Category: Enrollment

  • How Artificial Intelligence Is Reshaping College Planning

    How Artificial Intelligence Is Reshaping College Planning

    What does the latest research tell us about students using AI for college planning?

    If you have spent time with today’s high school students, you know their college search journey looks nothing like it did ten, or even five, years ago. A glossy brochure or a well-timed postcard still has a place. However, the first “hello” increasingly comes through a digital assistant, a TikTok video, or a quick artificial intelligence–powered search.

    Let us not pretend artificial intelligence (AI) is everyone’s new best friend. Some students are eager, some are eye-rolling, and plenty are stuck in the “maybe” camp. That mix of excitement and hesitation is real, and it deserves as much attention as hype.

    The data is clear: nearly half of students (45 percent) have already used a digital AI assistant on a college website, with usage peaking among 9th- and 10th-graders (RNL, Halda, & Modern Campus, 2025). At the same time, a full third of students nationwide have turned to tools like ChatGPT to explore colleges, scholarships, and even essay help (RNL & Teen Voice, 2025).

    This trend is playing out nationwide, with major news outlets reporting that AI chatbots are becoming a common part of the college application process, assisting students with everything from brainstorming essays to navigating deadlines (Singer, 2023).

    For many students, AI is not futuristic; it is already woven into how they imagine, explore, and narrow their choices. Recent reporting confirms that AI-driven college search platforms are helping more students, especially those without access to personalized guidance, find the right fit and expand their options beyond what they might have considered on their own (Greenberg, 2025).

    Beyond RNL: What other research shows

    The RNL findings fit a much bigger story about how AI changes education. Around the world, researchers are watching students test, tinker, and sometimes wrestle with what these tools mean for learning and planning.

    One line of research looks at predictive modeling. Recent studies have shown that AI-driven platforms can analyze student data, grades, extracurricular activities, and demographics to predict which students are likely to pursue college and which might need extra support (Eid, Mansouri, & Miled, 2024). By flagging students at risk of falling off the college pathway, these predictive systems allow counselors to intervene earlier, potentially changing a student’s trajectory.

    Another cluster of studies zeroes in on personalized guidance. Tools built around a student’s interests and goals can recommend classes, extracurriculars, and colleges that “fit” better than a generic list. This is especially important in schools where one counselor may juggle hundreds of students (Majjate et al., 2023).

    Meanwhile, students are already using AI, sometimes in ways that make their teachers nervous. A Swedish study added some nuance: the most confident students use AI the most, while those who are already unsure of their skills tend to hold back (Klarin, 2024). That raises real equity questions about who benefits.

    And not all students are fans. Some research highlights concerns about privacy, over-reliance, and losing the chance to build their problem-solving muscles. It is a reminder that skepticism is not resistance for resistance’s sake but a way of protecting what matters to them.

    On the institutional side, surveys suggest that many colleges are preparing to use AI in admissions, whether for transcript analysis or essay review. Recent coverage underscores that admissions offices are increasingly turning to AI tools to streamline application review, identify best-fit students, and even personalize outreach (Barnard, 2024).

    If all of this feels like a promise and a warning label, it is because it is. AI can democratize access to information, but it can also amplify bias. Students know that. And they want us to take their concerns seriously.

    Empower your leadership and staff to harness the power of AI.

    Don’t get left behind in the AI transformation for higher education. See how RNL’s AI Education Services can help your leaders and staff unlock the full potential of AI on your campus.

    Learn more

    Meet the pioneers, aspirers, resistors, and fence-sitters

    As revealed by our research in The AI Divide in College Planning (RNL & Teen Voice, 2025), not all students approach artificial intelligence the same way. Four personas stand out:

    • Pioneers are already deep in the mix, using artificial intelligence for research, essays, and scholarship searches. Many say it has opened doors to colleges they might not have even considered otherwise.
    • Aspirers are curious but want proof. They like the idea of scholarship searches or cost planning, but need easy, free tools and success stories before they commit.
    • Resistors lean on counselors and family. They are worried about accuracy and privacy, but might come around if an advisor they trust introduces the tool.
    • Fence-Sitters are classic “wait and see” students. A third might trust artificial intelligence to guide them through the application process, but the majority are still unsure.

    The takeaway? There is no single “artificial intelligence student.” Institutions need flexible strategies that welcome the eager, reassure the cautious, and do not alienate the skeptics.

    What happens after the chatbot says, “Hello“?

    One of the most striking findings from the E-Expectations study is that students rarely stop at the chatbot (RNL, Halda, & Modern Campus, 2025). After engaging with an AI assistant, they move. Twenty-nine percent email admissions directly, 28% click deeper into the website, 27% fill out an inquiry form, and almost a quarter apply.

    In other words, that little chat bubble is not just answering frequently asked questions. It is a launchpad.

    Personalization meets privacy

    Here is another twist. While most students (61%) want personalization, they want it on their terms. Nearly half prefer to filter and customize their content, while only 16% want the college to decide automatically (RNL, Halda, & Modern Campus, 2025).

    That is the sweet spot for artificial intelligence: not deciding for students but giving them the levers to design their journey.

    What this means for your enrollment teams

    • AI is not just a front-end feature but a funnel mover. Treat chatbot engagement like an inquiry. Have a system ready to respond quickly when a student shifts from chatting to acting.
    • Remember the personas. Pioneers want depth, Aspirers want reassurance, Resistors want trusted guides, and Fence-Sitters want time. Design communications that honor those differences instead of pushing one script for all.
    • Personalization is not about guessing. It is about giving students control. Build tools that let them filter, sort, search, and resist the temptation to over-curate their journey.
    • AI is a natural fit for cost and scholarship exploration. If you want to hook Aspirers, put AI into your net price calculators or scholarship finders.
    • Virtual tours and event registration bots should not feel like gimmicks. When done well, they can bridge the gap between interest and visit, giving students confidence before setting foot on campus.

    Download the complete reports from RNL and our partners to see what students are telling us directly:

    Report: The AI Divide in College Planning, image of two female college students sitting on steps and looking at a laptop
    The AI Divide in College Planning
    References

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  • The End of the Traditional Student Era: Higher Ed’s New Enrollment Reality

    The End of the Traditional Student Era: Higher Ed’s New Enrollment Reality

    For decades, the term “traditional student” referred to an 18–22-year-old, full-time student living on campus and largely unencumbered by adult responsibilities. That definition may have been true in the past, but today, it’s holding institutions back. 

    Across the country, Gen Z students increasingly look like their older counterparts in how they approach higher education. They’re working while enrolled, choosing flexible learning formats, weighing cost against career ROI, and demanding that programs fit into — not disrupt — their lives. At the same time, adult learners remain a vital audience, and their motivations often mirror those of younger students. 

    For enrollment and marketing leaders, the takeaway is clear: Stop relying on outdated labels and start building strategies for the actual students you serve. 

    The blurred lines between traditional and adult learners 

    Recent Gallup-Lumina research shows that 57% of U.S. adults without a degree have considered enrolling in the past two years, and more than 8 in 10 say they’re likely to do so within the next five years. While adult learners have long valued affordability, flexibility, and career outcomes, these same factors now dominate Gen Z’s expectations. 

    Cost concerns are particularly telling, as highlighted by The CIRP Freshman Survey 2024. The study found that 56.4% of incoming first-year students reported some or major concern about paying for college, with even higher rates among Hispanic or Latino (81.4%) and Black or African American (69.6%) students. 

    Work and life responsibilities are also playing a growing role. Georgetown University’s Center on Education and the Workforce (CEW) reports that between 70-80% of undergraduate students are employed while enrolled, with about 40% working full-time.  

    For many, this isn’t a nice-to-have — it’s the only way they can afford school. 

