Category: Enrollment

  • 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.

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    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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  • The College Planning Playbook: What Works According to Students

    The College Planning Playbook: What Works According to Students

    What Works (and What Gets Ignored) According to Real Students

    If you work in enrollment or financial aid, you’ve probably asked yourself: What actually helps students figure out college, and what just adds to the pile? For the 2025 E-Expectations survey, we went straight to the source—nearly 1,600 high school students themselves—and the answers are refreshingly straightforward. Spoiler: it’s not about the fanciest new tech, and it’s also not about drowning them in glossy brochures. When it comes to their “college planning playbook,” teenagers are looking for clear, actionable guidance that helps them make a huge life decision without losing their sanity (or their savings).

    Here’s what we learned from our latest survey, and how you can use it to actually move the needle.

    Students aren’t just window shopping

    Forget the idea that students are passively leafing through mailers. Today’s applicants are strategic: they use whatever gets them closer to a decision and tune out the rest. When we asked, “Which resources have you used and how helpful were they?” the results were clear.

    The top five: What really works

    1. School emails still rule: Those emails you labor over? They’re not just spam fodder. Nearly 90% of students say they’re helpful, and just as many actually read them. The catch? Short, relevant, and timely messages work best. If you’re still sending email blasts that sound like a commercial, rethink your approach.

    2. The official college website remains the king: When in doubt, students go straight to the source. Nine out of ten use college websites to research schools, making them the most-used tool, and 88% percent find them genuinely helpful. Students want the facts—what programs exist, what dorms look like, what deadlines are looming. If your website buries the basics, you’re losing them.

    3. Nothing beats boots on the ground: Visiting campus is still the gold standard for gut checks. Eighty-eight percent say in-person visits are helpful, but only 80% manage to take one (travel and cost are real barriers). When they do, it’s a game-changer.

    4. College planning websites make life easier: Think of these as digital guidance counselors. They’re used by 82% of students, and 85% say they’re helpful. The draw? Easy side-by-side comparisons and less spreadsheet chaos.

    5. College fairs still pack a punch: They may be old school but they are effective: 80% of students attend college fairs, and 85% get helpful info they couldn’t find online. Sometimes, a face-to-face conversation is what tips the scale.

    Mind the gap: Underused but powerful

    There are plenty of tools out there, but some of the most helpful ones are flying under the radar. Here’s where colleges can do better:

    Virtual tours and VR experiences: Students who use them love them (84% helpful), but only 77% have tried. Virtual can’t replace a campus tour, but it’s the next best thing—especially for out-of-state or lower-income students.

    Online student communities: Authentic peer advice matters, but only 77% know about these platforms (even though 84% find them helpful).

    Financial aid calculators: Nothing is scarier than the price tag, but only 81% use these tools, even though 85% say they’re helpful.

    Live chats and chatbots: Quick answers, real-time help, yet only about 70% of students use them. Visibility is the issue, not usefulness.

    And let’s talk about personalized texts and live messages from admissions counselors: students crave direct, real-time communication, but only 77% have gotten it, even though 84% rate it as helpful.

    What enrollment pros should actually do

    So what’s the actionable playbook? Here’s what our data says:

    • Promote your virtual stuff: Highlight virtual tours, student communities, and interactive platforms, especially for students who can’t visit in person.
    • Show the path to a job: Put career outcomes front and center. Students want to see how your programs connect to real-world gigs.
    • Make digital tools impossible to miss: If you have a chatbot or live chat, make it obvious. Don’t bury these features on your website.
    • Lead with affordability: Share scholarship calculators and cost tools early and often. Don’t make families hunt for them.
    • Invest in personal touch: The more tailored your outreach (think texts, quick emails, not just form letters), the better.
    • Make campus visits happen: Subsidize travel, host regional visit days, or beef up your virtual experiences for those who can’t make the trip.

    The bottom line

    Read the 2025 E-Expectations Report

    Students don’t want a firehose of information. They want a GPS. The best colleges aren’t the ones with the flashiest websites or the most emails—they’re the ones who help students navigate from “I have no clue” to “I’ve got this.” Our job isn’t just to provide facts. It’s to be the trusted co-pilot on a student’s most important road trip.

    Want the full breakdown, including more data and actionable insights?

    Read the 2025 E-Expectations Trend Report to get a comprehensive experience of what students expect and experience when searching for colleges. If you’re serious about helping students (and your own enrollment goals), you’ll want to see everything we uncovered!

