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Insights from the Higher Ed Experts

BY Anthony Campisi | August 28th, 2020

4 things you might not know about higher education lead generation

4 things you might not know about higher education lead generationAs experts in higher education marketing and inbound marketing strategies, we are constantly tracking the trends our clients and their competitors are using to gain quality leads. Here we share 4 things you may not know about higher education lead generation and how you can add them to your media marketing mix.

Improve conversion with lead gen forms in social media

Social media lead gen forms are newer to the market and are becoming essential for lead generation, especially in higher education, because they allow the user to fill out a form directly within the social channel (Facebook, Instagram, Twitter and LinkedIn). This eliminates a step for the user because they don’t have to navigate to a landing page to fill out a form which can be arduous on a smartphone or tablet. It saves time for your prospect and increases the likelihood that you will capture their information because they can fill it out right away – taking advantage of the immediate gratification mentality. Using the platform’s autofill also saves time.

Mix it up with interactive content

Have you ever taken a quiz online? There’s just something exciting about getting your results and even comparing them to others. If there’s a way for you to create a quiz, a poll or a quick questionnaire for your audience, you might see higher engagement rates – especially if you keep it simple and allow sharing on social media. You can also deploy this interactive content as a part of your lead nurturing strategy by including it in your outbound emails and communications to your qualified leads.

Articles are still super-influential

According to demandmetric.com interesting content is one of the main reasons people follow brands on social media. Taking it a step further, 70% of people would rather learn about a company through articles rather than an ad. Why is this extremely relevant for higher education? Articles written by current students showcase an experience – they allow the prospective students to see themselves attending your school and participating in the classroom. Articles written by faculty enhance credibility so prospective students can get a taste of who they will be learning from. Articles written by admissions staff provide helpful tips that are unique to your school and give prospects the feeling of having an “insider’s perspective” they can use when making decisions and preparing to submit an application.

Gated content

Although this concept certainly isn’t new in higher education marketing, you may not be aware of the full extent of its benefits. Gated content is when you require a reader to enter their contact information before accessing a piece of premium content that is not available anywhere else. This premium content is intriguing to prospects because it gives them the feeling of having a competitive advantage over their peers – they may receive unique insights that will give them a leg up in the information gathering or application process. Examples of premium content include a white paper, a faculty research synopsis, a deeper dive into a topic of interest, an eBook, a podcast or a webinar. It may also give early access to apply, complete an interactive assessment or attend a class. Gated content is a win-win for both you and your prospects. You gain information from quality leads and they gain valuable content.

Interested in exploring more?

As you look for new ways to engage prospects through your digital advertising strategy, lean on partners who have experience in developing unique ways to meet higher education enrollment goals and convert leads with success. GPRS can help you evaluate ways to add to your media mix with new tactics and strategies.

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Insights from the Higher Ed Experts

BY Anthony Campisi | May 29th, 2020

Addressing your prospects’ barriers to decision-making

Addressing your prospects’ barriers to decision-makingOn any given day, your prospects are facing many barriers in the decision-making process of pursuing a graduate program. And now, with the market uncertainty COVID-19 has created, there are even more weighty questions surrounding their ability to experience your campus and gain networking and internship opportunities.

So how do marketing and recruiting teams bridge the gap and find ways to address these barriers? It’s all about connection and communication approach.

Here we examine common barriers, how to tell when a prospect has questions and ways to address them head-on.

What are the common barriers for graduate program prospects?

Many prospects who are considering a graduate program have similar questions in common regarding cost, time commitment and admissions requirements.

And for those considering an MBA or Executive MBA program, they may have the added pressure of current job responsibilities and family commitments.

Enter COVID-19, and prospects are now overwhelmed with market uncertainty, confusion over program format in the age of social distancing and travel restrictions for international students and programs. In addition, many of the reasons people choose to attend business school are now at risk, including the ability to join student clubs, build strong networks by interacting with diverse and accomplished peers and forging relationships with faculty.

How can you tell when a prospect has a barrier?

Prior to your prospects entering your funnel, they have questions that you can address in your digital advertising, website and corresponding marketing materials. Offering direct messaging that acknowledges their hesitations can be done with provocative questions like, “Is now your time?”; or reassuring statements like, “We know you have questions, let’s chat.” You may even carve out a portion of your ad campaign or website to listing the barriers which often go unsaid during the admissions process. By doing this, you are inviting the conversation and instilling comfort and confidence in your prospects.

