More than 60 admissions professionals from 24 schools joined the Liaison team to discuss higher education marketing strategies and see new enrollment software features at the 2015 EMP Summit in Poughkeepsie, New York in late July.
Here are some highlights. Click each header to view the full presentation:
Dave Black, vice president of consulting and market research at Paskill Stapleton & Lord, a higher education enrollment consulting firm, shared his ideas on how to get the most out of Liaison’s Enrollment Marketing Platform.
Don’t underestimate the techniques of sales and marketing professionals and their ability to reach prospective students. It can be done with dignity and finesse.
Make sure you’re using all the capabilities EMP offers to build relationships with prospective students and their families.
Use the personal information you collect with EMP to create more personal messages that will resonate with students. And make sure you capture the information you get from students with EMP—so everyone gets smarter.
Finally, use your time wisely; review your recruitment process periodically to make sure you’re being as effective as possible.
Keith Mock, vice president of enrollment at Faulkner University, who has spent time on the front lines putting Suzanne’s theories into practice, spoke about his experience as an EMP power user—and how he has used EMP to help his university improve enrollment results. He demonstrated:
How Faulkner engages students and parents to drive students to apply and deposit with unique Presidential Drive to Apply campaigns and special PURL pages that only accepted students can see.
How EMP helped his counselors keep on top of their tasks through triggered to-dos and reports.
How faculty and athletic coaches can use EMP to communicate with prospective students.
According to Franklin Pierce University‘s Steve Hennessey, assistant director of admissions, and Braelan O’Toole, assistant director of admissions, the answer is an emphatic yes. Here are some reasons why:
Users of EMP’s Private Social Networks had much lower withdrawal rates than those who never used the network.
Franklin Pierce used its Private Social Network to connect prospective students to current students if they had questions. Communicating with peers through an interactive platform kept them engaged and motivated.
But Private Social Networks shouldn’t replace other social media on campus. Create complementary strategies to keep engagement high and yield strong.
Emma Burton, director of strategic enrollment consulting at Liaison, along with Lindsey Guidotti and Josh Monica, strategic enrollment consultants at Liaison, walked through the aggregated data we’ve collected from EMP clients with an eye toward best practices.
Launch campaigns across multiple channels—not just email. Print increases response rates and can be a great follow-up to an email. Include links to personalized microsites.
In campaigns, keep your email headlines short and personalized for them to be successful.
Make sure to always nurture the parents at each stage of the funnel.
Finally, they stressed the importance of relevancy in all campaigns with more photos and less text. Today’s students want the facts, not the fluff.
Scott Mallen, president of CRM Solutions at Liaison, examined the newest generation of college students—those born after 1995. The takeaway? ‘Generation Z’ is whole new ballgame.
Gen Z are more aware of the world and have learned from the mistakes of their older siblings.
Gen Z is much more aggressive, motivated, and they are driven to go to college and to graduate (because they want to – not because they have to).
If you want to reach Gen Z, you’ll need to communicate differently. This generation was raised with tablets and smart phones. Communication needs to be quick, to the point, and very interactive (tip: if you haven’t already, bring video into your marketing mix).
For those of you who were unable to join us and would like to learn more, we’d be happy to answer any questions you might have or provide more information about EMP. Please contact us.[/fusion_text][/fullwidth]