My presentation at The Connection Conference hosted by Carnegie Dartlet.

1. 1

2. The Virtual
Engagement Spectrum:
Making Sense of the
Strategies in a
Post-Pandemic World

3. 3
Integration
Integrated Partner Driving
Success Across All Online
Engagement Channels
Who is PlatformQ Education?
Leadership
Leading Developer of Best-
in-Class Software for
Omnichannel Engagement
Expertise
Over 15 Years of Online
Engagement Strategy and
Execution Experience

4. 4
The Digitization of the Admissions Process
In the early 2010’s …
College help sites democratized
the college search process,
seeking to put control in the
hands of the students.
Yet, standardized testing services
remained a top source of data for
recruitment pools.

5. 5
COVID + Test Optional Movement
Accelerated a Transition.

6. 6
>80% of Web Traffic is
Video Streaming
>90% of Institutions
Believe Virtual Visits are
Effective
Nearly Half of Students Would
Prefer Website Chat Over Other
Channels to Connect
Today’s
Reality
Most prospective students have attended
and enjoy virtual admissions events, but
many of us are “Zoomed out”
Today’s
Reality

7. 7
Key Insights from Carnegie Dartlet Research
Carnegie Dartlet. (2020, June). Rising Senior Report: A Study on Covid-19’s Impact on the High School Class of 2021.
https://www.carnegiedartlet.com/media/uploads/file/risingseniorreport.pdf
Carnegie Dartlet. (2020, November). COVID-19 Impact on Fall 2021: Evaluating the Effect of the Pandemic on the Undergraduate Application Cycle.
https://www.carnegiedartlet.com/media/uploads/file/carnegiedartlet_fall2021applicationreport.pdf
50%
Students who plan to
participate in additional
virtual events during the
college search process
25%
Waiting for a live event
opportunity, though do not
feel it is critical to the
decision-making process
25%
Students believe an in-
person option is not
necessary
(up from <5% in June)

8. 8
Technology Continues to Provide Opportunities
• Sophisticated and evolved recruitment strategies
supported by technology could not be more important.
• The "kitchen sink" approach must be curtailed,
underinvestment needs to be corrected
• There is an opportunity to imagine a different strategy
entirely and layer those efforts with analytics to see
what new strategies will work for the institution.
• There was no playbook for recruiting and enrollment
during a pandemic. Previous models did not apply, and
the uncertainty will continue in 2021. Admissions offices
are working on intuition and guesswork.
Top IT issues for 2021, EDUCAUSE - fall: https://er.educause.edu/articles/2020/11/top-it-issues-2021-emerging-from-the-pandemic

9. Admissions continues to be a people business.
The how and when interpersonal connections
happen has changed.

10. 10
Enrollment Marketing Challenges
Reduced Time
Resource
Constraints
Increase in
Complexity
Increase in
Content

11. 11
Legacy Recruitment Tactics Have Evolved
Traditional
Marketing
College
Fairs
Traditional
Print
Marketing
Television and
Radio
Advertising
Webcasting,
Streaming,
and Chat
Hybrid
SMS and
Social Media
Marketing

12. 12
What it Means …
Strategic
Marketing Plans
Higher Response
and Yield
Digital
Engagement

13. 13
Pre-COVID, Virtual Engagement Worked.
Strategic
Marketing Plans
Higher Response and
Yield
Digital
Engagement

14. Once again, the COVID-19 pandemic accelerated a
transition that was already in progress.

15. 15
A Spectrum Has Emerged
Pre-Produced Live all the
Time
“Easiest” for
institutions
What we
“thought”
students
wanted
Combination of live, pre-recorded & on-demand content

16. 16
Live
• Student Panels
• Alumni Showcases
• DEI Presentations
• Campus Safety
Pre-Recorded
(Simulated Live)
On-Demand
The When and How of Content Creation
• Academic Showcases
• Financial Aid Q&A
• Repurposed Live
Content
• General Information
Sessions
• Past Events and
Presentations
• Facilities and Campus
Tours

17. 17
Media Consumption and Engagement
Primary focus is on physical locations Heavily dependent on live content
Robust, branded on-demand library with steady stream of fresh releases

18. The 2021 class is the first class that the virtual option
was the first opportunity to engage, not the last.

19. 19
Zoom/Slate/Webex
• Small group
collaboration
• 1:1 advising/financial
aid consulting
• Meetings with
Parents
Branded Platform
Virtual Tour/
On-Demand-Only
Library
The Right Tools for the Job
• 1:Many Audiences
• Large scale, unique
events (open houses,
admitted student
events)
• Robust on-demand
library
• Times when brand
differentiation matters
• Engage anonymous
website visitors
• Impress the
President

20. 20
Creating Your Production Schedule
Creating your content plan
does not (and should not)
be this aggressive

21. 21
6 Core Events to
Drive
Conversion and
Yield
Online Open
House
Admitted Student
Sessions
Application
Workshop
Diversity &
Inclusion
Financial Aid
Workshop
Student
Panel

22. 22
Expand for
Lifecycle-Wide
Impact …
From Inquiry
through Alumni.
Information Sessions &
Discovery Events
Application
Workshops
Financial Aid
Sessions
Student, Faculty
& Alumni Stories
Admitted
Student Events
Q&A
Orientation
& Career Fairs

