How Do Schools Tailor Communication for Online vs. In-Person Learners?
Schools must customize their communications to address the distinct needs of online learners and in-person students. This includes offering flexible formats, personalized engagement, and clear expectations for each group.
Tailoring communication for online vs. in-person learners requires understanding the different modalities, engagement preferences, and challenges each group faces. Online learners may need more flexible communication, while in-person learners may benefit from direct engagement and on-campus activities.
What Matters for Tailored Communication?
The Tailored Communication Playbook
This playbook will help you define and implement communication strategies that fit both online and in-person learners.
Define → Segment → Tailor → Deliver → Monitor
- Define communication preferences: Understand the distinct needs of each group through surveys or analytics, segmenting them accordingly.
- Segment communication: Group students based on modality (online vs. in-person) and engagement behaviors.
- Tailor messages: Personalize messages to suit each group's modality. Online students may receive more virtual support, while in-person students may get more campus-specific updates.
- Deliver communication: Use preferred channels like email, text, or direct mail, ensuring messages are timely and effective.
- Monitor effectiveness: Track engagement and adjust communication strategies based on feedback and analytics.
Communication Maturity Matrix
| Stage | Characteristics | Focus for Institution |
|---|---|---|
| Ad Hoc | Communication efforts are separate, with no clear tailoring for online vs. in-person learners. | Start defining communication preferences and segmenting by learner modality. |
| Managed | Basic tailoring is in place, but messaging may not be fully aligned with student needs across different modalities. | Refine segmentation, personalize communication, and improve delivery methods. |
| Optimized | Advanced segmentation and personalized communication strategies for online and in-person learners, fully integrated with marketing systems. | Continue refining messages, track engagement, and use data to optimize communication strategies. |
Mini Case: School Y Personalizes Communication for Online Learners
School Y sees a 25% increase in engagement with online learners
School Y tailored communication for online learners by introducing personalized video messages, weekly emails with upcoming deadlines, and regular check-ins with academic advisors. As a result, online student engagement increased by 25% within the first semester.
Ready to Start Tailoring Communication?
Explore how you can personalize communication to better engage both online and in-person students.
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