The Application with Allison Turcio

Ep. 63: What an Enrollment Leader Learned From Her Teen’s College Search

Episode Summary

In this episode, Allison sits down with Melody Ferguson, Dean of Admission at Pacific Lutheran University, who brings a dual perspective to the table: as an experienced enrollment leader and as a mom navigating the college search process with a high school senior and a sophomore. Melody shares eye-opening insights from her unique vantage point, revealing how being both a professional and a parent has reshaped her views on communication strategies, family engagement, and what it really takes to connect with today’s prospective students. From the challenges of getting noticed among thousands of college emails to leveraging insights about Gen Z and Gen Alpha, this conversation dives into the future of enrollment marketing and the lessons Melody is taking back to her team at PLU.

Episode Notes

In this episode, Allison sits down with Melody Ferguson, Dean of Admission at Pacific Lutheran University, who brings a dual perspective to the table: as an experienced enrollment leader and as a mom navigating the college search process with a high school senior and a sophomore. Melody shares eye-opening insights from her unique vantage point, revealing how being both a professional and a parent has reshaped her views on communication strategies, family engagement, and what it really takes to connect with today’s prospective students.

From the challenges of getting noticed among thousands of college emails to leveraging insights about Gen Z and Gen Alpha, this conversation dives into the future of enrollment marketing and the lessons Melody is taking back to her team at PLU.

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

1. Understand the Parent’s Role in the Search Process:
   • Learn why engaging parents early and effectively is essential to guiding a student’s college decision.
   • Discover why traditional assumptions about student-driven decision-making may be incomplete.
2. Influence the Influencers:
   • Discover the importance of targeting teachers, counselors, and coaches to amplify your messaging.
   • Explore strategies for micro-campaigns directed at niche influencers, like theater directors or local educators.
3. Adapt to the Next Generation of Students:
   • Identify differences between Gen Z and Gen Alpha and how those impact communication preferences.
   • Explore practical tactics like gamified quizzes to engage students and gather meaningful insights.
4. Personalize Communications at Scale:
   • Unpack the challenges of delivering authentic personalization and how to move beyond basic tactics like inserting a student’s name.
   • Hear how faculty-written notes and creative outreach campaigns can stand out in crowded inboxes.
5. Rethink Your Enrollment Funnel:
   • Understand why it’s critical to communicate the “why” behind your outreach—helping students and families see their fit with your institution.
   • Consider the impact of financial aid transparency and academic program alignment on a student’s final decision.

Guest Name: Melody Ferguson, Dean of Admission at Pacific Lutheran University (PLU)

Guest Social: https://www.linkedin.com/in/melody-ferguson-wa/

Guest Bio: Melody Ferguson, Dean of Admission at Pacific Lutheran University (PLU) in Tacoma, WA, has over 22 years of experience working at 3 very different universities. She is also the mom to a high school senior and sophomore, which has made this process a bit more personal.