Changes in FAFSA have proved challenging this year, especially for institutions where decisions to enroll hinge significantly on cost. In this episode of the Innovating Enrollment Success podcast, the evolving landscape of FAFSA is explored, including its recent changes, and the challenges it poses for families and institutions. Dr. John Chopka from Messiah University and marketing strategist Michele Loeper explore the complexities of financial aid, the importance of effective communication and strategies for highlighting the value of higher education.

This episode addresses:

• FAFSA Changes and Challenges: Recent changes to the FAFSA system, including the removal of the sibling discount and new calculations for family contributions, have created significant challenges for both families and institutions.
• Institutional Strategies for Supporting Families: Dr. John Chopka discusses how Messiah University’s admissions team has adapted to support families through the FAFSA process, emphasizing the importance of clear communication and providing well-informed financial estimates.
• Parent Perspective on Financial Aid: Michele Loeper shares her personal experience as a parent navigating the college application and financial aid process, highlighting the anxiety and complexity involved.
• Communicating Value Proposition: The importance of clearly communicating the value and return on investment of a college degree to prospective students and their families, particularly in light of increasing skepticism about the cost of higher education.
• Improving Communication and Support: Strategies for higher education institutions to simplify financial aid communications, improve support for families and gather feedback to continuously enhance the enrollment process.

Institutional change is hard, but change is what’s needed for many colleges and universities to overcome enrollment and value perception challenges. This Innovating Enrollment Success episode welcomes a higher ed change management expert who offers insights and inspiration on navigating change.

Fredrick J. Martin, MBA MCA is associate vice president of human resources, UK HealthCare, which encompasses the hospitals and clinics of the University of Kentucky. He specializes in leveraging an institution's core strengths to facilitate transformation and maximize cultural potential while expanding diversity, equity and inclusion.

This episode addresses:

• Understanding change management
• Driving organizational transformation
• Recognizing the need for change
• Winning over reluctant stakeholders
• Sustaining momentum and purpose

Fredrick J. Martin MBA, MCA is on LinkedIn.

Changes in higher education enrollment continue to shift, especially within the U.S., and a questioning of the value of a college degree here. When international recruiting is up 12%, U.S. institutions are curious about how to shift their offerings for a global audience.

To explore best practices and emerging trends in international recruiting, this Innovating Enrollment Success episode welcomes two experts in the field.

Cedar Crest College Director of International Student Services Jonathan Summers joins Paskill Account Manager Lien Do, a former colleague of his at Wilkes University, where together they recruited and supported international students.

This episode addresses:

• Current trends in international student recruiting
• COVID’s impact on international travel and student expectations
• International marketing outreach strategies
• New technologies and platforms to engage international students

Lien Do is on LinkedIn.
Jonathan Summers is on LinkedIn.

As prospective students often begin their search for a college online, and on their terms, institutions’ SEO strategy must be constantly evolving.

Paskill Manager of Search Torin Keefer shares current SEO best practices for higher education partners looking to make an impact.

On this episode of Innovating Enrollment Success, learn how colleges and universities can start to maximize their school’s findability and discoverability across the web.

This episode addresses:

· understanding SEO in higher ed marketing today

· uncovering information opportunities and gaps

· implementing effective search strategies

· optimizing content to build experience, expertise, authority and trust

· demonstrating ROI of search strategies

Torin is on LinkedIn

Marketing the value of a college degree today requires new thinking from colleges and universities.

On this episode of Innovating Enrollment Success, we explore the challenges of marketing the costs of higher education while also creating compelling content about the college experience.

Paskill President Jim Paskill and JPL Executive Creative Director Mary Pedersen share their thoughts on what’s possible to change the narrative of cost in enrollment marketing campaigns.

This episode addresses:

• The importance of institutions owning their brand story
• Ensuring consistency at every touchpoint in a student’s enrollment journey
• Ways to present higher ed’s value beyond outcomes alone
• The need to embrace transparency in communicating cost
• Adapting to changes in enrollment marketing

Jim Paskill is on LinkedIn.

Mary Pedersen is on LinkedIn.

Just as the higher education enrollment marketing landscape has evolved so has the yield process, when admitted students chose to become enrolled students. But what remains key in converting is building relationships with prospective students. This Innovating Enrollment Success episode explores proven strategies for improving yield in today’s higher education marketplace.

Paskill experts Dave Black, vice president of market research and consulting, and Dana Evans Amberge, senior consultant of enrollment and marketing, delve into how recruiters can make the most impact to improve yield right now.

This episode addresses:

· adapting to changing circumstances, like FAFSA

· understanding students’ choices among enrolling at your institution

· balancing AI and new technologies with the human element of recruiting

· having consistent messaging and delivering on promises to build trust

· understanding the needs and backgrounds of diverse students

· the fundamental skills and competencies needed to be an effective recruiter

· why on-campus professional development for admissions teams works

Dana Evans Amberge is on LinkedIn.

Dave Black is on LinkedIn.

Higher education marketing professionals are working harder than ever to promote their institutions in a media-saturated world as well as counter the public questioning of the value of a college degree. This Innovating Enrollment Success episode dives into why higher ed marketing conferences like AMA’s Symposium for the Marketing of Higher Education are crucial to not only building community but building confidence in a marketer’s role to champion an institution across platforms and audiences.

Michigan State University Health Sciences Senior Director of Marketing and Communications Nicole Szymczak, an AMA committee member, shares why the 2023 conference, held Nov. 12-15 in Chicago was its most attended in history.

This episode addresses:

• Why higher ed conferences like AMA are needed communities
• The evolving roles of marketers and communicators on campus
• Ways to engage and build trust across teams and reporting structures
• Keeping self-care in mind as a marketer in a rapidly changing ecosystem
• The challenges of leading a centralized marketing and communications team and ways to build trust and connections
• Keynotes and sessions that resonated long after the conference and why

Nicole Szymczak is on LinkedIn.

A core driver in higher education enrollment marketing is paid media, spanning programs, audiences, platforms, and goals. This Innovating Enrollment Success episode dives into what’s working right now for paid media and the elements needed to engage real prospective students in real time.

Director of Paid Media Mike Collins and Manager of Paid Media Cody Arnold share their insights and expertise on multiple college and university campaign strategies to best engage prospective students.

This episode addresses:

• Ways to define and deliver continued paid media success
• Current trends generating meaningful enrollment results
• Different campaign goals/strategies for different audiences
• When and how to market content like the cost of college
• Evolving trends and technologies for new demographics

Cody Arnold is on LinkedIn.
Mike Collins is on LinkedIn.