Gamification in Higher Ed: A New Frontier

About the Episode:

In this conversation, Erin Ward discusses the intersection of gamification and higher education marketing. She explains the concept of gamification, differentiates it from gaming implementation, and provides examples of how it can be effectively utilized in higher ed. The discussion highlights the importance of engaging students through innovative marketing strategies, the potential for personalization, and the need for higher education institutions to adapt to a competitive landscape. 

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Key Takeaways

• Gamification involves applying game-like elements such as points, badges, and leaderboards to non-game contexts, offering fun and engaging ways to motivate students.
• Gaming implementation differs from gamification, focusing on brand integration into existing games rather than creating game elements in marketing campaigns.
• Higher education institutions can enhance engagement by leveraging gamification in digital marketing efforts, particularly for prospective and enrolled students.
• Gamification can be simple yet effective, from using progress bars or badges for application milestones to incorporating virtual tours and personalized challenges.
• Peloton and fitness apps are examples of leaders in gamification, offering lessons that higher ed can learn from in terms of keeping students motivated and engaged.

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Episode Summary

What is gamification, and how does it differ from gaming implementation?

Gamification refers to the integration of game-like mechanics, such as rewards and challenges, into non-game scenarios. Erin Ward defines it as applying elements like points, badges, and leaderboards to marketing campaigns, making them more engaging for students. She explains the difference between gamification and gaming implementation, which focuses on brand placement within games. For example, putting a university billboard in a virtual world like Minecraft is gaming implementation, while incorporating progress trackers for application milestones is gamification.

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How can higher ed institutions use gamification?

Erin provides several actionable ideas on how higher education institutions can implement gamification to engage students. From virtual campus tours to incorporating badges for completing key tasks like submitting applications, the opportunities are vast. She mentions how institutions can make the enrollment process feel like a personalized experience, adding elements like celebration emojis in emails or creating interactive virtual worlds. The key is in leveraging digital spaces creatively, making the experience fun yet informative for prospective students.

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Who is leading in the gamification space, and how can higher ed learn from them?

Fitness apps like Peloton are leading the charge when it comes to gamification. These platforms keep users engaged through progress tracking, badges, and shoutouts, rewarding users for staying involved. Erin highlights how higher education can draw inspiration from Peloton's methods by implementing similar strategies to keep students engaged in the enrollment funnel. Offering incentives, like badges for completing key steps in the enrollment process or hosting virtual scavenger hunts, can make the higher ed journey more immersive.

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About the Show: Confessions of a Higher Ed Social Media Manager covers the do's, don'ts, and dynamics of the complex and challenging social media ecosystem. We analyze the successes and failures of those in the higher education social space — what went right, what went wrong, and what are the lessons learned. We’ll share actionable steps so you can push past the pitfalls others have faced. No matter if you're on a team of 20 or a team of one, we've got you covered. Confessions of a Higher Ed Social Media Manager is hosted by Jenny Li Fowler and is a proud member of the Enrollify Podcast Network.

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Connect With Our Host:

Jenny Li Fowler

https://twitter.com/TheJennyLi

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About The Enrollify Podcast Network:

Confessions of a Higher Ed Social Media Manager 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 Higher Ed Pulse and Confessions of a Higher Ed CMO.

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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