Category: Enrollment

  • Why Personalized Video Is Changing Student Recruitment

    Why Personalized Video Is Changing Student Recruitment

    How one-to-one storytelling turns information into enrollment

    Students are saturated with content in their daily lives, and video is a huge part of what they see and consume. However, as the 2025 E-Expectations Report reveals, students are also no longer impressed by one-size-fits-all marketing. They want outreach that feels personal, relevant, and authentic (RNL, Halda, & Modern Campus, 2025). What resonates with them is personalization that shows colleges see them and not just another applicant.

    And when a personalized video connects those dots, combining storytelling, emotion, and data, something powerful happens: curiosity turns into commitment.

    Why personalization works

    Personalization amplifies engagement with students.

    This is clear. When students see themselves reflected in a story, they engage more deeply and feel a stronger sense of belonging.

    Zhao and colleagues (2024) tested this through a creative experiment involving personalized animated films. Participants watched short stories where their moods and habits shaped the life of a little corgi trying to reach the moon. The results? Viewers not only enjoyed the video, but they also identified with it. Some even started calling the character “me.” That sense of recognition is exactly what colleges aim to spark when they send a personalized admit or financial aid video.

    Banerjee et al. (2023) found similar effects in the education technology sector. When apps delivered recommendations based on individual interests, student engagement increased, especially among those who typically ignored recommendations. The message for higher education marketers is clear: those who ignore your emails or skip your events may simply be waiting for the right message at the right moment.

    Finally, Deng et al. (2024) showed that personalization is not just about what content appears; it is also about how it appears. TikTok’s algorithm, for example, predicts which segments you will watch and preloads them for a frictionless experience. When it comes to personalized video for students, the same principle applies. A message that loads quickly, feels smooth, and speaks directly to their needs earns attention and trust.

    Real results from personalized video campaigns

    You can see the full potential of personalization when colleges put it into practice, especially with the channel students use the most: video. Institutions across the country are using personalized video to make complex information clear, emotional moments unforgettable, and online discovery truly interactive. We work with our partners Allied Pixel, the pioneer in personalized video technology, to help campuses make that personalized connection that drives enrollment.

    Personalized financial aid videos: Turning confusion into clarity

    At Coastal Carolina University, affordability became an opportunity for connection. Through Personalized Financial Aid Videos (PFAVs), the university walked students and families through their aid packages in plain English and Spanish, helping them understand what college would actually cost. The outcome was remarkable:

    • Students who viewed their PFAV were nearly twice as likely to enroll as those who did not
    • More than 75% of students who clicked an action button after watching enrolled.
    • Coastal Carolina credits the videos as a major factor in enrolling a record-breaking incoming class.

    What could have been a confusing moment became one of clarity and confidence.

    Admit hype videos: Building emotional momentum

    Once affordability is clear, emotion takes center stage. The University of Cincinnati used Personalized Admit Hype Videos as part of its “Moments That Matter” campaign, designed to celebrate admitted students in a way that felt deeply personal.

    The results spoke for themselves: over 1,200 students confirmed their enrollment after watching their personalized video. One student shared, “It made me feel like I’ve found a new home. Thank you for putting this together!” A parent commented, “This is the absolute coolest thing I’ve seen in college recruiting, and this is my third child. Well done!!!”

    It is hard to imagine a clearer example of how belonging drives yield.

    Real-time web videos: Personalization in 30 seconds or less

    Before a student ever inquires, colleges like Aquinas College are using Personalized Real-Time Web Videos to create immediate engagement. Visitors to the Aquinas website can build their own video in under 30 seconds, featuring content relevant to their interests.

    Over 70% of visitors choose to create their own personalized clip, an extraordinary engagement rate. Even better, the form captures names, emails, and optional phone numbers, providing the admissions team with high-quality leads while offering students a memorable first touchpoint.

    These examples show that personalization is not just a creative flourish. It is a measurable driver of engagement, confidence, and enrollment.

    What personalized video means for enrollment leaders

    For enrollment and marketing teams, personalized video has shifted from a novelty to a necessity. The results are too compelling to ignore. Here is what to focus on next:

    • Start with data. Use CRM or application data to personalize content around major, aid status, or next steps.
    • Make it one-to-one. Include each student’s name, major, and relevant details so it feels like their story.
    • Keep it short. The sweet spot is 30–60 seconds, enough to inform without overwhelming.
    • Guide with purpose. End every video with one clear call to action: confirm, apply, schedule, or log in.
    • Measure and refine. Track engagement and conversion metrics to keep improving.
    • Build belonging. Blend data with empathy, because personalization is about people, not just platforms.

    When done right, personalized video meets both emotional and practical needs. It answers questions and builds confidence, but it also sparks joy, pride, and a sense of belonging. That is the sweet spot where conversion happens.

    So, if you want students not just to watch, but to feel seen, do not just write it, film it. Keep it short, real, and personal. Because when a few seconds can change a student’s decision, the most powerful word in recruitment might just be their name.

    Want to see the full picture?

    Find out how personalized video can create powerful engagement at every stage of the enrollment journey. Watch our webinar, How to Ramp Up Student Engagement Through Personalized Videos, to learn how you can add personalized videos to your marketing and recruitment efforts.

    You can also download the 2025 E-Expectations Trend Report to see the full findings on how today’s high-school students explore, evaluate, and choose colleges, plus what they expect from every click, video, and message.

    References:
    • Banerjee, R., Ghosh, A., Nanda, R., & Shah, M. (2023). Personalized Recommendations In Edtech: Evidence From A Randomized Controlled Trial. Proceedings of the 14th ACM Conference on Learning at Scale. ACM.
    • Deng, W., Fan, Z., Fu, D., Gong, Y., Huang, S., Li, X., Li, Z., Liao, Y., Liu, H., Qiao, C., Wang, B., Wang, Z., & Xiong, Z. (2024). Personalized Playback Technology: How Short Video Services Create Excellent User Experience. IEEE Transactions on Multimedia. Advance online publication.
    • RNL, Halda, & Modern Campus. (2025). 2025 E-Expectations Report. Ruffalo Noel Levitz.
    • Zhao, X., Lee, J., Maes, P., & Picard, R. (2024). A Trip To The Moon: Personalized Animated Movies For Self-Reflection. Proceedings of the ACM on Human-Computer Interaction, 8(CSCW2), 1–27.

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  • Where Colleges Meet Prospective Family Expectations in Recruitment

    Where Colleges Meet Prospective Family Expectations in Recruitment

    College recruitment is a bit like hosting a dinner party. You might set the table beautifully, prep your best dish, and send out invitations. But if you forget dessert or serve something your guests did not actually want, you will still leave people hungry.

    That is the story unfolding when we compare two recent sets of data: the 2025 Marketing and Recruitment Practices Report (RNL, 2025) and the 2025 Prospective Family Engagement Report (RNL, Ardeo, & CampusESP, 2025). Together, they show where colleges are feeding families exactly what they want, and where they are still serving mystery meat.

    Email is king, but do not ignore texts and portals

    Email is still king, and on this, families and colleges are totally in sync. Nearly all institutions rely on it to connect with prospective students and their families (98–100%), and approximately 90% of families consider it their top way to receive college updates (RNL, 2025; RNL et al., 2025). But that is not the end of the story: lower-income and first-generation families are more likely to prefer text messages, with about 30% say getting updates on their phones suits them best. And when it comes to college portals? Most families are not shy about their feelings. Seventy-seven percent call these hubs “invaluable” for keeping track of deadlines and details.

    Here is the practical takeaway. If your family portal is still in beta, you are late. The portal is the digital front porch. Families want to step in. They do not want to just peer through a window.

    However, this is where institutions often fall short.

    • Lower-income families: They may not have unlimited data plans or reliable Wi-Fi. For them, text updates are not just convenient. They are a lifeline. Use SMS for deadlines, aid reminders, and quick check-ins.
    • Multilingual families: A portal that exists only in English is a locked door. Translation tools, multilingual FAQs, or videos with subtitles are not extras. They are necessities.
    • Busy working families: They may read email at odd hours. Keep messages concise. Make them mobile-friendly. Pack them with links that get families directly to what they need. No scavenger hunt.

    Email may be the king, but texts and portals are the court. Together, they make families feel included, informed, and respected. Income, language, and schedule should not become barriers to access.

    Cost clarity: The non-negotiable

    Families shout this from the rooftops. Show me the money.

    Ninety-nine percent say tuition and cost details are essential. Seventy-two percent have already ruled out institutions based on the sticker shock (RNL et al., 2025).

    Meanwhile, many institutions are still burying their net price calculators three clicks deep or waiting until after application to share the real numbers (RNL, 2025). That delay does not just frustrate. It eliminates your campus from consideration.

    Here is the practical takeaway. Put cost and aid at the forefront. Homepage, emails, campus events. If families cannot find your numbers, they will assume they are bad.

    Widen the lens for a moment.

