About the Episode
About the Episode:
As Joey Schmit, Associate VP of Global Marketing & Communications at New York University, pointed out in our insightful conversation, higher ed institutions often prioritize departmental needs over their students.
That realization motivated Joey and his peers at NYU to elevate the student experience through human-centered design, a framework that creates solutions using an empathic lens.
Joey shares how NYU is mapping the student journey by putting students first and addressing the internal cultural dynamics that impact strategic outcomes.
A Vibrant New York Campus Experience
Joey Schmit’s journey to his current role at NYU is as dynamic as the city itself. With a background in film and media from Arizona State and experience working with Disney, Joey found a way to blend his storytelling passion with a career in higher education marketing. His path eventually led him to NYU, a place he describes as innovative, non-traditional, and truly global. NYU's campuses in New York, Abu Dhabi, and Shanghai offer a unique and diverse environment, contributing to Joey's rich experience in enrollment marketing.
The Genesis of a Student Journey Mapping Project
Joey’s team embarked on a comprehensive project to map the student journey, driven by the need to support students not just in enrolling but throughout their time at NYU. The project started with two key questions: How to create a nuanced understanding of the first-year experience, and how to shift the power dynamics by involving students and other stakeholders in the design process. With the help of IDEO, a leader in human-centered design, NYU set out to gather and analyze student data through immersive methods such as shadowing, pop-up installations, and diary studies.
Immersive Research and Design Principles
The research phase revealed the fragmented nature of student communications and services, often described by students as a "tsunami of services." Joey emphasized the importance of starting with humility and curiosity, aiming to deeply understand students' needs and experiences. This approach led to the development of guiding principles like “just-in-time over just-in-case” and “dialogues over monologues,” which now inform NYU’s communications strategies.
Collaborative Efforts and Challenges
Bringing various stakeholders on board was crucial. Joey highlighted the importance of involving skeptics early in the process and aligning on questions rather than just goals. This inclusive approach ensured that voices from all levels of the institution were heard and that the solutions developed were holistic and effective.
Measuring Success and Celebrating Wins
Measuring the success of such projects involves traditional metrics like retention rates, as well as more innovative measures like reduced call and email volumes to student services. Joey also stressed the importance of celebrating both successes and learnings, even when certain initiatives don't pan out as expected.
The Power of Storytelling in Higher Education
Both Jaime and Joey agree on the critical role of storytelling in higher education marketing. Combining data with compelling narratives makes the information more memorable and impactful. By continually elevating student voices and experiences, institutions can foster a more empathetic and effective approach to student engagement.
Key Takeaways
- Human-Centered Design: Incorporating design thinking principles can transform student services by making them more responsive and tailored to actual needs.
- Inclusive Collaboration: Engaging a diverse group of stakeholders, including skeptics and frontline staff, ensures a more comprehensive understanding and better solutions.
- Empathy and Active Listening: True empathy goes beyond being nice; it's about deeply understanding and addressing the needs and challenges of students.
- Continuous Improvement: Regularly revisiting and refining processes based on feedback and data is essential for ongoing success.
Check out these resources we mentioned during the podcast:
To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for Confessions of a Higher Ed CMO in your favorite podcast player.
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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