    Why this matters for enrollment strategy 

    If your enrollment marketing still segments audiences primarily by age, you’re likely missing the mark. Here’s the reality: 

    • An 18-year-old commuter working 30 hours a week and taking hybrid classes might have more in common with a 35-year-old career changer than with a residential peer. 
    • Transfer and degree completer students (36.8 million Americans with some college but no credential) are often juggling similar priorities. 
    • Both groups respond to messaging that clearly connects program design to life balance, affordability, and employment outcomes. 

    The “traditional vs. adult” distinction no longer works for understanding motivations, predicting behaviors, or designing student experiences. 

    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.

    4 Priorities that span generations 

    Regardless of age, today’s students share a core set of expectations that shape their enrollment decisions. These priorities now cut across the full spectrum of higher education audiences. 

    1. Affordability 

      The Gallup-Lumina report states that finances are among the most influential factors in enrollment decisions for unenrolled adults. Cost is also the top reason adults have stopped out of higher education and a leading reason current students consider doing so.  

      Gen Z mirrors this cost-conscious mindset, with many forgoing the traditional four-year route and embracing community colleges or transfer pathways as a lower-cost way to begin their degree journey.

      2. Flexible learning programs 

        Hybrid, online, and asynchronous options are no longer “adult learner perks” — they’re mainstream expectations. Traditional-aged students now seek flexible schedules to balance work, internships, and other commitments, mirroring adult learners. The pandemic accelerated digital comfort across age groups, making flexibility table stakes for recruitment. 

        3. Career outcomes 

          The Gallup-Lumina report shows that 60% of currently enrolled students cite expected future job opportunities as a “very important” factor in choosing to enroll. For stopped-out adult students, career prospects were also the top motivator. 

          Knowing this, institutions should ensure career outcomes are central to program design, marketing, and student advising. Those that clearly articulate skill alignment, employment pathways, and alumni success stories will attract and retain students. 

          4. Work-life balance 

            More students than ever are balancing jobs, caregiving, and other priorities with their academic responsibilities. For adult learners, this has always been true, but for traditional-aged students it’s increasingly the norm.  

            Institutions should respond by offering flexible schedules, targeted support, and streamlined services that help students balance academics with work and family demands. 

            Moving from segmentation to personalization 

            The solution isn’t to erase audience differences but to recognize that motivations and needs cut across age lines. Institutions should: 

            • Use behavioral and attitudinal data (not just demographics) to inform personas. 
            • Map programs to shared priorities, ensuring flexible formats and clear ROI messaging. 
            • Equip enrollment teams to surface emerging trends from student conversations. 
            • Invest in CRM and marketing automation to deliver personalized, timely outreach. 

            The opportunity for forward-thinking institutions 

            Institutions that adapt now can capture a larger share of a changing student market. Meeting the needs of today’s learners, who span generations, life stages, and responsibilities, requires more than minor adjustments. It calls for rethinking how programs are designed, marketed, and delivered to address shared priorities and remove persistent barriers. 

            Consider the following tactics: 

            • Retooling marketing messages to emphasize affordability, flexibility, and career outcomes. 
            • Rethinking program delivery models for a mixed audience. 
            • Breaking down internal silos between “traditional” and “adult learner” recruitment. 

            From outdated labels to modern enrollment strategies 

            The traditional student still exists, but they’re no longer the majority. Today’s demand for higher education comes from learners of all ages and circumstances. 

            The lines are blurred, and the labels are outdated. It’s time to create enrollment strategies that reflect today’s student realities and anticipate tomorrow’s opportunities. 

            Innovation Starts Here

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

    Amber Arnseth oversees program and market research as a skilled problem-solver with an ability to integrate and contextualize data for partners into actionable recommendations. The research she and her team conduct help inform and strengthen our partners’ strategic portfolio and program decisions.

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  • Beyond the Click: Why Students Really Reach Out to Colleges

    Beyond the Click: Why Students Really Reach Out to Colleges

    The Scroll

    Picture this: A high school sophomore is scrolling Instagram at midnight and stumbles on a college reel that feels… real. Maybe it is a marching band. Maybe it is students chatting on the quad. Maybe it is a 10-second video about living in the dorms. Whatever it is, something sparks.

    But here is the twist: what students do next is not always what colleges think they do.

    Take Anna, a 10th grader in Minnesota:

    “I followed my dream school on Instagram for a year before I filled out a form. I wanted to see if it was really for me.”

    Intentional. Curious. Not rushed.

    Blog on why students reach out to colleges: Image of a female high school student on her laptop in her living room

    Nearly 90% of teens use social media, with Instagram and TikTok especially popular among high school students as they shape their opinions about colleges (Pew Research Center, 2024; Statista, 2023). Students now use social platforms as a low-pressure way to assess fit before filling out a form (Šola & Zia, 2021). For first-generation and underrepresented students, social media often serves as a critical window into campus life, offering stories and info they might not find elsewhere (Wohn et al., 2013).

    Here is where the institutional side comes in. The 2025 Marketing and Recruitment Practices Report (RNL, 2025) shows that while colleges rank social media ads as one of their most effective tactics, they still put most of their dollars into Facebook and Instagram. The 2025 E-Expectations Report (RNL et al., 2025) shows that students spend much of their time, but campuses underuse these channels (RNL, 2025). That platform gap is a big reason students scroll without always finding authentic, peer-driven content that sparks action.

    The 2024 College Planning Report (RNL & Halda, 2024) adds another layer: many students describe the early stages of college exploration as “confusing” and “overwhelming,” especially when they do not see affordability clearly explained. Social becomes a safe space to watch, wait, and observe before risking that first outreach.

    Digital dominance: The top outreach methods

    According to the 2025 E-Expectations Report, nearly 90% of first college contact happens digitally.
    Students most often make that first move by:

    • Filling out a form on the college website (31%)
    • Sending an email (28%)
    • Following the school on social media (27%)

    That last one? Not just casual scrolling. One in three 9th graders is already following colleges online, long before they are ready to apply (RNL et al., 2025).

    Students are also more likely than ever to use digital inquiry forms and direct email, confirming that a digital-first mindset is now the norm (JohnXLibris, 2024; Pew Research Center, 2024).

    On the college side, the RNL Marketing Practices data reinforces the digital-first story: email and SMS are the most effective outreach methods (RNL, 2025). That is one place of alignment. But here is the catch: colleges often lead their early campaigns with brand identity, facilities, or rankings. Students, meanwhile, are looking for something more practical: programs, scholarships, and campus life glimpses. It is not just about being digital. It is about being relevant.

    The 2024 College Planning Report shows why: when asked about their top concerns in the process, students point first to affordability (42%) and finding the right academic fit (31%) (RNL & Halda, 2024). If early outreach misses those notes, students scroll past.

    What sparks a student to reach out?

    The top motivations for contacting a college are (RNL et al., 2025):

    • Information about a specific major or program
    • Details on how to apply
    • Financial aid questions
    • Talking to an admissions counselor

    Among first-generation students, financial aid is even more central; they are more likely to initiate contact specifically about affordability (Affordable Colleges Online, 2024).

    Barriers like complex forms and confusing language make it harder for first-generation and low-income students to confidently reach out (Inside Higher Ed, 2024). That is why clear, transparent messaging matters from day one.

    The College Planning Report reinforces this finding: students consistently name financial aid and cost as their most significant barriers, with 55% saying affordability worries may limit their options (RNL & Halda, 2024). The 2025 Marketing Practices Report makes the contrast clear: Colleges invest heavily in brand storytelling and polished digital ads. Students, however, are motivated to act when they see clear pathways, majors, application steps, and affordability details (RNL, 2025).

