First Learning Outcome: -Enrollment Marketing Strategy
Second Learning Outcome: -Marketing and Communication
Third Learning Outcome: -Engaging low-income, first-generation students
Core Competencies: Professional Development and Contributions to the Field
Proficiencies: Enrollment Management: Developing Enrollment Mix
Intended Audience: General Audience
Presenter(s):
Rich Whipkey Waybetter Marketing
Jon Scully Elms College
Edwin Wright Lebanon Valley College
Personalizing Enrollment Marketing to Engage Gen Z Students
Description
Facing the bleak demographic trends and aggressive competition familiar to most small private colleges, American International College (MA) and Lebanon Valley College (PA) made bold strategic moves to optimize their enrollment marketing outreach—from search to financial aid packaging to yield strategy—in order to better connect with target Gen Z audiences, including first-gen and low-income students. A few years in, the results speak for themselves: both schools have made significant progress on key enrollment benchmarks.
In this candor-filled discussion, we’ll share the strategies, tactics, and technologies that have enabled these transformations.
Submission ID:
M4.3421
Day:
Monday, November 12, 2018
Time:
3:30 PM - 5:00 PM