Free Resource For Higher Ed Marketers and Enrollment Managers
Posted on December 8, 2016
Every higher ed pro I know loves free resources. We’re a unique industry that often shares our “secret sauce” with each other. Unfortunately, that also means that many of us do the same things to attract the same students, and we find ourselves with the same problems.
In the higher ed marketplace, enrollment growth leaders often have history/pedigree, or a unique message and value proposition. Helix Education knows higher ed, and they’ve hit the sweet spot with their new Enrollment Growth Playbook. It’s a free resource we all need, and it guides professionals to discover how they can uniquely position their campuses for enrollment growth. (And their careers for advancement, once they succeed!) I highly recommend that marketing, enrollment, and retention pros—along with all campus division leaders—download this book and give it your full attention.
I’ve read the book from cover to cover (which takes some time—it’s packed with 60+ pages of info, including step-by-step worksheets), and I’m so impressed that I’m writing a blog post to make sure you know about it. This book contains the answers to questions I get in my inbox regularly, like:
- How can I conduct a competitive assessment?
- What metrics should I be measuring, and how?
- What should my online marketing budget look like?
- How do I know if my marketing is working?
- How do I design communications for all stages of the enrollment funnel?
- How can I better use campus data to design retention strategies?
Pages 34-35 are my personal favorite. They list all the metrics you should be embarrassed not to know if you are in any way responsible for enrollment marketing. I’m willing to bet a lot of marketers don’t know these numbers. But with a clear, bulleted list and rationale as to why these metrics are important both to advocate for your budget and to effectively recruit students, you’ll be able to ask around on campus and get those numbers. Public embarrassment avoided!
This book isn’t just for marketers.
- Chapter 4 discusses key aspects of enrollment management that can support or hinder enrollment growth.
- Chapter 5 provides strategies to scale retention support so the students you worked hard to recruit and enroll actually persist and graduate from your institution.
- Chapter 6 outlines all the dots from inquiry to graduation that should be connected to conduct valuable data analysis and start to build predictive models.
Six years ago, I interviewed for the Marketing and Communications Director position at the University of Wisconsin-Waukesha—a two-year college serving the local community with a freshman/sophomore curriculum. As part of the interview, I was required to give a presentation outlining a strategy to recruit and enroll more adult students. If I would have had The Enrollment Growth Playbook back then, I’m pretty sure I would have been offered the job on the spot (I ended up getting it, as many of you know).
This book is giving away the secret sauce—the strategic roadmap to build an enrollment growth plan that works for your institution. Of course, the creation and execution of that plan will not be easy for most folks, but if you know your goal and how to achieve it, it’s a lot easier to muster the stamina to keep going.
Happy reading! At the AMA Symposium for the Marketing of Higher Education, attendees could curl up in the giant orange chair at the Helix booth and check out a large-print version of the book. No lie, it was so heavy, I started to get a leg cramp while we were taking this photo!
Helix Education asked me to promote this book. I would not have agreed if I didn’t think it was a valuable resource for the higher education community. If you use any link in this blog post to download your copy, I may receive compensation. So, if I’m the reason you found out about the book, please use my link. If you have strong opinions about me promoting a resource as part of an affiliate marketing agreement, please email me. I’m writing this with the intent to be helpful, but if that is not the outcome, I’d like to know.