But are students leaving with digital materials that they can’t even use?

In our travels, we’ve been noticing that quite a few schools have jumped at the chance to modernize their materials and have started to hand out digital catalogs, either on CDs/DVDs or USB memory sticks. As part of a collection of materials, our field agents have liked the memory sticks as a backup for the information if they lost the information sheets they received. However, most of the evaluators reported that CDs and DVDs were essentially unusable to them – most laptops no longer have disc drives, so they’re little more than shiny donut-shaped coasters.

Recently, two evaluators reported that when they asked representatives about key topics, they were directed to the school catalog. They were discouraged when they found out that they couldn’t access the information that they needed, mirroring many students who may not have the resources they would need to be able to access digital files:

Brian told me that I would not have to worry about their accreditation status and that I could read all about it in the school catalog. He did not show me the catalog during his presentation, but he assured me that it was already packed in my materials folder. I also asked about tuition and he just smiled and pointed to the folder and stated, “It’s all in here.” When I opened the folder after the interview, I saw only one program course list and a CD that was labeled “Catalog” with a Sharpie. I tried to access the info, but I didn’t have a CD drive.

—

Jim gave me a USB memory stick to take home with me. He said it would have the information I asked him for regarding jobs. However, I couldn’t access the information since I only have a tablet. I had to find a library that would let me use their computer and that allowed USB sticks to be used on their computers.

Our evaluators develop a keen eye for collateral, which includes how representatives use the materials to provide info, answer questions, and showcase the school. It also includes looking at the resources they send home with prospective students.

Using a presentation or website to present info is a fantastic idea, but if the student can’t find it on a website later or doesn’t have a handout, even the fondest of interview memories can only last so long.

Kelly navigated to a page title ‘Consumer Disclosures’ on the school website by clicking on various links. She did not explain how to navigate to this page. She pointed out the total tuition cost, the retention and job placement rate, and a link to BLS on the disclosures. However, she did not provide any printed information, nor did she write down the link to this page. I was unable to find this page on my own.

Certain sets of materials can be especially beneficial. Like receiving printed documents to look over later with family/friends as they consider school options, and digital resources to use/send as well. For example, on one of our recent visits we left with one set of documents that included printed tuition information and financial aid estimates, with a sheet outlining all of the other pertinent data. This sheet not only outlined current information, it also provided permanent links to the information on the school website, where we could seek out updated information about the program if we decided to enroll in a future term. The representative also emailed a PDF of the sheet.

David told me that the sheet contained all of the links that I would need to learn everything about the school. He said that my questions were excellent, and I would not need to worry about remembering any of the information he had given me, since I could access all of it online. He said that he would email me a copy, just in case it ended up getting lost in my car. I was able to access all of the information later by using the email that he sent.

Another set of materials with which our evaluators were impressed was a single program information sheet, a financial aid guide customized to the school, and a catalog. No digital materials were provided, but students reported that all of the summarized information about the school and program on the information sheet was enough to make an enrollment decision.

I was able to relax during my interview, since Toby had a program information sheet that he used to present all of the information about the program and school that I needed. I did not have to ask him any questions because he then used a catalog to show me more detailed information, including a tuition breakdown. When I met with Financial Aid, they provided an estimate sheet for me to take home that outlined what I would have to pay, assuming that I reported my information correctly to them. The materials were more than enough to make a decision about enrolling since any questions I had could be answered by using the catalog (or the various website links printed in it).

Although it may seem like progress to stop providing printed documents to potential students, many students who are attracted to career training schools may not have the resources required to access key information.

Based on our evaluators’ experiences, we have seen that digital resources tend to be a backup means of looking up information about the school, and many of the digital materials provided can be useless unless they have the right tools to open the files. Most students rely heavily on phones or tablets to do things. With this in mind, maybe it’s too early completely write off printed materials…or at least too early to offer zero printed takeaway information.

Are you hoping to transition to 100% digital for your Admissions team? Do you think printed materials are still worth their weight in…paper? Share your thoughts in the comments or on our Facebook page!

If you’d like to see what our incredible covert assessment evaluator team will learn at your school, Vince at Vince@nortonnorris.com is ready to put together a customized program!

The post April Tales from the Trail: Students Love Paper Materials – Even in the Digital Era appeared first on Norton Norris.

