Researching to make the right decision
Choosing the right university is a big decision that can occupy prospective students for as long as two years as they research options, visit campuses, compare programs, and prepare applications. To attract top students, universities need to reach out in meaningful ways and guide students through this crucial decision-making process.
Deakin University knows how important it is to provide students with positive experiences from the first moment they visit its website through to enrollment. As one of Australia’s top universities, it consistently earns high satisfaction rates from graduates, who readily acknowledge the institution’s commitment to putting students first.
Gemma Anderson, Head of Performance and Growth at Deakin University, explains, “Students don’t come to us for a piece of paper. They come for the experience, whether it’s online or face-to-face learning, and it begins the moment they start evaluating their options.”
One of the main challenges for universities competing for students is to provide stellar, cohesive experiences throughout what can be a long selection phase. Over a period of up to two years, it can be difficult to attribute how much influence each activity, such as ads, website visits, and in-person meetings with career advisors, has on a student’s decision.
Another challenge is targeting the right audience—namely, students who are likely to be accepted and are prepared to succeed at Deakin. In addition, as the university looks to differentiate itself from other schools and encourage more students to enroll, there is a growing need for personalized interactions with candidates.
“If we send application guidance to a prospective student who is still researching options, it’s just going to be noise,” says Anderson. “We need to understand the student’s needs and send relevant content at just the right times to support the decision-making process.”
To create a personalized experience that moves the right students smoothly toward application and enrollment, Deakin University adopted Adobe Advertising Cloud, Adobe Analytics, Adobe Audience Manager, and Adobe Target—all solutions within Adobe Experience Cloud.
“Because it’s all integrated, Adobe Experience Cloud helps us understand what students need and reach out to them in a personal way—in everything from advertising and email to our website and face-to-face interactions,” says Anderson.