Higher Ed Communication Trends Email, AI, and Texts - Higher Ed Marketing Blogs May 15, 20225

This episode is designed for higher education marketers navigating the evolving communication landscape. We dig into how to better connect with students, drive enrollment, and improve retention—no matter your team size or resources.

We kick things off with text messaging: what makes it effective, common missteps to avoid, and how to use automation and metrics without losing the human touch. You’ll get clear do’s and don’ts to help you get results without sounding robotic.

Next, we explore the latest trends in content marketing and how to make meaningful progress, even if you’re working within tight institutional constraints. There’s also practical advice for small and large teams alike, including ways to overcome resistance and get buy-in from leadership.

Choosing the right Content Management System (CMS) can make or break your marketing efforts. We break down how to pick a platform that supports your goals without overcomplicating your workflow.

Email marketing still plays a crucial role in keeping students engaged after they apply or enroll. We talk about what’s working now and how to use email to support long-term retention.

You’ll also hear how AI is influencing personalized student experiences—not replacing humans, but enhancing what your team can deliver. Plus, we cover the importance of thoughtful design and brand research in shaping your overall strategy.

Episode Breakdown

• 00:00 Introduction to Higher Education Marketing
• 00:49 The Power of Text Messaging
• 01:28 Text Messaging Best Practices
• 03:58 Text Messaging Pitfalls to Avoid
• 06:10 Automation and Metrics in Text Messaging
• 06:59 Shifting to Content Marketing
• 07:54 Effective Content Marketing Trends
• 11:05 Practical Advice for Marketing Teams
• 12:21 Overcoming Institutional Resistance
• 13:15 Emerging Trends in Content
• 14:47 Choosing the Right CMS
• 19:42 Email Marketing for Student Retention
• 22:53 The Role of AI in Higher Education
• 24:55 Conversion-Driven Design
• 25:48 The Importance of Brand Research
• 27:04 Key Takeaways for Higher Education Marketers

Let me know if you’d like a social blurb, email teaser, or pull quote from this episode!

Learn more about the Higher Education Marketing Institute:

• Website: https://highereducationmarketinginstitute.com/
• X: https://x.com/HEMInstitute
• LinkedIn: https://www.linkedin.com/company/higher-education-marketing-institute/
• YouTube: https://www.youtube.com/@HigherEducationMarketing

Transcript

Jack 0:00

Welcome to this exploration, uh, specifically for higher education marketers. The landscape right now. Well, it presents some pretty significant opportunities, doesn't it? Mm-hmm. Especially as you're navigating enrollment challenges and trying to connect with, you know, today's students.

Jill 0:13

Absolutely. It feels like we're really at a point where, um, just relying on the old ways isn't cutting it anymore.

Jack 0:19

Exactly.

Jill 0:20

The resources we've been looking at, offer some well. Really compelling strategies to help cut through all that noise and build actual connections.

Jack 0:27

Right. So our goal today is really to get into the core principles behind, you know, effective engagement. Mm. Both with prospective students and the ones you already have. Mm-hmm. We'll be looking at, well, quite a range. Text messaging, content marketing trends, the role of your CMS. Which is huge email for retention and, uh, even how AI fits into the picture. Sounds

Jill 0:48

good.

Jack 0:48

Where

Jill 0:48

should we start?

Jack 0:49

Let's start with something immediate, often kind of underestimated. I think text messaging.

Jill 0:53

Ah, yes. SMS it's, uh, it's fascinating just how powerful it can be for that direct line of communication in higher ed.

Jack 1:01

It really is.

Jill 1:02

One of the articles we saw mentioned UT Austin achieving a 98% engagement rate with texts,

Jack 1:07

98%.

Jill 1:08

I know that kind of responsiveness. It just signals a massive opportunity, doesn't it?

Jack 1:13

It absolutely does.

Jill 1:13

And what's likely driving that? Well, they've clearly tapped into that immediacy, that convenience students just expect now from their phone. That's

Jack 1:20

a great point. It's not just the tech, it's understanding the behavior and the materials Emphasize that to really make this work. There are some essential dos things you absolutely have to do.

