Attracting students and parents
It’s a New Day in Higher Education
Mentioning the word “marketing “ in relation to education used to be taboo. But there’s a shift taking place. And it’s healthy. Colleges and universities are becoming more sophisticated in segmenting their markets. It’s not advertising. It’s thinking carefully about your programs and potential applicants then making sure your message matches your target audience.
The elephant in the room
While tuition fears are the focus of bill-paying parents, students feel the pressure, too.
• 67% are concerned about affording college;
• 64% worry about whether they’ll get a job.
• More than 72% feel stressed about personal finances.
• Just 22.1% always follow a weekly or monthly budget.
• 7.5% have attended personal finance classes or workshops
The rising costs of higher ed
But there’s good news:
Over 77% believe they’ll one day be able to support themselves financially.
Students overwhelmingly see college as necessary to their future. Over 77% believe they’ll one day be able to support themselves financially
The Student Journey
The definition of a college student has changed. While many seek four years on campus and the value of a liberal arts degree, others are becoming much more targeted. Either way, today’s students are pragmatic and results-oriented. Content that acknowledges and addresses specific concerns trumps generalities.
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