Fathom EDU Standard (3rd Ed.) Provides Marketing, Enrollment Strategies for 2015

CLEVELAND, March 24, 2015 /PRNewswire/ -- 1 in 10 public and private colleges is in "acute financial distress," according to a July 2014 report from Moody's. The same source showed 1 in 5 private colleges having a cash-flow margin below 10%. In such an economic climate, schools cannot afford to be foolish with marketing dollars.

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The 3rd edition of Fathom's EDU Standard addresses the concerns of such schools. In an age of tight cash flows, schools need to hold every marketing dollar accountable while perfecting enrollment mixes via class-shaping. One of the best ways to maximize investments in a school's future is to follow an enrollment engagement strategy grounded in the realities of the student-prospect journey.

"We see schools struggling to adapt to the changing economic climate," says Evan Horomanski, director of business development for Fathom Education. "They know that recruiting and retaining the right students is crucial to their survival. At the same time, their budgets are not unlimited. They want to be smarter in their approach to attracting great students who go on to graduate and be loyal alumni. It starts with understanding the unique needs of their student bodies. Our EDU Standard aims to keep schools up to speed on marketing trends that affect universities while at the same time giving them practical tools to help meet their enrollment goals."

The report also outlines 3 agents of massive future change in higher education; a 3-step process for mapping the student journey to meet enrollment goals; Google benchmarks for organic/paid search in the education category; and trends in SEO, search advertising, email, and video marketing.

The EDU Standard is published for college and university presidents, chief marketing officers, directors of marketing, VPs of admissions, VPs of enrollment and any others involved in student recruitment specifically or higher-education marketing in general. Those looking to invest in a student-centered approach to recruitment, engagement and retention are encouraged to download the full report.

About Fathom

Fathom creates profitable growth through content strategy, digital marketing and sales/analytics consulting that serve a greater purpose. The greater purpose is serving the mission of its customers, as well as inspiring transformation in its own people, local communities, and larger world. Among the industries it serves are education, manufacturing, technology/SaaS, consumer brands, healthcare, and financial services. In today's buyer-first world, Fathom embraces the call for companies to act as media publishers that build audiences with resourceful content.

SOURCE Fathom

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