Archer Education https://www.archeredu.com/ Reach Further. Recruit Smarter. Grow Faster. Thu, 14 Mar 2024 19:46:55 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.3 https://www.archeredu.com/wp-content/uploads/cropped-ArcherIconEPS-32x32.png Archer Education https://www.archeredu.com/ 32 32 Community College Enrollment: Reducing Inefficiencies in Onboarding https://www.archeredu.com/hemj/community-college-enrollment/ Tue, 12 Mar 2024 19:24:38 +0000 https://www.archeredu.com/?p=76758 Interested in how your community college enrollment team can streamline its processes and reach more students? Explore strategies for better onboarding.

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A Blueprint for Enrollment Growth and Sustainability

Higher education enrollment has been declining for several years, according to data from the National Center for Education Statistics (NCES). But not all colleges and universities are seeing declines. 

In fact, some schools have experienced record growth over the last five years, and no higher education institutions are better positioned for continued growth in the next decade than community colleges. 

Community colleges play a crucial role in providing an accessible and affordable education to diverse student populations. But the typical onboarding process for new students is dated — hindered by a lack of community, connection, and clear information that makes the experience feel inefficient and impersonal to students. 

The good news? There’s a relatively simple three-step blueprint to grow community college enrollment: 

  1. Learn from your peers (i.e., postsecondary institutions that are growing). 
  2. Garner a better understanding of the modern student. 
  3. Utilize technology to create a more personalized experience. 

Let’s take a closer look at each step of the blueprint. 

Step 1: Learn From Your Peers 

Community colleges looking to increase student enrollment and retention can explore the Community College Research Center’s comprehensive framework for improving student onboarding. Based on an examination of current onboarding practices, the CCRC’s framework is focused on streamlining processes and enhancing student support mechanisms. 

Community college admissions offices also can learn several valuable lessons from their peers that are experiencing strong growth — including two-year, four-year, and alternative credentialing institutions — regarding marketing strategies, student engagement tactics, and operational efficiency. 

Key areas where community colleges can draw insights from schools that are experiencing growth year over year include the following: 

Targeted Marketing Strategies              

Colleges in growth mode often excel at targeting specific demographic groups and tailoring their marketing messages to appeal to the needs and interests of potential students in those groups. Community colleges can benefit from adopting similar targeted marketing strategies to reach underserved populations, adult learners, and modern students who may not consider traditional, four-year institutions. 

Emphasis on Student Support 

Growing institutions prioritize comprehensive student support services that help learners succeed academically and professionally. Community colleges can enhance their admissions process by emphasizing the availability of services such as academic advising, tutoring, career counseling, and financial aid assistance. Not only does this commitment lead to more applications, it can also improve student retention rates.

Employer Partnerships and Career Placement Services 

One of the most powerful tools to increase community college enrollment is frequent collaboration with employers to develop industry-aligned curricula, offer internships, and facilitate job placement opportunities for graduates. Students want career-driven educational programs, and establishing partnerships with local businesses, industries, and workforce development organizations can serve as a major selling point for your institution. 

Continuous Improvement and Adaptation 

Community college admissions teams should remain agile and responsive to market demands, constantly refining their programs and services to meet the evolving needs of students and current industry trends. The best way to do that is through feedback loops — soliciting input from students, alumni, and stakeholders to identify areas for enhancement and innovation in your admissions processes. 

Step 2: Understand the Modern Student

The modern student population has grown beyond the traditional 18- to 22-year-olds who attend school full time Monday through Friday. High-growth institutions are gathering insights into who the modern student is and adjusting their programs accordingly. Community college enrollment teams can better meet the needs of today’s students by increasing the accessibility of their programs, embracing technology, fostering engagement with prospective and current students, and promoting inclusivity. 

Strategies that schools can implement include the following: 

Offer Flexible Learning Options 

Modern students often have diverse commitments and responsibilities outside of their academic studies. Community colleges can offer flexible learning options such as online courses, evening and weekend classes, and hybrid learning formats to accommodate the needs of working adults, parents, and other nontraditional students. 

Provide Accessible Enrollment Choices 

Adding rolling admissions, multiple start dates throughout the year, and accelerated degree programs are powerful ways to increase community college enrollment. When students can start their educational journey at convenient times and progress at their own pace, they’re much more likely to choose your institution over a competitor with more stringent requirements. 

Promote Inclusivity and Diversity 

Everyone wants to feel valued, respected, and represented in the spaces they occupy, and the community college classroom is no different. By communicating messages of diversity, equity, and inclusion, you can create a welcoming environment for students of all backgrounds. You can also offer cultural competency training for staff, provide resources for underrepresented populations, and organize diversity-focused events and programming. 

Use Modern Student Engagement Methods 

Modern students are accustomed to using digital platforms for communication, learning, and social interaction. Community colleges can embrace this familiarity by using social media networks, mobile apps, and virtual collaboration tools to engage students, share information, and provide support resources. 

Step 3: Utilize Technology for Onboarding Processes 

Data analytics tools can provide community college enrollment teams with valuable insights into prospective students’ behaviors, allowing them to identify patterns and areas for improvement in their onboarding processes. For example, analytics dashboards can track their pre-application activities, application completion rates, enrollment funnel progression, and dropout points, allowing administrators to pinpoint bottlenecks and implement targeted interventions. 

Institutions are also adopting new technology tools such as virtual campus tours and personalized communication systems to enhance their students’ enrollment experience.

Community colleges can refine and improve their enrollment procedures with tech at the forefront in the following ways: 

Improve Technology Solutions 

Colleges that experience growth leverage technology to streamline their pre-application admissions processes, enhance their communications with prospective students, and improve the students’ overall experience. Community colleges can adopt innovative tools such as pre-application and post-application solutions, virtual campus tours, and mobile-friendly websites that make the admissions process more efficient and user-friendly. 

Make Use of Data Analytics 

Data analytics tools can help community college admissions teams analyze students’ demographics, behaviors, and performance metrics. Collecting and analyzing data from existing students and prospective students (via those pre- and post-application onboarding solutions) empowers community colleges with the information they need to dramatically improve the entire experience for students. The key is finding vendors and partners who can aggregate the data in a way that keeps it simple. More data is not the answer. Better data is. 

Employ Automated Communication 

Effective communication is critical to keeping students engaged and informed throughout the enrollment process. However, manual communication methods, such as phone calls and emails, can be time-consuming and inefficient. Automated communication systems can help boost community college enrollment by keeping prospective students engaged via regular text messages, emails, or mobile apps that provide reminders, updates, and deadlines. These systems can also track students’ responses and interactions, allowing for more targeted personalized communication. 

Navigating the enrollment process can be overwhelming for many prospective students, especially those who are first-generation students or come from underrepresented backgrounds. Technology can play a crucial role in providing personalized guidance and support to help students navigate the various steps involved in enrolling. Chatbots and virtual advisors can be integrated into college websites to provide instant assistance and answer commonly asked questions. These tools can also offer personalized recommendations based on students’ individual needs and circumstances.

Community College Enrollment: Poised for Growth 

While higher education enrollment as a whole has faced challenges in recent years, community colleges are uniquely positioned for growth. Understanding the modern student and utilizing technology effectively are essential steps in this endeavor. By learning from their successful peers, community colleges can implement targeted marketing strategies, enhance their student support services, forge partnerships with employers, and embrace a culture of continuous improvement. 

Furthermore, recognizing and meeting the diverse needs and preferences of modern students, including by offering flexible learning options and promoting inclusivity, is crucial for fostering student engagement and success. Leveraging technology to streamline onboarding processes, provide personalized guidance, and automate communications can greatly enhance the onboarding experience for students. 

Archer Education has unparalleled expertise in the current higher education landscape and how to help our partners attract and retain students, including through Onward, our personalized digital student experiences platform. Click here to request more information about Archer’s full-funnel engagement strategies.


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The Art of Persuasion and Personas in Enrollment Marketing https://www.archeredu.com/hemj/persuasion-persona-enrollment-marketing/ Wed, 28 Feb 2024 17:58:34 +0000 https://www.archeredu.com/?p=76737 Discover how to harness persuasion and personas in your enrollment marketing efforts. Learn practical strategies to connect to and convert prospective students.

