Document Type

Article

Publication Date

2024

Publication Title

SEM Quarterly Journal

Volume

11

Issue

4

Pages

11-17

Abstract

Meeting today's prospective college students where they are is key to staying ahead of current enrollment challenges. Understanding which messages resonate with which students and at certain parts of the enrollment funnel helps to ensure institutions are getting the right message, to the right student, at the right time in their journey. By utilizing a MaxDiff approach, one can better understand the impact a particular message has compared to others and which combination of messages will ultimately drive action. The maximum difference scaling (MaxDiff) method provides useful guidance on how enrollment professionals can better segment their communication strategies to their multiple constituents. While affordability messages are most impactful, especially to parents, prestige and employability were well received by already-admitted students. Further differences between key segments emerged from the data, creating a better understanding of how to inform strategic initiatives. The messaging preferences of additional groups, however, remain to be explored, such as graduate students, adult learners, international students, alumni, and other segments that are important for institutions that are building and refining their strategic enrollment plans. This article provides a framework on how institutions can better optimize their messaging to maximize impact in the student enrollment journey.

Rights

© 2024 American Association of Collegiate Registrars & Admissions Officers and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or e-mail articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.

Included with the kind written permission of the copyright holder.

Original Publication Citation

Miller, A. (2024). Delivering the right message for maximum impact in the student enrollment journey. SEM Quarterly Journal, 11(4), 11-17.

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