About the Episode
About the Episode:
Live from the NAGAP conference in Louisville, Mallory sits down with Tony Fraga, CEO of DD Agency, to discuss the transformative strategies in graduate enrollment marketing. Celebrating 40 years in business, Tony offers a seasoned perspective on navigating the complexities of higher education marketing, from evolving digital strategies to smart resource allocation. Tony shares how the agency assists institutions in optimizing their graduate recruitment efforts amidst ongoing industry shifts.
Key Takeaways:
- Evolution in Graduate Marketing: How digital marketing and content strategies have adapted to meet the unique needs of grad schools.
- Sustainable Strategies: Insight into effective marketing techniques that balance innovation with practical execution, such as leveraging email and selective digital advertising.
- The Importance of Strategy: Emphasis on the necessity of a focused marketing approach rather than an omni-channel strategy, especially in resource-strained environments.
- Leveraging Legacy and Experience: DD Agency's 40-year journey showcases the value of deep industry knowledge and long-term relationships in driving success.
- Adapting to Market Demands: Discussion on how graduate programs are pivoting strategies to counterbalance undergraduate enrollment declines.
The Intersection of Graduate Admissions, Marketing, and Recruiting
Tony Fraga, CEO of DD Agency, brings over 17 years of experience working in the graduate enrollment management (GEM) space. He explains how the graduate enrollment landscape has shifted post-pandemic, with many institutions looking to graduate programs to make up for declines in undergraduate enrollment.
Despite this growing importance, graduate enrollment teams are often under-resourced, with fewer team members and smaller budgets compared to their undergraduate counterparts. Tony highlights the need for closer collaboration between enrollment management and university marketing teams to create effective strategies that drive results.
Playing Smarter, Not Harder
Tony advocates for a focused, data-driven approach to graduate enrollment marketing. Instead of falling into the trap of “omnichannel marketing,” institutions should prioritize tactics that deliver the highest ROI.
- Email Marketing: Despite claims that “email is dead,” Tony argues that personalized, one-to-one email strategies remain one of the most effective ways to engage prospective students. By leveraging automation tools, enrollment teams can send targeted, personalized emails at scale without overwhelming their limited staff.
- Reevaluating Digital Advertising: Many institutions overspend on platforms like Google, Meta, and LinkedIn. Tony advises schools to audit their digital advertising budgets and shift spending to where it makes the most impact.
- Leveraging Technology: Tools like Element451 enable schools to scale personalized engagement, allowing teams to focus on the highest-priority prospects without losing the personal touch.
Challenges for Graduate Enrollment Teams
Graduate enrollment professionals face unique challenges, including small team sizes, reduced resources, and high expectations to deliver results. Tony notes that many teams are responsible for recruiting across multiple programs, making it critical to prioritize high-value activities and eliminate wasteful efforts.
One key strategy is to focus on converting “high-interest” inquiries—prospects who are highly engaged and likely to enroll. By using technology to streamline follow-up processes, enrollment teams can ensure they’re focusing their limited time on the most promising leads.
The History and Legacy of Enrollify
Tony shares the story of how DD Agency created Enrollify as a content hub for higher ed marketers and enrollment professionals. Initially launched as a free educational resource, Enrollify grew into a thriving community that provided actionable insights and tools for the industry.
As DD Agency shifted its focus to serving clients, Tony and his team decided to transition Enrollify to Element451, recognizing the company’s ability to take the platform to new heights. Mallory reflects on the impact of Enrollify and her own excitement in continuing its legacy as a vital resource for higher ed professionals.
Advice for Graduate Enrollment Teams
Tony’s advice for GEM professionals is simple: focus on what works. He emphasizes the importance of auditing current strategies, eliminating waste, and reallocating resources to high-impact activities. Whether it’s leveraging technology for personalized outreach or rethinking digital advertising spend, the key is to work smarter, not harder.
Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea
About The Enrollify Podcast Network: The Higher Ed Pulse 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 Generation AI and Confessions of a Higher Education Social Media Manager.
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.
Connect with Us at the Engage Summit: Exciting news — Mallory will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI.
Use the discount code Enrollify50 at checkout.
Learn more and register at engage.element451.com — we can’t wait to see you there!
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