Douglas Olsen
Attracting students to a university is a challenging task, especially with the multitude of options available and the decline in postsecondary enrollment. To stand out, universities must adapt their recruitment strategies and focus on accessibility, online presence, and differentiation. This involves understanding the needs and search intent of prospective students, utilizing digital marketing tools, optimizing online content, and showcasing unique features. Universities should also consider the physical accessibility of their campus, offering online courses, and providing an inclusive environment for students with disabilities. By implementing these strategies, institutions can increase their visibility and appeal to a wider range of students.
| Characteristics | Values |
|---|---|
| Make the university's website easily accessible | Ensure the website has a clear navigation system, with the most important pages no more than three clicks away from the homepage |
| Optimize online content | Research common keywords students use in searches and include SEO content that will drive more traffic to the website and social media pages |
| Utilize social media | Create dedicated social media accounts for admissions, and encourage student leaders and ambassadors to post content showing campus life |
| Utilize student testimonials | Have enrolled students promote the university's services, programs, and extracurricular activities |
| Make the university accessible to all | Provide options for online courses and ensure the campus is easily navigable for those with mobility issues |
| Understand the target audience | Create a clear value statement to help prospective students and their families understand what the university offers |
| Utilize email marketing | Ask for email addresses to send informative content and newsletters, and follow up with prospective students |
| Utilize alumni | Maintain close relationships with notable alumni who can act as influencers and promote the university to their followers |
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What You'll Learn
Utilise SEO and online content
Utilising SEO and online content is a powerful way to attract more students to a university. Here are some strategies to achieve this:
Website and SEO Optimisation
Firstly, focus on your website's structure and content. Ensure it has a clear navigation system, with essential pages no more than three clicks away from the homepage. Include a search box and request forms to improve usability and facilitate user interaction. Interlink pages to create a seamless user journey, addressing user needs at each step.
Optimise your website for search engines by incorporating relevant keywords and phrases that students commonly search for, such as "best colleges" or "financial aid." This will boost your website's visibility and drive more traffic.
Google Business Profile
Create a Google Business Profile (formerly Google My Business) to increase your university's online presence. This allows your institution to be listed on Google Maps and Google Search, making it easier for prospective students and their families to find you. You can also respond to reviews, answer questions, enable direct messaging, and publish posts, enhancing your interactivity with potential students.
Online Content and Social Media
Enhance your online content by creating informative blogs, infographics, and newsletters that provide valuable insights into campus life, academic programs, and student experiences. Make this content easily accessible on mobile devices and promote it through social media platforms like YouTube, Instagram, and TikTok, which are widely used by students.
Student Ambassadors and Influencers
Leverage the power of student ambassadors and influencers. Encourage current students to share their experiences and promote your university's programs and extracurricular activities through testimonials and social media posts. Collaborate with notable alumni who can act as influencers, sharing their positive stories and answering questions from prospective students. This builds trust and credibility for your institution.
Virtual Campus Tours
With the shift towards online engagement, create virtual campus tours that showcase your university's facilities, dining halls, sporting venues, and residence halls. This provides a comprehensive view of campus life, helping prospective students envision themselves at your university.
By implementing these strategies, your university can effectively utilise SEO and online content to attract a wider student audience and enhance its appeal.
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Make the campus accessible
Making the campus accessible is a vital part of attracting more students to a university. Here are some ways to achieve that:
Physical Accessibility
Make sure that your campus is physically accessible to all students, including those with disabilities. Install ramps and elevators, and reduce the number of stairs wherever possible to improve accessibility for those with mobility issues. Consider the needs of students with other disabilities, such as visual or auditory impairments, and implement measures to ensure they can also navigate and study effectively on campus.
Online Accessibility
In the digital age, it is crucial to ensure that online content is accessible and optimized for all students. This includes having a user-friendly website with clear navigation, where important pages are no more than three clicks away from the homepage. Implement Search Engine Optimization (SEO) strategies by incorporating commonly searched keywords and phrases such as "best universities to apply to" or "financial aid" in your website content. This will improve your website's ranking on search engines, making it more visible to prospective students.
Virtual Campus Tours
Provide virtual campus tours to give prospective students a glimpse of campus life. Showcase various aspects of the university experience, including dining halls, sporting venues, residence halls, and academic facilities. This is especially beneficial for those who are unable to visit the campus in person.
Student-Generated Content
Encourage current students to create and share content on social media platforms, showcasing their experiences and a "day in the life" at the university. This could be in the form of blogs, vlogs, or social media posts. It provides an authentic perspective for prospective students and helps them envision themselves at the university.
