When should institutions utilize cost-per-lead advertising to bolster recruitment efforts?
There is a place for cost-per-lead advertising. Brand advertising is your strategy to get as many people to know your school as possible. The next step is tactic, which is the cost-per-lead; in other words, once they’ve heard about your institution, how can you snag their attention? Cost-per-lead is very effective in this stage for many schools, especially with the University of Phoenixes of the world. When it comes down to the college collecting leads, it does work, but step one—brand advertising—needs to be done first. Cost-per-lead should serve as the follow-up. As founder and CEO of Next Step Magazine, what’s new with the magazine and the industry as a whole? We have two products—our printed magazine and our online product www.nextSTEPmag.com. We are certainly bucking all the trends as far as print and magazines go these days—a lot of them are performing poorly—but interestingly, our printed magazine continues to be our most popular and profitable product. It is doing phenomenally
