Beyond "If You Build It, They Will Come"
In the iconic film "Field of Dreams," Kevin Costner's character hears a mysterious voice urging him to build a baseball field in the middle of an Iowa cornfield. Despite skepticism, he follows the voice's guidance, leading to a remarkable journey of self-discovery and the unexpected arrival of legendary baseball players. This narrative resonates with the aspirational notion that if you create something remarkable, people will naturally gravitate towards it. However, the reality is more complex when establishing degree or certificate programs in academia. The adage holds true only if accompanied by meticulous planning, strategic execution, and continuous nurturing throughout every stage of the student lifecycle.
Creating a degree or certificate program is akin to constructing that fabled baseball field; the mere act of building it is not enough to attract students. To effectively recruit and retain students, each stage of the enrollment funnel requires careful management. Initially, thorough market research is essential to understand prospective students' demands, preferences, and needs. Analyzing competitors' offerings can provide insights into market gaps and opportunities for differentiation. Once the program is developed, marketing efforts must be targeted and personalized to reach the intended audience effectively. From captivating website content to engaging social media campaigns, every touchpoint should reflect the program's unique value proposition and resonate with prospective students' aspirations and motivations.
Phase 1: Market Research and Analysis
The journey begins with a comprehensive exploration of the educational landscape. Market research is the cornerstone, guiding decision-makers to understand the industry's pulse, anticipate emerging trends, and identify unmet needs. It analyzes demographic data, employment projections, and industry forecasts to gauge demand and relevance.
Understanding the target audience is paramount. Who are the prospective students? What are their aspirations, challenges, and preferences? Conducting surveys, focus groups, and interviews can provide valuable insights into their motivations and decision-making processes.
Competitor analysis is another critical component. Institutions can position themselves strategically by evaluating existing programs, assessing their strengths and weaknesses, and identifying gaps in the market. What sets your program apart? How can you leverage your unique strengths to attract students?
Utilizing data-enablement companies like Lightcast or EAB is a great way to get insights on tangible data to guide your research techniques better.
Image 1. Market Research
Phase 2: Designing the Funnel
With a clear understanding of the market landscape, it's time to design the funnel—a systematic approach to guide prospective students from awareness to enrollment.
Image 2. Enrollment Management Funnel Courtesy of AACRAO
Awareness: Building visibility is the first step. Institutions can generate awareness about their programs through targeted marketing campaigns, social media outreach, and strategic partnerships. Highlighting unique selling propositions and key benefits is essential to capturing attention in a competitive market.
Interest: Once awareness is established, the focus shifts to generating interest. Engaging content like blog posts, webinars, and informational sessions can spark curiosity and drive engagement. Showcasing faculty expertise, program highlights, and success stories can further captivate prospective students.
Consideration: Prospective students seek more detailed information about the program as interest grows. Providing comprehensive resources, such as detailed course descriptions, faculty profiles, and financial aid options. Personalized guidance and support can address inquiries and alleviate concerns, facilitating decision-making.
Conversion: The ultimate goal of the funnel is to convert prospective students into enrolled learners. Streamlining the application and enrollment process is essential to minimize friction and maximize conversion rates. Clear instructions, user-friendly interfaces, and prompt assistance can enhance the overall experience for prospective students.
Phase 3: Managing Competitors
In today's competitive educational landscape, differentiation is critical to success. Institutions must identify their unique value proposition and leverage it effectively to stand out. This requires a deep understanding of competitor offerings and a keen awareness of market dynamics.
Analyzing competitor programs can provide valuable insights into their strengths and weaknesses. What are they doing well? Where are their shortcomings? By conducting a thorough SWOT analysis (Strengths, Weaknesses, Opportunities, Threats), institutions can identify areas of opportunity and develop strategies to capitalize on them.
Innovation is another crucial aspect of managing competitors. Institutions can stay ahead of the curve by continuously evolving and adapting to market conditions. This may involve introducing new courses, adopting innovative teaching methods, or forging strategic partnerships with industry leaders. Universities are always willing to tout themselves as innovators, so it is great to reach out to leading institutions and see what they are doing so you can replicate their efforts/strategies as well.
Phase 4: Retention Efforts
Acquiring students is only the first step; retaining them is equally important. High retention rates indicate student satisfaction and program quality, contributing to long-term success and sustainability.
Building a solid sense of community is essential for retention. Institutions can create a supportive environment where learners feel valued and engaged by fostering connections among students, faculty, and staff. This can be achieved through various initiatives, such as mentorship programs, networking events, and student clubs.
Academic support services play a critical role in student retention. Providing timely assistance and guidance can help learners overcome challenges and stay on track toward their academic goals. Institutions must prioritize student success and well-being, whether it's tutoring, counseling, or career advising.
Phase 5: Alumni Success Stories
The accurate measure of a program's success lies in the achievements of its alumni. By celebrating their accomplishments and sharing their stories, institutions can inspire current and prospective students and illustrate the tangible impact of their programs on career advancement and personal growth.
Alumni engagement is critical to fostering a sense of loyalty and pride among graduates. By maintaining solid connections and offering opportunities for involvement, institutions can harness the collective power of their alumni network. This may involve organizing alumni events, hosting networking opportunities, or facilitating mentorship programs.
Highlighting alumni success stories is a powerful marketing tool. By showcasing the diverse paths graduates take and the tangible outcomes they've achieved, institutions can attract prospective students and reaffirm the value of their programs. Whether through testimonials, case studies, or alumni spotlights, storytelling can compellingly bring the program's impact to life.
Building and sustaining a degree or certificate program requires a multifaceted approach beyond the initial creation phase. By conducting thorough market research, designing an effective funnel, managing competitors, prioritizing retention efforts, and celebrating alumni success stories, institutions can create a program that attracts students and empowers them to achieve their goals and aspirations. It's a continuous improvement and innovation journey driven by a shared commitment to excellence and student success.
Written by: Victor Lopez | Baylor University | TxGAP President
