Ep. 23: Creating an Admissions-Focused Website at the University of Idaho

In this episode of Breaking Silos, host Shane Baglini sits down with Adam Stoltz, Director of Enrollment Marketing at the University of Idaho. Adam shares insights into the transformative journey of enrollment marketing at his institution, highlighting the role of leadership buy-in, data-driven website redesigns, and fostering a collaborative culture to achieve three consecutive years of record-breaking enrollment. This episode is a must-listen for enrollment professionals seeking actionable strategies to enhance student experiences and drive institutional growth.Key TakeawaysLeadership Buy-In is Crucial: Institutional leadership support drives meaningful change in marketing and enrollment strategies.Data-Driven Website Redesign: A student-centric website, paired with actionable data insights, improves engagement and simplifies navigation for prospective students.Integrated CRM Solutions: Tools like Slate enable real-time communication, personalized outreach, and streamlined event management for prospective students.Breaking Silos: Collaboration across departments fosters better communication, reduces duplication, and improves student experiences.Culture of Continuous Improvement: Regular evaluation, after-action reports, and an openness to feedback ensure ongoing success.How the University of Idaho Transformed Enrollment Marketing When Adam Stoltz joined the University of Idaho in 2019, the institution faced mounting challenges: declining enrollment, lack of a cohesive marketing strategy, and a disjointed web presence. Under the leadership of a new university president, a cultural shift took place. Enrollment and marketing became top priorities, emphasizing a student-first approach. Stoltz's dual reporting role to the Chief Marketing Officer and Strategic Enrollment Management gave him unique visibility to align marketing with recruitment strategies. This shift led to a focus on storytelling, virtual engagement, and integrated communications.A Student-Centric Website Redesign The cornerstone of Idaho’s enrollment success has been its redesigned website. The project started by understanding student needs: “What do you want to do?” prominently guides users to actions like applying, exploring costs, or taking a virtual tour. A data-driven approach identified and streamlined high-priority pages, ensuring a frictionless experience. Tools like search engine optimization (SEO), personalized call-to-actions, and CRM integration have significantly increased website engagement. Stoltz highlights the importance of listening to data, citing a condensed Request for Information form that improved conversion rates.Leveraging Slate for Real-Time Impact CRM integration through Slate has revolutionized Idaho’s approach to student engagement. By connecting events, requests, and inquiries in one system, the university provides instant follow-ups through calls or texts, often within 24-48 hours. This shift eliminated delays and enhanced personalization, ensuring prospective students feel valued. Stoltz shared examples like event communications and data-driven campaigns, all contributing to Idaho's record-breaking enrollment achievements.The Role of Leadership in Marketing Transformation According to Stoltz, success starts with leadership buy-in. At Idaho, leadership prioritized marketing and enrollment resources, fostering a culture of trust and collaboration. Stoltz emphasized the importance of communicating wins—big and small—to garner support across campus. By engaging departments that initially hesitated, the team built momentum and a shared commitment to improving the student experience.Results: Proof of Concept The results speak for themselves: three consecutive years of record-breaking enrollment, with the potential for a fourth on the horizon. These successes reflect the culmination of strategic investments, cultural transformation, and a relentless focus on the student journey. Stoltz credits collaboration, data insights, and an unwavering commitment to improvement for the university’s achievements.Guest Name: Adam Stoltz, Director of Enrollment Marketing, University of IdahoGuest Social: https://www.linkedin.com/in/adamstoltz/Guest Bio: With over two decades of experience in higher education marketing and enrollment management, I earned my Ed.D in higher education administration from Saint Louis University. I also hold a Bachelor's degree in Arts Management with a minor in computer science, along with a master's degree in organizational leadership and management. My career has seen progressive leadership roles in various university settings, including private, public, land grant, flagship, and the largest state system in the country. I have been recognized with multiple marketing awards for my expertise, particularly in CRM, and I also work as a higher education consultant. Currently, I serve as the Director of Enrollment Marketing at the University of Idaho, where I am part of the university's marketing team reporting to the Chief Marketing Officer and embedded with the Vice Provost for Strategic Enrollment Management. Notably, our university experienced its largest incoming class in fall 2022, the second largest in 2023, and set another record in fall 2024. The University of Idaho is a public land-grant research university, older than the state of Idaho itself. It has been recognized as the #1 Best Value Public University in the West for five consecutive years, and we are working towards achieving R1 status.