Collegis empowers data-driven admissions and streamlines prospective student support.
Buffalo, NY (May 20, 2025) — Trocaire College, a private, career-oriented Catholic college, today announced a multi-year partnership with Collegis Education to advance its enrollment strategy and elevate the student experience. Through this collaboration, Trocaire will leverage Collegis’ Enrollment Support Services and its Connected Core® platform to guide prospective students from inquiry to enrollment.
The partnership comes as Trocaire begins implementing its new three-year strategic plan, with a sharpened focus on increasing enrollment and creating a seamless, student-centered admissions process.
“Trocaire College is looking forward to working with Collegis to help grow our enrollment in alignment with our mission. Collegis has a proven track record of achieving results in higher education including revenue-growth, enrollment expertise and optimization of student experiences while having an ‘edu-preneurial’ mindset,” stated Jason Konesco, executive vice president at Trocaire. “We chose Collegis for their ability to be a true partner working collaboratively with our team to create a tailored solution that will best reflect the needs of our institution.”
Collegis will serve as an extension of the Trocaire admissions team, providing personalized support and helping prospective students navigate their journey from initial inquiry to first contact to the first day of class. With just over 1,000 students across its South Buffalo location and Transit Achievement Center in Lancaster, Trocaire empowers students to achieve personal enrichment, dignity, and self-worth through education in various career-focused degree programs including healthcare, business, technology, veterinary sciences and the liberal arts.
Earlier this year, Trocaire first connected with Collegis at the Association of Catholic Colleges and Universities (ACCU) Annual Meeting. Additional follow-up meetings, including a site visit from the Collegis team, solidified a shared vision for a collaborative, student-first approach.
At the core of this partnership is Connected Core, Collegis’ integrated technology and analytics platform that empowers institutions to make data-informed decisions while extending operational capacity. Recently named a “cool tool” by EdTech Digest, with Connected Core, Trocaire College will gain actionable insights into prospective student behavior, streamlined admissions workflows, and access to enrollment specialists trained to deliver high-quality student engagement.
“This partnership reflects what we do best: supporting institutions like Trocaire to help them grow in ways that honor their mission,” said Pat Green, vice president of enrollment solutions at Collegis Education. “We’re proud to bring data, tech, and talent to Trocaire’s team and we are passionate about supporting the next generation of students preparing for careers of purpose and lives of service.”
About Trocaire College
Founded in 1958 in Buffalo, NY by the Sisters of Mercy, Trocaire College is a private, career-oriented Catholic college that empowers students with the resources and supportive environment needed to achieve their academic goals. The core mission is to allow each person to be a valuable contributor to the workforce needs of the community. Trocaire offers bachelor’s degrees, associate degrees, certificates and workforce development programs in healthcare, veterinary sciences, business, and technology. Trocaire ranks in the top one-quarter of colleges and universities for return on investment by Georgetown University and is designated as an Opportunity College and University by the Carnegie Classifications with a Higher Access, Higher Earnings classification. Visit trocaire.edu for more information and follow Trocaire on Facebook, Instagram and LinkedIn.
About Collegis Education
As a mission-oriented, tech-enabled services provider, Collegis Education partners with higher education institutions to help align operations to drive transformative impact across the entire student lifecycle. With over 25 years as an industry pioneer, Collegis has proven how to leverage data, technology, and talent to optimize institutions’ business processes that enhance the student experience. With the strategic expertise that rivals the leading consultancies, a full suite of proven service lines, including marketing, enrollment, retention, IT, and its world-class Connected Core® data platform, Collegis helps its partners enable impact and drive revenue, growth, and innovation. Learn more at CollegisEducation.com or via LinkedIn.
The higher education enrollment landscape is undergoing a significant transformation, driven by shifting demographics, technological advancements, and economic uncertainty. To remain relevant and competitive, colleges and universities must adapt to these changes and develop strategies to succeed in a challenging environment. But before you can adapt, one must first look at some of the major innovations that have disrupted how consumers engage with brands.
Are you engaging students the way they engage with other brands?
Short form video content: Platforms like TikTok, Instagram Reels, and YouTube Shorts have dominated, offering snackable content that informs, entertains, and inspires within seconds. Influencers (see #5) use this medium to tell stories, drive trends, and engage consumers on behalf of sponsored brands. Students use the medium to assess campus life and inform college choices.
Voice and visual search optimization: The rise of “smart assistants”and digital assistants have changed the way we engage with brands, discover products, and complete research, transactions, and more. A good digital assistant is becoming as essential as a solid logo design in marketing.
AI personalization: Artificial intelligence has revolutionized marketing by enabling hyper-personalized experiences, analyzing real-time data, and predicting consumer behavior to deliver tailored content. For cash strapped institutions, it has the added benefit of allowing you to zero in on your highest potential return prospects and curate content.
Augmented reality (AR) experiences: AR is transforming how consumers shop, learn, and engage with brands, creating immersive experiences that drive both engagement and sales. George Mason University developed a successful AR campus tour for transfer students, and I expect to see prospective students and their families wandering campus with branded AR glasses on campuses everywhere before long.
Influencer marketing: The focus has shifted from big-name endorsements to micro- and nano-influencers, offering niche expertise and deeper connections with audiences. Universities are leveraging student influencers on campus for enrollment and advancement opportunities.
Data privacy regulations and ethical marketing trends: With increasing concerns about data breaches, consumers demand transparency and ethical practices in data handling and marketing. Layer an ever changing and tightening regulatory environment and you will need solid governance and procedural guidance to ensure compliance without limiting effectiveness.
