Access Babson Case Study

Background

Access Babson is designed to support U.S. high school seniors traditionally underrepresented and/or underserved in higher education including: low income, first generation, rural, African American, Latinx, Native American, or Asian American students and is open to any student committed to creating an equitable and inclusive community. This program presents an opportunity to develop a greater understanding of Babson’s approach to equity, access, and inclusion through conversations with members of our community including “real talk” sessions with current student leaders.

Approach

Babson’s planning and execution team brought an innovative and analytical methodology to this marquee event by curating a program that provided students the opportunity to engage on DEI topics in an interactive and genuine way. They utilized an on-demand content hub in advance of the program to prepare students for these conversations and set the right expectations for students coming into the program. The pre-recorded content consisted of overviews of Babson programs, the admissions timeline, and resources for coming into Access Babson equipped with a toolkit to help navigate future conversations on DEI.

Results

The data provided from Conduit reporting enabled the Babson team to further segment and personalize their messaging to prospective students that attended the Access Babson program, whether live or on-demand, by capturing their interests and providing actionable insights at the granular student level. 

  • 60% of students who attended live visited the Conduit on-demand content also 
  • 16% of attendees applied during their visit to the on-demand environment

Ryan Stanley, one of Babson’s talented leads on Access Babson, reflects that:

 “The on-demand content hub for use before our DEI-focused virtual event provided great value. Students arrived having already heard from us on topics like curriculum, our admission review process, special programs, and more. This allowed them to come to the live, interactive event ready to engage on a deeper level and ask more informed questions along the way.”

About Babson College

An independent, not-for-profit institution, Babson is accredited by the Association to Advance Collegiate Schools of Business (AACSB), the New England Association of Schools and Colleges, and the EFMD Quality Improvement System (EQUIS). In the 2020 academic year, more than 2,361 undergraduate and nearly 996 graduate students are attending Babson, representing more than 80 countries.

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