THE BOX MODEL

There’s a lot of talk about emotion-based copywriting out there right now.  Admissions marketing can go even further.

Box Model Marketing

The goal of marketing using the Box Model is to identify and remove obstacles students face when making one of the 3 milestone decisions:

• should I apply?
• should I complete my application?
• should I enroll?

All obstacles fall under what I call the security umbrella.

The Security Umbrella

There are 4 parts to the security umbrella:

Emotional Security

If I apply, will I be rejected?  Will I fit in and make friends?  Will I have fun?  Can I handle the workload?  Will I be homesick?

Social Security

When people hear where I’ve chosen to go, will I have to convince them it’s a good school?  Will they have heard of it before?  Will my peers look down on me?

Physical Security

Will I like my dorm?  Will I be safe on and around campus?  Will I die in an earthquake or tornado or snowstorm?  Are the meal plans any good?

Financial Security

Can I afford your education?  Will I get a good job after I graduate?

Recruitment Under the Umbrella

Make sure every e-mail, web page, publication, and event relates to at least one security concern.

• “Staying safe on a city campus” (physical)
• “Going out of state was the best decision I ever made” (emotional/social)
• “Five secrets of every successful college student” (emotional/financial)