"Build it, and they'll come" no longer works for community colleges. As enrollment pressures mount, institutions need strategic recruitment marketing that speaks directly to individuals—not just general brand awareness.

Many colleges believe they've embraced personalization, yet most efforts remain limited to mail-merge tactics. True customization means developing communications that reflect each prospect's academic interests, career goals, and individual circumstances.

In this session, participants will explore:
• The strategic distinction between brand marketing and recruitment marketing.
• The spectrum from personalization to customization, and what students expect.
• Evidence-based practices for orchestrated engagement recruitment marketing.