Enrollment Insights Podcast
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Enrollment Insights Podcast #59 – Jennifer Webb and Data-driven Enrollment Management

In this episode:

In the Enrollment Insights Podcast, you’ll hear about novel solutions to problems, ways to make processes better for students and families, and the questions that spark internal reflection and end up changing entire processes.

Jennifer Webb photo

In this episode, you will hear from Jennifer Webb. Jennifer is the Director of Enrollment Management and Financial Aid at Flint Hill School. She has 15 years of experience in progressive enrollment management roles spanning from Junior Kindergarten to doctorate programs. She has a demonstrated record of leading strategy development and execution to consistently surpass quantitative and qualitative enrollment goals. The foundation of her approach is prioritizing a culture of data collection and analysis to inform strategic enrollment management decisions. She uses data to inform work in areas such as developing strategic enrollment plans, drafting enrollment projections, developing funnel goals, honing in on mission-aligned fit, strengthening brand messaging, informing program development, cultivating markets, team-building, resource allocation, attrition intervention, and retention planning, educating the community about enrollment management, visit experiences and more. Jennifer is inspired by the impact of education at all levels and the power of collaboration across campus departments, organizations, and industries.

0:00 – Introduction
3:05 – Make sure you have the right systems to execute your vision for enrollment management
4:12 – If you have to force something to work you may need to stop and rethink it
6:08 – Brainstorming by persona and funnel stage
9:50 – Inquiries and family who are closer to enrolling have different lists of must-haves
10:35 – Jennifer’s observations about the differences between higher ed and K12 admissions
14:03 – In K12, “fit” isn’t just about the students—it’s about the whole family
15:29 – Who you need on your team to be positioned for success with data collection
16:18 – Even if you can’t hire an FTE, write data collection and analysis into the job descriptions for the people who will own those processes
16:50 – Flint Hill’s unicorn position for driving enrollment
21:50 – The (many) ways Jennifer’s team uses enrollment data
38:25 – “Every year we’re taking a look at how can we hone in more on fit?”
39:05 – Sharing enrollment data with cross-functional teams
39:35 – Marcom + Admissions = a match made in heaven
42:10 – Using registration data for admission pre-event briefings
43:45 – “We use data to build relationships.”
45:30 – Connecting with Jennifer

Angela is the Manager, B2B Brand Strategy at Niche, where she supports content and partner engagement strategy in Niche's work with K-12 and higher education institutions. Before joining Niche, she was the director of marketing and communications at Flint Hill School, a PK-12, co-ed day school outside of Washington, DC. In addition to developing research and content for Enrollment Insights, Angela is a frequent conference presenter, guest author, and podcast guest.