EdTech Connect Podcast – Episode Summary
Podcast: EdTech Connect
Host: Jeff Dillon
Episode: Beyond the Funnel: How EMU is Rethinking Student Success
Guest: Katie Condon, Vice President of Enrollment Management, Eastern Michigan University
Air Date: August 1, 2025
Notable: Reached #4 on Apple Podcast Education Category
Episode Overview
This episode explores how Eastern Michigan University (EMU), led by Katie Condon, is reshaping enrollment management and student success in the face of higher education’s rapidly shifting landscape. Host Jeff Dillon and Katie dive into the nuances of data-driven decision-making, the challenges of the “demographic cliff,” personalization strategies, AI’s emerging role, and the persistent struggles for transfer students. Katie shares candid, actionable insights drawn from her multi-institutional experience, offering both practical advice and vision for the future of higher education.
Key Discussion Points and Insights
1. Institutional Differences: Large vs. Regional Publics
[02:22–05:07]
-
Size and Resources: Katie outlines how larger institutions enable more specialization and risk-taking, while smaller/regional publics require staff to wear multiple hats, making failure more costly.
- “At a Large institution, there’s one person really heads down… At a smaller institution, the more hats you wear.” (A, 02:40)
-
Recruitment Strategy: Larger schools recruit nationally (WVU was 50% out-of-state), while EMU’s population is 80% local—necessitating distinct strategies but universal fundamentals (calls, emails, reminders).
-
Silos & Implementation: Larger schools face complexity and decentralized silos; smaller schools can be more nimble and centralized, making campus-wide initiatives somewhat easier.
2. Data’s Real Role in Enrollment Management
[05:07–08:11]
- Actionable Data: Katie rejects ambiguous terms (“a lot,” “many”), demanding specific numbers to drive context-rich decisions.
- “My staff know that those are my two least favorite words… no, I want a number.” (A, 05:50)
- Combating Reactivity: She recounts how one negative comment among 2,000 was nearly cause for unreasonable change, underscoring the need for perspective and nuance.
- Access & Curiosity: Emphasizes cultivating “curiosity” over confirmation bias—data should answer real questions, not just “prove you right.”
- “People like to ask for data that’s going to prove them right and that’s the wrong way to use data.” (A, 07:28)
3. Notable Retention & Engagement Initiatives
[08:11–10:04]
- Campus-Wide Handwritten Notes: EMU implemented over 4,000 handwritten note cards to admitted students, engaging everyone from the rowing team to alumni.
- “It was kind of our first year doing a large scale handwritten note card campaign to our students, but everyone across the institution participated.” (A, 08:56)
- Living the Tagline: “All are welcome here” becomes policy and practice through authentic, inclusive messaging.
4. Financial Aid and the Demographic Cliff
[10:36–12:24]
- Rising Competition: Major universities now aggressively leverage aid packages; competition has heightened with the population decline.
- Student Expectations: Demand for transparent, up-front cost clarity is higher than ever—even from prospective juniors.
- “Students really, really value transparency… Can you just tell me what my bill will be like on my first day?” (A, 11:33)
- Aid Strategies Must Evolve: Transparency and clarity in financial aid are now competitive differentiators.
5. Leading in Uncertain Times & Avoiding Panic
[12:24–14:18]
- Navigating Policy Change: Katie advocates for proactive preparation but resists overreactions to news cycles; trusts in-campus expertise.
- “It’s no use fully leaning into something that’s going to change 10 more times in the next three months.” (A, 12:55)
- Emotional Investment: Acknowledges the intense passion and personal connection of higher ed professionals, making crisis fatigue and morale a leadership concern.
6. Demographic Decline’s Uneven Impact & Institutional Identity
[14:18–16:20]
- Geographic Variation: States experiencing population growth (e.g., Texas, Florida) fare better; Midwest/Northeast hit hardest.
- Strategic Messaging: Institutions must know and market their unique value, as students become more focused and less “exploratory.”
- “Every institution has to figure out who they are and how to message that to students.” (A, 15:31)
7. Personalization and Career-Minded Students
[16:20–18:06]
- ROI-Driven Decisions: EMU students (and their region) are focused on short-term payoffs—salary, debt, and employability.
- “They’re not saying, ‘How will my college career pay off when I’m 40?’ They’re saying, ‘How will my college career pay off when I am 25?’” (A, 16:41)
- Transparency Tools: EMU is highlighting successful recent alumni and making outcome data accessible to address these career-focused concerns.
