© 2019 by Lindsey Fair

Insights & Ideas

August 27, 2017

The trend of today is to be inclusive. Yes, maybe it is true that everyone should have access to education and that you don't turn someone away that is qualified, but if you try to 'market' to everyone - you will get lost in a sea of the masses. Unless of course you have a billion dollars to target your advertising to 'everyone' and do it better than all those schools also targeting 'everyone'. If you don't have a billion dollars, don't waste your money on 'everyone' marketing.

So how do you start finding a group of prospective students that you can afford to market to and have reasonable expectations of conversion?

Step 1: You need to know what makes you unique.
What is different about your school? Don't say good education, good professors, fun experience as those are what every school will say (even if it's not true - if you don't believe me, just go sit through the presentations at the Ontario Universities' Fair in September and you'll see that all schools claim to have just that). So...

May 7, 2017

I am constantly surprised to learn how many marketing teams in higher education do not integrate with the recruitment funnel very often. And even more surprised when the teams say they don't really need to work together as they 'play different roles'. It's like they think the two are oil and water. Yes it is true - marketing is one set of skills and recruitment is another - in the private sector, recruitment would be the sales team I guess. But they should both be working to the same set of metrics - bums in seats. But not just any bums. The best darn bums out there. Bums that serve the brand long-term, not just fill the vacant seat today. Every day I am looking at our 'bums in seats' analytics, not just Facebook likes and social shares, and at least once per month I am on the road participating in some event related to recruitment. I couldn't do my job as effectively if I wasn't.

The marketing teams should be on the recruitment floor - at least some times. So they can hear the question...

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