Category: Best Practices

  • The Future of Online Learning Brands

    The Future of Online Learning Brands

    Embracing a “One School” Approach for a Better Student Experience

    Let’s draw a line in the sand. On one side, we have a university campus and its on-ground offerings. On the other side, we have the digital higher education space and the online programs that live within it. 

    Traditionally, this line has been stark and rigid, with universities treating the two modalities as separate entities with dedicated teams, technology, systems, budgets, and strategies. 

    The initial separation was, in part, driven by the perception of online education as a lesser counterpart to its on-ground equivalent. This view may have held some truth in the early stages of digital learning. But the division has come with a cost, as institutions have had to do double the work, which is inefficient. 

    We can all see that significant changes are underway. Traditional educational boundaries are fading, with online learning gaining respect and sophistication. There are online programs that outpace their on-ground counterparts in quality and rigor. We’re looking at a future where traditional, hybrid, and online modalities are integrated, balancing both quality and accessibility. 

    As we leave the comfort of land and head out to sea, embracing a holistic approach is the way forward for universities.

    Separation Comes at a Cost 

    The traditional division between on-ground and online learning modalities increases costs and complicates operations for institutions, weakening their ability to present a unified, powerful brand to prospective students. Here are a few of the pain points: 

    Fragmented Systems

    Multiple Platforms: Utilizing different customer relationship management (CRM) systems, student information systems (SIS), and learning management systems (LMS) introduces inefficiencies. Each platform requires its own set of training, maintenance, and integration protocols. Those protocols often don’t integrate well, either.

    Increased Costs: The need to support various tech stacks and administrative systems significantly drives up operational costs, as resources are duplicated across the board.

    Conflicting Marketing Strategies

    Brand Fragmentation: With separate marketing teams for its on-ground and online programs, an institution risks sending mixed messages to potential students. This can lead to brand dilution and confusion about what the university stands for.

    Measurement Challenges: Disparate strategies make it difficult to track and analyze the effectiveness of marketing efforts. This makes the decisions on where to invest marketing dollars effectively difficult.

    Diluted Resources

    Split Focus: Dividing an institution’s time, talent, and budget between its on-ground and online initiatives means neither receives the full investment needed to thrive. This can result in underperforming programs that fail to meet their potential.

    By managing resources under one unified strategy, universities can maximize the impact of their educational offerings, ensuring that both online and on-ground programs benefit from full institutional support and cohesion.              

    Advances in Online Learning Have Closed the Quality Gap 

    Technology is rapidly advancing, and higher ed is keeping pace with the changes. As institutions become more skilled at applying learning technologies, the following shifts have occurred: 

    • Tech Innovations: Cutting-edge technologies have enabled more interactive and engaging learning environments. Tools such as virtual reality, augmented reality, and artificial intelligence (AI) are being used to enhance classroom interactions and provide personalized learning experiences at scale.
    • Instructional Design: Modern instructional design tailors course content for digital consumption, optimizing learning outcomes. This involves structuring courses to leverage digital tools effectively, ensuring that the quality of online learning is equal to that of traditional classroom learning.
    • Faculty Training: Universities have increasingly invested in training faculty to excel in online settings. This includes equipping them with the skills to use digital tools effectively and to engage students who are not physically present. 

    Today, online courses match on-ground courses in their rigor and depth and offer the flexibility and accessibility that modern students demand. It’s a win-win. The shift isn’t just about maintaining academic standards; it’s about enhancing them to make education more inclusive and adaptable to students’ varied lifestyles.             

    The Case for a “One School” Strategy 

    As the distinction between online and on-ground academic quality becomes murkier, more universities are beginning to embrace a “one school” strategy. This holistic approach integrates online and on-ground modalities into a single, unified brand, ensuring a seamless and coherent student experience. 

    It’s kind of like how my son doesn’t see the athletics department, student advising, and his faculty members as being on different teams with different budget sources. They all make up one thing — his university and the way it feels to be a student. 

