Apollo is an enrollment service built to help college departments ease the process of student recruitment and boost overall enrollment. We bridge the gap between educator and student by engaging in direct outreach.
User Research, Identity Design, Web Design
Design enrollment service that can easily plug into a university’s existing admission process, acting as an extended funnel for prospective students into our client’s departmental programs.
Table of Contents
01. User Persona.
Starting with the end user in mind
The company was started as an extension of the work my New Horizons’ associates and I were doing for the University of Florida. New Horizons, the nation’s largest independent provider of IT training, had a very well established process for recruiting, onboarding, and supporting students in it’s 300 locations worldwide. The idea was to take this process and adapt it to university recruiting. This was both an exciting and daunting challenge as we faced the question “Where do we start?”
Fortunately, we had a very particular audience we were trying to appeal to: College Department Heads. At the university level, each college department is responsible for the promotion and recruitment of students into their program. Compiling all the data we received from our prospects, I created a profile of our target client:
The Educational Ad Wars
Paid advertising by U.S. colleges and universities reached an all-time high of a $1.65 billion in 2016. Representing a surge of 18.5% over 2015 expenditures and an increase of 22% since 2013. From the perspective of the department heads we spoke to this is a problem because this marketing spend is not actually improving the quality student-school match. In other words, what was being spent on marketing was left out of the student experience.
Visualizing our Process
Learning about the competitive climate of educational marketing helped us frame our key problem to address. If marketing is considered one of today’s higher education’s arms races (excluding rankings), what can be done to stop it? Our solution was to provide a full service, end-to-end application process for prospective students. Our team of enrollment specialists work with applicants to secure the necessary documentation required for acceptance into the programs. This support allows our partner institution to make their final acceptance decisions more efficiently.
One professor described the service as essentially a Match.com for prospective students and schools.
Given more time I would’ve like to do more research on where students were dropping off during our process and design solutions for them in further iterations of the service.