The process is highly emotional, fraught with anxiety, and influenced by many sources of information. As marketing and enrollment professionals, we must understand the factors that drive this important choice — as well as the thoughts and emotions our target audiences experience — in order to develop empathy for the groups that we serve.

1. A Mile in Their Shoes:
PSEWeb Conference 2020
BUILDING EMPATHY THROUGH EXPERIENCE MAPS & PERSONAS

2. Nicole
+ Business Development Manager
+ Former Admissions Counselor
+ New England Native, Chicago Transplant

3. Kaycee
+ UX Specialist
+ Analytical Empath
+ Bread Baker (before it was cool)

4. As We Get Started
Today’s Goal
To introduce you to important tools that can have a major impact on
your enrollment strategy and business practices.

5. Today’s
Topics
1. Experience Map 101
2. Persona Journey
Mapping 101
3. Seven Benefits
4. Five Surprising
Findings
Agenda

6. Experience Map 101

7. “Experience mapping is a strategic process of
capturing and communicating complex
customer interactions.”
Adaptive Path’s Guide to Experience Mapping
‘‘

8. Experience Mapping
Understand
& Explore
Narrow Choices
& Apply
Decide &
Accept
Commit &
Transition

9. Experience Mapping
Thoughts
Actions
Feelings Opportunities

15. Persona Journey Map 101

16. A journey map is a visualization of the process
that a person goes through in order to
accomplish a goal.
S. Gibbons, Nielsen Norman Group 2018.
‘‘

17. Persona Journey
Mapping
Understand
& Explore
Narrow Choices
& Apply
Decide &
Accept
Commit &
Transition

18. Persona Journey
Mapping
Goals &
Expectations
Feelings
Actions
Opportunities
Background

25. Seven Benefits

26. 7 Benefits of Experience & Journey Mapping
Develop empathy and
understanding

27. 7 Benefits of Experience & Journey Mapping
Develop empathy and
understanding
Create alignment
through a shared frame of
reference

28. 7 Benefits of Experience & Journey Mapping
Develop empathy and
understanding
Create alignment
through a shared frame of
reference
Maintain focus on users
instead of the internal
organizational structure

29. 7 Benefits of Experience & Journey Mapping
Develop empathy and
understanding
Create alignment
through a shared frame of
reference
Collect institutional
knowledge of behaviors
and needs
Maintain focus on users
instead of the internal
organizational structure

30. 7 Benefits of Experience & Journey Mapping
Develop empathy and
understanding
Create alignment
through a shared frame of
reference
Collect institutional
knowledge of behaviors
and needs
Identify areas for
improvement
Maintain focus on users
instead of the internal
organizational structure

31. 7 Benefits of Experience & Journey Mapping
Develop empathy and
understanding
Create alignment
through a shared frame of
reference
Collect institutional
knowledge of behaviors
and needs
Identify areas for
improvement
Maintain focus on users
instead of the internal
organizational structure
Prioritize efforts and
focus intent

32. 7 Benefits of Experience & Journey Mapping
Develop empathy and
understanding
Create alignment
through a shared frame of
reference
Collect institutional
knowledge of behaviors
and needs
Identify areas for
improvement
Maintain focus on users
instead of the internal
organizational structure
Prioritize efforts and
focus intent
Have a living artifact as a
tool

33. Five Surprising Findings,
Two Clients

34. #1:
Johns Hopkins University
School of Advanced
International Studies

35. JHU SAIS
Process
Conduct
interviews with
target audience
Staff read
transcripts and
workshop in
teams
Gather student
feedback in two
rounds of workshops
Follow up
workshop on
campus to plan
content
opportunities