Jill 1:32

Okay.

Jack 1:33

First, and this is critical, get explicit consent.

Jill 1:37

Mm-hmm. Non-negotiable.

Jack 1:39

Totally. It's not just, you know, good manners. It's legal TCPA for mobile stuff. Ferpa protecting student records.

Jill 1:46

Right. Both. Really important here.

Jack 1:48

So you need clear opt-in methods, online forms, event signups, student portals. That's key for compliance and honestly for building trust from the get go.

Jill 1:57

Precisely that initial respect. Asking permission really sets the tone.

Jack 2:01

Yeah.

Jill 2:01

So building on that, the second do is about keeping it concise. Students are swimming in information, right? So texts need to be short, punchy. Under 160 characters is the guidance.

Jack 2:12

Makes sense? Mm-hmm. I mean, think about it. What are you more likely to actually read and act on?

Jill 2:16

Exactly. The resources gave a good example, didn't they? Instead of some long paragraph about a financial aid deadline,

Jack 2:22

right? Something like reminder, financial aid app. Do fry 5:00 PM upload docs via portal, ASAP to avoid delays.

Jill 2:30

Perfect. Get straight to the point. Urgency. Action. Location, done no fluff.

Jack 2:36

And the third do takes it up a notch. Personalization.

Jill 2:40

Yes. Generic blasts so easy to ignore

Jack 2:43

totally.

Jill 2:43

But when you use their name reference their specific program, suddenly it feels relevant.

Jack 2:49

Like, hi Sarah Fall. Course Registration for Nursing Opens Monday. Secure your spot via the portal. Much better than a general announcement.

Jill 2:56

So much better. It shows you're using the data you have to send the right message to the right student, and importantly, at the right time,

Jack 3:03

which you know, leads peripherally into the fourth due. Strategic timing.

Jill 3:07

Mm-hmm. Even the best message gets lost if it lands at 3:00 AM

Jack 3:10

Right. So general guidelines suggest weekdays. Maybe 10:00 AM to 7:00 PM ish.

Jill 3:16

That seems reasonable as a starting point, but you also have to consider urgency, right? A reminder for a club meeting in an hour is different than a heads up about a job fair next week.

Jack 3:25

Good point.

Jill 3:26

Yeah.

Jack 3:26

And this is where automated scheduling tools really become invaluable. Hitting those key moments without someone having to manually press send every time.

Jill 3:34

Absolutely essential for efficiency. And the final due equally important. Always, always provide a clear, easy, opt-out

Jack 3:42

reply. SP to unsubscribe. Simple as that.

Jill 3:45

Exactly. It's not just the law. It shows respect. Plus it helps keep your list clean, filled with people who actually wanna hear from you,

Jack 3:52

builds trust, keeps the list engaged. Makes total sense.

Jill 3:55

So those are the core dos, foundational stuff.

Jack 3:58

Okay, so now let's flip it. Let's talk about the don'ts, the pitfalls you absolutely need to avoid.

Jill 4:02

All right. The first don't is a big one. Don't overload them with information in one text.

Jack 4:07

Right. It's not email.

Jill 4:08

Exactly. It's quick. Direct, not the place for essays. The example contrasting a long tuition reminder versus a short one directing to the portal that nails it. Yeah.

Jack 4:19

Give 'em the essential nugget. Tell 'em where to go for the details. Keep it focused

Jill 4:24

precisely. Grab their attention, point them in the right direction.

Jack 4:27

Okay, don't. Number two relates to language.

Jill 4:29

Ah yes. Steer clear of excessive slang, jargon, abbreviations.

Jack 4:35

You wanna be approachable? Sure, but you're still an institution. Professionalism matters. Clarity matters.

Jill 4:43

Definitely. The example for the financial aid deadline showed that, didn't it? Clear, straightforward language always wins over trying too hard to be cool or using obscure acronyms.

Jack 4:52

Totally agree. Okay, the third don't. This one's crucial for keeping texting effective long term.

Jill 4:57

Let me guess. Don't send irrelevant messages.

