Boosting University Enrollment: Strategies For Success And Growth

With a decline in student enrollment across higher education institutions, universities are rethinking their strategies to attract more students. This is especially important as the number of young Americans is shrinking, and the number of Americans confident in the value of a college degree is dropping. To increase student enrollment, universities need to adopt creative marketing strategies, focus on financial incentives, and leverage technology to reach a wider audience.

This involves understanding the motivations and concerns of prospective students, such as financial aid, future career prospects, and social life. By addressing these factors and showcasing the value of their institution, universities can develop effective enrollment strategies. Additionally, utilizing digital tools like SEO, social media, and virtual tours can enhance the student recruitment process and ultimately boost enrollment numbers.

Make the enrollment journey personal

Making the enrollment journey personal is a powerful strategy to attract students to your university. Prospective students do not want to feel like just another applicant but instead like a priority. Here are some ways to make the enrollment journey a personal experience:

Utilize AI Tools

Use AI tools such as an AI Admissions Advisor, AI Academic Advisor, and AI Financial Aid Advisor to provide real-time, tailored guidance to prospective students. AI tools can answer specific questions, send reminders, and offer insights on financial aid, all in a way that feels customized for each student.

Offer Small Incentives

Provide small incentives like scholarships for completing enrollment steps. This not only helps students financially but also shows that your university values and supports its students.

Develop a Student Portal

Create a prospective student portal where future students can access exclusive resources, such as virtual campus tours, program guides, and advisor contacts. This empowers students to take charge of their decision-making process and makes them feel like a part of the university community even before enrollment.

Understand Student Personas

Develop thoughtful, data-backed student personas to guide your marketing efforts. Consider the different types of students your university appeals to, as each persona will interact with your university in unique ways. For instance, an adult learner seeking a graduate degree might spend more time on your website, whereas a first-time freshman might first interact with your social media channels.

Identify Touchpoints

Identify all the touchpoints or interactions a prospective student has with your university. This includes visiting your website, downloading content, signing up for a newsletter, attending college fairs, interacting with social media accounts, viewing ads, receiving emails, speaking with admissions counselors, scheduling campus visits, attending information sessions, and submitting an application. Understanding these touchpoints will help you improve your communications and better serve the needs of prospective students.

Address Pain Points and Questions

Address the common pain points, questions, and objectives that prospective students may have at each touchpoint. For example, if a student visits your website, consider the challenges they may face and the questions they may have. Ensure your website provides clear and concise answers to their top questions and addresses any barriers to further action.

Leverage Word-of-Mouth Referrals

According to online marketing sources, including Google, 88% of consumers trust online reviews as much as personal recommendations. While you may attribute most of your enrollment to word-of-mouth referrals, it's important to recognize that these personal referrals will also lead prospective students to conduct online research. Ensure that your website and online presence are optimized and include the information that students and their parents are seeking.

Provide a Satisfying Experience

From the first point of contact with your university, whether it's through your website or other information sources, prospective students and their parents should feel satisfied and empowered. Ensure that your online content is easily accessible, relevant, and keyword-heavy to ensure it appears in search results.

Offer a Variety of Communication Channels

Prospective students and their parents may prefer different communication channels, so it's important to offer a variety. This includes phone calls, emails, and in-person tours and meetings. Make yourself available through multiple channels to increase accessibility and provide a more personal experience.

Understand Parent Perspectives

Recognize that parents are also part of the enrollment journey and have their own questions and concerns. Address their perceptions, such as cost versus value, cultural biases, and the desire to feel included in your university community. Provide clear and transparent information to alleviate their concerns and make them feel valued.

Streamline the Enrollment Process

Make the enrollment process as straightforward and stress-free as possible. Ensure that all paperwork is easy to complete and that communication is consistent and personalized. A seamless enrollment process will leave a positive impression and make students and parents feel valued.

Foster Relationships

Focus on building relationships with prospective students and their parents. Communicate regularly, address their needs, and provide mentorship. This will increase the likelihood of enrollment and create advocates for your university who will share their positive experiences with others.

Use SMS and email to communicate with prospective students

SMS and email are powerful tools to reach prospective students and increase university enrolments. With so many competitors, universities need to stand out and be creative to attract students.

Firstly, SMS open rates are incredibly high, with 95-98% of text messages read within the first three minutes of being received. This is far higher than email open rates, which are around 22%. SMS is the preferred method of communication for billions of people, including prospective students. Therefore, it is a direct and effective way to communicate important deadlines, programme information, and next steps.

Universities can use SMS to promote their website and landing pages, as well as notify students about open days, events, and deadlines. It is also a great way to keep applicants on track, providing reminders and updates throughout the application process.

However, it is important to be thoughtful about the number of messages sent, as this audience can become frustrated by too many messages. It is also important to personalise SMS messages, as Generation Z values authenticity in communication.

Email is still a valuable channel for recruitment and engagement. A well-crafted email sequence, combined with text messages, can be a powerful tool to build relationships with prospective students. Emails can tell the college's story, build value for the institution, and communicate why someone would want to enrol.

Universities should also consider using MMS (multimedia messaging service) to include images and videos in their text messages, making them more engaging and dynamic.

Create a consistent brand and showcase campus life

Creating a consistent brand and showcasing campus life are essential components of a successful student enrollment strategy. Here are some paragraphs detailing how to achieve this:

Understanding the Importance of Branding

Developing a strong and consistent brand is crucial for a university's enrollment strategy. Branding helps build familiarity with potential students, gain their trust, and set the institution apart from its competitors. A well-defined brand can also increase the likelihood of attracting students who are a good fit for the university.

