About the Episode
About the Episode:
In this episode, Allison chats with Adam Stoltz, the Director of Enrollment Marketing at the University of Idaho, about the groundbreaking strategies and collaborative efforts that led to record-breaking enrollment numbers. Discover the importance of teamwork, innovative projects like virtual tours, and the big-picture strategies that keep Idaho at the forefront of higher education marketing.
How-To's on this Episode:
- Encourage open communication and collaboration between different departments and teams within the institution to break down silos
- Build relationships with various campus stakeholders to support marketing efforts.
- Utilize virtual tours and digital content to engage prospective students
- Design admissions packets that are not only informative but also emotionally engaging
- Implement a data-driven approach to marketing to help justify investments
Building a Culture of Collaboration
Adam Stoltz began his tenure at the University of Idaho by breaking down silos and fostering a collaborative culture. He emphasizes starting with small wins, such as a virtual campus tour, to demonstrate the value of cross-departmental teamwork. The success of this initiative, which launched just before the COVID-19 pandemic, underscored the importance of collaboration and trust. It also provided a critical resource for prospective students during a time when in-person visits were not possible.
By fostering this collaborative mindset, the University of Idaho created an environment where faculty and staff were eager to support and contribute to marketing initiatives, including enrollment efforts and innovative campaigns.
Emotion-Driven Marketing: The Admissions Packet
One standout project discussed is the admissions packet, which became a cornerstone of Idaho’s yield strategy. Packed with personalized elements like video players featuring campus flyovers, school spirit items like socks and keychains, and even a humorous headband for parents, the packet captured the emotional connection between prospective students and the institution. The campaign’s success was amplified through earned media, social media shares, and direct testimonials from students and families, demonstrating the power of emotionally resonant marketing.
This project showcases the University of Idaho’s commitment to creating unique, memorable touchpoints for prospective students and highlights the importance of investing in initiatives that stand out in a crowded marketplace.
Data-Driven Success and Value Messaging
A key to Idaho’s record-breaking enrollment numbers is its dual focus on application growth and yield improvement. The team’s efforts span the entire enrollment funnel, from a virtual tour that attracts prospective students at the awareness stage to yield-focused campaigns like the admissions packet.
Additionally, Idaho’s messaging strategy centers on affordability and value. As a four-time winner of the U.S. News & World Report’s “Best Value Public College in the West” designation, the institution leans on data to back its value proposition, particularly to first-generation students and their families. This approach has contributed to a 100% increase in first-generation student enrollment since 2019.
Actionable Advice for Higher Ed Professionals
Adam’s advice for meeting enrollment goals in a competitive and ever-changing landscape includes:
- Lean on Collaboration: Build teams and partnerships across campus to share resources, ideas, and wins.
- Be Transparent: Communicate both successes and challenges to foster trust and encourage support.
- Use Data to Inform Decisions: Conduct after-action reviews and focus on metrics to refine strategies and prove ROI.
- Create Emotional Connections: Engage students and families with authentic, experience-driven campaigns that resonate on a personal level.
- Plan Proactively: Stay ahead of industry challenges like FAFSA changes by thinking long-term and preparing in advance.
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About the Show: The Application is your playbook for the ever-evolving world of higher education enrollment marketing. This podcast zeroes in on the niche, often-unexplored areas of the field, delivering a potent mix of actionable insights, practical strategies, and cutting-edge perspectives.
Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio
About The Enrollify Podcast Network: The Application with Allison Turcio is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows, too!
Some of our favorites include Mission Admissions and Visionary Voices: The College President’s Playbook.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
Connect with Us at the Engage Summit: Exciting news — Allison will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI.
Use the discount code Enrollify50 at checkout, and you can register for just $200.
Learn more and register at engage.element451.com — we can’t wait to see you there!
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