Differentiating your high school, college or university from the number of other ones prospective students will be applying to may seem like a difficult task. With the right ideas and a solid recruitment campaign, you can make your school stand out from the rest.
Take the Albertson’s College Case Study for example. Albertson’s created a recruitment campaign which was tailored to each student’s individual needs and interests. The result: an 850% increase in Return on Marketing Investment compared to the previous year’s mailing.
A school recruitment campaign can be more in-depth than just direct mail, but it is important to understand what works and what doesn’t. Some key ideas to keep in mind when creating a high school or college recruitment campaign are as follows:
*Have an online presence, preferably an updated one.
Adding technology into the mix is important and an easy way to get prospective students involved and interested in your college or university. It is imperative to stress the importance of using social media to reach your desired audience, no matter their specific interests. Facebook, Twitter, YouTube, LinkedIn, blogs and a personal website are all important outlets to consider. This is where your prospective students are, so this is where you should be. Keep in mind, however, that creating these accounts will get them interested, but updating them often will keep them around.
*Understand the type of person you are trying to reach.
With the case of sending out direct mail pieces, personalizing each piece, making it catered to each individual student, really makes a difference. Using Variable Data Printing, you can easily send out numerous pieces of direct mail to prospective students identifying their individual interests and making your institution stand out from the rest.
Also, adding a QR Code to direct mail pieces has become common place in the marketing industry. This is another opportunity to link prospective students back to your website or Facebook page in order to create more interest in your school becoming their first choice.
With smart phones glued to the hands of more than just high school and college-aged students, taking your recruitment campaign mobile is a million steps in the right direction. Developing an SMS Text campaign and making sure your website is applicable on mobile devices could make your institution stand out.
As a general rule of thumb with any marketing campaign, be sure to have a theme. This keeps everything clear, concise and organized. The theme may ultimately connect back to the college and its mission statement; tying together all of the many aspects you believe set your establishment beyond all the rest.