Beyond the Funnel: How Authenticity (and 4,000 Notes) Won Students Back

In this episode of EdTech Connect, host Jeff Dillon sits down with Katie Condon, Vice President of Enrollment Management at Eastern Michigan University, to unpack the urgent challenges and innovative strategies shaping higher ed's future.

With over a decade of experience spanning West Virginia University and EMU, Katie offers a candid look at how regional publics can compete amid shrinking demographics, financial aid upheavals, and rising student demands for ROI.

From her viral 4,000-handwritten-note campaign (yes, even the rowing team pitched in) to rethinking transfer student pathways, Katie shares how she balances data-driven decisions with human-centric approaches. Discover why "many" and "a lot" are her least favorite words, how AI could revolutionize financial aid transparency, and why teaching freshman communication classes made her a better leader. Tune in for actionable insights on turning enrollment crises into opportunities—without losing your authenticity.

What you'll learn:
why regional public universities face existential risks that flagships never encounter with limited resources
how reactive data decisions create panic instead of strategic institutional improvements
why transparency in degree costs has become non-negotiable for today's ROI-focused students
how AI-powered personalized financial aid videos could transform first-generation student understanding
why making recruitment everyone's job through campus-wide initiatives builds authentic belonging

Chapters:
(00:00:00) - Introduction
(00:02:15) - Katie Condon's Journey from WVU to EMU
(00:05:30) - Regional vs. Flagship University Realities
(00:09:45) - The 4,000 Handwritten Notes Campaign
(00:14:20) - Data-Driven Decisions Without the Panic
(00:18:10) - Transparency in Financial Aid and Degree Costs
(00:22:35) - AI's Role in Revolutionizing Financial Aid Communication
(00:26:50) - Rethinking Transfer Student Pathways
(00:31:15) - Why Teaching Freshmen Made Katie a Better Leader
(00:35:40) - Advice for New Enrollment Leaders
(00:39:25) - Turning Enrollment Crises Into Opportunities

Find Katie Condon:
LinkedIn:   / katie--condon  
Eastern Michigan University: http://emu.edu/

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Web: https://edtechconnect.com/
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About EdTech Connect
The EdTech Connect Podcast delivers cutting-edge insights for higher education professionals who want to stay ahead of the technology transformation reshaping academia. Host Jeff Dillon interviews top experts, educators, and technologists sharing actionable strategies for meaningful campus innovation.

Find EdTech Connect:
Web: https://edtechconnect.com/
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Sponsored by: Mackey Strategies

Led by founder Pete Mackey, Mackey Strategies is a consulting firm that helps higher education and nonprofit institutions advance their missions through specialized services in branding, communications, marketing, and fundraising. Their services include crisis communications, campaign creative development, leadership counsel, and interim leadership to navigate challenges and achieve long-term growth.

learn more: https://mackeystrategies.com