In higher education marketing, the myopic focus on traditional lead generation tactics proves increasingly ineffective. Data from multiple institutions reveals that 85 to 90 percent of enrolled students never submit a lead form. Instead, they conduct online research and engage directly before applying. Why haven’t universities acknowledged this reality?
Firstly, prevailing orthodoxy treats students as “sales” prospects to be “lured,” rather than genuinely engaged. Additionally, universities struggle to connect marketing lead data with application and enrollment data due to departmental silos and digital tracking complexities.
My presentation addresses these challenges, advocating for meaningful engagement over coercive tactics. Universities must prioritize transparency, accessibility, and respect to foster genuine engagement and improve enrollment outcomes. It’s time for higher education marketing to embrace innovation, empathy, and authenticity.
As David Ogilvy famously said, “The customer is not an idiot; she is your wife.” Prospective students are rational decision-makers who carefully research program offerings before applying.
Robert Kadar
Senior Director of Graduate School Marketing, Yeshiva University
More than fifteen years of experience in marketing and communications, fundraising, enrollment, media relations and management for higher education and diverse advertising clients. Integrating strategic thinking and planning with a scientific approach, and nuts-and-bolts expertise to enhance brands, generate revenue growth, and optimize return on investment. I have managed small and large teams and budgets in highly complex organizations, including one of the largest universities in the United States.