AI & Admissions: Academic Integrity & Innovation Intersect

AI & Admissions: Academic Integrity & Innovation Intersect

If it seems like news about ChatGPT and other AI tools is everywhere, you’re right—not to mention all the speculation about the effect AI will have on academia. At enrollmentFUEL, we want to equip you with the information you need to make the most of these exciting new tools while avoiding their pitfalls.

USING AI & CHATGPT IN HIGHER EDUCATION

First, Just What Are These AI Tools?

AI tools use natural language processing models to provide human-sounding responses to queries and prompts. ChatGPT, BARD (Google’s AI), and similar tools use context and natural language processing to create relevant replies. Other tools, like Dall-E 2, use text prompts to create images, audio, or videos.

Amid all the hype and fear about AI’s impact, two questions stand out as especially important for those of us working in enrollment and admission. First, how worried should you be about academic integrity? And second, how can AI tools help make your work easier and more efficient?

AI & Academic Integrity

The headlines about ChatGPT and other AI tools sometimes paint a bleak picture, with stories about students using AI to write essays and people fretting about the end of high school and college English. As enrollment professionals, concerns about students using AI to write admission essays are rising. What happens to academic integrity when it’s increasingly difficult to tell whether a human or a robot wrote what you’re reading?

First, let’s take a step back and put some things in context. A recent Generation Lab poll found that 40% of U.S. college students hadn’t even heard of ChatGPT.¹ While it’s impressive that more than half of students had heard of such a new tool, the poll also had some revealing data about how students are using it:

• 71% use ChatGPT primarily for entertainment
• 33% use it to get quick answers to simple questions
• 31% use it to increase their understanding of a complex topic
• Only 17% reported direct knowledge of someone using ChatGPT to cheat

Although there is cause for concern, ChatGPT and other AI tools’ role in cheating on campuses is still small. Additionally, the technology’s limitations—including, at times, basic and obvious factual errors—mean cheating will still be reasonably blatant and easy to spot. Cheating will be harder to catch as the tools improve, but your admission team and faculty members have other strategies at their disposal to identify breaches of academic integrity. 

As admission essays start rolling in, your team may encounter AI-written content. The good news is that your institution determines the essay question or prompt you use in the admission process. You can structure the question or prompt so that it elicits responses of a more personal nature, which cannot be generated by AI ( i.e., Share a personal life experience that changed who you are). Remember that the essay is only one part of the suite of tools you use to evaluate a student. Interviews, recorded Q&A sessions, and other strategies might become more important if AI-written essays become problematic.

Concerns about AI and academic integrity aren’t unfounded, although the problem is not as bad as some of the more hyperbolic headlines make it seem. Many fears about the demise of writing will likely prove unfounded. 

On the other hand, AI tools show significant promise for increasing efficiency in the admission office.

Using AI to Maximize Efficiency

AI could soon become a trusted partner in the admission office rather than a boogeyman signaling the end of writing as we know it. Here are a few ways to use AI to maximize efficiency in your daily tasks.

USE CHATGPT AS A CHATBOT OR VIRTUAL ASSISTANT

Due to its conversational nature, ChatGPT is great for answering FAQs and providing website visitors with basic information about your institution. Free up time by handing routine Q&As to an AI chatbot or using AI to schedule meetings and respond to common requests.

LET AI TRANSCRIBE

Instead of rushing to capture crucial information in a meeting, set up an AI like Fireflies or Grain to record the session and create a searchable transcription. That way, you can devote your full attention to the conversation and access essential details later. You can also use programs like Descript to edit and transcribe podcast episodes.

WRITE FASTER

AI tools like Shortly AI and Smart Copy are excellent for generating headlines, email subject lines, social media captions, and blog post content. Although AI is no replacement for a human writer, using AI to generate a quick draft can streamline the writing process.

AI-generated content also meets Google’s guidelines, provided you follow a few best practices, like:

• Using the Expertise, Experience, Authoritativeness, and Trustworthiness (EEAT) principle
• Editing and fact-checking (as mentioned above, AI tools don’t get everything right!)
• Performing appropriate, thorough keyword research
• Ensuring backlinks, site structure, and topical authority make sense

GENERATE STOCK IMAGES

Dall-E 2, runway, and Lensa AI can create impressive stock photos. Although the tools currently struggle with some details (like human hands and facial expressions), they’re ideal for creating attractive, generic stock photos and illustrations.

CONCLUSION

AI will continue to develop and improve. Problematic uses of AI will require creative solutions and new ways of thinking about and teaching writing. However, when properly implemented, AI offers powerful strategies for streamlining tasks and maximizing efficiencies.

Source: https://www.morningbrew.com/daily/stories/2023/03/05/chatgpt-not-a-hit-on-college-campuses-yet

5 Ways to Reach Your Target Audience on TikTok

5 Ways to Reach Your Target Audience on TikTok

Are you looking for new ways to reach your target audience and engage with them on social media? Look no further than TikTok! With over 1 billion monthly active users, TikTok has become one of the fastest-growing social media platforms in the world. And the best part? It’s not just for dancing teenagers anymore. TikTok has proven to be a powerful tool for brands to connect with audiences of all ages.

HOW CAN YOU USE TIKTOK FOR MARKETING?

Know Your Audience

Before you dive into creating content for TikTok, it’s essential to understand your target audience and what kind of content resonates with them. Take a look at what other brands in your industry are doing on TikTok and see what’s working for them.

You can start by researching demographics and user behavior on the platform. TikTok has a wide range of users, but the majority are under 30 years old. You can also study what content is popular on TikTok within your industry and what your competitors are doing on the platform. Research can give you an idea of what kind of content resonates with your target audience.

Be Authentic

Authenticity is key on TikTok. Users are looking for content that’s fun, creative, and genuine. They are not looking for overly produced content. Don’t be afraid to show off your brand’s personality and have a little fun with your content! Take risks and try something new. TikTok is all about entertaining and engaging content. 

Use Trending Hashtags

Hashtags are a powerful way to reach new audiences on TikTok. Keep an eye on trending hashtags and find ways to incorporate them into your content. 

Hashtags work similarly to other social media platforms, but they play an even more significant role in getting your content in front of new TikTok audiences. Hashtags are how you tell TikTok’s algorithm who should see your content. Relevant and popular hashtags can help your content appear on the “For You” page, which is TikTok’s version of an Explore page (and where the most discovery happens on the platform!). Just ensure you’re using hashtags relevant to your brand and message.