Jack 5:00

Spot on. Don't send unsolicited or irrelevant stuff.

Jill 5:03

Yeah.

Jack 5:04

If you bombard students with announcements that have nothing to do with them,

Jill 5:07

we'll just start ignoring all your texts. Or worse opt out.

Jack 5:10

Exactly. Mm-hmm. So segmentation is key. The example of tailoring a career fair alert for engineering students versus blasting everyone smart. Relevance drives engagement.

Jill 5:22

Couldn't agree more. Okay, don't. Number four is a biggie for privacy. Oh,

Jack 5:28

yeah. Non-negotiable. Never ever share sensitive personal information via text.

Jill 5:33

PII. Student IDs, grades, none of it.

Jack 5:37

Nope. Always direct them to secure platforms like their student portal.

Jill 5:41

The grade availability example was perfect. Grades are available. Check the secure portal. Inform, but direct, securely.

Jack 5:48

Exactly. And the final don't. It's about closing the loop,

Jill 5:52

right? Don't send a message without a follow up plan.

Jack 5:54

Yeah. Texting shouldn't just be a one way street, ideally, or at least provide clear next steps if they need help.

Jill 5:59

So if you send that registration reminder,

Jack 6:01

make sure you include contact info for advisors or support services. Turn in an announcement into supported action.

Jill 6:07

Makes sense. Transforms it from just. Information pushed to actual help.

Jack 6:10

And beyond these do's and don'ts, the resources also talked about leveraging scheduling and automation, right? Mm-hmm.

Jill 6:16

Pre-scheduling messages, setting up automated replies for common questions, using workflows for triggered messages based on behavior,

Jack 6:24

and integrating with your CRM, your main student interaction platform. That helps tie it all together.

Jill 6:30

Hugely important for efficiency and personalization at scale. And finally, you have to measure your success,

Jack 6:36

right? Track those metrics. Open rates are tricky with SMS, but response rates, if you allow replies,

Jill 6:43

conversion rates, are they actually doing the thing you asked and crucially opt-out rates?

Jack 6:48

Yeah. A high opt-out rate is a definite red flag. Tells you something's wrong with your strategy or content.

Jill 6:53

Absolutely. Tracking lets you adjust and improve based on real data.

Jack 6:57

Okay. Great overview of texting. Let's, uh, shift gears now to a broader strategy, content marketing. The whole landscape here feels like it's really changing and the materials we looked at highlight some, well, pretty pivotal trends for you marketers out there.

Jill 7:11

Yeah. What's really striking is the evidence showing that the old way heavily relying on, you know. Purchase lead funnels. Hmm. It's just not working like it used to.

Jack 7:20

Seems less and less effective.

Jill 7:21

One source pointing to a, what was it? A 67% drop in conversion rates from purchased contacts just between 2019 and 2023.

Jack 7:29

Wow. 67%. That's huge.

Jill 7:31

It is. And you couple that with the enrollment cliff everyone's talking about, right. It's clear you need a shift towards building organic connections.

Jack 7:37

Absolutely. The focus has to move towards attracting students with. Genuinely valuable content that speaks to them, connects with them, rather than just, you know, buying lists.

Jill 7:47

Exactly. Fostering real connections.

Jack 7:49

So what are some of the key content trends that are actually working in this new reality?

Jill 7:54

Well, one big one is multi-channel storytelling, but, and this is important. It's not just about being everywhere, right?

Jack 8:01

Not just spraying content across platforms

Jill 8:03

precisely. It's about crafting cohesive stories that flow across different touch points. The message stays consistent, even if the format or tone changes a bit for each channel.

Jack 8:13

Makes sense

Jill 8:13

as one source. Put it the channel isn't the strategy. The story is how you adapt. It effectively matters.

Jack 8:20

So maybe they see a fun TikTok about campus life,

Jill 8:23

which leads them to a detailed program page on the website. Then maybe they get personalized emails with student testimonials for that program. It all connects.

Jack 8:31

That makes perfect sense. Okay. What else?

