Tag: Success

  • Sonoma State AVP of student affairs, access, success

    Sonoma State AVP of student affairs, access, success

    As a first-year college student, Sarah Ellison never imagined working in higher education or earning a doctorate, but her experiences have developed her passion for helping students identify their strengths and build strong foundations for their futures beyond graduation.

    Sarah Ellison, Sonoma State University’s associate vice president of student affairs

    Sarah Ellison, Sonoma State University

    Since Jan. 8, 2024, Ellison has served as associate vice president for student affairs at Sonoma State University, part of the California State University system, overseeing the university’s student access and success team. Ellison spoke with Inside Higher Ed about her work in and outside higher education, her portfolio at Sonoma State, and her goals for the future.

    Q: What led you to a career in higher education?

    A: I’ll have to say, it wasn’t something I was looking for.

    I, right out of high school, went to the University of Hawaii and was planning to do a business degree. I failed my entire freshman year and went to community college. In community college, I thought I would do a focus still in business, so I did do my associate’s, and then continued on to my bachelor’s at the University of La Verne in business.

    My whole entire plan was to go into sales. That’s what I thought I would do. I was really fascinated with companies like Coach and Michael Kors, Macy’s.

    But throughout that time, life just happens while you’re in college, right? You’re learning about yourself, you’re learning about your goals, defining them, more and more.

    During that time, I was very fortunate to meet my husband, and life started to happen during that time as well when I was finishing my undergrad. I actually went to work for a nonprofit organization, Goodwill, in California and got to work at Fort Irwin, which is a military base, serving as a career adviser for transitioning veterans. And I really loved it.

    Career services was a new field to me, and I really thought that’s what I wanted to do. And so I ended up doing my master’s in career services, and was trying to think about how I would advance my career from that role into career services in higher education. I really couldn’t find a direct path, but I got into academic advising, and fell in love with academic advising. I met a recruiter at one of our fairs for military folks, and she really introduced me to the whole field of higher education. I had been exposed through going to college and meeting with different mentors. I did my internship in career services at the University of La Verne, and the director there was phenomenal, and that’s what kind of started that piece.

    But that’s how I found myself working directly in higher education. I started at a small private university, then went into the Cal State system, then went to University of Kentucky, and then now I found myself back in the Cal State system. It’s been a bit of a wild ride, but it’s been a lot of fun.

    Q: Would you say that you’ve brought any of your career services experiences into the work that you do now?

    A: I felt that my experience working with transitioning veterans and working in career services really helped my advising platform and role working with students from the advising standpoint, because I was able to better connect with students, with their plans for their degree, and then all of the opportunities that come from different knowing different career fields and aspects, and then helping them leverage all of their experience.

    I worked with nontraditional students, first-generation students [and] traditional students, and it’s just amazing how much students can learn from the career aspect that helps with their finishing of their degree, so working towards retention and degree completion.

    While I don’t directly find myself in career services in higher education in my current role as associate vice president, I have a pretty large portfolio, and one of those areas being career services now. Now I get to oversee both academic advising [and] career services, as well as many other parts of my portfolio that include advising for equity and access program, disability services, and then also precollegiate programs. It is cool to find myself now directly overseeing those aspects.

    Q: Who are your learners at Sonoma State and what are some of the challenges and opportunities at the university based on your student population?

    A: Sonoma State has a very diverse student population. We are an HSI, so we do serve a large proportion of Hispanic students. We do have a large proportion of first-generation students, but our makeup is really, really diverse.

    I think with anything, like most institutions are facing right now in terms of serving our students, it’s really about showing that pathway, so really working within the community, so that our [high school] students see a path directly into a four-year institution.

    [Through] a lot of my precollegiate programs, which serve our K-12 setting, we’re really trying to strengthen and build pathways for those students who typically come from low income, and also our will-be first-generation college students, really helping them to define that pathway and see a clear vision for going into a four-year institution.

    I also think it’s the life after, it’s the career trajectory, it’s the employability plans for students that they see the value in their degree. That’s what we’re really working with here, with our students, is really helping them see the value of their degree, retaining them and helping them move them into careers that are both fruitful, exciting and in line with how they saw themselves, with their goals and what they wanted to do.

    Q: One of the cool things about working at a public institution is you get to serve your region and the state as a whole. How is that incorporated into your vision for student success?

    A: That is one thing I’ve always enjoyed about the Cal State system is that regional perspective and focus that we have.

