(PRWEB) June 20, 2012
CUnet is excited to announce the release of its 2012 Marketing Benchmarking Report for For-Profit Schools. The report, now in its third year, is the product of a major survey of the higher education marketing industry, and serves to identify trends, best practices and issues facing higher education marketers today.
“This year’s report shows some very interesting trends emerging, from schools wanting more control over generating their own inquiries to significant investments in digital marketing,” said Todd Eicher, President of CUnet. “Since we are in our third year of data collection, we are really able to see how the industry is evolving and responding to changes in the market. This information is critical for schools, and we are proud that we are able to provide it to them.”
According to the report, just 44 percent of inquiries are now generated by third-party vendors (compared to 66 percent last year), and nearly all schools (99 percent) are focused on increasing direct inquiry generation. This shift in focus to self-generated inquiries comes at a time when both marketing budgets and enrollments are declining, indicating that schools may be looking for ways to do things differently in order to adapt to a changing market.
Other report highlights include:
The results were announced today at APSCU (http://www.apscu.com) following an online survey of marketing professionals in higher education conducted in partnership with LeadsCouncil (http://www.leadscouncil.com), the largest independent industry organization focused on online lead generation.
"We are, again, very pleased to have partnered with CUnet on the Annual Benchmarking Report. As a founding member of LeadsCouncil, CUnet has always led the charge in helping provide transparency and insight to our members and the industry as a whole. This willingness to share ideas and insight affirms their passion and commitment to the ongoing improvement of the industry,” said Michael Ferree, Director at LeadsCouncil.
The survey was conducted among over 300 marketing professionals in higher education from March 27 to April 13, 2012. The full survey results have been made available to survey respondents; a summary report of findings was distributed at APSCU and will be available for download at the end of June on CUnet’s website.
CUnet delivers industry-leading technology, media and marketing services to higher education institutions to help recruit and enroll students. Driven by a commitment to technology leadership, compliance and exceptional customer service, CUnet’s higher education experts partner with schools to improve marketing performance and deliver qualified inquiries that meet enrollment and retention goals. CUnet is dedicated to providing the highest standards of transparency and compliance while promoting ethical marketing practices in postsecondary education. Headquartered in Paramus, NJ, CUnet is a subsidiary of Nelnet (NYSE: NNI), a leader in education planning and financing for more than 30 years. For more information, visit http://www.cunet.com.
LeadsCouncil is the first independent industry organization dedicated strictly to advancing online lead generation. LeadsCouncil members include lead buyers, lead sellers, technology solutions providers, and investment professionals. The group focuses on best practices, research, education, and networking to provide a more transparent and effective marketplace for online lead generation. LeadsCouncil was recently featured in Harvard Business Review.