36. Confusing Economics
Requirement
The Big Aha!

37. :
EXCITEMENT:
“I want to take my career to the next level!”
“I’ve finally figured out my next step in life.”
“New opportunities!”
me for me to level up my skills.
Take the GRE.
TAKE REQUIRED TESTS
I should get my degree before we start a family.
while before grad school?
really do this? Do I know how to be a student again?
Who can advise me?
What will I do with this degree?”
What do I want with my career, long-term?
TALK WITH
PEOPLE I TRUST
Supervisor and colleagues.
Parents and friends.
What’s an M.A.? What does it do for me?”
What’s this economics
requirement for? Can I
handle it?
How flexible are the program tracks?
How much will I make, salary-wise, based on my academic concentration?
What are the top schools? What are their street reputations?
Places where I’ll have a “ready” personal support network.
Places where I want to live most.
will allow me to take time off.
My favorite college professors and mentors. Alumni I know from the program.
What resources are available there? At large?
CURIOSITY:
“What are all the things I can do while I’m in grad school?”
CONTENTMENT:
“With the work experience I’ve had, school is going to be a great next step!”
CONFIDENCE:
“I know what field of study I want to pursue.”
AMBITION:
“I think I can go back to school and work full-time.”
If I want a different
career in two years, can
I change my mind?
Take the Chinese proficiency test.
y for a Fulbright scholarship.
Take the TOEFL.
What’s APSIA?
Is it better to have famous professors or professors I’ll have access to?
EXCITEMENT:
“The future is here.”
“I know what my top choice is.”
“So opportunities open to me, post-degree!”
“I found the program I wanted in the city I want to live in.”
RELIEF:
“The hard part is almost ov
Can I afford this?fford this? Can I affo
DC or Bo
what’s ev
How does econ get me a job? Wh
Talk with my partner or significant other.
AWE:
“SAIS has a great reputation internationally.”
“People in the know, know SAIS.”
“The caliber of people who speak at SAIS are amazing. ”
a master’s degree is mandatory.
already had and places I’ve already been.
Places I can build a strong professional network.
money I’m investing, I
m a name that will be
by anyone.
CERTAINTY:
“I feel sure about my future career.”
ENTHUSIASM:
“I’m enjoying this process of research and discovery.”
Current students I know in the program.
How do concentrations work?
What programs make me most competitive in the market?
What are my chances of getting in?
The U.S. offers mo
will get me there.
Will applying to Bologna in
chance of getting accepted?
ENCOURAGEMENT:
“I feel encouraged after talking to SAIS alumni and
doing my research.”
EMPOWERMENT:
“I’m pursuing a master’s degree in international
relations!”

