From Idea to Impact: How Direct Admissions is Shaping Student Success at Southeast Missouri State

In this episode of In Your Element, co-hosts Daniella Nordin and Brendan Henkel sit down with Lenell Hahn, Director of Admissions at Southeast Missouri State University, to explore the transformative power of direct admissions. Lenell shares the journey from the initial concept to implementation, revealing the challenges, successes, and lessons learned along the way. The conversation delves into how direct admissions is simplifying the college application process, increasing accessibility, and driving enrollment success. With practical insights into leveraging technology and data, Lenell offers a masterclass in change management, showing how institutions can innovate and adapt to better serve students. Whether you’re in admissions, marketing, or student success, this episode is packed with actionable advice and inspiring stories that will resonate with all higher education professionals.

Key Takeaways:

Start Small and Iterate: Southeast Missouri State began their direct admissions journey by targeting a specific student population—dual enrollment students—before expanding to broader groups like transfer students. Starting small allowed them to refine their processes and scale effectively.

Removing Barriers for Students: Direct admissions at Southeast Missouri State removes the need for a traditional application, offering students an automatic pathway to admission based on existing data. This approach simplifies the process and helps reduce students' fear of failure, encouraging more to pursue higher education.

Technology as an Enabler: The use of Element451 and other tools allowed Southeast Missouri State to streamline their admissions process. By importing data and automating offers of admission, the university was able to efficiently manage applications and personalize student communication.

Importance of Campus Visits: Data revealed that students who visited the campus were twice as likely to enroll, highlighting the critical role of in-person engagement in the decision-making process.

Flexibility and Adaptation: The institution’s willingness to adapt—first by developing an in-house direct admissions process and then by expanding through a partnership—demonstrates the importance of flexibility and creativity in overcoming challenges.

Calls to Action:

• Explore Direct Admissions: If your institution hasn't considered direct admissions yet, start a conversation with your team. Evaluate how it could simplify the application process and enhance student engagement. Take the first step by researching potential pilot programs or partnerships.
• Leverage Technology:Are you using the right tools to streamline your admissions process? Look into platforms like Element451 that can help automate and personalize your communications with prospective students. Schedule a demo or consult with your IT team to explore how you can integrate these tools.
• Partner for Success: Don't go it alone! Explore partnerships with organizations like Niche to expand your reach and offer direct admissions to a wider audience. Reach out to potential partners and schedule a meeting to discuss how collaboration can benefit your institution.
• Start Small, Think Big: Don't be afraid to start with a small, manageable pilot program. Identify a specific student population, like dual enrollment students, and begin testing direct admissions strategies. Use the insights from this episode as a guide, and remember, you can always scale up once you've refined the process.
• Stay Informed and Adapt: Keep learning and adapting. Attend conferences, like NACAC, where you can connect with industry leaders and learn about the latest trends in admissions. Be open to new ideas and ready to pivot when necessary to better serve your students.

Guest Name: Lennell Hahn, Director of Admissions, Southeast Missouri State University

Guest Social: https://www.linkedin.com/in/lenellhahn/

Guest Bio: Lennell Hahn joined the Admissions Team in July 2003 and has served as Director of Admissions since January 2013. Prior to this role, she was the Associate Director of Admissions from June 2011 to December 2012, Associate Director of Admissions for Operations and Communications from April 2009 to June 2011, Assistant Director of Admissions for Communications from July 2007 to March 2009, and Admission Web Counselor from July 2003 to June 2007.
As Director of Admissions, Lennell provides leadership by developing and implementing strategies to attract, enroll, and retain new students, advocating for access to higher education. The Office of Admissions offers pre-college awareness, recruitment, and counseling services to prospective students, families, and school counselors, executing an annual recruitment program to meet the University's enrollment goal...