Recruit More Students with an Optimized E-Brochure
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Recruit More Students with an Op4mized E-‐Brochure
Recruit More Students with an Optimized E-Brochure
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1) Interac*ve E-‐Brochures & the Virtual Handshake
2) Consolidate Info with Pop-‐ups & Quick Links
3) Target Mul*ple Personas
4) Boost Interna*onal Recruitment
5) Use CTAs with Social Proof
Overview
Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
Recruit More Students with an Optimized E-Brochure
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§ A brochure is an important extension of your college brand
§ An effec*ve brochure provides insight into your school’s programs, faculty, campus resources, student successes, and overall atmosphere
§ Like a firm introductory “handshake,” brochures should ins*l confidence, peak interest, and prompt further conversa*ons
1. Interac*ve E-‐Brochures & the Virtual Handshake
Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
Recruit More Students with an Optimized E-Brochure
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§ The average student has an aRen*on span of 3 minutes – and the biggest distractor is technology
§ In order to generate more leads, e-‐brochures must appear short and accessible enough to overcome the 3 minute hurdle
§ Effec*ve e-‐brochures combine brevity with technology, offering
prospects faster, more engaging ways to learn about new colleges
§ One way to consolidate your brochure content is by using Pop-‐ups and Quick Links, like the following example from Humber College
2. Consolidate Info with Pop-‐ups & Quick Links
Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
Recruit More Students with an Optimized E-Brochure
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§ With Humber’s condensed content strategy, each click reveals a “pop-‐up” content bubble, or a link to more informa*on
Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
Recruit More Students with an Optimized E-Brochure
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§ Effec*ve college recruitment depends on truly understanding
your target audiences, or student personas
§ Strategic e-‐brochures speak directly to their most valuable personas, tailoring content to their mo*va*ons, concerns and interests
§ The following example from Thompson Rivers University: School
of Trades and Technology targets 3 different personas on a single page of their e-‐brochure
3. Target Mul*ple Personas
Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
Recruit More Students with an Optimized E-Brochure
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§ Each persona image can be clicked for addi*onal info on programs, the job market, and college support systems
§ This is targeted content marke*ng perfectly suited to a college e-‐
brochure
Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
Recruit More Students with an Optimized E-Brochure
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§ In Canada and the United States, colleges and universi*es are
searching for ways to aRract students from several popular source countries:
4. Boost Interna*onal Recruitment
Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
Recruit More Students with an Optimized E-Brochure
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§ E-‐brochures offer numerous ways to connect with interna*onal leads,
including mul*-‐language transla*ons (St. Lawrence College):
Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
Recruit More Students with an Optimized E-Brochure
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§ Spokane Community College uses a clever, clickable “Our Students” mo*f on each brochure page to highlight Chinese students’ tes*monials and generate new leads from China:
Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
Recruit More Students with an Optimized E-Brochure
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§ Tradi*onal paper brochures typically present two or three standard
Calls to Ac*on, such as a website address, phone number, or email address
§ Interac*ve e-‐brochures oaen contain a whole page of links § The objec*ve is to generate leads by offering recipients access to:
ü blogs ü program pages ü social media plaborms ü financial aid and campus resources
§ The following example from Capilano University shows one op*on for presen*ng mul*ple CTAs:
5. CTAs with Social Proof
Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
Recruit More Students with an Optimized E-Brochure
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• CTAs are condensed at the end of the e-‐brochure, which could be overwhelming
• A more crea*ve
content strategy might be to place these links strategically throughout the document
• or make naviga*on more en*cing with social sharing op*ons like the following example from Carnegie-‐ Mellon Australia…
Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
Recruit More Students with an Optimized E-Brochure
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• These easy, built-‐in sharing op*ons help spread the college brand across social media, while genera*ng valuable social proof to encourage conversion
Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures
Recruit More Students with an Optimized E-Brochure
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Questions? 1.514.312.3968 [email protected]
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