A journey map is one of the most helpful tools you can build to inform your marketing and communications strategy. In a business context, a journey map outlines the process a customer goes through—from their initial encounter with a brand, to purchase, and ultimately to loyalty and advocacy. It captures a customer’s goal at each stage, and informs the messaging and content a company develops by providing this customer-centric insight.
Brain Waves Blog
Giving Early Milestones New Meaning
In the world of enrollment marketing, there tends to be one dominant query; how do we get X number of students to enroll at Y campus by Z date? Clearly articulated enrollment goals are essential as individuals transition from vaguely interested to “enrolled.” However, many campuses are so highly focused on yield strategies and fanfare in the final stretch of decision-making that they often overlook the more subtle opportunities around earlier milestones in the enrollment funnel.
One of the things I love about working in higher education is the collegiality (I didn’t even learn what that word meant until my first campus job). Although institutions compete for many of the same students, many professionals freely share knowledge, experience, mentorship, and lessons learned. Traditionally this was done in-person at conferences, and you’d be lucky to attend once a year. For the last decade, it’s been evolving—and I’m pleased that it’s evolved in favor of introverts.
February is a month of valentines, galentines, and if you’re in admissions, yieldentines! Yield is the stretch of time between students receiving their admissions decisions and choosing where they will deposit and, ultimately, enroll. While decision day on May 1 once signaled the end of yield, at many institutions this is no longer the case. Some students will deposit at multiple schools, and summer melt with ongoing offers is a new reality for many admissions teams.
TL;DR: Our admissions research is available and you can download it here.
At colleges and universities, enrollment is everyone’s concern. Amidst changing demographics, evolving recruitment guidelines, and the declining percentage of adults who feel college is important, the job of recruiting and retaining students is particularly challenging today—and it extends beyond the admissions office.
Collegiate athletic programs exist for a number of reasons; namely, they’re a huge revenue generator, taking advantage of conference-affiliated and national television broadcasting contracts and merchandising to market their teams and universities.