Revolutionizing Enrollment with AI: SEMO’s Success Story

The latest episode of In Your Element highlights Southeast Missouri State University’s (SEMO) innovative use of AI to create personalized student engagement and streamline enrollment processes. 

Hosted by Brendan Henkel and Daniella Nordin, the episode features Claire Skelton, Assistant Director of Content Marketing at SEMO, who shares how their AI assistant, Sadie Bolt, is transforming interactions with prospective and current students. Drawing connections to a previous episode with Lennell Hahn, SEMO’s Director of Admissions, this blog explores how AI-driven strategies like direct admissions and segmented student outreach are reshaping the higher education landscape.

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What SEMO’s Success Teaches Us

• Strategic Use of AI Assistants: SEMO’s AI-powered chatbot, Sadie, supports students across diverse populations by providing customized, accurate information based on their unique needs.
• Direct Admissions Innovation: SEMO pioneered direct admissions for dual enrollment students, removing barriers to application and increasing enrollment efficiency.
• Efficiency Meets Empathy: AI saved SEMO over 65,000 human minutes in just four months, allowing staff to focus on building meaningful student relationships.
• Data-Driven Personalization: Tools like Element451’s Copilot help SEMO craft dynamic, targeted campaigns that resonate with prospective students.
• Iterative Learning: SEMO continuously refines its AI processes by analyzing chatbot interactions, improving outcomes for students and staff alike.

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How SEMO Uses AI to Meet Students Where They Are

In her discussion on In Your Element, Claire Skelton detailed how SEMO identified gaps in their chatbot’s performance and addressed them through segmentation. For example, the AI assistant, Sadie, initially struggled to differentiate between inquiries from first-time, online, and international students. By grouping AI assistants into "teams" specific to each student demographic, SEMO significantly improved response accuracy and user satisfaction.

This strategic approach was mirrored in SEMO’s efforts to integrate AI into their broader enrollment processes. By analyzing data on student interactions, SEMO adjusted its knowledge base to ensure AI tools provided more relevant answers. As Lennell Hahn highlighted in her own episode, this iterative mindset has been key to SEMO’s success in delivering personalized, efficient student experiences.

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Direct Admissions: Lowering Barriers, Boosting Success

Lennell Hahn’s episode revealed SEMO’s groundbreaking direct admissions initiative, where dual enrollment students are pre-admitted to the university without needing to apply formally. This approach eliminated a significant barrier for high school students who may not understand deadlines or application processes.

SEMO’s in-house program initially focused on dual enrollment students, leveraging data they already had. By pre-admitting these students, SEMO ensured they didn’t miss out on key opportunities, such as scholarships. The results were striking: SEMO saw a significantly higher yield rate for dual enrollment students compared to traditional applicants.

The success of this pilot program inspired SEMO to expand its direct admissions efforts. For example, they now partner with platforms like Niche to offer direct admissions to a broader range of prospective students, including transfers. This initiative not only increases geographic reach but also diversifies the student body.

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Pairing AI with Personalized Follow-Up

While AI plays a critical role in SEMO’s enrollment strategy, it’s the balance between automation and human touch that truly sets them apart. Skelton described how SEMO uses AI to flag prospective students who need additional attention, allowing counselors to step in with timely, personalized outreach.

For instance, AI identifies students who open multiple emails but don’t engage further — SEMOs affectionately refer to these as “lurkers.” Targeted campaigns, often designed using Element451’s Copilot tool, help re-engage these students with tailored messages that speak directly to their needs and concerns.

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Empowering Staff Through AI Efficiency

A recurring theme in both In Your Element episodes is how SEMO has leveraged AI to free up their staff for higher-value work. Skelton shared that Sadie Bolt has saved over 65,000 human minutes in just a few months by handling routine inquiries. This efficiency allows SEMO’s team to focus on nurturing deeper connections with students, a sentiment echoed by Hahn, who emphasized the importance of personal relationships in the admissions process.

Moreover, SEMO’s use of AI isn’t limited to chatbots. Tools like Element451’s analytics platform help the admissions team monitor trends and fine-tune their strategies. This data-driven approach has led to quicker response times and improved student satisfaction.

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Lessons for Scaling AI Innovations

Both Claire and Lenell highlighted the value of starting small and iterating. SEMO’s dual enrollment pilot for direct admissions provided critical insights that informed their expansion to other student populations. Similarly, refining the chatbot’s knowledge base allowed SEMO to address common questions more effectively, creating a smoother user experience.

Hahn emphasized that institutions don’t need to have all the answers before launching AI initiatives. Instead, by taking small, calculated steps and being open to adjustments, schools can make significant progress over time.

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Looking Ahead: AI’s Role in Graduate Education

Dr. Doug Koch, Interim Provost at SEMO, added another layer to the conversation in a recent Mastering the Next episode. He described how AI is being integrated into graduate education, from enhancing research methodologies to fostering a sense of belonging for online learners. SEMO’s plans for an AI-focused week, featuring training and discipline-specific applications, underscore their commitment to preparing students and faculty for an AI-driven future.

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The Future of AI in Higher Education

SEMO’s success with AI demonstrates the power of combining technology with a human-first approach. Whether through direct admissions, dynamic campaigns, or AI-assisted research, SEMO is setting the standard for how institutions can use AI to improve outcomes for both students and staff.

Ready to learn more? Tune in to the full episodes of In Your Elementfeaturing Claire Skelton and Lennell Hahn, as well as Mastering the Next with Dr. Doug Koch. Explore how AI can transform your institution’s approach to enrollment, engagement, and beyond. Listen now!