About the Episode
About the Episode:
In this episode, Brian Emerson, Executive VP of Enrollment Management at Villa Maria College, shares how the small, Buffalo-based college achieved record-breaking enrollment growth (15% in 2023 and 14% in 2024). From struggling with disappearing students in 2020 to hosting over 1,500 campus visits and increasing applications by over 300 in 2023, Brian breaks down the hands-on tactics and tech-driven strategies that made it all possible. His team’s focus on creating personalized campus experiences and leveraging tools like Element led to remarkable success. Listen in for practical insights on revitalizing recruitment in today’s challenging higher ed landscape.
Key Takeaways:
- Post-Pandemic Pivot: Villa Maria experienced record growth by pivoting to a student-centric, campus visit-driven recruitment strategy.
- Emphasis on the Campus Visit: By making campus visits experiential, not just tours, the college saw significant spikes in applications and enrollments.
- Leveraging Local Relationships: Collaboration with local high schools and hosting events like leadership retreats helped engage potential students.
- The Power of Immediate Application Pushes: Encouraging students to apply during visits significantly boosted their conversion rates.
- The Role of Technology: Tools like Element were key in tracking, automating communications, and simplifying the application process.
- Personalized Recruiting Works: Personalized engagement and responsive customer service remain essential for small colleges.
What were Villa Maria College’s challenges before and during the pandemic?
Before the pandemic, Villa Maria College was experiencing positive growth under new leadership. However, the pandemic brought severe disruption, as their student population, which is highly localized to Buffalo, NY, became unreachable. Students, who relied on the college’s in-person, supportive environment, struggled with the transition to online learning, and many didn't return when the campus reopened.
How did Villa Maria adapt its enrollment strategies?
After recognizing that returning to "business as usual" wouldn’t work, Villa Maria College shifted to two major strategies. First, they focused on increasing the institution's visibility in the community by building new relationships with local organizations. Second, they ramped up campus visits by hosting events for local schools and community groups, ensuring that prospective students had the chance to experience the college firsthand. This led to a record number of student visits—1500 in one year—helping drive a major increase in applications.
What role did Element451 play in these efforts?
Element451 became an essential tool in Villa Maria’s enrollment strategy. By automating communication and tracking student engagement, the platform allowed the college to personalize outreach and follow up with prospective students effectively. Brian emphasized how easy the system is to use and how it supported their efforts to engage with prospective students during on-campus events, leading to many students applying directly during their visits.
What results did Villa Maria achieve?
Villa Maria saw tremendous success with these efforts, breaking multiple records in 2023. The college increased its applications by 375 compared to the previous year and saw a 41-student increase in total enrollment. These gains were achieved without compromising on the quality of their incoming class, as honors students and scholarship recipients also rose. Importantly, Villa Maria managed to lower its discount rate while expanding its student body, further proving the effectiveness of its strategies.
What advice does Brian Emerson have for other small colleges?
Brian recommends sticking to "old-school recruiting" methods, such as building personal relationships with students and community members, while leveraging modern tools like Element451 to enhance communication and operational efficiency. Understanding the unique strengths of your institution and leaning into them—whether through personalized student experiences or community engagement—can make a major impact, even in a challenging post-pandemic landscape.
Calls to Action:
- Subscribe to *In Your Element* for more inspiring stories and strategies from higher ed leaders.
- Learn more about how to leverage recruitment tools like Element451 to streamline your enrollment process.
Connect With Our Co-Hosts:
About The Enrollify Podcast Network: In Your Element 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 Visionary Voices: The College President’s Playbook and Higher Ed Pulse.
Enrollify is produced 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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