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How to Get Into the Minds of Prospective Students

Welcome to How to Enroll Students and Influence People! That’s the guide we’re all looking for as we face the never-ending challenges of enrollment marketing in higher education, right? You know the drill: Competition is fierce; students expect personalized communications and digital experiences; student demographics have shifted; and, to top it all off, many schools don’t have the marketing budget to rise to these challenges effectively. 

I can’t promise a guide on how to solve all of your problems, but I can share how harnessing the power of persuasion and personas in your marketing can make a big difference in your lead generation and enrollment by helping you reach the right audience.

Persuasion in Enrollment Marketing 

Persuasion is more than just the title of an excellent Jane Austen novel. We all know the impact of persuasion in changing minds and convincing people to take an action. Good persuasive marketing is a silent influencer, shaping people’s attitudes while making them feel like they’re deciding on their own. 

Cialdini’s Principles of Persuasion               

This influence is anchored in noted psychologist and author Robert Cialdini’s seven principles of persuasion: reciprocity, scarcity, authority, consistency, liking, social proof, and unity. Each principle offers a unique avenue for engaging with potential students, making them pivotal in shaping prospective students’ decisions and behaviors.

1. Reciprocity: Give Something to Get Something

People are more likely to take the action you want them to take if you’ve given them something first — ideally, something free that they actually want. In the higher education context, this could be as simple as offering a free webinar on application tips. By providing valuable information at no cost, you can create a sense of obligation in prospective students, encouraging them to engage further with the university.

2. Scarcity: We Want Things That Are Hard to Get

We all know that the harder something is to get, the more value it often has. The same principle applies to higher education. Offering prospective students something that isn’t widely available, such as a limited-time scholarship opportunity, can create a sense of urgency, pushing them to act quickly to not miss out on potential financial aid.

3. Authority: We Trust People in the Know

Experts can have an outsized influence on people’s decision-making, lending whatever they represent credibility. Naturally, this is already very prominent in higher ed, with institutions built around faculty who are the best at what they do. Showcasing their achievements and expertise in an institution’s marketing content can help establish credibility and build trust with prospective students by highlighting the quality of education they can expect.

4. Consistency: Tiny Commitments Can Make a Big Impact

None of us likes to be a hypocrite, so if we’ve said or done something before, we’re more likely to say or do it again in the future. This means that when you can get prospective students to agree to small things along their enrollment journey, it can feel natural to them to eventually agree to something bigger. This could look like asking prospective students to subscribe to a newsletter focused on tips for successful online learning. Later, you could invite these subscribers to enroll in a free webinar related to their field of interest. This gradual engagement nurtures their commitment from a simple subscription to active participation, making the decision to enroll in a program feel like a natural next step.

5. Liking: The More You Like People, the Easier It Is to Be Persuaded

This one is pretty obvious: If we like someone, we’re more likely to say yes to them. How do you get a student to like you as an institution? By sharing your brand story and building a genuine connection with them. Maybe that means sharing student and faculty stories on social media, or ensuring every prospect gets one-on-one attention from admissions. By presenting relatable and human-focused content, schools can foster a positive emotional connection with prospective students.

6. Social Proof: There’s Safety in Numbers

When we don’t know what to do, we often look to those around us for guidance. If others think highly of your school, it could make an impact on prospective students. Featuring alumni stories and your rankings and endorsements from reputable educational bodies can help you leverage the influence of others to validate your institution’s quality and desirability.

7. Unity: We All Want to Feel Included

Every one of us has a deep-seated need to belong. In higher education, you can offer this to prospects by creating the sense that the students at your university belong to a community with shared values — emphasizing your community involvement and institutional goals, like sustainability efforts or diversity initiatives. This can be highly persuasive to prospective students looking for a supportive and aligned educational environment.

The Value of Personas 

While Cialdini’s principles of persuasion are an excellent starting point, it’s hard to use them effectively if you don’t know whom you’re trying to persuade. That’s where personas come in. To put it simply, personas are semifictional characters, in this case, students, who have been created to represent different segments of your target audience. 

Unlike Jane Austen, we don’t get to create these characters out of thin air. Personas are developed through research, data analysis, and insights gathered from discovery interviews with key stakeholders. I won’t get into the details on how to create them here, but check out our guide to developing personas to learn more.

In essence, personas help you understand what persuades different groups of prospective students and how to react to, anticipate, and influence their needs. Here are two critical ways personas add value to your enrollment marketing efforts:

Personas Help You Appeal to Specific Needs and Concerns of Prospective Students               

Personas help you get into the minds of prospective students and understand their motivations. What pushes a single mom working full time in hospitality to go back to school? How about a middle management professional who’s been in their industry for over a decade? 

You’ll want to know what media these individuals engage with most, what their most pressing pain points are, why they need a degree, and what obstacles may prevent them from enrolling. If you know that, you can speak to them directly, making them feel seen and understood by your institution early on in the marketing and enrollment funnel. And, even more important, it can help you build trust with them so they feel that your school has their best interests in mind.

Personas Foster Personalization to Enhance Engagement               

Remember when I said that students today expect personalized communication and digital experiences? Personas are how you create that personalization. 

Which do you think would be more impactful: a series of communications that highlight the general aspects of a school or degree program, or content that speaks directly to what matters most to a given student group? Obviously, the second is preferable. And if you skip those earlier stages of general content, you’ll be able to get to more meaningful engagement earlier on in the funnel — you’ll be getting at the meat of what a student cares about and needs from your school. 

How to Harness Personas to Be Persuasive 

We have persuasion, and we have personas. Now we combine them. 

Emotional Appeals vs. Logical Appeals: Knowing When to Use Each               

We already talked about some of the different approaches to persuasive marketing in higher ed and the importance of tailoring communications to meet the needs and interests of different personas. Now we’re going to add another layer: emotional and logical appeals.

  • Emotional Appeals: Emotional appeals can be used to create a personal connection with prospective students and to inspire, motivate, and encourage loyalty, making the institution more relatable and appealing. Examples of emotional appeals include student success stories, branded content that explores the school’s mission, and personal attention in the admissions process.
  • Logical Appeals: Logical appeals cater to prospects seeking practical information they can use to make informed decisions. These include program outcomes, accreditations, flexibility and convenience information, and common FAQs about tuition, modalities, and time commitments.

You need both for a successfully persuasive marketing strategy. Together, they provide a balanced approach that addresses both the heart and mind of prospective students, maximizing engagement and catering to different preferences and decision-making processes.

The Importance of Storytelling in Creating Compelling Messages               

Storytelling is at the heart of crafting compelling (and persuasive) persona-based messaging that resonates with prospective students. It involves connecting the unique features of your institution to the specific needs and preferences of your personas. 

I’ll dive into a few core areas of what makes your school unique below, but if you’d like deeper insights, check out our article on how you can harness your unique story to increase enrollment.

Value Propositions

Let’s start with value propositions. Whatever unique value your institution offers is great — but only if it matters to your different prospective student audiences. As a test case, let’s look at how you might communicate with a career-focused persona:

  • Relevant Value Proposition: Feature strong industry connections and high post-graduation employment rates.
  • Persuasive Content: Highlight success stories of alumni who have transitioned into prestigious companies or roles directly from campus. Use testimonials and case studies to showcase the career support services, networking events, and internship opportunities that helped them get there.

Core Brand Story

Each school has its own core brand story that can be incorporated into the emotional appeals that I mentioned earlier. Your story as an institution is key in helping you connect to prospective students. Once you have your foundation figured out, you can then determine which elements might resonate most with a given persona audience. 

Using that same career-focused persona, you could tailor messaging to them that encompasses important components of your brand story, like your university’s connections with industry leaders, your role in pioneering research, or your innovative programs designed to equip students with marketable skills. By weaving these elements into a compelling narrative, you can illustrate how your university not only values academic excellence but also prioritizes the career success of its students, making it enticing for career-focused prospects.

