When Anna Miner was an admissions vice president, she attended a NACAC session that offered an interesting architectural metaphor — “desire paths” — to explain the importance of recruiting with behavioral intelligence. Desire paths are the dirt paths you often see cutting across lawns and parks; they occur when pedestrians forgo a paved walkway and take a more direct route.
Desire paths provide a stark lesson for enrollment managers. As much as you want prospective students to do what YOU want, no matter how many paved walkways you put before them, they will go about it their own way. Helping them reach their goal — their college destination — requires you to understand and adapt to their path.
In this webinar, Capture’s Anna Miner will be joined by Methodist College Vice President of Enrollment Management & Student Services Jason Garber to discuss:
How prospective students navigate the admissions process in ways that may differ from your intended structure.
How tracking and analyzing student behavior can help tailor your outreach to match their actual preferences.
How to refine your marketing and communication strategies to align with student behavior rather than forcing them into predetermined paths.
What tools and tactics allow institutions to engage students at the right time with the right message.
Don’t miss this chance to rethink your approach! Join us to learn how adapting to student desire paths can transform your enrollment strategy. REGISTER TODAY
