How community colleges can win mindshare of prospective students in the digital age
The rise of social and mobile media has fundamentally changed prospective college students’ behaviors at an unprecedented rate. Mobile traffic surpasses desktop while marketing struggles to remain relevant across channels. The increased availability of information in the digital age means colleges struggle to capture prospective students’ attention through historical marketing methods.
Digital ad spend grew 86.3% from 2011-2015, yet the percent of internet users who block ads nearly doubled from 2014 to 2017. At current course and speed, the cost of competing in the marketing arms race will rapidly become unsustainable for budget conscious colleges.
This resource is part of the Improve Communications across the Community College Student Lifecycle Roadmap. Access the Roadmap for stepwise guidance with additional tools and research.
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