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Summer is in full swing, and while many college-bound high school students are sitting at the beach, enrollment marketers are thinking about the fall and what they can do during those critical months to attract the next graduating class. Not sure where to start? These 9 effective fall plans prove that actions speak louder than words:

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I recently returned from attending NAGAP’s Summer Professional Development Institute in Las Vegas (I never recommend red-eye flights), where Carnegie had the opportunity to share some of what we’re seeing specific to graduate enrollment marketing strategies and discuss some of the key challenges admission offices are facing at the graduate level. While NAGAP’s mission as the leader in graduate enrollment management goes far beyond simply admission and recruitment, when it did come to those two things, there were definitely some common themes to many of the conversations. First and foremost, finding, reaching, and engaging the prospective graduate audience is entirely different than it is for undergraduate admission offices. While that’s a fairly obvious point, it doesn’t change the fact that a ton of challenges come with it.   

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You’ve worked hard on creating a stellar Student Search campaign. You’ve carefully crafted your school’s unique value proposition, created a well-balanced sequence of e-mails and direct mail outreach, and taken the time to procure the perfect list. You drop and hit send, and now you are ready for the leads to come in.

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We’ve all heard the phrase “Jack of all trades, master of none.” As a recent home buyer, I value my husband’s ability to transform from a plumber to a mechanic and then a carpenter all in one (very long) weekend. It’s certainly convenient, and not to mention a money-saver. But when it comes to the big things, like tree removal, we leave it to the experts. Marketing is not so unlike house repairs. Working with an agency that specializes in higher-education marketing, versus an agency that dabbles in a little of everything, can make or break a campaign’s effectiveness. Retargeting is a very good example of a service that requires expertise. While any agency, or even your in-house marketing team, can tag some pages and serve up decent banner ads, it takes a true understanding of the higher education industry, coupled with experience, to execute a competitive campaign with superior results.  

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So far this year, leads delivered to colleges from Carnegie’s international recruitment platform (American Colleges & Universities, AC&U) are up 143% from the year before: ~80,000 leads YTD 2014 versus ~33,000 at this point in 2013. That is a significant difference, and one that points to some opportunities and trends schools can consider when focusing on international recruitment.

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