Category: AI strategy

  • Digital Darwinism in Higher Ed: Adapt Your Marketing for AI — or Get Left Behind [Webinar]

    Digital Darwinism in Higher Ed: Adapt Your Marketing for AI — or Get Left Behind [Webinar]

    Your students are already running to AI for answers. The only question is — what’s it saying about your institution? More importantly, are you in the conversation or being left out? If you’re not actively shaping how your school shows up in AI-driven search and decision-making platforms, you’re not just invisible — you’re irrelevant.  

    Digital Darwinism in Higher Ed:
    Adapt Your Marketing for AI — or Get Left Behind
    Date    : May 29, 2025
    Time: 2:00 p.m. ET / 1:00 p.m. CT

    In this webinar, Collegis Education’s Ashley Nicklay, Sr. Director of Marketing, and Jessica Summers, Director of Web Strategy, will unpack what “AI-ready” really means for higher ed marketing and enrollment leaders. We’ll explore how generative AI influences the student journey from search to selection, why most websites and content strategies are falling short, and what forward-thinking institutions are doing to lead the algorithm, rather than get buried by it. 

    This isn’t just about better SEO or smarter ads. It’s about understanding how AI evaluates your institution — and making sure you’re feeding it the right data, signals, and story to stay in the game.  

    What You’ll Learn 

    • How AI impacts the early stages of the enrollment journey: Understand how tools like ChatGPT and Google’s AI Overviews influence what students see when exploring colleges.  
    • Why AI prompt bias is real — and how to beat it: Learn how content, structured data and reputation shape AI responses. 
    • What AI actually sees when it looks at your website (and what it may miss): Explore how site structure, clarity and technical markup shape what AI-based tools can find and summarize – and what they may overlook.  
    • What it really means to have an AI-optimized website: We’ll show you our checklist of what your .edu needs to show up in AI-generated answers.  
    • How to future-proof your marketing model in an AI-driven search landscape: Assess your current channels and content strategy for resilience as search becomes more conversational and less click-based.  

    Future-Ready Starts Here: Secure Your Spot 

    The institutions that will thrive tomorrow are learning how to market to machines today. Reserve your seat and find out what it takes to survive the AI era of higher ed marketing. 

    Complete the form on the right to reserve your spot.

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  • Beyond the AI Hype: Strategic AI Implementation in Higher Education

    Beyond the AI Hype: Strategic AI Implementation in Higher Education

    The buzz around AI in higher ed is undeniable. The topic dominated conference discussions at ASU + GSV, with nearly every booth, breakout, and keynote referencing AI somehow. When AI gets tossed around so often, it can be hard to differentiate between what’s real and what isn’t.  

    While the transformative promise of AI is exciting, successful AI implementation requires more than fast adoption. The more important question is: How can institutions move from ideas to impact? 

    The reality is that achieving meaningful results with AI requires more than just purchasing the latest tool. That’s often the easiest part, but it can also be a trap. Tool and tech procurement, absent a well-informed implementation strategy, can add to your technical debt. It’s critical to look beyond the buzzword and first define where you want your institution to be in the future. With your north star in place, you can determine how AI can play a role in a holistic solution. 

    Operationalizing AI for Real Impact 

    Many discussions around AI for higher ed focus on its evolving capabilities to generate content, automate tasks, engage and support students, and handle other critical functions. But what is the impact you’re looking to make, and how are you going to measure the return on investment? Those questions tend to be missing from higher ed’s ongoing AI conversation. Don’t implement tactics (or tools) until you know their role in your broader tech strategy. Too often, there is a heightened sense of urgency to implement and not enough focus on the complexities of weaving these tools into the intricate fabric of an institution. There is no easy button in AI. 

    Trying to catch the AI hype without having a strategic AI implementation plan is like buying state-of-the-art lab equipment before you’ve decided what type of science courses you are going to offer.  Effective integration involves significant change management, process design, and ongoing investment.  

    For example, many schools already use AI-powered agents to assist with student recruitment by answering prospects’ questions and suggesting next steps. These bots can scale engagement significantly — but to be effective, they require meticulous training, constant monitoring, and attentive human oversight to ensure the interaction is aligned with a school’s culture and values. As technology evolves, the operational model must adapt. Without constant care and feeding, AI tools can become outdated, provide incorrect information, or fail to align with the institution’s unique voice and mission. Remember, technology and tool outputs are only as good as the inputs.  

