Wikipedia defines a silo as a structure for storing materials. When you compare a silo to a technology center that material becomes knowledge with individual silos representing the individual offices and departments that are created to store that knowledge. Silos tend to create communication barriers and the free exchange of ideas begins to break down between the members of the origination.
One of the principles of enrollment management is to bring together the key players in marketing, recruitment, admissions and retention. Breaking down existing barriers that are either real or artificial allows more opportunities for the free flow of information.
By having the marketing and recruitment staff in the same meeting, you bring together the staffs that communicate on a daily basis with the students and that staff that is responsible for the brand identity of the technology center.
A marketing person knows how to lay out an organizational viewbook. They have an eye for how photos of students will interact with typeface and can put a storyboard together. The recruitment person knows what students are interested in. They know a student wants to know about their opportunities, not necessarily the rigor and relevance of a course or major. By the two working together, a message is created that works well with the student population that is being recruited. Together they can create a powerful message that students will understand with the brand recognition of the technology center that parents will recognize.
By bringing together people in different offices through enrollment management, you will build upon the brand of the technology center and begin to unify your message to your constituents. Continue to work in silos, and who knows what the message may be.
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