40. Which Location?
The Big Aha!

45. Second Concentration
The Big Aha!

46. se student population.”
Can I afford this? Can I afford this?
re how to decide or
e program.
visit campuses before making a final decision?
Can I get more money?
How far can I push uncertainty?
What do I need to do to get there?
?
Is Bologna an actual SAIS campus?
OPTIMISM:
“Can’t wait to see what the future holds for me.”
ANTICIPATION:
“I’m going to be learning from renowned scholars.”
work paid off, I’m in!”
CONTENTMENT:
“I’m exactly where I want to be.”
MOTIVATION:
“I’m going to get through the econ requirement.”
STRESS:
“The USA process was really stressful.”
“What are my next steps?”
“Where am I going to live?”
“How can I find roommates who I’ll live living with?”
“Can I really afford to be a grad student?”
FEAR, ANXIETY, and SHEER PANIC:
“Can I handle a year abroad?”
“Is it worth going into debt?”
“Where am I going to get $3,000?”
“I’m so afraid of making the wrong decision.”
UNCERTAINTY:
“After all this time and all this effort, I’m still not
sure what’s best for me and my career.”
DISAPPOINTMENT:
“I haven’t gotten nearly enough aid to feel good about moving forward.”
SUDDEN REALIZATION:
“Relocating is really a big deal!”
am accepted into
get in?”
al admission mean?”
I’m paralyzed with indecision.
CURIOSITY:
“I wonder what my new friends will be like.”
Who can answer my questions?
When should I start to plan for life after Nanjing?
When should I start to plan for life after D.C.?
When should I start to plan for life after Bologna?
How do I adjust to academic life at the graduate level?
ANXIETY ABOUT FINANCES:
“Four-hundred-dollar textbooks?!!”
“Plane tickets to D.C. are expensive.”
“How will I budget for living expenses for the next two years?”
“The exchange rate is brutal!”
EXCITEMENT:
“I’m excited to be in a new city!”
“Orientation, meeting peers and faculty, so great!”
“All the new friends I’m making!”
“I’m loving learning about SAIS and exploring the campus and D.C.!”
“Bologna looks awesome from what I’ve seen and heard from current students.”
CONTENTMENT:
“The people here are so helpful and friendly.”
SATISFACTION:
“SAIS has great customer service!”
ANTICIPATION:
“So many great events, clubs, and social activities.”
CONFUSION AND FRUSTRATION:
“A million different emails from a million different people.”
“Why is the registration process so late at SAIS?”
“I feel like I’m a hostage to the process.”
“Who is this bidding guy and why do I need to know him?”
“Why is everything so complicated?”
“Getting my visa and prepping academically while I’m working is overwhelming.”
ANXIETY:
“Is my Chinese good enough for grad-level classes?”
SADNESS:
“I’m going to miss my family and friends.”
TREPIDATION:
“Will I have a life outside of school?”
CHANGE OF HEART:
“I hear LASP has better resources, can I change my concentration?”
PANIC:
“How can I keep track of all these deadlines and details?
”What don’t I know?”
“I’m trying to wrap things up and I keep getting notices
from SAIS about all the things I need to do.”
Bidding system?!?
DISAPPOINTMENT:
“I didn’t know about the bidding system. A lot of the
courses I wanted to take, I can’t get into. ”
HAPPY SURPRISE:
“Such a diverse, international student body!”
“The students at SAIS Europe are emotionally intelligent
and have different values.”
and SAIS
Where will I live?
possibility?
GRATITUDE:
“I felt supported through the entire financial aid process.”
INDECISION:
“I’m torn about which offer to accept.”
FRUSTRATION:
“Getting answers with the timezone difference can be difficult.”
EXCITEMENT:
“This is going to change my life!”
“I’m going to be part of the Johns Hopkins community.”
“D.C. offers me so many opportunities.”
“International environment/travel, yes!”
GRATITUDE:
“I feel welcomed by thew alumni community.”
“I feel welcomed by the SAIS Europe community.”
“Thank you, Facebook group!”
CONFIDENCE:
“My transition to life in Bologna is going well.”
COMFORT:
“I feel at ease with the staff in Europe.”
WORRY:
“I need to keep my GPA up to keep my fellowship.”
“What are my summer internship opportunities?”
“How do I get my visa to the U.S.?”
