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Sept. 21, 2021

Authenticity: Aligning the Online Message w/ the On-Campus Feel

Authenticity: Aligning the Online Message w/ the On-Campus Feel

A university website is often families’ first look into the university itself. If you haven’t updated your website in three, six, or twelve months, then you aren’t being authentic online.

In this episode, we interview Donnell Wiggins , Associate VP for Strategic Enrollment Management & Dean of Admission at University of Dayton , about the importance of the website in communicating both authenticity and the truth that recruitment is everyone’s job.

Join us as we discuss:

- The continued importance of a four-year college experience

- Why the website matters to families so much

- Updating academic program pages to aid in recruitment

- How every staff and faculty member is a recruiter

- Diversity, inclusion, and equity as indicators of excellence

Check out this resource we mentioned:

Donnell’s TEDxDaytonSalon Talk, “Yes You Can” 

To hear more interviews like this one, subscribe to Higher Ed Marketer on Apple Podcasts , Spotify , or your preferred podcast platform. 

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The Higher Ed Marketer podcast is sponsored by Caylor Solutions, an Education Marketing and Branding Agency, and by Think Patented, a Marketing Execution, Printing and Mailing provider of Higher Ed solutions.

    

 

Transcript
WEBVTT 1 00:00:02.879 --> 00:00:07.190 You are listening to the Higher Ed Marketer, a podcast geared towards marketing professionals 2 00:00:07.230 --> 00:00:11.910 in higher education. This show will tackle all sorts of questions related to student 3 00:00:11.949 --> 00:00:16.230 recruitment, don'tor relations, marketing trends, new technologies and so much more. 4 00:00:16.989 --> 00:00:20.789 If you are looking for conversations centered around where the industry is going, this 5 00:00:20.989 --> 00:00:30.420 podcast is for you. Let's get into the show. Welcome to the Higher 6 00:00:30.420 --> 00:00:34.979 Ed Marketer podcast, where, each week we bring interesting people within the Higher 7 00:00:34.979 --> 00:00:40.649 Ed Marketing Community to you to share ideas and hopefully spur new things in your 8 00:00:40.729 --> 00:00:44.810 world for the better met of the community. Today I have someone, I 9 00:00:45.210 --> 00:00:47.969 should say we have someone. Sorry, barred, for kicking you to the 10 00:00:48.090 --> 00:00:53.200 curve. We have someone that I have been a fan of for a while. 11 00:00:53.640 --> 00:00:56.640 He's from the University of Dayton, the city that I live in, 12 00:00:57.600 --> 00:01:02.039 donel wiggins, who's the associate vice president of strategic enrollment management and Dean of 13 00:01:02.079 --> 00:01:06.269 admission that the University of Dayton, and I first was introduced to this young 14 00:01:06.390 --> 00:01:11.469 man through a Ted x Dayton speech that kind of went viral locally, where 15 00:01:11.469 --> 00:01:19.060 he was very authentic and very passionate and shared his background with Dyslexia, and 16 00:01:19.219 --> 00:01:23.780 how that transformed into his passion for Higher Ed and making sure that people like 17 00:01:23.939 --> 00:01:30.260 him, first generation students, had people that believed in him and then, 18 00:01:30.340 --> 00:01:34.730 as I followed him, realize that he's doing great things for the university and 19 00:01:34.890 --> 00:01:38.650 thought he would be an excellent person to have a conversation with. So today 20 00:01:38.689 --> 00:01:42.890 we get to talk about authenticity and some other things that University of daton is 21 00:01:42.969 --> 00:01:47.879 doing here locally. Yeah, I think it's a great conversation and troy, 22 00:01:47.920 --> 00:01:51.120 you kind of really set it in summarize it very well. Is that Danielle 23 00:01:51.159 --> 00:01:53.640 has a passion for and what he's doing. You can get that, you 24 00:01:53.719 --> 00:01:57.200 can sense that as he talks. But he also has a passion for authenticity 25 00:01:57.280 --> 00:02:00.870 and really living out what we believe and making sure that comes out in our 26 00:02:00.909 --> 00:02:05.189 marketing, whether that's through our website, whether that's in the way that we, 27 00:02:05.670 --> 00:02:07.830 you know, lead enrollment and the way that we lead the messaging and 28 00:02:07.870 --> 00:02:13.629 the conversations, just everything about authenticity, even down to how we live out 29 00:02:13.629 --> 00:02:17.340 our beliefs with you know, especially like a school like University of Dayton, 30 00:02:17.419 --> 00:02:22.939 Catholic marianist institution, many of our schools that a lot of you that are 31 00:02:22.979 --> 00:02:24.539 listening the ones that I work with, the Troy works with. A lot 32 00:02:24.580 --> 00:02:30.689 of them are faith based and we have this belief in diversity and equity and 33 00:02:30.770 --> 00:02:34.969 inclusion. We believe in that. DONELL talks a lot about how to authentically 34 00:02:34.969 --> 00:02:38.250 live that out and make that a part of of the campus life, and 35 00:02:38.330 --> 