Communicating with business education prospects during Covid-19

Fundamental L&D has identified the messaging that is resonating the most strongly with prospects in the precontemplation and active consideration phases

Key points:

• During these tough times, it’s crucial that not only the lights are kept on, but that all brand communication wholly reflects the needs and concerns of the current and potential prospects
• Prospects want to know that if they consider you, you’re future-proofed. Tell them how you’re navigating these times and give them the reassurance they need
• The essential pivot from classroom to virtual teaching has opened up the opportunity to promote a ‘taster class’ to prospects; an opportunity for potential applicants to experience the quality of your teaching first-hand

Business schools are in a period of unprecedented change in how they engage with prospects and deliver to their existing cohorts. With challenges come opportunities, and those schools who have been quick to adapt and remain fluid in their marketing approach are likely to not just weather the storm but emerge with a strong pipeline and a refreshed outlook to their messaging and delivery.

The core tenets of any campaign are raising awareness of the value of business education to a professional audience, and then nurturing that audience as they go through the discovery and decision-making process. For example, for a full-time MBA, the process of discovery through to decision can be up to two years, meaning that globally there are many thousands of people actively considering an MBA, many of whom are at the final stages of choosing which school to apply to. It's therefore crucial that not only the lights are kept on, but that all brand communication wholly reflects the needs and concerns of the current and potential prospects. 

Through our work with our clients in the US, Asia and Europe, Fundamental L&D has identified the messaging that is resonating the most strongly with prospects both in the precontemplation and active consideration phases of their business education decision-making.

• Trust and reassurance

Active applicants want to know they’re in safe hands. Prospects want to know that if they consider you, you’re future-proofed. Tell them how you’re navigating these times and give them the reassurance they need.

• Adaptability and flexibility

The essential pivot from classroom to virtual teaching has opened up the opportunity to promote a ‘taster class’ to prospects; an opportunity for potential applicants to experience the quality of your teaching first-hand. Application dates may be moved back, or entry requirements adjusted. Prospects need to know that you’re working to help make things easier for them.

• Strength of faculty

Communicate the wealth of research you have, from the latest research on COVID-19 to advice on how to look after your mental health.

• Everything is different, but still the same

The way your programmes are being taught or how people can apply may be changing, but the fundamental reasons as to why someone should consider business education has not. Be it career progression or advanced leadership, the reasons to undertake professional education are more compelling than ever. 

Business schools are privileged to have a wealth of content rarely seen in other sectors. Understanding how to use it to communicate with trust and reassurance will set you apart from your peers.

Fundamental Learning & Development (Fundamental L&D) offer media planning and buying, research and marketing services across higher and business education and corporate sectors.