About the Episode
About the Episode:
I’m ending Season 3 with a unique and very insightful episode where I’m joined by Mickey Baines who works on the higher ed partner side, and his son Reece who is a high school junior. Their family recently drove up and down the east coast, visiting 12 college campuses. Hear some eye opening feedback and stories about the experiences they had, as well as how the college search process is going.
The journey to finding the right college is a rite of passage for many high school students, and it's one that's often filled with excitement, uncertainty, and a fair share of surprises. In the latest episode of the Mission Admissions podcast, host Jeremy Tiers welcomes Mickey Baines and his son, Reece, to share their unique experience of exploring college campuses up and down the East Coast. This father-son duo offers invaluable insights into the college search process from both the student and parent perspectives, shedding light on what works, what doesn't, and how colleges can better engage prospective students.
The College Search: Excitement Meets Uncertainty
Kicking off the conversation, Reece, a rising high school junior, sums up his feelings about the college search process in one word: "excited." For Reece, the prospect of exploring different colleges is thrilling, filled with the promise of new opportunities and experiences. His father, Mickey, on the other hand, describes the process as "uncertain." Despite visiting a significant number of schools, Mickey notes that their list hasn't narrowed as much as he anticipated, leaving them with more questions than answers about where Reece might ultimately land.
This contrast between excitement and uncertainty is a common theme in the college search process. While students like Reece are eager to explore their options, parents often grapple with the practicalities of narrowing down the list and finding the right fit. This dynamic sets the stage for a deeper discussion on how colleges can better support both students and their families during this pivotal time.
The Campus Visit: More Than Just a Tour
Campus visits are a crucial part of the college search process, providing students with a tangible sense of what life might be like at a particular school. Reece and Mickey's experience highlights the importance of these visits, but also the pitfalls of overly scripted and impersonal tours. Reece shares that while he initially judged schools based on their tours, he quickly learned to pay more attention to what he saw rather than what was said. This realization underscores a key point: a tour can make or break a student's perception of a school.
Mickey adds that the most surprising aspect of their visits was Reece's unexpected interest in larger schools, despite his introverted nature. This shift in preference challenges preconceived notions about the "right" college environment for each student, emphasizing the need for colleges to provide authentic, personalized experiences that resonate with prospective students' unique interests and needs.
Personalization: The Missing Piece in College Communications
One of the most significant takeaways from Reece and Mickey's college visits is the glaring lack of personalization in college communications. Reece notes that while he appreciates receiving handwritten postcards from schools, the majority of emails he receives are generic and uninspiring. He admits to reading only a few, and those were the ones that specifically mentioned programs he was interested in. This lack of personalization extends to the campus tours as well, where many schools failed to tailor the experience to the individual needs and interests of prospective students and their families.
Mickey, who works on the higher ed partner side, echoes this sentiment, pointing out that parents are often overlooked in the college communication process. Despite being the number one influencers in their children's college decisions, parents frequently receive little to no targeted communication from colleges. Mickey advocates for more intentional engagement with parents, suggesting that colleges could better support families by offering personalized advice and resources tailored to their specific concerns and needs.
Key Takeaways
- Balance Excitement and Uncertainty: The college search process is a mix of excitement for students and uncertainty for parents. Colleges should recognize and address both emotions in their communications and support services.
- Make Campus Visits Count: Campus visits are a critical part of the decision-making process. Colleges should strive to offer authentic, personalized tours that go beyond the script and genuinely reflect the student experience.
- Prioritize Personalization: Personalization in communications is key to engaging both students and parents. Colleges should invest in understanding their prospective students and tailoring their messaging to reflect individual interests and needs.
- Engage Parents Proactively: Parents play a crucial role in the college decision process. Colleges should develop dedicated communication strategies for parents, offering them relevant information and support throughout the process.
Listen and Learn from the Experts
Reece and Mickey's insights offer a valuable perspective on the college search process, highlighting areas where colleges can improve their approach to engaging prospective students and their families. For admissions and marketing professionals, the message is clear: personalization, authenticity, and proactive engagement are not just nice-to-haves—they are essential components of a successful college recruitment strategy.
To dive deeper into the conversation and learn more about how to optimize the college search experience, tune in to the full episode of Mission Admissions. Whether you're a college administrator looking to refine your outreach strategies or a parent navigating the process with your child, this episode provides practical insights and actionable advice to help you along the way.
About the Show: Jeremy Tiers, a well-known speaker in college admission, enrollment marketing, and leadership circles is your host for Mission Admissions. Join him every other week as he sits down with industry leaders and difference makers from both inside and outside of Higher Ed. You'll walk away with advice, tips and strategies you can apply in your day-to-day life.
Connect With Our Host:
Jeremy Tiers
https://twitter.com/CoachTiers
About The Enrollify Podcast Network: Mission Admissions 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 Generation AI 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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