    By operating under a single brand, universities can streamline their processes, unify their messaging, and bolster their identity, enhancing their appeal in a competitive educational market. The unified brand experience provides students with a consistent set of resources and support mechanisms, which proves crucial in building trust and satisfaction.

    The shift toward a one school strategy also aligns with the evolving preferences and expectations of students, particularly their growing desire for flexible learning environments. Modern students increasingly favor hybrid experiences — asynchronous learning modules combined with synchronous meetings. This allows them to manage their schedules while benefiting from real-time interactions. 

    Adopting this approach not only improves the overall experience for students but also positions institutions to more effectively manage their resources, enhance their operational efficiency, and strengthen their academic offerings across the board, redefining the educational experience to be more inclusive and adaptable to today’s learners. 

    Adopting a one school approach helps universities accomplish goals such as the following:

    1. Establish a Unified Systems and Technology Stack

    Currently, the existence of different application systems for different modalities often leads to disparate experiences and management challenges, increasing the risk of students falling through the cracks. A unified technology stack can address these issues, fostering a more integrated and seamless educational environment.

    Using the same CRM and SIS systems across an organization can significantly streamline operations in all areas, from marketing through student retention. This unification not only reduces operational costs but also consolidates institutional data, enabling more effective tracking and support of student activities. 

    2. Create an Integrated Marketing Strategy

    Universities often work with multiple marketing agencies that compete against each other using similar keywords but with slightly different visuals and landing pages. Bad idea. This not only dilutes the marketing efforts but also creates confusion for students who are comparing programs. 

    An integrated approach helps streamline these efforts, ensuring a cohesive, clear marketing message that effectively attracts and retains students.

    3. Align Academic and Enrollment Calendars 

    A particularly troubling symptom of separate identities within a university is differing enrollment calendars for online and on-ground offerings. Online programs typically offer more start dates throughout the year. 

    With a single enrollment calendar, however, universities can eliminate this confusion and simplify the experience for students who might engage in both modalities. Additionally, as faculty members frequently teach in both online and on-ground formats, a unified calendar ensures that all students have equal access to faculty resources, regardless of the learning format. 

    A Note on Organizational … Resistance 

    While the theoretical benefits of integrating online and on-ground educational modalities are clear, the practical implementation can face organizational resistance. This stems from the “this is the way we’ve always done it” mindset, presenting real challenges in terms of system integration and cultural adaptation. 

    Addressing these challenges requires a strategic approach and readiness to tackle potential roadblocks. Here are a few things to keep in mind:

    • Data migration from separate systems can quickly become a miserable task. Institutions should consider a phased integration plan with substantial buy-in from technology teams. Prioritizing key areas and establishing a unified data strategy can streamline this process. 
    • Faculty and staff who are accustomed to operating within separate models may have concerns about changes to their job roles, security, workload, and work quality. That’s natural. Engaging stakeholders early, providing clear communication, and offering comprehensive training are important for easing this transition. 
    • Merging marketing strategies might initially increase confusion. A deliberate process beginning with a comprehensive brand audit can help align key messages and value propositions. Starting with a unified marketing plan that leverages institutional strengths can facilitate smoother consolidation, guiding teams toward a cohesive strategy.

    You Don’t Have to Implement the One School Model Alone

    Starting the journey toward overhauling the outdated model and creating a unified experience can be complex and challenging, but you don’t have to navigate it alone. 

    Archer Education is equipped to empower your institution at every step with our growth enablement approach, offering expert guidance in storytelling, technology, audience insights, and data analytics to support a seamless transition to the one school model. Then, once things are up and running, you’ll have the internal knowledge and capacities you need to cast us out to sea. 

    Contact us to learn more about how we can help you integrate your educational offerings and maximize the potential of your institution.

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  • What to Expect on Your Organizational Development Journey

    What to Expect on Your Organizational Development Journey

    Next Steps to Empower Your Multiyear Growth Road Map

    In higher education organizations, enrollment management plans can be like the weather: short term, ever changing, and subject to the whims of the seasons each year. 

    But for your organization and programs to thrive no matter the conditions, a multiyear growth road map is needed to keep all parts of the organization aligned and moving toward a strategic set of goals. 

