Recruiting Intelligence

How well can you talk about you?

Quick! Give us your institution’s elevator pitch! Easy, right?

What if the other person in the elevator is a 28-year-old from Milwaukee? Now a 17-year-old from Miami. Now you’re in an elevator in Shanghai. How about Mumbai? Ho Chi Minh City? Bogotá?

If you’re an admissions rep covering one of these places, chances are you’re well-practiced at spinning up your strongest differentiators for your given audience. But for enrollment marketing staff and administrators looking at the big picture, understanding each of your target markets gets a little harder. We know, that whole “only-24-hours-in-a-day” thing makes it difficult to keep up with the entire global student population.

A little thing called COVID-19 hasn’t made things any easier for those of us in enrollment marketing. Your institution’s value, and how you deliver that value to your students, has changed. What your students, both domestic and international, want, has changed. Maybe just for the foreseeable future. Maybe for much, much longer.

Loyal readers of this blog (and Intead clients) know this: the most effective messaging is targeted messaging. Without a deep and nuanced understanding of your institution’s unique value proposition and which elements of that proposition speak to your segmented target markets, you are missing significant student recruitment opportunities. In fact, some of your marketing efforts are likely a complete waste of time and money. And if you don’t believe us, an analysis of the ROI on your digital ads will speak for itself…

Your institution’s journey to effective messaging begins and ends with an understanding of who you are.

Now before you spiral into an existential crisis, remember: as enrollment marketers, we’ve been leading these journeys of self-discovery for a long time. Read on for (some) of our secrets to understanding and communicating your value, no Eat Pray Love required.

Listening to a radio interview this past weekend, I heard a fantastic analogy from a recording artist describing why she collaborated with others on her most recent album:

When you go to the playground and bounce the ball off the wall by yourself, you know how it will bounce back to you.

Collaborating with other talented people produces more than you can produce by yourself. And it often produces the unexpected bounce that takes your project to the next level. Today we will look at a digital marketing case study for a campaign we ran in India, Brazil, and the U.S.

This is our second post in our enrollment management series addressing the question of how much of a media budget do you need to succeed with your digital student recruitment campaigns?

The answer: Benchmarks are the signposts to improvement and success. When you run campaigns, you capture the data that tells you how to improve. Collaborate with us and we will help you get the desired campaign bounce (not bounce rate – that’s something entirely different ; -)

We are providing our community with case studies offering a level of detail you simply do not find out there. We look at case studies offered up on other websites and often we are perplexed by what their definition of “case study” is. What we are providing: actual campaign results to help you know if you are doing things right.

Our recent enrollment marketing campaigns for a range of institutions have targeted student audiences in Kenya, South Africa, Ecuador, Colombia, Brazil, Italy, France, India, and of course, the US. Campaigns on the horizon will target recruitment stalwarts: China, India, and South Korea as well as Australia and Canada.

Pro tip: you’ll want to share these posts with your team. Better yet, get them to subscribe to our blog.

And here is a link to last week’s Intead Blog and Case Study about Kenya and Ecuador in case you missed it.

Read on for perspective on the talent and budget needed to make your next digital student recruitment campaign even more successful.

How much of a media budget do you need to succeed with your digital student recruitment campaigns?

The answer: Benchmarks are the signposts to improvement and success. When you run campaigns, you capture the data that tells you how to improve.

For the next few weeks in this enrollment management series, the Intead team will share what marketing agencies rarely, if ever, share publicly: real campaign results to help you know if you are doing things right.

Just looking at some of our recent enrollment marketing campaigns for a range of institutions, we have targeted student audiences in Kenya, South Africa, Ecuador, Colombia, Brazil, Italy, France, India, and of course, the U.S. More campaigns on the horizon will target recruitment stalwarts: China, India, and South Korea as well as Australia and Canada.

Do you see any of your target audiences in this set? Thought so.

Pro tip: you’ll want to share these posts with your team. Better yet, get them to subscribe to our blog.

Read on for perspective on setting leadership’s expectations for future success, what to throw into a campaign (talent and budgets), and the real, detailed benchmarks to measure your performance. Yes, all of that (but you have to read to the end to get it ; -)

Even in the best of conditions, commercial fishing is a really tough job. You can’t always be sure of a catch in the first place. The work requires specialized equipment, a strong constitution, a team that works well together, patience, and an ability to read the signs. And even with all that in place, there is still no guarantee of success. 

And then, there is fishing in a gale.

Your boat is being knocked about. Your footing is unsure. There are a host of really challenging external conditions to navigate while your team continues to work with the equipment and do the important job of catching the fish.

External conditions cannot set you back!

You see where I’m going with this, right?

Right now, your enrollment managers and admissions reps are all fishing in a gale. We all are. Our institutions are counting on us to produce the catch that will keep everything afloat. Current conditions cannot set us back. And yet…there is no guarantee of a catch.

