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ENLIGHTENED ENROLLMENT CAMPAIGNS FOR THE 21ST CENTURY STUDENT POPULATION

Declining birthrates, decreased immigration and alarming levels of student loan debt have led to a fundamental shift in the market for postsecondary education.

Declining birthrates, decreased immigration and alarming levels of student loan debt have led to a fundamental shift in the market for postsecondary education. Universities and colleges throughout the ecosystem, in particular those beyond the name-brand institutions that dominate the news cycle, understand the need to better identify the role they can fill and the students they can best serve in a changing economy, while engaging them in a compelling way to drive enrollments.

For community colleges whose main objective is to meet regional workforce demands while improving social mobility for its residents, the overall enrollment drop of 11% between 2010 and 2017 has impacted not only the institutions, but also the economic development of the geographic regions they serve.

The Central/Mother Lode Regional Consortium (CRC) comprised of 14 California community colleges turned to Full Capacity Marketing, Inc (FCM) to develop both a 21st century enrollment campaign to engage with their unique community of potential students (supply side), as well as connect with local employers (demand side) to expand opportunities for student work-based learning and job placements.FCM’s customer-centric model was used to uncover the social and emotional drivers of prospective students at each stage of the enrollment funnel, generating more than 550 student leads for the colleges in six weeks. Request the case study and/or a consultation to plan your next student recruitment or employer engagement campaign.

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