In this insightful episode, host Mallory chats live from the AMA Higher Education Symposium in Las Vegas with Nathan Ament, VP of Enrollment at Knox College. Together, they dive into the intersection of enrollment and marketing at small colleges, explore the impact of artificial intelligence (AI) on student recruitment, and discuss innovative strategies for demonstrating the value of higher education to diverse stakeholders. From AI-driven student interactions to creative storytelling around education’s ROI, this episode is packed with actionable insights for higher ed professionals.

• AI Enhances Student Engagement: AI tools can foster meaningful, personalized connections with prospective students, addressing their needs without fear of judgment.
• Overcoming Website Challenges: AI has spurred a renewed focus on ensuring institutional websites are updated and accurate, reinforcing their value as a key resource.
• Transformational Power of Voice AI: Voice-powered AI tools allow admissions offices to address inquiries efficiently, saving staff time and improving lead quality.
• Showcasing the Value of Higher Education: It's essential for institutions to use data and strategic messaging to communicate their impact, especially in a climate of skepticism.
• Balancing AI with Human Connection: AI tools don’t replace staff but complement their efforts, enabling counselors to focus on high-value tasks and relationship building.

What is an Enrollment Professional Doing at a Marketing Conference? 
Nathan Ament opens up about why a VP of Enrollment would attend AMA’s marketing-focused symposium. For small colleges like Knox, enrollment and marketing are deeply intertwined. With limited staff, the admissions team often handles significant marketing responsibilities, making it crucial to stay informed about the latest trends. Nathan highlights the value of sessions centered on executive communications, campus messaging, and enrollment strategies.

How Can Higher Ed Institutions Demonstrate Their Value to Stakeholders? 
A standout fireside chat at AMA tackled the pressing need for institutions to justify their value to external stakeholders, such as state legislators and community partners. Nathan reflects on this session’s relevance, noting the unique challenges small colleges face when replicating such efforts with fewer resources. He underscores the importance of showcasing higher ed’s societal impact with clear messaging and robust data—especially in today’s polarized climate.

How is Knox College Leveraging AI in Enrollment? 
Knox College is integrating AI-powered student recruiters to improve top-of-funnel engagement. This tool interacts with students via calls and chats, answering questions, providing personalized support, and even alleviating anxieties students may feel when speaking with human counselors. Nathan emphasizes the surprising success of these tools, including their ability to engage students in thoughtful, judgment-free conversations.

What Role Do Websites and Search Play in AI Strategy? 
Nathan acknowledges the need for a website overhaul at Knox, pointing out how AI has become a catalyst for faculty to prioritize site updates. While many students use Google to find information about colleges, ensuring institutional websites are up-to-date is critical to delivering accurate, AI-driven insights. He also touches on the potential of AI-powered site search as a future development.

Does AI Complement or Replace Human Interaction? 
Nathan is clear: AI is a tool to enhance, not replace, the work of admissions counselors. By addressing routine queries, AI allows staff to focus on building deeper relationships with applicants. This approach not only improves efficiency but also ensures that high-quality conversations happen at key stages of the enrollment funnel.

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Connect With Our Co-Hosts:
Mallory Willsea 
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

Seth Odell 
https://www.linkedin.com/in/sethodell/
https://twitter.com/sethodell

About The Enrollify Podcast Network:
The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Some of our favorites include Generation AI and Confessions of a Higher Education Social Media Manager.

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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Register now to secure your spot in Charlotte, NC, on June 24-25, 2025! Early bird registration ends February 1st -- https://engage.element451.com/register