Recruiting Intelligence

Every CFO’s dilemma: how much discounting do we have to do to fill our classes?

But before you get there, it is the Enrollment Management team’s job to answer a few other questions:

1. To whom do we market? (this takes us from suspect to application)
2. Whom do we accept? (this takes us from applicant to accepted pool)
3. And now we turn to the CFO and financial aid team to answer, “How much do we award them?” (this takes us from accepted to tuition-paying)

The Intead team is hyper-focused on question number 1 in ways that others in the student marketing world seem to miss or oversimplify. Zip code and IPEDS analyses will tell you that there are roughly 250K families in the US able to afford tuition bills of $30K or more. And that pool is shrinking as the Chronicle of Higher Ed and industry analysts consistently remind us. The fear of 2025 is growing!

Private institutions have faced, and will continue to face, a world of trouble in the years ahead. If you are not clear about what makes your institution highly valuable to your target audience (and no, the answer is not, “we provide a personalized level of attention to our students”), then your classrooms and dorms are going to look sparser. Those doubles you converted to triples will be double again.

And for other institutions, those with lower price points, there are significant headwinds in terms of how students and parents are evaluating your value as well. Competition will continue to grow.

We'll be talking about all of this at #NAFSA2022 in Denver in just 5 weeks. Please be in touch to set up a meeting or join us for one of our four interactive NAFSA presentations where we are honored to share the dais with our colleagues from Benedict College, San Diego State University, Clark University, Northeastern University, CIEE, ICEF, and GNET.  

With this post we share our concern, and it should be yours as well, that the marketing agencies offering enrollment/recruitment services for so many institutions are taking their marketing plans from their most recent client and applying them to the next one that comes in the door.

Literally, some of them are simply slapping your logo on the marketing plan they delivered to the client that came before you and selling it to you as something unique and fresh. They are that cynical about their own work and what you are doing on your campus.🙄

Read on for tips on how to frame the pertinent questions and approach the answers for your institution. While the framework has common elements for all, the resulting marketing plan must be different based on your specific institution type, location, ranking and academic strengths, tuition, culture, etc.

Your student enrollment marketing must focus on what makes you, you.

We’re here to say very loudly: rinse and repeat is not the answer.

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.

Today we’re taking you behind the scenes of some of our most valuable Intead Plus tools.

Our Digital Marketing Worksheets.

Yep, you read that correctly. Good, old-fashioned pen-to-paper worksheets. Although if you decide to fill them out on your computer, we promise we won’t tell. After all, learning is moving online these days, haven’t ya heard?

Looking to engage a new market? Develop a new content strategy and dissemination plan? Get your new hires thinking through the international student recruitment process?

Last Chance: For our colleagues leading private high schools we are offering a free webinar today at 3pm (Eastern) with TABS (The Association of Boarding Schools) all about how student recruiting must be reimagined given the loss of recruitment travel. Register Here.

It’s all about the framework.

The Intead Digital Marketing Worksheets will guide you every step of the way forward — and ask the difficult questions. These are the worksheets we take folks through when we run our full-day global marketing workshops at AIRC and our International Student Recruitment Bootcamps. So, really helpful during those new recruitment season kickoff meetings.

All of the worksheets mentioned in today’s post are available to Intead Plus members and are tried and tested. Intead Plus members receive full access to an extensive (and exclusive) library of marketing intelligence materials (including our seminal eBook, 88 Ways to Recruit International Students, now an industry standard in its second edition), podcasts, webinars, and more, with new market research being released each year.

Read on for a sneak peek at these valuable resources to kickstart your global approach and your digital marketing strategy. Whether you’re just in the early stages of a new initiative or in the process of developing a digital campaign this content is going to be helpful. And if you want these tools at your fingertips 24/7, you know what to do.

You've heard us talk about the importance of persona development for your marketing work.

It's time to take this conversation to the next level. You're really going to want to share this post with your team, again. (Have you asked them to subscribe to the blog yet?)

The persona is such an essential tool in our industry, but do you really know what a persona is? Or why it's so important? And if so, when was the last time you stepped back to really examine best practices for developing your personas?

Switching topics for just a sec...Ben is in Moscow this week presenting at the Forum on International Education about digital marketing techniques to reach the global student market. Watch this space for a post with insights about the Russian student market at the high school, undergraduate, and graduate levels, as well as the Russian market's level of interest in certificate and online learning opportunities. The US-Russian relationship is at a fascinating point. There will be some great stories we are eager to share with you.

In this week's blog, we're taking it back to the basics. We invite you to join us for an quick tutorial on persona development and we offer you the option to download Intead's basic Persona Development worksheet.