Navigating the Student Engagement Stream

The Evolution of the Funnel for Enrollment and Beyond

This paper discusses the evolution of the college student enrollment funnel for college enrollment managers.For decades, enrollment managers have shaped their strategies around a stage-based enrollment funnel, moving students linearly from prospect to inquiry to applicant to decision to deposit to enrollee. However, changes technology, demographics, and student behavior have disrupted that orderly flow. Today's enrollment managers need to evolve their strategies beyond the traditional funnel and toward a more flexible strategy, one that engages prospective students whenever the student jumps in to the enrollment process.

This paper presents the Student Engagement Stream, which not only provides a strategic framework for recruiting today's students, but the importance of continuing their engagement as they complete their educations and become engaged alumni.

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