Welcome
Welcome to the Summer 2023 issue of Enrollment Marketing Minute, a newsletter created specifically to enhance the performance and satisfaction of our current clients. We invite you to take a minute to get to know the people who are committed to your enrollment success, to learn how your fellow clients are maximizing their Liaison systems, and to explore new options and ideas for achieving your goals today. Enjoy!
Concordia University Texas: Profile
Austin, Texas
10%
application & deposit
increase
20+
undergraduate programs
4
graduate offerings
Elaina Jackson – Vice President of Enrollment Management, Marketing, and Communication for Concordia University Texas – talks to us about how Concordia Texas collaborated with Enrollment Marketing by Liaison to transform their prospect-based outreach in less than a year.
What led Concordia Texas to seek out recruitment support from Enrollment Marketing by Liaison last summer?
Liaison piqued our interest because of the dedicated team we would have to walk us through building a strategy for the full admission process, especially as a smaller university that is stretched super thin.
How did you begin working with Liaison to achieve your admission cycle goals?
After experiencing years of declining enrollment, our goal was to turn things around. We started meeting regularly with our designated Client Success team and account manager to get things up and running quickly. They were so great to guide us – step by step – as we implemented this new solution and even played a role in supporting our growing department.
Can you give an example of how Liaison supported your team?
Our new Director of Marketing – previously our Director of Communications – had a general understanding of higher education but was new to different enrollment marketing terms such as funnel, net tuition revenue, and inquiry. Liaison approached this with so much kindness and a great willingness to answer questions and coach her through the onboarding process. As the leader of this department, having extra coaches and leaders to help with someone’s transition into a new role is invaluable.
How has this partnership impacted Concordia Texas’ recruitment process so far?
We’ve transformed our admission communications with customized acceptance packages, deposit boxes, parent-focused collateral, emails, and more throughout the entire admissions cycle.
To do anything new is scary, but to do these things with a partner you can trust makes it so much better. After less than a full 12 months of collaboration and partnership with Liaison, we are light years ahead from where we started.
“To do anything new is scary, but to do these things with a partner you can trust makes it so much better. After less than a full 12 months of collaboration and partnership with Liaison, we are light years ahead from where we started.”
Elaina Jackson, VP of Enrollment Management, Marketing, and Communication, Concordia University Texas
To learn more about Concordia Texas’ journey toward rapid recruitment improvements and plans for partnership growth, check out the full case study featuring Elaina Jackson.
Concordia Texas’ location in vibrant Austin, Texas, can be a big draw. The university customizes students’ personalized websites and all materials by whether or not they are local or new to the Austin area to promote the city most effectively.
Concordia Texas offers students a welcoming and spirited community steeped in tradition – proudly known as Tornado Nation. Conveying that spirit with an appropriate welcome gift has been essential to their yield strategy and ensures they stand out from the crowd.
Forward-looking Concordia Texas has also partnered with Enrollment Marketing on sophomore and junior outreach and inquiry nurture campaigns to build their future funnel.
Siena Heights University: Profile
Adrian, Michigan
6-10%
ahead on deposits
50+
undergraduate programs
7
graduate offerings
With support from Enrollment Marketing by Liaison, Siena Heights University has redefined their communication strategy throughout the past 10 years. Regina Dunn, Director of Undergraduate Admissions, shares how the school leverages this decade-long partnership to increase student yield.
Siena Heights partnered with Liaison 10 years ago! Why did your team opt for this kind of recruitment solution?
We liked that Liaison offers a unique opportunity to develop student outreach – at every stage of the funnel – more holistically for a traditional and online population of prospective students. The fact that we could also align all our communications with corresponding print materials made Liaison a great match for Siena Heights.
How has your student outreach changed since then?
We’ve implemented tailored marketing pieces, from emails and texts to brochures and posters, to our recruitment process. This consistent, individualized outreach allows us to communicate with students in a way that caters to their unique interests and goals. It demonstrates, to both the student and their parental supporters, that we know them, care about their needs, and want them here.
Read the full case study, featuring Regina Dunn, for more insight on
Siena Heights’ enhanced recruitment over the years.
Siena Heights was an early adopter of Liaison’s financial aid campaign. What’s included in this piece and how does it stand out from a traditional financial aid letter?
Our financial aid brochure allows us to show families what they’re truly investing in when they choose Siena Heights. It’s more than just a list of numbers and scholarships; it’s a beautiful piece that includes noteworthy rankings and stats, a welcoming message, and a preliminary financial aid offer that’s customized for each individual student.
As a long-time user of Liaison’s services and solutions, what is the value of having recruitment support?
We meet with the Liaison team regularly to discuss where we can make improvements and how we can do things differently. It’s really great to have a partner that can continuously offer best practices, recommendations, and even out-of-the-box ideas based on their long-standing experience in the industry and their work with other institutions.
More on SHU: Financial Aid Campaigns
Telling Their Value Story
“It’s more than just a list of numbers and scholarships.”
Siena Heights University was an early adopter of Liaison’s financial aid campaigns. With thoughtful use of the 6-page design and high levels of customization, SHU is able to communicate four core messages in one powerful, personalized mailer.
Belonging. Personalization – combined with the right messaging, powerful images and thoughtful design – takes this piece well beyond the traditional letter format to convey a welcoming community spirit.
Value. SHU reinforces their value message for students and families with outcome statistics and career-focused messaging.
Affordability. The six-page design gives SHU room to promote their university as a smart investment and communicate what affordability means to SHU students.
Service. SHU offers clear next steps encouraging followup and yield. With high family involvement in financial decisions, this is a perfect tool for sharing next steps that often involve family support.
Be Prepared for the FAFSA Simplification Act
With the FAFSA Simplification Act, students and their families will be experiencing a whole new federal aid determination process for 2024-2025. For those who have completed the FAFSA before, the changes may come as a big surprise. Communicating with those students and their families has never been so important.
The right financial aid communication plan, crafted in collaboration with Enrollment Marketing’s expert Creative Services team, can make all the difference by focusing on service and value. Talk to your account team now so you can have a plan in place by the financial aid season.
Email: marketingservices@liaisonedu.com | Phone: (845) 473-4400
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