6-MINUTE READ

When serving over 15,000 students each summer at one of the largest in-person undergraduate institutions in the country, orientation is more than welcome videos and campus tours; it's about creating a strategic, phased approach that meets students where they are in their journey. As Program Manager for New Student and Family Programs at Texas A&M University (TAMU), Olivia Elliot has learned that successful online orientation requires balancing tradition with innovation, all while delivering relevant content that is both timely and more personalized.

The Scale of the Challenge

Texas A&M's scale is staggering. The university has over 80,000 total students, with about 60,000 undergraduates on the College Station campus alone. Each summer, they run over 20 orientation sessions from May through August, plus two additional sessions in January for spring admits. They see approximately 15,000 students annually, and for every student, they have about 1.3 guests—that's around 18,000 family members and guests participating alongside their students.

The sheer volume creates unique challenges. “In summer 2024 alone, our office sent over 136 email campaigns, totaling more than 215,000 emails between April and August,” Olivia recalled. When communicating with this many people across multiple touchpoints, every piece of content needs to be purposeful.

A Three-Phase Strategic Approach

The vision behind TAMU’s onboarding strategy recognizes that orientation isn't a single event; it's a journey that begins the moment students are admitted and continues through their first day of classes. This strategy is implemented in a three-phase approach with Advantage Orientation as the digital hub.

Phase One: NSC Prep Modules (Launched May 1st) This phase focuses on preparation for the New Student Conference (NSC). They cover essential pre-arrival tasks, such as placement exams and health-related requirements, which, if not completed, will create holds that prevent registration. They also introduce students to their academic units, which serve as both a friendly reminder for some and valuable community information for others.

Phase Two: In-Person NSC (Over the Summer) All students are required to attend their two-day in-person sessions. The schedule is specifically designed to target what's most timely and relevant for students at this stage of their journey.

Phase Three: First Semester Prep Modules (Launched August 1st) These modules are locked until August 1st, ensuring students receive information when they can actually act on it. Even students attending their later August sessions can access these modules, but only after completing the NSC prep phase.

Technology Transformation

TAMU initially adopted Advantage Orientation in 2019 and, by 2023, had served over 90,000 incoming students and their families. Inspired by more recent ADG designs and the expanded list of features the platform now provided, an upgrade became essential.

"We recognized the need to overhaul our content and dial into what students are looking for. I’m proud to showcase what we have and how we're leveraging new platform features. At the same time, we also wanted to capture the rich tradition of Texas A&M. This program sets the stage for students to take the next step with timely and relevant content."

The new platform allows them to capture the rich tradition of Texas A&M (where "Howdy" is still the official greeting) while providing a modern, responsive experience. They incorporated a fresh, on-brand interface design, video backgrounds, and graphic elements that reflect their university's culture and history. They also leveraged the platform’s capabilities to refine the timely delivery of content and provide more relevant content to specific groups.

The Power of Just-In-Time Content

Olivia believes strategic thinking plays perfectly into online orientation design. The question her team constantly asks is: How do they deliver information that is timely and relevant? This philosophy led them to implement just-in-time content delivery.

Previously, they had a two-hour online orientation that felt overwhelming for students. Through their platform overhaul, they've reduced this to one hour while improving the content quality. For example, based on student feedback, they're strategically isolating content between Day 1 of NSC and online orientation to remove redundancies.

Customization for Diverse Populations

Texas A&M has deep roots in military tradition, one that needed to be honored through the online orientation. They've implemented self-select member groups, particularly for current or former US military members and their dependents. This allows access to specific information about military education benefits, which can be complex to navigate.

Their academic unit customization also ensures students receive relevant information about their specific college or program, creating a more personalized experience despite their large scale.

Data-Driven Decision Making

Because online orientation is required at TAMU, usage data within the system is robust. With access to a larger set of analytical tools included in the upgrade, the data provides the orientation team with real-time insights into student interests and behaviors, allowing them to focus on continuous improvement rather than persuading students to participate.

Their completion rates are exceptionally high, with about 98% completion for January admits. The students who don't complete are typically those who have decided not to attend, often due to financial considerations or a choice to attend community college first.

The data also helps them identify students who might benefit from additional support. For instance, if students self-select as military but haven't submitted for benefits, Olivia can communicate this to their veterans office for targeted outreach.

“Online orientation isn't just about delivering information—it's about creating the first touchpoint in a student's journey that sets them up for success throughout their entire college experience,” Olivia said. “When done right, it becomes an essential component of the transition puzzle that helps students navigate the larger aspects of university life.”

Lessons Learned and Best Practices

Start Early: From decision to completion, TAMU’s new Advantage Orientation, featuring a fresh interface design and technology upgrade, took just over six months to complete, with dedicated time allocated to meeting Texas RAMP Level 2 certification requirements.  

Embrace Continuous Improvement: The orientation team continually refines its content based on student feedback and data. The goal is to find the balance between necessary repetition and avoiding redundancy.

Think Beyond the Student: Recognizing that family engagement is crucial, especially in Texas, orientation includes Spanish translations and has been well-received in the community.

Focus on Outcomes: Every piece of content should serve a purpose in preparing students for their next phase. Whether it's reducing anxiety, providing essential information, or connecting students to resources, everything should be intentional.

Looking Forward

As Olivia and the whole TAMU orientation team continue to evolve their online orientation, they're excited to see how their phased approach and just-in-time content delivery impact student success. The combination of scale and personalization is challenging, but with the latest technology, strategic thinking, and a commitment to continuous improvement, they're creating an orientation experience that truly serves as a foundation for student success.

Related Content

Request the Recording

Request a Consultation