Today's inductee into the 2024 Enrollify Hall of Fame is Kin Sajpal, Vice President of Marketing and Communications at the University of Redlands. We revisit Kin’s groundbreaking insights on audience engagement, tailored marketing strategies, and fostering collaboration between enrollment and marketing teams. From innovative approaches to international student recruitment to the transformative "OneGrad" campaign, this episode is a masterclass in strategic higher ed marketing.
Today's inductee into the 2024 Enrollify Hall of Fame is Kin Sajpal, Vice President of Marketing and Communications at the University of Redlands. We revisit Kin’s groundbreaking insights on audience engagement, tailored marketing strategies, and fostering collaboration between enrollment and marketing teams. From innovative approaches to international student recruitment to the transformative "OneGrad" campaign, this episode is a masterclass in strategic higher ed marketing.
Check out the full episodes Kin appeared on:
How Can Institutions Engage Students in Strategic Planning?
Kin Sajpal highlights the power of inviting students into strategic conversations. By leveraging the expertise and experiences of student workers, institutions can refine their programs to better meet audience needs. This approach doesn’t just apply to social media teams but extends across campus functions, creating a more comprehensive understanding of student expectations. Kin emphasizes the importance of viewing programs as "products" and ensuring their applicability across different student demographics. Her message underscores the enduring role of student input in crafting meaningful, audience-centric strategies.
What Role Does Word-of-Mouth Play in International Recruitment?
Drawing from her own journey as an international student, Kin advocates for the power of word-of-mouth marketing—both in traditional face-to-face interactions and through digital channels. She notes that while the mediums may evolve, the core principle remains: personal recommendations significantly influence decisions. Institutions must design programs with intentionality, ensuring they resonate across cultural nuances. This involves segmenting international audiences beyond broad geographic categories and investing time in understanding micro-segments to unlock high ROI.
How Does Unified Branding Amplify Enrollment Success?
Kin shares the University of Redlands' transition to unified branding campaigns like "OneGrad." By consolidating efforts into broader campaigns rather than field-specific ones, the university achieved cost efficiencies and better enrollment outcomes. These campaigns align recruitment and marketing efforts, providing prospective students with cohesive messaging. Kin also emphasizes the importance of collaboration between marketing and enrollment teams, where regular data-sharing allows both sides to adapt strategies dynamically and maximize results.