I was reminded recently that when your workout stops generating results for you, do something different. Interesting how the same thing applies to Enrollment Management. When things stall out, why continue doing the same thing? Do something different.
We all stick with what we’re comfortable with, but that’s not always the best way to get results. We often meet with colleges that are struggling to drive enrollment, yet continue to do the same thing.
So I’ll be your trainer for the next few minutes, and encourage you to DO THINGS DIFFERENTLY. I know… change hurts. It requires work. And discomfort. But we both know that this is what’s required when our gains stall out.
Yes, there are a lot of factors at play. And yes, there’s intense competition. All the more reason to NOT just do the same thing you’ve been doing, but to change it up.
When we do focus groups with prospective students, you must be hearing the same things we do:
“They just changed my name on the letter (or email)”
“Their communication machine feels impersonal.”
“I want to customize the experience.”
“They’re all doing the same thing.”
And please, don’t tell me it’s your “budget.” That’s a cop-out. Budgets are meant to be managed, not the other way around. If you are not getting the results you want with your budget, change what you’re doing (since you can’t change the budget). Oftentimes the answer is not doing more, but simply doing things differently.