Service Line: Integrated Research

With the increasing variety of graduate programs available, understanding your target audience is crucial to recruitment. Graduate students have long been treated as a monolith that can be marketed to exactly the same.

Prior to the COVID-19 pandemic, Carnegie would offer regular graduating senior surveys to its CollegeXpress audience. With the industry adjusted to a new normal, we began this effort anew and sought the opinions of students entering college in fall 2023.

Data is extremely important for any organization. It helps us make decisions and reflect on our performance, and it can also provide a road map of where to go next.

Student Search is a marketing effort traditionally associated with undergraduate recruitment, but with major demographic changes upon us, we’re focusing our attention on non-traditional audiences. I propose we consider shifting our strategies too—specifically Student Search for graduate recruitment.

From the people we know to the regional culture and physical location of our hometown, where we grow up shapes how we understand the world. I was born and raised in what felt like the middle of nowhere, a small town not far from the border of Oregon and Idaho.

As students started online classes during the pandemic, many for the first time, there was often an underlying question: Are they actually paying attention?

If you’re like me, the warmer weather is a friendly reminder to clean your dryer vent and replace your smoke detector batteries. But it’s also a great opportunity to implement a succinct housekeeping checklist for your college/university’s digital marketing campaigns.