Liaison https://www.liaisonedu.com/ Your Admissions Management and Enrollment Marketing Partner Wed, 27 Mar 2024 17:49:45 +0000 en-US hourly 1 https://www.liaisonedu.com/wp-content/uploads/2023/10/cropped-MicrosoftTeams-image-1-32x32.png Liaison https://www.liaisonedu.com/ 32 32 How AI Can Boost Higher Ed Student Success Outside the Classroom https://www.liaisonedu.com/ai-can-boost-higher-ed-student-success-outside-the-classroom/ Wed, 27 Mar 2024 14:00:00 +0000 https://www.liaisonedu.com/?p=28494 In the first weeks of college, students learn that success isn’t just about grades and getting involved. They look for their niche, whether it’s a... Read more »

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In the first weeks of college, students learn that success isn’t just about grades and getting involved. They look for their niche, whether it’s a club, a health program, or a regular social gathering. But over time, it’s easy for students to lose sight of these crucial support systems. A recent study found that up to 60% of students had no idea how many support services were available on their college campus.

When students don’t get involved on campus, they shut the door on so much more than a single study session or a meeting with an advisor. They lose out on enrichment opportunities that can directly contribute to higher education student success.

This is where artificial intelligence can close the gap. As many colleges are already discovering, AI systems can easily gather information about student needs and experiences. The result is a more holistic view of student success, which accounts for life outside the classroom and helps students connect with the resources they need to persist and thrive.

Using AI Systems to Understand Student Engagement in Higher Education

Most colleges collect information about their students’ involvement in campus life. However, because different departments and programs use varying data collection methods, combining this information and getting a clear image of student involvement across campus is difficult.

AI can fix this problem. AI systems can collect a range of data in one place to paint a complete picture of student life, from study habits to extracurricular involvement to residency hall usage. This data is the key to providing student support in higher education—it shows what aspects of campus life students are actively using and what aspects they might be overlooking entirely.

This data is particularly important because so much of student life happens outside the classroom. One recent poll shows that, given the option, students would direct half their tuition toward aspects of their collegiate experience that fall outside the classroom or the lab. Meeting students where they are is a natural way to boost student engagement in higher education.

Human-led campus resources will always be crucial aspects of student support in higher education. But using new tools to support students throughout their careers is also important. AI tools can be highly useful for faculty and staff recruiting and retaining students. Why not leverage AI to better identify students who may be struggling and offer personalized support to reengage them?

Why Technology Is the Key to Higher Ed Student Success

Many leaders might wonder why they can’t simply rely on their existing student success strategies when implementing AI-driven strategies. The advantage of technology is that it provides higher education leaders with a new set of solutions for student success. Rather than relying on assumptions about what’s working, AI-driven technology provides a broader view of what students actually need to succeed.

Another benefit is that AI systems are highly adaptable and able to address the specific goals of an individual institution. If College A identifies an unexplained drop in retention rates between first- and second-year students, an AI system can focus on those students. And if College B finds that students aren’t taking advantage of an advising program, AI can look for reasons the program isn’t succeeding. For example, AI might analyze engagement data and find that the advising program’s communication channels are ineffective, leading to low student awareness and participation. As a problem-solving tool, AI is informed by the mission-driven goals of an institution and not by a “one-size-fits-all” approach.

Here are three additional ways AI can support your institution’s student success strategies:

1. Boost student retention

One of the biggest indicators of student success is retention and persistence, or the number of students who return to college year after year. A 2023 analysis found that the persistence rate for the 2.4 million students who started college in fall 2021 was roughly 76%. That means a quarter of college students have fallen through the cracks. AI can help address this issue at the source, identifying at-risk students who could benefit from supportive campus resources and then establishing advisor priorities. This can also lead to earlier academic interventions overall.

2. Assess student involvement

We know that higher ed student success hinges on involvement in campus programs, extracurriculars, resources, etc. The more they engage with faculty, check in with advisors, and see themselves as part of campus life, the more likely they will succeed. By recognizing students involved and those who aren’t, AI can identify students who might need help finding their niche on campus. Reaching out to struggling students can remind them that they’re part of a bigger, supportive community and that there are resources to help them succeed.

3. Identify struggling programs

Students need accessible campuswide programs and policies to succeed. Nevertheless, it’s not uncommon for these programs to develop gaps over time that make them less effective. When that happens, students can easily lose interest or overlook potential help entirely. AI can step in by analyzing key indicators, such as enrollment rates and grades, to identify which student programs are underperforming or require updates. This analysis helps to enhance student retention and persistence by ensuring programs remain relevant and effectively meet students’ needs.

AI systems will never replace faculty and staff on campus, but they can provide invaluable insight into student life and the student experience. With this knowledge, higher education leaders, advisors, and faculty will be able to create pathways for student success more easily.

This article was originally published by EdTech Review on March 22, 2024.


Dr. Art Munin is an AVP for enrollment management solutions at Liaison and is on the faculty of the USC Race and Equity Center. Previously, he served as interim vice chancellor for student affairs and dean of students at the University of Wisconsin Oshkosh and held leadership positions at Illinois State University, DePaul University, the School of Art Institute, and Loyola University Chicago. 

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Celebrating Women in Tech at Liaison https://www.liaisonedu.com/celebrating-women-in-tech-at-liaison/ Wed, 20 Mar 2024 13:15:00 +0000 https://www.liaisonedu.com/?p=28475 On March 14th, our employees gathered to watch this live panel discussion featuring some of Liaison’s executive women in tech discussing everything from missed handshakes,... Read more »

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On March 14th, our employees gathered to watch this live panel discussion featuring some of Liaison’s executive women in tech discussing everything from missed handshakes, to mentors, to girls in STEM. Meet the panel and dive into the discussion below!

Headshot of Hayley Wolf, Liaison's Vice President of Sales

Hayley Wolf | Vice President, Sales

Spending over a decade in leadership across three campus enrollment offices as Director of Admissions. She’s been a Liaison for the last six years. She’s also successfully founded, operated, and sold two businesses a rooftop bar and a wine bar. And she brings her extensive enrollment and campus knowledge and is passionate about leading our teams to success. Hayley loves the arts, being creative, interior design, playing the piano, painting, throwing ceramics, and so on.

