Dive Brief:
- Chris M. Kormis, CMO of the Georgetown University McDonough School of Business, has spent two decades in higher education marketing, during which time she has seen technology significantly change her role.
- In a Q&A with Mashable, Kormis says new engagement platforms require higher ed marketers to get information out faster and in many new ways, but the desire for print communication from prospects and alumni is still strong.
- Kormis highlights personal interaction as one of the most valuable marketing tactics as prospects still want to talk face-to-face with school representatives, and she doesn’t expect that piece to ever change.
Dive Insight:
Digital technology has certainly changed the way marketers can reach prospective students. In many ways, it has created additional pressure far earlier in the process. Recent research from LinkedIn found most students do not reach out to prospective schools until they’ve already decided the school is one of their top choices. Institutions waiting for that outreach as a first point of contact won’t have a chance unless they’ve somehow already reached the person. LinkedIn also found professional and social networks are influential in the decision-making process for students, meaning schools have to make an impact on the prospective student as well as their key influencers.