About the Episode
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About the Episode:
In this forward-thinking episode, Allison speaks with Tom Mikowski, VP of Business Development and Higher Education Partnerships at Allied Pixel. Tom shares insights from his 30-year career in enrollment and discusses how data-driven personalized video can dramatically elevate student engagement and drive conversions. He emphasizes the role of personalization in capturing the attention of today’s “YouTube and TikTok” generation and discusses the power of tailored video in meeting the digital expectations shaped by platforms like Amazon. From initial inquiry through financial aid, Tom highlights how video can transform each stage of the enrollment funnel by fostering connection and conveying vital information effectively.
Key "How-Tos" You’ll Hear in This Episode:
- Engage Prospects Across the Funnel with Tailored Messaging
Learn how personalized video strategies can be used at each stage, from inquiry to enrollment, to increase relevance and resonance with prospective students. - Leverage Data to Make Videos More Relevant
Discover how using academic interests, location, and student type (like first-generation or commuter status) can guide customized video content that feels truly individualized. - Utilize Multichannel Distribution for Maximum Video Impact
Tom explains why colleges should distribute videos through multiple channels (email, text, admissions portals) and even how on-demand options can keep students engaged at critical decision points. - Engage Parents with Financial Aid Videos
See how personalized videos that clarify financial aid offers can help first-generation families better understand financial aid details, and dramatically boost retention and yield rates. - Boost Engagement with Real-Time Website Personalization
Explore how integrating real-time personalized video on a website can increase inquiries by creating an interactive experience for stealth visitors and actively engaged prospects.
Why Personalized Video is the Future of Higher Ed Marketing
The shift toward personalized video stems from growing expectations of customized digital experiences. Tom explains how today's students expect the same tailored engagement they experience with platforms like Amazon. Personalized video meets this demand by presenting dynamic, student-specific content—improving retention of key messages by as much as 95% compared to text-based communication.
Colleges have evolved from basic mail merges to custom viewbooks and now to video, creating a more engaging and memorable experience for students throughout the enrollment journey. For example, personalized acceptance videos can highlight a student's leadership roles or academic achievements, making them feel seen and valued.
Integrating Personalized Video Across the Enrollment Funnel
1. Prospects to Inquiry
At the top of the funnel, personalized videos can address prospective students by name, highlight their intended academic programs, and showcase relevant campus features. For out-of-state students, videos might emphasize campus culture and location, while local students receive tailored insights into commuter programs or nearby events. Tom highlights how multi-channel delivery—via email, text, or admissions portals—ensures students receive the message where they’re most likely to engage.
2. Admissions to Enrollment
Videos for admitted students can include a warm welcome, highlight campus traditions, or outline next steps such as submitting a deposit. For transfer and first-generation students, the content can address their unique needs, while honors students might see features of advanced academic opportunities.
3. Financial Aid Clarity
Personalized financial aid videos are game-changers. By translating complex award letters into understandable, visual formats, these videos ensure students and families grasp important details like loan types and grant requirements. Schools have seen a 2.7x increase in enrollment among students who watched these videos.
Real-Time Video Personalization for Website Visitors
One of the most exciting innovations is real-time personalized video for website visitors. Using AI tools, prospective students answer a few questions about their interests and location, and within moments, a tailored video is generated. At Pacific Lutheran University, this approach boosted inquiry rates by 30% and secondary engagement actions, such as exploring the institution further, by 170%.
Tom describes this process as a breakthrough, offering students relevant, immersive information without requiring them to search a website for answers.
Involving Parents in the Journey
Parents play a crucial role in decision-making, and personalized videos can directly address their concerns. From safety and counseling services to orientation details, schools can build trust by providing the information parents need most. Videos can also emphasize the value of a residential experience, ensuring families feel confident in their investment.
Transform Your Enrollment Strategy
Personalized video is no longer the future—it’s a must-have for higher ed institutions seeking to stand out in today’s competitive landscape. From top-of-funnel inquiries to financial aid clarity, this tool engages students and their families like never before.
About the Show: The Application is your playbook for the ever-evolving world of higher education enrollment marketing. This podcast zeroes in on the niche, often-unexplored areas of the field, delivering a potent mix of actionable insights, practical strategies, and cutting-edge perspectives.
Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio
About The Enrollify Podcast Network: The Application with Allison Turcio 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 Mission Admissions and Visionary Voices: The College President’s Playbook.
Enrollify is made possible 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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