About the Episode
Allison’s start in higher ed was as a writer at her college. In her role, she quickly realized the communications were not student-centered enough, and sought to become an expert on her audience to deliver hyper-personalized opportunities for engagement via the new CRM. The most immediate result? The students who had a one-on-one engagement with admissions were 2.4 more likely to enroll.
The long-term results? A solid partnership between admissions and marketing, and increasing engagement throughout the years, and for Allison, a student-centricity thoroughline that has defined her focus throughout her career.
Key Takeaways
- Shift from Telling to Showing: Instead of simply telling prospective students why Siena was special, Allison’s team began showing it through personalized, relationship-driven communications that mirrored the Siena experience.
- Use Data to Understand Your Audience: A deep dive into Gen Z research and quantitative data informed a communication strategy that resonated with prospective students and their families.
- The Power of Relationships: Building one-on-one connections became a cornerstone of Siena’s recruitment strategy, leading to a 2.4x higher likelihood of enrollment among students who engaged in personalized interactions.
- Seize Opportunities: Allison’s career evolved because she proactively identified gaps, sought solutions, and took initiative—proving that leadership is about action, not just titles.
- Future Opportunities Are Here: Emerging trends like Gen Alpha research and AI optimization present a chance for early career professionals to step up and define their own path in higher ed marketing.
The Starting Point: A New Role in Higher Ed Communications
Allison’s journey began at Siena College, where she started as an Assistant Director of Communications fresh out of college. With a background in English and a love for writing, she initially focused on copywriting for alumni magazines and admissions materials. However, the early 2000s brought a wave of change, with the emergence of social media, CRMs, and email marketing.
Her first big opportunity came when Siena’s Facebook page, started by an alum, was handed over to her. Growing the page from 900 likes to nearly 40,000 was her introduction to the world of social media and digital marketing.
The Catalyst: CRMs and the Shift to Personalization
The introduction of Siena’s first CRM was a pivotal moment. This basic system allowed for segmented email marketing but lacked sophistication. However, it marked the beginning of a shift: admissions counselors could now engage with prospective students via email, creating new opportunities for relationship-building.
At the time, Siena’s recruitment strategy was heavily focused on campus visits. While visits remained critical, Allison recognized the need to create meaningful touchpoints earlier in the student journey.
The Tactic: Understanding the Audience
The big idea that transformed Allison’s career was simple yet powerful: understanding the audience. Recognizing the growing expectation for personalized and segmented communication, she spearheaded efforts to learn more about prospective students.
- Qualitative and Quantitative Research: The team conducted focus groups, one-on-one interviews, and analyzed existing data to uncover what prospective students truly needed.
- Gen Z Expertise: Allison became the in-house expert on Gen Z by reading research papers, books, and articles, ultimately creating a market report for campus stakeholders. This report not only informed Siena’s communications strategy but also positioned Allison as a thought leader within the institution.
- From Telling to Engaging: Inspired by her findings, Allison and her team revamped Siena’s communications. Instead of simply pushing visit invitations, they began sending personalized messages like, “I’m about to review your application—what else do you want me to know about you?”
Results: A Relationship-Driven Recruitment Strategy
The shift to relationship-building paid off in a big way. Siena saw:
- 2.4x Higher Enrollment Likelihood: Students who engaged in one-on-one interactions were significantly more likely to enroll.
- Deeper Connections: The personalized approach mirrored the supportive, community-driven experience that Siena offers on campus.
- A Competitive Edge: When NACAC loosened its restrictions on post-deposit outreach, Siena’s strong relationships with students made them less vulnerable to poaching by other schools.
Lessons Learned
1. Leadership Is Action, Not Titles
Allison didn’t wait for someone to hand her a transformative project. She identified gaps, proposed solutions, and took initiative. Her advice to early-career professionals: “Be the person who steps up. Don’t wait for someone to give you permission to make an impact.”
2. Relationships Matter More Than Ever
Siena’s recruitment strategy is now built on fostering one-on-one connections with students and their families. This approach not only drives enrollment but also reflects the supportive environment that students will experience on campus.
3. Data Is Your Best Friend
Understanding your audience starts with data. Whether through qualitative interviews or quantitative analysis, take the time to uncover what your prospective students need—and use that knowledge to inform your strategy.
4. The Future Is Gen Alpha and AI
For professionals looking to make their mark, the next big opportunities lie in understanding Gen Alpha (the cohort following Gen Z) and leveraging AI to optimize marketing efforts. As Allison says, “Be the expert on the next big thing.”
Why This Tactic Works
The shift from generic communication to personalized, relationship-driven engagement works because it aligns with what students and families expect in today’s digital-first world. By leveraging data, asking the right questions, and showing students that Siena truly cares about them as individuals, Allison’s team created a recruitment strategy that stands out in a crowded higher ed market.
About the Enrollify Podcast Network
The Enrollify Podcast is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam-packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional.
Our shows feature a selection of the industry’s best as your hosts. Learn from Jaime Hunt, Allison Turcio, Corynn Myers, Dustin Ramsdell, Terry Flannery, Jaime Gleason and many more.
Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!
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