Reimagining Student Experience: Integrating Marketing and Student Care

About the Episode: In this episode, we sit down with Devin Purgason from Forsyth Technical College to explore how they've successfully reimagined the student discovery and inquiry stages of the student lifecycle. Devin, the Executive Director of Marketing and Student Care, shares the importance of a holistic approach to the student experience and resource optimization. He discusses how breaking down silos and taking ownership of the student experience can enhance enrollment, satisfaction, and provide valuable customer insights. This episode is a must-listen for college leaders looking to enhance student care and success through intentional, integrated efforts across the institution. Get inspired to join the continuous endeavor of improving the community college experience.

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A Novel Approach to Student Engagement

Devin Purgason's unique title at Forsyth Tech piqued interest right from the start, suggesting a revolutionary approach to student support and marketing.

By integrating marketing efforts with student care, Forsyth Tech aims to create a seamless, student-centered experience from the first point of contact through to graduation and beyond. This strategy not only improves the student journey but also boosts enrollment and student satisfaction.

Devin explains that Student Care is essentially about removing barriers and reducing friction for students, offering a seamless transition through various stages of their college experience. This initiative was born from a realization that while the institution was successful in attracting students, there was a significant gap in guiding them through to enrollment and beyond.

By integrating marketing with student care, Forsyth Tech aims to not only attract but also retain students by offering an unparalleled level of support and engagement.

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Deepening the Funnel with Student-Centric Support

Building on the foundation of Student Care, Forsyth Tech's innovative model deepens the marketing funnel through a student-centric support system. This approach transcends traditional recruitment tactics by not merely filling the funnel with prospective students but ensuring they are actively guided, supported, and nurtured throughout their journey. This model reflects a shift from transactional interactions to building meaningful relationships with students, recognizing their individual needs and aspirations.

Personalized Engagement: By treating each student as an individual with unique needs and goals, Forsyth Tech has created a supportive ecosystem that adapts to each student's situation. This personalized engagement ensures that students are not just numbers in a system but valued members of the community.

Seamless Support System: The integration of marketing and student care creates a unified front that addresses students' academic, financial, and personal challenges. This seamless support system prevents students from being shuffled between departments, offering them a single point of contact that can address a wide range of inquiries and concerns.

Empowering Student Success: Beyond just aiding in administrative tasks, the student care initiative empowers students to succeed academically and personally. By providing resources, guidance, and encouragement, Forsyth Tech helps students overcome obstacles and reach their full potential.

This innovative approach not only enhances student satisfaction and retention but also serves as a powerful marketing tool. Satisfied students are more likely to become advocates for the institution, sharing their positive experiences with peers and contributing to a virtuous cycle of engagement and recruitment. Through its focus on student care, Forsyth Tech is redefining what it means to support students, setting a new standard for higher education institutions everywhere.

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The Power of Positive Experiences

The podcast conversation highlighted how positive student experiences are not just beneficial for the individuals involved but serve as potent marketing tools. Word-of-mouth recommendations from satisfied students can significantly impact a college's reputation and attract prospective students. This strategy aligns with the broader philosophy that everyone on campus, from faculty to facilities management, contributes to marketing the institution through their interactions with students.

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Key Takeaways:

• Innovative Integration: Merging marketing and student care can significantly enhance the student experience and institutional efficiency.
• Student-Centric Approach: Tailoring support to meet individual student needs ensures a smoother educational journey and reduces friction.
• Holistic Engagement: Every campus interaction, no matter how small, contributes to the overall perception of the institution.
• Continual Improvement: Adopting a mindset of growth and learning is crucial for evolving strategies to meet changing student needs.

About the Show: The Hidden Gem podcast is dedicated to empowering community college presidents, executive team members, enrollment, marketing and communication leaders with the knowledge and insights they need to harness the full potential of strategic marketing and communications within their institutions. This podcast aims to shed light on the often-overlooked aspects of marketing, emphasizing its vital role in shaping an institution's overall strategy and success.

By showcasing real-world examples, case studies, and interviews with experienced community college leaders and industry experts, the podcast will inspire its audience to view marketing and communication as integral components of their leadership toolkit, not an ancillary service. It aims to elevate the importance of these functions and empower leaders to make more informed and strategic decisions in their roles.

Connect With Our Host:

Maya Demishkevich

https://www.linkedin.com/in/mayademishkevich/

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. 

Connect with Us at the Engage Summit:

Exciting news —  Maya 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!