The Omni-Channel Experience for Prospective Students

In the higher education industry, marketers need to provide a seamless experience to prospective students, regardless of channel or device. It has come to be expected now that they can engage with an institution in person via a college fair or campus visit, in print via brochures and mailers, online via website or blog and in real-time via social media. They can access information on their smartphones, tablets, laptops or desktop computers. Because of this, every aspect of the prospective student’s experience with your institution should be consistent and complementary – and you must rely heavily on your marketing plan to do so.

Whether the experience starts online or in person, the prospective student will begin to move through the buyer’s journey with your institution. This might start to sound like multi-channel marketing: advertising online, in mailers and in person. However, it’s not. Omni-channel marketing is about providing a seamless brand experience across all channels and devices that the prospective students will come into contact with.

To better visualize it; here’s an example of what omni-channel marketing to prospective students could look like:

Prospective student Sandy is interested in attending the University of ABC after meeting with an admissions counselor during a college fair at her high school. She’s curious to learn more, so during study hall, she jumps on her smartphone and pulls up the university’s Instagram page. Then that night as she tells her parents about the University of ABC, they go to the school’s website to learn more about the programs and to look at the application requirements. A few weeks go by, and Sandy fills out and submits the application. Now, she’s receiving mailers and emails from the school, informing her about certain aspects she might be interested in. Ultimately, Sandy is accepted and enrolls at the University of ABC for the upcoming academic year.

Okay, so the last part of that scenario is the ideal situation and most likely won’t be every case, but it does show the omni-channel experience and typical buyer’s journey a student goes through before making a final decision. This type of marketing provides a meaningful impact and allows you to engage with prospective students anywhere they might be.

Omni-channel marketing provides more options, and more options mean more opportunities for marketers to connect with and engage their target audience. The key is to keep interactions consistent across multiple platforms and avenues, ensuring prospective students have a seamless experience with your institution.  Taking an omni-channel approach puts prospective students at the center of your marketing strategy. If you need help creating your marketing strategy or want to discuss more opportunities to reach prospective students, we’d love to help! Contact us today!

Updated: Apr 13, 2022