    In my last article, I discussed the importance of taking a step back to assess the people, processes, and technology of your organization to identify opportunities for improvement and high-quality growth. This critical first step results in an organizational development plan that moves your institution from good, to better, to best in class. 

    With this article, we’ll dig deeper to outline how you can build a multiyear growth road map that allows you to weather everything from regulatory storm clouds to enrollment droughts, keeping your focus on a longer-term strategy. You’ll learn how to get started, measure your progress, and ensure that feedback loops are in place for continuous improvement. 

    A multiyear growth road map helps your teams move beyond term-to-term thinking to develop activities that ladder up and contribute to a true organizational vision. Everyone has a part to play that is specific, measured, and celebrated.  

    The First 90 Days

    As with any effective plan, laying a strong foundation can lead to long-term success. In the context of your multiyear strategic road map, building the foundation involves these steps:  

    • Hold discovery sessions: Engage with individuals and teams across your organization and open up space for productive — and sometimes uncomfortable — conversations. You are looking for concerns, challenges, and hopes for the future. This phase isn’t about problem-solving. It’s about understanding the existing culture and building trust.
    • Complete an internal readiness assessment: This critical component looks at your institution’s existing strengths, weaknesses, and roadblocks. The readiness assessment process ensures that any proposed changes are offered within the context of your institution’s culture and helps you paint a realistic picture of what you’re ready to take on. 
    • Conduct a SWOT (strengths, weaknesses, opportunities, and threats) analysis: Once you have identified your internal current state, you can then compare that to the broader market and competitive landscape. Where is your organization or portfolio strongest, and where is it at greatest risk? Where are the potential market opportunities that you can begin to assess? Where are the most likely threats from competitors, regulation, resource shifts, or other market trends?
    • Prepare for action: As the first 90 days close, you’ll have developed a much clearer image of a business case and action plan. This could mean starting with centralizing marketing efforts, for example, or it may involve planning for a technology tool or system and data mapping for eventual migration. Each institution is different. 

    Year One: The Blueprint

    With a solid understanding of your institution’s current landscape — both internally and externally — it’s time to launch into the first year of your strategic road map. These 365 days are about implementing basic changes to boot up the structures, systems, and processes that will support growth in later years. 

    • Build your blueprint: Your blueprint is your North Star for change. It’s a clear vision that outlines your key goals, timelines, and measures of success. Think of it as a collection of SMART goals: specific, measurable, achievable, relevant, and time-bound. 
    • Take simple steps: This is where you implement the first round of changes, which should be relatively achievable. This could be adopting a new customer relationship management (CRM) system, refining a marketing strategy, or establishing new faculty support systems. The goal here is to get the basics right, then let these efforts evolve over time. 
    • Gather feedback: This may be the most important part of your first-year efforts: garnering input on the efficacy of the changes made from stakeholders from all levels and departments at your institution. Feedback loops help you gauge your progress and identify areas that need adjustments. 

    Year Two: Optimize and Accelerate 

    With a firm foundation now in place from your first year’s efforts, the focus shifts toward refinement, optimization, and acceleration of your growth initiatives. This phase is crucial, as it’s where you begin to see the fruits of your labor blossom.

    • Double down on success: Now is the perfect time to capitalize on what’s working. Your teams are eager for a win, so identify any initiative that has shown promise — be it a marketing strategy that’s driving higher engagement or an educational program that’s exceeded enrollment expectations. By scaling these successful ventures, you can ride the momentum and amplify your results.
    • Refine with data: Use the data accumulated from the initial implementations to tweak and improve your systems and processes. Engage in conversations with your teams to pinpoint any bottlenecks or slowdowns in the student journey. Experiment with new approaches based on these insights, and critically evaluate the impact of these changes. This iterative process is key to continuous improvement.
    • Celebrate and share visible wins: Success is a powerful motivator. Make it a point to regularly share and celebrate each tangible achievement — whether it’s a surge in student enrollments, heightened faculty engagement, or the seamless adoption of a new process. Publicizing these wins not only builds internal momentum but also reinforces the collective commitment to your strategic goals.

