August 25

Covid-19: Protecting Your Enrollment Pipeline

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The most impactful ideas for protecting  your enrollment pipeline from Covid-19.

The most impactful ideas for protecting your enrollment pipeline from Covid-19.

Posted on Mar. 28, 2020
5 Steps to Increasing Enrollments  through Strategic Content Marketing
5 Steps to Increasing Enrollments through Strategic Content Marketing

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Protecting your enrollment pipeline from Covid-19
By Suzan Brinker, PhD

These are unprecedented times in higher education. Covid-19 has not only disrupted enrollment management methodologies, evicted students from campus, and forced a mass migration of academia to online courses, it has also led Moody to downgrade the entire higher ed sector’s outlook from stable to negative. Colleges and universities will need to mount strategic and well-coordinated responses to mitigate the damage to their enrollment pipelines and institutional budgets.

I have spent the last few weeks glued to my computer, pouring over emerging data sets, observing institutions’ responses to the virus, and connecting with other enrollment leaders. Based on the insights I have gathered, I share the following tips for protecting your enrollment pipeline from this pandemic:

Relieve Stress

Many colleges and universities have revised their deadlines and policies to help their prospective students better navigate the uncertainty of this time. The following interventions can relieve stress for your prospects and applicants and make them more likely to stay interested:

Go Virtual and Maximize Engagement

Just because in-person campus visits and admissions events cannot happen for the time being does not mean students are not eager to engage with you. Many campuses have switched to:

Now more than ever, your prospective students and applicants value authentic and engaging interactions. If so far, you have focused your digital strategy on the standard platforms, like paid search, Facebook, Instagram, and LinkedIn, now may be the time to engage with GenZ on Reddit, SnapChat, Tiktok, and YouTube. The most important thing here will be deviating from stiff ad copy and putting your students’ voices first.

Stay Strategic

It is only natural that, in a crisis, the best laid out strategies fall by the wayside and we grab that fire hose and run towards the biggest fire. But now is not the time to become entirely reactive.

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See our hand-picked tools for increasing lead gen, applications, enrollments, and retention.
  • We will send you the spreadsheet to the email address you provide here. We will not be sharing your email with anyone and protect your inbox, abiding to all spam laws.

These are unchartered waters for higher education, and we are all in this together. A strategic approach to this crisis can strengthen your institution well beyond Covid-19. As always, let us know how we can help.

Suzan Brinker

Suzan Brinker

Lead Strategist

Suzan Brinker, Ph.D., has dedicated her career to helping higher education initiatives build strong value propositions and communicating them to the right stakeholders.

Having served as Director of Marketing at both Penn State and Northeastern University, Suzan has led marketing strategy and web initiatives for over a dozen higher education units, targeting both degree and non-degree seeking learners. She has specialized in lifelong learning initiatives, internationalization, and online education.

Suzan holds a Ph.D. in Higher Education from Penn State, a M.A. in Communication from Marquette University, and a B.A. in English from St. Norbert College. Having grown up in Germany with a Turkish father and German mother, she holds a deep commitment to global citizenship, diversity, and inclusion.