Benjamin Boivin, a former student of Manhattan University, pursued both his bachelor’s and master’s degrees there. Spending his college years in Riverdale, he nurtured many dreams, which have since evolved into a dynamic career. Today, he serves as the director of undergraduate admissions, overseeing admissions operations, recruitment and outreach, strategic communication, and public relations for prospective students and the broader university community.
Financial Support and Student Engagement
As the director of undergraduate admissions at Manhattan University, I observe how heavily students rely on financial aid discovery, modeling, and packaging to cover their college expenses. Many families seek clarity on their future debt burden and available options. To address this need, our marketing team guides candidates toward scholarships, loans, and grants, supporting their financial well-being.
Currently, we have 5,000 accepted students, with this number growing as new applications come in. These students are reached through various marketing channels, including text messages, digital ads, emails, print campaigns, call campaigns, and campus visitation events. Our online verification process ensures all student inquiries are addressed. Additionally, our database includes parent contact information, recognizing that many students are less responsive to phone calls and emails.
The Financial Aid Process at Manhattan University
The financial aid process can be challenging for students and families. To ease this, we ensure accurate parent information is uploaded to support families through the enrollment cycle. Once a student receives their acceptance letter, the portal notifies them of any merit-based scholarship offers. To be considered for additional financial aid, they must submit the Free Application for Federal Student Aid (FAFSA), which can take two weeks to two months to process. After this step, the financial aid package is created, though the waiting period can often be stressful.
Dedicated financial aid advisors at the university assist each student in reviewing their financial aid details and understanding the total cost of attendance. While financial aid discussions may not always be exciting, our advisors present the information in a clear and accessible manner, making it easier for families to navigate. This process typically occurs between January 1st and mid-March, as candidates seek the best college match alongside financial feasibility.
Incorporating AI and Social Media Platforms
The admissions consulting sector is increasingly leveraging modern platforms to enhance recruitment strategies. At Manhattan University, we’re seeing many college guidance counselor roles integrate with AI. Our admissions representatives speak English, Spanish, and Italian fluently, while chatbots already handle interactions in 37 languages. This innovation has transformed how we engage with students and parents, manage enrollment processes, and streamline operations.
"I believe that understanding how to identify and attract quality students who align with our institution’s values, rather than just any student, is key to gaining an upper edge."
Recently, I noticed a surprising trend among students aged 14 to 18: many now turn to TikTok instead of Google for shopping tips, homework help, job interview preparation, and exploring colleges or careers. During the COVID-19 pandemic, students missed out on vital social and community-building experiences. However, social media’s influence has encouraged them to consider larger universities and prominent courses to rebuild networks and expand their horizons. At Manhattan, we strive to convey the benefits of a smaller institution in a large city, offering the best of both worlds as an alternative.
Modernizing Student Admissions with AI
Our enrollment management team plans to use AI to collect data and enhance student engagement. Acting as a research and administrative assistant, AI manages complex workflows efficiently. Instead of fearing its potential, we embrace AI’s ability to enhance processes—from offering personalized student support to improving digital literacy among college students.
As we navigate the challenges of an enrollment cliff, partly due to the 2006 recession’s ripple effects, platforms like Common Application and Niche.com have simplified the application process. These tools help students apply to multiple colleges with ease, enabling us to connect with candidates who align with the university’s mission and values.
Hosting Events for Accepted Students
March and April mark a critical period in the enrollment cycle, as we prepare for accepted student events. At Manhattan University, we host events during this time to allow students to evaluate each program. These events also serve as an opportunity to gather feedback from current students through focus groups, providing valuable insights for improving engagement with future students.
We recognize that embracing new methods is about creating an efficient approach to enrollment management, not merely staying competitive. Whether it’s AI, social media, or new marketing tools, every innovation helps us enhance our strategies and connect more effectively with prospective students.
