When it comes to recruiting students for the University of Oklahoma, understanding who we are trying to reach is key to developing an effective communication strategy. While the broad category of “prospective students” is an obvious target, we must dig deeper to define specific stakeholders and their unique characteristics. For this project, we have identified two primary stakeholders:
1. High-achieving Prospective Students (Ages 17-18)
These students have qualifying ACT/SAT scores, are high academic performers, and are considering multiple universities. Many are National Merit Scholars or have access to competitive scholarship opportunities. They actively seek institutions with strong academic programs, campus involvement opportunities, and financial support.
Example of a primary stakeholder for OU Recruitment Services
2. Parents of perspective students (Ages 40-55)
Parents play a crucial role in their child’s college decision-making process. They are focused on affordability, academic reputation, career outcomes, and campus safety. They are likely to engage with recruitment materials through university websites, financial aid pages, and campus visit events.
Example of a secondary stakeholder for OU Recruitment Services
Why Targeted Stakeholders Matter
Recruitment marketing is not a one-size -fits-all approach. Each stakeholder group has different motivations, concerns, and information needs. By defining targeted audiences, OU can craft messages that resonate more effectively and drive meaningful engagement. For Example
- For High-achieving prospective students, messaging should highlight academic prestige, scholarships, and student life. Social media campaigns, digital tours and student success stories can showcase opportunities available at OU.
- For parents, communication should focus on financial aid options, career development programs, and campus safety. Providing clear and concise resources on tuition assistance and graduate success rates can reassure them of OU’s value.
Shaping the Message for Stakeholders
Each stakeholder requires tailored messaging to guide them through the recruitment journey. An effective message for prospective students might be “Join a university that values your academic excellence. With competitive scholarships and world-class faculty, OU is the perfect place to launch your future.”
On the other hand, a message for parents could be, “Your child’s success starts at OU. With strong academic program, career support, and financial aid opportunities, we ensure their future is bright.”
By narrowing our focus and addressing stakeholders with relevant, targeted messaging, OU Recruitment Services can build stronger relationships with prospective students and their families, ultimately leading to higher enrollment rates and a more engaged campus community.