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  • Blog
    • 2019
      • 01
        • Market Opportunity Assessment: Why You Need One & 5 Key Steps
        • Enrollment Management: Navigating Disruption to Achieve Success
      • 02
      • 03
        • 49% of retailers name in-store mobile experience a top priority
        • 2019 Digital Marketing Trends & Gen Z
      • 04
        • Enrollment Management: Shifting Demographics & Shrinking Population
        • Smart College Recruitment Targets Wisely Using Segmentation
      • 05
        • Email Marketing Tips
    • 2018
      • 01
        • The hidden cost of selling direct – the returns game
        • 2018 Lead Generation & Recruitment Predictions & Tips
        • How's your marketing?
        • The Offer - How To Make One They Can't Refuse
        • Successful Product Development
        • How Direct Makes Digital Better
        • Questions That You Need To Answer
        • Do You Know What Your Competition Is Doing?
      • 02
        • Managing The Sales Pipeline
        • The Marketing Planning Process...Doing It Right!
      • 03
        • Being Prepared for Change (Why You Need Market Intelligence to Drive Revenue Growth)
        • Competitor Update: Coursera Coming to Eat Your Lunch
        • Discussion: Why Should Your Institution Exist in the 21st Century?
        • Discussion: Should Your College Exist in the 21st Century?
        • Welcome Back: Former Students, Graduates
        • Adult Students: Thoughts on the Chronicle's Report
      • 04
        • Avalanche of Dreck...Are you part of the problem?
        • Profile of the Average Online Student
        • You Can't Make It Up In Volume
      • 05
        • Simple Guide to Creating Profitable Personas
        • Amazon Losing Billions - You Should Be Scared
        • Comment: Why Most CMOs are Failing
        • Marketing Personalization...Most of It Isn't
        • Amazon's "Try Before You Buy"
        • Are Shoppers Really That Resistant to Self-Checkout?
        • B.A.N.T. May Be Old, But It Still Works
        • All The Martech In The World Won't Make You a Marketer
        • 9 Tips For Writing Effective PPC Ads
        • Blogging: 5 Reasons Why & 5 Tips for Success
        • The 4 Step Welcome Email Series
      • 06
        • The Lead Management Game - Winning Or Losing?
        • Part 1: Podcasts Should You Start Your Own Podcast?
        • Part 1: Blogs: Should You Start A Blog?
        • 8 Simple Ways to Increase Enrollments
      • 07
        • PART 2: Podcasts: Develop Your Plan
        • Should You Buy or Generate Your Own Leads?
        • How to Overcome the 3 Reasons Most Miss Their Enrollment Goals
      • 08
        • Contact Strategy: People Buy From People
        • 2 Commonly Overlooked Causes for Enrollment Shortfalls - And How to Fix Them
        • Designing and Writing Effective Direct Mail Packages
      • 09
      • 10
      • 11
        • Developing Your Content Marketing Strategy
        • How Content Marketing Can Increase Enrollments, Retention
    • 2017
      • 01
        • Influencer Marketing: More Confusion Over Simple Concept
        • 10+ Reasons Why Most College Marketing/Enrollment Plans Fail & How to Avoid Them
        • Marketing Planning 101 - Are You?
        • Are CMOs' Jobs in Jeopardy?
        • Lead Flow Planning - Getting It Right
        • Omni Channel or Not? Retail Survival or Not?
      • 02
        • Announcing Our New Enhanced On-Demand Services for Adult, Graduate and Continuing Education Programs
        • Tips for Great Direct Response Radio
        • Email Design Tips
        • Data-Driven Marketing...It's As Old As Index Cards, And Then Some...
        • Why They ain’t buying what you’re sellin’
      • 03
        • New Degree Programs: What You Must Learn from Google, Amazon and Apple
        • Student Recruitment & Retention Goes to the Movies
        • Just Outsource It!
      • 04
        • Why You’re Not Answering Their Questions
        • Adult Students: Are You Serious or Just Screwing Around?
        • Is Your Brand Safe?
        • Ask Questions
        • Event Marketing for Adult Enrollments
        • Retail is Not Dead!
        • Pros & Cons of In House Agency
        • Is Affiliate Marketing for Your Business?
        • Webinar: 7 Proven Techniques for Increasing Adult Student Enrollments
        • False Victories
      • 05
        • Bring Programmatic Adv In House? Yes? No?
        • Call Attribution Tech - Do you need it?
        • Are you losing sales people?
        • Webinar: Adult Student Retention
        • Is ‘eMail Blindness’ Killing Your Business?
      • 06
        • Direct Mail Tips for More Effective Student Recruitment
        • Marketers Wake Up...Get Those Phone #s
        • The Secret to Successfully Providing Life-long Learning
        • Higher Ed Marketing Podcast 3: Web Forms