Influencer Collaborations
Collaborate with influencers and notable alumni to promote the university. This strategy can build trust and credibility with potential students. Organize online or in-person panel discussions or Q&A sessions with alumni who can share their experiences and highlight the benefits of attending the university.
By implementing these strategies, the university will become more accessible to a wider range of students, ultimately contributing to an increase in student enrollment.
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$95
Student ambassadors
To maximize the effectiveness of student ambassadors, universities should encourage them to create and share authentic content. This can include blog posts or videos showcasing a "day in the life" of a student, highlighting campus life, exciting programs and events, dining and shopping options, and other relatable content. This type of content provides prospective students with a glimpse into what their experience at the university might be like and helps them envision themselves as part of the student community.
Universities should also leverage the reach of social media platforms to attract more students. Platforms like YouTube, Facebook, Instagram, TikTok, and LinkedIn are widely used by students and can be powerful tools for promotion. Creating dedicated social media accounts for admissions, student testimonials, and virtual campus tours can increase accessibility and provide a more interactive experience for prospective students.
Additionally, student ambassadors can play a crucial role in addressing the diverse needs of prospective students. Universities should ensure that their websites are optimized for mobile and desktop devices, with clear navigation systems and informative content that speaks to students at different stages of their decision-making journey. This includes providing information on career prospects, industry outlooks, and how their chosen degree relates to current events or makes a direct impact in their field.
By utilizing student ambassadors effectively, universities can create a more personal connection with prospective students, addressing their specific concerns and showcasing the unique benefits and experiences the university has to offer. This, combined with a strong online presence and easily accessible information, can significantly enhance a university's ability to attract more students.
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Virtual tours
When creating a virtual tour, it is important to showcase what makes your campus unique. Spotlighting unique features will help your campus stand out as students enter the final decision-making process. It is also important to include interactive elements that align the viewer with key messaging. For example, your virtual tour could include audio and additional files to provide an immersive experience that mirrors what they could expect when meeting a representative in person.
To create a compelling virtual tour, you must have a clear grasp of your goals. Ask yourself: What are you trying to achieve with this virtual tour? How will it help prospective students reach their goals? What goals do you want to help them reach?
Additionally, make sure your virtual tour is easily accessible on mobile devices and tablets, as many students will access it through these devices. Promote your virtual tour across your social media channels, email lists, and other resources.
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Alumni influencers
Identify and Engage Alumni Influencers
Firstly, identify notable alumni who have established a successful career or gained recognition in their respective fields. These individuals can become powerful influencers and advocates for the university. Reach out and engage them, fostering a positive relationship that can benefit both parties.
Organise Events and Panels
Arrange online or in-person events where alumni influencers can share their experiences and interact with prospective students. These could be panel discussions, Q&A sessions, or even webinars. Such events provide a platform for alumni to showcase how their time at the university contributed to their success.
Utilise Social Media and Online Platforms
In today's digital age, social media plays a crucial role in influencing young people's decisions. Encourage alumni influencers to promote the university on their social media platforms, sharing their positive experiences and highlighting the unique aspects of the institution. Additionally, alumni can collaborate with the university to create engaging online content, such as videos or blogs, that showcase campus life, academic programs, and the overall student experience.
Build a Strong Online Presence
Ensure the university has a robust online presence across various platforms, including a website, social media accounts, and a Google Business Profile. This allows alumni influencers to tag and promote the university more effectively. Optimise the website through search engine optimisation (SEO) techniques, targeting keywords commonly searched by students, such as "best universities to apply to" or "financial aid processes."
Craft a Compelling Narrative
By implementing these strategies, universities can effectively utilise alumni influencers to attract more students. It is important to maintain and nurture these relationships, as they can significantly impact the university's reputation and appeal.
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Frequently asked questions
Universities can attract more students by increasing accessibility, both in terms of physical accessibility and learning accessibility. For example, offering online courses can open up a university to a wider audience, including international students and those with disabilities. Furthermore, universities should focus on telling the story of their institution in a unique and engaging way, highlighting what makes them stand out from other educational institutions.
An online presence is crucial for universities looking to attract more students. This includes having a user-friendly website with informative content, utilising SEO strategies, and maintaining an active presence on social media platforms. Student-generated content, such as blogs and testimonials, can also help prospective students connect with the university.
Alumni can act as powerful influencers and advocates for a university. Organising online or in-person panel meetings where alumni share their experiences can promote different school programs and boost brand awareness. Additionally, maintaining close relationships with notable alumni can help attract their followers or supporters to the university.
