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Traditionally, when Higher Education thinks about “marketing” they do so in the context of student recruiting. This is important and critical for the lifeblood of the industry. Having a healthy pipeline of new students is critical, and based on varying demographic trends, the individual institution’s niche, and reputation or athletic performance in the recent bowl game, this becomes more or less problematic.
But Higher Ed must understand recruitment is only the first part of the student journey, a journey that has very low barriers to entry and exit. Institutions must focus on the long-term relationship with the student and their family. And this journey consists of an ever-changing and evolving series of instructors, administrators, policies, and procedures. This student journey should also evolve into a lifetime relationship, with the student returning for additional education or retraining/recertification, alumni involvement, and donations.