Brand Advocates

We’ve already talked about how faculty and alumni can be persuasive spokespeople for your university. You can think of those who are particularly aligned with and representative of your school as your brand advocates. Use them, and use them thoughtfully. Their stories are one of your best tools for helping prospective students see themselves at your university. 

Returning to our career-focused persona, whom do you think they’d find most persuasive: a faculty member who has spent most of their career in academia or an alum who went on to start a successful multinational company? While both are valuable as brand advocates, in this scenario, clearly the second would be more impactful.

Final Example: Two Schools, Two Messages               

To conclude this article, I’ll leave you with a recent example from my own work that highlights the importance of everything we’ve learned so far. 

Archer Education recently worked with two very different institutions, a trade school and a religious university, with the same core mission: helping students build and advance their careers. Without first determining what made each school unique and outlining key persona audiences for each, we could have ended up with similar messaging for both schools. But that would have been a mistake. 

The trade school largely serves students with little to no college experience who are looking for an alternative route to traditional higher ed. Meanwhile, the religious university serves largely nontraditional students looking to complete their bachelor’s degrees and advance their careers in a way that aligns with their values. Clearly, there are some important differences in what those two audiences would find persuasive.

For the first, we focused on the idea of students taking back control over their work life and doing something they’re proud of. For the second, we highlighted the school’s commitment to putting students first, building a familylike community, and helping students grow personally, professionally, and spiritually. For both, we made sure to also include plenty of logical appeals.

Now Go Out and Persuade 

We’ve covered a lot. Now you should have some tools of persuasion, ideas for how to use personas, and tips for combining them to improve your outreach and engagement efforts, which can ultimately lead to more successful enrollment outcomes. Remember, using one is not nearly as successful as using both: You have to know your audience to be able to effectively persuade them. 

If you still want more insight, make sure to check out the articles I linked throughout this article. And if you need help developing persuasive persona-based enrollment marketing strategies, Archer Education has decades of experience helping our partners do just that. Contact our team to learn more and explore our offerings today.


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15 Must-Attend and Virtual Higher Education Marketing Conferences for 2024 and 2025 https://www.archeredu.com/hemj/higher-education-marketing-conferences/ Wed, 28 Feb 2024 16:45:21 +0000 /?p=7477 Explore this year’s higher education marketing conferences for a chance to network and learn how to move your marketing and enrollment strategies forward.

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Higher Ed Marketing Conferences Fuel Innovation and Expand Connections

The higher education marketing landscape is evolving quickly, which means digital marketing professionals must work hard to stay on the cutting edge of new technologies and trends. Higher education marketing conferences are a great way to accomplish this.

With so many new ideas being generated at any given time, changes in the “perfect” marketing strategy are inevitable from year to year. In the past few years alone, the industry has seen significant updates to marketing and social platforms across the web. These include new features on Instagram and TikTok, as well as marketing platform updates on Facebook and Google Ads.

At Archer Education, we’ve seen universities experiment with user-generated content, video marketing, and even virtual reality. The possibilities in higher education marketing are endless, and higher ed marketing conferences like the ones below are an invaluable way to get ahead of the trends and connect with like-minded industry professionals.

2024 Higher Education Marketing Conferences

Adobe Summit

Known as one of the largest digital marketing conferences today, the Adobe Summit offers more than 200 sessions and labs across specialized tracks with hands-on learning. At the event, you can make connections with other digital marketers in the same space and industry while learning about cutting-edge digital marketing tools and trends for the future. The best part? They offer a virtual version of the conference completely free for those who can’t make the trip to Vegas this spring. 

When: March 26-28, 2024

Where: Las Vegas, Nevada 

Website: https://summit.adobe.com/na/

UPCEA Annual Conference

This gathering, hosted by the University Professional and Continuing Education Association (UPCEA), focuses on helping higher ed professionals reconnect and share with one another. It’s a community event where participants can collaborate to discover the best ways to tackle new marketing challenges and embrace new students. This year, the conference will specifically address access, affordability, student support, innovation, diversity, inclusion, and community. There will be networking, keynote speakers, and workshops hosted by education leaders from across the nation. 

Archer will be attending and exhibiting at this higher ed conference! Remember to stop by and say hello.

When: March 26-28, 2024

Where: Boston, Massachusetts

Website: https://conferences.upcea.edu/annual2024/ 

AACRAO’s Annual Meeting 

The American Association of Collegiate Registrars and Admissions Officers (AACRAO) is gathering for their 109th annual meeting this year to collectively work to advance higher education. This event is a great opportunity for networking, discussing challenges in higher ed, and collaborating to address those challenges in a meaningful way. Virtual attendance options are available.

When: April 7-10, 2024

Where: Columbus, Ohio

Website: https://www.aacrao.org/events-training/meetings/annual-meeting 

NAGAP Graduate Enrollment Management Summit

The Association for Graduate Enrollment Management (NAGAP) designs its Graduate Enrollment Management Summit with numerous educational sessions to meet everyone’s needs — whether they’re new in graduate admissions management, a seasoned veteran, or somewhere in between. The exhibits and educational sessions will present new approaches and creative strategies across a variety of topics related to the higher ed field. If you’re a member of NAGAP, you get an added discount for both single day and full-weekend passes. 

Archer will be attending this conference! Remember to stop by and say hello.

When: April 24-27, 2024

Where: Louisville, Kentucky

Website: https://www.nagap.org/2024-summit-graduate-enrollment-management-summit

Conversion Conference

The Conversion Conference is all about conversion rate optimization. This event, which has featured over 1,250 speakers since its inception in 2010, includes networking, keynote discussions, and a packed agenda of workshops focused on helping marketers deliver a brand experience that counts. As higher ed marketers, we all know that getting students to our website is only half the battle. The Conversion Conference aims to help you learn how to create the most compelling user experiences and employ modern tactics and emerging technologies to fully engage each user. 

When: June 5-7, 2024

Where: Phoenix, Arizona

Website: https://conversionconference.com/ 

eduWeb Summit 

Instead of doing a traditional call for speakers, or reworking previous years’ agendas, the eduWeb Summit directly addresses the challenges its attendees are facing. Their master classes, workshops, and speakers all directly reflect responses from a survey to ensure each session offers valuable impact. Previous conferences have covered a wide variety of topics, from diversity, equity, and inclusion (DEI) efforts to innovation and web strategy. 

When: July 9-11, 2024

Where: Philadelphia, Pennsylvania

Website: https://www.eduwebsummit.com/ 

PSEWeb

PSEWeb is a gathering of insightful higher ed communication and marketing leaders building community and connecting with purpose. This year’s theme, Seeds of Change, is about giving speakers the chance to share their perspectives on how embracing change creates new opportunities. A virtual option for the conference will be available, to ensure anyone who is interested has the chance to attend, no matter where they may be. 

When: July 10-11, 2024

Where: Olds, Alberta

Website: https://pseweb.ca/ 

SMX Advanced 

This digital marketing conference is designed for experienced marketers. If you are looking to skip the basic questions and dive head-first into some fast-paced sessions, this is the conference for you. Participants can learn a wide range of cutting-edge search engine optimization (SEO) and search engine marketing (SEM) tactics that can help advance their expertise. 

When: September 9-11, 2024

Where: Berlin, Germany

Website: https://smxadvanced.eu/ 

HighEdWeb

The HighEdWeb Annual Conference is created by and for higher education professionals who want to explore digital media’s role in their organization. From developers, marketers, and programmers to managers, designers, and writers, higher ed professionals of all kinds can explore and find solutions for their unique digital issues at this higher ed marketing conference. With 100-plus diverse sessions and time to connect with other professionals in the higher ed community, the HighEdWeb Annual Conference offers valuable professional development for everyone (even those who can only attend virtually!). 

When: September 22-25, 2024

Where: Albuquerque, New Mexico

Website: https://events.highedweb.org/heweb24  

VidCon

With the rise in the popularity of platforms like TikTok and YouTube, videos are becoming more and more popular in the digital marketing world. Hosting conferences all over the world, VidCon gives higher ed marketers plenty of opportunity to learn the ins and outs of video. Video use is growing in higher ed marketing, including in university landing pages, ads on social media, and email and text communications. You can learn all about creating videos for the internet at this unique conference. 

