Tag: Moving

  • Enrollment Strategies for Moving Students through the Funnel

    Enrollment Strategies for Moving Students through the Funnel

    Strategies for Each Stage of the Enrollment Journey

    Higher education institutions face many challenges in their efforts to engage with potential students and keep them motivated while they navigate the enrollment process. In a 2024 Lumina Foundation/Gallup survey on the state of higher education, prospective adult students cited cost, work conflicts, emotional stress, and lack of remote learning opportunities as their top barriers to enrolling in a college program. 

    Institutions and enrollment teams have the unique opportunity to support students on their journey through each stage of the enrollment funnel — awareness, interest, consideration, intent, application, and enrollment — to help them achieve their goals. 

    To learn more, check out the infographic below, created by the Higher Education Marketing Journal.

    Stage 1: Awareness

    In the first stage of the enrollment funnel, prospective students search for colleges and universities and find out about the different programs they offer. The challenge that universities face during this stage is: How do we reach as many potential students as possible?

    Prospective students learn about institutions in the following ways:

    1. College and university websites
    2. Emails from schools
    3. Videos 
    4. Printed brochures
    5. Financial aid and scholarship calculators
    6. Marketing campaigns

    According to a recent survey of prospective students, 83% find videos from colleges and universities helpful, 79% find virtual tours helpful, and 63% have clicked on a college’s digital ad.

    Universities can use the following strategies to reach potential students:

    • Use a mix of digital and traditional marketing. Digital tactics include social media ads, blog content, and search engine optimization (SEO), while traditional methods include college fairs, in-person events, direct mail, and phone calls.
    • Personalize your tactics. Recent high school graduates may prefer text messages and emails, while adult students may prefer phone calls. 

    Stage 2: Interest

    In the next stage, also known as the familiarity stage, students narrow their focus and move closer to deciding which program is right for them. Universities face this challenge during the interest stage: How do we stand out among the competition and promote our institution’s brand?

    Strategies to stand out include the following:

    • Promote your brand. Use strategic marketing strategies to emphasize the unique value propositions (UVPs) and benefits of earning a degree at your institution.
    • Provide informative content. Anticipate your audience’s questions by describing how a degree can benefit their life and help them reach their career goals. Tactics include career-focused blog articles, informational webinars, and customized emails.

    Stage 3: Consideration

    At this stage, students have several options and may now take the time to reach out to the institutions they’re interested in to get more information before they make their decision. By engaging directly with students, colleges and enrollment teams can build relationships with them and establish trust. 

    Universities at this stage wonder: How do we build trust and encourage prospective students to enroll?

    To build trust with prospective students, universities should employ tactics such as the following:

    • Maintain one-on-one communication. Admissions counselors can contact students directly via emails, phone calls, or video meetings to answer their specific questions and address any issues they may have on topics such as financial aid opportunities, program lengths and delivery formats, and support services. Adult students may prefer adult-specific messaging that relates to their lives, such as information about work-life-school balance, family-centered goals, and increased earning potential.
    • Connect students with faculty and alumni. Virtual Q&A sessions give students an opportunity to meet professors and faculty face-to-face and hear about the real experiences of current and former students.
    • Provide materials and resources. Be prepared to answer questions about credit hours and course descriptions, and to provide any other information that can help them make their decision.

    Stage 4: Intent

    In this stage, sometimes known as the choice stage, prospective students are very close to making a decision. Enrollment teams need to be ready and available to help them take the necessary steps to enroll. 

    These teams have the following challenge questions to solve: How do we continue to keep students engaged? What other information and encouragement can we provide?

    Over 14,000 prospective adult students who responded to the 2024 Lumina/Gallup survey ranked their reasons for not enrolling in a college program. The following challenges were flagged as very important or moderately important:

    • Cost: 85%
    • Work conflicts: 77%
    • Emotional stress: 72%
    • Program length (too long): 72%
    • Favorable job market: 71%
    • Lack of remote learning: 68%
    • Personal mental health reasons: 64%
    • Degree/credential not needed for job: 62%
    • Unprepared academically: 58%
    • Getting accepted: 56%
    • Personal physical health reasons: 55%
    • Lack of value in further education: 52%
    • Child care/adult family care: 47% 
    • Degree doesn’t fit with personal beliefs: 47% 

    Universities can employ strategies such as the following:

    • Continue personal engagement. As students come closer to making a decision, they may have more detailed concerns about costs, financial aid, and program specifics, so it’s important to check in and be available to answer any new questions.
    • Create urgency. Remind students about upcoming deadlines for enrollment and financial aid applications.
    • Provide incentives. Offer application fee waivers and other benefits for early application.

