Those words of the infamous Randolph Duke expressed to Mortimer Duke in a scene of Coming to America came to mind this week as I reflected on the time of year and my blog. Today, students are arriving on the Doane College campus to begin orientation while all over Nebraska (and across the nation), high school students are crossing the classroom thresholds for the first time since last spring anticipating what will come of this new year. It’s an exciting time for many to be sure.
As many students look forward, enrollment professionals tend to first look back. While it’s true that we are anxious for the start of a new recruiting year, admission directors crunch data and survey the higher education landscape to understand what worked and what didn’t work over the last year. Whether we anticipate making our enrollment numbers or not, it doesn’t change the questions that we seek answers to because one thing is for sure; higher education enrollment management is not getting easier, particularly in the private sector.
Then again, as much as changed, there are still constants. Students must apply and be admitted in order to enroll. And, students generally will not enroll if they have not visited the campus. So, as we lament over the tactics that we deployed last year, our bottom line question is rather simple. How do we influence more students to apply and visit? This is why higher education has become so commercialized. In some cases, yield on the number of applicants can fluctuate a few percentage points but enrollment growth or even just enrollment stability is predicated on colleges being able to convince enough students to complete an application and visit the campus. And, because of the commercialization, there is a tremendous amount of “noise” for students and parents to filter through to make their decisions. Truth be told, even if a student applies to 15 colleges, how many can they realistically visit, particularly during the academic year? To that point, colleges must figure out a way to be one of 3-5 true options in a student’s senior year.
So, the onslaught of communication continues and even increases for high school juniors and seniors. Mailboxes (because print mail still matters!) and email accounts will be filled with college information. And, make no mistake, every private college has amazing professors, small student-to-faculty ratios, and will tout new facilities. Filtering through the noise is exactly what students need to do. Results matter. Outcomes can distinguish one school from another. And no doubt, fit continues to be important. At Doane College, we’ve taken the step of identifying what we believe makes us different; what sets us apart from the crowd that will also resonate with students and parents. Our communication material will reflect our identity which can be summed up with the following “elevator statement”.
Doane College is a world-class private college excelling at teaching tomorrow’s educators and conducting real-world scientific research. We provide guarantees to graduate in both three- and four-year programs with an inclusive community where students can fit in here and stand out after college.
Using this statement as a guide, we are making sure our messages within brochures, emails, and digital media are focused and speak to the issues that students and parents expect to be addressed by colleges. Every college has something special about it. Connecting students to that something special takes considerable efforts and resources in today’s market.
My blog took a short hiatus over the summer, but we are off and running again. We’re back!