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In today's fast-paced, digital world, higher education institutions face a unique challenge: how do you connect with potential students who are scrolling through their phones, thinking about their educational futures, but might be overwhelmed by traditional college websites packed with text and information?

Big Bend Community College in Washington State found an innovative answer with Advantage Design Group’s (ADG) Advantage Recruiting^TM, an interactive digital enrollment marketing solution that's transforming how colleges and universities engage with prospective students, and the results speak for themselves.

Meeting Students Where They Are

"We know humans don't read as much as they used to," explains Star Bernhardt, Director of Enrollment Services and Registrar at Big Bend. "Even though all the information is out there on our website, it's very static, it's boring. There's a lot of text, and we still get phone calls and emails with questions about how to get started."

Big Bend serves a diverse population across 4,600 square miles in rural Washington State, with about 3,900 students annually. As a Hispanic-serving institution where 50% of students receive need-based financial aid, the college understands the importance of removing barriers to education.

The challenge was clear: their traditional communication methods weren't reaching all potential students effectively, especially the growing population of younger learners in programs like Running Start, where high school students can earn college credit.

This challenge isn't unique to Big Bend – higher education institutions across the country are grappling with how to effectively reach and engage digital-native students.

A New Approach to Student Engagement

Enter their solution: Advantage Recruiting is an interactive digital experience platform that prospective students can access instantly via QR code on their phones. Instead of static web pages, students encounter video stories from real students, interactive program explorers, virtual campus tours, and personalized next-steps guidance.

"This platform showcases what we have to offer them and the many different avenues they can take here," says Vanessa Pineda, Director of Trio EOC and Outreach, who spends her days recruiting in high schools across their 17-district service area. "It's all about meeting the students where they are."

The Power of Student Stories

At the heart of the platform are authentic video testimonials from current Big Bend students. Rather than institutional messaging, prospective students hear directly from peers about why they chose Big Bend, what student life is really like, and how the college changed their lives.

One student shares: "Based on my experience, if I did it, anyone can do it. I'm so happy with the way that Big Bend changed my life forever."

These stories are organized by topic – from academic programs to student support services – allowing viewers to choose what matters most to them rather than wading through everything at once.

Smart Data, Better Conversations

Perhaps most importantly, the platform provides recruitment teams with unprecedented insights into student interests and behaviors. Every click, every video watched, and every program explored leaves a digital footprint that helps staff understand what prospective students actually want to know.

"We likely have students who simply go out to the website and search for the Apply Now button, and they don't necessarily read all that information or engage with it," Bernhardt explains. "This platform is helping us increase those applications by capturing more meaningful applications from people who are engaged and making informed decisions."

The system tracks which programs students explore, which resources they're interested in, and even allows them to save information for later, creating a personalized experience that follows them from phone to laptop and back again.

Streamlined Support Through Video

The platform also addresses the most common questions through video responses from actual staff members. Star Bernhardt herself appears in videos explaining the application process, enrollment steps, and other frequently asked questions.

"We hear the same questions over and over again a lot," she notes. "So why not be a bit more proactive and just answer those upfront in this experience?"

This approach is especially valuable for first-generation college students who might feel overwhelmed or uncertain about the college application process.

Implementation: Easier Than Expected

Despite the sophisticated final product, the implementation process was surprisingly manageable. Built on the framework of Advantage Orientation® and professionally managed by ADG, the development process was smooth and streamlined.

"It honestly, the process you all have, it's so streamlined and very collaborative," says Nikki Allenson, Student Resource Development Coordinator, who managed the project. "It does make a project this size just less daunting knowing that we have your guidance."

The production team filmed on campus, working with students and staff to create authentic content that truly captures the Big Bend experience.

Funding Innovation Through Grants

Big Bend was able to fund this initiative through Title III and Title V federal grants, specifically designed to support Hispanic-serving institutions in breaking down barriers for Latino students. This funding approach demonstrates how colleges can leverage available resources to invest in innovative recruitment tools.

Looking to the Future

With the platform now live, Big Bend is already seeing how it's transforming their recruitment approach. Vanessa Pineda envisions using QR codes at community events and high schools, giving potential students instant access to engaging information rather than directing them to overwhelming websites.

"This gives them the quick facts, fast-paced information that they are seeking," she explains. "So, I see us using those QR codes a lot at events so they can have that access instantly."

Meanwhile, the data insights are helping the college refine their overall communication strategy, focusing on what students actually want to know rather than what the institution assumes they need.

Lessons for Other Higher Education Institutions

Big Bend's success with Advantage Recruiting offers several key insights for other colleges and universities looking to modernize their recruitment:

• Start with student needs: Rather than pushing institutional priorities, focus on what prospective students actually want to know and how they prefer to receive information.
• Embrace authentic storytelling: Let your current students do the talking. Peer-to-peer communication is far more powerful than institutional messaging.
• Make it mobile-first: Students live on their phones. Any recruitment tool that doesn't work seamlessly on mobile is missing the mark.
• Use data to personalize: Every interaction should provide insights that help you better serve individual students and improve your overall approach.
• Remove friction: The easier you make it for students to engage with your institution, the more likely they are to take the next step.

The Bottom Line

In an era where higher education institutions are competing for students' attention against countless digital distractions, Big Bend Community College's experience with Advantage Recruiting proves that innovation in student engagement isn't just possible – it's essential.

By meeting students where they are, speaking their language, and utilizing technology to create more personal connections, they've transformed a traditionally static process into a dynamic, engaging experience that benefits both students and the institution.

As Bernhardt puts it: "This is especially important with the younger population coming in. This was my main goal with the project – to implement more effective communication with potential students."

For higher education institutions everywhere, Big Bend's approach with Advantage Recruiting offers a roadmap for turning digital challenges into competitive advantages, one student story at a time.

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