Pop quiz! Which of the following movies most closely reflects your institution?
A. Good Will Hunting
B. Animal House
C. Harry Potter
D. Higher Learning
No perfect match? No problem.Chances are the question made you smile and think about how all four answers could sometimes reflect your school.
For most people, quizzes like this are fun. We are a self-reflective bunch—we like to be asked about ourselves and are invested in our answers. At EAB Enrollment Services we’ve learned that the college search process lends itself surprisingly well to this kind of engagement tactic.
Enrollment Services's latest recruitment innovation, the pop culture interactive offer (IO), is a path to an answer. Imagine inviting a prospective student to consider this:
Texting or email: Which method is more effective in engaging teenagers? Find out here.
Pop Culture “Talks the Talk” to Bring Students to Your Institution
While still benefiting from the student-centered give-and-take of quizzes, generally, our pop culture IO produced Search response rates that were 26% higher than that of the control sample; a pop culture IO gets 26% more students to opt in to an interaction with the school.
Amusing topics drawn from students’ life experiences drive much of that lift, of course, but the voice of the quiz probably also fuels engagement. Our gifted team of writers (including one member who is part of a local comedy group) deftly captures teen-speak. Check it out:
Question: You’ve been asked to join an Inception mission, and you’re so in. What role do you play?
A. Building a dream would be an absolute dream. Sign me up.
B. I’m the fearless idea person with a plan for success. Just call me Leo.
C. Put me down as Inception coordinator. Let’s make sure each kick runs smoothly.
As you can see, this conversational quality transforms a questionnaire into something more like a friendly chat between the college and the prospective student, and by “chatting” with students about something fun, our IOs cultivate something important: enthusiasm for the college.
The end of the quiz capitalizes on that enthusiasm by emphasizing the special partnership of student and school. Because every Enrollment Services interactive offer is tailored to communicate the unique identity of an institution, EAB's quizzes ultimately reinforce brand and encourage buy-in.
"You’ll find countless ways to hone your skills at our college. Whatever your movie preferences revealed, we hope it sparked some excitement about our school."
EAB Enrollment Services' pop culture quizzes facilitate playful—but meaningful—conversations that ultimately provide a competitive advantage to enrollment leaders looking for innovative communication tactics to increase applications.