Fun fact: Hayley has an Oscar, Emmy, and other entertainment Award in her immediate family.

Sarah Coen | Chief Growth Officer

Sarah joined Liaison in August 2023. As our chief growth officer, she spent her entire career in higher education serving directly on campuses and on the Ed Tech vendor side. As you know, many of you know she spent 25 years at RnL delivering consulting strategy to nearly 250 campuses and state systems. And a fun fact about Sarah. She’s the youngest of seven, including three older brothers and her sisters. And she credits much of our success to the strong female role models in her life including her mom’s sisters and coaches.

Fun Fact: Sarah played Division One volleyball.

Headshot of Deb Erdner

Deb Erdner | Vice President, Operations

Before coming to Liaison, Deb spent 10 years at Wilkes and PCOM, and since 2019, she’s served on the executive board at Wilkes School of Business and Engineering. Since joining Liaison, she’s had 16 titles over 20 years, which could be a fun fact. But Deb also played tennis, basketball, and soccer in college and has two older sisters. Deb attributes her success to both her sisters and her mom.

Fun fact: Deb had a full ankle replacement last spring. At this point, she’s part bionic.

Lea Cadieux | Vice President, Marketing

Lea’s experience before joining Liaison includes leading marketing and communication teams on two university campuses and holding leadership roles in several marketing agencies, and technology companies. She also co-founded and later sold a branding agency in Washington, D.C. before relocating to beautiful Denver.

Fun fact: Lea used to babysit Pink during her teenage years and says that Pink was exactly the personality that you would expect.

Maggie Wilkerson | President of Time2Track

Maggie started her career in graphic design and web development before acquiring the Time2Track product from its original developers in 2010 at the young age of 23. Seven years later, Time2Track was acquired by Liaison as Maggie has remained with us to lead the Time2Track division.

Fun fact: When Maggie was 10, a small plane crashed into her next-door neighbor’s house. Remarkably, no one was injured in this crash.

Karen Jacobs | Vice President, Account Management

Karen has over 26 years working in higher education in many areas of Enrollment Management and has worked at Jacksonville University, Penn State and Thomas Jefferson University. She has now been at Liaison for a wonderful 10 years.

Fun fact: Charles Barkley and Isaiah Thomas crashed her son’s wedding reception.

What are some of the advantages of being a woman in a leadership position?

Deb: I think one of the things that sets women apart is their emotional intelligence. When younger women see women in leadership positions, it inspires them to stay with that company. I also think women attract a more diverse workforce as well.

Hayley: By having women in leadership roles, we see things from a different perspective, and are innately multitaskers. I think that adds a whole different level and perspective to the work environment. Having both men and women in leadership provides a stronger and different perspective in the workplace.

Sarah: I’m sure the other women on the panel would agree when you’re starting a career, or when you’re in a mid-level career, it is always good to see other women also in leadership positions.

What role do you believe mentorship plays in advancing the careers of women in tech? How has being a mentor or mentee contributed to your own professional journey?

Maggie: I was privileged to grow up with a dad who worked in technology since the 1970’s. He really did a great job of exposing me to technology at a really young age of 15 years old. I saw women who were working in tech so growing up in that field and having that mentorship from my dad kind of set me on this path where I learned Front End Web Development when I was in that role. I was connected with people who really acted as mentors for me too, and really encouraged me to do those things. I think especially at a young age, mentorship can make such a huge difference for girls going into STEM careers and things like that.

Sarah: When I think about mentorship and the people in my life that have served as role models or mentors for me, I can’t imagine any of the milestones I’ve accomplished without good mentors. Whether that was being fortunate enough to played division one sports, which meant a good college, which ultimately meant a good career. I don’t think I ever would have done those things without good mentors, in terms of my mom or my coaches, who saw something in me. They saw potential and then actively did something about it.

Maggie: Those words of encouragement really stick with you as a mentee. Even if you’re not in a mentor/mentee relationship with somebody, making sure that we are taking the time to encourage others around us is so important.

Karen: I often think of mentorship as somebody who has gone through that door first, right? You’re looking at someone who did something, and you’re saying, hey, I can do that. I think the other part of it is those people, who not only went through the door first, but they held it open for you. And I think that’s really important too. The folks who actually stand there and invite you into the room or shepherd you through the process. I think that was what’s been the most impactful for me. And I think that’s a lesson that I’ve taken with me too, and I’ve hopefully tried to bring people with me as well.

Lea: Sarah, you mentioned the Pay It Forward concept. And that’s something that really has always been the guide when I have been a mentor. Early in my career, I had a female mentor who gave me a couple of pieces of advice that I’ve really latched on to and carried through to this day. So I really tried to pay it forward using those three things that were imparted to me because I truly believe in them.

  1. Develop your individual voice and use it often.
  2. Follow your instincts.
  3. Take the calculated risk. Jump into those opportunities that you might not otherwise consider because it’s a little scary or in fact risky. But the payoff might, in fact, be tremendous. What I found is that when you take those calculated risks, usually you will accelerate your career in ways that the safe path doesn’t always do.

How have you seen the tech industry change for women throughout your career? What can companies do to foster a more inclusive environment?

Deb: In the last few years Liaison has added two women at the executive level and more female vice presidents. At experience: LIAISON in Anaheim this June, we’re doing a women’s panel for the first time. Internally, this is the second time that we’ve done a women’s panel here too, so I think Liaison is really doing a good job at promoting and supporting women in tech.

George Haddad: We really need to be more intentional about mentorship if we can. We have done a great job of mentoring internally and empowering them to be what they want to be. But we can still do more.

Karen: Women were unduly impacted by COVID with juggling family responsibilities while working from home. There aren’t many good things that came out of the pandemic, but the accessibility it provided everyone to work from wherever they are is one of the small silver linings.

Colleen (Chief Human Resources Officer & panel moderator): I think we’ve also seen a lot more focus on getting our children and young girls into STEM programs early, which is newer in the past 10 years that I’ve seen, which has been great.

Can you share any personal experiences where you’ve had to overcome gender related challenges in the workplace? What actionable advice would you like to give your male colleagues that they can enact immediately?

