About the Episode
About the Episode: In this edition of "Confessions of a Higher Ed CMO," Jaime talks with Devin Purgason, the Executive Director of Marketing and Student Care at Forsyth Technical Community College. The conversation is centered around the unique opportunities that smaller educational institutions present as incubators of marketing creativity, offering a breadth of freedom to explore and innovate in marketing strategies.
Takeaways from this episode include:
- Tips for building a case to expand the oversight of a marketing department to include areas not traditionally within the marketing fold
- Ideas for exploring the unique integration of student care and marketing
- Ways to use AI tools to augment student services and address some of the inherent challenges facing non-traditional students
- Insights into marketing to adult learners in ways that address their unique needs
- Guidance on how marketing can impact retention and graduation rates
- Tips for tracking and analyzing your marketing efforts
Episode Summary
What is Forsyth Tech’s Approach to Marketing and Student Care?
Forsyth Tech’s marketing and student care teams have created a unique, integrated approach, focusing on students from the moment they inquire through graduation. Devin Purgason describes the student care team as Forsyth’s front-line “concierge service” where representatives answer students' needs—whether by phone, chat, or in person—resolving over 80% of inquiries without redirecting students to other departments. By centralizing support, Forsyth Tech minimizes common pain points for students, fostering a more supportive environment that helps retain them through to completion.
How Does the AI Chatbot Improve the Student Experience?
In alignment with Forsyth’s commitment to accessibility, the college recently introduced an AI chatbot on its website, allowing students to access help 24/7. This tool answers common questions, reducing call volumes by 24% and freeing up the team to handle more complex cases. The chatbot also connects with Forsyth’s CRM, storing inquiry data to allow the team to proactively follow up. This combination of automation and human interaction enables students to receive timely responses without the need for traditional office hours, an approach particularly beneficial for working students and those with non-traditional schedules.
How Does Forsyth Tech Address Unique Needs of Community College Students?
Forsyth Tech’s student demographic spans a vast range, from 16-year-old graduates to 77-year-old retirees. To cater to this diversity, Forsyth Tech relies on a tailored marketing approach, which includes targeted outreach in digital media, print, and community partnerships. Acknowledging challenges like transportation and financial aid for many community college students, Forsyth Tech ensures the student care team is trained to handle these unique barriers directly. They also employ data-driven tracking to measure which marketing efforts are effective, allowing them to adjust their strategies accordingly.
How Does Forsyth Tech’s Student Care Strategy Impact Retention and Completion?
By aligning marketing and student care functions, Forsyth Tech has seen promising results. In the past year alone, they’ve recorded a 9% increase in student completion rates, a significant achievement for a community college. Forsyth Tech’s recognition as an “Achieving the Dream Leader School” highlights their institution-wide commitment to student success. While increased enrollment is a strong measure of success, the real focus remains on retention and completion. Forsyth Tech actively uses data and regular adjustments to ensure that their student care strategy directly supports students in reaching their academic goals.
What Advice Does Devin Have for Implementing a Student Care Model?
Devin emphasizes the importance of starting small and scaling up. Building a student care team requires buy-in from institutional leadership, clear data that illustrates current challenges, and a plan for growth. Devin recommends that institutions consider scalable solutions, such as implementing a small team and gradually increasing resources as the program’s effectiveness is demonstrated. His advice to higher ed marketers looking to establish similar programs is to present data-backed cases for student care, demonstrating its impact on retention and success metrics to secure necessary resources.
About the Show: Confessions of a Higher Ed CMO is like a conference in a podcast, offering a blend of professional wisdom, innovative ideas, and personal anecdotes. Whether you're a higher ed marketer, a faculty member curious about the behind-the-scenes of university branding, or just someone with an interest in the intersection of education and marketing, the podcast is your gateway to the lesser-known narratives of higher education.
In each episode, host Jaime Hunt engages in candid and insightful conversations with leading minds in the field, exploring not just the nuts and bolts of marketing but also the diverse and often unexpected challenges and stories that define higher education marketing.
Our guests, a mix of seasoned CMOs, innovative thinkers, and key influencers in the higher ed sector, don't just share their professional triumphs; they open up about their personal journeys and share their candid insights. The podcast goes beyond the conventional, bringing to light the real stories behind campus campaigns, the evolving nature of student engagement, and the creative challenges in this unique field.
With a host renowned for establishing a warm and engaging rapport, each episode feels less like an interview and more like a conversation between old friends. The discussions are not only thoughtful and informative but sprinkled with moments of humor and fun, capturing the essence of what it's like to navigate the complex world of higher education marketing. Confessions of a Higher Ed CMO is hosted by Jaime Hunt and is a proud member of the Enrollify Podcast Network.
Connect With Our Host:
Jaime Hunt
https://www.linkedin.com/in/jaimehunt/
https://twitter.com/JaimeHuntIMC
About The Enrollify Podcast Network: Confessions of a Higher Ed CMO 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 Talking Tactics and Higher Ed Pulse.
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 — Jaime 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 $99! This early bird pricing lasts until March 31.
Learn more and register at engage.element451.com — we can’t wait to see you there!
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