How AI-Generated Micro-Content is Changing Higher Ed Marketing

In a recent episode of In Your Element, Daniella Nordin and Brendan Henkel explored how Marshall B. Ketchum University (MBKU) revolutionized its admissions strategy using AI-powered automation and personalized microsites.  Tori Brady, CRM Data Manager, and Tom Rainey, Associate VP for Enrollment, share how their team centralized admissions, implemented smart workflows, and used microsites to create a seamless student experience. From an 18% increase in applications to a dramatic boost in event attendance, this case study showcases the power of automation without sacrificing personalization.

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Lessons from MBKU’s Success: 

• Automation improves engagement and efficiency – AI-driven workflows reduced manual tasks, freeing up staff for meaningful student interactions.
• Personalized student journeys drive conversions – Tailored messaging and smart logic ensured prospective students received relevant content at the right time.
• Microsites enhance student experience – Custom portals provided easy access to key resources at different stages of the enrollment journey.
• SMS reminders boost event attendance – Implementing timely text messages significantly increased RSVPs and participation.
• Data-driven iteration leads to continuous improvement – The team refined workflows based on engagement insights and student feedback.
• A centralized CRM fosters collaboration – Unifying admissions offices created efficiencies and equity across programs.

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How a Mindset Shift Led to Enrollment Growth

Why Automating Enrollment Processes Was a Necessity

Like many institutions, MBKU struggled with decentralized admissions workflows, leading to duplicated efforts and inefficiencies. Each program operated independently, making it difficult to provide a cohesive, seamless experience for prospective students. Staff members were often performing the same tasks in slightly different ways, creating confusion and wasted time.

By centralizing operations within Element451, MBKU streamlined its admissions processes and eliminated redundancies. This shift allowed staff to focus on building relationships with students rather than managing manual tasks. Importantly, automation didn’t replace personalization—it enhanced it, ensuring prospective students received timely, relevant, and tailored communication.

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The Power of a Thoughtful RFI Workflow

From Generic Outreach to Personalized Engagement

One of MBKU’s biggest wins was optimizing its request for information (RFI) workflow. Instead of sending generic emails to every inquiry, they designed an AI-powered communication sequence that guided students based on their specific interests.

A key feature of this workflow was the use of “rest stops”—decision points that allowed students to indicate whether they were most interested in optometry, pharmacy, or the PA program. Based on their selection, they received customized content instead of generic outreach. This targeted approach:

• Increased engagement by delivering relevant information.
• Reduced confusion by guiding students through their journey.
• Created a more personalized experience, making students feel valued from the start.

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Real Impact: Higher Engagement and Application Growth

Measurable Results from AI-Driven Automation

MBKU’s strategic shift to AI-powered workflows and microsites yielded immediate, tangible results:

• Event attendance skyrocketed – A webinar on common application mistakes saw RSVPs jump from 40 to 180 after implementing SMS reminders and personalized follow-ups.
• Applications increased significantly – The PA program saw an 18% rise in applications (roughly 300 additional applications) after making the application process more user-friendly.
• Fewer drop-offs in the application process – By reducing delays and eliminating unnecessary manual steps, prospective students completed applications faster and stayed engaged.

These results highlight how data-driven automation can enhance engagement and drive enrollment growth while keeping the student experience at the center.

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Leveraging Microsites to Enhance Student Engagement

A Personalized Resource Hub for Every Funnel Stage

One of MBKU’s most innovative strategies was the introduction of AI-powered microsites—mini web portals tailored to different stages of the student journey. Instead of directing students to a generic admissions site, they built dedicated pages with curated content, including:

• "Interviewing Candidate" microsite – Appointment scheduling, event details, and a video library of interview prep materials.
• "Admitted Student" microsite – Next steps, enrollment deadlines, and financial aid resources.
• "Pre-Pharmacy Resource Hub" microsite – Webinars, application tips, and career insights for students still exploring pharmacy school.

Using magic links in email campaigns, students could access these sites without needing to log in, creating a frictionless user experience.

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How Microsites Drove Higher Engagement

Always-On Support, Less Staff Overload

These microsites acted as “always-on” resource centers, making it easier for students to find information without searching across multiple platforms. The impact?

• More students arrived at interviews prepared thanks to easy access to relevant materials.
• Engagement with resources increased, as students could explore content at their own pace.
• Admissions staff received fewer repetitive questions, freeing them up for deeper, high-value conversations with students.

By using microsites strategically, MBKU ensured that students had the right information at the right time, leading to a smoother, more engaging admissions experience.

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The Takeaway: Build, Iterate, and Keep Improving

AI in Higher Education Is a Continuous Process

Tori and Tom emphasize that implementing a new CRM and AI-powered workflows isn’t just about transferring old processes into a new system—it’s about rethinking how to best serve students more effectively. Their approach involved:

• Auditing existing workflows – Identifying what worked, what didn’t, and where improvements were needed.
• Launching imperfectly and refining over time – Instead of waiting for a “perfect” process, they started with a solid foundation and adjusted based on student feedback and engagement data.
• Collaborating across departments – A centralized system helped different teams learn from each other and create consistency across programs.

As Tom puts it, a CRM like Element451 is a “living, breathing organism”—it should never be considered complete. The key to long-term success is continuous iteration, guided by real student needs and engagement data.

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MBKU’s AI-powered enrollment strategy showcases the game-changing potential of automation, microsites, and data-driven personalization. If your institution is looking to streamline processes, increase applications, and create a better student experience, this episode is packed with insights you can put into action. Give it a full listen today. 

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FAQ

How did MBKU ensure automation didn’t feel impersonal to students?
MBKU's workflows used conditional logic and personalized content, ensuring students received messages tailored to their interests and stage in the admissions process.

What was the biggest challenge in implementing AI-powered workflows?
The biggest challenge was getting buy-in from different departments, but demonstrating early wins—like increased engagement and application growth—helped gain support.