Collaborate with Influencers

TikTok influencers have massive followings and can help you reach new audiences. Contact influencers in your industry and see if they’re open to collaborating on content! Influencers on TikTok can have millions of followers and help get your brand in front of new audiences you might not be able to reach on your own.

When collaborating with influencers, take care to choose someone whose values and personality align with your brand. Unsure where to start when it comes to the world of influencers? enrollmentFUEL can help you find and contract the right influencers for your brand.

Consider Spark Ads

TikTok offers an advertising option with a native format to the TikTok feed that allows you to boost existing organic content. Spark Ads work exceptionally well because they are disguised as organic posts. Consider incorporating them into your TikTok strategy. 

While organic content is most important on TikTok, this type of paid advertising can help you reach even more people. You can target your ads based on location, age, interests, and more, making it a powerful way to get in front of your ideal audience!

CONCLUSION

TikTok has become an increasingly popular platform for allowing brands to engage with audiences in creative and authentic ways. By following these tips and creating a content strategy, you can develop content that resonates with your target audience and helps you achieve your marketing and, ultimately, enrollment goals. Remember to focus on authenticity and be consistent! 

Top 5 Reasons for Delays in Student Search Campaign Launch

Top 5 Reasons for Delays in Student Search Campaign Launch

Timely execution is critical for the success of any campaign. When it comes to launching a Student Search campaign, various factors can contribute to delays, leading to missed opportunities and potential setbacks. In this SEM Review article, we will delve into the top five reasons a Student Search campaign may not launch on time, shedding light on common challenges and offering potential solutions.

1: LACK OF DECISION-MAKERS DUE TO TURNOVER

One of the primary reasons behind delayed campaign launches is the absence of decision-makers, often due to frequent turnover within the decision-making team. When key individuals responsible for authorizing campaign strategies, budgets, or vendor partnerships are unavailable or constantly changing, it can create a bottleneck in the decision-making process.

To mitigate this issue, establish clear lines of responsibility and ensure proper delegation of decision-making authority, even during periods of transition. A well-defined hierarchy and succession plan can help maintain continuity and prevent unnecessary delays.

2: INADEQUATE CONTENT REVIEW & APPROVAL PROCESSES

Smooth Student Search campaign execution requires robust content review and approval processes. Failure to review, proofread, and approve content in a timely manner can hinder the progress of campaign programming and preparation for launch.

Implementing a streamlined content review system, with designated individuals responsible for reviewing and approving content promptly, can expedite the campaign launch process. Regular communication and collaboration among content creators, reviewers, and decision-makers are essential to maintaining efficiency and meeting deadlines.

3: CRM ISSUES

A well-configured Customer Relationship Management (CRM) system is a cornerstone of successful Student Search campaigns. However, incorrect CRM setup or integration can lead to data retrieval and tracking challenges, causing campaign launch delays.

Institutions must ensure that their CRM is properly configured to seamlessly retrieve and manage records from various sources. Regular testing, troubleshooting, and training sessions for CRM users can ensure you address any issues, ultimately improving the efficiency and accuracy of data handling.

4: INCOMPLETE UNDERSTANDING OF STUDENT SEARCH

A lack of comprehensive understanding of what a Student Search campaign entails can contribute to delays. This issue often arises when a knowledge gap exists within the team responsible for executing the campaign.

To bridge this gap, institutions should invest in training and educational resources that provide insights into the intricacies of Student Search. Workshops, seminars, and conferences can serve as platforms for team members to better understand best practices, regulations, and emerging trends in Student Search. Organizations can ensure a smoother campaign launch by empowering team members with relevant knowledge.

5: DELAYED CONTRACT SIGNING WITH SEARCH VENDOR PARTNERS

A vital component of a Student Search campaign is establishing contracts with search vendor partners. A delay in signing the contract can delay the campaign’s launch.

To mitigate this, prioritize contract negotiations early in the planning phase, allowing ample time for discussions, revisions, and finalization. Establishing clear expectations in the contract, including timelines and deliverables, can prevent misunderstandings and streamline the process. Proactively communicating with potential partners is key to ensuring a timely contract signing and subsequent campaign launch.

CONCLUSION

Launching a Student Search campaign on time requires effective coordination, clear communication, and meticulous planning. By addressing the top five reasons for delays discussed above, institutions can enhance their campaign execution process. 

Implementing strategies to mitigate turnover-related challenges, streamlining content review processes, ensuring proper CRM setup, fostering comprehensive understanding, and prioritizing contract negotiations can significantly reduce delays and maximize the effectiveness of Student Search campaigns. With timely execution, colleges and universities can increase their outreach, engage with prospective students, and ultimately achieve their enrollment goals.

In the coming months, enrollmentFUEL will continue to tackle the finer points of successfully executing Student Search to generate the leads necessary for meeting recruitment goals. Another key to success is having a plan in place for the leads your Student Search generates. 

We often encounter hard-working enrollment teams who have dedicated countless hours to ensuring their Search strategy is on point and launches on time, but who don’t have a solid plan for what happens next. 

Mike Tyson once said, “Everyone has a plan until they get punched in the mouth.” It seems like leads land on some like a punch in the mouth in the boxing ring, and no one really knows what to do. So, the leads lay dormant for a long time and grow stale. The importance of “speed to lead” cannot be overstated in the recruiting lifecycle, and we want to fulfill our commitment as a teaching-learning organization by shining a light on how to ensure your leads blossom. 

Finding the Names You Need for Your Adult & Graduate Programs

Finding the Names You Need for Your Adult & Graduate Programs

Anyone working in the realm of adult and graduate recruitment knows that their biggest challenge is finding a good source of prospective students to fill the top of their recruitment funnel. Yet, unlike working with undergraduate traditional students, whose names are available for licensing in a number of ways, the students looking for continued education are harder to get in touch with. 

On December 5th, enrollmentFUEL held our fifth roundtable event, this time focused specifically on adult and graduate recruitment. The attendees delivered substantial discussion on a variety of topics—104 total attendees from 60+ institutions spent some time in two smaller group sessions to tackle the three most burning topics in the adult/grad space: 

• establishing your brand in the space; 
• building an appropriate communication flow for the audience;
• and, of course, finding the elusive prospect names. 

Of the three topics, without a doubt, the discussion on where to find prospect names for adult and graduate top-of-the-funnel campaigns was the most intriguing. 

