Knox College’s Success Using Video in Higher Ed Admissions Strategy
With increasing demands and dropping enrollment, institutions are searching for effective admissions strategies to attract, engage, and move prospective students through the funnel – with the ultimate goal of enrollment. However, with fewer students attending higher ed institutions, the market is more competitive than ever. As a result, colleges and universities are adjusting their recruitment efforts and higher ed admissions strategy to stand out and get an edge on competition.
More specifically, institutions are taking on a personalized approach when recruiting students and with enrollment marketing. Tailoring the enrollment journey to each student makes the individual feel more confident, connected, and valued by that school – all of which are contributing factors to a student’s final decision.
So how do you personalize the admissions and enrollment process? Institutions like Knox College, Michigan State, and Ivy Tech are applying a video-centric approach to enhance and personalize every step of the admissions recruitment process.
In this article, we explore how Knox College is seeing success with personalized video email in its higher ed admissions strategy.
Regular Email vs Video Email
Rather than sending a traditional, text-heavy email, Knox uses Covideo to send personalized, engaging videos to students. These videos are short, one-off messages and therefore are highly personalized to the student and their situation. Personalized videos are authentic and off-the-cuff, differing from traditional higher education marketing videos. With Covideo’s admissions software, you don’t even need fancy video equipment to record and send videos – you record using your computer or phone’s webcam.
With video email, the message is the same as a typical email, you’re just delivering it in a more engaging format. Rather than typing a long email, you record a short video relaying the message. This adds a human face and personal touch to your outreach, which leads to a more meaningful experience, sparks more conversations, and builds better connections.
Check out an example of a personalized video email from Knox College below.
More Engaging, Effective Communication Strategy
Using a video email platform like Covideo delivers a fully engaging, and branded experience to prospective students. When your recipient opens your email, they are greeted with an animated gif, which increases click-through rates. Take a look at the difference between a traditional email vs. a video email…which do you think is more likely to resonate with Gen Z? This simple upgrade to your admissions software makes all the difference!
In addition, videos open to a fully branded landing page for your school, enhancing the experience. Videos are accompanied by custom CTAs that direct users to relevant links – like the application page or submit a deposit, in just one click.
Next, we’ll explore personalized video strategies for increasing student enrollment that Knox College has implemented, along with a few video examples.
How To Increase College Enrollment with Video – Knox College Use Cases
From introductions and follow ups to event invitations and post-acceptance congratulations, Knox College uses personalized video at every stage of the admissions process. Ultimately, this keeps students engaged and connected from their first point of contact, and until they reach campus in the falll. Steady engagement helps maximize yield and minimize summer melt.
Here are a few of the many ways Knox College uses personalized video throughout their recruitment and higher ed admissions strategy:
Application generation
Reach out to rising senior students over the summer to start building Knox’s next incoming class. Knox connects with students who have previously visited campus, have a Knox connection, attended an event, or engaged with Knox in some capacity.
“The video element allows students we’ve met to remember us and our conversations, and breaks the ice with students we haven’t yet met.”
Sarah Colangelo, Associate Director of Admission at Knox College
Personalized intros
Record personalized intros for each applicant after their application has been reviewed, or they’ve been admitted.
Follow-ups after visits
Reconnect with students “face-to-face” and encourage students who have visited to schedule a quick debrief.
Application completion
Use Covideo’s screen recording feature to help students complete their application and navigate Knox’s application site.
“The record screen feature is SO helpful when we’re working to help students complete their application and navigate our AppTracker!”
Sarah Colangelo, Associate Director of Admission at Knox College
Advertise events
Many colleges struggled with attendance at virtual events when in-person visits weren’t possible. Knox’s Admissions Office encourages event attendance with quick, anecdotal “commercial” Covideos, providing more details and information.
Reminders for upcoming visits, fairs, etc.
Attach personalized videos to automated reminder messages before school visits and other regional travel.
Share good news
Congratulate students on their acceptance to Knox College and elaborate on next steps.
Answer FAQs
Elaborate on common questions in detail, like scholarships and financial aid, selecting housing, next steps for admitted students, transfer details, and more. Knox utilizes the screen share feature when students and families need additional assistance, which allows counselors to show and demonstrate exactly how to do something.
See Knox College in action using personalized video to enhance their higher ed admissions strategy. Download our free guide for more ideas on optimizing higher ed outreach with personalized video.
Knox College Admissions Strategy Success
Moves Prospective Students from Virtual to In-Person
Knox attaches videos to automated reminder messages before school visits and other regional travel events. This has had a direct impact on increasing event attendance, campus visits, and tours. Colangelo said parents frequently come up to her at an on-campus event to say:
“Hey Sarah, you made such a lovely video for my kid,that’s a big part of why we’re here.”
Video not only engages students (and parents) but sparks action, encouraging students to take the next step – whether it’s attending an event, filling out an application, or scheduling a tour. These touchpoints keep prospective students moving through the admissions funnel while strengthening their connection to your school and community.
Gain Insight Into Message Reach & Impact
With Covideo analytics, Knox College gains valuable insights into video views, clicks, and engagement. This helps prioritize outreach and qualify student interest. Likewise, tracking engagement is a powerful tactic for the admissions team because once a student watches a video, this means they’ve heard someone:
- Connect with their application
- Highlight Knox offerings (programs, majors, activities, etc.)
- Relate something personal about them to Knox
Higher Success Rate Connecting With Students
Knox has seen greater success using video to connect with students. Colangelo noted that over the past two years, she’s had over 200 individualized Zoom meetings with students, touching base at different steps throughout the admissions process.
“I strongly believe students are more interested in talking with me because they’ve been able to see me and hear me first. I once had a student call me minutes after I sent a Covideo, just really excited to chat. We talked for 45 minutes and she visited and chose Knox within the month.”
Sarah Colangelo, Associate Director of Admission at Knox College
Likewise, Knox College uses Covideo to connect with international students and highlight opportunities at Knox. Effective, flexible, and personalized communication is critical when recruiting internationally, and video messaging accomplishes all three.
“I’ve had international students reply and say they really appreciated the personalized video and were surprised to receive it. I even had one student who replied with a Covideo of her own to say thanks.”
Jodi Hasecamp, Associate Director of International Admission at Knox College
Amplify Your Higher Ed Admissions Strategy with Video
Now that you know how to increase college enrollment with video, it’s time to adjust your higher ed admissions strategy and enrollment marketing for the future. In order to engage prospective students, move them through the funnel, and exceed enrollment targets – you need to effectively communicate the value your institution offers. Colleges are personalizing their efforts in order to stand out and separate themselves in a competitive market. Incorporating high-touch videos throughout your outreach is a simple touch, that makes a significant impact.
Speak to higher ed video expert on a collaborative demo, where you’ll talk through your strategic enrollment management efforts and see where video can help. In just 15 minutes, you’ll learn video strategies to increase college enrollment and set your institution apart from the competition.