Omnichannel integration: Marketers now focus on providing a seamless experience across all touchpoints, ensuring brand consistency and cohesive customer interactions. The same experience is paramount during the college search process to stand out, stay top of mind, and draw students to your engaging (AR powered?) on campus events.
5 keys to optimizing your college marketing strategy to address these changes
That is the how, but what about the what. A great tech stack is one thing, but the meat of your strategy and message must center around what is central to your mission, your goals, and your prospective student audience.
1. Gear your strategy to your prospective students
As the student population becomes increasingly diverse, institutions must develop targeted recruitment and communication strategies to engage with underrepresented groups, including Hispanic, African American, and first-generation students. According to RNL’s most recent study of undergraduate marketing and recruitment practices, 51% of four-year private, 42% of two-year public, and 37% of four-year public institutions have specific strategies for recruiting Hispanic students. The vast majority of institutions also do not have materials and communications available in Spanish. Depending on your locality, these populations may be your best bet for stable growth, but without a specific marketing strategy, you will miss the opportunity.
2. Assess the suite of marketing tools, vehicles and assets at your fingertips
How cohesive, consistent and connected are they? Students use a variety of resources to learn about colleges and universities, from websites and social media to videos and printed brochures. Institutions must adopt a balanced, omnichannel approach to marketing, leveraging multiple channels to reach students at various stages of their decision-making process.
3. Plug the leak
As the demographic cliff approaches, institutions must prioritize student success and retention strategies. A recent study found that public colleges and universities use market research and print/electronic campaigns to impact student yield and summer melt, but there is room for improvement in collecting data to inform retention policies. (Our report on retention practices provides very helpful benchmarks and ideas for student success strategies.)
To succeed in a rapidly changing environment, institutions must be willing to adapt and innovate. This includes investing in technology, such as AI-powered enrollment management systems, and exploring new revenue streams, such as online and graduate programs.
College marketing is evolving at an unprecedented pace. How can you keep up?
To remain competitive, colleges and universities must embrace strategies that prioritize personalization, authenticity, and innovation. From leveraging short-form video content and AI-powered tools to integrating augmented reality experiences and omnichannel approaches, institutions have a wealth of opportunities to connect with prospective students in meaningful ways.
However, success will require more than technology; it demands a deep understanding of the diverse needs and aspirations of the modern student population. By aligning marketing efforts with institutional goals, fostering inclusivity, and enhancing the overall student experience, higher education institutions can not only navigate these changes but thrive in a rapidly shifting environment. Now is the time to adapt, innovate, and future-proof strategies to ensure sustainable growth and relevance in the years ahead. Reach out and we can connect on your marketing strategies. We will find a time to talk about your opportunities to make sure your marketing efforts resonate with students and reach them in the channels they use.
Talk with our marketing and recruitment experts
RNL works with colleges and universities across the country to ensure their marketing and recruitment efforts are optimized and aligned with how student search for colleges. Reach out today for a complimentary consultation to discuss:
Opening the door to college starts with a knock on the counselor’s office
Ask a student who their guide to college was, and the answer depends a lot on their background. For some—especially those from higher-income families or with college-educated parents—the process might not involve a school counselor at all. But for students without those built-in supports, counselors can be the critical link to higher education—if they’re able to get help.
The problem is, in many lower-income or rural schools, counselors are stretched so thin that some students never get the guidance they need. The numbers show just how vital counselor guidance can be for those who receive it—and how much is at stake when that support isn’t available.
The data is clear: counselors make the difference
According to the forthcoming 2025 E-Expectations report, 86% of students said they used information from their high school counselor during their college search, and 84% found that information helpful. That trend holds across every subgroup:
First-generation students use and benefit from counselor information at nearly the same rate as their peers (86% used; 85% found it helpful).
Regional differences are small: 87% of students in the West and Rocky Mountains found counselor info helpful, compared to 77% in the Great Lakes and Plains.
By grade, even 9th graders tune in early: 82% use counselor advice, and 88% find it helpful.
Counselors are the thread running through the entire college-bound student experience. For those without a family roadmap, they’re often the only guide through applications, financial aid, and deadlines.
Colleges are paying attention
School budgets are shrinking. Counselors are juggling massive caseloads. But many colleges are stepping up—recognizing that if they want to reach students, especially the ones who need it most, they must reach counselors first.
Private four-year colleges meeting one-on-one with counselors jumped from 78% in 2020 to 95% in 2024.
Email outreach has grown significantly, with reported effectiveness rising in tandem.
Counselor events (banquets, receptions, campus gatherings) are increasing, especially when they include regional data, student outcomes, and virtual access for rural areas.
It’s not just a private college trend. Two-year institutions, public universities, and regional schools are embracing relationship-based outreach as well. Direct mail and newsletters still play a role—but only when the content is timely and relevant.
Why this matters for equity and access
For first-gen, rural, and underserved students, counselors are often the only bridge to college. They’re the ones who demystify financial aid, flag key deadlines, and identify opportunities a student might otherwise miss.
When colleges make it easier for counselors to get the right info, they’re not just supporting professionals. They’re opening doors for the students who need it most.
A counselor who’s in the loop about your new rural student program or local scholarship can be the difference between a student applying and a student giving up.