Lea: I recall a client meeting with all men in the beginning of my career. The client lead shook everyone’s hand, but skipped over me. Fortunately, my manager jumped in and said, “This is Lea; you must have missed her introduction.” And that was such an impactful moment for me, because I realized what he had done there. He had taken a risk in front of everybody present and called out the client lead, we were trying to close the deal. And but he did that, because he knew it was the right thing to do. And it made me feel comfortable, it made me feel more supported. And actually, that manager went on to become one of my strongest leaders and mentors throughout my career. I think the takeaway there is, is just that to, to step in, to say something to, to support, when it is called for.

Sarah: I’ve also had experiences where I worked in my consulting career. I worked for a campus, and then it came time to present to the board. And one specific example was someone saying “you can come present to the board, but we need you to bring your male colleague with you”. And I’m like, I can bring the male colleague, but he hasn’t done any of the work. It’s all the work I’ve done. I bring this up more as a way of recognizing that we do have a different experience. It doesn’t happen everywhere. And it doesn’t happen all the time. But it definitely does happen. There’s nothing for our male colleagues to do except to understand that this stuff does still happen to us, and it shouldn’t.

Hayley: There’s a perception that I look younger than a lot of my male colleagues. I would say 99% of the time, everyone shakes the men’s hands first. We had an event last year and people kept referring to the male colleagues as if they were in charge. But what I appreciate in these scenarios is that people have always been very quick to interject and say, actually no, this is my boss. I think by making sure that you are advocating for your female colleagues when those kinds of comments happen, especially when a male colleague can do that immediately for you, it means that I don’t have to be on the defensive.

Karen: And one of the other things is less what other people can do, and maybe what we can do for ourselves and that’s owning the space that you have when you’re in an environment, right? When in a group of people, I try to make sure that I am occupying space that I’m not you know, making myself small. If you look around at everybody else in the room, the men in the room occupy as much space as they can, they feel they own the space. And I’m like “Yeah, that’s me too. I own this space as well!”

Have you ever been in situations where a female colleague treated you poorly and how have you dealt with that?

Hayley: I’ve always found that when conflict has happened from woman to woman, it has been because there was a long history of that individual not feeling heard, and they had to do that their whole career. And I think sometimes we forget that we are we’re not competing, right? At some point, every accomplishment shouldn’t feel like you’re breaking through a glass ceiling. I truly believe the intention behind it has never been because they want to put the other woman down. I think it’s because sometimes you’re just so used to coming in with your fists raised to get your point across. But you almost forgot that maybe you don’t have to wear those boxing gloves today; maybe I can just come to the table.

Karen: Colleen said in the beginning about how women couldn’t apply for a credit card until 1974, nor could she get a mortgage. My mom and I talked about how women would be fired when they were pregnant…which wasn’t too, too long ago. Even though these things may have not happened to us, it’s kind of in our DNA to always keep fighting the disparities.

Colleen: Karen, you said something earlier about your mom, and it made me think of women supporting women. I grew up in a pretty traditional household and I didn’t have a lot of females and my family is mostly male cousins. My mom always expected me at any event or family gathering; at the end of the evening, I was supposed to be the one to get up and help clean the dishes and clear the tables and all of that. And a lot of us do it because we were brought up that way.

Thank you to our panel for your candid participation and thank YOU for celebrating Women’s History Month with us!

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How Should Higher Education Teams Adopt AI Into Their Staffing Processes?  https://www.liaisonedu.com/how-should-higher-education-teams-adopt-ai-into-their-staffing-processes/ Thu, 14 Mar 2024 15:00:00 +0000 https://www.liaisonedu.com/?p=28469 As technology continues to revolutionize higher education, institutions are increasingly turning to artificial intelligence to optimize staffing processes, enhance efficiency, and support staff members in... Read more »

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As technology continues to revolutionize higher education, institutions are increasingly turning to artificial intelligence to optimize staffing processes, enhance efficiency, and support staff members in delivering exceptional experiences to students and stakeholders alike. AI is reshaping staffing dynamics on campuses across the globe, from recruitment and onboarding to ongoing professional development and support. 

How Can AI Benefit Higher Education Staffing?  

AI is revolutionizing the way higher education staff are recruited and managed, streamlining processes and making routine tasks more efficient. This shift not only facilitates faster hiring and training, but also empowers staff to allocate more time to strategic initiatives and student success. However, the integration of AI in staffing is nuanced, requiring tailored solutions to address unique institutional and individual needs.  

In response to challenges highlighted by the Chronicle of Higher Education survey, where 62% of leaders struggled with recruitment in early 2023, AI emerges as a transformative tool. By merging people-centric and data-driven approaches, institutions can uncover personalized insights to support employee and institutional success. This strategic approach aligns with each institution’s mission and the diverse needs of its staff.  

By optimizing staffing and addressing recruitment challenges, higher education decision makers can maximize resources and enhance student experiences. Additionally, embracing predictive analytics enables leaders to leverage past data for more informed and comprehensive decision making, setting the stage for a data-driven future. With 97% of leaders already using analytics to drive institutional progress, this data-centric mindset is recognized as essential for success. 

The Hurdles of AI Implementation in Education  

Common misconceptions surround the role of AI in staffing, particularly within higher education. Many fear that AI will lead to job replacement and alter the traditional dynamics of educational relationships. However, this fear is unfounded. In reality, AI serves to augment staff efforts by enhancing efficiency in time and resource management. It complements human decision making and enables staff to support students more effectively.  

Yet, some challenges are grounded in practical realities. Data-driven solutions demand individuals with a strong understanding of data, a skill set not always prevalent among higher education staff who primarily embody the roles of educators and mentors. To promote data-driven operations, institutions must prioritize fostering, training, and integrating relational and analytical skills as core competencies for staff members. 
 

3 Ways to Overcome the Hurdles of AI in Staffing  

While numerous best practices, tactics, and tips exist for applying AI in education, three primary methods stand out for their use in staffing, partner engagement, data ownership, and data integration. 