    Stage 5: Application

    At this stage, students have made their decision and are ready to apply to the institution. This is a big step for students who may need help submitting documents and fulfilling admission requirements.

    The challenge universities face involves this question: What can we do to ease the application process?

    Schools can employ strategies such as the following:

    • Check in regularly. Streamline the application process, and provide reminders of important dates and deadlines.
    • Create a help desk. Provide resources, application checklists, and video guides to students, and help them locate any missing or remaining information. 
    • Encourage and motivate. Send positive messages to students letting them know they’re near the finish line.

    Stage 6: Enrollment

    In the last stage, students complete their registration and begin the orientation process. Admissions advisors at this stage must keep students engaged and set them up for success. Students will choose classes, buy books, and meet teachers and other students, while also making decisions about how to manage their other life obligations while they are in school.

    The challenge question for universities: How can we provide support and promote retention?

    These schools can benefit from strategies such as the following:

    • Provide guidance and resources. Support students through the registration process, help them create manageable course loads, prepare them with the resources they need to succeed, and help them create long-term plans with the goal of graduating.
    • Analyze and evaluate enrollment process successes. Gather feedback from students and parents, analyze data, and make improvements to each stage of the enrollment process. 

    Create Enrollment Strategies to Support the Student Journey

    Enrollment teams not only help students choose the best program to reach their goals, they also support them throughout the enrollment and admissions process to ensure their success through graduation.

    Sources 

    The Council of Independent Colleges, 2023 E-Expectations Trend Report

    Lumina Foundation, The State of Higher Education 2024

    Lumina Foundation, From Outreach to Enrollment: Strategies to Engage Adults in Education Beyond High School 

    Modern Campus, “How To Optimize The Enrollment Funnel & Increase Matriculation”

    Higher Education Marketing, Essential Admissions Funnel Best Practices For Schools

    Higher Education Marketing Journal, “Enrollment Funnel: Tips for the Student Journey”

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  • Women’s History Month 2025: Moving Forward Together

    Women’s History Month 2025: Moving Forward Together

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    During the month of March, we celebrate Women’s History Month. This year’s theme is “Moving Forward Together! Women Educating and Inspiring Generations.” And we can’t think of a better way to celebrate than by paying tribute to the remarkable women educators who are doing just that.

    We’re so proud to highlight some of our women faculty partners who are shaping the next generation of experts in fields like astronomy, automotive and math. Your commitment to educating and inspiring students doesn’t go unnoticed. While no words can truly capture the impact you make every day, this is our chance to show our gratitude (and give you the applause you deserve).

     

    Kim Zoldak is a Teaching Assistant Professor at Oklahoma State University. Whether she’s teaching introductory astronomy, astrophysics or physics courses, her passion for sharing the wonders of the universe always shines through. She’s more than just an expert — she’s a guide who sparks curiosity and helps students discover new perspectives and ideas.

    As the department’s dedicated teaching professor, Kim is always ready to jump in and teach whichever physics course is needed. So far, that’s included College Physics I & II and University Physics I. Kim’s journey to Oklahoma State started with a B.S. in meteorology from California University of Pennsylvania, followed by a Ph.D. in space and planetary sciences/astrophysics from the University of Arkansas. In addition to teaching, she oversees responsibilities for OSU’s Mendenhall Observatory. Above all, Kim believes that learning should be exciting and accessible to everyone. Her commitment to helping students grow — not just as learners but as thinkers — is what makes her an invaluable part of the OSU community and higher education.

    “As a female in a male-dominated area of the sciences, I think that I encourage other females to follow their passion in physics and astronomy simply by being their instructor in these courses. Every year I am seeing more and more women in my classes…When women see other women doing something that they thought was out of their reach — it gives them hope that they can do it too.” – Kim Zoldak

    Janalyn Kehm is the Department Chair in the School of Business & Computer Engineering Technology at Spartanburg Community College. Having taught at SCC since 2000, she’s devoted her career to shaping successful student outcomes and promoting meaningful collaboration with faculty members. In this role, she raises the bar, assessing learning needs within business and other courses, and working alongside faculty to develop quality curriculum. Before embarking on her decades-long career in higher education, she received her B.A degree in journalism – advertising/public relations from the University of South Carolina and her M.A degree in computer resource management from Webster University. But Janalyn didn’t stop there, continuing on to pursue her own educational growth by obtaining a Certificate of Graduate Studies in Higher Education Leadership from University of South Carolina and a DBA from California Southern University.