Jill 8:33

Student generated content. This is massive

Jack 8:36

authenticity, right? Totally

Jill 8:37

forget the super polished, maybe slightly sterile marketing pieces. Today's perspective, students crave seeing the real deal content from current students. It just resonates more strongly.

Jack 8:51

Need some brand guidelines probably, but yeah.

Jill 8:53

Oh, for sure. But the stats show most recruiters recognize how critical that peer-to-peer interaction is for decision making.

Jack 8:59

And there was an interesting point about which student's content is most effective.

Jill 9:03

Yes. Content from juniors and seniors often hits harder than from first years.

Jack 9:08

Why is that, do you think?

Jill 9:09

I. Probably because they can speak with more experience about the whole journey. You know, academics, social life, even career outcomes. They've seen more of it.

Jack 9:17

That's a great nuance. Okay, next trend video. Always video.

Jill 9:22

Always video, but it's evolving. Short form, obviously huge for attention spans on TikTok, Instagram.

Jack 9:28

Yeah, I gotta grab 'em quick.

Jill 9:29

Longer form video still definitely has its place, especially for say, prospective grad students making bigger, more complex decisions,

Jack 9:38

right? Fire stakes.

Jill 9:38

So you align the length of the decision's, complexity, and where the student is in their journey. Quick tour, short form, deep dive into research or career stats might need longer.

Jack 9:49

Makes sense. Match the format to the function and ai. It keeps coming up.

Jill 9:55

It does AI and personalization, but not just, you know, mail merging a name into an email.

Jack 10:01

Right. That's superficial. We're

Jill 10:02

talking about using AI to deliver content based on actual behavior demonstrated interests. That's proving incredibly effective.

Jack 10:10

There was a stat on that.

Jill 10:11

Yeah. One source cited a 32% jump in application completions using behavioral triggers, delivering specific program content based on what prospects interacted with online.

Jack 10:21

32% increase. That's significant. Okay. And finally, good old SEO.

Jill 10:26

Yep. Search engine optimization. Still fundamental, even if it sometimes gets overlooked,

Jack 10:31

which is crazy because most students start their search online, right?

Jill 10:34

The vast majority, like 69% start there. Yet something like half of higher ed marketing teams still don't have a formal SEO strategy.

Jack 10:42

That's a huge gap.

Jill 10:43

It is, and the key now is moving beyond just broad keywords. You need to target those high intent. Program specific questions students are actually typing in,

Jack 10:53

like

Jill 10:53

things like nursing program, clinical placement rates, or what's the ROI on a business degree or transfer credit policy for military experience. Really specific stuff.

Jack 11:04

Got it. Okay. So those are the trends, but for the marketers listening, a big question is always. How do we actually do this? Especially with varying team sizes and resources,

Jill 11:14

right? The resources offered some practical advice based on team size.

Jack 11:17

So for a small team, maybe just one or two people,

Jill 11:20

the focus should probably be on the foundation. Get those SEO optimized program pages, solid. Concentrate on maybe one or two key social platforms where your audience really lives.

Jack 11:29

Makes sense. Don't spread yourself too thin.

Jill 11:30

Exactly. And leverage student generated content maybe. Find a few enthusiastic ambassadors. Repurpose content across formats to maximize efficiency.

Jack 11:39

Okay, what about mid-size teams? Say three to five marketers.

Jill 11:43

They can expand a bit, maybe build out content hubs around key program areas. Formalize the student content program more.

Jack 11:50

Resource allocation,

Jill 11:51

maybe aim for like 60% evergreen content, stuff that stays relevant and 40% more timely trending content. Using templates and workflows can really help scale things up too.

Jack 12:03

Good tips. And for the larger teams,

Jill 12:05

they can get more sophisticated. Implement that. AI driven personalized content delivery. We talked about develop specific strategies for each channel, tailor content for different stages of the enrollment funnel, and

Jack 12:17

really focus on tracking, measuring the impact on actual enrollment outcomes.

Jill 12:21

Exactly. Connecting the dots from content engagement to enrollment

Jack 12:25

now implementing this stuff. Mm-hmm. It often hits roadblocks, doesn't it? Resistance within the institution?