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  • Elevate Your Higher Education YouTube Channel with Proven SEO Tactics

    Elevate Your Higher Education YouTube Channel with Proven SEO Tactics

    In today’s competitive digital landscape, higher education institutions must continually evolve to reach and engage prospective students. YouTube has evolved from a video-sharing platform into a dynamic search engine where students explore campus life, academic programs, and authentic student experiences. That’s why developing and optimizing a higher education YouTube channel is more important than ever.

    Smart video SEO strategies can significantly improve visibility, build brand authority, and support enrollment goals for institutions. A well-crafted YouTube strategy plays a crucial role in this effort, ensuring that content reaches and resonates with prospective students.

    Why YouTube SEO matters for higher ed video marketing

    YouTube SEO goes beyond views. It positions your institution within one of the most influential search engines in the world. YouTube has become the second-largest search engine after Google, and for today’s prospective students — many of whom are digital natives — video is a primary method of discovery and research.

    Whether exploring campus life, comparing academic programs, or seeking authentic student voices, prospective learners turn to YouTube to gather insights that influence their decisions. A well-optimized higher education YouTube channel offers a range of benefits, including:

    • Builds credibility and trust by providing authentic, engaging content.
    • Expands visibility on a platform used heavily by prospective students.
    • Drives enrollment by surfacing at key moments in the decision-making journey.
    • Strengthens your digital footprint through content that aligns with search behavior.
    • Supports multi-channel strategies by integrating with websites, email, and social media.
    • Improves AI-driven search visibility as AI-powered search results increasingly prioritize video content. (Tools like YouTube’s auto-transcription and AI tagging can further enhance discoverability.)

    Optimizing your channel ensures your content appears when it matters most and positions your institution as a leader in digital engagement.

    “Video content is the future of marketing—it’s authentic, engaging, and capable of building trust with your audience faster than any other medium.”

    — Neil Patel, digital marketing expert

    Build a strong SEO foundation for your higher education YouTube channel

    Every video your institution shares is more than just content — it’s an opportunity to shape perceptions, highlight your strengths, and connect with your audience. Before diving into more advanced strategies, it’s essential to ensure that each video is built on a solid SEO foundation.

    When executed consistently, these foundational elements can make the difference between content that gets buried and content that drives meaningful engagement. Foundational elements include:

    • Accurate video transcripts: Ensure transcripts are complete and error-free. This enhances accessibility and helps search engines understand your content. Also, include captions and alt text to enhance accessibility and meet ADA standards.
    • Optimized video settings: Configure each video correctly (e.g., mark as “not for children”, assign relevant categories, add strategic tags) to improve discoverability.
    • Robust video descriptions: Use keyword-rich, detailed descriptions aligned with your academic offerings. Think like a prospective student searching for programs or campus life.
    • SEO-friendly video titles: Titles should be compelling, clear, and keyword-focused. Avoid jargon — focus on what the viewer will gain.

    Apply advanced channel strategies to stand out

    Once the foundational elements are in place, it’s time to move beyond the basics. Elevating your higher education YouTube channel requires thoughtful planning and strategic segmentation. This is especially important for institutions with diverse academic offerings and multiple audiences, such as prospective undergraduate and graduate students.

    Taking a more advanced approach can help differentiate your content, make navigation easier for users, and deliver tailored experiences that align with varied student needs. To elevate your channel’s performance and support segmented marketing goals:

    • Create dedicated channels: Maintaining separate channels for different audiences (like graduate versus undergrad) allows for more targeted messaging and cleaner audience segmentation.
    • Use playlists strategically: Group videos by topic or series and apply consistent naming conventions. This improves navigation, boosts engagement, and supports channel SEO.
    • Optimize thumbnails and preview content: High-quality thumbnails and concise preview text boost click-through rates, especially on mobile devices.

    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.

    Enhance viewer engagement

    Even if your department isn’t directly producing every video, there’s still an opportunity to influence engagement and performance. By implementing a few proven tactics, institutions can increase viewer interaction and strengthen their presence on YouTube.

    These strategies work in tandem with foundational SEO practices to extend the reach and impact of your video content:

    Include clear calls-to-action (CTAs): Ask viewers to like, comment, subscribe, or visit your website. These actions signal relevance to YouTube’s algorithm.

    Leverage end screens and cards: Use these to direct viewers to related content, encouraging longer sessions and deeper engagement.

    Maintain consistent branding: Ensure videos reflect your institution’s visual identity and messaging tone to reinforce brand equity.

    Integrate video into your broader strategy

    YouTube content shouldn’t exist in a silo. When part of a cohesive higher ed video marketing approach, your higher education YouTube channel becomes a versatile asset that supports communication and engagement across platforms.

