Only through evolution and adaptation can we expect better results.
As we reflect on the wonderful experience at the 2017 NACAC National Conference in Boston, we find it remarkable just how much higher education has evolved since we were all together last year in Columbus.
Our article following last year’s conference focused on how “high-touch outpaces high-tech,” even in today’s technologically saturated environment. What we heard this year felt much more in sync with NACACs of the past, when optimism and enthusiasm remained strong in the face of many challenges.
Philadelphia, PA – Whiteboard Higher Education is proud to announce that Rob Bielby has joined the company as Vice President of Analytics & Insights. In this role, Rob will further develop and enhance Whiteboard’s best-in-class analytics solutions while driving maximum value for the company’s clients. Augmenting Whiteboard’s already impressive offerings around predictive modeling, financial aid strategies, and highly targeted student search campaigns, Rob will help amplify and improve the firm’s broad range of enrollment optimization services.
Rob comes to Whiteboard with tremendous experience in higher education, having worked with dozens of colleges and universities. He also worked with a number of Fortune 500 companies in his most recent stint with Gongos Incorporated. Prior to Gongos, Rob served as a Senior Analyst at Human Capital Research Corporation, and after that worked at Wayne State University in the same role.
Philadelphia, PA — Whiteboard Higher Education is proud to announce that Bijan Warner has joined the company as Vice President of Enrollment Analytics. In this role, Warner will develop and enrich Whiteboard’s best-in-class analytics solutions and continue to drive value and insight to their growing portfolio of clients. Overseeing data analysis, predictive modeling and financial aid strategies, Warner will enhance the firm’s broad range of enrollment optimization services.
Warner comes to Whiteboard with a wealth of experience in higher education. His most recent position was Consultant and Analyst at Human Capital Research Corporation where he acted as a trusted partner and strategic consultant to chief enrollment officers at dozens of institutions across the country.
Student search is the one moment in the recruitment process when you, the institution, control the audience, the message, and the timing. It’s an enormous opportunity that requires creating a campaign designed not merely for “interest identification” but also interest generation and cultivation.
One of my favorite parts of working with a college or university on their student search campaigns is their enthusiasm at the prospect of having creative input and flexibility in a way they haven’t often had before.
The success of this September’s freshman class is heavily influenced by the merit and need-based financial aid award packages that are right now being reviewed by admitted students and families. Are you confident that your institution’s awards are optimally calibrated to result in the headcount, class composition, and net revenue that is expected?
After many years developing financial aid strategies for hundreds of institutions, we’ve seen what works, and, more importantly, what does not work. Here we share the most common—and avoidable--financial aid missteps we’ve repeatedly encountered over the years.
Most admission decisions have been sent, and now the wait begins to see how many offers will be taken up by students and families. Each year it gets trickier as yield (the percentage of admitted students who enroll) at many institutions has been steadily declining over the past decade. As yield becomes more difficult to predict, enrollment leaders are understandably nervous. Millions of dollars are at stake if the incoming freshman class doesn’t materialize as expected.
I’ve had the privilege of being employed by, and partnering with, many colleges and universities in the past two decades, primarily in enrollment management and mostly when things are not going so well. Every year I encounter the same “yield killers” in action. Here are the three most common — and completely avoidable — ones.
Whiteboard is proud to partner with one of the oldest institutions in the U.S.! With beautiful campuses in Annapolis, MD and Santa Fe, NM, students at St. John’s receive a rigorous liberal arts education centered around The Great Books of Western Civilization.
We look forward to working with the talented enrollment team as they bring in a great freshman class for 2017!
This is the time of year that you want your institutional brand and most persuasive messages in front of prospective students and parents. Your competitors want the same thing. As digital marketing becomes a larger and more significant part of recruitment marketing, competitor conquesting is a technique that is increasingly being utilized.
What is conquesting? In the advertising world, it means deploying an advertisement for your products or services adjacent to content relating to your competitor. This has been done in print for many years, and it is now standard practice in online marketing.
The holidays are almost upon us and parents are deciding where their son or daughter will apply to college. They are actively seeking information on your institution’s website, comparing the email and mail that is sent to their child, narrowing down short lists, and choosing colleges to visit.
According to 17,000 of the 210,000 parents we queried this past spring in partnership with the National Catholic College Admission Association, parents are more involved than ever before in the college recruitment process. And according to many of them, most institutions are not actively reaching out to them or making the value argument about why their child should apply. For colleges, this is a huge missed opportunity.
As the cost of higher education continues to increase each year, scholarships and grant aid become ever more important to students and families seeking to afford college and manage their out-of-pocket costs. For low-income students, there are a variety of federal and state sources of financial aid (Pell and FSEOG among them) in addition to need-based grant aid offered by the institutions themselves.
Increasingly, however, higher income families are also qualifying for federal and state need-based grant programs and/or being offered generous need-based grants from colleges where they are admitted. In other words, federal, state, and institutional monies earmarked to help low-income students gain access to college are also being awarded to wealthy families who can afford to pay the price. We refer to these families as “Pellionaires.”
Since our recent return from a highly energizing 2016 NACAC conference in Columbus, the Whiteboard team has been hard at work supporting our clients with their enrollment strategies while having numerous meetings with other institutions about their goals and plans for the coming year.
A common theme has emerged in all of these conversations — high touch outpaces even high-tech. This notion was also reaffirmed in our new national study of more than 210,000 parents of high school seniors on behalf of the National Catholic College Admission Association.
This spring, Whiteboard Higher Education had the privilege of partnering with the National Catholic College Admission Association to survey parents of students admitted to over 50 of the organization’s member colleges and universities. The purpose of the national survey was to find out how involved parents were in shepherding their children through the college recruitment process.
As we found out, the helicopter parents have landed. They’re no longer hovering but are firmly on the ground and fully committed to paving the way for their college-bound daughters and sons.
When it comes to student search and recruitment efforts, there is no doubt that experience matters — and it matters in more ways than you might think.
How so? Here’s our take on the three most important aspects of experience:
Of course, it matters how much experience your search provider has, but it matters most what kind of experience they have.
Colleges and universities are moving beyond the mailbox and finding ways to place their brand and messages in front of prospective students and parents where their eyes are: on their mobile devices and computers. Because your prospects spend so much of their day interacting online via multiple platforms, it makes sense to deploy digital marketing campaigns to bolster the effectiveness of your institution’s tried-and-true recruiting efforts.
Colleges and universities continue to search for ways to place their brand and messages in front of prospective students and parents where their eyes are: on their mobile devices, tablets and computers. Because students (and their parents) spend so much of their days online via different platforms, it stands to reason that digital marketing campaigns will bolster the effectiveness of your institution’s traditional recruiting efforts.
We are extremely proud to partner with Lafayette College, and wish to congratulate Greg MacDonald, Carol Rowlands, Matt Hyde, and the entire admissions team on an incredible accomplishment.
We're grateful to be a part of your success.
At Lafayette, change is coming – in fact, it’s already here.
Congratulations on 8,000 applications for the first time in the College's illustrious history.
What comes next?