There are an overwhelming number of marketing blogs, podcasts, videos, and industry reports available today. In fact, Google says more than 2 million blog posts are published every 24 hours and that, as of January 2019, there are currently 660,000 podcasts available for streaming and downloading.
So, why add more content to the mix? one could certainly question whether or not the world really needs more marketing noise.
At the end of 2018, the DD team — an enrollment marketing technology agency that helps undergraduate and graduate institutions recruit students — conducted a survey that invited enrollment managers to share their honest thoughts on the resources and tools available to them.
More than 60% of respondents say they are dissatisfied or completely dissatisfied with the current professional development resources available to them. Furthermore, in one-on-one conversations with influential industry leaders, we uncovered a hunger for rich, relevant, enrollment-specific marketing content.
One of the things we hear time and time again is that there aren’t enough relevant, actionable resources available for enrollment managers — and specifically enrollment managers working at the graduate level. Many of the resources that do exist are antiquated and don’t sufficiently address the challenges that the modern enrollment manager faces or are crafted first for other industries (primarily those operating in B2B and B2C channels) and then applied to higher ed as a sort of after-thought.
So we asked ourselves a couple of questions:
- What would it look like to develop a platform, an online community, and a brand that was solely focused on equipping enrollment professionals with the marketing insights they need to make better decisions about how to generate the next generations of students?
- What would we call such an entity?
The challenge that enrollment marketers face today is similar to the challenge that all marketing and sales professionals face today — and that is to put the customer (or in our case student) first. The expectation for the contemporary enrollment funnel is that it is fluid, that the path to enrolling in a program is friction-free and can be completed when, where, and how the user wants to complete it.
Today’s enrollment managers are required to intelligently and efficiently design a variety of pathways in an assortment of formats that help nurture prospects along the applicant journey in a way that is highly-personalized, notably-fast, and ridiculously-helpful. Oh, and to do so with limited staff, less budget, and little-to-no time.
But if enrollment managers had quicker access to blog posts, eCourses, training videos, and tactical resource guides the helped quickly, but meaningful, equip them with the insights and ideas they need to attract the right students to their programs, would we see a healthier and more sustainable student recruitment process? Would we see an increase in yield rates and retention rates if enrollment managers had better tools to attract the best-fit future-students from the beginning? We believe so…don’t you?
Generally speaking, enrollment marketing budgets are decreasing — or at the very least not increasing — and there is more pressure than ever before for enrollment teams to prove the return-on-invest of their student recruitment efforts.
It’s no longer enough to show an increase in website traffic, or new inquiry generation, or increased application completion rates. More enrollment managers are being held accountable to bottom line results — today, the metrics that really matter are yield rates and butts in seats.
So why "Enrollify"?
Because the voice of this brand, and the content produced on this digital platform, will be wholly focused on helping you increase your bottom line results. Every post you read, podcast you listen to, and eCourse you enroll in, will be oriented towards increasing enrollment. Not just top-of-the-funnel prospects, or middle of the funnel inquiries and applications, but actionable insights for the bottom-of-the-funnel.
Our goal here is to make Enrollify the most trusted, go-to, digital, resource for enrollment managers on the market. And so we wanted a name that carried connotations of “new”, of “tech-savviness”, of “resource library”, with additional notes of “contemporary” and yeah, a hint of “silicon valley”...kind of like the Spotify for Enrollment Professionals.
The applicant journey in 2019 is just more complex —, especially at the graduate level. It’s important to talk about these concerns, it’s important to share data and insights concerning industry trends at a whole, but it’s also crucial that these insights and ideas help you to leverage the resources that you do have to generate the results you need. And that’s our hope for Enrollify.
Enrollify will produce content in a wide variety of formats — articles, videos, podcasts, newsletters, eCourses, premium content pieces, and more — on a diverse profile of enrollment marketing topics. The content produced on this platform will be original, commissioned, and curated.
Over the coming weeks, we’ll be talking about the importance of storytelling in student recruitment, dive into how to launch a digital ads strategy focused on generating quality prospects, share what we’ve learned after 24 months of paid social media promotions, and much more.
If you are an enrollment marketer working in marketing and communications or enrollment management and would be willing to be interviewed on the Enrollify:Podcast, write a post for the Enrollify:Blog, or help craft an Enrollify:eCourse, OR if you have an idea for a topic that you’d like covered on Enrollify, please reach out to me directly at firstname.lastname@example.org.
We're so thankful you're here — and we want to build this brand together, with each of you! Send us a note here and let us know what you think.
-- The DD Team (the folks behind Enrollify)