Jill 12:30

Oh, absolutely. It's a common challenge, but the sources had some good strategies for navigating that.

Jack 12:35

Like dealing with leadership resistance.

Jill 12:37

Yeah, maybe start with the pilot program. Clear goals, measurable results. Show them data from competitors who are doing it well highlight the risks of not adapting.

Jack 12:46

Makes sense. What about faculty? They can sometimes be hesitant.

Jill 12:49

Forming a content advisory group with faculty can build buy-in. Show them how great content elevates their work and attracts top students. Frame it as a benefit to them.

Jack 12:58

Good approach and the perennial problem. Budget constraints.

Jill 13:02

Yeah. Look for zero budget wins. First. Optimizing existing content, encouraging student content, and frame content as a long-term efficiency play. It can reduce reliance on expensive paid ads over time.

Jack 13:15

Smart. Okay. Looking ahead. Emerging trends, what's next? In content?

Jill 13:20

We're seeing a move beyond static articles to more immersive experiences

Jack 13:24

like VR tours, interactive program explorers.

Jill 13:27

Exactly. Stuff that lets students really engage. AI personalization is getting even smarter, more tailored

Jack 13:33

social search optimization. You mentioned that briefly.

Jill 13:35

Yes. TikTok Instagram, they're becoming search engines for Gen Z, so optimizing captions, hashtags, even spoken words and videos for search is becoming crucial. Interesting content is also being seen more as a retention tool, supporting the whole student journey, not just recruitment

Jack 13:51

and the overall theme.

Jill 13:52

Value-driven content wins Stuff that genuinely helps, informs or inspires, outperforms purely promotional content every time.

Jack 14:00

Makes sense. Provide value first. There was also a checklist mentioned. For a content audit.

Jill 14:06

Yeah, a practical checklist in one source covers purpose planning, student involvement measurement, a really useful tool for you to self-assess where your strengths and weaknesses are.

Jack 14:16

Good resource and timelines. People always wanna know how long this takes.

Jill 14:21

The resources gave some realistic ranges. Engagement improvements. Yeah. Maybe one to three months. Lead gen three to six impact on applications. Six to 12 months. Full enrollment impact might take 12 to 18 months. That's a long

Jack 14:35

game.

Jill 14:35

It is. It requires sustained effort. Yeah. And strategic budget allocation. Investing in SEO tools, video student content support, distribution, maybe personalization tech and having the right staff expertise.

Jack 14:47

Okay. Let's pivot now. To something absolutely foundational for all this digital work. Your content management system, your CMS

Jill 14:55

Ah, the backbone.

Jack 14:56

Exactly. Choosing the right CMS is such a pivotal decision, isn't it? It affects website functionality, team efficiency, everything.

Jill 15:04

Absolutely. It's the central hub and the overview we saw breaks the market down pretty clearly. You've got open source. Mainly Drupal and WordPress,

Jack 15:13

the big players,

Jill 15:14

right? And then proprietary solutions like modern campus CMS Cascade, CMS Terminal four.

Jack 15:21

The market share is interesting. Open source seems dominant, especially at the top universities, but WordPress has huge overall usage across all of higher ed.

Jill 15:29

That's generally the picture. Yes.

Jack 15:31

Okay. Let's talk about these platforms. Drupal first, the enterprise powerhouse.

Jill 15:35

That's the reputation I. Used by a lot of top research universities. All the Ivys its strengths are scalability for huge sites, flexibility for customization, strong governance features, security, accessibility built in, great for multi-site and multi-language setups.

Jack 15:50

Downsides,

Jill 15:50

steeper learning curve for users, often needs developer expertise for big changes. Fewer off the shelf themes compared to WordPress.

Jack 15:58

So best for large complex universities with tech resources

Jill 16:01

generally. Yes.

Jack 16:02

Okay, then WordPress known for being user friendly.

Jill 16:05

Very much so. That's its big appeal, especially for smaller colleges. Easy interface, massive ecosystem of themes and plugins. Quick to deploy. Cost effective can handle multiple sites with its multi-site feature

Jack 16:19

challenges.

