In the summer of 2020 my team worked with Encoura, an educational consulting firm, to produce UNL's first-ever campaign segmented by "mindset," or core outcome students expected from college. Using data sourced from questions students answer when they sign up for UNL's mailing list, we sorted leads in our CRM by their "mindset" to send them information that pertains to their desired outcomes. Below, you'll find a sample and more in-depth explanation of each "mindset" in the campaign.
Career Through Academics
Career Through Academics students are natural achievers who use their coursework to get ahead. Students grouped into this mindset are interested in conducting undergraduate research, developing professional relationships with their professors, and joining pre-professional organizations. To best appeal to these students, I highlighted the abundance of professional development opportunities at Nebraska due to its small size in relation to other Big 10 campuses.
Social Focus
As you might have guessed from the name, Social Focus students aim to make lasting friendships after graduation. But it's not all football and Natty Light-coated basements for this bunch. Social Focus students use their interactions with other students to network into internships and study abroad experiences. This segment makes up the largest percentage of Nebraska applicants, so I highlighted the university's social environment with real stats and opportunities to make this one count.
Exploration and Meaning
Similar to Social Focus students, the Exploration and Meaning student's top application driver is meaningful interactions with other students. What differentiates this segment is its need to make the world a better place through global awareness and nonprofit work. Luckily, Nebraska's got a ton of volunteer opportunities so positioning this email was a walk in the park (or cornfield).
Career Pragmatist
Above all, the Career Pragmatist values landing a great job after graduation, and expects their institution to provide the internships and coursework they need to make it happen. To best align with this mindset, I highlighted the guidance and network opportunities Nebraska has to offer.
Grad School Bound
Grad School Bound students view their undergraduate career as the foundation to a great grad program—think the pre-law/pre-med/pre-everything else set. The Grad School Bound student uses undergraduate research to gain a better understanding of their academic discipline and set themselves apart for grad apps.
