Maximizing Higher Education Admissions Yield: Digital Tactics for Secondary Recruitment

This is the first installment of our three-part series designed to help higher education and admissions marketing professionals boost yield and encourage accepted students to enroll and matriculate.

In this post, we’ll explore a comprehensive checklist of strategies and tactics to increase higher education admissions yield. Our second post will dive into audience-centered messaging — how understanding what drives students can help you enroll and retain the “best-fit” applicants. Our third post will examine the phenomenon of Emerging Adulthood and its role in student decision making. 

Decision Day is Approaching

National College Decision Day (May 1) is fast approaching, and most high school students are weighing multiple offers — sometimes as many as 10 or 12. The challenge? Standing out in a crowded field and maximizing your admissions yield to meet enrollment goals. How can your institution remain top of mind and encourage accepted students to choose your school?

One of the most effective ways is to create a dedicated digital space for admitted students. This gives you an ideal environment to offer personalized engagement opportunities and to leverage digital communication that builds excitement and connection.

Creating an Accepted Student Destination

Beth Carron, Director of Higher Education Services at our iFactory web division (which has created a digital presence for hundreds of schools), emphasizes the importance of an online hub designed expressly for accepted students and parents. “Many institutions invest in microsites or dedicated sections on their website to provide admitted students with a tailored experience,” she says. “These spaces are essential in introducing students to life on campus and offering resources that make enrollment easier.”

Key features of an admitted student microsite might include:

• Dynamic content that brings the school’s brand positioning to life
• Forums or chat spaces for connecting with future classmates
• Enrollment checklists and resources for next steps
• Virtual events and Q&A sessions with faculty, students, and staff
• Multimedia content (videos, FAQs, student testimonials)
• Personalized dashboards for onboarding and key deadlines

While these strategies take time to implement, Beth emphasizes their value.: “Investing in them enables institutions to cultivate a sense of belonging — before students even arrive on campus — by providing relevant and engaging content and experiences.” Students appreciate knowing they will be part of a community and cohort with shared experiences, values, and interests.

Exclusive Content for Admitted Students

By aligning your college or university’s content with a student’s academic and personal interests, you can build stronger engagement and reinforce why your school is the right choice. If you already know a student’s intended major and interests, use that insight to create focused, customized content, including:

• Hands-on learning opportunities
• Study abroad programs
• Faculty and student spotlights
• Alumni success stories
• Potential career opportunities after graduation
• Exciting courses and upcoming events

Personalized virtual engagement is key in converting admitted students into enrolled students. 

Strategies for Personalization

How do you drive accepted students and their parents to dedicated pages and content? A strategic communication plan is essential. Here’s a checklist of potential tactics to personalize user experience throughout the admitted student journey.

1. Personalized Email Campaigns

• Send congratulatory emails with customized details about the student’s academic programs, campus life, and next steps.
• Use segmented email marketing to deliver relevant content based on student groups (e.g., out-of-state students, first-generation students, honors program admits).
• Develop a countdown email series with reminders about deposit deadlines, orientation, housing selection, and other key milestones, as well as important decision-making factors in the student journey.  

2. Targeted Social Media Engagement

• Create private admitted student groups on Facebook, Discord, or WhatsApp to foster community.
• Share student testimonials and “day in the life” videos on Instagram, TikTok, and YouTube.
• Host live Q&A sessions on Instagram Live, Facebook Live, or YouTube featuring current students, faculty, and admissions staff.
• Encourage user-generated content from students (and admitted students), showcasing real student experiences. Amplify with hashtags where appropriate.

 3. Retargeting and Digital Ads

• Use retargeting ads on Google, Facebook, Instagram, TikTok, and YouTube to keep admitted students engaged.
• Run geofencing ads targeting students in key markets, reminding them about deposit deadlines or upcoming visit days.
• Publish dynamic content (blog posts, videos, infographics) highlighting academics, campus culture, and career outcomes.

4. Virtual and In-Person Yield Events

• Host interactive virtual sessions like faculty talks, student panels, and virtual dorm tours.
• Invite admitted students to VIP, on-campus events including faculty meet-and-greets, networking opportunities with alumni, and class visits.
• Organize regional meetups in major cities where admitted students can connect with local alumni and future classmates.
• Provide lots of school swag to admitted students.

5. Scholarship and Financial Aid Transparency

• Provide personalized financial aid videos explaining award letters and available scholarships.
• Offer financial tools and supports to help break down perceived barriers to enrollment.
• Share return-on-investment (ROI) data, including graduate success stories and salary outcomes. 

6. Referral and Ambassador Programs

• Leverage student ambassadors who can personally connect with admitted students through texts, phone calls, direct messages, and emails.
• Establish a peer mentorship program, pairing admitted students with current students.
• Promote user-generated content campaigns with #Future[SchoolMascot] hashtags to build excitement and school pride. 

Driving Higher Education Admissions Yield Through Strategic Engagement

These digital admissions strategies will help nurture accepted students, strengthen their connection to the institution, and increase yield rates.

In our next post, we’ll explore how messaging and motivation impact student decision making — helping you execute an enrollment marketing plan that genuinely resonates with your audience. 

In the meantime, reach out to RDW Group and iFactory to discuss how you can implement a comprehensive enrollment marketing strategy for your institution of higher education.