AdWords is a beast. Powerful, but if you don’t tame it, it will eat you.

“Competing colleges are advertising on Google, so we should, too.” is not a good motivation to start an AdWords campaign. We’ve observed colleges spending thousands of dollars on Search Engine Marketing, without having a single enquiry to show for it. That said, with the right strategy in place, search ads become a highly reliable and Read more about AdWords is a beast. Powerful, but if you don’t tame it, it will eat you.[…]

Internet has changed how students choose. Are you spending money in all the wrong places?

Prospective students spend considerable effort researching their options. Have Higher Education marketing approaches evolved to keep pace with their target audience? How it used to be. People have been marketing products for centuries. Marketers have long believed that consumers follow a spiral path down to decision making called the “funnel metaphor”. The funnel metaphor illustrates Read more about Internet has changed how students choose. Are you spending money in all the wrong places?[…]

4 Reasons why schools are not getting up to 400% more student enquiries

While the wheels of the student recruitment campaigns are turning, the number of e-mail addresses collected is often disappointing. Below, I’m sharing four reasons that often at the root of this lack of results. Reason 1: non-mobile friendly website Many University websites don’t display well on mobile phones. Sometimes it’s an inconvenience. In extreme cases, Read more about 4 Reasons why schools are not getting up to 400% more student enquiries[…]

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Is “fear of unqualified leads” holding back your school website?

If Universities optimised their website for generating e-mail enquiries and list opt-ins, most could easily multiply their results by 400%. But while marketing teams rejoice when they generate a ton of enquiries from interested prospective students, sales and enrollment officers tend to hate them for that. In our guest post on ICEF Monitor, we cover Read more about Is “fear of unqualified leads” holding back your school website?[…]

Things To Keep In Mind When Recruiting Chinese Students

Recruiting the best Chinese students requires careful planning and an effective strategy. You need to reach them with the right means and convince them with the most compelling offers your institution is willing to provide. With the advancement of globalization, Chinese student’s educational needs are developing too. So, it is important for international institutions to Read more about Things To Keep In Mind When Recruiting Chinese Students[…]

International student recruitment: Key questions to ask for every country

While Higher Education is an international affair, there are still plenty of country-by-country differences that can mess up an international recruitment campaign. At times, this translates in not getting traction at all, but it’s also common that it leads to your recruitment efforts generating sub-par applications: not your ideal student. If you commit to recruiting Read more about International student recruitment: Key questions to ask for every country[…]

Marketing your courses is all about helping people to choose

Choosing a degree and college is a complex, high involvement decision. The most effective marketing approach is to help people choose. Let them experience what it will really be like. When I was leaving secondary school, I had visited several Open Days, considering mostly business courses. My neighbor happened to be connected to Maastricht University, Read more about Marketing your courses is all about helping people to choose[…]

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Why is marketing courses so different from marketing anything else?

Whether you are trying to recruit students for a 3-year degree programme or a short cooking workshop, marketing courses are very different from marketing any other product. Here are a few reasons why: You are effectively selling an investment. This means that after the commitment is made, it takes a long time for the pay-off Read more about Why is marketing courses so different from marketing anything else?[…]