About the Episode
As a campus tour guide back in 2005, Mallory Willsea noticed students would ask very different questions when they were alone vs. when they were with their parents or in a group. When she graduated, Mallory started working in the admissions office just when digital was starting to happen.
She remembered how differently students would behave when alone, so she came up with a tactic to let them ask anonymous questions using a form. The results? A ton more questions. Grateful students. Real opportunities for connection. And for Mallory? A career of customer-centric innovation that’s consistently been two steps ahead of everyone else.
Key Takeaways
- Digital First, Customer-Centric Approach: Mallory's tactic of using anonymous Q&A forms for prospective students laid the foundation for digital-first and student-centered engagement strategies in higher ed.
- Power of Anonymous Q&A: Providing judgment-free spaces, like anonymous Q&A forms, can reveal unique insights into prospective students' needs and improve online engagement.
- AI Chatbots for Modern Engagement: AI-powered chatbots, specifically those built on OpenAI, create warm, natural conversations that fulfill today’s digital expectations for fast, accessible answers.
- Network and Experimentation: Mallory emphasizes the importance of building a professional network and experimenting with new tools and tactics, fostering both career growth and innovative practices.
Episode Summary
How Did Mallory Willsea Start Her Journey in Higher Education?
Mallory Willsea’s career in higher ed began in college, working as a student ambassador and admissions counselor after graduation. During these early years, Mallory recognized a key difference in how students engaged on campus tours: small, individualized tours encouraged more personal and detailed questions, while large group tours stifled this open dialogue. This insight became the foundation for Mallory’s future work in creating digital engagement tactics that mimic personal, one-on-one interactions.
What Problem Did Mallory’s Tactic Aim to Solve?
Mallory noticed that prospective students had a lot of important, albeit personal, questions that they were often reluctant to ask publicly. Recognizing the potential of digital tools to foster this engagement, Mallory began using Formstack (now Formspring) as an anonymous Q&A feature for her digital ambassador program. This allowed prospective students to ask candid questions and receive honest answers from current students, all while providing her team with valuable insights into students’ concerns and needs.
How Did Mallory’s Anonymous Q&A Program Impact Student Engagement?
Mallory’s innovative Q&A feature became a game-changer. Prospective students loved the opportunity to connect with current students in a judgment-free environment, and many began citing the platform in on-campus interactions as a key source of support and information. The insights gleaned from these Q&A sessions helped inform the institution's website content strategy, ensuring that commonly asked questions were addressed transparently on the website. This tactic not only increased engagement but also set a precedent for digital ambassador programs and digital-first engagement strategies in higher ed.
What Were the Long-Term Effects of This Tactic on Mallory’s Career?
Mallory’s success with the Q&A program led her to join MStoner, where she expanded her focus on digital strategy in higher education. At MStoner, Mallory worked with a diverse array of institutions to optimize their web content and create user-friendly, accessible online experiences. The experience solidified her belief in digital-first, customer-centric engagement—principles she now continues to champion at Element 451 and Enrollify, focusing on AI-driven CRM solutions to meet evolving student needs.
How Does AI Factor into Modern Higher Ed Engagement?
According to Mallory, AI-powered chatbots are the next evolution of the anonymous Q&A approach. Built on OpenAI, today’s chatbots create personalized, natural interactions that meet the high standards of digital-native students. Unlike earlier chatbot models, which were limited to structured FAQ responses, these advanced chatbots can understand tone and context, making interactions more effective and enjoyable for prospective students. Mallory emphasizes that the potential of AI lies in its ability to provide real-time, judgment-free answers, empowering students to ask anything with confidence.
About the Show
Each episode of Talking Tactics is devoted to a single tactic that moved the needle on a specific enrollment metric: inquiries, booth visitors, apps started, video views, you name it.
The catch? The tactic had to be done with limited resources: either by a single person, a small but mighty team, limited time, or without a lot of money. Sound like your reality? Join us by subscribing above or by email here.
About the Enrollify Podcast Network
The Enrollify Podcast is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam-packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional.
Our shows feature a selection of the industry’s best as your hosts. Learn from Jaime Hunt, Allison Turcio, Corynn Myers, Dustin Ramsdell, Terry Flannery, Jaime Gleason and many more.
Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!
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