    Read the E-Expectations Report

    How can you increase engagement with prospective students? How you can you better align your recruitment strategies with their expectations. Find all this and more in the E-Expectations survey of college-bound high school students, with findings on:

    • What they expect from college websites
    • Which communication channels they prefer
    • How they use AI in the search process
    • How they value video when learning about campuses

    Download now

    From social scroll to serious inquiry

    Social media is a leading gateway for college exploration among younger students, particularly those in 9th and 10th grades (RNL et al., 2025). At this early stage, students are not necessarily ready to fill out inquiry forms or attend information sessions; they are observing. Following colleges on Instagram, watching TikTok videos, or seeing a YouTube dorm tour gives them low-pressure insight into student life, culture, and fit (Šola & Zia, 2021).

    Over half of high school students report using social media to explore colleges (Statista, 2023). Instagram and TikTok are now more popular among teens than Facebook or X/Twitter (Pew Research Center, 2024).

    However, here is the rub: the Marketing Practices Report shows that institutions still prioritize Instagram and Facebook for ad buys, with TikTok and YouTube trailing (RNL, 2025). Students are signaling where they scroll, but colleges are not always meeting them there. The result? Missed chances to connect when students are most curious and impressionable.

    The 2024 College Planning Report echoes this generational divide: while older students lean into email as their primary channel, younger students treat social media as their first stop, often months before they enter the formal admissions funnel (RNL & Halda, 2024).

    Do not sleep on the follow-up.

    Once a student reaches out, timing and tone are everything.

    • 68% of students prefer follow-up via email.
    • 40% favor text messages for quick updates or deadline reminders.
    • Only 32% are willing to share their home address (RNL et al., 2025).

    Teens are increasingly skeptical of institutions that over-collect data or send irrelevant messages (Pew Research Center, 2024). They expect transparency about why information is collected and how it will be used (EDUCAUSE, 2021).

    Here, too, we see both alignment and friction. Colleges know email and text work; the 2025 Marketing Practices data confirms these are the most effective channels (RNL, 2025). But colleges also continue to lean on printed materials and phone calls for first contacts, even though students rank them not as high (RNL et al., 2025).

    The 2024 College Planning Report drives home why this matters: slow response times can be fatal. Nearly half of students expect a reply within 24 hours, and interest drops sharply if schools take longer (RNL & Halda, 2024). The channel mismatch and speed gap risk undoing the goodwill colleges build digitally.

    Key takeaways for enrollment teams

    1. Email is not dead, but it must become smarter

    • Personalize by name, grade, interests, and inquiry source.
    • Use warm, student-centered language.
    • Keep emails short, mobile-friendly, and action-oriented.

    2. Text messaging is gaining ground, use it strategically

    • Implement opt-in texting early in the funnel.
    • Use for reminders, check-ins, and next steps.
    • Align tone and frequency with the student’s stage.

    3. Trust is the new conversion strategy

    • Explain why each piece of information is collected.
    • Be transparent about data use.
    • Maintain consistent, clear communication.

    4. Follow-up is a test and a turning point

    • Respond quickly and personally after a student takes action.
    • Boost engagement with timely, relevant replies.

    5. Segment by stage, not just grade

    • Use behavioral data to guide segmentation.
    • Share exploratory content early, application and aid support later.

    6. Communication is a relationship, not a task

    • Every message is an opportunity to build rapport.
    • The institutions that win make students feel known and respected.

    Final word: It is about more than a click

    Students are not just filling out forms; they are extending an invitation:

    “I am thinking about my future. Help me see if you are part of it.”

    If your institution can meet that moment with empathy, transparency, and good timing, you are not just capturing a lead, you are building a relationship.

    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

    Affordable Colleges Online. (2024). Guide to financial aid for first-generation students. https://www.affordablecollegesonline.org

    Concept3D. (2024). The state of virtual tours in higher education. https://www.concept3d.com

    EDUCAUSE. (2021). 2021 student technology report: Supporting the whole student. https://www.educause.edu

    Hanover Research. (2024). Best practices in prospective student communications. https://www.hanoverresearch.com

    Inside Higher Ed. (2024). Barriers to first-generation student engagement. https://www.insidehighered.com

    JohnXLibris. (2024). Email communication preferences of college-bound students. https://www.johnxlibris.com

    Ocelot AI. (2024). Personalized communication in higher ed recruitment. https://www.ocelotbot.com

    Pew Research Center. (2024). Teens, social media, and technology 2024. https://www.pewresearch.org

    RNL & Halda. (2024). 2024 high school student college planning report. Ruffalo Noel Levitz.

    RNL. (2025). 2025 marketing and recruitment practices for undergraduate students. Ruffalo Noel Levitz.

    RNL, Halda, & Modern Campus. (2025). 2025 E-Expectations trend report. Ruffalo Noel Levitz.

    Šola, J., & Zia, A. (2021). Social media as an information source for prospective students: A review. Journal of Marketing for Higher Education, 31(2), 310–330. https://doi.org/10.1080/08841241.2020.1866521

    Statista. (2023). Share of teenagers in the United States who use social media to research colleges. https://www.statista.com Wohn, D. Y., Ellison, N. B., Khan, M. L., Fewins-Bliss, R., & Gray, R. (2013). The role of social media in shaping first-generation high school students’ college aspirations: A social capital lens. Computers & Education, 63, 424–436. https://doi.org/10.1016/j.compedu.2013.01.004

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  • Saint Francis University Omnichannel Marketing [Case Study]

    Saint Francis University Omnichannel Marketing [Case Study]


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    Lift in branded search volume

    How Saint Francis University partnered with Collegis to unify messaging, modernize strategy, and reverse a decline in brand awareness through smarter, student-centered marketing.

    For Saint Francis University (SFU), brand visibility in its home region has always been a strategic priority. But when internal metrics revealed a sustained decline in branded keyword search volume, the institution faced a clear challenge: how to grow awareness and demand without expanding the marketing budget. 

     

    In response, Collegis helped SFU pivot to an omnichannel marketing strategy, anchored in student journey insights and a refreshed creative campaign. The results: a 54% lift in branded search volume and a 2.7x increase in conversion rate for revamped search campaigns.


    The Challenge

    SFU had long expressed the goal of “owning their backyard,” but their declining search volume suggested a loss of mindshare among key audiences. The following factors made matters even more complex:

    • No additional budget was available to launch new campaigns
    • Prior creative had been in market for some time and didn’t reflect institutional differentiators
    • Previous media mix was focused solely on conversion and capturing demand – not strategically aligned to the prospective student journey.

    This wasn’t just a search engine issue — it was a signal that SFU needed a more coordinated, brand-forward approach to digital marketing.


    The Solution

    To drive growth without increasing spend, Collegis partnered with SFU on a data-informed, omnichannel marketing strategy. We aligned messaging to institutional strengths and audience needs, with a focus on key campaign components:

    • Marketing insights & program strategy: Identified value drivers from enrollment data, like adult learner appeal and career-aligned programs

    • Creative campaign development: Launched the flexible “SFU Is…” concept to unify storytelling

    • Media management & channel expansion: Optimized campaigns and introduced new channels to lower CPAs and boost performance

    This holistic approach elevated SFU’s visibility at high-intent moments in the student journey.

    Maximizing Reach Without Raising Spend 

    After launching the new omnichannel strategy in September 2024, Saint Francis University saw immediate gains: 

    • +54% increase in average monthly impressions for branded search keywords 
    • 2.7x improvement in conversion rate for revamped search campaigns 
    • Enhanced lead quality and funnel progression 
    • Anecdotal feedback from university leadership highlighting strong excitement about both visibility and performance 

    By aligning creative, strategy, and media under a single narrative, SFU reclaimed share of voice — and did it without asking for more budget. 

