Recruit more students with an optimized e brochures
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The document discusses strategies for optimizing e-brochures to attract more students, emphasizing the importance of interactive features, concise content, and targeting multiple personas. Key elements include using pop-ups and quick links for information consolidation, enhancing international recruitment through translations and testimonials, and strategically placing calls to action. Overall, effective e-brochures are tailored to engage diverse student audiences and improve recruitment efforts.
Recruit more students with an optimized e brochures
- 1. Recruit More Students with an Optimized E-Brochure Slide 1 Recruit More Students with an Op4mized E-‐Brochure
- 2. Recruit More Students with an Optimized E-Brochure Slide 2 1) Interac*ve E-‐Brochures & the Virtual Handshake 2) Consolidate Info with Pop-‐ups & Quick Links 3) Target Mul*ple Personas 4) Boost Interna*onal Recruitment 5) Use CTAs with Social Proof Overview Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
- 3. Recruit More Students with an Optimized E-Brochure Slide 3 § A brochure is an important extension of your college brand § An effec*ve brochure provides insight into your school’s programs, faculty, campus resources, student successes, and overall atmosphere § Like a firm introductory “handshake,” brochures should ins*l confidence, peak interest, and prompt further conversa*ons 1. Interac*ve E-‐Brochures & the Virtual Handshake Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
- 4. Recruit More Students with an Optimized E-Brochure Slide 4 § The average student has an aRen*on span of 3 minutes – and the biggest distractor is technology § In order to generate more leads, e-‐brochures must appear short and accessible enough to overcome the 3 minute hurdle § Effec*ve e-‐brochures combine brevity with technology, offering prospects faster, more engaging ways to learn about new colleges § One way to consolidate your brochure content is by using Pop-‐ups and Quick Links, like the following example from Humber College 2. Consolidate Info with Pop-‐ups & Quick Links Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
- 5. Recruit More Students with an Optimized E-Brochure Slide 5 § With Humber’s condensed content strategy, each click reveals a “pop-‐up” content bubble, or a link to more informa*on Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
- 6. Recruit More Students with an Optimized E-Brochure Slide 6 § Effec*ve college recruitment depends on truly understanding your target audiences, or student personas § Strategic e-‐brochures speak directly to their most valuable personas, tailoring content to their mo*va*ons, concerns and interests § The following example from Thompson Rivers University: School of Trades and Technology targets 3 different personas on a single page of their e-‐brochure 3. Target Mul*ple Personas Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
- 7. Recruit More Students with an Optimized E-Brochure Slide 7 § Each persona image can be clicked for addi*onal info on programs, the job market, and college support systems § This is targeted content marke*ng perfectly suited to a college e-‐ brochure Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
- 8. Recruit More Students with an Optimized E-Brochure Slide 8 § In Canada and the United States, colleges and universi*es are searching for ways to aRract students from several popular source countries: 4. Boost Interna*onal Recruitment Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
- 9. Recruit More Students with an Optimized E-Brochure Slide 9 § E-‐brochures offer numerous ways to connect with interna*onal leads, including mul*-‐language transla*ons (St. Lawrence College): Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
- 10. Recruit More Students with an Optimized E-Brochure Slide 10 § Spokane Community College uses a clever, clickable “Our Students” mo*f on each brochure page to highlight Chinese students’ tes*monials and generate new leads from China: Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
- 11. Recruit More Students with an Optimized E-Brochure Slide 11 § Tradi*onal paper brochures typically present two or three standard Calls to Ac*on, such as a website address, phone number, or email address § Interac*ve e-‐brochures oaen contain a whole page of links § The objec*ve is to generate leads by offering recipients access to: ü blogs ü program pages ü social media plaborms ü financial aid and campus resources § The following example from Capilano University shows one op*on for presen*ng mul*ple CTAs: 5. CTAs with Social Proof Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
- 12. Recruit More Students with an Optimized E-Brochure Slide 12 • CTAs are condensed at the end of the e-‐brochure, which could be overwhelming • A more crea*ve content strategy might be to place these links strategically throughout the document • or make naviga*on more en*cing with social sharing op*ons like the following example from Carnegie-‐ Mellon Australia… Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
- 13. Recruit More Students with an Optimized E-Brochure Slide 13 • These easy, built-‐in sharing op*ons help spread the college brand across social media, while genera*ng valuable social proof to encourage conversion Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
- 14. Recruit More Students with an Optimized E-Brochure Slide 14 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+