Enrollment marketing may not seem like the most glamorous aspect of higher education, but for PJ Woolston, Vice Chancellor for Enrollment Management at IU Indianapolis, it’s an art form.
During our recent conversation on The Vinedown, PJ shared insights into the role of swag (yes, swag!) in creating memorable and lasting connections with prospective students. From thoughtful giveaways to bridging guidance gaps, PJ’s approach goes beyond the surface, delivering practical strategies with a human touch.
Let’s start with the star of the show—swag. Whether it’s a long-sleeve shirt that becomes your go-to for chilly mornings, or a customized penlight that doubles as a nursing tool, PJ emphasizes that the best swag is “sticky.” It stays with people, not just physically but also emotionally, making a lasting impression.
The goal isn’t just to hand out freebies, but to give items that are useful and resonate with the recipient. For instance, a t-shirt might seem like an ordinary giveaway, but as PJ explains, its utility across seasons and settings turns it into something much more—a piece of your brand that students and parents alike keep coming back to.
PJ’s love for swag goes hand-in-hand with his philosophy of meaningful engagement. When discussing recruitment, he shared examples of swag tailored to specific audiences, such as nursing students receiving professional-grade penlights or prospective music students getting Circle of Fifths stickers or kazoos. These items aren’t just novelties—they’re tools that allow students to imagine themselves thriving in the program.
This strategy extends to the larger goal of closing a knowledge gap. PJ stresses the importance of giving students and families resources that fill knowledge gaps in ways that are both practical and memorable. As a result, swag becomes an avenue for storytelling—helping prospective students envision their future at IU Indianapolis.
As we look toward a future of increasing automation, the challenge is clear: How do institutions maintain the personal touch when processes like applications and admissions become frictionless? PJ predicts that hyper-personalization will evolve beyond targeted messaging to include deeper connections through faculty, extracurricular activities, and hands-on experiences.
“It’s about making those connections on multiple levels,” PJ says. “When a student feels excited about their program of study or the people they’ve met, that’s when they choose your institution—not because of a streamlined application process.”
Not all swag is created equal, and PJ doesn’t shy away from sharing lessons learned. Stress balls? A hard pass. Soft bones as medical school giveaways? Let’s not. And don’t get him started on the multi-tool knife debacle—great in theory, but a TSA nightmare in practice. The key, PJ explains, is thinking through every aspect of the item’s lifecycle—from the moment it’s picked up to its lasting impact at home.
Conversely, items like harmonicas and kazoos, when paired with an engaging activity, transform into meaningful keepsakes. The humor and camaraderie these items generate at events become part of the story that students carry with them, long after the moment has passed.
Running enrollment for a major institution like IU Indianapolis means playing the numbers game, but PJ views the big picture through the lens of smaller, individual connections. By working closely with faculty and tailoring outreach to specific interests, his team ensures that every interaction, from campus visits to swag distribution, has a purpose.
When asked about balancing scale and intimacy, PJ sums it up perfectly: “The big number comes from all the little numbers.” Each meaningful interaction adds up to create the kind of loyalty and affinity that drive enrollment success.
As automation reshapes higher education, the need for genuine human connection will only grow. For PJ, the future of enrollment marketing lies in creating moments of affinity, whether through the right piece of swag or a transformative conversation with a faculty member. After all, the decision to choose a college isn’t made by algorithms—it’s made in those moments where students can see themselves thriving.
And yes, sometimes it’s made one bucket hat at a time.
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