    My first Cal State experience was at Cal State San Bernardino, and then now being here at Sonoma State, it’s amazing how different the Northern California and Southern California regions are—even the issues that we face with those students—but coming together in the system is always really exciting, because we do get to collaborate and think about how we serve the state, but then also, again, focus in on initiatives specific to the regions that all of the Cal State [institutions] are in.

    In the work that I do now, I find myself in the community a lot more: serving on different boards, working with different local employers, local community agencies. I will say that Sonoma State has had a pretty good grounding in that prior to my time here.

    Before coming to Sonoma State, I worked at the University of Kentucky, which is a land-grant–serving institution, and [that] also gave me a lot of experience to what it is to serve the community in the region and meet the needs of the state as well, too. I spent about three years there learning a lot about extension work.

    I strongly believe that it’s amazing to have those ties to the community, because it helps us keep a pulse on what the needs are of the community, helping to prepare our students to go into different career fields, but also have a civic tie as well to what they’re doing.

    Q: “Access” is a key word in your list of responsibilities, managing the student access and success team. How is access central to your role?

    A: When it comes to access, I think it’s critical for students, because when we think about the different student populations we serve, there’s also these technology pieces. In higher ed—at least at all of the institutions I’ve worked at—we love new technology. We love starting new programs and new platforms.

    I think it’s always really critical that we ensure our students understand and have a knowledge base as well, and that the technology works for them. So how they schedule appointments, the flexibility to do Zoom, and then also thinking about some of our students who are native in other languages. Do we have opportunities and space for students to be able to speak with advisers and faculty and have support in their native language? That’s always been really critical, because the meaning is different.

    When I was at Cal State San Bernardino, we had some really great faculty from our Spanish department who would come in and help in group advising sessions and do it in Spanish, which is really helpful for our students.

    When we think about the technology pieces, that’s critical, how they apply to come to any university. And then when they get to campus, and that consistent communication from the time that they’re interested to … actually enrolling, and then when they’re here, can I get ahold of and work with folks in all of the offices that I need to? That’s critical for us in higher ed to always consider and be mindful of, because that is another part of the student experience.

    Q: What are some of your short- and long-term goals at Sonoma State?

    A: I’m a year in, so I still consider myself very new in my role.

    In terms of some short-term goals … we’re really looking at making sure students have an adviser, someone they can connect with. That we’re breaking down silos within the institution, so that way, advisers, faculty, staff [and] directors feel comfortable working with each other and communicating and supporting each other.

    In terms of long term, it’s really strengthening that career side. We have a lot coming down from the governor here in California related to workforce development and those things. I’m partnering with our vice president for student affairs and our provost and associate provost, building out and strengthening our career services programming. So that’s another focus, and some long-term planning that we really need to think about for the future here at Sonoma State, while still continuing to focus on improving equity gaps, retention rates, graduation rates and enrollment as well.

    Q: Career services is a growing focus nationally within higher education. What are some of those barriers that you’re facing, or where do you need those resources to really strengthen that arm of the institution?

    A: I would say, throughout my time in higher ed for all the institutions I’ve worked at, I think staffing is a huge piece of career services, being able to have enough career staff to meet the needs of the campus.

    I also think there’s a training and development piece, and that, to me, ties in to the connection with the faculty and academic departments to make sure that the career advising aligns with the major and department and career pathways.

    Leveraging the network as well, I think that’s another thing with career services, is really building strong portfolios for professional networks, and that can be an issue depending on the institution, what their access, their leadership, being embedded in the community and those things, as well as embedded nationally to see new trends, new careers.

    That’s another exciting piece about careers, that there are jobs that we don’t even know of that are going to be created here soon. How do we think about skill sets and plans and helping students see their strengths in everything that they’ve accomplished throughout their time, in their academics and at the institution, to prepare for [future] fields? And then we have emerging fields, in AI, green technology, agriculture, health services and all of that.

    That’s what’s kind of the fun side of career services, but also creates the challenges, because you’re thinking about current trends, emerging trends and then the trends that you don’t even know are going to exist yet. Helping students define and understand the skill sets that they have, and making sure they’re building and aligning those to those professional fields.

    Do you have a career preparation program that impacts student success? Tell us about it.

