What Candy Land and Student Recruitment have in Common

www.jmhconsulting.com

Candy Land has one path with lots of diversions…

Students have one goal (a degree) with lots of obstacles (LIFE!!).

At the start, the marketing & recruiting process may seem easy and straightforward.

But pitfalls (aka life events) can keep people from moving forward…

… and, in some cases, can send them back to the start (at least to the Peppermint Forest).

And just when you think a prospective student is ready to enroll, along comes Gloppy who keeps you stuck in the Molasses Swamp.

What we can learn from Candy Land is the path to enrollment does not look like this…

See an ad on Facebook

Click on Facebook ad

Arrive on landing page

Complete form

Receive calls from admissions

Attend info session

Talk with admissions

Enroll

Visit program website

It looks more like this…

See an ad on Facebook

See 5 more ads on Facebook

Click on Facebook ad

Arrive on landing pageReceive a postcard

about program

Leave landing page

Search on Google

Click on paid search ad

Arrive on landing page

Leave landing page

Complete form

Receive series of emails

Receive calls from admissions

Ignore calls

Talk with admissions

Attend info session

Talk with admissions

Enroll

Receive series of emails

Become nervous about

enrolling

Talk with admissions about whether this

program is really, really going to help meet

long-term goals

Get approved for financial aid

Search on Bing

Click on organic listing

Visit program website

So, learn from the Candy Land board

and don’t be afraid to build extra paths for prospective students.

Tools like…• Online Social and Paid Marketing• Retargeting • Email campaigns• Pro-active and re-active recruiting

plans

Will keep prospective students moving forward…

…and help everyone reach their goal.

To learn more about marketing & recruitment for higher education, visit us at

www.jmhconsulting.com