About the Episode
About the Episode:
In this episode, Allison speaks with Dr. Raquel Bermejo about the often-overlooked emotional challenges students face during the college search and application process. Raquel shares insights into how financial anxiety, fear of choosing the wrong college, and the weight of being a first-generation student can impact students’ ability to apply and enroll. Together, they discuss actionable strategies for enrollment marketers to create empathetic and supportive communications that address these emotional barriers and foster a culture of care.
Key “How-Tos” You’ll Hear in This Episode:
- Address Student Financial Fears: Acknowledge and address the specific financial anxieties that students may face, including concerns about affordability, scholarships, and the steps in the financial aid process.
- Personalize Communications to Reduce Application Anxiety: Replace generic reminders with empathetic messages that encourage students to reach out for support on specific application steps.
- Support First-Generation Students by Reducing Pressure: Tailor communications to ease first-gen students’ fears about fitting in and academic preparedness. Show them multiple pathways for success rather than a single “right” college choice.
- Encourage a “Culture of Care” Mindset: Shift institutional messaging to prioritize student wellbeing over institutional priorities, focusing on transparency, empathy, and student-centered processes.
- Engage Students with Genuine Questions and Options: Use messaging that invites students to share their concerns in a straightforward, manageable way—such as by providing response options (A, B, C) for easier communication.
Episode Summary
Why is addressing the emotional side of college planning essential?
Dr. Raquel Bermejo opens up about her own experiences as a parent navigating her daughter’s college journey, which highlighted the often-overlooked emotional struggles that students face. With personal anecdotes and research-backed insights, she describes how preconceived expectations—often influenced by parents’ own experiences—can misalign with students' actual needs. Dr. Bermejo notes that many students feel isolated in their struggles, and marketers need to understand that emotions play a crucial role in determining whether students proceed with their applications.
What are the most significant emotional barriers for college applicants?
The two biggest emotional hurdles are financial anxiety and admission process stress. Many students hesitate to even begin applications due to worries over affordability or confusion about financial aid. Additionally, the application requirements themselves, like recommendations and transcripts, can feel daunting without the proper support. Enrollment marketers, according to Dr. Bermejo, need to move beyond reminders about missing paperwork; instead, they should address students’ financial concerns directly. This approach can increase completion rates and reduce stress.
How does the experience of first-generation students differ?
Dr. Bermejo’s research revealed that first-generation students face even more intense anxieties. Financial and admission stress is more severe, and many feel uncomfortable reaching out for help. She notes that first-generation students may feel additional pressure to succeed, fearing that they aren’t as prepared as their peers. This self-doubt can manifest as a fear of attending “the wrong college” or of failing academically. Marketers should recognize these unique concerns and design communications that normalize seeking help while conveying that there isn’t a single “perfect” path.
What hidden concerns might students not voice to colleges?
Beyond the common financial and admission anxieties, students also worry about finding a sense of belonging on campus. They want to make friends, join groups, and feel part of a community—but these hopes are often accompanied by fears of isolation. Dr. Bermejo highlights that while colleges promote their vast number of clubs and activities, students from smaller, close-knit communities might find this overwhelming. Enrollment communications should break down these “big promises” into approachable steps, emphasizing small, manageable ways to find community early in their college journey.
How can enrollment marketers create more empathetic and authentic messaging?
Dr. Bermejo suggests that authentic communication begins with asking questions to understand each student’s unique experience. A personalized email could ask students directly about their biggest concerns, such as, “What’s the most stressful part of the college process?” Using choice-based responses (like A, B, C options for common stressors) can also make it easier for students to open up. This two-way communication fosters connection and shows that colleges care about individual experiences, not just application numbers.
How can enrollment teams shift toward a “Culture of Care”?
To create a true “Culture of Care,” institutions need to rethink their approach to student engagement, focusing on empathy and transparency. Dr. Bermejo explains that this student-centered approach requires prioritizing students’ emotional well-being and adjusting traditional marketing strategies to reduce pressure and anxiety. Enrollment teams must also advocate internally for the benefits of student-centered practices, especially when institutional priorities push for high application numbers without considering the emotional impact.
About the Show: The Application is your playbook for the ever-evolving world of higher education enrollment marketing. This podcast zeroes in on the niche, often-unexplored areas of the field, delivering a potent mix of actionable insights, practical strategies, and cutting-edge perspectives.
Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio
About The Enrollify Podcast Network: The Application with Allison Turcio 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 Mission Admissions and Visionary Voices: The College President’s Playbook.
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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