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…)