The Educated Marketer


C. Grant & Company

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The Inbound Difference

by C. Grant & Company | Nov 30, 2017

 |  college recruitment

Traditional marketing and its shortcomings

When’s the last time you opened your mailbox -- whether physical or electronic -- and looked carefully through all the random offers and ads that have come your way?

I’d be willing to bet that it’s been a while.

Ads for a free estimate for a bathroom remodel? Not especially relevant if I happen to be a renter.

College recruitment materials addressed to my fourth grader? A waste of marketing dollars -- we’re just not there yet!

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Inbound Marketing Tips for Student Recruitment

by C. Grant & Company | Feb 16, 2016

 |  college recruitment

For successful enrollment management, today’s college admissions professionals need to be inbound-savvy. Here’s what you need to know.


1. Understand what makes your institution distinctive

Today’s prospective students have more options than ever—from massive open online courses (MOOCs) toward high-quality accredited online education. And they’ve grown up being able to research all their options online. In order to persuade a rising senior that your institution is right for them, you’ve got to offer a coherent and compelling narrative that persuades them that your school could be the right fit.

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Why Recruiters Love Inbound Marketing

by C. Grant & Company | Jan 26, 2016

 |  college recruiting strategies, college recruitment plan, email lead generation, social media recruiting strategy

Learn how to implement inbound marketing methodology to generate leads and increase student applications.

Prospective Students, Proactive Students

Today’s consumers—including prospective students and their parents—don’t sit back and wait for information to come to them.

Think about it: are you more likely to hang on to and browse through fistfuls of brochures and direct-mail glossies that may or may not be offering anything of interest—or are you more likely to search online for the answers to your questions and the solution to your needs?
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Four Risks of Not Tracking Online Behavior of Prospective Students

by C. Grant & Company | Jan 22, 2016

 |  college recruitment, inbound marketing

How the “admissions funnel” has changed—and what student recruitment professionals need to know about how prospective students use the Internet to succeed in the 21st century.

The vast majority of today’s prospective studentsa whopping 97%!are reaching out to the college or university they’re interested in firstand do much of their own research about the school online and on their own time.

Just 3% of students in this study said that they waited for a college to contact them before getting in touch for more information or to apply.

This means that your institution’s strategy for student recruitment has got to be nimbleyou can’t rely exclusively on old strategies, such as cold-calling and direct mailing. And your admissions team needs to be up-to-the-minute on how today’s college-bound students use the Internet.

The stakes for being out of touch are high. If you’re not up on how rising juniors and seniors are using the web….

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Inbound Marketing Methodology Quiz

by C. Grant & Company | Nov 03, 2015

 |  college recruitment

How well do you understand inbound marketing methodology?

Test your knowledge of inbound marketing. The results may surprise you!

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Overcome Your Fear of Inbound Marketing Methodology

by C. Grant & Company | Oct 28, 2015

 |  college recruitment plan, college recruitment strategey, email lead generation, social media recruiting strategy

“Outbound marketing is dead.”

That’s what marketing professionals at the industry-leading marketing platform HubSpot believe.Today’s consumers, like today’s prospective students, have had it with the old methods of marketing.
They ignore your ads.
They hang up on your cold-calls. Actually, they don’t pick them up to begin with.
They don’t want to feel like you’re selling something.

What we’ve been seeing in recent years is a major disruption in the way marketing works, based on a seismic shift in how prospective students -- along with all other consumers -- behave.

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6 Rules for Social Media Recruiting Strategy According to Inbound Marketing Methodology

by C. Grant & Company | Oct 26, 2015

 |  college recruitment plan, college recruitment strategy, email lead generation, social media recruiting strategy


No inbound marketing strategy is complete without a robust social media presence. If you’re not using social media to the fullest, there’s simply no way that prospective students will see the great content you’re putting out there.

But there’s more to building a sturdy foundation in social media than setting up accounts with Twitter, Facebook, Instagram, and just pushing content out there. That’s not social media marketing, and it’s not going to help you attain your goals.

To successfully leverage social media as part of inbound marketing methodology, here are some of the things you’ve got to know.

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Why Your School Needs to Consider Inbound Marketing Methodology -- and FAST!

by C. Grant & Company | Oct 22, 2015

 |  college recruiting strategies, college recruitment plan, email lead generation, social media recruiting strategy

College enrollment is down.

Since the spring of 2011, colleges and universities across the nation have lost over 1 million enrollments.

While most of that decline has come from a reduction in students age 24 and over -- who are headed back into the workforce as the economy improves -- it’s also true that smaller, private colleges and universities are experiencing a decline in enrollment, finding it difficult to compete with the larger financial aid packages offered by institutions with bigger endowments.
The other advantage that some institutions have? Visibility. Prospective students know the name of the school and what they’re known for. And because 97% of college applicants initiate contact with the college or university they attend, that means they know about you long before you know about them.



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How To Double The Effectiveness of Your Recruitment Communications (At Half the Cost)

by C. Grant & Company | Oct 20, 2015

 |  college recruiting strategies, college recruitment plan, email lead generation, social media recruiting strategy

Do what you’re already doing…but do it better.

You’re already telling the story of your institution through your existing promotional materials -- you’ve got your viewbooks, your virtual tour, your mobile-friendly site, your professional, articulate admissions counselors ready and waiting to talk to prospective students.

You’ve even got tasteful, well-placed ads and some premium purchased email lists. What more do you need?

You need inbound marketing methodology.

One thing we love about inbound is this: it doesn’t have to replace -- or displace -- the strategies you’ve already got in place. Instead, inbound marketing methodology works alongside your existing promotional strategies. It amplifies the messaging you’re already putting out there, and helps open up new and exciting channels to communicate with the right people at the right time.

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4 Reasons Schools are Adding Inbound Marketing Methodology to Their Promotional Mix

by C. Grant & Company | Oct 15, 2015

 |  college recruiting strategies, college recruitment plan, email lead generation, social media recruiting strategy

#1 -- It’s Cost Effective

Schools are adding inbound marketing methodology to their promotional mix because it offers an amazing return-on-investment (ROI) when compared to traditional, outbound marketing strategies like direct mail.

In fact, inbound marketing strategies have been found to be remarkably cost effective -- costing 62% less per lead than traditional marketing methods.

Implementing inbound marketing methodology can work alongside your institution’s existing website and email platforms -- it doesn’t require huge new investments in Web and IT tech. The sophisticated technology that supports inbound marketing automation allows you to manage increased contact with prospects without additional investment.

The software supporting this marketing program allows us to evaluate what’s working and what’s not. All efforts and strategies are tested and tracked, and all results are integrated into a single report that lets you assess the return on your investment.

Even better? Inbound marketing campaigns don’t have an endpoint. They don’t require additional investment over time. Thanks to the powerful automation capabilities, inbound marketing promotes your institution indefinitely.

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