Executive Education marketing departments are having a tough time increasing enrollment in their programs due to a lack of variety in their university marketing strategies. In this blog, we will cover how to increase student enrollment including 5 Omnichannel Marketing Strategies that can boost program visibility. You’ll learn how to gain more students despite the many challenges COVID has brought the world.
COVID affects Executive MBAs and senior professionals in a multitude of ways (the most important being they have less time to waste). Your higher education digital marketing firm must first endeavor to be transparent about how your university is adapting to COVID-19 conditions. You should also highlight any closures and upcoming schedule changes that students may be affected by. This allows prospective Executive MBA’s to make decisions “in the know.”
Higher education marketing firms should focus on building out honest, clear, email drip campaigns and/or messaging that lets prospective Executive MBA’s or Six Sigma students know the university’s current COVID response plan.
Common COVID-19 marketing messages or events include:
- Virtual COVID-19 awareness events
- Information about closures and delays
- College email marketing list drip campaigns
- Mid-career professional or faculty COVID update videos
- Dedicated COVID resource and response pages on your website
Contact one of our Higher Ed Digital Industry Executives to learn how FrescoData can help you attract and convert more prospects into your professional Six Sigma or Executive MBA programs.
Educating Despite COVID: Learn How To Increase Student Enrollment
COVID affects Executive MBAs and senior professionals in a multitude of ways (the most important being they have less time to waste). Your higher education digital marketing firm must first endeavor to be transparent about how your university is adapting to COVID-19 conditions. You should also highlight any closures and upcoming schedule changes that students may be affected by. This allows prospective Executive MBA’s to make decisions “in the know.”
When it comes to engaging senior leaders who have very little time available, colleges and universities face several problems: prospective Executive MBA applicants have busy schedules and are worried about quick, focused, and practical coursework that leads to results.
In order to catch, and keep, the attention of potential Executive MBAs, universities must get creative in their email recruitment strategies in order to succeed in promoting their value proposition and persuading professionals to set apart their valuable time.
Higher education marketing firms should focus on building out honest, clear, email drip campaigns and/or messaging that lets prospective Executive MBA’s or Six Sigma students know the university’s current COVID response plan. You need to be able to open and honest about covid to figure out how to increase student enrollment.
What Is Omnichannel Marketing?
Omnichannel marketing can be defined as “the integration and cooperation of the various channels organizations use to interact with consumers, with the goal of creating a consistent brand experience.” (Marketing Evolution) Omnichannel marketing should be combined with various other forms of digital marketing services such as Search Engine Optimization, Pay-per-Click, Social Media Marketing, Content Marketing, Email Marketing, Mobile Marketing because it will help you to reach your guests where, and when, they browse.
Omnichannel marketing could be a combination of:
- Display advertising
- Geofenced advertising content
- Referral traffic
- Targeted social media marketing
- Mobile advertising
We provide best-in-class service and campaign excellence from concept to execution. Fortune 100 clients depend on our years of experience, analytical insights, and unparalleled access to global data sources ensuring sustained business growth throughout its lifecycle
Contact one of our Higher Ed Digital Industry Executives to learn how FrescoData can help you incorporate omnichannel marketing into your university marketing strategies.
Benefits of Using an Omnichannel Marketing Strategy in Higher Ed
The benefits of using an omnichannel marketing strategy as the backbone of your university marketing strategies can be summed up in just one phrase: it just works. Omnichannel marketing is one of the major ways you can learn how to increase student enrollment.
Here are four major benefits to using omnichannel marketing:
- A better, more consistent user experience
- Cohesive brand strategy
- Increased revenue
- Better attribution data for student segmentation
5 University Marketing Strategies That Work: Promoting Your Executive Education Programs
Enrolling more students involves creating a cohesive, consistent, university marketing strategy that both delights and converts your target student demographic.
- Mobile Programmatic Advertising Gets Prospective Students’ Attention
Mobile programmatic advertising is the media advertising practice of delivering ads to targeted demographics on mobile devices and mobile apps. We use licensed mobile ad IDs (MAIDS) to create custom audiences from over 10,000+ behaviors and attributes. Attracting students includes focusing on sending consistent advertising messages through the device they are using at the time. This may include their cell phone, tablet, and/or pocket devices. Mobile marketing is a powerful way university marketers become experts on how to increase student enrollment.
Four types of mobile marketing:
- Mobile programmatic advertising
- Performance mobile media
- Mobile-only advertising (reaching mobile-only countries)
- Strategies using mobile append
Has this article helped you learn how to increase student enrollment? contact us and let us know!
- Geofencing: Mobile Marketing In Specific Zip Codes
Marketing to your potential students where they are, as they become foot traffic within your local area, is one of the most powerful tools you can take advantage of. Geofencing draws virtual boundaries around geographic locations so that we may understand the signals going in/out of those areas.
FrescDdata uses this for historical look-backs to analyze footfall and infer behaviors, in order to target those audiences. Our team uses this as an alternative to people data when targeting by household income, income levels, property values. We’re able to deliver messages to the right audiences at the right time, to improve business intelligence and sales processes.
- Email Marketing Builds a Consistent Message For Prospective Students
University Email marketing strategies should always include email marketing drip campaigns. Building this type of consistent, timely messaging can add exponential-like growth to your bottom line. Email marketing is extremely powerful and can help solidify your brand’s messaging and delight more students along the way as they become your program’s brand advocates.
