A recent TikTok trend went something like this:
“In your 20s you’ll be asked to do X. It’s very important that you say yes.”
For enrollment marketers, we’d put it a little differently:
“In the next year, you’ll be asked if you optimized your senior search campaign or just changed the dates and hit send. It’s very important that you say optimized.”
We know — that’s easier said than done. For many enrollment and marketing teams, summer doesn’t bring a slowdown so much as a different flavor of chaos. Between vacation schedules, orientation events, budget conversations, travel planning, and the countless other priorities competing for your attention, a rinse-and-repeat approach to senior search can feel incredibly tempting.
But before you put your campaign on autopilot, it’s worth asking whether the strategy that’s gotten you this far is still the strategy that will get you where you want to go next.
To help, we’ve put together three ways to make sure your next senior search campaign is set up for success.
1. Don’t Forget Your Primary Markets
While it may be tempting to cast a wide net, don’t do so at the expense of your backyard. We recommend leaning into primary markets and letting data guide your list purchases (especially when you’re looking to expand). Use modeling to help build a list focused on the students you know will not only apply, but also show up next August.
✅ Prioritize the students most likely to engage
✅ Avoid wasting resources on low-interest prospects
✅ Set your team up for better conversion rates later in the funnel
Case Study
A small Catholic college in the Northeast* has seen a 27.5% increase in applications, 15.5% more deposits, and purchased nearly 30% fewer names after partnering with Spark451 to reassert itself in the local market through branding, lead, and application generation campaigns.
2. Up Your Communications Game
Today’s students are much more reticent about sharing personal information, so when they do, they expect more than a generic “Hi, {{Preferred}}!” outreach. They’re looking for content that reflects their interests, matches their stage in the journey, and helps them see whether your school is a good fit. In short, they want to know you’ve been paying attention.
✅ Segment your messages by academics, geography, or student interests
✅ Plan out multiple touchpoints across print, email, and digital
✅ Build in moments that create connection through personalization
Pro Tip: Take full advantage of any special features your CRM offers — from AI agents to interactive checklists, they all help build students’ affinity for your school!
Case Study
A small Catholic college in the Northeast* has seen a 27.5% increase in applications, 15.5% more deposits, and purchased nearly 30% fewer names after partnering with Spark451 to reassert itself in the local market through branding, lead, and application generation campaigns.
3. Think Multichannel From the Start
It’s no secret that students consume information across a range of platforms (often simultaneously), so to stay top of mind, your campaign needs to meet them where they are and offer a consistent, compelling experience across channels.
We’ve found that a combination of print, email, and digital works best, promoting stronger engagement and better outcomes. The key? Consistency! Your creative, messaging, and calls to action should all feel cohesive no matter where students encounter them.
✅ Ensure creative and messaging are aligned across the board
✅ Use digital ads and social media to reinforce emails and direct mail
✅ Keep track of all cross-channel performance
Case Study
A private liberal arts college in the South* has seen a 97% increase in admits and a 96% increase in net deposits since partnering with Spark451 to conduct a comprehensive multichannel senior search campaign.
Final Thoughts: Reflect and Plan
We understand that one of the biggest challenges you may face is simply finding the time to do this work. When schedules are packed and priorities seem to constantly shift, it’s tempting to rush the process or simply reuse old strategies without much, if any, reflection. But taking time now to review what worked last cycle (and what didn’t!) can save you time and effort down the road.
Before you get started, ask yourself:
- Which lists yielded the strongest engagement?
- Which messaging resonated best?
- Where might we want to try something new?
- Who is going to tackle this work?
Do we have the resources we need or do we need support from a professional partner?
Even if your team is small or its bandwidth stretched thin, taking small steps now can make a big difference moving forward.
Need a hand? At Spark451, we work with colleges and universities across the country to design, build, and execute student search campaigns that get results. If you’re feeling overwhelmed by what’s on your plate, give us a shout. We’re happy to help however we can!
*Partner names withheld for confidentiality purposes.