As universities and colleges compete for prospective students in a crowded marketplace, finding ways to stand out is more important than ever. One strategy that has proven effective is the use of testimonials from current students and alumni. By sharing their experiences and positive feelings about their school, students can help attract new applicants and enhance its brand reputation.
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In this article, we'll explore the power of testimonials in university promotion and share strategies for collecting and leveraging them effectively. We'll also provide examples of successful testimonial campaigns and offer tips for incorporating testimonials into advertising and recruitment efforts.
The Power of Testimonials in University Promotion
Testimonials can be a powerful tool for promoting a university or college. They provide social proof of the school's value and can help build trust with prospective students and parents.
Importance of Student Testimonials
Student testimonials are precious because they offer an authentic perspective on what it's like to attend a particular school. Prospective students want to know what it's really like to be a student there, and hearing from current students can provide that insight.
Student testimonials can also help address common concerns or objections that prospective students may have. For example, if a student worries about feeling overwhelmed or disconnected on a large campus, a testimonial from a current student who felt the same way but found a supportive community could be reassuring.
Benefits of Brand Ambassadors
In addition to student testimonials, some universities also leverage brand ambassadors - current students or alumni who actively promote the school to their peers and networks. Brand ambassadors can help extend the reach of a university's message and provide a more personal connection to prospective students.
Brand ambassadors can also offer a unique perspective on the school that may need to be captured in official marketing materials. For example, a brand ambassador participating in a particular program or extracurricular activity may share details and experiences that wouldn't be immediately apparent to an outsider.
How to Collect Effective Testimonials
Effective testimonials require more than just a positive review - they must be well-crafted and targeted to the audience. Here are some tips for collecting effective testimonials:
Tips for Conducting Successful Interviews
When conducting interviews with students or alumni, asking open-ended questions that allow for detailed responses is important. Here are some sample questions to get started:
What made you choose this school?
What has been your favorite experience at this school so far?
What advice would you give to someone considering this school?
It's also important to make the interviewee feel comfortable and at ease. Consider conducting interviews casually, such as in a coffee shop or student lounge.
Strategies for Gathering Written Testimonials
In addition to interviews, written testimonials can also be effective. To gather written testimonials, consider the following strategies:
Send a survey to current students or alumni asking for their feedback Invite students or alumni to submit written testimonials through the school's website or social media channels
When requesting written testimonials, provide clear instructions and prompts to guide the response. For example, ask for specific details about a favorite experience at the school or what sets it apart from other institutions.
Leveraging Testimonials on University Websites and Social Media
Once testimonials have been collected, displaying them prominently on the school's website and social media channels is important. Here are some best practices for displaying testimonials:
Best Practices for Displaying Testimonials
Highlight testimonials on the homepage or landing pages for specific programs or departments
Use visuals, such as photos or videos, to accompany the testimonials
Feature testimonials in prominent locations on the website, such as the header or sidebar
Ensure that testimonials are easily shareable on social media platforms
In addition to featuring testimonials on the school's website, social media can also be an effective platform for sharing student stories and experiences. Consider creating a dedicated hashtag for student testimonials and encouraging current students and alumni to share their stories using the hashtag.
Examples of Effective Testimonial Campaigns
One example of an effective testimonial campaign is the "I Chose Yale" campaign by Yale University. This campaign features videos of current students explaining why they chose Yale and what they love about the school. The videos are prominently featured on the school's website and social media channels.
Another effective campaign is the "Tulane Stories" campaign by Tulane University. This campaign features written and video testimonials from students and alumni and social media posts tagged with #TulaneStories.
Using Testimonials in Advertising and Recruitment Efforts
In addition to using testimonials on the school's website and social media channels, they can also be incorporated into advertising and recruitment efforts.
Incorporating Testimonials into Ad Copy
Testimonials can be effective in ad copy for targeted campaigns, such as recruitment efforts for specific programs or departments. For example, an ad for a nursing program could feature a testimonial from a current nursing student about why they chose the program and what they love about it.
Creating Recruitment Materials Featuring Testimonials
Testimonials can also be effective in recruitment materials, such as brochures or flyers. Consider featuring testimonials from students and alumni on the front cover or prominently throughout the materials.
Testimonials can be a powerful tool for promoting a university or college. By leveraging current students' and alumni's experiences and perspectives, schools can build trust with prospective students and enhance their brand reputation.
To collect effective testimonials, it's important to conduct successful interviews and gather well-crafted written responses. Once collected, testimonials can be displayed prominently on the school's website and social media channels and incorporated into advertising and recruitment efforts.
By prioritizing testimonials in their marketing efforts, universities and colleges can differentiate themselves from competitors and attract the right students to their institutions.
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