Key Takeaways:
- Liaison recently hosted a webinar to share the results of its 2024 Inquiry Response Project, a longitudinal study examining college and university inquiry response rates. It revealed that many schools aren’t doing enough to engage potential applicants.
- “Secret shoppers” visited 432 schools’ websites, searching for inquiry forms, submitting them, and tracking responses.
- Fewer than half of those schools had easy-to-find inquiry options.
- Nearly 75% replied with generic thank-you messages.
- On the other hand, schools such as Concordia University Texas keep students engaged by responding quickly, directing students to a personalized microsite, offering additional calls-to-action, and employing omnichannel communication strategies.
- “If you’re not first, you’re last.”
Effectively responding to students’ inquiries can make all the difference in capturing their attention and ultimately enrolling them at your institution. Yet many colleges and universities still employ outdated strategies that threaten to undermine their goals and long-term success.
A recent study conducted by Liaison—The 2024 Inquiry Response Project—involved “secret shoppers” visiting the web pages of 432 schools and gauging their responses to undergraduate student inquiries. It revealed four key strategies that successful schools are using to engage prospective students and stay ahead of the competition.
Upon completion of the study, Liaison hosted an eye-opening webinar—Stand Out From the Crowd: Inquiry Response Strategies That Work—to share lessons learned and best practices with peers in the higher education community.
The webinar was hosted by Dr. Elaina Jackson, vice president of enrollment management, marketing and communications at Concordia University Texas and Mondy Brewer, AVP of enrollment strategy at Liaison. Here’s what they talked about:
Be Available
The first step in effective inquiry response is ensuring that students can easily access the information they’re seeking. The study found that only 41% of schools surveyed had a request for information (RFI) form prominently displayed on their homepage, making it simple for students to initiate contact. Generally speaking, limiting the RFI form to five to seven required fields creates a streamlined process that encourages completion. However, the work doesn’t end once a student submits the form.
The study also revealed that 74% of schools provided a generic thank-you message, failing to capitalize on the student’s initial interest. Concordia University Texas, on the other hand, understands the importance of keeping students engaged. By directing them to a personalized microsite and offering additional calls-to-action, Concordia Texas has been able to maintain momentum and keep prospective students interested.
Be Fast
In today’s fast-paced world, students expect immediate responses to their inquiries. According to the National Association for College Admission Counseling, 52% of students enroll at the institution that contacts them first, underscoring the need for rapid responses. While more schools are responding immediately, the Liaison study also revealed a concerning trend: 10% fewer schools were responding within the first hour compared to previous years. The overall decline in timely follow-up is particularly troubling, as 38% of schools failed to respond within the first two weeks.
During the webinar, Dr. Jackson emphasized the urgency of timely responses, noting, “If you’re not first, you’re last.”
In other words, by prioritizing rapid response times, institutions can gain a competitive edge and demonstrate their commitment to prospective students.
Be Relevant
Relevancy is key when it comes to engaging prospective students. Institutions tailoring their messaging to individual students’ interests can expect to see increases in engagement and inquiry numbers. This personalized approach stands in stark contrast to the generic, one-size-fits-all communications that 49% of schools sent.
Concordia Texas exemplifies the power of relevant communication. By incorporating the student’s name, intended major, and other specific interests into its outreach, Concordia Texas was able to create a more meaningful connection and showcase its understanding of each student’s needs and aspirations.
Use Multiple Channels
In today’s digital landscape, relying solely on email is no longer enough.
For its part, Concordia Texas has embraced a multi-channel strategy, utilizing personalized print materials, social media, and digital marketing to reach students where they are. By creating a cohesive, omnichannel experience, Concordia Texas demonstrates its commitment to meeting the needs of modern learners and standing out in a crowded marketplace.
Putting Theory Into Practice
The strategies outlined in this study are not merely theoretical—they are being put into practice with great success by institutions like Concordia Texas. Prioritizing availability, speed, relevancy, and multi-channel engagement makes it possible to capture the attention of prospective students and ultimately drive increased enrollment. As you evaluate your inquiry response processes, consider how you measure up to your competitors—and how you could do a better job of addressing the needs of your school and the students you want to enroll.
To learn more findings from the Inquiry Response Project, watch the on-demand recording of Stand Out From the Crowd: Inquiry Response Strategies That Work now.
Want to see your institution’s scorecard from the Inquiry Response Project? Complete this form to receive sample materials from an omnichannel campaign. A Liaison team member will also reach out to discuss our findings and recommendations after secret shopping your institution.