| When many of us graduated from high school 20-25 | | | | with universities by enhancing the school's website to |
| years ago, universities would send campus reps to | | | | include interactive features such as blogs, social |
| area high schools to recruit students. We would hear | | | | networking, virtual advisors, student web portals and |
| from student leaders, counselors and admission | | | | group chat options. By providing a more complete |
| representatives regarding the many reasons why a | | | | website, colleges increase the number of serious |
| particular school was the better choice for obtaining a | | | | inquiries for enrollment because potential students are |
| degree. Times have changed and so have the | | | | having more fulfilling experiences looking for answers |
| methods used to entice students to attend certain | | | | and information online. These types of online |
| universities. Many universities are now turning to | | | | marketing campaigns free up valuable resources that |
| college marketing and enrollment services to help | | | | would otherwise be spent on printing and postage. It |
| them meet their enrollment goals. | | | | also allows enrollment and recruiting staff the |
| Why the change? The answer is technology. While a | | | | freedom to focus their efforts on areas such as |
| personal testimony from the mouth of a currently | | | | highly specialized recruiting that may need to be more |
| enrolled student or alumni may carry some weight, | | | | personal in nature. |
| companies who offer college marketing and | | | | Follow-up service is a crucial part of any campaign |
| enrollment services can reach a greater amount of | | | | that college marketing and enrollment services should |
| potential students in a much shorter time. Through | | | | offer. Without lead management, reporting and web |
| the use of technology, concentrated marketing and | | | | diagnostics, the marketing campaign would be |
| the Internet, these companies can help target | | | | incomplete and a waste of valuable resources. |
| specific student demographics and direct traffic to | | | | Universities need to be able to track results to |
| college websites more quickly than ever before. | | | | determine which aspects of the campaign work and |
| Ultimately, this equates to a savings of both time and | | | | which parts need to be readdressed; so that every |
| money for the university who is seeking to expand | | | | effort is being made in recruitment produces |
| its student base. | | | | maximum results. By using technology to create |
| What kinds of solutions do college marketing and | | | | proprietary systems, many college marketing and |
| enrollment services offer their clients? Their job is to | | | | enrollment services are able to customize lead |
| create marketing strategies that will garner attention | | | | management and reporting programs to fit each |
| from college bound students and parents. These | | | | school's needs. This customized analysis of the |
| marketing techniques will vary from college to college, | | | | school's marketing campaign saves the university |
| depending on what type of student each individual | | | | staff both time and money by identifying clear areas |
| university is attempting to attract. Quality college | | | | of success. That information is valuable when |
| marketing and enrollment services will tailor their | | | | determining how to appropriate budgeting and staff |
| services to meet a school's recruitment budget, and | | | | as the recruitment efforts go forward. |
| then employ a myriad of methods to promote the | | | | With the recent lag in the economy, many state |
| university, such as multi-media campaigns that include | | | | governments are faced with having to cut education |
| printed materials like brochures and magazines, | | | | budgets due to deficits. Many universities are looking |
| interactive CDs/DVDs and online presentations. They | | | | at serious budget cuts and need to maximize the |
| may also generate leads by using e-mail marketing | | | | results of every recruitment dollar spent. Any |
| campaigns that target a specific clientele, like potential | | | | university looking to increase it's exposure and |
| MBA candidates. Search engine marketing, which uses | | | | communication efforts with potential and returning |
| search engine optimization to drive internet users to | | | | students needs to seriously consider working with |
| college websites is a very important tool put in place | | | | college marketing and enrollment services. These |
| by most of these services, since most college bound | | | | services will help universities project their unique |
| students are extremely computer savvy and do a | | | | environment, curriculum and programs to the largest |
| great portion of their continuing education research | | | | possible audience, in the most cost-effective way, to |
| via the internet. | | | | ensure strong enrollment. Sounds like money well |
| Many college marketing and enrollment services work | | | | spent. |