Digital Print in the Grad Market

What does it take to build an effective marketing campaign that engages the unique needs of students in the graduate market? How is the graduate market different from the undergraduate market? During our webinar, Digital Print in the Grad Market, over 100 graduate admissions professionals discovered why digital variable print is a keystone in cross-media graduate marketing.

Moderated by Thomas Jefferson University’s Assistant Director of Events & Communication Jennifer Raab and Liaison’s Executive Director for Enrollment Management Consulting Suzanne Sharp, the session began with a discussion on how graduate recruitment differs substantially from undergraduate recruitment. The graduate market, for example, includes a prospect pool with an age range from 22 to 75. Additionally, 50% of unqualified leads can still go on to qualify after more than a year, meaning graduate admissions marketing needs to attract more prospects, nurture them for longer timeframes, and engage a more diverse audience. For Thomas Jefferson University, explained Raab, the inclusion of digital print with robust variability allows her team to recruit prospective students with greater personalization and relevance.

Raab prefaced her showcase of Thomas Jefferson University’s cross-media campaigns with a primer in finding your market. “You can have the right strategy and right messaging,” she explained, “but without the right audience, strategy and messaging don’t matter.” She advised attendees that finding new markets and identifying established markets starts with relationships – with your prospects, and the places your prospects are coming from. She shared strategies that include:

• Identifying Feeder Schools
• Creating Partnerships & Affiliations
• Identifying Market Gaps
• Identifying Popular Majors
• Search Engine Marketing

With a clearer sense of your target market, said Raab, print and digital collateral can be created with the individual recipient in mind.

To further explore the importance of print, Sharp presented a client case study where print recipients demonstrated an 18% increase in marketing interaction over students who were targeted with email and web outreach alone. In addition, she emphasized that digital print differs from traditional print in that it is:

• Personalized with variable content
• Printed on-demand using recipient data
• Integrated with other marketing channels
• A greener, more cost-efficient strategy than bulk print

Raab shared samples of TJU’s print outreach, ranging from postcards designed to requalify prospects to program-specific brochures to drive to apply packages. By making these print pieces highly relevant, response rates can see dramatic uplift.

Take a few minutes to view the free webinar and see what you might want to apply in your own strategy. And, we invite you to attend our next webinar: 5 Steps for Admissions to Think Like Marketers. Find details about that and other upcoming webinars at EduWebinarSeries.com.