Recruiting Intelligence

Surveys from Mongoose (a popular SMS provider) tell us that a full 80% of students want to receive text messages from academic institutions. The caveat: they only want messages that matter. No fluff. We get it. We bet you do, too. And, the return on well-executed texts is more than worth the careful content planning effort.

SMS marketing is proving to be a direct, cost-effective way to recruit and retain students. If your institution hasn’t explored SMS marketing, now is the best time to start. It’s a little like the question, “When is the best time to start exercising?” The answer is always, now!

For those of you in the know, Slate added text messaging in early 2020 as one of their marketing features. There’s a reason for that. Important to note that the feature will not allow you to send messages through WhatsApp at this point.

Read on for the answers to Why do it? How to get started? And, what are the best practices for effective execution? The short answer: spot on content drives results.

Last week we began tracing the evolving international student journey, with a look at what might help or hinder your relationship with prospects along the way. In short, it’s all about engaging content and great follow-up. But that’s just part of the story.

When marketing to students, we often focus on the information we want to give them, but it’s equally important to consider what information a prospect needs to give you and what steps you need that prospect to take. So let’s explore a few ways to entice students to click that CTA and follow your channels, register for an event, download that guide… You get the idea.

Read on for our next installment reviewing the student journey elements that are so important to the phase we are in right now as application deadlines approach.

As we settle into 2022, we can't help but think about journeys – those we've been on and the ones we're embarking on now. Two important processes are staring us in the face right now. One for our prospective students and one for us. In reality, both are for us:

• Application season
• Budget planning

As enrollment management professionals, we know the elements of the student journey – from evaluation of the options, to defining the shortlist, applying, and then making the final selection – and all the small stops along the way that influence the student’s ultimate enrollment decision.

When we talk about the student journey, we think about everything we can do from a marketing and communications point of view to put the right information in front of prospective students at just the right time. What is our team doing well? What tools do we have in place? What are we missing? Our answers to these questions speak to both the application season and budget planning process.

If you’ve not yet downloaded our framework for budget planning (1-page chart), you’ll find some helpful insight there. Simple, straightforward steps to clarify your rationale for funding one recruitment project over another.

If you are attending the 2022 AIEA conference in New Orleans (Feb 20-23), be in touch and we’ll find time for a coffee and an exchange of ideas.

Read on for a helpful review of what the student journey is all about given the new twists and turns that the past two years have forced upon all of us.

Wrapping up 2021 was no easy feat. We’ve seen student enrollment numbers fall, rise, and flatten with the evolving worldwide pandemic that is COVID-19. More than a few in our field are burned out and trying hard to muster the energy to figure out how to bring their students the best experience possible.

We’re right there with you, wherever you are. Time to turn our focus to what we’ve learned from our recent experiences. Settle in for a Q4 wrap up of the info that can help you shape your 2022-23 plans. From strategy to tactics like chatbots and student recruitment platforms we know all of this will be up your ally.

No quiet summer here--things have only sped up this quarter as institutions recalibrated their approaches to the ongoing hurdles and opportunities of the pandemic. With innovative thinking and disciplined strategy, your colleagues are tackling the big issues of the fall and considering how to adapt for spring and fall 2022. Today’s post points you to some of the high-performance best practices we’ve shared over the past 3 months to help during these times of uncertainty. 

So, grab a cup of coffee and before you finish it, we know you’ll be sharing links from this Q3 2021 wrap up with your enrollment team and colleagues with the power to make positive change for students around the world.

Read on for our quarterly recap of Intead resources available to you — all in one place. Plus, a preview of what’s coming next. But first:

PARTICIPATE AND LEARN: Opportunities up stay current and up your game:

• October 5, NAFSA All-Region Summit Session: UMBC and Intead present “0-60 Internationalization” — Register HERE.
• October 12, AIRC hosted Webinar: Technion Israel Institute of Technology and Intead present “Shifting Student Perspectives: Digital Marketing Now” — Free to AIRC members and $45 for non-members. Register HERE. (If your institution is not an AIRC member, hit us up for a code and we'll see about getting you past the velvet ropes.)
• IIENetworker fall issue publishes Intead’s 2021 market research on Indian and Chinese student mobility. See below for a link to the magazine full of insights.

We’ve all heard about how company culture eats company strategy for lunch, yeah?

Last week, we wrote about how folks often confuse strategy and tactics. And we gave a little side eye to those colleagues among us who use the word “strategy” to appear smart and make others feel less than.

The cheat sheet on that one: replace the word “strategy” or “strategic” with “different” or “differentiation” and you’ll be able to get to the nub of the discussion topic quickly. Strategy has everything to do with position in the marketplace, which means how you stand out and leverage your differences against the competition. Tactics are all about the marketing tools and channels you use to make your institution’s valuable differences shine, be heard, and understood.

But in academic marketing (and virtually every other operation we can think of), how we achieve our strategic differentiation, how we meet our institutional goals, has everything to do with the team we have to do the work (the team that creates and delivers the product).

