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Lawlor Focus is The Lawlor Group’s monthly e-newsletter. Each issue explores aspects of a topic relevant to marketing and communications professionals in higher education. Featuring insights from our consulting work, ideas from thought leaders, and synopses of important news, data, and trends, Focus offers information and ideas that can be applied immediately to improve strategic marketing and communications results.
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The cost to attend has become a more influential variable in the “fit” equation as students take into account family financial fit when they make their final selection of a college.
The pursuit of institutional distinctiveness is a must. It is time for the private higher education sector to engage in entrepreneurism or, as we prefer to say, be “edupreneurial.”
With traditional "outbound" marketing and recruitment strategies yielding fewer results, colleges and universities need to compel students to find and interact with their messages via "inbound" marketing efforts.
With higher education administrators still facing tough decisions to balance the books, they can better inform the risk of new endeavors by relying upon research data for more strategic decision making.
The Lawlor Group offers a summary of trends in the higher education marketplace that we predict will have a significant impact on student recruitment and enrollment efforts during the coming year.
Asked what external market forces they predict will present the greatest challenge to their institution in 2013, more than three-quarters of higher education administrators cited “perceptions of unaffordability (willingness to pay)” among the families of students they wish to recruit.