8 Strategies to Effectively Recruit and Enroll Military-Connected Students
Higher education institutions have an untapped student demographic among military-connected students. These students come to their campuses with a sense of purpose in their studies and a strong desire for service and community building. Many are navigating the complex transition from service to civilian life and utilizing their educational benefits.
To better serve this valuable student population, programs must first understand how to best recruit and market to them. Institutions can bolster student veteran enrollment with a strategic and cost-effective marketing approach and build a diverse and talented student body.
Understand the Target Audience
Define the ideal student profile: Identify the traits, preferences, and challenges faced by military personnel and their families seeking higher education opportunities.
Tailor messaging accordingly: Address military personnel's specific needs and aspirations to create resonance with the target audience.
Consider the delivery format of learning programs, ease of use of GI Bill®️ education benefits, and opportunities for student veterans to connect with other veterans on campus.
Conduct Market Research
Study the demographics. Deep-dive your institution's existing student veterans. How are they marketed to? How did they hear about your institution? What made them choose you?
Gather data on any of the closest military installations in your area. What is the population, including active-duty personnel, veterans, and dependents? Tailor marketing campaigns accordingly.
Analyze competitors. Understand what other educational institutions offer and devise unique selling points. What outstanding value can your institution offer that others cannot?
Establish Partnerships
Collaborate with reputable military and veteran-supporting organizations. Partner with veteran associations, military spouse groups, and on-base education offices to expand reach, gain credibility and learn more about this population.
Offer incentives. Provide exclusive benefits, scholarships, or tuition discounts to military personnel, showcasing the institution's commitment to supporting their educational goals.
Host On-Base Workshops and Information Sessions
Offer valuable insights. Conduct workshops on navigating the application process, financial aid, and career development opportunities.
Engage with military personnel in person. Organize information sessions to provide a platform for prospective students to ask questions and interact directly with representatives.
Showcase Military-Friendly Policies
Highlight military resources. Clearly outline the institution's support services, such as veteran centers, counseling programs, and credit transfers for military training.
Communicate the institution's commitment to providing affordable and transparent tuition fees and emphasize the use of military education benefits.
Utilize Social Media
Create engaging content. Share success stories of military students, faculty, and staff to foster a sense of belonging and inspire prospective students.
Consider hosting live events and webinars. Present virtual and on-base events, covering topics relevant to military education, and utilize social media platforms to promote and engage the audience.
Leverage SEO
Specify keyword research: Identify relevant keywords and phrases that resonate with military personnel, such as "veteran-friendly colleges" or "flexible online degrees for active-duty soldiers."
Optimize website content: Create engaging and informative landing pages with targeted keywords to improve search engine rankings and increase organic traffic.
Deploy Email Marketing
Use personalized messages: Segment email lists based on military status, educational interests, and career goals to deliver tailored content that resonates with each recipient.
Establish timely follow-ups: Automate email sequences to nurture leads and maintain a connection throughout enrollment.
By embracing a student-centric approach, educational institutions can build lasting connections with student veterans and contribute to their professional and personal growth.
VVC enables universities to provide military veterans, active-duty service members, military spouses, and children with exceptional experiences. Our virtual veterans' centers comprise many specialized services for students studying online or on campus. We help those who stand ready to serve the community of military-connected students.