Building relationships with audience-centric communications

Allison Turcio
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Allison Turcio: Director of Enrollment Marketing and Digital Strategy, Siena College, USA

Journal of Education Advancement & Marketing, 2021, vol. 6, issue 2, 191-200

Abstract: Colleges are not just competing with each other for prospective students’ attention, they are competing with Netflix, Snapchat, TikTok, funny memes and all the brands they already love. Audience-centric communication is the way to stand out, build relationships and become a brand that matters. This paper discusses how to focus your mind-set on the audience first, as well as better understand and connect with them. If you are already doing this, this paper will remind you why and reinspire (and maybe even level-up!) your audience centricity. If you are not, the examples shared from higher ed and beyond will help you to get started. It is worth the effort — Siena College found that students who received personal, one-to-one communication from the admissions office were 2.8 times more likely to enrol.

Keywords: higher education; marketing; enrollment; student recruitment (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2021:v:6:i:2:p:191-200

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