    The Collegis Impact: By the Numbers


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    Erin McCloskey

    VP of University Communications + Marketing, Saint Francis University

    The Takeaway: Coordinated Campaigns Drive Measurable Growth 

    This case underscores the power of a strategic omnichannel approach, especially for smaller institutions navigating constrained budgets. With thoughtful execution and messaging that resonates across audiences, schools like SFU can still grow awareness, drive conversions, and own their space—online and off.

    Let’s Make Your Marketing Work Smarter 

    The Saint Francis University case is a powerful example of what’s possible when strategy, creativity, and execution are aligned under one unified vision. By partnering with Collegis, SFU didn’t just stop the decline in search visibility — they reversed it, strengthened their regional presence, and achieved significantly better conversion performance, all without needing any additional budget. 

    If your institution is facing similar challenges — declining awareness, fragmented messaging, or flatlining campaign performance — an omnichannel strategy may be the path forward. Contact Collegis to learn how we can help you unlock growth, boost brand recognition, and better support students throughout their decision-making journey. 

    Let’s Start Writing Your Success Story

    See what’s possible when strategy, creativity, and execution come together. Partner with Collegis to turn your challenges into outcomes worth sharing.

    Facing challenges in enrollment, retention, or tech integration? Seeking growth in new markets? Our strategic insights pave a clear path for overcoming obstacles and driving success in higher education.

    Unlock the transformative potential within your institution – partner with us to turn today’s roadblocks into tomorrow’s achievements. Let’s chat.

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  • Indiana’s College-Going Rate Drops Again, Dipping to 51.7% – The 74

    Indiana’s College-Going Rate Drops Again, Dipping to 51.7% – The 74


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    Fewer than 52% of Indiana high school graduates from the Class of 2023 went directly to college, according to the latest data quietly released by the Indiana Commission for Higher Education.

    That’s the state’s lowest rate in recent history and a continued decline from its previous plateau.

    Just 51.7% of 2023 graduates, about 39,000 students, enrolled in college within a year of finishing high school, data showed. That’s down from a steady 53% between 2020 and 2022, and far below the state’s peak of 65% a decade ago.

    Around 36% of all graduating seniors enrolled in one of Indiana’s public four-year institutions, followed by 8% who chose a private college or university.

    Another 7.6% went to a school outside of Indiana, according to the data.

    The figures, posted to the agency’s website earlier this month, reflect concerns state leaders have long expressed about Indiana’s declining college-going culture, especially as the state shifts focus toward career credentials and work-based learning.

    “The startling drop in our college-going rate yet again can be credited to the lack of two things: money and morale,” said Rep. Ed DeLaney, D-Indianapolis, in a statement released Wednesday.

    “While our governor has been taking a victory lap for getting our state universities to freeze tuition, he has failed to guarantee that his move will not decrease financial aid and scholarship opportunities,” DeLaney continued. “Any lack of opportunity for tuition support will lead to more Hoosiers not being able to afford college and being forced to choose a different path.”

    The 2023 numbers come just six months after the higher education commission approved sweeping changes to Indiana’s high school diploma, set to take effect statewide in 2029, that emphasize work-based learning and career readiness over traditional college preparation.

    High schoolers will be required to earn at least one “diploma seal” to graduate, including options for employment or postsecondary readiness. While some seal options are specifically geared toward college-bound students, graduates will no longer be required to complete all the coursework or meet other criteria typically expected for college admission.

    Rep. Ed DeLaney, D-Indianapolis, sits in the House Education Committee on Wednesday, Feb. 12. (Casey Smith/Indiana Capital Chronicle)

    DeLaney maintained that Republican leaders “have been devaluing the opportunities that our colleges and universities can offer students.”

    “At the same time, the supermajority has made attacking colleges and universities the centerpiece of their culture war agenda — from policing what can be taught in the classroom, to forcing institutions to eliminate hundreds of degree options, to creating an entirely new high school diploma that emphasizes the path directly into the workforce,” the lawmaker said.

    “Trying to bury this report in a website and not send a press release is a telling sign that the Commission on Higher Education knows this does not look good, and does not act to fix it,” DeLaney added. “It simply isn’t important enough to them. They are busy eliminating college courses and creating new tests. This is what the legislature has asked them to do.”

    CHE has not issued a press release on the latest data and did not immediately respond to a request for comment Wednesday.

    Indiana’s college-going rate has dropped more than any other state tracked by the National Center for Education Statistics over the past 15 years.

    Previously, Indiana reached a college-going rate of 65%.

    “We set a goal to get it back when it slumped,” DeLaney recalled. “Now, it doesn’t seem like we care to address the issue. That is a shame for our students, a shame for our economy, and a shame for our state.”

    Earlier this year, Republican lawmakers passed additional legislation requiring public colleges to eliminate low-enrollment degree programs. So far, Indiana’s public colleges and universities have collectively cut or consolidated more than 400 academic degree programs.

    “The supermajority has been in power for 20 years and this is their achievement,” DeLaney said. “At some point we have to ask ourselves: is a declining college-going rate not the result they want?”

    By the numbers

    According to the numbers published on CHE’s online college-going dashboard, the vast majority of 2023 grads who continued their education earned some form of college credit while still in high school: 85.6% of college-goers took and passed an Advanced Placement exam; 64.6% earned dual credit; 90.7% earned the Indiana College Core diploma, which comes with a block of 30 general education credits that can be transferred to and accepted at colleges across the state; 86.3% earned as associate’s degree; and 63.6% earned another type of credential.

    A quarter of postsecondary enrollees, 25%, are seeking STEM-related degrees, while:

    • 17.8% enrolled in business and communications programs
    • 16% enrolled in health programs
    • 11% enrolled in social and behavioral sciences and human services programs
    • 9.9% enrolled in arts and humanities programs
    • 7.4% enrolled in trades programs
    • 5.8% enrolled in education programs
    • 7% were undecided

    College-going among male students dropped to 45%, compared to 59% for female students — widening an existing gender gap.

    Among racial groups, Asian and white students had the highest college-going rates, at 70.7% and 54%, respectively. The college-going rates among other racial groups lagged, though, at 45.5% for Black students, and 41.7% for Hispanic students.

    The rate for students from low-income backgrounds — as measured by eligibility for free or reduced lunch — was 38.7%, compared to about 60% for their higher-income peers.

    More than 78% of college-bound graduates from the 2023 cohort were part of Indiana’s 21st Century Scholars program, according the the new data. The scholarship fund covers full tuition and fees at Indiana colleges and universities for low-income students, who enroll in the 8th grade.

    Also previewed in the data was an update on the Class of 2022.

    The CHE dashboard showed 53% of the 2022 cohort that enrolled in a postsecondary program within a year after high school graduation met all three early college success benchmarks: ​​they did not need remediation; they completed all courses they attempted during their first year of enrollment; and they persisted to their second year of schooling.

    According to the latest numbers, 77.5% of the 2022 cohort that enrolled in a postsecondary program persisted to the second year.

    Indiana Capital Chronicle is part of States Newsroom, a nonprofit news network supported by grants and a coalition of donors as a 501c(3) public charity. Indiana Capital Chronicle maintains editorial independence. Contact Editor Niki Kelly for questions: [email protected].


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  • What Gen Z and Gen Alpha Can Teach Us About Enrollment Marketing

    What Gen Z and Gen Alpha Can Teach Us About Enrollment Marketing

    Three smiling teenagers sit on a step outside as they talk and tap their phones
    How can you capture the attention of teenagers who are skeptical of marketing?

    Let’s stop pretending all teens are some mysterious, moody monolith. That old stereotype doesn’t hold up anymore, especially with what we know about how they think and behave today.

