About the Episode
About the Episode: This conversation with Katie Mills-Erickson from the University of Iowa delves deep into the transformative power of listening in higher education marketing. Katie shares compelling insights and experiences on engaging with prospective students in a way that's both authentic and impactful, especially amid the uncertainties of the pandemic. By adopting a listening-first approach, Katie and her team have been able to develop content and campaigns that genuinely resonate with students' concerns, fostering a connection that goes beyond traditional marketing tactics.
How-Tos on this Episode:
- Use the power of listening to transform Marketing Strategies
- Engage prospective students creatively
- Showcase empathy and understanding through content
- Craft content that resonates widely rather than overly segmenting the audience
- Building a culture of open feedback within the marketing team
The Art and Science of Listening
Mills-Erickson's journey began dramatically on the first day of campus closures due to the pandemic, highlighting the immediate need to adapt and truly hear the student body's concerns amidst unprecedented times. This period emphasized the critical role of listening to alleviate anxiety and tailor communications to meet students' real-time needs, a practice that would redefine the University of Iowa's approach to student engagement.
Crisis as a Catalyst for Innovation
During the initial COVID-19 campus closures, Mills-Erickson and her team faced the challenge of engaging with an anxious student population remotely. This led to innovative strategies such as Instagram Q&A sessions and virtual hangouts, which allowed for real-time interaction and provided a platform for students to voice their concerns directly. These initiatives not only helped address students' immediate fears but also set a precedent for future communication strategies that prioritize direct feedback and engagement.
Leveraging Tools and Insights
Without the luxury of extensive social listening tools due to budget constraints, the team relied on alternative methods like monitoring discussions on Reddit and utilizing insights from niche agencies. These strategies enabled them to gather valuable student sentiments and concerns, which were crucial in shaping responsive and empathetic marketing messages.
Shifting Strategies Based on Student Feedback
Mills-Erickson shared a specific example where direct student feedback at college fairs and from admissions counselors led to significant shifts in their marketing approach. By listening to the nuanced needs of prospective students, the team was able to develop content that directly addressed common concerns and questions, such as roommate selection processes and on-campus safety measures.
Key Takeaways
- Empathetic Engagement: Listening to and addressing student anxieties directly can transform traditional marketing into a supportive dialogue that fosters trust and loyalty.
- Innovative Interaction: Utilizing social media and virtual platforms for real-time feedback ensures that content remains relevant and responsive to student needs.
- Data-Driven Decisions: Even without high-end tools, creatively using available resources like public forums and partnership insights can guide effective strategy adjustments.
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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.
Connect with Us at the Engage Summit: Exciting news — Allison will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI.
Use the discount code Enrollify50 at checkout, and you can register for just $200.
Learn more and register at engage.element451.com — we can’t wait to see you there!
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