00:02:40.250 so it's a great conversation. I'm looking forward to hearing more about it. 36 00:02:40.770 --> 00:02:47.039 Let's bring donell into the conversation. It is my pleasure to welcome into the 37 00:02:47.120 --> 00:02:53.000 podcast Donnell Wiggins, associated vice as president for strategic enrollment management and the dean 38 00:02:53.080 --> 00:02:58.159 of admissions at the University of Dayton, and I must say I'm a fan 39 00:02:58.199 --> 00:03:01.349 of this young man. He's local here, so I've seen him on social 40 00:03:01.349 --> 00:03:06.389 media and it's a treat to have a conversation with him. Good afternoon, 41 00:03:06.469 --> 00:03:08.949 doneel. Good afternoon, Jory. How are you doing today? You know 42 00:03:09.110 --> 00:03:13.939 I'm doing great. We're looking forward to our conversation with you. Before we 43 00:03:14.020 --> 00:03:15.699 get into it, could you give us a little bit about you and your 44 00:03:15.780 --> 00:03:20.939 role at the University of Dayton? Yes, sir, again, my name 45 00:03:20.939 --> 00:03:23.780 is done wiggins. A service as social vice president for strateging and Roman management 46 00:03:24.099 --> 00:03:29.169 and dean of admission and really have the pleasure of overseeing our recruitment and a 47 00:03:29.210 --> 00:03:36.090 mission operation at the University of Dayton for undergraduate students, both domestically and internationally, 48 00:03:36.129 --> 00:03:38.370 as well as our transfer students, and so it really is an honor 49 00:03:38.449 --> 00:03:43.800 and privilege to help students get to college and really create a pathway for them, 50 00:03:44.000 --> 00:03:46.439 whatever journey they may be on as a first time freshman, as a 51 00:03:46.520 --> 00:03:51.439 transfer student, as an international student. So it is really an honor and 52 00:03:51.560 --> 00:03:55.430 privilege to be with you all today. Thanks for now. It's wonderful to 53 00:03:55.509 --> 00:03:59.909 have you here. Really looking forward to our conversation. I know that when 54 00:03:59.949 --> 00:04:01.430 we kind of did the pre interview we talked about a number of different things 55 00:04:01.469 --> 00:04:04.710 and I think that one thing that we discovered that the three of us are 56 00:04:04.710 --> 00:04:11.099 all firsten students and sometimes having that in context with a lot of our conversation 57 00:04:11.219 --> 00:04:13.860 is important. But I think that one of the things that really stuck out 58 00:04:13.860 --> 00:04:17.259 in our initial conversations was this idea of specially now that the pandemic has happened 59 00:04:17.300 --> 00:04:24.100 and you know, a lot of people are used to virtual online there's still 60 00:04:24.220 --> 00:04:30.529 this importance of being able to really kind of sell this four year college experience 61 00:04:30.610 --> 00:04:34.170 the full four year college experience, and I think that this idea of doing 62 00:04:34.250 --> 00:04:36.889 that is something that I think more and more schools have to grapple with, 63 00:04:38.050 --> 00:04:41.439 because I think we've taken it for granted, honestly, for so long that, 64 00:04:41.759 --> 00:04:45.879 especially campuses that are traditional in that like like U D and and other 65 00:04:45.959 --> 00:04:48.040 ones that have beautiful campus as. They have the resources, they have everything 66 00:04:48.120 --> 00:04:54.750 online. There's so much about the importance of full for your experience that I 67 00:04:54.870 --> 00:04:57.550 think we don't want to miss. So tell me a little bit about your 68 00:04:57.589 --> 00:05:00.829 feelings on that and how how you're trying to communicate that to your perspective students. 69 00:05:00.870 --> 00:05:03.509 Yeah, absolutely. You know, I think one of the things that 70 00:05:03.670 --> 00:05:10.899 we're at this inflection point and higher education where we as institutions must ensure that 71 00:05:11.060 --> 00:05:15.220 we are highlighting our value proposition in a way that connects with families and students. 72 00:05:15.259 --> 00:05:20.180 And so many families are making decisions not just based on those typical things 73 00:05:20.220 --> 00:05:24.610 that we've seen before in the past, but they're also looking at a variety 74 00:05:24.610 --> 00:05:28.689 of things from a coca rickular standpoint. How will my mental health be manage 75 00:05:28.769 --> 00:05:32.209 how will, you know, my sense of belonging come through as it pertains 76 00:05:32.250 --> 00:05:36.040 to a community. Many families have a variety of options. Now they have 77 00:05:36.160 --> 00:05:40.399 the option to maybe get a certificate and maybe get a skill or trait, 78 00:05:40.879 --> 00:05:44.600 and so we, as institute two she's, must be really diligent in terms 79 00:05:44.639 --> 00:05:49.230 of making sure that our communication strategy really aligns with the on campus experience. 