At the 2023 Engage Summit, Joe Sallustio from The EdUp Experience podcast had the opportunity to sit down and interview various speakers and thought leaders in the education industry. One of the remarkable conversations took place with Daniella Nordin, senior engagement strategist at Element451. 

In this blog, we will recap their insightful discussion about the challenges in higher education marketing and how institutions can differentiate themselves to meet the needs of their unique student populations.

Crafting Unique Brand Differentiators

Nordin began the conversation by highlighting the common aspiration among many institutions to emulate prestigious schools like Harvard, Yale, and Princeton. However, she emphasized the importance of focusing on what makes each institution unique and different from these renowned schools. 

Nordin highlighted the struggles faced by community colleges, who often lack resources to establish their brand differentiators effectively. The conversation revolved around themes like pricing and pace, especially for adult learners who prioritize flexibility.

Motivating Action through Effective Marketing

In admissions and enrollment marketing, Nordin stressed the significance of crafting messages that motivate individuals to take action. 

She discussed the critical role pace plays in the decision-making process and how some institutions invest in differentiating their brand through extravagant experiences. On the other hand, some smaller institutions may not even be aware of their unique actions that can set them apart. 

Nordin also addressed the challenge faced by institutions that recognize the need for change but are unsure of where to start.

Targeting Adult Learners and Maximizing Enrollment

Nordin shared valuable strategies for institutions aiming to grow their student population, particularly by targeting adult learners.

She recommended leveraging digital advertising campaigns and email marketing to reach this audience effectively. Nordin highlighted a specific example of how reaching out to admitted students who haven't deposited can be an effective strategy, emphasizing the impact of sending three reminder emails to re-engage them in the enrollment process.

Embracing Innovation, Building Trust, and Pushing Boundaries

Nordin expressed her excitement about working in EdTech and the opportunities it provides to push boundaries and explore new technologies like artificial intelligence.

She highlighted the significance of supporting individuals on campus who are also advocating for innovation. With a focus on meeting goals and needs quickly, Nordin emphasized her expertise in CRM and helping clients effectively understand and utilize technology.

Throughout the conversation, Nordin discussed the importance of building trust with stakeholders in the education industry. She shared her reliance on persuasion techniques like glibness to gain trust. Nordin also emphasized the significance of leadership from various sources, including team members, as a means to build trust. 

Element451: A Partner in Institutional Growth

Nordin underscored the vital role of Element451 as a partner in helping colleges and institutions grow. She emphasized that Element451 has a vested interest in the institution's growth and makes money as the student count increases. 

Nordin elaborated on the professional services Element451 offers, including marketing strategies like digital advertising, email marketing, and content marketing. The company also provides training and support in workflow builds and application development.

Recognizing the resistance to change within large bureaucratic systems, Nordin addressed the importance of change management, particularly in relation to CRM adoption in higher education. 

She stressed the crucial integration of CRMs and SIS (Student Information System) for successful outcomes. Nordin acknowledged the fear, excitement, and steep learning curve associated with implementing new systems like Element451. 

She highlighted the challenge of changing the minds and hearts of those resistant to change, emphasizing the importance of persistence and dedication.

Nordin's expertise in engagement strategies, CRM, and technology offered practical advice for colleges and institutions looking to differentiate themselves, grow their student populations, and implement innovative solutions. 

As Element451 continues to support the industry's growth, their commitment to meeting student expectations and delivering excellent professional services remains unwavering.

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