PS&L Blog

I returned from vacation this week rested and ready to go. During my time away I was able to spend a good deal of time reading. Mostly whitepapers, articles on marketing and sales, comments on branding and imaging in the business genre. (With that said, I did read Founding Brothers, a book by Joseph Ellis, about the “revolutionary generation” that included the likes of Washington, Adams, Jefferson. You history buffs will also recall that Ellis wrote the American Sphinx: The Character of Thomas Jefferson, which I also highly recommend.) Now back to my point.

There are great resources out there to provide guidance on how to build an integrated marketing plan that is manageable, sustainable, and measureable. But the key points that stuck in my mind that have a direct application to higher education were growth and ROI.

It was observed that one of the best paths to growth was to do a better job of working your leads (inquiries and applications) through to closure, which in the world of higher ed means an enrolled student. While marketing, advertising, research, and messaging are essential to success, that’s only the beginning. As much or more energy needs to be put into developing fruitful, trustworthy relationships with students and families. Put more boldly, work your prospect pool, build a bond with students based on their needs and interest. This can be done without being overbearing or wearing out your welcome.

This kind of nurturing does not come naturally to everyone. For many in admissions, especially those who have only a few years experience, the idea of a truly proactive outreach program and management of the process may be something that they are not comfortable or not familiar with. Don’t just ask them to do it. Show them, coach them, inspire them. They can be trained on how not to be salesy or pushy when being proactive. Trust me, I’ve seen it done many times.

Most institutions should continue to seek avenues to grow their inquiry and applicant base with students that fit their profile for successful students. But this can be costly and take time. If you’re looking for immediate returns and want to grow or shape an incoming class, work smarter and harder with those students who have already expressed an interest in your institution.

It’s not glamorous work (pick and shovel comes to mind), but this can have the type of direct impact on your marketing and admissions ROI that few other strategies can.

BTW. Time and time again Ellis referenced occasions where our Founding Brothers had to stretch their imaginations, overcome obstacles, and try new approaches as they worked to shape a new country and way of governance. Some things never change, as I see the parallels with admissions and recruiting offices striving to make the adjustments necessary to be more successful in an ever-changing market.