Using student journey mapping to re-imagine print and digital marketing
The Situation
The Solution
The Result
The Situation
Faced with the rising costs and shifting demands for print materials, the University of Waterloo’s Marketing & Undergraduate Recruitment department wanted to reimagine how it used print and digital materials to support the undergraduate audience.
With that in mind, the university embarked on a project to better understand the student experience, identify the key moments where students made decisions or encountered challenges, and find innovative digital approaches that would better engage the prospective undergraduate student audience.
The Solution
Academica Group conducted a student journey mapping exercise that identified how students navigated the journey to and through the University of Waterloo, the challenges they encountered along this journey, and the opportunities for improvement.
The study also identified experiences outside of the control of Marketing & Undergraduate Recruitment that were impacting the student journey, which created the opportunity to monitor the impact of broader changes on the student journey.
The Result
The University of Waterloo’s Marketing & Undergraduate Recruitment team used this information to make significant changes to its suite of marketing and recruitment materials, including:
- Reducing the quantities and number of pages in viewbook and brochure suites
- Introducing new digital recruitment experiences and tools at the top of the funnel
- Enhancing the university’s approach to in-person touchpoints and events, like the Ontario Universities’ Fair
These changes resulted in hundreds of thousands of dollars in savings and the department has become more agile and cut down on waste, all without sacrificing success. The Marketing & Undergraduate Recruitment team continues to use this research to refine the student journey, with tactics like creating new digital tools and honing print materials.
Read More Case Studies
Let’s
Talk.
Get more information on how you can make better decisions with confidence.