Once they have entered your funnel, the most critical data you have about your prospects’ interaction comes from your CRM engagement report.

  • If certain groups aren’t opening emails about application deadlines, they may need more information before they’re ready to take the next step.
  • If your leads are opening your emails but not clicking, try varying your calls to action and including different ways for them to interact like a video, an online chat or phone conversation.
  • With inactive leads that haven’t interacted in six months to a year, you can create a re-engagement campaign using an enticing offer to spur action. Some examples include a giveaway or a personal invitation to a value-added webinar.

How do you address your prospects’ barriers?

Instead of altering your strategy, try employing new communications tactics and language that is direct, caring and confident. Consider:

  • Carousel digital ads listing barriers and ending with a call to discuss them
  • Email campaigns aimed at personal consultations to address questions
  • Webinars that encourage investment in personal development
  • Connecting prospects with alumni to discuss initial fears
  • A dedicated portion of your website aimed at the decision-making process
  • Virtual admissions test prep for applicants

Although it may seem counter-intuitive to address these barriers head-on because you don’t want to call attention to them, encouraging honest conversations can go a long way. By offering ways for prospects to connect with you in conversations where they “get real”, you may find that people are more comfortable and therefore more likely to continue to engage.

If you need more ideas on how to use your CRM to nurture your business schools leads through your system or develop communication that addresses your prospects’ barriers, contact GPRS today. We can help you develop a digital strategy to give your prospects clarity and confidence in the decision-making process.

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Insights from the Higher Ed Experts

BY Anthony Campisi | April 23rd, 2020

Adding podcasts to your digital asset mix – and how to leverage them

Adding podcasts to your digital asset mix – and how to leverage themYou don’t have to be intimidated by podcasts. In fact, creating them and leveraging them may be easier than you think. Read on for some tips on developing this unique and sustainable form of content to add to your school’s marketing strategy.

It may seem that everyone (including your competition) is jumping on the podcast bandwagon. And to some degree, that is true. Giving your students multiple ways to connect with your brand can benefit your school. Podcasts can be crucial to your media mix because they are:

  • Personal and emotional
  • Easy and inexpensive to produce
  • Evergreen
  • Accessible and convenient
  • Unique and engaging

So, you’ve decided that you’d like to brave the waters and try something new with a podcast. But where do you start, what tools will you need and how can you add it appropriately to your school’s digital library?

The tools you need

To create a podcast, here is what you’ll need to get started:

  • A good microphone kit: Try one that is portable with easy set-up and dependable audio quality so you can record in a noisy setting like a classroom, on the phone with an alum or in a quiet office with an admissions director.
  • A program for editing audio content: There are several free versions available or you can purchase one for podcasters of all levels online. This type of software will allow you to edit your voice and clean/organize content the way you want it.
  • A way to post it online: Your school may already have a cloud-based hosting site, but if not, you can usually set up a basic account to post and archive content.

Content ideas

Higher education is ripe with ideas for podcast content. Since pursuing a degree is such a personal decision, your prospects will appreciate your efforts. Give them information they can use to evaluate whether your program is right for them. Here are some ideas:

  • Interviews with current students on immersions, clubs, projects, coursework, internships and plans after graduation.
  • Discussions with alumni on ROI, meaningful moments from the program, how their network has helped them in their career path and leadership lessons.
  • Q+A sessions with faculty giving a deep dive into topics from a specific course, i.e. finance, marketing, leadership, international business, etc.
  • A counseling session with recruiting staff that debunks admissions myths, gives advice on the application process or offers insight on choosing the right program for you.
  • A catch-up conversation with your dean.

How to leverage podcasts in your school’s marketing

Once you’ve created your podcasts, it’s important to post them on your website in a central repository. Whether it’s your newsroom or a dedicated podcast page, having them in one spot will help with search value. You can also weave them into different pages throughout your site — especially the admissions sections — to create more engagement.

Here are some additional ways you can use podcasts:

  • Share on social media with a teaser and link to the podcast.
  • Summarize the podcast content in a blog and the link to it for reference (this helps with SEO).
  • Send them out in admissions emails as they are relevant to the topic.
  • Post them on your YouTube channel with an accompanying slideshow.