Some days, the fish simply are not biting. They only want to nibble (as Google search and click trends may indicate).

Enough with the metaphor, here are our top tips to enroll your incoming 2020 cohort and work toward your enrollment goals for 2021.

Read on for tips to produce the catch even on a bad day. (ok, so we are still using the metaphor).

In our conversations with students, we hear a clamoring for certainty.

We’re betting you hear it too. Stick with us here, we’ve got two solid options to present to you. Doing this right will get your current and prospective students singing your praises all over the internet.

The set up: we can see already that the larger mechanisms for fall enrollment – from visa processing to so many other factors – are delayed at best. Intead is talking to a number of institutions that understand our new realities and are taking their student first philosophies to a new level.

In hearing from university presidents about all of the very real administrative machinations that make our new abnormal SO incredibly challenging for institutions, some are saying, “That’s not your problem, its ours.”

That right there is innovation speaking. That is institutional leaders understanding why they have their jobs in the first place.

The opposite is also happening. Telling your students (domestic or international) to “wait and see” is not putting your students first and it is not a competitive advantage.

Institutions explaining why they cannot meet students’ (and families’) demands for certainty because of cumbersome internal bureaucracies and systems, well, those institutions will reap what they sow. In this crisis, the nimble (or rich) survive.

Giving students concrete options to move forward right now is where you want to be. Acting now to offer a clear plan for students to maintain their track toward graduation and do more than remote learning programs will cement more of your student relationships for the next four years.

Read on for two specific paths that will serve your international and domestic students in ways that will preserve their graduation timetable and your tuition revenue stream.

Customer journey mapping is an important thing as you build a digital marketing plan. How do customers first become aware of your brand? What do they consider along the way? What can you deliver to them to speak convincingly to those considerations?

We’ve done quite a few posts about micro-conversions (from our NAFSA session last year - among other posts). The idea is that you give your digital prospects the information they want at the right time to take them to the next step or next consideration in the process. You don’t just push the “apply now” button at the get go.

So, with all that is going on with enrollment issues right now, why are we talking about customer journey mapping? Because the decision-making process for your students – both prospective and current, both international and domestic – has changed. A lot.

This is the right time to re-consider how your digital marketing (website, ads, social media) are speaking to your many student segments about what you have to offer, before they defer for the next year and the connection you’ve worked so hard to create dissipates and then disappears, along with the tuition payments.

Read on for tips and perspective on why this is so important.

We're coining a new phrase here: COVID Caveat. As in, “Yes, I’ll join your Zoom meeting next Tuesday morning…COVID Caveat.”

There’s so much change that we are all facing right now. It's hard to predict what will happen this Tuesday, much less this fall. Still, there is a bunch of data out there that, taken together, makes a clear case for what this fall will look like for academia.

The information below is seriously valuable to your enrollment planning. And technology will play such a huge role. Thankfully, the tools are available to take your student recruiting entirely digital until everyone is traveling again and recruitment fairs are back in business -- Digital Student Orientation, anyone?

Look, China, 4 months into this thing, has yet to re-open any universities due to concerns about bringing people together from many places. If you want to travel (business or pleasure) between Shanghai and Beijing, you have a 14-day quarantine before you can move about the new city. As leaders, we need to be thinking about the near-term and much farther out. And we need data from many sources to make good decisions. 

Your students will not be showing up on campus this fall. Below we provide the data and thinking that justifies that radical thought. We are demonstrating the broad and deep industry insight that the Intead team brings to our clients every day, along with the ability to execute on the plans.

Our primary take away: putting all your classes online is simply not enough if you want to compete with all the options students will be considering this fall. How and what you use to attract, nurture and then deliver an education to your students online needs to improve, a lot, and fast.

From our point of view, when you boil it all down (and maybe spritz it with some bleach spray), these are your essential imperatives:

1. Deliver on your education mission to your students, your community and the world, and
2. Maintain a student enrollment base that allows you to continue to operate.

You're going to need to be versatile and act fast. The only way large organizations pull that off is by hiring smaller, nimble agencies. You know this, but you can ask your business professors for confirmation based on case studies.

Read on for how we think this all plays out in the near-term and longer-term and what we think you ought to be doing about it. Quickly.

You all see the enrollment storm we are heading into, right?

Now is the ‘Break Glass’ moment. If you act smart, fast, and right now, your fall enrollment is still salvageable, sort of. And your class of 2021 can remain within reach.

So, that travel budget you won’t be spending on travel? It’s time to determine how you will re-allocate it to make the greatest impact. And yes, you will need ALL of it (and more) to try to make things work out for your institution.