    Years Three and Four: Knowledge Sharing and Independence 

    As your strategic initiatives mature, the focus will naturally transition toward sharing knowledge and strengthening your internal teams. This critical period in years three and four is about empowering your staff and shifting your role from hands-on implementer to guiding coach.

    • Empower through ownership: Encourage teams to take full ownership of the implemented processes and changes. This allows you to step back and adopt a coaching role, guiding your teams through challenges and ensuring they have the confidence and skills needed to manage and refine these new systems independently. This is also the time to ensure your organization has strong documentation on its processes and training both for knowledge sharing and to support future hiring and onboarding.
    • Build internal capacity: Looking ahead and preparing for a future where your organization can operate and evolve without the need for external partnerships is essential. This requires a dedicated effort and a commitment to providing ongoing training, resources, and support to build a robust internal capacity. Invest in these areas to develop a self-sustaining system that thrives on its own merits.
    • Celebrate the milestones: After your extensive efforts over the past few years, taking the time to celebrate is not just rewarding but necessary. Highlight the significant impacts made by your teams, and take a moment to reflect on the growth, changes, and obstacles that have been overcome. This celebration not only acknowledges the hard work but also reinforces your institution’s positive culture and its commitment to continuous improvement.

    The Journey to Sustainable Development Starts Today

    Successful organizational development requires a multiyear effort that encompasses careful planning, precise execution, and a dedicated team of leaders. From the initial 90 days to the subsequent years, each phase of the process moves your institution closer to becoming stronger and more agile.

    Our team at Archer Education has helped dozens of institutions build and execute comprehensive multiyear strategic plans. These plans are tailored to enhance enrollment and retention, setting each institution on a path to long-term success.

    If you’re ready to transform your organization and achieve remarkable results, reach out to us at Archer Education. Let’s make your educational vision a reality together.

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    Melanie Andrich

    Melanie Andrich is vice president of strategy and development at Archer Education. Melanie is a results-driven higher education leader with 20-plus years of experience in developing and supporting high-quality, accessible, and scalable academic programs and services. She spent the first half of her career at Rutgers University running study abroad programming and leading the first fully online professional master’s degree program for the university. She then moved into management consulting to help colleges and universities with academic innovation, enrollment management, and organizational transformation initiatives.

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  • Busting Roadblocks in the Community College Enrollment Cycle

    Busting Roadblocks in the Community College Enrollment Cycle

    Top Student Enrollment Roadblocks and How to Overcome Them

    In my more than two decades of steering enrollment management at various institutions, I’ve seen students encounter numerous hurdles on their journey to and through higher education. 

    My experience has consistently shown that the decision to enroll is heavily influenced by four critical factors: 

    • The ease of the enrollment process
    • A transparent path to graduation 
    • A reasonable time frame for degree completion 
    • A clear cost-benefit analysis of the educational offering

    Understanding these priorities is critical to attracting and retaining students in the community college space. By aligning your enrollment strategies with the needs and expectations of prospective students, you can ensure a smoother, more engaging educational journey that benefits both the students and your educational institution alike. 

    Common Ease of Enrollment Roadblocks for Students

    The pursuit of higher education is a daunting task in itself. When students encounter challenges at the enrollment phase — before the actual coursework even starts — it can be easy for them to bow out of the process altogether. To ensure that doesn’t happen, avoid these common pitfalls in the community college enrollment journey: 

    Complex Enrollment Processes

    • Lengthy admissions procedures: Complicated and time-consuming application processes can frustrate new students, especially those unfamiliar with higher education procedures.
    • Document submission delays: Students may struggle with gathering and submitting the required documents (e.g., transcripts, proof of residency) on time, leading to delays in their enrollment.

    Orientation and Information Overload

    • Overwhelming orientation sessions: While orientation programs are meant to help new students, they can be overwhelming if they cover too much information in a short time, leaving students confused about where to start.
    • Missed information: Students may miss important information about resources, deadlines, and processes if the information is not communicated clearly, or if the students do not attend orientation sessions.