    And the investment isn’t just the initial software cost. The investment also includes ongoing commitment to deployment, integration, training, and ensuring the technology drives the desired outcomes. Many underestimate this operational heavy lifting in the rush to adopt AI, yet it’s the linchpin for success. 

    Start with Strategy, Not Just Software 

    A more effective, pragmatic approach to AI implementation in higher education begins by identifying the institution’s core challenges and strategic objectives. 

    Are you focused on reversing enrollment declines? Improving student retention rates? Enhancing support services? Increasing operational efficiency? By defining your goals and measurable key performance indicators (KPIs) from the outset, you’re in the best position to strategically evaluate how AI — alongside other data, technology, and talent resources — can contribute to a solution that supports the entire student lifecycle. 

    Without this clarity, institutions risk spending significant resources without achieving tangible returns. It’s about focusing efforts, perhaps starting with a contained, controllable area where impact can be carefully monitored and measured, rather than attempting to boil the ocean. 

    Leveraging AI Strategically 

    Currently, many institutions are grappling with important discussions around AI ethics, academic integrity, and preventing misuse by students to cheat. It’s important not to get stuck there. Students who want to circumvent rules will find a way. AI is simply the newest tool. Focusing excessively on policing AI use means missing the boat on its strategic potential. 

    The real opportunity lies in leveraging AI across the entire student lifecycle — from recruitment and enrollment to engagement, support, and retention. AI can personalize outreach, provide 24/7 advising support, identify at-risk students earlier, and automate administrative tasks, freeing up staff for higher-value interactions. It will almost certainly be part of effective solutions, but it shouldn’t be the only part. 

    The Indispensable Human Element  

    In the race to apply AI, we must not forget the crucial role of human intelligence (HI). AI tools, even sophisticated ones, require human oversight. They must train on the correct data and the institution’s values, mission, and unique persona.   

    Humans are essential for guiding AI, correcting its inevitable errors and ensuring its outputs align with institutional standards. Furthermore, education remains a fundamentally human endeavor. While AI can enhance efficiency and scale, it cannot replace true empathy, mentorship, and social-emotional connection, which are vital to student success and belonging. The most effective approach combines the power of AI with the irreplaceable value of human talent — a synergy Collegis champions through its focus on data, tech, and talent. 

    Moving Fast, But Moving Smart 

    The desire to rapidly adopt AI in higher ed is understandable. However, a rushed implementation without a clear strategy is likely to falter. Stepping back to define objectives, plan the integration, and establish metrics is the best way to accelerate the path to meaningful impact. 

    This more deliberate, strategic approach enables institutions to harness AI’s power effectively, ensuring it serves their unique mission and drives measurable results. It’s about moving beyond the hype and focusing on the pragmatic steps needed to make AI work for higher ed, creating sustainable value for the institution and the students it serves. The journey requires careful navigation, a focus on operational reality, and often, a partner who understands how to bridge the gap between potential and practice. 

    Innovation Starts Here

    Higher ed is evolving — don’t get left behind. Explore how Collegis can help your institution thrive.

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  • AI Is Changing How Students Search: Will Your Website Show Up?

    AI Is Changing How Students Search: Will Your Website Show Up?

    AI is no longer a distant disruption. It’s already influencing how prospective students and families search, navigate, and make decisions on higher education websites. As teams responsible for delivering seamless digital experiences, we need to understand the behavioral shifts underway and how to respond strategically.

    Across the institutions we support, we’re seeing early but consistent signals: users expect smarter, faster, and more personalized interactions. These changes are subtle in some places and dramatic in others. But they’re accelerating.

    How AI is changing search behavior

    AI tools like Google’s Search Generative Experience (SGE), ChatGPT, and other large language models are changing how people expect to interact with information. According to a 2023 Pew Research study, 58% of U.S. adults are aware of ChatGPT, and younger audiences are among the most active users. Meanwhile, Google continues testing SGE, which presents AI-generated summaries above traditional search results.

    Students are learning to type full, natural language questions — and they expect precise, context-aware responses in return. This behavior is now showing up in on-site search patterns.