    To truly maximize its value, it must be woven into your institution’s broader marketing and communication ecosystem. When aligned with your website, email campaigns, and social media channels, your YouTube strategy reinforces key messages and creates a cohesive experience for prospective students.

    YouTube videos can be a powerful asset across multiple marketing channels:

    • Website integration: Embed program overviews, testimonials, and campus tours to enrich landing pages and drive engagement.
    • Email campaigns: Incorporate personalized video content into outreach and drip campaigns to boost open and click-through rates.
    • Social media amplification: Repurpose YouTube content into short clips for Instagram, TikTok, Facebook, and LinkedIn to reach broader audiences.
    • Virtual events and webinars: Leverage recorded content as follow-up resources or promotional teasers.
    • Advertising and paid media: Use high-performing videos in YouTube ads or across PPC campaigns to increase reach and ROI.

    Stay agile and stay ahead

    YouTube SEO isn’t a one-time effort — it’s a continuous process. Use YouTube Studio to track key performance metrics such as watch time, engagement, and search impressions. These insights help guide your strategy and identify opportunities to improve content.

    Monitor analytics regularly, refresh metadata, and adapt to changing viewer behaviors. Institutions that stay agile will be better positioned to engage digital-native audiences.

    Take your higher ed video marketing to the next level

    YouTube remains a powerful tool to build institutional visibility and connect with prospective students. At Collegis Education, our expansive marketing services are backed by deep expertise in higher ed SEO, digital strategy, and content performance. Whether you’re refining your current efforts or starting fresh, a smart, scalable strategy can turn your YouTube channel into a powerful tool for student engagement.

    Let’s connect and start building a smarter strategy today.

    Innovation Starts Here

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

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  • How State Policies Can Support Dual Enrollment Students

    How State Policies Can Support Dual Enrollment Students

    Headline: How State Policies Can Support Dual Enrollment Students

    Title: Sharing the Cost: Insights From States Funding Dual Enrollment to Expand Access

    Authors: Krista Kaput, Sharmila Mann, and Carrie Hahnel

    Source: Bellwether

    Research demonstrates that participation in dual enrollment programs improves student outcomes, with the potential to increase graduation rates and college enrollment and further students’ postsecondary attainment. While these benefits reach all participating students, students face unequal access to dual enrollment programs, which serve white and high-income students at a higher rate than Black, Hispanic, Indigenous, and low-income students.

    To better understand the policies in place to support dual enrollment programs, a new report published by Bellwether examines dual enrollment programs and policies among four states, finding common themes related to both cost-sharing and access that states can replicate to further promote equity in dual enrollment participation.

    In analyzing the states and programs, the report notes seven themes related to increasing access to dual enrollment programs to serve as models for other states.

    Three of these themes involve funding policies:

    1. States allocate the full, per-pupil cost for dual enrollment students directly to participating school districts, ensuring that districts are not put at a financial disadvantage if students attend dual enrollment courses.
    2. Dual enrollment students are accounted for in community college full-time equivalent calculations, ensuring that community colleges are sufficiently funded for all students during the budget allocation process.
    3. States either fully or partially reimburse community colleges for the tuition costs associated with dual enrollment students, ensuring that costs are kept low for students while supporting the additional costs for community colleges.

    Four more themes concern policies unrelated to funding:

    1. There are specific, state-set goals for dual enrollment programs, which can involve a method for data collection, setting program performance expectations, and alignment with other state attainment initiatives, to ensure that students are receiving high-level programming.
    2. Community colleges and K-12 school districts are responsible for reporting dual enrollment program data to the state, allowing for policy adjustments supporting both strengths and opportunities for growth.
    3. States require the establishment of formal agreements between school districts and community colleges, ensuring that responsibilities for dual enrollment students are acknowledged and upheld among both parties.
    4. Dual enrollment coursework provides experience toward a credential of value or a need among the workforce, increasing the likelihood that credits earned through dual enrollment will support future postgraduation plans.

    Beyond the seven themes that support dual enrollment students found among the four states, the authors of the report go on to note further potential policy changes that states may make to better serve underrepresented populations in dual enrollment programs. To increase access and participation, states ought to establish sustainable funding that provides frequent investment in support of dual enrollment students. Students’ participation can also be supported by increasing the number of instructors among educational areas of high demand, establishing strong advising systems among school districts and community colleges, and allocating funding toward non-tuition costs that may hinder enrollment.

