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With global competition and rising acquisition costs, there’s no question that the digital age has made student enrollment a Sisyphean task for higher education brands. Up against local, regional, and even international rivals for the same leads, it’s more difficult than ever to cut through the noise and make meaningful connections with potential students.<\/p>\n
So when one of the world’s leading university networks came to us with a challenge\u2014increase student intake while reducing cost per enrollment\u2014we knew we would have to dig deeper into the field (much, much<\/em> deeper) to consider exactly how to win against the odds.<\/p>\n (Spoiler alert: it’s all neatly summarized in our infographic, which you can also download as a\u00a0PDF.<\/a>)<\/p>\n This is what we learned:<\/p>\n Start by defining the online opportunity space for your school. What are other schools doing? What will make you unique in what you say? How, exactly, will you say it? (Get a head start with our handy\u00a0research into higher education digital marketing<\/a>.)<\/p>\n For our client, we distilled concise, unique reasons to believe (RTB)\u2014why someone should apply to a school\u2014and used them as the jumping-off points to generate detailed Strategic Platforms for each individual university brand, including 30+ country-specific platforms for one institution in particular.<\/p>\n Every content strategy<\/a> worth its salt is informed by in-depth market research and data-driven personas.\u00a0Once you’ve defined your target audiences\u2014including their behaviors online and offline through various stages of the enrollment process\u2014you have to prepare your content for amplification down to a local, personalized level. Tailor your tone and visual elements to account for the subtleties of different geos, demographics, and even degree types.<\/p>\n At this stage, we took the opportunity to prioritize content creation for markets with high (or potentially high) student enrollment. As a result, we were able to capitalize on competitive gaps in each space, opening up new possibilities for media testing and optimization<\/a> in the most lucrative areas.<\/li>\n \n Get exclusive insights into digital \n
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