Admissions Tasks as Marketing Opportunities (and not just paper pushing)
Many schools call their enrollment management offices by the name “admissions”. While there is nothing inherently wrong with that title, admissions is actually a very small piece of an integrated strategic enrollment management approach. The admissions department at a hospital is a great analogy; the admissions department is where you go to fill out paperwork, jump through hoops, and, eventually, be “admitted”. This is clearly not the only function of what we call the “admission office” in schools.
As part of a strategic enrollment management program, “admissions” is defined as the actual activity that families engage in as part of the application process. While some schools enjoy deep waitlists and a very comfortable pool of potential families, the reality is that most tuition driven schools must constantly be recruitment-minded; that is to say, admissions functions must remain focused on outreach, promotion, and marketing.
When evaluating your own admissions functions, consider spots where families may hit hiccups in your process. Is it easy to schedule a visit? Are recommendation forms readily available? Is your phone system simple to navigate? Also consider how you might integrate marketing activities into admission tasks. How are you using the time when students are being evaluated to engage with parents? What follow up are you doing after a student visit? How are you interacting with recommendation writers?
An effective strategic approach to admissions functions includes an understanding of and commitment to an outstanding level of service. There is no room for anything other than personalized visit experiences, smooth transitions between levels of the enrollment funnel, and gold glove treatment of applicant families. Each distinct step in your admission process is an opportunity to more deeply engage the families in your funnel. The summer is an ideal time to reflect on each of these moments and, if needed, develop more fully your touch points with potential families.
(This post first appeared on www.iansymmonds.com)
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Staying on top of the research that supports enrollment is a vital piece of keeping your strategy sharp and specific. Carving out the time and resources to do this important work, while difficult to do, can only serve your higher level goals. However, having done good research is not quite enough. Now you have to apply it.
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Next up in our series about research to support strategic enrollment management efforts: How to find the time?
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In my conversations with enrollment managers, we typically agree that robust research should be a priority. Then, I often hear some version of the following:
"I know I should be doing research but I'm unsure what research to do." "I know what research I want to do, but I don't have time." "I know what research I want to do, but I don't know how." "I've done some research, but I don't know how to use it."
Strong Recruitment Strategy
Tuition driven schools spend a great deal of time, and rightfully so, in the world of recruitment. This is how families end up in the proverbial (if outdated) "top of the funnel", which can feel like the holy grail for strong enrollment management. It is certainly true that bullet-proof recruitment practices are vitally important to enrollment. Having a steady stream of inquiries allows you to nurture leads through the funnel and into your matriculated student base.
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Thank you to HAIS for inviting me to this great event!
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I am really looking forward to co-leading a day long workshop with Ian Symmonds on Strategic Enrollment Management for the enrollment managers of the Houston Area Independent Schools. Ian will provide an overview of SEM, and I'll be leading sessions that put the theory into practice. Participants will leave with a deeper understanding of strategic enrollment management as well as actionable steps to advance their own strategic enrollment programs.