services — even those that were previously running like clockwork — have taken
a massive hit in the last year. And it's not just COVID-19 that is disrupting
our well-being; healthcare is also facing organizational crises. For example,
the WHO predicts that by 2030, there will be around 18 million fewer health workers globally.
are already felt in educational institutions. Enrollments in healthcare
universities have been falling, and they're continuing to fall this year. As the grip of
the pandemic eases in some areas and students once again plan for their
futures, healthcare desperately needs a marketing plan for university
Ideas for Universities Looking to Boost Recruitment
universities in particular are in need of marketing strategies right now. They
don't need disparate ideas, but rather a cohesive, creative strategy that
combines the diverse channels and mediums where potential students are spending
their time. Here are three ideas that you can adapt to your university and mix
together in a balance that makes sense for your student body:
digital and traditional in a multichannel strategy.
makes increasingly complex journeys online. They check in to multiple places,
frequent various social platforms throughout the day (all on different
devices), and though they have habits, their patterns also shift often. To
build the best experience you can online, then, you need to be able to follow
how people are actually moving in real time.
multichannel, multitouch approach is great for finding potential consumers
where they are. Send a message via email, follow up with a vivid image on
social that amplifies the email's key theme, and post on Twitter with a link to
a super useful student resource. All in all, blend the channels and mediums
that speak most clearly to your audience.
2. Measure and
tweak to make it a science.
budget and time to turn this digital marketing plan into new recruits, you need
a methodology that doesn't leave clicks to chance. You need to see where your
potential students are online and send content to them in a way that will
encourage them to reach back to you and make a connection.
model allows you to zero in on the moments of the funnel where inspiration can
lead to intention, and intention can lead to action. A multitouch attribution model is
especially useful; it doesn't just analyze the first or last point of contact
with a user, but instead checks in at points throughout their journey so you
can get a clear picture of where your digital marketing is working and where
3. Put it all
together with an ROI dashboard.
measuring attribution and scientifically improving the efficiency of your
marketing messages, you'll want some way of managing all this action. It's
helpful to pull all the right data into one place so you can see how particular
strategies are succeeding and how others might need to be replaced.
dashboard can also connect you to the return on your investment. How is your
university's social media marketing plan putting dollars back into your budget?
Which techniques are most correlated with ROI? Just check your dashboard, and
you will be empowered to make smarter budgetary decisions.
Why Work With
CMG Local Solutions?
From our work
crafting strategic marketing plans for universities, we know that your student
body is everything to you. Your identity is dependent on who is walking through
your hallways. With that, you need a unique approach when it comes to your
university's strategic marketing plan. We know your audience, so our strategies
are tailored to the best ways and means to reach them directly — all without
wasting your budget.
This is what
we did when AdventHealth University got in touch with us. As a small private
institution, AHU needed our help to target programs to potential students
interested in medicine. After struggling to meet enrollment targets, it began
measuring KPIs and ROI with an attribution model. Since then, its budget has
increased year over year, and it has set new, more aggressive enrollment goals.
In the worlds of online marketing and advertising, companies that are the most powerful, like Google, Microsoft and Facebook trust us as a digital agency that provides real value to brands. Because we're a part of CMG, digital advertising with us is trusted, accessible, data-driven and transparent.