Today’s prospective students are unimpressed by generic communications from colleges and universities. They want to feel that you understand who they are as unique individuals and are speaking to them accordingly, with messages that address their specific goals, interests, and personal priorities through every stage of the enrollment funnel.

To put those priorities and opportunities in perspective, Liaison’s recent webinar, Liaison Search: Communicating to a Funnel of One, offered critical insights into how colleges can effectively improve engagement with prospective students in an increasingly competitive higher education landscape.

The Right Search at the Right Time

As Liaison’s Vice President of Business Development Todd Abbot, Vice President of Sales Hayley Wolf, and Assistant Vice President of Account Management Kristin Davis explained during the session, the enrollment challenges are stark.

With that in mind, they explained how Liaison Search uses AI-informed data analytics to help you find the right potential students and then deploy advanced strategies to engage with each of them on an individual level. In addition, they highlighted easy-to-implement strategies for creating engaging, effective, and highly personalized marketing campaigns that foster relationships and drive enrollment.

Putting the Perils in Perspective

“Experts agree that we’re going to be seeing a drop in enrollment. The prediction right now is that we’ll be looking at a 15% decline in the number of college-going students within the next few years,” Wolf pointed out. “And a lot of people have been asking lately, ‘Is college worth it?’ On top of that, we need to remember that students today connect with brands they like and support. They expect to feel known by the companies or institutions reaching out to them, so your outreach is even more powerful when you customize the experience for them as unique individuals.”

In other words, gone are the days of generic marketing materials and one-size-fits-all communication strategies. Today's students expect personalized experiences that speak directly to their individual interests and aspirations. Liaison Search now makes it easier than ever to make the connections that matter with the students you want at your school.

Key findings from the webinar highlight the importance of a data-driven approach:

Personalization matters: Citing data from Hanover Research, Wolf noted that 68% of students are more likely to consider a college if recruitment materials speak directly to their unique interests. Institutions that leverage existing data to create tailored communications can see up to a 30% increase in student engagement.

You need to break through the noise: Students are bombarded with thousands of ads daily and typically receive at least 30 pieces of college mail during their search process. Standing out requires a strategic, personalized approach.

Omnichannel communication makes a difference: Successful recruitment isn't about a single communication method, but a coordinated strategy across print, digital, email, and social media platforms.

Liaison Search's approach emphasizes four critical elements of effective student search:

  • Identifying the right prospects | Using market analysis and predictive modeling to target students most likely to be interested in and succeed at an institution.
  • Crafting the right message | Leveraging enhanced data to create highly segmented, targeted communications.
  • Selecting the right channels | Utilizing an integrated approach that includes digital ads, print materials, email, and social media.
  • Timing communication strategically | Delivering messages when students are most receptive and likely to engage.

“Kitchen Counter Conversations”

The webinar also stressed the often-overlooked importance of parent communication. Parents are critical decision makers who can be effectively engaged through targeted print materials and strategic outreach. Liaison Search uses AI modeling and predictive analytics to continuously refine targeting, creating increasingly sophisticated student and family profiles as more data becomes available.

“In recent years, a lot of people who thought direct mail was done have completely swung back to understanding the importance of it,” Abbott said. “You need to create those kitchen counter conversations with parents, because they're the ones who are going to the mailbox on a regular basis and reading their mail.”

For enrollment managers feeling overwhelmed by declining demographics and increased competition, the message is clear: personalization is not just a strategy—it's a necessity. By treating each prospective student as a "funnel of one" and creating truly individualized communication experiences, institutions can break through the noise and connect with the right students at the most opportune times.

To hear the entire conversation, you can watch Liaison Search: Communicating to a Funnel of One on demand today.