An interesting observation here: academic institutions really are all the same, right? Sure, there is R1 and R2, public and private, not-for-profit and for-profit, 4-year and 2-year, but these categorizations, when you get down to it, are not that significant, at least at the undergraduate level, right? They are all producing the same thing and in the eyes of the consumer, what is really different? They all have the same administrative and academic departments. And the rankings are a sham anyway, right?

Read on for how to counter that sad and ineffective point of view.

People look smart when they reference strategy. It elevates any discussion to greater importance as soon as the word strategy enters. Often, it gets others in the room thinking, “Right, maybe I’m not thinking about this strategically.” Followed by the thought, “What exactly would a strategic version of this discussion look like?”

The idea of strategy is often misunderstood. I fully admit, it really can be difficult. I can’t tell you how many discussions I’ve been in where people describe their tactical execution plan as the strategy. 

A simple example of why folks get confused, and I’ll use what we know best, the world of marketing: Your marketing strategy to enroll more students requires great marketing content. Content is a tactic you will employ to achieve your strategic goal. Yet, you will need a content strategy to be successful. So, content is not a tactic. It is a strategy, right? No, it is a tactic in this scenario. A tactic that needs its own strategy.

Oy vey.

Our team, of course, lives in the world of marketing strategy, planning, and execution. Today's post shares some insights into how to simplify the discussion and confirm when you are employing a strategy vs. discussing the tactical execution of any given initiative.

Read on and maybe we can shed some light on how to actually be smart in the discussion, not just look smart.

Making a statement through promotional swag in 2021 has a more profound impact than in years past. With student ambassadors taking a power position in marketing and influence, your institution’s brand sent out virtually and in real life (#IRL) can provide a unique statement that sets your university apart from the others. And if not apart from others, at least with them.

Tech-savvy students want something they can share online to brag their swag. It’s always been about expressing pride and being cool. The in crowd knows before anyone else. Except that the out crowd often defines what is going to be next. 

Confused? We get it. You’re not in the demo.

To help all of us in the “wrong” generation try (desperately) to get with it, the Intead team recently took a deeper look into student ambassadors and the potential for success. You can revisit those insights here. And while you are considering who your institution’s greatest ambassadors are, know that they are totally gonna wanna sport that beautiful half-zip hoodie with the phone pocket.

As you prepare for the Fall 2021 re-entry into the classrooms and virtual Zoom rooms, let’s take a look at what is topping the list of popular swag items for the university set. Read on. 

Ambiguity continues as we head into summer 2021. Will international students obtain visas for this fall in time for August orientation? 

We know the US Embassy in New Delhi and the four Consulates in Mumbai, Chennai, Hyderabad and Kolkata are working it double time to process the same visa volume they had in 2019 but in just 2 months. Go team!

And we know that Chinese student visas are facing a time crunch and additional challenges around the approval rules, especially students admitted to STEM graduate programs. 

While optimism is an important element of any future-focused initiative, facing reality and ensuring your plan can adapt to those realities is more than prudent. It is required. The reality here is that there are significant headwinds that appear insurmountable. Highly unlikely that the enrollment numbers will bear out this fall for many US institutions. Application volume is creating unsupported optimism in this case.

We’ve reported on these topics, collected and interpreted data from multiple sources, and released analyses during this past quarter. From presenting two sessions in partnership with our esteemed academic leaders and global partners at the 2021 NAFSA, to publishing a market research report on the new Indian mindset on US schools, this has been an important quarter for shared insights.

So, grab a cup of coffee and before you finish it, we know you’ll be sharing links from this Q2 2021 wrap up with your enrollment team and colleagues with the power to make positive change for students around the world.

Read on for our quarterly recap of Intead resources available to you — all in one place. Plus, a preview of what’s coming next…

You don’t need to be a CMO to know that there’s more to attracting students than coming up with a pithy headline for your Instagram ads and postcard mailers.

And yet, what we often see are institutions full of creative minds doing the same marketing initiatives year after year, not really realizing how they appear to their target audiences.

At the end of the day you want your institution to stand out in a field of sameness, ubiquitous blather, and endless repeats of campus images and smiling students with backpacks and laptops. You want to highlight your institution’s differentiators and deliver the right message to a targeted audience at the right time.

But we get it — whether it’s lack of budget, time, or most likely, both, swapping out last year’s campaign photos, shuffling around your headlines, and hitting a few buttons in Facebook Ads Manager are sometimes the only levers that are in scope. And establishing a feedback loop of performance analysis for continuous campaign iteration and optimization? An even more distant goal state.

So, before you reach for that updated “smiling student with backpack” image to juice your Fall 2021 recruitment campaigns, turn your attention to today’s post: 3 recruitment marketing ideas to help you reach students where they are right now.

We’re talking specifics on topics, audience, tone, and dissemination channels for campaigns that can set your institution apart and attract and nurture those high-quality leads you’re looking for. And what would an Intead blog post be without an insight on  how to use your data better?

Throw these ideas to your creative team and see if something valuable emerges from the brainstorm session. Something that truly fits your institution. 

Read on.