Talking Prospect Competition, Brand Integrity and Ethical Marketing at NAGAP

We just returned from the National Association of Graduate Admissions Professionals (NAGAP) conference, and I must say, as a first time attendee, this was a great show.  The turnout was strong, the organization was effective and the attendees were eager to take admissions to the next level.

A consistent theme throughout most of our conversations was that competition for prospects is heating up – schools are looking for better ways to target specific prospects based on program and geography.

We had quite a few takers of our white paper, “Seizing Recruitment Opportunities Without Sacrificing Brand Integrity,” and it sparked some interesting dialog.  With recruiting rules evolving given a change in economics, budgets and competition, schools need to think more strategically.  It is no longer a build it and they will come environment.  While student demand for well known “brands” in higher education is there, these schools need to market more assertively, yet ethically.

There is a tremendous opportunity for schools to advance their admissions recruitment processes and capitalize on the strengths of their brands.  They don’t have to sell their souls to sell a student on a program – in fact, quite the opposite.  By harnessing the power of their school brands while also employing best practices, these schools will play an important role in supporting their institutions’ overall objectives, growth and success.

Thanks to everyone at NAGAP for a successful conference – we hope to see you again next year!

Rick Bentz

Rick brings 23 years of experience in market research to his role as SVP of Business Intelligence at Helix Education. He earned a Bachelor of Science in Marketing with a minor in Finance from the University of Utah.