As you are searching for ways to strengthen your higher ed digital advertising and marketing content, podcasts can improve your searchability, reach and access to prospective students. Find more ways to leverage this content by contacting GPRS. We can help you weave this content into your existing marketing strategy and grow your prospects with meaningful content that tells your school’s story.

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Insights from the Higher Ed Experts

BY Anthony Campisi | January 15th, 2020

New Year. New Leads.

If your program’s New Year’s Resolution is new leads, better leads or more leads, read this first!

New Year. New Leads. New Year Resolutions list with clock.An age-old debate in higher ed is whether to focus on quality or quantity of leads to obtain the right amount of applicants, and ultimately, seated students.

One party may say quantity is more important because it’s all about volumes and ratios. For example, if you need 100 applications, you have a better chance with 1000 leads than with 500.

While another party may focus on quality. For example, if you need 100 applications, 1000 leads won’t do you any good if they aren’t qualified, and you’re better off with 500.

And this doesn’t even begin to cover the budget implications.

So, who’s right? The answer is both. You want more leads, but you want them to be right for your program.

How do you set out on a path to increase your quantity AND quality? Here are a few pointers we’ve gleaned over the past close to 20 years of working with higher ed institutions to grow their enrollment.

Your target matters

Start here. One of the most important pieces of any strategy is developing a detailed description of your target that everyone agrees on. You can create personas, develop a detailed flowchart, or even write it on a Post It note. Key attributes to consider are:

  • Demographics: age, gender, geography, undergrad institution or advanced degrees, military, etc.
  • Psychographics: career stage and goals, mindset on advancement, where they spend their time online, what’s important to them, etc.

And once you have your target nailed down, don’t compromise. When you’re developing a marketing strategy, it’s easy to stray away from your primary focus (which is the prospective student) because of a sales call that sounds enticing, or a “deal” on marketing. But when you make compromises to save money, it can end up costing you.

How (and where) you get your leads matters

A qualified firm can help you determine your strategy once you’ve narrowed in on your target. But even if you are doing it yourself, choosing the right platforms is imperative. Otherwise, you may feel like you’re just waving a banner on the side of the road. Some ways to get started in developing your digital marketing strategy are:

  • Conduct an audit of past performance for certain media your school has used
  • Do research on where certain demographics are spending their time online
  • Get in the mindset of your target – think about their barriers, goals, limitations
  • Buy media through reputable sources

How you nurture your leads matters

Obtaining leads is only 50% (or less) of the equation. Once they’ve entered the funnel, how you communicate with them and nurture them through the final transaction can make more of a difference than how you found them. And sometimes, a lead who was on the fence can be swayed with a carefully crafted nurture strategy like:

Using your budget wisely matters

It is a myth that budgets are the only determining factor for marketing success. A well-placed digital media buy based on a sound strategy and tracking your ROI throughout the campaign can give even the smallest budgets a leg up in competing for leads. And allocating some dollars each year for testing can also give you an advantage as you try new things and innovate your marketing.

If you need more ideas on how to find the right balance of lead quantity and quality, selecting the right digital advertising channels for your target and personalizing communication for your prospects, contact GPRS today. We can help you develop a plan to fit within your strategy and budget.

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Insights from the Higher Ed Experts

BY Anthony Campisi | August 28th, 2019

3 tips to push past misconceptions and launch your new online program

Online program managementIf your school is facing the challenge of launching your first online program or expanding one, the next steps are not for the faint of heart. Regardless of your role: marketing, product development, recruiting or instructor, growing pains are inevitable. Read on to discover common challenges and some tips for overcoming them.

Internal pushback

Whether your school is innovative or rooted in deep tradition and slow to change, it is likely that someone (or many people) will oppose this shift. If it’s different from the way you’ve done things in the past, there will be resistance. But the truth is, online education is quickly becoming less of a trend and more of a mainstay. There is a way to do both; so focusing on that can really help push through some of the barriers.

So much competition

Let’s address some misconceptions. Institutions tend to think that going “online” can be overwhelming because it changes their entire market. Should you begin marketing in Australia, Greenland and Europe? Should you hire a translator to write all of your content in Japanese? How will you compete with the online education goliaths?

