The Experience-Led Lifecycle: Transforming Operational Friction into Higher Student Retention

Most university communications treat recruitment like a high-budget film premiere but treat retention like a trip to the DMV. While central marketing focuses on brand-building, the actual student experience is often fractured by siloed, clinical, and purely transactional communications from dozens of distinct administrative departments. When the "brand promise" hits the "operational hurdle," the student journey suffers.

In this session, Toni Marie Perilli (2025 AMA Emerging Marketer Finalist) demonstrates how to bridge the gap between high-level brand strategy and operational reality through accessible, scalable tactics. At Fordham’s Career Center, Toni Marie reimagined email strategy, voice, and the role of resource repositories, humanizing functionality into high-touch guest relations and on-demand video libraries. This approach led to a 30% year-over-year increase in engagement while simultaneously reducing marketing spend by 50%. 

Drawing on hospitality, entertainment, and the arts, we will explore how to redesign transactional touchpoints into a unified, high-quality experience that keeps students enrolled. You’ll learn how to transform friction points in student communications into low-lift concierge moments that reduce frustration, increase trust and belonging, and smooth the overall student journey, ultimately increasing satisfaction and retention.

Following the presentation, including case study examples from Toni Marie’s work at Fordham, you’ll have the chance to ask questions tailored to your specific institutional needs.