Engage With Partners 

Improving process efficiency through data collection and utilization can be a daunting task, especially for campus staff. However, institutions don’t have to navigate this journey alone. There’s no need to transform team members into AI or data experts. Take, for instance, Liaison’s Centralized Application Service (CAS), which accumulates extensive applicant data. Teams that use CAS don’t necessarily require a strong mathematical background to leverage it effectively; they simply need basic training and a willingness to trust the expertise of data professionals. 

Take Ownership of the Data Funnel 

Institutions that embrace AI implementation in education discover the rewarding benefits of taking ownership of their data flow, gaining a competitive edge in the process. For instance, Arizona State University adopted this approach by hiring a predictive analyst dedicated to enhancing admissions process. This analyst uses data analytics to examine key admissions metrics, such as applicant demographics and academic records to gain deep insights to improve admissions practices and identify trends that can shape future strategies. By harnessing the power of AI and understanding the data, like Arizona State University, institutions can make informed decisions confidently and maintain a competitive advantage. Ultimately, it’s about using AI judiciously to guide decisions that align with an institution’s mission and help achieve its objectives.  

Connect and Integrate Your Data 

In higher education, the effective use of AI lies in making data actionable by integrating it into an institution’s processes and daily practices. Campuses must decide how to leverage data to enhance engagement, simplify operations, and improve efficiency. While each institution’s needs may vary, the goal of supporting on-campus processes to achieve goals remains universal. By collaborating with like-minded individuals who value AI, acknowledging its significance, and applying data insights to address priority areas within institutions, higher education institutions can develop tailored strategies that meet their specific needs. 

Download our “AI in Action Playbook” to learn more about how other institutions are implementing AI in education and staffing. 

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The Revolution of Graduate Student Search https://www.liaisonedu.com/the-revolution-of-graduate-student-search/ Thu, 14 Mar 2024 14:45:54 +0000 https://www.liaisonedu.com/what-is-responsible-ai-and-how-do-we-lead-with-it-copy/ The other day, I came across an old video from 1994. Television morning show hosts Katie Couric and Bryant Gumbel were attempting to understand the... Read more »

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The other day, I came across an old video from 1994. Television morning show hosts Katie Couric and Bryant Gumbel were attempting to understand the internet. Yes, the internet. Gumbel says with frustration and annoyance, “What is the internet anyway?” Couric then asks a producer, “Allison, can you explain what internet is?”

From our perspective today, this video is hilarious! It is also very meta. Little did they know that their whole conversation would one day be readily available via… the internet. And, to what would be Couric’s complete shock, their conversation is accessible without a phone line.

1994 was a transformational year for me, and not because of this conversation from the Today Show. That year, I found myself on campus as a very green college first-year student. Come to think of it, from that moment on, I would never go a single year without being on a college campus. Yet, in that moment, how did I find myself there? Neither of my parents attended college: my dad opted for Navy service and my mom was at home caring for my older brothers.

Well, months earlier I was in my high school guidance office leafing through a big catalog of colleges. Each page highlighted a different school, and some had these paper inquiry cards still attached. I ripped one out, filled out the card, and dropped it in the mail. No postage required. Ten months later, there I was. I was a customer of Rider University obtained through traditional print mass marketing. Not a single digital thing about it.

Fast-forward 30 years, and things have changed beyond Katie Couric’s wildest notion. Imagine how frustrated and annoyed Bryant Gumbel must be today! I can hear the 2024 version of their conversation. Gumbel says with frustration and annoyance, “What is the AI anyway?” Couric follows, “Allison, can you explain what AI is?” Yes, we’ve come very far from college catalogs with tear-out, postage-free cards. What a journey it has been.

From a marketing perspective, it has been quite an evolution. Actually, that word doesn’t seem to capture it. Revolution. What a revolution it has been… and I’m so glad I’ve had a front-row seat as a 25-year enrollment management veteran. Of course, my lens is slightly altered as 20 of those years have been spent in graduate education. Anyone who has been involved in graduate enrollment management (GEM) will tell you that it is its own beast compared to its undergraduate cousin.

So, travel with me, will you? Let’s go back in time and chronicle the revolution: the great paradigm shift in graduate student search.

“What is Graduate Student Search Anyway?”

First, the fundamentals. In the realm of enrollment marketing, the term “graduate student search” refers to the strategic process of identifying and connecting with potential candidates for advanced academic programs, typically at the master’s or doctoral level. This process involves utilizing various tools and methodologies to attract qualified individuals who are seeking to further their education beyond their undergraduate years.

Graduate student search often begins with comprehensive market research to understand the demographics, preferences, and characteristics of the target audience. This may include analyzing data related to academic backgrounds, professional aspirations, and geographic locations. Once the ideal candidate profile is established, enrollment marketers employ a combination of online and offline strategies to reach and engage prospective graduate students.

Online strategies may involve leveraging digital platforms such as social media, search engine marketing, and targeted online advertising. This allows institutions to showcase their graduate programs, highlight faculty expertise, and communicate the unique advantages of their offerings. Additionally, creating compelling content, such as blog posts, videos, and webinars, can play a crucial role in attracting and informing potential graduate students.

Offline strategies may include participating in graduate school fairs, hosting information sessions, and collaborating with academic advisors or career counselors. Building relationships with undergraduate institutions, professional organizations, and industry partners can also contribute to a successful graduate student search.

The ultimate goal of the graduate student search is to identify and attract candidates who not only meet the academic criteria but also align with the values and goals of the graduate programs. By implementing a targeted and personalized approach, enrollment marketers aim to build a diverse and qualified pool of applicants.

Let’s stop there for a moment. This description of graduate student search is certainly not comprehensive, but I feel pretty good about it. If you are doing more, excellent! Get in touch with me at jklett@liaisonedu.com. I would love to learn how you are advancing grad search. If on the other hand, you are not approaching student search in this way for your graduate programs, still get in touch. We can discuss what you are doing and, perhaps, how to get better results.

Alright, now that the fundamentals are complete, it’s time to review the stages of how this graduate student search caterpillar became a digital and AI butterfly.

Traditional Methods (Pre-Internet Era)

Print Media and Direct Mail: In the past, universities relied heavily on print materials such as brochures, catalogs, and direct mail to reach potential graduate students. These materials were often distributed at college fairs, high schools, and other educational events. It turns out my college search wasn’t that different from that of other pre-internet prospective students. There was a lot of print, a lot of mail, and a lot of paper.

