Stage One: Identify the Problem
If you are reading this article, you may already know which of your programs are struggling. If you don’t, then identifying your biggest challenges is the first step in overcoming them. Find out which programs have a high capital investment, but not enough seats filled. The IPEDS report might be a good place to start if you don’t already have ready data.
After you have the information you need, research the struggling programs. Reach out to the program directors and ask how many seats need to be filled. Begin a constructive dialogue. They probably have a valuable perspective on the program’s struggles and may be able to give you some insight into why the student roster is so lean.
Stage Two: Analyze Your Programs
Once you’ve done your initial research, step back and assess the larger picture. Are the programs ‘up to snuff’? As a marketing professional, you know that a great marketing initiative will not help a poor product. Make a clear-eyed comparison between the struggling program and similar programs at other schools.
It’s also important to get a sense of local and national trends. What careers can a certificate or degree in this program offer? What are the salary ranges? Do the struggling programs have viable and attractive job opportunities in the current economy? Sometimes programs are struggling because the economic demand has shifted to other industries.
Stage Three: Write the Narrative
By the end of this research process, you should have collected a wealth of information about each struggling program. A few should stand out. They will have low enrollment, high capital investment, motivated directors and strong course offerings, and meet emerging economic demands in growing, high-paying industries.
With your programs and enrollment goals in mind, you can begin creating a high-quality, multi-channel content marketing campaign. It’s important to weave a compelling narrative featuring relatable stories and everyday success. Interviewing people involved with the program is a great place to begin, especially students, recent graduates, and employers.
Throughout this whole process take good, professional quality photos. These are important for attracting attention on social media sites as well as illustrating your print materials. If you can, have a professional videographer record some of the interviews. Younger consumers especially respond well to video content.
We know why content marketing works
Why is content marketing so successful at attracting and engaging an audience? Because unlike other advertising content, content marketing is created to address the customer’s needs. People are genuinely worried about the future, but they aren’t sure how education can help. They want answers that they understand.
The power of content marketing is that, as you’re providing the answers people want, you are both living out your school’s mission and growing your enrollment. Education is the best path into the future for so many people, and with the right message your school can be the one providing it.
Get seasoned help growing your enrollment
Maybe you don’t think your school can turn things around alone. If so, it might be time to call in the experts. We can provide the support you need to create a strong content marketing campaign, launch a mobile-friendly web page, and understand your market demographics. It’s time to increase your student enrollment.Click Here