80 00:05:49.310 --> 00:05:55.149 And that's from a digital perspective. So how do we communicate digitally to our 81 00:05:55.310 --> 00:05:58.709 families on the web and do we do that in the same way when they're 82 00:05:58.750 --> 00:06:02.829 on campus in person? And so it's so essential that we are aligning the 83 00:06:02.990 --> 00:06:06.740 message that we have on the web with on campus as well. And I 84 00:06:08.139 --> 00:06:13.740 and I think it's important that we as institutions highlight who we are not stray 85 00:06:13.819 --> 00:06:16.459 away from it. And so at the University of dating we're Catholic maryings institution 86 00:06:16.660 --> 00:06:20.449 committed to developing the whole person, and so we are true to that in 87 00:06:20.529 --> 00:06:25.490 our communication. We're true to that when students come on campus and it's just 88 00:06:25.649 --> 00:06:29.129 so important that those messages line up really well for each other. And so 89 00:06:29.610 --> 00:06:32.959 the four year experience is crucial and we're at a point where, you know, 90 00:06:33.079 --> 00:06:36.399 some people don't feel like higher education is worth it. And as a 91 00:06:36.480 --> 00:06:42.399 first generation college student, I can absolutely positively tell you that higher education is 92 00:06:42.560 --> 00:06:46.519 worth it and we as institutions have to do a better job of making sure 93 00:06:46.560 --> 00:06:50.990 that our value and our mission lineup with our actions, particularly online as well 94 00:06:51.029 --> 00:06:55.110 as in person. That's great, and I guess I'm curious when you talk 95 00:06:55.149 --> 00:06:58.750 about the fact that you know the digital world has to match up with the 96 00:06:58.790 --> 00:07:01.060 culture of the physical world, the real world, how do you guys do 97 00:07:01.180 --> 00:07:03.779 that with University of dating? Like the website? I mean so many people 98 00:07:03.779 --> 00:07:08.740 I talk about. Okay, the website is the first and foremost impression that 99 00:07:08.819 --> 00:07:11.019 people are going to have on your campus. I mean, you know they're 100 00:07:11.100 --> 00:07:15.220 going to discover you through the web. They're going to either then, I 101 00:07:15.379 --> 00:07:17.089 often like to tell people that you know, either they're going to discover you 102 00:07:17.129 --> 00:07:21.370 or they're going to authenticate what they've heard about you, and if a website 103 00:07:21.449 --> 00:07:27.449 is in discongruency with with that of what they've heard or that of what they're 104 00:07:27.490 --> 00:07:30.279 expecting, there's a problem. So how does the school like you did, 105 00:07:30.399 --> 00:07:33.879 I mean your larger institution, how do you kind of maintain that authenticity on 106 00:07:33.920 --> 00:07:40.360 the website? Absolutely one of the things is anytime you're doing any managing of 107 00:07:40.439 --> 00:07:43.079 the website. You have to be diligent to make sure that it's up to 108 00:07:43.120 --> 00:07:48.029 date on a regular basis and oftentime and many institutions nobody's checking the website. 109 00:07:48.189 --> 00:07:51.629 You have checked the website in a year. We haven't checked it in six 110 00:07:51.750 --> 00:07:58.660 months, and so it's so important that every three to six months institutions are 111 00:07:58.660 --> 00:08:03.819 updated websites. Many, many students are using the website as a first line 112 00:08:03.860 --> 00:08:07.819 of defense and it is the first point of contact. And so not only 113 00:08:07.899 --> 00:08:11.459 is it the first one of contact, but it's the follow up point of 114 00:08:11.500 --> 00:08:15.209 contact, because after I came to campus, I don't want to verify what 115 00:08:15.370 --> 00:08:18.730 I saw on campus or what I heard on campus is also on the website. 116 00:08:20.170 --> 00:08:24.250 So it's essential that institutions are paying close attention to their website, but 117 00:08:24.370 --> 00:08:31.159 not only from a mission perspective, but then also from a faculty perspective as 118 00:08:31.360 --> 00:08:35.759 well as in other areas throughout campus, Co curricular. So one of the 119 00:08:35.879 --> 00:08:41.950 things that we did is spending significant amount of time with our faculty members and 120 00:08:41.110 --> 00:08:50.190 are in our academic units saying how can we strategically align our academic websites with 121 00:08:50.190 --> 00:08:54.990 our recruiting in emission website from the standpoint of how do we make sure that 122 00:08:54.110 --> 00:09:00.779 our academic websites are sufficient for external audience, and that external audience is our 123 00:09:01.419 --> 00:09:05.899 first year students, are transfer students, are international students, and so making 124 00:09:05.980 --> 00:09:11.289 sure that we have the same message is just so critical and not having the 125 00:09:11.409 --> 00:09:16.850 same message shows that there's a disconnect. And so really spending that time with 126 00:09:16.250 --> 00:09:20.889 your faculty, really spending time with, you know, other academic units, 127 00:09:22.009 --> 00:09:26.039 other units on campus, from your co curricular entities that you may work with 128 00:09:26.200 --> 00:09:31.000 on campus, student development and other entities, to ensure that everybody understands that 129 00:09:31.200 --> 00:09:35.679 recruitment and enrollment is everybody's