CONCERN:
“Will language be a barrier?”
se student population.”
Can I afford this? Can I afford this?
re how to decide or
e program.
visit campuses before making a final decision?
Can I get more money?
How far can I push uncertainty?
What do I need to do to get there?
?
Is Bologna an actual SAIS campus?
OPTIMISM:
“Can’t wait to see what the future holds for me.”
ANTICIPATION:
“I’m going to be learning from renowned scholars.”
work paid off, I’m in!”
CONTENTMENT:
“I’m exactly where I want to be.”
MOTIVATION:
“I’m going to get through the econ requirement.”
STRESS:
“The USA process was really stressful.”
“What are my next steps?”
“Where am I going to live?”
“How can I find roommates who I’ll live living with?”
“Can I really afford to be a grad student?”
FEAR, ANXIETY, and SHEER PANIC:
“Can I handle a year abroad?”
“Is it worth going into debt?”
“Where am I going to get $3,000?”
“I’m so afraid of making the wrong decision.”
UNCERTAINTY:
“After all this time and all this effort, I’m still not
sure what’s best for me and my career.”
DISAPPOINTMENT:
“I haven’t gotten nearly enough aid to feel good about moving forward.”
SUDDEN REALIZATION:
“Relocating is really a big deal!”
am accepted into
get in?”
al admission mean?”
I’m paralyzed with indecision.
CURIOSITY:
“I wonder what my new friends will be like.”
Who can answer my questions?
When should I start to plan for life after Nanjing?
When should I start to plan for life after D.C.?
When should I start to plan for life after Bologna?
How do I adjust to academic life at the graduate level?
ANXIETY ABOUT FINANCES:
“Four-hundred-dollar textbooks?!!”
“Plane tickets to D.C. are expensive.”
“How will I budget for living expenses for the next two years?”
“The exchange rate is brutal!”
EXCITEMENT:
“I’m excited to be in a new city!”
“Orientation, meeting peers and faculty, so great!”
“All the new friends I’m making!”
“I’m loving learning about SAIS and exploring the campus and D.C.!”
“Bologna looks awesome from what I’ve seen and heard from current students.”
CONTENTMENT:
“The people here are so helpful and friendly.”
SATISFACTION:
“SAIS has great customer service!”
ANTICIPATION:
“So many great events, clubs, and social activities.”
CONFUSION AND FRUSTRATION:
“A million different emails from a million different people.”
“Why is the registration process so late at SAIS?”
“I feel like I’m a hostage to the process.”
“Who is this bidding guy and why do I need to know him?”
“Why is everything so complicated?”
“Getting my visa and prepping academically while I’m working is overwhelming.”
ANXIETY:
“Is my Chinese good enough for grad-level classes?”
SADNESS:
“I’m going to miss my family and friends.”
TREPIDATION:
“Will I have a life outside of school?”
CHANGE OF HEART:
“I hear LASP has better resources, can I change my concentration?”
PANIC:
“How can I keep track of all these deadlines and details?
”What don’t I know?”
“I’m trying to wrap things up and I keep getting notices
from SAIS about all the things I need to do.”
Bidding system?!?
DISAPPOINTMENT:
“I didn’t know about the bidding system. A lot of the
courses I wanted to take, I can’t get into. ”
HAPPY SURPRISE:
“Such a diverse, international student body!”
“The students at SAIS Europe are emotionally intelligent
and have different values.”
and SAIS
Where will I live?
possibility?
GRATITUDE:
“I felt supported through the entire financial aid process.”
INDECISION:
“I’m torn about which offer to accept.”
FRUSTRATION:
“Getting answers with the timezone difference can be difficult.”
EXCITEMENT:
“This is going to change my life!”
“I’m going to be part of the Johns Hopkins community.”
“D.C. offers me so many opportunities.”
“International environment/travel, yes!”
GRATITUDE:
“I feel welcomed by thew alumni community.”
“I feel welcomed by the SAIS Europe community.”
“Thank you, Facebook group!”
CONFIDENCE:
“My transition to life in Bologna is going well.”
COMFORT:
“I feel at ease with the staff in Europe.”
WORRY:
“I need to keep my GPA up to keep my fellowship.”
“What are my summer internship opportunities?”
“How do I get my visa to the U.S.?”
CONCERN:
“Will language be a barrier?”