    To read more about specific dual enrollment programs, state policies, and how states can further increase access and participation among dual enrollment students, click here.

    —Julia Napier

    If you have any questions or comments about this blog post, please contact us.

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  • Trocaire Partners With Collegis Education to Advance Enrollment Strategy

    Trocaire Partners With Collegis Education to Advance Enrollment Strategy

    Collegis empowers data-driven admissions and streamlines prospective student support.

    Buffalo, NY (May 20, 2025) — Trocaire College, a private, career-oriented Catholic college, today announced a multi-year partnership with Collegis Education to advance its enrollment strategy and elevate the student experience. Through this collaboration, Trocaire will leverage Collegis’ Enrollment Support Services and its Connected Core® platform to guide prospective students from inquiry to enrollment.

    The partnership comes as Trocaire begins implementing its new three-year strategic plan, with a sharpened focus on increasing enrollment and creating a seamless, student-centered admissions process. 

    “Trocaire College is looking forward to working with Collegis to help grow our enrollment in alignment with our mission.  Collegis has a proven track record of achieving results in higher education including revenue-growth, enrollment expertise and optimization of student experiences while having an ‘edu-preneurial’ mindset,” stated Jason Konesco, executive vice president at Trocaire. “We chose Collegis for their ability to be a true partner working collaboratively with our team to create a tailored solution that will best reflect the needs of our institution.”

    Collegis will serve as an extension of the Trocaire admissions team, providing personalized support and helping prospective students navigate their journey from initial inquiry to first contact to the first day of class. With just over 1,000 students across its South Buffalo location and Transit Achievement Center in Lancaster, Trocaire empowers students to achieve personal enrichment, dignity, and self-worth through education in various career-focused degree programs including healthcare, business, technology, veterinary sciences and the liberal arts. 

    Earlier this year, Trocaire first connected with Collegis at the Association of Catholic Colleges and Universities (ACCU) Annual Meeting. Additional follow-up meetings, including a site visit from the Collegis team, solidified a shared vision for a collaborative, student-first approach.

    At the core of this partnership is Connected Core, Collegis’ integrated technology and analytics platform that empowers institutions to make data-informed decisions while extending operational capacity. Recently named a “cool tool” by EdTech Digest, with Connected Core, Trocaire College will gain actionable insights into prospective student behavior, streamlined admissions workflows, and access to enrollment specialists trained to deliver high-quality student engagement.

    “This partnership reflects what we do best: supporting institutions like Trocaire to help them grow in ways that honor their mission,” said Pat Green, vice president of enrollment solutions at Collegis Education. “We’re proud to bring data, tech, and talent to Trocaire’s team and we are passionate about supporting the next generation of students preparing for careers of purpose and lives of service.”

    About Trocaire College

    Founded in 1958 in Buffalo, NY by the Sisters of Mercy, Trocaire College is a private, career-oriented Catholic college that empowers students with the resources and supportive environment needed to achieve their academic goals. The core mission is to allow each person to be a valuable contributor to the workforce needs of the community. Trocaire offers bachelor’s degrees, associate degrees, certificates and workforce development programs in healthcare, veterinary sciences, business, and technology. Trocaire ranks in the top one-quarter of colleges and universities for return on investment by Georgetown University and is designated as an Opportunity College and University by the Carnegie Classifications with a Higher Access, Higher Earnings classification. Visit trocaire.edu for more information and follow Trocaire on Facebook, Instagram and LinkedIn.

    About Collegis Education

    As a mission-oriented, tech-enabled services provider, Collegis Education partners with higher education institutions to help align operations to drive transformative impact across the entire student lifecycle. With over 25 years as an industry pioneer, Collegis has proven how to leverage data, technology, and talent to optimize institutions’ business processes that enhance the student experience. With the strategic expertise that rivals the leading consultancies, a full suite of proven service lines, including marketing, enrollment, retention, IT, and its world-class Connected Core® data platform, Collegis helps its partners enable impact and drive revenue, growth, and innovation. Learn more at CollegisEducation.com or via LinkedIn.

    Media Contacts:

    Collegis Education

    Alyssa Miller

    [email protected]

    973-615-1292

    Trocaire College

    Laura Jacobs

    [email protected]

    716-807-5922



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  • College Marketing: 7 Ways It Has Changed and How to Stay Ahead

    College Marketing: 7 Ways It Has Changed and How to Stay Ahead

    …and What You Need to Do to Stay Ahead

    The higher education enrollment landscape is undergoing a significant transformation, driven by shifting demographics, technological advancements, and economic uncertainty. To remain relevant and competitive, colleges and universities must adapt to these changes and develop strategies to succeed in a challenging environment. But before you can adapt, one must first look at some of the major innovations that have disrupted how consumers engage with brands.