When: September 26-29, 2024

Where: Baltimore, Maryland

Website: https://www.vidcon.com/baltimore/ 

Content Marketing World 

If you’ve spent any amount of time in digital marketing, then you likely know how important content marketing is. The Content Marketing World conference is jam-packed with speakers, including content creators and agency leaders, bringing together some of the best creative experts in the field. Here you can learn everything you need to know about building a content marketing strategy that can grow your school’s program and inspire your audience. 

When: October 21-23, 2024

Where: San Diego, California

Website: https://www.contentmarketingworld.com/ 

OLC Accelerate

Online Learning Consortium (OLC) Accelerate is devoted to driving quality online learning, advancing best practice guidance, and accelerating innovation in learning for academic leaders, educators, administrators, digital learning professionals, and organizations around the world. Topics include blended learning, research, student engagement, and technology platforms.

When: November 18-21, 2024

Where: Orlando, Florida

Website: https://onlinelearningconsortium.org/attend-2024/accelerate/

AMA Symposium for the Marketing of Higher Education

The American Marketing Association (AMA) Symposium for the Marketing of Higher Education is a three-day on-site event featuring a program of peer-reviewed content created by higher ed leaders and visionaries. It will focus on the best marketing strategies to achieve higher enrollment rates, gain a competitive advantage, and maintain financial strength. If you’re a marketer in the higher education space, this conference can give you valuable insights.

Archer will be attending and exhibiting! Remember to stop by and say hello.

When: November 10-13, 2024

Where: Las Vegas, Nevada

Website: https://www.ama.org/events/conference/2024-ama-symposium-for-the-marketing-of-higher-education/

UPCEA MEMS Conference

UPCEA’s MEMS Conference is all about marketing, enrollment, and student success. Focusing on data-driven strategies to increase enrollment, this conference can help your team reach their marketing goals. As higher ed evolves and grows, this conference aims to bring higher education professionals together to collaborate and address today’s challenges in an effective and meaningful way. 

Archer will be attending and exhibiting at this higher ed marketing conference! Remember to stop by and say hello.

When: December 3-5, 2024

Where: Philadelphia, Pennsylvania

Website: https://conferences.upcea.edu/marketing/ 

2025 Higher Education Marketing Conferences

Knowing how many professionals look forward to higher education marketing conferences, some of these organizations have already begun planning for 2025. 

Traffic and Conversion Summit

The Traffic and Conversion Summit is beneficial for all digital marketers. The summit focuses on topics such as conversion breakthroughs, emerging traffic channels, customer-centric marketing, and AI-driven marketing. If you are running any kind of paid campaign in higher education, you’ll want to attend this conference. They’ve also offered an online portion of the conference for the past few years.

When: January 14-16, 2025

Where: Las Vegas, Nevada

Website: https://trafficandconversionsummit.com/

Benefits of Attending Higher Education Marketing Conferences

While some of these higher ed marketing conferences may be costly to attend, the value each event provides can be worth every penny if they help you improve your strategies and performance. 

Learning About Changes in Marketing for Higher Education

Higher education has seen drastic changes in the last few years, and it hasn’t been easy to keep up. Two examples are the shifts in the in-classroom education model and the different types of students seeking higher education. With new students and new expectations, higher ed professionals have a lot to digest and reimagine. Conferences provide an opportunity to get a wide variety of insights from an open group of people looking to learn, grow, and push the field forward. 

Innovation and Optimization: Digital Marketing for Higher Education

To keep your finger on the pulse of higher ed marketing trends, you probably read newsletters and follow thought leaders on social media. But nothing compares to real-life communication and collaboration, especially when it comes to emerging technologies. Outside of the higher ed marketing realm, the digital world is also evolving at an intense speed. With new technology comes new strategies and vice versa. While these new ideas and ways of accomplishing them will eventually become widespread, conferences are where a lot of firsts and big reveals happen, giving attendees a competitive edge.

Networking With Higher Ed Marketing Peers

The key to playing a role in pushing the higher ed marketing field forward is connecting with others in the community. Having a set time and place to imagine the future of higher ed with professionals as passionate as you are is a privilege that leads to true collective growth. Some of the most important benefits of attending a higher education marketing conference are getting inspired by leaders, connecting with like-minded colleagues, and building what could be lifelong professional relationships. You never know when a professional connection will pay off, and these conferences are the perfect place to create them. 

Let Us Know Which Higher Ed Marketing Conferences You’re Attending!

Archer Education partners with dozens of institutions to help them overcome enrollment challenges using tech-enabled, personalized enrollment marketing and management solutions. We encourage all of our clients to use higher education marketing conference opportunities to find ways to supplement their existing strategies. If you’ll be at any of the conferences Archer is attending, drop us a line and let’s schedule a time to chat!

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Tulane University and Archer Partner to Transform Online Student Experience & Operations https://www.archeredu.com/hemj/tulane-university-archer/ Wed, 14 Feb 2024 16:22:10 +0000 https://www.archeredu.com/?p=76722 Archer Education is deepening our commitment to an alternative partnership approach: Online Growth Enablement. Archer helps institutions build and manage all or part of their online operations in-house, reducing or completely eliminating dependency on third-party providers or long-term contracts with Online Program Management (OPM) providers.

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This strategic partnership supports innovation in the Tulane online student experience.

Tulane University’s online student experience is poised for enhancement through a strategic partnership with Archer Education to bolster online growth enablement. This collaboration will concentrate on developing Tulane’s internal marketing, enrollment, and retention capabilities, aiming to centralize and strengthen its online operations in-house.

“The Tulane faculty have created some spectacular online academic programs, and with Archer’s partnership, we will be able to reach more potential students, help them make better choices about whether our program is right for them, and provide more meaningful and impactful support as they journey from applicant to student to Tulane degree holder,” said Robin Forman, Senior Vice President for Academic Affairs and Provost.

With an existing, robust portfolio of online master’s programs, Tulane has committed to providing world-class education on a global scale. 

This partnership will focus on centralizing and strengthening Tulane’s online internal operations and student journey, and position the university for long-term success.

“We’re thrilled to be partnering with Tulane University again, this time on a larger scale to impact the holistic online student experience,” said Brad Gibbs, Chief Growth Officer at Archer.

“It’s a gift to work with teams that are as invested and dedicated as the people at Tulane,” said John Goodwin, EVP of Growth Enablement at Archer. “We’re looking forward to carrying that passion throughout the online student experience.”

This partnership continues Archer’s online growth enablement approach, which empowers universities to build leadership, and strategic vision, and strengthen internal teams.

About Tulane University
Tulane University has a long history at the forefront of education, blending top-tier research, engaging faculty, and community impact. Tulane is the model for online education, offering bachelor’s and master’s programs.

About Archer Education
Since 2006, Archer Education has helped bridge more than 10 million students to a higher education institution. Archer continues to grow and bring innovative advisory, enrollment marketing, admissions, and retention services to higher education partners across the United States. 

Archer’s online growth enablement approach includes organizational development, consulting, and market research services. Archer’s deep understanding of the higher education landscape and commitment to fostering independence in partners makes Archer is the unique partner for institutions looking to enhance their operations and better serve their communities and students. Learn more at archeredu.com

Learn more about Archer’s Online Growth Enablement approach:

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Change Readiness Assessment: Staying Strategic Through Constant Change https://www.archeredu.com/hemj/change-readiness-assessment/ Tue, 06 Feb 2024 18:19:28 +0000 https://www.archeredu.com/?p=76708 Explore the crucial role of a change readiness assessment in strategic enrollment planning for higher ed. Discover Archer’s Readiness Assessment and leadership insights.

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Making Sure Your Institution Is Ready for Online Student Success With Archer’s Readiness Assessment

On the crowded highways of higher education, institutions are continually having to navigate through critical construction zones. The landscape is evolving at a breakneck pace, driven by technological advancements, changing student demographics, and shifts in educational demands. 