47. or the next two years?”
ming.” DISAPPOINTMENT:
“I didn’t know about the bidding system. A lot of the
courses I wanted to take, I can’t get into. ”
BIDDING SYSTEM, EXPLAINED
Infographic or illustration of how
the bidding system works.
WORRY:
“I need to keep my GPA up to keep my fellowship.”
“What are my summer internship opportunities?”
“How do I get my visa to the U.S.?”

50. OPPORTUNITIES:
THOUGHTSFEELINGSACTIONS
POSITIVE EMOTIONS:
NEGATIVE EMOTIONS:
The Journey for Prospective Master’s Level StudentsJohns Hopkins SAIS
UNDERSTAND & EXPLORE NARROW OPTIONS & APPLY DECIDE & ACCEPT COMMIT & TRANSITIONBEFORE SEARCH
INVESTIGATE GRADUATE SCHOOLS
Google “top IR schools.”Talk with admissions counselor and staff.
Consider school size and location.
High-Touch High-Tech
Look at tuition costs.
Look at admissions requirements.
Look at rankings.
EXCITEMENT:
“I want to take my career to the next level!”
“I’ve finally figured out my next step in life.”
“New opportunities!”
It’s time for me to level up my skills.
UNCERTAINTY:
“Which program suits my needs?”
“So many options. What program is best for me.”
OVERWHELMED:
“A lot to do to prepare!”
SELF-DOUBT:
“Am I good enough for this program?”
Take the GRE.
APPLY
COMPARE POTENTIAL OPTIONS
Create Google spreadsheet of programs.
Complete admissions applications.
Gather supporting documentation.
Explore scholarship opportunities.
Decide which campus I want to start at (SAIS).
CONSIDER QUALITY OF LIFE
Size of school.
Cost of living.
Diversity.
TAKE REQUIRED TESTS
Look at each program’s structure in depth. Decide how many schools I can afford to apply to.
PREPARE FOR MY TRANSITION
Share my decision on social.
Join groups for accepted students.
COMPARE OFFERS
Wait for acceptance letters.
DISCUSS WITH
PEOPLE I TRUST
Talk with teachers and counselors.
Talk with parents, family, and friends.
Talk with current students.
Compare financial aid packages.
Attend orientation and welcome events.
GET SETTLED.
Purchase books and course supplies.
Find a job on campus.
Register for classes.
CORE BELIEFS:
I should get my degree before we start a family.
Should I work for awhile before grad school?
Can I really do this? Do I know how to be a student again?
Who can advise me?
What will I do with this degree?”
What do I want with my career, long-term?
TALK WITH
PEOPLE I TRUST
Supervisor and colleagues.
Parents and friends.
Current students.
What’s an M.A.? What does it do for me?”
What’s this economics
requirement for? Can I
handle it?
How flexible are the program tracks?
How much will I make, salary-wise, based on my academic concentration?
What are the top schools? What are their street reputations?
CONSIDER GEOGRAPHY
Schools close to organizations I want to work for.
Places where I’ll have a “ready” personal support network.
Places where I want to live most.
See if my employer will allow me to take time off.
Places I may be able to immigrate to.
Places most relevant to my career interests.
My favorite college professors and mentors. Alumni I know from the program.
What resources are available there? At large?
CURIOSITY:
“What are all the things I can do while I’m in grad school?”
CONTENTMENT:
“With the work experience I’ve had, school is going to be a great next step!”
CONFIDENCE:
“I know what field of study I want to pursue.”
AMBITION:
“I think I can go back to school and work full-time.”
FEAR:
“What if I don’t get in?”
“Am I making the right decision?”
“Is this really the next best step for me?”
“This is going to be expensive, I better get this right!”
“Will I be welcome, given the current politics and governmental leadership?”
If I want a different
career in two years, can
I change my mind?
Look at faculty credentials and publications.
Take the Chinese proficiency test.
Apply for a Fulbright scholarship.
Social activities.
Faculty.
Take the TOEFL.
WECHAT.
Compare costs.
Decide which programs offer the most flexibility.
Look at employment outcomes data (CBA).
Compare long-term immigration prospects.
Compare concentrations options.
Compare admissions requirements and processes.
Compare degree types (IR vs. other degrees).
Look at signature opportunities (labs, field trips)
outside the classroom.
Decide on my top schools/safety schools.
Weigh practical/experiential vs. theoretical approach.
Check language requirements (credit vs. non-credit).
“Foreign Policy” Magazine
ACS Recommended Schools (MIPP)
What’s APSIA?
Is it better to have famous professors or professors I’ll have access to?
I want to be challenged. Whatever the cost, my education will be
worth the return on investment.
EXCITEMENT:
“The future is here.”
