Optimizing Marketing for High School Counselors
By Aaron Basko, Associate Vice President of Strategic Partnerships, University of Lynchburg
Over the past year, I have found nothing to be more important than handshakes and eye contact.
As the Associate Vice President of Strategic Partnerships at the University of Lynchburg, I have noticed our institution’s market share eroding in key cities. There are a variety of reasons for this, including our change from Lynchburg College to the University of Lynchburg in 2018, the pandemic that followed just a few years later, and high staff turnover. As many colleges and universities have experienced in recent years, the confluence of these events has led to some lost visibility with high schools that, for a long time, had been our bread and butter.
In view of this downturn, we made a concentrated effort to reengage guidance counselors from the Northeast. Some of the tactics we employed included:
Our marketing office developed a presentation specifically for that audience, as well as multiple email communications that included links to videos, resources, and areas of distinction.
The admissions team hosted counselor breakfasts and lunches at key spots that drew significant attendance.
I also conducted approximately 50 virtual sessions to engage school counselors and independent counselors, asking them to think about which students they could imagine as a good match for us.
Whether through email, publications, or in-person, we made a concentrated effort to ask counselors what they needed to promote Lynchburg, and we provided those answers with excellence and efficiency.
We’re seeing positive outcomes from these initiatives. Many counselors shared positive feedback about the potential match that Lynchburg could be with for their students, and agreed that the university was doing the right thing to reestablish itself in the market.
However, none of this activity would have been possible without a strong marketing effort to clarify our message first. In order to effectively market to high school counselors, you need to answer three questions — who, why, and how. If you provide them with the answers to these questions, they can become some of your best advocates in identifying good-fit students.
The Who
First, who. At all of my counselor events, the first question that attendees asked was, “Who is your student? Who should we recommend to you?” Guidance counselors may be working with dozens or even hundreds of students, many of whom will apply to 10 or more universities. To make effective recommendations, they need to have a clear picture of your student niche. You need to be able to paint a vivid picture for them of the student you are seeking.
Create profiles or personas of what types of students thrive at your institutions. Put names and examples to these personas that you can talk about in your marketing materials, but that your admissions counselors can also share as part of their “pitch” to guidance counselors.
For example, when I describe the typical Lynchburg student, I often say, “This is the good kid next door that you would want to babysit your children.” I talk about them being the kinds of students that go out of their way to open doors for you, but who are also practical and know that what they are learning will make a difference.
When I painted this picture, counselors were immediately able to think of students who fit this image. Use this type of clear imagery in your communication with counselors to help them visualize the student you want.
The Why
After you share the who, share the why. Counselors will need to hear the institutional story, what differentiated us from others. Especially because they were relatively distant from campus, the implicit question was, “Why should I send students to see you and not the 10 schools similar to you in size and type that are closer?” This was not meant as a challenge or skepticism. They need to be able to make the case to their students, so it is our role in marketing to help them do it.
Your admissions staff members need to have a compelling story that, again, paints a vivid picture — and it may be a different version than what they share with students. Your why should also talk about the long-term image and trajectory of the institution.
When I speak to counselor groups, I often share my experience getting to know alumni at events. Our alumni are extremely loyal to the institution, and over and over again they tell stories of how the university accepted them as they were but then transformed them into a better version of themselves. It is almost eerie how often this theme reoccurs.
I share this with the high school counselors and give examples of individual people and comments to demonstrate the kind of community we have and what we can offer to students. These same anecdotes can be shared as marketing stories in multiple formats to make the case for what the university exists in the world to do.
The How
Finally, you need to tell them how. What is it that you actually want them to do? What are the logical first steps in sending students to your institution? The answer to this question might vary based on the time of the year, or it might be impacted by your analysis of the weaknesses in your funnel.
For example, because we felt like we had lost some market visibility, our first goal was to get counselors to add us to their students’ initial choice lists and then to get them to campus, where we feel like we can make a great impression.
You may be more focused on asking them to help you find first-choice early decision students, in working through financial aid issues, or in making final decisions. Your goals might even be for the counselors themselves to visit campus, or to help you recruit more counselor advocates.
Don’t just assume that your audience of counselors knows what is important to you. What are the top three asks you have for them? If you can communicate with them clearly, you are more likely to get the action you want.
When you provide counselors with the who, why, and how, they can become some of your best allies in recruiting students. As a marketing team, you can take the lead in giving these allies a clear picture of the students who will thrive in your unique environment and how they can help you make matches that benefit both the students and your institution.
Could you use a fresh perspective on your enrollment marketing efforts—or some extra man hours to supplement your team? Let’s talk about how 5° Branding can help.