shop. And so how do we align our website 130 00:09:35.720 --> 00:09:43.029 in a way that positions the institution to help everyone across campus knows that recruitment 131 00:09:43.029 --> 00:09:48.029 and enrollment is everyone's job, because you never know when you as a faculty 132 00:09:48.110 --> 00:09:50.110 member, you as a staff member, you as an administrator, will walk 133 00:09:50.149 --> 00:09:54.539 in that grocery store or walk in that department store and someone sees that ud 134 00:09:54.700 --> 00:09:58.460 shirt. How you engage with them, how you connect with them, is 135 00:09:58.500 --> 00:10:01.419 really so important. Did that student, Michael, back to the website right, 136 00:10:01.460 --> 00:10:05.340 and so it's just the website is so important in the age of JEN 137 00:10:05.340 --> 00:10:11.450 Z in the age of digital media, we have to do I'll standing job 138 00:10:11.490 --> 00:10:15.490 as institution making sure that that message is carry through. I love that. 139 00:10:15.610 --> 00:10:18.250 I love that because I've I've often talked to schools. I mean I did 140 00:10:18.529 --> 00:10:20.049 helped with my first website with my Alma materern in one thousand nine hundred and 141 00:10:20.090 --> 00:10:24.200 ninety seven. So that kind of shows how old I am. But I 142 00:10:24.360 --> 00:10:26.879 think that the one of the things that you know, back then, a 143 00:10:26.000 --> 00:10:30.639 lot of times the website grew out of the advancement in the development office because 144 00:10:30.639 --> 00:10:33.639 it was like an extension of the alumni magazine. And so you know audience 145 00:10:33.799 --> 00:10:37.190 is. Back then we're kind of this mix match of well, we're talking 146 00:10:37.309 --> 00:10:41.470 to the alumni and we're talking to the donors and maybe the students. And 147 00:10:43.029 --> 00:10:46.269 but I think in the last few years it's become so critical that everybody needs 148 00:10:46.309 --> 00:10:50.179 to be aligned on enrollment, especially with self applicants and and just the challenge 149 00:10:50.179 --> 00:10:54.179 of being able to get the students these days, because, I mean the 150 00:10:54.299 --> 00:10:56.259 students can find a lot of information out and they're never on the on the 151 00:10:56.340 --> 00:11:01.259 radar of a school many times until they apply. And so it's still critical 152 00:11:01.340 --> 00:11:05.730 that everything they need to get that experience and self identify as on the web 153 00:11:05.850 --> 00:11:07.649 and it has to be from an enrollment standpoint. So I think those are 154 00:11:07.730 --> 00:11:11.769 some great, great perspectives. Thank you, Donald. Yeah, thank you 155 00:11:11.809 --> 00:11:16.769 for agree one hundred percent. Donel the piggyback on reasons why you should have 156 00:11:16.049 --> 00:11:22.240 a great presence online is I believe you said that for this incoming class of 157 00:11:22.360 --> 00:11:26.360 freshman, upwards of thirty percent of them have never set foot on Ud's campus. 158 00:11:26.639 --> 00:11:31.480 Could you kind of explain that? Yeah, absolutely, Try and it's 159 00:11:31.480 --> 00:11:39.149 quite interesting because we're living in unique times and so students are strategically evaluating institutions, 160 00:11:39.629 --> 00:11:46.190 you know, on campus, from a standpoint of virtually virtually on campus. 161 00:11:46.309 --> 00:11:50.139 And so they've evaluated US based on our virtual experience. They've evaluated as 162 00:11:50.179 --> 00:11:54.659 based on our website and then our virtual events and programming is that we did 163 00:11:54.740 --> 00:11:58.299 over the past yere and so, as we see, many institutions have to 164 00:11:58.379 --> 00:12:03.090 quickly adapt to the virtual experience. Many students have decided that, you know, 165 00:12:03.169 --> 00:12:05.690 because of the pandemic, I'm unsure if I want to set foot on 166 00:12:05.809 --> 00:12:09.690 campus. Some of them have decided because of their family situations they may not 167 00:12:09.769 --> 00:12:15.330 be able to get to campus financially. Some of them just don't have the 168 00:12:15.450 --> 00:12:18.440 bandwidth because of their schedule, because of all the things are involved in, 169 00:12:18.519 --> 00:12:22.399 or maybe because they live across country and are unable to get to campus. 170 00:12:22.519 --> 00:12:26.759 And so what we found is that many students use our website, are virtual 171 00:12:26.919 --> 00:12:30.750 tool, and many of our other platforms, from our events, to decide 172 00:12:31.149 --> 00:12:33.389 whether or not the university date is a good fit for them. And so 173 00:12:35.149 --> 00:12:41.269 this mantra of not visiting campus isn't going anywhere. Many families are going to 174 00:12:41.350 --> 00:12:46.539 evaluate institutions based on their website, based on their virtual experience, based on 175 00:12:46.700 --> 00:12:50.460 virtual opportunities, and so we as institutions, must and shoot or that we 176 00:12:50.620 --> 00:12:56.580 have a platform set up that families can truly evaluate who we are in order 177 00:12:56.620 --> 00:13:00.690 to make sound