    • Lower-income families: They do not just compare sticker prices. They seek reassurance that aid is real, accessible, and does not come with hidden strings.
    • First-generation families: Jargon like “COA” and “EFC” confuses them. Use plain explanations, visuals, or short videos to demystify the process.
    • Multilingual families: Cost info in English-only PDFs will not cut it. Translations, bilingual webinars, and multiple-language calculators build trust.
    • Busy working families: Parents reading on a break or late at night do not want to hunt. Make your cost breakdowns mobile-friendly. Spell it out: “Here is the average monthly payment after aid.” No guesswork.

    Clarity is equity. Make costs easy to find, easy to understand, and easy to compare. If you do, you keep your institution in the game.

    Portals: High demand, low supply

    Only 45% of private and 38% of public institutions offer family portals (RNL, 2025). Seventy-seven percent of families consider portals “invaluable” during the planning process (RNL et al., 2025). That is not a gap. It is a canyon.

    Here is the practical takeaway. Stop debating whether you need a portal. You do. Build one. Promote it. Keep it fresh. A portal is not just another login. It is a family’s command center.

    Here is why the design matters:

    • Lower-income families: If they juggle multiple jobs or devices, the portal must be mobile-first. No exceptions.
    • First-generation families: Use the portal as a step-by-step guide through the admissions maze. Clear checklists and “what comes next” nudges make all the difference.
    • Multilingual families: A portal only in English is a locked gate. Multilingual menus, downloadable resources, and translated FAQs turn it into a real access point.
    • Busy working families: On-demand matters. Record sessions, post how-to videos, and archive key communications. Parents can catch up after a late shift.

    Think of your family portal as the ultimate cheat sheet. If it answers questions before families even think to ask them, you have built trust.

    Campus visits still rule the court

    Institutions know visits are powerful. Families confirm it. Ninety-seven percent say seeing campus in person shapes their decision (RNL, 2025; RNL et al., 2025). First-generation families value them even more.

    Here is the practical takeaway. Do not just host cookie-cutter tours. Offer tailored experiences for first-generation families, local students, or academic interest groups. If your best tour story is still “this is the library,” you are missing the emotional connection.

    And do not forget the families outside the “traditional tour” box.

    • Commuter students: Show them where they will spend their days. Lounges, commuter lockers, meal plan hacks, parking solutions. These matter.
    • Students working 20 hours a week to pay tuition: Highlight flexible scheduling, evening classes, and campus jobs.
    • Busy working families: Are you offering evening and weekend options? Can families join virtual sessions during a lunch break? If not, you are leaving them out.

    The real question: Are your campus experiences built for everyone, or just for the students who can spend a sunny Thursday afternoon strolling through your quad?

    Families want in, not just students

    Three out of four families want at least weekly updates or timely news when it matters (RNL et al., 2025). Institutions are trying, but too often, communication still feels like a one-size-fits-all t-shirt. Technically wearable. Not flattering.

    Here is the practical takeaway. Treat families as partners, not sidekicks. Share updates in plain language. Offer Spanish-language options. Spotlight ways families can support their students. Yield is not just about students. It is about family buy-in.

    And remember:

    • Lower-income families: They may not have time to comb through long emails. Keep communication concise. Highlight financial deadlines.
    • First-generation families: Spell out key milestones. Provide clear “what comes next” instructions.
    • Multilingual families: Translate emails, texts, and portal content.
    • Busy working families: Send reminders multiple times of day. Record webinars. Make resources on demand.

    When communication feels clear, inclusive, and personal, families lean in. When it does not, they check out. Sometimes, they cross your institution off the list.

    Mind the gaps: Equity and information access

    Families across the board say cost, aid, program details, and outcomes are critical. Lower-income and first-generation families face significantly larger “information deserts” when searching for them (RNL et al., 2025). Yet institutions often double down on generic email campaigns or broad digital ads. They assume everyone is starting from the same place (RNL, 2025).

    Here is the practical takeaway. Equity in outreach is not just a value statement. It is a recruitment strategy. Translate materials. Send proactive aid guides. Partner with community groups to get info where it is needed most.

    And remember:

    • Lower-income families: Scholarships and payment plan info should not be three clicks deep. Put them front and center.
    • First-generation families: A one-page roadmap with plain-language admissions and aid steps can level the field.
    • Multilingual families: One brochure in Spanish is not enough. Provide translated FAQs, videos, and multilingual staff at info sessions.
    • Busy working families: Host virtual Q&As in the evenings. Record them. Make sure materials are mobile-friendly.

    If families cannot find or understand what they need, they will assume you do not have it. Or worse, that you do not care.

    Digital tools are only as good as the content behind them

    Institutions love their toys. Chatbots, SEO, and retargeted ads. These tools can be powerful (RNL, 2025). But families are not impressed by bells and whistles if the basics are missing. They want clear, easily accessible information about costs, aid, programs, and outcomes. Too often, they click into a chatbot or portal and leave frustrated because the answers are not there (RNL et al., 2025).

    Here is the practical takeaway. Do not let technology become window dressing. Audit your site from a family’s perspective. Can they find costs, aid, majors, and career outcomes in under two clicks? If not, no chatbot in the world can fix it. No amount of flash will.

    Think beyond the default user.

    • Lower-income families: Spotty internet access means your site needs to be mobile-first, fast-loading, and crystal clear.
    • First-generation families: Chatbots must speak plain language, not acronym soup.
    • Multilingual families: Add multilingual chatbot capabilities or direct them quickly to translated resources.
    • Busy working families: On-demand support matters. Chatbots at midnight. Video explainers that can be paused and replayed. Not just a nine-to-five phone line.

    Digital tools are not about looking modern. They are about making life easier. If your tech feels like another hoop to jump through, families will bounce. If it feels like a helpful hand, families will lean in.

    The big picture

    The alignment is clear on some fronts. Families want email, visits, and cost clarity, and institutions largely deliver. But the gaps, portals, aid communication, and equity in outreach are where recruitment wins or loses.

    Families are not just support systems. They are decision-makers. Right now, they are asking colleges to meet them with transparency, respect, and practical tools that make a complicated journey a little simpler.

    In other words, if institutions want families to stay at the table, they will need to stop serving what is easiest to cook and start serving what families ordered.

    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:

    • Student search strategies
    • Omnichannel communication campaigns
    • Personalization and engagement at scale

    Request now

    References
    • RNL. (2025a). 2025 Undergraduate Marketing and Recruitment Practices Report. Ruffalo Noel Levitz. https://www.ruffalonl.com/practices2025
    • RNL, Ardeo, & CampusESP. (2025b). 2025 Prospective Family Engagement Study. Ruffalo Noel Levitz.

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  • Beyond the Price Tag: How Cost Shapes Families’ College Choices

    Beyond the Price Tag: How Cost Shapes Families’ College Choices

    Mother and teenage daughter in kitchen looking at a laptop PC
    Perception of cost has a major impact on college choice.

    Choosing a college is rarely just about academics, location, or prestige. For most families, it comes down to the question of cost. The numbers on a price tag do not just suggest affordability; they shape what feels possible. Sticker shock alone can quietly close a door before a student even fills out an application, while clear, honest information can keep dreams in play. In this moment of rising costs and growing financial anxiety, understanding how families navigate affordability has never mattered more.

    Before examining what RNL’s latest research shows, it helps to step back and see where the broader conversation is heading. Recent studies highlight how affordability, family background, and perceptions of cost steer the college search. Again and again, the evidence points to a simple truth: for families, financial reality and perception are tightly linked (Stabler-Havener, 2024). This context is essential for understanding the RNL findings and considering how colleges can truly meet families where they are.

    What research tells us

    The research is clear: affordability, family income, and perceptions of cost are among the strongest forces shaping college choices. In one recent study, only three in ten students who believed college was unaffordable planned to enroll, showing how perception alone can narrow opportunities (Stabler-Havener, 2024).

    Policy leaders are responding. State priorities now center on boosting affordability and families’ sense of value (Harnisch, Burns, Heckert, Kunkle, & Weeden, 2024). As families weigh cost and worth, the call for reform grows louder.

    Family perspective lies at the heart of these decisions. Financial worries shape the choices parents and students make, often shrinking the list of options for those with fewer resources (Chuong-Nguyen, 2025). Parental guidance and support are deeply shaped by income and stress, sometimes as early as elementary school, when children first start to believe in what is possible (Keeling, 2025). For many out-of-state students, aid and affordability matter more than distance or campus life (Stansell, 2025). While the campus experience may guide the final decision, cost remains the gatekeeper. Together, these studies send a clear message: real and perceived affordability remain central to college access.

    Policy changes with big impact

    Federal policy changes are reshaping the landscape of affordability as well. The One Big Beautiful Bill Act keeps undergraduate loan limits intact but introduces two significant changes: a $65,000 lifetime cap on Parent PLUS loans, and a rule eliminating Pell Grant eligibility if scholarships already cover the full cost of attendance. While these details may sound technical, their impact is deeply personal. Middle- and low-income families, and first-generation students, are most likely to feel squeezed by these new limits (American Council on Education, 2025; National Association of Independent Colleges and Universities, 2025). These changes may become the tipping point for families already sensitive to sticker price.

