Education Marketing and Recruiting 2.0
Student recruiting has slowly been evolving from traditional methods to utilizing the vast resources of the Internet. Some universities have caught on…some have not. Most universities are using the same traditional mediums and traditional branding that they have been using for years. Well it’s 2007, and Web 2.0 is almost two years old, so it’s about time to embrace it!
There are so many new marketing options out there that most marketers don’t even know about…but their target audience does. To reach your audience you need to get on the same page, learn what they are doing, what technologies they are using, and utilize them! Effective mediums right now include blogs, podcasts, viral videos, Instant Messaging, social networking, text messaging, and microsites.
Marketing is all about the way you present yourself. Conduct market research - find out what is unique about your institution, find out what students love about going to your school. Most universities stick with the traditional image of their campus or students smiling in a classroom. Think outside the box. Market yourself using a creative concept centered on the unique benefits of your school. You need to get your audience’s attention as well as make your institution stand out from the rest.
I’m not saying to put all of your eggs in one basket with the new Internet technologies. Integration is key. A mix of traditional advertising along with online marketing makes for a great integrated campaign with optimal opportunity for success.
Here is an example of a fully integrated campaign with a creative branding concept that we launched recently. The concept is Get To Know La Salle. La Salle offers a personal, practical, and professional learning environment. You get to know their professors and they get to know you. This integrated campaign includes; online ads, landing pages, search engine marketing, email marketing, viral videos, newspaper ads, transit, billboard, radio, and a concept microsite to tie it all together.
As a marketer you can’t ignore the changes in the industry, especially when your target audience is engaged in them every day. Now that you know the tools your audience is using, the question is…what are you going to do about it?
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