About the Episode
About the Episode:
Brett DiMarzo, the Director of Graduate Enrollment Digital Strategy at Boston College, shares his extensive experience and unique strategies in enhancing digital engagement across various graduate programs. From leveraging advanced digital tools to crafting personalized communication across multiple platforms, Brett dives into the intricacies of creating a cohesive digital presence that caters to prospective students effectively.
Key Takeaways
- Strategic Integration: Brett emphasizes the importance of a coordinated digital strategy that integrates various communication channels—from social media to text messaging—to create a seamless student recruitment experience.
- Innovative Use of Technology: Exploring cutting-edge digital platforms and tools, such as AI and student engagement platforms, to improve interaction with students and streamline the enrollment process.
- Continuous Learning and Adaptation: The ongoing process of adapting to new digital trends and technologies to maintain a competitive edge in graduate recruitment.
A Unique Centralized Team at Boston College
Brett DeMarzo leads a one-of-a-kind team at Boston College that lives in the provost’s office and provides digital strategy support to all eight of the university’s graduate and professional schools. This setup allows Brett and his team to take a bird’s-eye view of the graduate enrollment landscape, identifying trends and offering insights that individual schools can apply to their specific needs. By breaking down silos, the team ensures that recruitment efforts across the institution are cohesive and effective.
Digital Strategy Tips for Graduate Enrollment
As Director of Graduate Enrollment Digital Strategy, Brett’s job focuses on more than just digital marketing—it’s about ensuring every digital touchpoint is aligned and intentional. He shares his philosophy of being present across multiple channels while tailoring strategies to the unique goals of each school.
- Key Channels: Text messaging has emerged as a critical tool, helping to close gaps in communication.
- Personalized Communication: By integrating tools like student ambassador platforms and improving nurturing campaigns, Brett’s team ensures that communication feels relevant and tailored to each prospective student.
- Mapping the Journey: Brett encourages schools to map out their entire communication flow, which helps create a seamless experience from the first interaction to enrollment.
The Role of AI in Graduate Enrollment
While Boston College is still in the early stages of AI adoption, Brett sees its potential to transform the way schools serve students. From digital assistants that provide 24/7 support to advanced tools that analyze data and recommend actions, AI can improve both efficiency and the student experience.
Brett emphasizes the importance of embracing AI sooner rather than later. With students already using AI tools like ChatGPT in their daily lives, institutions need to adapt to these expectations. Boston College is taking steps to educate its staff through an upcoming GEM workshop focused on AI’s potential in higher ed.
Success on LinkedIn
In today’s landscape, LinkedIn has become an essential platform for graduate recruitment. Brett notes the rise of conversation ads and direct messages as particularly effective strategies. These tactics feel more personal and professional, making them an ideal fit for connecting with prospective graduate students.
The Future of Graduate Enrollment
Looking ahead, Brett believes the key to successful graduate enrollment will be leveraging technology to deliver outstanding customer service—or, as he puts it, “student service.” As students come to expect the same seamless, on-demand experiences they encounter in other industries, higher ed must rise to meet those expectations.
AI will play a major role in this shift. Tools like chatbots and digital assistants can provide instant answers, ensuring students feel supported even when human staff aren’t available. For small teams with limited resources, these technologies could be transformative.
Words of Advice
Brett’s advice for higher ed professionals:
- Invest in Research: Spend time exploring tools and technologies to determine what works best for your institution.
- Collaborate Across Teams: Partner with colleagues and departments to share insights and best practices.
- Embrace Change: Stay flexible and open to new ideas as technology and student expectations evolve.
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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