    Having been twice recognized by her peers and students with the Faculty of the Year award, she personifies exceptionalism in her field, creating remarkable connections with those she mentors and works with.

    After earning her B.S and M.S degrees in mathematics from Texas State University, Ellen Couvillion’s passion for the subject would lead her back there in the form of a teaching career. Now an Associate Professor of Instruction of Mathematics, she practices a growth mindset approach to teaching, prioritizing students’ individual learning needs and unique paths to development.

    In a nutshell, Ellen is a star educator, admired as a mentor by her students, and respected by her faculty peers who have an immense appreciation of her teaching contributions. She has won numerous awards, including the Service Excellence Award from the Department of Mathematics and the Favorite Professor Award, courtesy of the Alpha Chi National College Honor Society. Beyond teaching, Ellen immerses herself in every aspect of university life, serving as member, advisor and organizer of several committees, demonstrating her commitment to enhancing and shaping the campus community around her.

    Pam Schmelz is an Interim Dean for the School of Information Technology, School of Business,Pam Schmelz Logistics & Supply Chain and the Garatoni School of Entrepreneurship and Innovation at Ivy Tech Community College. With a lifelong passion for information technology, she’s earned several certifications, including CISSP (Certified Information Systems Security Professional), CCENT (Cisco Entry level Network Technician) and Amazon Cloud Practitioner, to name only a few. As a certified Quality Matters peer reviewer, she lends her critical expertise to the development of online courses, creating a quality learning experience for future generations of students.

    Being a consummate innovator with a fierce dedication to helping students thrive, Pam also started up the CyberAcademy at Muscatatuck Urban Training Center in Butlerville, IN. This intense and revolutionary program takes students through the AAS Cybersecurity program in a record-breaking 11 months, providing graduates with essential cybersecurity career skills, setting them for future success and elevating their levels of expertise to new heights.

    Samantha CandlerSamantha Candler is a General Motors World Class Technician with 18 years of experience in the automotive industry. As one of the few female World-Class Technicians and instructors nationwide, she’s no stranger when it comes to breaking down barriers. Her unwavering determination and immeasurable skillset speaks volumes. Before spending 10 years as a technician and 8 years as a GM ASEP Instructor, Samantha long had her sights set on making her mark in the field. Her passion for vehicles began in high school, leading her to achieve the highest level of GM technician training. As an automotive faculty member at Dallas College, she puts her immense knowledge into practice every day in the classroom, inspiring her students and undoubtedly setting an example for what heights they can reach and push beyond.

    Samantha would ultimately like to see more women enter the automotive industry, and believes that anyone with the determination to dive in and work hard can succeed. She considers herself fortunate to have worked in a dealership that allowed her the freedom to grow and thrive into the inspiration she is today.

    “Being a technician isn’t just about heavy lifting and getting greasy. Women bring unique strengths to automotive work — attention to detail, problem-solving, and adaptability— that are invaluable in today’s evolving automotive field…I’m proud and excited to be a part of the automotive transformation and to be training the next generation of technicians.” – Samantha Candler

    Jinhwa Lee is an Assistant Professor of Instruction of Mathematics at Ohio State University and anJinhwa Lee experienced educator. With a decade’s worth of experience teaching various mathematics courses, Jinhwa believes that all students can grow to become confident learners when given the right tools and individualized support. Her teaching philosophy centers on a common goal — helping students overcome their math anxiety. She wants students to find the fun and relevance within a subject she loves and believes is critical across multiple disciplines.

    As an educator, Jinhwa recognizes that her role is part of a much bigger picture. She’s proud to contribute to student development and hopes to inspire her learners to become future leaders in fields like economics, science and engineering.

    “…every student can excel with the right support.” – Jinhwa Lee

    Monica Hampton Monica Hampton is a retired cybersecurity officer, an Adjunct Professor of Cybersecurity and Criminal Justice and an Instructional Designer at Benedict College. Monica’s teaching experience stretches far beyond the higher ed classroom, having previously taught firearms and safety, as well as cybersecurity to law enforcement officers at national and local levels. She now brings personal field experience and real-world insights to her students, teaching undergraduate cybersecurity and criminal justice courses. Before entering the world of cybersecurity, she earned a B.A. degree in criminal justice from the University of Central Florida and an M.A. degree in computer resources and information management from Webster University. Monica took a comprehensive approach to her teaching role. Striving to gain proficiency in both instructional design and the application of rubrics, she obtained a Quality Matters (QM) certification for Applying the QM Rubric and Designing Your Online Course.

