How long could someone walk a tightrope while keeping a dozen spinning plates in the air—and also planning this year’s big open house?

Probably not very long, if at all. Then, add the pressure of processing applications, scheduling tours, answering inquiries, and reviewing recommendations, all while trying to plan ahead for future enrollment goals.

As admission leaders handle these responsibilities, they might find themselves buried in paperwork one moment and scrambling to adjust their recruitment strategy the next. Without a clear plan, it's easier to get caught up in the daily hustle and lose sight of the bigger picture: keeping enrollment numbers strong.

Needless to say, the role of an admissions leader is complex; one that needs a successful strategy to balance today's immediate needs with tomorrow's long-term goals.

The good news is that by focusing on data-driven strategies and integrated admissions software, you can simplify your daily operations, plan strategically for the future, AND make sure your school remains an attractive choice for prospective families, year after year.

(No spinning plates needed.)

The Duo Role of Admissions

Deep down in the trenches, admissions leaders handle so many of the daily tasks that keep enrollment running smoothly behind the scenes. Each of these requires attention to detail and a high level of organization and bandwidth. That includes managing inquiries from potential students and their families, processing applications, chasing down deposits, and conducting interviews about financial aid. Hopefully, you have a small army to help, right?

On top of daily tasks, admissions leaders also need to think long-term. Strategic planning means setting enrollment goals, analyzing trends, and forecasting future needs—responsibilities for protecting and growing enrollment numbers.

The irony is that admission and enrollment directors and their teams shouldn’t be spending their precious time on these tasks.

They should be focused on building relationships with families and working to understand their needs. Finding the right fit families is just as important for your school as it is for the families searching for the best school for their children.

Data-Driven Strategies

One of the best ways to be forward-thinking is to use the power of data to make informed decisions that improve processes and increase enrollment numbers. That includes:

• Application and enrollment trends
• Demographic information
• Year-over-year data for yield, conversion rates, and more

Using Data for Decision-Making

Targeting Specific Demographics: If you notice that applications from a certain region or demographic are low, you might increase your marketing efforts in that area.
 

Adjusting Marketing Strategies: Suppose you see that online ads are driving a lot of applications. In that case, you might invest more in online advertising, or if many students start but don’t finish their applications, you might simplify the application process or provide more support to applicants. If a strategy isn’t working, you can adjust or replace it.

Balancing Everyday Tasks and Enrollment Strategies

Using data effectively requires tackling everyday tasks while planning for the future. It's tricky to be in two mindsets at once, but here’s how this balance works:

• Daily Data Collection: By keeping data organized and up-to-date, including tracking inquiries, processing applications, and interview outcomes, leaders can have a clear picture of where they stand with their current admissions efforts.
   
• Regular Data Analysis: The admissions data is only valuable if you act on it, so setting aside time regularly to review it is crucial. This could be done weekly or monthly, depending on your school's needs, but regular data helps enrollment directors identify trends and make tweaks before small issues become large problems.
   
• Strategic Adjustments: Based on the data, admissions leaders can adjust their plans, such as switching marketing tactics, improving communications, or targeting different demographics.

Leveraging Integrated Admissions Software

It's all much easier with tools to streamline daily operations and provide insights for long-term planning. Admissions software can greatly improve efficiency by allowing all data to be stored in one system. Here’s how it helps:

• Managing Communication: It's challenging to keep track of all communication with prospective students and their families, so centralize emails and track phone calls and messages to respond promptly.
   
• Tracking Application Status: Enrollment software allows admissions staff to see the status of every application at a glance, making it easier to track who's submitted what and who might need a reminder so that no applications are overlooked.
   
• Comprehensive Reporting: Generating reports becomes simple with all your data in one place. Admissions leaders can quickly pull reports on application numbers, conversion rates, and demographic information to provide a clear picture of how the admissions process is going and where improvements might be needed.
   
• Real-Time Data Access: Real-time access means admissions offices can make decisions based on the most current information—no more guessing or waiting for the season to end.
   
• Automating Application Processes: Admissions and enrollment management software can handle the entire application process, from collecting inquiry forms to sending acceptance letters and even scheduling visits to campus, as KLA Academy does with Finalsite Enrollment.

Balancing Everyday Tasks with Strategic Planning 

Admissions software also helps balance everyday tasks with strategic planning. Here’s how:

• Daily Task Automation: By handling applications, communications, and status tracking automatically, the software reduces the workload on your staff and automates routine tasks that free up time for admissions leaders to focus on strategic planning.
   
• Data-Driven Planning: With all data in one place and easily accessible, admissions leaders can spend more time analyzing trends and planning for the future. Real-time data access and comprehensive reporting provide the insights for effective strategic planning.
   
• Collaboration: Integrated software improves collaboration within the admissions team and with other departments, administration, and review teams, especially the marketing team. Now, everyone is working together toward the same goals.

Collaboration with Marketing

The ability to handle today's tasks with tomorrow's strategy will involve improving processes and working closely with other departments, especially the marketing office. Your biggest allies are just down the hallway, so lean into your marketing office's wisdom to help create consistent and compelling communications that support the enrollment process.

The content marketing of Saint Mary's School is a great example of creating opportunities to engage and inform families while starting a relationship with the admissions office.

• Developing Messaging and Content: Admissions and marketing teams should work together to create messages that resonate with prospective students. Brochures, emails, social media posts, and website content should all highlight your school’s strengths with similar messages and key value points.
   
• Nurture Campaigns: Develop content that addresses the interests and concerns of different student groups. For example, a nurture campaign for an all-girls boarding school might include information about the benefits of that community and the sisterhood that comes with that experience.

Key Takeaway

It can be challenging to have one foot in the present and another in the future, but admissions leaders can effectively balance their daily grind with their long-term goals. With a strategic and proactive mindset, admissions leaders can use data-driven strategies and integrated admissions software to keep enrollment numbers strong and start building that long-term success every leader wants.

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. At Finalsite, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.