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Revolutionize Your Recruitment: A Presentation from the 2013 EMBAC Conference

Last week I had the pleasure of presenting to an overflow audience at the 2013 Executive MBA Council Conference on behalf of Percept Research, a leading higher education market research consultancy and a very important strategic partner of Enrollment Strategies.  My co-presenter Kathy Hagens, MBA Program Director at the University of Wisconsin – Oshkosh, joined me in sharing best practices we employed during a successful campaign to generate recruitment leads for a new Executive MBA program she helped launch.

Since many audience members likely faced similar decisions about how to allocate limited recruiting resources most effectively, we told a story of how we partnered to face our recruitment challenge.

Kathy described how we assessed strengths we could leverage and challenges we would need to overcome in order to achieve recruitment goals.  We considered and prioritized several marketing options before settling on an approach that integrated a multi-touch campaign of emails, traditional letters, and social media.

Together we stepped the audience through each of the guiding principles and key decisions that shaped the successful campaign.  At each step of the campaign story, Kathy and I shared both theory and practical examples illustrating best practices in the following areas:

  • How to define and select a list of target prospects
  • How to personalize value proposition and messaging
  • How to overcome barriers that prevent EMBA prospects from taking action
  • How to build an emotional connection with prospects to gain their attention
  • How to structure email subject lines and calls-to-action to achieve results

This campaign was instrumental in helping the University of Wisconsin – Oshkosh achieve its recruitment goal for the inaugural Executive MBA class, a success that was critical to building momentum for the new program.   Many of the ideas and best practices we used in this successful campaign can be found in this blog – be sure to check out some of my other posts.

If you’d like to hear more about how we actually applied those ideas to a real marketing campaign, give me a call.  I’d be happy to share the highlights of our presentation and talk about your recruitment challenges.

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One Comment
  1. I enjoyed reading Gladwell’s new book David and Goliath. Our small local program for working adults sure feels like a “David” compared to the big name “Goliaths.” We certainly are doing something very different from the highly ranked skills. Our hope is to provide mid-career managers with the skills they need to make an enhanced contribution to their current company. Sometimes our graduates go to a new organization. We are proud of the recognition these students get within their companies for the work that they are doing. And yes, they do get promotions.
    The analogy breaks down a bit at the point that we are clear that we are not attempting to “cut off Goliath’s head”! Our students are not interested in going to a ranked school so we are really in very different markets.

    November 15, 2013

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