recruit more students with an optimized e brochures

Recruit More Students with an Optimized E-Brochure

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Recruit More Students with an Op4mized E-‐Brochure


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1)  Interac*ve E-‐Brochures & the Virtual Handshake

2)  Consolidate Info with Pop-‐ups & Quick Links

3)  Target Mul*ple Personas

4)  Boost Interna*onal Recruitment

5)  Use CTAs with Social Proof

Overview

Source: Higher Educa*on Marke*ng – 4 Ways to ARract More Leads with Next Genera*on E-‐Brochures


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§  A brochure is an important extension of your college brand

§  An effec*ve brochure provides insight into your school’s programs, faculty, campus resources, student successes, and overall atmosphere

§  Like a firm introductory “handshake,” brochures should ins*l confidence, peak interest, and prompt further conversa*ons

1. Interac*ve E-‐Brochures & the Virtual Handshake



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§  The average student has an aRen*on span of 3 minutes – and the biggest distractor is technology

§  In order to generate more leads, e-‐brochures must appear short and accessible enough to overcome the 3 minute hurdle

§  Effec*ve e-‐brochures combine brevity with technology, offering

prospects faster, more engaging ways to learn about new colleges

§  One way to consolidate your brochure content is by using Pop-‐ups and Quick Links, like the following example from Humber College

2. Consolidate Info with Pop-‐ups & Quick Links



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§  With Humber’s condensed content strategy, each click reveals a “pop-‐up” content bubble, or a link to more informa*on



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§  Effec*ve college recruitment depends on truly understanding

your target audiences, or student personas

§  Strategic e-‐brochures speak directly to their most valuable personas, tailoring content to their mo*va*ons, concerns and interests

§  The following example from Thompson Rivers University: School

of Trades and Technology targets 3 different personas on a single page of their e-‐brochure

3. Target Mul*ple Personas



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§  Each persona image can be clicked for addi*onal info on programs, the job market, and college support systems

§  This is targeted content marke*ng perfectly suited to a college e-‐

brochure



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§  In Canada and the United States, colleges and universi*es are

searching for ways to aRract students from several popular source countries:

4. Boost Interna*onal Recruitment



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§  E-‐brochures offer numerous ways to connect with interna*onal leads,

including mul*-‐language transla*ons (St. Lawrence College):



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§  Spokane Community College uses a clever, clickable “Our Students” mo*f on each brochure page to highlight Chinese students’ tes*monials and generate new leads from China:



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§  Tradi*onal paper brochures typically present two or three standard

Calls to Ac*on, such as a website address, phone number, or email address

§  Interac*ve e-‐brochures oaen contain a whole page of links §  The objec*ve is to generate leads by offering recipients access to:

ü  blogs ü  program pages ü  social media plaborms ü  financial aid and campus resources

§  The following example from Capilano University shows one op*on for presen*ng mul*ple CTAs:

5. CTAs with Social Proof



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•  CTAs are condensed at the end of the e-‐brochure, which could be overwhelming

•  A more crea*ve

content strategy might be to place these links strategically throughout the document

•  or make naviga*on more en*cing with social sharing op*ons like the following example from Carnegie-‐ Mellon Australia…



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•  These easy, built-‐in sharing op*ons help spread the college brand across social media, while genera*ng valuable social proof to encourage conversion



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