What works: outreach strategies that matter
According to the 2025 Marketing and Recruitment Practices for Undergraduate Students, the most effective strategies aren’t flashy. They’re personal, relational, and respectful of counselors’ time. To make these strategies even more impactful, here are some key considerations:
One-on-one meetings: Still the gold standard. Allow for tailored advice and honest feedback.
Counselor events: High-impact when they offer data, PD, and virtual options.
Relevant, timely communication: Share tools counselors can use—deadlines, program updates, student success stories.
Listening and partnership: Institutions that win trust treat counselors as collaborators.
Recognize the role of early college programs in strengthening partnerships
In many communities, especially those served by community colleges, Early College (EC) programs create additional layers of partnership between high school counselors and college admissions offices. Some colleges employ dedicated EC counselors who work directly with high school students, while others rely heavily on high school guidance counselors to help students and families navigate EC benefits, processes, and policies. Admissions teams should ensure that their outreach strategies are coordinated not only with high school counselors but also with their institution’s EC staff. This helps avoid confusion and ensures clarity in messaging, especially regarding dual enrollment, direct admissions, and transition pathways. A unified approach strengthens the relationship with the high school and better supports students and families.
Thoughtfully manage counselor turnover to maintain continuity
Admissions offices often experience higher staff turnover compared to other departments, which can disrupt relationships built over time with high school partners. To sustain trust and continuity, new admissions counselors should intentionally acknowledge the existing relationship between the college and the high school when introducing themselves. If appropriate, referencing the name of the previous counselor or the date of the last visit provides context and reassurance that the institution values the ongoing partnership. This small gesture helps counselors feel recognized as key partners and makes the transition from one representative to another feel seamless, keeping the focus where it belongs: on supporting students in their college journey.
The bottom line
If your institution wants to reach students, especially those who need college planning guidance and help the most, start by valuing their counselors.
The data is clear. The student voices are loud. Counselors are the backbone of college access. Supporting them isn’t just good practice, it’s the smartest move you can make.
Don’t make counselors an afterthought. Make them the center of your strategy. The future of college access runs right through their office, so knock on their door and bring something valuable to the table.
To learn more about the most impactful enrollment and marketing strategies, download our report.
Spotting the red flags of college closings before it’s too late
What are the warning signs that could lead to a college closing?
Over the last month, two more private schools have announced their closures. St. Andrews University in Laurinburg, NC, and Limestone University in Gaffney, SC. In both cases, as with any college closings, the result is disheartening to the current state of higher education. It is also never something those enrolled students expected or signed up for. Peer institutions have readily come forward to offer transfer-friendly options for those students.
What has also struck me about college closings like these is how the media portrays these closings as “sudden” or “abrupt.” I have been in higher education for over 20 years, both on a campus as a chief enrollment officer and now at RNL in an executive role. College closings are not sudden or abrupt. The warnings and red flags show themselves years before such a dire decision is made by a board of trustees.
Key metrics for institutional health and viability
For any institution, but especially private ones, there are key metrics that impact their health and viability. They include, but are certainly not limited to:
Net tuition revenue as a cohort class and per student
The long-term health of your lead/prospect pool
The cost of recruiting a prospective student
The cost to educate and operate an academic program
Student retention rates dropping yearly and hovering under national/regional benchmarks
An increase in discount rates while headcount/net tuition revenue stays flat or down
Metrics diagnose the problem. They do not solve it.
The majority of these metrics are probably not surprising for most institutions. However, the ability to understand why a campus lags behind in these critical areas is key to rectifying such challenges. There lies half the problem usually. Too often, metrics serve as a perceived solution for a problem. Here are two examples I have seen:
Example 1: A campus throws more money to students to hopefully increase their headcount and gain revenue. That is a short-term solution that then saddles the institution with a bigger problem—a high discount rate that will likely increase another 3-5% during the student’s time on campus. That is not a sustainable model.
Example 2: An institution introduces new programs without conducting viable external research and setting realistic student enrollment goals. The tuition revenue needed has to offset the cost of starting a new program, hiring faculty, and supporting marketing efforts. If new programs are not hitting targeted goals, the institution has to quickly pivot and determine if there is a tangible market of students to recruit for such a program over the next 3-4 years.
The examples could go on and on.
Fixing issues before they become insurmountable
Most institutions are not blind to their current situation regarding the above metrics. They strive to maintain a healthy enrollment, financial stability, and a quality experience for students. They also know when those metrics become red flags. The massive challenge right now in higher education is trying to solve for those red flags in real time and with very “real” budgets. We should not be surprised at unfortunate closures in our industry. Most campuses certainly are not. The real objective is to win the “race” of addressing and fixing the problems 3-4 years before they become insurmountable.
How do you do that in a systematic, data-reliant way that helps you make the right read and identify the right strategies to hit the brakes and reverse course before you hit the cliff? That’s something my colleagues and I partner with institutions on all of the time. We do evaluations or “scans” for key items such as the admissions/recruitment strategies and organization, the fiscal health of the institution, alignment of academic programs with market demand, and similar areas that are critical for institutional viability.
I welcome the opportunity to connect and talk about strategies for your institution. Feel free to email me to discuss your challenges and what can be done to put your campus on the track to sustainable success. We have helped many institutions come back from the brink and keep even more from reaching that point.
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Let’s be real: college planning is not the only thing on your prospective students’ minds. They’re juggling school, jobs, relationships, social media, and, you know, just trying to figure out life. So, when we talk about AI in college planning, it’s crucial to remember that it’s just one piece of a much larger puzzle.