    Are you engaging students the way they engage with other brands?
    1. Short form video content: Platforms like TikTok, Instagram Reels, and YouTube Shorts have dominated, offering snackable content that informs, entertains, and inspires within seconds. Influencers (see #5) use this medium to tell stories, drive trends, and engage consumers on behalf of sponsored brands. Students use the medium to assess campus life and inform college choices.
    2. Voice and visual search optimization: The rise of “smart assistants”and digital assistants have changed the way we engage with brands, discover products, and complete research, transactions, and more. A good digital assistant is becoming as essential as a solid logo design in marketing.
    3. AI personalization: Artificial intelligence has revolutionized marketing by enabling hyper-personalized experiences, analyzing real-time data, and predicting consumer behavior to deliver tailored content. For cash strapped institutions, it has the added benefit of allowing you to zero in on your highest potential return prospects and curate content.
    4. Augmented reality (AR) experiences: AR is transforming how consumers shop, learn, and engage with brands, creating immersive experiences that drive both engagement and sales. George Mason University developed a successful AR campus tour for transfer students, and I expect to see prospective students and their families wandering campus with branded AR glasses on campuses everywhere before long.
    5. Influencer marketing: The focus has shifted from big-name endorsements to micro- and nano-influencers, offering niche expertise and deeper connections with audiences. Universities are leveraging student influencers on campus for enrollment and advancement opportunities.
    6. Data privacy regulations and ethical marketing trends: With increasing concerns about data breaches, consumers demand transparency and ethical practices in data handling and marketing. Layer an ever changing and tightening regulatory environment and you will need solid governance and procedural guidance to ensure compliance without limiting effectiveness.
    7. Omnichannel integration: Marketers now focus on providing a seamless experience across all touchpoints, ensuring brand consistency and cohesive customer interactions. The same experience is paramount during the college search process to stand out, stay top of mind, and draw students to your engaging (AR powered?) on campus events.

    5 keys to optimizing your college marketing strategy to address these changes

    That is the how, but what about the what. A great tech stack is one thing, but the meat of your strategy and message must center around what is central to your mission, your goals, and your prospective student audience.

    1. Gear your strategy to your prospective students

    As the student population becomes increasingly diverse, institutions must develop targeted recruitment and communication strategies to engage with underrepresented groups, including Hispanic, African American, and first-generation students. According to RNL’s most recent study of undergraduate marketing and recruitment practices, 51% of four-year private, 42% of two-year public, and 37% of four-year public institutions have specific strategies for recruiting Hispanic students. The vast majority of institutions also do not have materials and communications available in Spanish. Depending on your locality, these populations may be your best bet for stable growth, but without a specific marketing strategy, you will miss the opportunity.

    2. Assess the suite of marketing tools, vehicles and assets at your fingertips

    How cohesive, consistent and connected are they? Students use a variety of resources to learn about colleges and universities, from websites and social media to videos and printed brochures. Institutions must adopt a balanced, omnichannel approach to marketing, leveraging multiple channels to reach students at various stages of their decision-making process.

    3. Plug the leak

    As the demographic cliff approaches, institutions must prioritize student success and retention strategies. A recent study found that public colleges and universities use market research and print/electronic campaigns to impact student yield and summer melt, but there is room for improvement in collecting data to inform retention policies. (Our report on retention practices provides very helpful benchmarks and ideas for student success strategies.)

    4. Improve the experience and reduce the stress

    The college search process can be a significant source of stress and anxiety for students. Institutions can help mitigate this by providing resources and support services, such as mental health counseling and academic advising, to help students manage their emotions and stay on track.

    5. Embrace change

    To succeed in a rapidly changing environment, institutions must be willing to adapt and innovate. This includes investing in technology, such as AI-powered enrollment management systems, and exploring new revenue streams, such as online and graduate programs.

    College marketing is evolving at an unprecedented pace. How can you keep up?

    To remain competitive, colleges and universities must embrace strategies that prioritize personalization, authenticity, and innovation. From leveraging short-form video content and AI-powered tools to integrating augmented reality experiences and omnichannel approaches, institutions have a wealth of opportunities to connect with prospective students in meaningful ways.

