Top Strategies to Prevent Summer Melt for Higher Ed-Marketers

Summer melt, where accepted students fail to enroll in college, presents a significant challenge for higher education institutions.

Each year, enrollment teams dedicate countless hours and resources to recruiting and admitting students, only for some to slip through the cracks during the critical summer months.

In this article, we'll dig into what summer melt is, why it matters, and how web personalized can help higher education marketers combat this issue effectively and efficiently.

What is Summer Melt in higher education?

Summer melt refers to the unexpected loss of admitted students who fail to enroll in college, particularly during the critical summer months leading up to the start of the academic year. Despite being accepted, completing financial aid forms, and attending orientation sessions, many students ultimately do not enroll. 

With the looming enrollment cliff, losing even a single student can greatly affect the institutional goal. Understanding why a student may ultimately change their mind is vital.

Students may revoke their admission due to personal reasons, such as: 

• Financial reasons,
• Mental or physical health issues,
• Nerves of going away from home,
• Change of major or academic area of interest or
• First choice or higher priority school offering late admission.

The average summer melt rate across higher education institutions in the United States ranges from 10% to 20%, with some institutions experiencing even higher levels. - U.S. Dept. of Education

10-20% translates to thousands of prospective students slipping through the cracks each year, resulting in lost tuition revenue, decreased retention rates, and challenges in meeting enrollment targets.

Despite the best efforts of admissions offices and support services, summer melt remains a pervasive issue that demands innovative solutions and personalized interventions to mitigate its impact effectively.

4 Big Reasons Why Summer Melt Matters

Summer melt is not just a statistical blip. It represents a tangible loss for higher education institutions. Each lost student represents a missed opportunity to impact their lives through education positively. Here are some key reasons why summer melt matters:

Financial Implications

Summer melt results in lost tuition revenue for colleges and universities, which can greatly impact their financial sustainability and ability to invest in academic programs, facilities, and student support services. This financial strain is a pressing concern that needs to be addressed. 

Institutional Reputation

High summer melt rates can tarnish a school’s reputation and build a negative perception of its ability to support students, which may deter future applicants.

Student Retention Rates

The loss of admitted students before they commence their academic journey can significantly impact future graduation rates, affecting the institution's overall success.

Enrollment Goals

Meeting enrollment targets is crucial for colleges and universities to maintain optimal class sizes, diversity, and academic quality. Summer melt disrupts enrollment projections and can lead to budgetary challenges and resource reallocation.

10 Strategies To Combat Summer Melt

Colleges and universities employ strategies to prevent summer melt and ensure admitted students successfully enroll and matriculate. 

Here are some effective approaches to start as early as the spring semester:

Implement personalized communication plans that engage admitted students with relevant information, resources, and support tailored to their needs and circumstances. Utilize email, phone calls, social media, and other channels to maintain regular contact and address any concerns or questions.

Start outreach efforts early, ideally before students receive their acceptance letters, to build rapport and establish a connection with admitted students. Offer pre-orientation programs, virtual events, and online communities where students can connect with peers, faculty, and staff.

Provide comprehensive support and guidance regarding financial aid, scholarships, grants, and payment options. Offer workshops, webinars, and one-on-one counseling sessions to help students navigate the financial aid process, understand their award packages, and address any financial barriers to enrollment.

Ensure that information about enrollment requirements, deadlines, housing options, academic programs, and campus amenities is clear, accessible, and transparent. Create user-friendly websites, portals, and informational materials that address common questions and concerns.

Establish peer mentorship programs where current students or alumni can connect with admitted students and provide guidance, advice, and support throughout the transition to college. Peer mentors can offer insights into campus life, academic expectations, and student resources.

Host virtual and on-campus events, such as admitted student days, open houses, and orientation sessions, to familiarize admitted students with the campus community, academic programs, extracurricular opportunities, and support services available. Offer opportunities for students to meet faculty, staff, and fellow students and ask questions.

Conduct regular check-ins with admitted students to assess their progress, address any concerns or barriers they may encounter, and provide additional support or resources as needed. Encourage students to stay engaged and connected with the institution throughout the summer months.

Foster collaboration and communication across departments, including admissions, financial aid, academic advising, housing, and student affairs, to ensure a coordinated and seamless enrollment experience for students. Break down silos and streamline processes to eliminate bureaucratic hurdles and delays.

Leverage data analysis and predictive modeling techniques to identify students at risk of summer melt based on demographic, academic, and behavioral factors. Develop targeted interventions and outreach strategies to mitigate risk and increase enrollment yield.

Continuously evaluate the effectiveness of summer melt prevention efforts through surveys, focus groups, and data analysis. Solicit feedback from admitted students and staff to identify areas for improvement and refine strategies for future cohorts.

How Website Personalization Can Help

We recognize the pivotal role of personalized communication in mitigating summer melt.

Our content management and marketing tools suite helps colleges through those tricky summer months. Clive, Hannon Hill web personalization tool, lets marketers easily create and share personalized messages across websites.

This means colleges can provide each student with just the right information they need, exactly when they need it, helping to keep them engaged and excited about starting their college journey.

Each smart content element delivers detailed information to the creator, including impressions, click-throughs, conversions, and conversion rates. Schools can deepen their understanding of student preferences by harnessing data analytics and refine recruitment and retention strategies accordingly.

This tool isn't limited to student interactions; it extends to any website visitor, ensuring a comprehensive view of engagement across all audience segments.

Seamlessly integrating with Salesforce and leveraging Webhooks in our Enterprise tier, our solutions facilitate smooth data flow and cohesive messaging across all touchpoints, from initial inquiry to graduation.

This ensures an enhanced overall student experience by supporting integration with various external systems and maintaining a unified approach to communication and data management.

Conclusion

Summer melt poses a significant challenge for higher education marketers, but it can be effectively addressed with the right tools and strategies.

By following the steps above and integrating web personalization tools like Clive, institutions can minimize summer melt, increase enrollment yield, and ultimately empower more students to achieve their academic and career goals.

To learn more about how Clive can help you tailor your content, request more information by filling out the form below.