Creating an Admissions-Focused Website at the University of Idaho

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About the Episode:

In this episode of Breaking Silos, host Shane Baglini sits down with Adam Stoltz, Director of Enrollment Marketing at the University of Idaho. Adam shares insights into the transformative journey of enrollment marketing at his institution, highlighting the role of leadership buy-in, data-driven website redesigns, and fostering a collaborative culture to achieve three consecutive years of record-breaking enrollment. This episode is a must-listen for enrollment professionals seeking actionable strategies to enhance student experiences and drive institutional growth.

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Key Takeaways

• Leadership Buy-In is Crucial: Institutional leadership support drives meaningful change in marketing and enrollment strategies.
• Data-Driven Website Redesign: A student-centric website, paired with actionable data insights, improves engagement and simplifies navigation for prospective students.
• Integrated CRM Solutions: Tools like Slate enable real-time communication, personalized outreach, and streamlined event management for prospective students.
• Breaking Silos: Collaboration across departments fosters better communication, reduces duplication, and improves student experiences.
• Culture of Continuous Improvement: Regular evaluation, after-action reports, and an openness to feedback ensure ongoing success.

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Episode Summary: Tackling Enrollment Challenges with Innovation

How the University of Idaho Transformed Enrollment Marketing

When Adam Stoltz joined the University of Idaho in 2019, the institution faced mounting challenges: declining enrollment, lack of a cohesive marketing strategy, and a disjointed web presence. Under the leadership of a new university president, a cultural shift took place. Enrollment and marketing became top priorities, emphasizing a student-first approach. Stoltz's dual reporting role to the Chief Marketing Officer and Strategic Enrollment Management gave him unique visibility to align marketing with recruitment strategies. This shift led to a focus on storytelling, virtual engagement, and integrated communications.

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A Student-Centric Website Redesign

The cornerstone of Idaho’s enrollment success has been its redesigned website. The project started by understanding student needs: “What do you want to do?” prominently guides users to actions like applying, exploring costs, or taking a virtual tour. A data-driven approach identified and streamlined high-priority pages, ensuring a frictionless experience. Tools like search engine optimization (SEO), personalized call-to-actions, and CRM integration have significantly increased website engagement. Stoltz highlights the importance of listening to data, citing a condensed Request for Information form that improved conversion rates.

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Leveraging Slate for Real-Time Impact

CRM integration through Slate has revolutionized Idaho’s approach to student engagement. By connecting events, requests, and inquiries in one system, the university provides instant follow-ups through calls or texts, often within 24-48 hours. This shift eliminated delays and enhanced personalization, ensuring prospective students feel valued. Stoltz shared examples like event communications and data-driven campaigns, all contributing to Idaho's record-breaking enrollment achievements.

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The Role of Leadership in Marketing Transformation

According to Stoltz, success starts with leadership buy-in. At Idaho, leadership prioritized marketing and enrollment resources, fostering a culture of trust and collaboration. Stoltz emphasized the importance of communicating wins—big and small—to garner support across campus. By engaging departments that initially hesitated, the team built momentum and a shared commitment to improving the student experience.

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Results: Proof of Concept

The results speak for themselves: three consecutive years of record-breaking enrollment, with the potential for a fourth on the horizon. These successes reflect the culmination of strategic investments, cultural transformation, and a relentless focus on the student journey. Stoltz credits collaboration, data insights, and an unwavering commitment to improvement for the university’s achievements.

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Connect With Our Host:
Shane Baglini

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About The Enrollify Podcast Network: Breaking Silos 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 Visionary Voices: The College President’s Playbook and The Application with Allison Turcio.

Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.

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