Benefits to using email marketing for your university marketing strategies include:
- Timely content for your subscribers
- Consistent messaging
- Higher ROI and CTRs
- Easier A/B testing of your email content
- Your email content remains ‘top of mind for your students
Do you know how to increase student enrollment? Contact FrescoData’s Higher Ed Digital Industry Executives to learn more.
- Social Media Marketing Shapes Inquisitive Minds
Consistent social media marketing, done right, can be another powerful tool in your arsenal of university marketing strategies. Your program is looking for inquisitive prospective students who are engaged and ready to learn. Prospective students following your page and engaging with your content begin to build that funnel and show their interest in your offerings.
A few of the ideas you can use to begin your university marketing campaigns include:
- Build optimized content for increased engagement
- Segment and send emails to your most engaged audience
- Use personalization to create winning email drip campaigns
- Send follow-up emails to users who haven’t opened previous emails
- Use email list cleansing to avoid spam lists.
Build a plan that includes all of the university marketing strategies above and then, if all else fails, attempt other strategies. You’ll also want to try to revive old prospective student subscribers.
- Re-Engage Your “Dead” Higher Education Marketing List With Stories & Video Content To Improve Engagement
FrescoData always recommends including buyer testimonials in your university email marketing strategies or even inviting past students to a virtual roundtable to discuss what aspects of the program they enjoyed most or why they enrolled in the program.
Alumni testimonials are one of the major reasons why university programs or executive education programs get referrals. University marketing strategies should incorporate a healthy amount of alumni testimonials, live events and webinars featuring discussions about the benefits the program has to offer and helpful tips for incoming students.
A few tips when thinking about creating alumni testimonials:
- Prepare and refuse to use a script
- How to increase student enrollment
- Keep your testimonials short and concise (2 minutes max)
- Build an emotional connection with your prospective students (and testimonial viewer)
- Add graphics, text, and your contact information in strategic locations
The key is to keep your university marketing strategies focused on what your prospective students need and what drives them to enroll in your program.
Are you segmenting your marketing list? Higher Ed Digital Industry Executives can help you. Contact us today.
Segment Your University Email Marketing List With Continuing Education Email List For Better Performance
Segmenting your university email marketing lists is one of the most critical parts of building a responsive, and worthwhile, digital marketing higher education campaign. It can be the reason your list remains or becomes a repository of dead email addresses and unengaged executives.
Remember, students who will eventually join your executive education or MBA program are not the same as college students or graduate students. This group of prospective students have very different goals and aspirations and desire a much higher-brow experience and information delivery mechanism. Convincing senior executives to give up their time to read your emails or enroll in your courses takes more time and effort on the higher education marketing firm’s part. It is important to understand this and use it to your advantage in your personalized email marketing strategies because if your team takes the time to understand executives more than they know themselves, your competition will likely be falling behind, and your ROI will increase.
Segmenting in digital marketing for higher education will ensure your message gets to the right subscribers. University email marketing should be segmented and clearly labeled so you, and anyone working with you, can send out the correct messages to the correct group of prospective, current, or former students.
With a focus on detail and personalization, you can easily segment your executive education campaign efforts into targeted messaging that addresses the unique needs of each executive. This is in contrast to just sending an email and waiting to see what sticks. Segmented lists focused on specific interests perform much better than bland, non-personalized emails.
A few ways to segment your email list by interests include:
- Academics
- Location (zip code or community)
- Professional organizations (six sigma, etc.)
- Demographics
- Gender
- Leisure activities (golf, sports clubs, and prestigious social clubs)
In addition to the segmentation tactics above, you can segment based on various other factors such as program type or intended specialization. Higher education marketing firms should spend quite a bit of time building out the proper segments and testing them out with diverse messaging, both within email messages and during omnichannel ad campaigns.
Is your university email marketing segmented correctly? Are you getting the best engagement rates you can?
FrescoData: We Partner with Higher Ed Institutions To Drive Results & Scale University Email Marketing
FresoData previously partnered with many major higher education institutions such as NYU and Cornell University and perfected our unique digital marketing in higher education strategies.
We specialize in helping universities and higher education marketing firms institutions by:
- Providing the right database for the right audience (Executive MBAs, Six Sigma Professionals, & more)
- Generating more leads while spending less time and money
- Improving the Sales Conversion rate
- Generating Repeat Admissions
FrescoData’s Education Industry Professionals Can Help Your Message Reach Executives Worldwide
FrescoData’s Education Industry Experts will help you get your email message to the right audience. Our omnichannel marketing approach and design team will ensure your campaign gets a much-needed upgrade. Our data dashboard and creative team offer you detailed, real-time insights, helping marketers create a precise and enriched email drip campaign.
With the internationalization of education, not only academic institutions but also nations are collaborating with one another in an effort to provide quality learning to Six Sigma professionals and Executive MBAs across the world. Industry-oriented educational programs are launched, wherein multi-nationals partner with universities for the purpose of making Executive MBAs industry-ready.
Being a top university email marketing company, FrescoData delivers the most complete and accurate database to help you reach executives for your program.
Our clients are influential decision-makers and higher-ed professionals, who contribute to the exchange of different ideas and shape the cause of education across the globe. We use this information to better hone our marketing campaigns to target the right executives, at the right time.