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  • 2025 Education Marketing Strategies for Success

    2025 Education Marketing Strategies for Success

    Reading Time: 8 minutes

    Education marketing is poised for a transformative shift in 2025. As technological innovations accelerate and global competition intensifies, schools, colleges, and universities must adopt strategies that meet the evolving expectations of prospective students.

    If you’re new to educational marketing or administration, you may benefit from a working definition of the topic we’re exploring. What is education marketing? Education marketing promotes educational institutions, programs, and services to prospective students, their families, and other stakeholders.

    It involves creating targeted campaigns that address the unique needs, aspirations, and challenges of prospective learners. At its core, education marketing is about building trust, showcasing value, and creating meaningful connections that align an institution’s offerings with the goals of its audience.

    This blog, inspired by insights from the webinar Staying Ahead in 2025: Top Education Marketing Strategies for Success, explores the key trends and actionable strategies to help educational institutions thrive in this dynamic environment. Let’s explore!

    Struggling with enrollment?

    Our expert digital marketing services can help you attract and enroll more students!

    Great Expectations: What Prospects Are Looking for in 2025

    Prospective students in 2025 demand education marketing efforts that resonate with their individual aspirations, challenges, and goals. Personalization has become a non-negotiable element of successful marketing, requiring institutions to deliver tailored messages across diverse platforms. Students value authenticity and transparency, seeking honest communication about program costs, outcomes, and career prospects.

    Social proof is more influential than ever. Reviews, testimonials, and user-generated content (UGC) have become vital tools in building trust and credibility. Institutions that effectively showcase authentic student experiences on platforms like TikTok, Instagram, and YouTube can connect with audiences on a deeper level, cutting through generic promotional noise.

    With over 70% of initial student engagement occurring online, a robust digital presence is critical. Schools with interactive websites, active accounts, and engaging virtual events stand out in an increasingly competitive global market. The ease of accessing information about institutions worldwide has raised the stakes, emphasizing the need for innovative and standout marketing strategies.

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    Source: HEM

    Are you seeking strategies for a future-oriented education marketing plan? Reach out to learn about our specialized digital marketing services! 

    Leveraging AI for Personalization and Automation

    Artificial intelligence (AI) is revolutionizing education marketing by enabling personalized and efficient communication. In 2025, institutions will be using AI-driven tools to deliver highly targeted content and streamline engagement processes.

    AI-powered email marketing has proven to boost open rates and increase revenue per email by analyzing prospective student data. Dynamic segmentation, which groups students based on behaviours like website visits and social interactions, allows institutions to craft campaigns aligned with individual journeys.

    Example: Putting prospects into groups based on their site usage as pictured below is the first step in dynamic segmentation. What comes next? Program your CRM system to update segments as prospects progress through the enrollment process, and finally, use automation tools (ideally integrated into your CRM program) to send follow-up messages after interactions like webinar attendances or program page visits. Amidst many competitors, you must stay fresh in the minds of your prospective students.

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    Source: HEM

    Chatbots are emerging as indispensable tools for managing routine inquiries. Capable of handling up to 80% of these interactions, chatbots provide instant, tailored responses that improve lead-to-application conversion rates. From guiding students to specific program pages to assisting with application processes, chatbots reduce administrative strain while enhancing user experience. For international students, multi-language support ensures inclusivity and accessibility.

    Example: Use Chatbots intentionally like the University of Windsor did below. Site visitors are asked with whom they would like to connect and are sent to a page where they can select the right person to meet their needs. This allows for a customized, self-directed experience.

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    Source: University of Windsor

    Predictive analytics, another AI-driven innovation, enables institutions to anticipate prospective student needs. By analyzing past behaviors, institutions can proactively craft campaigns that address concerns and guide students toward enrollment.

    By analyzing historical data such as website interactions, email engagement, and application trends, predictive analytics identifies patterns that signal a prospective student’s likelihood to take specific actions, such as submitting an application or attending an open house. 

    This technology allows institutions to craft highly targeted campaigns that address common concerns, deliver timely follow-ups, and provide personalized recommendations. Predictive analytics can be applied across various channels, including email marketing, chatbot interactions, and digital advertising platforms, making it a versatile tool for improving enrollment outcomes and optimizing the student journey.

    Optimizing Digital Advertising Strategies

    Digital advertising is an essential component of education marketing, and in 2025, precision and creativity will define success. Institutions are refining their pay-per-click (PPC) campaigns and leveraging video ads to capture attention and drive conversions.