A survey launched at the beginning of the roundtable showed that 62% of partners attending admitted that finding adult and grad prospect names was their number one concern, while another +30% confessed that they were not sure where their current prospect names originated. 

Continuing on our teaching and learning mission, here are some ideas and tips shared by our partners. 

FOR TRANSFER/ADULT/ONLINE UNDERGRADUATE PROSPECTS

Two-Year Institution Partnerships

The tried-and-true community college visit has been in decline but remains a staple in most transfer, adult, and online recruitment plans. Many roundtable participants shared that visits to two-year campuses have not been nearly as productive as they were pre-pandemic, but there is still something to be said for sticking to the basics. Community and technical colleges continue to be locations many adult students gravitate toward because they feel (and in many cases are) more accessible to them than a four-year campus. On any given day, a transfer counselor visiting a two-year campus could meet with a 45-year-old single parent of two who is just going back to school to complete their degree—right after they have met with a 16-year-old taking college classes for high school credit in order to graduate sooner. Developing a good relationship with your closest two-year institutions could lead to an incredibly beneficial partnership for both sides. It is definitely worth exploring the creation of articulation agreements and student pathways that align academic programs between your two institutions, but why stop there? Consider proposing a direct-admit partnership that incorporates a reverse transfer agreement, and your two-year partners will actively help you in the recruitment process.

PTK/College Fish

The Phi Theta Kappa International Honors Society (PTK) has become an excellent source for identifying transfer-ready students who have completed or are working toward their associate’s degrees at a two-year institution. Whether they are interested in your traditional on-campus programs or online degree-completion programs, students affiliated with PTK are usually college-bound and seek to complete their four-year degree. During the roundtable discussion, many participants shared that they do use the PTK name source option, College Fish, to license the names of prospective transfer students in their region or beyond. Additionally, if you do not currently have a PTK-specific academic scholarship, we would highly recommend that you consider adding that to your offerings. Transfer students are generally more financial aid savvy (affordability is a top concern with this audience) and tend to see less award aid coming their way, so these highly motivated students will find value in your commitment to financial accessibility. 

FOR GRADUATE/POST-GRADUATE PROSPECTS

Name Licensing

Where PTK and two-year institutions fill the need for name licensing with the transfer/degree-completion population, there are a few sources that can do the same for the graduate recruitment funnel. The big ones that participants discussed in the roundtable were, of course, the usual suspects: GRE Search and GMAC/GMAT, as the two most popular sources for graduate prospect names. That said, the jury is still out on their effectiveness. Some frequently cited concerns include the fact that many graduate and post-graduate programs do not require standardized test scores, and most of the students taking these exams already have a chosen program or institution in mind.

Less used, but frequently offering a higher return on investment, are names licensed through professional organizations specific to the program itself. For instance, any state education association is bound to have an annual conference well-attended by teachers and school administrators alike. If the state association allows access to the full membership list with educational level data, then this list could be exceedingly useful in marketing for a master of education or any Ed.D. programs. This approach requires more research and working hand-in-hand with on-campus departments to identify the best organizations for each program, but it could reap long-term benefits and result in increased brand awareness for your college or university, especially if your office frequents the annual conferences. 

Your Own Student Body

The majority of participants discussed their experience in recruiting among their own undergraduate student body for any graduate programs. Convincing students to stick around after completing their bachelor’s degree to pursue another one should be a process that begins long before they need to turn in that application form to the office of admissions. Create annual or semi-annual events on your campus where current students are exposed to information about all the opportunities available to them. Faculty can work together to promote graduate education to their advisees, and they can refer them to the appropriate academic or admissions counselor to discuss how their future can be expanded by the opportunity to pursue additional education or certification. 

When approaching your current students, however, our partners advised to be very specific and targeted. One idea that came up during the roundtable was identifying a student organization, Greek or otherwise, whose interest and mission match a graduate program you offer and talking to them specifically about that. For instance, a business sorority on campus (or on a nearby peer’s campus) would be a great place to recruit for your MBA program.

FOR ANY POPULATION

Stealth visitor tracking is something that still feels new to the industry but in fact, has been around for years. Yet, many institutions miss out on converting organic traffic to their website into actionable leads. Over a decade ago, enrollment managers saw the rise of “stealth” applicants. We began to realize that students and their families can search through our websites without raising their hands to tell us they are interested, sometimes for weeks or months, and then still submit their application to take things to the next step. In the adult/grad space, however, things are happening much faster. If you don’t catch your website “lurkers” within days after they have clicked around looking at your programs, you have most likely lost them for good. This is where Forensic Lead Generation comes into play. 

Not a list-based approach, stealth visitor tracking allows colleges to be in control of the communication while talking to students who have, in a sense, already expressed some interest. The technology allows us to track movement on your website at a household level, then report the activity to you on a daily basis, and even follow up with a quick digital or email campaign to invite whoever was snooping around to come into the light and officially declare their interest. We can track their IP address and the pages they clicked on, then serve them ads specific to their interest (e.g. your MBA program), and even send them a nice postcard to make them feel seen and heard. No cold calling, emailing, or texting, just sending the information they were looking for but were too shy (or sneaky) to come out and ask for themselves.  

Getting names from visitors to your own website sounds weird, but it’s true and can happen. 

Additionally, Google Pay-Per-Click (PPC) and LinkedIn profile ads that lead to landing pages can provide daily leads that your team can follow up with. This is a bit like expanding your storefront to the entire internet and optimizing it for the students who are interested in specific programs. 

Don’t forget about the importance of Speed to Lead. Having a quick follow-up with any leads—direct emails built-in to send out to everyone who submits a form within hours—is crucial to getting their attention now and holding it.

ABOUT THE AUTHOR

Milena Velez

Milena Velez is a seasoned pro who brings over thirteen years of experience in the enrollment management field. Starting as an international student herself, she kicked off her journey as the Coordinator of International Recruitment at Knox College. Her path then led her through the Midwest and South, holding roles like Senior Admissions Counselor at Lake Erie College, Assistant Director of Graduate and Transfer Admission at the University of Findlay, and Director of Admission at Newberry College. Milena’s passion goes beyond her work; it’s about equal access to quality education for all. She believes in collaborative efforts, especially when it comes to shaping the future generation of admission counselors. You can reach Milena anytime at Milena.Velez@enrollmentFUEL.com.

