The Application with Allison Turcio

Ep. 56: How Personalized Video Drives Engagement Across the Enrollment Funnel

Episode Summary

In this forward-thinking episode, Allison speaks with Tom Mikowski, VP of Business Development and Higher Education Partnerships at Allied Pixel. Tom shares insights from his 30-year career in enrollment and discusses how data-driven personalized video can dramatically elevate student engagement and drive conversions. He emphasizes the role of personalization in capturing the attention of today’s “YouTube and TikTok” generation and discusses the power of tailored video in meeting the digital expectations shaped by platforms like Amazon. From initial inquiry through financial aid, Tom highlights how video can transform each stage of the enrollment funnel by fostering connection and conveying vital information effectively.

Episode Notes

Key "How-Tos" You’ll Hear in This Episode:

Engage Prospects Across the Funnel with Tailored Messaging
Learn how personalized video strategies can be used at each stage, from inquiry to enrollment, to increase relevance and resonance with prospective students.
Leverage Data to Make Videos More Relevant
Discover how using academic interests, location, and student type (like first-generation or commuter status) can guide customized video content that feels truly individualized.
Utilize Multichannel Distribution for Maximum Video Impact
Tom explains why colleges should distribute videos through multiple channels (email, text, admissions portals) and even how on-demand options can keep students engaged at critical decision points.
Engage Parents with Financial Aid Videos
See how personalized videos that clarify financial aid offers can help first-generation families better understand financial aid details, and dramatically boost retention and yield rates.
Boost Engagement with Real-Time Website Personalization
Explore how integrating real-time personalized video on a website can increase inquiries by creating an interactive experience for stealth visitors and actively engaged prospects.

Guest Name: Tom Mikowski, Vice President of Business Development and Higher Education Partnerships, Allied Pixel

Guest Social: https://www.linkedin.com/in/tommikowski/

Guest Bio: Tom is the Vice President of Business Development and Higher Education Partnerships for Allied Pixel. Allied Pixel is a leader in providing data-driven personalized video to the education market. Allied Pixel has worked with organizations such as NACAC, CASE, and RNL and over 200 colleges from coast to coast. Tom has spent his entire career working within higher education enrollment. Prior to joining Allied Pixel 5 years ago, he spent 29 years at Aquinas College in Grand Rapids, MI. - including the last five years as Associate Vice President of Admissions and then as Vice President of Enrollment. During his tenure at Aquinas, Tom was known for his focus on technology as he was involved with numerous projects for enrollment including: the AQ virtual tour, redesign of the Aquinas website, implementation of SLATE CRM and the creation of numerous marketing videos. Among his accomplishments, in addition to achieving record classes during his time there, Tom led efforts to increase global student enrollment that ultimately grew four-fold under his direction. Tom holds a Bachelor of Science, Business Administration from Aquinas College and has presented at many conferences including NACAC, College Board, RNL, CUPRAP and the Small College Admissions Conference.