So how can you integrate this into your Open Day tactics?
We can’t speak about budgeting without mentioning saving money. Use zero-based budgeting to scrutinise every expense. This will allow you to challenge legacy expenditure, question why you’ve done the things you did, and ask if activities and expenses really need to be replicated. For example, if you budgeted to advertise on Discord when you don’t offer courses in Computer Science or hyper-specific degrees like Game Design, you might pivot your budget to different platforms to attract the right audience for your offerings. Zero-based budgeting will help you identify these areas of optimisation.
2. Adopt an omnichannel approach
No one likes being bombarded with ads, and most can cut them out with ad blockers. The key to avoiding negative brand awareness? Tactically spacing out your campaigns across platforms and learning from your audience about what they want to see. If you’re unsure, just ask them. The key is to keep your brand messaging uniform across platforms, and always tailored to the students’ circumstances.
3. Consider their parents
If you don’t know, the next wave of students’ key influencers - their parents - aren’t Boomers or Gen X. They’re Xennials. And they’re not afraid to attend a hybrid Open Day or chat via Instagram. Set up nurture funnels on the most popular social media platforms among the Xennial generation, TikTok and Instagram, so you can combine your social media strategy this recruitment period.
The student demographic is constantly changing, so it’s crucial that your CRM can pivot. With Akero, you can track the student journey throughout the entire funnel; from that first advertising message to enrolment. By having funnel visibility for each social channel you can identify bottlenecks at each stage and optimise your strategy on the go.
5. Implement progressive profiling
Once students have clicked through to your landing page, how can you avoid form abandonment? The answer is progressive profiling. What is it? A way of gathering first-party data over time to build up a profile of your prospects. Not only will this help you to achieve greater conversion rates, but it will also allow you to connect with the students and move them through the pipeline quicker while avoiding time-wasting.
If you would like to speak to our experts about your Open Day tactics and nurture strategy, get in contact.