MARKETING
recruiting has prompted some not-for-profit schools to enlist the help of external marketing agencies. In fact, 42 percent of survey respondents indicated that they cur- rently or plan to outsource some marketing/recruiting functions this year. When asked what they were planning on outsourcing, the top five functions were all related to online marketing, including SEO, Paid Search, Inquiry Management, Targeted Display and Email Marketing. In a market where most marketing and recruitment typically takes place in-house, this statistic shows a willingness of not-for-profit schools to adopt some of the strategies that have been working in the for-profit sector for years. Many schools in the not-for-profit sector are now
realizing that in order to compete in today’s environment, they need to take cues from for-profit education, as well as the corporate world. Some schools are going as far as to add chief marketing officers to their staff, with many new hires coming from the corporate world with no prior higher education experience. Michael Ferree agrees with this move toward enlisting the help of marketing experts and tools. “From what I have seen in the education market, many media buyers simply do not have the sophistica- tion to properly convert and generate inquiries,” he says. “Without the proper tools in place, buyers will have a very hard time succeeding in the next few years.”
THE FUTURE: SOMEWHERE IN THE MIDDLE? It will be interesting to see what the next few years bring in higher education marketing and recruitment for both for-profit and not-for-profit institutions. Both school types are reporting a heavier investment in online programs as a way to diversify their revenue streams and capture more students. With schools scrambling to expand their online offer- ings, and the emergence of massive open online courses (MOOCs), competition for online students is greater than ever. As more schools compete for the same students, we expect to see both for-profit and not-for-profit institutions moving further outside their comfort zone when
36 SEPT/OCT 2012 •
TODAYSCAMPUS.COM
it comes to marketing, in an attempt to innovatively cap- ture the right students.
kiM.kEllY@
CUnET.COM
Kim Kelly is Managing Director of CUnet. As Managing Director of Agency Services at CUnet, Kim Kelly leads a team of enrollment marketing experts committed to helping colleges and universities reach, recruit and enroll students through digital marketing and performance media.
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