Remarketing: If at First You Don’t Succeed, Try, Try Again

Check out our article, Remarketing: Turning Past Prospects into Students, in the current edition of Recruitment & Retention in Higher Education.

Did you know that 80% of prospective students who inquired about an institution, but did not immediately enroll, indicated that they intend to go to school in the near future? The odds are good that even if a student doesn’t immediately enroll, he or she still has potential.

Remarketing – that is, re-engaging your unconverted inquiry database – follows the mantra, “if at first you don’t succeed, try, try again.” Reconnecting and continuing a dialog with your prior prospects can be a very valuable marketing tool given their prior interest.

Recruitment and Retention in Higher Education recently published our article, “Remarketing: Turning Prospects into Students,” written by our own Brett Tippets. In the article, Brett talks about how remarketing works and why this strategic approach drives enrollments.

Here’s how remarketing works:

  1. Segmentation – categorize your inquiries into a tiered structure based on each prospect’s fit within your institution.
  2. Matching – retarget the inquiries in your house file who most closely fit the profile of your successful student model.
  3. Frequency – map out a communication schedule based on each prospect’s anticipated level of intent.
  4. Personalize – for high intent students, consider a personalized letter; for students on a lower tier, consider a postcard.

Here’s why remarketing is important:

  1. It drives enrollments, not just in numbers but in quality as you spend an extended amount of time nurturing and assessing each inquiry.
  2. It maximizes the potential of your existing database investment, so by spending less money buying new inquiries, you have more money to invest into your campaigns.
  3. It encourages “inclined-but-inactive” prospects to reconnect with your institution and remind them why they inquired in the first place.

If remarketing isn’t on your radar, we encourage you to give it a try. In fact, try, and try again – it just might help your enrollment marketers succeed on a higher level.

Malena Johnson

As a Group Account Director at Helix Education, Malena drives campaign strategy for her partner institutions that result in connections between institutions and prospective students. She brings more than two decades of results-driven marketing experience with her to the Helix Team. Malena earned her bachelor's degree from the University of Utah.