Jill 16:19

Security can be a concern if it's not managed well. It's a big target, relies heavily on plugins for advanced features. Maybe fewer built-in enterprise features than Drupal performance needs. Careful optimization for high traffic.

Jack 16:31

So maybe a better fit for smaller to mid-size places. Limited it where marketing drives the content

Jill 16:36

often. Yes. It empowers non-technical users really well.

Jack 16:40

What about modern campus CMS, the one formerly known as Omni CMS designed for higher ed?

Jill 16:45

Exactly. Purpose-built modules for things colleges need an intuitive editor for non-techies, strong on accessibility and governance. Good support focused on higher ed, scalable for many sites,

Jack 16:57

potential drawbacks,

Jill 16:58

licensing and hosting costs. Maybe less customization freedom than open source. Some find parts of the interface a bit dated, though that's subjective.

Jack 17:07

So good for a turnkey solution. Less it overhead needed

Jill 17:10

could be yes if those higher ed specific features are a priority.

Jack 17:15

Okay. Cascade CMS focused on structured content and quality control.

Jill 17:20

That's the angle. Higher ed templates built in accessibility and quality checks, strong permissions and versioning for workflows. Drag and drop interface, vendor handles, updates, does, can have significant license costs, maybe less flexible for deep customization, smaller developer community than say WordPress or Drupal.

Jack 17:38

So good for places that really prioritize governance and quality control.

Jill 17:42

Let's take a strong fit there.

Jack 17:43

And finally, terminal four. Positioned as marketing focused,

Jill 17:46

right strong on multi-site management, integrated personalization and digital marketing tools, multi-channel support. Built in marketing automation features aimed at recruitment

Jack 17:56

challenges there.

Jill 17:57

Proprietary cost and support model interface can seem complex to some smaller US presence than others. Maybe less scope for custom development.

Jack 18:07

So best if you really want to integrate marketing automation tightly with your CMS and recruitment is the top priority,

Jill 18:13

that seems to be its sweet spot.

Jack 18:15

Okay. So when you're choosing,

Jill 18:17

yeah.

Jack 18:17

What are the key decision factors? SEO must be high on the list.

Jill 18:21

Absolutely critical. All platforms can do SEO well if configured right. Drupal structure is inherently good for it. WordPress relies heavily on plugins like Yost. Proprietary ones often have built-in checks.

Jack 18:33

Accessibility, compliance, huge deal in higher ed.

Jill 18:36

Non-negotiable. Drupal's, a leader here built-in features. WordPress depends on themes, plugins, proprietary options often include automated checkers, which helps, but managing content creators across any platform is still a challenge.

Jack 18:47

Multi-site management and scalability important for universities with lots of departments or campuses.

Jill 18:52

Crucial. Drupal handles it well. WordPress has multi-site mode. The proprietary ones like Modern Campus Terminal four, cascade are often built. Specifically for this. Drupal might edge out for extremely high traffic, complex setups,

Jack 19:07

security and compliance. Ferpa, GDPR. Gotta be safe.

Jill 19:11

Top priority. Drupal has a strong security rep. WordPress is a bigger target due to popularity needs diligence. Proprietary vendors handle core updates, which can be a plus. All can be configured for compliance

Jack 19:23

and just ease of use for both marketing folks and it.

Jill 19:27

Big practical consideration. WordPress usually wins for user friendliness. Easy learning curve. Drupal is powerful but harder for new users. The higher ed specific CMSs really try to cater to non-technical marketers.

Jack 19:39

Okay, that's a great breakdown of the CMS landscape. Let's shift again now to email marketing, but specifically through the lens of student retention.

Jill 19:47

Ah. Really important, maybe sometimes overlooked use of email.

Jack 19:51

Definitely. Especially when you look at dropout rates, particularly first year undergrads.

Jill 19:55

Yeah.

Jack 19:55

It's a significant issue financially and institutionally.

Jill 19:58

Huge cost of attrition. And it's interesting how email may be seen as old school by some, can be such a powerful tool for fostering belonging and proactively tackling reasons students leave.

