Whether you realize it or not, if you’re an admissions professional, you’re being asked to think like a marketer. You both need to:
Understand what your customers want
Find ways to communicate the value of what you have to offer
Create great experiences that drive customer loyalty
Step #1 Stay Focused
Focus on your brand.
If done right, brand differentiates your institution from its competition. It anchors your communications, guides your interactions, and, most importantly, helps you articulate the value your institution offers potential students.
Focus on your segment.
The best marketers know that trying to be all things to all people is a dead end. Marketers create “buyer personas,” detailed profiles of customers drawn from demographic data, client interviews, and secondary research. Student personas can help you develop a more focused understanding of the students you’re trying to reach.
Focus on your message.
If you’re thinking like a marketer, you’ll want to target prospective students whose profiles match your admissions criteria and deliver focused, relevant messaging.
A rising senior thinking about majoring in theater and dance with a GPA of 3.3 might be just the student you’re looking for. But sending her a Viewbook with nary a mention of your theater program means she’ll likely move on to an institution that focuses on her interests.
Want to learn more right now? Download the eBook: Think Like a Marketer: Five Steps to Better Admissions Results. Check out next week’s post on how to “Keep It Relevant” with your outreach.