Recruiting students in today’s competitive, digitally complex landscape requires more than a one-size-fits-all approach. But how can you tailor your marketing strategies if you don’t really understand the student’s you are looking to recruit? This is why we at EAB continue to focus our time and attention on understanding the needs and desires of pre-college Gen Z student. And while this generation of students is similar in many ways, there are also important differences that matter to the college-search process.
Powered by data from over 2.6 million unique students, we utilized statistical analysis tools to isolate and categorize demographic and behavior patterns. This analysis revealed four distinct student segments and six distinct affinity groups. Together, these groupings form student personas that can be used to test and inform marketing strategies.