Jack 20:09

So what is student retention fundamentally,

Jill 20:12

it's really multifaceted, isn't it? It's about academic readiness, overall wellbeing, financial stability, feeling integrated socially, having clarity about their career path

Jack 20:23

and the resources looked at why students day or leave, and how email can actually help.

Jill 20:28

Exactly. If students are facing academic hurdles, proactive emails about expectations and support resources like that, Kony fall line technical college example with retention specialists and early alerts can make a real difference.

Jack 20:41

Providing help before they feel lost

Jill 20:42

precisely, or if they feel disconnected like they don't belong

Jack 20:46

emails, inviting them to clubs events may celebrating student achievements like in that A A PS newsletter example.

Jill 20:52

Exactly. Cultivating that sense of community financial stress is another big one.

Jack 20:56

So. Timely reminders about aid deadlines, info on scholarships, financial counseling, like the City Cares program in London.

Jill 21:03

Mm-hmm. And for students unsure about their career path.

Jack 21:07

Emails, highlighting internships, alumni stories in their field, career development resources, offering guidance.

Jill 21:14

Right. And maybe the toughest one. Personal or mental health struggles,

Jack 21:17

compassionate emails from student services outlining wellness resources, support networks, normalizing seeking help like the DCC content mentioned.

Jill 21:26

Providing those lifelines is crucial. And email plays a role across the entire journey, doesn't it?

Jack 21:31

Yeah. The resources mapped it out nicely year one. Onboarding early support. Welcome series, resource info surveys, event invites like John Katt University's approach,

Jill 21:42

keeping them connected right from the start. Then sophomore, junior years, maintaining momentum, providing direction,

Jack 21:49

academic milestones, career development, personal growth. Wellness campaigns like SMU don't Ghost. SMU Idea,

Jill 21:56

keeping them engaged and on track. Yeah. And then senior year, focusing on graduation and what comes next?

Jack 22:01

Graduation guys. Career prep, alumni stories. Congratulations. Similar to what New Asia offers,

Jill 22:06

supporting them right through to the finish line and beyond.

Jack 22:08

So what are the best practices for making these retention emails? Actually work.

Jill 22:12

Segmentation is key. Tailoring messages by class year. Major demographics makes them much more relevant.

Jack 22:20

Not one size fits all.

Jill 22:21

Definitely not using automation thoughtfully triggered by behavior or milestones, but keeping it personal and valuable.

Jack 22:28

Focus on value, right? Helpful tips, tightly reminders, inspiring stories

Jill 22:33

like those transparent digital bulletins for parents from ENSR, providing real value and of course, monitor your data. Track engagement, see what's working, what's not,

Jack 22:43

and collaborate across departments.

Jill 22:45

Yes. Aligning messaging from different services. Advising career center student life makes a huge difference. Presents a unified support system.

Jack 22:53

Okay, let's talk about something that's weaving its way into all of this artificial intelligence. Ai.

Jill 22:59

Mm-hmm. A topic that sparks a lot of discussion and sometimes maybe a little fear.

Jack 23:03

Yeah. The whole robots taking over thing, but the resources we looked at framed it differently, especially for higher ed. More about enhancing the human touch.

Jill 23:11

Exactly. That's the critical insight. AI isn't about replacing people, it's about empowering institutions to connect better, more efficiently,

Jack 23:20

freeing up teams from routine tasks,

Jill 23:22

precisely automating the repetitive stuff. Providing data-driven insights so staff can focus on building those deeper meaningful relationships, more time for personalized support.

Jack 23:34

So for enrollment teams, AI can help identify students who are not just qualified, but likely to actually thrive at your specific institution.

Jill 23:43

Yes. Looking beyond just grades and scores to find that better fit based on a wider range of data points.

Jack 23:49

And for current students, AI can flag those who might be struggling. Academically, financially, personally.

Jill 23:54

Mm-hmm. That proactive identification allows for timely interventions, offering support before a student hits a crisis point or considers dropping out.

Jack 24:03

It can also help tailor teaching. And measure program effectiveness.

