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Recruiting Intelligence

The More Things Change…The More We Need to Figure Out

So, ICE tells all the online international students in the U.S. to go home and Harvard tells all students to go online for Fall 2020 (without lowering tuition). That’s quite a news day.

From day to day, the landscape continues to shift, sometimes dramatically.

If you’ve missed the past few months of Recruiting Intelligence posts because you’ve had other pressing priorities (we get it), then you may want to take a scroll through it all.

Read on for a quick summary of all the things we all need to figure out. (Spoiler alert: we've already figured out a lot of them).

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Perceived Value: Online vs. On Campus

What are your students willing to pay for an online education?

Here is what you are really after: given your brand reputation, the demographics of your student cohort and the potential to create a new service delivery model, what should you offer and how much should you charge for it?

Let’s get that answered!

Our primary message: custom research into what your student cohort is willing to pay for your brand on campus or online is invaluable. An important part of innovation is the upfront market research that points your team in the right direction.

Below we review some new pricing research that offers insights and a conceptual approach to getting this type of data for your institution.

The context: During a high school Zoom graduation ceremony we watched this past week (my niece got her paper!), the valedictorian shared the experience of his last day in high school in March this year – a day like any other, except that at the end of it, the principal quite suddenly told everyone there would be no school the next day. A mundane day that suddenly marked the end of all he had worked for. No celebration, no Senior Week pranks, no high fives, just, head home and, as it turned out, don’t return.

His comment at the close of his valedictorian graduation speech: Don’t ever doubt that the world can change in an instant.

Across the globe, students and institutions shared that experience. How will all those valedictorians and all their friends make decisions going forward. College? Job? Remote learning and a job?

Read on for pricing research perspective to get you thinking.

And watch this space over the next few weeks as we dive into the doing that is prompted by the thinking. We’ll be sharing detailed case studies of some of the successful digital marketing work we’ve been doing for a variety of institutions around the world.

Yes, even during a pandemic, especially during a pandemic, digital marketing will connect you with your target audiences. We will show you how and give you benchmarks to help you evaluate how you are doing.

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Investing in Growth, Looking Beyond Fall

Your institution’s mission has not changed.

Despite all that is swirling around us, you are still in the business of helping people improve and achieve. You are still helping them understand what to learn and how to learn it.

Resilience is Built

Many institutional leadership teams are demonstrating the very resilience their mission statements say they will instill in their students. Others are suggesting business as usual with little change to their operations beyond physical distancing practices.

Investing in adaptation and innovation builds long-term resilience. This is what students are doing by investing in their educations – building resilience.

What is the story we tell students and parents? “Take the risk. We know it is a lot of money, but you’ll be better off in the long-term.” We tell students to invest in a 4-year growth plan, and we reinforce it along the way, “Don’t be deterred! Finish in 4 years!”

Are academic leaders following that same advice to build resilience for their institutions? Or are they crying poor, just like the students they are trying to convince to spend savings and take on debt for future gains?

Here’s the thing: institutions rarely stick to their own 4-year plans.

Example: Enrollment marketing initiatives often start with 3-5 year plans. The team acknowledges that real returns won’t materialize in years 1 or 2. And then, turnover in senior administrators and other outside factors suddenly defund the growth plan and little to no progress gets made. The planned investment halts after just 12 months.

I’m sure you’ve seen this happen all too often.

What To Do?

Develop the vision. Build the buy-in. Invest in the execution. Stay the course.

We will be adding a new set of research and resources available to our Intead Plus members over the next 8 weeks to help you do just that.

Read on to take a look at where forward-looking institutions are making these investments for longer-term growth (case studies are available).

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Micro-Innovations: Opportunities Speak Loudest to Those Who...

I met Jenny on a sunny July day at the corner of H and 22nd Streets in DC -- in the center of George Washington University’s campus.

Jenny’s been running this hot dog stand at this corner for 22 years.

Originally from Vietnam, she has two children currently attending the University of Virginia. With all these university ties, GWU, UVa, you’d think she works in our field of academia. And in a way, she does.

Take a closer look at that stand behind her. See the signs? Jenny is an entrepreneur and a micro-innovator. She recognizes opportunities and she goes after them. And she succeeds.

As Jenny and I talked, she shared that she sees a small boost in revenue at the end of each semester (in May and December) with her cash for books deal, in addition to the hot dog and soda sales. Her location gives her an opportunity that another hot dog vendor, at say the corner of H and 14th Streets, does not have. Her micro-innovation has proven a consistent, small incremental value to her overall operation.

It is the start of a new school year and we have so many ideas to share with you. This is no time to sit on your hands, or wring your hands. It is time to put those hands to work, get them dirty.

Read on for ideas about how thinking about micro-innovations might be just the thing that can energize your team and add up to significant growth for your recruitment funnel.

Read on...

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