Valparaiso University: Schools doing it right

How does a small University in Indiana recruit students in a year fraught with challenges from a global pandemic?

They get personal

For Valparaiso University, located in Northern rural Indiana, standing out to prospective students meant playing to their strengths. 

With only 3,100 students in a town of 32,000, Valpo offers a more intimate experience, deeper relationships and better connection than most big Universities. 

A Valpo education is built on three pillars: career-focused majors, student-focused faculty, and experience-focused learning opportunities. Why? Because it works. More than 97 percent of recent Valpo undergraduates are employed or in graduate school. And they’re building their careers in more than 35 states and 15 countries.

“Valpo is as much a community as it is a school. The size of our campus and the programs we run bring a closeness that most other schools can’t match, and we pride ourselves on this difference.”


That community is a crucial differentiator for Valpo in the recruiting process, and selling prospective students the value of a tight-knit experience when they can visit campus and meet their fellow students brings that to life.

That is until you’re in the middle of a global pandemic.

Adapting to a new reality

For Valparaiso University, the new reality means continuing to deliver connection and a sense of community through personal video messaging. 

The University knew that if they couldn’t bring prospects to the campus, they’d get the stories and experiences of the campus to prospects. 

1. Finding a new way
Delivering a handful of videos to a small group of students is easy, but how do you deliver hundreds of videos from dozens of staff and ensure they all have the right message and are delivered properly?

“We knew we wanted to use video more in the recruiting process, its popularity, reach, and engagement is simply too much to ignore” - ATTRIBUTE

“In our first week using Goodkind, we sent out videos to seventy-five prospects that had previously been sent an offer and had yet to decide on attending Valpo. Of these seventy-five prospects, we signed over fifteen immediately after sending the videos.” ATTRIBUTE

Goodkind makes it easy for Universities of all sizes to transform their messaging by putting a face to their outreach and building the kind of connection that makes students feel seen and cared for. 

2. Maximizing the channel
How do you know your efforts are working unless you measure effectiveness?

With Goodkind, understanding how well your videos resonate with prospects is as important as the videos themselves. 

With detailed usage stats, not just what videos were watched, but how much, when and how many times, administrators on the platform understand to the individual how well videos are resonating.

Goodkind also works behind the scenes to highlight the storytellers ( the people recording videos ) who drive the highest levels of engagement and will even suggest language and messaging that works best. 

3. Doubling-down on the results
With recruiting in progress for the 2022 school season, the team at Valparaiso is expecting even bigger things from the personal video.

“Valparaiso University used Goodkind to engage students who received offers for its Fall 2021 program. The admissions team sent over 500 stories from student Ambassadors and Orientation group leaders to deliver engaging messages. With an over 90% page visit rate, Goodkind stories helped Valparaiso University onboard faster without overwhelming the incoming students. For 2022, we’re going to use it across our entire recruiting process”


By doubling down on the use of video, Valparaiso rides the ever-growing demand for more video content and delivers what prospects want, a sense of belonging and community. 

By the numbers

78% of people report watching videos online each week, with 55% of those watching daily. (Social Media Week)

69% of people say they’d most prefer to learn about a new product or service by watching a short video. (Wyzowl)

85% of people would like to see more videos from brands in 2021. (Wyzowl)

The average person will spend 100 minutes each day watching online videos in 2021. (Zenith Media)

Welcome to Goodkind

Goodkind personal video messaging is how great universities are transforming recruitment and building more human connections.

By bringing a human face, and a personal touch to your outreach, you demonstrate the kind of care that stands out in a crowded, increasingly congested market. 

If you’d like to hear more about how Goodkind can help your admissions and recruiting efforts, drop us a line, and we’ll get in touch with more information.

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