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About the Episode
About The Episode:
Kevin and Emma Cavanagh dive deep into their experience attending virtual information sessions hosted by several highly-ranked colleges. This father-daughter duo shares what worked, what flopped, and how enrollment marketers can better connect with prospective students in a virtual setting. If you're in higher ed marketing or admissions, this is the behind-the-scenes feedback you need to hear.
Key Takeaways
- “Holistic admissions” has become white noise. Repeating the same buzzwords doesn’t differentiate your school—it dilutes your message.
- Prospective students want substance. Curriculum structure and academic flexibility stand out more than dining options and student-faculty ratios.
- First impressions matter—even virtually. Attire, presentation design, and Zoom backgrounds influence how seriously students and families take your school.
- Virtual info sessions often fail to differentiate. Most presentations felt interchangeable—same slides, same tone, same outcomes.
- Memorable moments create lasting impressions. Fun facts (like a squirrel-to-student ratio) can make a school more memorable than its rankings.
- Professionalism isn't optional. Sweatshirts, lazy Zoom setups, and cluttered slides can diminish the credibility of your admissions team.
Episode Summary
What do students really take away from virtual info sessions?
Kevin and Emma attended four virtual info sessions from nationally ranked colleges, and what stood out to them wasn’t the prestige or production value—it was the content (or lack thereof). Emma was drawn to the only school that introduced a unique curriculum structure, particularly one that allowed students to design their own major. It was the kind of unexpected academic flexibility that sparked genuine curiosity, even though it wasn’t something she would have actively researched.
What turned students off during these sessions?
Repetition was a major theme. Hearing "holistic admissions" in every presentation without any real differentiation made it feel empty and performative. When schools lean on the same phrasing and generalizations, it dulls their brand and makes students question their authenticity. For Emma, the repeated messaging around meal plans and application flexibility became white noise—and in some cases, led to decreased interest in her previously top-choice schools.
How can schools make their virtual events more effective?
Kevin critiques the sessions from an enrollment pro’s perspective: appearances matter. Presenters showed up in sweatshirts, Zoom backgrounds included the Golden Gate Bridge (even when the school was on the East Coast), and most relied on generic slide decks. The standout school? The one that incorporated high-quality video, voiceovers, and clean design to evoke emotion and offer a sense of place. As Kevin put it: “Families eat with their eyes”—and great visual storytelling wins.
Did any schools rise or fall in Emma’s personal rankings?
Absolutely. Emma’s longtime #1 choice dropped to the bottom after a disappointing info session. Meanwhile, a school she barely knew about shot to the top thanks to a compelling presentation that highlighted academic flexibility. The lesson? Marketing matters—especially when a student’s first impression is through a screen. Don’t let poor execution sabotage a school’s potential to connect.
Are virtual sessions even worth it?
Yes—but only if they’re done right. Emma admitted that while she didn’t hear anything she couldn’t have found on a college’s website, these sessions gave her the right questions to ask. That’s the opportunity: virtual events should spark curiosity, not just check a box. When done with intention, virtual info sessions can deepen a student’s understanding of what truly makes a school different.
Enrollify is produced 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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