Word of Mouth and Referrals: Personal recommendations and word of mouth played a crucial role in attracting graduate students. Networking and referrals from alumni and faculty were essential for spreading information about graduate programs. At this time, faculty were also big fans of posters. Posters were plastered in the undergraduate academic halls detailing graduate programs. Attached were pads. Yes, pads. Each leaf of the pad was an inquiry card. No stamp required.

Emergence of Online Strategies

Websites and Email Campaigns: As the internet became more prevalent (1994—1996), universities started establishing an online presence. Basic websites provided information about graduate programs. Email campaigns became a popular way to communicate with potential students.

Online Portals and Databases: Universities began using online portals and databases to collect and manage prospective student information. This allowed for more targeted communication and streamlined the application process.

While still mass marketing, these “online” capabilities began to expedite the marketing process, while carving out ways to begin to segment and individualize communications. It was clear things were getting far more sophisticated.

Digital Marketing and Social Media

Search Engine Optimization (SEO) and Pay-Per-Click (PPC): With the rise of search engines, universities optimized their online content for search, and some adopted PPC advertising to increase visibility.

Social Media Engagement: Platforms like Facebook, Twitter, and later Instagram and LinkedIn became crucial for universities to connect with prospective students. Social media provided a dynamic space for showcasing campus life, faculty expertise, and program highlights.

Content Marketing and Inbound Strategies

Blogging and Content Creation: Educational institutions embraced content marketing, producing blogs, articles, and videos to inform and engage potential students.

Inbound Marketing Techniques: Universities shifted towards inbound strategies, focusing on attracting interested students through valuable content and experiences rather than traditional outbound methods.

Data Analytics and Personalization

Big Data and Analytics: The use of data analytics became more prevalent in understanding the behavior and preferences of potential graduate students. This allowed for more personalized and targeted communication. Communications could be fine-tuned to include the rationale for an individual’s desire to pursue a graduate degree. Messages would be different depending on whether the learner wished to advance in their current career, make a career change, or create new knowledge in the discipline as an academic.

Marketing Automation: Automation and CRM tools enabled universities to streamline communication, nurture leads, and provide personalized content at scale.

Virtual Engagement and Recruitment

Virtual Tours and Events: Especially in response to global events (like the COVID-19 pandemic), universities increasingly adopted virtual methods for campus tours, information sessions, and recruitment events.

Webinars and Online Workshops: Educational institutions embraced online events, providing opportunities for prospective students to interact with faculty, current students, and alumni virtually. Graduate faculty discovered podcasting and other methods for rapid content creation. Many discovered they actually liked it! After all, this was far better than the days of cold calling from a list of prospective student phone numbers supplied by the graduate admissions office..

A New Era: Predictive Analytics and AI in Higher Education

Artificial Intelligence (AI): Now we find ourselves in a new era with AI in higher education. AI is here, and I recommend everyone buckle up. If the last 30 years went by fast, and they did, we’re now entering warp speed. I see Responsible AI being used every day by Liaison Othot clients. Already we’re witnessing advancements. Some institutions started leveraging AI for predictive analytics, helping identify potential applicants and tailor communication based on individual graduate student preferences and behaviors. Now, AI is making prescriptive recommendations by notifying GEM practitioners of specific actions they can take to increase the likelihood that prospective students will apply and enroll. This is being done right now, and even at the individual applicant level.

The evolution of graduate student search reflects the broader trend in marketing: moving from mass communication to targeted, data-driven, and personalized strategies enabled by incredible advancements in technology. Here is what I love about this space: Today, successful graduate student recruitment often involves a holistic approach, combining traditional elements with cutting-edge digital strategies.

Yes, there is still a role for paper. In fact, sent at the right time with the right message, a printed piece can greatly influence the likelihood of someone enrolling in your graduate program. Need to know when to send it, the content to be included, and precisely who to send it to? Ask your friendly AI. It already knows.

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What is Responsible AI and How Do We Lead With It? https://www.liaisonedu.com/what-is-responsible-ai-and-how-do-we-lead-with-it/ Thu, 07 Mar 2024 16:39:50 +0000 https://www.liaisonedu.com/?p=28448 Higher education finds itself at a critical juncture in the advancement of AI technology. As universities and institutions continue to integrate AI into their processes,... Read more »

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Higher education finds itself at a critical juncture in the advancement of AI technology. As universities and institutions continue to integrate AI into their processes, ethical questions arise. It’s no longer solely about hiring skilled developers or acquiring cutting-edge tools; the focus shifts toward the responsible and ethical use of AI. But what does responsible AI entail? And how can educators and university decision makers prioritize ethical practices while managing their day-to-day responsibilities? 

What is the Core Principle of Responsible AI? 

The rapid progression of machine learning, a type of artificial intelligence that enables computers to learn and improve from experience without being programmed, can make it challenging to keep pace with the creation of ethical guidelines. Nevertheless, within this dynamic landscape, a fundamental principle emerges to guide decision makers in navigating how to use AI in higher education: Always follow your institution’s mission. Colleges and universities have a core purpose—to prepare their students for careers, teach critical thinking, and address societal concerns through research and education. By aligning AI initiatives with an institution’s mission and established values, decision makers can ensure ethical and purpose-driven integration of technology into educational practices and operations.  

For instance, if your institution prioritizes cultivating original thought leadership as a core value, leveraging AI tools to detect instances of plagiarism and intellectual dishonesty would be essential. Similarly, if your institution aims to develop leaders with diverse, global perspectives, utilizing AI to facilitate holistic admissions processes can help in admitting qualified students from underrepresented populations. 

3 Strategies for Practicing Ethical AI Development

Starting with your institution’s mission and values provides an ethical foundation to guide decisions regarding AI initiatives. What other strategies can be used to build sustainable, ethical, and responsible AI processes in your institution?  