    Across higher ed websites, here are a few things we’re noticing:

    • A rise in long-form, conversational search queries, especially within internal site search tools
    • Increased use of search bars over menu navigation (particularly on mobile). A recent E-Expectations Trend report found that half of high school students use the site search to navigate a website.
    • Across the higher ed websites we support, we see stronger performance on pages that are tailored to high-intent topics like cost, admissions, and outcomes. A recent analysis of over 200 higher ed sites found that 53% of engaged sessions come from organic search — highlighting the importance of content that’s built for both SEO and AI-driven discovery.
    • Additionally, research indicates that 80% of high school juniors and seniors consider an institution’s website the most influential resource when exploring schools. This highlights the critical role of personalized and relevant content in engaging prospective students effectively.
    • These findings emphasize the necessity for higher education institutions to develop and maintain website content that is specifically tailored to the needs and questions of their target audiences to enhance engagement and support enrollment goals.
    • Parents and adult learners demonstrate similar behavior as they vet institutions with a clearer sense of goals and outcomes.

    Ready for a Smarter Way Forward?

    Higher ed is hard — but you don’t have to figure it out alone. We can help you transform challenges into opportunities.

    We still need to get the fundamentals right

    It’s important to say: AI-driven search doesn’t eliminate the need for strong site structure. Navigation menus, clear page hierarchy, and thoughtful content design still matter — a lot. Most users move fluidly between browsing and searching. What’s changing is the expectation for speed, relevance, and control.

    To meet this moment, higher ed websites should focus on:

    • Modernizing internal search tools to move beyond keyword matching and support relevance-based or semantic search with tools like Vertex AI in full-site search tools or even program finders.
    • Designing content around user intent, not just institutional priorities. Emphasize topics that students are searching for — like affordability, flexibility, and outcomes — rather than internal program structures or catalog-style descriptions.
    • Making calls to action easy to find and easy to act on (especially for first-time visitors.) We help partners optimize for conversion with AB testing for placement, messaging, and functionality that best resonates with your audience.
    • Better leveraging personalized and dynamic content to deliver tailored experiences based on user behavior, location, or stage in the journey. For instance, high-intent pages like “How to Apply” can be leveraged to serve personalized content blocks based on the visitor’s context. A returning user who previously viewed graduate programs might see a prompt to schedule a call with a graduate admissions counselor. A visitor browsing from New York in the evening hours could be shown a message about flexible online options for working professionals. These dynamic cues guide prospective students forward in their journey without overhauling the entire site.

    Why this isn’t a one-time fix

    This is not a single redesign or one-time upgrade. Optimizing your site for how people actually use it needs to be a continuous process.

    This should include the following:

    • Reviewing analytics and user behavior regularly
    • Conducting search query audits to identify gaps
    • A/B testing calls to action and user pathways
    • Collecting both qualitative and quantitative research to understand different audience needs

    Higher ed website performance is directly tied to enrollment growth. According to a 2024 survey conducted by UPCEA and Collegis Education to better understand the perspectives of post-baccalaureate students, 62% of respondents said not being able to easily find basic program information on the institution’s website would cause them to disengage.

    The survey focuses on program preferences, delivery methods, and expectations during the inquiry and application processes and offered insights into how these preferences vary by age and degree level.

    How to prepare for what’s next

    To stay competitive and relevant, institutions need to invest in both smart search experiences and a streamlined digital journey. Here are some high-level recommendations:

    1. Audit your internal search functionality. How are users searching your site, and are they getting the right results?
    2. Map user journeys for key audiences. This includes traditional students, adult learners, and family decision-makers.
    3. Evaluate AI integration options. Tools like Google’s Vertex AI or other semantic search platforms can enhance search accuracy and personalization.
    4. Don’t overlook AEO (answer engine optimization). As AI-powered tools reshape how students discover and evaluate schools, it’s time to think beyond traditional SEO. AEO focuses on structuring content to directly answer the natural-language questions students now ask in tools like ChatGPT and Google’s SGE. We can help you begin integrating AEO into your strategy and content planning, so your institution stays visible in the next wave of search.
    5. Treat optimization as ongoing. Staying competitive in the AI era requires continuous improvements grounded in data, user behavior, and evolving search trends. Ongoing commitment to this initiative is crucial.

