About the Episode
In this episode, we dive into the future of college outreach with Eric Menna, co-founder of Loper, a cutting-edge platform redefining how students find their right fit college. Eric emphasizes the need for a personalized, customized approach for students in their college search, ensuring they receive tailored information to make informed decisions. To do this, we need to encourage students to reflect on their ideal college experience rather than defaulting to familiar names and one-dimensional search parameters. Eric also provides invaluable advice for college marketers seeking alternatives to traditional search marketing, leveling the playing field among colleges in terms of prestige. Discover innovative strategies and tools that empower students to find their right-fit colleges while enabling institutions to engage with prospective students in a way that resonates on a personal level.
Key Takeaways
- Traditional college search tools are outdated: One-dimensional filters, static interfaces, and rankings-based systems fail to meet the expectations of today's students.
- Students demand personalization: This generation expects tailored experiences similar to those provided by platforms like social media and e-commerce.
- The role of AI in higher ed marketing: Artificial intelligence is streamlining content creation, audience segmentation, and personalized outreach for colleges.
- Experimentation with new channels pays off: Institutions should explore emerging platforms like Reddit, Twitch, and TikTok to engage students in innovative ways.
- Data-driven insights matter: Tools like Loper enable colleges to gather rich, actionable data about students' preferences, improving messaging and targeting.
Episode Summary
The Changing Landscape of College Search
Eric Menna highlights the limitations of traditional tools like the College Board and rankings lists, which provide surface-level filters based on metrics like location and size. These tools often reinforce brand-name biases and fail to encourage true exploration. Platforms like Loper aim to shift the focus from institutional prestige to meaningful personalization.
Why Colleges Need to Adapt Now
The rise of test-optional admissions has disrupted traditional student search pipelines. With fewer students submitting SAT/ACT scores, institutions are losing access to the name-buying strategies that once fueled their recruitment. Additionally, Gen Z demands hyper-personalized, mobile-friendly experiences, and institutions must adapt to stay relevant.
The Loper Approach to Student Search
Loper offers a mobile-native platform that prioritizes discovery and introspection:
- Student-centric personalization: Students answer tailored questions about their ideal college experience, from campus culture to diversity.
- Anonymous exploration: College names are initially hidden to reduce prestige bias, focusing instead on aligning schools with students' needs.
- Interactive, fun interface: Loper's swipeable format mimics dating apps, making the search process enjoyable and engaging.
Why It Works for Institutions
Colleges using Loper benefit from high engagement and valuable insights:
- Targeted campaigns: Institutions like Siena College have successfully reached students interested in specific aspects like community and campus culture.
- Data-rich leads: Loper provides granular information on student preferences, enabling precise audience segmentation and messaging.
- Proven results: 90% of graduating students on Loper applied to schools they discovered on the platform.
Emerging Strategies for Higher Ed Marketers
- Community presence: Engage on platforms like Reddit where students seek unfiltered advice.
- Micro-influencers: Leverage authentic voices from current students to build trust and brand affinity.
- Platform-specific content: Match content to channels—e.g., esports ads on Twitch or personalized storytelling on TikTok.
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