“I know what my top choice is.”
“So opportunities open to me, post-degree!”
“I found the program I wanted in the city I want to live in.”
RELIEF:
“The hard part is almost over and out of my hands.”
FATIGUE:
“Another essay?”
FEAR, ANXIETY, and SHEER PANIC:
“I hate standardized tests and am afraid I won’t do well on them.”
“OMG, I have to take the GRE again since I took it six years ago!”
“I need to get WHAT score on my GRE?”
“I’ve got only one person who I can get to write a recommendation for me.”
“The deadlines are around the corner!”
“If I don’t even have time to apply, how am I going to handle work and school at the same time?
”I fear economics.”
UNCERTAINTY and DOUBT:
“Did I make the right choices on schools?”
“Should I apply to more schools?”
“Which schools will accept me?”
“Which school will really be the best fit?”
ANTICIPATION:
“I’m looking forward to studying among a diverse student population.”
AMBIVALENCE:
“Am I really ready to take a leave from working?”
CONFUSION:
“The school promotes diversity, but I don’t see anyone who looks like me.”
Attend graduate fairs.
Ask to talk with alumni in my country.
Can I afford this?Can I afford this? Can I afford this? Can I afford this? Can I afford this?
DC or Bologna? I’m not sure how to decide or
what’s even possible in the program.
Visit campus.
Read student reviews on professors.
Should I visit campuses before making a final decision?
Can I get more money?
How far can I push uncertainty?
What do I need to do to get there?
How does econ get me a job? What are staff rides?
Is Bologna an actual SAIS campus?
Look at the admitted student website.
Participate in virtual sessions (financial aid, student services, student life).
Make contact with the language studies department (non-native English,
conditionally admitted).
Travel/take one last vacation before grad school.
Talk with my partner or significant other.
Talk with my partner or significant other.
Talk with alumni ambassadors.
Attend alumni receptions.
Attend accepted student days.
Visit campus.
CHOOSE SAIS
Because scholarships made it possible.
Despite getting little/no financial support.
SECURE MY VISA
Connect with Office of International Services.
Re-take the TOEFL.
CONSIDER DEFERRING OR REAPPLYING
Talk with admissions rep.
Weigh the costs of both options.
OPTIMISM:
“Can’t wait to see what the future holds for me.”
ANTICIPATION:
“I’m going to be learning from renowned scholars.”
PRIDE:
“All my hard work paid off, I’m in!”
CONTENTMENT:
“I’m exactly where I want to be.”
MOTIVATION:
“I’m going to get through the econ requirement.”
STRESS:
“The USA process was really stressful.”
“What are my next steps?”
“Where am I going to live?”
“How can I find roommates who I’ll live living with?”
“Can I really afford to be a grad student?”
FEAR, ANXIETY, and SHEER PANIC:
“Can I handle a year abroad?”
“Is it worth going into debt?”
“Where am I going to get $3,000?”
“I’m so afraid of making the wrong decision.”
UNCERTAINTY:
“After all this time and all this effort, I’m still not
sure what’s best for me and my career.”
DISAPPOINTMENT:
“I haven’t gotten nearly enough aid to feel good about moving forward.”
SUDDEN REALIZATION:
“Relocating is really a big deal!”
DISAPPOINTMENT:
“ I didn’t get in.”
ANGER:
“What do you mean I am accepted into
the wrong program?”
SELF-DOUBT:
“Am I good enough to get in?”
“What does conditional admission mean?”
PROCRASTINATE
I’m paralyzed with indecision.
CURIOSITY:
“I wonder what my new friends will be like.”
Quit my job.
Create a budget.
Investigate insurance options.
Work out spouse/child issues.
Learn about the bidding system.
Buy swag.
Who can answer my questions?
When should I start to plan for life after Nanjing?
When should I start to plan for life after D.C.?
When should I start to plan for life after Bologna?
How do I adjust to academic life at the graduate level?
Pay fall tuition bill.
FIND HOUSING
Sign a lease.
Find potential roommates on Facebook and Craigslist.
Research neighborhoods.
View or visit different spaces.
Decide whether to attend pre-term.
Figure out necessary immunizations.
Acquire THED ID.
Acquire I20.
Graduate.
Investigate funding for internships.
Complete entry survey.
Say goodbye.
Use a housing service.
Complete housing form to report preferences.
Buy a bike.
Buy a Metro card.
Set up a bank account.
ANXIETY ABOUT FINANCES:
“Four-hundred-dollar textbooks?!!”
“Plane tickets to D.C. are expensive.”
“How will I budget for living expenses for the next two years?”
“The exchange rate is brutal!”
EXCITEMENT:
“I’m excited to be in a new city!”
“Orientation, meeting peers and faculty, so great!”
