About the Episode
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About the Episode:
In this special compilation episode of Mission Admissions, host Jeremy Tiers sifts through his Season 4 conversations to bring you some important leadership reminders, as well as a handful of customer service strategies that will help you deliver a more memorable college search experience for prospective students and families.
Key Takeaways
- Leadership in higher ed is evolving: It’s less about titles and more about guiding others through accountability, authenticity, and empathy.
- Imposter syndrome is common—even among top leaders: Naming and discussing it with peers can lead to growth and community.
- Follow-up is the unsung hero of customer service: Authentic, personalized communication after campus visits makes a lasting impression.
- Campus visit experiences must be immersive: Gen Z and Gen Alpha expect engaging, tech-forward, and customized visit experiences.
- Personalization beats generic messaging every time: Students ignore emails that feel templated; tailor your outreach to provide real value.
- First-gen students need tailored information: Glossaries and jargon-free presentations can bridge the knowledge gap and build trust.
Episode Summary: Leadership Lessons + Creating Memorable Campus Experiences
This compilation episode of Mission Admissions, hosted by Jeremy Tiers, explores two powerful themes: what leadership truly looks like in higher ed, and how institutions can improve the campus visit experience to better connect with today’s students and families. Here are some of the key questions answered throughout the episode:
What Makes a Great Leader in Higher Education?
Leadership isn’t about job titles—it’s about setting expectations, modeling behavior, and supporting others on their personal and professional journeys. Ken Anselment, in his conversation with Jeremy, emphasizes that the best leaders bring out the best in others. He also highlights a surprising and resonant finding from his book Climbing the Admissions Leadership Peak: even seasoned leaders grapple with imposter syndrome. Recognizing that you're not alone in this feeling—and discussing it with trusted colleagues—can be empowering.
Stephanie Dickerson echoes this sentiment by reminding us that accountability is core to leadership. Conflict avoidance only leads to bigger problems down the line. Instead, open and honest dialogue, paired with clear written expectations, fosters trust and results. Managing people isn’t just about giving direction—it’s about collaboration and support when challenges arise.
Leaders should also consider the internal culture they’re creating. Jeremy notes that your team can’t deliver great customer service externally if they’re not having a great experience internally. Leadership, ultimately, is about designing systems and support that elevate both staff and students.
How Can Admissions Teams Improve the Campus Visit Experience?
The modern student wants more than a walking tour—they expect a curated, interactive experience. At the University of Alabama, Dr. Matt McLendon shared how their new Randall Welcome Center is helping achieve just that. By creating a dynamic space filled with touchscreen videos, immersive learning experiences, and easily updatable content, the university offers a visit that evolves with campus life. This investment in personalization ensures that families feel seen and informed, not just processed.
Pasquale Romano Jr., a former VP of VIP services for Caesars Entertainment, added a unique lens by comparing admissions to hospitality. One insight that stuck out: follow-up is everything. Whether it’s a post-visit email or checking in with a prospect weeks later, the small gestures are often the most memorable.
Jeremy encourages teams to rethink the generic survey approach post-visit. Instead, why not follow up with a personalized email that references the student's interests and visit moments? That direct, human approach is what makes a difference in decision-making.
How Should Institutions Communicate Differently with First-Generation Students?
First-generation students often don’t even realize they’re first-gen, and they’re rarely equipped with the vocabulary to navigate the admissions process. McKenzie Sullivan from the University of Akron breaks down how their team proactively addresses this by offering a glossary of key terms to all campus visitors and structuring presentations to stop frequently for comprehension checks.
This intentional structure ensures families leave empowered rather than overwhelmed. It’s a reminder that our daily language—"prospective student," "common app," "FAFSA"—might be second nature to us but can be confusing to those outside higher ed.
Designing first-gen programming isn’t just a DEI checkbox—it’s a core part of enrollment marketing strategy. McKenzie’s approach underscores that personalization isn’t just about tech tools; it’s about meeting people where they are and speaking their language.
What Are Students Really Saying About College Marketing Emails?
If you want a crash course in what not to do in email marketing, just ask a teenager. Jeremy closes this episode with one of the most raw and real insights from season four: high school junior Reece Baines and his father Mickey explain why they ignore 90% of the emails colleges send.
Spoiler: it’s because they all look—and sound—the same.
Reece shares that most emails feel templated, over-written, and focused on the school rather than the student. What caught his attention? An email with the subject line “Three Quick Tips to Build Your College List.” It stood out because it offered immediate, helpful value. Mickey nails it when he says, “That email was for him, not for the school.”
This insight should be a wake-up call for enrollment marketers. If your emails aren’t providing value or sounding human, they’re being ignored. Want students to open your emails? Make your messages helpful, concise, and personal.
Connect With Our Host:
Jeremy Tiers
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