This nearly constant state of flux calls for adaptation, but also strategic foresight and strong leadership. Leaders in higher education are tasked with steering their institutions into the wide-open left lane, ensuring that they not only survive but thrive in the new environments. 

Your institution’s strategic planning process should begin with a change readiness assessment — an evaluation of your preparedness for the challenges and opportunities that lie ahead. The readiness-to-change assessment tool is more than just a measuring stick; it’s a cornerstone of successful enrollment strategies, providing actionable insights and a clear direction for institutions. 

Archer Education’s Readiness Assessment empowers our higher ed partners’ leadership teams to make informed decisions, align their resources effectively, and engage in practices that foster student success. 

The Importance of a Strategic Road Map in Higher Education 

Change and growth are inevitable in any organization, and higher education institutions are no exception. You don’t have to be a Formula One driver to successfully weave through the traffic — you just need a road map that outlines the path to achieving your institution’s long-term goals and objectives. 

The Role of a Strategic Road Map               

A strategic road map in higher education encapsulates the vision, goals, and proactive steps that an institution can (and should) follow. It’s a blend of foresight, flexibility, and focused execution. The components of a strategic road map often include: 

  • A statement of the institution’s mission 
  • Measurable objectives 
  • Strategies to achieve these objectives 
  • A framework for monitoring progress 

The road map aids in decision-making and prioritization, ensuring that every choice aligns with the overarching goals of the institution. During times of uncertainty or rapid change, the road map helps leaders stay true to their institution’s core values and long-term vision while adapting to new challenges and opportunities. 

Navigating Change With a Road Map 

While you might be completely reliant on Google Maps in your personal life, in the world of higher education, you have to plan things out on your own to stay nimble. 

Whether you are responding to shifts in educational technology, students’ needs, or regulatory environments, your road map provides a structured approach that allows you to adapt quickly and efficiently.

For example, in the early 2000s, Arizona State University (ASU) recognized the increasing demand for online learning and flexible educational options. The institution was able to identify the shift, build a strategic road map focused on expanding its digital learning platforms, implement an ambitious array of online programs, and then reap the benefits of increased enrollment. Moving forward, ASU’s road map was not static — the institution continuously iterates and refines its online offerings to stay ahead of changing consumer demands.  

Inside the Archer Readiness Assessment

You may be thinking, all this talk about a strategic road map sounds great, but how do I know where to start? Or to back up even further, how do I even gauge whether or not my institution is ready to start? 

That’s where the Archer Readiness Assessment comes in. It’s the engine that propels your institution’s road map, the core of your strategic plan. 

Components of the Change Readiness Assessment

For every partner that Archer works with, we start the assessment process with a five-part questionnaire that builds our foundation for what’s to come, with each of the five parts including between 10 and 40 questions. The following are examples of these questions: 

1. University Admissions Questionnaire

  • Evaluate your admissions requirements and processes across involved teams. What is your desired service level?
  • How does your university handle financial aid?
  • What does course availability look like? 
  • Are applicants reviewed on a rolling basis or as a cumulative whole? 

2. Culture and Change Capacity Questionnaire

  • Do the executive leadership and the institution broadly have a culture of improving access to learning through technology? 
  • What number of courses and programs are currently offered online? 
  • Is there clear academic involvement in institutional planning and decision-making? 

3. Marketing and Public/Community Relations Questionnaire

  • Is there a clear path for online applications on the website? 
  • Is there a centralized marketing approval process with a single point of contact for timely approvals? 
  • Can you provide demographic or psychographic information on your online student population? 

4. Student Support Questionnaire

  • What forms of payment are allowed? Can payments be made online? 
  • How does the institution track students’ financial aid status? 
  • Are career planning/placement services available using electronic modalities? 

5. Technology and Instructional Technology Questionnaire

  • Is there 24/7 help desk support with a help desk ticket system and reporting? 
  • Are you using any retention software or systems? If so, which software or systems? 
  • How do you host your current websites? 

These example questions represent only a small portion of the questionnaires, and you may not have the answer to every question. Most of our partners don’t, and that’s okay — we work together to help your institution get the answers it needs. 

Implementing the Change Readiness Assessment 

A change readiness assessment is only as valuable as its application. At Archer, we work closely with your institution through these steps to make your responses matter: 

1. Understand Your Current State

Begin by thoroughly understanding where your institution currently stands in terms of enrollment and strategic planning. Gather relevant data and insights about your current operations and strategies.

2. Introduce the Assessment

Introduce the Archer Readiness Assessment tool to key stakeholders. Explain its purpose, its benefits, and how it will be integrated into the existing strategic planning process.

3. Gather a Cross-Functional Team

Assemble a team from various departments (such as admissions, academic affairs, and marketing) to ensure a holistic view during the assessment.

4. Conduct the Assessment

Use the Readiness Assessment tool to evaluate various aspects of your institution, such as its academic programs, marketing strategies, technology infrastructure, and administrative processes.

5. Analyze Results

Analyze the findings from the assessment to identify strengths, weaknesses, opportunities, and threats in your current strategy and operations.

6. Develop a Strategic Plan

Use the insights gained from the assessment to develop or refine your strategic plan. This should include setting clear goals, determining necessary resources, and outlining a timeline for implementation.

7. Implement Changes

Start implementing the changes or improvements identified in your strategic plan. Ensure that these changes are aligned with the overall goals and objectives of your institution.

8. Monitor and Adapt

Regularly monitor the progress of the implemented strategies. Be prepared to make adjustments as needed to respond to new challenges or opportunities that arise.

The Change Readiness Assessment as a Guiding Light 

Archer’s Readiness Assessment isn’t a one-off email exchange between two parties. It’s the foundation that connects us to our partners for the long haul. The assessment helps us ensure that our partners aren’t reacting to changes but rather proactively preparing for them, equipped with a clear understanding of their capabilities and potential areas for growth. 

Consistent Framework

The Archer Readiness Assessment provides a consistent and reliable framework for institutions to evaluate their strategies and operations. It offers a structured approach to assessing various aspects of the institution, from its academic offerings to its administrative processes, ensuring that all its elements are aligned with the institution’s strategic goals. This consistency is vital for maintaining focus and direction, especially when external factors are in flux.

Benefits in Dynamic Environments 

In dynamic and unpredictable educational environments, the stability offered by the Readiness Assessment is invaluable. It allows institutions to develop and maintain a clear vision and stay grounded in their strategic objectives, even as they adapt to external changes. By providing a stable reference point, the assessment enables institutions to make informed strategic decisions, reducing the risk of responding with knee-jerk reactions to immediate challenges. This stability is key to institutions’ long-term success, helping them not only survive but thrive in a landscape of continual change.

Strategic Planning as the Beacon of Leadership in Higher Education 

A change readiness assessment is far more than just a procedural necessity in the modern higher ed market. It’s the beacon of leadership, guiding institutions through the ever-changing educational roadways. 

The enduring relevance of strategic planning in higher education is undeniable. As the sector continues to encounter new challenges and opportunities, from technological advancements to shifts in students’ expectations, strategic planning remains the constant that can secure an institution’s future. It empowers leaders to view change not as a hurdle but as a stepping stone toward innovation and growth.

Archer Education partners with dozens of institutions to help them evaluate their readiness and design strategic plans that usher them into the future with tech-enabled, personalized enrollment marketing and management solutions. Contact our experts to request more information about Archer’s Readiness Assessment and how it can help your institution ride with the top down in the years to come. 


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Better Conversations and Faster Decisions: Understanding Buyer Psychology https://www.archeredu.com/hemj/buyer-psychology/ Thu, 07 Dec 2023 16:08:05 +0000 https://www.archeredu.com/?p=76669 Demystify buyer psychology in higher education, and discover modern strategies to enhance engagement and help prospective students make swifter decisions.

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Navigating the Crossroads of Tradition and Modern Market Dynamics

Colleges and universities have a long history of helping students transform their lives. But tradition shouldn’t lead to stagnation — especially as the value of higher education is increasingly scrutinized and online search engines offer more insight into competitive programs than ever before. Prospective students now approach higher education opportunities with the savvy and skepticism of seasoned buyers. 