Is Financial Aid the Root of Your Enrollment Struggles?

Is Financial Aid the Root of Your Enrollment Struggles?

A lot of enrollment professionals exert energy and effort looking for a silver bullet to solve the enrollment woes of their institution. From new vendor solutions to reorganization of office structure, everything is considered. Often, desperate times call for desperate measures, and expensive consultants are hired to correct the problems, often without successful outcomes.

Strategic Enrollment Management takes into account financial aid. Especially with the introduction of the FAFSA Simplification Act, if you have not delved into financial aid, or don’t really understand your packaging philosophy, and how and why it was built, you are almost guaranteed less than ideal enrollment performance.

DIAGNOSING HIGHER ED ENROLLMENT ISSUES VIA FINANCIAL AID ANALYSIS

One of the best things enrollment managers can do is garner qualified experience in the area of financial aid. While many financial aid directors are great at what they do from an operations standpoint—they know the regulations and Title IV Policy—they are not always equipped to think about big picture policy that impacts the overall strategy of enrollment and how that equates to enrollment management.

Packaging Policy

When was the last time you really looked at your packaging policy in terms of your enrollment profile? Are you using a matrix to award merit-based financial aid? Have you just been using the same matrix and packaging policy year-after-year because it exists and you assume it is performing? Like everything else in enrollment management, it is all about the data and analysis. It is imperative that you examine your packaging policy and matrices every year and ask hard questions about their impact on your enrollment.

Cell Analysis

How often are you doing cell analysis and moving key dollars to cells where you want more enrollment? Or, better yet, moving money away from cells where you are performing well, but almost wish you weren’t. You know what I am talking about—our test score averages still matter!

Get Involved & Stay Up-to-Date

It is critical that financial aid teams possess the insights and benefits that come from having broad expertise not only in regulatory necessities but also a deep understanding of the role financial aid plays in determining overall enrollment success. If financial aid and enrollment management do not already share leadership, serve as an advocate for making that change, and in the meantime, find ways to enhance and facilitate a strong partnership between both departments. If you are overseeing financial aid, you need to be knowledgeable about how to calculate your discount rate, not only for each student you package, but also, for the cohort and the overall enrollment. Do you do this dynamically as each student is packaged? Do you run daily and weekly reports and review them with your financial aid director? And, when was the last time you actually attended NASFAA?

Some basic concepts to consider as an enrollment manager are actually things that we instinctively know, but aren’t addressed in the course of our busy schedules because they fall lower on the priority list of fires to extinguish. To avoid this, set aside intentional planning time to review your aid policies and how they align with the mission of your institution. This should be done annually, and key reports should be built and examined weekly. You should be spending about 20–25% of your time as an enrollment manager in the world of financial aid. You should be talking about it at the top of your list in cabinet meetings, so that your president understands its importance and impact.

As you begin your annual planning, ask a series of pertinent questions like:

• Are there students enrolled who could qualify for financial aid, but have not applied?
• How does our packaging policy reward and retain students to persist to graduation?
• How are student debt levels impacting their ability to stay enrolled?
• Are there students who don’t even consider my school because the perceived cost is too high?

Aid Structure

Review how you are structuring your aid. Is it focused more on merit, or need? What categories of aid are you writing into your policy? Considering academic qualifications, special talents, need, geography and, of course, cost are all important aspects. Ensure that you are considering how you are handling outside scholarships, stacking of various internal aid elements like merit and athletic aid, and how the cost of tuition/comprehensive fee is set by your Board. Try to make sure that you have a voice in the process at the Big Table. One way to get there is to offer to present an overview of the process to help educate your Board members.

CONCLUSION

No matter what you have been doing in the past, now is the time to get serious about understanding more about your financial aid process and how it is, or is not, impacting your enrollment. Critical analysis can help you focus on where you need to make change and what you need to ask for from the institution moving forward. And, most importantly, involving your financial aid director will make stronger alliances within your team—who secretly, and often, feel left out of the conversation. This is one way to move toward real strategic enrollment management and focus less on that silver bullet.

5 Critical Considerations When Scheduling an External SEM Study

5 Critical Considerations When Scheduling an External SEM Study

In these unusual times, colleges and universities face complex challenges. The educational landscape is undergoing a seismic shift, with declining demographics, economic pressures, and changing tools, all while institutional resources dwindle. Amid these trials, enrollment management processes must evolve, and adapting to new market realities is crucial. That’s why an external Strategic Enrollment Management (SEM) study can be a game-changer. Although some may fear the implications of seeking external help, it’s time to set aside those concerns and focus on what’s best for success.

In this article, we will explore the benefits of external evaluations and discuss finding the right partner to navigate these turbulent waters. After all, taking action now can give your institution the best chance to thrive in the years to come.

1: UNPRECEDENTED CHALLENGES ARE THE NEW NORMAL

These are not normal times. Colleges and universities often struggle to maintain or increase enrollment, but the market conditions now (and for the foreseeable future) are incredibly challenging.

The Demographic Cliff is Real & It’s Going to Get Worse

The customer base, especially for traditional students, is declining and will continue declining. The industry is overbuilt, given trending birth rates, high school graduation trends, and the growing numbers of families who no longer see value in higher education.

The Economy is Not Helping

Inflation is hurting families’ ability to pay for college. Financial challenges create real pressure for price increases at colleges and universities.  

Federal & State Funding for Financial Aid is Simply Not Keeping Pace

As aggregate financial need grows and funding stays relatively flat, the gaps in the ability to pay mean institutions must increase institutional aid expenditures or lose prospective students because of inadequate financial aid packages.

Traditional Tools are Changing

Colleges must continuously respond to technological changes, social media, and all communication mechanisms. Recent changes at the testing agencies will decrease the number of student names available for Student Search.

Institutional Resources are Becoming Even More Scarce

Given inflation, rising financial aid costs, declining endowments, and the demand for salary equity, obtaining the resources needed to succeed is only getting more challenging. Enrollment leaders are expected to accomplish more with fewer human and fiscal resources.

2: ENROLLMENT MANAGEMENT PROCESSES MUST EVOLVE

The enrollment management environment is constantly changing and at a rate much faster than in previous years. Too often, enrollment managers face drops in applications, acceptances, and yield, yet have little time to evaluate every aspect of the recruitment and financial aid plan to make timely and impactful changes.