decisions. And we're blessed of the University of Dayton that students 178 00:13:00.690 --> 00:13:03.769 were able to do just that. They were able to evaluate us and say, 179 00:13:03.769 --> 00:13:05.690 you know what, I'm not able to step foot on campus, but 180 00:13:05.769 --> 00:13:09.490 I've seen enough and I know enough and I've been engaged enough with faculty, 181 00:13:09.570 --> 00:13:13.960 staff and administration, and particularly the recruitment in the mission team, to make 182 00:13:13.000 --> 00:13:18.720 a decision to attend the University of Dayton. And so we have to continue 183 00:13:18.799 --> 00:13:24.039 to make sure that our digital presidence is that is really one of the best 184 00:13:24.039 --> 00:13:26.789 things that we can offer the students and families across the country. Well, 185 00:13:26.870 --> 00:13:31.429 I think you must be successful at it, because I've read that the incoming 186 00:13:31.669 --> 00:13:35.669 class is the largest in, you know, the few the University of Dayton's 187 00:13:35.710 --> 00:13:41.110 history. Is that correct? It is, and so we're really excited about, 188 00:13:41.539 --> 00:13:45.379 you know, the income and freshman class and really are overall class that 189 00:13:45.460 --> 00:13:48.700 we brought in from first year students to transfer to international students. And so, 190 00:13:50.179 --> 00:13:54.580 you know, there was some uncertainty, as for many institutions last year, 191 00:13:54.700 --> 00:13:56.250 just given the environment, giving all the things that we have to go 192 00:13:56.370 --> 00:14:01.370 to. But again, you know, we really were very diligent about making 193 00:14:01.370 --> 00:14:05.049 sure that our digital presence was key and it lined up with our own campus 194 00:14:05.210 --> 00:14:09.279 experience and so we wanted to make sure that we did everything we can to 195 00:14:09.360 --> 00:14:13.279 meet students where they are, to understand that this was a difficult year for 196 00:14:13.399 --> 00:14:16.399 them, that they maybe didn't get to go to that high school prom at 197 00:14:16.399 --> 00:14:22.559 high school homecoming, they were doing learning virtually, and so really understanding all 198 00:14:22.639 --> 00:14:26.230 of the different impacts and challenges that they face throughout this year, but to 199 00:14:26.350 --> 00:14:31.309 really be intentional, to create a strong sense of belonging, I believe really 200 00:14:31.350 --> 00:14:35.309 allowed us to have a record class this year. That's great, that's so 201 00:14:35.470 --> 00:14:39.860 encouraging. Yes, also, it wasn't only the largest, but I also 202 00:14:39.980 --> 00:14:45.940 believe it was the most diverse. And I think you just mentioned meeting students 203 00:14:45.980 --> 00:14:50.899 where they are, and I believe that diversity is something that you are diving 204 00:14:50.940 --> 00:14:54.889 into a little deeper than maybe others have had in the past, or maybe 205 00:14:54.929 --> 00:14:58.649 there's an emphasis. I don't want to go speak too much for you, 206 00:14:58.850 --> 00:15:01.690 but could you let us know some of the work that either you or the 207 00:15:01.769 --> 00:15:07.360 campus is doing in order to attract and have a focus on diversity and inclusion? 208 00:15:07.399 --> 00:15:11.120 Absolutely, yeah, the University of dating, as a Catholic maryness institution, 209 00:15:11.320 --> 00:15:16.080 is committed to diversity, equity and inclusion and it is it's truly represents 210 00:15:16.120 --> 00:15:20.120 who we are as a Catholic marianess institution. And so why is that important? 211 00:15:20.120 --> 00:15:24.429 Because what we know is that diversity represents excellence. So the more diversity 212 00:15:24.509 --> 00:15:28.549 that we have on campus, the more excellent we will be as an institution. 213 00:15:30.149 --> 00:15:31.909 And so, under the leadership of our president, Dr Er expin and 214 00:15:31.990 --> 00:15:37.419 we've been very diligent to make sure that we have one, a plan that 215 00:15:37.580 --> 00:15:41.379 really outlines our strategic plan around diversity, equally inclusion. Right now, as 216 00:15:41.379 --> 00:15:48.820 an institution, we're going through having unit based diversity, equity and inclusion strategic 217 00:15:48.940 --> 00:15:54.409 plan by unit, all seventeen different units on campus really leading the charge to 218 00:15:54.570 --> 00:15:58.090 make sure that we're meeting the needs of the time and really meeting the needs 219 00:15:58.169 --> 00:16:02.250 of students, knowing that, you know, diversity is really essential to who 220 00:16:02.250 --> 00:16:06.000 we are, but it's also essential because our world is changing, that we 221 00:16:06.080 --> 00:16:08.559 live in and continues to change, and we want to be able to connect 222 00:16:08.559 --> 00:16:14.159 with all students. So those two things are happening. We also are very 223 00:16:14.240 --> 00:16:19.669 diligent about becoming an anti racist institution, eliminating racist practices that may have existed 224 00:16:21.149 --> 00:16:23.830 through our history, through our time as an institution, and because of that, 225 00:16:25.110 --> 00:16:27.870 many of us we have eleven steps as an institution. That number one 226 00:16:29.269 --> 00:16:32.899 we have committed to, and one of those steps is becoming a more diverse 227 00:16:33.019 --> 00:16:37.700 institution through our recruitment and enrollment strategies. And so over the last five years 228 00:16:37.740 --> 00:16:42.860 we've been very diligent about becoming more strategic about how we recruit students, how 229 00:16:42.899 --> 00:16:48.809 we engage with students and making sure that we eliminate barriers that would impede students 230 00:16:48.850 --> 00:16:52.090 from choosing the University of dating and really finding that strong sense of belonging. 