Thinking of students as “buyers” or “consumers” is a concept that might make academia squirm. 

But in a world overflowing with choices and information, institutions should adapt to the changes and evolve to see prospective students as customers. In this article, we’re going to: 

  • Explore factors that influence buyer psychology in higher education
  • Reveal strategies and tactics to convert prospective students into committed enrollees 
  • Discover the power of personalization and its role in enhancing the higher ed experience

What Is Buyer Behavior?

Buyer behavior in higher education refers to the decision-making processes and actions of prospective students and their influencers as they evaluate, select, and commit to an educational institution. 

While the term “buyer” is traditionally associated with commerce, in this context, it signifies the transactional nature of selecting a higher ed program: an exchange of tuition and commitment for an education, an experience, and a degree.

Prospective Students Are Buyers 

The pursuit of higher education is a significant milestone. As prospective students navigate this pivotal moment, they aren’t just selecting an institution — they’re investing in their future.

Much like in their other buying experiences, they consider a wide range of factors before making their choice. Recognizing this shift from passive applicant to active consumer offers institutions a clearer perspective on how to approach buyer psychology to engage and ultimately enroll students. 

Emotions: The Heart of the Decision   

We buy on-trend clothes to feel comfortable and reflect our personalities. We buy comfort food to combat stress and indulge in nostalgia. We buy homes to create stability and harmony in our lives. 

The “purchase” of higher education is rooted in a similar, deeply personal place. Conversions are driven by more than logic and pragmatism; they’re charged by emotions. Higher ed institutions should consider the following drivers of students’ decisions: 

  • Institutional brand: Do the institution’s ethos, culture, and values align with those of the student? Does it offer a sense of belonging or promise a transformative experience?
  • Personal development: Students’ emotional drivers extend beyond a sense of community. They can be aspirational, such as career mobility, personal growth, or the chance to make a difference in the world. 

Institutions should craft enrollment messages that evoke and amplify positive sentiments related to these decision drivers.

Information: The Digital Storefront

Before connecting with potential students’ emotions, institutions must first lay the foundation for a buying decision to be made. In our digital age, every click, every web page, and every program review matters in buyer psychology. Prospective students expect: 

  • Seamless online experiences: University websites should contain comprehensive, easy-to-navigate information. 
  • Transparency: From course details to faculty qualifications and, yes, tuition costs, being upfront and clear is crucial. 

Influence: The Power of Testimony

Brand strength in higher ed is built on credibility, and nothing speaks louder than the experiences of those who’ve graduated from an institution.

Telling the stories of current students and successful alumni can create a compelling narrative, showing both the journey and the potential destination. These authentic stories serve as powerful endorsements, fostering trust and aspiration in potential students.

Finances: The Pragmatic Consideration

While passion and aspiration drive many toward higher education, financial considerations are undoubtedly important and are often a determining factor in program selection.

Offering clear communication about the entire financial investment is essential. This means tuition costs, but also available financial aid, scholarships, and potential earnings after graduation. Data from Onward — Archer Education’s proprietary student engagement platform — shows us that prospective students are highly interested in the financial aid and tuition sections of our digital experiences.

By providing a realistic picture of their programs’ potential return on investment, institutions can address an important aspect of buyer psychology and help students navigate this often-daunting step in their decision-making journey.

Strategies for Better Conversations and Faster Conversions

Now that we’ve covered the core pieces of buyer psychology and how they apply to higher ed, let’s talk about strategies to engage prospective students effectively and expedite their selection process. 

Personalized Communication: The Key to Connection

Personalization is the key to building a meaningful virtual connection. Data-driven insight from the Onward platform tailors communication with each individual student based on their preferences and interests. No two students follow the same path (nor should an institution’s personalization efforts, but that’s another article). 

Transparency and Trust: The Cornerstones of Decision-Making

Trust is rooted in transparency. That includes providing clear information on tuition, program offerings, flexibility, modalities, and expectations. Onward data demonstrates that when an institution can answer a prospective student’s top five questions about a program — outcomes, time commitment, cost, how to pay, and how to apply — the student is significantly more likely to start the application process. 

When institutions address students’ (buyers’) questions right away, they create a sense of trust in their institution, and students are more likely to engage in the conversations that lead to a program decision. 

Engagement: Beyond the Acceptance Letter

The student journey doesn’t end at enrollment. The modern institution needs to keep students engaged through ongoing communication that builds on initial conversations. Happy, engaged students are more likely to persist in their journey. 

The Right Kind of Tech: Meeting Modern Expectations 

Today’s students are digital natives. They are accustomed to swift, intuitive digital interactions, whether it’s via chatbots, enrollment platforms, or personalized communication tools like Onward. The right technological tools not only facilitate easier communication but also reflect an institution’s commitment to offering a modern, student-centric experience — which can often make or break a buying decision. 

Initiate Better Conversations With Buyers 

It’s never been easier for universities to engage with students where they are. Using emotional connections, accessibility, and information, universities can put students in the driver’s seat to make their educational choices. 

Higher education exists to foster growth, promote discovery, and inspire future generations. Will your institution embrace that ideology and adapt your marketing efforts to address modern buyer psychology? 

At Archer Education, we help colleges and universities increase enrollment and retention with marketing strategies that emphasize personalized communication, transparency, and emotional engagement. Contact us today to discuss how we can usher your institution into the modern age.   

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Archer Education Announces Executive Promotions https://www.archeredu.com/hemj/2023-promotions/ Wed, 29 Nov 2023 20:21:54 +0000 https://www.archeredu.com/?p=76663 Archer recently announced the promotion of three key members to the company’s Growth Enablement approach.

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Archer recently announced the promotion of three key leaders to the company’s Online Growth Enablement approach.

Clayton Dean has been promoted to Executive Vice President of University Partnerships, following his accomplishments as Senior Vice President of Partnerships at Archer. Clayton has overseen tremendous growth for higher education institutions amidst the enrollment decline, setting them up for success and understanding their challenges. Previously, he was the President and COO of Circa Interactive, a higher ed-focused digital marketing firm. As EVP, Clayton will continue to bring best practices to all areas of the company, and explore strategic opportunities for Archer’s growth. 

Heather McBreen has been promoted to Senior Vice President of Enrollment Services. Heather’s strong track record of developing recruitment teams is rooted in her approach to people development, operational excellence, and culture. Since joining Archer in 2019, Heather has scaled enrollment services to a high performing department that serves over sixty programs and certifications. In this role, Heather will lead enrollment strategy for the evolving modern learner.

John Goodwin has been promoted to Executive Vice President of Growth Enablement. A 20-year veteran of the industry, John’s transformational work in the higher ed has set the foundation for today’s online learning structure. He will lead strategy, research, and consulting for university partners. His organizational development approach empowers universities to build capabilities in-house with the goal of independence. 

The expertise and achievements of Clayton, Heather, and John will play a crucial role in shaping the future direction and success of Archer Education. Chief Growth Officer Brad Gibbs will continue to play an active role in leading Archer’s advisory and organizational development efforts. 

The Online Growth Enablement approach ensures that each institution stands out in a crowded market, avoiding the sea of sameness that often characterizes online education. Archer helps institutions expand institutional knowledge and develop the people, processes, and technology to enable long-term success. Institutions retain complete control over their tuition revenue by opting for an in-house online operation. This financial independence allows them to make student-centric decisions, enhancing the overall educational experience and ensuring that a percentage of tuition is not diverted elsewhere.

Archer is uniquely suited to bridge the gap between universities and the future of higher education. Our commitment to an alternative partnership approach helps universities build and manage all or part of their online operations in-house, eliminating dependency on third parties and long-term contracts with OPMs.

Learn more about Archer’s Online Growth Enablement approach:

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Archer Education Revolutionizes Online Program Growth with Innovative Approach: Online Growth Enablement https://www.archeredu.com/hemj/archer-online-growth-enablement/ Wed, 15 Nov 2023 06:00:00 +0000 https://www.archeredu.com/hemj/copy-archer-education-and-circa-interactive-are-joining-forces/ Archer Education is deepening our commitment to an alternative partnership approach: Online Growth Enablement. Archer helps institutions build and manage all or part of their online operations in-house, reducing or completely eliminating dependency on third-party providers or long-term contracts with Online Program Management (OPM) providers.