    Confusing Websites

    • Sites overloaded with information: Websites designed to serve multiple audiences — current students, alumni, faculty, and potential students — can make the inquiry stage difficult and confusing for prospective students. They may become frustrated as they struggle to find specific information or complete essential tasks, which can lead to them delaying or abandoning the process.

    Placement Testing Delays

    • Test scheduling issues: Placement tests in subjects like math and English are often required before students can register for classes, but delays in scheduling or students misunderstanding the requirements can slow down the process.
    • Preparation for tests: Some students may need to brush up on certain skills before taking a placement test, and may be unaware of resources or study options available to them, making this a barrier for them.

    How to Overcome Ease of Enrollment Roadblocks

    So, those are the potential enrollment roadblocks for community college students. But what are the enrollment solutions? Solutions for overcoming enrollment roadblocks for community college students include the following: 

    • Create a “Future Students” platform: Build a page or digital experience that is 100% focused on educating and helping individuals who are simply exploring their educational options. Below are just a few examples of topics that prospective students might want to be able to easily find information about on your “Future Students” page or experience: 
      • When can I start? 
      • How much does it cost? 
      • What support services are available? 
      • What is the application process and deadline? 
      • What are the specific steps I need to take to be prepared for the start of the term?
      • What happens after I apply?
    • Create mobile-friendly applications: Simplify the application itself, and ensure that students can use their mobile device to complete the application, apply for financial aid, register for orientation and/or courses, and order their books. 
    • Apply technology solutions: Use simple and low-cost systems to track students’ progress through the onboarding process, identify at-risk students, and automate follow-up communications.
    • Use data analytics: Analyze data to identify common drop-off points as new students navigate the onboarding process, and tailor interventions to address these specific challenges.

    Common Clear Path to Graduation Roadblocks for Students

    Now that you’ve mowed down the enrollment roadblocks, it’s time to ensure that the ride stays smooth. Remember, it’s never too late for students to change their direction. They might do so if these issues persist: 

    Course Registration Problems

    • Limited course availability: Popular or required courses may fill up quickly, leaving new students without the courses they need, which can delay their academic progress.
    • Complex registration systems: A complicated online registration system can be difficult for students to navigate, leading to errors or incomplete registrations.
    • Prerequisite confusion: Understanding which courses have prerequisites and ensuring those are met can be a hurdle for new students unfamiliar with academic requirements.

    Technology Barriers

    • Difficulty navigating online platforms: New students may struggle with using the college’s online portals for registration, financial aid, course management, and other essential functions.
    • Limited digital literacy: Students with limited experience using digital tools may face challenges in accessing online resources and completing necessary tasks.

    How to Create a Clear Path to Graduation

    Constructing a clear path to graduation isn’t easy, and with limited resources, it can be difficult to avert every bump in the road. But in my experience, you can keep most students on track by focusing on these two key areas: 

    • Create academic maps: Complete an analysis that maps out all of your institution’s programs, courses, campuses, modalities, and times of day (day versus evening courses). Make sure all students can clearly see what courses they need as well as how, when, and where they can take the courses in order to reach their educational goals. 
    • Make integration the top priority: Really cool software options exist that are designed to help students stay on track. But if they don’t integrate with your existing systems, steer clear. You’re only going to confuse your students with disjointed information.

    Common Reasonable Degree Completion Roadblocks for Students

    You’ve cleared two major hurdles by easing the enrollment process and creating a clear path to graduation. But you’re only halfway home. Here are some common mistakes institutions make when it comes to the time it takes to complete a degree: 

    Inadequate Academic Advising

    • Limited access to advisors: New students often need guidance on how to choose the right courses, but they may struggle to get timely appointments with academic advisors due to high demand.
    • Lack of personalized guidance: Some students receive generic advising that doesn’t take their individual needs and goals into account, leading to poor course selection or misaligned academic paths.

    Lack of Clear Communication

    • Inconsistent information: Conflicting messages from different departments (e.g., admissions, financial aid, advising) can create confusion and frustration among students.
    • Unclear next steps: Students may not know what steps to take after completing their initial tasks, which can lead to delays in moving forward with the enrollment process.