    Recent research from TeenVoice shines a light on how different 13-year-olds and 18-year-olds are—not just in age, but in how they use social media, how skeptical they are of marketing, and what grabs their attention. The gap is massive, and it’s a huge wake-up call for anyone trying to reach them.

    Here’s what science tells us about why teens aren’t just older versions of kids but are actually leveling up in how they think and engage:

    1. Scrollers vs. Searchers

    Younger teens mostly scroll social media for entertainment and fun; it’s their playground. Older teens, on the other hand, use platforms as tools for research and decision-making. They’re looking for real info, not just distractions. If your content isn’t easy to find or useful, it’s like you don’t exist to them. This fits with what Pew Research has found: nearly half of teens say they’re online almost constantly, but the way they use social media evolves with age toward more purposeful searching and information gathering (Pew Research Center, 2024).

    2. Teen Skepticism Is Real and Growing

    Adolescents don’t just blindly accept marketing messages. Their brains are developing the ability to question, analyze, and outright reject advertising that feels fake or manipulative. This skepticism comes from both cognitive development, when teens begin to think more critically and realistically, as well as social factors like peer influence and natural resistance to being sold to (Buijzen, 2009; Lumen Learning, n.d.).

    3. Peer Stories Carry Weight

    When teens hear stories from other students, real people with authentic experiences, it resonates more deeply than any slick ad campaign. Peer influence shapes decision-making significantly during adolescence, sometimes even more than adult advice. This isn’t just about risky behavior; positive peer stories can guide teens toward safer, smarter choices, too (Chein et al., 2011; Gardner & Steinberg, 2005).

    4. Authenticity Isn’t Just a Buzzword

    Gen Z, especially, are human BS detectors. They crave brands and messages that are honest, transparent, and aligned with their values. Authenticity builds trust, engagement, and loyalty, straight up. If your marketing feels forced or fake, they’ll scroll right past. This is backed by research showing authentic content generates way more engagement and lasting connections with young people (QuirkBank Media, 2025; History Factory, 2024).

    5. The Brain Changes a Lot Between 13 and 18

    The teen brain isn’t static. At 13, many teens are still developing concrete thinking and emotional regulation. By 18, their prefrontal cortex, the part responsible for reasoning, impulse control, and decision-making, is much more mature. This means the way you communicate with a 13-year-old will be very different from how you reach an 18-year-old who can think abstractly and critically. Treating them like the same audience is a recipe for missing the mark (National Institute of Mental Health, 2022; American Academy of Child and Adolescent Psychiatry, 2023).

    What does all this mean to you if you work in enrollment marketing, admissions, or financial aid? Here are five takeaways.

    • Younger teens hang out on social media mostly to chill and have fun. So, if you want to catch their attention, keep things light, entertaining, and visual. Older teens want to dig in and figure stuff out. Make sure your info is easy to find and answers real questions, they’re not here to waste time.
    • Don’t try to sell with flashy slogans or over-the-top hype. Teens are sharp and skeptical. If your message feels fake or manipulative, they’ll tune out fast. Instead, be straightforward and honest, show them you respect their smarts.
    • Peer stories aren’t just noise, they’re gold. Real testimonials or student voices will hit way harder than any polished ad. Let your current students share their genuine experiences. That kind of authenticity influences teens more than anything else.
    • Authenticity isn’t a trend, it’s a must. If you want teens to trust and stick around, your marketing must feel real. That means ditching corporate jargon, being transparent about what you offer, and aligning with values that matter to them.
    • Remember, a 13-year-old isn’t just a smaller 18-year-old. Their brains and decision-making skills are still growing. Tailor your messaging for different age groups, simple and engaging for younger teens, more detailed and logical for older ones. One-size-fits-all won’t cut it.

    Dive into more insights into teen behavior in the 2025 E-Expectations Report

    If you want to see how these attitudes play out in college planning, what platforms students are actually using to explore colleges, how they interact with school websites, what makes them click (or ghost) your outreach, and how AI and privacy concerns are shifting the game, you need the latest data from the 2025 E-Expectations Trend Report.

    In the full report, you’ll find answers to questions like:

    • Which digital resource do students trust the most for their college search?
    • Is email still alive (spoiler: yes), and what role does it play?
    • What are the make-or-break features for a college website?
    • Who’s using AI tools, and what do they really want from personalization?
    • Which social platforms drive engagement, and why?

    If you want real, actionable insights, not just another “state of Gen Z” report, this report is your roadmap!

    And if you are curious about the TeenVoice data and want to dive into, read the TeenVoice research here.

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  • Why RNL Helps the Next Generation

    Why RNL Helps the Next Generation

    Admit it. You were young once. And when you were young, chances are you didn’t know what the future held. Enter job shadowing, a great way to explore careers and gain useful information about what it takes to succeed in different fields, according to Kirkwood Community College in Cedar Rapids, Iowa. As a higher education marketing firm and award-winning design agency, RNL was an ideal choice as a job shadowing partner.

    When Kirkwood helps connect classroom learning to real-world opportunities, the results speak for themselves:

    • 98% of job shadow/internship students said their experience provided valuable information regarding their career interests.
    • 67% said their experience positively influenced their decision to live and work in Iowa.

    Job shadows give teens a sneak peek into what it’s like to work in a professional setting. They offer an opportunity to meet people, make connections, and potentially land internships or even future jobs.

    Joining forces with RNL

    Kirkwood’s Workplace Learning Connection first teamed with RNL’s content writing services and design strategy team six years ago to expose students to marketing for higher education and fundraising tactics.

    As Kirkwood advertises the RNL virtual shadowing day: “Use your creative powers for good! The concept behind art and design is for people to react to your work. Get a positive reaction to a product and — boom! That’s marketing. Chat with graphic designers, content writers and web designers at Ruffalo Noel Levitz. Learn how they use their creative abilities to help you make one of the most important decisions of your lives—where to go to college.”

    RNL’s expertise in higher education marketing helps colleges and universities effectively attract, engage, and enroll students. Our extensive experience in marketing strategy for fundraising benefits non-profits and universities. We believe sharing our collaborative and creative process encourages younger people to pursue rewarding careers at design and marketing agencies.

    Each year, high school students from seven Iowa counties register to listen, ask questions, and seek guidance about future positions in marketing. In turn, RNL creative team members share our work and the reasons we chose our profession.

    Helping the next generation

    Jolie Baskett has been the glue for the RNL job shadow team for years—this year, Sarah Reimer and I also participated.

    “Six years ago, I volunteered because I wanted to be the help that I needed when I was young,” she said. Since then, she has advanced from designer to senior designer to director of design.

    “I love working with wonderful clients and brands and helping others. I want to help the next generation find their paths and be the best they can be,” she said. Personally, I am a former high school teacher and am passionate about writing and public speaking, so I raised my hand several years ago to share my enthusiasm for writing with these high school students. As I tell them, effective writing and clear communication are essential to every career.

    Senior Designer Sarah Reimer enjoys working with RNL’s collaborative creative team. She wants high school students to know graphic design is a competitive industry, but there’s room for everyone.

    “It’s important that we share our experiences and expertise with the next generation of creatives coming up, getting them excited to be creative as a career, learn about collaboration, and how to work on a team,” said Reimer. “Those are job skills they can apply anywhere.”

    Listening and learning

    During a 90-minute presentation, our RNL team shares our experiences and answers questions from students, ranging from broad queries like “What advice would you give an aspiring writer?” to much more specific questions like “How do you code for accessible web design?”

