As education marketers your goal is to have people apply for your school. It seems straight-foward, you know that your school has great teachers, that you offer great programs - shouldn't that be enough to get people through the doors?
Unfortunately, that is not always the case. It's important to understand what you're prospective students are thinking, doing and feeling. This way you can understand how and why they make decisions! That's why it's so important to have some good buyer personas for your school.
So many factors contribute to the decision making process of a prospective student. Some of the juiciest markets in education at the moment are for postgraduate study. More and more people are realising the benefits of further education. Check out our infographic below for an insight into a postgrad journey to applying:
Some take aways:
This is just an example, obviously there are many different types of people interested in postgraduate study. But the key of needs and motives is the same. Not everyone will have the same needs and motives. Pete wants to be local, but someone else might not prioritise a local location at all. They might be pursuing an academic career rather than a corporate career. There are many combinations of needs and motives that you may have to address. Always try to understand these, and you'll be well on your way to education marketing nirvana!