Meeting Students Where They Are: The Non-Linear Path to Enrollment

Please provide a one-paragraph overview of the session.‎ (200 words or less): Enrollment journeys no longer follow a predictable, linear funnel. Today’s prospective students move in and out of the process, influenced by stealth research, shifting personal circumstances, and multiple digital touchpoints before ever making contact. This session uses a detailed persona example to illustrate how institutions can better align marketing and communications with student behavior. Attendees will examine common pitfalls—such as underestimating stealth applicants or failing to engage admitted students—and review evidence-based strategies to address them. The session emphasizes the need to balance inbound and outbound tactics, use authentic voices, and deliver communications in context to improve yield and persistence. By the end, participants will leave with a clear framework for meeting students where they are and practical steps to strengthen marketing efficiency across the enrollment lifecycle.

Session Agenda/Outline (200 words or less): Framing the Challenge – Why the traditional funnel no longer reflects current student behavior.

Persona Illustration – Demonstrating the non-linear path through a fictional but representative student profile.

The Real Funnel – Insights into how students engage with 7–10 touchpoints before inquiry and the rise of stealth applications.

Pitfalls and Fixes – Practical strategies to avoid common marketing mistakes and improve effectiveness.

Maximizing Engagement – Tactics to increase yield and persistence through admitted student and alumni communications.

Action-Oriented Takeaways – A framework to identify the right channels, craft context-driven messages, and leverage authentic voices.

Interactive Discussion – Q&A to connect insights with institutional realities.