“College is more important than ever for career success, yet too expensive for far too many students. 3+1 provides all the benefits of both community colleges and four-year universities while lowering the tuition and debt burden on students and increasing our capacity to serve more students at both community colleges and universities. This is the future model of college affordability.”
Higher ed marketing leaders have to master the art of blending powerful and personalized customer experiences with the science of measuring and optimizing the impact of their initiatives.
Yet many chief marketing officers haven’t embraced their “inner data-lover self.”
Measurement is an afterthought at best, often checked off a busy to-do list via mindless reporting on cookie-cutter metrics selected by automated digital platforms.
How many databases does your campus administer in the broad area of student support? American University uses more than 36 databases for different student-related administrative and learning management functions—yet, there is little to no integration.
While its primary focus is to educate students, a university is still a business with customers. Traditional marketing methods such as mailings, phone calls and old-fashioned boots-on-the-ground visits are no longer the best ways to reach today’s tech-savvy students, who find the information they need online.
When Centenary College was granted university status in May, the news was celebrated by students, faculty, alumni and staff. For the marketing and student recruitment team, it was an opportunity to build awareness of the experience the institution offers career-oriented students.