Douglas Olsen
With a decline in college enrollment, universities are facing the challenge of ensuring that accepted students actually enroll. To achieve this, universities are employing various strategies to engage with accepted students and encourage them to commit to enrolling. These strategies include providing informative guides and resources, tracking student sentiment, and sharing inspiring alumni stories. Additionally, universities are leveraging social media platforms and virtual tools to showcase campus life and facilitate connections between accepted students. Regular surveys are also conducted to understand the factors that matter most to students during the acceptance process, with financial-related communications and services being identified as a key concern. By addressing these concerns and fostering a sense of community, universities aim to increase enrollment yield and reduce summer melt.
| Characteristics | Values |
|---|---|
| Providing financial aid | Financial aid is one of the top factors that determine whether a student accepts an offer of admission |
| Sharing inspiring alumni stories | Sharing stories of successful alumni can encourage students to accept their offer of admission |
| Using social media | Social media can amplify an institution's outreach to admitted students, especially if the platforms are owned by the college |
| Hosting admitted students days | Allowing prospective students to visit the campus and observe a class can help them make a decision |
| Surveying admitted students | Colleges can survey admitted students to gauge which factors matter most to them during the acceptance process |
| Providing informative guides and resources | Admissions teams can provide informative guides and resources to help students and their families navigate the admissions process |
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What You'll Learn
Providing clear financial information
For many students, the financial aspects of attending university are a key concern. The process of applying for financial aid can be daunting, and the timing and amount of information requested can be overwhelming. Universities can help students navigate this process by providing clear financial information and guidance.
Firstly, universities can ensure that information about financial aid, including scholarships, loans, and other funding opportunities, is easily accessible and well-publicized. This can be achieved through the use of informative guides, resources, and announcements on the university's website and application portal. Additionally, universities can offer multiple channels for students to ask questions and seek financial advice, such as direct messaging, incognito chat, or an "Ask Me Anything" channel, as implemented by SLU-Madrid.
Another way to provide clear financial information is to regularly survey admitted students to understand their financial concerns and needs. This can be done through predictive modelling and targeted surveys to gauge which financial factors are most important to students. By understanding students' financial situations and challenges, universities can tailor their financial aid packages and better support students in navigating the financial aspects of their education.
Universities can also showcase inspiring alumni stories that highlight successful financial journeys. Sharing stories of alumni who have successfully navigated financial challenges or secured funding for their studies can provide valuable insights and reassurance to prospective students. These stories can be shared through blog posts, social media content, or even in-person events, strengthening the university's brand and reputation for financial support.
Furthermore, universities can assist accepted students by providing clear information about additional costs beyond tuition fees. This includes costs related to accommodation, textbooks, and living expenses. By offering a comprehensive breakdown of these expenses, universities can help students and their families make informed financial decisions and plan their budgets effectively.
In conclusion, by providing clear financial information and guidance, universities can significantly support accepted students in navigating the financial aspects of their education. This includes making information easily accessible, offering multiple channels for communication, surveying students' financial needs, sharing alumni success stories, and providing transparent breakdowns of additional costs. These measures can help alleviate financial concerns and increase students' confidence in their ability to fund their university studies.
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Sharing inspiring alumni stories
Events
Events are a direct and effective way to showcase alumni stories and inspire accepted students. Universities can organise dedicated showcases, such as Imperial College's alumni zone during its annual alumni weekend, which allows former students to exhibit their accomplishments since graduation. Alumni events can also be themed around the talents of specific former students. For example, City University organises the City Summer Sounds Music Festival to showcase the musical abilities of its alumni. Events like these provide prospects with inspiring examples of what can be achieved after attending the university.
Social Media and Websites
Social media platforms provide an excellent opportunity to encourage organic content from alumni and share their stories. Universities can encourage alumni to share their accomplishments and college experiences on Facebook, Twitter, LinkedIn, and other social media channels. Additionally, universities can create dedicated sections on their websites to feature alumni stories. For instance, Plymouth University has a section on its website where visitors can read detailed alumni interviews, learning about their experiences at the university and how they have applied their skills in their careers. Video interviews can also be highly effective, as demonstrated by the University of Toronto and the University of Cambridge, which features interviews with notable alumni on its YouTube channel.
Alumni Recommendations and Suggestions
Universities can actively involve alumni by asking for their recommendations and suggestions. Edinburgh Napier University, for example, engages its alumni by requesting their input on various topics, such as the "What's your uni soundtrack?" initiative. Alumni participation helps keep the university community updated on their successes and strengthens the institution's brand and reputation.
Personalised Outreach
Universities can also reach out to alumni directly via email and phone calls to obtain their stories and accomplishments. While this method may be more challenging to obtain quality photos, it allows for a more personalised connection. Additionally, universities can create landing pages with forms to capture alumni stories and updates, such as Cape Breton University's "share your story" campaign. These forms can include fields for alumni to provide updates on their current positions, marriages, birth announcements, and other life events.
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Using social media to showcase campus life
Social media has become an integral part of daily life for most teenagers and their parents. Universities can leverage this to showcase campus life to prospective and accepted students. This is especially useful when campuses are closed, or when students are unable to visit in person.
Universities can use platforms like Facebook, Instagram, Twitter, and Snapchat to market themselves and engage with students. For instance, they can share virtual tours or photo walkthroughs of the campus, highlighting unique features like an art gallery, scenic quads, or sustainable green spaces. They can also showcase campus life by posting about seasonal events and traditions, such as fall festivities, cultural holidays, and back-to-school excitement.