8. AI’s Promise and Pitfalls for Enrollment
[18:06–20:51]
- Personalization at Scale: AI could revolutionize financial aid communication (e.g., custom videos walking students through their packages), especially valuable for first-generation and local students.
- “Just imagine if you could send a personalized video walkthrough… The technology is almost there.” (A, 18:42)
- Maintaining Authenticity: Automation must not erode institutional voice; some processes (like “application push” emails) should retain human elements.
- Future of Content Consumption: AI-enabled summaries and podcasts (Google’s NotebookLM as example) will soon make dense reports campus-relevant and accessible.
9. Listening to Students: The Power of Ambassadors
[21:55–23:33]
- Student Ambassadors as Barometer: They provide critical feedback, new ideas (e.g., Croc charms as swag), and honest critique.
- “Student ambassadors are really your pulse check on your campus.” (A, 22:05)
- Intergenerational Learning: Direct dialogue with student reps helps administrators understand contemporary student culture and needs.
10. Lessons from Teaching Freshman Communication
[23:33–26:26]
- Holistic Perspective: Teaching first-semester freshmen gave Katie insights on the entire student transition, informing both policy and outreach.
- “It has drastically shaped the type of leader that I am.” (A, 23:53)
- Daily Personalization: Applying admissions best practices (personal outreach for student achievements) in the classroom reinforced tailored communication as best practice across domains.
- Recommendation: Senior administrators should teach freshman courses to better understand student needs and mindsets.
11. What’s Still Broken: Transfers & Articulation Agreements
[26:26–28:13]
- Outdated Models: Transfer pathways remain confusing; agreements rarely reflect the modern, non-linear student journey.
- “Articulation agreements are largely just PDFs for administrators to sign… Transfer students really need some segmentation within it.” (A, 27:00)
- Need for Segmentation: “Transfer student” is a catch-all; real solutions require more nuanced support and policies.
12. Advice for New Enrollment Leaders
[28:22–29:28]
- Curiosity is Critical: Ask questions early—people assume positive intent when you’re new.
- “If you don’t know anything, people are going to assume positive intent… Spend your first two to three months just meeting with as many people as possible, asking as many questions as possible.” (A, 28:38)
- Build Institutional Knowledge: Understanding legacy practices lays the groundwork for future, strategic change.
Notable Quotes & Memorable Moments
- “People like to ask for data that’s going to prove them right and that’s the wrong way to use data.”
(Katie Condon, 07:28) - “All are welcome here. But what does that actually mean when it comes to recruitment and retention?”
(Katie Condon, 08:32) - “Students really, really value transparency… I want to know exactly what I’m going to be charged.”
(Katie Condon, 11:33) - “There is no future that I see with massive enrollment growth. It’s all responding.”
(Katie Condon, 10:50) - “You don’t want to send an encourage Application push that looks the same as every other college’s AI Encourage Application push.”
(Katie Condon, 18:23) - “Student ambassadors are really your pulse check on your campus.”
(Katie Condon, 22:05) - “Articulation agreements are largely just PDFs for administrators to sign agreements.”
(Katie Condon, 27:00) - “My number one piece of advice is just really, really understand the why behind the things on campus.”
(Katie Condon, 28:41)
Timestamps for Important Segments
- Introduction & Guest Background: 00:28–02:05
- Institutional Differences: 02:05–05:07
- Data Use in Enrollment: 05:07–08:11
- EMU Community Initiatives: 08:11–10:04
- Financial Aid Transparency: 10:36–12:24
- Managing Uncertainty: 12:24–14:18
- Demographic Cliff & Institutional Positioning: 14:18–16:20
- Personalization & Career Focus: 16:20–18:06
- AI & Enrollment Management: 18:06–20:51
- Student Ambassadors: 21:55–23:33
- Teaching & Leadership: 23:33–26:26
- Transfer Experience Challenges: 26:26–28:13
- Advice to New Leaders: 28:22–29:28
Episode Takeaways
- Data is valuable only when actionable and contextualized; curiosity should drive analysis, not confirmation bias.
- Authentic campus-wide initiatives foster inclusivity and a sense of belonging for new students.
- Today’s students are career-focused and expect transparent, immediate ROI from college.
- AI holds promise for scaling personalization—especially in financial aid—but must maintain authenticity and security.
- Transfer pathways remain an unsolved challenge, necessitating segmentation and modernization.
- Curiosity, asking “why,” and direct engagement with both students and colleagues are the foundations for leadership success.
This episode is rich with practical examples and first-hand reflections on evolving challenges and inspiring solutions in higher education enrollment and student success. A must-listen for higher ed leaders seeking both strategy and inspiration.