Crisis Communication: Managing Admissions During Uncertain Times
Whether facing a global pandemic, economic downturn, or institutional challenges, the ability to adapt and communicate clearly can make all the difference in maintaining a strong applicant pool. Here are some practical strategies to managing admissions during uncertain times while keeping your institution top-of-mind for prospective students.
Survey Shifting Attitudes and Perceptions
During a crisis, the motivations, constraints, and decision-making processes of prospective students can shift dramatically. Recognizing these changes is essential for developing effective enrollment strategies that resonate with applicants in challenging times.
- Put It into Practice: Conduct surveys or focus groups with your recent applicants to gain insights into their concerns. Use this information to personalize their messaging.
Communicate Transparently and Frequently
In times of uncertainty, clear and consistent communication is key. Prospective students and their families will have many questions about how your institution is handling the crisis and what it means for their education.
- Put It into Practice: Develop a crisis communication plan that includes regularly scheduled updates on your website, social media channels, and newsletters. Address common concerns proactively and provide clear information about any changes to the enrollment process, academic programs, or campus operations.
Flexibility in Admissions Processes
Crises often disrupt normal routines and may impact a prospective student’s ability to complete some application requirements. Offering flexibility in your admissions process can help reduce barriers for applicants during tough times.
- Put It into Practice: Consider waiving or modifying certain application requirements, such as standardized tests or in-person interviews. Offer virtual alternatives for campus visits and events. Extend deadlines to accommodate applicants facing unusual circumstances.
Emphasizing Value and Support
During tough times, prospective students may be more concerned about the return on investment of their education. It’s crucial to continue to communicate the value of your programs.
- Put It into Practice: Highlight success stories of alumni who have thrived despite previous catastrophic events. Showcase the career services, mental health resources, and other support systems available to students.
Financial Aid and Affordability
Economic uncertainty often accompanies crises, which can make financial considerations even more critical for prospective students and their families. Being transparent about costs and available aid can help alleviate concerns.
- Put It into Practice: Communicate additional financial aid or scholarship opportunities available in response to the crisis. Consider creating flexible payment plans for students facing financial hardships.
Adapting Program Delivery
Crises may necessitate changes in how education is delivered. Communicating your institution’s ability to adapt and provide quality education in various formats can reassure prospective students.
- Put It into Practice: If transitioning to online or hybrid learning models, highlight your institution’s capabilities in these areas. Showcase any investments in technology or faculty training that enhance the remote learning experience.
Personal Outreach and Support
During tough times, personal connections become even more valuable. Providing individualized support can make a significant difference in a prospective student’s decision-making process.
- Put It into Practice: Counselors should check in regularly with prospects. Offer one-on-one virtual counseling sessions to address individual concerns. Create online communities or forums where prospective students can connect.
By implementing these simple strategies, your admissions team can effectively manage a campus crisis and support prospects through uncertain times. Remember, how you communicate and respond during tough times can leave a lasting impression on applicants and your brand, potentially turning a crisis into an opportunity to demonstrate your institution’s values and commitment to student success.
We’re here to help you manage admissions during uncertain times. Let’s chat about how we can help make your enrollment strategy even stronger.