    Precision targeting through platforms like Google Ads and Meta Ads ensures relevance. Long-tail keywords and geo-specific targeting help align campaigns with user intent, making them more effective. For example, phrases like “best nursing programs in Toronto” resonate more with prospective students than generic terms such as ‘nursing programs’ or ‘nursing school’. 

    Video content continues to dominate as the preferred format for engagement. Authentic, short-form videos featuring user-generated content are especially effective. These videos highlight program features, campus life, and success stories, building trust and fostering emotional connections.

    Engaging carousel ad formats are also gaining traction, offering a visually dynamic way to present multiple aspects of an institution in a single advertisement. By showcasing different programs, campus highlights, or student testimonials in a swipeable format, carousel ads keep prospective students engaged longer. These ads are particularly effective on platforms like Instagram and Facebook, where interactive content drives higher click-through rates and engagement. 

    Example: Static ad images are more likely to be skipped. Carousel ads are an attention-grabbing format that incites curiosity. Valuable, relevant, and short-form copy as pictured below works well as it keeps attention while imparting information your audience cares about.

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    Source: Concordia University

    Remarketing strategies are proving invaluable for re-engaging prospective students. Dynamic ads tailored to past interactions, such as revisiting previously explored programs, help institutions stay top-of-mind and boost conversion rates. Platforms like TikTok provide creative opportunities to connect with younger audiences, further enhancing reach and engagement.

    Navigating Changing Search Landscapes

    The rise of AI-powered search engines like Google Gemini and ChatGPT is reshaping how users seek information. These tools prioritize conversational content and direct answers, requiring institutions to adapt their SEO strategies to maintain visibility.

    Example: Incorporating conversational, question-based phrases as pictured below helps your site show up in search results. This is particularly relevant as AI, which favors concise answers, emerges as one of the most transformative education marketing trends. Try to add relevant, on-topic questions that your prospects are likely pondering into site content seamlessly. Then add the answer to that question. This boosts your chances of being featured in “People Also Ask” and other types of rich results.

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    Source: Gemini

    High-quality, question-based content is essential for meeting the needs of AI-driven search engines and enhancing user experience. Institutions are optimizing FAQ pages to provide comprehensive, conversational answers to prospective students’ most common questions. 

    For example, detailed FAQ sections that include interactive components, such as collapsible menus or embedded videos, help address a wide range of inquiries efficiently. This approach not only supports AI-driven search tools like Google Gemini (Formerly Bard) and ChatGPT but also caters to user expectations for clear, straightforward information.

    Voice search optimization further complements this strategy. With 58% of users relying on voice search daily, content must include natural, long-tail keywords that align with how people speak. For instance, crafting answers to questions like “What’s the cost of a nursing program in Toronto?” ensures visibility in voice and conversational search queries. Together, these strategies create a seamless path for students to access the information they need, whether browsing through AI-enhanced search results or engaging directly with an institution’s website.

    Example: AI tools like Copilot pictured below offer user-friendly, well-structured answers to education-related questions, guiding prospective students effectively to your institution.

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    Source: Copilot

    Local SEO remains a powerful driver of inquiries. Enhancing Google Business Profiles, incorporating location-specific keywords, and encouraging positive reviews are key strategies. Schema markup further boosts visibility by creating rich search results, such as event listings and review stars, that attract clicks and engagement.

    Practical Strategies for 2025

    Content remains central to education marketing success, but its format and delivery are evolving. High-quality, SEO-optimized content that directly addresses student questions is crucial. Institutions are increasingly adopting visual and interactive formats, such as infographics, videos, and quizzes, to create engaging and shareable content.

    Marketing technology plays a pivotal role in streamlining operations. CRM systems and automated email tools enable institutions to automate routine communications, such as application reminders and follow-ups. This ensures timely interactions while freeing up resources for strategic initiatives.

    Mautic is a cutting-edge CRM and marketing automation solution tailored specifically for the education sector. Built on the robust Mautic platform, HEM has enhanced this system to address the unique challenges and opportunities faced by educational institutions. 

    By enabling streamlined lead management, Mautic by HEM allows schools to segment, manage, and follow up with prospects efficiently, enhancing both cost-effectiveness and operational efficiency.

    With Mautic, your school can supercharge your marketing efforts through automated email campaigns, customizable forms, and seamless workflows. The platform’s out-of-the-box custom reports provide deep insights into admissions efforts, helping schools track team productivity and the progress of leads through the enrollment funnel. 

