American Marketing Association Symposium for the Marketing of Higher Education
From Admit to Anchored: Journey Mapping an Empathy-Driven Enrollment Strategy
What happens when you design your communications strategy around what students and their families actually need after they’re admitted? At UNC Pembroke, that question led to a powerful journey mapping project that reimagined messaging from acceptance through the end of the first year. In this session, you’ll learn how empathy, collaboration, and intentional design can help reduce melt, improve yield, and boost first-year retention. Walk away with a practical framework for creating your own journey map, insights into parent engagement strategies, and inspiration to make every message matter—before, during, and after a student sets foot on campus.
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