DID YOU KNOW…that relevant communications are more likely to be opened and read? Are your communications with prospective students as relevant as they could be? Marketing expert
G. David Dodd identifies two types of relevance you should consider as you construct your student recruitment communications strategy.
First is personal relevance. Consider the communications cycle during the student recruitment process. At the outset, you may not know much about the individual prospective student other than what is provided in the lists you acquire. Initial communications should take into consideration as much of that knowledge as possible to start the relationship of a good footing. But initial communications should also have a strong call to action - what do you want the student to do? For example, you may include a personalized URL that takes prospective students to a customized web microsite where they are greeted by name and asked a few questions to start the dialogue and give you more information about them - and about their interest in your institution - so that future communications can be increasingly relevant.
The second type of relevance Dodd cites is situational relevance. In the student recruitment process, situational relevance needs to take into consideration a variety of things: Where are they in their college search process? Have they already taken the ACT/SAT? Have they submitted a preliminary application? Are they interested in scheduling a school visit? Have they expressed any preferences about their preferred communications media? Can you text them? See them on Facebook? Catch their eye with a well-designed piece of direct mail? As they progress through the cycle, be sure that your communications reflect your increasing level of knowledge about their individual situation.
By ensuring that your student recruitment communications incorporate both personal and situational relevance, you will have a much more effective enrollment campaign. Students will feel welcome and appreciated. They will see sincerity in your communications that is more likely to attract them to your institution. You will be the beginning of a long-term relationship that can not only raise enrollment rates, but set the tone for the future, a future of loyalty to your institution through graduation and beyond.