What Candy Land and Student Recruitment have in Common

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Information about What Candy Land and Student Recruitment have in Common
Education

Published on April 24, 2014

Author: JMHConsulting

Source: slideshare.net

Description

The game Candy Land may not seem like it has a lot in common with student recruitment, but smart higher education marketers and enrollment managers can learn a thing or two. Check it out!

What Candy Land and Student Recruitment have in Common www.jmhconsulting.com

Candy Land has one path with lots of diversions… Students have one goal (a degree) with lots of obstacles (LIFE!!).

At the start, the marketing & recruiting process may seem easy and straightforward.

But pitfalls (aka life events) can keep people from moving forward…

… and, in some cases, can send them back to the start (at least to the Peppermint Forest).

And just when you think a prospective student is ready to enroll, along comes Gloppy who keeps you stuck in the Molasses Swamp.

What we can learn from Candy Land is the path to enrollment does not look like this…

See an ad on Facebook Click on Facebook ad Arrive on landing page Complete form Receive calls from admissions Attend info session Talk with admissions Enroll Visit program website

It looks more like this…

See an ad on Facebook See 5 more ads on Facebook Click on Facebook ad Arrive on landing pageReceive a postcard about program Leave landing page Search on Google Click on paid search ad Arrive on landing page Leave landing page Complete form Receive series of emails Receive calls from admissions Ignore calls Talk with admissions Attend info session Talk with admissions Enroll Receive series of emails Become nervous about enrolling Talk with admissions about whether this program is really, really going to help meet long-term goals Get approved for financial aid Search on Bing Click on organic listing Visit program website

So, learn from the Candy Land board and don’t be afraid to build extra paths for prospective students.

Tools like… • Online Social and Paid Marketing • Retargeting • Email campaigns • Pro-active and re-active recruiting plans Will keep prospective students moving forward…

…and help everyone reach their goal.

To learn more about marketing & recruitment for higher education, visit us at www.jmhconsulting.com

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