1. Be transparent, even about what you don’t know. 

Not everything about our current world is clear right now. We instill in students the importance of information literacy and critical thinking to empower them to evaluate sources effectively, enabling informed decision making. As such, we encourage them to question uncertainties and ethical ambiguities. Understanding the essence of responsible technology use requires ongoing exploration and time. That’s why transparency becomes so crucial to discerning ethical applications of AI in education.  

Transparency might just mean sharing the steps behind your decisions. By providing students and other stakeholders with insight into your internal decision-making process and how AI is being used, you foster trust and confidence in your intentions. Amid the mystique surrounding AI and machine learning platforms, transparency offers comfort and reassurance, dispelling myths and uncertainties. 

2. Put fairness first. 

Ethical considerations serve as crucial compass points in discerning right from wrong, particularly in the application of AI. Responsible AI in higher education extends beyond this binary distinction, focusing on ensuring fairness in interpreting student data and making decisions based on machine-generated insights. 

Prioritizing fairness is critical for institutions to navigate the challenges posed by AI effectively. Machine learning, driven by extensive data and occasionally drawn from imperfect sources, can inadvertently perpetuate biases, resulting in favoritism toward specific demographics. Universities can address these biases and advance equity and fairness in the enrollment process by leveraging AI tools to:  

  • Broaden admissions.  
  • Scrutinize demographic data from prospective students. 
  • Foster more holistic and personalized enrollment procedures. 
3. Empower one, empower all.  

Institutions must prioritize staff involvement and training to fully harness AI’s potential. Given AI’s complexity, it requires skilled and specialized professionals to navigate its powerful tools and platforms effectively. Universities face the strategic imperative of upskilling their staff to leverage AI efficiently. For instance, consider the case of customer relationship management (CRM) systems. While automating communication tasks is a potent capability, its full potential remains untapped unless employees grasp and take ownership of the software themselves.  

As Nancy Zimpher from the National Association of Higher Education Systems aptly notes, “AI won’t take your job, but those who can utilize it effectively will.” The cultivation of ethical AI development hinges on fostering respect, understanding, and ownership of new technologies across departments. 

As we continue to learn the most effective ways to use AI in higher educationto facilitate student success, to increase enrollment, and to streamline operations—it is essential that we align our efforts with our institutional mission. How can we leverage AI’s capabilities to ensure fairness in decision making? How can we harness the power of machine learning to achieve institutional goals? The key to success is not only to focus on specific objectives, but to uphold the principles of equity, transparency, and, most importantly, ethics in all that we do.  

Download our “AI in Action Playbook” to learn more. 

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Liaison Celebrates Employee Appreciation Day 2024 https://www.liaisonedu.com/liaison-celebrates-employee-appreciation-day-2024/ Fri, 01 Mar 2024 13:45:59 +0000 https://www.liaisonedu.com/?p=28421 Every January, our +400 employees gather virtually and in person to celebrate the successes and accomplishments of the previous calendar year. The long-time employees are... Read more »

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Every January, our +400 employees gather virtually and in person to celebrate the successes and accomplishments of the previous calendar year. The long-time employees are recognized for their commitment to Liaison, followed by the ‘people of the year’ and two company-specific awards. This year, we thought those individuals’ needed recognition on a larger stage. We are thrilled to share the 2023 award winners with you here. Thank you for your commitment to Liaison, our partners, and the higher education community!


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The Importance of Transparency in Education When Adopting AI https://www.liaisonedu.com/the-importance-of-transparency-in-education-when-adopting-ai/ Thu, 29 Feb 2024 17:30:00 +0000 https://www.liaisonedu.com/?p=28400 As AI continues to weave its way into the fabric of higher education, educators and administrators will increasingly need to uphold a high standard of... Read more »

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As AI continues to weave its way into the fabric of higher education, educators and administrators will increasingly need to uphold a high standard of AI accountability and responsibility. Safeguards must be instituted at colleges and universities to ensure the ethical, fair, and responsible use of AI, and transparency will emerge as a critical element in building trust within the campus community.  

Why is AI Transparency So Important

As the use of artificial intelligence in higher education increasingly shapes institutions, fostering transparency is essential. Open communication about how AI is being used responsibly cultivates understanding, which is crucial for establishing trust within the university community.  

Establishing trust through transparency can take many different forms. It includes implementing transparent data collection practices, establishing clear algorithms, and adopting transparent decision-making processes based on those algorithms. It also extends to transparent data storage procedures and equitable use policies, transcending different university departments and functions.  

How Will AI Transparency Lead to More Ethical Higher Education? 

Incorporating artificial intelligence into higher education necessitates a balanced approach that harmonizes technology with human judgment. To ensure that AI contributes positively to the admissions process, transparency is paramount. Colleges and universities must maintain clear and open communication about how AI algorithms operate, what data they consider, and how they influence admissions decisions. This transparency fosters trust and helps stakeholders understand that AI is not a replacement for human judgment but rather a tool for enhancing fairness and equity. Responsible AI use means that institutions are committed to using technology to identify and rectify biases, ideally ensuring that admissions decisions are made based on merit and inclusivity. 

While AI-driven improvements in operational efficiency can help institutions achieve their financial objectives, the responsible use of AI should be at the core of these initiatives. Transparency plays a vital role in ensuring that AI systems are used ethically and responsibly. Institutions must provide clear explanations of how AI is employed in operational processes, such as fiscal management or resource allocation. This transparency allows for scrutiny and accountability, ensuring that AI-driven decisions align with the institution’s values of fairness, equity, and responsible stewardship. In this way, AI becomes a valuable tool not only for financial optimization, but also for upholding the institution’s ethical standards and commitment to its community.  

3 Best Practices for Enhancing AI Transparency 

For institutions to leverage the benefits of using AI fully and transparently, they need a playbook of best-practice strategies.  

1. Share the (data) load. 

In a diverse university environment, it’s essential for the entire team to grasp the significance of transparent AI practices. While various departments and roles handle different aspects of data, a shared understanding of the institution’s AI objectives, ethics, and values is crucial. 

2. Identify your biases. 

When universities integrate AI to improve student services, initial algorithms may exhibit biases inherent in the data they are based on. Teams must acknowledge these biases and employ AI to identify and address them within enrollment processes. This involves transparently addressing any disparities and proposing solutions.  

