Choosing whether to pursue a graduate degree is not always a black and white decision. Many people who graduate with a high school diploma or undergraduate degree are happy to end their days in the classroom and jump into the workforce. So what has influenced graduate enrollment to grow 9% over the last decade?
There is not one single answer, but rather an array of influences. At Crawford, we understand the decision making process that leads to making an investment in continued education, and we know students expect this decision will be met with positive results. Factors ranging from cost to community can come into play when choosing a graduate program.
Messaging Strategy
A big part of the secret to successful marketing for graduate enrollment can be understanding what influences potential students choices and what prompts them to end up where they do.
Prospective graduates may be asking “What is the University’s academic reputation and alumni success rate? What is the cost of the program and is aid available? What kind of community am I joining?”
An important first step is taking the time to understand which factors are the most important to your audience and keeping them at the forefront of your marketing. It is important to consider which factors may deter prospects from your program and how those can be turned into opportunities and allow for more positive messaging.
Graduate Enrollment Marketing Tactics
A mix of different marketing techniques is essential. This allows you to touch on the various influences and cover all of the bases your audience is looking for.
The first step is apparent, if prospects do not know your program exists, they can not seek more information about it. Building awareness can be key in higher education marketing when it comes to getting your program on the radar. Tactics for this may include a strong website page, social media posts, paid search, and campus activation events.
If your prospects are aware of your program, they are more likely to take it into consideration. While they may be considering your program, they may also be considering many others. Your messaging must emphasize what makes your program unique. An example of this could be sponsored posts across social platforms to highlight impressive statistics and successful stories about your program.
If these messages get your prospects interested, it means they are listening and want to learn more. This may be a good time to hold networking and activation events. Prospects can hear in person testimonials and get answers to questions they may have about the program. These events could take place at local undergraduate campuses, graduate school fairs, and other appropriate informal events.
By understanding the needs and preferences of graduate candidates and implementing a marketing strategy that targets the various stages of their decision-making process, your school’s program can stand out.