a unique approach to student prospecting
TRANSCRIPT
A Unique Approach to Student Prospecting5 Ways to Build Your Brand as a Trusted Advisor
With more than 4,000 colleges and universities in the United States, institutions can no longer rely solely on transactional communications to differentiate themselves from the competition.
Your prospective students are being targeted by dozens of institutions proclaiming to be the best choice for them. So how do you cut through all the noise? In addition to promoting your institution’s value proposition, consider deploying a secondary approach to prospecting that positions you as a trusted advisor to the incoming class. With new-found trust and affinity for your brand, your institution will rise to the top of prospects’ lists.
Here are five key communication channels you can use to implement your differentiated strategy with sample content ideas for each.
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Your social media accounts should share various types of content such as vlogs, blogs, podcasts, tip sheets, infographics, etc. You only have a few seconds to inspire action, so be sure to use fun, catchy language and compelling visuals.
Keep in mind that the recommended length for video varies based on platform – the most popular Instagram TV videos average 26 seconds2, the ideal Facebook video length is 24 to 90 seconds3, and popular Twitter videos run just under 30 seconds3.
A strong social media strategy will help your institution stand out from the competition.
Trusted Advisor Sample Topic Recruit current students to record a vlog of themselves sharing advice for incoming freshman. Map out topics related to campus life and activities– such as “How to Survive Your First College Semester” or “Where to Find the Best Pizza Within Walking Distance of Campus.”
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Pro Tip:Don’t try to be on every platform if you cannot properly staff and support it. Demonstrate that you can inspire action with one and then build out your presence.
Try This!
Nearly 2/3 of teens use social media to inform their
college decision1.
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Contrary to popular opinion, data shows that email is still a preferred communication channel, even for younger audiences. However, inboxes are increasingly over-crowded — Statista estimated that approximately 281 billion emails were sent and received each day in 20185. Increase email open rates by using clever subject lines (emojis can add interest but be careful not to overdo it), compelling intros, bulleted lists, and concise language. Keep in mind that preview text is almost as important as the subject line—don’t skip it!
Readers should be able to quickly understand the purpose of the email and the action they should take—ensure that your CTA (call to action) is front and center. Additionally, with an estimated 7.2 billion smartphone users by 20236, it’s important to use responsive email templates to ensure your emails display correctly on any device.
Trusted Advisor Sample TopicAs an academic professional, you know completing FAFSA can be frustrating for incoming students. Create a single source of information to help them get it done correctly, such as a tip sheet. Include shortcuts and links to the FAFSA website so readers can take action directly from your asset. Add a CTA encouraging readers to share the information with their peers to expand your reach. Don’t forget to leverage existing resources like a graduate assistant or work study to help develop your content.
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Pro Tip:Don’t just include the asset as an attachment, provide a link to where it lives it on your website. We all have different preferences for how we like to consume information, and by providing a link you're also driving traffic to your website!
Try This!
68%of Gen Z like to be
communicated with via email.4
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Digital advertising allows you to expand your reach to an audience outside of your database and to continue engaging with people who’ve interacted with you; whether they visited your website or social media channel, opened your email, etc. In an always-online world, deploying a multi-channel advertising strategy is essential to promoting your brand where your target market will see it most – on their digital device.
To maximize your ROI, measure clicks and conversions daily and use AB testing to see what design, messaging, and channel garners the most traction. Don’t put all your eggs in one basket—test multiple channels such as display advertising, paid search, retargeting, geotargeting, and social media advertising. Put more investment behind the options that perform best.
Trusted Advisor Sample TopicSAT and ACT preparation is top of mind for all college student hopefuls. Put together a quick prep guide to grab prospective students’ attention on digital platforms. Similar to email, ensure your CTA is front and center.Avoid too much text and busy design and choose visually compelling imagery.
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Pro Tip:Create a tracking document to record digital ad performance and ROI. This will allow you to easily compare engagement metrics across channels and spot trends for future campaigns.
