How to Grow Enrollment in Online Higher Education offers practical guidance on how to more effectively attract and recruit students to online college and university programs. Despite the proliferation of online degree and certificate programs, only a handful of large, name-brand institutions have the resources to master the challenges of marketing and recruitment. This book includes a first-of-its-kind blueprint for colleges and universities working to set up online programs that can grow their enrollment and support their operations financially. These accessible chapters provide step-by-step marketing strategies, detail the specific needs and values of fully online enrollees, and explore the staffing, talent, and technologies needed to competitively recruit new students.
How to Grow Enrollment in Online Higher Education offers practical guidance on how to more effectively attract and recruit students to online college and university programs.
Introduction Part I: Your Front Door, or Marketing to Lead
1. Online
Program Marketing Basics
2. Your Online Learning Program Website
3. Search
Engine Optimization for Online Program Marketing
4. Non-Paid Marketing
Channels Beyond SEO for Online Program Growth
5. Paid Digital Advertising for
Fully Online Programs
6. Education-as-a-Benefit and Partnerships to Expand
Online Enrollments Part II: The Funnel: Lead to Admit
7. An Overview of the
Student Recruitment Process for Fully Online Programs
8. Email Marketing for
Recruitment for Online Programs
9. Using Phone Calls and Texts to Expand
Online Program Enrollments
10. Staffing and Staffing Ratios for Online
Program Recruitment Departments
11. What to Measure for Improved Enrollments
in Online Programs Part III: The Technology Behind the Engine
12. Key
Technology Needs to Expand Enrollments in Fully Online Programs
13. Process
Mapping and Architecture Needs for Fully Online Programs Conclusion
Sasha Thackaberry-Voinovich is the President of SkillsWave, a full-solution platform for organizational upskilling. She has held a range of senior-level positions across higher education institutions, including as the Vice President of Online and Continuing Education at Louisiana State University; Associate Vice President for Course Production, Academic Technology, and New Learning Models at Southern New Hampshire University; and Associate Vice Chancellor of Learning Experience Design and Innovation at National University. As an industry leader, she was also Vice President for Student and Partner Services at Pearson, and Senior Vice President of D2L Wave.
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