About the Episode
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About the Episode:
Sean Whitten, Senior Director of Enrollment Services at Southern Methodist University, is redefining how admission counselors handle one of the toughest parts of their job: letting go of students who choose another path. With empathy at the forefront, Sean created a clever, heartfelt tactic to celebrate the relationships built with students and families—a simple yet impactful goodbye video. Not only does this video leave a positive impression, but it’s also driving surprising results, with about 10% of students who initially withdraw deciding to come back!
Key Takeaways
- Empathy in Action: Personalized videos that acknowledge a student's withdrawal in a kind, human way can maintain the relationship—and even prompt them to return.
- Strategic Personalization: Using tools like Canva to create GIF-based videos makes it easy to scale with a personal touch.
- Surprising Results: Out of 44 videos sent, five students reversed their withdrawal and re-enrolled.
- Relationship-Focused Enrollment: Building genuine connections—even in moments of goodbye—can foster goodwill and long-term results.
- Scalable Simplicity: This tactic isn’t just effective; it’s simple to replicate and tailor for larger teams or institutions.
Episode Summary: FAQs and Actionable Insights
1. What challenge was this video trying to address?
Sean noticed that most institutions focus heavily on the front end of the enrollment funnel but often overlook students at the withdrawal stage. These students are typically reduced to numbers in a spreadsheet with little follow-up or relationship management. The goal was to humanize the process and create a meaningful touchpoint, even when students decided not to enroll.
2. What’s unique about this video approach?
The video features Sean himself, making it deeply personal. The process includes a GIF of Sean transitioning from a smile to a pout, followed by a congratulatory message to the student for choosing another institution. This thoughtful gesture not only acknowledges their decision but also leaves the door open for future engagement.
3. How was the video created?
Sean used Canva to keep the process simple. The GIF, initially used in emails, was repurposed into a short video template. He added personal touches, such as congratulating the student on their decision, paired with upbeat music and an empathetic message.
4. Did this tactic really work?
Yes! Of the 44 videos Sean sent during a previous role at Lewis University, five students reversed their decision and chose to re-enroll. The success rate highlights how a simple gesture can make students reconsider their choices, particularly in moments of doubt or transition.
5. Can this tactic be scaled for larger institutions?
Absolutely. While Sean prioritized creating these videos for all withdrawn students in his territory, other institutions could create templates for broader use. The key is to maintain a personal and intentional feel, even at scale.
6. Why does this approach stand out?
It combines humor, empathy, and creativity in a process that’s usually impersonal and transactional. By leaving students with a positive memory of their interaction, the tactic enhances your institution’s reputation and keeps the door open for future relationships.
7. What advice does Sean have for others?
Sean encourages admissions teams not to take themselves too seriously and to embrace moments of levity. His advice: have fun with the process, be intentional about personalization, and focus on creating meaningful moments—even when saying goodbye.
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