    Tools for automated SMS and email follow-ups, meeting bookings, and calls empower teams to nurture leads effectively, turning prospects into enrolled students. Designed to simplify complex tasks and enhance collaboration, Mautic is the ideal solution for schools looking to elevate their student recruitment strategies.

    In an era of rapid technological advancements, agility is essential. Institutions must regularly monitor campaign performance, experiment with new platforms, and stay informed about industry innovations. Being prepared to pivot strategies allows institutions to adapt to changing audience preferences and platform updates.

    The Road Ahead

    In summary, What will education marketing look like in 2025? In 2025, education marketing will focus on data-driven, personalized, transparent, and multi-channel strategies to engage students effectively. When you embrace AI-driven tools, optimize digital advertising, and adapt to evolving search landscapes, your school can navigate the complexities of a highly competitive market.

    As the digital-first generation redefines expectations, educational institutions have a unique opportunity to deliver value and build trust at every stage of the student journey. The strategies outlined here provide a comprehensive roadmap for success, ensuring your school sees results in 2025 and beyond.

    Struggling with enrollment?

    Our expert digital marketing services can help you attract and enroll more students!

    Frequently Asked Questions

    Question: What is education marketing? 

    Answer: Education marketing promotes educational institutions, programs, and services to prospective students, their families, and other stakeholders. 

    Question: What will education marketing look like in 2025? 

    Answer: In 2025, education marketing will focus on data-driven, personalized, transparent, and multi-channel strategies to engage students effectively.



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  • The Power of Tailored Advising in Supporting Student Success

    The Power of Tailored Advising in Supporting Student Success

    This post was co-written with Natalie McVay.

    As a college graduate, RNL’s Natalie McVay has direct experience and helpful insights on the impact of advising on student success outcomes. After attending two separate institutions with differing levels of advising support, Natalie identified specific elements of “transactional” advising that nurtured her success, guiding her on her path to degree completion. For more information on Natalie’s perspective—including advising methods that impacted her ability to retain at her first institution, resulting in her decision to transfer—see RNL’s on-demand webinar The Student’s Perspective: Retention and Motivation.

    A proactive approach to student success

    In an era where student engagement and retention are top priorities, institutions are seeking innovative ways to support students at risk of leaving. Tailored transactional advising is a proactive approach to advising, relevant for all advising philosophies. This approach identifies students in need and provides opportunities to intervene with targeted resources to improve their experience. This strategy not only demonstrates the institution’s commitment to student success but also provides a clear return on investment (ROI) for the student.

    Identifying students’ needs and intervening with resources

    Using analytics and data-driven insights, institutions can identify students who are at risk of leaving due to various factors such as low academic performance, lack of engagement, or other challenges. By intervening early, advisors can offer support, connecting students with resources that match their specific needs.

    However, it’s not about overwhelming students with a laundry list of available resources. Instead, advisors must show students how the institution is committed to their success, highlighting the specific benefits and value of the resources being offered within an appropriate timeframe. And they need to provide the specific resources that each student is looking for.

    Identifying students’ needs and offering support to address those needs at key points in their academic journeys can be the critical influence needed to retain at-risk populations and to ultimately improve student success outcomes.

    One way to gather relevant data about students is through RNL’s Retention Management System (RMS) which measures non-cognitive motivational indicators that pinpoint each student’s (and cohort’s) strengths, risk factors, and receptivity for support at three pivotal transitions in their academic journey. (Learn more about the RMS.)

    The power of written proof

    When students are struggling, they may feel disconnected from their institution. One way to engage them is by incorporating communications that reflect students’ specific concerns along with relevant campus resources to address those concerns. Tailored, timely and data-informed communications can be a key source of guidance in helping students successfully meet their goals. This approach acknowledges students’ individual concerns and shows that the institution is invested in their well-being.

    The impact of words in transactional advising

    In a transactional advising scenario, words have the power to make a significant difference. A well-crafted email or in-person message can convey empathy, understanding, and a genuine interest in your student’s success. The tone and language used can either make or break the student’s perception of the institution’s commitment to their success.

    Let’s consider two email examples in response to a student who is struggling with study habits and sense of belonging, and who is also receptive to career guidance:

    Option 1: A basic transactional approach

    “Have you taken advantage of these student resources?