At RNL, we’re constantly looking at the trends shaping higher education, and AI is definitely a big one. But here’s the thing: it’s not a one-size-fits-all solution. To truly connect with students, you need to understand how they’re using (or not using) these tools, and meet them where they are.
It’s all about personas
Our latest research dives deep into student attitudes toward AI in college planning, and the results are fascinating. We’ve identified four key “AI Adoption Personas” that can help you tailor your outreach and messaging:
Pioneers (early adopters, enthusiastic users): These digital natives are all-in on AI, using it for everything from college research to essay writing.
Key takeaway: Pioneers are already on board but value human guidance. 76% would feel more comfortable if a school advisor explained the benefits and risks of AI.
Aspirers (interested but cautious adopters): Aspirers see the potential of AI but need a little nudge.
Key takeaway: Show them the value! 51% are motivated by easy access to free AI tools, and 41% want to see success stories from other students.
Fence Sitters (uncertain, passive users): These students are on the fence about AI, often lacking confidence in their current college planning approach. Y
Key takeaway: Don’t overwhelm them. 40% haven’t even used online college planning tools! Focus on highlighting the potential of AI and offering advisor support.
Resistors (skeptical, avoid AI in college planning): Resistors are the most reluctant to embrace AI, preferring traditional methods like guidance counselors and college websites.
Key takeaway: Respect their preferences, but don’t write them off entirely. 48% would feel more comfortable with an advisor explaining AI, even if they’re not ready to use it themselves.
Beyond the bots: human connection still matters
No matter which persona your students fall into, one thing is clear: human connection still matters. While AI can provide valuable information and streamline certain tasks, it can’t replace the empathy, guidance, and personalized support students crave.
Think about it: choosing a college is a huge life decision, and students want to feel understood and supported throughout the process.
Our research shows that students use a variety of resources for college planning, and these often involve human interaction:
College websites (often reviewed with parents or counselors)
Parents/family (a trusted source of advice and support)
Social media (connecting with current students and alumni)
Guidance counselors (providing expert advice and personalized recommendations)
Friends/peers (sharing experiences and offering encouragement)
Books/online articles (supplementing their knowledge and exploring different options)
AI is just one tool in their toolbox. It’s a powerful tool, no doubt, but it works best when it complements these other resources, rather than replacing them.
What does this mean for you?
It means your staff—admissions counselors, enrollment specialists, and marketing team—are more important than ever. They are the human face of your institution, who can build relationships with prospective students, answer their questions, and alleviate their anxieties.
The good news is that institutions already know this. Our 2025 Marketing Practices For Undergraduate Students Report confirms that “human-based” enrollment strategies are consistently rated highly effective, often more effective than just two years ago.
For example, the report shows that:
In-person meetings remain a top strategy across all institution types (4-year private, 4-year public, and 2-year), with effectiveness ratings consistently at or near 100%.
Personalized videos sent directly to students have seen a significant rise in effectiveness, particularly for 4-year institutions.
Even with the rise of digital tools, strategies like SMS, social media, and email communications remain foundational and highly effective, largely because they enable personalized, one-on-one communication.
These findings underscore that in an increasingly digital world, the human touch truly sets institutions apart.
Here are a few ways to bring that human touch to your college planning efforts:
Invest in training for your staff. Ensure they understand AI’s benefits and limitations, and how to integrate it ethically and effectively into their work.
Encourage personalized communication. Don’t rely solely on automated emails and chatbots. Encourage your staff to contact students individually, offering tailored advice and support.
Create opportunities for connection. Host virtual or in-person events where students meet current students, faculty, and staff.
Highlight the human stories. Share stories of successful alumni, dedicated faculty, and supportive staff. Show prospective students what makes your institution unique.
Ultimately, success in today’s ever-evolving higher education landscape hinges on a delicate balance: embracing the power of technology like AI while never losing sight of the fundamental importance of human connection.
By deeply understanding your students – their individual needs, their preferred college planning resources, and their unique “AI Adoption Persona” – and leveraging data to personalize their experience, you can create an effective and genuinely human recruitment and enrollment strategy.
It’s about blending the efficiency of AI with the empathy and guidance that only your dedicated staff can provide, ensuring that every student feels seen, supported, and confident in their college journey.
Ready to dive deeper?
Do you want to learn more about AI in college planning and how to connect with today’s students?
Having spent years in higher education enrollment and marketing, I’ve know firsthand the dedication it takes to connect with prospective students and ensure their success, keenly aware of the immense effort required, the daily challenges teams face in standing out amidst a sea of institutions, and the ever-increasing workloads they manage. And, at the center of all of this is a profound passion for making a real difference in students’ lives and a deep commitment to the unique mission of each university.
The exciting prospect I see now is how artificial intelligence can actually empower us to achieve these very goals more effectively, without sacrificing the crucial human touch that is critical to the student experience.
The true power of AI at universities
The true power of AI in student engagement isn’t about replacing people; it’s about freeing up our teams to invest their time and energy where it truly matters – nurturing meaningful relationships with students. By automating routine tasks and offering valuable data-driven insights, AI provides us with a unique opportunity to connect with students on a deeper level. We can better understand their individual needs and interests, allowing us to provide personalized support that genuinely sets them up for success.
AI can help enrollment teams sift through hundreds of thousands of inquiries to find those students who will find their path in life thanks to the unique offerings of their university. I don’t know an enrollment team that says they are fully staffed, and AI will give our already stretched teams more time back in their day to really connect with these prospective students. The reward of seeing these students thrive on campus and later succeed in their chosen fields, knowing you played a part in their journey, is deeply fulfilling and why many of us work in higher education.
