Marketing Strategies to Address NJ’s College Enrollment Decline

1. Target the Local Pipeline: Retain, Empower, and Showcase New Jersey’s Opportunities

New Jersey faces a persistent challenge with “outmigration,” as many students leave the state for college. To address this, institutions must focus on retaining local talent by emphasizing the advantages of staying in-state and fostering connections to the region’s unique opportunities.

Strengthen Dual Enrollment Programs: Partner with high schools to create or expand initiatives. These programs enable students to earn college credits while still in high school, lowering the overall cost of higher education and establishing a seamless transition to your institution.

Promote Affordability and Savings: Educate students and families on the financial benefits of staying in-state. Highlight reduced tuition costs, travel savings, and the ability to live closer to home, making a compelling case for the affordability of New Jersey colleges and universities.

Showcase Regional Advantages: Position your institution as the gateway to New Jersey’s unparalleled offerings, including proximity to major metropolitan hubs, internships with top employers like Prudential and Johnson & Johnson, and access to the state’s rich cultural and professional networks.

Celebrate NJ Pride and Build Community Connections

• Highlight Internship Opportunities: Showcase the career-building advantages of studying in New Jersey, such as internships with global corporations, innovative startups, and impactful nonprofits.
• Share Success Stories: Launch marketing campaigns that amplify New Jersey pride through stories of local students, alumni, and faculty making a difference.
• Foster Community Partnerships: Collaborate with local businesses, government agencies, and organizations to offer students experiential learning opportunities that bridge academics with real-world applications.

2. Reinvigorate Digital Marketing Efforts

Today’s prospective students are digital natives, and your institution’s online presence is critical in shaping their perception.

• Optimize for Mobile: Make sure your website is mobile-friendly with quick load times and easy navigation. Include essential information such as program offerings, financial aid details, and application deadlines.
• Leverage Social Media: Use platforms like Instagram and LinkedIn to connect with prospective students. Create engaging content, such as behind-the-scenes campus tours, student takeovers, and short videos highlighting unique programs and campus life.
• Utilize Geotargeted Ads: Run targeted digital ad campaigns focusing on New Jersey’s counties with the highest enrollment declines. Use data analytics to refine your messaging and reach the right audiences.

3. Content: Showcase Career-Focused Outcomes

In today’s economy, students and their families carefully evaluate a college education’s return on investment (ROI). Recent surveys show that 58% of New Jersey residents still believe that higher education is worth the cost, although ensuring career readiness is a top priority..

• Spotlight Alumni Success: Highlight alumni success stories in technology, healthcare, and business. Emphasize partnerships with local employers and the impact of experiential learning such as internships and co-ops.
• Host Career Preview Days: Invite prospective students to campus events focused on career outcomes. These events can include panels with alumni, workshops on emerging industries, and showcases of employer partnerships that connect students to job opportunities.
• Invest in Industry-Relevant Programs: Tailor your academic offerings to align with workforce demands. Fields such as STEM, healthcare, and sustainability are highly sought after and can help distinguish your institution.

4. Personalize the Student Experience

Personalization can significantly impact prospective students, helping them feel valued and understood.

• Targeted Communications: Utilize email and text campaigns designed for specific demographics. For instance, send targeted messages to first-generation students, athletes, or students pursuing particular academic programs.
• Virtual Open Houses: Host interactive virtual events that cater to individual interests. Students can select sessions like financial aid, student life, or specific academic departments.
• AI-Powered Chatbots: Implement chatbots on your website to answer prospective students’ real-time questions. These tools can provide instant support and guide visitors through the application process.

5. Prioritize Accessibility and Financial Transparency

Financial concerns continue to be a major obstacle for many potential students. The significant decline in community college enrollment highlights the need for institutions to effectively convey information regarding affordability and financial aid options.

• Simplify Financial Literacy: Create campaigns that simplify tuition, scholarships, and grants. Utilize videos, infographics, and webinars to clarify the financial aid process for families.
• Offer Cost Calculators: These online tools enable students to estimate out-of-pocket expenses and explore financial aid options. They can foster trust and help families understand the true affordability of attending your institution.
• Expand Scholarships: Promote existing scholarships and consider introducing new awards aimed at high-demand fields or underserved populations. Highlight success stories of students who have benefitted from these opportunities.

Rizco: Your Partner in Strategic Enrollment Marketing

New Jersey’s colleges and universities face significant challenges, but these obstacles can drive innovation. By highlighting the benefits of studying in New Jersey, addressing financial concerns, and using digital marketing, deans can help reverse enrollment declines. Collaboration and creativity are essential in understanding today’s students. To successfully implement these strategies, institutions must clearly understand their current brand perception and competitive positioning.

By working with experts like Rizco, institutions can boost applications and enhance New Jersey’s reputation for academic excellence and career readiness. As a brand-led marketing agency with over two decades of experience, Rizco can:

• Conduct a comprehensive brand audit to assess how your institution is perceived by prospective students, families, and the community.
• Develop a strategic marketing plan tailored to your institution’s unique strengths and challenges, with actionable steps to enhance visibility, engagement, and enrollment.
• Provide creative and digital marketing support, from designing impactful campaigns to optimizing your website and social media presence.

Partnering with Rizco ensures that your institution has the tools to navigate today’s competitive higher education landscape effectively. Let us help provide your institution with solutions to these challenges.

¹ https://njbmagazine.com/monthly-articles/nj-college-enrollment-lower-than-2019/