Logistics and higher ed pros have nothing in common. Or do they?

Hey DWCommunity! Darren here kicking off a new series called “Keep it on Brand.” I’m looking forward to showing you the hidden side of branding — the little actions that deliver on your promise and make or break your brand. First up? Consistency. And when I am thinking of consistency, I know I’m sitting close to some pros here in Jacksonville.

Jacksonville prides itself on being “America’s logistics capital.” The river, interstates and train tracks beeline out of the city and skilled U.S. Navy veterans provide a labor force with a get-it-done attitude. No wonder Jacksonville is the port of entry for nearly 700,000 imported vehicles every year.

I’ve heard Robert Peek, JAXPORT general manager of business development talk about their operations before — and their work blows my mind. To do this the people down the road at JAXPORT (and across the world!) closely monitor thousands of handoffs, interactions and timelines — across different departments, training levels and skill sets. Item handoffs mix people and digital in near-seamless fashion. Cargo loss is measured managed and minimal.

This well-rehearsed dance happens across the globe every day with little notice. Well, most of the time. Like higher ed websites, logistics go ignored until they breakdown.

Those logistics pros are solving problems like those of us who work in higher education marketing or enrollment management — especially when it comes to our interactions with students during deposit and yield season. The big difference? Logistics professionals nail consistency.

Logistics pros work with actionable data to achieve a shared goal. They can’t afford to silo in their own area because they know their success depends on the handoffs before and after them to be successful. They know job No. 1 is working together — on time, every time. There’s no other option because they know people are depending on them. People are depending on us, too.

For higher ed those handoffs often begin on our websites — the crowded intersections where students, parents, professors, marketing, financial aid and admissions (I could go on!) collide. We pride ourselves on the times we get it right, but we don’t consider the enormous cost of all those “near-misses” with great fit students — for us and for them. And too often our higher ed websites feel like bus stations when they should feel like strategic beachheads.

Based on what we’re hearing from clients about enrollment goals this year, I’m guessing you can’t afford to lose students from missed handoffs, so treat them like the precious cargo they are. Rally your cross-department team around a unified message that’s backed up by an airtight process. Measure it. Even if you’re starting from zero, or the early results are embarrassing, you’ll be grateful you took the time to quantify your work as you build momentum.

As you’re thinking of your measurements, segment your audiences. For example, an institution I work with found that while its transfer yield rates were very strong, its first-year efforts could use some work. We were able to focus their resources on the place where they would have the most benefit. 

How are you aligning your student logistics?

Enrollment season is coming up. How are your student logistics? Email darren@dwhiteandco.com to talk more.