“What are you going to do with your life?”
Ask an admissions director or university marketing professional about the holidays and they’ll inevitably tell you stories about how there is an uptick in interest in programs as prospective students get ready to join their families for the holidays and face the inevitable grilling over a nice meal.
The holiday season is more than festive though — it’s a natural, and documented, period of reflection, focused on self-improvement and awareness of the need for self-care. With this emphasis on the whole self during this season, prospective students may be considering how a credential or degree could help them reach their goals.
Navigating Challenges During the Holidays
Reaching prospects during the holidays, however, is a challenge. Travel spikes during Thanksgiving, with over 80 million Americans on the move. That’s almost a quarter of the US population. And attention is fragmented with “Black Friday” shopping rituals, Amazon adding the distraction of an NFL game and Fox airing a full slate of college football games. There may be some hope. In 2018, Linkedin reported that December usage was comparable to other months and that “schools saw a 25% increase in lead-to-enrollment rates in the final months of 2018 compared to the rest of the year.”
The challenge? Most universities scale back operations during the holidays, which means prospective students may find themselves waiting for responses, losing momentum, and turning cold by the time January arrives.
What can a higher education marketer do?
- Plan ahead for Holiday 2025: By now, your 2024 holiday marketing plans should already be in motion. Use this post as a call to action to strategize for the future. Forward-thinking enrollment strategies require foresight and preparation, ensuring that campaigns are both timely and impactful.
- Staff for lead engagement over the break: No one wants to sign up for work when everyone is on holiday, but if you are going to capture demand, you need to staff for demand. This could mean staggered schedules or hiring temporary staff to ensure prompt follow-ups.
- Optimize lead automation: If full staffing isn’t feasible, consider implementing automated engagement solutions. Chatbots, well-designed email sequences, and other tools can keep prospects engaged while reducing the need for human intervention during off-peak times.
- Counterprogram effectively: Create unique opportunities to capture attention during the holidays. Consider hosting a holiday-themed virtual open house, a webinar featuring an engaging professor, or a discussion about new year goal-setting and career planning. These one-time events can leave a lasting impression.
- Empathize with prospective students: Think about what prospective students need during this reflective season. Highlight stories of transformation, showcase how your institution supports well-being, and craft messaging that aligns with the spirit of self-improvement and fresh starts.
- Capitalize on existing success stories: Sharing alumni success stories or testimonials about how attending your institution helped individuals achieve their goals can be particularly impactful during this time. Prospective students are inspired by relatable narratives.
The holiday season presents a great opportunity to connect with individuals during a time of introspection and planning. With strategic planning and thoughtful execution, higher education marketers can stand out amidst the noise, providing prospects with the inspiration and guidance they seek to start their journey of transformation.