By John Blombach | Assistant Editor
Education is big business. In an era of increased competition for a dwindling number of students, it is imperative to differentiate yourself from the crowd to thrive and continue in the business of higher education. Recruiters have been out in full force to fill the recent gaps in college enrollment, and looking at the demographic, it may be a decade or more before America’s schools of higher learning can once again fill enrollment quotas.
College marketing and sales teams are out on the ground level, building their brand and establishing their place of distinction among the many choices of both private and public universities. With so many institutions offering similar curriculums with comparable qualifications in faculty and support, how is the prospective student supposed to determine which school offers the most bang for their buck?
Smart colleges are taking these enrollment stagnations, investing time and a great deal of money in an effort to rebrand their programs, and they are beginning by adding new degrees and certificates and upgrading their infrastructure. These doldrums provide the best opportunity to take an honest look at their stock in trade and make necessary adjustments, trimming out non-performing programs and less productive areas of study.
Wise marketers know that many times it is the less tangible benefits to a school that will sell the new prospect. Most are aware that all the promotion and persuasion in the world is not going to make the difference. The best approach is to provide a welcoming social atmosphere that a new student will find comfortable. Fact is, it is more cost effective to keep a student enrolled than to find another new student. Therefore, encouragement and support is what will keep the same students coming back semester after semester.
Programs that are proven to provide employment for many years to come, will attract the best and brightest students. Instead of dead-end, non-descript, liberal studies curriculum, focusing on reading, writing, and arithmetic, with a little physical education thrown in for good measure, high tech, cutting edge courses will target potential students and hold the interest of those already enrolled. Colleges must be constantly vigilant, always looking to the future, and focusing on providing the education that will serve the students of today, tomorrow, and provide jobs and training that will still be relevant fifty years from now.
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