About the Episode
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About the Episode:
In this episode of In Your Element, host Daniella sits down with Jason Houlihan, Executive Director of Marketing and Events at Del Mar College, to unpack how his team transformed student recruitment and engagement through process mapping, breaking down silos, and strategic use of Element451’s platform. From the Freedom to Dream tuition waiver to massive community events like One Stop Saturday and Viking Fest, Jason shares data-backed wins and candid insights on evolving from reactive marketing to proactive enrollment strategies. This is a must-listen for anyone looking to master enrollment marketing and elevate student success strategies.
Key Takeaways
- Process mapping is foundational — Aligning admissions, outreach, and marketing before adopting new technology ensures smoother implementation and greater impact.
- Break silos for better results — Cross-department collaboration led to more strategic, proactive marketing efforts that moved the enrollment needle.
- Capitalize on policy changes — The Freedom to Dream tuition waiver and Texas’ House Bill 8 fueled Del Mar College’s record-breaking recruitment campaign.
- Centralized event management drives engagement — Moving all events into Element451 increased RSVPs, improved preparation, and delivered the largest turnout since the 1980s.
- AI tools accelerate campaign creation — Using Element451’s AI to generate workflows, texts, and emails cut production time and improved personalization.
- Visibility into the student journey matters — Upcoming goals include moving applications in-house and leveraging APIs for real-time communication and tracking.
Episode Summary — FAQ Style
How did Del Mar College prepare for a major CRM implementation?
Before onboarding Element451, Del Mar College merged admissions, outreach, and marketing into a single unit. Through an intensive process mapping exercise, 40+ staff mapped every step of the student journey — from awareness to enrollment — revealing barriers that unintentionally hindered students. By fixing these foundational processes first, the team set themselves up for a more successful technology rollout.
What is the Freedom to Dream tuition waiver, and how did it impact enrollment?
The waiver allows in-district students to attend Del Mar College tuition-free if they commit to full-time study and completing a credential. Inspired by civil rights leader Dr. Hector P. Garcia, the program aligns with House Bill 8’s funding model, which rewards completions rather than seat counts. Marketing this initiative generated over 5,000 RFIs and 1,200 fall enrollments, more than doubling their original goal of 500.
How did Del Mar market the tuition waiver?
The campaign blended high-touch and high-tech outreach:
- In-person visits to every in-district high school
- Parent engagement events
- Targeted emails, texts, and phone calls to prospects and stop-outs
- Centralized event promotion in Element451 for RSVPs and follow-up communications
What role did events play in their enrollment marketing strategy?
Centralizing events in Element451 made it easier for students to know what was happening and for staff to prepare for large turnouts. Their One Stop Saturday event — offering advising, vaccinations, and application support in one place — drew lines out the door, requiring swamp coolers and snow cones to keep attendees comfortable.
How is Del Mar College using AI in enrollment marketing?
Jason’s team uses Element451’s AI to build campaign workflows, draft copy, and refine messaging. AI accelerates production, improves grammatical accuracy, and helps personalize communications. They’re also preparing to launch their first “Bolt Agent” to handle general inquiries, reducing manual workload.
What’s next for Del Mar College and Element451?
Key future initiatives include:
- Launching an in-house application process for greater visibility and support
- Implementing a managed API with their SIS for real-time data sync
- Enhancing dual enrollment communications to reach both students and parents
- Continuing to break down communication silos and refine proactive marketing strategies
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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