John F. Kennedy is quoted saying “When written in Chinese the word ‘crisis’ is composed of two characters. One represents danger and the other represents opportunity.”
The majority of institutions have finally turned the page on 2020, albeit a little later this year. Now that we’ve passed Labor Day, it’s time to face the challenges head on and enroll future students!
2021 will certainly be different and present challenges never seen in our current generation of enrollment managers, but you’ve got this. See every day, and every move, as an OPPORTUNITY.
A few questions we’ve heard through August:
- What are institutions setting for their 2021 enrollment goals? Are they based on the recent 2020 cycle or looking back at previous years? 5% increase? 10%?
- Are institutions increasing their budgets for marketing, advertising, print and other mediums to communicate with students and leverage technology?
- How are institutions conducting campus visits and off-campus events like interviews or high school visits? One thing we can be sure of, no lunch visits this fall!
- Are you test-optional for merit scholarships or just admission to the institution?
- Will comparison and historical data be off from previous years?
The simple answer to many of these is YES but we all know it’s more complicated than increasing ad budgets, buying more names, sending more emails, and mailing more print. And it’s incredibly nuanced based on individual institution circumstances. The reality is, now more than ever, you need to support your team, think critically about all investments, and pull out your own grit.
First and foremost, to enroll a strong class in 2021, you need your sales team (aka: admission counseling staff or territory managers).
You need them to grind, outthink, and quickly make strategic adjustments. You need them to foster new relationships, generate new leads, and be the charismatic people they are – or were before this measly pandemic. But, with a global crisis wearing people down, how do you motivate them? Now, more than past years, you need to reward them, recognize their contributions, and be their advocate. Only then can you fairly challenge them to succeed. The gist? Passionately support them and they will passionately support the cause.
Second, think critically about all investments.
Aside from leveraging your team more than ever you’ll also need to leverage your CRM more than ever. Waybetter Marketing has conducted several CRM audits and it’s astonishing how small adjustments lead to large gains in efficiencies, provide the sales team with extremely actionable data, and, ultimately, drive enrollment. Optimizing your CRM will reduce the lead time to connect with new prospects. Utilizing website data and things like Slate’s “Ping” will allow you to provide a personalized approach to communications. It may seem daunting but now is the time to enlist your operations team (and/or WB) to identify ways for Slate—or any CRM—to identify uncovered leads, fix any leaks in the funnel, and strengthen your automated communications.
Be wary of licensing more names. If that purchase criteria wasn’t wise a year ago, it isn’t today either. Buying more names from the wrong places will create a softer applicant pool, guaranteeing nothing but a lower yield.
Finally, complete the basic functions of enrollment management first, but then expand your creativity and get ready for the grind. Bring out your own grit.
Predictive models may not be as accurate as they have been in the past and the trends you’re used to as an enrollment leader will be off as well so don’t hesitate to make strategic adjustments. Be creative this fall as you host virtual high school visits and strive to maintain strong relationships with the high schools in your backyard. Clients, don’t forget the various 2021 WB tactics/strategies your Account Manager recommended to you during matchback season.
You’ve got this and we’re here for you – best of luck!