Returning to Old School Admissions Tactics
For those from my generation, we clearly remember the days of vinyl records turntables, FM radio, and three TV stations. What was once considered a bygone era is now a re-emerging as entrepreneurs attempt to capture the imagination of GenZ with, among other things, vinyl record stores.
Is there a parallel for admission offices? Will we see a resurgence of time-tested strategies, and recognition that there is no silver bullet for student recruitment?
Here are three possible “old school” tactics perhaps destined to make resurgence – but only for those colleges and universities willing to say it’s time to turn the clock back. These quick ideas may sound more like a stroll down memory lane than actual strategies, but I would suggest they possess the ability to distinguish your admissions tactics.
Talk on the phone.
“OK, Boomer,” you’re thinking. Easier said than done? After all, high school students never pick up the phone, especially from an unknown number, right? But as we long ago began to hire new admissions counselors who may never have had a landline phone in their home, it may be time to rethink how to use the phone.
By the mid to late ‘90s, email was considered the magic panacea, the way to retire evening calling admissions campaigns that required extra hours and big orders from the local pizza place. And even more recently, the common argument against returning to phoning en masse: students rarely pick up the phone. This may be true, but it is worth remembering the power of a good voicemail message. (On a related note – consider conducting initial admissions counselor candidate interviews on the phone. You probably know why I am suggesting this.)
Retire out of the blue, cold calls? Perhaps. But consider offering students and parents the opportunity to schedule a phone call (or online meeting) with the person on campus best able to address their specific questions. Promoting a “schedule a call or virtual meeting me” link may simply redefine the use of the good ‘ole phone’...and not necessarily kick it to the curb.
Keep in mind that some of the most meaningful phone conversations occur with parents. Are your counselors appropriately trained and comfortable with leading these conversations in the same manner they must when engaging parents in person at a college fair or in the lobby of the admissions office?
There is more to this strategy…and story…
It was those phone calls and lessons learned from making calls as a young admissions counselor that likely cemented my decision to pursue a career now having touched five decades. The more admissions counselors engage with students and parents early on, the better chance we have at retaining these emerging professionals. If admissions work seems like mass marketing, and not also about personal interaction, the easier it is to simply walk away from the profession.
Send real letters.
I’ll admit my personal bias. I have never led an admissions office where the first notification of admission was by email or “click this link to reveal your admission decision.” Allow me to clarify; I am a big fan of electronic information that complements what can best be delivered on paper and requires the act of ripping open an envelope. There is a reason we talk about the excitement of “getting the big packet” in the mail. Having said this, the quality of the letter written is equally important (more on that in an upcoming blog post).
Use a pen.
More accurately, this may be observation #2b since it supplements my points above in #2 regarding “real letters.” I still have a callous on my right middle finger from years (kindergarten through college) where I wrote on paper every day. And while I spend a good bit of each day on my keyboard, I still sign every offer admission letter –tens of thousands and counting. In fact, about a year ago, a dad approached my following an admissions information session with his daughter and informed me, “You signed my acceptance letter to college years ago.” I doubt he would have said, “You sent me an email message.”
Is it time for you to be reintroduced to the pen? It may be the lowest cost/highest impact strategy decision you make for the 2022 cycle.
Consider sending an informal survey to colleagues on your staff and at other colleges and universities. Ask, “What old school strategy would you like to bring back and why?” You may quickly develop a very affordable list of “new” ideas to launch soon.
David Mee, Ed.D. is Vice President for Enrollment Management at Campbell University (NC). His 34-year career has included multiple enrollment leadership positions, as well as consulting projects at more than 60 colleges and universities. Dr. Mee welcomes feedback at dmee@campbell.edu.