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Archer announces an expanded approach to supporting the needs of colleges and universities through change: Online Growth Enablement.

In a strategic move designed to empower colleges and universities as they face increased pressure to build a sustainable model for growth, Archer Education is deepening our commitment to an alternative partnership approach. Archer helps institutions build and manage all or part of their online operations in-house, reducing or completely eliminating dependency on third-party providers or long-term contracts with Online Program Management (OPM) providers.

“As the market continues to consolidate and partnership is more uncertain than ever, Archer is leading a new partnership approach that will allow our partners to develop a comprehensive online strategy.”

“As the market continues to consolidate and partnership is more uncertain than ever, Archer is leading a new partnership approach that will allow our partners to develop a comprehensive online strategy,” said John Goodwin, EVP of Online Growth Enablement at Archer. “A decade ago, outsourcing online operations may have seemed like the most logical choice due to high go-to-market costs, however, today’s environment calls for a different approach – a mission-centric strategy that empowers institutions to take more control of their online programs”. Archer Education stands ready to guide educational institutions toward a successful in-house online operation.

The Online Growth Enablement approach ensures that each institution stands out in the crowded digital landscape, avoiding the sea of sameness that often characterizes online education.

Archer Education helps institutions expand institutional knowledge and develop the people, processes, and technology to enable long-term success. Institutions retain complete control over their tuition revenue by opting for an in-house online operation. This financial independence allows them to make student-centric decisions, enhancing the overall educational experience and ensuring that a percentage of tuition is not diverted elsewhere.

Archer Education has already partnered with institutions, guiding them through the transition from OPM reliance to the thriving in-house online operation model. Our centralized, operational approach has been a significant driver of success with one of our public university partners. Archer built a strong partnership foundation by establishing a shared vision and investing in organizational development. Archer helped this partner exceed their Fall enrollment goals by 215%.

Archer’s comprehensive growth enablement approach empowers partners to build leadership, and strategic vision, and strengthen internal teams. These services include strategic planning, organizational development, capacity building, market research, enrollment marketing, student engagement, admissions, and enrollment management.

Learn more about Archer’s Online Growth Enablement approach:

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AI in Content Marketing: How Artificial Intelligence Is Transforming Higher Ed Marketing https://www.archeredu.com/hemj/ai-in-content-marketing-higher-education/ Mon, 13 Nov 2023 21:24:39 +0000 https://www.archeredu.com/?p=76651 Discover how AI is being used in higher ed content marketing, and explore strategies to maximize its value and avoid pitfalls.

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The Impact of AI on Higher Education Content Marketing Tactics

By the time you read this, it could be old news — that’s how fast the field of artificial intelligence (AI) is evolving. While the full impact of AI on the economy and various industries is unknowable, a transformation is happening, and higher education content marketers are already feeling the effects. 

Before we explore how AI is transforming higher ed marketing, though, let’s take stock of recent developments in the field.

What Just Happened? Understanding Recent AI Developments 

If you haven’t yet explored ChatGPT or another generative AI model, you may be wondering what the sudden hoopla (obsession?) surrounding the technology is all about. While AI isn’t new, the landscape shifted dramatically when OpenAI launched ChatGPT in November 2022. 

For most people, ChatGPT was their introduction to large language model (LLM) AI, a technological advancement distinguished by several key features.

  • Scale: LLMs are massive. They draw from huge datasets and have billions of parameters, enabling them to provide more nuanced and accurate answers to queries.
  • Versatility: The capabilities of LLMs extend far beyond conversation. They can summarize text, generate code, draft documents, and assist with countless other tasks.
  • Contextual Understanding: Compared to their simpler chatbot predecessors, LLMs have a far more sophisticated grasp of context. This improves the accuracy and relevancy of their responses significantly.
  • Humanlike Interactions: Although it’s hard to pin down the most critical aspect of LLMs, their ability to generate humanlike responses is undeniably a significant factor that has captured the public’s imagination and interest.

These advanced features fundamentally alter how we can interact with machines and access information. ChatGPT isn’t the only game in town, but its debut was a big deal. For many people, it felt like a switch was flipped — and, in practical terms, it was.

Using AI in Higher Ed Content Creation

The ability of LLMs to generate text that closely mimics human writing has obvious significance for anyone involved in creating content. It’s not surprising then that LLMs had an immediate effect on the way some marketing content is being created in the higher ed industry. 

Perhaps most notably, LLM AI was promptly (no pun intended) put to use by some institutions in the creation of blogs, program page content, and other marketing materials. The technology can generate drafts quickly and at scale, and it excels at tasks like keyword integration and metadata creation.

To be clear, current AI technology isn’t a magic bullet — more on that later — but it can help writers, editors, and other marketing professionals achieve significant productivity gains, which is why many have been quick to adopt ChatGPT, Claude, DALL-E, Copy.ai, Google Bard, Jasper, and other tools for text and image creation. 

Using AI in Other Areas of Higher Ed Marketing

Using AI to produce content is just one marketing use case among many. When you consider how the strengths of LLMs align with the work of higher ed marketers, the potential for transformation multiplies.

  • Automation: LLM AI enhances automation by bringing in advanced data analytics, contextual understanding, and greater adaptability. Such improvements should give higher education marketers more insight into areas like student enrollment and course popularity.
  • Natural Language Processing: When they are fed by the vast datasets of LLMs, natural language processing (NLP) algorithms can interpret and respond to human language much more effectively. Such capabilities promise to make chatbots more accurate and personalized when answering questions about financial aid, course selection, or application procedures. 
  • Data Analysis: LLM AI holds promise for elevating data analytics in higher education marketing by offering nuanced insights into student enrollment and course popularity. Additionally, these tools are changing search engine optimization (SEO) by automating the analysis of search trends and competitor strategies.

The productivity gains offered by LLM AI in automation, NLP, and data analysis should free up marketing teams to focus on higher-level creative and strategic tasks. It sounds simple enough; however, while AI technology is advancing at a blistering pace, the gap between emerging technologies and fully developed solutions remains significant. During this nascent stage, when content marketers are still figuring out how best to integrate AI into their work, it’s helpful to review core values and establish best practices. 

Avoiding Pitfalls and Creating Preferred Practices

To successfully integrate AI into your marketing strategy, here are some potential pitfalls to avoid and preferred practices to adopt.

Ignoring the Inevitable vs. Embracing a Hybrid Model

Resistance is a natural response to change, but ignoring AI won’t help your organization. By disregarding the inevitable integration of AI into various areas of marketing, institutions risk missing out on critical insights, efficiencies, and engagement opportunities. 

AI is a tool, and it should be used to enhance human labor, not replace it. By embracing a hybrid model, institutions can harness the computational power of AI while also capitalizing on the unique human qualities of creativity, empathy, critical thinking, and intuition.

Thinking AI Is a Magic Bullet (or Just Magical) vs. Cultivating an Aggressive Test-and-Learn Environment

It’s easy to be dazzled by the capabilities of advanced AI tools, but thinking AI is the answer to every challenge is a recipe for rash decisions and costly missteps. (And if you find yourself wondering why ChatGPT doesn’t know your dog’s name, it might be time for a personal reset.) 

Organizational urgency around adopting AI should be focused on learning, not decision-making. This approach allows organizations to quickly discover and share best practices and maximize the potential of AI while preserving the practices that deliver unique value. 

“Winging It” vs. Establishing Organizational Guidelines for AI Use

When is it appropriate to use AI-driven data analytics instead of traditional market research methods? Under what circumstances should chatbot interactions transition to human representatives? When AI is used to generate content or inform a strategy, what’s the most effective way to disclose that information to partners and others?

Setting organizational guidelines for AI use is imperative because it streamlines operations, safeguards against potential ethical violations and quality issues, and supports transparency — ultimately ensuring that your prospective students and partners get your best work. 

