About the Episode
About the Episode: Enrollify and our friends at Glacier have partnered together to uncover how higher ed marketers plan to allocate marketing resources to recruit in-state, out-of-state, and international students in 2024. Timothy and Jamie break down the results and implications and start a debate about billboards.
Key Takeaways
- Budget Trends in Higher Ed Marketing:
- Graduate schools are allocating significant funds to brand marketing, with 10% spending $1–$3 million annually.
- Undergraduate institutions lean toward budgets of $150K–$200K for enrollment and admissions marketing.
- Channel Performance Insights:
- Paid search, email marketing, and social media advertising lead the pack for effective recruitment strategies.
- Surprisingly, Snapchat ranked below traditional radio in perceived impact, highlighting room for exploration in emerging platforms.
- Top Concerns for 2024:
- Small Teams: The top concern among institutions is a lack of personnel to manage campaigns effectively.
- AI Uncertainty: While AI presents opportunities for efficiency, it remains a source of apprehension.
- Data Gaps: Many institutions struggle with actionable analytics to optimize campaigns.
- The Role of AI: Leveraging AI can bridge gaps in team size, budget constraints, and data-driven decision-making, offering scalable solutions for small teams.
Episode Summary
Budget Allocation in Higher Ed Marketing
The report revealed stark differences in how institutions allocate resources for brand marketing versus enrollment-focused efforts. Brand marketing budgets often focus on broader initiatives, such as building awareness through billboards or social media campaigns. On the other hand, enrollment marketing is tied to actionable outcomes like generating applications and mitigating summer melt.
Jamie and Timothy emphasize the importance of distinguishing these categories while acknowledging that smaller institutions may combine efforts under a single team. The study also highlights the growing investment in AI and digital platforms, reflecting a shift from traditional marketing strategies.
Which Channels Drive the Most Impact?
The report ranked digital platforms as top performers:
- Paid Search: Dominates in driving traffic and generating leads.
- Email Marketing: Continues to excel at conversion.
- Social Media Advertising: Offers diverse targeting options and scalable engagement.
Snapchat, however, landed at the bottom of the list, trailing behind even traditional radio. Timothy noted that while Snapchat’s features for lead generation are robust, its usage as a recruitment tool may not yet resonate widely in higher ed.
Jamie brought up the role of TikTok, pointing out its dominant presence among high school students. Despite its potential, institutions struggle to optimize content for TikTok’s algorithm and its evolving focus on e-commerce.
Addressing Challenges: Team Size, Budgets, and AI
Institutions reported common concerns impacting their marketing effectiveness:
- Small Teams: Limited personnel hinder the ability to execute complex campaigns.
- Budget Constraints: Digital platforms require significant financial investment to maximize reach and engagement.
- AI Integration: While AI can enhance efficiency, many institutions remain unsure how to implement it effectively.
Jamie and Timothy advocated for using AI to automate repetitive tasks, generate data insights, and improve personalization in marketing campaigns. They noted that AI tools, like those offered by Element 451, enable institutions to make data-driven decisions even with limited staff.
Final Thoughts
The EduData Podcast team encourages listeners to dive deeper into the report, which offers valuable benchmarks for marketing in 2024. They also emphasize the importance of leveraging AI and data analytics to overcome resource limitations and enhance campaign performance. Whether it’s integrating new channels like TikTok or rethinking traditional strategies, institutions must remain adaptive to succeed.
Connect With Our Co-Hosts:
Jamie Boggs
https://www.linkedin.com/in/jamiewboggs/
Timothy Davis
https://www.linkedin.com/in/davis-timothy/
About The Enrollify Podcast Network: The EduData Podcast is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Generation AI and The Higher Ed Geek.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
Connect with Us at the Engage Summit: Exciting news — Jamie and Timothy will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI.
Use the discount code Enrollify50 at checkout, and you can register for just $99! This early bird pricing lasts until March 31.
Learn more and register at engage.element451.com — we can’t wait to see you there!
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