Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
Building relationships with audience-centric communications
Journal of Education Advancement & Marketing,
6
(2),
191-200
(2021)
Abstract
Colleges are not just competing with each other for prospective students’ attention, they are competing with Netflix, Snapchat, TikTok, funny memes and all the brands they already love. Audience-centric communication is the way to stand out, build relationships and become a brand that matters. This paper discusses how to focus your mind-set on the audience first, as well as better understand and connect with them. If you are already doing this, this paper will remind you why and reinspire (and maybe even level-up!) your audience centricity. If you are not, the examples shared from higher ed and beyond will help you to get started. It is worth the effort — Siena College found that students who received personal, one-to-one communication from the admissions office were 2.8 times more likely to enrol.
Keywords: higher education; marketing; enrollment; student recruitment
The full article is available to subscribers to the journal.
Author's Biography
Allison Turcio is Director of Enrollment Marketing and Digital Strategy at Siena College. She leads the college’s enrollment marketing and communications efforts, as well as digital and social media strategy. Her work has won numerous awards and has been presented at the American Marketing Association’s Symposium for the Marketing of Higher Education and other conferences. Allison was selected for the Albany Business Review 40 Under 40 and Siena College’s Excellence in Administration award in 2020. She is working on her doctorate degree at Northeastern University and holds a master’s in Communications and bachelor’s in English.