    Smarter web experiences start now

    The future of higher ed websites isn’t just about making information accessible. It’s about making it findable, meaningful, and actionable – and being able to act fast and stay committed to this work.

    Institutions that recognize how AI is already reshaping user expectations, and respond with thoughtful, strategic digital experiences, will meet today’s learners where they are and build trust for the long-term.

    We’re paying close attention to these shifts and helping institutions make smart, scalable updates. If you’re rethinking how your website supports recruitment, engagement, or conversion, now is the right time to start. Collegis Education supports institutions with strategic marketing and web solutions designed to meet these evolving needs.

    Let’s talk about how we can work together to future proof your web and digital experiences to best support enrollment growth for years to come. 

    See how your website stacks up — Contact us to request your AI Readiness Assessment. 

    Innovation Starts Here

    Higher ed is evolving — don’t get left behind. Explore how Collegis can help your institution thrive.

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  • How a Napkin Sketch Can Unlock Higher Ed Innovation at Your Institution

    How a Napkin Sketch Can Unlock Higher Ed Innovation at Your Institution

    In higher education, it’s easy to feel stuck.

    You know something isn’t working — maybe enrollment processes are clunky, or student support services feel disconnected. You’ve tried new tools, updated systems, created initiatives to create change, and added staff, but the problem persists.  It’s like there’s a giant boulder in your way, and no matter how hard you push, it doesn’t budge.

    It turns out, you don’t need a bulldozer – just a napkin sketch to start building momentum to move the boulder standing in the way.

    It’s a surprisingly simple concept, using visual design thinking exercises to help colleges and universities get unstuck. Not with more tech, or a fancy AI solution, but with more clarity to understand how things work today to create a framework for change tomorrow.

    Because real innovation in higher education doesn’t come from software or a technology — it starts with understanding the systems and the processes you already have so you can visualize what they could be.

    What is a napkin sketch?

    The napkin sketch is exactly what it sounds like: a back-of-the-napkin-style drawing that quickly maps out how a particular process actually works in your institution so it can be reimagined.

    It’s low-tech, but high-impact.

    Think of it as building a gameboard for players to play. Like a Monopoly board, everyone knows the players, the rules, and the steps. It makes the choices that need to be made for each player’s turn clear.  When these choices are laid out visually, it becomes much easier to pinpoint where the real opportunities (and challenges) are.

    What does the napkin sketch exercise entail?

    I usually start these sessions by asking one simple questions with a key follow-up

    • What’s the opportunity for ‘impact’? (What are you trying to accomplish?)
    • What’s preventing progress?

    Then we get to work. Together, we sketch out the entire process: from first interaction to the final outcome. We account for every step, system, and stakeholder that’s involved. We highlight the costs, the tools and technology handoffs, potential delays, and where things might be falling through the cracks.

    We typically conduct the sketch in a virtual drawing space, where we can collaborate in real time to map out the full process. It’s not about polished visuals — it’s about building a shared understanding of how things operate today.

    And in about 60-90 minutes, we always have at least one person in the group say out loud “I didn’t realize that’s how it actually works.” And another will inevitably ask “You’re going to send us this napkin sketch, right? I want to print it out.”

    Ready for a Smarter Way Forward?

    Higher ed is hard — but you don’t have to figure it out alone. We can help you transform challenges into opportunities.

    What can the napkin sketch reveal?

    In our experience working with hundreds of institutions of all shapes and sizes, we’ve found that many face surprisingly similar challenges. This exercise consistently shines a light on hidden opportunities, creating a blueprint for change.

    Common things we uncover include:

    • Manual, repetitive tasks that could be automated or streamlined
    • Workarounds that have become permanent fixtures without anyone questioning them
    • Disconnects between departments, systems, or technologies
    • Operational silos that prevent teams from seeing the full picture or collaborating effectively
    • Missed opportunities to better track, analyze, or act on data
    • Unclear ownership of key steps in the process

    In short, the napkin sketch helps institutions see what’s really going on — and what needs to change to move forward.

    Why does it work?

    Higher ed innovation often stalls because teams are too close to the problem or too deep in their own silo to see the bigger picture. The napkin sketch breaks through that by creating a space for everyone involved to step back and collaborate.

