In this captivating conversation, Enrollify host Zach Busekrus interviews marketing expert Allison Turcio, AVP of Enrollment and Marketing at Siena College. She shares her insightful experiences and game-changing strategies for running successful marketing campaigns in the academic realm. 

The Power of Addressing Pain Points

One of the key takeaways from Allison is the importance of addressing potential students' pain points head-on. By leading with the Siena guarantee of $57,000 in scholarships, her team was able to alleviate anxieties surrounding the cost of education. 

Discover how this simple but effective tactic helped capture attention and drive engagement, giving your campaigns the boost they need.

Balancing Emotional and Rational Appeals

Marketing is both an art and a science, which is why striking the right balance between emotional and rational appeals is crucial. Allison's team ran an experiment comparing two different ad approaches: an emotional testimonial and a rational guarantee. 

Find out how these two approaches resonated with separate audience segments and learn how to apply these valuable insights to your own marketing campaigns.

The Value of Content Marketing

How you market and connect with students can make your break your enrollment strategy. Allison shares her experience with a successful content marketing initiative, the Summer Application Boot Camp. 

Through this program, they provide valuable resources to high school students navigating the college application process, a value that all students, regardless of where they attend, need help with. Discover how content marketing can be a powerful tool to earn trust, build relationships, and drive enrollment success.

The Importance of Testing and Learning

Perhaps one of the most inspiring aspects of Allison's approach is her fearlessness when it comes to trying new strategies. She openly discusses a "failure" they encountered with an in-person event that didn't yield the expected results. 

This willingness to push boundaries and test new ideas is a testament to the ever-evolving nature of marketing. Find out why learning from both successes and failures is key to optimization and resource allocation.

Allison’s insights are a goldmine for higher education marketers. From addressing pain points to finding the right balance between emotional and rational appeals, her strategies provide a roadmap to success. Remember the power of value-driven content marketing and the importance of constant testing and learning for stronger student engagement.