Regardless of time, resource, or personnel constraints, enrollment management plans must change in response to new market realities. Continuing with the same strategies and tactics when recent history demonstrates that they may no longer be effective is ill-advised.

3: ASSESS THE BENEFITS OF EXTERNAL REVIEWS

Deciding to engage an external entity to conduct a detailed study is a big step. Some enrollment managers fear such an engagement will make it appear they are not qualified for the job, and some may fear implications that there are weaknesses in the current approach.

It is time to set those fears aside and do what is best to help you succeed. There are real benefits to an external evaluation.

Broad Array of Experience

Enrollment management consultants bring a broad array of experience to the table. Consultants benefit from working with dozens (if not hundreds) of colleges and universities, which qualifies them to identify weaknesses in a variety of operations and provides access to innovative practices.  

An Opportunity to Ask Your Questions

An external audit allows you to ask specific questions about your operation. External consultants create a safe space for sharing known challenges you may not know how to resolve. Discuss your ideas and initiatives to uncover flaws and identify opportunities.

Credibility Garners Support

External experts can come to the table with greater credibility than internal operators. Take advantage of their credibility to garner outside support for needed resources or confirmation of initiatives you may struggle to sell to leadership.

4: FINDING THE RIGHT CONSULTING FIRM

Once you have decided to bring in outside experts to improve your policies, processes, and outcomes, identifying the right consultant for you and your institution is essential.

Experience Matters

Find a company with significant experience. How many colleges and universities has the company served? Do they provide a one-size fits all solution, or are they customizing the study for you?

Who Have They Worked with in the Past?

Generic experience is terrific, but specific work with other colleges and universities like yours is critical. A company whose clients are mostly large public institutions may not be the best fit for a small liberal arts college.

Look for a Company with Demonstrated Success

Company X may have worked with 100 colleges and universities, but can they provide examples of material success? Did the number of viable applications increase? Did more students get accepted? Keep in mind that success in generating applications and acceptances is meaningless unless the firm can also point to material increases in enrollment.

Find a Partner Who Will be an Advocate

If you are a Vice President for Enrollment or a Director of Admission or Financial Aid, seek a company that will act as a real partner and advocate. A reliable partner understands that your institution’s success is their success. They will work closely with you, taking the time to understand your specific needs, challenges, and goals. This level of partnership goes beyond a transactional relationship; it’s about forming a collaborative alliance built on trust, mutual respect, and shared objectives. An advocate will champion your cause within your organization, leveraging their experience working with numerous colleges and universities to identify weaknesses, provide innovative solutions, and help you make informed decisions. A partner and advocate can help you gain credibility and support from key stakeholders within your institution. They bring an external perspective and expertise that can inform and persuade internal stakeholders. 

5: SELLING THE INVESTMENT TO YOUR PRESIDENT & SENIOR ADMINISTRATORS

Enrollment managers may need financial resources from the cabinet or President if the departmental budget is insufficient to fund a study.

It’s Good Business & Best Practice

An external study is good business and a best practice. Even a college or university performing well in the current environment can benefit from the opinions of external experts.

Weigh the Costs Against the Potential Benefits

While costs may vary significantly as a function of project size and scope, even modest success can cover the cost of the investment. Consider the net revenue generated by a single new student at your institution. How many additional students would it take to cover the cost of the study?

Market conditions are dire for many colleges and universities. Hardly a week goes by without another report of a longstanding college or university closing. While so many institutions are struggling, it is also clear that some are thriving. There will be winners and losers over the next several years. Act now to give your institution the best chance to be among the schools that thrive.

Powering Up: Enrollment Leaders Battle the Great Resignation

Powering Up: Enrollment Leaders Battle the Great Resignation

One of my all-time favorite movies is The Replacements with Keanu Reeves and Gene Hackman. If you have never seen it, it’s the story of a fictional pro-football team that must scramble to find new players in the middle of the season due to a players’ strike. 

In just one week, their newly-hired coach puts together a ragtag team of replacement semi-pro players who nobody expects to succeed. Yet, as you might have guessed, by the end of the story, the replacements have molded themselves into a well-oiled machine winning not just their games, but also the hearts of those watching.

I keep thinking of Gene Hackman’s character’s brilliant strategy as a coach. He invested in individuals and he took time to train them. In an unthinkable situation, he created a team where there was none. Sound familiar? It feels like many Enrollment Management leaders have been finding themselves in similar situations over the past two years.

The COVID-19 pandemic has certainly been one of the most influential events to shake up the industry since the advent of the Internet. The effects are far-reaching and continue to spread from the uncertainty among students and families, the campus closures and reopens, and the back-and-forth switch between online and in-person instruction, to enrollment declines and budgetary shortages, among many others. And now, we add on the Great Resignation.

As an enrollment partner, the enrollmentFUEL team has recently been working with numerous admissions, marketing, and financial aid offices that are severely understaffed. In the admissions world, there has always been an inside joke that staff turnover is a constantly revolving door, and we, as an industry, have embraced that to an extent. However, the past months have been, to use an exhausted description at this point, unprecedented. Nothing about what colleges and universities are facing feels like “business as usual” anymore.The only constant has been, ironically, change.

It’s the beginning of a new year, however, so what better time to take a breath and anchor ourselves in tangible actions—especially for the sake of anyone just entering the Enrollment Management profession.  

Below, we have compiled some ideas on specific actions that might help you develop your own successful team and address staff retention for the coming year (or five).

1: TAKE TRAINING & ONBOARDING TO THE NEXT LEVEL

Training is a must; there is no doubt about that. The foundational knowledge an admission counselor needs to be successful in their position is often underestimated. On occasion, I have seen counselors’ onboarding take less than half a day, with a quick manual that tells them how to answer some questions and maybe how to use the systems, but nothing about why they are doing either. Instead, why not create a robust, scaffolded multi-day training program that helps any new hire connect the dots? It will take some work on the front end, but when you launch your program, record training sessions for future reference, whenever possible. That way, new admission staff can refer to the training later, and having the recordings handy can reduce the “lift” required in the future should you see more turnover.

2: INVOLVEMENT FROM THE START

Training is a must; there is no doubt about that. The foundational knowledge an admission counselor needs to be successful in their position is often underestimated. On occasion, I have seen counselors’ onboarding take less than half a day, with a quick manual that tells them how to answer some questions and maybe how to use the systems, but nothing about why they are doing either. Instead, why not create a robust, scaffolded multi-day training program that helps any new hire connect the dots? It will take some work on the front end, but when you launch your program, record training sessions for future reference, whenever possible. That way, new admission staff can refer to the training later, and having the recordings handy can reduce the “lift” required in the future should you see more turnover.

