The

Student
Many factors weigh in the
decision-making process for
prospective students. Its

Lifecycle
critical for higher education
institutions to deliver the right
information at the right time.

Step 1
INFORMATION GATHERING
In the 2-16 weeks prior to applying:

90% 83% 75%

2/ are unsure of of search queries make first visit
3 which school
to attend
are for
non-branded
to schools
website
of prospects terms
use a mobile
device at Prospects research on all devices
home desktop, mobile, tablet.

This means
your site must Prospects are using the
be optimized following sources during
for mobile! their research process: School Website

Search Engines

Family/Friends

Social Networks

Brochures
Ranking Sites

Step 2 Mentor /
Aggregators
Counselor
NARROWING
DOWN
As prospects hone in Video has been proven to improve
on specific schools: opinions and perceptions in the
following categories:
2/ Anity
3 Consideration
Awareness
use video to learn
about school offerings. Value of Degree
Respect by Employers
Reputable Accreditation

By the time prospective Performed

students complete their more than
application process,
they have: 10 Completed

4
Search Engine
Queries

Step 3 online applications

APPLICATION TIME
The top factors taken into consideration
by prospective students are: More than

Aordability
Location
Friend/Family Attends
Student Culture
16
Page views (per
Flexible Learning Reputable Professors school applied to)
Reputation Strong Alumni Network

Most viewed pages: Best content to include:

Accepted Academic Programs Online Campus Tour
Campus & Student Life A Day in the Life
Maps & Directions Program Finder
Contact Info Student Blog

Step 4
Shuttle Think about a ENROLLMENT
Schedule mobile app for
Provide the right
the most sought
content and
after content.
communication to
help students stay
engaged on campus.
Security Phone
Numbers

Bill Payment Financial Event

Aid Calendar

Step 5
ALUMNI
Alumni want a continued relationship Keep alumni
with their alma mater to connect with involved through
classmates, engage in planned alumni community
giving, seek career opportunities, sites and social
and join the social community. media.

OHO Interactive Sources:

www.oho.com Education Clickstream Study, Compete
@ohointeractive Google Search Data
Copyright 2014 Education Brand Perceptions Study, Ipsos OTX