How to Boost Student Enrollment with Better Communication in Higher Ed

• Artificial Intelligence, Chatbots, Education
• Posted: 1 week ago

Universities are not just competing with each other anymore. They’re now also competing with countless online resources and alternative education platforms. A prospective student’s choice to choose or dismiss a university as an option may come down to one factor: effective communication.

But how can universities ensure their messages resonate amidst the digital noise? The answer lies in leveraging the tools we already have – AI and advanced technology. Student engagement now hinges on integrating these tools into communication strategies. This approach not only enhances the reach and effectiveness of our efforts but also provides a personalized experience that today’s students crave.

Understanding the Modern Student

Prospective students today are digital natives. They’ve grown up in a world where information is at their fingertips. Instant connection in one form or another is literally a tap away. Personalized content is their norm, an expectation. It’s hardly surprising that traditional methods of outreach, like brochures or generic emails, seem to fall flat with this tech-savvy generation.

Modern students are looking for more than information. They’re seeking engagement. They want to feel seen and heard. This means that social media, messaging apps, and interactive online content are not just trends – they are essential channels for reaching out to this audience.

Meeting students on their preferred platforms means more than just having a presence. It involves creating engaging, relevant content that speaks directly to their interests and aspirations. Universities that embrace this approach can build stronger connections and stand out in a crowded market.

The Communication Audit – Identifying Gaps and Opportunities

To truly connect with prospective students, universities must first understand their current communication landscape. This begins with a comprehensive communication audit.

But what is a communication audit exactly, and what does it involve? A communication audit involves analyzing every touchpoint a university has with potential students – from the initial inquiry to the application process and beyond. Let’s look at some actionable steps to conduct a communication audit.

Steps to Conduct a Communication Audit:

• Channel Inventory: Start by listing all communication channels, such as emails, social media, website content, text messages, and physical mail. Document the specific purposes of each channel and the type of content shared.
• Content Analysis: Review the messages being sent through each channel. Assess the tone, frequency, and relevance of the content. Are the messages personalized? Do they address the needs and interests of prospective students?
• Engagement Metrics: Use tools like Google Analytics for websites, email marketing platforms for emails, and social media insights to gather data on engagement. Look for patterns in open rates, click-through rates, and conversion rates.
• Student Feedback: Conduct surveys or focus groups with current and prospective students to gather qualitative data. Ask about their communication preferences, the clarity of the information received, and any suggestions for improvement.

You’ve gathered all your data, now what? The next steps are to evaluate where you’re at and start looking at some methods to improve communications:

Practical Tips for Evaluating and Improving Communication Methods:

• Persona Development: Create detailed student personas based on demographics, interests, and behaviours. This helps tailor messages to specific segments, making communication more relevant and engaging.
• Journey Mapping: Visualize the student journey from initial contact to enrollment. Identify key touchpoints and ensure that each interaction provides value and moves the student closer to their goal. For example, after an inquiry, a personalized email with information on relevant programs and a link to a virtual campus tour can be very effective.
• Content Personalization: Use data-driven insights to craft personalized messages. For instance, if a student shows interest in a particular program, send them tailored content about that program, including alumni success stories and faculty highlights. Personalization software can automate this process, ensuring each student receives relevant information.
• Timely Follow-ups: Implement a system for timely follow-ups. If a student shows interest by downloading a brochure or attending a webinar, follow up within 24-48 hours with additional resources or an invitation to a one-on-one consultation.
• Social Listening: Monitor social media platforms to understand the conversations students are having about your university. Use this information to address concerns, highlight strengths, and engage with prospective students in real time.
• Cross-Channel Consistency: Ensure that your messaging is consistent across all channels. A student should receive the same core message whether they are interacting with your university via email, social media, or your website. This builds trust and reinforces your brand identity.

Personalization at Scale – Crafting Tailored Experiences

Communication is the imparting or exchanging of information using one medium or another. In the context of prospective students, there are many moments of important communication. For a university to really stand out, generic communication won’t cut it. It’s far more effective to interact with prospective students in ways that reflect their unique interests and aspirations. Making a student feel valued, rather than just a number, goes a long way in their decision to apply. The best way to do this is with the help of technology.

Email campaigns are a great way to do this. Chances are, universities have a lot of data about their students, both existing and prospective. They can use this data to create segmented email lists that are based on characteristics that may help them communicate more effectively. Things like interests, behaviours, and demographics provide deep insights into what types of communication may be most effective. Segmenting their email lists in this way means universities can tailor their content and only deliver program-specific information, upcoming webinars, and relevant faculty introductions. Since they’ve done their homework, the institution can be sure that each message resonates with the recipient.

Browsing preferences are another untapped data source for personalization. Universities can use dynamic website content as a way to customize each visitor’s browsing experience. A student frequently visiting pages about a certain faculty or field of study may suggest they’re more interested.

The Role of AI and Technology – More Than Just Chatbots

When we talk about AI in student communication, the first thing that often springs to mind is chatbots. But the potential of AI extends far beyond automated responses. AI is a tool universities can use to engage prospective students personally and enhance the entire communication process.