3: ALLOW FOR FLEXIBILITY

This one is a direct result of the COVID-19 pandemic, but also definitely a shift that started before March of 2020. Whether this means allowing for variable work hours, alternating between working in the office vs. work-from-home (WFH), or redefining workspaces, introduce flexibility where it makes sense for you and your team. If there’s one thing people appreciated about COVID, it was the additional flexibility working from home afforded them during the pandemic. There’s a real focus on work-life balance now, and it is likely here to stay.

4: PUT YOURSELF BACK IN THEIR TRAVEL SHOES

Maybe it’s been a few years (or a decade or two), but almost all enrollment leaders started their journey as “road warrior” admission counselors. Try to remember what it felt like to recruit a new class for the first time: the wide-eyed belief in the institution you represented, the excitement of travel season, the way meeting one great student at one college fair could make the whole week of sleeping in hotels feel worth it. Tell your stories to your staff and listen to theirs. Connections establish trust and validate their roles, and ultimately, that connection might be the reason they choose to stay on your staff or continue growing in the profession.

5: USE ALTERNATIVE RESOURCES TO ADDRESS SHORTAGES

If you’re short-staffed due to someone resigning, the intuitive thing to do is to redistribute responsibilities among the existing staff. I would encourage you to explore other alternatives. While you may consider leaning on the counselors who are still there, that might create more pressure, affect the quality of their work, and lead to burnout. Instead, engage your alumni whenever possible—in most cases, they will jump at the opportunity to help with recruitment efforts and relive the memories of their time on campus. Or, use strategic partnerships. Partners, like enrollmentFUEL, can now offer a variety of short and long-term solutions (from Student Search and lead generation to CRM consulting, calling campaigns, and digital marketing) that can help put your mind at ease and ensure that your counselors are not shouldering another part-time job for no extra pay. 

6: TRAIN YOUR OWN REPLACEMENTS

This might sound a bit impending, and it is. Do not underestimate the power of mentorship as professional development. We need to identify, build up, and promote the next generation of enrollment leaders—the “lifers,” if you will. They are probably already on your staff, so it’s important to sense who they are—the ones with a heart for Enrollment Management who you see as future directors and VPs. They might be the ones who spend a little longer with the families, who always run behind on their campus tours because they love to chat, or those who are first to volunteer for a Saturday Open House. They might come back from three months of travel energized and refreshed. See them, engage them, invest in them. Find those diamonds in the rough, your ragtag team of players with potential. The work that you put in this effort now will not be wasted. In fact, you will be actively rebuilding the future of Higher Education Enrollment Management.

Social Media Influencers: Macro, Micro—Wait, There’s a Nano Now?

Social Media Influencers: Macro, Micro—Wait, There’s a Nano Now?

In Student Search and enrollment marketing, articles have started to pop up about institutions running influencer campaigns. But they are not usually referring to flashy, in-your-face TikTok stars, with millions of verified followers who charge $50,000 a post. In the higher education world, schools are now using micro and nano-influencers to amplify and spread messages about their institution’s value, programs, and initiatives.

Micro and nano-influencers have between 1,000 to 50,000 followers. They invite people into their lives, sharing details about their favorite coffee, favorite shows, brands they love (and hate), and views on the world. Because they are willing to be open and vulnerable, they are trusted by their followers. 

In December 2019, Inside Higher Ed published “Big Influencers on Campus,” reporting many campuses had begun to compile lists of students with large social media followings. Still, many schools were unsure how to work with student influencers or felt trepidation about paying students to post information.1

Many institutions put concerns aside and set up influencer campaigns when they saw a need for new tactics to promote compliance with campus coronavirus safety measures. In “Colleges Are Hiring Their Own Students as Covid-19 Safety Influencers,” published by The New York Times, an influencer program at the University of Missouri is highlighted. Of note, the marketing department hired Glacier, a Canadian influencer marketing firm, who then hired six students to share content. Each student had between 1,000 and 2,500 Instagram followers and high engagement rates.2

Engagement Rate by Reach (ERR) is one way to measure the effectiveness of a post. On Instagram, the number of likes and comments measures engagement, usually calculated as a percentage. Reach is defined as the number of unique accounts that saw the post. 

ERR = Total engagements per post/Reach per post

Generally, an engagement rate of between 1% and 3% on Instagram is considered good, according to the influencer marketing agency, FYI. 

You might be thinking, “All this is interesting, but what I care about is using micro and nano-influencers to help propel qualified leads into my enrollment funnel.”

We get you, and the starting point is a manual search for students who have a direct relationship with the university or college. Suppose you could leverage 25 nano-influencers who are students with networks that average 1,000 followers to relay messages through their personal social channels. In that case, you have the potential to reach a large audience – and possibly a different audience than you may find on your own channels. 

While there are agencies, software tools, and marketplaces created to help brands find influencers, you may want to start by doing a manual search to check out: 

• Student leaders
• Student ambassadors
• Athletes 
• Recent graduates
• Program-specific standouts

A manual search also helps you spot red flags, such as: 

• Radical shifts in content direction or subject matter over time
• Controversial material or views
• Conflicts with any institutional policies or values

When you’re doing a manual search, be sure to research more than a single social channel. Take time to perform a broad-based web search. Look at five to ten Google pages to be sure no hidden reputation pitfalls are lurking. 

If you are trying to grow a program, you may want to consider a targeted micro-influencer strategy, leveraging niche audiences to drive interest. For example, a graduate program for nursing students could leverage ten influencers who graduated from the program or university within the profession and reach thousands of new prospective students who trust the influencer’s opinion. This influencer’s audience will often re-share posts to their network or direct message friends interested in nursing. It’s the modern-day, digital word of mouth where information is passed among peers through connected and engaged networks. 

Successful influencer strategies are built on authenticity and effective content. For your influencer’s words to ring true, resonate with your audience, and impact enrollment, influencers should deliver content in their voice and tone. Content should feel fresh, exciting, compelling, and aligned with your institution’s brand. For the best results, you need a plan that offers lots of creative freedom while still providing your influencers with structure. 

