Executive Vice President of Enrollment Data, Strategy, & Analytics
Back in the good old days of 2018, we used to talk about how we grappled with changes in the enrollment landscape. Revised SATs, prior-prior FAFSA, and opportunities in digital media – we generally addressed one significant change every enrollment cycle.
In 2022 … the pace of change has accelerated so greatly that even well-designed courses of action can be rendered obsolete in a matter of months.
January-centric junior-sophomore searches? Too late. Looking to directly message students on several major social media sites? Not this year. Getting a handle on sifting through email to differentiate anti-spam clicks from those made by actual human beings? Now we have to do the same for opens.
These changes have forced us to reevaluate what we have always known to be true, and to design thoughtful approaches to distinguish our clients. We’ll continue to meet new challenges with confidence, and furthermore, to transform them into opportunities for our Search clients.
For the summer of 2022, Fire Engine RED is pursuing nearly a dozen in-depth analyses, including:
- Leveraging psychodemographic data to assist in content creation and message targeting
- Evaluating the long-term effectiveness of over a dozen list sources (enrollment! Not clicks)
- Assessing eight years of search and prospect data to inform and strengthen our financial aid and student success modeling
- Thoroughly reviewing the results of thirty A/B tests to reaffirm our best practices – and to ensure we continue to evolve.
Impressions, clicks, opens, email counts, fancy new list sources, engagement rates – these are merely signposts along the road to success. We have not been distracted by shiny, meaningless data points in the past and we won’t be going forward. We will retain a close focus upon meaningful results; your enrolled class and student success.