    Social and Emotional Challenges

    • Anxiety and uncertainty: The transition to college can be intimidating, especially for first-generation students. Without proper support, students may feel overwhelmed and unsure of how to proceed.
    • Lack of connection: Feeling disconnected from the campus community can hinder a student’s willingness to engage and complete the onboarding process.

    How to Help Students Reach Their Goals in a Reasonable Amount of Time

    When it comes to keeping students on track, intervention is key. Follow these tips: 

    • Educate students early: Help students realize that taking two courses per term may not be enough to earn their degree in the time frame they set for themselves. Make them aware of initiatives such as “15 to Finish” or “Momentum Year,” as well as other ways to receive college credit, such as through a prior learning assessment. These topics can all be part of the “Future Students” experience mentioned above in the “Ease of Enrollment” section. 
    • Keep students focused on the end goal: Post each student’s expected graduation date within their degree audit so they can see that taking two courses per term will put them on pace to earn an associate degree in five years. 

    Common Cost/Benefit Roadblocks for Students

    You’ve now reached the last but never the least critical roadblock in higher education: return on investment. It’s why your students are showing up, and if the numbers don’t make sense, they can — and should — turn back. Here are some financial concerns that your students are likely to face: 

    Housing and Transportation Challenges

    • Affordable housing: Students who need housing may have trouble finding affordable options, which can delay their ability to start classes.
    • Transportation barriers: Students without reliable transportation may struggle to attend orientation sessions, placement tests, or even some of their classes.

    Cost of College Data Is Hard to Find

    • How much a degree costs: Some students don’t know what a college credit is, much less what a cost-per-credit model is. Furthermore, many students don’t know how many credits it takes to earn a degree/credential. 
    • Payment options: Students may not know that different financial options exist. This is especially true for students who work full time for an employer that provides tuition assistance as a benefit. 

    Ways to Help Students With Their Financial Concerns

    Your institution is responsible for ensuring that students understand their financial obligations and how to meet them. Here are a few ways that you can do this: 

    • Provide clear cost comparisons: Create easy-to-understand charts or infographics that compare the cost of tuition and fees at your community college to those at local four-year universities. Highlight the significant savings. 
    • Offer cost calculators: Provide online calculators that allow students to input their financial information and compare a community college’s costs to a four-year institution’s costs. See an example here. 
    • Provide debt-projection tools: Offer tools that project potential student loan debt based on different educational paths, clearly illustrating the financial advantages of the community college option. Remember that you are an educator and that education starts the moment a student begins exploring your college. 

    Bust Down Roadblocks by Partnering With Archer 

    In my 20 years of experience, I’ve helped lots of institutions navigate these potential roadblocks to enrolling and retaining more students. And I’m far from alone in my expertise at Archer. Our full-service team partners with colleges of all kinds to help them build and scale their capacities. 

    Is your institution ready for a collaborative partner who takes the time to get to know you, then makes custom recommendations based on decades of experience? Reach out to us today! 

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    Brian Messer

    Brian Messer has over 20 years of experience overseeing all aspects of university administration, including online, operations, academic affairs, enrollment management, marketing, financial management, and human resources and student affairs. Specifically, his extensive experience in scaling marketing and enrollment initiatives in all sectors of nontraditional higher education have contributed to student success and growth at many institutions of higher learning.
    Messer holds a doctorate in higher education administration from Saint Louis University.

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  • Improving the Student Experience – Archer Education

    Improving the Student Experience – Archer Education

    Attract and Retain the Right Students for Your Institution

    Choosing a higher education program is often a defining moment in a person’s life. Whether it’s a teenager deciding on a traditional, on-ground undergraduate program, or someone in their late 30s selecting an online master’s program — it’s a big decision, and one that can be heavily influenced by the experiences they have with the institutions they’re considering. 

    Your students don’t just deserve a great experience, they expect it. Which is why identifying opportunities to enhance the student journey at your institution is essential. 

