Here is an introduction, some tips and advice on how to recruit more students with an optimized e brochures

1. Recruit More Students with an Optimized
E-Brochure
Slide 1
Recruit
More
Students
with
an
Op4mized
E-­‐Brochure

2. Recruit More Students with an Optimized
E-Brochure
Slide 2
1) Interac*ve
E-­‐Brochures
&
the
Virtual
Handshake
2) Consolidate
Info
with
Pop-­‐ups
&
Quick
Links
3) Target
Mul*ple
Personas
4) Boost
Interna*onal
Recruitment
5) Use
CTAs
with
Social
Proof
Overview
Source:
Higher
Educa*on
Marke*ng
–
4
Ways
to
ARract
More
Leads
with
Next
Genera*on
E-­‐Brochures

3. Recruit More Students with an Optimized
E-Brochure
Slide 3
§ A
brochure
is
an
important
extension
of
your
college
brand
§ An
effec*ve
brochure
provides
insight
into
your
school’s
programs,
faculty,
campus
resources,
student
successes,
and
overall
atmosphere
§ Like
a
firm
introductory
“handshake,”
brochures
should
ins*l
confidence,
peak
interest,
and
prompt
further
conversa*ons
1.
Interac*ve
E-­‐Brochures
&
the
Virtual
Handshake
Source:
Higher
Educa*on
Marke*ng
–
4
Ways
to
ARract
More
Leads
with
Next
Genera*on
E-­‐Brochures

4. Recruit More Students with an Optimized
E-Brochure
Slide 4
§ The
average
student
has
an
aRen*on
span
of
3
minutes
–
and
the
biggest
distractor
is
technology
§ In
order
to
generate
more
leads,
e-­‐brochures
must
appear
short
and
accessible
enough
to
overcome
the
3
minute
hurdle
§ Effec*ve
e-­‐brochures
combine
brevity
with
technology,
offering
prospects
faster,
more
engaging
ways
to
learn
about
new
colleges
§ One
way
to
consolidate
your
brochure
content
is
by
using
Pop-­‐ups
and
Quick
Links,
like
the
following
example
from
Humber
College
2.
Consolidate
Info
with
Pop-­‐ups
&
Quick
Links
Source:
Higher
Educa*on
Marke*ng
–
4
Ways
to
ARract
More
Leads
with
Next
Genera*on
E-­‐Brochures

5. Recruit More Students with an Optimized
E-Brochure
Slide 5
§ With
Humber’s
condensed
content
strategy,
each
click
reveals
a
“pop-­‐up”
content
bubble,
or
a
link
to
more
informa*on
Source:
Higher
Educa*on
Marke*ng
–
4
Ways
to
ARract
More
Leads
with
Next
Genera*on
E-­‐Brochures

6. Recruit More Students with an Optimized
E-Brochure
Slide 6
§ Effec*ve
college
recruitment
depends
on
truly
understanding
your
target
audiences,
or
student
personas
§ Strategic
e-­‐brochures
speak
directly
to
their
most
valuable
personas,
tailoring
content
to
their
mo*va*ons,
concerns
and
interests
§ The
following
example
from
Thompson
Rivers
University:
School
of
Trades
and
Technology
targets
3
different
personas
on
a
single
page
of
their
e-­‐brochure
3.
Target
Mul*ple
Personas
Source:
Higher
Educa*on
Marke*ng
–
4
Ways
to
ARract
More
Leads
with
Next
Genera*on
E-­‐Brochures

7. Recruit More Students with an Optimized
E-Brochure
Slide 7
§ Each
persona
image
can
be
clicked
for
addi*onal
info
on
programs,
the
job
market,
and
college
support
systems
§ This
is
targeted
content
marke*ng
perfectly
suited
to
a
college
e-­‐
brochure
Source:
Higher
Educa*on
Marke*ng
–
4
Ways
to
ARract
More
Leads
with
Next
Genera*on
E-­‐Brochures

8. Recruit More Students with an Optimized
E-Brochure
Slide 8
§ In
Canada
and
the
United
States,
colleges
and
universi*es
are
searching
for
ways
to
aRract
students
from
several
popular
source
countries:
4.
Boost
Interna*onal
Recruitment
Source:
Higher
Educa*on
Marke*ng
–
4
Ways
to
ARract
More
Leads
with
Next
Genera*on
E-­‐Brochures

9. Recruit More Students with an Optimized
E-Brochure
Slide 9
§ E-­‐brochures
offer
numerous
ways
to
connect
with
interna*onal
leads,
including
mul*-­‐language
transla*ons
(St.
Lawrence
College):
Source:
Higher
Educa*on
Marke*ng
–
4
Ways
to
ARract
More
Leads
with
Next
Genera*on
E-­‐Brochures

10. Recruit More Students with an Optimized
E-Brochure
Slide 10
§ Spokane
Community
College
uses
a
clever,
clickable
“Our
Students”
mo*f
on
each
brochure
page
to
highlight
Chinese
students’
tes*monials
and
generate
new
leads
from
China:
Source:
Higher
Educa*on
Marke*ng
–
4
Ways
to
ARract
More
Leads
with
Next
Genera*on
E-­‐Brochures

11. Recruit More Students with an Optimized
E-Brochure
Slide 11
§ Tradi*onal
paper
brochures
typically
present
two
or
three
standard
Calls
to
Ac*on,
such
as
a
website
address,
phone
number,
or
email
address
§ Interac*ve
e-­‐brochures
oaen
contain
a
whole
page
of
links
§ The
objec*ve
is
to
generate
leads
by
offering
recipients
access
to:
ü blogs
ü program
pages
ü social
media
plaborms
ü financial
aid
and
campus
resources
§ The
following
example
from
Capilano
University
shows
one
op*on
for
presen*ng
mul*ple
CTAs:
5.
CTAs
with
Social
Proof
Source:
Higher
Educa*on
Marke*ng
–
4
Ways
to
ARract
More
Leads
with
Next
Genera*on
E-­‐Brochures

12. Recruit More Students with an Optimized
E-Brochure
Slide 12
• CTAs
are
condensed
at
the
end
of
the
e-­‐brochure,
which
could
be
overwhelming
• A
more
crea*ve
content
strategy
might
be
to
place
these
links
strategically
throughout
the
document
• or
make
naviga*on
more
en*cing
with
social
sharing
op*ons
like
the
following
example
from
Carnegie-­‐
Mellon
Australia…
Source:
Higher
Educa*on
Marke*ng
–
4
Ways
to
ARract
More
Leads
with
Next
Genera*on
E-­‐Brochures

13. Recruit More Students with an Optimized
E-Brochure
Slide 13
• These
easy,
built-­‐in
sharing
op*ons
help
spread
the
college
brand
across
social
media,
while
genera*ng
valuable
social
proof
to
encourage
conversion
Source:
Higher
Educa*on
Marke*ng
–
4
Ways
to
ARract
More
Leads
with
Next
Genera*on
E-­‐Brochures

14. Recruit More Students with an Optimized
E-Brochure
Slide 14
Questions?
1.514.312.3968
info@higher-education-marketing.com
Visit our Website: Higher Education Marketing
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