Failing to Understand AI’s Limitations vs. Remembering Fundamentals

AI can analyze vast datasets to identify emerging trends among prospective students or handle initial inquiries on a university website, but it takes humans to craft compelling narratives and build effective strategies around these insights, and only a human can provide advice based on personal knowledge and real empathy. 

While tools and platforms evolve, certain fundamental principles remain constant for marketers:

  • Authenticity: Conducting good storytelling that aligns with your brand’s values
  • Knowledge: Knowing your audience, your partners’ audiences, and what interests them
  • Quality: Creating content that’s accurate, insightful, and relevant

These factors help make up your organization’s unique value — the services and insight that only your institution can provide. This distinctiveness becomes a critical differentiator in an increasingly competitive market.

Embracing the Future

Concerns about AI’s effect on higher education marketing — and employment within the sector — are valid. However, certain trends are evident. Rapid advancements in AI continue, and the potential for AI to be seamlessly integrated into productivity tools and software suites is on the horizon. Given the pace at which AI is being adopted across industries, its increased prominence in higher ed marketing is inevitable.

These trends place higher education marketers at a pivotal juncture. Embracing AI means not only leveraging its capabilities for efficiency and insights, but also integrating it thoughtfully, ensuring that an institution’s core values and value propositions remain at the forefront. By fostering a data-driven decision-making culture, promoting aggressive test-and-learn environments, and committing to transparency and authenticity, institutions can harness the transformative power of AI without compromising their foundational principles.

Content marketing — with and without the assistance of AI — is a huge part of what we do at Archer Education. Let us know if we can help you reach your enrollment goals.

Author’s note: You might be wondering if this article was generated by AI. The answer is no. And yes. The words and ideas are mine, but I used ChatGPT to organize my notes, and I queried it much like I would a search engine during the article’s development. I also asked it to suggest phrases and revisions at various points. The outline I submitted to my editor looked vastly different from ChatGPT’s initial effort, but outlines typically evolve. Some of the information provided by ChatGPT was vague or unhelpful, and, in one instance, it presented a fact that was wholly false. However, the responsibility for conducting original research and fact-checking rests, as always, with the author. In summary, AI was effective in helping me write this article, and any mistakes or failings are mine. For editing, I continue to rely on talented humans.

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Top Retention Strategies for Diverse Modern Learners https://www.archeredu.com/hemj/diverse-students-retention/ Tue, 17 Oct 2023 19:30:51 +0000 https://www.archeredu.com/?p=76623 As student needs change, universities must adjust recruitment and retention strategies to make sure their messages resonate with a diverse student population.

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How to Attract and Retain a Diverse Student Population

The definition of the modern learner has shifted: The nontraditional student is the new traditional student. This is especially true in the online learning environment. Instead of first-time learners right out of high school, students are frequently older individuals who have tried college in the past and are going back with specific goals in mind, such as to increase their job satisfaction, advance in their careers, meet new requirements in their existing roles, or simply build better lives for themselves.

As the needs of students change, universities must alter their recruitment and retention strategies to make sure that their messages resonate with diverse student prospects, and that they provide the right support services to meet these students’ needs. For many institutions, this is easier said than done. But there are a number of strategies that schools can pursue to help students from all backgrounds and with all types of motivations find success in their higher education endeavors.

Importance of a Diverse Student Population

In everything we do at Archer Education, from marketing to admissions to retention, we know that one size does not fit all. Individualized recruitment and retention strategies build the kind of diverse student populations that can forge real-world connections in academic learning environments. 

In schools with diverse student populations, students are exposed to peers with different mindsets who have had different life experiences, allowing them to broaden their perspective as they engage with their course material. These students are better able to think critically about how to apply their learnings outside the classroom, and can approach real-world challenges with a more open mind. Fostering this dynamic creates stronger graduates, and can give universities the opportunity to highlight their diverse student body as one of the unique and appealing features of their programs. 

Barriers to Retention for Institutions

Today’s modern learners face unique challenges that may cause them to put off enrolling in or finishing a degree program. These challenges can range from financial issues or knowledge gaps to outside responsibilities or inadequate support systems. 

In response, universities are undergoing a huge shift in how they approach the student journey. In the past, admission and retention staff viewed success as the student’s responsibility. Today, institutions are beginning to see students as diverse individuals who need customized support. By creating and nurturing students’ relationships with both faculty and staff members, institutions create dynamic systems that can adapt to meet different students’ cultures, needs, and backgrounds.

How to Attract and Retain Diverse Students

At Archer, our retention specialists use a variety of technology and communication tools to provide early intervention and academic support to students, including customized emails, phone calls, and texts, all supported by our proprietary Onward personalized engagement platform. We proactively engage with students and make sure they have the resources they need to succeed, reducing the number of students who stop out. 

With the student experience as our main focus, our goal is to empower students with the right tools before they’re needed. Our approach puts the student first, with retention specialists checking in regularly to help students navigate issues before they become problems, such as falling behind in class, struggling with a certain skill set, maintaining an acceptable work-life balance, or losing motivation.

Along with using the right retention support services and tools, here are some steps that universities can take to make sure that students feel connected: 

Provide Accessible Support Services

  • Academic advising. The modern student is outcome driven and doesn’t want to take unnecessary classes. Students benefit from having an advisor who is invested in their success and who can help them make decisions. This includes helping them understand that a sustainable pace is more important than trying to finish quickly and getting burned out.
  • Technology and skills training. In the online student experience, orientation is more important than ever. Offering training for first-time online students can help them refresh or learn new skills, such as how to write papers in academic formats or use online learning management systems. 
  • Mental health services. Students need to be able to make a connection when they’re experiencing moments of stress or when personal challenges arise. Offering mental health support services to online students helps them feel connected to the university and motivated to stay in class. 
  • Financial assistance and scholarships. It should be easy for students to find the university’s information on topics such as where to get financial assistance, how financial aid systems work, and how much funding they will need to complete a program. Developing thorough website resources and having advisors available to answer questions is essential in this area.

Recognize Students’ Unique Situations 

  • Provide flexible scheduling and support options. Students who have work, family, or other responsibilities need to have flexible scheduling options for attending lectures and completing schoolwork. Resources such as recorded study sessions or workshops can help students immensely. Likewise, they need to be able to access tutoring resources after hours and have a method of communicating with instructors outside of the standard workday. Universities can leverage technology to help meet these needs. For instance, they can provide access to online proofreading tools such as Grammarly, or make sure that students know how to navigate resources like online library guides.
  • Recognize student individuality. Universities are increasingly launching programs that recognize and honor students’ cultures and backgrounds, such as by forming diversity, equity, and inclusion (DEI) committees, holding cultural events, and observing different holidays. Schools can also establish peer mentorship programs and support groups for first-generation students, international students, LGBTQ+ students, and other student populations. Fostering an inclusive campus culture is essential for community building and social support.
  • Offer child care, transportation, and other assistance. Offering extra assistance to students who lack specific resources or support systems that allow them to attend class can make a huge difference in their success. For instance, universities may offer emergency funds, such as scholarships, to help students if a roadblock occurs. The federal Child Care Access Means Parents in School (CCAMPIS) grants empower university students to access free child care if they live near their campus.
  • Provide diversity training for faculty and staff. Faculty and staff members should be aware of the diverse learning styles and needs of different student populations. In addition, universities have a responsibility to make sure they are aware of individual students’ needs and are using culturally responsive teaching practices. 

Refining Retention Strategies to Reach Students

Understanding your institution’s student population and ensuring that students from all backgrounds feel supported is essential for enrollment growth. If your enrollment, retention, or marketing teams are struggling to reach today’s modern learners, Archer’s team of experts can help.

Our admission and retention teams excel at treating students as unique individuals and recognizing that they are people before they are students. Our Onward engagement tool allows students to personalize their experience from day one to get the information that applies to their specific journey. By getting to know students in this way, our support specialists can anticipate their needs and help them understand their value in the classroom. 

Contact us today to learn more about how we can help your institution stand apart from other universities.

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