Rethinking Student Search with Insights on List Buys and AI
By Suzan Brinker, PhD Co-founder & CEO at Viv Higher Education
For years, the undergraduate search process followed a familiar formula. Buy names, send emails, follow up with a postcard, and hope for conversions. But in today’s environment, that formula is falling flat. Our recent webinar, “When List Buys Aren’t Enough,” took a close look at why these old methods are no longer delivering the results institutions need.
Shrinking high school graduate numbers, test-optional policies, and oversaturated marketing channels are making it harder than ever to attract the right students. The conversation during the webinar highlighted how these pressures are pushing colleges to rethink how they define and generate student leads.
Viv Higher Education and Halda teamed up to explore how institutions can take a smarter approach to search strategy. The webinar focused on moving beyond list buys by incorporating personalization, behavioral data, and AI-powered tools to connect with students in ways that are more timely, relevant, and effective.
Here are five key takeaways from the conversation.
1. A Name on a List Is Not a Lead
There is a critical distinction between a purchased name and a qualified lead. Institutions often treat purchased lists like ready-made leads, but these contacts require nurturing. The first step is recognizing that these lists are a starting point, not the finish line. They represent potential, not intent.
2. Messaging Should Reflect What Students Care About
Far too many campaigns jump straight to “Apply Now” without offering any value or building trust. Before you ask students to act, take time to understand what they want, what worries them, and what motivates them. Then tailor your outreach to meet them where they are.
3. Build Segments, Not Just Personas
Personas help you understand your audience’s mindset. Segments help you target them more effectively. Both matter, but the strongest campaigns combine data-driven segmentation with human-centered messaging.
Look at your existing data through three lenses:
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Demographics: academic achievement, income, first-generation status
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Geographics: local market behaviors, migration patterns, regional competition
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Psychographics: motivations, concerns, decision styles, and campus preferences
Even small improvements in segmentation can significantly increase conversion rates.
4. Radford University Offers a Case Study in Turnaround
Radford University lost 37% of its enrollment over five years before making a full turnaround. The shift came from a new approach to targeting, messaging, and personalization. By aligning content with student concerns and addressing affordability head-on through the Radford Promise, the institution was able to rebuild trust and grow enrollment.
5. Move from Broadcast to Conversation
Today’s students are not looking for a polished sales pitch. They want relevance, honesty, and relationships. AI tools now make it possible to individualize communication across channels. Schools can start by shifting their posture from “tell” to “ask,” then use that information to deliver messages that feel helpful rather than promotional.
This type of outreach requires thoughtful data integration, but the payoff is real. Higher engagement. Better fit. Smarter use of your budget.
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