I agree. I love advertising and marketing. I enjoy staying current with the trends, whether that be in the global market or our college market.
I think that it is important to review the advertising and marketing materials because it is usually the first impression a prospective student has of our school. By knowing when and where these advertisements are we ourselves can understand the message they are sending. It is also good to see first hand in case a question is asked about a particular advertisement. Also if we do not fully comprehend the advertisement how are we going to continue the sell when the prospective student enters the campus?
I completely agree Kurt. When we are not familiar with our current marketing collateral and media we lose our credibility with the prospective student. Projecting a professional image is key. Great post!
When someone walks into the door, they might ask questions about something specific they saw recently in a commercial or heard on the radio. Not having a well-informed staff is very frustrating to the prospect. If you are not aware of the advertisement they just saw it will be difficult for them to trust you with being well informed about their program of interest and following through with a commitment at your school.
It's critical to understand where your prospective students are coming from and what impression are they bringing to you about your school. In order to relate to your new students you have to have an understanding of what draws them to your school and to be able to accurately define how they heard about you. Every school is unique and has a different set of expecations or a different culture and being able to marry that to the people you attract is a critical element of effective marketing and advertising so agents must be aware of how this works.
The school's advertising and marketing messages are usually the first points of contact for prospective students. It is absolutely vital for agents to understand what messages are being sent in order to speak intelligently about the institution. Quite often, agents that understand the marketing and the general recruitment funnel are the most successful in the industry.
Douglas,
Thank you for providing such a clear example.
Kimberly Stein
It is important to review the school advertising and marketing materials so that Admissions Reps are aware of the information that the prospective students have obtained prior to talking with them.
Because you want to know what's out there being advertised about the school your representing. If you don't know and a student asks you will feel out of the loop. Between radio, tv, newspaper, internet, it can all vary in what is said, so we should know so we can state it word for word, and accuretly.
First of all, it's good to know what our institution is telling/promoting to prospective students. Having that information will help us communicate better with that prospective student. Also, knowing what our advertising/marketing is saying and exactly what it is helps us know the demographics of our potential student.
Reviewing your school's advertising and marketing materials are important because as an admissions representatives, we are the first contact or the "face" of our school. If we are not aware of the presence or "brand" that our school is portraying to students, we may lose students due to not meeting expectations. If we are aware of what students are expecting, we will be able to deliver them the best quality of education possible.
The primary reason to review your own advertising materials is to know what it says in case you have any questions based on the material. For example, I bought a car at a dealership in GA. The GM made an offer. I had not formally accepted yet. That night, I saw one of their TV ads stating the car was $1000 cheaper than the deal he offered. The ad was from their dealership. The salsesman was embarassed when he took my phone, which i took a picture of the ad, to the GM. Anytime you have an ad running or your have program literature, you need to do your homework with what it says.
It is important to know what message is being promoted to prospective students so the agent is ready to answer specific questions someone may have. My institution is known for specific programs in Nursing, Business, Theology, Arts, Sports Management, and Education. So any material addressing these departments should be read and understood to be effective in commuicating what is offered.
Terry ,
This is a great point. You always want to make sure that your written materials are matching what is currently being told to prospective students.
Kimberly Stein
Since your audience is reading the material and questions will be generated by it, it is a must to understand what is being written or advertised. It's also important to know what it outdated and what is current. I remember going to a career center at a local high school and finding brochures about the US Air Force from the 1970's; it was 2001.
We need to make sure the ads are current and not misleading and they represent the school in a positive and ethical manner.
First it is important to understand what programs are offered and how they can impact potential students. In my capacity, I am in the field, generating leads for our reps to contact. Often I am the first point of contact and I HASVE to have a working knowledge of everything I am making available.
Additionally, our school often "reworks" programs to meet the needs of potential students, as well as offering new courses of study. I feel it is my obligation to be on the cutting edge when it comes to these offerings so as to be the best resource in the field I can be!
It is vital to know the advertising and marketing policy and material, not just so you have the correct information to provide potiental students but to remain legal with respect to what is beign "sold" to possible students.
It helps us keep up to date on all of the events that are happening with new programs, equipment, renovations, scholarships/financial aid, etc that are happening on our campuses.
Just like every advertising campaign, having consistent communication all across the board is crucial. For example, making promises on one end that will not be fulfilled can cause students to leave or withdraw, and/or violate specific laws against these acts. Also, having a promising knowledge of all materials makes the process less stressful for students.
