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The 5 C's of College Choice

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What factors come into play for students (and their families) when they're making a decision about where to go to college? Here's our POV.

Publicada em: Educação, Marketing
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The 5 C's of College Choice

  1. — The 5 C’s of College Choice.
  2. “Boring.”
  3. “Vague.”
  4. “Generic.”
  5. — Students are often overloaded by repetitive college communication that fail to answer their questions or concerns.
  6. — The college’s approach can be unbalanced, incomplete, misleading, or ordinary.
  7. — We’ve identified a set of key factors that colleges can use to connect best with potential students and their families.
  8. The five core topics ’sTHE
  9. Campus — EXPERIENCE Career — OUTCOMES Cost — VALUE TRIGGERS Curriculum — GOALS Community — RELATIONSHIPS MORE STUDENT-FOCUSED MORE FAMILY-FOCUSED
  10. — Diving deeper.
  11. Curriculum — GOALS The academic goals that prospective students have
  12. Curriculum “I liked talking to my new professors and to other students who are interested in the same stuff I am.” “I’d like to receive more emails about various degree programs and majors.” “Not only did they have my major, but I could watch some rehearsals. It gave me a perfect window into the academic approach and experience.” “The top thing I look for on each college’s website are the majors.” “I want to know they have my major, but other options too in case I want to switch it.” “The reputation of the academics is really important.”
  13. Curriculum think a prestigious reputation is an advantage are interested in service learning and volunteering look for the ability to take classes they need or want 32%59% 88% Majors ranked as the number one factor in considering a college or university. 83% haven’t chosen a program or major 50% 32%
  14. Curriculum 3 4 5 Top Pick Do you offer the program I’m interested in? Options Are there many options if I want to switch majors? Reputation Is the college or professor well known? Real World What experiences enhance the curriculum? Rank How does this college compare to others? 1 2
  15. Campus — EXPERIENCE Community experiences that enhance the overall college offer
  16. Campus “Visiting campus, I expected to see places where students spend a lot of time, studying or just hanging out.” “I want to know there are things to do off campus — cool places to hang out, day trips I can do with my friends.” “Eating in one of the cafeterias was great. I got a sense of what I’d be eating all year long.” “All the campus tours seemed exactly the same. Nothing stood out. It was just about pointing out buildings.” “I look at the location: something unique that every other college isn’t also bragging about.” “Let us wander. Sometimes the best social stuff is unorganized. Scoping out cool places is more memorable.”
  17. Campus want to know about popular places to hang out with friends want to know about places to visit off campus. are curious about food options on campus are curious about big campus events Prospective students want to see pictures of student life more than any other subject. 78% 78% 83% 61%
  18. Campus Live What off-campus activities and events are there? Work Are there internships nearby? Play Where might I hang out with friends? Sleep What are the dorms and facilities like? Eat Do they have food options that fit my needs? 3 4 51 2
  19. Community — RELATIONSHIPS The relationships that provide a sense of belonging
  20. Community “Speaking to current students during the campus tour was the best part. I got a sense of the people there.” “I first check out the campus online and see if it’s a place that I can fit in.” “We were given an introduction by ‘student ambassadors’: horribly overzealous and painfully awkward.” “I prefer person-to-person contact. The internet is convenient, but face to face communication and research trumps looking at a screen any day.” “A sense of belonging is really important to me.” “I want somewhere that feels like home, a place where I feel comfortable, and for me, it’s all about the people.”
  21. Community are curious about campus safety are less likely to enroll if they feel they don’t fit in want to know accessibility to professors need support services Speaking with a current student was the only authentic experience. 83% 80% 61% 62% 61%
  22. Community Belonging Are there people that think like me so I can fit in? Challenge Will the people I meet push me to succeed? Safety Is there a culture of safety and inclusion? Familiarity Does it resemble where I went to high school? Connections Can I meet the people that I’ll interact with? 3 4 51 2
  23. Career — OUTCOMES The outcomes attached to pursuing a degree
  24. Career “I want to love what I do as a career. I want to make a difference.” “Real world experience and internships are really imortant. I want to be prepared for anything.” “I want to make a difference, so I’m attending college to get the education I’ll need.” “I have a lot of goals: internships, study abroad, research opportunities. Those will help me with my job search.” “I want to make more money, plain and simple.” “I don’t want to get out and have all this debt and a degree that’s meaningless.”
  25. Career want to have a city nearby for internship opportunities view service learning as necessary for a career Professional outcome is the number one value of a degree A job they will love is more important than financial security Career preparedness ranked 5th in importance 73%83% 5th ❤
  26. Career Passion Will I be able to get a job in the field I love? Results Will I see financial gains from attending college? Experience Will I be prepared to interview for the job? Versatility Will my degree and experience be flexible? Reputation Is the school or program prestigious? 3 4 51 2
  27. Cost — VALUE The value associated with the investment
  28. Cost “Finances made a large part in my decision — a much larger part than I was prepared for.” “I looked for the best value: cheapest, but enjoyable and offering what I needed.” “I looked over cost with my parents: the financial aid package and scholarship options.” “The deciding factor was cost, and how it was tied to location.” “Cost to attend was one of my top three factors. My parents emphasized the importance of reviewing everything.” “Initially I ask about how much it costs to attend and whether they give out a lot of scholarships.”
  29. Cost want a financial aid calendar want amounts of the scholarships awarded couldn’t attend their first college of choice because of cost need basic guidance on financial aid and the process want info on average academic scholarships 50% 50% 30% 60% 57%
  30. Cost Worth What does the college degree provide me? Profit Will I be better off for the investment? Burden How will I manage to pay back the debt I accrue? Comparisons What does one school provide over another? Budget Due to the cost, is this school even an option? 3 4 51 2
  31. — Redefining recruitment.
  32. of students apply to and visit multiple colleges as practice. 85%
  33. • Students don’t know how to prepare years in advance to apply to college. • Students don’t know how to translate college terminology and jargon. • Students don’t have all necessary information to evaluate colleges.
  34. Know your best-fit students and their influencers well. Plot the student journey and uncover ways to improve it. Determine which tactics will make the biggest impact. Design seamless experiences that build trust. Attract attention for doing something memorable. 1/ Audiences 2/ Journey 3/ Tactics 4/ Consistency 5/ Differentiate
  35. Know your best-fit students and their influencers well. Plot the student journey and uncover ways to improve it. Determine which tactics will make the biggest impact. Design seamless experiences that build trust. Attract attention for doing something memorable. Engage each audience with the right information. Fix the places where the student is dissatisfied. Edit existing tactics and keep the stronger ones. Educate students earlier and build a relationship. Try something new and distinct to stand out. 1/ Audiences 2/ Journey 3/ Tactics 4/ Consistency 5/ Differentiate
  36. If you’re a higher education professional and want to talk more about how we can help craft your brand communications, email us: kpalmer@ologie.com
  37. building brands. with purpose.

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