From “Apply Now” to “I Belong Here”: Personalization That Wins Students

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About the Episode:

What if your university’s marketing felt as irresistible as a Spotify playlist? That’s exactly what Lauran Hundshamer, VP of Enrollment and Marketing at St. Catherine University, is building. Instead of relying on tired “apply now” email blasts, her team is delivering personalized portals, layered communications, and behavior-driven outreach that moves students to act. The payoff is clear: campus visits are soaring, engagement is climbing, and enrollment is growing across every program. Tune in to discover the playbook for making personalization a reality on your campus.

Join us as we discuss: 

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• [4:23] Portals and what an individualized student experience looks like
• [11:00] Steps to move from spray-and-pray to individualized outreach
• [21:20] AI tools and surveys that deepen personalization
  
  

Check out these resources we mentioned during the podcast:

‍- Loper

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Episode Summary: What You’ll Learn in This Conversation

Why is personalization so critical in enrollment marketing today?

Students are used to hyper-personalized experiences from platforms like Amazon, TikTok, and Spotify. If your university doesn’t deliver communications that reflect the same level of relevance and customization, you risk being perceived as outdated. As Lauran Hundshamer puts it, “Perception is reality.” Students will quickly move on to a school they believe understands them better—whether or not that’s actually the case.

The pressure is on for higher ed marketers to create content that doesn’t just inform but resonates. Whether that’s calling a student by their preferred nickname or sending major-specific updates, the details matter more than ever.

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What does hyper-personalization look like in practice at St. Catherine University?

St. Kate’s has implemented personalized student portals that adapt based on each student’s major, extracurricular interests, financial aid status, and more. These portals are more than just one-time touchpoints—they’re ongoing communication hubs, dynamically serving up relevant content and CTAs as students move through the funnel.

From niche interests like Taylor Swift clubs to sport-specific updates, the St. Kate’s team uses every bit of data students willingly provide to tailor their experience. The result? Marketing that feels like a conversation, not a broadcast.

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How do you operationalize this level of personalization?

While the strategy is set by leadership, the execution comes from close collaboration between admissions, CRM managers, and external tech partners. Lauran emphasizes that having a clear strategic vision allows her team to find the right tools and partners—not get distracted by every shiny new AI solution in their inbox.

She credits her team’s success to having a shared mindset around personalization and strong buy-in from leadership. With the right expectations and the freedom to experiment, teams can explore dynamic emails, personalized website content, and ABM-style ad campaigns that speak directly to each student.

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What outcomes has St. Kate’s seen from its personalization efforts?

Lauran shares impressive results: 40%+ year-over-year growth in campus visits, improved open and click-through rates, and enrollment growth across undergraduate, adult learner, and graduate populations. These are not vanity metrics—these are indicators that deeper personalization isn’t just a marketing trend; it’s an enrollment driver.

The key takeaway? When students feel seen and understood, they’re more likely to engage and convert. Personalized marketing doesn’t just improve brand perception—it boosts the bottom line.

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What role does AI play in enabling this level of customization?

AI is helping Lauran’s team capture stealth visitors through intelligent pop-up forms that guide users to their next step based on their current position in the funnel. Whether that’s reminding them to apply for financial aid or explore specific majors, the messaging evolves dynamically as users engage with the site.

St. Kate’s is also piloting surveys to better understand prospective student motivations—information that will allow them to tailor communications to different emotional or practical decision-making styles.

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What’s the first step for schools looking to ditch the “spray and pray” strategy?

Lauran’s advice is clear: start with the strategy, not the tools. Know where you want to go, then build partnerships and systems that help you get there. Look for vendors who are innovating, not just selling, and be willing to challenge the “this is how we’ve always done it” mindset.

And most importantly, stay focused on student signals. Don’t personalize based on what’s easy for you to segment—personalize based on what students are actually doing.

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‍Connect With Our Host:

Allison Turcio

https://www.linkedin.com/in/allisonturcio/

https://twitter.com/allisonturcio

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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.