Telling the right story
Whether it's a swanky new website, a regularly updated social feed, or a glossy printed brochure, every piece of content provides an invaluable opportunity to engage potential students in a meaningful way. With the fierce competition among higher education providers—and a myriad of choices for incoming students—it's increasingly important to devise and present content that resonates with the right people at the right time.
As most education marketers know, choosing a university or programme is a process that's often ruled by the heart as well as the head. Many factors come into play, and it becomes the institution's role to produce content that speaks to potential enrollers. But quality content needs pegs on which to hang, so ask yourself this: how many do I have? Think superior networking opportunities, hands-on teaching, accessible financial aid, and other factors that may distinguish your institution from the rest.
Answer your prospects' questions—and pique their interest whenever you can—and you'll be well on your way to establishing a dialogue, nurturing trust, and stimulating a desire for more information. In other words, make your story one that nobody can put down.