Higher education was one of the last major industries in the United States to see buying patterns and behaviors significantly disrupted by changes to the demands in value, digitization and AI, and operational decoupling. This has very quickly made the traditional marketing playbook for college obsolete, resulting for many in less efficient marketing spend, reduced prospective students, decreased conversion and yield rates, and lower new enrollments.
Reversing this trend requires more than just executing a set of discrete paid search, social or nurturing campaigns. It requires a deep and nuanced understanding of the competitive market, the changing student demographic and the leveraging of new predictive analytics and AI technologies that help to assess student intent as well as physical responses and the traditional “commitment” actions. It requires a seamless feedback loop with the entire enrollment and student finance organization. By combining leading edge marketing with innovative enrollment processes Edcura breaks down the silos and closes the gaps that separate an enrollment from a lost opportunity.
“Executing a regular, structured conversion failure analysis can help identify critical areas for process and messaging improvement throughout the entire marketing to enrollment chain. This allows for faster reaction and response to changing market conditions”Kelly Stack CMO Edcura