How to Get Prospective Grad Students to Act on Your Digital Ads
While most adults value affordability and flexibility, a complex web of economic conditions, demographics, prior educational experiences, and the demands of family and work shape students’ perceptions and attitudes toward school.
Knowing the motivations of prospective graduate students for continuing their education allows you to:
- Deliver information most important to them first
- Showcase program & institutional fit with images and video
- Craft messaging that resonates with their motivations
Understanding Prospective Adult Learner Mindsets™
According to Eduventures Adult Prospect Survey™, graduate prospects are more likely than undergraduate prospects to see advanced education as a path to a better career. As outlined in the visual below, understanding the motivators of these four Adult Mindsets can aid your institution in speaking directly to them.
Nearly half of graduate prospects are ready to move ahead in their field and/or with their employer. By understanding these motivators, your institution can tailor messaging that stands out in prospects feeds, encourages them to act, and more.
Using Motivators in Digital Advertising to Engage Adult Prospects
Knowing the motivations of prospective graduate students for continuing their education allows you to deliver information that’s most important to them first, showcase program and institutional fit with images and video, and craft messaging that resonates with their motivations.
Career Investment Prospects
“I am ready to move ahead in my field or with my employer.”
Focus your messaging on the skills and outcomes (e.g., leadership, advancement) students will gain as part of your program. Using these key words and outcomes with career investment prospects will ensure your ads help them understand how your program can help them move ahead.
- Take Charge
- Move Up
Career Through Academic Prospects
“A rigorous program with great faculty will accelerate my career.”
Focus your messaging on the benefits of your program(s)—which includes distinguished faculty—as a pathway to this audience’s desired outcome. Using these key words and outcomes with career through academics prospects will ensure your ads help them understand your program’s reputation and faculty support.
Career Renewal Prospects
“I need to switch careers, get a new job, or maybe even start my own business.”
Focus your messaging on learning new skills that will lead (e.g., accelerate, level up, fast track) to a job and/or a new business. Using these key words and outcomes with career renewal prospects will ensure your ads speak to those who are actively looking for a career or job switch, and/or starting a new venture.
- Level Up
- Fast Track
- Be in Demand
- Invest in Yourself
Personal Discovery Prospects
“I want to satisfy my curiosity and learn new skills, not necessarily for my job.”
Focus your messaging on how your graduate program will fulfill their curiosity and passions. Using these keywords and outcomes with personal discovery prospects will engage those who have the curiosity to develop new passions, have goals to lead, etc.
Your Partner in Reaching Adult Prospects
We know that not every team has the bandwidth or resources to write and/or run digital advertising campaigns to engage their adult prospects. When you partner with Encoura’s Digital Solutions team, we’ll help your team reach adult prospects on the right platform with the right solution(s) that get them to act.
We’d love to meet with your team to discuss how we can help yield interested students and/or start to build your summer/fall funnel. Click the button below to choose a time that works best for your schedule.