About the Episode
About the Episode:
In this special live episode recorded at the 2024 Engage Summit in Raleigh, NC, Dustin chats with Allison, host of The Application podcast, who shares her insights on enrollment marketing, the importance of digital transformation, and how AI can enhance human connection in higher education. They discuss practical strategies for recruiting prospective students and the critical role of personalization in marketing efforts.
Key Takeaways
- Enrollment Marketing with a Human Touch
- Despite advances in AI and CRM technology, human connection remains central to successful enrollment marketing.
- The focus should be on using tools to enhance personal relationships, not replace them.
- Institutions like Siena College are leveraging CRMs and AI to provide hyper-personalized communications while maintaining meaningful, human-to-human interactions.
- Reframing Marketing Metrics
- Applications alone aren’t the ultimate measure of success—understanding who is applying is far more important.
- Data from campaigns should do more than prove ROI; it should also provide insights into audience behavior and preferences.
- Siena’s approach includes identifying key indicators of success, such as engagement in target markets and growth in impressions, beyond basic application counts.
- Digital Transformation as a Tool for Empowerment
- CRMs and AI are enabling institutions to connect with prospective students in new, more personalized ways.
- Digital tools should help marketers and enrollment professionals streamline processes so they can focus on higher-value, relationship-driven work.
- The long-term success of digital transformation lies in striking a balance between efficiency and authentic, human-centered engagement.
- AI’s Role in Higher Education
- AI has immense potential to augment higher education marketing but must be deployed thoughtfully.
- Rather than replacing human touchpoints, AI should enable staff to spend more time creating meaningful connections.
- Schools that prioritize relationships and personalization will stand out in an increasingly automated world.
Episode Summary: FAQs Answered
What role does digital transformation play in enrollment marketing today?
Digital transformation in enrollment marketing focuses on leveraging CRMs, AI, and other tools to deliver more personalized, timely, and relevant communications to prospective students. At Siena College, these tools are being used to enhance human connections rather than replace them, creating a more meaningful and engaging experience for students.
How does Siena College measure the success of its marketing campaigns?
Siena takes a multi-faceted approach to measuring success. Beyond traditional metrics like applications and enrollments, the college evaluates:
- Audience engagement in key target markets.
- Growth in impressions and visibility among desired demographics.
- Insights into audience behavior to refine future campaigns.
What are some common misconceptions about personalization in marketing?
Many assume that personalization means simply merging a student’s name and details into an email. True personalization, however, involves understanding the individual student’s needs, preferences, and behaviors, and crafting tailored, human-centric communications that resonate.
How can AI enhance human connection in higher ed marketing?
AI can handle repetitive tasks and provide actionable insights, allowing staff to focus on building relationships. For example, AI can help identify students who need additional support or create targeted outreach strategies based on behavioral data.
The Human Side of Digital Transformation
Throughout the conversation, Allison emphasizes the importance of leveraging technology to deepen human connection, not replace it. Tools like AI and CRMs can handle the heavy lifting—sorting data, automating tasks, and providing insights—so that staff can dedicate more time to personalizing the student experience.
This approach aligns with Siena College’s mission of building relationships first. In an increasingly digital world, the schools that maintain authentic, personal touchpoints will stand out as leaders in the field.
Advice for Higher Ed Leaders
- Focus on Relationships
- Use technology as a means to an end: building better relationships with students and families.
- Avoid the temptation to over-automate—human connection remains your most valuable differentiator.
- Reframe Success Metrics
- Don’t stop at counting applications—dig deeper to understand the quality and engagement of your applicants.
- Use data to gain insights into audience preferences and inform future strategy.
- Approach AI Thoughtfully
- AI can’t replace the human element, but it can amplify it. Use AI to augment your team’s ability to connect with students.
- Be mindful of how automation impacts the student experience—prioritize empathy and personalization.
- Invest in Professional Development
- As digital transformation evolves, ensure your team has the training and resources to adapt to new tools and strategies.
About the Show: The Higher Ed Geek Podcast explores the impact of edtech on the student experience by speaking with diverse leaders from institutions, companies, and nonprofit organizations. Each week we aim to provide an engaging, fun, and relevant dose of professional development that honors the wide range of work happening all across the higher ed ecosystem. Come geek out with us! The Higher Ed Geek Podcast is hosted by Dustin Ramsdell and is a proud member of the Enrollify Podcast Network.
Connect With Our Host:
Dustin Ramsdell
https://www.linkedin.com/in/dustinramsdell/
https://twitter.com/HigherEd_Geek
About The Enrollify Podcast Network:
The Higher Ed Geek is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Generation AI and I Wanna Work There.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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