Additionally, universities can encourage student engagement by featuring students in their social media content. This can include event photos, student submissions, and short-form videos. At Wake Forest University, student leaders go live on Instagram to share information and answer their peers' questions. Universities can also involve faculty and staff by sharing photos and testimonials, such as #ThrowbackThursday posts featuring faculty members when they were in college.
Social media can also be used to connect accepted students with each other. Private social media groups allow admitted students to get to know each other and learn more about the university. Current students and staff are often part of these groups to answer questions and provide an authentic glimpse of university life.
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Offering multiple avenues for outreach
Direct Messaging and Chat Functions:
SLU-Madrid successfully utilised direct messaging and chat functions to engage with accepted students. Direct messaging allows students to communicate directly and privately with university representatives, addressing their queries or concerns. Incognito chat functions can also be offered, enabling students to ask questions anonymously if they feel more comfortable with this option. Additionally, an "Ask Me Anything" (AMA) channel can be designated for students to easily identify where to submit their questions.
Social Media Presence:
Maintaining an active presence on social media platforms owned by the university is an effective way to reach out to admitted students. Student and faculty ambassadors can openly share their experiences and engage with prospective students. Social media tools can be integrated into existing university systems, providing a cost-effective method of outreach. However, a clear vision and strategy for utilising these platforms are necessary for successful engagement.
On-Campus Events:
Universities can organise on-campus events specifically for admitted students, such as "Admitted Students Day." These events allow prospective students to tour the campus, observe classes, meet faculty and staff, and interact with current students. Such experiences help accepted students feel more connected to the university community and can influence their decision to enrol.
Alumni Stories:
Sharing inspiring stories and experiences of successful alumni can be motivating for accepted students. Alumni stories can be shared through blog posts, videos, or other forms of content. These narratives can strengthen the university's brand and reputation while providing role models for incoming students. Alumni stories may cover various topics, including academic achievements, career success, and how the university positively impacted their lives.
FAQ Pages and Resources:
Creating a comprehensive Frequently Asked Questions (FAQ) page can address common queries that accepted students may have. FAQ pages ensure that essential questions are answered, even if students feel hesitant to ask directly. Additionally, providing informative guides, resources, and important announcements through an online admissions portal can be valuable. Universities can also track student and family sentiments to ensure they are providing relevant and timely information.
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Surveying students to understand priorities
Surveying students is a crucial step in understanding their priorities and, in turn, improving their experience. Here are some ways universities can effectively survey accepted students to understand their priorities and concerns:
Understanding Student Priorities
Universities can create surveys to understand the priorities and concerns of accepted students. These surveys can include questions about their expectations, goals, and areas of interest. This information can help universities tailor their services and support systems to meet the needs of incoming students. For example, if a large number of accepted students express interest in a particular extracurricular activity, the university can ensure that the necessary resources are in place to facilitate this activity.
Financial Concerns
Financial considerations are a significant concern for students when deciding whether to accept an offer of admission. Universities can survey students to understand their financial situation and the kind of support they may require. This can include questions about their expected sources of funding, concerns about managing finances, and their awareness of financial aid options. By understanding students' financial priorities, universities can provide targeted support, such as scholarships or grants, to ensure that financial constraints do not become a barrier to enrollment.
Academic Expectations
Surveys can also help universities gauge students' academic expectations and goals. Questions can be designed to understand the students' preferred learning styles, areas of academic interest, and expectations for faculty engagement. This information can help universities ensure that their academic programs align with the needs and aspirations of incoming students. For example, if a significant number of accepted students express interest in a particular field of study, the university can highlight the relevant academic programs and research opportunities available.
Transition Support
The transition to university life can be daunting, especially for international students or those moving away from home. Surveys can help universities identify the level of support and guidance needed during this transition. Questions can address concerns about accommodation, travel arrangements, and visa processes, particularly for international students. Universities can then provide relevant information and resources to ensure a smooth transition to campus life.
Social and Community Engagement
Understanding students' expectations for social engagement and community building is also essential. Surveys can explore students' interests in extracurricular activities, clubs, and social events. By gauging students' priorities in this area, universities can develop a comprehensive offering of social and community engagement opportunities. Additionally, universities can facilitate connections between accepted students, encouraging them to interact and form bonds even before they arrive on campus.
In conclusion, surveying accepted students is a powerful tool for universities to gain insights into the priorities and concerns of their incoming cohort. By understanding students' expectations and needs across various aspects of university life, institutions can tailor their services, support systems, and academic offerings to create a positive and engaging experience for their students.
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Frequently asked questions
Universities can encourage accepted students to enroll by providing them with inspiring alumni stories, financial aid information, and easily accessible resources. They can also utilize social media platforms and virtual campus tours to attract admitted students.
Universities can engage with accepted students by providing various outlets for questions and offering multiple opportunities for outreach. This may include direct messaging, incognito chat, or an AMA (Ask Me Anything) channel. Additionally, universities can help students feel like they belong by introducing them to one another so they can meet and form connections.
Accepted students consider various factors when deciding whether to enroll, with finances being a significant concern. Other factors include the institution's fit for their field of study, academic programs, and study abroad opportunities. Universities can better understand these factors by regularly surveying admitted students and focusing their outreach on those most likely to attend.