    Here’s why it’s effective:

    • It’s fast — most sessions take an hour or two.
    • It’s visual — helping teams align quickly and clearly.
    • It’s collaborative — bringing together voices from across departments.
    • It’s actionable — revealing next steps that are grounded in reality.

    Most importantly, it shifts the focus away from jumping to solutions and toward understanding the system. Once you understand the system, smart solutions become much more obvious — and effective.

    Real examples of the napkin sketch in action

    Whether it’s enrollment workflows, transcript processing, student communications, or data handoffs between systems or teams, the napkin sketch exercise can help untangle a wide variety of operational challenges. No two institutions are exactly alike, but many face similar complexities — manual processes, siloed teams, and unclear ownership that stall progress.

    Here are a few discoveries we uncovered in recent napkin sketch sessions I’ve led:

    • One institution realized how many steps were involved in processing transcripts — with staff toggling between platforms, uploading the same file in multiple places, and doing manual comparisons. Once the process was mapped, we explored how AI could handle the course match evaluations — saving hours of staff time each week.
    • Another team sketched out their enrollment outreach process and discovered they were sending multiple conflicting messages to students at the same time. The sketch helped them realign their communications and reduce student confusion.
    • A third school wanted to integrate a new tool into their tech stack, but the sketch revealed that the underlying workflow was broken — and that no tool would help until the foundational process was improved.

    In each case, the aha moment didn’t come from buying something new — it came from clearly seeing what was already happening so it could be improved upon.

    What could your napkin sketch uncover?

    If you’re wrestling with outdated processes, disconnected systems, or unclear handoffs — you’re not alone. Many institutions are trying to drive higher ed innovation with limited resources and overwhelming complexity.

    But you don’t need to have all the answers right now. You just need a clearer view of the problem so you can develop a thoughtful solution.

    That’s what the napkin sketch offers: a simple, collaborative way to map your reality, uncover opportunity, and take a smarter next step forward.

    Let’s sketch it out — and see what we find!

    Ready to uncover what’s holding you back?

    Reach out to schedule your own session and take the first step toward smarter solutions.

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  • 2025 Higher Education Trends: What to Watch & How You Can Plan

    2025 Higher Education Trends: What to Watch & How You Can Plan

    Higher education is experiencing transformative shifts as institutions respond to societal, economic, and technological changes. This year is set to bring new opportunities and challenges. We’re always keeping a pulse on the industry and where it’s headed so we can stay proactive and prepared –– ready to support our partners through whatever conditions they’re facing.

    10 most impactful higher ed trends for 2025

    To help institutions stay ahead, we asked our team of experts to share their predictions for this year’s most impactful trends in higher education. From AI and digital transformation to new enrollment strategies, these insights highlight what’s shaping the future of higher ed— and how institutions can adapt.

    1. Increased mergers and consolidations

    The pace of mergers and consolidations among smaller colleges is expected to accelerate in 2025, according to Collegis Education CEO Kim Fahey. With financial pressures and declining enrollment, many institutions will view mergers as a strategic alternative to closure. But these transitions are anything but simple.

    “Mergers involve unique technology requirements and complex data management challenges,” Fahey explains. Successfully integrating applications, systems, and hardware requires expert guidance. Higher ed leaders will look to partner with experienced organizations to help navigate these intricacies.

    2. Heightened focus on data privacy and security

    The information security landscape is becoming increasingly intricate. With 21 comprehensive state privacy laws, alongside European Union (EU) regulations, federal rules, and Title IV requirements, compliance challenges are mounting.

    “Smaller schools often lack the experience and qualifications to manage these threats,” notes Dr. Jason Nairn, CISSP, Collegis VP of Information Technology. Cyberattacks, like phishing and social engineering, are relentless. In 2025, institutions must prioritize more robust cybersecurity measures, leveraging external partnerships and security tools to protect sensitive data.

    3. Acceleration of digital transformation

    Cloud migration will take center stage as institutions transition away from outdated, on-campus systems. While many schools still rely on highly customized platforms, which limits their ability to adopt or migrate to more modern technology, the adaptability and scalability of cloud platforms are simply too compelling to ignore.

    Furthermore, technology infrastructures must be sufficiently modernized in order to capitalize on emerging tech innovations in AI and predictive analysis. This process can’t happen overnight –– it’s an evolution, according to Fahey.

