An article in University Affairs recounts how PSE institutions are turning to digital tools to complement their traditional student recruitment campaigns. Digital campaigns offer a number of benefits to recruitment professionals, particularly around measurement. “People want to know, ‘is it effective?’ With traditional media, we don’t know. I think we’re being forced to move to tactics that we can measure and gauge,” said Catherine Riggins, Director of Branding, Marketing, and Recruitment at Royal Roads University. Riggins recently launched a campaign for Royal Roads that used Google Glass and GoPro video cameras to give prospective students a glimpse of what life is like at the institution. Digital campaigns can also help institutions better reach prospective international students. However, digital marketing can present some challenges. Recruiters “haven’t been able to let go of the old media and have been trying to do more and more things with the same budget,” said Ken Steele, co-founder of Academica Group. University Affairs
