Admissions looks to connect digitally before Decision Day

By Kyle Hobstetter on April 23, 2020

Amid the COVID-19 pandemic, Towson University has moved all classes online. Although the TU community is maintaining physical distance, we are still focusing on social solidarity. This article is the third in a series that looks at how different campus communities are staying together while staying apart.

On May 1, thousands of high school seniors will officially enroll in the college of their choice as part of National Decision Day. But what happens when a pandemic prevents potential students from visiting campus to help make a decision?

That’s the question the Towson University’s admissions team has been trying to answer for the past two months, as March and April are when potential students make their final visits to college campuses.

To help prevent the spread of COVID-19, TU cancelled all on-campus gatherings. This included campus tours and TU4U, the university’s largest admissions event that welcomes over 3,000 admitted and potential students to campus to meet with faculty, staff and, most importantly, take one final tour of campus.   

TU4U is the largest and most complex event during the admissions cycle, with planning usually beginning at the conclusion of the previous year’s event. With so many people across campus involved, TU4U has become one of the most anticipated events of the academic year.

“We had such amazing collaboration with faculty and staff for TU4U 2020, and we felt that was going to be our best one to date,” says Dave Fedorchak, director of Towson University Admissions. “To be honest, it was heartbreaking to cancel because we put so much into planning it, and we know how valuable it is for students and their families.”

Learn more about Towson University's virtual campus tours

Fortunately, while campus tours were cancelled, the admissions team already had a virtual tour option on their website. But, the staff also knew an admitted student wanted a more personalized experience.

Admissions partnered with enrollment marketing and the marketing and communications team to determine how quickly a new tour video could be made and what resources were needed—including who would host the video. 

As luck would have it, one of the admissions counselors, Aiyanna Dancy, is a TU alumna with a degree in mass communications and a former orientation leader and student ambassador. Her experience on camera and giving TU campus tours immediately enriched the video. 

With a script and a star, the new virtual tour was filmed in a four-hour span on March 16 and was posted to the TU website less than two weeks later.

“This video gives prospective students a chance to walk through campus and learn a little more about what TU has to offer,” says Stephanie Zinger, associate director of enrollment marketing.

“The most important thing for potential students to know is that we are still TU. We are a strong, passionate and committed community, and we will continue to deliver top-notch instruction and generate unparalleled opportunities for our students, even in these unprecedented times.”

Watch the TU4U Campus Tour Video 

Offering a new virtual tour wasn’t the only change the admissions team has made. Because of the COVID-19 pandemic, the staff revamped their interaction with prospective students.

According to Kristen Hughes, associate director of admissions, the team has done a tremendous job transitioning to the new normal of working remotely while still connecting with students.

This includes adding new video content; constantly staying up-to-date with emails, texting, online chats, appointment scheduling; and increasing their social media presence.

“Communication is more important now than it has ever been, because we are limited regarding the touch points we have with students and families,” Hughes says. “We also connect prospective students to current students using the Welcome to College Platform.

“Since they can’t connect in-person on a campus visit, they can reach out through this platform and talk to a current student who is from their area or have similar interests.” 

Incoming fall 2020 students are expected to be on campus again this July for orientation, with New Student and Family Programs developing several contingency plans. For many admitted students, their first visit on campus might not be until the fall 2020 academic term or possibly later.

With students and their families dealing with anxiety and uncertainty, the admissions office wants to make sure they have as much information as possible — including daily information sessions online proactive online chat or social media.

Since most members of the TU community are teleworking, admissions has partnered with faculty members to help incoming students meet virtually with their future professors.

“We are doing our best to assure students that we will work with them throughout this process and be as flexible as we can,” says Jen Ziegenfus, associate director of recruitment.

“Every academic department on campus has reserved 10 hours per week to meet students virtually. We are encouraging students to take advantage of these opportunities to directly connect with faculty or schedule a one-on-one chat with their admissions counselor.” 

All of the TU admissions resources can be found at the updated TU4U website. This includes connecting with a faculty member or admissions counselor, the TU4U virtual campus tour, academic information sessions and access to a host of other tools that will help potential students make their decision.

Incoming students can also stay in touch with the Towson University admissions team by following the Facebook, Twitter and Instagram accounts.

This story is one of several related to President Kim Schatzel’s priorities for Towson University: TU Matters to Maryland.