Summer is well underway and admissions departments at four year colleges and universities across the country are working hard to meet enrollment targets and to avoid “summer melt.” One way to bolster enrollments is to target students currently enrolled in community colleges.
The question of how to “reach, support, and convert” transfer students is the subject of Four Transfer Student Types that Put Summer Melt on Ice, a recent post on the website encoura by Gil Rogers, Director of Marketing at NRCCUA.
Moving beyond the obvious reason why many high school grads choose community college - cost - over a four year school, and using data from a recent Eduventures survey of 950 community college students, Rogers parses potential prospects into four different types based on the factors that influenced each of these four cohorts to choose community college instead of a traditional four year program.
- The Local Explorer - 10% of those surveyed felt they were not ready for a four year college
- The Home Body - 37% hoped to attend a four year school but preferred to be close to home and have flexible hours and save on the cost of room and board
- The Late Bloomer - 15% may not have intended to pursue college or perhaps they began their search too late in the process and chose a community college instead
- The Cost Saver. - 38% enrolled at a community college to save on tuition and fees despite the fact that they would like to attend a four year school
Each of these four prospects suggests different marketing approaches. For example, when marketing to The Local Explorer, it’s best to showcase how simple the transfer process can be along with the benefits and personal achievement for those who choose to transfer and complete their degree.
The author goes on to emphasize that finding the right and most effective way to reach each of these groups is as important as the messaging itself.
To read the complete post click here.