About the Webconference
As marketing channels have become more crowded and expensive than ever, it’s become increasingly challenging to capture the attention of today’s prospective student. While technology advances enable consumers to spend more time online, they are increasingly distracted and skeptical. We’ll examine how progressive institutions are using outcomes-focused marketing messages to highlight program value by identifying relevant career and learning outcomes and designing effective campaigns across channels. This series will have a special focus on attracting career changers – a substantial, largely untapped population of working professionals who are dissatisfied in their current role and are seeking a next step in their career, but aren’t necessarily even considering or evaluating further education. We’ll focus on how you can attract their attention, support their exploration of opportunities, and use student stories to demonstrate program value as prospects independently build and prioritize their consideration sets.In part 1 of this three-part series, we’ll focus on student-centric messaging and content strategies to compel undecided career changers to consider pursuing a new field under low levels of attention.
Presenter: Peter Cellier