Staying relevant. That’s the challenge in our modern, digital-first world. We frequently partner with higher education institutions planning to launch new academic programs, and they all share a common concern: Will there be sufficient demand?
When developing new academic programs, you can’t afford to miss the mark. Standing up a new program takes significant time and resources—it’s all worth it if the program is a success. Expanding and diversifying course offerings is crucial for attracting and retaining students, aligning with industry demands, and fostering innovation. But it’s critical any new offering is supported by research, not only to confirm (or disconfirm) there’s sufficient prospective student interest in the program, but also to inform program design and marketing.
Our comprehensive approach to higher education market research helps universities navigate the complexities of launching new programs, ensuring they’re both appealing and strategically marketed to the right audience.
Understanding Demand
The first step in developing a successful academic program is understanding student interest in it. Often clients come to us with anecdotal information that speaks to a need for the program—perhaps current students have expressed interest, or key competitors have similar offerings—or with workforce data documenting employer-side demand for graduates of programs like it. But savvy higher education institutions go a step further and explore demand for the program among prospective students.
Campos employs a mix of traditional and innovative market research techniques for universities to gauge interest and identify potential challenges.
Quantitative Research: Surveying Prospective Students
Quantitative research provides the statistical backbone for data-driven decision-making. By surveying prospective students, we can document interest in the program in general and interest if it were to be offered by the institution we’re partnering with in particular. Often we also apply survey data to secondary data sources to forecast demand for a program, and how many prospective students our clients would need to reach with marketing to garner the desired number of applications.
For example, we recently partnered with a prominent public university that was considering launching a new undergraduate degree program. Academics within the department were excited at the prospect of launching this new program, but they needed to confirm there would be sufficient demand for the program before moving forward. Campos conducted a quantitative survey of prospective students, using screening criteria developed to mirror the student population the university would be focused on in its marketing and recruiting efforts. The survey explored interest in the program in a variety of ways, and Campos developed and tested various messages related to the program, school, and career outcomes for graduates. We were able to document demand for the program, how many prospective students the school would need to reach to make the program a success, and how the program should be marketed to align with student interest.
Qualitative Research: Deepening Insights Through Conversation
When it comes to understanding the perceptions, motivations, and behaviors of students and prospects, quantitative data alone is often not enough. This is where qualitative research comes in. Qualitative research allows us to delve into the minds of students, uncovering the nuanced reasons behind their decisions and attitudes. This approach is particularly valuable for understanding the “why” behind behaviors, providing depth and context that numbers alone cannot offer.
To complement the quantitative higher education research, Campos often conducts qualitative research to further inform marketing and programming recommendations. For example, once quantitative research documents interest in a program, we may conduct virtual focus groups to gather more nuanced feedback on the new program concept. Participants are selected based on criteria similar to the survey, ensuring continuity and relevance. During these sessions, we may explore reactions to a program description, why various marketing messages resonate with them, and potential enrollment barriers and solutions.
Transforming Insights into Action with Campos
Higher education market research involves extensive data that can be overwhelming to sift through. Translating data into insights that can inform decision making requires significant time and expertise. This is where Campos comes in. We don’t just dump raw data on you, nor do we simply tell you every single thing learned in a survey or focus group. Instead, we tell a story with the data we’ve collected, making it clear what the most important research findings are, why they matter given our objectives, and what you can and should do based on this research. This frees you up to focus on what comes next: refining program concepts and developing comprehensive marketing strategies to effectively reach and engage the right prospects and students.
Crafting Targeted Marketing Messages
Our new academic program research goes beyond just exploring demand for a potential program. We also develop and test messages related to the program and school to ensure our client can leverage research-backed marketing messages.
To do this, we typically begin our projects with a discovery session with the client team to understand the background for why they’re considering launching a new program and what they believe the strengths of the program will be. We also explore how this program is similar and different from competitor programs, and what could make this program stand out from them. In addition, we dive into any supporting documents our clients have regarding the new program that is being considered.
We take these insights and develop messages that can be tested in quantitative and qualitative research. Then, we use the resulting data to make clear recommendations on what should be emphasized in marketing to resonate best with students.
Implementing Data-Driven Marketing Campaigns
With clear, data-driven insights, institutions are equipped to launch targeted marketing campaigns. This includes:
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Developing compelling advertising
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Crafting engaging content for social media and the institution’s website
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Utilizing email marketing to reach prospective students directly
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Creating video content to showcase student testimonials
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Implementing SEO strategies to improve online visibility
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Hosting virtual open houses and webinars
By aligning the program’s messaging with the preferences and motivations of potential students, institutions can generate significant interest and increase the likelihood prospective students will apply and enroll.
Elevate Academic Programs the Right Way
The successful development and launch of higher education programs hinges on a deep understanding of market demand and strategic marketing insights. Our collaborative approach with universities ensures that new programs are not only academically robust but also appealing to the right audience. By leveraging comprehensive research and targeted marketing strategies, institutions can confidently introduce new programs that meet the evolving needs of students.
If you’re looking to develop and launch a new academic program, partner with Campos, a higher education market research firm, to unlock the potential of strategic research. Our expertise extends beyond program development. We’re versed in university rebrands, student experience projects, market segmentation, and more. Together, we can create educational opportunities that inspire and empower the next generation of learners.
Ready to explore the possibilities? Reach out to us here.
