strategist
Editor’s note: This is the third post in a series focusing on best practices for lead generation in the online education industry.
The tide is changing in higher education. A more diverse student population can be found at most college campuses throughout America. The opportunities — and challenges — for universities to find, enroll and retain students have never been greater.
Two recent reports underscore this emerging reality.
A press release from the Association of Private Sector Colleges and Universities (APSCU) reported that a surprising 92% of current students meet one or more standards of a non-traditional student. A glut of undereducated employees in the workforce — 90 million of them, according to APSCU — has helped widened the gap in the labor market. With an expected 85% of new jobs requiring a postsecondary education, it’s becoming increasingly difficult for higher-learning institutions to close the gap.
Institutions are facing challenges with student recruitment, retention, employer advocacy and more while striving to gain a competitive advantage.
Through years of admissions management experience I have gained an in-depth understanding of the ever-changing realm and unique marketing challenges of private higher-education.
What’s the silver bullet to achieving online marketing success in higher education? While it may seem rudimentary, the quick answer is clear: put the student first. Develop and maintain a student-centric approach. This requires higher education marketers to make all decisions with the student experience as the main priority.
By Keith Trivitt | Director, Marketing and Communications
What are your plans for early June? An early beach vacation, perhaps? Maybe you’ll be stuck at work, patiently counting down the days until your two-week siesta in Madrid. Better yet, why not join MediaWhiz at the annual Association of Private Sector Colleges and Universities (APSCU) Convention and Expo.
That’s where you’ll find us June 5-7 at the Rosen Shingle Creek resort in Orlando, Fla. There, you can chat with Kristen, Kyle, Caroline and Shon from the MediaWhiz team at booth #708. We’ll be on-site throughout the convention to discuss our education-specific performance marketing services, including our new education portal, ChooseYourColleges.com.
About MediaWhiz’s Education Marketing Services
MediaWhiz has the lead-generation tools to make your student prospecting strategy a success!
We offer a comprehensive suite of performance marketing tools and services designed to help advertisers, colleges and universities engage, enroll and retain prospective students. Our education-specific Internet portal, ChooseYourColleges.com, offers a well-balanced lead-generation platform that helps students narrow their search by curriculum, geography and affordability.
By using a variety of online marketing channels MediaWhiz can accurately target, attract and help match prospective students to schools that meet their needs. We ensure a consistent flow of highly qualified candidates for our advertisers and abundant traffic for our publishers. (more…)