Jill 24:06

Yeah. Providing insights into student performance and engagement that can help instructors adapt their methods and giving institutions data on how well programs are meeting student needs.

Jack 24:16

So the ultimate goal isn't automation for its own sake?

Jill 24:19

Not at all. It's about creating a more personalized, effective, and ideally, a more compassionate learning environment for every single student using tech to boost human connection and support.

Jack 24:31

What are some concrete examples we're seeing?

Jill 24:33

Well, AI chatbots for instant answers to common questions are pretty widespread now. Free up staff for complex issues,

Jack 24:39

AR and VR for virtual tours.

Jill 24:41

Definitely often using AI to personalize the tour content based on expressed interests and AI algorithms delivering personalized content suggestions on websites or portals based on browsing behavior. Makes sense.

Jack 24:55

Okay. Just a couple more areas. Conversion driven design. Why is this so important?

Jill 24:59

Because it's critical for actually turning website visitors into applicants or getting current students to take necessary actions online. It directly impacts enrollment and engagement,

Jack 25:09

but there are barriers, right? Why do institutions sometimes struggle with this?

Jill 25:13

Often it's lack of collaboration, marketing, IT, design, working in silos, resistance to data-driven decisions, not measuring website performance properly. Sometimes prioritizing just aesthetics over actual user experiencing goals. Or just not understanding the audience's online behavior well enough.

Jack 25:31

But breakthroughs are happening,

Jill 25:32

thankfully. Yes. More cross-functional teams focusing on optimization, a bigger emphasis on data and analytics, prioritizing UX using personalization and committing to continuous testing, AB testing, user testing to constantly improve performance.

Jack 25:47

Good to hear. And finally, let's touch on brand research. Why is that so fundamental?

Jill 25:53

Because choosing a college is a deeply emotional decision, isn't

Jack 25:56

it? Absolutely huge life decision,

Jill 25:58

and your brand is how you tell your story, how you connect emotionally. It impacts student interests, parent support, counsel recommendations, everything.

Jack 26:06

So you need a consistent way to understand your brand. Like using archetypes

Jill 26:10

frameworks like archetypes can really help define that core personality and values. Then you need to measure how that brand is actually expressed and perceived

Jack 26:18

internally and externally.

Jill 26:20

Both. How do you, your faculty, staff, current students see the brand? Workshops, surveys, focus groups can help there and externally. Market surveys, talking to prospective students in the community, social listening, analyzing competitor brands,

Jack 26:36

and you need to connect that brand research to your audience. Research.

Jill 26:39

Critically important, developing personas may be based on those archetypes that represent your ideal students.

Jack 26:45

The goal being

Jill 26:46

to make your institution schema, you know, the mental map people have of you, not just known, but really individualize, emotionally resonant, and clearly different from your competitors. Stand out for the right reasons.

Jack 26:57

Okay? Wow. We've covered a lot of ground texting content, CMS, email, AI design brand.

Jill 27:04

As we wrap up, what are the absolute key takeaways for higher education marketers listening to this?

Jack 27:09

I think the biggest theme really is the absolute need for personalized, meaningful communication across every channel you use.

Jill 27:16

Tailor the message

Jack 27:17

exactly whether it's a quick text, a nurturing email, or a strategic content, and underpinning all that. You have to leverage data and analytics. Make informed decisions, measure what you're doing, choose the right tech foundation. Like your CMS

Jill 27:30

crucial and embrace ai, not as a replacement for people, but as a tool to enhance that human connection and finally invest in building that strong, authentic brand story based on solid research.

Jack 27:43

That's a fantastic summary, and for you, our listener, maybe a final thought to chew on, how can you take all these insights we've discussed, the power of concise texts, personalized emails, strategic content, the right tech, smart ai, a strong brand. And weave them together. How can you use them to forge those deeper, more effective connections with both your perspective and your current students? Ultimately driving enrollment, yes, but also fostering their long-term success and connection to your institution.

Jill 28:10

Lots to think about there.

Jack 28:12

Definitely.

Jill 28:12

Yeah.

Jack 28:13

We hope this exploration gives you some concrete ideas to adapt and implement within your own unique context.