🎥 Watch the Full In-Depth Discussion

For a deeper dive into this case study, watch our live session with Ken Withers, Director, Office of Student Recruitment from University of Toronto:🔗 Watch Here

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The Challenge: A Solution to Summer Melt

The Challenge: A Solution for Summer Melt

The University of Toronto (UofT) is one of the most globally recognized universities in the world, welcoming over 17,000 first-year students annually. However, like many institutions, they face a major challenge: keeping students engaged and committed during the long waiting period between receiving an offer and arriving on campus—commonly known as summer melt.

As Ken Withers, Director of Student Recruitment at UofT, puts it:

"When that family receives that offer letter, there's a tremendous amount of excitement. But it's almost detrimental in a way because people get on such a high that it's hard to keep them there for an extended period of time."

With universities now issuing offers earlier in the year to gain a competitive edge, this waiting period becomes a critical risk factor. Excitement fades, competing offers roll in, and students question whether they truly belong. Traditional methods—emails, viewbooks, and social media—are not enough to maintain that connection. So how can UofT sustain student excitement, build confidence, and reinforce their decision to enroll? The answer lies in community building.

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The Opportunity: Creating a Strong Sense of Belonging Before Arrival

 "Students want to know that they’re going to belong at the institution they choose. And that’s really hard to do in emails or brochures." – Ken Withers, UofT

UofT realizes that showing students their potential community—not just through marketing materials but through real relationships—is the key to reducing summer melt.

They need a solution that:
✅ Connects students before arrival
✅ Reinforces a sense of belonging
✅ Creates streamlined student support networks
✅ Lightens the load on university staff

Goin’ provides exactly that. To combat summer melt and ensure that students feel a sense of belonging before arriving, Goin’ creates a dedicated, safe space where the University of Toronto can offer holders can connect, build friendships, and support one another.

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Why a Community is Essential for Universities to Adopt

“We spend so much time talking about ‘right fit’ in higher education, yet we often forget that students don’t truly know if they fit until they experience the community firsthand.” – Ken Withers, UofT

Many universities rely on traditional marketing strategies to showcase their institution—beautiful pictures of campuses, glossy brochures, and well-curated emails. But Ken Withers emphasizes that none of this replaces the need for students to feel a real sense of belonging.

“I've sat in meetings at different universities where we all pound the table saying, ‘This is why we’re distinct.’ But the reality is, every competing university is saying the exact same thing.”

“We tell students our university is the best place for them. But the truth is, they want to figure that out for themselves. And that’s really hard to do when all they’re seeing are marketing materials.”

This is why a community-based approach is so critical:
🚀 It lets students experience belonging before they arrive.
🚀 It helps students see themselves as part of the university—not just applicants.
🚀 It creates an emotional investment that can’t be replicated through emails.

For Ken Withers, adopting Goin’ isn’t just about yield—it is about making students feel at home before they even step foot on campus.

💬 "We pilot this program, and now there's growing interest in expanding it across more divisions. It is an easy win."

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The Results: Transforming Student Engagement & Confidence

After launching their Goin’ community, UofT saw immediate and measurable success:

📌 250,000+ messages exchanged – students actively engaging with one another, reducing anxiety and increasing excitement.
📌 50,000+ connections made – students building friendships that would have otherwise been unlikely.
📌 200+ student-created groups – showing their eagerness to connect beyond just academics.
📌 109 nationalities represented – breaking down barriers and ensuring true integration, rather than students being confined to separate social media groups.
📌 Each student typically forms about 1.5 friendships before arriving, but with Goin’ they build an average of 24 connections—a 16-fold increase in meaningful relationships even before setting foot on campus.

“What we saw happening was that students realized there were so many people just like them. Either from their country or even from another country, often with similar interests. That connection made a real difference in how they felt about UofT.” – Ken Withers

Less Staff Effort, More Student-Led Support

One of the biggest surprises for UofT is how self-sustaining the community becomes. Instead of relying solely on university staff for information, students answer each other’s questions, significantly reducing the burden on support teams.

"We don’t have 3,000 employees to answer questions for 3,000 students. Any questions that can be answered through the network are incredibly valuable." – Ken Withers, UofT

Key Impacts for University Staff:

✔️ 60% of student questions are answered by peers – freeing up staff to focus on more complex student needs.
✔️ No additional admin is required – the community runs itself with minimal university involvement.
✔️ More confident, better-prepared students – leading to a smoother transition into university life.

“Goin’ has allowed us to focus on the students who really need us. Now, our staff has more time to help with serious concerns instead of answering repetitive logistical questions.”

 "There’s almost no administrative time involved, which is a huge advantage. Hiring enough people to run these programs is always a challenge, so for us, this was an easy solution.”

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Watch the Full Discussion & Learn More

🎥 Want to dive deeper into UofT’s experience? Watch our live session where Ken Withers and the Goin’ team discuss the full impact of this initiative:
🔗 Watch Here

🚀 Interested in seeing how Goin’ can help your university build a thriving student community? Let’s start the conversation today by scheduling a meeting with us today.