Competition among colleges to recruit the best students is heating up and their communications strategy can often be the deciding factor. In fact, more than 70% of college-bound high school students report recruitment communication that was so impressive, they wanted to learn more about the school.
This is according to the 2,400 students who responded to the annual Student Sentiment Research, which focuses on college search behaviors and perceptions of institutional outreach in the recruitment process. Survey methodology included equalizing the field between large, name-brand schools and smaller-but-successful schools. Also, schools were selected based on the consistency of student feedback about what most impressed them about the institution’s outreach. For 2023 the winners are:
University of Wyoming—Laramie, Wyoming
Students noted that the university knows its audience and provides relevant information by clearly articulating why students should be interested and establishes a connection between students’ interest and the university’s offerings. More than half of the students who responded called out email communications as notable.
“It actually talked about the academics and the school, unlike a lot of other college emails that don’t really specify why they’re “great” and yet still talk about how they’re good.”
Mississippi State University—Mississippi State, Mississippi
This university takes an aspirational approach by motivating students to pursue their dreams and encouraging them to reply. In their communications, Mississippi State emphasizes the transformative impact that their college experience can have on students. Both the school’s website and email were cited as standout features by students.
“I love that they appeal to your dreams! Their emails encourage you to apply and go for it!”
East Tennessee State University—Johnson City, Tennessee
Early outreach and persistence were notable for this university. Students cited the university for balancing engagement and avoiding annoyance while reaching and maintaining contact with younger students. Consistently providing relevant information with a friendly, caring tone made East Tennessee’s emails notable.
“They were kind and actually made me feel like they care about my college career.”
University of Chicago (Doctoral University)—Chicago, Illinois
Using quirky content and bold graphics, this “marketing powerhouse” continues to impress students with its unique and interactive direct mail. The university embraces unusual messaging that resonates with prospective students.
“Very creative, engaging prints with interesting fun facts and messages rather than sterile statistics about academics.”
Key Takeaways
- Personalize your outreach: Institutions that used personalized messaging in their digital marketing outreach found that it increased engagement by 25%.
- Connect the dots on college outcomes: emphasize student interests and clear outcomes with attention-grabbing numbers and showcase students, alumni, and professors.
- Be relevant and interesting, but don’t try too hard: maintain relevance and student interest throughout the outreach funnel with clear messages and calls to action. Avoid using trendy elements, such as emojis, as it looks like you’re trying too hard.
Based on the survey results, successful outreach prioritizes empathy, personalization, and relevance. Focus on understanding key student aspirations to launch relevant and effective communication early in the funnel.