In Your Element

Breaking Records: Villa Maria’s Enrollment Boom

Episode Summary

In this episode, Brian Emerson, Executive VP of Enrollment Management at Villa Maria College, shares how the small, Buffalo-based college achieved record-breaking enrollment growth (15% in 2023 and 14% in 2024). From struggling with disappearing students in 2020 to hosting over 1,500 campus visits and increasing applications by over 300 in 2023, Brian breaks down the hands-on tactics and tech-driven strategies that made it all possible. His team’s focus on creating personalized campus experiences and leveraging tools like Element led to remarkable success. Listen in for practical insights on revitalizing recruitment in today’s challenging higher ed landscape.

Episode Notes

In this episode, Brian Emerson, Executive VP of Enrollment Management at Villa Maria College, shares how the small, Buffalo-based college achieved record-breaking enrollment growth (15% in 2023 and 14% in 2024). From struggling with disappearing students in 2020 to hosting over 1,500 campus visits and increasing applications by over 300 in 2023, Brian breaks down the hands-on tactics and tech-driven strategies that made it all possible. His team’s focus on creating personalized campus experiences and leveraging tools like Element led to remarkable success. Listen in for practical insights on revitalizing recruitment in today’s challenging higher ed landscape.

Key Takeaways:

• Post-Pandemic Pivot: Villa Maria experienced record growth by pivoting to a student-centric, campus visit-driven recruitment strategy.
• Emphasis on the Campus Visit: By making campus visits experiential, not just tours, the college saw significant spikes in applications and enrollments.
• Leveraging Local Relationships: Collaboration with local high schools and hosting events like leadership retreats helped engage potential students.
• The Power of Immediate Application Pushes: Encouraging students to apply during visits significantly boosted their conversion rates.
• The Role of Technology: Tools like Element were key in tracking, automating communications, and simplifying the application process.
• Personalized Recruiting Works: Personalized engagement and responsive customer service remain essential for small colleges.

Calls to Action:

• Subscribe to *In Your Element* for more inspiring stories and strategies from higher ed leaders.
• Learn more about how to leverage recruitment tools like Element451 to streamline your enrollment process.

Guest Name: Brian Emerson, Executive Vice President, Title IX Coordinator, Corporate Compliance Officer, Villa Maria College Enrollment Management

Guest Socials: 
X: https://x.com/Emersonbrianj
LinkedIn: https://www.linkedin.com/in/brianjemerson/

Guest Bio: Brian Emerson has over 20 years of experience in higher education enrollment management, student affairs, athletics, and college operations.  He is currently the executive vice president of Villa Maria College outside of Buffalo, NY.