Prospective Student Funnel
Select the Perspective Student Funnel to learn more.
PDC Tactical Prospective Student Funnel
PDC's marketing and recruitment teams use a wide variety of tactics to engage with and guide prospective students through the funnel from building awareness to filling out a request for information (RFI) form and eventually deciding whether to apply and enroll.
Marketing activities are at the top of the funnel and focus on communicating with many, whereas recruitment tactics are lower down the funnel and focus on one-to-one or one-to-few communications. Recruitment tactics include communication with "leads," also known as prospective students.
Marketing Tactics
Cast a wider net to targeted audiences who might be interested in the program. The tactics help build awareness and interest and typically drive users to a landing page or program page with the goal of encouraging potential students to fill out an RFI form and become a lead. Learn more about our marketing efforts in the Marketing section.
Recruitment Activities
Typically start after a potential student raises their hand by filling out the RFI form or registering for or attending an event. The recruitment team then focuses on more personalized tactics to help people decide on a program and apply. Our team aims to engage all leads within 24 hours and stay engaged until the prospective student enrolls in a program or withdraws interest. Learn more about our recruitment efforts in the Recruitment section.
Student Journey
Each student's journey is unique, and there are many ways a prospective student can engage with UW–Madison. Some students first discover their ideal program through a marketing ad, a social media post, or a recommendation from a colleague, prompting them to explore further. They may attend a webinar, connect with an enrollment coach, or seek advice from faculty before deciding to apply. Others might have a clearly identified plan knowing exactly which program they want, when they want to start, and how it fits into their career goals. Regardless of their starting point, our efforts provide students with the information they need to make an informed decision about applying to a capstone or degree program.
Want to learn more about the student journey? Check out this interactive student journey.