“All the new friends I’m making!”
“I’m loving learning about SAIS and exploring the campus and D.C.!”
“Bologna looks awesome from what I’ve seen and heard from current students.”
CONTENTMENT:
“The people here are so helpful and friendly.”
SATISFACTION:
“SAIS has great customer service!”
ANTICIPATION:
“So many great events, clubs, and social activities.”
CONFUSION AND FRUSTRATION:
“A million different emails from a million different people.”
“Why is the registration process so late at SAIS?”
“I feel like I’m a hostage to the process.”
“Who is this bidding guy and why do I need to know him?”
“Why is everything so complicated?”
“Getting my visa and prepping academically while I’m working is overwhelming.”
ANXIETY:
“Is my Chinese good enough for grad-level classes?”
Figure out where to shop.
Move.
Complete prerequisite classes for conditional admission.
SADNESS:
“I’m going to miss my family and friends.”
TREPIDATION:
“Will I have a life outside of school?”
CHANGE OF HEART:
“I hear LASP has better resources, can I change my concentration?”
PANIC:
“How can I keep track of all these deadlines and details?
”What don’t I know?”
“I’m trying to wrap things up and I keep getting notices
from SAIS about all the things I need to do.”
Bidding system?!?
SAIS
AWE:
“SAIS has a great reputation internationally.”
“People in the know, know SAIS.”
“The caliber of people who speak at SAIS are amazing. ”
For what I want to do, a master’s degree is mandatory.
Take a year off after getting my bachelor’s degree.
gradcafe.com
Talk with SAIS professors in my program.
Places that complement the experiences I’ve
already had and places I’ve already been.
Apply for early notification.
Because it’s more highly ranked and selective.
Places I can build a strong professional network.
Pay my deposit.
Complete online tutorials provided by SAIS.
DISAPPOINTMENT:
“I didn’t know about the bidding system. A lot of the
courses I wanted to take, I can’t get into. ”
Talk with program coordinators.
HAPPY SURPRISE:
“Such a diverse, international student body!”
“The students at SAIS Europe are emotionally intelligent
and have different values.”
Google “___” alumni.
Begin my career in international relations.
I need to leave my comfort zone to grow
and, ultimately, to be more marketable.
Read class descriptions.
For the time and money I’m investing, I
want a degree from a name that will be
easily recognized by anyone.
DECISION MATRIX/CAREER
BUILDING TOOL
An interactive feature that leads
people through possible pathways
for their goals. Include locations.
SAIS/SAIS EUROPE COMPETITIVE BENEFITS:
- Small Campus, Intimate Relationships, Dynamic Community
- European AND U.S. perspective, interactive classroom experience
- Career Services and Other Students Services
- Networking Opportunities
- Multidisciplinary (Well-Rounded) Education Experience
- 35-40 Countries in the Student Body
- Percentage of SAIS Students Spend a Year at SAIS Europe
- Language Options
- Average Fellowship and Aid Awards (American & International Students)
DIRECT ECONOMICS STATEMENT/
STUDENT TESTIMONIALS
Clear information about the
rationale, benefits, and advantage of
the economics requirements.
HOLISTIC ADMISSIONS
Prominent explanation of the
School’s holistic application
review process.
INTERACTIVE MAPS
Maps that shows SAIS’, SAIS
Europe’s, and HNC’s
proximity key resources.
COMPREHENSIVE APPLICATION
CHECKLIST
Everything you need to know —
including testing requirements — at
a glance.
CONNECTION OPPORTUNITIES
With admissions and aid counselors,
students, alumni, and faculty
members. Group. One-on-one.
Virtual. QA Sessions.
“WHAT MAKES SAIS WORTH IT?” CONTENT:
- Testimonials about Experiential Learning (not based on concentration)
- Theme-Based Presentations with Faculty (domestic/international)
- Testimonials About Global Career Treks
- Faculty Stories/More Background on Professors
- Detailed Course Information and Faculty Bios
- Sample of a Typical Semester “Beyond the Classroom”
- “Only at SAIS” Distinctions
- “You can change paths/direction with the SAIS program.”
COST AND AFFORDABILITY CONTENT:
-Cost of Living Information/Graphics (D.C. and SAIS Europe)
INTERPERSONAL CONNECTION OPPORTUNITIES:
- Promotions of Coffee Chats and “Suggest a City” CTA
- Alumni Interview Program
- Database of SAIS Alumni Undergraduate Institutions
VISIT OPTIONS
Promote formal, informal, and
virtual (SAIS Europe) visit options
for admissions students on the
public site.
ADVISING CONTENT/FEATURE
Find ways to provide program
advice and financial counseling in a
personal but scalable way.
EVENTS INFORMATION
Open Houses, events, cocktail
