Capture Higher Ed’s platform, services and diverse array of marketing solutions address specific issues throughout an institution’s recruitment cycle with products that often complement those of other vendors. That’s why it makes sense that Capture is listed in three enrollment management categories of the Eduventures 2022 Higher Education Technology Landscape.
The categories are: Recruitment Management Solutions, Recruitment Analytics Solutions, and Social Recruitment and Engagement Solutions.
The annual, industry-wide report “visualizes 367 vendors and their products, organized into over 44 separate market segments rolled up into four major categories aligned to the student lifecycle,” according to Eduventures, a research and advisory services firm focused exclusively on higher education. The firm was purchased by Encoura in 2017.
Eduventures uses a “dynamic process” to identify which vendors fall under each market segment. This involves routinely asking institutions to provide lists of their current and past vendors as well as those they are considering within each market segment. Eduventures also asks vendors to provide lists of their most common competitors — which vendors routinely come up in competitive bids for contracts.
“Vendors are only included if they market a stand-alone product within a given segment — one that is not part of a bundle or requires a product from a different segment,” according to Eduventures’ research methodology.
The result is a map of vendors in each market segment that is periodically updated as the firm receives additional information from those vendors explaining their capabilities and benefits to institutions.
Capture can be found in three enrollment management areas of Eduventures 2022 Higher Education Technology Landscape:
Recruitment Management Solutions
Capture is a leading enrollment management and marketing firm that helps higher ed institutions make personalized, data-driven, timely and measured connections with prospective students. Powered by the industry’s only Behavioral Intelligence Platform — which combines marketing automation, predictive modeling and a managed service approach — Capture’s marketing solutions and expert services are designed to identify, convert and enroll the students who will thrive at a given college or university.
Recruitment Analytics Solutions
Capture gives its client institutions the confidence and ability to focus their efforts on prospective and admitted students who have not yet applied or deposited but who have a high predicted probability of doing so. Capture’s application, financial aid and enrollment modeling are the only predictive models in the industry that integrate machine learning and behavioral data.
Social Recruitment and Engagement Solutions
Capture develops, executes, and measures a complete digital marketing plan for its clients … with search engine marketing; digital display marketing; customized social media advertising; social, web, and email retargeting; interactive and video ads; and focused landing pages that allow you to influence and encourage prospective students to take important next steps.
During INNOVATE 2022, Capture’s annual virtual conference last summer, Andy Johnson, former vice president of enrollment management at Friends University, mentioned Eduventures research in his session, “Running the Rapids: Ed Tech options for Enrollment Management.”
While Eduventures calls it a “landscape,” Johnson, who is now a senior enrollment advisor at Capture, likens the higher ed tech industry to rushing rapids and has studied the technologies available to enrollment management professionals in depth. In his INNOVATE session, Johnson shared the findings from his independent research project in which he waded through the sea of options available by grouping them and providing short value propositions on some of the key technologies in the marketplace.
Another INNOVATE session that examined different technologies and vendors was the panel discussion, “Measure the Impact of Your Enrollment and Marketing Tech Stack.” During the session, several leading enrollment management technology and service providers shared information on how they measure their impact on prospective student behaviors and actions. The session also introduced some new solutions and integrations from Capture that form the foundation of an ‘Intelligence Dashboard’ to help give enrollment leaders insight into this complex and important issue.
By Kevin Hyde, Senior Content Manager, Capture Higher Ed