        • Higher Ed Marketing Podcast 4: Thank you page
      • 07
        • 2 Secrets to Achieving Adult Enrollment Goals
        • Social Worship
        • The Amazon Effect...Are You Ready?
        • Old Ways Don't Open New Doors
      • 08
        • Early Results: Adult Student Recruitment Effectiveness Part I of II
        • Early Results: Adult Student Recruitment Effectiveness Part II of II
        • Webinar: Competitive Intelligence 101
        • How to Say the Right Thing so More Adults Enroll
        • Clear Communications, not Content Marketing, is Key to Achieving Adult Enrollment Goals
      • 09
        • Are You Listening Carefully? Asking the Right Questions?
        • Missing Unrealistic Goals
      • 10
        • What Are You Putting Into Your Sales Pipeline
        • Competitive Intelligence - What is it? Why do you need it?
      • 11
        • Yes, You Do Have the Budget
      • 12
        • Enrollment Opportunity: Under-served Segments
        • Why Colleges Are Failing to Achieve Adult Enrollment Goals
    • 2016
      • 01
        • Direct Marketing Planning
        • How Many Leads Do Our Sales Executives Need?
        • The Drones Are Coming!
        • New Study Identifies Opportunities to Improve Student Recruitment
        • Outbound Telemarketing Missing Opportunities As Part of College Student Recruitment
        • Student Retention Tips for 2016
        • Advantages of Direct Marketing
        • 6 Tips to Improve Your College's Content Marketing Performance
      • 02
        • Lead Flow Planning - Getting It Right
        • Are You Sitting Around Waiting for Business?
        • Get More Our of Your CRM Investment
        • Tips for Building Affordable, Effective Marketing Research Program
        • Smart College Recruitment Targets Wisely Using Segmentation
      • 03
        • Marketer's Toolkit Goes Mobile
        • A/B Testing: Some Important Rules to Follow
        • Targeting is Not Rocket Science
        • Snap Chat for Student Recruitment
        • Colleges Must Lead the Way in Marketing to Millennials
        • How Many Leads Do You Need?
        • Do You Know What a "Lead" Is?
        • Do You Know How Many Sales Leads You Need? Find Out With...
        • Content Marketing: It's a Mess
      • 04
        • What Is The Best Marketing Channel?
        • Do You Need a Marketing Plan?
        • Data Analytics Improve Enrollment Performance
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Common Social Media Challenges and Solutions
        • 8 1/2 Common Errors in the Student Recruitment Process
      • 05
        • Differentiation - Colleges Need to Be Uniquely Valuable
        • Non-Traditional Students: Tips to Attract & Retain
        • Market Planning Process
        • Market Analysis - Identify Your Target Markets
        • Catalog Business Plan
        • 10 Common Digital Marketing Mistakes & Solutions
        • Tips for Recruiting Millennials to Your College
        • How to Lower New Student Acquisition Costs
      • 06
        • Your Website Needs Help
        • Better Adwords Performance ASAP
        • Higher Education Marketing Assessment Tool: A Demo
        • Join Marketing Connection Today
        • Marketers Are Focused On the Wrong Things
        • Marketing...It's About the Numbers
        • Colleges Without Market Research: Penny-Wise, Pound Foolish
        • Top Benefits You Enjoy From a Mystery Shopper Audit
      • 07
        • The Future of Content Marketing
        • Pokemon Go: Student Recruitment & Retention?
        • Whatever the Channel: Marketing Success Depends on 5 Factors
        • When Your Customers Aren't Your Customers - Social Media Pitfalls
        • Content Marketing Success
        • Why You Can't Afford to Pass on a Retention Audit
      • 08
        • Your Trouble With Adwords
        • You Can't Recruit & Retain if You Don't Know Your Audience
        • Facebook Live for Student Recruitment
        • How to Make Significant Improvements to Student Recruitment Results
      • 09
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Video Marketing: Tips for Greater Success
        • The Details Are in the Plans
        • Digital Metrics: How Much is Real & How Much is Bullshit?
        • Video Content Marketing: Tips for Greater Success
      • 10
        • How You Can Enroll More Non-Traditional Students
        • Your Email Metrics Are Wrong
        • Too Much Content Too Much Waste
        • How Asking the Right Questions Can Increase Enrollments
        • Content Marketing for Higher Education Recruitment and Retention
      • 11
        • 5 Ways to Increase Graduate School Enrollments by Leveraging Data
        • Big Data, Predictive Analytics & Marketing Research Strike Out in Election 2016
      • 12
    • 2015
      • 11
        • Black Friday - Cyber Monday - Trends

