After steadily increasing for years, undergraduate enrollment has finally reached the “demographic” cliff admissions and advancement professionals have been hearing about for years. Due to lower birth rates, the number of high school graduates began declining last year, and this trend is expected to continue through 2041. At the same time, colleges, universities, and applicants are experiencing a period of significant upheaval. The rollback of affirmative action, for instance, changed the makeup of classes and has also pushed students to start talking about different experiences in their personal statements. To deal with the volume of applications, some schools have begun using AI to review applicant essays. Still other schools, wary of the demographic cliff and the stress applications cause teenagers, have started skipping the process altogether and jumped to direct admissions programs through the Common App.
Amidst all the changes are some distinct marketing-related challenges: enrollment and admissions officers need new ways to engage undergraduate applicants based on their priorities, media consumption habits, and personal values. In this blog, we’ll take a deep dive into Resonate’s predictive intelligence on an audience that is crucial to US college and universities: the 11.4M people who are planning on going to school either in person or online to obtain their bachelor’s degree in the next 12 months.
How Can Higher Ed Institutions Engage Undergrad Prospects?
One issue for colleges and universities: Many of them offer the same or similar things, making it tough to show students how one stands out from the rest. But here’s the catch: today’s applicants are looking for schools that fit in with their goals, finances, and values. By weaving the latter into your messaging, you’ll ensure your school engages with the right potential students.
Resonate data shows that Undergrad Prospects value:
- Achievement: showing abilities and being admired
- Influence: acquiring wealth and influence
- Authority: being in charge and directing people
Marketing Tip: Consider using themes of being admired, successful, prestigious, and confident in your creative and messaging to better resonate with the undergraduates you’re speaking to.
What Are Undergrad Prospects’ Media Consumption Habits?
Equally important to ensuring your creative and messaging fit the audience: Making sure you’re deploying your campaigns where they’re engaging. Resonate data shows Undergrad Prospects spend a significant amount of time online: 47% are online 20 hours a week or more, with 21% of those online over 40 hours each week.
Their top TV networks include:
- VH1
- Adult Swim
- Cartoon Network
And their top paid streaming subscriptions include:
- AMC+
- YouTube TV/YouTube Premium
- HBO Max (with ads)
Undergrad Prospects’ top social media platforms are Twitch, Discord, and Snapchat.
Marketing Tip: With this audience, a digital-first strategy isn’t optional. It’s essential. Audit your current media mix and ask yourself honestly: Are you spending where this audience actually is? If your budget is still weighted toward channels that skew older or more professional, it may be time to reallocate toward the entertainment and community platforms where Undergrad Prospects are genuinely spending their time.
Which Factors Are Undergrad Prospects Considering When Selecting a College or University?
You already know what your higher education institution does best. Now, it’s time to use data to match your strengths with the factors applicants are prioritizing. Here’s what this audience considers when they’re making a decision about which schools to apply to:
- 47% prioritize low-cost tuition
- 24% look for high-quality academics
- 22% seek strong job and salary outcomes for graduates
- 21% want their school of choice to be accredited
- 21% look for a relevant curriculum
- 16% seek programs that are respected by employers
Marketing Tip: Resonate data shows a clear message: value and outcomes are dominating the conversation. Map your institution’s strongest proof points to this priority list and ask: Are we actually saying these things in our marketing, or are we assuming prospective students will figure it out? The institutions that win aren’t necessarily the ones with the best story; they’re the ones telling it most clearly. Lead with cost value, follow with outcomes, and make sure every campaign answers the question every prospect is really asking: Will this be worth it?
Want to learn more about the Undergrad Prospects or a different audience? Our data experts will work with you to identify which of our 15K+ attributes are best for you and to help you build a custom audience that meets your needs. Schedule a consultation today to learn more about how our predictive consumer intelligence will drive growth for your travel-related business.
