Reaching "Search and Shop" Students: Part II

Fostering Repeat Purchase Behavior—Incentivizing Alumni to Return for their Next Educational Need

Topics: Academic Affairs, Marketing and Branding, Enrollment Management, Admissions

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About the Webconference

For years, traditional universities have operated under the common misconception that COE alumni, lacking the “fullness” of the undergraduate campus experience, are less attached. As advancement offices examine their internal data in the wake of the economic downturn, many are finding that graduate professional alumni are even more engaged than their undergraduate alumni counterparts. This is not a surprise to COE units, who have long observed the loyalty of COE alumni, who are able to see the immediate and tangible value of COE courses and programs in their professions. 

With traditional advertising becoming more expensive (and less effective), leading COE units are drawing upon the loyalty of COE alumni to pursue a maxim well-known in the private sector: it’s much less expensive to attain the “repeat business” of a former customer than it is to recruit an entirely new one. Given a current economic climate requiring that employees re-skill, up-skill, and up-credential at accelerating rates, COE alumni are more ripe than ever for repeat purchases: from one standalone course to two or three, from courses to certificates, from certificates to degrees, even multiple degrees.

Key questions addressed in this session:

  • What type of exclusive benefits and loyalty memberships foster repeat purchases?
  • What incentives motivate alumni to “stay in touch,” enabling the institution to know when they’re ready for their next educational step?
  • How do institutions work with employers to map offerings to career paths?

Presenter: Karishma Furtado

View the On-Demand Presentation

Watch the video Stream video recording