    However, success will require more than technology; it demands a deep understanding of the diverse needs and aspirations of the modern student population. By aligning marketing efforts with institutional goals, fostering inclusivity, and enhancing the overall student experience, higher education institutions can not only navigate these changes but thrive in a rapidly shifting environment. Now is the time to adapt, innovate, and future-proof strategies to ensure sustainable growth and relevance in the years ahead. Reach out and we can connect on your marketing strategies. We will find a time to talk about your opportunities to make sure your marketing efforts resonate with students and reach them in the channels they use.

    Talk with our marketing and recruitment experts

    RNL works with colleges and universities across the country to ensure their marketing and recruitment efforts are optimized and aligned with how student search for colleges.  Reach out today for a complimentary consultation to discuss:

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

    Request now

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  • Why High School Counselors Hold the Keys to College Access

    Why High School Counselors Hold the Keys to College Access

    Opening the door to college starts with a knock on the counselor’s office

    Ask a student who their guide to college was, and the answer depends a lot on their background. For some—especially those from higher-income families or with college-educated parents—the process might not involve a school counselor at all. But for students without those built-in supports, counselors can be the critical link to higher education—if they’re able to get help.

    The problem is, in many lower-income or rural schools, counselors are stretched so thin that some students never get the guidance they need. The numbers show just how vital counselor guidance can be for those who receive it—and how much is at stake when that support isn’t available.

    The data is clear: counselors make the difference

    According to the forthcoming 2025 E-Expectations report, 86% of students said they used information from their high school counselor during their college search, and 84% found that information helpful. That trend holds across every subgroup:

    • First-generation students use and benefit from counselor information at nearly the same rate as their peers (86% used; 85% found it helpful).
    • Regional differences are small: 87% of students in the West and Rocky Mountains found counselor info helpful, compared to 77% in the Great Lakes and Plains.
    • By grade, even 9th graders tune in early: 82% use counselor advice, and 88% find it helpful.

    Counselors are the thread running through the entire college-bound student experience. For those without a family roadmap, they’re often the only guide through applications, financial aid, and deadlines.

    Colleges are paying attention

    School budgets are shrinking. Counselors are juggling massive caseloads. But many colleges are stepping up—recognizing that if they want to reach students, especially the ones who need it most, they must reach counselors first.

    From the latest 2025 Marketing and Recruitment Practices for Undergraduate Students survey:

    • Private four-year colleges meeting one-on-one with counselors jumped from 78% in 2020 to 95% in 2024.
    • Email outreach has grown significantly, with reported effectiveness rising in tandem.
    • Counselor events (banquets, receptions, campus gatherings) are increasing, especially when they include regional data, student outcomes, and virtual access for rural areas.

    It’s not just a private college trend. Two-year institutions, public universities, and regional schools are embracing relationship-based outreach as well. Direct mail and newsletters still play a role—but only when the content is timely and relevant.

    Why this matters for equity and access

    For first-gen, rural, and underserved students, counselors are often the only bridge to college. They’re the ones who demystify financial aid, flag key deadlines, and identify opportunities a student might otherwise miss.

    When colleges make it easier for counselors to get the right info, they’re not just supporting professionals. They’re opening doors for the students who need it most.

    A counselor who’s in the loop about your new rural student program or local scholarship can be the difference between a student applying and a student giving up.

    What works: outreach strategies that matter

    According to the 2025 Marketing and Recruitment Practices for Undergraduate Students, the most effective strategies aren’t flashy. They’re personal, relational, and respectful of counselors’ time. To make these strategies even more impactful, here are some key considerations:

    • One-on-one meetings: Still the gold standard. Allow for tailored advice and honest feedback.
    • Counselor events: High-impact when they offer data, PD, and virtual options.
    • Relevant, timely communication: Share tools counselors can use—deadlines, program updates, student success stories.
    • Listening and partnership: Institutions that win trust treat counselors as collaborators.

    Recognize the role of early college programs in strengthening partnerships

    In many communities, especially those served by community colleges, Early College (EC) programs create additional layers of partnership between high school counselors and college admissions offices. Some colleges employ dedicated EC counselors who work directly with high school students, while others rely heavily on high school guidance counselors to help students and families navigate EC benefits, processes, and policies. Admissions teams should ensure that their outreach strategies are coordinated not only with high school counselors but also with their institution’s EC staff. This helps avoid confusion and ensures clarity in messaging, especially regarding dual enrollment, direct admissions, and transition pathways. A unified approach strengthens the relationship with the high school and better supports students and families.