    What this means for colleges

    The research suggests several practical steps:

    • Make affordability unmistakably clear. Families often overestimate cost and underestimate available aid. Tools like net price calculators and plain-language award letters can help (Chuong-Nguyen, 2025; Stabler-Havener, 2024).
    • Reach parents early. Parents start shaping their child’s college expectations years before high school. Outreach in middle school can expand what families believe is possible (Keeling, 2025).
    • Highlight value as well as cost. Families want to know if college is worth the investment. Colleges can tell stories of career outcomes, alum success, and community, not just numbers (Harnisch et al., 2024; Stansell, 2025).
    • Connect finances to student experience. Students care about campus feel as much as aid. Affordability should be shown alongside housing, safety, clubs, and social life (Stansell, 2025).
    • Prioritize equity. First-generation and lower-income families face more information gaps and greater stress. Targeted advising, financial literacy programs, and direct communication can help bridge that divide (Chuong-Nguyen, 2025; Keeling, 2025).

    What RNL research tells us

    While these studies offer a broad view of how cost and perception shape college decisions, the lived experience of families comes into even sharper focus when we look at recent data from the 2025 Prospective Family Engagement Report. The findings from RNL, Ardeo, and CampusESP provide a window into what families are navigating right now: the confusion, the questions, and sometimes, the sense of being overwhelmed by the college search. Examining this data helps us move from general trends to the specific realities facing families today, and shows where institutions can make the most meaningful difference.

    The bottom line

    For families, cost is never just a number. It is tangled up with their hopes, sense of security, and vision for the future: sticker price, net cost, debt, and perception; all of these shape what feels possible. For colleges, the work goes beyond lowering costs. The real challenge is helping families understand those costs, connect them to real outcomes, and expand what each student believes is within reach.

    Families’ need for clear information

    The 2025 Prospective Family Engagement Report (RNL, Ardeo, & CampusESP, 2025) found that 99% of nearly 10,000 families surveyed believe clear cost, tuition, and academic information is essential. Yet almost one in four families cannot find it. The gap is even larger for first-generation families (37 percent) and those earning under $60,000 (43%). These gaps are not just inconvenient; they are real barriers.

    Faces behind the data

    Consider the single parent in rural Ohio, working two jobs and searching late at night for financial aid information. She finds buried calculators and confusing language and assumes the sticker price is final. The dream quietly shrinks.

    Alternatively, think of the middle-income family in suburban Atlanta. They make too much for much-needed aid but still feel stretched thin. They cross colleges off their list without ever seeing the actual net cost.

    Income-level differences in cost perception

    The study shows clear patterns (RNL, Ardeo, & CampusESP, 2025):

    • Families under $60,000 have the lowest awareness of cost tools, face the most difficulty finding aid information, and are most likely to rule out schools early due to sticker price.
    • Those earning $60,000–$149,000 have moderate awareness, but three in four have eliminated colleges based on sticker price alone.
    • Families earning $150,000 or more have the highest awareness and least trouble finding information, but even among them, almost three in four have ruled out colleges due to price.

    Financial aid and scholarships: The deciding factor

    Four out of five families list aid and scholarships among their top five decision factors; for almost two in five, it is the most important factor. The urgency is even greater for first-generation families (54%) and low-income households (68%).

    • 38% say aid and scholarships top the list.
    • 43% place them in the top five.

    Even among the highest-income families, more than a quarter cite aid as their top factor, and nearly half put it in their top five.

    Sticker shock and final cost

    • 72% of families have ruled out colleges because of sticker price. Middle-income families lead (76%), followed by high-income (74%) and low-income families (66%).
    • 65% say the final cost after aid is the biggest dealbreaker, consistent across first-generation (66%), continuing generation (65%), and especially middle-income families (73%).

    Financing difficulty and loan anxiety

    Paying for college feels “very difficult” for 28% of families, and “difficult” for another 27%. The challenge is sharpest for low-income families (47% “very difficult”) and first-generation families (40%). Even among households earning over $150,000, one in five reports that paying for college will be “very difficult.” Anxiety about borrowing is widespread; 61% of families feel uneasy about loans, regardless of income (RNL, Ardeo, & CampusESP, 2025).

    Implications for colleges

    • Clarity is currency. A trust gap grows when nearly every family values clear cost information, but the most price-sensitive families cannot find it. Make cost information unmistakable, on websites, in print, in portals, and through personal outreach.
    • Lead with your aid story. Aid and scholarships top the list for most families. Burying this information wastes a key point of connection. Use real examples and plain language.
    • Defuse sticker shock early. With nearly three-quarters of families eliminating schools based on sticker price, net price calculators should be prominent, easy to use, and personalized.
    • Do not forget middle-income families. They often miss out on need-based aid but are just as price-sensitive. They deserve targeted outreach and clear explanations of their options.
    • Address financing challenges directly. Offer flexible payment plans, start conversations about the total cost early, and provide tools for first-generation and low-income families. Even high-income families appreciate empathy and honesty.
    • Reframe borrowing. With 61 percent anxious about loans, transparency about repayment timelines, graduate earnings, and debt-to-income ratios is critical.

    The emotional weight of cost

    Cost is never just a number; it is an emotional flashpoint. Families weigh college prices as figures on a spreadsheet and as symbols of opportunity, security, and trust. Information gaps hit first-generation and low-income families hardest, but financial pressure is universal:

    • Aid matters.
    • Sticker price stings.
    • Financing feels difficult for almost everyone.
    • Borrowing brings real anxiety.

    The colleges that thrive will treat cost not only as a financial challenge but as a moment to build trust and expand possibilities for every family they serve.

    Revolutionize your financial aid offers with video

    References
    • American Council on Education. (2025, July 29). Summary: One Big Beautiful Bill Act (H.R. 1). Division of Government Relations and National Engagement.
    • Chuong-Nguyen, M. Q. (2025). College application experience: Personal and institutional factors affecting high school seniors’ college-going decision-making process and college choice (Doctoral dissertation, Concordia University Irvine).
    • Harnisch, T., Burns, R., Heckert, K., Kunkle, K., & Weeden, D. (2024). State priorities for higher education in 2024. State Higher Education Executive Officers Association (SHEEO).
    • Keeling, C. (2025). Perceptions of parents regarding their participation in decision-making related to the academic and technical education preparation of their children’s career pathways (Doctoral dissertation, Purdue University).
    • National Association of Independent Colleges and Universities. (2025, July). Frequently asked questions about the One Big Beautiful Bill Act. NAICU.
    • RNL, Ardeo, & CampusESP. (2025). 2025 Prospective family engagement report. Ruffalo Noel Levitz.
    • Stabler-Havener, J. M. (2024). Interactions between quality, affordability, and income groups at private colleges and universities (Doctoral dissertation, Fordham University).
    • Stansell, L. J. (2025). Driving enrollment amidst change: Exploring college choice of out-of-state students (Doctoral dissertation, University of Tennessee, Knoxville). TRACE: Tennessee Research and Creative Exchange. https://trace.tennessee.edu/utk_graddiss/12424

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  • What Families Tell Us About College Visits, Belonging, and Trust

    What Families Tell Us About College Visits, Belonging, and Trust

    Every family’s college search tells a story, one built on hopes, questions, and the quiet moments when a parent whispers, “This feels right.” Over the past year, I have immersed myself in both research and real voices to understand what drives that feeling.

    This blog brings those insights together. I begin with what the research shows, how campus visits, family engagement, and equity intersect, and then layer in fresh data from the 2025 RNL, Ardeo, and CampusESP Prospective Family Engagement Report.

    Together, they reveal a simple truth that feels anything but small: families want to feel seen, informed, and included in the journey. For me, this work is not just about enrollment; it is about belonging, trust, and designing experiences that make families confident in saying, “Yes, this is our place.”

    The research story: Why families and visits matter

    Across K–12 and higher education, families and campus visits consistently emerge as pivotal mechanisms shaping students’ aspirations, access, and belonging. In A Review of the Effectiveness of College Campus Visits on Higher Education Enrollment, Case (2024) shows that campus visits not only help students assess academic and cultural fit but also allow parents and guardians to evaluate safety, hospitality, and organizational factors that directly influence trust and enrollment decisions.

    Amaro-Jiménez, Pant, Hungerford-Kresser, and den Hartog (2020) reinforce that family-centered outreach, such as Latina/o Parent Leadership Conferences that combine campus tours with financial aid and admissions workshops, increases parents’ College Preparedness Knowledge (CPK) and confidence in guiding their children. These immersive experiences turn visits into learning opportunities that demystify college processes and affirm parental agency.

    From an operational lens, Kornowa and Philopoulos (2023) emphasize that admissions and facilities management share responsibility for the campus visit, describing it as “a quintessential part of the college search process for many students and families” (p. 96). Every detail, from signage to staff warmth, shapes families’ perceptions of authenticity and belonging, making visits both emotional and informational experiences.

    In K–12 contexts, Robertson, Nguyen, and Salehi (2022) find that underserved families, particularly those with limited income, face barriers such as inflexible schedules and unwelcoming environments when attending school tours. They call for trust-based, personalized engagement, often led by parent advocates, to turn visits into equitable opportunities rather than exclusive events.

