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Is one of these programs being selected more often than the others? If so, is that for an internal reason such as more open classes, or are external factors driving this? Or, if a prospective student reached your school from a generic business degree campaign and you offer five different degrees housed under business. We can determine basic demographic information – such as age, gender, ethnicity, and economic demographics – but we can also begin taking this further to understand how prospective students are engaging with your school.įor example, we can determine if demographic trends vary based on the program or degree. Once we can unify first-party and marketing data across systems, we can begin capturing the prospective students’ audience persona. Capture Audience Persona of Prospective Students But there typically is a solution or workaround with some technical understanding of these systems and how they integrate with digital marketing data. Between technical limitations and often times, cost considerations, this can be a tricky process.

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So, the first step we take for our education clients at Lever Interactive is working with them to ensure their first-party data is consistent from campaign reporting systems, into internal databases, and that any potential offline data that may be occurring after an initial online engagement is feeding back into the same systems. This leaves institutions unable to develop a unified view of the prospective students engaging with and enrolling at their schools. They are not necessarily designed or updated to work seamlessly with campaign data. Internal databases and CRM systems are often legacy systems that the schools have had in place for years. Because of the typical multi-step process, from inquiry or application to enrollment, we often see issues that affect accurate first-party data on these prospective students’ journey paths. However, we often find with our education clients that this is easier said than done. Understanding your internal data and what insights it provides is always crucial when developing a successful strategy, and ultimately executing a strong marketing campaign. Utilizing First-Party Data to Establish Your Audience

But, how do you know you are investing digital marketing dollars to the right prospective students for your school and programs? It all starts with utilizing your first-party data to develop a comprehensive understanding of your student audience online. If you’re an education marketer, it is more critical than ever to ensure your school is there early – with the right information – to make that shortlist and to continue communicating with prospective students throughout the enrollment process. But the average number of schools that end up making a prospective student’s shortlist of schools is just three, and the likelihood of a prospective student enrolling at one of those three schools is above 90%.

Prospective students have access to more information and resources than ever before in their decision-making process – a journey that averages two years.

Are they effectively connecting with their audiences, or are they focusing on the wrong goals and thus wasting their money on ineffective efforts? Public, private, non-, and for-profit schools of all sizes are all actively competing for prospective students’ attention, and the education industry is spending around $2 billion annually in digital advertising to capture it. Trying to determine the right channels, budget allocation, messaging, and mix of awareness vs direct response can be a bumpy road to navigate for any business – but this is especially true for the highly competitive education space.

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Today, we’re taking a deeper dive into how to utilize first-party data to both build awareness and drive enrollments. In our previous education-focused blog post, New and Innovative Trends in Education Digital Marketing, we discussed how understanding today’s trends and advanced techniques in education digital marketing can help education marketers connect with prospective students and increase enrollments. But should they focus primarily on awareness? Or on driving those last steps towards enrollment? Education marketers know that to drive enrollment, developing the right digital marketing strategy is critical in helping meet their school’s goals and objectives.

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