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How to Use Financial Aid Leveraging Most Effectively

To put it simply, financial aid leveraging is the strategic use of institutional funds to impact enrollment and manage net tuition revenue.

Enrollment management is crucial to the long-term success of many institutions because, for colleges and universities, tuition revenue can make up 70% or more of their budget. As such, the ability for institutions to strategically manage revenue through their discount rate is at the core of the work that is done by enrollment management. Continue Reading

Top 6 Characteristics of a Successful Chief Enrollment Officer

The role of the chief enrollment officer has always been critical to a college’s success, but perhaps no more so than it is today. A successful chief enrollment officer is all at once a business-minded go-getter, a catalyst for change, a strategic marketer and a keen analyst. Wondering what you can do to ensure you’re making a maximum impact at your school? Here are six essential qualities that every chief enrollment officer should strive to develop. Continue Reading

Six Resources for Enrolling Your Next Class and Bringing Students Back This Fall.

The coronavirus pandemic has already cost your school millions of dollars. Many colleges and universities had to refund housing and tuition fees this spring. Countless institutions are planning to limit summer classes to an online-only format, if they’re planning to offer them at all. As you consider ways to attract new students for the fall semester, you should also be thinking about how you plan to retain current students. The following collection of interviews, articles, podcasts and blog posts will help you navigate the way. Continue Reading

Recommendations in Light of COVID-19

Top 8 Recommendations for Enrollment Marketers During COVID-19

Just as enrollment leaders were starting to see deposits roll in and their fall 2020 class beginning to take form, the coronavirus hit the United States. Soon, students were sent home, faculty and staff were working remotely and “business as usual” was nowhere to be found. Many colleges and universities found themselves with tunnel vision as they scrambled to move their classes online and set up remote versions of essential student services.

Even in the midst of this crisis, enrollment leaders know one thing all too well—we can’t lose sight of the fact that we have a new class to recruit. Over the past couple of weeks, we’ve heard a lot of questions from anxious enrollment departments: How do we do this with no admitted student events, high school visits or campus tours? What processes do we need to adjust? Which marketing tactics should we lean into? To help address these concerns, we’ve compiled a guide to enrollment marketing in the wake of COVID-19. Continue Reading

Cover Art: Responding to COVID-19 at University of the Ozarks with President Richard Dunsworth

Responding to COVID-19 at University of the Ozarks with President Richard Dunsworth

In this special episode, we talk with President Richard Dunsworth of the University of the Ozarks about the impact of COVID-19 on his school. From leadership in times of crisis to wide-ranging operational changes to the long-term impact this global crisis could have on the institution, we explore how one school is coping with profound and rapid change.


Podcasting at Penn State's McCourtney Institute for Democracy with Jenna Spinelle

Podcasting at Penn State’s McCourtney Institute for Democracy with Jenna Spinelle

Podcasting ranks right up there with influencer marketing and AI as one of the most hyped marketing trends over the last few years. But what’s really involved in launching a podcast, what’s the potential pay-off, and is it too late for your school to jump on the podcast train?

We tackle these questions and more in our latest Higher Ed Marketing Lab podcast. Joining us is Jenna Spinelle from Penn State’s McCourtney Institute for Democracy, Since 2018, Jenna’s produced and promoted the Institute’s Democracy Works podcast, and she’s got great advice for anyone considering starting one.

You’ll hear:

  • Why podcasting has become such a hot medium over the last few years
  • Whether or not it’s too late to start your own podcast
  • How to set realistic expectations for exposure and listenership
  • How to pick the right topic for your podcast
  • And smart ways to make the workload of podcasting more manageable.

Episode 15 Cover Art - How to Sunset a Tired Social Media Account with Rebecca Stapley

How to Gracefully Sunset a Tired Social Media Account with Rebecca Stapley

Rebecca Stapley joins us to talk about social media, and specifically, what do when you suspect it’s time to sunset a social media account that’s outlived its usefulness.

During her time as Assistant Director of Social Media at Nazareth College, Rebecca gained first-hand experience with this potentially touchy topic as she engaged with colleagues in other departments who wanted to run–or maybe already were running–their own accounts on behalf of the school.

You’ll hear from Rebecca about:

  • The key questions internal teams should asking BEFORE they start a new social account
  • How to approach colleagues when you suspect their social media accounts could use some help and how to do so in a way that minimizes defensiveness
  • And the specific process she used to wind down a set of alumni social media accounts at Nazareth College and integrate them into the school’s main account.

Episode cover art

Leading Web Accessibility Initiatives at Colorado State with David Carpenter and Jennifer Garvey

We talk web accessibility with David Carpenter and Jennifer Garvey of Colorado State University. David is the Director of Operations and Jennifer is Assistant Director of IT for Web and Business Systems at Colorado State’s College of Health and Human Sciences.

In this discussion, we shy away from the technical details surrounding accessibility, and instead focus on how to effectively align people and resources within an organization to get the work done. You’ll hear from David and Jennifer about some of the challenges they faced–and even mistakes they made–during their early web accessibility initiatives. And they share important lessons learned about how to more effectively engage both internal resources and external partners to get the work done. And perhaps most importantly, they detail practical examples of how they’ve integrated web accessibility into the fabric of their organization so that accessibility remains an on-going priority and not just a one-time project.

Episode cover art: Humanizing the Digital Experience

Humanizing the Digital Experience and more from eduWeb 2019 with Jason Buzzell

Jason Buzzell is Director of Digital Communications at the University of Nebraska at Omaha. We met up with Jason at the 2019 eduWeb conference to reflect on some of the most interesting ideas and themes we encountered at this year’s conference, including:

  • How to humanize digital experiences (which was the topic of a talk Jason delivered).
  • We talked about why today’s students place such a high priority on authenticity and how schools are attempting to provide it.
  • Some of the more interesting findings from RNL’s 2019 E-Expectations report, which was presented at the conference.

Episode 12 cover art: Optimizing the Campus Visit with Jeff Kallay

Optimizing the Campus Visit Experience with Jeff Kallay

The campus visit remains one of the most impactful moments in the college decision process, and there’s probably no one who knows more about the campus visit experience than Jeff Kallay, Principal of Render Experiences.

His work on campus visits has been featured in numerous publications including the Chronicle of Higher Education, University Business Magazine, and the New York Times, and we were lucky enough to have him join us on the Higher Ed Marketing Lab podcast to share some of his best insights.

We cover:

  • why our complex digital world makes the campus visit more important, not less
  • how Gen Z and their Gen X parents present new and interesting challenges to recruiters
  • why rock star students don’t always make rock star ambassadors, and
  • why your guides should never, ever walk backwards and talk.

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