The Application with Allison Turcio

Ep. 58: Cracking the Code: How Gen Z is Choosing Colleges in 2024

Episode Summary

In this episode, Allison sits down with Jason Keath, co-founder of SocialFresh and a strategist at Convince and Convert, to unpack how prospective students are researching colleges in 2024-2025. Drawing from recent research involving over 1,400 Gen Z students, Jason reveals what’s driving college decisions, where students are finding trusted information, and how enrollment marketers can adapt their strategies to meet students where they are. From website optimization to social media and email, this episode is packed with actionable insights to refine your enrollment marketing game.

Episode Notes

In this episode, Allison sits down with Jason Keath, co-founder of SocialFresh and a strategist at Convince and Convert, to unpack how prospective students are researching colleges in 2024-2025. Drawing from recent research involving over 1,400 Gen Z students, Jason reveals what’s driving college decisions, where students are finding trusted information, and how enrollment marketers can adapt their strategies to meet students where they are. From website optimization to social media and email, this episode is packed with actionable insights to refine your enrollment marketing game.

Key "How-Tos" You'll Hear in This Episode:

• Optimize Your Website for Prospective Students: Ensure your homepage prioritizes key college decision factors like majors, financial aid, and campus life.
• Leverage UGC and Video Content Effectively: Develop student-generated content and organize it into search-friendly playlists on platforms like YouTube.
• Encourage Authentic Peer Voices: Build student creator programs with clear incentives and amplify their content through both institutional and personal channels.
• Refine Your Email Marketing Strategy: Use email to share authentic student stories and incorporate engaging visuals like GIFs to boost video engagement.

Invest in YouTube as a Strategic Priority: Use short-form and playlist content to provide trusted insights and answers to student questions.

Guest Name: Jason Keath, Cofounder, Social Fresh and Strategist, Convince & Convert

Guest Social: https://www.linkedin.com/in/jasonkeath/

Guest Bio: Jason Keath was one of the first people in the world to run ads on Facebook in 2004. He co-founded Social Fresh, the original social media conference and consultancy, and collaborates with brands as an expert in social media, performance marketing, and creative strategy.  He is also a strategist with the consulting firm Convince & Convert, where he currently leads research on higher education enrollment and how Gen Z makes college decisions.

2024 Higher Education Marketing Report: https://www.convinceandconvert.com/higher-ed-report/