    In the competitive world of higher ed enrollment, the ability to attract and retain students goes beyond offering picturesque campus views or flexible online scheduling. It hinges on understanding and navigating the complexities of the process a student goes through, from their initial awareness of your program all the way through to their graduation, and identifying where students can get stuck, or worse, drop off. 

    When it comes to enhancing the student journey, I’m often asked, “Where is the best place to start?” To that end, this article dives into some of the most common areas for improvement. Focus on these areas and you’ll be on your way toward delivering a stand-out student experience. 

    This article explores:

    • Common bottlenecks institutions face at different stages of the student experience
    • Methods to identify the most important issues
    • Strategies for prioritizing improvements to maximize impact

    Common Bottlenecks in the Student Journey 

    Institutions aiming to enhance the overall student experience need to understand where students tend to get stuck. By pinpointing these bottlenecks, your university can devise strategies that streamline the journey and boost student engagement and retention. Some common points of friction in the enrollment process include: 

    Top of the Funnel: Driving Awareness               

    Every student journey begins with awareness, but getting potential students to visit your institution’s website to gain awareness of its programs can be a stumbling block. Many universities face challenges due to poor audience targeting, ineffective creative strategies, or a lack of investment in organic channels like websites and content strategies. 

    If your awareness efforts are falling short, your potential students won’t land on your university’s digital doorstep. This means opportunities to engage and inform them go untapped, which sets the stage for a cascade of engagement issues downstream. 

    It’s called an enrollment funnel for a reason — if you don’t attract enough qualified traffic at the top, the bottom of your funnel will fall short of your goals. 

    Mid-Funnel: Generating Interest

    Let’s say your awareness efforts are working, and your brand, story, and program marketing tactics are finding prospective students. Once these prospects are aware of your institution and have visited your site, the next challenge is to convert them into active inquirers. In other words, getting them interested enough to raise their hand by filling out a form, contacting an enrollment advisor, or even starting their application. 

    This stage often suffers from two main issues: 

    1. Attracting too broad of a range of individuals, including many who are unqualified or not aligned well with the institution’s programs or areas of specialization 
    2. A mismatch between what prospective students expect to find and what the website provides 

    If your paid ads told one story and your website tells a totally different one, it can be a turnoff for prospective students. If the content does not resonate with potential students’ academic aspirations, they are less likely to take the next step. If you’re not highlighting what makes an education at your institution truly unique or how it connects to your target audience, it’s likely that your content won’t resonate, even if you did identify the right audience. 

    Bottom of the Funnel: Growing Application Submissions

    What’s every enrollment leader’s least favorite word? Melt. Even after marketing to the right audience and generating inquiries, there’s often a drop-off before the application stage — commonly known as the application melt. 

    This is a delicate phase, where bad strategy moves and overly clunky processes can cause big problems. This could include generic follow-up communications that fail to engage the interests of prospective students, a lack of personalized experiences that can make students feel valued, or insufficient time spent nurturing and managing these warm leads. Each of these factors can lead to a significant reduction in the number of completed applications.

    Methods to Identify Student Experience Bottlenecks 

    Now that we’ve covered the most common bottlenecks, let’s talk about how to identify where these bottlenecks are showing up in your student experience. Once you identify them, you can target improvements effectively and efficiently. Methods to identify bottlenecks include: 

    Benchmarking               

    A powerful starting point for identifying pain points is benchmarking your institution’s performance against your peers or similar programs. Benchmarking involves a comprehensive comparison of your processes, outcomes, and student satisfaction levels to those of other institutions. 

    By evaluating where you stand in relation to your peers, you can identify specific areas where you lag behind. Benchmarking provides a clear, external perspective on your institution’s relative strengths and weaknesses, guiding you toward the most impactful areas for enhancement.

    Leveraging Internal Data

    Once you understand the external picture, you can dive in internally. Your internal data is an invaluable resource for tracking the effectiveness of changes in the student experience. By analyzing metrics such as enrollment rates, drop-off points, and student feedback before and after implementing changes, you can gauge their impact. 

