Do you also get tired from hearing the word “strategy” over and over again?
Far too often, once “student recruitment strategy” gets dropped into a conversation, people move into “NATO mode” (Singlish for “No Action, Talk Only”).
Of course, it does make sense to think before you act.
But as you start thinking more deeply and involving more people, there’s a real danger of analysis paralysis.
One way to avoid that is to approach strategic planning with a clear framework. So you know when it’s time to stop talking and start doing. The framework I use consists of 6 questions.
Strategy in 6 questions
1. Who are our ideal students?
The better you can identify the type of student who will be happy and successful in your institution, the easier everything else will be.
2. Who are our “competitors”?
Before you go out and try to convince prospective students to enrol with your institution, you need to understand what other options they may be considering.
3. What are our unique selling points?
Take 1 & 2 together, and as yourself “Why should our ideal students choose us, and not one of the alternatives”?
4. What are our goals 1, 2, and 5 years from now?
Some online activities pay off immediately, but many of the most effective online recruitment strategies take a few years before showing results. Know your short-term and long-term goal to decide on the right mix.
5. What budget do we have available to make this happen?
Ambitious goals without proper funding are a recipe for disappointment. So the budget vs. expectations conversation is an important one to have up front.
6. What are our KPIs?
Get specific about what success looks like. Pick a few metrics that you’ll follow during the campaign.
Read more about strategy?
Chapter 3 of my book elaborates on the questions above. In 5 pages.