231 00:16:52.210 --> 00:16:56.730 In addition to that, the recruitment and a mission team has been significant amount 232 00:16:56.730 --> 00:17:03.519 of time having monthly dialogs around becoming an anti racist institution and what does that 233 00:17:03.600 --> 00:17:07.079 mean for our work as an institution? What does that mean for us as 234 00:17:07.119 --> 00:17:11.880 a recruitment and the mission enrollment staff and how do we engage with students across 235 00:17:11.920 --> 00:17:17.349 the country across the world? And so what we've seen is the fruits of 236 00:17:17.390 --> 00:17:22.869 that Labor has really paid off in terms of how students and families evaluate the 237 00:17:22.910 --> 00:17:26.230 University of Dayton. So, over the over this time we've been really diligent 238 00:17:26.470 --> 00:17:32.180 to do everything we can to ensure that we are connecting with families where intentional 239 00:17:32.339 --> 00:17:36.539 that were becoming more of an inclusive campus, and a part of that is 240 00:17:36.660 --> 00:17:40.900 making sure that, you know, everybody value diversity, equity inclusion. So 241 00:17:40.980 --> 00:17:45.569 it's not just historically underrepresented families, but it's all of our families and really 242 00:17:45.609 --> 00:17:48.930 enlighting families to see the value of diversity and how it makes us better as 243 00:17:48.930 --> 00:17:52.970 an institution, but I'll be the first to tell you we made significant strides 244 00:17:53.089 --> 00:17:56.210 and we're we've done a lot of great things, but they're still more work 245 00:17:56.289 --> 00:18:00.680 to be done and so as we move towards the future, we're going to 246 00:18:00.720 --> 00:18:04.480 continue to push forward. We're going to continue to have high level conversations at 247 00:18:04.519 --> 00:18:08.640 the president's cabinet level, but then also in the classroom with students, also 248 00:18:10.039 --> 00:18:12.950 in the office, with administration and staff, and so we're doing everything we 249 00:18:14.029 --> 00:18:17.990 can to continue to grow as an institution and continue to learn, but also 250 00:18:18.109 --> 00:18:21.029 continue to meet the needs of the time to make sure that we are a 251 00:18:21.150 --> 00:18:25.670 campus that embraces diversity, equity and inclusion at a high level. I love 252 00:18:25.789 --> 00:18:27.500 that, Dunnell, and I think that it's so important because I meet with 253 00:18:27.579 --> 00:18:32.259 a lot of schools, and especially I think this ends up a smaller schools 254 00:18:32.339 --> 00:18:37.539 and sometimes smaller faith based schools who recognize that it's this is an important thing. 255 00:18:37.539 --> 00:18:40.059 I mean, this is certainly a part of our faith and a part 256 00:18:40.099 --> 00:18:41.529 of who we are and what we want to be. I mean you kind 257 00:18:41.569 --> 00:18:45.130 of made that pretty clear with the Catholic Marianist, you know background. I 258 00:18:45.210 --> 00:18:48.170 mean, it's who we are and we want to live that out. But 259 00:18:48.250 --> 00:18:52.410 I think sometimes, and what I really appreciate about what you've been talking about, 260 00:18:52.410 --> 00:18:55.289 and maybe you can go in a little bit deeper with your monthly meetings 261 00:18:55.329 --> 00:19:00.039 with your staff and the intentionality internally, because it's one thing to say, 262 00:19:00.480 --> 00:19:06.480 well, we want to be a more diverse and equitable and inclusive campus and 263 00:19:06.559 --> 00:19:10.000 so let's try to recruit more of those types of students. Well, that's 264 00:19:10.000 --> 00:19:12.549 a little bit backwards, because just because you have those students on campus does 265 00:19:12.589 --> 00:19:17.150 not make you a diverse, inclusive and an equitable campus. It's because you 266 00:19:17.630 --> 00:19:22.869 are already that and that that starts with recruiting staff and faculty that reflect who 267 00:19:22.869 --> 00:19:26.539 you want to be well before you start recruiting the students. And so tell 268 00:19:26.579 --> 00:19:29.500 me a little bit about that and how that plays out at Youd and and 269 00:19:29.660 --> 00:19:33.299 how those monthly intentional meetings, even internally, help change that as opposed to 270 00:19:33.380 --> 00:19:38.410 just trying to create a new enrollment strategy, if you will. Absolutely they're 271 00:19:38.490 --> 00:19:42.849 critical