Session 2 - 8/13/26
Applications and Applicants
How do prospective music students become applicants? This lesson focuses on the strategies, communications, data, and marketing practices that help move students from early interest to completed application.
Participants will examine how enrollment goals are set, how marketing supports applicant conversion, and how admissions staff can use data to understand what is working — and where students may be falling out of the funnel.
What this session covers
how enrollment goals shape recruitment priorities
the difference between brand awareness and a clear call to action
how marketing, events, faculty, and admissions staff support application growth
what data should be collected during recruitment activities
how to evaluate whether an event, campaign, or outreach effort was successful
Participants will leave with
a better understanding of how prospects and inquiries become applicants
a practical framework for thinking about conversion
stronger awareness of how marketing and data support recruitment
ideas for improving follow-up, outreach, and applicant movement
Learn how to turn student interest into completed applications.
Series Overview
Session 1: Big Picture Basics
Start with the foundations: the admissions funnel, the rhythm of the admissions calendar, and the ethical responsibilities that shape student recruitment.
Session 2: Applications and Applicants
Explore enrollment goals, conversion strategy, and the data and marketing practices that help move prospects and inquiries toward application.
Session 3: Auditions and Decisions
Take a closer look at audition logistics, admissions decision-making, and the scholarship and financial aid processes that influence enrollment outcomes.
Session 4: Yield and Retention
Focus on strategies for yielding the incoming class, connecting marketing to enrollment outcomes, and understanding the handoff from admissions to student success and retention.