About the Episode
About the Episode:
In this two-part episode of Hidden Gem, Maya Demishkevich interviews Diane Burkett, Executive Director of Marketing and Public Affairs at College of the Mainland. Diane shares her comprehensive approach to strategic enrollment marketing, focusing on ten key areas that have driven significant growth and success for her institution. From optimizing websites and creating seamless student experiences to shaping public perceptions and leveraging innovative technologies, Diane offers valuable insights and practical strategies for higher education leaders. Tune in to learn how to navigate the complexities of enrollment marketing and build a cohesive and impactful brand identity.
Key Takeaways:
- Strategic Growth: Learn how College of the Mainland has grown significantly through strategic marketing and enrollment efforts.
- Website Optimization: Discover the role of website optimization in enrollment marketing and learn effective changes made by community colleges to enhance user experience, accessibility, and functionality.
- Seamless Student Experience: Understand the steps taken to improve the prospective student experience, from application to enrollment.
- Integrated Marketing Strategy: Gain insights into developing a strategic and judicious integrated marketing strategy across various channels.
- Public Perception Management: Shaping Public Perceptions: Learn how to shape public perceptions and enhance your college's brand image through consistent messaging and community engagement.
- Personalized Enrollment Marketing: Discover examples of how personalization in enrollment marketing enhances student recruitment through personalized email campaigns, tailored content, and targeted outreach.
Episode Summary
How Has College of the Mainland’s Strategic Marketing Approach Contributed to Its Growth?
Diane Burkett attributes much of College of the Mainland’s recent enrollment success to a strategic and modernized approach to marketing. After arriving at the college, Diane observed that the institution’s marketing approach needed to shift to meet the demands of a changing educational landscape. She brought experience from the private sector to develop an outcome-driven, student-centered approach to enrollment marketing. Recognizing that students now have multiple education options, College of the Mainland focused on clear, accessible branding, promoting an appealing service experience, and establishing a unique value proposition to differentiate itself from other institutions.
Why Is the College Website Considered One of the Top Marketing Tools?
Diane emphasizes the website as a pivotal part of the college’s branding and recruitment efforts, describing it as a “digital brand beacon.” The college’s website is designed to reflect its culture and provide prospective students with a clear picture of what they can expect as students. Diane highlights the importance of storytelling, virtual tours, and accessible program information on the website to create an emotional connection with visitors. Additionally, College of the Mainland has added dynamic forms and lead capture options to facilitate easier communication and engagement with prospective students.
What Steps Have Been Taken to Create a Seamless Student Experience?
The student journey from inquiry to enrollment can sometimes be confusing and lengthy, especially for first-generation college students. College of the Mainland has implemented a “concierge” enrollment model, where students are assigned to an enrollment coach who assists them through each step of the process. Additionally, they conducted journey mapping to identify and address potential pain points, ensuring students feel supported throughout the enrollment process. By simplifying the application process and identifying areas where prospective students tend to drop off, the college has been able to boost application completion rates and enhance the overall student experience.
How Does an Integrated Marketing Strategy Help Optimize Resources?
With a limited marketing budget, College of the Mainland relies on an integrated approach that leverages multiple channels to connect with potential students. From print and local newspaper ads to OTT (over-the-top) streaming ads and YouTube campaigns, the college maximizes reach by meeting audiences where they are. Diane notes that advertising on platforms like YouTube has offered a strong return on investment, especially with younger audiences who primarily consume media online. By diversifying outreach methods and focusing on digital channels that provide measurable engagement, the college can stretch its budget effectively.
How Does College of the Mainland Shape Public Perception?
Public perception is essential for community colleges seeking to establish trust and recognition within their communities. College of the Mainland recently launched a brand campaign with the theme “Be Bold, Fly High, Join the Flock,” using messaging that communicates growth and optimism. To further connect with the community, the college hosts events like “Flock the Block,” inviting local residents to campus for family-friendly activities. By consistently sharing positive news stories, highlighting student achievements, and showcasing campus improvements, College of the Mainland reinforces its role as a trusted community partner and a forward-looking institution.
Connect With Our Host:
About The Enrollify Podcast Network:
The Hidden Gem: Marketing Community Colleges 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 Confessions of a Higher Ed CMO.
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.
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