    “Cloud migrations take 18+ months, so schools need to act now,” she emphasizes. An institution-wide commitment to digital transformation will not only modernize operations but also position institutions to stay competitive in an increasingly tech-driven environment.

    4. Adoption of shared services models

    Financial constraints will push smaller schools toward shared services and consortium models to access the technology and expertise they need at a manageable scale. These models allow institutions to pool resources and reduce costs but require significant change management, according to Jeff Certain, VP of Solution Development at Collegis.

    “This will require schools to standardize and make some concessions,” Certain explains. “This could pose a challenge, but they may not have an option.” Institutions must embrace these shifts to remain sustainable while navigating limited budgets.

    5. Growth in career-focused and flexible education

    Programs aligning with workforce needs will gain momentum in 2025. Alternative credentials like microcredentials and certificates will become more prominent, offering shorter, career-oriented pathways for learners.

    “Institutions will increasingly recognize and credit learning outside the classroom, exploring more direct pathways into the workforce,” predicts Dr. Tracy Chapman, Chief Academic Officer for Collegis. This reflects growing demand for flexible, career-focused education that meets student and employer expectations.

    6. Ed tech consolidation and market impact

    It is not just colleges and universities facing consolidation. Ed tech companies and services providers are also reshaping the landscape with their own mergers and acquisitions. While these changes may offer schools more comprehensive solutions, they may not necessarily align with institutional objectives.

    “Some recent acquisitions have led to poorer customer experiences,” Fahey observes. Institutions must carefully evaluate new partnerships to ensure they will deliver meaningful improvements.

    7. Higher Focus on Retention

    With the “enrollment cliff” looming, institutions must double down on maintaining their existing student base as a key to sustainability. Purposeful and cost-effective retention strategies will play a pivotal role in maintaining financial health, as retaining current students is often more cost-effective than recruiting new ones.

    “Retention strategies build stronger, more loyal communities,” says Patrick Green, VP of Enrollment Strategy. Forward-looking schools have perceived the importance of fostering a sense of belonging across the student lifecycle and are providing robust support networks that improve student persistence and satisfaction.

    8. Rise of value-focused marketing

    Students and families are increasingly demanding clear ROI from their education. As a result, institutions will need to demonstrate how their programs lead directly to employment and career advancement.

    “Building relationships with regional industries and showcasing job placement rates will be essential,” advises Tanya Pankratz, AVP of Marketing at Collegis. Marketing efforts will need to start highlighting tangible outcomes (e.g., alumni success stories, job placement rates, and employer partnerships) to win over prospective students.

    9. Expanded role of AI and emerging technologies

    AI and other emerging technologies will revolutionize higher education operations. From enrollment management and personalized marketing to virtual campus tours using augmented reality (AR) and virtual reality (VR), technology has the means to dramatically enhance the student experience –– or wreak technical havoc if data, platforms and tools are misaligned.

    “AI-driven tools make personalization more accessible, but the strategy remains critical,” notes Dan Antonson, AVP of Data and Analytics. Institutions must invest in data infrastructure to fully harness these advancements in order to build and maintain a competitive edge.

    10. Proliferation of strategic partnerships

    Higher ed institutions are increasingly recognizing that they don’t need to own the entire value chain. In 2025, strategic partnerships will play a more prominent role.

    “Institutions will double down on their core mission of education and seek out partners to support other critical functions,” Dr. Chapman explains. These partnerships provide access to technology, expertise, and resources, allowing schools to focus on what they do best — educating students.

    Opportunities on the horizon for higher ed

    As evident in this compilation of higher ed trends, the landscape is set for significant change in 2025 and beyond. Institutions that proactively address these trends will be well-positioned to navigate challenges and seize opportunities. By embracing digital transformation, fostering strategic partnerships, and adopting value-driven approaches, schools can ensure long-term success in an evolving marketplace.

    Excited about the opportunities that lie ahead? Collegis Education has the experience and expertise to guide you through any twists and turns you may face. We’ll help you stay on the leading edge instead of chasing trends. Connect with us and let’s start creating solutions together.

    Innovation Starts Here

    Higher ed is evolving — don’t get left behind. Explore how Collegis can help your institution thrive.

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