In times of falling university applications and race for top ranked institutes- Marketing has a vital role to play. Likewise, students are unaware of better alternatives that can help them achieve their career goals in much better way. Hence, Universities should concentrate more on building a Brand Identity.
5 simple tips for institutes to differentiate themselves from their competitors:
Multiple Channel Marketing:
Interact with students on multiple channels like websites, blogs, emails, mobiles etc. University Ratings, Program Quality and Corporate Placements being top priority must be spoken through proper channels to build a reputation.
Statistics for Multiple Channel Marketing:
- India is 2nd largest in terms of mobile internet users. Out of which nearly 60% are in the age group of 18-24 years. (Source: We are social)
- 118 Million active social media accounts in India. (Source: We are social)
Identify the right channels for student acquisition along with engagement plan to clear the doubts and enrol the student.
Be Clear about Yourself:
Highlighting college without seeming like an advertising manual is the key. Present realities instead of false image creation that can hurt in the long run. In simple and clear words explain institutes unique and strong points that can contribute to the brand building process.
Discover platforms where students hang out most. Facebook, Twitter & YouTube are amongst the popular ones.
University’s success on social media depends on sharing, learning and listening. Actively engage with social media users- Whether that’s tweeting to a student who’s excited about her acceptance or responding to queries posted on Facebook.
Creative Visual Storytelling:
Visual Storytelling is the essence of the best ways of communications on the web. Narrative videos, graphics builds trust, credibility and educates viewers. Hence, with visuals universities can grab the attention of students.
Study also reveals-
- India is the 5th largest country in terms of video users.
- 65% of the target audience are visual learners.
- Visuals have 60,000 times faster processing time than text.
- Visuals in the form of videos increase the website conversion rate by 86% .
Focus on Screens:
Universities are still failing to design digital communication across an array of screens (like Smartphones, Tablets, Laptops, etc.) used by a target audience.
Not only aspiring students’, and their parents but we all keep on screen-hopping. Thus, focus more on responsive websites, email communications, more big images & full-screen videos. Universities can also create campus tour mobile app to lure more students.
Market trends show that lots of educational institutes are hiring specialised educational marketing companies (like Infinite1 – India’s first student acquisition company). This gives educational relief from marketing headaches and concentrates on academics.