Balancing niche and broad-appeal programs, and successfully recruiting for both

Are you tasked with marketing to, and/or recruiting for, programs that have an extremely niche target audience? Are you simultaneously being asked to grow enrollment by focusing on “broad-appeal” grad programs? Do these strategies often seem to be at odds with one another, leaving you and your team without a clear priority? Join us for this session where we will highlight how Goucher College, a private liberal arts college in Baltimore, found itself in this very situation and was compelled to reimagine its approach, ultimately establishing a dynamic, student-centered ecosystem shaped by the profile of today’s adult prospective students. By shifting away from demographics-only data like age and income, and investing in future-looking education-specific data like intent to enroll, program of interest and modality preference, Goucher anticipates seeing gains in interest among both groups without sacrificing one in favor of the other. This session will highlight specific stories and outcomes of how a shift in marketing and recruitment mindset made all the difference in getting more high affinity, right-fit students into the enrollment funnel.