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About the Episode
About the episode: In this special bonus episode of The Application, recorded live at eduWeb Summit 2024 in Philadelphia, PA, Dr. Alison Turcio brings listeners a unique man-on-the-street experience. Hear from higher ed marketing professionals as they share their insights on the sessions, innovations, and strategies that have caught their attention at this year's summit.
Key Takeaways
- Engaging Faculty to Boost Academic Reputation: Faculty expertise is a powerful but underutilized tool for showcasing institutional value and attracting prospective students.
- Virtual Tours as a Gateway to In-Person Visits: A high-quality virtual tour can be the first step to encouraging campus visits, making prospective students feel comfortable and informed.
- Student-Centered Website Design: Universal Design Learning (UDL) principles can help create accessible, audience-focused websites that resonate with prospective students and deliver meaningful experiences.
- Authenticity on Social Media: Prospective students crave real, authentic glimpses of campus life, particularly through platforms like TikTok, to help them imagine themselves at your institution.
- Financial Transparency Matters: Students think less about ROI in abstract terms and more about how much debt they will accumulate and how long it will take to pay it off.
Faculty as Storytellers: Leveraging Expertise for Marketing
Jan Giel, Director of Marketing and Communications at Holy Family University, shared her enthusiasm for sessions focused on engaging faculty in marketing efforts. She emphasized the importance of showcasing faculty expertise in ways that resonate with prospective students, parents, and alumni.
Takeaway: Faculty are at the heart of academic reputation. Highlighting their cutting-edge research and unique perspectives in relatable, conversational formats can elevate a school's brand and strengthen its connection with prospective students.
Virtual Tours: A Stepping Stone to Enrollment
Jeff, Social Media Manager at Holy Family University, found inspiration in a session about modernizing campus maps and leveraging virtual tours. He highlighted how a great virtual tour can provide students who live far away with a sense of connection to campus and serve as a stepping stone toward scheduling an in-person visit.
Takeaway: Virtual tours aren’t just a convenience—they are essential tools for nurturing prospective students, building comfort, and converting curiosity into commitment.
Universal Design Learning for Websites: Putting Students at the Center
Sandy Dean shared insights on using Universal Design Learning (UDL) to create audience-focused websites. Her approach centers on understanding how students want to consume information and creating digital experiences that are both accessible and meaningful.
Takeaway: Websites should not only attract students via strong SEO but also deliver engaging and actionable content that helps them achieve their goals. This requires a commitment to audience-centered design and thoughtful storytelling.
Insights from Rising Freshmen: What Students Really Want
Becky Robitaille from Sacred Heart University reflected on a student panel featuring rising college freshmen. The panel offered candid insights into what students value most during the decision-making process:
- Debt Concerns: Students prioritize understanding how much debt they will take on and how long it will take to pay off, over abstract ROI metrics.
- Authentic Media: Students want more vibrant, authentic social media content that reflects the real student experience. TikTok, in particular, plays a significant role in their research process.
- Engagement is Key: Institutions must "add spice" to their social media strategies to better connect with prospective students.
Takeaway: Listen to students and align your marketing strategies with their priorities and behaviors. Authenticity and financial transparency are critical.
If you loved this episode, please leave us a review on your preferred podcast platform. Your feedback helps us grow and reach more higher ed professionals like you.
About the Show: The Application is your playbook for the ever-evolving world of higher education enrollment marketing. This podcast zeroes in on the niche, often-unexplored areas of the field, delivering a potent mix of actionable insights, practical strategies, and cutting-edge perspectives.
Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio
About The Enrollify Podcast Network: The Application with Allison Turcio 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 Mission Admissions and Visionary Voices: The College President’s Playbook.
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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