Last week over lunch I was reading the latest issue of Entrepreneur magazine and ran across an excellent ad by Kaplan. Say what you want about the for-profits, but traditional higher ed can learn a lot from how they market themselves.
The ad (click on graphic to see larger version) contained a call to action to receive a free learning assessment. See the learning assessment. Clearly tailored to their audience (who likely need more direction on their college path, etc), this assessment is a great tool for engaging prospective students on their website.
This sort of offer strategy works for all enrollment areas on campus. Undergrad enrollment marketers- give students a quiz or assessment that helps them narrow down their degree or the type of campus that best suits them; continuing, executive or professional education- how about a quiz or assessment to see if online or traditional lecture-style programs are best for the prospect.
The key here (and the main takeaway from Kaplan's example) is value- for the prospect. Focus on what want they want or need and then find a relevant way to deliver. And, don't forget- an offer strategy is an equitable dialog. You can ask them to self-identify (and research has shown time and time again that if your offer is valuable, prospects are willing to provide more information).
Have a better offer strategy than Kaplan's? Share by leaving a comment.
Kaplan has found a way to begin to develop a relationship with self-identified potential students. It is a non-threatening way that allows the student to take the first step and at the same time tell Kaplan that there is someone out there that is interested in them and an education.
Posted by: Ray Geary | March 26, 2009 at 11:16 AM