High Intent Inquiry Blog - Part 1
Not All Inquiries Are Equal: How to Identify High Intent Inquiries
Why High Intent Inquiry?
Trick question: are these inquiry activities equally likely to influence a student to become an applicant?
- Liked a social media post
- Visited campus
- Connected through Naviance
- Opened an email
Of course not! So why not use these activities to identify different types of inquiries and give them different recruitment tracks? By assigning different values to inquiries, institutions can take the first step towards focusing their recruitment efforts and investments on activities that have the most impact. Let’s walk through defining a high intent inquiry and identifying inquiries. Part 2 of the blog series will cover what to do with high intent inquiries, so stay tuned!
Defining a High Intent Inquiry
A high intent inquiry is a hand raiser demonstrating a heightened level of interest in your institution. They are informed, engaged and receptive to receiving communication and advancing the relationship from inquiry to applicant and applicant to enrollee.
Institutions have become more advanced in the ability to track, model and predict where students will come from through the adoption of CRMs and other technologies. The process of identifying a high intent inquiry can be as simple or as complex as your team’s data analytics expertise and investments.
For example, high intent inquiries are inquiries that visit campus, completely fill out RFIs or connect through Naviance. Low intent inquiries are those that open an email without clicking, partially complete an RFI or like a social media post. Each institution should use their own data to categorize high and low intent inquiries based on their own goals, strategies, programs and current student base.
One benefit of using your own data is the ability to break down behavior categories specifically for your system. Most institutions track behavior in terms of opens, clicks, likes, day and time. However, not nearly as many are tracking student life interests, academic interests and source to see how those students behave through the entire recruitment cycle.
Five reasons why you should identify high intent inquiries:
- Maximize effectiveness of efforts.
- Prioritize your time.
- Digital marketing has become more competitive and less efficient.
- Bring excitement to your teams.
- It’s what the inquiring students want.
Next steps: use your resources to identify those who are demonstrating the most interest to maximize and simplify your approach. Doing this will save you time, money and create more returns on your enrollment investments!
How does Intersect by Hobsons deliver high intent inquiries for your institution?
A leader in education technology, Hobsons helps students to identify their strengths, explore careers, match to best-fit educational opportunities, create academic plans, and reach their education and life goals. Naviance, a College, Career and Life Readiness (CCLR) platform under Hobsons, serves over 40% of all U.S. high schools. Intersect offers a unique channel to identify, engage and recruit Naviance students, who are more likely to apply, admit and enroll at your institution. Due to the Naviance process, the students that connect with an institution through Naviance ActiveMatch have a higher level of demonstrated interest and are thus high intent inquiries.