    Similarly, Byrne and Kibort-Crocker (2022) frame college planning through Family Systems Theory, viewing the college search as a shared family transition. Families’ involvement in campus visits, financial planning, and orientation sessions fosters understanding and belonging, especially when institutions provide multilingual materials and parent panels. Even when parents lack “college knowledge,” their emotional support and presence remain vital assets.

    Finally, Wilson and McGuire (2021) expose how stigma and class-based power dynamics shape family engagement in schools. Working-class parents often feel judged or dismissed in institutional spaces, leading to withdrawal rather than disinterest. The authors urge empathetic, flexible communication to dismantle these barriers and create welcoming, inclusive climates for all families.

    Taken together, these six studies show that family engagement and visits are deeply intertwined acts of trust, access, and belonging. Whether evaluating campus safety, building college knowledge, or navigating inequities, families who feel welcomed, informed, and respected become co-authors in their children’s educational journeys.

    The research paints a clear picture: families want to feel informed, included, and welcomed. Our latest data with RNL, Ardeo, and CampusESP shows exactly where those feelings take root, and which experiences most influence their decision to say, “Yes, this is the right college for my student.”

    What families told us: Insights from the 2025 Prospective Family Engagement Report

    Families are not passive bystanders; they are active partners in the college search, weighing what they see, hear, and feel. Their feedback reveals a clear pattern: human connection and real-world experiences matter far more than abstract or digital tools.

    Campus visits and human touchpoints build trust

    The most powerful influences on family support are on-campus visits (97%) and face-to-face interactions with admissions staff (93%), faculty (92%), and coaches (88%).

    For first-generation (98%) and lower-income families (96%), these experiences are even more critical. Seeing the campus, meeting people, and feeling welcomed helps them imagine their student thriving there.

    Key insight: Families decide with both heart and head. A warm, well-organized visit remains the single most persuasive factor in earning their support.

    Virtual engagement expands access

    Two-thirds of families (67%) value virtual visits, but that rises to 75% for first-generation and 80% for lower-income families, groups often limited by cost or travel. Virtual experiences can level the playing field when they feel personal and guided, not automated.

    Key insight: Virtual visits are equity tools, not extras. They must be designed with care, warmth, and a human presence.

    Counselors and college fairs still count

    About 73% of families see college fairs and high school counselors as meaningful sources, especially first-generation (81%) and lower-income (84%) families. These trusted guides help families translate options and make sense of complex processes.

    Key insight: Families lean on human interpreters, counselors, fairs, and coaches to navigate choices with confidence.

    AI tools spark curiosity, not confidence

    Fewer than half of families find AI tools, such as chatbots, program matchers, or demos, meaningful (40–43%). Interest is higher among first-generation (53–56%) and lower-income (55%) families, who may see AI as a learning aid. Still, most want human reassurance alongside it.

    Key insight: AI works best as a co-pilot, not a replacement. Pair technology with empathy and guidance.

    Communication quality matters most

    Two experiences top the list:

    • Information about the program or school (97%)
    • Quality of communication with parents and families (96%)

    For first-generation and lower-income families, both climb to 98%, showing that clear, bilingual, and affirming outreach builds trust and inclusion.

    Key insight: Families value how colleges communicate care; clarity and tone matter as much as content.

    Equity lens: More support, more belonging

    Across nearly every measure, first-generation and lower-income families report higher experiences. They seek more touchpoints, more guidance, and more invitations into the process.

    Key insight: Equity is about designing belonging, mixing in-person and virtual options, speaking their language, and centering relationships.

    This story does not end with the data; it begins there

    Every number and story in this study points to the same truth: families want to feel invited in. They want experiences that inform people who listen, and moments that confirm their student belongs. Our work is to create those moments, to build trust in the details, warmth in the welcome, and clarity in the journey. Because when families feel it, when they walk the campus, meet the people, and think, “This feels right!”, they do not just choose a college. They choose belonging.

    Ready to reach your enrollment goals? Let’s talk how

    Our enrollment experts are veteran campus enrollment managers who now work with hundreds of colleges and universities each year. Find out how we can help you pinpoint the optimal strategies for creating winning student search campaigns, building your inquiry and applicant pools, and increasing yield.

    Complimentary Consultation

    References
    • Amaro-Jiménez, C., Pant, D., Hungerford-Kresser, H., & den Hartog, S. (2020). Identifying the impact of college access efforts on parents’ college preparedness knowledge. Journal of College Access, 6(2), 7–27.
    • Byrne, R., & Kibort-Crocker, E. (2022). What evidence from research tells us: Family engagement in college pathway decisions. Washington Student Achievement Council.
    • Case, R. D. (2024). A review of the effectiveness of college campus visits on higher education enrollment. International Journal of Science and Research, 13(9), 716–718. https://doi.org/10.21275/SR24911223658
    • Kornowa, L., & Philopoulos, A. (2023). The importance of a strong campus visit: A practice brief outlining collaboration between admissions and facilities management. Strategic Enrollment Management Quarterly, 11(1), 54–74.
    • Robertson, M., Nguyen, T., & Salehi, N. (2022). Not another school resource map: Meeting underserved families’ information needs requires trusting relationships and personalized care. Digital Promise Research Brief.
    • Wilson, S., & McGuire, K. (2021). ‘They had already made their minds up’: Understanding the impact of stigma on parental engagement. British Journal of Sociology of Education, 42(5–6), 775–791. https://doi.org/10.1080/01425692.2021.1908115

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  • Making the Most of College Fairs and High School Visits

    Making the Most of College Fairs and High School Visits

    A Practical Framework for Admissions Leaders to Reach More Students, More Meaningfully

    College fairs and high school visits have long been the bread and butter of admissions outreach. But are they still relevant in a digital age saturated with webinars, virtual tours, and TikTok campus tours?

    The answer is a resounding yes! The 2025 E-Expectations survey of college-bound high school students shows they rate these experiences as helpful and impactful, with fairs standing out as one of the most widely used resources in the college search (RNL, Halda, & ModernCampus, 2025).

    Here is the catch: just showing up is not enough. The latest research tells us that the true impact of fairs and visits depends on how thoughtfully they are designed, where institutions decide to spend their travel dollars, and, maybe most importantly, whether the students and families who need access the most are actually being reached (Huerta, 2020; Institute for Higher Education Policy [IHEP], 2021).

    This blog brings together three key perspectives, each offering a piece of the puzzle:

    • The student voice: What the latest E-Expectations data reveals about how students use and value fairs and visits.
    • Practice-level insights: What enrollment professionals and researchers like Huerta (2020) have learned about structuring these events so they support, rather than overwhelm, students.
    • Policy and systems view: How institutional budgets, recruitment, travel, and school selection practices shape which communities are included, or left out (IHEP, 2021; Niche, 2023).

    By weaving these perspectives together, my goal is simple: to offer admissions leaders a practical framework, a clear and actionable checklist, for designing and delivering college fairs and high school visits that truly serve the full range of students and families you want to reach.

    What students say about fairs and visits

    2025 E-Expectations Trend Report: Explore the online experiences, behaviors, and expectations of college-bound high school students2025 E-Expectations Trend Report: Explore the online experiences, behaviors, and expectations of college-bound high school students

    In the 2025 E-Expectations survey, 80% of respondents attended a college fair, and 85% of those found it helpful (RNL, Halda, & ModernCampus, 2025). Helpfulness peaks in 10th grade but stays strong from 9th (82%) through 12th (85%). First-generation students also find fairs helpful (86%).

    High school visits tell a similar story. Niche (2023) reports that over 70% of students say meeting an admissions representative at their school influenced their decision to consider a college. Campus visits are even more powerful: 85% said a visit nudged them to apply or enroll. The message is clear: students want in-person engagement even in the digital age.

    However, college recruiters visit suburban and affluent schools more often, leaving rural, urban, and first-generation students with fewer recruiter visits (Niche, 2023). If your travel schedule seems stuck on the same comfortable zip codes year after year, you are seeing this problem play out firsthand. The right students are not always getting the right opportunities.

    Reimagining college fairs for equity

    College fairs and campus visits are only helpful when they reach the students who actually need them. Huerta (2020) does not sugarcoat the gaps: “traditional college fairs often disproportionately serve White and affluent students, while low-income, first-generation, and students of color are left out of these critical opportunities for exposure and access” (p. 3).

    How can fairs and visits have a greater impact? Preparation is everything, especially for first-generation students. The right support before the fair can make all the difference. Huerta (2020) says it plainly: “Pre-fair activities such as setting up professional emails, preparing questions, or even taking short career tests equip students to maximize the limited time they have with recruiters” (p. 5). With a plan, the fair is less overwhelming and more empowering.

    What about addressing affordability questions during these activities? Huerta (2020) is clear: “Workshops on financial aid, scholarships, and affordability should be at the center of college fair programming, not optional add-ons” (p. 6). Put cost and aid front and center, and you not only build trust, you tackle one of the biggest barriers families face. If you have ever watched a parent’s shoulders relax after a frank talk about financial aid, you know this is not just theory—it is practical, high-impact work.

    Now picture a fair that feels like a true community event, a place where everyone belongs. Huerta (2020) recommends an equity checklist: multilingual resources, childcare, transportation, and intentional outreach. Suddenly, the fair is not just another recruitment event; it is a space where families actually feel welcome (p. 7). You are not just handing out brochures, you are opening doors.

