About the Episode
About the Episode:
In this episode of In Your Element, we sit down with Ryan Hogan, VP of Enrollment Management, Marketing, and Communication at Abraham Baldwin Agricultural College (ABAC), and the 2024 Boltie Award winner for Student Engagement. Ryan shares how ABAC is setting new standards for personalized student engagement using strategic communication and technology. He emphasizes the importance of making every student feel wanted by the institution and highlights how data-driven decisions and collaborative efforts are key to transforming higher ed.
Key Takeaways
- Personalization is Key: ABAC prioritizes personalized communication to make students feel valued and understood, which is essential for effective engagement.
- Two-Way Communication: Utilizing technology like Element 451, ABAC fosters conversations with students, turning one-way messages into meaningful interactions.
- Strategic Shifts: Ryan emphasizes the importance of being open to strategic changes, especially when traditional methods are no longer effective.
- Data-Driven Decisions: ABAC relies on data from current and prospective students to guide their communication and engagement strategies.
- Full Student Lifecycle Engagement: ABAC integrates its CRM across all departments, ensuring consistent communication from enrollment through to graduation, which boosts retention.
- Innovative Programs: The introduction of initiatives like the "Nursing at Night" program showcases ABAC's commitment to meeting the needs of its community through targeted campaigns and digital engagement.
Calls to Action
- Stay Updated: Subscribe to In Your Element for more insights on how higher ed institutions are transforming enrollment and engagement.
- Engage with Us: Share your thoughts on student engagement tactics—how is your institution making students feel wanted?
The Power of Personalization in Student Engagement
At the heart of ABAC’s approach to student engagement is personalization. Ryan explained that students are not a monolithic group, and they should not be treated as such. Whether it’s through personalized emails based on a student’s interests or segmenting communications based on geographic location, ABAC strives to treat each student as an individual.
“Personalization is the name of the game,” Ryan said. “We want to talk to students as individuals, not as one of 5,000 others.”
For ABAC, this means not only considering what students are interested in academically but also understanding what their on-campus experience might look like. It’s about creating tailored messaging that resonates with prospective students, educating them about the institution's offerings, especially since ABAC doesn’t have the same name recognition as larger or more prominent schools.
Shifting from One-Way to Two-Way Conversations
A key part of ABAC’s engagement strategy is transforming what used to be one-way communication into two-way conversations. Gone are the days when colleges simply bombarded students with “apply now” messages. Today’s prospective students crave interaction, and ABAC uses technology like Element 451 to facilitate those conversations. Through tools like text messaging, students can engage directly with the institution, asking questions or getting guidance, even in real-time during on-campus events.
Ryan shared a vivid example of how this works: “At an event, a student might text us saying, ‘Hey, I’m lost,’ and we’re able to respond immediately, guiding them to the right place. It’s all about bringing the student into the conversation.”
By empowering students to engage in dialogue rather than passively receiving information, ABAC enhances their overall experience and ensures that prospective students feel valued and supported from the outset.
Adapting Strategy on a Dime
When Ryan joined ABAC, one of the key changes he implemented was a more agile approach to strategy. Thanks to the capabilities of Element 451, the ABAC team can shift their approach almost immediately when needed. For instance, their orientation registration process, which had been cumbersome, was revamped in just one week using the platform's microsite capabilities. This allowed students to easily register for sessions and gave ABAC the flexibility to adjust communications as the situation evolved.
Ryan’s advice to other higher education leaders is clear: if your strategy is stuck in the past, it’s time to rethink it. “If you ever hear, ‘This is the way we’ve always done it,’ that’s a red flag,” he said, emphasizing the importance of data-driven decisions and being willing to shift strategies when necessary.
Looking Beyond Admissions: Full Lifecycle Student Engagement
One of ABAC’s most innovative uses of Element 451 is how the system is integrated across the entire student lifecycle, from recruitment to retention. Ryan highlighted how ABAC involves various departments—including financial aid and bursary offices—in the platform to ensure seamless communication with students throughout their entire academic journey.
By using data to track student interactions and monitor potential pain points, ABAC can address concerns before they lead to attrition. As Ryan explained, “If students aren’t happy, they will make a different choice, and it’s our job to ensure that we’re addressing their needs and concerns along the way.”
A Brand That Cares: Standing Out in a Crowded Marketplace
ABAC is located in rural Georgia, and while it doesn’t have the name recognition of larger institutions, Ryan believes that what sets them apart is the personalized experience and the care they show to each student. From unique programs like the Nursing at Night initiative to showcasing ABAC’s affordability (59% of their students graduate without debt), the college focuses on showing students the ROI of their education early on in the process.
“It’s not just about getting students in the door,” Ryan explained. “It’s about ensuring they graduate successfully, with little to no debt, and are ready to hit the ground running.”
Listen + Learn More
To dive deeper into the conversation with Ryan Hogan and explore how ABAC is transforming student engagement, be sure to listen to the full episode of In Your Element. You won’t want to miss the actionable insights on personalization, data-driven decision-making, and the innovative strategies driving student success at ABAC. Tune in now!
Connect With Our Co-Hosts:
About The Enrollify Podcast Network: In Your Element 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 Higher Ed Pulse.
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.
Element451 is hosting the AI Engage Summit on Oct 29 and 30. Register now for this free, virtual event.The future of higher ed is being redefined by the transformative power of AI. The AI Engage Summit brings together higher ed leaders, innovators, and many of your favorite Enrollify creators to explore AI’s impact on student engagement, enrollment marketing, and institutional success.
Experience firsthand how AI is improving content personalization at scale, impacting strategic decision-making, and intuitively automating the mundane tasks that consume our time. The schedule is packed with real examples and case studies, so you leave knowing how to harness AI to drive meaningful change at your institution.
Whether you’re looking to enhance student outcomes, optimize enrollment marketing, or simply stay ahead of the curve, the AI Engage Summit is your gateway to the next level of higher education innovation. Registration is free, save your spot today.
.svg)
.svg)