receptions.
Amped Up ROI Messaging
“10 Things to Get Excited About”
Visible Admitted Students Site
Humorous Content to Ease Stress
Outside Sources for Funding to Consider
Extracurricular Activities at SAIS Europe
ONBOARDING CHECKLIST
Comprehensive information:
- School contacts for help
- Tips on moving to D.C.
- Tips on moving to Bologna
- Three budget models
- Virtual tours/photo galleries
- Local deals and discounts
- Local gyms and shops
HOUSING HELP
Advice on neighborhoods, factors to
consider, average costs, typical
process.
BIDDING SYSTEM, EXPLAINED
Infographic or illustration of how
the bidding system works.
Student Blogs or Online Forums for Big Questions
Joint/Multidisciplinary Networking Opportunities
P2P Platform for Housing (finding roommates and assuring legacies for apartment rentals)
“Speak With a Current Student (Adobe Connect)
Financial Planning Workshops
Better Information for Conditional Admit Students
Concierge-Level Service and Support Promotion
Virtual Session Promotion
WAYFINDING CONTENT:
- “Things I Could Become Qualified For” (showcase class clusters)
- Glossary of Industry Standard Terminology
- Early Information on the Bidding System
- Visa and Housing Process Information
CERTAINTY:
“I feel sure about my future career.”
RELIEF:
“I’ve found the right program!”
ANXIETY:
“I don’t have the skills right now to
progress in my career.”
ENTHUSIASM:
“I’m enjoying this process of research and discovery.”
Look at switching careers.
Attend APSIA events.
Current students I know in the program.
Attend UNIBO presentation.
Look specifically for one-year programs.
How do concentrations work?
What programs make me most competitive in the market?
Talk with students who got admitted AND got funding.
Look at programs that focus on World Bank, the
U.N., and other places I’d like to work.
What are my chances of getting in?
The U.S. offers more opportunities, and SAIS
will get me there.
Will applying to Bologna increase my
chance of getting accepted?
ENCOURAGEMENT:
“I feel encouraged after talking to SAIS alumni and
doing my research.”
EMPOWERMENT:
“I’m pursuing a master’s degree in international
relations!”
Join Facebook group.
Talk with alumni I know.
Talk with my mentors.
Go to gradcafe forum.
Where will I live?
I already have one master’s. What does SAIS offer me?
Is a PhD a possibility?
How does the visa process work?
GRATITUDE:
“I felt supported through the entire financial aid process.”
INDECISION:
“I’m torn about which offer to accept.”
FRUSTRATION:
“The application process is frustrating.”
FRUSTRATION:
“Getting answers with the timezone difference can be difficult.”
Enroll in Italian language class.Go into offices to ask my questions. Look at online resources.
Evaluate the advantage of having one
year in Italy and one in the U.S.
EXCITEMENT:
“This is going to change my life!”
“I’m going to be part of the Johns Hopkins community.”
“D.C. offers me so many opportunities.”
“International environment/travel, yes!”
GRATITUDE:
“I feel welcomed by thew alumni community.”
“I feel welcomed by the SAIS Europe community.”
“Thank you, Facebook group!”
CONFIDENCE:
“My transition to life in Bologna is going well.”
COMFORT:
“I feel at ease with the staff in Europe.”
WORRY:
“I need to keep my GPA up to keep my fellowship.”
“What are my summer internship opportunities?”
“How do I get my visa to the U.S.?”
CONCERN:
“Will language be a barrier?”
DETAILED PROGRAM INFORMATION:
- One-Page Presentation
- Admission Requirements
- Average Experience/Work, Scores, GPAs Per Program
- Rankings and Outcomes
- Student Demographics by Career and Industry
- Complete List of Classes
- Program Specific Events-
Alumni Testimonials and Trajectories
STUDENT TESTIMONIALS:
- Careers They’re Pursuing
- How They Financed Their Education
- What Students Apply For vs. What They Really Do
Global Careers Video: “This Is What Matters”
FAQ Video to Address Common Fears
Interactive Costs Graphic to Explain Affordability
Beefed-Up Presence of “You Are Welcome” Messages

51. #2:
University Medical Center
in Large City

52. Medical Center
Process
Conduct
interviews with
students from
MPH program
Identify unique
personas within
target audience
On-campus
workshop with
faculty & staff to “fill
the gaps”

53. Prospective Student
Motivations
The Big Aha!

67. Common Issues &
Shared Passion
The Big Aha!

78. In Summary
Focus on
your
institution
Focus on
your target
audience

79. Resources
Resources
Partner With Us
Download Explore
Resource Kit

80. Thank You!
NICOLE LENTINE
(773) 770-4765
nicole.lentine@mstoner.com
KAYCEE WOODFORD
(817) 601-1573
kaycee.woodford@mstoner.com