You’ve heard about them. You’ve likely done your own research on them (and if not, there are countless resources available if you need to get up to speed). In fact, our 2020 Graduate School Intenders Survey found that:

• Email and text messages are their preferred direct channels of communication
• Most of these students spend more than three hours a day on social media
• Google is the most used resource in their search for graduate programs

As our survey confirmed, Gen Z is a “just-Google-it” generation who will never know the pain of scouring a library full of encyclopedias to find an answer, waiting on a dial-up connection, or the primitive experience of an “AOL keyword search.”

To reach this audience where they are, it’s crucial to run digital media campaigns that use Google Search Ads (formerly AdWords) paired with an engaging landing page. Google Ads allow you to deliver content that directly relates to what these students are searching for. For example, an ad for your Master of Business Administration program can be there when a prospective student searches Google for the “best MBA program.” Similarly, you can deliver an ad for your Master’s of Education program to those searching for answers to questions like “How do I become a teacher?”

Appearing at the top of their search with a succinct, engaging value proposition can earn you clicks and new leads from those eager to learn more about your program. Plus, our team of digital marketing experts can help you get the most out of each Google Ads campaign by continuously optimizing your ads and their paired landing pages.

Once you pull these students into your funnel, you’ll need to deliver a steady stream of relevant messaging in order to keep them engaged, and ultimately, drive them to apply and enroll. Spark451 has been perfecting outreach methods to Gen Z for years with great success. We’ve built key strategies that meet this generation where they are — online and mobile. Our secret recipe for success isn’t all that secretive:

• Hyper-personalized, segmented, and captivating e-communications
• Robust, personalized text messaging
• An extensive digital media strategy implemented across targeted social platforms

Each of these “ingredients” is, of course, created with mobile-friendly design and accessibility in mind.

In this digital age, consumers are under constant pressure to buy something new or inquire about a new product or service. But, have you ever wondered why companies with deadline-driven campaigns, such as Amazon’s Prime Days, are so successful?

Marketing campaigns that emphasize deadlines compel consumers to take immediate action because they tap into our innate fear of missing out. This sense of urgency can be easily replicated in the higher education landscape.

Take, for example, a recent Spark451 partner case study: A small, private, liberal arts college in suburban Pennsylvania came to us looking for a strong winter push for Fall 2020 applications. We quickly launched our Supplemental Senior Search Program, which features a personalized letter and tip-in card, delivered in a branded envelope, as well as an accompanying e-communications nurture stream. Because all of the messaging prominently promoted an application deadline that was set for just a few weeks after we launched (and we tied in some special incentives), students immediately took action. In just a few short weeks, the effort provided a 27% lift in applications.

At this point, your team has likely just finished launching your initial Senior Search campaign, and you’re starting to see your efforts roll in, so you’re probably wondering why you should even consider a Supplemental Senior Search. The short answer: Because now is the time to make sure all your bases are covered to ensure a successful year.

Supplemental Senior Search is a proven tactic for eliciting additional applications from those in your search pool who are actively engaging with your institution, or who have a high likelihood to apply.

At Spark451, we have conducted many successful Supplemental Senior Search campaigns— both for longstanding partnering institutions as well as new-to-us schools that have needed a late-stage push to increase their incoming classes. In fact, we’ve observed that students who receive these Supplemental Senior Search packages are twice as likely to submit an application than those who don’t receive the mailings.