About the Episode
About the Episode: This episode of The Pulse dives deep into the evolving landscape of standardized testing in higher education, sparked by recent policy reversals at institutions like Dartmouth and Yale. Mallory and Seth discuss the implications of these changes, not just for admissions but also for marketing and recruitment strategies. The conversation covers the potential impact on student diversity, list buying challenges for marketers, and how institutions are navigating these uncertain waters.
Key Takeaways:
- Dartmouth's reversal on test-optional policies raises questions about the role of standardized testing in admissions, particularly for marginalized students.
- The shift towards test-optional and test-flexible policies among elite institutions might signal a broader trend, with significant implications for admissions strategies across higher education.
- The decline in SAT participation and the changing landscape of list buying present new challenges for higher ed marketers, necessitating innovative approaches to student recruitment.
- The importance of clear communication with prospective students about admissions requirements and the use of test scores in the decision-making process.
- The discussion extends to the broader impacts on marketing strategies, including the shift away from list buying towards digital marketing efforts and the need for institutions to adapt to these changes.
https://home.dartmouth.edu/sites/home/files/2024-02/sat-undergrad-admissions.pdf
https://admissions.yale.edu/test-flexible
Dayana Kibild’s Viral LinkedIn Post
Episode Summary
Are Test-Optional Policies Losing Ground?
The episode kicks off with an analysis of Dartmouth’s reversal on test-optional admissions. Mallory shares data suggesting that test scores may better predict student success, particularly for marginalized students. The conversation broadens to consider whether elite schools’ decisions will influence others and whether test-optional policies create unintended disadvantages for students who opt out.
Impacts on Marketing Strategies
Seth explains how shifts in standardized testing impact list buying, a key recruitment tool for higher ed marketers. With fewer students taking tests and FCC regulations requiring single-brand consent, institutions face challenges in purchasing targeted lists. This trend underscores the need for innovative approaches, including digital marketing and stronger RFI strategies.
- Digital Marketing as a Solution: While platforms like Meta and Snapchat allow limited targeting of younger audiences, marketers must rely more on behavioral data and lookalike modeling.
- Optimizing RFI Forms: Institutions need to capture prospective student information directly through their websites, emphasizing the importance of clear and compelling calls to action.
The Loss of Casual Professional Engagement
Mallory and Seth reflect on a viral LinkedIn post by Day Hibbolds lamenting the loss of Twitter as a space for informal professional dialogue. The hosts discuss the challenges of LinkedIn’s formal tone and algorithm limitations, expressing a desire for a new platform that fosters casual and collaborative interactions.
Why This Matters for Higher Ed Professionals
Shifting testing policies and the decline of list buying represent significant challenges for enrollment and marketing teams. Institutions must adapt quickly, using digital marketing, optimized RFIs, and innovative communication strategies to connect with prospective students. Additionally, the higher ed community needs a space for informal collaboration and idea-sharing as LinkedIn struggles to fill the void left by Twitter.
Connect With Our Co-Hosts:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea
Seth Odell
https://www.linkedin.com/in/sethodell/
https://twitter.com/sethodell
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, 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!
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