Remember the WHY in recruiting for your programs
Enrollment leaders and fine arts faculty:
How are you attracting prospective students to your fine and performing arts programs through your communication plans? Are they tailored to the interests of your students and what they’re looking for in a future in the arts? Through my work as a music admissions professional and consultant, I’ve found that while many institutions do send out specific information about their fine and performing arts programs, many fail to show the students WHY they should study at their institution.
Yes, you have world-class faculty that have incredible performing and teaching records. Your ensembles perform master works and collaborate with new composers. Your seniors get to perform a final recital, or showcase their art in the school’s gallery. All of these are awesome, but fail to distinguish your program from others (and you guessed it, every other good arts school boasts the same things!).
Then, going further into your school’s website: how is more detailed information about these programs presented? In my experience working with several college fine and performing arts programs, I’ve noticed that many websites simply list the course and degree requirements seemingly straight out of the course catalog, sometimes who the faculty are, and how to apply. This doesn’t inspire anyone to take action to learn more.
In the modern times we live in, and certainly post-COVID, more and more students are hesitant about pursuing a major in the arts. They don’t know what kinds of experiences they’ll get that will lead them to lucrative careers, they’re nervous about the stability of their future work, and they’re more conservative when it comes to risk-taking, especially if they don’t know if they have a shot at “making it” in the real world as performers and artists. These are “pain points” that can make enrolling a class difficult.
So, how do you remedy this?
Nail down your identity.
Oftentimes, performing and fine arts programs lack a cohesive identity that stands out to prospective students and that also addresses the student’s pain points. No brochure, website, or email campaign can solve all the enrollment issues without having a clear core identity. Within the larger departments, I encourage faculty in their studios to work together alongside the admissions team to answer the following questions about their identity:
The biggest question: WHY should anyone study at your institution/program? (Not HOW or WHAT, but why?)
What are the outcomes that you’ve seen from graduates?
What kinds of students thrive in your studios, and which ones tend to be better fits elsewhere? (Think about academic, artistic, and personality qualities!)
What story are you trying to tell about your values?
How do prospective students engage with you throughout their college search? How can you tell which ones will be more likely to apply and enroll?
What makes YOUR program unique in the marketplace? (Know your competitors!)
How do your faculty interact with each other? Does that interaction, good or bad, have ripple effects with the student body? (Trust me, students pick up on this.)
What kinds of support do you offer students to help them be successful in the art area they’ve chosen after they graduate?
Remember, you can’t be everything to everyone all the time. Leverage your strengths
Get specific.
Once your area can articulate who they are and what their story is, admissions and faculty can start drilling down into the more granular aspects of the prospective student journey. Don’t forget that your prospective students and families are your customers, and you are marketing to your customers!
Remember, it’s not about you. It’s about your audience (prospective students and families). Be sure to write content that addresses their “pain points” and show them how these pain points are addressed at your institution.
Know your students’ pain points! Especially in the arts, knowing exactly how college will prepare them to be successful artists, musicians, and performers after they graduate goes a long way.
Copy is what sells your institution (websites, ads, email campaigns, marketing collateral), and content informs (blogs, social quotes, webinars, infographics, etc.). Tell people about your institution with copy, and then SHOW THEM what that means with content.
Social media is a great way to reach students and to learn more about what they need in each step of their journey. Current students might be more social media savvy and are wonderful resources if running social media channels feels daunting.
Sometimes, less is more. In the era of social media and TikTok, we know that attention spans are shorter. Don’t list every degree or major requirement on the department or studio homepage–nobody will read it!
Be more conversational and less formal. Remember that there’s a person on the other end reading about your school.
Use YOU instead of WE (e.g. “You’ll learn to code”) (minimally use “We teach you to code”, etc.)
You can highlight your features, but make an even greater emphasis on the BENEFITS those features offer. Benefits describe what “it” does for your audience. Continue to be conversational, and make “you” statements, not “we provide/our classes”, etc.
Be highly specific with how these benefits work for your students! For example, “prepared for a successful future” becomes “prepared to have a fulfilling and art-filled life that also pays the bills”.
Engage your audience with emotional and sensory language. It’s easier to recall, better received, and encodes in the memory more clearly.
Develop a VOICE and TONE that is specific and true to your institution (or, if your marketing department already has these tone guidelines set, make sure that what you’re putting out to the world adheres to those guidelines). Be sure to include student voices, faculty voices, and alumni voices that all support your mission.
Remember the why.
Remembering the “why” in your music and fine arts recruiting practices goes a long way to show future students that you understand what they’re going through and how your institution is (or isn’t) the right fit for them. Keep in mind that you can’t be everything to everyone and that there will be a population of students that will be better served elsewhere. Lean into what you’re good at and known for, and cut out the rest. With a clear identity and collaboration between admissions and fine arts faculty, recruiting together will be easier and more fruitful.
P.S.: If you’re looking for guidance through finding your department’s WHY, Simon Sinek has some amazing Ted Talks, books, and exercises to guide you through discussions of self-discovery.
Do your music and fine arts program marketing need an upgrade? Let’s chat.