Relax. Trends have shown that although online programs do give you more opportunities to reach more people, it is more likely that you will have your best luck with your current geographic target where your brand is already well known. This is a great starting point and you can slowly expand your geography by 100 miles or so to see when the demand tops off, and then gradually pull back to achieve a balance.

The question of “how?”

Online content is very different from content that is delivered in person. A fair amount of work can go into converting existing content into an online format, building new content that keeps students engaged and making sure it still aligns with your brand. And then there are the questions about marketing, recruiting and cost structure, to name a few. As you are delving into the deep questions, you’ll need an experienced partner to help you plan, and help ensure success.

For schools looking to launch a new online program, expand existing ones, or possibly transition away from a traditional Online Program Manager (OPM), GPRS offers de-coupled services to help you accelerate growth and market programs. With powerful lead generation services, as well as call center solutions, we can help you increase market awareness while building a steady stream of qualified candidates, and enrollments. Contact GPRS today to learn more.

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Insights from the Higher Ed Experts

BY Anthony Campisi | August 15th, 2019

Connecting with prospective students

Connecting with prospective studentsAre you overloaded trying to keep up with all of your prospects? The right tactics, and the right partner, can help you optimize the middle of your recruitment funnel for greater enrollment results.

Your admissions staff is the first point of contact for most prospective students and follow-up time is crucial for making that first impression a positive one. In our 24/7 world, leads are expecting their schools of choice to be “always on.” So how do you balance your leads’ demand for instant communication with your recruiting team’s bandwidth?

If you’re concerned (and you should be) about asking your team to respond to texts, calls and emails at 3 a.m., here are a few tips to lighten the load as you prepare for your next big recruiting wave.

Automated (personal) emails

You’ve probably done it – you’ve signed up for a newsletter, entered a sweepstakes or requested more info about a product. You check your inbox and hit refresh. You refresh again. Where is your confirmation email? Did you accidentally type the wrong info? Did your email go into a black hole? Should you try again? These are things that you never want your prospective students to wonder, especially when they are considering a high-dollar purchase (your degree program).

When you have an automated email campaign that spurs an immediate response from your school, the prospect is immediately gratified and will be less likely to regret taking that first step to inquire. Your first email doesn’t have the be fancy or even include a ton of information. Just a quick note to acknowledge them and let them know you’ll be following up with them soon will go a long way. Here are some tips on creating a custom email campaign using your CRM.

Text or phone call follow-up

Here’s where your admissions team can experience a backlog if your volume is too high. Voicemails and requests for information can pile up quickly and it may take some extra resources to help get back on track. Using a contact center can help by screening applicants, categorizing requests and handing off qualified leads when appropriate. And when they take the time to get to know the ins and outs of your school’s recruiting process, they can align communications with your brand and handoff prospects to your recruiting team seamlessly, giving you more time to focus on pulling them through the funnel.

Real-time tracking

When you are using resources like automated email and a contact center to engage with your prospects on an ongoing basis, tracking is critical. Not only do you want to monitor communications, but you also want to keep a close eye on what’s performing well so that you can continue to optimize. When you are searching for a contact center to use, just make sure they can help you track communications and integrate with your CRM for real-time data collection.

If you’re looking for resources to improve your customer experience, GPRS can help. Our contact center provides both inbound and outbound coverage for your program inquiries, as well as timely email follow-up. We use state-of-the-art technology with real-time call monitoring and recording capabilities to ensure our team is consistently an extension of yours. And we can enter every communication directly into your existing CRM for seamless handoffs to internal staff at the perfect time. Contact GPRS today to learn more.

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Insights from the Higher Ed Experts

BY Anthony Campisi | July 31st, 2019

Marketing approaches: Key differences in marketing executive education vs. degree programs

Marketing approaches: Key differences in marketing executive education vs. degree programsCan you use the same marketing campaign, channels and budget to market your degree programs and executive education? You can, but you may not be thrilled with the results.

The truth is, although both leverage your brand and aim to educate students, these audiences differ quite a bit and so should your approach to communicating with them. Besides the demographics, here are a few key points of differentiation that are important to consider when crafting your marketing strategy for these unique groups.

