Higher education marketers have a very important role to play when it comes to attracting and recruiting students to a new college or university. The prospective student journey is relatively long, and it may start years before a student actually enrolls at a college of their choice.

The benefit of such a lengthy process is that higher education institutions have multiple opportunities to connect with prospective students. Of course, the type of messaging matters based on where the student is on their own unique journey. Creating tailored messages and helpful instructions provides an easier path for new students to travel.

How can you ensure that the path to enrollment is a smooth one? In this post, we’ll take an inside look at the college marketing funnel and explain how your team can succeed with a full funnel marketing strategy that meets your enrollment goals.

The student admissions funnel has many names and applications depending on where you look. In general, however, the admissions funnel is a step-by-step process that interested students encounter on their journey to enrollment. 

The admission funnel follows a similar path and process as other types of business or customer acquisition funnels. The major difference is that instead of purchasing a product, service, or becoming a new customer, the student makes an enrollment decision at a particular higher education institution. 

Because there is some overlap with the way that businesses reach, attract, and persuade buyers, higher education marketers should be mindful of the tips and strategies that work in other types of customer or student funnels.

Within the admissions funnel, there are several stages that students go through prior to enrollment. Keep in mind that every stage offers an opportunity to connect with the student on an individual, personalized basis. These interactions—whether good or bad—can influence how a student perceives your school and what your campus has to offer.

In the list below, we’ll walk you through each stage of the funnel and provide practical tips for making the most of the time within each stage.

Leads and prospects are the top of the funnel, which means they make up the largest chunk of the enrollment funnel. At this stage, the link to a specific school may not be specific or personal to the student. This is because student information and data is often available through large scale recruitment networks or available for purchase.

The goal at this stage is to warm the lead and prospect audience and to build additional brand awareness. If it’s possible to get more granular and understand how leads arrived in your funnel (for example, through your website or via a generic recruiting firm), then the chances are better that you can deliver tailored messaging. 

Leads and prospects should receive basic and educational content that informs them about your institution and provides answers to the questions they most want to know.

At the inquiry stage, these students are one step further in the process. They’re not in the broadest category, which means they may have requested more information. Usually, an inquiry means that a student has actually engaged in some way. 

Inquiring students may even be those who have registered for admissions fairs or stopped by for an in person campus tour. They have taken a specific action, although they have not yet moved forward in the application process. The goal for most admissions counselors is to convert inquiries to received applications.

At the applicant stage, students have received enough to convince them to move forward in the application process at a college or university. While this is not a confirmation of attendance, it does signify success in terms of a potential enrollment. 

The applicant stage is not a time to abandon the student from a marketing perspective. Yes, they’ve expressed a clear interest in attending, but they also rely on further guidance and support. This can take place in the following features or events.

Providing an excellent user experience (UX) at all stages

Making the application and document submission process quick and efficient

Communicating with the student where their application is in the process

Providing greater visibility to both staff and potential students

At this point in the enrollment funnel, schools can calculate a true admissions rate, which is similar in theory to a conversion rate. This is the number of students that go from inquiry to application successfully.  

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4. Admitted or Accepted Students (Decision Stage)

Admits are even further along in the lower funnel, since their applications have met the requirements and have been approved by the designated parties. Students at this stage often receive a formal letter of acceptance, welcoming them to the school community. 

Based on their available options (including admitted status at other schools), students in this part of the funnel should be given a timeline to communicate back to the school about their decision. It’s important to nurture and affirm the relationship in this stage without being overbearing or pressuring an individual into a decision. 

At this point in the funnel, messaging is not built around brand awareness but instead focuses on operations and logistics. What does a student need in order to move forward? How can the admissions team focus on helping them in a personalized, effective way?

Enrolled students are at the very bottom of the admissions funnel. Coincidentally, this is the smallest portion of the funnel with the lowest number of students. At this stage, students are preparing to make a financial commitment (usually in the form of a deposit) to hold their seat for the following academic year. 

Depending on the specific college or university, this phase may be called different things. The underlying characteristic of this stage is support. How can schools be ready to support students academically, socially, financially, and personally? 

At this point in the funnel, students often get channeled to other departments and offices for further assistance. The send-off should be positive, encouraging, and helpful.

Strategies to Move Students Through the Funnel

Research from Ruffalo Noel Levitz sheds light on many of the problems that have plagued higher education recruitment over the past decade. 

For instance, schools have traditionally been able to purchase prospect lists and fill the top of the funnel with a large number of prospective students. While this can make it seem like the top of the funnel is packed, tracking those students all the way to enrollment becomes a challenge.

To combat these issues, schools may consider the following strategies for moving students through the admissions funnel—from top to bottom.

Construct multi-year marketing campaigns and initiatives that walk alongside students

Build brand awareness through targeted campaigns

Extract and analyze existing data to reveal why students make enrollment decisions

Apply these findings to the highest performing marketing activities (whether that’s direct mail, personalized email, or even local SEO)

Provide adequate employee training to equip all staff members with the same knowledge, tools, and resources used for recruiting students

Optimize Your Funnel with Personalized Marketing

Because the college enrollment field is  dense and competitive, schools are more successful with their marketing initiatives when they can stand out from the pack. Many times, this can be accomplished through offering more personalized marketing messages. 

Know what your prospective students are looking for

Know the unique selling point that your school has to offer

Can package this information and use it in compelling ways

Modern students are looking for institutions that make them feel like they’re more than a number. They’re also looking for relief from the information overload that often takes place during the recruitment process. Be personal, direct, and practical, and students will take note.

Gen-Z expects brands to communicate with them like they know who they are. Why should colleges and universities be an exception? Our personalization guide will show you how to cut through the noise and truly engage today's students.

The Guide to Gen-Z and Content Personalization

Discover How Element451 Can Improve Your Funnel

Great marketing strategies often depend on having the best data and the right marketing tools. With a student engagement platform like Element451, you can ensure that both of those factors are always available, regardless of where your school’s admissions goals are this year.

A powerful student CRM makes it easier to connect with students at every stage and to deliver automated messages that encourage them to progress to the next step. It’s as easy as knowing who you want to recruit, how you can help them, and what they need to do next.

Book your Element451 demo today to see how personalized student engagement can revamp your full funnel student marketing efforts.

Full Funnel Student Marketing: A Smooth Path to Crushing Enrollment Goals

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