Connecting with prospective students is harder than ever before due to decreasing attention spans and increasing competition for attention—you’ve heard it all before. What you haven’t heard: Carnegie’s Lead Generation service now gives you a competitive edge. We are thrilled to announce that we have successfully fused our cutting-edge psychographic research and our Lead Generation service to deliver meaningful student insights to help you capture attention and stand out from the competition.
Starting this month, clients subscribed to Carnegie’s Lead Generation service, powered by CollegeXpress, will receive data indicating student personality types, informed by the Carnegie Motivator. This is an exciting and powerful integration of proprietary Carnegie services that enhances the value of every lead by providing meaningful insights that can drive engagement, boost conversion rates, and help you better understand your audience.
What is the Carnegie Motivator?
Based on a decade of research on prospective student behavior and personality, the Carnegie Motivator provides three general segments: Strength, Vitality, and Creativity. Our research has found that student motivations typically fall into one of these buckets.
- Strength: Motivated by leadership, grit, and/or pushing the norms.
- Vitality: Possess a deep care for others and are fueled by connection and/or beauty.
- Creativity: Driven by curiosity, artistry, and/or innovation.
When students are searching for a college or university, they are looking for a place they feel as though they belong, a place where they can live authentically. So, when marketing to students, it is critically important to deliver messaging that is not only authentic to the institution but also speaks to the hearts of those students and what is driving their decisions.
Carnegie’s Motivator segmentation has been helping schools achieve this for years through Student Search and digital advertising campaigns, driving double-digit lifts in engagement and yield. Now, we are including this data—at no additional cost—within our Lead Generation service.
With the combination of hand-raiser volume, genuine interest in client schools, and motivational insights, our data set stands unmatched.
How do I access Motivator data as a Lead Generation client?
The process for Carnegie’s Lead Generation clients is simple. You will begin to receive data indicating which Motivator segment aligns with each student. From there, you can import the data into your CRM and query based on those segments.
If you’d like us to tag the rest of your inquiry pool to apply Motivator segmentation across your entire population, we can do that. If you’d like us to tag your entire prospect pool so you can carry this segmentation strategy throughout your entire funnel, we can do that, too.
How do I apply the Motivator segmentation?
The beauty of the Motivator is that, with only three segments, this data is the foundation for actionable strategy. You will not be segmenting for the sake of segmenting. You’ll be segmenting with purpose to drive engagement and better understand audience behavior.
What this looks like in practice is varying imagery in emails, digital ads, and mailers. It’s subtle differences in content, mainly subject lines, headers, and calls to action. We will be offering exclusive virtual training to Lead Generation clients in the coming weeks.
In addition to communications, the Motivator is extremely valuable for reporting. You will be able to track conversion by segment, understanding what types of student personality types you are converting at higher and lower rates. You can also leverage the Motivator segments when analyzing Clearinghouse data, which will give you a deeper understanding of the types of students you are losing to certain competitors. As you look to impact retention, you can apply the Motivator to students who have enrolled to help understand patterns in students who do or do not persist.
By implementing psychographic data in student recruitment, the possibilities truly are endless. We’re excited to be able to get this data in our clients’ hands to help you all better connect with the students who are right for your schools.
Curious to learn more about Carnegie’s Lead Generation service with Motivators? Start a conversation today—we can’t wait to talk about your lead segmentation!