Optimize Your Enrolment and
Drive Student Success

Want a deeper understanding of who your prospective students are, and what factors have the greatest impact on their decision to engage with, apply to and (hopefully) enrol at your university/college?

Many possible paths emerge from the moment a prospective student hears about your institution to the moment they decide to apply or accept an offer. Without mapping out your users’ (or in this case – your prospective applicants’) goals, motivations, and pain points at each stage of their decision-making journey, you might not cross their path at all.

In this presentation, we will share how colleagues across the Marketing and Communications team at Wilfrid Laurier University as we embarked on an institution-wide user journey mapping and persona development project to build empathy for and understanding of our future undergraduate student audience.

Learning Outcomes

• Key learnings identified from our Gen Z student’s journey and examples of how we’ve translated insights to action in our marketing strategies
• Gaps in audience knowledge we identified along the way and future research areas of interest
• Partner engagement, including how to identify and engage key university stakeholders to take an active role in actioning the learnings
• Research and project methodology to use as your own framework, including a snapshot of the final user journey map and persona deliverables for your own inspiration!