Imagine this: You’re a student standing at a college fair. You likely have some direction, some idea that has caught your attention and an answer just in case the admission counselor asks what you want to study. You approach another table still unsure of what questions to ask or what you need to know about this school.
Suddenly, the admission counselor with a warm smile sticks their hand out, asks how you’re doing and begins a conversation that is casual and engaging. Before you know it, they’ve uncovered the perfect fit by asking the right questions that helped get to know you. It’s perfect. You’re sold. This is the school for you!
But, what if that hadn’t happened? What if, instead, you approached the table and the first question they asked is “Do you have any questions?” You’re pulse quickens, your throat tightens, you feel embarrassed that you don’t know what to ask right on the spot! So you grab some information, walk away, and gradually drop the information elsewhere before heading home feeling like the night was a bust.
Communication. It’s potentially one of the most underrated and underutilized skills. It has the potential to build people up and strengthen a relationship, or leave someone wondering why they even tried.
Have you considered that your admission strategy may be leaving students behind? Every good story has a beginning (inquiry) and an end (enrollment), but no good story only has those two points. Every truly notable story has a middle- that’s the best part! It’s where you discover the depth of the characters, where you get immersed in the story and can’t wait to discover what it’ll be like at the end. With an intriguing middle, you’re sad when the end comes because you just want a little bit more. It’s all about the middle.
What if your communication flow as an institution held the attention of your target audience that way? What if it left students wanting to know more, excited to be a part of the story at your institution?
Too good to be true? No! Not at all. As a matter of fact, it should be the norm!
The middle of your admission funnel should be the best part. It’s where they’re discovering who you are, where they belong in the story, and the anticipation that awaits when they get on campus and get to continue building their legacy as a part of that story.
A solid communication flow reaches beyond catchy emails and a stellar student call center. Rather, it:
- Builds – it extends year-round and starts as early as their freshman year. It encompasses yield initiatives and multiple channels of communication. Each piece builds upon another to continue telling the story. Don’t forget you can use current students to build on that story too! Strong calls to action play a crucial role in a successfully building initiative, however, don’t forget to be social and engaging too – especially on social media.
- Is personalized – this doesn’t mean you should make each outreach method completely individualized, but you do want to make it feel personal, special to them. You can also use your budget wisely by establishing which students are most likely to enroll and spending more of your time and resources focused on them.
- Excites – A term we like to use is “Acceptance Euphoria.” Don’t just let it be an exciting moment for them – celebrate with them! Use their excitement as an organic means of drumming up excitement with other students. Allow them to be your advocate and encourage their excitement – this is a thrilling moment within their own personal stories.
The best part of a communication flow is that it includes your student in telling an incredible story. Play around! Let your team come up with a strategy that works for your institution and conveys who you are in a fun and engaging way. But if along the way you find it feels daunting instead of exciting, TWG Plus is here to help!
And they all lived happily ever after, or so the story goes.