Predictive analytics is a great example of this. Predictive analytics use historical and real-time data to forecast student behaviours and preferences. Universities can use this information to personalize their outreach efforts by targeting students who are most likely to engage and ultimately enrol.

Personalized content recommendations are another way AI can improve communication strategies. Universities can use AI to analyze how students interact with their digital content and then suggest other digital content that aligns with their interests. Receiving relevant information and content can help foster a deeper connection between students and institutions.

Reducing Summer Melt With AI-Powered Communication

Taking it one step further, virtual assistants powered by AI can help guide students through complicated processes, like submitting an application or handling financial aid queries. This extra care can often be the difference between a student who successfully enrolls and thrives, and one who might otherwise struggle and consider dropping out.

In fact, personalized AI support can help reduce “summer melt.” This is when 10 to 20 percent of students who enrol in college do not attend in the fall. AI can jump in to send timely reminders and offer a hand with those tricky tasks like paying tuition and finding housing. This support is especially important for low-income students who might not have anyone else to guide them. By being there during the crucial summer months, AI can boost enrollment rates and help students kick off their college journey on the right foot.

Humanizing Technology – Balancing Automation and Personal Touch

Automated messages, no matter how advanced, can sometimes feel impersonal if not managed well. When it comes to scaled communication, automated messaging is a strategy that can’t be overlooked. But, it is a strategy that shouldn’t be used without consideration of maintaining the human touch. This is a crucial step in creating meaningful connections with prospective students.

Universities might consider personalized video messages to achieve this balance. It may be unconventional, but admissions counsellors or faculty members can send short, personalized videos to prospective students. In these videos, they can address students by name and even mention specific interests or questions they have raised.

Interactive webinars are another great tool where students can engage in real-time with university representatives. Universities can directly interact with students, answering questions on the spot. This provides a platform for genuine conversation.

It’s also important to consider adding a human touch to chatbot interactions. AI-powered chatbots should be designed to hand off complicated or sensitive inquiries to a human staff member. This way, students always get the accurate and caring responses they need.

Best Practices to Balance Automation with Human Touch:

Some best practices for creating authentic, engaging communication using technology include:

• Personalizing automated emails with the student’s name and interests.
• Integrating live chat options on websites.
• Regularly seeking feedback to refine and improve communication strategies.

Measuring Success – Analyzing Impact and Iterating

So, you’ve refined your communication strategies and begun implementing new tools and techniques. But how do you know if they’re working? Measuring the effectiveness of your communication strategies is crucial to ensure you’re on the right track. The first step is to identify metrics and key performance indicators (KPIs) that align with your goals.

• Engagement Rates: This includes monitoring how often prospective students open emails, click on links or interact with your social media posts. Higher engagement typically indicates that your content is resonating with your audience. Tools like Google Analytics and social media insights provide a wealth of data that can help you track these interactions.
• Conversion Rate: This measures the percentage of prospective students who take a desired action. This includes actions like filling out an inquiry form, registering for a webinar, or starting an application. Analyzing conversion rates can be helpful in determining which communication efforts are most effective at driving students further down the enrollment funnel.
• Response Time: Tracking response time can provide insights into the efficiency of your communication. Prospective students expect prompt replies to their inquiries. By measuring the average response time, you can identify areas for improvement and ensure that students feel valued and heard.
• Student Feedback: Surveys, focus groups, and one-on-one interviews with prospective and current students can provide qualitative data on their communication preferences and experiences. This feedback can highlight strengths and uncover areas that may need adjustment.
• Overall Enrollment Numbers: Finally, keep an eye on the enrollment numbers. While this may seem obvious, it’s important to correlate spikes or drops in enrollment with specific communication campaigns to understand their direct impact. Continuously analyzing these metrics and iterating on your strategies can help you fine-tune your approach.

The Path Forward – Innovating for the Future

Effective communication can truly transform how universities attract and enrol students. Using AI and technology wisely, universities can create personalized and engaging experiences that appeal to today’s tech-savvy students.

We’ve talked about many strategies. From auditing your current communication methods to leveraging AI for predictive analytics, the goal is simple: make your engagement more effective.

But don’t get too comfortable. The world of higher education is always changing. To stay ahead, universities must keep innovating and adapting their strategies. Stay updated with new tech trends, continuously analyze data, and be ready to tweak your approach based on what you learn.

So, what’s the next step? Start the conversation today. Your future students are waiting to hear from you. By taking active steps to improve your communication strategies, you can boost your enrollment numbers and build strong relationships with the students who will shape your university’s future.

EduBot: The AI-Powered Student Communication Platform for Higher Education

If you’re interested in seeing how AI can enhance your educational environment, consider exploring Verge AI’s EduBot, an AI-powered student engagement platform.

Dive deeper into AI chatbots in education with our recommended resources, exploring the potential for personalized learning and enhanced community engagement:

• The Transformative Impact of AI in Higher Education
• How AI Is Making Curriculum Advising Easy for Universities
• How AI Is Being Used For University Admissions
• Should Students Use AI in Higher Education?
• How Universities Can Use AI Chatbots to Connect with Students and Drive Success 

FAQs