    • Study groups
    • Peer group chat
    • Meet with an alumni

    We want to ensure you have the support you need to succeed.”

    Option 2: A more personal and supportive transactional approach

    “Natalie, my goal is to connect you to the right resources here on campus!

    If the study group doesn’t feel like the right fit, make sure to check out the peer group chat. I know there are other students like you waiting to take the first step. I also have a contact list of alumni who would love to connect with you about various career paths they chose after completing their degree here at [institution].

    I’m in your corner!”

    The second option not only acknowledges Natalie’s struggles but also employs empathy and a genuine interest in her well-being while offering options to address her specific concerns. By using words that convey a sense of support and connection, advisors can build trust and help students feel more invested in their own success.

    Utilizing mail merge and word play

    Institutional data, such as student success initiatives and predictive analytics, can be used to populate emails like these. Mail merge capabilities can help advisors send personalized messages to students, making them feel seen and valued. Word play, such as using phrases like “I’m in your corner,” can make a significant impact, creating a sense of connection and community.

    By leveraging tailored transactional advising, institutions can demonstrate their commitment to student success and provide a more personal and supportive experience for students. By using data-driven insights and targeted resources, advisors can make a meaningful difference in a student’s life, helping them stay enrolled and achieve their goals.

    According to Natalie, tailored transactional advising influenced her desire to consistently re-enroll and, ultimately, graduate as an adult student from the institution that helped deliver her 2nd student experience: “My commitment to them was higher because I felt their commitment to me.”

    Watch the webinar

    To learn more about this approach, listen to the on-demand webinar on the topic

    You can also connect with RNL professionals to learn how the Retention Management System can work at your institution, providing you with data you need to make personal connections with students to keep them enrolled. 

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  • From Pause to Progress: Predictors of Success and Hurdles for Returning Students

    From Pause to Progress: Predictors of Success and Hurdles for Returning Students

    Title: Some College, No Credential Learners: Measuring Enrollment Readiness

    Source: Straighterline, UPCEA

    UPCEA and StraighterLine carried out a survey to examine the driving factors, obstacles, preparedness, and viewpoints of individuals who started but did not finish a degree, certificate, technical, or vocational program. This population, according to the National Student Clearinghouse Research Center, has grown to 36.8 million, a 2.9 percent increase from the year prior. A total of 1,018 participants completed the survey.

    Key findings related to respondents’ readiness to re-enroll include:

    • Predictive factors: Mental resilience, routine readiness, a positive appraisal of institutional communication, and belief in the value of a degree strongly predict re-enrollment intentions.
    • Academic preparedness: A majority of respondents (88 percent) feel proficient in core academic skills (e.g., reading, writing, math, critical thinking), and 86 percent feel competent using technology for learning tasks.
    • Financial readiness: More than half (58 percent) believe they cannot afford tuition and related expenses, while only 22 percent feel financially prepared.
    • Career and personal motivations: The top motivators for re-enrolling include improving salary (53 percent), personal goals (44 percent), and pursuing a career change (38 percent).
    • Beliefs in higher education: Trust in higher education declines after stopping out. While 84 percent of those who had been enrolled in a degree program initially believed a degree was essential for their career goals, only 34 percent still hold that belief. Additionally, just 42 percent agree that colleges are trustworthy.
    • Grit readiness: Four in five respondents feel adaptable and persistent through challenges, and 71 percent say they can handle stress effectively.
    • Flexibility and adaptability: Three-fourths of respondents are open to changing routines and adjusting to new environments.
    • Learning environment: Half of respondents report having access to a study-friendly environment, but 11 percent report not having such access.
    • Time management: Nearly two-thirds are prepared to dedicate the necessary time and effort to complete their education.
    • Support systems: About three in every five respondents receive family support for continuing education, but only 31 percent feel supported by their employers.

    Key findings related to enrollment funnel experiences include:

    • Preferred communication channels: When inquiring about a program, 86 percent of respondents like engaging via email, 42 percent through phone calls, and 39 percent via text messages, while only 6 percent want to use a chatbot.
    • Timeliness and quality of communication: A majority (83 percent) agree or strongly agree that the communication they received when reaching out to a college or university about a program was timely, and 80 percent found it informative.
    • Enrollment experience: Among those who re-enrolled, 88 percent found that the enrollment process was efficient, 84 percent felt adequately supported by their institution, and 78 percent found the process easy.
    • Challenges from inquiry to enrollment: Nearly one-third (31 percent) encountered difficulties with financial aid support, 29 percent experienced delays in getting their questions answered, and 21 percent reported poor communication from the institution.