Sound overly dire? If you are thinking that, we fear you have not played this out far enough. Two key points to consider:

• China, 3 months ahead of the rest of the world on the whole COVID-19 thing, has yet to open any of its universities as of April 1.
• Last week, the US recorded 3.3M new jobless claims, the largest one-week spike ever. By a factor of 6x. And if that weren't bad enough, the next weekly figure is projected to exceed last week's. By alot. 

Yes, you will need a strong marketing budget to withstand the storm ahead.

Our primary message right now: gather the team you trust around you. There are SO many offers from vendors (like us) seeking your limited budget dollars and offering to take your classes and faculty online and do so much more for you. Some institutions are making snap judgments they are going to regret in 3 to 6 months. Go with the team you know and trust to have deep industry experience and a nimble approach.

Why? Because the situation is going to continue to be fluid for quite a while. This is not a time to partner up with folks you are unsure of.

One more reality to consider: 

• Assuming the world's visa process is turned back on for international travelers, are you going to allow international students to join you on campus this fall without a quarantine period? Will you make decisions based on where they are from? Wuhan? Seoul? But wait, what about an admitted student from Seattle or NYC? How will you communicate the safety of your campus environment to your students and their parents?

This situation will remain fluid for quite some time. Processes will need to adapt. Having nimble and trusted partners allows you to move forward with as much confidence as possible, knowing your team can adapt quickly and never questioning their motives. Our team truly has your best interests in mind.

The constant in the student journey

Students start their discovery process by asking a number of key questions. It starts with a, “What if?” exploration. There is a level of excitement for possibilities. It quickly turns to more concrete questions of:

1. Do you have programs in my areas of interest? and
2. Can I afford it?

The answers to these questions have ALL changed in just a few short weeks.

Our digital Town Hall meetings over the past few weeks have been invaluable sources of insight in navigating this unprecedented situation. The two resource and tip guides that accompanied them have been gobbled up. Fortunately, they are digital so we can make more of them instantly ; -)

You can access these valuable Resources and Tips PDFs, as well as recordings of both Town Hall meetings, at the end of this post. Read on. 

Hoping all of you are well and looking out at the horizon (physically and metaphorically).

Right now, there are so many angles to consider. From delivering on our education missions to providing safety to our student and our colleagues, there is just a lot to think about.

The participants at our first Town Hall last week asked for more. So we must deliver! A GREAT BIG SHOUT OUT to last week's amazing panelists – see photos above and list below.

And Now, "The New Abnormal" Town Hall #2: The Perish Economy

Let us help you demonstrate the survival and adaptation skills you are trying to instill in your students.

As of this month, we are living in a start now or perish economy.

Those institutions that move at their traditional pace will fall down, likely hard. Our next Town Hall will be this Thursday, March 26 from 10-11:30am Eastern Time.

We will present this Town Hall in 3 sessions and our panel of experts will take your questions in this Ask Us Anything event:

• 10-10:30am The Technology Platforms that matter and the features you need
• 10:30-11am Recruiting and Admissions Processes that will deliver despite social distancing
• 11-11:30am Digital Marketing Campaigns to attract and convert within a 25-mile radius or from 8,600 miles away.

All registrants will receive access to the full recording of Town Hall #1 held last week and all of the resources we shared with those who attended.

You know this about us: The Intead team has been evaluating edtech solutions and recruiting tools for the past 12 years. We’ve reported on student trend data (domestic and international) and provided free guidance on it all for the past decade, every week. We’ve launched recruitment campaigns targeting students around the corner and around the world.

We simply don’t stop thinking about this stuff. Read on for what we can do to help you move forward.

Intead will hold a Town Hall on Thursday, March 19, 2020 at 8:30am Eastern Time. We have a panel of experts with a world of travel and student experience under their belts. Please join us.

What’s this all about?

Every 2 – 3 days our situation changes, globally, domestically. And it changes dramatically. This is the new abnormal.

As one of our wise Intead Advisory Board members shared recently, there is BEST PRACTICE and then there is ACTUAL PRACTICE. Let’s all be real about what we can do and the fact that we put our best foot forward every day with good intent. In the new abnormal, best practice is going to be relative.

And putting our best foot forward is what we are all about right now. This is no time to become mired in anxiety and wait to act. Decisions need to be made quickly and in the face of massive ambiguity.

With campuses across the country and around the world continuing to pursue their education mission in new ways, we all have important ideas to share and new realities to adjust to. What better way to move forward than getting together…virtually, of course!

NOTE: A recording of the webinar will be shared with all who register, whether or not you attend.

This is a not to be missed event.

Joining our Intead Team as Panelists, we are honored to bring you:

• Jessica Sandberg, Dean of International Enrollment at Duke Kunshan University
• David Fleshler, JD, Vice Provost for International Affairs at Case Western Reserve University
• Seamus Harreys, VP, Global Enrollment at CIEE
• Angel Ahmed, CEO of GNET
• Ashish Fernando, Founder of iSchoolConnect

Read on.