Historically, institutions of higher education have been seen as slow to adapt to change. However, in a matter of weeks, colleges and universities have been forced to make significant changes to their business models in response to the coronavirus pandemic. Seemingly overnight, university professors have moved all face-to-face classes online, events are being held via livestream and social platforms, students have gone home, and commencement ceremonies have been postponed.
Universities are being transformed right before our eyes and are finding new ways to connect with students online, encourage holistic development, and support academic success. We know that innovation thrives in crisis and that colleges and universities may see lasting effects from this dramatic shift to online learning after the pandemic is over. Enrollment professionals, including marketers and recruiters, are some of the many critical campus roles having to quickly mobilize and implement changes during this time. These professionals are rising to the challenge, viewing this as an opportunity to implement new strategies for the future.
Pay attention to institutional niche
Institutions are being forced to identify what is important enough about their environment and context to shift online. For many this includes a commitment to learning objectives and high-quality academic disciplines. For others, this may include some kind of focus on public good. For faith-based institutions, like the one I work at, a commitment to spiritual integration has been deemed critical during the transition to online learning. For marketers and enrollment professionals, this attention to mission can serve as an alignment check. It can help assess target markets, communication objectives, and help align communication strategies with the institution’s niche identity.
Meet prospective students where they are at
While the future is uncertain, prospective students are still thinking about it. In fact, they likely have more time to dedicate to thinking about their futures now that they are stuck at home. For recruiters, this is an opportunity for engagement. To capitalize on this opportunity, many enrollment professionals are starting to offer virtual campus visits, either via videos published online or through live tours via a video streaming platform. Other universities are offering live webinars for students and parents on issues such as campus culture or financial aid. The university that I work at is hosting a virtual Admitted Students Day, an event designed to celebrate students who are admitted for the fall. Students were mailed packages ahead of time to open live during the event, and family and friends are encouraged to join the admitted students virtually for speakers and scholarship give-a-ways.
Leverage technology
This shift to virtual events is causing colleges and universities to use technology in new ways. In addition to virtual tours and events to engage prospective students, marketing professionals should ensure that their online presence is at peak performance. First, websites should be constantly updated and assessed for user-friendliness. Additionally, this pandemic should a learning opportunity for marketing professionals. This is the time to dig into email marketing, social media, digital advertising, and other online methods for reaching prospective students that may have been previously neglected.
Focus campaigns on what is known
Within days of the first schools moving online, the university I work at did two important things. First, they created a digital campaign that provided a sense of hope and community. This campaign, called “LIFE isn’t canceled” – a play on words for the institution: Life Pacific University – encouraged students to share their experience and the aspects of life that are still moving forward. Students posted on social media “my joy isn’t cancelled” or “kindness isn’t cancelled.” Prospective students posted pictures of themselves with acceptance letters that said, “my future isn’t cancelled.”
Second, they began pumping out promotional materials for online degree offerings. With millions of students now knowing how to do school online, the market for online programs just grew tremendously. Universities that already have established online offerings can continue to run those programs without too many interruptions. Regardless of future ‘stay at home’ orders, students can participate. If institutions are not already heavily promoting those programs, by all means, they should start!
We’re in this together
Most importantly, this is not the time to be silent. Even though prospective students may not know what the future looks like, now is the time to start building equity with students and parents by showing them they are supported and communicated to during times of crisis. In order to do this, enrollment professionals, marketers, and recruiters need to link arms with staff, faculty, alum, donors, and current students to get the word out. It’s going to take everyone.