By: SEO Mavens
Hey everyone! I recently tuned into an incredible episode of the Enrollment Management Association’s (EMA) Impossible Questions Podcast, and I just had to share my thoughts. This podcast is an absolute gem for anyone in the field of school admissions, and the latest episode, “How do enrollment offices offer concierge admission at scale?” is a must-listen.
In this episode, hosts Ari Betof and Christian Donovan bring together two powerhouse leaders in enrollment management: Jenna King and Miley Uohara. They are not only experts in their field but also incredibly insightful and innovative in their approaches.
Meet the Guests
First up, we have Jenna King. Jenna is the Associate Head of School for External Affairs at Riverdale Country School in the Bronx, New York. With 20 years at Riverdale, she’s worn many hats—from History Teacher to Director of Community Service, and now leading External Affairs. Jenna is a leader in the enrollment management community, serving on the board of the Enrollment Management Association and other organizations. Her background includes a BA in Art History and French from Dartmouth and an MA from Teachers College, Columbia University.
Joining her is Miley Uohara. Miley is the Director of Enrollment Management and Admission at Punahou School in Honolulu, Hawaii. She took on this role in 2021 and previously led enrollment at Silicon Valley International School for 13 years. Miley has a knack for navigating complex enrollment challenges, including managing a significant school merger. She is also a founding board member and president of the Bay Area Directors of Admission and has a BA in management information systems from the University of Hawaii.
Personalizing the Admissions Experience
The episode dives deep into how these leaders manage to offer a personalized, concierge-style admissions process despite handling large volumes of applications. Jenna and Miley emphasize the importance of mindset and responsiveness. Jenna talks about viewing the admissions team as door openers rather than gatekeepers, which I found so refreshing. This approach fosters a welcoming atmosphere, encouraging the team to learn about each family and child individually.
Miley’s perspective on treating each family as valued investors in their child’s education was equally inspiring. She highlights how crucial it is to make families feel special through consistent, personalized communication. Miley’s team uses technology in creative ways, such as sending personalized video messages and what-to-expect videos, to ease anxieties and build connections. I loved hearing about these little touches that make a big difference.
Harnessing Technology for a Personal Touch
One of the key takeaways for me was the role of technology in scaling these personalized experiences. Jenna mentions how Riverdale uses virtual open houses and Q&A sessions to engage with families. They also use shared email addresses for the admissions team, which ensures seamless communication and follow-ups. This not only streamlines the process but also keeps the entire team on the same page.
Miley introduces the concept of micro personalizations, such as personalized signage to welcome visiting families. Her team’s email drip campaigns also caught my attention. These campaigns keep prospective families engaged throughout the admissions process with regular, personalized emails over several months. The idea of sending a simple, personal-looking email that gets high engagement was a game-changer for me.
Empowering Teams and Leveraging Community Resources
Jenna and Miley also stress the importance of empowering their teams and leveraging community resources. Jenna emphasizes the value of parent volunteers and student ambassadors, which help provide a personalized experience. She talks about using group interviews and parent panels to help families connect with the school community, which I think is a brilliant way to make a large school feel more intimate.
Miley’s approach of creating an open office environment to facilitate seamless communication among her team was fascinating. This openness allows team members to support each other, ensuring that families receive consistent and informed responses.
Understanding Family Needs through Research
Both Jenna and Miley underscore the importance of understanding family needs through research and data analysis. Miley discusses using market studies and post-event surveys to tailor admissions programming. She emphasizes the need to cater to diverse family backgrounds and provide targeted information sessions.
Jenna highlights the benefits of removing barriers in the application process. By eliminating the requirement for parent statements, Riverdale ensures a more equitable process. Instead, they focus on open-ended interviews that allow parents to share their unique perspectives and needs.
Addressing Financial Aid with Sensitivity
The episode also touches on handling financial aid applications. Jenna and Miley both stress the importance of normalizing conversations about financial aid early in the admissions process. They aim to remove any stigma and provide comprehensive support to families navigating financial aid applications.
This episode of EMA’s Impossible Questions Podcast is packed with valuable insights and practical advice. Jenna King and Miley Uohara’s approaches offer invaluable lessons in fostering meaningful connections and ensuring every family feels valued throughout the admissions process.
If you’re in the world of school admissions, you need to listen to this episode. It’s filled with thoughtful ideas on how to make a big school feel small and personalized. Kudos to Ari Betof and Christian Donovan for facilitating an engaging and informative discussion, and to Jenna King and Miley Uohara for sharing their wisdom.
Published by: Holy Minoza
