Eight Common College Enrollment Marketing Myths Busted By New Research

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Chegg and mStoner survey reveals where perspectives from teens searching for colleges and enrollment professionals converge and differ — and how marketers can leverage this knowledge.

“It’s hard to get teen's attention,” says Michael Stoner. “And unless they welcome you into their mobile and social spaces, they don’t necessarily want colleges or universities communicating with them through those channels or devices.”

Enrollment marketing continues to be a hot topic in higher ed as many institutions experience increased competition for a shrinking applicant pool and pressure to achieve ever-higher enrollment targets. Combine this with rapid changes in communication tools and a target audience that sniffs out authenticity, it’s easy to see why these are challenging times in the admission suite. It’s a time when admission officers need to be extra-aware of the expectations and behavior of the teens they are trying to recruit.

Michael Stoner, president of mStoner, says that those teens are savvy consumers who are keenly attuned to marketing messages aimed at them.

“It’s hard to get their attention,” says Stoner. “And unless they welcome you into their mobile and social spaces, they don’t necessarily want colleges or universities communicating with them through those channels or devices.”

Gil Rogers, director of enrollment insights at Chegg, notes that research showed teens still use and value “legacy” media. The fact that they often don’t pay attention to print doesn’t necessarily mean it’s not important to them.

“Spend five minutes browsing #CollegeMail on Twitter or Instagram,” Rogers advises. “Teens are overwhelmed by the mail they’re receiving.”

Based on research conducted in 2015 by Chegg and mStoner, Inc, this white paper explores:

·      Eight common enrollment marketing myths.
·      Perspectives from prospective students and enrollment professionals -- where they converge, where they differ -- and how marketers can leverage this knowledge.
·      The top sources students and parents use to gather information.
·      Some best practices for for messaging and communicating with prospects.

The Mythbusting Admissions research, conducted May 21 to June 9, 2015, asked admission officers about their perceptions of how teens research colleges and universities and their communication preferences with those institutions. This research is the first of its kind since 2009. More than 200 respondents provided feedback to this survey.

Results were compared with data from Chegg’s Social Admissions studies, conducted from October 27 to November 17, 2014. Survey invitations were emailed to Chegg high school seniors; 1,611 surveys were completed.

Download the white paper: http://go.edu.chegg.com/admissions-myths

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