Cost

Although this seems obvious, when you are asking someone to invest $2,000 in a program vs. $100,000, you can benefit from different messaging strategies. Here’s how you can address the cost difference:

  • Executive Education: focus on the immediate benefits like sharpened skills, applicable case studies, and resume boosters
  • Degree Programs: tout the long term benefits like network, strategic vision and upward mobility

Investment of Time

A 2-3 day program or online course takes less planning for than a 1-2 year commitment. Here’s how you can address the time investment difference:

  • Executive Education: make it easy for them to come to your program, give them enough notice so they can ask their manager for a couple of days to attend a training and emphasize immediate rewards
  • Degree Programs: address the barriers to their time commitment like family and career and assure them it will pay off in the long-run

Decision Cycle

Because of the cost and time investment, the decision-making process can either be quick or something they consider for up to 5 years. Here’s how you can stay integrated into their decision cycle:

  • Executive Education: stay top-of-mind, promote your calendar, and offer thought leadership and value-added content throughout the year so that when it’s time for them to act, you’re the first choice
  • Degree Programs: depending on the program, lead cycle time can vary greatly; be sure to stay in their consideration set with these tips

Motivation

What motivates a working professional to attend a short program may be completely different from the goals of someone considering a degree program. Here’s how you can address different motivation sets.

  • Executive Education: focus on the immediate need to fill a skill gap and sell the return on investment for the employee and the organization (it is often the talent manager or supervisor helping make the decision)
  • Degree Programs: emphasize the long-term benefits, career trajectory, network and the return on investment

If you’re looking for more ways to hone in on your strategy for promoting a variety of programs at your school, GPRS can help. Leverage our long-term partnerships with universities in both the degree and executive education spaces to create a solid marketing plan that can address these unique audiences.

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Insights from the Higher Ed Experts

BY Anthony Campisi | June 26th, 2019

Enrollment Marketing: The value of digital strategy from a specialized firm

Enrollment Marketing: The value of digital strategy from a specialized firm.In most retail or consumer goods businesses, a good digital agency will be successful in helping meet revenue goals. But finding a firm that has experience in education and enrollment marketing is taking it a step further. Higher ed is a definite “niche market” and working with a firm that is both qualified in digital advertising AND has education expertise is key to success.

Here are a few insights on how to select an agency to help you with your enrollment goals.

They’ve been around the block (with a solid and varied education client roster)

You recognize their past clients. You may have even seen some of their recent work. Although digital marketing is all about innovation and new tactics, it’s important to select a firm that’s been doing this for a while. They can spot a good opportunity and weed out the bad ones. They’ve “been there done that” and can share new perspectives in your strategy sessions based on their breadth and depth of knowledge on how to meet enrollment goals.

They can prove their results (think case studies)

When you ask them about past results, they readily respond with client testimonials and proven ROI. The firms that you want to work with to fulfill your enrollment goals have done this for other schools and they’re proud of their results. You might be the next client they use for a case study!

Your peers know about them (and recommend them)

The last time you were at a conference, connecting with your peers from other schools, this firm may have come up in conversation. Nothing speaks more strongly than a recommendation from a peer. It’s likely that if the admissions director or CMO at a peer school is singing their praises, there’s something worth looking into.

They have their roots in education (although they may serve other industries)

Starting with retail or consumer goods and then backing into education is very different than originating in the higher ed space. You don’t want to be the guinea pig. Chances are, if they haven’t had an education client before, or have only worked with one or two, you’ll be paying heavily for their learning curve. Instead, look for a firm that has a strong background in your space and understands the sales funnel for prospective students. This is especially true with the specialized niche of graduate programs.

If you’re looking for an agency that has all 4 of the criteria listed above, GPRS is your ideal partner. Give us a call and we’ll be happy to share those case studies with you.

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Insights from the Higher Ed Experts

BY Anthony Campisi | June 12th, 2019

Navigating the Generational Divide: Communicating to Prospects

Navigating the Generational Divide: Communicating to ProspectsBaby boomers. Gen X. Millennials. Each generation has different value sets, core motivations and media consumption habits. Make the most of your communications to each group, and bridge the gap with some universal messaging that applies to all.

Millennials are in the work force and Boomers are slowly starting to transition out of the professional landscape. You’ve been inundated with information about how these groups consume information. But how do you handle communications when you’re marketing a program that may include more than one generation?

