Marketing and Recruitment Trends for Graduate Programs

Enrollment teams know best that as technology and students change, so must the marketing and recruitment tactics to reach them. The entrance and expansion of Gen Z in the graduate market is one such change. The growth of independent research, leading to 80% of prospects being unknown to the institution prior to applying, is another. But despite these market headwinds, the majority of graduate enrollment leaders saw their headcount and revenue goals increase. However, nearly 40% of graduate programs in our survey did not meet their enrollment goals.

To meet growth goals and stay competitive, enrollment teams will need to develop nimble marketing strategies and messages that will appeal to their future graduate students. This report explores three key findings from the survey and related strategies that your graduate enrollment team can implement to improve your marketing and recruitment strategies.