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Recruiting Intelligence

Fishing in a Gale

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).

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The Student Journey Re-Imagined

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.

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