The Prospective Student Journey: Capturing Inquiries
The Journey Begins: Capturing Inquiries
When a student begins their college search journey, it is the best time to capture new prospects, increasing the likelihood of nurturing them through the funnel.
First, we need to understand what it takes to capture the attention of prospective students and make them consider your school over others. Our recently released student and parent survey revealed the top three factors influencing a student’s choice of a higher education institution:
1) Total cost
2) The availability of their desired major
3) The quality of career preparation they will receive
By effectively showcasing these factors, colleges can better attract prospective students. It’s important to engage prospective students early through informative content and maintain their interest throughout the decision-making process. If students easily find the information they need at these early stages, they will be more likely to engage/inquire. Drawing students and their parents into an engagement relationship with your school relies on you having the right content combined with the right social media, search and website content that meets both groups where they are.
The Early Years of High School
Advance Education’s 2024 Student/Parent Survey showed that 50% of students and 54% of parents began the college search during the student’s freshman and sophomore years in high school. When students are in their first or second year of high school, admissions departments may not pay them much attention, yet this could be a missed opportunity. At this stage, students may not have formed solid ideas about what they want in their college education. However, the concept of college is on their radar, and even more so for their parents. Optimizing your marketing to effectively target prospect segments is crucial for a successful strategy. You need to communicate your value proposition and highlight what differentiates you from other schools. Here are the primary areas to consider:
- ANALYTICS: Analytics can help you define target geographical and demographics
for outreach, direct your advertising and email campaigns, and discover missed
opportunities in your strategies. - WEBSITE: Designing a user-friendly website with intuitive navigation and good
loading times is crucial. - VIDEO: Incorporating video into all your marketing channels increases
engagement: virtual tours, video testimonials to showcase student success, faculty
videos about programs, and event videos are just a few of the types to include. - SOCIAL AND EMAIL: With insight from Advance Education’s 2024 Parent
& Survey, use the right social media platforms to target students and parents
separately. Ensure your email outreach is mobile-friendly and conversational, and
segment your lists to optimize messaging.
Want to learn more download our student journey whitepaper today!
Download
The Prospective
Student Journey:
Reaching Traditional College Students
and unlock practical strategies for boosting enrollment.
If you’d like to learn more about how we can help you adapt to the evolving education marketing landscape and ramp up your efforts, please contact us today.
OUR LATEST WHITEPAPER
The 2nd Annual
Parent & Student Survey
As we approach 2025, the landscape of higher education is undergoing seismic changes. Amidst these challenges, we conducted our 2nd Annual Post-Secondary Education Survey to better understand the perspectives of students and their parents. Now these insights are available for download.