because, one, they're critical to creating a culture where we can have 272 00:19:44.289 --> 00:19:49.250 intentional conversations about things that are happening in higher education in our work that affect 273 00:19:49.289 --> 00:19:53.720 how we recruit students. That affect how students view us as an institution, 274 00:19:55.119 --> 00:20:00.920 and so we must create spaces in our offices are cross campus, or we 275 00:20:00.000 --> 00:20:04.039 can have training and we can have true dialog to really live out the work. 276 00:20:04.480 --> 00:20:07.589 And it's not just even about living out the work and having dialog, 277 00:20:07.670 --> 00:20:11.630 but it's in about producing results. You know, diversifying our staff, it's 278 00:20:11.630 --> 00:20:18.230 about diversifying our faculty member it's about diversifying our administration, and the institution has 279 00:20:18.269 --> 00:20:22.819 done a good job of really aligning these metrics across campus two ensure that we 280 00:20:22.940 --> 00:20:26.019 do have more diverse staff, we do have more diverse faculty, we do 281 00:20:26.180 --> 00:20:30.700 have more diverse administration, because one can't go without the other, as you 282 00:20:30.819 --> 00:20:34.769 stated, barred, and so at the university dating we're committed to that and 283 00:20:36.009 --> 00:20:38.369 we're committed to that because that's of who we are, and so our Catholic 284 00:20:38.450 --> 00:20:44.569 married is values. Challenge us to live that out and while we've made some 285 00:20:44.730 --> 00:20:48.970 mistakes along the way and because we're not perfect, but we've done an outstanding 286 00:20:48.009 --> 00:20:52.880 job of challenging ourselves to continue to have the conversation, to continue to do 287 00:20:53.079 --> 00:20:56.640 the work, and we find ourselves in the monthly meetings, particularly with the 288 00:20:56.720 --> 00:21:03.309 recruitment and admission team identify key metrics and key incidents that maybe have happened. 289 00:21:03.910 --> 00:21:07.349 How do we address that? How do we navigate that? One student bring 290 00:21:07.430 --> 00:21:11.869 those questions to us, and that's critical because, you know, we're all 291 00:21:11.910 --> 00:21:18.190 at different places on this journey, but what we can do together is much 292 00:21:18.230 --> 00:21:22.259 greater than what we can do separately and we find ourselves having really great, 293 00:21:22.339 --> 00:21:27.539 intentional conversations that ultimately impact how we recruit all students, how we recruit students 294 00:21:27.819 --> 00:21:30.779 who are, you know, White and Caucasian, how we were crew students 295 00:21:30.819 --> 00:21:34.130 who are African, American, Malt tirads. We want everybody to see the 296 00:21:34.210 --> 00:21:38.809 value of diversity, equity and inclusion through the lands of the University of dating 297 00:21:38.849 --> 00:21:42.809 commitment to the common good. So it's great. It's really appreciate you sharing 298 00:21:42.890 --> 00:21:48.799 that and, as Bard said, there are many campuses that are facing that 299 00:21:48.119 --> 00:21:55.039 obstacle or looking on how to improve themselves within diversity and inclusion. As we 300 00:21:55.160 --> 00:21:59.960 close our conversation, we usually ask if there's a nugget or a tidbit something 301 00:22:00.039 --> 00:22:06.910 that you could offer that another admission professional could implement right away that has either 302 00:22:06.990 --> 00:22:10.990 been helpful or maybe, in theories, something that you're going to be applying 303 00:22:11.269 --> 00:22:15.740 shortly. Anything that you can share with us? Yeah, I think you 304 00:22:15.819 --> 00:22:19.579 know, one of the things that I've been telling you know, many teams 305 00:22:19.619 --> 00:22:22.940 and many entities that I work with, particularly our team, is that, 306 00:22:23.460 --> 00:22:27.500 you know, we're in a strategic inflection point. So it's going to require 307 00:22:27.500 --> 00:22:33.769 us to be flexible and so we as educators, particularly in higher education, 308 00:22:33.410 --> 00:22:38.650 have to have the ability to act, to change, excuse me, and 309 00:22:38.849 --> 00:22:45.480 really adapt to the current times. And so for too long we have allowed 310 00:22:45.599 --> 00:22:52.160 status coal behavior to lead us as institutions but then also impact our work, 311 00:22:52.839 --> 00:22:56.359 and so we're now in environment where time is on our side. You know, 312 00:22:56.440 --> 00:23:00.029 the pandemic taught us that, and so it's time for us to make 313 00:23:00.069 --> 00:23:03.630 sure that status qual work isn't acceptable and that we we make sure that the 314 00:23:03.710 --> 00:23:10.150 value of the institution matches up with the value of the work that we're delivering 315 00:23:10.269 --> 00:23:15.859 to students and families. So I just would encourage many of my colleagues across 316 00:23:15.900 --> 00:23:19.460 the country, across the world that we do everything we can to present the 317 00:23:19.619 --> 00:23:26.900 best experience possible for our families who are making a significant investment in our