    This approach helps you identify which efforts are helping the student experience and which aren’t, allowing you to make data-driven decisions. It also enables you to adapt your strategies dynamically, continuously improving the student journey as students’ needs continue to evolve. 

    Intuition and User Testing

    As we all know, data alone isn’t enough. Intuition and direct feedback play a crucial role in creating the full picture of your student experience. Conducting user testing sessions in which potential or current students navigate your enrollment process can reveal obstacles that data might not capture. This can be as simple as a conversation or as intricate as a survey.

    Additionally, personally walking through each stage of the student journey yourself can provide you with insights into the emotional and practical challenges prospective students face. Think of it as acting like a secret shopper — fill out an inquiry form and see what happens. This method helps you uncover hidden roadblocks that might not be evident from quantitative data alone, adding a human element to your analysis.

    Fixing Bottlenecks With ICE Scoring 

    Now that you’ve got a list of bottlenecks to fix, you need a system to prioritize them. This next critical step ensures that you properly allocate your time and resources. The ICE scoring framework, which stands for impact, confidence, and effort, is a structured approach to evaluating potential fixes and deciding which ones to tackle first. 

    Impact              

    The first step, impact, involves evaluating how much a potential fix could enhance the student experience. 

    Fixes that address issues at the top of the funnel, such as increasing awareness and initial engagement, often get a high score because they can influence the largest number of prospective students. The more qualified prospective students you can get into your enrollment funnel, the more you’re likely to enroll. 

    By prioritizing high-impact fixes, you can see substantial improvements in overall student engagement and satisfaction.

    Confidence

    Confidence measures how certain your institution is about the effectiveness of a proposed fix. This assessment is based on evidence from user testing, adherence to best practices, personal experience, and insights from experts in the field. 

    For example, if you get a large volume of inquiries outside of business hours, you can give a high confidence score to an effort that would engage students at any hour, like Onward or a chatbot. 

    A high confidence score indicates a strong belief that the fix will achieve the desired outcome, reducing the risk associated with resource allocation. You are more likely to succeed when you base your decisions on robust, tested solutions.

    Effort

    The final component of the ICE framework is effort, which estimates the time, financial investment, and organizational energy required to implement a fix. This step also considers the level of internal buy-in necessary to move a project forward. 

    Effort scoring helps you understand the resource demands of each potential fix, allowing you to consider its feasibility against its expected benefits. Implementing a new learning management system (LMS) is a huge project that requires organization-wide input and execution. This equals a high effort score. Refreshing your creative assets? Much less effort. 

    Prioritizing fixes that require reasonable effort but offer significant impact can lead to more sustainable and effective improvements.

    Implementation and Iteration in the Student Experience 

    Improving the student experience is not a one-time thing. It’s an ongoing process that demands continuous attention and optimization. As your institution implements changes,  you’ll need to monitor the effects and iteratively refine your efforts based on the outcomes. 

    Monitoring Results

    The first step after implementing any change is to closely monitor the results. Key performance indicators (KPIs), such as cost per lead, application melt, enrollment numbers, student retention rates, and satisfaction scores, are a gold mine. Continuous monitoring validates the effectiveness of new strategies and highlights areas that may require further attention. 

    Rinse and Repeat

    Once the initial results are known, the next step is to apply the ICE framework again — this time to any new bottlenecks or existing issues that were deprioritized in earlier rounds. This iterative approach ensures that your resource allocation remains dynamic and responsive to the evolving needs of your students and your institution. 

    Ready to Improve Your Institution’s Student Experience? 

    At Archer Education, we understand the transformative power of full-funnel data visibility when you’re improving your student experience. Our commitment to transparency and knowledge sharing drives our partnerships with colleges and universities, helping higher ed leaders and marketers exceed their online learning growth and enrollment goals. 

    Our experienced team is adept at identifying and addressing the bottlenecks that can hinder student journeys, utilizing strategies like those outlined in this article to maximize impact. By applying the ICE framework, we help institutions prioritize and implement improvements that significantly enhance the student experience. 

    If you’re ready to transform your student journey and achieve remarkable outcomes, contact our team today, and explore how our offerings can bring your educational goals to fruition.

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