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Tag Cloud

Customer AcquistionMarket SegmentationMarketing CommunicationsCRMPPC AdsData-Driven MarketingCatalogingMarketing CollateralMarketing MediaGen ZRetailingAssessmentsMulti Channel MarketingDirect Response Marketing ProductCompetitive IntelligenceTarget MarketingPersonasMarket Planning ProcessNew Program DevelopmentMerchandisingMarketing AssessmentCollege RetentionretailMobile MarketingContent MarkteingStudent SatisfactionStudent RecruitmentDave FreemanBlogDirect ResponseMarketing StrategySMS TextEmailCollege RecruitmentMarketingOnline MarketingNurturingA/B TestingBusiness DevelopmentProcess MappingAffiliate MarketingAdult StudentsAdult Student RetentionBusiness CatalogsInternet Marketinginfluencer marketingKey MetricsGeneration ZMarketing AnalyticsB2B MarketingMarketing PromotionsDirect MarketingStudent EnrollmentsDWS Associates MarketingSocial MediaLead ManagementTarget MarketCompetitive AnalysisDifferentiationSocial MediaMartechBroadcast Direct ResponseLead GenerationSocial Media MarketingDirect MailCampaign PlanningAdtechMarket ResearchPredictive ModelingStudent AcquisitionEvent MarketingSalesMarket AnalysisSales ManagementMystery Shopper AuditVideo MarketingData AnalyticsInbound MarketingStudent NurturingMarket IntelligenceDirect Response EmailMarketing ManagementRevenueWebinarProduct DevelopmentOn Demand MarketingTelemarketingMarketing TechnologyProfitsStudent Recruiting CampaignStrategic Market PlanningConsumer CatalogsMarketing ToolsMarket TestingPodcastAdvertisingSetting GoalsIntegrated Marketing CommunicationsSearch Engine MarketingMarket PlanningOffer DevelopmentAdwordsCall CenterEnrollment ManagementeCommerce Product DevelopmentDR RadioMarketing ResearchDemand GenerationHigher EducationPost-traditional StudentseCommerceMillennial MarketingHigher Education MarketingMarketing ConnectionWebsite DesignRetail MarketingCMOContent MarketingCustomer RetentionCreativeSegmentationSEMMarcomOmni Channel Marketingearned mediaMarketing AuditThank you pageCatalog MarketingSales PipelineStrategic PlanningWeb FormsCustomer ServiceMedia BuyingStudent RetentionOutsourcingMarketing AutomationSellingTargeting & SegmentationLead NurturingMarketing ChannelsMarketing PlanningB2C MarketingAdult Student RecruitmentStudent SuccessDatabase Marketingpaid mediaMarket Opportunity AssessmentDigital MarketingPersonalizationCustomer AcquisitionEmail MarketingLifelong Learning


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2019

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Enrollment Management: Shifting Demographics & Shrinking Population

Apr 04, 2019

Shifting Demographics and Shrinking Population

 

The population in your target market is changing – and that impacts your ability to achieve your enrollment and revenue goals.

Fewer high school graduates.

More Hispanics and African-Americans.

Different wants and needs and expectations.

All with more competition, and society is questioning the value of college versus a trade school.

Well, to survive and thrive in these conditions, here are some tips to help.

Is Your Target Audience Large Enough For YOu to Achieve Your ENrollment Goals?

Few have a clear definition of their target audience, which also means they lack a clear understanding of the size of the audience.  That’s why this is a key data point to monitor constantly.

If the audience is large enough today, what are the projections for the near and long-term?  If the size is shrinking over time, or failing to grow at a rate that will sustain future growth/enrollment goals?