    Thoughtfully manage counselor turnover to maintain continuity

    Admissions offices often experience higher staff turnover compared to other departments, which can disrupt relationships built over time with high school partners. To sustain trust and continuity, new admissions counselors should intentionally acknowledge the existing relationship between the college and the high school when introducing themselves. If appropriate, referencing the name of the previous counselor or the date of the last visit provides context and reassurance that the institution values the ongoing partnership. This small gesture helps counselors feel recognized as key partners and makes the transition from one representative to another feel seamless, keeping the focus where it belongs: on supporting students in their college journey.

    The bottom line

    If your institution wants to reach students, especially those who need college planning guidance and help the most, start by valuing their counselors.

    2025 Marketing and Recruitment Practices for Undergraduate Students: Effective practices for undergraduate recruitment at four-year and two-year institutions.2025 Marketing and Recruitment Practices for Undergraduate Students: Effective practices for undergraduate recruitment at four-year and two-year institutions.

    The data is clear. The student voices are loud. Counselors are the backbone of college access. Supporting them isn’t just good practice, it’s the smartest move you can make.

    Don’t make counselors an afterthought. Make them the center of your strategy. The future of college access runs right through their office, so knock on their door and bring something valuable to the table.

    To learn more about the most impactful enrollment and marketing strategies, download our report.

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  • College Closings: Are We Really That Surprised?

    College Closings: Are We Really That Surprised?

    Spotting the red flags of college closings before it’s too late

    What are the warning signs that could lead to a college closing?

    Over the last month, two more private schools have announced their closures.  St. Andrews University in Laurinburg, NC, and Limestone University in Gaffney, SC.  In both cases, as with any college closings, the result is disheartening to the current state of higher education. It is also never something those enrolled students expected or signed up for. Peer institutions have readily come forward to offer transfer-friendly options for those students.

    What has also struck me about college closings like these is how the media portrays these closings as “sudden” or “abrupt.” I have been in higher education for over 20 years, both on a campus as a chief enrollment officer and now at RNL in an executive role. College closings are not sudden or abrupt. The warnings and red flags show themselves years before such a dire decision is made by a board of trustees.

    Key metrics for institutional health and viability

    For any institution, but especially private ones, there are key metrics that impact their health and viability. They include, but are certainly not limited to:

    • Net tuition revenue as a cohort class and per student
    • The long-term health of your lead/prospect pool
    • The cost of recruiting a prospective student
    • The cost to educate and operate an academic program
    • Student retention rates dropping yearly and hovering under national/regional benchmarks
    • An increase in discount rates while headcount/net tuition revenue stays flat or down

    Metrics diagnose the problem. They do not solve it.

    The majority of these metrics are probably not surprising for most institutions. However, the ability to understand why a campus lags behind in these critical areas is key to rectifying such challenges. There lies half the problem usually. Too often, metrics serve as a perceived solution for a problem. Here are two examples I have seen:

    Example 1: A campus throws more money to students to hopefully increase their headcount and gain revenue. That is a short-term solution that then saddles the institution with a bigger problem—a high discount rate that will likely increase another 3-5% during the student’s time on campus. That is not a sustainable model.

    Example 2: An institution introduces new programs without conducting viable external research and setting realistic student enrollment goals. The tuition revenue needed has to offset the cost of starting a new program, hiring faculty, and supporting marketing efforts. If new programs are not hitting targeted goals, the institution has to quickly pivot and determine if there is a tangible market of students to recruit for such a program over the next 3-4 years.

    The examples could go on and on.

    Fixing issues before they become insurmountable

    Most institutions are not blind to their current situation regarding the above metrics. They strive to maintain a healthy enrollment, financial stability, and a quality experience for students. They also know when those metrics become red flags. The massive challenge right now in higher education is trying to solve for those red flags in real time and with very “real” budgets. We should not be surprised at unfortunate closures in our industry. Most campuses certainly are not. The real objective is to win the “race” of addressing and fixing the problems 3-4 years before they become insurmountable.

    How do you do that in a systematic, data-reliant way that helps you make the right read and identify the right strategies to hit the brakes and reverse course before you hit the cliff? That’s something my colleagues and I partner with institutions on all of the time. We do evaluations or “scans” for key items such as the admissions/recruitment strategies and organization, the fiscal health of the institution, alignment of academic programs with market demand, and similar areas that are critical for institutional viability.

    I welcome the opportunity to connect and talk about strategies for your institution. Feel free to email me to discuss your challenges and what can be done to put your campus on the track to sustainable success. We have helped many institutions come back from the brink and keep even more from reaching that point.