Discover RNL Edge, the AI solution for higher education
RNL Edge is a comprehensive suite of higher education AI solutions that will help you engage constituents, optimize operations, and analyze data instantly—all in a highly secure environment that keeps your institutional data safe. With limitless uses for enrollment and fundraising, RNL Edge is truly the AI solution built for the entire campus.
And let’s consider the experience students have once they are on campus. It’s not just about sitting in class and absorbing information; it’s about navigating a complex environment, discovering one’s place and passion, and building a foundation for the future. Students need guidance, encouragement, and consistent support throughout this journey. This is where the human element is indispensable. AI can be a powerful tool in identifying students who may be facing challenges, enabling us to offer targeted support and help them overcome obstacles that might otherwise slow or even block their progress.
Beyond simply reacting to challenges, AI can empower us to be more proactive. It can help us identify students who might be at risk academically or personally, so we can provide timely support before they fall behind and withdraw. It can also help us tailor our teaching methods to better suit the diverse needs of individual learners, moving away from a one-size-fits-all approach. And crucially, AI can help us measure the effectiveness of our programs faster, making the goal of data-informed decisions for continuous improvement possible across the university.
Ultimately, the goal of using AI at your university should be to cultivate a more personalized, more effective, and more compassionate learning environment. It’s about empowering students to reach their full potential and making a lasting positive impact on their lives. By integrating AI in a way that enhances, rather than replaces, human interaction, we can build a more supportive, more present, and more successful learning experience for every student. If you are ready to learn more about how AI can help your university, schedule a discovery session with RNL to see firsthand how AI can empower your teams, enhance student experiences, and drive academic success.
“Denver Public Schools to close 7 schools, cut grades at 3 others despite heavy resistance.”
“The list is out: These are the SFUSD schools facing closure.”
Such reports can leave the impression that districts are rapidly closing schools in response to declining enrollment and families leaving for charters, private schools and homeschooling.
But the data tells a different story.
School closures have actually declined over the past decade, a period of financial instability that only increased in the aftermath of the pandemic, according to research from the Brookings Institution.
The analysis, shared exclusively with The 74, shows that in 2014-15, the closure rate — the share of schools nationwide that were open one year and closed the next — was 1.3%. In 2023-24, the rate was just .8%, up from .7% the year before.
“I think it’s important for people to realize how rare school closures are,” said Sofoklis Goulas, a Brookings fellow and the study’s author.
Last fall, his research showed how schools that have lost at least 20% of their enrollment since the pandemic are more likely to be low-performing. The Clark County Public Schools, which includes Las Vegas, had the most schools on the list — 19 — but isn’t currently considering closures. In Philadelphia, with 12 schools in that category, district leaders are just beginning to discuss closures.
When it released Goulas’s initial report, leaders of the conservative Thomas B. Fordham Institute argued that low-performing schools should be the first to close. But efforts to do so are often met with pushback from families, teachers and advocacy groups who argue that shutting down schools unfairly harms poor and minority students and contributes to neighborhood blight. Their pleas often push district leaders to retreat. Working in advocates’ favor, experts say, is the fact that many big district leaders are untested and have never had to navigate the emotionally charged waters of closing schools.
“Closing a neighborhood school is probably one of the most difficult decisions a district’s board makes,” said Michael Fine, CEO of the Fiscal Crisis and Management Assistance Team, a California state agency that provides financial oversight to districts. “They are going to avoid that decision as long as they can and at all costs.”
Such examples aren’t hard to find:
Just weeks after announcing closures, the San Francisco district halted plans to shutter any schools this fall.
In September, outgoing Chicago Public Schools CEO Pedro Martinez pledged to put off school closures for another two years, even though state law allows the city to take action sooner. The district is in the process of absorbing five charter schools to keep them from closing.
In October, Pittsburgh Public Schools recommended closing 14 schools; several others were set to be relocated and reconfigured. About a month later, Superintendent Wayne Walters hit pause, saying the district needed more “thoughtful planning” and community input.
Last May, the Seattle Public Schools announced it would shutter 20 elementary schools next school year in response to a $100 million-plus budget deficit. They later increased the number to 21. By October, the list had dwindled to four schools. Just before Thanksgiving, Superintendent Brent Jones withdrew the plan entirely.
“This decision allows us to clarify the process, deepen our understanding of the potential impacts, and thoughtfully determine our next steps,” Jones wrote to families. While the plan would have saved the district $5.5 million, he said, “These savings should not come at the cost of dividing our community.”
Graham Hill Elementary in Seattle, which fifth grader Wren Alexander has attended since kindergarten, was initially on the list. The Title I school sits on top of a hill in a desirable area overlooking Lake Washington. But it also draws students from the lower-income, highly diverse Brighton Park neighborhood.
Among Wren’s neighbors are students from Ethiopia, Vietnam and Guatemala. Wren, who moves on to middle school this fall, said she looks forward to visiting her former teachers and cried when she heard Graham Hill might close. She wanted her younger brother and sister to develop the same warm connection she had.
“I don’t think I would be who I am if I didn’t go to the school,” she said.
Wren Alexander and her little sister Nico, outside Graham Hill. (Courtesy of Tricia Alexander)
Tricia Alexander, her mother, was among those who opposed the closures, participating in rallies outside the district’s administration building and before board meetings.