3. Debunk AI myths.  

University leadership can use their structures to normalize AI in daily operations and dispel misconceptions. Regular information sessions and support meetings can demystify AI, equipping staff with shared knowledge and values and fostering unity when engaging with students and stakeholders. 

The Critical Importance of Transparency in Education When Using AI 

The ongoing integration of AI in higher education is an opportunity to revolutionize strategic enrollment strategies, student services, and institutional operations. However, it comes with a responsibility to prioritize transparency. By sharing a collective understanding of AI’s goals and values, acknowledging and mitigating biases, and dispelling misconceptions, colleges and universities can not only leverage AI effectively, but also ensure that its use aligns with ethical principles. Transparency serves as the foundation upon which trust is built, both within the institution and with the broader community, ultimately fostering a more equitable and informed environment for all stakeholders. 

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Liaison and NASH Announce Strategic Partnership to Address Pressing Challenges in Higher Education https://www.liaisonedu.com/liaison-and-nash-announce-strategic-partnership-to-launch-centralized-application-service/ Thu, 29 Feb 2024 14:21:39 +0000 https://www.liaisonedu.com/?p=28403 The partnership unveils a new era in educational excellence and technological integration. Liaison and the National Association of Higher Education Systems (NASH) announce a first-of-its-kind... Read more »

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The partnership unveils a new era in educational excellence and technological integration.

Liaison and the National Association of Higher Education Systems (NASH) announce a first-of-its-kind partnership that will accelerate student access and foster success across the United States using Liaison’s Centralized Application Service (CAS).  By adopting an application strategy that prioritizes student pathways, the system is designed to streamline enrollment and transfers, significantly reducing administrative burdens and inefficiencies. Functioning as a centralized access point, CAS simplifies the application process, allowing students to apply to multiple campuses and programs within each system using a single application. The partnership brings together NASH’s commitment to increasing college attainment rates through systemness and Liaison’s technological prowess in data and analytics and higher education expertise.

The CAS platform is designed to address the unique enrollment needs of each public system, covering aspects like branding, data protocols, integration, and advanced analytics. CAS plays a pivotal role in facilitating student pathways, guiding them seamlessly from high school through community college, undergraduate and graduate studies, and onward to the workforce. This comprehensive journey ensures sustained student engagement and a strong connection to systems in each state.

The collaboration is poised to offer innovative solutions to meet the growing demands of students and policymakers for accessible pathways to higher education and workforce development. It provides the foundation for a consolidated enrollment experience, expands system-wide student access, and equips systems with scalable, sustainable pathways to public higher education.

With Liaison’s technology, the partnership will enable all participating systems to connect and leverage data for individual system’s enrollment and student success objectives.

The partnership also addresses national trends, providing comparative data to inform decisions related to legislative goals and mandates. It also opens doors for the development of new initiatives, thereby enhancing the overall educational landscape.

For more information about this partnership and its impact on the future of education, please visit our partnership page.

This was originally published by PR Newswire on February 29, 2024.


About Liaison

Liaison is a higher education technology company that helps colleges and universities achieve their enrollment and student success goals. Its comprehensive suite, which includes the Centralized Application Service (CAS™), predictive and prescriptive (AI), enrollment marketing, and innovative CRM and analytics tools, supports over 1,200 campuses in realizing their enrollment goals. Liaison’s commitment to innovative, data-driven solutions positions it as a leader in helping educational institutions build their ideal student cohorts.

About NASH

Founded in 1979, the National Association of Higher Education Systems (NASH) works to advance the role of multi-campus systems and the concept of systemness to create a more vibrant and sustainable higher education sector. NASH systems are comprised of more than 500 campuses and serve more than 5 million students in nearly every state in the United States. To learn more about NASH and its national transformation agenda, the Power of Systems, visit www.nash.edu.

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Update from Mollie Ballaro on How to Navigate the ISIR Delay https://www.liaisonedu.com/navigating-the-isir-delay-mollie-ballaro/ Thu, 29 Feb 2024 16:15:33 +0000 https://www.liaisonedu.com/navigating-the-isir-delay-copy/ Well, here we are.   March is upon us, and much to our dismay, but not surprise, we still await the processing of student FAFSAs and... Read more »

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Well, here we are.  

March is upon us, and much to our dismay, but not surprise, we still await the processing of student FAFSAs and receipt of ISIRs.  

Originally promised by the Education Department by February, now promised in mid-March. The ever-changing goalposts may still change again. With students’ decisions lying in the balance so are institutional budgets. The impact of these delays will be far reaching.  

So, what now? 

Many schools are finding themselves in familiar territory – needing to pivot. One of the many things my colleagues in higher education have experience with is pivoting. Lots of experience. Demographic cliffs, stock market plunges, record inflation, a pandemic – the last two decades proved to be nothing short of challenging. So we change course. We make do. We get creative. And we try not to panic. 

Make use of what is available. 

I recently learned my alma mater is providing financial aid estimates based on information input into the Net Price Calculator and earned institutional scholarships. Providing students and families with a place to start. Additionally, they are making the promise that when ISIRs come through, they will honor the higher of the two offered packages. I think this makes a powerful statement to prospective students. It also alleviates the stress of the unknown, both for students and the institution.

Communicate. Often. 

I continue to be surprised by the broad spectrum of awareness by students and parents on this topic. Some are quite aware and quite anxious about the delays, while others admit they have heard something about it but aren’t exactly sure what it means. And there are still others out there not familiar with the new FAFSA or the delays, or both. I believe this is a perfect and critical moment for admission teams to position themselves as a trusted advisor, resource, and representative of an institution that cares about the student on a personal basis.  

Brief, personalized counselor check-ins via text, voice mail, even email can be quite effective in building trust and social capital with prospective students and their families during this waiting period. Let them know what’s going on, how it affects them, and when to expect more news from you.

Continue to push FAFSA submission. 

Unfortunately, many students have yet to fill out the new FAFSA. News of the delays has some students thinking they have plenty of time to fill out the FAFSA. In their mind, nothing is happening yet, right? But we know the best thing they could do right now is fill out the FAFSA, so it is in the queue for processing. Students and parents need to be reminded to do this several times. 

