Prospective Undergrad Content Map

What information will be most useful to a prospective undergraduate student at each stage of their buyer's journey? Here are some ideas to get you started:

Awareness

Educational, honest, valuable, not overly promotional, and findable.

• Rankings lists.
• Profiles of students and researchers who are making positive, real-world changes.
• Mentions of Tech's status as a public institution.
• Financial aid and scholarship information and guides.
• Notable alumni testimonials, success stories, and quotes.
• Stories about Atlanta's growth, links to news articles about Atlanta, job market reports, and job listings.
• Stories about Tech Square, Georgia Tech student and startup success stories, and infographics about Midtown's innovation district.

Consideration

More specific but not overly promotional information about programs and opportunities.

• Discipline-focused webpages with related majors, student and faculty profiles, news, and rankings.
• Profiles of students, stories about students, student-created videos, or other content pulled from social media.
• Testimonials and quotes from students about Tech's open and welcoming environment.
• Webpages and stories about student support programs.
• Job listings, alumni company profiles, innovation center opportunities, and career road maps.
• Clear and engaging information about research, academic, co-curricular, and study abroad opportunities.

Decision

Personal and helpful. Validate their decision and help them successfully engage.

• Admission blogs.
• Student advice and stories of success.
• Charts of deadlines.
• Success stories, highlights of major Institute happenings.
• Resources related to financial aid and scholarships.
• Tip sheets.
• Timelines and checklists.

Sources: Georgia Tech prospective undergraduate students and parents survey 2016, mStoner2016, undergraduate content survey October2016, ArmchairMedia2016.