For many higher education institutions, students and alumni represent a wide diversity of backgrounds and interests. Those differences are clearly reflected in what information they consume and how they respond to communications. While the established institutions with brand and name recognition are experiencing an unprecedented spike in applications, the relatively unknown local colleges and universities are still struggling to establish their mark, attract students, and ultimately prove that a degree from their establishment holds weight in a challenged economy.
Higher education marketers are challenged to build a loyal student and alumni base, increase revenues to the institution, and measure individual campaigns and their impact. These very same schools face additional challenges in media too. Traditional methods of advertising such as print, television, and radio are expensive and difficult to measure. The solution is an aggressive yet holistic inbound and outbound digital communication strategy. To develop an authentic 1:1 relationship with students and alumni requires a steady stream of personalized messages and content that nurture while cultivating long-term engagement and loyalty. Higher education marketers must replace the methods of the past and begin the journey to Modern Marketing where technology and expertise deliver the power they need to succeed.
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