When convenience, affordability, and substance come together, powerful things happen. At Norton Norris, we’ve known that for a long time.

It’s that principle that has driven many of our efforts over the years to deliver the highest quality solutions to the schools and higher education professions with whom we partner in a way that works best for them.

And the latest example of this mission is one of the biggest and most exciting to date.

We’ve gone virtual with our industry-leading EnrollMatch® Admissions Training (EM).

First, let’s talk about the substance.

Long-recognized as one of the most respected admissions training programs in the country, EM is at the leading edge of creating better informed prospective students and better-informed admissions professionals.

As anyone who’s worked in the higher education arena knows, more often than not the single most important choice factor for students is “fit.” For years, EnrollMatch® has empowered admissions professionals with the training to understand and decipher the differing preferences of today’s students so that, together, they can achieve that fit.

It begins with seminar training that can range anywhere from a half-day to two full days, and from there is strengthened by custom workshops, webinars, discussion forums, eLearning programs, Train-the-Trainer (T³) options, and ongoing consulting with comprehensive reports.

That’s kind of a long-winded way of saying EnrollMatch® works. It has earned all of the acclaims it’s received. And it’s the first and only admissions training program that’s been reviewed and approved by regulatory counsel for consistency with accrediting and federal admissions related standards.

But don’t just take it from us.

“After a thoughtful review of the training workshops and materials, our firm endorsed this program for alignment with all national and regional admissions related standards,” said Ron Holt, an education legal expert.

Now, about convenience and affordability.

It’s no secret that institutions of higher education across the country are in the midst of major budget constraints and enrollment shortfalls. Public universities continue to see cuts in state funding, and enrollment shortages at private colleges and universities that rely on tuition revenue are leading to cuts in faculty, staff, and program offerings.

Now more than ever, administrators need to find ways to give their admissions departments every advantage they can in terms of their effectiveness in recruiting incoming classes.

So, given the realities that we know schools are dealing with, it only makes sense to remove as many barriers as possible for schools seeking the exceptional offerings of our admissions training.

That’s exactly what going virtual with EnrollMatch® will accomplish.

“It was a natural progression,” said Dr. Jean Norris, managing partner at Norton Norris, Inc. and the primary developer of the training program. “Given the advanced nature of the content and pace, it was important for our team to see the participants and adjust their delivery in the moment. We also stand behind our results so we had to make sure each participant walked out of that room a changed person.  At the same time, the expense of travel and pulling employees away from their jobs for a few days can be a barrier.”

By offering virtual and hybrid models for the delivery of EnrollMatch® training, schools won’t have to incur the expenses associated with sending their admissions teams away, or the loss of productivity while they’re out.

With this endeavor, we’re essentially meeting them where they’re at by offering more affordable and convenient access to the training program, without compromising even a hint of the quality that’s always been associated with it.

“EnrollMatch is a solid, proven program with ongoing support long after the initial workshop,” said Joe Sallustio, seasoned EM trainer and vice president of marketing and enrollment at National American University. “It’s exciting to know the eLearning, discussion forums, coaching, and reinforcement training will still be available. And now we have an additional method to support our efforts for those who prefer the live, virtual option.”

And with the EM’s Train-the-Trainer (T³) program also being delivered virtually and through a hybrid model, more campus-based admissions professionals can earn a license to train their staff, help their team stay compliant, and make the most of their recruiting efforts and meeting the needs of their students.

“Our team is able to effectively onboard new employees, as well as provide ongoing learning and development,” said Wendy Olivieri, long-time EM trainer, and director of admissions at San Joaquin Valley College. “The live, virtual option allows campus-based trainers to work right alongside Norton Norris Master Facilitators. It’s fabulous.”

Learn more right now about our virtual training for admissions, faculty, leadership development management, career services, and financial aid!

The post Virtual Training – A Natural Progression appeared first on Norton Norris.

We’ve noticed a few things along the way – we’re able to help identify trends in Admissions and Financial Aid departments. We see things schools are doing really well and things many schools are missing or lacking. Here are the top four things we find schools overlooking:

1. Responsiveness

The first step in every prospective student’s quest for postsecondary education begins by asking for some information from a school, often through handy request forms found on school websites. One of the most common things we uncover in this process is a failure to connect in a timely manner.