For example, let’s say one of your influencers – we’ll call her Mia – has 3,600 Instagram followers. Mia is a first-generation student who transferred to your school after one year at community college. She studies business, wants a career in the fashion industry, and serves as a campus ambassador. 

Since Mia was a transfer student, she is the perfect person to share information on this topic. You provide the structure (what you want her to post about and when) while allowing Mia to tell your story in her authentic way. 

Can you do all this yourself? Sure, but if you already have enough on your plate, consider hiring an agency that understands influencer marketing to develop the strategy, handle the details, and do the due diligence to protect your school’s reputation and brand. 

Does enrollmentFUEL run influencer campaigns? Yes, these specialized campaigns are one of the many Student Search tactics we employ. If you would like to know more, call us at 919.306.8122 or email support@enrollmentfuel.com, and let’s set up a time to talk.

  https://www.insidehighered.com/news/2019/12/05/working-student-social-media-influencers

  https://www.nytimes.com/2020/09/26/style/coronavirus-campus-influencers.html

  https://www.findyourinfluencer.co.uk/blog/2019/4/4/what-is-a-good-instagram-engagement-rate#:~:text=In%20summary%2C%20as%20an%20industry,see%20on%20an%20influencer’s%20profile.

Video Production for Enrollment Management

Video Production for Enrollment Management

If you’re like me, the year 2000 feels like a long time ago, and a much different time. When the 21^st Century started, only 52% of all households had internet access.¹ By 2005, access had risen to 70%, and in that same year, three former PayPal employees got together and started a video sharing platform called YouTube.²

By 2018, 85% of teens were watching YouTube, according to a survey by the Pew Research Center.³  It is currently the dominant online platform when teenagers spend time. The majority of teens spend nearly an hour a day watching videos, though they usually watch on a smartphone, not a computer, according to a Wall Street Journal article.⁴

Teens watch videos for many reasons. They are bored and want entertainment. Something grabs their attention and they watch to explore. Or they watch to learn – how to do a complex calculus problem, how to set up formulas in a spreadsheet for an AP science project and to find out what a student’s life is like at a college they are thinking of attending.

Students are watching videos, so the question enrollment professionals should be asking is, “What do I have to show them?”

If you have a videographer on staff—and a marketing department that is asking, “How can we help,”—then all we can say is LUCKY YOU! If you lack these resources, here are a few ideas to fill the video void without busting your budget.

PARTNER WITH A PROFESSOR

If your school teaches marketing, graphic arts, or journalism, then partnering with a professor may give you on-campus access to a classroom full of students who already love your school and can help you create videos. We did something like this at enrollmentFUEL, when we were lucky enough to get an invitation to partner with Professor Terence Oliver, an award-winning motion graphics producer and the Reese Felts Distinguished Professor in the UNC School of Media and Journalism.

Each semester, students form groups in Professor Oliver’s class and produce professional-quality animated videos for “clients,” including non-profits, start-ups, and university-affiliated organizations. enrollmentFUEL participated in the fall of 2019, working with two students to create an explainer video on what it means to flip the funnel when recruiting.

Flipping the funnel is a concept I often discuss with enrollment VPs, because philosophically at enrollmentFUEL, we believe it makes sense to devote valuable resources to converting inquiries who demonstrate a real interest in attending your school, instead of investing a large portion of the budget marketing to big lists of mostly unqualified leads. This concept struck our team as the perfect topic for an explainer video since it often requires clarification. Partnering with Professor Oliver, we got a well-executed video at a budget price, and you may be able to find a similar option at your school.

HIRE HELP

At enrollmentFUEL, we have several videographers we work with, including Jay Helms, our own “Captain Video,” who is certified by the FAA as a remote pilot for aerial videography using a drone. If you feel you don’t have the time or skills on staff to devote to internal video production, consider hiring an outside partner.

Factors impacting the final cost of videos include:

• Who writes the script
• Video length
• Whether you have existing, usable footage
• When you shoot from scratch, the number of locations
• Captioning for the hearing impaired
• The need for music or voiceover talent
• Animations or graphic requirements
• Where the final video be used – this can affect licensing costs for stock footage and music

There can be wide variances for pricing, so it is best to have a budget in mind before you “shop” to avoid overspending.

DO IT YOURSELF

Several easy-to-use solutions let you produce a video that looks both professional and polished. At enrollmentFUEL, we often create videos for social posts using Animoto.com. The cost of an annual subscription is reasonable. Animoto eliminates the need for design and video editing skills, and it is simple to use.

Today, most computers come equipped with basic video editing software, too. If you are lucky, someone on the recruiting team has skills and can help.

VIDEO TOPICS SHOULD YOU CONSIDER

If you are looking for videos to help with recruiting, here are five areas to consider:

• The online campus tour, but told from a new perspective tying in fun facts or learning moments from students
• Support for careers, professional programs, and graduate school
• Student success stories
• Institutional value propositions – told in a compelling “why buy” way
• Areas of strength or differentiation

Famed director, Frank Capra, directed the film classic, “It’s a Wonderful Life.” He said. “There are no rules in filmmaking. Only sins. And the cardinal sin is dullness.”⁵  This is good advice for enrollment professionals. Especially when you think of the heavy-duty video watchers who make up Gen Z. No matter what topic you tackle, or how much you spend—you win when the students watch until the end.

Retrieved from: https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/evolution-of-video-case-study-1.pdf

Retrieved from: https://en.wikipedia.org/wiki/YouTube

Retrieved from: https://www.pewresearch.org/internet/2018/05/31/teens-social-media-technology-2018/

Retrieved from: https://www.wsj.com/articles/teens-explain-their-youtube-obsession-because-adults-dont-get-it-11572341400

Retrieved from https://indiefilmhustle.com/filmmaking-quotes/Video Production – It Might Be the Next Frontier for Enrollment Management Professionals

Student Loan Forgiveness for You, and You, and You

Student Loan Forgiveness for You, and You, and You

Student loan forgiveness has been a hot topic of conversation. It’s no wonder, given the announcement released by President Biden, Vice President Harris, and the U.S. Department of Education as part of the Student Debt Relief Plan. Yet, even with the amount of information available, the details can get somewhat convoluted and confusing. For instance, what do you do when you receive a phone call from a third-party debt relief service promising to lower your monthly payment? Tempting offer, is it not? Yet, after only a few minutes on the phone, you’d find that you have to pay for the “opportunity” to access their supposed debt relief program, something that is actually accessible for free to all federal student loan borrowers.