23. 23
The Perpetual Yield Cycle
April
W
1
W
2
W
3
W
4
March
W
1
W
2
W
3
W
4
February
W
1
W
2
W
3
W
4
W
1
W
2
January
W
3
W
4
Academic Discovery
Student Affairs Showcases
Rolling App Completion
Academic Showcases
Student Panels
Student Panel
Counselor W/S
Alumni Showcase
Faculty Spotlights/Mock Lectures
Career Outcomes
Diversity & Inclusion
Transfer Info
Parents
Unique Program Spotlights
May
W
1
W
2
W
3
W
4
Understanding Fin Aid Package
2021 Yield
2022 Demand Gen
Spring Open House
Admit Day/Week Admit Day/Week
Parents
Suggested Focus
Spring Open House
Diversity & Inclusion
Student Panels
May 1
Orientation Prep

24. 24
Yield and Melt Prevention Strategies
Engage students
on one topic at a
time
Simplify the process
(operational/transactional)
Promote student
stories - use
student
testimonials
Connect with
parents
Connect student
with faculty
Mock lectures and
academic spotlights/live
chat
Build relationships
between students
and campus
Use words, visuals and
experiences to reinforce
their images and
connections
Demonstrate value
Deepen your storytelling
around key brand pillars
and bring those values to
life in a way that’s
meaningful to your
students on an individual
level
Parent subpage with
sessions on
outcomes -
internships, career
placement, alumni
panels, parent
panels
Student roundtables
and panels on key
topics; on-demand
student testimonials

25. 25
Do what you do best.
Let the tech do the rest.
RFI forms tank conversion. Focus on targeted invitations.

26. 26
Remove Barriers to Entry for Identified Audiences

27. 27
New Releases + On Demand

28. Examples of Success

29. ▪ Can’t (and shouldn’t) mail to
everyone.
▪ Print piece list was segmented by
students with highest engagement
scoring
▪ Pre-Registrations collected via Slate
prospect
▪ “Walk-Ins” register directly on
Conduit platform
Smart Use of Legacy Tactics to Promote
Events

30. 30
Schedule of Events (September 21-24 or October 5-8)
Monday
● 5:00 p.m. EDT: Academics @ UofSC
● 5:30 p.m. EDT: Carolina Elite Scholar Programs: A Preview
● 6:00 p.m. EDT: Student Roundtable: The Academic Experience
Tuesday
● 5:00 p.m. EDT: Admissions Insider: Requirements & App Tips
● 6:00 p.m. EDT: Parent Roundtable: Ask Our Leadership
Schedule of Events
Wednesday
● 5:00 p.m. EDT: Student Life @ UofSC
● 5:30 p.m. EDT: Carolina Intersections: Diversity, Inclusion & Access
● 6:00 p.m. EDT: Residence Hall Living
● 6:30 p.m. EDT: Student Roundtable: The Gamecock Experience
Thursday
● 5:00 p.m. EDT: Understanding Scholarships & Financial Aid (for SC residents)
● 5:30 p.m. EDT: Understanding Scholarships & Financial Aid (for Non-SC residents)
● 6:00 p.m. EDT: Campus Support Services @ UofSC

31. 31
Schedule of Events (September 21-24 or October 5-8)
Monday
● 5:00 p.m. EDT: Academics @ UofSC
● 5:30 p.m. EDT: Carolina Elite Scholar Programs: A Preview
● 6:00 p.m. EDT: Student Roundtable: The Academic Experience
Tuesday
● 5:00 p.m. EDT: Admissions Insider: Requirements & App Tips
● 6:00 p.m. EDT: Parent Roundtable: Ask Our Leadership
Schedule of Events
Wednesday
● 5:00 p.m. EDT: Student Life @ UofSC
● 5:30 p.m. EDT: Carolina Intersections: Diversity, Inclusion & Access
● 6:00 p.m. EDT: Residence Hall Living
● 6:30 p.m. EDT: Student Roundtable: The Gamecock Experience
Thursday
● 5:00 p.m. EDT: Understanding Scholarships & Financial Aid (for SC residents)
● 5:30 p.m. EDT: Understanding Scholarships & Financial Aid (for Non-SC residents)
● 6:00 p.m. EDT: Campus Support Services @ UofSC
BOLD = Pre-recorded, presented as simulated live (Simulive)
Live content = Simulcast to Facebook live

32. 32
• 3,600 total attendees*
• >50,000 interactions
(chats and presentation
views)
• ~2,400 applied for Early
Action
(66% conversion)
• 83% of applicants applied
after attending the virtual
open house event
University of South Carolina’s Game Changer

33. 33
Workflow Manufactures Timelines

34. 34

35. 35
Module 1 Module 2

36. 36

37. What’s Next?

38. 38
What does virtual engagement look like post-pandemic?
• The admissions and enrollment process
has been digitized forever.
• It will take brave and bold leaders to not
scramble back to what was out of “comfort”
for what’s familiar
• Content will get better and easier to
produce as teams gain experience
• Virtual engagement will enable even
greater data-driven decisions
• In-person events will become more
transformative and impactful, focused on
community over transactions

39. “Digital transformation has just begun and will only accelerate moving forward.
College IT departments will not be able to single handedly support the digital
needs of the entire institution. Find a partner or partners who will help your
admissions and enrollment teams compete and meet your goals leveraging the
latest digital solutions moving forward. ”
Robert Rosenbloom, President & CEO
PlatformQ Education

40. Thank you!
Gil Rogers
Executive Vice President
grogers@platformq.com

41. 41