Highly competitive with a long decision cycle, traditional 4-year institutions should focus on effective branding as well as student and parent engagement. Laying the groundwork for effective and inspirational storytelling will allow prospective students to not only feel comfortable with a college choice, but also begin to envision a successful future at that college.
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Our marketing approach for these schools begins with basic and targeted messages to teens, parents and teachers, followed by more specifically targeted content designed to specifically appeal to students’ questions and interests about future college choices.
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The combination of online display, geo-fencing, social media, content marketing and video advertising allows for a holistic and effective approach to bring prospective students to your campus.
For the right student, community colleges offer the best of both worlds – a flexible, affordable 2-year degree path coupled with a true college experience. Tell this story to those students looking for alternative college options—proving that they can find a higher education path that works for them.
Community college students have a wide range of interests and reasons for choosing the community college path. Provide personalized content and communication to speak to and assist in their specific decision-making process.
Narrow and specific targeting creates campaign efficiency and allows smaller budgets to still have impact in attracting new students. Specific targeting of the right high schools or demographics for technical programs, along with compelling social and video content, will help prospective students see the value and options a community college offers.
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Private schools create their own atmosphere. Showcase what makes your school unique. From videos of your unique campus and facilities to content and photos that accurately represent your student body, the right mix of media can highlight the unique aspects of your school.
Cost is often the barrier to private education. Talk to parents and guardians about the value of a private education and the success of your graduates. Be transparent about your financing options through abundant website content, webinars, and FAQs to take cost out of the equation.
The school’s social media is strong. A community of like-minded parents and neighbors is often your most valuable resource. Connect your current parent groups and alumni with prospective families throughout the application process. They are the best advocates and brand ambassadors.
Students exploring unconventional higher education options may feel anxious to take the road less traveled. Outline what a technical degree looks like, what courses lead to a degree, and the knowledge they will receive to ease their concerns and drive their decision forward.
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Highlight what a post-graduate world looks like. What type of jobs come from selected grades, what is the salary, what is the day-to-day job like? Feature stories from alumni to help bring this narrative to life.
Instead of blanketing your market with expensive traditional media marketing, digital tactics allow you to distill your audience down to those most likely interested in technical degrees. Laser-focus your geographic targeting of candidate-ready high schools, highlight prospective students’ interests and hobbies that align with your current student interests. These small targeting changes can yield big results while being kind to your budget.
Adult learners juggle work, home life and more. Adding continuing education research to the top of their stack shouldn’t be a burden. Make it easy to view the campus with video tours, facilitate advisors through video chats or webinars, to determine courses and costs with relevant content. Remove barriers to start your relationship with adult learners off on the best foot.
Time and money are the main concerns of adult learners. Create content to show them that both are possible. Create content that clearly outlines the courses required for specific degrees and the time required for completion. Host ongoing funded webinars with experts. Provide clear and easily accessible information about employer contributions to make the decision easy.
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Alumni offices have access to a treasure trove of alumni data. Getting into those Excel files is the key to increasing alumni engagement and giving. Analyze your alumni records to uncover key insights, including rich locations, demographics, and interests to target with your help.
As you analyze the data, patterns will emerge. Graduates will divide into groups based on interests, involvement and geography. Segment key audiences—like NYC basketball fans—and create custom events (Alumni night with the Nets), engagement opportunities (March Madness-themed donation challenge), and outreach.
Video storytelling, profiles and testimonials bring alumni back to campus. The video allows graduates to reminisce about their college years and marvel at the progress on campus since graduation. The story brings them back, grounds them, and emphasizes the importance of their Alma Mater to who they are today.
The manufacturing labor shortage is real. Highly skilled positions remain open as a significant portion of the manufacturing workforce approaches retirement age. For manufacturers, building and maintaining a solid, skilled talent pool is key to short-term and long-term hiring success.
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Don’t wait to be present until a position is open – consistently position your brand in front of passive and active job seekers. Consistent branding creates a talent pool that is familiar with your company, benefits, culture, and therefore more likely to consider you when looking to make a career change. Top marketing tactics like video and display make your brand presence known.
Develop personas, marketing strategies and campaigns specific to your common open positions. Different positions attract different types of candidates. Understanding the nuances allows you to more directly engage with job seekers, communicate your company’s story, and welcome them into your culture with a personalized approach. Look for a recruitment marketing partner with a deep database capable of developing audience segments, media placements and creative to speak directly to specific candidate audiences.
Job board postings are effective in reaching those who are actively seeking a position. However, other traditional marketing methods such as targeted display and video allow businesses to share their full story. Multiple visual formats allow potential candidates to see your benefits and experience your culture, both of which can lead them to choose you as their next employer – over your competition.
A growing aging population, pandemic attrition and an increase in ambulatory nurse opportunities have put pressure on nursing recruitment. Nurses are in high demand – with an abundance of employment options to choose from. How does your healthcare facility stand out in this crazy hiring race?
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Healthcare is essential to the community. Consider supporting the community you serve by sponsoring local events, job fairs and awards to keep your organization at the forefront. Not only will these positive associations bring your organization into the spotlight, but they will also generate positive word of mouth within the community – reaching friends and family connected to potential candidates.
Give a glimpse of what it’s like to work at your organization on any given day. Show the people who work there, the halls to go and the benefits to be had. The video succinctly communicates positive culture through virtual tours, testimonials and more. Written testimonials and other content featuring current employees add authenticity to your pitch.
New graduates are essential to help fill staffing gaps and replenish talent pools. Use highly targeted strategies to reach new graduates while you are on campus where they spend their time. Mobile hyperlocal targeting puts your organization first among soon-to-be graduates, adding you to their hiring pool after graduation.
Like most business categories, education providers face faculty shortages. Finding experienced and passionate teachers and professors continues to be a challenge. Educational institutions should look beyond salaries and benefits to larger strategies to drive interest and demand for the upcoming school year.
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The primary education recruitment season starts at the end of the previous school year, with many schools starting from scratch each year. Establishing a year-round recruitment marketing strategy allows you to
To reach teachers and staff who are considering a change during the school year, adding to your talent pool as the year progresses. Having a year-round plan also puts your institution in the spotlight outside of the traditional, busier recruitment period.
Your community has the potential to be a unique selling point for your institution. Consider highlighting quality of life – you show potential employees the community you serve. Community events, local activities, cost of living, and more can appeal to potential employees who want to make a move or enjoy a way of life that your community has to offer. Partner with local events, local organizations, and even your convention and visitors bureau to generate content about your community.
Passive and active job seekers join job fairs to learn more about prospective districts and institutions. By simply being present, among your competition,
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