You only get one chance at a first impression — and for higher ed institutions, that initial assessment often comes in the form of student communications. When institutions take the time to deliver personalized and welcoming communications, students feel comfortable; and from there, they’re positioned to excel in their new environment.

However, all too often, inconsistent outreach standards between departments can lead to massive variations in the frequency, consistency, and tone of their messaging. Emails from recruitment may be warm and welcoming, but once a student is admitted, those messages may become stilted and brusque. If institutions want to maintain relationships with students long after they become alumni, they need to deliver consistent, personalized communication throughout the entire student journey.

In this episode of Transformation @ Work, we explore how institutions can develop better end-to-end communication strategies — and how those strategies translate to deeper long-term relationships with students.

Key Insights
03:34: How an institution’s communications strategy can impact its relationship with students at every stage of their journey
06:50: The importance of personalization in an institution’s student communications
09:22: Major considerations for institutions as they develop an end-to-end student communication strategy
10:40: First steps for institutions as they begin to implement their communications strategy (e.g., how do I get started?)
12:56: Leveraging automation and marketing templates to take student communications from “good” to “great”
15:43: How well-designed, automated communications can unlock internal teams’ productivity and efficiency

Guest Bios
Shirin Khosravian, D.B.A
Senior Director of Education (Retention & Student Success), Gerent
Shirin Khosravian, D.B.A., is a data-driven strategy and innovation leader with over 18 years of experience in higher education and business transformation. Shirin is also an adjunct professor who teaches graduate-level courses on business, communications and digital marketing. She excels in forging constructive partnerships and empowering organizations to drive growth through people-process-systems strategies and solutions. During transformation initiatives, Shirin leverages her extensive marketing, technical, customer experience, and analytical skills to develop creative, high-value solutions for clients.

Rachelle Pantaleon
Sales Director, Nonprofit & Marketing Automation, Gerent
Rachelle brings 17 years of experience to her current role as Gerent’s sales director of nonprofit and marketing automation. In her current capacity, she helps institutions of all sizes develop and implement their marketing communications strategies. She has a passion for working with higher education institutions that are passionate about the success of their students.

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