Free Webinar: A Mile in Their Shoes — Building Empathy Through Experience Mapping
Jul 17, 2019
Discover how an experience map can impact your enrollment and marketing strategy.
For most of us, there are few decisions in life more complex, expensive, or impactful than the college choice.
The process is highly emotional, fraught with anxiety, and influenced by many sources of information. As marketing and enrollment professionals, we must understand the factors that drive this important choice — as well as the thoughts and emotions our target audiences experience — in order to develop empathy for the groups that we serve.
Would you like a tool to help navigate and prioritize these challenges?
Enter the experience map — a powerful tool that:
- represents your audience’s story
- draws key stakeholders together
- uncovers major process gaps
- guides your priorities and activities.
In this session, you’ll understand the basics of experience mapping, learn the seven benefits of an experience map, and discover how it can impact your enrollment and marketing strategy.
We’ll showcase examples from colleges and universities that uncovered major process and content gaps as a result of experience mapping — issues that caused these institutions to lose their top applicants. We promise — the results will shock you.
Registrants will also receive digital access to a starter map for prospective students, based on more than 350 mStoner client engagements, a decade of audience research, and journey mapping principles.
The Details:
- When: Tuesday, August 6, at 2:00 p.m. EDT / 11:00 a.m. PDT
- This webinar will last approximately 45 minutes plus 15 minutes for Q&A.
- Cost is free; registration is required.
This webinar will be recorded, and each registrant will receive unlimited access to the slide deck and session recording.
Can’t make the live webinar? We still encourage you to sign up to ensure that you receive timely access to the recording and slide deck.
Presented by:
Mallory Willsea, director of marketing and business development, mStoner, Inc.
Mallory has spent fifteen years in marketing, business development, and event planning. She’s driven by numbers, thrives on relationship-building, and believes that sharing resources and cultivating a knowledge exchange across the industry is more important than ever. She is responsible for producing and transforming Higher Ed Live, the agency’s live web show and podcast network, into one of the most respected professional development resources in .edu marketing and communications. Mallory has presented at The American Marketing Association, HighEdWeb, and other industry conferences.
Nicole Lentine, business development specialist, mStoner, Inc.
Nicole previously served as an admissions counselor at her alma mater, Champlain College in Burlington, VT. There, she spent nearly 11 years working with high school students and their parents as they navigated the college admission process. At mStoner, Nicole brings that expertise to prospective higher ed clients who want to engage applicants in fresh, compelling ways.