About the Episode
About the Episode: In this episode of "In Your Element," we sit down with Michael Bettersworth, Chief Marketing Officer at Texas State Technical College, to explore their pioneering Element451 integration. Michael shares how strategic tech implementation has transformed student enrollment processes, notably increasing their application conversion rate to nearly 90%. By focusing on user-friendly systems, TSTC has not only improved the application experience but also significantly lowered their cost per application, setting a new standard.
The Evolution of TSTC's Admission Process
Michael kicked off the conversation by highlighting the recent shifts TSTC has undertaken in its technology stack, notably transitioning to new ERP and CRM systems to enhance their operational efficiency and application processes. A significant takeaway from Michael's narrative is the strategic overhaul of the application experience to make it more user-friendly and aligned with TSTC's mission of job placement. This change was driven by a need to streamline the application process while ensuring it remained consultative, reflecting the career-focused nature of TSTC's programs.
Strategic Decision-Making in Technology Adoption
A key aspect of TSTC’s approach is its methodical decision-making process when choosing technological solutions. Michael shared insights into the rigorous review processes, emphasizing the importance of aligning new systems with institutional missions and the specific needs of their stakeholder groups. The discussion delved into how TSTC uses detailed discovery documents and stakeholder feedback to prioritize features and functionalities that truly enhance their educational and operational objectives.
The Impact of Technology on Recruitment and Enrollment
Michael detailed how the adoption of a new CRM platform has significantly improved their recruitment and enrollment processes. By making the application process more intuitive, TSTC has not only improved the user experience for prospective students but also increased application conversion rates dramatically. This enhancement directly contributes to more effective marketing spend and better lead qualification, ultimately ensuring that students who are most likely to succeed are those who apply.
Future Directions and Strategic Initiatives
Looking ahead, Michael discussed TSTC’s ongoing and future initiatives aimed at further integrating technology into their strategic operations. These include refining their CRM to better qualify leads and planning phase two of their implementation, which focuses on student journey mapping and enhanced communication strategies. These efforts are aimed at reducing the rate of change in majors and increasing student persistence by aligning educational offerings more closely with student needs and industry demands.
Connect With Our Co-Hosts:
Daniella Nordin
https://www.linkedin.com/in/daniellanordin/
Brendan Henkel
https://www.linkedin.com/in/bkhenkel/
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 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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