Posted by Brad J. Ward | Posted in Concepts, Higher Education, Marketing, Recruitment, Thoughts | Posted on 06-30-2008
Have you thought about that? I have been today. I am putting together a 2nd round of emails because registration for our campus visit days are down. While trying to answer the question “What can I say to make this student/family believe that they should spend the time/gas/money/energy to visit our campus?”, several questions ran through my head:
- Are students visiting less campuses than in the past?
- Are they lumping visits together into one trip to save gas?
- What happens when your planned visit days don’t line up with theirs?
- Do you have sufficient material online to show your campus to students who can’t make it?
- Will ’09 graduates choose campuses closer to home if gas prices continue to rise?
- Do you allow flexibility for visitors to come when they please, or are they locked into a set presentation time? What happens if they can’t get from College XYZ down the road to your 1pm presentation before it starts? Are they going to miss out? Are YOU going to miss out?
- Are Admission Counselors making the most efficient trips on the road, or are they doing business as usual?
- Do we need to got to as many college fair and school visits as we used to?
- Can you get the student to see the visit as an investment?
- Are you doing everything you can to make them feel like it was worth the trip?
- What’s the average ROI on a visit to a high school? Is there a Long Tail?
- Do we care enough about our students who visit to give them a $10 gas card for the effort?
- Couldn’t we cut out a mailing or two to fund this goodwill gesture?
- Which would students remember more, the brochure or the gas card?
- What if the gas card was rechargeable, and we filled it with another $20 on move-in weekend after they applied/enrolled? How would that affect retention?
And those are just 15 questions that have run through my head in the last few minutes. Just thinking/typing out loud here. I’d love to hear your thoughts, and other questions you are thinking about when it comes to gas/gas prices as they relate to the recruitment process.