About the Episode
The Future of Student Search Pulse Check Series is sponsored by Carnegie.
In this episode, Trent Gilbert, VP of Student Search Solutions at Carnegie, and Brian Kennedy, Assistant Vice President of Enrollment and Dean of Admission at Samford University, discuss the critical role of data in shaping enrollment search strategies. They delve into:
- Leveraging data to identify and attract ideal students
- Balancing urgent tasks with long-term strategic thinking in enrollment management
- Segmenting communication based on demographic and behavioral data
Key Takeaways:
- Data-Driven Enrollment Strategy: Successful enrollment management requires detailed data analysis, from acquisition to graduation, ensuring the right students are a good fit for the institution.
- Segmentation for Personalized Outreach: By using demographic and behavioral data, enrollment teams can segment and tailor communications to improve student engagement and conversion.
- Predictive Modeling for Future Enrollment: Effective predictive modeling helps forecast application volumes, focus recruitment efforts, and ultimately ensures higher yield rates.
Episode Summary
Data as the Foundation for Enrollment Success
Samford University’s enrollment growth has been a testament to a strategic, data-driven approach, as explained by Brian Kennedy. Data plays a critical role from the beginning of the student journey—identifying potential applicants, acquiring names, and moving students through the enrollment funnel. At the core of this process is the use of a robust Customer Relationship Management (CRM) system to collect and manage data.
Brian emphasizes the importance of organization, noting that managing incoming data from multiple sources is critical to avoid getting bogged down by the tyranny of the urgent—an overwhelming focus on immediate, short-term enrollment goals. Long-term success relies on clean and organized data that can be easily analyzed and acted upon. Without a strong foundation of well-maintained data, it becomes nearly impossible to forecast and plan effectively.
Personalizing Outreach Through Data Segmentation
The discussion transitions into how Samford uses both demographic and behavioral data to create segmented, personalized communication for prospective students. The goal is to engage students based on their specific motivations for attending Samford, whether it’s academics, athletics, or faith-based values. Samford’s team uses behavioral data such as campus visits, email engagement, and website activity to better understand student interests and send targeted, relevant communications.
Brian explains that while segmentation may seem overwhelming at first, it can be implemented gradually. A simple starting point could be geographically segmenting students, then adjusting messaging based on what different groups of students need to know about the institution. For example, local students might need to understand the diversity of Samford’s student body, while out-of-state students might need more information on affordability and scholarships.
Predictive Modeling: Preparing for Future Enrollment
Predictive modeling is another key component of Samford’s strategy. While still refining this process, the goal is to eventually predict enrollment numbers well before applications open. By analyzing data from previous years and using sophisticated tools, Samford can estimate how many inquiries will convert into applicants and how many applicants will become enrolled students.
Trent and Brian agree that predictive modeling is not only about ensuring accuracy in enrollment projections but also about helping staff prioritize their time and resources. With limited time to contact prospective students, the enrollment team uses data to identify which students are most likely to apply and enroll, allowing them to focus efforts on the students that matter most.
Advice for Other Institutions
Brian closes by offering three key pieces of advice for institutions looking to enhance their data-driven enrollment strategies:
- Be organized: Ensure your CRM is well-maintained, and your data is clean and reliable.
- Stay current: Regularly update your data and keep track of market changes to avoid relying on outdated information.
- Diversify your sources: Don’t depend on just one or two sources for student leads—use a variety of data sources to ensure a well-rounded recruitment strategy.
Samford University’s success is rooted in its disciplined approach to enrollment management, using data to guide decisions and forecast outcomes. By continuously refining their predictive modeling and segmenting their communications, Samford creates personalized, targeted strategies that resonate with students and lead to long-term success.
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.
Element451 is hosting the AI Engage Summit on Oct 29 and 30. Register now for this free, virtual event.The future of higher ed is being redefined by the transformative power of AI. The AI Engage Summit brings together higher ed leaders, innovators, and many of your favorite Enrollify creators to explore AI’s impact on student engagement, enrollment marketing, and institutional success.
Experience firsthand how AI is improving content personalization at scale, impacting strategic decision-making, and intuitively automating the mundane tasks that consume our time. The schedule is packed with real examples and case studies, so you leave knowing how to harness AI to drive meaningful change at your institution.
Whether you’re looking to enhance student outcomes, optimize enrollment marketing, or simply stay ahead of the curve, the AI Engage Summit is your gateway to the next level of higher education innovation. Registration is free, save your spot today.
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