Review personnel resources. 

When the FAFSAs are finally processed and financial aid teams can draw down the ISIRs, we know it’s going to be an all-hands-on deck kind of situation. More so than ever before. There will be elevated urgency for completion of financial aid packaging. Position your team for success by ensuring there is extra support to manage the volume and timeline. Are there tasks that can be temporarily reallocated to other staff members in the enrollment division to free up Financial Aid counselors to work on packaging? How best can you keep the team motivated and appreciated? A little planning while you wait can lead to long-term success. 

Hopefully the next 30 days give us what we are all hoping for – peace of mind, better weather, and ISIRs! Stay tuned to this blog for regular updates and suggestions.  

REMINDER TO CURRENT ENROLLMENT MARKETING PARTNERS: Liaison is here to help! Want to schedule a complimentary 30-minute consultation to discuss strategy? Or how about a quick communication campaign to your students and parents? Contact me and I will connect you with our team. mballaro@liaisonedu.com.  



About Mollie Ballaro

Mollie Ballaro is an Enrollment Strategist with Liaison, bringing over 20 years of higher education experience with her. She served three private institutions in the Western New York area in senior leadership roles as a Chief Enrollment Officer, Dean of Admissions, and Director of Admissions before joining the Liaison team. Her extensive background includes oversight of financial aid, domestic and international admissions, enrollment management, and admissions marketing.

Mollie graduated from Canisius University with a Master of Science in Higher Education Student Affairs Administration and a Bachelor of Arts in Communication Studies. Outside of work, she enjoys spending time with her family, and when there is the occasional free minute, Mollie continues to focus on her photography hobby.

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What it Means to Be Data-Informed in Strategic Enrollment Management https://www.liaisonedu.com/what-it-means-to-be-data-informed-in-strategic-enrollment-management/ Thu, 22 Feb 2024 18:30:00 +0000 https://www.liaisonedu.com/?p=28373 In today’s world of strategic enrollment management, traditional strategies have long resembled traditional marketing tactics. The use of print ads, brochures, word of mouth, and... Read more »

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In today’s world of strategic enrollment management, traditional strategies have long resembled traditional marketing tactics. The use of print ads, brochures, word of mouth, and on-campus events helps prospective students form a gradual impression of life at a particular institution. But in today’s fast-paced, digital culture, the traditional approaches often fall short. The evolution of successful enrollment management in higher education now relies heavily on data-driven decision-making, revolutionizing the way we engage with prospective students and making enrollment a smarter, more scalable process. 

Enrollment strategies are evolving, with institutions at varying stages of their data journeys. Some are in the early stages of data collection and storage, while others are expanding data collection from diverse sources. The most advanced institutions are approaching data-driven, strategic enrollment management by analyzing prospective students’ responses to marketing campaigns in a predictive and prescriptive manner. This allows institutions to gain deeper insights into what truly motivates a prospective student to enroll. 

The key distinction between traditional and data-driven enrollment lies in this profound insight into students’ motivations. Higher education enrollment data establishes a two-way exchange of insights, allowing students to learn more about institutions they’re interested in while enabling institutions to gain a better understanding of the students engaging with them. 

Several critical data sources can be used by colleges and universities to craft their enrollment management strategies. Data sources, such as demographic information, are readily available and do not require AI or complex machine learning processes for acquisition. In contrast, machine learning sources, like behavioral predictive data, rely on advanced algorithms and predictive models to generate insights, making them more data-intensive and reliant on AI-driven analysis. Each source uniquely contributes to better, more informed, data-driven decision making in higher education. 

Demographic data. Demographic data encompassing fundamental student information provides insights into specific populations. Key demographic categories, such as age, location, and ethnicity, empower the admissions team to customize and refine their communications, effectively reaching out to specific individuals within these groups.  

Behavioral data. Behavioral data, which includes past interactions and website visits, provides institutions with valuable insights into students’ needs and preferences. This information helps institutions understand their target audiences better and tailor their strategies and communications to meet student expectations more effectively. 

Qualitative data. Qualitative data, gathered through feedback surveys, offers valuable descriptive insights from current students, alumni, and prospective students. This information serves as a crucial resource for refining existing strategies and creating innovative new ones to enhance an institution’s approach.  

Market data. Market analysis of competing institutions provides leaders with valuable insights into effective strategies for attracting their desired student demographic. Additionally, market trends offer insights into the current economic landscape and can help predict future developments and opportunities.  

Social data. Social data, analyzed through advanced analytics, allows institutions to track engagement and sentiment across social media platforms. This insightful window into prospective students’ interests serves as a foundation for initiating meaningful cultural conversations and tailoring engagement strategies accordingly.  

Collectively, these data types provide a comprehensive and holistic perspective of the enrollment that encompasses a particular institution. This broader perspective equips decision makers with the tools needed to formulate more effective strategies and become highly responsive to the needs of their prospective student populations.  

Institutions embarking on the transition from traditional to data-driven enrollment strategies face a learning curve, but those that successfully navigate this transition will discover that harnessing data can profoundly personalize the student enrollment experience, yielding long-term benefits for both students and the university. Today’s forward-looking admissions offices are moving from conventional enrollment strategies to more advanced processes. Machine learning, a core component of data-driven enrollment, not only scales up processes, but also offers a deeper level of insight into best-fit individuals—those most likely to enroll and succeed at an institution. Within a university setting, every data variable, from dining hall points to class attendance, provides an opportunity to understand students better and predict their needs.  

While higher education enrollment data touchpoints might not always be apparent, institutions can tap into a variety of data sources, including social media and competitor analysis, to create a comprehensive portrait of prospective students. Armed with this knowledge, they can offer tailored, personalized enrollment experiences that warmly welcome students, provide invaluable assistance, and leave an indelible mark.  

As AI becomes increasingly integrated into strategic enrollment management, institutions are poised to use data more effectively to identify students whose individual qualities and ambitions align closely with the institution’s mission and who are more likely to enroll and succeed on campus. Incorporating AI into enrollment management not only enhances data-driven decision making in higher education, but also empowers institutions to create personalized experiences that foster student success and contribute to long-term growth and sustainability in an increasingly competitive environment. 

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