“We were really loud,” said Alexander, who’s also part of Billion Dollar Bake Sale, an effort to advocate for more state education funding. She said there was “no real evidence” that closing schools would have solved the district’s budget woes. “In no way would kids win.”
It’s a view shared by many school finance experts, who note that the bulk of school funding is tied up in salaries, not facility costs. Districts may save some money from closing schools, but unless coupled with staff reductions, it’s often not enough to make up for large budget shortfalls.
‘So bad at this’
If enrollment doesn’t pick up, experts say, leaders who delay closures will have to confront the same issues a year later or — perhaps even more likely — pass the problems on to their successors.
“If there continues to be fewer and fewer children …then that doesn’t get better,” said Brian Eschbacher, an enrollment consultant.
One Chicago high school, for example, had just 33 students last year. In Los Angeles, the nation’s second-largest district, 34 elementary schools have fewer than 200 students and 29 of those are using less than half of the building, according to a recent report. The share of U.S. students being educated outside of traditional schools also continues to increase, according to a forthcoming analysis Goulas conducted with researchers at Yale University.
“We don’t see a trajectory of enrollment recovery,” he said. “Things actually got worse in the most recently released data batch.”
But such conditions haven’t stopped advocacy groups from campaigning against closures. One of them, the left-leaning Advancement Project, has joined with local groups in Denver and Pittsburgh to make a case against closures nationally.
“All children deserve to have a local, neighborhood public school in which they and their families have a say,” said Jessica Alcantara, senior attorney for the group’s Opportunity to Learn program. “It’s not just that school closures are hard on families. They harm the full education ecosystem that makes up a school — students, families, school staff and whole communities.”
Last May, Alcantara and other Advancement Project staff urged the U.S. Department of Education to treat school closures as a civil rights issue. Nine of the 10 schools the Denver district planned to close in 2022 had a majority Black or Hispanic student population.
The advocates argued that in cases of enrollment loss, run-down facilities and empty classrooms, there are alternatives to closing schools. They encourage communities to push for renovations and urge district leaders to use vacant spaces for STEM, arts or other programs that might attract families. Opponents of closures also say that districts sometimes underestimate how much of a building is used for non-classroom purposes like special education services, early-childhood programs and mental health.
Eschbacher’s assessment of why districts often back down from closing schools is more blunt.
“Districts are so bad at this,” he said. “If you just do a few things wrong, it could sink the whole effort.”
For one, leaders often target schools with under 300 students for closure, appealing to parents that they can’t afford to staff them with arts programs, a school nurse or a librarian.
But those explanations sometimes fall flat.
“Parents always say, ‘I wanted a small school. I know my teachers and they know my kid. And it’s right down the street,’” Eschbacher said. If they didn’t like their school, he added, they would have likely would have chosen a charter or some other option.
District officials also run into trouble if they try to spin the data. When Seattle officials talked about “right-sizing” the district, they pointed to the loss of 4,900 students since 2019-20.
But Albert Wong, a parent in the district and a lifelong Seattle resident, knew there was more to the story. Not only is the current enrollment higher than it was from 2000 to 2011, the pandemic-related decline seems to have leveled off. In a commentary, he argued that officials presented misleading data “to make current enrollment look exceptionally bad.”
Graham Hill Elementary, fifth-grader Wren’s school, actually saw a slight increase in enrollment this year, including a new class for preschoolers with disabilities. And while Pittsburgh schools are projected to lose another 5,000 students over the next six years, enrollment this year held steady at about 18,400.
To Eschbacher, the “burden of proof is always on the district” to make an airtight case for why students would be better off in larger schools. He has applauded the Denver-area Jeffco Public Schools, which has closed 21 schools since 2021, for having state demographers, not just district officials, explain population trends to families at community meetings.
‘It wasn’t realistic’
Walters, Pittsburgh’s superintendent, can easily rattle off reasons why the district should rethink how it uses its buildings. Early last year, local news reports showed that almost half of the district’s schools were less than 50% full.
“We’ve lost about a fourth of our population, but we have not changed anything to our footprint,” he said.
Meanwhile, the average age of the district’s buildings is 90 years old, and many lack air-conditioning, forcing some schools to send students home in sweltering weather.
But a consulting group’s proposal showed that Black and low-income students and those with disabilities would be disproportionately affected by the changes. Several advocacy groups drew attention to those disparities, calling the effort “rushed.”
412 Justice, an advocacy group, is among the community organizations pushing for alternatives to school closures in Pittsburgh. (412 Justice)
Walters agreed and put the plan on hold last fall, saying he lacked “robust” responses to parents’ tough questions about how schools would change for their kids.
“It doesn’t mean that we don’t see a path forward,” he said. “But it wasn’t realistic that we would have those questions answered within the timeline that we’ve been given.”
In March, parents pushed for another delay, causing the school board to postpone a vote on the next phase in the closure process.
As the Jeffco district demonstrates, some school systems are following through with closures. The school board in nearby Denver unanimously voted in November to close seven schools and downsize three more.
But that’s after community protests pushed the district to put the brakes on a plan to close 19 schools in 2021. Advocates argued that families in low-income areas, who had been heavily impacted by the pandemic, would be most affected. Then the district only closed three in 2023, and now board members are considering a pause on closures for three years.
School boards closing a dozen or more schools are often catching up with work their predecessors let pile up, said Goulas of Brookings.
“Closing a single school allows for easier placement of students and minimizes the political cost and community stress,” he said. “When a district releases a long list of schools to close, it likely indicates that they waited for conditions to improve, but this didn’t happen.”
