If you run (or are involved in the running of) an educational establishment, having a knowledge of how a student typically chooses which course to study can be hugely beneficial in devising your next marketing strategy.
Education is a highly competitive industry, with establishments pitching against each other for enrollments to help fund their on-going work, research, and development. Planning the right marketing strategy can mean the difference between a student attending your institution or going elsewhere—so having a better understanding of what undergraduates are typically looking for can help you to better promote your university.
The Importance of Good Website And Search Engine Optimization
Almost everything we do these days starts with online research, and Generation Z is no different. In fact, Gen-Z (in most cases, your target market) is the most internet-dependent in history and your website will likely be their first port of call when searching for where to apply. Indeed, a recent study found that 50% of all applications were made on the basis of a university’s website. Having a professional, well-informed website is crucial in aiding the decision-making process of prospective students.
Moreover, you should also remember the importance of search engine optimization (SEO) in helping applicants find your website among the myriad of other educational establishments. SEO is a complex process aimed at making websites appear higher in results generated under specific terms (for example, “universities offering biochemistry degrees USA”).
For the best results, consider working with a student enrollment marketing agency that will look after all sides of your online marketing and promotion, thereby helping you build a stronger online profile and increasing your likelihood of being found in searches.
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Promote High Teaching Standards and A Wide Range Of Courses
Young people are aware that the choices they make when they leave high school are some of the most important they’ll make in their entire lives. Perhaps none is more important than their choice of which university to attend and what course to study. While graduates often go on to branch out into other areas, their choice of study often dictates their career options later in life, opening doors in some areas—and closing them in others.
As a rule, an undergraduate will most likely choose a subject that is of interest to them or in which they have a natural ability. There are many reasons for this, not least of which is the fact they’re more likely to succeed when studying a subject they love. Offering a wide range of courses in an equally diverse range of subjects will increase the likelihood of your university being selected. Diversity of study options can also instill a sense of wide-ranging knowledge and professionalism. Also, be sure to mention any awards or affiliations your university has earned. The number one factor in choosing a university is the standard of education offered.
Promote Your Support Services
Be sure to promote the support services offered by your university in order to let students know they won’t be alone and will receive support if needed. For many students, going to university will be the first time they’ve left home and the first time they’ll be expected to be self-sufficient. Consequently, access to support services is among the highest considerations for new students.
Encourage Visits and Hold Open House
The best way for a student to get an idea of your institution is to visit—even if that sometimes involves them making a long journey beforehand. Holding open days or offering guided tours can give a prospective student the incentive to come and visit you and experience first-hand what life will be like. It will also give them a chance to ask you questions face-to-face while allowing both of you to learn if you fit each other’s needs and expectations.
Also, encourage applicants to speak with other students and lecturers to give them a truer picture of life on campus. Remember, education is becoming more and more competitive and this is a two-way interview—prospective applicants will be assessing your university as much as you will be evaluating their suitability.
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