STUDENT JOURNEY MAP

Map your students’ journey to

enrolment and build a scalable
student recruitment framework
 introduction

JOUNEY MAP

Mapping your students’ journey to enrolment is a necessary step to ensure

your university’s marketing and recruitment activities are following the
student enrolment cycle.

Use this template to map out your strategic goals, and connect them with
students’ pain-points in order to prioritise your content and outreach
strategies, identify and fix blind spots, and ultimately, build a better pipeline.
 personas

JOUNEY MAP

A persona is a reflexion of the person, while a customer journey map is a

reflexion of their experience.

Your student personas will help you populate your journey map. Use our
international student persona canvas to build or revisit your key student
segments in 6 simple steps.
 journey steps
Based on research by Studyportals
JOUNEY MAP

DISCOVER EXPLORE COMPARE

APPLY DECIDE MATCH

ENROL PREPARE REFER

 the framework

JOUNEY MAP

DISCOVER EXPLORE COMPARE MATCH DECIDE APPLY ENROLL PREPARE REFER

UNIVERSITY
GOAL

STUDENT
GOAL

TOUCH
POINTS

CONTENT

TOOLS

TIMELINE
 step
step 1
DISCO
DISCOVER
JOUNEY MAP 1 VER
SAMPLE

HELP
Awareness
UNIVERSITY
GOAL Match up the strategic goal of your institution
with what the student wants to achieve in this
step of the journey. Use the Strategic Goals Bank
for ideas or create your custom goals and add
STUDENT Find Universities which offer post-graduate degrees in Neurobiology them here.
GOAL

Add the relevant points of contact through which your

TOUCH University Facebook page Fairs Search University programme page students come into contact with your institution
POINTS before, during, or after the enrolment cycle. Check the
Touchpoints bank to get more inspiration.

Identify what content is neccessary to support each

Brand Story Programme Programme ad Programme
brochure description touchpoint of this step and pinpoint it to this timeline.
CONTENT Check the Content Bank for some suggestions.
Programme
photos Courses outline

Display the tools you are using to

Facebook Ads University Google Adwords Website page
deliver above content.
TOOLS representative
Inquiry form
Don’t let student drop out of your funnel.
Support them throughout their entire journey with a
helpful, chronological and well-timed sequence of
TIMELINE December- 13-15 October December- Rolling
January content. Here you can specify the timing of your
January
activities or outline your institution’s admissions cycle.
August- Use the Timeline bank for good examples.
September
 step 1 DISCOVER
JOUNEY MAP

UNIVERSITY
Type in your goal Type in your goal Match up the strategic goal of your institution
GOAL
with what the student wants to achieve in this
step of the journey. Use the Strategic Goals Bank
Type in your student Type in your student for ideas or create your custom goals and add
STUDENT goal goal them here.
GOAL

Add the relevant points of contact through which your

Type in your Type in your Type in your students come into contact with your institution
TOUCH touchpoint touchpoint touchpoint
POINTS before, during, or after the enrolment cycle. Check the
Touchpoints bank to get more inspiration.

Identify what content is neccessary to support each

Type in your what Type in your what touchpoint of this step and pinpoint it to this timeline.
CONTENT content you use content you use
Check the Content Bank for some suggestions.

Display the tools you are using to

Type in your what Type in your what
deliver above content.
TOOLS tools you use tools you use

Don’t let student drop out of your funnel.

Support them throughout their entire journey with a
Type in when this
step takes place helpful, chronological and well-timed sequence of
TIMELINE content. Here you can specify the timing of your
activities or outline your institution’s admissions cycle.
Use the Timeline bank for good examples.
 step 2 EXPLORE
JOUNEY MAP

UNIVERSITY
Type in your goal Type in your goal Match up the strategic goal of your institution
GOAL
with what the student wants to achieve in this
step of the journey. Use the Strategic Goals Bank
Type in your student Type in your student for ideas or create your custom goals and add
STUDENT goal goal them here.
GOAL

Add the relevant points of contact through which your

Type in your Type in your Type in your students come into contact with your institution
TOUCH touchpoint touchpoint touchpoint
POINTS before, during, or after the enrolment cycle. Check the
Touchpoints bank to get more inspiration.

Identify what content is neccessary to support each

Type in your what Type in your what touchpoint of this step and pinpoint it to this timeline.
CONTENT content you use content you use
Check the Content Bank for some suggestions.

Display the tools you are using to

Type in your what Type in your what
deliver above content.
TOOLS tools you use tools you use

Don’t let student drop out of your funnel.

