You’ve worked hard all year to attract students to your institution with creative campaigns and engaging comms. They liked what they saw, and came to an Open Day to see your campus in the flesh – but what now? How can you push these warm prospects down the last little bit of the conversion funnel towards application and enrolment?
Use these 5 steps to convert Open Day attendees into applicants…
Hopefully, you’ll be tracking each interaction every prospect has with your institution throughout the entire student journey, but don’t let those all-important offline touchpoints get lost! By using a lead capture app like Akero’s, you can keep track of who actually attended your Open Day, and which registrants didn’t turn up. This way, you can qualify which leads are warmer, and target them with stronger CTAs and personalised content.
Once somebody has attended your Open Day, don’t leave them to go cold and forget about you. Set up email nurture streams to keep them engaged all the way through to application and beyond.
By entering your attendees into automated workflows, you can send targeted comms based on their actions and engagement levels. Keep hot prospects keen with fun content that will get them excited about the prospect of studying with you, or send student testimonials and success stories to those that might need a little more encouragement.
And for those that didn’t attend? All hope is not lost! Why not send them a virtual tour of your institution to show them what they’ve missed, and if they engage with that, enter them into a nurture stream of their own.
Choosing where to spend the next three (or more) years of their lives is a big deal, so students want to feel like they’re more than just a number to your institution. Treat them as individuals with highly personalised comms – but this means much more than just their name.
Use all the information you have gathered on them throughout their journey so far – their intended area of study, their society interests, their year of entry, which campus they visited – to build bespoke messages that will resonate and make them feel wanted.
This highlights the importance of using qualifying form fields throughout the enquiry process to gather as much (relevant!) information as possible to build a tailored experience.
Chances are, your attendees have also attended a handful of other Open Days, so you’ll need to do everything you can to make your institution stand out from your competitors.
Think about your USPs and the assets you have available that are exciting and different. Perhaps it’s a really cool interactive video, a competition to win a coveted internship, or a collaboration with one of your social influencers. This is where you can get creative, and use your location, facilities, partnerships, current and past students to give your institution the wow-factor. Think outside of the box!
When drafting the content of your comms, you may find it useful to refer to our trusty framework for building brilliant student journeys – the 4 As:
- Audience – Make sure your messages are tailored to the specific student segment you are targeting. In this case, it’s Open Day attendees.
- Assets – Think about your USPs and the assets you have available that are exciting and different. Perhaps it’s a really cool interactive video, a competition to win a coveted internship, or a collaboration with one of your social influencers. This is where you can get creative, and use your location, facilities, partnerships, current and past students to give your institution the wow-factor. Think outside of the box!
- Actions – What do you want them to do next? Apply, of course – but are there any other micro-conversions (view a piece of content, speak to the admissions team) they can complete along the way to push them further towards application? Make sure a clear call-to-action keeps them engaged and moving through your conversion funnel.
- Activities – The activities your team will undertake to send, trigger and track this engagement.
Keep track of which students are keeping engaged with your comms and which ones are slipping away. This way, not only will you be able to tailor your messaging to hot and cold prospects with different call-to-actions, but you will be able to concentrate your team’s efforts into converting the hottest leads.
Two of Akero’s features allow you to easily track your students engagement. Lead scoring will automatically assign a score to each of your leads based on how engaged they are with your institution – the higher the number, the more engaged they are. And to track where your students are in the application process, use pipelines to get complete visibility over your recruitment funnel.