In this episode, Allison speaks with Dr. Raquel Bermejo about the often-overlooked emotional challenges students face during the college search and application process. Raquel shares insights into how financial anxiety, fear of choosing the wrong college, and the weight of being a first-generation student can impact students’ ability to apply and enroll. Together, they discuss actionable strategies for enrollment marketers to create empathetic and supportive communications that address these emotional barriers and foster a culture of care.

Key “How-Tos” You’ll Hear in This Episode:

1. Address Student Financial Fears: Acknowledge and address the specific financial anxieties that students may face, including concerns about affordability, scholarships, and the steps in the financial aid process.
2. Personalize Communications to Reduce Application Anxiety: Replace generic reminders with empathetic messages that encourage students to reach out for support on specific application steps.
3. Support First-Generation Students by Reducing Pressure: Tailor communications to ease first-gen students’ fears about fitting in and academic preparedness. Show them multiple pathways for success rather than a single “right” college choice.
4. Encourage a “Culture of Care” Mindset: Shift institutional messaging to prioritize student wellbeing over institutional priorities, focusing on transparency, empathy, and student-centered processes.
5. Engage Students with Genuine Questions and Options: Use messaging that invites students to share their concerns in a straightforward, manageable way—such as by providing response options (A, B, C) for easier communication.

Research Study Link: https://www.ruffalonl.com/blog/enrollment/the-emotional-rollercoaster-of-college-planning-why-institutions-need-to-step-up-their-support/

Guest Name: Brianna Blackburn, Assistant Director of Social Media Strategy at Bowling Green State University (BGSU)

Guest Social: https://www.linkedin.com/in/bermejoraquel/

Guest Bio: Dr. Raquel Bermejo is a seasoned researcher and educator with a passion for understanding the complex journey of college-bound students and their families. With 15 years of experience teaching graduate courses in education at Purdue Global, Raquel brings a wealth of knowledge to her role analyzing existing research, conducting inquiries, and interpreting conversion data. Her original research studies with college-seeking students and parents provide invaluable insights into emerging trends and student behaviors. Raquel's work informs and enhances the services provided by her organization, helping to create a more supportive and inclusive path to higher education.

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Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio

About The Enrollify Podcast Network:
The Application with Allison Turcio is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 —  the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.

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