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NACCAP Brings Inbound Marketing to Advance Student Recruitment Success

Tuesday, June 23, 2015   (0 Comments)
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NACCAP announces a new partnership to bring advanced student recruitment technology and expertise to the admissions departments of member schools.

The NACCAP SearchRight™ program brings the methods and technology of Inbound Marketing to the Christian school recruitment marketing mix.

“The SearchRight™ approach and Inbound Marketing technology represents an important new tool for successful student recruitment,” said Chant Thompson, NACCAP executive director. “Hundreds of secular schools utilize the technology and we want it to benefit Christian schools. We see this as an important step forward for our members and have carefully selected a partner who shares our vision and values to serve our schools.”

C. Grant & Company (CGC) has been selected to support schools with the development and execution of customized Inbound programs at a discounted rate for member schools. The firm has a long history of supporting leading Christian schools including Wheaton College, Messiah College, John Brown University, Covenant College, York College, Wheaton Academy, and Palm Beach Atlantic University, among others.

The SearchRight™ program differs from traditional recruitment marketing in its focus on generating promotion based on prospect-driven requests in real time. With SearchRight™ relevant content developed by schools appears in organic web searches and calls readers to action based on their specific search. New leads are then tracked automatically with new content delivery based on prospect behavior such as web visits, social media posts, email opens or new searches. Even behavior of prospects who do not provide contact information are captured for future use.

“It’s the difference between schools focusing on segmenting and predicting how prospects will react to advertising or direct mail, to a focus on how schools can meet requests from prospects based to their specific needs and on their timeframe,” says Scott Sevey, NACCAP board president. “There’s a lot of technology involved, but we have a partner who will do the heavy lifting for our schools. It’s a very complementary program to what our members are doing now.”

The program also allows schools to “take back” the discussion on the merits of Christian education, according to Thompson. “With schools providing content to address consumer questions, the voice for the Christian education movement moves back to schools instead of others,” said Thompson. “We have a unique story to tell and must tell it more effectively. This program will help.”

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