In the latest episode of "The Application," host Allison Turcio and guest Angie Mohr, Senior Vice President for Student Engagement at Archer Education, delve into the pivotal moment of student inquiry within the college recruitment process.
This episode, titled "Mastering the Student Inquiry Moment," unpacks the significance of that initial interaction when a student expresses interest in a college, and how institutions can leverage this to make a lasting impression.
The Importance of the Inquiry Moment
Angie Mohr emphasizes the critical nature of the inquiry moment, highlighting it as a high-intent phase where prospective students are most open to engagement.
This moment is an institution's opportunity to set the tone for the entire student experience. Rather than leaving students with a generic "thank you" message, Mohr advocates for using this as a chance to begin a meaningful conversation and maintain momentum in the student's journey.
This approach not only captivates the student's attention but also significantly impacts application and enrollment rates.
Creating a Personalized Engagement Experience
The conversation further explores how to create personalized, engaging experiences for students from the moment they show interest.
Mohr contrasts the traditional static response to inquiries with dynamic digital experiences that address the prospective student's needs and questions immediately. This strategy involves personalizing content based on the information provided by the student, fostering a sense of belonging and connection from the outset.
Leveraging Data and Technology
Angie Mohr shares compelling data and examples demonstrating the efficacy of this approach. Institutions that have adopted these strategies have seen remarkable increases in application rates, highlighting the potential of personalized engagement to transform the recruitment process.
The discussion underscores the necessity of evolving with the digital expectations of today's students, who seek seamless and relevant interactions in all their online engagements, including their college search process.
Action Steps for Higher Education Marketers
The episode concludes with actionable advice for higher education marketers looking to capitalize on the inquiry moment. Suggestions include auditing the current inquiry response process to identify opportunities for enhancement and implementing even small changes that can lead to significant improvements in student engagement and conversion rates.
Key Takeaways
- The student inquiry moment is a critical opportunity for colleges to make a positive first impression and set the stage for the entire student experience.
- Personalized, engaging responses to inquiries can significantly impact application and enrollment rates.
- Leveraging data and technology to create personalized experiences is essential in meeting the digital expectations of today's students.
- Institutions should audit and improve their inquiry response processes to better engage prospective students.
Listeners inspired by the insights shared in "Mastering the Student Inquiry Moment" are encouraged to explore the full episode for a deeper understanding of the strategies discussed. Engaging with the episode offers a comprehensive look at how higher education marketers can transform the inquiry moment into a powerful tool for student engagement and enrollment growth.
For more insightful discussions and tips on higher education marketing, tune in to "The Application" and join us in empowering enrollment marketers to become smarter, more successful professionals.
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