Angel Gober, executive director of 412 Justice — one of 16 organizations that called on the Pittsburgh district to drop its plan — acknowledged that their fight isn’t over.
“I think we got a temporary blessing from God,” she said. But she wants the district to explore a host of alternatives, like community schools and corporate support, before it shutters and sells off buildings. “We do have very old infrastructure, and that is an equity issue. But can we try five things before we make a drastic decision to close schools for forever?”
Marketing messages bombard students from every direction, so capturing their attention—and inspiring them to take action—requires creative that truly stands out. That’s exactly what the RNL creative team delivers, crafting award-winning campaigns that engage, resonate, and drive results across every channel, from digital to direct mail. We work closely with our campus partners to ensure every undergraduate and graduate campaign is both strategic and impactful—proven by the many gold award-winning projects we’re celebrating this year.Here are 11 that took home gold medals—and one Best of Show—at the 40th annual Educational Advertising Awards.
Illinois College Agribusiness Management |SEO Video (Best of Show)
Video isn’t just eye-catching—it’s a powerful SEO booster that keeps visitors on the page longer to improve search rankings. For this project, we paired SEO-optimized web copy with a compelling long-form video designed to engage skimmers and drive inquiries. Illinois College’s campus team fully embraced the collaboration, delivering stunning unique footage that brought their story to life. The result? A versatile, high-impact asset that drove a 7,000% increase in web page visits. Watch the video.
University of Tulsa | Standout Integrated Search Campaign
Reaching high school sophomores and juniors means meeting them where they are—in their inboxes, on their feeds, and in their hands. This multi-channel campaign reinforces the University of Tulsa’s bold message: students don’t have to choose between fitting in and standing out. Rich Art Deco design and conversational copy celebrating personal and academic uniqueness helped elevate brand nationwide while encouraging students to find their fit at UTulsa.
Linfield University | Personalized Applicant Direct Mail
This eye-catching mailer puts Linfield’s bold purple and cardinal branding front and center, using standout stats and a dynamic design to capture attention. Featuring Mack the Wildcat, it reinforces school spirit while guiding students toward their next step—applying with confidence.
American Musical and Dramatic Academy | Dream-Making Applicant Mailer
Designed to attract aspiring performers to perform, create, and wow at campuses in New York and Los Angeles, this high-energy mailer steals the spotlight with bold visuals and dynamic performance imagery. Filled with upbeat performance industry lingo, it sets the stage for students to step into their future—and apply.
University of Mount Union | Bold, Strong Instagram Ads
These dynamic search campaign ads put real students front and center, showcasing hands-on learning in action. With bold visuals and empowering copy, the campaign encourages prospects to show up strong, seize opportunities, and own their moment—both in college and beyond.
Rockford University | Feed-Stopping Facebook Ads
These bright branded ads grab attention alongside the question “RU Ready?”, sparking curiosity about the welcoming environment and numerous opportunities at “RockU.” The campaign is designed to stand out in feeds and aims to inspire students to see themselves on campus and take the next step toward getting there.
Featuring proud, hopeful, and joyful students, this campaign highlights reasons students choose STLCC to pursue their dreams. The result? Authentic, inspiring ads that encourage prospects to find their reason at STLCC.
Jackson State University | THEE Standard for Search Campaigns
Inspired by Jackson State University’s iconic fight song, this email campaign set the tone with bold headers inviting prospects to learn more about THEE standard for research, academics, innovation, and success. Playful illustrations drawn over dynamic student portraits bring energy and spirit to every email, reinforcing why JSU is THEE place to be.
University of Washington Bothell | Find Your Fit Facebook Ads
This dynamic ad brings exciting campus life to the forefront, featuring lively action shots shaped into a bold “W.” Paired with inviting copy, it highlights the University of Washington Bothell’s close-knit community where students find big opportunities, exciting challenges, and lifelong friends.
Lamar University | Parent Postcard
This gold award-winning postcard spoke directly to parents, highlighting the $20+ million in aid and low tuition that make Lamar University the best-value college in Texas. A clear, compelling message reassures families that a smart investment today means big opportunities for their student’s future.
University of Central Florida | Universe of Opportunity Email Series
With a prime location between NASA, the Space Coast, and Orlando’s endless experiences, UCF Global offers a launchpad for limitless possibilities. This inquiry-to-application email flow features stunning nightscape imagery and star-inspired design elements reinforcing the university’s spirit of exploration and innovation.
Create your own winning connections with future students
Want to turn your marketing into an award-worthy success? RNL’s creative team brings strategic insight, compelling storytelling, and a track record of 100+ awards in five years to every campaign. Whether you’re engaging undergraduate, graduate, or online students, we’ll help you stand out and drive results. Let’s talk—schedule a complimentary consultation today.
What’s Working in 2025 (From Both Sides of the Desk)
Ever wonder if enrollment professionals and students actually speak the same language? Fresh data from RNL’s 2025 Marketing and Recruitment Practices for Undergraduate Students and the forthcoming 2025 E-Expectations reports reveal some fascinating alignments (and a few mismatches) between how we recruit and how students actually make decisions.
The human touch still rules (surprise!)
Remember when we thought Zoom would replace campus tours? Well, the data tell a crystal-clear story that shows the importance of face-to-face connections.:
In-person meetings hit 100% effectiveness across all institution types
88% of students who visit campus find it helpful
College fairs are crushing it with 85% helpfulness ratings
Translation: In our AI-everything world, humans still want to talk to actual humans. Revolutionary, right?
