Rethinking College Recruitment: Beyond Mail and Fairs
For years, direct mail, campus tours, and college fairs have been the cornerstone of the college recruitment process, and they have proven to be successful. However, in the last decade, schools have faced increasing challenges in a highly competitive market, requiring them to be more diligent and innovative in attracting the right students.
While these traditional methods still hold value, they may not be effective across all stages of the recruitment funnel. Surprisingly, many schools have yet to adapt their strategies accordingly.
Considering the Numbers
In a comprehensive research study conducted by students at Saginaw State University in 2015, the recruitment process for students was thoroughly examined. Surprisingly, the study revealed that while more than 72 percent of students felt that brochures were effective in their recruitment process, only around 30 percent reported being influenced by these brochures in their final college decision. This discrepancy highlights the importance of student contact, but also suggests that direct mailers alone may not be the key to conversion.
Interestingly, less than 50 percent of students reported receiving emails from prospective schools, but of those who did, nearly 40 percent found the emails to be effective in helping them make their final decision. While emails are a cost-effective method for schools, they are often not utilized in the most impactful ways. It seems that when valuable and personalized emails are sent to prospective students, they greatly contribute to the formation of a meaningful relationship with a potential school.
Moreover, the research study found that over 40 percent of students were highly influenced by their parents, and just over 30 percent acknowledged the influence of a high school teacher when choosing their college. Therefore, effective recruitment plans should recognize that students are not the sole target audience in the decision-making process.
When it came to what mattered in the recruitment process, students were most likely to be influenced by the following content:
- Testimonials from current students
- Campus photos and maps
- Undergraduate and graduate program ists
- Course descriptions and fees
- Transfer credit information
Students expressed a preference for receiving valuable information rather than being bombarded with spam. In fact, many students desired even greater communication with their schools through channels like email and social media. They found direct information to be incredibly useful, rather than being swayed by generic marketing taglines or recruitment-focused content.
Tailoring to the Recruitment Funnel
To effectively engage with prospective students, it is crucial to utilize various methods such as direct mailers and establishing a physical presence. Additionally, it is essential not to overlook the influence of the student's high school, as it can significantly impact the opinions of teachers and peers. As students progress through the recruitment funnel, it is vital to adapt and tailor your materials and messaging to meet their specific needs.
The awareness stage is a great time for mailers, social media campaigns and a well-designed website that will hold attention and increase engagement. When students start to move into the interest stage, mailers just aren’t going to hold the kind of information they need to move towards a decision point, so targeted emails, in-depth blog posts and a well-designed website are all going to play a major role.
During the decision stage, mailers may come back into play for a splashier reminder of the school, but personalized email marketing and school tours are going to play a far more important role in solidifying the decision. Finally, action can be encouraged with a continued email campaign, personal phone calls from an admissions officer and a website that is easy to navigate for application and enrollment and obtaining information about scholarships and financial aid.