    Dr. EmmaLeigh Kirchner is an Associate Professor of Criminal Justice and Chair of the Social Justice &EmmaLeigh Kirchner Community Health Department at Mercyhurst University. Her experience spans across undergraduate, graduate and study abroad programs, where she teaches multiple courses, both online and in-person. Some of those courses include Methods and Social Science Statistics. Holding a Ph.D. in criminology from Indiana University of Pennsylvania, EmmaLeigh’s focus has been primarily within the higher ed sphere. Yet, she’s also a leading example of how to enact meaningful community-based change outside the classroom. She currently serves on the executive board for the Northeastern Association of Criminal Justice Sciences and is the faculty advisor of the Criminal Justice Association. EmmaLeigh’s various outreach efforts and contributions represent her resolution to make a difference.

     

    Thank you to all of our women faculty partners. You’ve made an incredible educational impact on not only your students and institutions, but on the future of higher education overall.

     

    Women’s History Month reminds us to recognize the incredible achievements and contributions made by women throughout our history.

     

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  • When Will We Stop Moving to the Riskiest Regions? (PBS Terra)

    When Will We Stop Moving to the Riskiest Regions? (PBS Terra)







    Higher Education Inquirer : Climate Change: When Will We Stop Moving to the Riskiest Regions? (PBS Terra)




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  • Moving Beyond New Year’s Resolutions to Embrace a Multi-Year Enrollment Strategy 

    Moving Beyond New Year’s Resolutions to Embrace a Multi-Year Enrollment Strategy 

     

    Developing New Year’s resolutions for personal growth is something many of us do. Unfortunately, it is often a set-it and forget-it process that is simply reupped the following year. When done correctly, however, creating a resolution that is developed as a sustained, long-term strategy—and that is regularly returned to and adjusted as needed—seems to be the best way to meet our personal goals.  
     
    As enrollment managers, we all have pursued the first approach in our professional lives by evaluating last year’s successes and failures annually, making a few tweaks, and then seeing how it all works out again the following year. The truth of the matter is that this approach was relatively sustainable for a time. Simply buying more names, adjusting the aid-leveraging model annually, or a developing a wider marketing plan often could drive greater enrollments—mostly because those tactics generally were designed to “add more fuel to the fire.” As long as the applications continued to grow, annual tweaks could help to maintain the core enrollments as well as improve on the margins for many institutions.  

     

    The Need for More Effective Strategic Enrollment Strategies

    Unfortunately, outside of key private and public flagship institutions, headwinds have developed over the past decade that are affecting higher education enrollments in significant ways. Ultimately, they may lead to campus closures for some, and to campus financial distress for many. As outlined in a paper from the Federal Reserve Bank of Philadelphia, “Predicting College Closures and Financial Distress,” those pressures include:

    • Post-pandemic enrollment challenges from traditional students (decreasing 15% from 2010-2021).




    • Changes among adult learners (“The number of adult students over the age of 25 has fallen by nearly half since the Great Recession”).




    • Growing competition.




    • A lack of public support for higher education nationally. 

    The combination of all these factors has brought about the need for enrollment managers to develop a wider multi-year strategy that includes tools with the ability to enable deeper, more highly data-informed fine tuning throughout any given cycle. A one-size-fits-all approach to creating a nuanced strategy can no longer work in an environment of shrinking applications and increased competition. 

     

    Liaison’s Partnership Philosophy

    Liaison is uniquely positioned to assist with higher education institutions in a true partnership. With the technology, services, and consultative approach that we provide our partners throughout the nation, we can assist in developing a comprehensive enrollment approach unique to your campus—ranging from single-point to full-enrollment planning solutions that are uniquely tailored to your unique needs. Liaison’s partnership philosophy, technology solutions, and industry knowledge and insights can not only help strengthen your enrollment planning and goals for this year but also set you up for long-term enrollment success.  

     

     

    Craig Cornell is the Vice President for Enrollment Strategy at Liaison. In that capacity, he oversees a team of enrollment strategists and brings best practices, consultation, and data trends to campuses across the country in all things enrollment management. Craig also serves as the dedicated resource to NASH (National Association of Higher Education Systems) and works closely with the higher education system that Liaison supports. Before joining Liaison in 2023, Craig served for over 30 years in multiple higher education executive enrollment management positions. During his tenure, the campuses he served often received national recognition for enrollment growth, effective financial aid leveraging, marketing enhancements, and innovative enrollment strategies.

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