About the Blog
The days of cookie-cutter recruitment emails and generic admissions brochures are over. Today’s students demand more — more relevance, more personalization, and more genuine connection. They’re the TikTok and Amazon generation, accustomed to experiences that feel custom-tailored, and higher ed marketers are finally catching up.
In The Application with Allison Turcio and Talking Tactics hosted by Dayana Kibilds, higher ed leaders like Tom Mikowski, Allie Bear, and Madelin Thompson unpack how AI-driven tools and personalized content — from custom videos to real-time landing pages — are revolutionizing student engagement. These strategies aren’t just trending; they’re delivering results, with personalized videos boosting engagement, reducing response times, and increasing enrollment rates by up to fivefold.
Whether you’re aiming to make your admissions messaging shine or elevate the student experience from inquiry to enrollment, this blog distills actionable insights and proven tactics to level up your recruitment strategy. Ready to make your institution the clear choice?
The Takeaway Toolkit
- Personalized videos increase engagement and enrollment rates significantly. Tailor messaging with data insights to make students feel seen and valued.
- Empathy-driven communication is key. Address students’ fears and uncertainties with clarity and reassurance at every stage of their journey.
- AI tools enable real-time personalization. Use platforms that dynamically adapt content, like video and landing pages, to student preferences.
- Strategic planning drives success. Mapping content to user journeys ensures timely delivery of information and a cohesive experience.
- Track and adapt based on performance metrics. Optimize based on click-through rates, video engagement, and feedback loops.
Why Personalization is a Game-Changer
In The Application, Ep. 056, Tom Mikowski of Allied Pixel highlights the growing expectation for personalization in higher ed. Drawing parallels to platforms like Amazon and TikTok, he emphasizes how students expect universities to know their interests and deliver tailored content. Personalized videos, for example, retain 95% of their message versus only 10% in text, underscoring their value.
Tom shared examples of how personalized content evolves along the enrollment funnel:
- Prospects: Video emails tailored by academic interest or geographical location.
- Applicants: Customized content discussing programs or support services like mentoring.
- Admitted Students: Financial aid videos detailing specific awards and scholarships, addressing concerns around affordability.
Key takeaway? Every touchpoint is an opportunity to build a connection and move students closer to enrollment.
Empathy at the Heart of Communication
Talking Tactics Ep. 040 dives into Wilfrid Laurier University’s Admissions Top Questions video series, developed to alleviate prospective students' anxiety. Allie and Madelin's team identified students’ heightened need for clarity and structured their video series around their journey. Key implementation steps included:
- Research: Journey mapping to uncover prospective students’ fears.
- Collaboration: Partnering with admissions teams to identify the most pressing questions.
- Execution: Using professional videography and email campaigns to deliver monthly episodes.
This effort paid off with 15,000+ views, a 5% email click-through rate, and significant reductions in student inquiries to admissions staff.
Real-Time Engagement with AI
Real-time personalized video emerged as a standout tactic in both episodes. By partnering with platforms like Element451, universities are delivering instant, customized content based on students’ behavior. For instance, when a student visits a website and specifies their interests, they immediately receive a video tailored to their preferences. The lesson here? Students value immediacy and relevance, and AI tools can deliver both.
The Results Speak for Themselves
From a 5x increase in conversion rates for a midsize private university in the Northeast using personalized admitted-student videos (as noted by The Application guest Tom Mikowski), to a 2.7x boost in enrollment rates at Pacific Lutheran University through financial aid videos (presented by Mikowski during an RNL conference), the impact of personalized video content is undeniable.
Conclusion
The future of higher education marketing isn’t just about adopting the latest tools—it’s about meeting students where they are, understanding their unique needs, and delivering experiences that feel personal, timely, and meaningful.
Institutions that invest in AI-powered platforms and data-informed strategies are seeing tangible results — not only in metrics like click-through rates and conversions but also in student trust and satisfaction. This isn’t just about keeping up with trends; it’s about reshaping how higher ed connects with students in a way that is authentic, engaging, and impactful.
The question now isn’t if your institution should embrace these innovations—it’s how fast you can start. Ready to see these strategies in action? Listen to The Application Ep. 056: How Personalized Video Drives Engagement Across the Enrollment Funnel and Talking Tactics Ep. 040: Reaching Students With Empathy Through Monthly Admissions Videos. Discover actionable insights to transform your recruitment strategy today.
Frequently Asked Questions (FAQs):
- Why should higher education institutions use personalized video?
Personalized videos increase engagement by up to five times, boost enrollment rates, and help students feel seen and understood. - How does AI enhance student recruitment?
AI tools enable real-time personalization, such as tailoring videos, landing pages, and emails to match students’ interests, locations, and stages in the enrollment funnel. - How can universities ensure these strategies are cost-effective?
By outsourcing only critical parts, like video production, while managing scripting, distribution, and performance tracking in-house.
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