About the Episode
About The Episode: In this episode, Kevin and Emma discuss the effectiveness of college marketing strategies from the perspective of a ninth grader. Emma shares her experiences with college communications, including mail and emails, and analyzes what works and what doesn't. They explore the reasons behind early outreach from colleges, the importance of engaging messaging, and the role of social media in shaping perceptions of higher education. The conversation highlights the disconnect between traditional marketing methods and the preferences of younger students.
Key Takeaways
- College marketing is happening earlier than ever, with students receiving outreach as early as eighth grade.
- Simple, visually appealing messages, such as a postcard from James Madison University, tend to resonate more with younger students.
- Long emails or mailers with excessive information, especially about irrelevant topics like pricing, are a turn-off for ninth-graders.
- Schools using personalized, engaging videos within emails can make a stronger impact, but content needs to avoid feeling overly sentimental or "cringy."
- Despite the high volume of emails, Emma and her peers rarely check them—social media might be a more effective way to engage younger audiences.
Episode Summary
Why Do Colleges Reach Out to Students as Early as Ninth Grade?
One of the big questions this episode answers is why colleges start marketing to students as young as eighth and ninth grade. Emma shares research from a Washington Post article detailing the decline in the importance placed on higher education. According to the data, the percentage of Americans who view college as “very important” dropped from 70% in 2013 to 51% by 2019. Combined with a projected drop in the number of college students due to demographic shifts, colleges are under pressure to fill their classes. This pressure leads them to reach out to students earlier, trying to capture attention and loyalty before competitors.
What Forms of Marketing Have Ninth Graders Responded To?
Emma recounts her experiences with various forms of college marketing. James Madison University was the first to reach out with a simple but eye-catching postcard in Emma's eighth-grade year. The visual simplicity and minimal copy stood out to her, making a positive impression. On the other hand, another school sent a lengthy trifold pamphlet that was overloaded with irrelevant details, such as tuition costs, which Emma found off-putting and unappealing for someone at her stage in the college exploration process.
Surprisingly, another university sent a postcard featuring nothing but bushes—a mistake that left both Emma and her father baffled. This highlighted a missed opportunity for schools that don’t fully consider the interests of their younger audience.
How Effective Are Emails in Reaching Ninth Graders?
Emma has received over 250 emails from 21 different schools since signing up on platforms like Naviance and Niche. However, the effectiveness of these emails varies. While some colleges provided personalized messages that offered relevant information or tips for students in ninth grade, others inundated her with repetitive content. One school sent over 70 emails, pushing audition opportunities for a performing arts program—a major that Emma has no interest in. Worse, a school even offered her admission to a PhD program straight out of middle school, reflecting a serious disconnect in their targeting.
On the flip side, schools that used engaging videos and graphics to show campus life or highlight student perspectives left a more positive impression. However, Emma emphasized that cringy, overly sentimental content—like quoting inspirational figures—was an instant turn-off. Colleges that balanced relevant, concise information with creative visuals seemed to make a stronger connection.
Is Email the Best Way to Reach Younger Audiences?
A recurring theme in this episode is the diminishing role of email in the lives of younger students. Emma admits that she, along with her peers, rarely checks her email. This suggests that colleges should consider shifting their focus toward social media platforms, where students are more likely to spend their time. Influencer marketing, especially through platforms like YouTube, was noted as a more appealing and relatable way for students to connect with schools, as it showcases authentic student experiences and campus culture.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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