About the Episode
Dr. Julie Lessiter of LSU Shreveport discusses a brave and bold initiative to leverage a niche opportunity in a super competitive market. Learn how LSU Shreveport was able to align institutional, marketing, and recruitment strategies to increase applications from new markets and audiences. If you're looking for inspiration on how to take a creative and strategic approach to higher education marketing and application generation, you won't want to miss this episode!
Key Takeaways
- Data Drives Decisions: Collecting and analyzing data is the foundation for creating targeted, high-impact recruitment strategies.
- Focus on Career Outcomes: Highlighting career paths and connecting them to academic programs resonates strongly with Gen Z.
- Strategic Niches Pay Off: Concentrating efforts on a few key academic areas can elevate the entire institution’s reputation.
- Represent Your Audience: Inclusive marketing campaigns drive engagement and application growth among underrepresented groups.
Episode Summary
LSU Shreveport’s Recruitment Landscape
As a regional institution with a mix of online and face-to-face programs, LSU Shreveport faces challenges familiar to many in higher ed: a declining local population, stiff competition, and limited recruitment resources. Julie shares how the institution adopted bold strategies to increase brand awareness and drive applications beyond their immediate market.
The Importance of Application Generation
For LSU Shreveport, generating more applications was the first step in a larger enrollment strategy. By focusing on top-of-funnel efforts, the university could create a robust pool of prospective students to move through the recruitment funnel, enhancing their overall enrollment outcomes.
Strategies for Success
1. Leveraging Strategic Academic Niches
Julie shares how LSU Shreveport identified two areas—cybersecurity and health sciences—as central to their recruitment efforts. These areas align with the university system’s strategic plan and have strong statewide demand. By planting a “flag in the sand” around these disciplines, LSU Shreveport positioned itself as the go-to destination for students interested in these high-demand fields.
2. Flipping the Recruitment Narrative
Instead of starting with academic programs, LSU Shreveport’s careers campaign began with outcomes. Ads featured exciting career paths (like cybersecurity specialists and public health professionals) and outlined the various academic pathways to achieve them. This reverse-engineered approach appealed to Gen Z’s outcome-oriented mindset and boosted engagement.
3. Data-Driven Decision Making
A deep dive into digital ad analytics revealed where interest was highest, down to specific zip codes. These insights informed follow-up strategies, such as sending recruiters to high schools where ads had performed well. Combining quantitative data with qualitative feedback from students and counselors created a powerful recruitment strategy.
4. Inclusive Marketing
Julie highlighted the importance of representation in marketing. LSU Shreveport’s campaigns intentionally featured diverse students, which resulted in a 35% increase in applications from underrepresented groups. Representation made prospective students feel seen and encouraged them to envision their futures at the university.
Lessons Learned
- Embrace Bold Moves: Changing the recruitment narrative and focusing on career outcomes was a risk, but it paid off. Innovative messaging is essential to stand out in a crowded market.
- Start with Data: Whether it’s tracking ad performance or understanding how prospective students navigate your website, data is the backbone of effective strategy.
- Focus Resources Strategically: Supporting all programs is important, but concentrating additional resources on a few standout areas can amplify the institution’s reputation and attract more students.
First Steps for Your Institution
If your institution is looking to boost applications, here’s where to begin:
1. Dive Into Your Data
Understand your current performance. What’s working? What isn’t? If you’re not already collecting data, prioritize setting up systems to do so.
2. Know Your Audience
Conduct research on your target demographics, such as Gen Z, and tailor your messaging to their preferences and priorities.
3. Focus on Outcomes
Highlight the careers your institution prepares students for, then connect those outcomes to your academic offerings.
4. Be Inclusive
Ensure your marketing materials represent the diversity of your student body and the communities you want to serve.
This Episode is Sponsored by our friends at Element451:
Element451 is an advanced student engagement CRM, providing higher ed institutions with a competitive admissions advantage from recruitment to enrollment through the use of AI, student behavior data, and modern marketing automation.
About the Enrollify Podcast Network:
The Application is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. Our shows feature a selection of the industry’s best as your hosts. Learn from Jeremy Tiers, Zach Busekrus, Jaime Hunt, Allison Turcio, Jamie Gleason and many more.
Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!
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