Universal Messaging

Marketers can go crazy trying to integrate the buzz words that are important to different market segments. Make sure you don’t offend anyone. Use the right mix of humor. Try to include data that is relevant to a certain career stage, or you’ll lose them. If your head is spinning, wondering how you can stay relevant, consider this – there are some universal messages in education that cut through any generational divide. Those are:

  • Value – Who wants to pay more than something is worth?
  • Return on investment – Most people are looking for a payoff on the time and money they’ve spent.
  • Personal connections – We are all human. Relationships matter. Make sure your prospects know you care and are available to help them.
  • Flexibility – Regardless of career or life stage, we can all use a little more time and control over our schedule to focus on things that are important to us.

Communication Tracks

In a recent blog, we discussed using segmentation to bucket your communication strategies. One way to do this is to segment by age group. For emails, if you have birthdate or years of work experience, you might be able to use that knowledge to craft different messages aimed at core motivations. For advertising and social media, you can depend on certain channels. Check out this infographic showing media consumption habits across generations.

Event Strategy

Wondering why your Preview Day attendance has dropped? Thinking about trying a webinar for the first time? Are you open to testing new types of events? What worked 10 years ago to market an Executive MBA program at a 3 hour event on a Saturday may not yield the same response today. Why? Because when you were marketing your program 10 years ago it was to Boomers who may have been amenable to that type of event. But now, you’re marketing to GenX and even some ambitious Millennials. They don’t have the time to attend this event, although they would attend class if they were accepted to the program. These generations are less likely to invest time in something that is not a sure thing.

Bottom line: Innovation can work in your favor. Try a webinar or a coffee chat. Hold an info session at a restaurant near a business park. You can still keep your favorite events, but it can’t hurt to add new ones to the mix.

Marketing Materials

Have you checked out your competition online recently? You may be surprised at what materials they are offering to prospective students. In an age where the website is king, even supplemental information is shifting. Standard brochures are morphing into videos and blogs. Photo albums are now social feeds.

If you’re looking for ways to innovate to connect with your target, we can help. Get tips to engage prospects on their terms so you can get the most from your communications strategies. Contact GPRS.

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Insights from the Higher Ed Experts

BY Anthony Campisi | June 11th, 2019

Pattern matching: The 10 most important marketing and recruiting insights derived from working across 120 graduate business programs

The 10 Most Important Marketing and Recruiting InsightsEighteen years and more than 120 different graduate business programs.

Do we have your attention?

Our first-hand experiences have unearthed a treasure of insights. And, here’s a unique opportunity for you to take a peek inside. Join Graduate Program Recruitment Solutions (GPRS) President of University Partnerships, Anthony Campisi, at the 2019 GMAC Annual Conference as he gives you a rare look at how to enable your graduate programs to thrive, even during challenging times.

From June 19-21 in Denver, CO, hundreds of industry professionals will converge to share ideas, trends and best practices at the Graduate Management Admissions Council’s 2019 Annual Conference. Complete your stay in the mile-high city with Anthony on Friday, June 21st, from 8:30am – 9:45am, as he presents insights developed working with top graduate programs.

Session Title:

Pattern Matching: The 10 Most Important Marketing and Recruiting Insights Derived from Working across 120 Graduate Business Programs

Session Description:

In this session you will have the unique opportunity to explore the top 10 marketing and recruiting trends that have led to enrollment success across more than 120 different graduate business programs, including MBA, EMBA, Working Professionals, Specialty Masters and Online programs.

Patterns that have emerged time and time again, leading to increased program inquiries, diversification in applicant pool and higher matriculation yield rates.

You will learn:

• What type of content encourages more women to apply to graduate programs
• How many form fields is the sweet spot for an information request form
• You may be closer to an enrollment with your older leads than you are with your newer ones
• To tone down your “calls to action”
• The truth about which geographies online programs are most successful in
• Who your biggest competitor is – spoiler alert – it’s none of the schools you think!

Expect to leave this session with insights that will exponentially increase your market penetration.

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ABOUT GPRS

For over two decades, GPRS has been a trusted higher education marketing agency, offering custom solutions to institutions of all sizes and degree types. Admissions directors, marketing directors, deans, and presidents rely on GPRS to provide a depth of services, including strategy, lead generation, digital marketing, nurture communications, recruiting, and analytics.

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