The New Search Strategy: Finding Students and Being Found

About This Webinar

Effective enrollment marketing strategy begins with recognizing that student search has two sides: the search you do for students and the search students do for you. Today’s students go online expecting clear, immediate answers, which makes it essential for institutions to be present and provide the right information when those moments occur. Inbound tactics like SEO and GEO help institutions appear in search results and AI-generated answers at the exact time a student begins exploring their options online. At the same time, strategic list acquisition, AI-driven data models, and technology for highly segmented outbound communications remain critical to identifying and engaging prospective students early in their journey. When institutions connect these two forms of advanced search, they create a stronger and more efficient lead generation engine that improves lead quality and supports a healthier enrollment funnel.

Presenters

Jillian Baer

Jillian Baer

Solutions Consultant
Liaison

Jillian Baer

Jillian Baer

Solutions Consultant
Liaison

Jillian Baer

Jillian Baer

Solutions Consultant
Liaison

Jillian Baer

Jillian Baer

Solutions Consultant
Liaison

Jillian Baer

Jillian Baer

Solutions Consultant
Liaison

Hayley Wolf
Vice President, Liaison

Hayley Islas-Wolf is Liaison’s vice president of sales and is responsible for all new business across the company’s full suite of product offerings. Spending over a decade in leadership across three campus enrollment offices as Director of Admissions, she has been at Liaison for the last 6+ years. She has also successfully founded, operated, and sold two businesses. She is passionate about taking a consultative approach in assisting institutions of higher education with the right products and services to meet their enrollment and retention needs, ultimately better serving the college student population. She brings regional, mid-tier and selective enrollment and campus knowledge and is passionate about leading teams to success. Hayley has her bachelor's degree from California State University Long Beach and master's degree from Azusa Pacific University.

Jess Lanning
Senior Director of Enrollment Marking Strategy, Liaison

Jess Lanning began her career in higher education at a private university where she served as Director of Enrollment Marketing on a record enrollment team. Over her decade-long career, she has focused on strategizing and implementing digital marketing campaigns as a Senior Vice President of Strategy and Senior Partnership Manager for higher education-specific agencies. In these roles, she served undergraduate, adult, and graduate audiences across the verticals of paid social, search engine marketing, search engine optimization, conversion rate optimization, digital PR, and user experience.

Mollie Ballaro
Associate Vice President, Enrollment Marketing Account Manager, Liaison

Mollie brings over 22 years of higher education experience across several institutions to the team. She served multiple institutions in the Western New York area in senior leadership roles as a Chief Enrollment Officer, Dean of Admissions, and Director of Admissions before joining the Liaison team in 2021. Her extensive background includes oversight of financial aid, domestic and international admissions, enrollment management, admissions marketing, workforce development, and registrar services. Mollie's expertise focuses on enrollment marketing, recruitment communication strategy, funnel strategy and lead generation, and prospect management guidance.