Students are Customers! (and customers want to feel safe)

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In higher ed we hate talking about students as if they were customers.

In the K-12 sphere our children are an investment, and to think of a college education as transactional feels somehow unacademic and lacking intrinsic motivation.

TOO BAD!

With price tags reaching $100,000 a year at some elite institutions it’s ridiculous to assume that return on investment (ROI) isn’t at the forefront of every conversation a family has about college. This is a numbers game, and in a crowded market it’s time for higher ed institutions to shake up the playbook to attract paying customers.

How many pamphlets does a high schooler have to review? NONE — they’re all going in the recycling. Why? Because they’re all identical and provide zero unique information besides the logo and brand colors.

99% of college pamphlets probably end up in recycling or landfill

Instead of chucking pamphlets, rip that line item out of your budget and put that money where your college’s ROI is a part of the equation.

How do you stick out? Where is the best ROI?

It’s in HUMAN CONNECTION

The two greatest factors in the decision of any prospective CLIENT (student) is how much money can I afford to pay, and do I see myself fitting in in a place like this? That second part is only impacted by one thing, and that’s human connection.

If a student knows professors and current students at the institution then there is a significantly higher likelihood an application will be submitted. Not because of how good the program is in comparison to others, but in how safe will they feel when they’re there. Alone — most likely for the first time; without family nearby to fall back on.

Take a look at every high school across the United States of America. What’s the safe space? Where is the place where the most students know they’ll be accepted? Of course we hope that’s everywhere, but we know it’s not. Have you ever wondered how to identify an environment that fosters human connection and feelings of safety and belonging?

Take a look at the music area of the building and tell me what you notice.

Check back next time for one way college are hoping to create a sense of safety and community in the enrollment and recruitment strategies…