As part of our process in the Assessment department, we offer up our phone numbers and email addresses – and wait. About one in 10 of those requests goes unanswered for 24 hours (that’s when we give up and call directly to talk to someone). About one in four of our requests elicits a response over an hour later. We always advocate for quick responses to requests – within five minutes is ideal. The time to connect with someone who’s asking about you is right after he or she hits SEND on that request. They’re still on your website, they want to know more, and they’re still paying attention. Why wait? Give them a call – they’re totally into you!

2. Open Up Early in the Relationship

Once we’re on the phone, we’ll ask some questions to gauge a prospective student’s willingness to share school and program information. In less than 20% of our 2016 inquiry calls, we were given tuition information when we asked for it, and it was incomplete over 80% of the time if we did get it. It’s a pretty easy question to answer (the details are on the website, right?), but we run into schools deferring the conversation until the interview or telling us only that tuition depends on aid eligibility (which is a totally separate no-no)!

We encourage clients to use that first chat to start getting to know the individual student, making a strong first impression, and building value for the admission interview, whether it’s in person or over the phone. Establishing a purpose for the admission interview without declining to answer the caller’s preliminary questions during that first conversation starts to build trust and rapport, and sets a welcoming and honest atmosphere. Refusing to answer questions over the phone can send an unintended message and negatively impact the likelihood that they’ll show up for an appointment later.

3. Don’t Build a Wall Around FA

The educational financing piece is a big one for almost every student. Most aren’t able to write a check or swipe a card to pay their tuition, so a conversation with a financial aid expert is a really valuable part of the admission interview. But less than half of the covert interviews we reported on in 2016 included one. The financial aid process can be legitimately intimidating and confusing, offering a splendid opportunity to swoop in as the hero (cape optional) to deliver guidance, support, answers, and a plan of action.

We’ve learned through years of sending evaluators to clients and their competitors that discussing educational financing with a specialist improves the prospective students’ overall perceptions of the school. All too often admissions advisors deny the Financial Aid/Student Finance introduction if students decline to enroll, take a test, or provide a Social Security number, which are practices that easily make a visitor feel uneasy at best and pressured at worst.

All it takes is 10 to 15 minutes with financial aid specialists to offer students (and anyone they’ve brought along) the chance to ask questions and get a general overview of financing options. Very often, students come with their own unique concerns and personal situations, and this is a chance to help them figure out how to overcome those obstacles in order to start and finish school. It further positions the school as a resource, and begins to establish trust and rapport with staff beyond the admissions team.

4. Show ’em What You’ve Got

 One of the things that we’ve learned through working with evaluators and ‘shoppers’ across the country is that tours matter! We consistently find in student commentaries and in debrief communications that their experiences while touring the campuses or seeing the online classrooms have a massive impact on their perceptions of the school. In our competitive analysis studies, the cleanliness and upkeep of the campus, and the quality of the equipment/facilities are often cited as strong (and memorable) influencing factors in the decision to choose one school or campus over another. Like it or not, looks matter!

 The tours provide an opportunity to introduce students to the valuable resources provided, like learning centers, labs, simulation centers, tutoring, and Career Services support. The information is a lot more memorable when you’re walking around meeting people and seeing the spaces instead of looking at pictures on a screen or just talking about what you’ve got to offer. Every interview should include a tour. Every student should see the campus, in person or online (if it’s an online program). There’s plenty to show off, and it’s a fantastic opportunity to keep learning about them in a more conversational, laid-back way. You’re walking, you’re talking – it’s natural!

We’re certainly not saying that every school – and every campus – is guilty of these oversights, but for better or worse, they’re trends we’ve seen in interviews across the country. When you’re ready to take a look at your team and see how it fares in these areas (and many, MANY more), give us a call. Want to know how quickly we’d get a call back when you tap your team on the digital shoulder? Interested in whether or not you’re using campus tours effectively? Chances are we’ll be in your neck of the woods soon, and we’d love to stop by. College Mystery Shopping by Norton Norris can help you achieve better results.

Now it’s your turn. Have you spotted any of these trends in your own teams? Share your stories in the comments or on our Facebook page!

The post 4 Things your College Admissions Team is Probably Missing appeared first on Norton Norris.