I worked in undergraduate admissions for nine years, and the majority of those years were spent at Morehouse College in Atlanta, a historically black college for men founded in 1867. Aside from trying to convince young men from across the country and throughout the world to attend a single sex institution, the biggest worry of each year was “will we make the number?” Or in other words, would we hit our enrollment goals for the recruitment cycle?
In today’s higher education landscape, competition is fiercer than ever. After recent changes in the credit standards of financial assistance through PLUS, HBCU’s experienced a decline in enrollment, the biggest in first-year students.* As a result of this, it’s going to take a sophisticated, varied and integrated marketing approach to reach the desired population that will not only apply to your institution, but that will confirm and later enroll.
With sights set on the fall classes of 2016 and 2017, its never too early to get some advice, direction and a new game plan for the next classes of students that will inhabit your college or university.
In our conversation, we’ll be discussing Research, Student Search, Digital View Books, Publications and Integrated Marketing Campaigns, and how each of these assets can help you increase your class.
Far too seldom do colleges and universities take the time to conduct market research on themselves. This extremely valuable information will enable data-driven analysis that is necessary to make your marketing and recruitment efforts more effective and take the guesswork out of your approach.
Student Search is the name of the game. Differentiate your institution with a clearly defined, organized and systemic schedule of messages in the digital and print space, as well as poignant, pointed and substantial messaging should be a big step in recruiting your class, and meeting and exceeding your recruitment goals.
The same publications year in and year out gets old, and become ineffective. A fresh way to look at how to create publications will be discussed, and more importantly, all of the different types of publications that are necessary to speak to all of the populations needed to increase your class.
There will always be a place for print in higher education marketing, however, how an institution markets itself digitally is becoming of paramount importance. Digital View Books are where this medium is headed, and not only are they an innovative and new perspective on the look and feel of an institution, they are so much more cost effective than print, can be altered in far less time, and their activity and effectiveness can be measured.
Using all of the strategies together in an Integrated Marketing Campaign will show that your institution is serious about recruiting and marketing to the desired populations of students, parents and counselors. Our conversation will cover how IMCs work, and how, regardless of the size of your institution, a campaign can be tailored for your school’s needs.
During the discussion you will learn how you can join other top-ranking HBCUs who have partnered with TWG Plus, such as Spelman College, Morehouse College, North Carolina A&T State University, Morgan State University, Mississippi Valley State University, Talladega College and Clark Atlanta University to name a few.
On Wednesday, June 24th at 2pm EST, we’ll discuss concrete and substantial methods to increase your HBCU class. Join us for the discussion by registering here.
*Source: Top Strategic Issues Facing HBCUs, Now and into the Future. A report by the Association of Governing Boards of Universities and Colleges