Like other businesses nationwide, today's colleges and universities face challenges. From rising tuition costs to the higher salaries faculty and staff now demand, attracting the right candidates to your school is crucial to saving time and money. For many organizations,student recruitment often begins nearby, where local prospective students are familiar with the campus culture and the school's offerings. However, higher education institutions must be creative in this competitive landscape to attract and retain the best students.
Higher Education Student Recruitment: 10 Key Strategies to Boost Enrollment
1. Personalize the Message
A personalized message goes a long way in expressing your interest to prospective students. One way to do this is to highlight specific programs and organizations a prospective student has expressed interest in through previous contacts or campus visits. Your school’s direct mail campaign should commend the students on their graduation while reflecting upon what’s next for them, showing them you understand their aspirations.
2. Keep the Message Short
A direct mail piece should be designed to present your message in a concise and easy-to-follow way. You’ll want to keep the content clear and concise so your recipient can quickly understand the purpose of your communication. Use simple language and a structured layout to guide the reader through your message effortlessly.
3. Include a Strong CTA
Your direct mail piece can’t be successful without a compelling call-to-action (CTA). It should tell the reader what to do next, such as calling for more information, clicking a link to schedule a campus visit, or applying for admission before a specific timeline. A well-written CTA guides the reader’s next steps and creates a sense of urgency, motivating them to act immediately and not postpone the decision. Web key brochures are a great way to connect prospective students with the website. Similar to a USB flash drive, a web key plugs into a computer's USB port and can direct users to a specific landing page or company website, where you have the best chance of converting a prospect into a student.
4. Offer Incentives
One way to motivate students to engage with your mailer for student recruitment is to offer some form of incentive. Colleges and universities do this by waiving application fees for a specified period and encouraging students to apply early for a better chance at acceptance.
5. Highlight Unique Selling Points
Almost every college and university has features that make it stand out. Your direct mailer for higher education student recruitment should highlight what sets your school apart. These selling points may include unique degree programs or a vibrant student community. If your school is near state borders, it may provide tuition discounts similar to in-state rates, potentially saving students thousands of dollars.
6. Send an Interactive Mailer
An effective direct mail piece needs more than a paper postcard to attract prospective students. One of the best ways to accomplish this is through interactive mailers. There are several options to engage potential students, including pop-up cubes, well boxes, and lcd video brochures. A video brochure allows prospective students to visit your campus virtually, which can help offset the costs incurred during in-person visits.
7. Create Eye-Catching Designs
At Red Paper Plane, we offer dozens of eye-catching styles and designs that can be customized to your specific needs. Are you starting a new degree program? Or are you lowering tuition rates for students with an income below a certain minimum? If so, a great way to announce it is through a thoughtfully designed mailer that presents your message in a fun and interactive way.
8. Use a Multi-Channel Approach
Direct mail offers many benefits for universities, but capturing a new student’s attention may take multiple ways. While direct mailers provide something tangible for new students to hold, busy schedules and the excitement of their senior year may make them less engaged than you’d like. Following up on your direct mail campaign using email, social media, and other avenues is imperative to remedy this. A multi-channel approach showcases your university while letting students know your interest in their attending is genuine.
9. Track Your Campaigns
With advancements in technology, it's easier than ever to track the success of your direct mail campaigns. One of our clients saw a 50% success rate in a recent campaign that welcomed accepted students to the school. Of the 4,900 admission acceptance packets, which included the 4.25” Pop Up Cube, California Lutheran University sent out, more than 2,450 new students scanned the QR code inside to receive the university’s welcome message.
10. Strategic Timing and Frequency
If your institution has specific timelines during the school year, following up with direct mail is another way to announce an upcoming deadline. If students are considering applying for financial aid, a message stating that the FAFSA should be submitted in the early fall of their senior year is one example. Another message announcing application deadlines can also encourage students to take action and continue with the application process.
Higher education student recruitment is a key component of every college or university’s game plan. To attract the best students, a well-planned and engaging direct mail campaign grabs attention, presents your message, and motivates the reader to take action. Contact us today, and let us help you reach your enrollment goals!
How Do I Order a Sample of One of Your Products?
Samples can be ordered individually using the "Order Sample" button on each page. We are also happy to send you one of our higher education sample packs.