Charmian Harvey, Executive Director, University Communications Services
All Sessions by Concordia University
Wednesday, Nov 10, 2021
Stop Spending Money Recruiting the Wrong Prospects
12:30 - 1:15
A school's personality is reflected in the types of students it attracts: party schools, fiercely competitive schools, schools with communities and those without draw different students. Psychographic segmentation is a tool to identify the student segments you are most successful at attracting. Students in a segment share similar beliefs, interests, motivations, and fears. Segments are as internally coherent as possible and as different from each other as possible. The benefit? More efficient recruitment by focusing your spend on the segments you successfully attract rather than trying to reach them by marketing to the abstract "average student." This session shows you how.