
With final application deadlines fast approaching, you might be looking at the numbers and wondering how to close the gap between where you are and where you want to be. Our Enrollment Strategists have compiled a list of tactics that we know can help you move the needle.
These recommendations are in no particular order—focus on what can be implemented quickly and effectively within your available resources. To keep things entertaining at what can be a stressful time in the admissions calendar, we’re going to provide some recommendations from our playlist with a nod towards my fellow Xennials out there in enrollment management.
1. Prioritize Efforts Using Data and Analytics
“She Blinded Me with Science” – Thomas Dolby (1982)
Are you using inquiry or prospect scoring? Now is the time to squeeze every drop from those predictive models. Run a query in your CRM for your highest-scoring prospects and identify those who haven’t applied.
A personal outreach campaign—via text, email or phone call—can reintroduce yourself and your campus, highlight why they would be a great addition, and remind them that it’s not too late to apply.
2. Proximity Matters Now More Than Ever
“Close to Me” – The Cure (1985)
As the recruitment cycle progresses, students’ perceived distance from campus often grows. The university that seemed exciting in the summer but was a four-hour drive may now feel too far, while the closer option suddenly looks more appealing. According to our research, students show a preference for schools that aren’t too far from home.
If resources are limited, prioritize outreach to late applicants who are geographically closer to campus. They’re more likely to convert at this stage.
3. Adjust Your Communication Plans Based on Engagement Data
“Every Breath You Take” – The Police (1983)
Your communication strategy needs to reflect the time left before the deadline. If your senior communication plan is designed for 12 weeks but you only have 4, it’s time to adjust.
Rather than bombarding students with multiple messages daily, analyze your engagement data to determine which emails or messages have historically driven the most application traffic. While we don’t need to monitor “Every Breath You Take” click-rates and application conversion are two metrics that can effectively measure email engagement.
Be direct with your calls to action (CTAs)—students know the deadline is approaching, and they need clear, actionable reminders that there’s still time, but they must act now.
4. Engage Parents in the Conversation
“We Are Family” – Sister Sledge (1979)
Your prospect data and inquiry forms likely provide a wealth of parent contact information. Use it! Parents play a critical role in the college decision process. If a college were to email me about how great my daughter was and how their campus community would welcome her they would have my complete, undivided attention.
Consider sending an email to parents emphasizing:
- How your institution values their student
- The unique opportunities and community available
- Post-graduation success outcomes
- Excellent financial aid options
A compelling message to parents can drive action—when parents are informed and excited, they encourage their students to take that next step.
5. Don’t Overlook New Inquiries
“Don’t You (Forget About Me)” – Simple Minds (1985)
Many lead sources provide late-stage inquiries—students who have recently expressed interest. These “hand-raiser” prospects often convert at higher rates than expected.
Check in with your sources and explore opportunities to acquire lists of new inquiries. Even a small investment in last-minute inquiry lists can yield meaningful results.
6. Reconsider the Application Fee
“Money for Nothing” – Dire Straits (1985)
While application fees serve important purposes—generating revenue, deterring non-serious applicants, and signaling selectivity and prestige—there are times when waiving the fee can significantly boost applications.
Consider offering a no-fee application to targeted groups, such as in-state students or those from neighboring counties. Even with lower yield rates, the long-term tuition revenue from enrolled students will likely outweigh the lost application fees.
Pro Tip: Use terms like “no-fee application” or “free application” rather than “fee waiver” to avoid unintended socioeconomic perceptions.
7. Extend the Application Deadline
“Time After Time” – Cyndi Lauper (1983)
If your applicant pool isn’t where it needs to be, but you have a strong group of prospects still in play, it might be time to ask the tough question: Should you extend the application deadline?
While this decision may be less contentious than reconsidering the application fee, it still often requires buy-in from multiple departments and stakeholders across campus. To ease potential concerns, consider a targeted approach—such as extending the deadline for specific groups, like in-state prospects or other priority populations (cue “Close to Me” by The Cure for inspiration).
Though some might worry about negative perceptions, many students might perceive an extended deadline as the golden opportunity they need to apply.
Action Plan: Putting It All Together
1. Application Fees & Deadlines:
- Start conversations with key stakeholders today to explore the possibility of fee adjustments and/or deadline extensions for select populations
- If approved, incorporate the no-fee messaging into your communication plans for students AND parents
2. Communication Plans:
- Review engagement and conversion data to identify the most effective messages
- Build a mini communication plan with multiple touchpoints per week leading up to the deadline
- Ensure parents receive targeted messages reinforcing the value of your institution
3. Data-Driven Outreach:
- Use your CRM to identify high-priority prospects based on scoring and proximity
- Consider a student-led calling campaign for personal, one-to-one outreach to these students
4. Parent Communication:
- Develop a parallel communication plan for parents emphasizing safety, community, opportunities, and financial aid
- Direct phone outreach to parents can be particularly effective at this stage
By listening to our sample playlist, you should have some actionable ideas on how to maximize your late-cycle application efforts. Be sure to watch for the release of our Side B playlist – Yield.
Remember: There’s still time—but the time is now!
“Right Here, Right Now” – Jesus Jones (1991)
Already thinking about next year’s cycle? Our enrollment strategy team can help with custom solutions to better understand your prospects to drive long-term enrollment success. Reach out to start a conversation.