Support them throughout their entire journey with a
Type in when this
step takes place helpful, chronological and well-timed sequence of
TIMELINE content. Here you can specify the timing of your
activities or outline your institution’s admissions cycle.
Use the Timeline bank for good examples.
 step 3 COMPARE
JOUNEY MAP

UNIVERSITY
Type in your goal Type in your goal Match up the strategic goal of your institution
GOAL
with what the student wants to achieve in this
step of the journey. Use the Strategic Goals Bank
Type in your student Type in your student for ideas or create your custom goals and add
STUDENT goal goal them here.
GOAL

Add the relevant points of contact through which your

Type in your Type in your Type in your students come into contact with your institution
TOUCH touchpoint touchpoint touchpoint
POINTS before, during, or after the enrolment cycle. Check the
Touchpoints bank to get more inspiration.

Identify what content is neccessary to support each

Type in your what Type in your what touchpoint of this step and pinpoint it to this timeline.
CONTENT content you use content you use Check the Content Bank for some suggestions.

Display the tools you are using to

Type in your what Type in your what
deliver above content.
TOOLS tools you use tools you use

Don’t let student drop out of your funnel.

Support them throughout their entire journey with a
Type in when this
step takes place helpful, chronological and well-timed sequence of
TIMELINE content. Here you can specify the timing of your
activities or outline your institution’s admissions cycle.
Use the Timeline bank for good examples.
 step 4 MATCH
JOUNEY MAP

UNIVERSITY
Type in your goal Type in your goal Match up the strategic goal of your institution
GOAL
with what the student wants to achieve in this
step of the journey. Use the Strategic Goals Bank
Type in your student Type in your student for ideas or create your custom goals and add
STUDENT goal goal them here.
GOAL

Add the relevant points of contact through which your

Type in your Type in your Type in your students come into contact with your institution
TOUCH touchpoint touchpoint touchpoint
POINTS before, during, or after the enrolment cycle. Check the
Touchpoints bank to get more inspiration.

Identify what content is neccessary to support each

Type in your what Type in your what touchpoint of this step and pinpoint it to this timeline.
CONTENT content you use content you use Check the Content Bank for some suggestions.

Display the tools you are using to

Type in your what Type in your what
deliver above content.
TOOLS tools you use tools you use

Don’t let student drop out of your funnel.

Support them throughout their entire journey with a
Type in when this
step takes place helpful, chronological and well-timed sequence of
TIMELINE content. Here you can specify the timing of your
activities or outline your institution’s admissions cycle.
Use the Timeline bank for good examples.
 step 5 DECIDE
JOUNEY MAP

UNIVERSITY
Type in your goal Type in your goal Match up the strategic goal of your institution
GOAL
with what the student wants to achieve in this
step of the journey. Use the Strategic Goals Bank
Type in your student Type in your student for ideas or create your custom goals and add
STUDENT goal goal them here.
GOAL

Add the relevant points of contact through which your

Type in your Type in your Type in your students come into contact with your institution
TOUCH touchpoint touchpoint touchpoint
POINTS before, during, or after the enrolment cycle. Check the
Touchpoints bank to get more inspiration.

Identify what content is neccessary to support each

Type in your what Type in your what touchpoint of this step and pinpoint it to this timeline.
CONTENT content you use content you use Check the Content Bank for some suggestions.

Display the tools you are using to

Type in your what Type in your what
deliver above content.
TOOLS tools you use tools you use

Don’t let student drop out of your funnel.

Support them throughout their entire journey with a
Type in when this
step takes place helpful, chronological and well-timed sequence of
TIMELINE content. Here you can specify the timing of your
activities or outline your institution’s admissions cycle.
Use the Timeline bank for good examples.
 step 6 APPLY
JOUNEY MAP

UNIVERSITY
Type in your goal Type in your goal Match up the strategic goal of your institution
GOAL
with what the student wants to achieve in this
step of the journey. Use the Strategic Goals Bank
Type in your student Type in your student for ideas or create your custom goals and add
STUDENT goal goal them here.
GOAL

Add the relevant points of contact through which your

Type in your Type in your Type in your students come into contact with your institution
TOUCH touchpoint touchpoint touchpoint
POINTS before, during, or after the enrolment cycle. Check the
Touchpoints bank to get more inspiration.

Identify what content is neccessary to support each

Type in your what Type in your what touchpoint of this step and pinpoint it to this timeline.
CONTENT content you use content you use Check the Content Bank for some suggestions.

Display the tools you are using to

Type in your what Type in your what
deliver above content.
TOOLS tools you use tools you use

Don’t let student drop out of your funnel.

Support them throughout their entire journey with a
Type in when this
step takes place helpful, chronological and well-timed sequence of
TIMELINE content. Here you can specify the timing of your
activities or outline your institution’s admissions cycle.
Use the Timeline bank for good examples.
 step 7 ENROL
JOUNEY MAP

UNIVERSITY
Type in your goal Type in your goal Match up the strategic goal of your institution
GOAL
with what the student wants to achieve in this
step of the journey. Use the Strategic Goals Bank
Type in your student Type in your student for ideas or create your custom goals and add
STUDENT goal goal them here.
GOAL

Add the relevant points of contact through which your

Type in your Type in your Type in your students come into contact with your institution
TOUCH touchpoint touchpoint touchpoint
POINTS before, during, or after the enrolment cycle. Check the
Touchpoints bank to get more inspiration.