    Enrollment and admissions implications

    • Go beyond the usual feeder and affluent schools and make a conscious effort to reach overlooked students.
    • Prepare students and families with guides and resources before the visit.
    • Strengthen access with multilingual support, childcare, and transportation options.
    • Measure success by engagement of underserved groups of students, not just attendance.

    Rethinking recruitment policies through the institutional lens

    Zooming out, let us talk about how big-picture policies and budgets shape everything from your team’s travel routes to who gets a seat at the table.

    Travel budgets shape access

    Recruitment travel is costly and eats up a large chunk of resources. Public institutions report spending a median of $536 per recruited student and close to $600,000 a year on enrollment management vendors (IHEP, 2021). Almost one-fifth of recruitment budgets go toward travel for high school visits and college fairs (p. 9). Every travel dollar is a map, deciding which schools and communities get face time with colleges.

    Over-investment in feeder and affluent schools

    IHEP (2021) does not mince words: colleges target suburban and affluent schools, reinforcing privilege, while rural, low-income, Black, Latinx, Indigenous, and AAPI students are left seeing fewer recruiters (p. 11). Nearly nine million students live in rural areas, but cost and assumptions about mobility keep colleges away (IHEP, 2021, p. 11). If you have ever skipped a rural or urban school because “it is too far” or “students from there do not enroll anyway,” you are not alone, but the pattern has real consequences.

    The “iron triangle” of prestige, revenue, and access

    IHEP (2021) calls the balancing of academic profile, revenue, and access the “iron triangle” of recruitment. Too often, access gets squeezed out by prestige or dollars. One example? The out-of-state recruitment push for higher tuition, which can crowd out in-state, low-income, and racially diverse students—the very populations public institutions were built to serve (IHEP, 2021, p. 10). There is a real tension here: the pressure to chase rankings and revenue versus the public mission to expand access.

    Enrollment and admissions implications

    Audit travel strategies so you don’t overlook rural, urban, and high first-generation schools.
    Resist the urge to chase rankings or revenue at the cost of access.
    Measure equity ROI to look at who you reached and not just enrollment numbers.
    Honor the public mission—for public institutions, especially, recruitment travel should put in-state, underrepresented, and transfer students first.

    The “Comprehensive Equity Checklist” for college fairs and high school visits

    (Adapted from Huerta, 2020; IHEP, 2021; Niche, 2023)

    If you are looking for a place to start, here is a checklist you can use to make sure your next fair or visit is as equitable and impactful as possible:

    Access and Inclusion

    • Provide multilingual materials (flyers, signage, applications, financial aid guides).
    • Offer live interpretation services for families with limited English proficiency.
    • Ensure transportation options (buses, metro passes, shuttles) for students and families.
    • Provide childcare or family-friendly spaces so parents and guardians can attend.
    • Make fairs and visits physically accessible (ADA-compliant venues, inclusive spaces).

    Student and Family Preparation

    • Equip students with pre-fair tools: professional email setup, question prompts, résumé templates, and career interest surveys.
    • Offer prep sessions for families on navigating fairs, admissions language, and understanding financial aid.
    • Provide clear expectations before high school visits (e.g., topics covered, documents to bring).

    Financial Aid and Affordability Resources

    • Make financial aid and scholarship workshops central, not optional, at fairs.
    • Ensure recruiters can clearly explain the cost of attendance, aid packages, scholarships, and ROI.
    • Share state aid and local scholarship resources during visits.
    • Provide simple, multilingual financial aid guides for families to take home.

    Recruiter Diversity and Training

    • Send representatives who reflect racial, ethnic, and linguistic diversity.
    • Train recruiters in cultural competency, equity, and family engagement strategies.
    • Encourage authentic, student-centered conversations rather than scripted pitches.
    • Pair senior admissions leaders with feeder schools while ensuring new schools also receive attention.

    Event and Visit Design

    • Avoid overwhelming “information overload” by structuring fairs with breakout sessions (e.g., Paying for College 101, Essay Writing Tips, Navigating Campus Visits).
    • Set up reflection areas where students can take notes and debrief.
    • Schedule visits that reach all grade levels, not just seniors, to build early awareness (9th–10th grade especially).
    • Balance large-scale fairs with smaller, targeted events for first-generation and underserved students.

    Travel Strategy and School Selection

    • Audit recruitment travel annually: which schools are visited and which are left out (rural, urban, high first-generation, under-resourced)?
    • Intentionally expand beyond feeder and affluent schools to reach underserved communities.
    • Balance in-state versus out-of-state recruitment to honor institutional missions and equity commitments.
    • Use hybrid and virtual visits to reach schools where travel is limited.

    Data, Metrics and Accountability

    • Collect and analyze participation data disaggregated by race, income, geography, and first-generation status.
    • Track equity ROI: not just attendance numbers, but who was reached and how engagement expanded access.
    • Report back annually to leadership with both quantitative metrics (schools visited, demographics reached) and qualitative feedback (student and counselor satisfaction).
    • Equitable recruitment means more than showing up. It requires intentional design, inclusive practices, and accountability. This checklist can help you ensure that your fairs and visits open doors, instead of reinforcing barriers.

    The bottom line: Opportunity by design

    College fairs and high school visits remain powerful entry points for students exploring higher education. The data is clear: students find them helpful, and when done well, these moments spark interest, build trust, and create momentum in the college search process. But as the research shows, the true impact depends on how these events are implemented and who gets to participate. Fairs that overwhelm students or focus only on affluent schools, and travel that bypasses rural or first-generation communities, risk narrowing opportunity rather than expanding it.

    Admissions leaders hold both the keys and the responsibility to change this. Rethink what success looks like. Expand your travel map beyond traditional feeder schools. Center on affordability and preparation on every visit. Use a comprehensive checklist to plan. If you do, you will reach more students, more meaningfully. Measure the value of college fairs and high school visits by the quality of the student and family experience, the strength of your partnerships with counselors, and the breadth of the communities you serve. In doing so, you will not just make the most of fairs and visits, you will reaffirm your mission to open doors of opportunity for every student who is ready to walk through them.

    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:

    • Student search strategies
    • Omnichannel communication campaigns
    • Personalization and engagement at scale

    Request now

    References

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  • Breaking the Bottleneck: How Process Mapping and Policy Reform Drive Enrollment Growth

    Breaking the Bottleneck: How Process Mapping and Policy Reform Drive Enrollment Growth

    In today’s fiercely competitive higher education landscape, enrollment leaders are being asked to do more with less. That means more inquiries, more conversions, and more starts, all while working with fewer resources and a shrinking pool of students actively seeking traditional degree paths.

    What separates the institutions that are growing from those that are treading water? In my experience, it’s the willingness to question the status quo. The leaders seeing results are the ones taking a hard look at internal processes and policies and making bold decisions to remove what’s in the way of progress.

    The urgency to remove enrollment barriers

    Many institutions face enrollment plateaus not because they lack student interest, but because of self-imposed friction. Burdensome application requirements, slow review cycles, and legacy processes that haven’t evolved with changing student expectations can all stand in the way of progress.

    Students today expect seamless, responsive experiences. They compare your enrollment process not only to peer institutions but also to the intuitive digital experiences they encounter every day. If your application process is full of red tape or requires too many steps, students will disengage and likely move on to a more accessible option.

    Colleges and universities that want to stay competitive need to start clearing the path. By taking the time to understand how your enrollment process actually operates and identifying where students tend to get stuck, you can make meaningful changes that increase both efficiency and enrollment success.

    Start with a map: Uncovering friction through process review

    The first step to solving an enrollment slowdown is understanding where it’s happening. That’s where process mapping comes in.

    At Collegis, we partner with institutions to conduct comprehensive process assessments. We document and analyze every step of the applicant journey, from inquiry through registration, to uncover inconsistencies, delays, and points of friction that may be limiting your enrollment funnel. We often find that a student’s experience varies widely depending on who they interact with or when they enter the process, revealing a need for greater consistency and coordination.

    In many cases, we find students getting stuck at multiple points across the enrollment journey, starting with the application itself. Lengthy or confusing questions, lack of helpful guidance, and irrelevant fields can all create unnecessary complexity early on. Students may also encounter inconsistent or impersonal communication, making it unclear what to expect next or where they stand in the process.

    Further down the funnel, delays often occur during application review, sometimes taking a week or more due to internal handoffs or manual processes. In some cases, applications sit idle because there’s no system in place to move files forward or flag them for outreach. These gaps add up, slowing momentum and causing potential students to disengage.

    When you can see the entire process visualized, it becomes easier to ask the right questions:

    • Is the application process intuitive and easy to navigate, or are we introducing unnecessary complexity?
    • Are there clear next steps and calls to action for students at each stage?
    • Do students receive consistent, timely communication that reflects where they are in the journey?
    • Is the messaging and cadence of our marketing and operational emails aligned with what students hear from admissions counselors?
    • Are there opportunities to streamline handoffs, automate manual steps, or standardize the process to ensure every student receives a cohesive experience?

