About the Episode
In Episode 5 of The Application, Corynn Myers chats with Alison Turcio, Assistant Vice President for Enrollment and Marketing at Siena College, about how empathy-first marketing can revolutionize student experience. Alison shares innovative strategies that prioritize understanding students’ needs, from centralizing support systems to creating meaningful, personal connections throughout the student journey. If you’re looking for actionable insights into how to improve student engagement, retention, and satisfaction, this episode is packed with ideas to inspire change.
Key Takeaways
- Empathy-First Marketing is a Game Changer: Shifting from a transactional approach to a relationship-driven model allows institutions to build authentic connections with students.
- Student Experience is the Best Marketing Tool: Positive student experiences lead to powerful word-of-mouth advocacy, which no amount of paid advertising can replicate.
- Centralized Support Systems Improve Outcomes: A single-point triage system simplifies access to resources, reduces frustration, and ensures students get help when they need it.
- Ask Questions, Then Act: Instead of assuming student needs, directly asking them about their hopes, concerns, and expectations provides valuable insights to tailor their experience.
- Collaboration is Key: Breaking down silos between admissions, marketing, and student services creates a cohesive, student-centered approach to support.
Episode Summary
The Role of Empathy in Marketing
Alison Turcio emphasizes that understanding students' emotions, fears, and expectations is critical to designing experiences that resonate. Whether it's ensuring a smooth onboarding process for first-year students or crafting personalized communications during recruitment, empathy is the cornerstone of her approach. By asking questions like, "What do you hope for in your college experience?" or, "If you had a magic wand, what would you change?" her team gains insights that inform strategies across the student journey.
Alison stresses that small changes, like rephrasing communication or addressing common anxieties, can make a big difference. For example, Siena’s acceptance materials now feature tips and advice from current students, building a bridge between admitted students and their future peers while alleviating fears about the unknown.
Transforming Student Support Through Centralization
Siena College is planning to launch an “Experience Center,” a centralized hub where students can access all support services without navigating institutional silos. Inspired by their COVID-era operational center, this initiative aims to simplify how students find academic, financial, and personal resources.
Rather than requiring students to understand campus hierarchies, this triage model focuses on immediate, effective problem-solving. It's not just about convenience—it’s about meeting students where they are and easing their journey from inquiry to graduation.
Key Insights:
- Centralized support mirrors best practices in customer service, such as providing a single point of contact.
- This approach reduces stress for students and improves retention by solving problems before they escalate.
- Listening to both student and administrator frustrations helps identify gaps and drive meaningful change.
Building Relationships Through Personalization
Alison’s team at Siena has also introduced College Coach Sessions, one-on-one counseling opportunities for prospective students. These sessions are not about promoting Siena but about helping students navigate their broader college decision-making process. Whether offering mock interviews or helping them build a college list, this approach has created meaningful connections and yielded measurable results.
By asking students specific, actionable questions—such as their top priorities for college—Siena can tailor communications to their individual interests. For instance, a student passionate about pre-med receives content about Siena’s programs and success stories, while another focused on service learns about relevant extracurriculars.
Proof of Concept:
- Students who participated in personalized counseling sessions enrolled at a rate 10% higher than the general applicant pool.
- Siena’s three consecutive record-breaking freshman classes are a testament to the effectiveness of these strategies.
Leveraging Social Media for Student Experience
Social media isn’t just a recruitment tool—it’s a platform to enhance the student experience. Alison highlights two critical roles for social:
- Amplifying Student Stories: Sharing authentic, student-driven content helps current students feel connected and prospective students see themselves in the community.
- Providing Social Care: Responding promptly to DMs and questions builds trust and supports students in real-time.
By empowering social media teams with institutional knowledge, Siena ensures that every interaction reflects care and expertise, further reinforcing positive experiences.
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