Reaching New Students: Right Message, Right Time
How UMGC Achieved Nearly 80% Orientation Completion Rate
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When your student population is primarily online, and a large percentage are active-duty military or veterans at locations around the globe, delivering the right content at the right time to new students isn’t just a convenience… It’s critical.
At the University of Maryland Global Campus (UMGC), the challenge was clear. The institution’s online orientation needed to reflect the diversity of its student body without confusing or overwhelming learners. Military students were receiving civilian-focused content. Civilian students were seeing military-only resources. And everyone was left wondering: Am I in the right place?
The Problem
A one-size-fits-all orientation model was leaving students second-guessing.
- Military students expected targeted support (but were presented with information more relevant to civilians, which diluted their focus)
- Civilian students saw military resources front and center (and wondered whether the institution prioritized their specific needs)
- The result? Confusion, disengagement, and preventable frustration before students reached their first course
The Solution
UMGC partnered with Advantage Design Group® to create a more tailored onboarding experience. Using Advantage Orientation’s member group functionality, this feature allows the delivery of different content to different student populations, all within a single orientation platform.
- Military students engage in military resources first, including how to access their educational benefits, transition support, and veteran services.
- Civilian students are guided through their own unique orientation experience—free of unrelated content
- Everyone receives relevant content at the right time, without second-guessing whether they’re in the right place.
Advantage has been a great partner to help us configure member groups for each student population we serve. Providing students with relevant information was crucial for focusing on student needs during the first 30 days.
Dr. Nancy Trojanowski
Department Chair, First Year Experience
University of Maryland Global Campus
Key Success Factors
UMGC didn’t just implement a platform; they strategically activated a tech-enabled orientation system, using three of the best core practices:
- Strategic Timing
Student are provided access to the orientation platform upon enrollment, ensuring they have ample time to engage with content before their courses begin.
- Consistent Messaging
Orientation is treated as an essential first step, with coordinated reminders across email, advising, and course prep communications. Students are presented with consistent messaging:
“Start strong. Complete your orientation today.”
- Campus-Wide Buy-In
This wasn’t just an IT or marketing project; it was a campus-aligned initiative. Stakeholders from military affairs, student services, and enrollment consider virtual orientation as the solution to long-standing communication challenges.
The Results
- 78% of stateside students completed orientation despite it being optional
- Students reported higher clarity and confidence during onboarding
- Campus teams are aligned and energized by the shared success
Leveraging learner feedback and insights from cross-functional teams across the university, our partners at Advantage Design Group® have helped us reimagine UMGC’s virtual orientation. This platform is accessible globally through a single sign-on, ensuring a seamless experience for learners regardless of their location.
Takeaways for Your Institution
If you’re facing low engagement or struggling to meet the needs of distinct student populations, take a page from UMGC’s playbook:
- Use Member Groups to segment content meaningfully
- Provide early access, reinforce often, and promote it like it matters (because it does)
- Get your whole campus behind the rollout—not just the tech team
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