Have you ever wondered what prospective teens are thinking when they receive and read — or ignore —your institution's recruitment marketing?
The third study in the Mythbusting series is the first to focus on the complete enrollment marketing mix. Fill out the form to the right to download the white paper and a recent presentation of the survey results.
In partnership with NRCCUA® (National Research Center for College & University Admissions), we designed a survey asking prospective teens to share their frank opinions of tactics institutions use to reach and engage them.
- What information do they look for on digital, social, and offline channels?
- What worked (and when) to impact decisions on choosing where to apply and enroll?
- What content was most helpful on college websites?
- Did they notice those Facebook or Google ads? How did it make them feel?
- Which colleges and universities do it best?
We administered an identical survey to higher ed enrollment and marketing professionals to find out what they know (or think they know) about what teens want.
The resulting white paper explores where these perspectives converge — and differ — and how marketers can leverage this knowledge. We uncover the best channels for boosting visibility among prospective teen students and identifying what encourages them to apply to your institution.
Key findings from Mythbusting Enrollment Marketing include:
- Seven out of 10 teens report they do not consult mainstream college rankings, such as U.S. News and World Report. However, nearly all surveyed professionals believe teens rely on rankings when researching colleges.
- Seventy-eight percent of teens say they are most influenced by a campus visit; 62 percent say they're most influenced by a college's website.
- Sixty-seven percent of teens recall seeing digital ads from a college. However, retargeting ads have little to no impact on perception of the college for 57 percent of teens.
- Fifty-six percent of teens indicate that receiving a text from a college representative would positively impact their view of the institution, yet 82 percent of teens have never received texts from colleges.