institutions, 318 00:23:26.250 --> 00:23:30.049 and we do that by being flexible. We do that being by being 319 00:23:30.089 --> 00:23:34.130 able to change. We do that by adapting to current situations and we do 320 00:23:34.250 --> 00:23:37.569 that by putting a smile on our face every time we get a chance to 321 00:23:37.650 --> 00:23:41.680 engage with them, and if we do, that will be much better for 322 00:23:41.799 --> 00:23:45.160 our families, would be much better for our institutions and we'll see a lot 323 00:23:45.200 --> 00:23:48.720 of great things happen for many of us across the country. That is a 324 00:23:48.880 --> 00:23:52.880 great note to end on. Done Ell, thank you very much for your 325 00:23:52.960 --> 00:23:57.150 time and the wisdom that you shared. Someone would like to get in touch 326 00:23:57.190 --> 00:24:00.269 with you, what would the best way for them to do that be? 327 00:24:02.390 --> 00:24:04.910 Yeah, I would encourage you to connect with me on Linkedin. You know 328 00:24:04.990 --> 00:24:10.019 at Donielle wiggins on Linkedin and you'll you can definitely find me. That's a 329 00:24:10.059 --> 00:24:12.339 great way to connect. You should. You can also go to the University 330 00:24:12.339 --> 00:24:15.980 of dating website. If you go to meet the recruitment and emission team, 331 00:24:15.980 --> 00:24:19.579 you will find my picture and information there to connect with and I would love 332 00:24:19.619 --> 00:24:22.579 to connect with you and really get to know you and help in anyway I 333 00:24:22.700 --> 00:24:26.809 can, and I wish you all the best on your journey. I want 334 00:24:26.849 --> 00:24:30.890 to thank you, Chry and bar for having me this afternoon and I really 335 00:24:30.930 --> 00:24:34.009 appreciate the time it really appreciate connecting and talking with you both and look forward 336 00:24:34.009 --> 00:24:37.170 to doing it in the future. Again great, thank you. Thank you 337 00:24:37.410 --> 00:24:42.039 very much, bar do you have any parting words? Yeah, just a 338 00:24:42.079 --> 00:24:45.599 couple things that I wanted to kind of point out to everybody, and I 339 00:24:45.640 --> 00:24:49.359 guess if I'm going to put a title on this episode, it would be 340 00:24:49.680 --> 00:24:56.710 something around authenticity and enrollment, and I think that so much of what we 341 00:24:56.869 --> 00:24:59.910 talked about, whether it's the website and the importance of making sure that what 342 00:24:59.950 --> 00:25:03.150 we're communicating on the website, with the importance of the four year degree or 343 00:25:03.230 --> 00:25:08.099 the or the idea of making sure that the website is authentically representing the on 344 00:25:08.380 --> 00:25:12.940 campus experience, even down to the point of being authentic and what we say. 345 00:25:12.980 --> 00:25:18.900 We believe in authentic and what we're doing by really tackling this hard issue 346 00:25:19.059 --> 00:25:25.569 of diversity, equity and inclusion and making that part of our our daily life. 347 00:25:25.569 --> 00:25:27.769 I really love the point that done health pointed out with the idea that, 348 00:25:29.130 --> 00:25:30.569 you know, we put that smile on, we change, we make 349 00:25:30.690 --> 00:25:34.880 that a moment by moment type of thing, and so really that authenticity of 350 00:25:36.039 --> 00:25:38.359 making that a big part of everything that we're doing, in the way we 351 00:25:38.440 --> 00:25:41.960 present ourselves digitally, in the way way that people experiences when they arrive on 352 00:25:42.039 --> 00:25:45.880 campus, in the way that we live out our beliefs. I think is 353 00:25:45.920 --> 00:25:49.029 so important. So I really appreciate everything that Donne has said today and it's 354 00:25:49.069 --> 00:25:53.190 been an honor to have this conversation. Thank you, Bart. I'll also 355 00:25:53.349 --> 00:25:57.309 add that if our listeners would, if you would like to spend a wonderful 356 00:25:57.750 --> 00:26:02.829 ten minutes getting to know the character in person that donnel is, is to 357 00:26:03.750 --> 00:26:10.099 Google Donell wiggins, ted x Dayton and it'll show you the reason why he 358 00:26:10.140 --> 00:26:15.660 has a passion for higher education. The High Ed Marketer podcast is sponsored by 359 00:26:15.700 --> 00:26:21.450 Kaylor solutions and education marketing and branding agency and by Think, patented, a 360 00:26:21.569 --> 00:26:27.130 marketing, execution, printing and provider of mailing solutions to hire at institutions. 361 00:26:27.730 --> 00:26:32.609 On behalf of my cohost Bard Taylor, I'm troy singer. Thank you very 362 00:26:32.690 --> 00:26:37.400 much for joining us today. You've been listening to the Higher Ed Marketer. 363 00:26:38.119 --> 00:26:41.640 To ensure that you never miss an episode, subscribe to the show in your 364 00:26:41.680 --> 00:26:47.470 favorite podcast player. If you're listening with apple PODCASTS, we'd love for you 365 00:26:47.589 --> 00:26:51.069 to leave a quick rating of the show, simply tap the number of stars 366 00:26:51.109 --> 00:26:53.029 you think the podcast deserves. Until next time,