Digital sweet spots (when we get it right)
Here’s where it gets interesting. Both students and enrollment leaders agree that digital works best when it’s personal and purposeful.
What’s working:
Mobile-responsive websites: 100% effectiveness at private institutions (but only 77% are using them – make it make sense!)
SMS messaging: 100% effectiveness across the board
Personalized videos: 96% effectiveness when used (but only 49% of private institutions are creating them)
Student connection platforms: Up to 100% effective when used properly
The email plot twist
Breaking news: Students read your emails!
89% engage with college emails
88% find them helpful
96-100% effectiveness rating from institutions
61% either like or expect personalized experiences
The secret sauce? Personalization that doesn’t feel like it came from a robot.
The AI elephant in the room
Some interesting gaps here:
AI chatbots: 74% of students find them helpful (and 68% are using them)
Live chat: 79% helpful (71% usage)
Digital advertising: Up to 100% effectiveness for institutions
Key insight: Students are more open to AI than we think—they just need to know these tools exist.
Your game plan: 3 key takeaways
Keep it human: Those perfect effectiveness ratings on in-person meetings aren’t accidents
Double down on digital personalization: But please, make it authentic
Mind the gaps: Your most effective tools are often your least used (looking at you, personalized videos)
Stop choosing between high-tech and high-touch—you need both. Just make sure your human connection has a mobile-responsive website to back it up. Because some things never change, and some things really, really need to.
Find out more in our reports and even more at the RNL National Conference
Engaging students wherever they are is critical to enrollment success.
With eight years of experience at Ruffalo Noel Levitz working with more than 100 campuses across the country and following more than two decades leading enrollment efforts on campus, I know firsthand the challenges you face in enrollment. And in today’s environment it can feel like information overload on what you should be doing.
I recently hosted a webinar sharing insights from our 2025 Marketing and Recruiting Best Practices for Undergraduate Students study, where 114 institutions of all types completed our survey about their use and effectiveness of recruitment strategies. We covered everything from the fundamentals of outreach to the latest in AI-powered chatbots. In survey responses, we found a lot of shared experiences and opportunities for strategy enhancement. Specifically, we identified seven strategies that should form the foundation of your annual marketing and recruitment plan, as well as a few others we recommend incorporating to drive your recruitment to the next level.
Let’s talk real numbers (and real support)
In our survey, we asked about written marketing and recruitment plans. Only 29% of institutions have a fully implemented, data-driven plan. So if you’re among the 71% of institutions still working on creation of a full plan, you’re in good company—we’re all trying to navigate this evolving landscape. The encouraging part is you’re committed to improvement. We found that most institutions rate their plans as “good,” but you’re aiming for “excellent.” That drive to excel is what we’re here to support.
Discovering what truly works (together)
Through survey responses, we found some powerful strategies that are working for colleges right now. Virtually every institution that uses them rates personalized videos and video calls with students as effective, although fewer than half of you are using those outreach tactics. And implementing new AI-based digital assistants on your website will meet an expectation that students and families have to receive real-time answers to their questions 24/7 about application status, academic programs, and aid packages—but only 22% of institutions have taken this important step.
Search engine optimization (SEO) stood out as a leading strategy with 75% of institutions pursuing this and 100% of institutions rating it as effective. But we also know that most institutions don’t invest enough or broadly in SEO. Students are increasingly turning to search sites to find university sites and program information, and if you’re not in the top seven links, you’re effectively invisible. You need to incorporate into our annual plans ongoing SEO across your website to develop and maintain relevant content that speaks directly to student interest, both for traditional search engines and AI tools like ChatGPT and Gemini. You then need to track site traffic to measure ROI and so you know when it’s time to revisit those pages again. SEO is not a one-and-done process! Let’s make your website a powerful tool for student recruitment.
7 practical steps to optimizing your enrollment management outreach
Revisit your core: start with the fundamentals. Don’t underestimate the power of the basics! Make sure those foundational strategies are rock-solid and you have a documented plan for implementation. A strong foundation allows you to build from there and creates the space you’ll need to deal with mid-cycle unforeseen challenges.
Refine your digital approach: digital marketing practices and calls to action. Take a fresh look at your digital marketing. Are your calls to action clear and compelling? Personalize your ad content to the audiences you’re targeting.
Boost your visibility through SEO. SEO is key to being found. Make sure your website content is discoverable by both traditional searches and AI tools. Track your traffic so you know what’s working and what isn’t.
Advertising strategies. Get smart about your advertising. Are you spending your dollars where your students are today or just where you have always spent them? In the last 4 years we’ve seen a significant shift away from “traditional media” and to digital advertising.
Connect authentically on social media. Focus on the platforms where your students are spending their time. Remember, authenticity is key. They’re looking for real glimpses into campus life, not just polished perfection. Show them the genuine experience.
Create tailored experiences with personalized video. Imagine how students will feel when they receive a video that’s just for them! Work to create personalized, customized content based on each student’s interests and watch who’s watching by incorporating tracking metrics.
Enhance student support with AI chatbots. Digital assistants have come a long way in just a couple of years. Use today’s technology to provide 24/7 support so your prospective students can get specific answers in real time.
We can help you navigate the digital shift and engage students 24/7
While the ongoing shift toward digital strategies can feel overwhelming, we’re here to support you every step of the way. We’ll help you find the right balance for your institution and your audience.