Identifying and Motivating the "Stealth" Applicant

Recruiting the Silent Funnel, Part I

Topics: Online Education, Academic Affairs, Online Strategies, Online Student Support Services

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About the Presentation

Investments in content marketing and website redesign allow prospects to collect information on programs more easily and more quickly than ever before. But while prospects have an unlimited amount of information at their fingertips, an unexpected downside has emerged: most feel no need to contact an institution before applying. Nearly 70% of applicants are unknown to an institution before starting an application, leaving marketing staff focusing scarce time and resources on a small—and shrinking—percentage of the prospect pool.

Faced with an unprecedented number of "stealth" applicants, marketing leaders face two options to increase yield and grow enrollments: find ways to identify students earlier, or focus more resources on warm leads with a vested interest in the institution.

In part one of "Recruiting the Silent Funnel," we explore ways to compel prospects to self-identify earlier and prevent stalled applications. The session highlights strategies for:

  • Personalizing marketing content and Request for Information forms
  • Interacting in real-time with prospects browsing the website
  • Proactively engaging with students after they begin an application

Presenter: Jed Diamond