    Female student working on a design project at her computer

    The proof is in the pudding. Here’s what three students had to say about our presentation:

    • “I learned a lot about what specifically a creative marketing job would entail, and I also learned there are several different types of jobs within this field (coder, writer, designer).”
    • “It helped me think of what classes I need to get into for different careers.”
    • “I liked being able to ask questions about their day-to-day work and what exactly their responsibilities are.”

    Refreshing perspectives

    All three of us agree that seeing our experience through fresh eyes helps us appreciate our roles in a new perspective. Plus, when we help others, it’s a meaningful way to contribute to both the workforce and the community.

    As we looked back through the years and considered ourselves as teenagers, we all had advice for our high school selves:

    Baskett was an art kid her entire life and always had a drive to make the world a more beautiful place. To her teenage self, she’d say, “Believe in yourself.”

    I knew I wanted to become a writer in fifth grade. I fell in love with feature writing and served as newspaper editor in high school. I’d tell my 17-year-old self: “You’re passionate about telling other’s stories. Do what you love.”

    As for Reimer? Art wasn’t on her radar when she began college as a law enforcement major, before pivoting to graphic design. She would tell that college freshman: “You can make a career and support yourself being creative. Learn to be assertive, accept constructive criticism, and have fun letting that creative mind do its job!”

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  • 5 Top Strategies Your University Needs NOW

    5 Top Strategies Your University Needs NOW

    Institutions need to optimize their website content for AI-powered search results.

    Search is dramatically evolving—and fast. Generative AI (Gen AI), especially Large Language Models (LLMs), are completely reshaping how information is processed, synthesized, and delivered. This changes how prospective students are influenced and impacts your institution’s visibility.

    For today’s prospective college students, “search” is far more than a simple tool to find the best university; it’s what they do first to find the information they need during all stages of their college journey. In a world overflowing with options, your university’s visibility and prominence in these evolving search results can be the deciding factor in whether you’re even on a student’s radar.

    I’ve recently had several conversations with university leaders, and one thing is clear: maximizing discoverability in this new, AI-powered era is top of mind. This blog is a direct result of those conversations and aims to cut through the noise to explain the why, what, and how of AI-driven student search.

    Generative AI (Gen AI) is the powerful application of machine learning that is transforming how information is created, compiled, and presented. Gen AI’s ability to create, summarize, and discover new information is precisely why it has become so crucial to modern online searching.

    At the core are LLMs like ChatGPT and Gemini that are trained on massive amounts of data to understand and generate human-like language. These models enable students to ask complex, conversational questions like: “Which MBA program is best if I’m working full-time and want to study online?”

    LLMs understand the intent behind that question—not just the words. That’s a huge leap from traditional keyword-based search. And the Gen AI is pulling from a vast range of sources, summarizing information, and delivering fast, context-rich answers with relevant links.

    Search is no longer just about typing in a few keywords and scrolling through results. Today’s prospective students are asking real questions, using full sentences, and expecting immediate, tailored answers whether it’s on Gemini, Siri, or ChatGPT.

    In 2025, over 20% of the global population is already using voice search like Siri and Alexa. Many of these searches are like natural conversations—they’re specific, urgent, and detailed. That means your website content needs to be structured to answer these questions directly and naturally.

    Your content needs to do more than just match keywords; it needs to thoroughly and thoughtfully answer the actual questions behind what students ask the Gen AI tool. Otherwise, your university could remain hidden from the Gen AI tools students use most.

    2. Google AI overviews and AI mode: A new front page

    Google’s AI Overviews (AIOs) are fundamentally changing the Search Engine Results Page (SERP) and content visibility by providing AI-generated summaries at the top. Instead of showing multiple blue links, AIOs serve up AI-generated summaries right at the top—pulling from multiple sources and citing them directly. If your content is cited in the summary, your visibility increases. If not, you might be left out entirely.

    Soon, these summaries will be able to have paid ads in them. As part of the release in Google Marketing Live 2025, ads will appear directly within these AI Overviews, creating new high-visibility placements that are essential for maintaining paid visibility. You need to start planning to include AIO ads as part of your paid media strategy. Visibility is no longer about just bidding on keywords—it’s about being where the AI puts attention.

    3. The accuracy challenge with LLMs

    LLMs, which are also the technology powering AI Overviews, are powerful, but not perfect. They generate answers quickly, but if they lack real-time data, they can “hallucinate” or produce outdated info. Think of it this way—while your institutional content can become part of an AI’s knowledge base, the accuracy and strength of the AI’s responses are heavily dependent on your website’s structure for AI discoverability and the completeness and timeliness of your content on key pages like academic programs, faculty profiles, research archives, financial aid and student success stories.

    However, students do not just take the face value of a summary. They want to dive deeper. Interestingly, AI assistants often pull from forums like Reddit or Quora. That’s a signal: clarity, authenticity, and helpfulness now compete with traditional authority. If your content sounds genuinely human and directly answers real student questions, it’s more likely to be cited by these tools and trusted by prospective students.

    Talk with our digital marketing and enrollment experts

    RNL works with colleges and universities across the country to ensure their digital marketing is optimized and filling their academic programs. Reach out today for a complimentary consultation to discuss:

    • Search engine optimization
    • Digital marketing
    • Lead generation
    • Digital engagement throughout the enrollment funnel

    Request now

    The HOW: Strategic Content for the AI Era

    We are firmly in the age of Search + Chat. For universities’ content creators and marketing teams, this means adapting your strategy to a hybrid model where optimizing for both traditional search engines and AI citations is crucial. It’s no longer about ranking high on Google; it’s about being part of the conversation students are having with AI.

    Just as prompt engineers craft inputs for LLMs, your content needs to “prompt” search AI effectively. This means creating well-structured, meaningful content that makes it easy for AI to understand and cite your information. This adds a layer of sophistication to content optimization, moving us toward what some call Generative Engine Optimization (GEO). Think of it as SEO, reimagined for an AI-first search environment.

    The "HOW": Strategic Adaptation Thrive with Generative Engine Optimization (GEO) a new playbook for AI-first content. Topic-Focused Content Structured Content Build Authority Data & Schema Markup AI Crawler AccessibilityThe "HOW": Strategic Adaptation Thrive with Generative Engine Optimization (GEO) a new playbook for AI-first content. Topic-Focused Content Structured Content Build Authority Data & Schema Markup AI Crawler Accessibility

    Top 5 GEO Strategies You Can Focus on Now

    1. Topic-focused content

    Move beyond program name focus to cover broader topics comprehensively, addressing full student intent. For example, instead of just “Best Online MBA,” create content around “Which MBA program is the best while balancing a full-time job?” or “career paths in business analytics” or “balancing graduate studies with work.” This helps AI understand the full context, making your university’s degree program’s content relevant for diverse student queries.

    2. Answer-focused structure

    Use short, digestible sections with clear, question-based headings. For example, “When are the application deadlines for fall 2025?” or “How do I schedule a campus tour?” Include plain-text facts and data-driven claims (e.g., graduate employment rates, program rankings, faculty research impact). Content with specific data is 40% more likely to appear in LLM responses.

    3. Build authority (E-E-A-T)

    AI models favor content that signals Experience, Expertise, Authoritativeness, and Trust. For universities, this means transparently displaying faculty qualifications, publishing original research, program rankings, and highlighting alumni success, through testimonials. Strong E-E-A-T signals trustworthiness to AI, crucial for students making significant educational decisions. This isn’t just for humans, it’s how AI decides your credibility.

    4. Structured data and schema markup to speak AI’s language

    Think of schema markup as a universal translator for your website. It’s code you add to your pages that tells AI models and search engines what specific pieces of information mean, not just what they say. For example:

    • You can mark up your academic programs as “Courses,” detailing credit hours, learning outcomes, and faculty.
    • Your events (like campus tours or info sessions) can be identified as “Events” with dates, times, and locations.
    • Faculty profiles can be marked as “Persons,” highlighting their name, title, department, and research interests.
    • Testimonials can be flagged as “Reviews,” complete with star ratings and reviewer names.

