The Power of Welcome: How to Make a Positive First Impression on our Ideal Student Prospects

Dr. Katelyn Sanders
Director of Admission
& Alumni Affairs
Bernard J. Dunn School of Pharmacy
Shenandoah University

Dr. Scott D. Miller
President
Virginia Wesleyan University

 You only get one chance to make a first impression on a prospective student, and you want to make it great.  While you can’t always control where, when, or how a prospect first hears about your school, you can influence what they discover.  From sparking curiosity and pride to fostering belonging and academic challenge, here are ways to create an unforgettable first impression.

Don’t Start with a Pitch—Start with a Class

For many prospects, the first contact with admissions feels transactional.  But what if instead of telling them about your school, you showed them?  Partner with professors to host “lightning learning” events—short, interactive versions of intro-level courses, online or in-person.  This allows prospects to sample real instruction, meet professors, and feel excited about learning before they even start an application.

Make Your Direct Mail Personal

Mailings can feel generic, but handwritten notes can turn them into proof that you’re listening.  Reference majors of interest, athletic passions, or facilities that matter to the student.  A few extra minutes of personalization signals genuine care and helps transform a prospect’s perception from “just another lead” to “a valued future student.”

Follow Up Quickly

If your school isn’t already their first choice, speed matters.  Following up within two business days demonstrates responsiveness and reliability, which can set you apart from competitors who take longer to reply.

Put Social Media in Student Hands

Let current students in various majors take over Instagram or TikTok for a day to showcase authentic campus life. Seeing real schedules, labs, performances, or study sessions helps prospects envision themselves on campus.  It also highlights your culture for potential faculty or staff who may be evaluating fit.

Remove the Mystery Around Financial Aid

Cost is a top concern.  Instead of burying the numbers, make it easy to access a financial aid calculator that clearly estimates costs.  Prominent placement and minimal clicks show transparency and respect for students’ time, while turning affordability from an abstract concern into a manageable plan.

Turn Open Houses into Adventures

Move beyond standardized tours by letting curiosity guide the day.  Scavenger hunts, student-faculty icebreakers, or “side quests” for school swag make events memorable.  For parents balancing childcare, a daycare space ensures inclusivity and accessibility.

Host Webinars from Campus Hotspots

Traditional webinars often feel impersonal.  Instead, host them from classrooms, labs, studios, or athletic facilities. These backdrops showcase campus highlights and allow spontaneous appearances from faculty or staff.  Personal touches, like using participants’ names when answering questions, help build meaningful connections.

Solve the “Complete Your Degree” Puzzle

Nontraditional students—veterans, professionals, parents, or transfers—may already hold credits.  By clearly mapping how prior coursework fits into your programs, you can make the dream of degree completion feel tangible and achievable.  Pair this with success stories of alumni in similar circumstances to reinforce confidence.

Partner with HR Departments

Many working professionals don’t actively search for degree options, but they do read company newsletters. Collaborating with local HR departments ensures your programs reach employees through internal communications.  This approach meets potential students where they are and connects education to workforce advancement.

Spotlight Job Placement and Employer Partnerships

Sometimes the best way to make a first impression is to show what comes after graduation.  Highlight employer partnerships, career prep resources, and job placement rates.  Prospects gain confidence when they see your commitment to launching them into rewarding careers.

The bottom line is that first impressions are not just about glossy brochures or polished tours—they’re about authenticity, speed, relevance, and connection.  Whether through a lightning class, a financial aid calculator, or a social media takeover, every interaction should help prospects picture themselves at your school.  By making them feel seen, supported, and already part of the community, you set the stage for long-term commitment.

 

Dr. Scott D. Miller is President of Virginia Wesleyan University in Virginia Beach, Virginia.

Dr. Katelyn “Katie” Sanders is Director of Admissions and Alumni Affairs at the Bernard J. Dunn School of Pharmacy at Shenandoah University in Winchester, Virginia.