Listening to Your Current Graduate and Online Students: A Strategic Approach for Effectively Competing With Other Programs

As the landscape of higher education continues to evolve, institutions are faced with the challenge of distinguishing their programs from others. New RNL research shows that graduate enrollment is normalizing, with a significant shift towards online education. This shift is driven by numerous factors, including the desire for career advancement, the need for flexibility, and the impact of the COVID-19 pandemic. The competition is fierce, and the stakes are high. But how can colleges and universities compete effectively and grow their enrollment? An obvious strategy is to actively contend with other programs through your recruitment and cultivation practices. This could involve highlighting your unique selling points, offering personalized guidance and support, and using data-driven marketing strategies.

RNL offers national data to help optimize enrollment success

RNL’s 2023 Graduate Student Recruitment Report reveals a key motivation for graduate students is the desire for career advancement. Our data shows that 89 percent of career changers plan to shift industries or sectors, and 66 percent of career advancers aim to make more money. This suggests that colleges and universities should highlight the potential career outcomes and financial benefits of their programs.

Flexibility is another crucial factor for graduate students. The research indicates that students are willing to enroll in more expensive programs if they offer flexibility. This highlights the need for institutions to offer flexible learning options, such as online or hybrid programs, to attract more students.

Another strategy is to position your online programs effectively in the local market. Online students, perhaps surprisingly, are even more likely to be local than face-to-face students or hybrid learners. In fact, 4 out of 10 exclusively online learners limited their search to programs within 25 miles of their home.

Leverage student feedback to improve programs and optimize marketing

Another way of understanding the needs and preferences of prospective students is turning to those who have already committed to your program. By understanding the experiences of your current students, you can tailor your offerings and marketing efforts to attract prospects more effectively.

Best-Worst Market Surveys

Best-worst—also known as MaxDiff—market surveys are a powerful method for understanding what makes your program stand out. Identify the attributes you want to assess (i.e., aspects of your programs, services, or campus life), then present these attributes in a series of sets so students can identify the best and worst attributes within each. Analyze the results to identify the most and least preferred attributes. This will provide insights into what aspects of your institution are most valued by students, providing a smarter way to prioritize marketing messages for prospective students.

Focus Groups

Focus groups are an essential tool for gathering qualitative data. Select a diverse group of students who can provide a wide range of perspectives (i.e., different programs, years of study, and backgrounds). Maximize impact by keeping questions open-ended that encourage discussion. These could relate to students’ experiences with your programs, their motivations for enrolling, and their suggestions for improvement.

Other Self-Studies

Actively seeking student feedback offers a unique perspective that cannot be obtained through other means. After all, who better to provide insights about an institution than the students who experience it firsthand? The following list gives examples of self-study every program should employ:

• Student Satisfaction Surveys: Student satisfaction surveys are a straightforward and effective way to gauge students’ experiences and satisfaction with various aspects of your institution.
• Social Media Monitoring: Social media platforms are a treasure trove of student opinions and experiences. By monitoring your institution’s social media channels, you can gain insights into what students are saying about your programs. Look for common themes, questions, or concerns that could inform your recruitment messages.
• Feedback Boxes: Consider setting up physical or digital feedback boxes where students can anonymously submit their thoughts, concerns, or suggestions. This can be a terrific way to gather honest feedback, as students may feel more comfortable sharing their opinions anonymously.
• Student Advisory Boards: Creating a student advisory board can be a wonderful way to get ongoing feedback from a diverse group of students. These boards can meet regularly to discuss various aspects of the institution and provide input on potential changes or initiatives.
• Course Evaluations: While course evaluations are typically used to assess the effectiveness of individual courses or instructors, they can also provide insights into students’ overall educational experience. Look for trends or common themes that could inform your recruitment strategy.

By conducting self-studies and harnessing other forms of student feedback, institutions can gain a deeper understanding of their performance and the student experience. This can inform their strategies and initiatives, helping them to attract and retain students, enhance their offerings, and outcompete other institutions in the competitive landscape of higher education. Incorporating this feedback into your recruitment messages can make your programs seem more genuine and appealing to prospective students.

Talk with our graduate and online enrollment experts

Ask for a free consultation with us. We will help you assess your market and develop the optimal strategies for your prospective graduate students and online learners.