Identify what content is neccessary to support each

Type in your what Type in your what touchpoint of this step and pinpoint it to this timeline.
CONTENT content you use content you use Check the Content Bank for some suggestions.

Display the tools you are using to

Type in your what Type in your what
deliver above content.
TOOLS tools you use tools you use

Don’t let student drop out of your funnel.

Support them throughout their entire journey with a
Type in when this
step takes place helpful, chronological and well-timed sequence of
TIMELINE content. Here you can specify the timing of your
activities or outline your institution’s admissions cycle.
Use the Timeline bank for good examples.
 step 8 PREPARE
JOUNEY MAP

UNIVERSITY
Type in your goal Type in your goal Match up the strategic goal of your institution
GOAL
with what the student wants to achieve in this
step of the journey. Use the Strategic Goals Bank
Type in your student Type in your student for ideas or create your custom goals and add
STUDENT goal goal them here.
GOAL

Add the relevant points of contact through which your

Type in your Type in your Type in your students come into contact with your institution
TOUCH touchpoint touchpoint touchpoint
POINTS before, during, or after the enrolment cycle. Check the
Touchpoints bank to get more inspiration.

Identify what content is neccessary to support each

Type in your what Type in your what touchpoint of this step and pinpoint it to this timeline.
CONTENT content you will use content you will use Check the Content Bank for some suggestions.

Display the tools you are using to

Type in what tools Type in your what
deliver above content.
TOOLS you will use tools you will use

Don’t let student drop out of your funnel.

Support them throughout their entire journey with a
Type in when this
step takes place helpful, chronological and well-timed sequence of
TIMELINE content. Here you can specify the timing of your
activities or outline your institution’s admissions cycle.
Use the Timeline bank for good examples.
 step 9 REFER
JOUNEY MAP

UNIVERSITY
Type in your goal Type in your goal Match up the strategic goal of your institution
GOAL
with what the student wants to achieve in this
step of the journey. Use the Strategic Goals Bank
Type in your student Type in your student for ideas or create your custom goals and add
STUDENT goal goal them here.
GOAL

Add the relevant points of contact through which your

Type in your Type in your Type in your students come into contact with your institution
TOUCH touchpoint touchpoint touchpoint
POINTS before, during, or after the enrolment cycle. Check the
Touchpoints bank to get more inspiration.

Identify what content is neccessary to support each

Type in your what Type in your what touchpoint of this step and pinpoint it to this timeline.
CONTENT content you use content you use Check the Content Bank for some suggestions.

Display the tools you are using to

Type in your what Type in your what
deliver above content.
TOOLS tools you use tools you use

Don’t let student drop out of your funnel.

Support them throughout their entire journey with a
Type in when this
step takes place helpful, chronological and well-timed sequence of
TIMELINE content. Here you can specify the timing of your
activities or outline your institution’s admissions cycle.
Use the Timeline bank for good examples.
 Goals Bank

JOUNEY MAP

UNIVERISTY GOALS STUDENT GOALS

BANK BANK
Understand if I fit the
Visibility Awareness Conversion admissions requirements

Engagement Establish Trust Find Scholarships Convince parents

Build a relationship Lead

Lead generation
generation Preparation courses Calculate budget

Reputation Retention
Retention Find Housing Write Motivation Letter

Satisfaction Recommendation Find best-fit programme Shortlist top 10

Move Prepare Application

 Touchpoints and Content Banks

JOUNEY MAP

CONTENT BANK TOUCHPOINTS BANK

VisibilityPhotos Articles Videos Agents Social Media Ads

Social Media Success Stoies Fair Family & Friends Alumni

Brand Story Housing Info Rankings Reviews Own website

Work Permit Info Programme Info Lead Form Comparison websites

Application Deadline Infographics Admission Officer Study brochure

Press Release Mouth to Mouth Tuition fees Application Page

Application Deadline Reminder

Visa Info Page Scholarships
 Tools and Timeline Bank

JOUNEY MAP

TOOLS BANK TIMELINE BANK

VisibilityEmail Website Chatbot Month Week Period

Google Ads CRM Admissions season stage

Facebook Ads Nurture campaign

Marketing Messenger
Automation
Facebook group Lead form

WhatsApp Template

Application system Instagram stories

Retargeting (Facebook
pixel)
 #takingyoufurther

JOUNEY MAP

Copyright ©Studyportals 2009-2019