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Appearing in mobile search ad results can increase
brand awareness by 46%.7
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Direct mail is still an effective way to engage your audience and should be incorporated into your overall multi-channel strategy. According to the Blackbaud Institute’s Next Generation of American Giving report, youngergenerations are surprisingly likely to say that receiving mail is an important way to stay in touch.
Direct mail is typically a large investment. Think outside the box and incorporate content that will make recipients want to hold onto the piece—and don’t skimp on the quality of the paper. Closely monitor your direct mail solicitation response rates and track your ROI (include this data alongside your other digital channel tracking for deeper insights into performance).While direct mail can be expensive, it’s a great way to show your commitment to prospects and increase brand awareness.
Trusted Advisor Topic:Create an asset featuring a calendar with your institution’s key deadlines. Include some on-campus extra curricular activity dates for fun! Keepyour design simple but engaging. Help them visualize what their life would look like on your campus—incorporate imagery such as current students at a home football game or group photo with your mascot.
Front
Back
Direct Mail04
Try This!
Pro Tip:To avoid the trash bin, create an asset that not only promotes your brand but serves as a tool to help prospective students prepare for their freshman year.
555-543-5432info@yourwebsite www.website.com
PRST-STD5432 Any Street West U.S. POSTAGETownsville, State 54321 PAID
CITY, ST
PERMIT NO. XXX
2019-2020Key Dates to Remember
555-543-5432 │ www.website.com
1
Register for ACT and SAT by March 3
2Submit FAFSAapplication byApril
4
Research scholarship opportunities
5 6
Submit application for<insert name>
8 9 10
Schedule campus tour
11 12
Apply for scholarships
13 14 15
Register for new student orientation
16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
80-90%of direct mail gets opened.8
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A blog provides a platform for you to share fresh and relevant content with all your audiences. It’s a great way to bring attention to campus news and milestones achieved, build up a thought leader’s profile, and spotlight student and alumni successes.
Your blog should match your institution’s personality and capture the author’s voice. In addition to being informative, posts should use clear and concise language and be written with “scannability” in mind. Incorporate relevant keywords into your articles to support your SEO efforts.With the growth of video as a preference for consuming information, consider uploading a complementary video that shares the key takeaways from your article.
Trusted Advisor Sample Topic Don’t just focus on academics, share information that gets prospectivestudents excited about your off-campus community. This could include listing restaurants within walking distance, significant historical landmarks in your community, or information about local artisans, businesses, and events. Your academic prowess will speak for itself, use this opportunity to solidify why they should attend your institution and become a part of the community.
Blog05
Try This!
Pro Tip:If writing isn’t one of your strengths, invite current students or active alumni to share their advice.
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Blogging increases your chance of being
highly ranked by search engines by 434%.9
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About BlackbaudLeading uniquely at the intersection point of technology and social good, Blackbaud connects and empowers organizations to increase their impact through cloud software, services, expertise, and data intelligence. We serve the entire social good community, which includes nonprofits, foundations, companies, education institutions, healthcare organizations, and the individual change agents who support them.
Check out our webinar series for more tips and tricks on topics like this. Plus, take a tour of
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SOURCES:
1 https://highereducation.blackbaud.com/marketing-persona/connect-with-gen-z-infographic-1
2 https://www.magisto.com/blog/2019/04/22/what-is-the-ideal-instagram-video-length/
3 https://medium.com/the-storyxpress-blog/social-video-length-hacks-best-practices-529b6cca8ed1
4 https://www.agencyascend.com/blog/75-eye-opening-statistics-how-each-generation-uses-technology
5 https://www.statista.com/statistics/456500/daily-number-of-e-mails-worldwide/
6 https://www.ericsson.com/assets/local/mobility-report/documents/2018/ericsson-mobility-report-june-2018.pdf
7 https://www.wordstream.com/blog/ws/2018/07/19/advertising-statistics
8 https://smallbiztrends.com/2017/01/direct-mail-marketing-statistics.html
9 https://www.persuasion-nation.com/blog/18-stunning-blogging-statistics-that-prove-why-blogging-is-important
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