    Process mapping isn’t just a troubleshooting exercise. It’s a strategic investment in institutional agility and student-centered design. Institutions that complete this type of review often uncover both quick wins and opportunities for deeper transformation.

    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.

    Rethink the rules: Policies that reduce friction and drive results

    Some of the most impactful improvements we’ve seen don’t require major investments or cutting-edge technologies. More often, they come from rethinking the policies that shape your admissions process and how those policies either support or hinder the student experience.

    When we conduct policy reviews with our partner institutions, we often find that some admissions requirements add more complexity than value. It’s crucial to determine whether each requirement is truly essential to making an informed admissions decision. By removing or refining requirements that no longer serve a clear purpose (such as excessive documentation or overly rigid review criteria) institutions can streamline internal workflows and reduce avoidable delays. These targeted adjustments not only improve operational efficiency but also create a more accessible and student-centered experience.

    Impact in action: Practical examples of enrollment transformation

    These are not just hypothetical improvements. We’ve worked directly with institutions to implement these strategies and have seen the tangible impact they can deliver. Here are a few real-world examples that show how practical adjustments have translated into measurable results:

    • Waiving letters of recommendation for applicants who meet a defined GPA threshold. This eliminates a common bottleneck while maintaining admissions rigor.
    • Simplifying transcript requirements by only requesting documentation that includes a conferred degree and any prerequisite coursework required for program entry. Additional transcripts are collected later if necessary, which speeds up the initial review process.
    • Automating workflows that trigger application reviews as soon as all checklist items are complete. This ensures students move through the process without unnecessary delays.
    • Setting up notifications to ensure timely engagement. For example, alerts can be set when a new inquiry or applicant hasn’t received contact from an admissions counselor within 24 hours, or when application reviews are taking longer than expected.

    These types of changes create a more efficient, student-centered process that helps institutions convert interest into enrollment more effectively.

    Don’t just tweak the process, transform it

    If your institution is still relying on outdated processes and rigid policies, now is the time to reevaluate. The enrollment environment is only becoming more competitive. But with the right changes, your institution can become more efficient, more agile, and more appealing to today’s students.

    This isn’t about cutting corners or lowering standards. It’s about rethinking how your process serves students. Process mapping helps uncover ways to simplify steps, ensure consistency, and build trust through clear communication and meaningful staff connections. The result is an experience that’s more efficient, more personal, and better aligned with your institution’s goals.

    Let’s break the bottleneck together

    A process mapping assessment is a powerful starting point. At Collegis, we go beyond identifying issues. We work side by side with our partners to solve them. Our approach is collaborative, our recommendations are practical, and our focus is always on impact.

    If your institution is ready to accelerate enrollment growth, strengthen internal operations, and deliver a more consistent and personalized experience for your students, let’s talk.

    Innovation Starts Here

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

    Jim Callinan leads enrollment strategy and operational excellence at Collegis Education, where he partners with higher education institutions to design and deploy data-informed admissions and student-journey models. With nearly 20 years of higher education experience, Jim brings deep expertise in aligning cross-functional teams across technology, marketing, analytics, enrollment, and student success to drive growth, streamline operations, and elevate the student and staff experience. His collaborative approach helps institutions align strategy, process, and performance to achieve sustainable success.

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  • The Motivations and Concerns of Prospective Graduate Students

    The Motivations and Concerns of Prospective Graduate Students

    Graduate student enrollment is increasingly critical to the overall enrollment health for universities. As demographic changes make it harder to grow traditional undergraduate enrollment, institutions will need graduate student population growth to fill in those gaps.

    The good news is that the graduate student market is growing. According to National Student Clearinghouse data, graduate enrollment reached an all-time high of 3.2 million in fall 2024, with a 3.3% increase over the year before.

    However, in order to compete for these students, you need to understand their motivations, influences, and concerns when it comes to their selection of a higher educational institution. To dig into these issues, RNL surveyed 1,400 prospective and enrolled graduate students on a wide range of issues that relate to their decision to pursue graduate study. Here are some of the key findings that enrollment managers need to know.

    What is their primary motivation to study?

    Circle graph showing 74% of graduate students are primarily motivated to study to advance their current careerCircle graph showing 74% of graduate students are primarily motivated to study to advance their current career

    It’s no surprise that today’s students are career-oriented, but it’s clear that advancing their current career is the top driver, with 74% of our participants listing that as their primary motivation to study.

    What does this mean for us as practitioners in higher education? It’s critical to not only highlight career-related information, but also to make sure that information and outcomes are very easy to find. In another finding from our report, 90% of respondents indicated that it’s important for program pages to provide specific and easy-to-access information on careers related to their field.

    What influences graduate students to consider graduate study?

    Bar chart showing the greatest influences on whether to study at the graduate level: 57% personal reflection, 40% family or friends, 32% employer, 24% colleague or mentorBar chart showing the greatest influences on whether to study at the graduate level: 57% personal reflection, 40% family or friends, 32% employer, 24% colleague or mentor

    As you can see here, these decisions are largely self-motivated even if the reasons to pursue grad study are career-oriented. I find it interesting that these are not more employer-driven, especially when it comes to continuing degrees. However, it still shows that the majority of graduate students are self-motivated, intrinsic learners who see graduate study as a way to improve their lives.

    What are the most important program features to prospective graduate students?

    Circle graph showing most important program features for prospective graduate students: 84% format flexibility, 76% available specializations, 75% multiple start terms, 63% shorter course duration.Circle graph showing most important program features for prospective graduate students: 84% format flexibility, 76% available specializations, 75% multiple start terms, 63% shorter course duration.

    For our survey respondents, format flexibility was the feature that was cited as most important, followed closely by available specializations. This is interesting, as the respondents cited modality, course format, and specializations, and then flexible scheduling. This could be a reflection of the growing number of Gen Z students (those under 29) who make up 56% of the graduate student population according to the fall 2023 IPEDS snapshot. This change in student age demographic emphasizes the importance of offering and designing those programs for multiple delivery types and really meeting those students where they are.

    What are the main concerns of graduate students?

    Circle graph showing the main concerns of graduate students: 60% cost, 49% balancing responsibilities, 25% career advancement, 17% ROI uncertainty.Circle graph showing the main concerns of graduate students: 60% cost, 49% balancing responsibilities, 25% career advancement, 17% ROI uncertainty.

    I don’t think anyone will be shocked that cost is a concern for 60% of graduate students. But half of our respondents also cited balancing responsibilities as a primary concern. This is again, not shocking considering the vast majority of our participants said they worked full-time. While fewer than 20% cited ROI uncertainty, that still represents 1 in 5 of our survey takers. The bottom line is that institutions need to directly address these pain points when they conduct outreach with students. Mitigating some of those concerns right away can help students feel more comfortable in the process and be more likely to enroll in, and ultimately complete their programs.

    What will inhibit a graduate student from applying to a program?

    Finally, we asked our survey respondents which common requirements would potentially dissuade them from applying to a program.

    Table showing inhibitors to applying to graduate school: Letters of recommendation 35%, Essays 33%, Fees 31%, Standardized tests 30%, Writing sample 28%, Resume 28%, Transcripts 27%, Portfolio of work 26%, None 11%Table showing inhibitors to applying to graduate school: Letters of recommendation 35%, Essays 33%, Fees 31%, Standardized tests 30%, Writing sample 28%, Resume 28%, Transcripts 27%, Portfolio of work 26%, None 11%

    As you can see, 1 in 3 students cited letters of recommendation and essays/personal statements. This is not to say that institutions should remove these requirements, but be mindful if your program really needs them in the evaluation process. Similarly, for items such as transcripts, look for ways to make it easier for transcripts to be submitted or gathered to remove the burden from students—and a potential barrier from applying to your program.

    Read the full report for even more insights

    2025 Graduate Student Recruitment Report2025 Graduate Student Recruitment Report

    These findings represent a fraction of what you will find in the 2025 Graduate Student Recruitment Report. It’s packed with findings on the channels graduate students use to search for schools, how they use search engines for research, which digital ads they click on, and much more.

    You can also watch our webinar Keys to Engaging and Enrolling Graduate Students to hear my colleague Lori Cannistra and I discuss the findings and how you can use them to guide your strategies. And if you want to discuss graduate marketing and recruitment strategies, reach out to set up a consultation.

    Talk with our graduate and online enrollment experts

    Ask for a free consultation with us. We’ll help you assess your market and develop the optimal strategies for your prospective graduate students and online learners.

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  • How Prospective Families Weigh Online and Hybrid College Options

    How Prospective Families Weigh Online and Hybrid College Options

    Nearly half of all students worldwide have engaged in online learning.

    Online and hybrid education have shifted from emergency responses during the COVID-19 pandemic to permanent, influential forces reshaping education from kindergarten to high school to higher education. Once seen as supplemental, these models play a central role in how students, families, and institutions approach learning, access, and opportunity.

    Full online enrollment remains rare in grades K-12, with just 0.6% of U.S. public school students fully online. However, hybrid learning is widespread, with 63% of students using online tools daily (National Center for Education Statistics, 2023). Globally, nearly half of all students have engaged in online learning, fueling a K–12 online education market valued at more than 171 billion U.S. dollars (Devlin Peck, n.d.; Yellow Bus ABA, n.d.).

