If you see a new restaurant, do you immediately go there for dinner without asking around or looking up reviews?
If you see a house for sale, do you instantly put in an offer, without first walking through it and performing an inspection?
And for the topic of today’s video: if you saw a community college ad, would you immediately apply? Without first learning about the college, the programs, the campus, expectations, etc.?
Most likely, you answered this question, and the others, with a solid “no.”
And the same applies for almost all people considering enrolling in a college. No prospective student is going to go from hearing about your college, seeing your ad, to applying, in 20 seconds. It just isn’t going to happen.
However, so often I see community colleges, many with strong programs and wonderful stories to tell, simply create a recruitment ad that links directly to an outdated page or application, that demands viewers “apply now.”
This gives prospects no incentive, or reason frankly, to apply. You’re not educating them on the opportunities or how you can help them. Really, this attracts lower quality applicants, not the ones you want the most.
You’ve seen and heard me discuss what to show prospective students instead of the “apply now” button, and I urge you to visit rekrewt.com to view many videos about this. However, the main takeaway for this video is to not ask or expect prospects to immediately apply once they learn about your college or opportunity.
Educate and nurture them, instead of displaying a huge “apply now” button. If they’re not willing to invest a few moments learning about you, then chances are that they’re not going to enroll anyway.