    Why this matters: When AI understands the precise context of your content, it can extract accurate information more effectively. This dramatically boosts your visibility in AI Overviews, rich snippets, and voice search.

    5. AI crawler accessibility

    For AI models to learn from your website, they first need to be able to “read” it. This means ensuring your university’s websites and program pages are fully accessible to AI crawlers.

    • Check your robots.txt file: This file tells web crawlers (including those used by AI) which parts of your site they can and cannot access. Make sure it’s not inadvertently blocking important academic programs, admissions details, or faculty research sections.
    • Handle JavaScript-heavy elements: Many modern university sites use JavaScript for interactive elements like program finders, application portals, or dynamic course catalogs. If not set up correctly, AI crawlers might not “see” the content generated by this JavaScript. Consider Server-Side Rendering (SSR) or Static Site Generation (SSG) to ensure this critical content is visible to crawlers.

    If AI crawlers can’t access your academic program content, it won’t be discoverable by AI- powered search.

    Final Thoughts: Show Up Where It Counts

    The AI-driven evolution of student search isn’t a distant prediction—it’s happening now. My conversations with campus partners consistently confirms this: AI isn’t replacing traditional student search, but profoundly reshaping how students search, find, trust, and act on information.

    Search+Chat The imperative is clear. Be the answer in both. Be fresh, factual, and findable.Search+Chat The imperative is clear. Be the answer in both. Be fresh, factual, and findable.

    The smartest path forward isn’t choosing between Google and AI chat tools. It’s using both. This is a powerful convergence where AI assistants deliver fast, personalized insights, while Google Search provides foundational depth, structure and authority.

    Ask yourself: Is your content part of that journey? Is it fresh, factual, and findableAI and traditional search? For higher ed marketing and enrollment management professionals seeking to make a lasting impact, the answer is clear: Be the answer in both places.

    At RNL, we’re committed to helping universities stay discoverable throughout the entire funnel—from awareness to inquiry to application and enrollment. We care deeply about the student journey too, and we know how critical it is for students to find the right-fit institutions at the right time. That’s why we stay agile—continuously evolving our strategies to meet students where they are and help institutions show up early, stay relevant, and convert when it counts.

    Talk with our digital marketing and enrollment experts

    RNL works with colleges and universities across the country to ensure their digital marketing is optimized and filling their academic programs. Reach out today for a complimentary consultation to discuss:

    • Search engine optimization
    • Digital marketing
    • Lead generation
    • Digital engagement throughout the enrollment funnel

    Request now

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  • Reputation Is Revenue: Why Brand Equity Matters in Higher Ed

    Reputation Is Revenue: Why Brand Equity Matters in Higher Ed

    If you’re a university leader today, you’re juggling a lot: enrollment challenges, tightening budgets, shifting student expectations, and the rise of non-traditional competitors. Amid all this, one asset might not be getting the attention it deserves — your university’s brand.

    No, not just your logo or tagline. We’re talking about brand equity — the value your institution holds in the minds of students, parents, alumni, faculty, employers, and the public. It’s about reputation, trust, recognition, and connection. And in a competitive market, it matters now more than ever.

    What is brand equity in higher education?

    Think of it this way: Brand equity is what people think and feel when they hear your university’s name. It’s the difference between being someone’s first-choice school versus just another option.

    It shows up in the pride alumni feel when they wear your sweatshirt, the confidence prospective students have when they see your graduates succeed, and the trust employers place in your credentials. It’s shaped by every experience — from the way your website tells your story, to how your faculty engage in the classroom, to the tone of your communications during a crisis.

    It’s what drives alumni to give, students to enroll, and faculty to choose you over other institutions. When a university has strong brand equity, people trust it, recognize it, and feel loyal to it. That kind of reputation can spark a ripple effect of positive influence across an entire institution.

    Understanding the impact of brand equity across an institution

    Brand equity touches every dimension of institutional life, influencing how people experience, perceive, and engage with your university across the student and stakeholder journey. Let’s take a look at its impact in six key areas.

    1. Enrolling new students

    Choosing a college is a huge decision for students and their families. Today’s students are more informed than ever and expect an institution that’s respected, innovative, and committed to their success.

    That’s where your brand can make an impact. If your university has a strong, positive reputation, you’re more likely to make their shortlist. Schools with solid brand equity are seen as high-quality, forward-thinking, and worth the investment, which makes all the difference in a world where competition is fierce and the landscape is changing fast.

    2. Attracting top faculty

    It’s not just students who care about a school’s reputation — faculty and academic leaders do too. A strong, well-respected brand sends a clear message: This place is serious about excellence, values academic freedom, and encourages innovation.

    It’s not just about prestige — top talent also wants to be somewhere that fosters genuine, supportive relationships with students. A respected brand signals a vibrant academic culture where everyone’s invested in each other’s success.

    3. Fostering alumni pride

    When a university has strong brand equity, it’s not just about reputation — it’s about the sense of pride and connection it creates. Alumni who feel proud of their alma mater are more likely to stay involved, whether that means attending events, volunteering, or giving back financially.

    A strong brand also helps foster a lasting sense of community and belonging well beyond graduation. In short, when your brand is trusted and respected, alumni remain engaged — and they’re more likely to support the institution not only with their resources but by recommending it to future students within their networks.

    4. Securing strategic partnerships

    Whether you’re aiming to partner with major companies, secure government grants, or build global collaborations, having a strong brand can be a significant factor. Organizations want to work with universities they respect, trust, and recognize as leaders in their field.

    When your university’s brand is strong and clear, opportunities that are imperative to your institution open up more quickly. Meanwhile, lesser-known schools often struggle to get noticed. Building a strategic and strong brand is your best way to stand out and secure meaningful partnerships that benefit your students and your bottom line.

    5. Staying resilient amid market disruption

    Higher education is under pressure from various directions shifting demographics, financial constraints, and evolving expectations. A strong brand is essential to stay resilient and relevant.

    When controversy, crises, or big changes hit, your brand becomes your safety net. People are far more likely to give you the benefit of the doubt if they already respect and trust you. That reputation can be the difference between weathering the storm and facing long-term damage.

    6. Boosting visibility through rankings

    While rankings aren’t everything, they do influence perception. Many ranking systems factor in peer reputation, which is directly tied to your brand. The same goes for media coverage. The stronger your brand, the more likely you are to be recognized as a thought leader and trusted voice in the field.

    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.

    Practical tips for building brand equity that lasts

    University leaders can’t afford to view brand as merely a marketing function— it’s so much more than that. Brand must be seen as a strategic asset embedded in everything from big-picture planning to day-to-day decisions. It’s part of how you attract students, build partnerships, and earn trust.

    So how can you turn brand equity into a competitive advantage for your institution? Here are a few key moves to get started:

    1. Know what you stand for

    Start with a clear sense of who you are and what makes your school unique. What do you want people to feel when they think of your institution? Your brand promise should reflect your values, vision, and personality — and it should feel real, not like something cooked up in a boardroom.

    2. Take time to truly know your audience

    What matters most to your students, parents, alumni, and faculty? What are they proud of, and what do they wish were better? Take time to listen — through surveys, conversations, and social media — and use those insights to shape your strategy and message.

    3. Tell one clear, consistent story

    Your brand shows up everywhere: your website, your campus tours, your social media posts, even how your staff answers the phone. Make sure that story feels authentic, easy to understand, and consistent across every touchpoint. Developing comprehensive brand guidelines, share them widely across the institution, and conduct regular audits to ensure every touchpoint reinforces a unified, memorable experience for all audiences.

