How to grow enrollment in online higher education: strategies for marketing and recruitment

Table of Contents:

Introduction Part I: Your Front Door, or Marketing to Lead 1. Online Program Marketing Basics 2. Your Online Learning Program Website 3. Search Engine Optimization for Online Program Marketing 4. Non-Paid Marketing Channels Beyond SEO for Online Program Growth 5. Paid Digital Advertising for Fully Online Programs 6. Education-as-a-Benefit and Partnerships to Expand Online Enrollments Part II: The Funnel: Lead to Admit 7. An Overview of the Student Recruitment Process for Fully Online Programs 8. Email Marketing for Recruitment for Online Programs 9. Using Phone Calls and Texts to Expand Online Program Enrollments 10. Staffing and Staffing Ratios for Online Program Recruitment Departments 11. What to Measure for Improved Enrollments in Online Programs Part III: The Technology Behind the Engine 12. Key Technology Needs to Expand Enrollments in Fully Online Programs 13. Process Mapping and Architecture Needs for Fully Online Programs Conclusion

How to Grow Enrollment in Online Higher Education offers practical guidance on how to more effectively attract and recruit students to online college and university programs. Despite the proliferation of online degree and certificate programs, only a handful of large, name-brand institutions have the resources to master the challenges of marketing and recruitment. This book includes a first-of-its-kind blueprint for colleges and universities working to set up online programs that can grow their enrollment and support their operations financially. These accessible chapters provide step-by-step marketing strategies, detail the specific needs and values of fully online enrollees, and explore the staffing, talent, and technologies needed to competitively recruit new students.

(https://www.routledge.com/How-to-Grow-Enrollment-in-Online-Higher-Education-Strategies-for-Marketing-and-Recruitment/Thackaberry-Voinovich/p/book/9781032839929)