    Click to read the full white paper.

    —Nguyen DH Nguyen


    If you have any questions or comments about this blog post, please contact us.

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  • HEDx Podcast: Student empathy is critical for success – Episode 148

    HEDx Podcast: Student empathy is critical for success – Episode 148

    Founder and chief executive of degree management ed-tech Stellic Sabih Bin Wasi used his own student experience of interacting with university systems to improve the student experience.

    His platform, adopted by 70 universities, is designed to bring together academic planning, advising and scheduling so his peers can better “work out the complexity of higher education.”

    Do you have an idea for a story?
    Email [email protected]


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  • Financial Aid Conversation Strategies for Enrollment Success

    Financial Aid Conversation Strategies for Enrollment Success

    The decision to enroll in college is significant, and students rely on institutional guidance to make informed choices. Financial information, particularly regarding tuition costs and financial aid, is often one of the first things they seek. Unfortunately, many higher education institutions struggle to initiate the conversation early in the enrollment funnel, which can lead to student frustration, decreased enrollment, and potentially higher student debt.

    Engaging in financial aid discussions with prospective students early on in their enrollment journey is a crucial opportunity to alleviate concern and create a smoother experience. We’ve put together actionable strategies to help higher ed professionals initiate these conversations, better manage the student experience, and remove a significant barrier from their decision-making process. Explore strategies for how and when to have these conversations and highlight the key differences between traditional students and online adult learners, providing insights to increase enrollment and student success.

    Gain additional insights into effectively managing financial aid discussions in our latest recorded webinar.

    The Importance of Early Funnel Financial Advising

    As consumers in today’s digital age, Modern Learners are accustomed to having information instantly accessible at the click of a button.  Before committing to a program, students seek transparency about tuition costs and financial aid directly on the university’s website. According to EducationDynamics’ Online College Students Report, 90% of online college students begin their search on a college’s website, with 60% specifically looking for cost and financial information. However, only 36% report being able to easily find this critical information. The report also reveals that 58% of students prefer to learn about costs when they first visit a school’s website, while 26% expect this information after their initial inquiry.  Only 10% are willing to wait until they hear back from the school post-application, and just 6% after acceptance. These findings identify a critical gap in the student experience.

    Addressing this gap is vital for effectively guiding students through their enrollment journey. It’s also important to acknowledge that not all students have the same familiarity with navigating college financial processes. For example, the Online College Students Report found that 36% of online college students are first-generation college students, who may lack experience with navigating the college enrollment process, making conversations centered on financial aid even more critical.

    Additionally, many online students have already incurred student loan debt from prior enrollment, which can impact their ability to finance their education through federal aid alone. This existing debt often influences their decision to re-enroll. Therefore, engaging in financial discussions and understanding the impact of various factors, such as debt and previous financial experiences, is essential.

    Tailoring financial information and support to meet diverse needs is just one part of the broader conversation about enhancing financial literacy for prospective students. Financial literacy is an important component of their overall student journey, and by prioritizing this education and personalizing the approach, institutions can better support their students’ success while also improving enrollment outcomes.

    Building a Comprehensive Financial Aid Conversation Strategy

    When a prospective student inquiries and connects with an advisor, it presents an invaluable opportunity to provide a comprehensive review of tuition, costs, and all available financial options. At this stage, it’s important to ask questions that allow for individualized support, offering personalized answers tailored to each student’s specific financial situation. Remember, many students may already feel frustrated after struggling to find this information on the website. To address this, proactive financial conversations are key.

    Despite the importance of financial clarity, many enrollment interviews with prospective students fail to delve deeply into financial options. Instead, students are often directed to only the FAFSA, which limits the students access to information on other options. Discussing other options, such as scholarships, grants, and payment plans, can help reduce the greater debt load and give students a clearer understanding of how financial decisions impact them each academic year.

    Student Journey Mapping

    Student journey mapping is a strategic process that helps institutions visualize and optimize the student experience from initial inquiry to enrollment. When integrated with financial advising, student journey mapping becomes a powerful tool for identifying gaps in existing financial aid conversations and ensuring students receive the support they need early in their enrollment process.

