Infographic
Best Practice Recruitment Marketing
for Today's Student Journey
What does modern, responsive marketing look like?
Shifting demographics and list source disruptions, combined with a proliferation of new engagement channels, makes finding your right-fit students more challenging than ever. On top of this, Gen Z students expect personalized, authentic messaging and their precollege experiences with your brand can be a huge factor in their college decision. In this environment, you need an approach to marketing that meets prospective students where they are, with messages tailored to their desires and needs, at the right moments. But what does that actually look like? Explore this digital infographic to compare two different marketing journeys for one hypothetical student, Emma.
Using a tablet or mobile device? View the infographic PDF here.
Traditional Marketing Approach
Emma searches on Google for info about fashion merchandizing programs near her.
She doesn't find ABCU, even though they're in her home state and offer fashion merchandizing.
Emma favorites ABCU on a college search site.
She receives no communication from ABCU for 3 months.
Emma visits ABCU's website 3 times over the course of a week and browses their page on their fashion merchandizing program.
ABCU sends her a generic email about the student experience, which she doesn't open.
ABCU continues to send her emails, which she doesn't open.
She's invited to apply, but she isn't very familiar with ABCU and chooses not to.
Conventional Campaigns
Emma searches on Google for info about fashion merchandizing programs near her.
She doesn't find ABCU, even though they're in her home state and offer fashion merchandizing.
Emma favorites ABCU on a college search site.
She receives no communication from ABCU for 3 months.
Emma visits ABCU's website 3 times over the course of a week and browses their page on their fashion merchandizing program.
ABCU sends her a generic email about the student experience, which she doesn't open.
ABCU continues to send her emails, which she doesn't open.
She's invited to apply, but she isn't very familiar with ABCU and chooses not to.
Conventional Campaigns
Modern Responsive Marketing
Hover over the images below to read about each step in Emma's responsive marketing journey.
Emma searches on Google for info about fashion merchandizing programs, which leads her to Cappex. She fills out a form indicating her interest in ABCU.
The next day, she receives personalized emails from ABCU about fashion merchandizing.
She clicks through. While browsing their website, she also sees info about another potential major of interest—engineering.
A few days later, Emma receives digital ads prompting her to take a virtual tour of ABCU's engineering buildings. She takes a tour.
She returns to the Cappex website to look at student reviews of ABCU.
She receives a series of personalized emails telling her more about campus life and local engineering internship opportunities.
She's invited to join WisrConnect. She already feels that ABCU's academic offerings and location might be a good fit, but she wants to get a better sense of what the students are like. She joins the community.
She receives emails inviting her to apply. She engages and submits her application.
Modern Marketing
To thrive in today’s recruitment landscape, you need a fully staffed, modern marketing operation—focused on what students want, when they want it, where they are, and how they behave. Enroll360—EAB’s connected recruitment ecosystem—can help.