    In higher education, the shift is even more pronounced. By 2023, over half of U.S. college students had taken at least one online course, and over one-quarter were enrolled exclusively online (National Center for Education Statistics, 2023; BestColleges, 2023). Adult learners and graduate students have been especially drawn to online programs, attracted by the flexibility and accessibility they offer (Arizton Advisory & Intelligence, 2023).

    But the numbers alone do not tell the whole story. To understand the future of online and hybrid learning, we need to listen to families, not as bystanders, but as essential decision-makers, advocates, and partners in shaping students’ educational journeys.

    What families and students think, and why it matters

    Across education levels, families appreciate the flexibility of online and hybrid models but consistently voice concerns about academic rigor, social connection, and equitable access.

    In K–12, parents generally prefer in-person schooling but want schools to improve the quality of online options (Barnum, 2020; Dong, Cao, & Li, 2020; Garbe, Ogurlu, Logan, & Cook, 2020). Adult and international students in higher education often rely on online programs to balance work and family demands. However, they face barriers such as isolation, inconsistent internet access, and limited interaction with peers and faculty (Kibelloh & Bao, 2014).

    Research underscores that strong course design is essential for satisfaction and success (Babb, Stewart, & Johnson, 2010; Detyna & Koch, 2023) and that social connection is not a luxury but a critical factor in persistence and well-being (Tayebinik & Puteh, 2012). Equity gaps also loom large: students without access to reliable devices, broadband, or support networks face steeper challenges (Eduljee, Murphy, Emigh-Guy, & Croteau, 2023; Neece, McIntyre, & Fenning, 2020).

    Families’ pandemic experiences reinforce these themes. Many described overwhelming stress and inequities that left them skeptical of online learning without stronger support and communication (Dong et al., 2020; Garbe et al., 2020; Neece et al., 2020).

    Key findings: What families want, and what budget cuts threaten

    The RNL, Ardeo, and CampusESP (2025) Prospective Family Engagement Report surveyed 9,467 families of prospective college students, offering rare insight into how families view online and hybrid education not just in theory, but as a meaningful factor in enrollment decisions.

    1. Families are cautious about fully online. Only 11% said they would consider a fully online experience for their student. In contrast, about 60% were open to hybrid models, which they saw as the “best of both worlds,” combining affordability, flexibility, and connection.

    2. First-generation families are more open. Nearly one in five said they would consider fully online, and 60% were open to hybrid options. These pathways can be lifelines, but cuts to advising, technology, or aid risk undermining that promise.

    3. Income divides are stark. Families earning under $60,000 were twice as likely to express interest in fully online compared to higher-income families. Yet as state funding declines, public colleges may raise tuition or online fees, making even “affordable” pathways harder to access.

    4. Race and ethnicity matter. Black and Hispanic families showed greater openness to online and hybrid formats than Asian or White families. That opportunity will only expand if institutions sustain culturally responsive communication, peer representation, and targeted support.

    5. Generational and gender differences are shifting demand. Younger parents and female caregivers are more comfortable with online and hybrid learning. Demand will keep growing, but families may see online options as second-class without continued investments in quality and communication.

    6. Region matters, too. Families in the Great Lakes and Far West regions were more receptive to online learning, while New England families leaned more traditional. These cultural and infrastructural differences should shape institutional strategies.

    These findings show that online and hybrid education hold real promise, especially for families seeking flexibility, affordability, and access. But that promise rests on a fragile foundation. Budget cuts threaten the very investments that make these models credible: faculty development, instructional design, technology, and support services. Without them, families’ trust could erode.

    What this means for colleges: Practical implications

    The research points to clear takeaways for colleges and universities:

    • Flexibility matters, but only if paired with quality. Families want flexible options backed by evidence of rigor, outcomes, and strong faculty engagement.
    • Hybrid is a strength, not a compromise. Market it as a high-quality “best of both worlds,” not a fallback option.
    • Equity-focused support is critical. Expand device loan programs, connectivity grants, and first-generation mentoring to close gaps.
    • Culturally tailored communication builds trust. Engage families with inclusive outreach and visible peer representation.
    • Generational shifts mean rising demand. Younger parents are more open to online and hybrid; invest now to meet tomorrow’s expectations.
    • Regional strategy matters. Align program design and marketing with local cultures, broadband realities, and institutional density.
    2025 Prospective Family Engagement Report2025 Prospective Family Engagement Report

    Ultimately, this is about listening. For some families, online pathways may be the only way higher education is possible. For others, a hybrid model that blends connection with convenience is the right fit. Institutions that understand these diverse perspectives and invest in the structures that support them will be best positioned to earn families’ trust and help students thrive.

    For more insights, read the 2025 Prospective Family Engagement Report from RNL, CampusESP, and Ardeo.

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  • We’re Not Asking for a Discount, We’re Asking for Clarity

    We’re Not Asking for a Discount, We’re Asking for Clarity

    How can you assuage family fears about the cost of college?

    After two years of reading survey responses and digging into the numbers, I have learned something simple and essential about how families and students navigate the college planning journey: most families do not walk away from college because of the price tag itself. They walk away because they do not understand what that number means.

    In the last two years, I have written four major reports: the 2024 High School Student College Planning Report, the 2024 High School Students’ Perceptions of College Financing Report, the 2025 E-Expectations Trend Report, and the 2025 Prospective Family Engagement Study. Together, they draw on responses from nearly 6,000 high school students and almost 10,000 prospective families, giving us a 360-degree view of how people navigate the college planning journey.

    What these studies, and broader research (George-Jackson & Gast, 2015; Marcus, 2016; Rainey & Taylor, 2024; Uperberg, 2023; Gallup & Lumina Foundation, 2025), show us is simple but urgent: cost is not just about dollars. It is about clarity, confidence, and trust.

    Let’s start with what I learned from the broader research.

    What research tells us about cost, aid, and college decisions

    Across the literature, several consistent themes emerge about how families perceive cost, aid, and value in college planning:

    Sticker price stops the conversation

    Families often see the full cost of attendance and assume it is what they will pay. Most are unaware of net price calculators, or if they are aware, they do not know how to interpret the results (George-Jackson & Gast, 2015). This lack of understanding creates a “sticker shock” effect that prevents many students from even considering certain institutions, particularly those with higher published tuition rates. Research shows this disproportionately affects first-generation and lower-income families.

    My takeaway: If sticker price ends the conversation before it begins, institutions must lead with clarity about net price and affordability, not bury those numbers deep on a website.

    Loan fear limits options

    Families are deeply wary of borrowing, shaped by personal experiences, community narratives, and national headlines about student debt. This fear often pushes students toward the cheapest option or away from college altogether, regardless of fit or long-term return (Rainey & Taylor, 2024; Uperberg, 2023). While many students still anticipate borrowing, the emotional weight of debt creates hesitancy, stress, and in some cases, a complete halt in the college search process.

    My takeaway: Colleges need to acknowledge debt anxiety directly, offering tools like loan repayment calculators, loan repayment assistance programs (LRAPs), or transparent messaging that frames borrowing as an investment, not a trap.

    College value is still believed, but proof is demanded

    Despite concerns, most families still believe higher education is a worthwhile investment and a pathway to upward mobility (Gallup & Lumina Foundation, 2025). However, they are increasingly asking colleges to “show the math.” They want to see career placement rates, average earnings by major, and clear evidence that a degree will lead to tangible outcomes (Marcus, 2016). Simply promising that college “pays off” is no longer enough.

    My takeaway: Institutions must highlight outcomes early and often— weaving graduate stories, salary data, and career ROI into recruitment messaging, not waiting until yield season.

    Aid matters, but only if it is understood

    Financial aid has the potential to completely change affordability for students, but too often, the way it is communicated undermines its impact. Many students and families report being unclear on how aid works, what types of aid are available, and how to apply (Rainey & Taylor, 2024). Complex language, late timing, and lack of plain explanations mean that aid packages often add to stress instead of reducing it.

    My takeaway: Aid communication must be simplified, visual, and personal. Families need plain language, early outreach, and real-world examples of how aid changes the bottom line.

    Revolutionize your financial aid offers with video

    What RNL research reveals about cost, clarity, and college decisions

    Sticker shock is real and misleading

    Families often see the full cost of attendance and assume it is what they will pay.

    • 72% of families eliminated a college based on sticker price alone (RNL, Ardeo, & CampusESP, 2025).
    • Only 12% of students used a net price calculator (RNL, Ardeo, & Halda, 2024).
    • More than half of parents still did not know their likely aid after visiting a college website (RNL, Ardeo, & CampusESP, 2025).

    Students say: Sticker price stops the conversation.
    Families say: We are not asking for a discount; we are asking for clarity.

    My takeaway: If families do not know the real price, they walk away before there is even a chance to explain. That is not a money problem; it is a communication problem.

    Clarity is the new currency

    Confusion about aid derails progress toward enrollment.