HIGHER ED STUDENT LOAN FORGIVENESS & THE STUDENT DEBT RELIEF PLAN

This is precisely what happened recently to Dr. Jacquelyn D. Elliott, enrollmentFUEL’s president, and to me. We are both blessed to have sufficient experience and knowledge to quickly recognize a scam, but that may not be the case for many young professionals. Third-party debt relief companies have become increasingly popular among student loan borrowers. Since the announcement of President Biden’s Student Loan Forgiveness Program, these third-party companies have taken advantage of the opportunity to make money from student loan borrowers.

I wanted to take a few moments to shed more light on the topic: let’s talk debt relief programs, options, and ways to access them for free. You see, the federal government supplies a free process to students for servicing their student loans, yet borrowers often use a pay-for-service student loan provider as an alternative. These programs can charge hundreds or thousands of dollars in sign-up and monthly maintenance fees for programs ALL federal student loan borrowers have access to with no fees.

What Should You Do When You Receive Calls Offering Student Loan Forgiveness?

• Ask them how they are affiliated with the U.S. Department of Education. If they do not provide a good answer, or any answer at all, discontinue the conversation immediately.
• Never provide your Federal Student Aid ID (FSA ID) or federal student aid log-in information to anyone, ever.
• If you’re having difficulty making your student loan payments, you have options. Contact YOUR student loan servicers. If you’re having trouble finding your student loan servicers’ information, contact your school’s financial aid office.
• Only talk to your school or your student loan servicers regarding your federal student loans.
• There are already a variety of repayment plans available for students. See the information below—there may be a suitable plan waiting for you!

We are all likely to fall for a scam phone call when we do not have sufficient information on a subject. For that reason, we have summarized some useful information regarding the Loan Forgiveness Program and the upcoming changes, as well as some other things anyone in higher education should know about it. Feel free to use the information below both for personal benefit and as you continue working with students on an everyday basis. 

What is the Student Loan Forgiveness Program?

The Student Loan Forgiveness Program is pretty much what it sounds like: the chance to have a portion of one’s federal student loans forgiven, if the borrower meets certain requirements. There are a few key elements to the new Student Loan Forgiveness Program as it currently stands:

• There will be a one-time final extension of the federal student loan repayment pause, originally introduced as a result of COVID-19. Federal student loan payments will resume in January 2023.
• Additional student loan debt relief will be offered to low and middle-income families. Up to $20,000 of debt cancellation will be available for federal Pell Grant recipients, while non-Pell Grant recipients could be eligible for up to $10,000 in debt cancellation on federal student loans. Borrowers will be eligible for the relief if their individual income is less than $125,000 per year or their household income is less than $250,000 per year. Public service loan forgiveness is still an available option for those who may be eligible.
• Although there have been long-standing income-based repayment plans available for students, an additional repayment plan is being offered to low and middle-income families to substantially reduce future monthly payments for those borrowers. 

According to studentaid.gov, this new repayment plan would:

• Require borrowers to pay no more than 5% of their discretionary monthly income on undergraduate loans. This is down from the 10% available under the most recent income-driven repayment plan.
• Raise the amount of income that is considered non-discretionary income and therefore protected from repayment, guaranteeing that no borrower earning under 225% of the federal poverty level—about the annual equivalent of a $15 per hour minimum wage for a single borrower—will have to make a monthly payment.
• Forgive loan balances after ten years of on-time payments, instead of 20 years, for borrowers with loan balances of $12,000 or less.
• Cover the borrower’s unpaid monthly interest, so that unlike other existing income-driven repayment plans, no borrower’s loan balance will grow as long as they make their monthly payments—even when that monthly payment is $0 because their income is low.

To find out more information, click here: Biden-Harris Administration’s Student Debt Relief Plan.

Different Types of Repayment Plans

Some borrowers may not know that there are multiple types of repayment plans already available. It’s important to understand what they are and which one best fits each person’s unique financial, personal, and professional circumstances. 

While there is an additional income-driven repayment plan under the new program, as mentioned above, several repayment plan options currently exist. We’ve provided a brief overview of the different repayment plans below. More details on each plan can be found on the Repayment Plans web page of the Federal Student Aid website. 

STANDARD REPAYMENT PLAN

Payments are a fixed amount that ensures your loans are paid off within ten years (or within ten to 30 years for Consolidation Loans).

GRADUATED REPAYMENT PLAN

Payments are lower at first and then increase, usually every two years, and are for an amount that will ensure your loans are paid off within ten years (or within ten to 30 years for Consolidation Loans).

EXTENDED REPAYMENT PLAN

Payments may be fixed or graduated and will ensure that your loans are paid off within 25 years.

REVISED PAY-AS-YOU-EARN PAYMENT PLAN

• Your monthly payments will be 10% of your discretionary income.
• Any outstanding balance on your loan will be forgiven if you haven’t repaid your loan in full after 20 years (if all loans were taken out for undergraduate study) or 25 years (if any loans were taken out for graduate or professional study).
• Initial “pay as you earn” plan is similar without the debt forgiveness

INCOME-BASED REPAYMENT PLAN

• Your monthly payments will be either 10% or 15% of your discretionary income (depending on when you received your first loans), but never more than you would have paid under the ten-year Standard Repayment Plan.
• Any outstanding balance on your loan will be forgiven if you haven’t repaid your loan in full after 20 years or 25 years, depending on when you received your first loans.

INCOME-CONTINGENT REPAYMENT PLAN

• Payments will be 20% of your discretionary income, or the amount you would pay on a repayment plan with a fixed payment over 12 years, adjusted according to your income.
• Any outstanding balance will be forgiven if you haven’t repaid your loan in full after 25 years.

INCOME-SENSITIVE REPAYMENT PLAN

Your monthly payment is based on annual income, but your loan will be paid in full within 15 years.

For more information on student loans and student loan repayment programs, the National Association of Student Financial Aid Administrators (NASFAA) has a few articles full of great information. Check them out below: 

• Why Pay for What You Can Do for Free? ED Works to Educate Students on Third-Party Student Debt Companies
• BREAKING NEWS: ED Takes Action Against Third-Party Debt Relief Companies

Many student loan resources are available. Hopefully this article helps provide clarity on best practices for using those resources. Knowledge is powerful. Equip yourself with information and empower yourself, your students, and others in your life.