About the Episode
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About the Episode:
In this episode of In Your Element, we dive into the transformative work happening at Marshall B. Ketchum University (MBKU) with Tori Brady, CRM Data Manager, and Tom Rainey, Associate VP for Enrollment. They share how their team successfully centralized admissions, implemented automated workflows, and leveraged microsites to create a personalized and seamless student experience.
From a 18% increase in PA program applications to dramatically boosting event attendance, they discuss the power of automation without losing personalization. Plus, they highlight the importance of iterating on processes, leveraging data, and making technology a grounding force during institutional change.
This episode is packed with real-world insights for enrollment teams looking to streamline processes, free up staff for high-value student interactions, and use Element451 to its fullest potential.
Key Takeaways
- Automation improves engagement and efficiency – Streamlining communications through automated workflows reduced manual tasks and freed up staff for meaningful student interactions.
- Personalized student journeys drive conversions – Tailored messaging, rest stops, and conditional logic ensured prospective students received relevant content at the right time.
- Microsites enhance student experience – Custom portals for different funnel stages (inquiries, applicants, admitted students) provided easy access to key resources.
- SMS reminders boost event attendance – Implementing timely text messages significantly increased RSVPs and attendance for virtual events.
- Data-driven iteration leads to continuous improvement – The team constantly refines their workflows based on student engagement insights and feedback.
- A centralized CRM fosters collaboration – Bringing multiple admissions offices into one system created efficiencies and equity across programs.
How a Mindset Shift Led to Enrollment Growth
Why Automating Enrollment Processes Was a Necessity
Marshall B. Ketchum University’s admissions team faced a challenge many institutions encounter: decentralized workflows and duplicated efforts. With three separate admissions offices operating independently, staff members were unknowingly performing the same tasks in slightly different ways. This inefficiency made it difficult to provide a cohesive experience for prospective students.
By centralizing operations within Element451, the team streamlined their processes, eliminated redundancies, and focused on what mattered most—student engagement. Automation didn’t replace personalization; it enhanced it by allowing staff to spend less time on repetitive tasks and more time on one-on-one advising.
The Power of a Thoughtful RFI Workflow
One of the team’s first big wins was optimizing their request for information (RFI) workflow. Instead of blasting the same emails to every inquiry, they designed a step-by-step communication sequence that gently guided students toward expressing specific program interests.
By implementing "rest stops", or decision points within the workflow, students could indicate whether they were most interested in optometry, pharmacy, or the PA program. Once they selected a track, they received a tailored set of communications instead of generic outreach. This targeted approach increased engagement, reduced student confusion, and led to a more personalized experience.
Real Impact: Higher Engagement and Application Growth
This revamped approach to automation and personalization quickly paid off:
- Event attendance skyrocketed – A webinar on common application mistakes saw RSVPs jump from 40 to 180 after implementing SMS reminders and personalized follow-ups.
- Applications increased significantly – The PA program alone saw an 18% rise in applications (about 300 additional applications) due to a more seamless, user-friendly application process.
- Fewer drop-offs in the application process – By reducing delays and eliminating unnecessary manual steps, prospective students completed applications faster and stayed engaged.
Leveraging Microsites to Enhance Student Engagement
A Personalized Resource Hub for Every Funnel Stage
One of the most innovative elements of Marshall B. Ketchum University’s strategy was the introduction of microsites—mini web portals tailored to different stages of the student journey. Instead of directing students to a generic admissions site, they built dedicated pages with curated content, including:
- An "Interviewing Candidate" microsite – Contained appointment scheduling, event details, and a video library of interview prep materials.
- An "Admitted Student" microsite – Offered next steps, enrollment deadlines, and financial aid resources.
- A "Pre-Pharmacy Resource Hub" microsite – Provided webinars, application tips, and career insights for students still exploring pharmacy school.
By embedding magic links in email campaigns, students could access these sites without needing to log in, creating a seamless and user-friendly experience.
How Microsites Drove Higher Engagement
These microsites served as "always-on" resource centers, reducing the need for students to search for information across multiple platforms. The impact? More students showed up to interviews prepared, engagement with resources increased, and admissions staff received fewer repetitive questions—freeing them up to focus on deeper, more meaningful student interactions.
The Takeaway: Build, Iterate, and Keep Improving
Tori and Tom emphasize that implementing a new CRM isn’t just about transferring old processes into a new system—it’s about rethinking how to best serve students. Their approach involved:
- Auditing existing workflows – Identifying what was working, what wasn’t, and what could be improved.
- Launching imperfectly and refining over time – Instead of waiting for a "perfect" process, they started with a solid foundation and adjusted based on data and student feedback.
- Collaborating across departments – A centralized system allowed different teams to learn from one another and build consistency across programs.
As Tom puts it, a CRM like Element451 is a "living, breathing organism"—it should never be considered complete. The key is continuous iteration based on real engagement data and student needs.
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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