    • 57% of students started but did not finish at least one application because “it seemed too expensive” (RNL, Ardeo, & Halda, 2024).
    • 65% of prospective families say final cost (after financial aid and scholarships) is the decisive factor to choose a college, and 80% of students agree (RNL, Ardeo, & CampusESP, 2025).
    • 43% of families have trouble finding a financial aid or scholarship calculator, and nearly four out of ten cannot find scholarship info on college websites (RNL, Ardeo, & CampusESP, 2025).

    Students say: Confusion kills momentum.
    Families say: If we do not understand the process, we will not finish it.

    My takeaway: Clarity is not just nice, it is currency. If cost feels hidden or complicated, families spend their trust elsewhere.

    Fear of loans drives the conversation

    Loan fear shapes how families perceive every option.

    • 71% of students said loan concerns shaped their planning negatively; 8 in 10 still plan to borrow (RNL, Ardeo, & Halda, 2025).
    • 72% of students, and 51% of families (69% of first-generation), would be more likely to enroll if the college offered a Loan Repayment Assistance Program (RNL, Ardeo, & CampusESP, 2025).

    Students say: Debt is emotional, not just financial.
    Families say: We fear making a mistake that follows us for years.

    My takeaway: Until you address loan fear head-on, families will see debt as a dealbreaker, not a doorway.

    Families are involved, but often left out

    Parents and caregivers play a central role, but they often lack the tools.

    • 80% of students involve a parent or caregiver in college planning, but first-gen parents are less confident reviewing aid (RNL, Ardeo, & Halda, 2024).
    • Email is the preferred channel for all families (90%), yet awareness of portals and tools is low, especially among low-income and first-gen families (RNL, Ardeo, & CampusESP, 2025).

    Students say: Families want to help but need more than a brochure.
    Families say: Include us; do not just assume we know where to look.

    My takeaway: Families are the co-pilots of this journey. Ignore them, and you risk losing the student, too.

    Technology needs a human touch

    Digital tools can open doors, but students and families still crave connection.

    • 91% of students use college websites; 65% are more likely to apply after a virtual tour (RNL, Halda, & Modern Campus, 2025).
    • 1 in 4 apply after engaging with an AI assistant, but many still follow up with email (RNL, Halda, & Modern Campus, 2025).
    • Only 53% of families know about parent/family portals, with even lower awareness among first-gen families (RNL, Ardeo, & CampusESP, 2025).

    Students say: Yes, we are digital, but we are also human.
    Families say: Technology helps, but we still want a person on the other side.

    My takeaway: Digital opens the door, but human connection makes families walk through it.

    Cost is not just about affordability; it is about perception, trust, and understanding.

    Watch our webinar, The Price Tag Problem, to learn more about communicating with families about college costs.

    Families and students are not asking for a discount; they are asking for clarity. When institutions lead with transparency, plain language, and humanity, they transform the way students and families see higher education.

    This is a topic we’ll explore in our webinar, The Price Tag Problem: How Families Weigh Cost, Stress, and Value and What You Can Do About It. We will look at the latest data on how families feel about college affordability, borrowing, and the value of college.

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  • How Social Media Shapes College Planning for Students

    How Social Media Shapes College Planning for Students

    Social media is a front door for student outreach.

    Let us be honest: College planning is not just about campus tours and glossy brochures anymore. These days, it is about late-night scrolling. It is about finding your future in a 15-second TikTok or watching a day-in-the-life dorm vlog on YouTube, possibly squeezed between a skateboarding dog and a viral dance challenge. And let us admit it, none of this is mindless. Students make real decisions right there in the middle of the scroll, about where they belong, who they want to be, and what opportunities are out there (Astleitner & Schlick, 2025).

    That is the story the 2025 E-Expectations Trend Report tells us. Social media is not a bonus channel for student outreach; it is the front door. In fact, 63% of students are on Instagram, but only 53% see college content there. That is a missed opportunity (RNL, Halda, & Modern Campus, 2025). Here is the twist: Colleges know social is powerful, too. The 2025 Marketing and Recruitment Practices Report for Undergraduate Students shows that enrollment teams rank social media, retargeted, and video ads among their most effective digital tactics. Still, when it comes time to pull out their wallets, colleges spend most of their spending on Instagram and Facebook, while TikTok and YouTube, where teenagers spend much of their time, are left underused (RNL, 2025).

    Social media is where the search begins

    The E-Expectations data shows that for 56% students, social media matters most when they start thinking about college. Before they ever request information or take a tour, they are watching you. They are searching for clues, hints, and maybe a sign that this could be their future home.

    We know they are asking themselves:

    • “Could I see myself there?”
    • “Do these students look like me?”
    • “Would I fit in?”

    This lines up with findings from the Pew Research Center (2024), which reports that over 90% of teenagers use social media every day, and platforms like Instagram and TikTok are where they are most active. More importantly, teenagers rely on these platforms for support in decision-making, including school decisions (American Student Assistance, 2021).

    For first-generation and underrepresented students, that early scroll matters even more. Social media often serves as their first “window in,” a way to explore campus life and build confidence before they ever reach out (Wohn, Ellison, Khan, Fewins-Bliss, & Gray, 2013; Brown, Pyle, & Ellison, 2022). Maybe they are wondering if the dining hall food is as good as those Instagram stories claim, or if the students in the videos hang out together.

    Your social media should say:

    “We see you. We want you to feel welcome before you even set foot on campus.”

    Yet, the 2025 Marketing Practices Report suggests that many institutions lead with brand identity campaigns, polished facilities videos, or rankings rather than authentic student stories that help them feel like they belong (RNL, 2025). Students are looking for belonging; colleges are still showing off prestige. That gap is where connections can get lost.

    What makes students follow?

    2025 E-Expectations Trend Report. Explore the online expectations, experiences, and behaviors of college-bound high school students2025 E-Expectations Trend Report. Explore the online expectations, experiences, and behaviors of college-bound high school students

    The E-Expectations data makes one thing clear: Students want more than glossy photos. They want real, raw, relevant content that speaks to their life and dreams.

    • 37% follow colleges for student life content.
    • 31% want “the lowdown” on how to apply.
    • 30% are all about content in their major

    That desire for honesty is backed up by research: High school students value user-generated content for authenticity but still expect official accounts to provide reliable information. The sweet spot is when both work together (Karadağ, Tosun, & Ayan, 2024). Emotional validation from peers does not just spark a like; it deepens their sense of connection (Brandão & Ramos, 2024). In other words, students are not just following but searching for a place where they feel understood.

    Not just where, but when

    The E-Expectations data details a crucial truth: Social media matters most when students start college planning. More than half (56%) are scrolling and watching before picking up a brochure or visiting a website. After that, social media’s influence drops steadily as they move through applications, visits, and acceptance. By the time they are accepted, only 21% say social media still plays a significant role (RNL, 2025).

    The Marketing Practices Report, however, shows that many colleges still dial up their social spend around yield campaigns (RNL, 2025). That timing mismatch means institutions may miss the critical “imagination phase” when students decide if a school even makes their list. We want to meet them at the beginning, not just at the finish line.

    Other research backs this up: Universities with consistent, active presences across platforms are far more likely to stay on students’ minds (Capriotti, Oliveira, & Carretón, 2024), and aligning posts with algorithmic sequencing ensures they see the content when it matters (Cingillioglu, Gal, & Prokhorov, 2024). We want to make sure we are in their feed when they need us the most, not just when institutions need them.

    Human connections start with digital ones

    Behind every follow, like, and story tap is a student looking for an exciting and safe future. Research on elite universities shows the highest engagement comes from Instagram content that blends professionalism with authenticity (Bonilla Quijada, Perea Muñoz, Corrons, & Olmo-Arriaga, 2022). Prospective students use social media to assess fit, culture, and belonging in admissions (Jones, 2023).

    When we lean into authentic stories on students’ platforms, we can transform social media from a megaphone into a welcome mat. The 2025 Marketing and Recruitment Practices Report shows that social ads are effective, but they work best when they align with the raw, real, and relevant content students say draws them in (RNL, 2025).

    This is what we should be doing

    Institutions should aim to do more than hope students do not scroll past. Encourage exploration, curiosity, and the search for stories that sound like their own. Teenagers are not interested in polished perfection alone; they are looking for something real that feels possible for them.

    You, as institutions, need to show up where students are. Meet them in their late-night scroll, not just in a campus brochure. Answer their questions about laundry machines and dining hall mysteries, as well as the questions about belonging and opportunity. When you share genuine stories and welcome every curiosity, no matter how unusual, you help students see themselves on your campuses.

    Our collective mission goes beyond applications and acceptance rates. We want students to find their people, place, and purpose. We care about more than numbers; we care about each student’s journey. Let us help them write the next chapter, not just enroll for the next semester.

    Be the reason a student stops scrolling and starts imagining a future with you!

    Students are already scrolling. The question is: Will they stop on your story? Get the data, benchmarks, and practical recommendations in the 2025 E-Expectations Report. The late-night scroll is real. Let’s make sure students find you there! Explore the 2025 E-Expectations Report for practical strategies to build authentic, high-impact connections with prospective students.

    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:

    • Student search strategies
    • Omnichannel communication campaigns
    • Personalization and engagement at scale

    Request now

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