David Poteet and Robynne Lofton presented Teaching Web Teams to Speak Enrollment at HighEdWeb 2024 in Albuquerque, NM.
Description of the presentation:
You know prospective students are the #1 audience for your website. But most marcom and web teams don’t speak “enrollment.” They’ve heard the terms, but they haven’t lived them. When enrollment leaders say they want to increase applications, what do they really mean? When they say summer melt is a problem, how can the website help? And when you invite enrollment to participate in your web project, the language barrier can make them feel like foreigners. It’s no wonder so many enrollment leaders say their last web redesign didn’t really help them. You can change that.
In this presentation you’ll learn more than just the lingo. You’ll see how the website fits into all the other enrollment touchpoints. You’ll understand how you can build trust and foster true teamwork with your counterparts in enrollment, to ensure your website truly supports their objectives.
In this presentation we cover:
- enrollment basics
- parts of the enrollment funnel
- the enrollment cycle
- key terms
- how a higher ed website fits into the whole experience
- implications for your web strategy
- clearing the path to top goals for prospective students and their influencers
- supporting audiences you may not be considering
- what content matters most at different times of the year
- metrics that matter to enrollment, and how to make your web analytics relevant to them
- how you can ask better questions of your enrollment team to
- understand their goals and priorities
- understand YOUR funnel, where it’s leaking and where the website can help
- gain insights to make your web experience better and more persuasive
