, ,

How AI Can Transform Marketing for Community Colleges

Marketing has always been about connecting with your audience at the right time and place. Today, that means meeting them where they spend most of their time: online. In line with this, the recent advancements in AI have transformed how we approach marketing. AI is not just a buzzword—it’s a game-changer, especially for community colleges looking to engage prospective students more efficiently and effectively.

The Markets Are Changing

Community colleges serve a diverse demographic, not limited to any one age group. However, it is Gen Z, born between 1997 and 2012, who are currently experiencing the most significant impact of our ever-evolving tech-centric world. As true digital natives, Gen Z’s interaction with content is distinct—they typically have an attention span of 8 to 12 seconds and are accustomed to multitasking. This generation favors visual and personalized content, making them much more responsive to marketing strategies that are customized to their preferences, from tailored emails to individualized course suggestions. This is why it’s more important than ever to begin harnessing powerful AI tools that can help you stay ahead of the changing markets and better serve the demands of your audiences, who expect personalization at every turn.

How AI Can Help

AI is a powerful ally in understanding and better serving your audience. Here are a few examples of how AI tools are already enhancing marketing efforts in significant ways:

  • Automated Content Creation: AI can help create compelling content quickly. It can draft initial text, edit for clarity, and ensure the tone matches what your students relate to.
  • Optimizing Campaigns: AI can analyze large amounts of marketing data to see what’s working and what’s not.
  • Predicting Trends: AI can look at past data and predict future trends, like which programs might see a spike in interest.
  • Engaging with Students 24/7: AI-powered chatbots can provide real-time answers to prospective students’ frequently asked questions, day or night. This round-the-clock availability helps in building a stronger connection with potential applicants.

AI Tools You Can Start Using Today

To help you get started, here are a few examples of AI tools you can begin using today to enhance your marketing efforts:

  • Copywriting: Need help getting past a blank page? OpenAI can help you create copy for emails, social media posts, and promotional materials quickly.
  • Grammar, Tone, and Style: Grammarly checks your writing to make sure it has no mistakes and sounds clear. WordTune gives you tips to make your writing easier to read and sound better, helping you show off your school’s unique style.
  • Landing Pages: Mixo and Archer make creating web pages that attract and engage potential students faster and less labor-intensive. These tools can help you test different layouts and content to see what performs best, making sure the first point of contact is impactful.

Challenges AI Can Help Overcome

Many community colleges face similar challenges: limited budgets, understaffing, and the need to adapt to rapidly changing technology. AI can alleviate some of these pressures by automating routine tasks, helping your staff focus on more strategic activities like relationship building and student services.

Ready to Take Your Marketing Efforts to the Next Level?

You’ve seen how AI can enhance your marketing efforts by allowing for greater personalization and efficiency. Now, imagine taking those capabilities even further with our tailored digital marketing and predictive modeling services. Our services fine-tune your marketing efforts to ensure you’re reaching the right students—those most likely to apply and thrive at your institution—with personalized messaging that resonates with them.

Contact us today to learn more about how our tailored solutions can help you harness the full potential of AI-driven marketing.

Subscribe to the CLARUS newsletter to stay up to date on our latest blog posts and presentations.

/by
,

5 Steps for Community Colleges to Implement a Digital ROI Tracking System

In today’s competitive educational landscape, community colleges face the dual challenge of attracting new students while ensuring optimal use of their marketing budgets. The key to overcoming this challenge lies in mastering the art of measuring Return on Investment (ROI) from digital advertising campaigns.

This blog provides a step-by-step guide for how community colleges can enhance their digital advertising effectiveness by implementing an ROI tracking system.

1. Embrace Data-Driven Decision Making

Begin with a commitment to data. Understanding the impact of your marketing efforts on student enrollment starts with a shift towards a data-driven culture within your institution. This approach not only clarifies the effectiveness of each campaign but also illuminates the path to optimizing your strategies for higher returns.

2. Identify Allies and Key Stakeholders

Engaging key stakeholders early is crucial. Present the concept of digital marketing ROI to your board of trustees, finance department, and student services leaders. Highlight how targeted campaigns can lead to measurable increases in enrollment. Additionally, collaboration with Institutional Research (IR) and CRM managers is vital for accessing and interpreting the data necessary for ROI analysis.

3. Leverage Visitor Resolution Software

Utilize website visitor resolution software which identifies the individuals by name and address who hit your dedicated landing pages for your campaigns, or start with a list of names and addresses you are targeting using addressable geofencing. By starting with a list of individuals’ names and addresses, you can follow those individuals to applicant and enrollee status – matching by name or address.For example, a 60 day campaign we ran for Allied Health Programs resulted in 749 applications, with 432 enrollments, showcasing an incredible ROI of 2,462.7%. We were able to calculate this by matching the individual visitors to semester enrollment based on their initial engagement with the digital ad.

4. Simplify ROI Calculation

Calculating the ROI of digital campaigns doesn’t have to be daunting. Tools like HubSpot’s Advertising ROI Calculator simplify this process by allowing you to input variables such as ad budget, conversion rates, and average price per student, offering a straightforward calculation of campaign ROI.

5. Celebrate Success and Scale Up

Once you’ve established a methodology for measuring and achieving positive ROI, it’s time to scale up your efforts. Success stories serve not only as a testament to the effectiveness of your strategies but also as a catalyst for further investment in digital marketing.

Implementing Your Strategy

  • Start Measuring: Begin with any campaign, however small, and start tracking its ROI.
  • Find Partners: Identify allies within your institution who can provide data or support.
  • Share Wins: Communicate your findings and successes within your organization to build support and momentum.
  • Patience is Key: Recognize that establishing a robust ROI measurement process for digital advertising takes time and continuous refinement.

The path to tracking ROI in digital marketing is both a strategic necessity and a transformative opportunity for community colleges. By adopting a data-driven approach, securing internal support, and leveraging technology for targeted campaigns, your institution can unlock significant enrollment growth.

Seeking expert guidance on implementing these strategies? Contact us today to explore how we can help transform your institution’s approach to digital advertising and ROI measurement.

 

Subscribe to the CLARUS newsletter to stay up to date on our latest blog posts and presentations.

/by