What Can Your Institution Do To Increase Your Share of Your Target Audience?

When your primary target audience is decreasing in size, increasing your share of that audience is one way to pursue your objective for more enrollments.

And since tuition revenue is the real end-game, let’s keep “price discounts” off the table for a moment.

What can your institution do that will provide a larger number of your target audience with an added incentive to enroll in your institution?

A couple of things you want to look at are your media, messages and offer strategies – are they generating enough quality leads? If they are, next step is to look at your lead management processes which include media, message, offer and contact/frequency strategies.

When evaluating your media strategies in the lead generation and management phases, you are searching for sources that generate the greatest response rates and, ideally, the highest enrollments.

Same for your message and offer strategies.  Hopefully, you are testing various benefit rich messages and offers that are unique, relevant and designed for the stage of the decision-making process the lead is currently in.  For example, in the early stages, when prospective students are gathering information so they can determine which institution and program offers them the greatest value, your offers might be content that helps them understand your unique value to them.  A checklist on how to select the right college and program, or a “Financial Aid 101” video are ideal pieces of information for these early stages.

Later in their process, invitations to open houses, opportunities to speak with faculty about the program or even scheduling 1:1 calls to start the online application process are better suited for prospective students that have identified your college and programs as a top choice.

Other options might include modifying admissions requirements so that a larger number of prospective students feel more confident about their ability to be accepted.

What Other Audiences/Segments Offer You The Opportunity To Achieve Your Enrollment Goals?

If your target audience is no longer large enough for you to achieve your enrollment goals, use the data gathered on the population mix of your target market to identify others that are like your target audience but slightly different – perhaps older or possessing different demographic attributes such as ethnicity/race, gender/sex, and household income.

This helps broaden your target while still maintaining some focus – and it’s a lot more effective that simply trying to appeal to everyone.

That said, be sure you have a strong understanding of their wants, needs, expectations, perceptions of your institution as well as their buying process and selection criteria – because you may need to develop different strategies and tactics to attract and enroll them.

Does It Make Sense to Pursue Your Target Audience in New Markets?

If your target market is [ex] a county or several counties within a state, expanding your target market to state-wide might be the best course of action.  Keep in mind that when this approach is used, you need to be sure that those in the new market know who you are and have a positive perception of your institution and programs – and if that isn’t the case at the start, you may need to spend more of your resources in the new market to address the lack of awareness.

Also, be sure to look at the competition in the new market and make sure your strengths outweigh the competitions.  This may lead to you pursuing a segment of your target audience with select programs that are not currently available in the new market or, if they are provided by other institutions/competitors in the new market, you have a unique and valuable benefit you can leverage to attract and enroll students.

How Has the Job Market Changed – And Does Your Institution Have the Right Programs and Services for New Demands?

Though not directly tied to the changing population and demographics, checking the job market is another valuable step to take at this time because if the population is changing, the job market might be changing as well.

Who are the larger employers in your market? What jobs are they forecasting to be in high demand? What are the education requirements for those positions? Do you have the right programs for those requirements?

Reach out to the economic development departments at the county and state level in your target market – they are great sources for this type of information.

What Is The Competition Up To – and What Opportunities Does This Create For Your Institution?

Change is going to impact your competition, and they are going to make decisions that can create opportunities – and threats - for your institution.  A competitive scan will help you gather the data you need to identify those opportunities and threats.

For ideas on how you can create your own in-house competitive intelligence program, check out this webinar.

Summary

As the audience and market changes, your best course of action is to understand what the change is and identify opportunities and threats. This will most likely lead to modifications in your program/services, pricing, modality and promotional efforts -  but these modifications are necessary if you intend to achieve your enrollment and revenue goals.



Tags: Competitive Intelligence, Targeting & Segmentation, Target Market, Enrollment Management, Market Opportunity Assessment
Category: Higher Education Marketing

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Patrick McGraw is VP of Higher Educaton Marketing Services and has more than 25 years experience in market research, competitive intelligence, business intelligence including database marketing and CRM, strategic planning, brand development and management as well as operations/campaign management. His work has consistently helped his clients and employers develop and implement more efficient ways to attract and retain profitable customers, enter new markets and launch new products. His areas of focus include the education, hospitality, travel and tourism, hi-tech, telecommunications, financial services, and retail industries on both the agency and customer sides.


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