    4. Get your people involved

    Your brand isn’t just a logo — it’s how people talk about your institution and the trust they place in it. That means faculty, staff, students, and alumni all have a role to play. Keep them in the loop, give them the tools to share your story, and make them feel like part of the bigger picture. Want to get more people talking about — and proud of — your school? Make it easy for them. Share what’s happening through newsletters and social media and provide your community with tools that help them show off their connection. When faculty, staff, students, and alumni feel informed, celebrated, and included, they’re more likely to stay engaged — and more likely to brag about being part of your institution.

    5. Make sure the experience matches the message

    If you’re promising innovation, inclusivity, or career readiness, you better be delivering that on campus, in the classroom (both online and in person), and beyond. Brand equity grows when expectations match real experiences. That’s why creating a seamless website experience is so important — it directly impacts how much trust students place in your institution and it’s offerings.

    6. Get the word out (strategically)

    Raising awareness isn’t just about marketing louder — it’s about marketing smarter. Use the right mix of channels, from digital ads and social media to speaking opportunities for university leaders. And don’t forget about earned media and storytelling that highlights real student success. Do this by building a strategic content plan that aligns messaging across platforms, targets the right audiences, and consistently showcases the impact your institution makes.

    7. Keep a pulse on your reputation

    What are people actually saying about your school? Check in regularly using surveys, online reviews, social listening, and even informal feedback. This will help you spot issues early and see what’s working.

    8. Be prepared to evolve

    Higher ed is changing fast, so your brand needs to be flexible. Stay grounded in your core values, but be open to shifting your tone, visuals, or messaging as your audience and the world around you change.

    Build a brand with a lasting legacy and immediate impact

    In an age of increasing competition and shifting student expectations, brand equity is no longer a luxury — it’s a leadership priority. With students having endless options, donors getting more selective, and reputations spreading instantly, your brand equity can be a serious competitive edge.

    Investing in a strong, authentic, and trusted brand can lay the foundation for long-term success. The institutions that thrive in the years ahead will be those that treat their brand as a central part of their overall strategy instead of a marketing afterthought.

    Because in higher ed, your brand isn’t what you say it is — it’s what people believe it to be. And that belief? That’s your brand equity.

    Ready to strengthen your institution’s brand equity? Explore how a strategic marketing approach can help you stand out and thrive. Let’s talk!

    Innovation Starts Here

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

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  • AI in Higher Education Marketing

    AI in Higher Education Marketing

    An Argument With Myself

    Reaping the benefits of AI also means addressing the concerns and challenges of using it.

    Artificial intelligence (AI) has already made significant inroads into higher education, transforming various aspects of campus life and academic processes. Since becoming part of the mainstream lexicon two years ago, AI has rapidly evolved from a subject of concern regarding academic integrity to an integral tool for enhancing educational experiences. Today, AI is influencing everything from recruitment strategies to long-term student success, with institutions using advanced analytics to predict outcomes, optimize operations, and improve decision-making. Our 2025 Marketing and Recruitment Practices for Undergraduate Students Report details some of the ways colleges and universities have incorporated AI in higher education marketing and enrollment operations.

    However, the integration of AI in higher education is not without its challenges and ethical considerations. As we examine the pros and cons of utilizing AI in higher education marketing, it’s crucial to understand that this technology is no longer a future prospect but a present reality shaping the landscape of colleges and universities across the nation.

    The pros of AI in higher education marketing

    AI offers transformative benefits for higher education marketing by enabling personalized and data-driven strategies. Key advantages include:

    • Personalized outreach: AI analyzes vast datasets to tailor content and communication for prospective students, increasing engagement and conversion rates. For example, predictive analytics can identify high-value leads and anticipate drop-off points in the enrollment process. And since Ann Taylor, Target, Netflix and a host of other brands are utilizing AI to serve me content that is specifically tailored to my tastes, my buying behaviors, and my blood sugar level/impulse control, it is imperative that higher ed keep up with the rest of the content consumer driven market.
    • Automation: AI automates repetitive tasks like email campaigns, social media posts, and chatbot interactions, freeing up staff to focus on strategy and relationship-building. This reduces costs and improves operational efficiency. Higher ed leaders continue to lament the talent/staff crisis on campus, particularly in smaller cities and rural areas where the available talent may be shallow and work-from-home opportunities are not widespread. Instead, we must maximize the time of the staff we have and utilize them for the activities and outcomes that are truly reliant on human interaction, while automating, outsourcing, or eliminating the rest.
    • Real-time support: AI-powered chatbots provide 24/7 support, answering student inquiries instantly and improving the overall student experience. Digital assistants engage with your prospective students, parents, alumni, and supporters when it’s best for THEM, rather than best for you. International student populations may not be in your time zone and may be unable to connect during U.S. business hours. Parents and prospective parents may be researching during off-hours. The RNL Compass digital assistant provides that round-the-clock engagement that directly integrates and feeds data to your CRM while also protecting your data in a closed environment.
    • Scalability: Institutions can scale their marketing efforts across diverse demographics and platforms without requiring proportional increases in resources, helping smaller teams achieve broader reach.

    Potential cons with AI in higher education marketing

    Despite its advantages, AI in higher education marketing could pose significant risk or create unforeseen challenges if not managed with care:

    • Data privacy issues: The use of AI requires collecting and analyzing large amounts of personal data, raising concerns about compliance with privacy regulations such as GDPR or FERPA. Data security, privacy, and management are top concerns on campuses. It is incredibly important that you are utilizing tools that not only secure your data but that you are managing that data ethically. AI governance requires thoughtful planning and ongoing management. RNL works closely with partners who wish to devise a governance framework whether or not you are implementing AI tools.
    • Bias in algorithms: AI systems may inadvertently perpetuate biases present in training data, leading to unfair targeting or exclusion of certain student groups.
    • Round peg, square hole syndrome: Many AI solutions are not created for higher ed and do not account for the specific, complex needs that colleges and universities have compared to other consumer or B2B industries.
    • Loss of human touch: Over-reliance on AI can make interactions feel impersonal, potentially alienating prospective students who value human connection. Working with your team to talk about appropriate uses for AI, proper proofreading, and quality control is key. My colleague Dr. Raquel Bermejo discussed the need to balance technology and human connection with students.
    • Implementation costs: While AI promises cost savings over time, initial setup costs for advanced tools and training staff can be prohibitive for some institutions. Work closely with a trusted partner/vendor to ensure you are getting the best bang for your buck. Embracing AI may require investment, but it should yield so much more in return.

    Be aware of all the pros and cons as you evaluate your AI options

    In summary, while AI enhances efficiency and personalization in higher education marketing, institutions must navigate ethical challenges, potential biases, and implementation hurdles to maximize its benefits responsibly.

    We cannot, however, let the possible risks prevent our institutions from maximizing this tremendous capacity-building tool. As a 50+ year veteran in higher education, RNL has a unique understanding of your campus environment, the likely trepidation, the potential hurdles to adoption, and the risk of inaction. That is why we are investing in AI development that is built just for you, your students, and your campus needs. Coupled with RNL’s renowned consulting expertise, governance support, strict attention to data privacy, and industry-leading marketing and enrollment solutions, we can help you and your campus use AI to advance your mission and achieve your goals while minimizing risk and campus pushback.

    Discover RNL Edge, the AI solution for higher education

    RNL Edge is a comprehensive suite of higher education AI solutions that will help you engage constituents, optimize operations, and analyze data instantly—all in a highly secure environment that keeps your institutional data safe. With limitless uses for enrollment and fundraising, RNL Edge is truly the AI solution built for the entire campus.

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