Pulse Check: Personalizing Prospective Student Journeys - Part 1

Welcome to our newest Pulse Check series - Personalizing Prospective Student Journeys, hosted by Mallory Willsea

In Part 1 of this series, Helping Students Make Informed Choices, Dustin Ramsdell, Community Engagement Lead at Pathify, joins Mallory Willsea to discuss the complexities of the college selection process. They discuss the challenges posed by the overwhelming number of options and the noise in higher education marketing. Key insights revolve around the importance of creating a distinctive institutional brand and leveraging digital platforms to personalize the student experience.

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The Challenge of Choice

The landscape of higher education is saturated with options, making the decision-making process for students increasingly complex. With the advent of digital advertising, students are bombarded with messages from countless institutions, each vying for attention.

This "noise" complicates the already daunting task of choosing the right college, program, and mode of study. Dustin Ramsdell highlighted the importance of navigating through this saturation to help students make informed decisions that align with their aspirations and needs.

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The Power of Distinctiveness

A key takeaway from the conversation is the crucial role of distinctiveness in an institution's branding strategy. In a sea of generic messages and offerings, being distinctive allows an institution to stand out and resonate with the right students.

Mallory emphasized the need for clear communication that not only showcases what makes an institution unique but also directly speaks to the potential student, helping them see why it's the right fit for them. This approach requires a deep understanding of one's target audience and the unique value proposition of the institution.

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Leveraging Digital Experience Platforms

The traditional reliance on websites as a one-size-fits-all solution is increasingly inadequate.

Dustin advocated for a more nuanced approach through Digital Experience Platforms (DXPs) that offer personalized and contoured experiences for prospective students.

By moving away from the unwieldy and generic nature of institutional websites, DXPs can provide targeted information and resources, making the exploration process more meaningful and tailored to individual student needs.

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Nudging Towards Informed Decisions

Behavioral insights play a significant role in guiding students through their decision-making process. The concept of "nudging" within DXPs can help students progress from initial curiosity to a deeper engagement with the institution.

By presenting tailored content, answering questions in real-time, and facilitating connections with peers or admissions counselors, these platforms can significantly impact a student's journey towards making an informed college choice.

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Conclusion: Fostering Informed Choices

As we delve deeper into the series with Mallory and Dustin, the focus on creating a supportive and personalized journey for prospective students remains paramount.

The insights from this episode underscore the necessity for institutions to differentiate themselves meaningfully and utilize technology to facilitate informed decisions.

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Key Takeaways:

• The overwhelming number of options and marketing noise in higher education makes it challenging for students to make informed choices.
• Importance of a distinctive institutional brand to stand out and attract the right students.
• The role of digital experience platforms in personalizing and streamlining the college selection process.
• Behavioral economics and the emotional aspects of student decision-making.
• Future-focused approach: preparing institutions for the evolving landscape of student recruitment.

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This Pulse Check miniseries has been brought to you by Pathify. Gone are the days of clunky interfaces, disjointed systems, and massive (unhelpful) link farms. Centralize all your systems with Pathify so that students see the information that matters to them in a digital experience that actually makes sense. From prospective students through alumni, it’s about time the student experience started looking and acting like a consumer app from this century. Visit Pathify.com for more. 

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 and Dustin 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, and you can register for just $99! This early bird pricing lasts until March 31. 

Learn more and register at engage.element451.com — we can’t wait to see you there!