    To start, assess your current student journey map by identifying all pre-enrollment touchpoints where financial advising is currently provided. Consider where financial discussions are taking place and how they are being conducted.

     Ask questions such as:

    • Where is financial advising currently provided?
    • How is financial information currently provided?
    • What gaps exist in these conversations?

    Once you have reviewed your existing student journey map, create a revised version that reflects a best-case scenario student journey. Consider the following:

    • Has the party responsible for financial advising changed or evolved?
    • Is the current system access still relevant?
    • Are there training or knowledge gaps that need to be addressed?
    • What specific questions should be asked during pre-enrollment advising to better address students’ financial needs?

    By addressing these considerations, institutions can create a more seamless and supportive financial advising experience that meets the unique needs of prospective students.

    For more detailed guidance on student journey mapping, visit our Student Journey Mapping page.

    Training Enrollment Teams

    Effective financial aid conversations are instrumental to student success, and well-trained enrollment teams can make a significant impact. With well-trained enrollment teams, institutions can provide clarity and support while fostering trust in the financial aid process. Here are four strategies for ensuring your team is prepared:

    1. Sell the Vision: Communicate the importance of financial aid discussions in shaping the student experience, motivating your team to approach these conversations with empathy and purpose.
    2. Solicit Feedback: Ask your enrollment team for input on their challenges and needs to ensure that training practices directly address their concerns.
    3. Create or Outsource High-Quality Training Content: Develop or outsource engaging training content that covers financial aid topics. Consider leveraging professional support, such as our Financial Aid Advising services, to ensure your team is thoroughly supported.
    4. Incorporate Relevant Resources or Data: Integrate current data and resources into your training materials, such as insights from the Online College Students Report to help your team understand the specific financial challenges students face and how to address them effectively.

    By implementing these strategies, your team will be better equipped to guide students through complex financial decisions, ensuring they feel supported from the first conversation through to enrollment.

    Beyond FAFSA

    While the FAFSA is a starting point for financial aid, it’s important to explore a range of financial aid options to better address varying student needs.

    Students may benefit from alternative financial aid options such as tuition reimbursement programs, employer-sponsored education benefits, scholarships, grants, and flexible payment plans. These resources can help reduce their reliance on loans and alleviate stress throughout their academic journeys.

    Through presenting a range of financial aid options, institutions can empower students with greater access to financial support, increasing their chances of enrollment success while minimizing financial stress.

    Monitoring and Adapting

    To better understand the effectiveness of your advising strategies, consider tracking key performance indicators (KPIs) related to financial aid conversations. Monitoring these KPIs allows you to identify areas of improvement and make necessary adjustments to ensure students receive the best possible support.

    Relevant KPIs to track include:

    • FAFSA Submission Time: Measure how quickly students are completing their FAFSA applications after engaging in financial aid conversations.
    • Packaging to Direct Cost: Track how effectively financial aid packages cover direct costs, such as tuition and fees.
    • Revised Award Letters/Packages: Monitor the frequency and outcomes of revised award letters or financial aid packages based on ongoing financial aid discussions.
    • Increased Payment Plans: Look for a rise in students adopting flexible payment plans due to better financial aid conversations.
    • Tuition Reimbursement: Track the usage of tuition reimbursement or employer-sponsored education benefits as alternative financial aid options.

    Continuous monitoring and adjusting as needed are key to optimizing the financial advising process. By regularly reviewing KPIs and the quality of financial aid conversations, enrollment teams can ensure that their advising strategies remain effective and aligned to student goals.

    Resources and Next Steps

    Leverage Our Expertise

    At EducationDynamics, we recognize that navigating the financial aid process can be a challenging part of the student journey. Our dedicated financial aid coaches provide your team with personalized support, helping to reduce the workload on your internal teams, allowing them to focus on core responsibilities. By partnering with us, you can streamline the financial aid process, increase efficiency, and improve enrollment outcomes.

    Watch the Recorded Webinar

    For a deeper dive into effective strategies for addressing financial aid conversations with prospective students, don’t miss our recorded webinar. This session offers valuable information on integrating financial guidance into the pre-enrollment experience and enhancing your financial aid conversations. Watch the recording now to access comprehensive approaches that can augment your institution’s financial advising process.


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  • 5 Proven Strategies for Debt-Free Success

    5 Proven Strategies for Debt-Free Success



    How to Pay for College: 5 Proven Strategies for Debt-Free Success





















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