Category: Insights

  • 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! 

    Subscribe to the Higher Ed Marketing Journal:


    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.

    Source link

  • Tips for the Student Journey- Archer Education

    Tips for the Student Journey- Archer Education

    5 Tips for Keeping Students Engaged Throughout the Admissions Process

    In higher education, the enrollment funnel can feel like a battleground for institutions vying to convert interest into commitment. 

    Traditionally, the enrollment funnel has been viewed simply: attract, engage, and enroll. But the modern student’s journey is anything but straightforward — it’s a complex, winding path influenced by numerous digital touchpoints and personalized interactions.

    The health of the enrollment funnel extends beyond mere numbers; it represents the institution’s ability to connect with prospective students through every phase of their decision-making process. With technology reshaping expectations and behaviors, colleges and universities must not only catch the eye of prospective students but also keep them engaged through multiple channels and strategies. 

    This article unpacks key elements of the enrollment and admissions funnel, offering actionable insights and innovative tips to capture and retain students’ attention from their first inquiry through their enrollment stages. As we explore these strategies, you’ll discover the vital role that continuous, tailored engagement plays in transforming interest into activity, setting the stage for a successful educational journey.

    The Modern Student Journey

    Today’s students embark on their educational journeys equipped with a wealth of information and digital tools at their fingertips, making their paths to enrollment more complex and multifaceted than ever before. 

    Complexities and Challenges

    The student journey is far from linear. It involves numerous interactions across various platforms and touchpoints. Each student’s path is unique and influenced by personal, financial, and academic factors. 

    For instance, a modern student, such as a working professional returning to education or a parent seeking to balance family responsibilities with schooling, may have different priorities and use different resources compared to a younger, first-time college student.

    Technology has diversified the ways students gather information, and also how they engage with institutions. Prospective students might start their journey by conducting a simple Google search, but they will also often visit social media platforms, participate in virtual campus tours, and attend online webinars before starting their application. During this time, they are continuously evaluating their options and being influenced by each interaction they have with a school’s digital presence.

    Impact of Technology

    The proliferation of digital platforms has dramatically altered the student journey, both for students and institutions, in ways such as the following: 

    • Digital Touchpoints: Websites, social media platforms, online forums, and virtual tours provide initial impressions and ongoing engagement. Prospective students can interact with current students and faculty, view online classes, and even participate in community events, all from their devices.  
    • Data-Driven Decisions: Students use data such as graduation rates, employment outcomes, and student and faculty testimonials to inform their choices. They expect personalized interactions and content that addresses their specific concerns and aspirations.
    • Engagement Analytics: Institutions now have the tools to track and analyze how prospective students interact with their digital content. This data is invaluable for refining marketing strategies and improving engagement tactics to ensure they meet the expectations and needs of prospective students.

    Given these technological influences, it is essential for educational institutions to adapt their enrollment strategies to meet the changing behaviors and preferences of modern students. Integrating data analytics, enhancing digital communication channels, and providing personalized experiences are all critical to effectively engaging with prospective students throughout their decision-making journey.

    Understanding the Enrollment Funnel 

    The enrollment and admissions funnel is a foundational concept in higher education marketing that illustrates the progressive stages a student navigates, from awareness through enrollment. The funnel is not just a theoretical model but a practical guide for shaping effective engagement strategies. 

    6 Stages of the Enrollment Funnel

    The enrollment funnel can be divided into several key stages, each requiring specific strategies to move prospective students to the next step:

    1. Awareness: This is the initial point where potential students first learn about an institution. Efforts here include broad-reaching advertising, social media presence, and participation in educational fairs. The goal is to cast a wide, though still strategic, net and garner interest from a diverse pool of students.
    2. Interest: Once awareness is achieved, the focus shifts to nurturing interest and familiarity. This involves providing more detailed information about what the institution offers, such as programs, support services for online students, and financial aid options. Content marketing, informational webinars, and targeted emails play a significant role in this stage.
    3. Consideration: At this juncture, prospective students are comparing their options. They might engage more deeply with admissions counselors, attend virtual or in-person campus tours, and participate in Q&A sessions. Personalized communication and reassurance about academic and social fit are crucial.
    4. Intent: The intent stage is where decision-making becomes serious. Prospective students might discuss their choices with family, friends, colleagues, or advisors, conduct comparative research, and seriously evaluate financial aid details and options. Institutions should focus on direct engagements, such as personal calls, text messages, or engagement-driven content, to solidify their interest.
    5. Application: The application stage is the formal step of submitting necessary documents and fulfilling admission requirements. Support through streamlined application processes, reminders, and help desks is vital to ease this phase for students.
    6. Enrollment: The final stage, where accepted students confirm their attendance and complete registration. At this point, effective communication about orientation, class selection, and enrollment procedures can ease the transition and ensure that students feel welcomed, supported, and valued.

    A deep understanding and effective management of the enrollment and admissions funnel is crucial for any educational institution aiming to increase its student body. Let’s see how it’s done. 

    How to Keep Students’ Attention Through the Enrollment Funnel

    Maintaining the attention of prospective students throughout their educational journey is crucial for successful enrollment. Here are key strategies to keep students engaged from initial inquiry through enrollment:

    1. Consistent Engagement Across Channels

    Leverage multiple channels to engage with students to ensure your institution remains top of mind. Implement a mix of digital and traditional marketing strategies to reach students where they are most active, such as the following:

    • Digital Channels: Targeted social media ads, engaging video content, and informative blog posts
    • Traditional Channels: Direct mail, phone calls, and face-to-face interactions during campus visits

    2. Personalization and Differentiation

    Tailor your communications to meet the specific needs and interests of each prospective student, and utilize data from their interactions with your digital content to personalize messages. Strategies to achieve these goals include the following:

    • Segmented Email Campaigns: Customized emails based on the prospective student’s program of interest, engagement history, and stage in the funnel
    • Custom Content: Relevant information that addresses specific concerns or questions that may arise at different stages of their journey

    3. Incentives and Urgency

    Create a sense of urgency and motivation by offering incentives that encourage prospective students to take the next step:

    • Priority Deadlines: Upcoming application deadlines that can be highlighted to spur action
    • Exclusive Offers: Application fee waivers or access to special events for early applicants

    4. Building Relationships

    Foster a sense of community and belonging from the first interaction through forums such as the following:

    • Virtual Engagements: Live Q&A sessions with current students and faculty
    • Personal Outreach: Admissions counselors who reach out personally to high-interest candidates

    5. Continuous Improvement

    Regularly assess and refine your engagement strategies based on feedback and analytics tools and processes:

    • Feedback Loops: Surveys and feedback channels that gather insights from prospective students
    • Analytics Review: Regular analysis of engagement metrics to adjust strategies and improve outcomes

    It’s Time to Build Out Your Enrollment Funnel 

    The landscape of higher education is competitive, but the enrollment funnel could be your institution’s edge. By engaging prospective students at every stage of their journey with tailored strategies and personalized communications, institutions can significantly enhance their enrollment rates. If you’re ready to elevate your enrollment marketing strategies, Archer Education is here to take you to the next level. Reach out to us, and let us help you create a robust enrollment funnel that not only attracts but also converts prospective students into committed learners.


    John Van Fleet

    John Van Fleet is the Chief Marketing Officer at Archer Education. With more than 20 years of experience in higher ed marketing, John has a continuous track record of successfully supporting institutional growth.

    Source link

  • 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.

    Subscribe to the Higher Ed Marketing Journal:

    Source link