The Most Undervalued Piece of Admissions Communication
Universities spend millions of dollars annually on admissions publications and web-based communication. Focus groups are formed while communication experts pore over the latest recruiting trends to craft top-notch admissions collateral sure to sway prospective student attention toward the institution. And yet the most important piece of communication is often relegated to the communication plans collection of wash, rinse, and repeat items . . .
. . . the offer of admission letter.
Those who started reading this blog with hopes of discovering the missing link to achieving an award-winning communication strategy may be disappointed to read that my latest musing is about the most inexpensive part of the plan. It’s a letter after all. Just write a semi-coherent letter that includes at least one “Congratulations!” and is free of grammatical errors while giving instructions on the next steps toward enrollment. Right?
Uh, let’s rethink that.
I would venture to guess a fairly high percentage of the current offer of admission letters are essentially transactional. “You’re in. Now do this.” Fixing this shortcoming may be the single most important step your team takes in the next cycle.
Years ago, I was fortunate to serve as Director of Admission at a small liberal arts college that reimagined the offer of admission letter. Put your seatbelt on. The letter was multiple pages.
Beyond an opening and closing template, the “guts” of the letter were crafted with the kind of personalization that even a reasonably well-designed CRM would have difficulty duplicating. No doubt was left in the minds of students (or parents) that the application file was not only read in its entirety—it was valued. References to specific achievements and personal goals embedded deep in the application essay, and even a quote from a recommender, jumped from the pages of the admission letter.
Parents, in particular, would call just to say thank you—not only for the offer of admission but for the effort made to acknowledge the unique talents and gifts of their sons and daughters. Students would reference the letter on their admitted student surveys, with some sounding apologetic for deciding on another college or university. This was the only strategy in the communication plan for which we had undeniable evidence that it resonated with students and parents.
Whether or not your staff commits to creating the systems necessary to personalize your offers of admission or write lengthy letters, ask these questions:
Does your offer of admission letter convey institutional humility? Or does it sound like you’re doing the student a favor?
Does gaining admission seem like an achievement or simply the result of meeting a minimum bar?
When writing the letter, were you already envisioning questions to come during the yield season?
Is this a letter of approval or a letter of invitation?
I have often wished I could change the name of the Office of Admissions to the Office of Future Alumni. The latter title suggests a forward-looking orientation—and it transforms the perspective for the student. Instead of a one-time interaction, like renewing a license at the DMV or passing through Customs, it signals the start a lifetime relationship.
Reread your offer of admission letter. Twenty-five years after college graduation, will the student still know where the letter is safely saved?
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.