Defining Brand Guidelines

To establish a consistent brand, universities need comprehensive brand guidelines. These guidelines should encompass both the visual and written elements of the brand, such as logos, colors, fonts, image choices, and content tone and voice. Having clear guidelines ensures that everyone involved in content creation understands how to effectively present the institution.

Consistency Across Platforms

It is essential that the university's visuals and voice remain consistent across various platforms, including its website, emails, and social media channels. This consistency in brand presentation fosters a sense of trust and helps potential students recognize and connect with the university's brand.

Showcasing Campus Life

Showcasing campus life is a powerful way to attract prospective students and give them a glimpse of what their experience could be. Universities can highlight various aspects of student life, including academic achievements, sporting events, interest clubs, cultural programming, and everyday moments in residence halls and dining areas.

Utilizing Video Content

Video content is an effective tool for providing prospective students with a more immersive view of campus life. Universities can create videos that showcase campus spots, both on and off-campus, and include smaller, intimate spaces where students can envision themselves as part of the community.

Incorporating Student Perspectives

Gaining the perspective of current students is invaluable. Universities can encourage existing students to share their experiences and provide testimonials that speak directly to the areas that matter most to prospective students. This can include insights on campus life, academic programs, and their overall university experience.

By implementing these strategies, universities can effectively create a consistent brand and showcase campus life, ultimately contributing to increased student enrollment.

Leverage SEO and social media to increase visibility

SEO and social media are powerful tools to enhance your university's online presence and visibility. Here are some strategies to leverage them effectively:

Understand SEO Basics

• Search Engine Optimization (SEO) is crucial for improving your website's ranking in search results, making it easier for prospective students to find you. It involves optimizing your website and content for relevant keywords and implementing technical strategies to boost your online visibility.
• While SEO may not be directly funded like paid search campaigns, it involves a series of business decisions and resource allocations to grow your organic traffic. This includes investing in content creation, copywriters, developers, and server infrastructure.

Implement On-Page SEO

• Ensure your website follows on-page SEO best practices. Optimize your website content by incorporating relevant keywords and phrases that potential students may search for.
• Strategic interlinking throughout your website's pages and content can help create a seamless user experience and improve your SEO. This helps users feel connected to your website and increases their interest in your brand.

Focus on Local SEO

Perform local SEO to increase visibility among students in your geographic area. Optimize your Google Business Profile and focus on reviews and ratings to improve your local search rankings.

Optimize for Mobile

With the increasing use of mobile devices, it is essential to ensure your website is mobile-friendly. A mobile-optimized website not only enhances the user experience but is also favored by search engines like Google.

Create High-Quality Content

Create valuable, informative, and student-focused content that provides insights, tips, guides, and news relevant to your target audience. Consider the student journey and create content that aligns with their interests and needs at different stages of the enrolment funnel.

Leverage Social Media Platforms

• Social media platforms like Instagram, TikTok, LinkedIn, Facebook, and Twitter offer opportunities to connect with prospective students. Share engaging content, including images, videos, live streams, and stories, to showcase campus life, student experiences, and academic opportunities.
• Utilize social media features such as targeted ads, live videos, and interactive content to engage and interact with your audience. Experiment with platform-specific content to create a modern and appealing brand image.

Utilize Social Media Analytics

Take advantage of social media analytics tools to understand your audience's demographics, engagement patterns, and content performance. This information will help you optimize your content, timing, and platform selection for maximum impact.

Retarget Social Media Audiences

Retarget users who have previously engaged with your social media content. Use social media pixels to track users who have visited specific pages or interacted with your content, and then target them with relevant ads to keep your university at the forefront of their minds.

Encourage Student Ambassadors

Collaborate with talented students and encourage them to take over your social media accounts. Student ambassadors can convey authentic experiences of pursuing higher education at your university, establishing trust and credibility with your target audience.

Foster a Sense of Community

Create a student community or portal where students can interact, share their experiences, and build excitement about joining your university. Embed social media feeds and hashtags to showcase user-generated content and increase engagement.

By effectively leveraging SEO and social media, you can significantly increase your university's visibility, attract a wider audience, and ultimately boost student enrollment.

Highlight alumni success stories

Alumni can be a powerful tool for increasing student enrollment. They offer a genuine and personal perspective on what makes your school special and can share their experiences in a way that brochures and social media ads can't. Their stories can give prospective students and their families a glimpse into the future and show what's possible.

• Gather a variety of alumni stories: Reach out to alumni through social media, emails, and school events to share their experiences. Look for a range of careers, school experiences, and backgrounds to showcase the diverse paths that students can take after graduation.
• Make the stories relatable: Share the alumni's journey and how the school helped them achieve their goals. Highlight specific examples, such as a teacher who inspired them or a club that gave them confidence. Show how the school community and connections made a difference in their lives.
• Showcase real achievements: Use stories that demonstrate tangible successes, such as starting a business, conducting important research, or making a positive impact in the community. This shows prospective students the potential outcomes of attending your school.
• Involve alumni in admission events: Alumni can lead tours, share their favourite spots on campus, and provide personal stories during the tour. They can also participate in panel discussions or one-on-one conversations with prospective students and their families, offering insights and answering specific questions.
• Prepare alumni for events: Brief them on the event details, attendee information, and any updates or changes at the school since they graduated. Align on key messages about the school's strengths and unique qualities.
• Utilise alumni networking and referral programs: Encourage alumni to introduce new families to the school and share their positive experiences. Consider implementing a referral program with rewards or thank-you gifts for alumni who successfully refer new students.
• Keep alumni informed and engaged: Provide regular updates through newsletters, social media, or a dedicated portal on the school's website. This helps them feel connected to the school and ensures they have the latest information when sharing their stories with prospective students.

Frequently asked questions