    Attend the 2025 RNL National Conference

    Choose from more than 120 sessions across six tracks:

    • Undergraduate marketing and recruitment
    • Graduate and online enrollment
    • Student success
    • Financial aid
    • Strategic planning
    • AI and innovations

    See the session descriptions and save big when you register early.

    2025 RNL National Conference Session Descriptions

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  • Balancing Technology and Connection in College Recruitment

    Balancing Technology and Connection in College Recruitment

    Let’s be real: college planning is not the only thing on your prospective students’ minds. They’re juggling school, jobs, relationships, social media, and, you know, just trying to figure out life. So, when we talk about AI in college planning, it’s crucial to remember that it’s just one piece of a much larger puzzle.

    At RNL, we’re constantly looking at the trends shaping higher education, and AI is definitely a big one. But here’s the thing: it’s not a one-size-fits-all solution. To truly connect with students, you need to understand how they’re using (or not using) these tools, and meet them where they are.

    It’s all about personas

    Our latest research dives deep into student attitudes toward AI in college planning, and the results are fascinating. We’ve identified four key “AI Adoption Personas” that can help you tailor your outreach and messaging:

    Pioneers (early adopters, enthusiastic users): These digital natives are all-in on AI, using it for everything from college research to essay writing.

    • Key takeaway: Pioneers are already on board but value human guidance. 76% would feel more comfortable if a school advisor explained the benefits and risks of AI.

    Aspirers (interested but cautious adopters): Aspirers see the potential of AI but need a little nudge.

    • Key takeaway: Show them the value! 51% are motivated by easy access to free AI tools, and 41% want to see success stories from other students.

    Fence Sitters (uncertain, passive users): These students are on the fence about AI, often lacking confidence in their current college planning approach. Y

    • Key takeaway: Don’t overwhelm them. 40% haven’t even used online college planning tools! Focus on highlighting the potential of AI and offering advisor support.

    Resistors (skeptical, avoid AI in college planning): Resistors are the most reluctant to embrace AI, preferring traditional methods like guidance counselors and college websites.

    • Key takeaway: Respect their preferences, but don’t write them off entirely. 48% would feel more comfortable with an advisor explaining AI, even if they’re not ready to use it themselves.

    Beyond the bots: human connection still matters

    Image of high school students looking at the cell phones

    No matter which persona your students fall into, one thing is clear: human connection still matters. While AI can provide valuable information and streamline certain tasks, it can’t replace the empathy, guidance, and personalized support students crave.

    Think about it: choosing a college is a huge life decision, and students want to feel understood and supported throughout the process.

    Our research shows that students use a variety of resources for college planning, and these often involve human interaction:

    • College websites (often reviewed with parents or counselors)
    • Parents/family (a trusted source of advice and support)
    • Social media (connecting with current students and alumni)
    • Guidance counselors (providing expert advice and personalized recommendations)
    • Friends/peers (sharing experiences and offering encouragement)
    • Books/online articles (supplementing their knowledge and exploring different options)

    AI is just one tool in their toolbox. It’s a powerful tool, no doubt, but it works best when it complements these other resources, rather than replacing them.

    What does this mean for you?

    It means your staff—admissions counselors, enrollment specialists, and marketing team—are more important than ever. They are the human face of your institution, who can build relationships with prospective students, answer their questions, and alleviate their anxieties.

    The good news is that institutions already know this. Our 2025 Marketing Practices For Undergraduate Students Report confirms that “human-based” enrollment strategies are consistently rated highly effective, often more effective than just two years ago.

    For example, the report shows that:

    • In-person meetings remain a top strategy across all institution types (4-year private, 4-year public, and 2-year), with effectiveness ratings consistently at or near 100%.
    • Personalized videos sent directly to students have seen a significant rise in effectiveness, particularly for 4-year institutions.
    • Even with the rise of digital tools, strategies like SMS, social media, and email communications remain foundational and highly effective, largely because they enable personalized, one-on-one communication.

    These findings underscore that in an increasingly digital world, the human touch truly sets institutions apart.

    Here are a few ways to bring that human touch to your college planning efforts:

    • Invest in training for your staff. Ensure they understand AI’s benefits and limitations, and how to integrate it ethically and effectively into their work.
    • Encourage personalized communication. Don’t rely solely on automated emails and chatbots. Encourage your staff to contact students individually, offering tailored advice and support.
    • Create opportunities for connection. Host virtual or in-person events where students meet current students, faculty, and staff.
    • Highlight the human stories. Share stories of successful alumni, dedicated faculty, and supportive staff. Show prospective students what makes your institution unique.

    Ultimately, success in today’s ever-evolving higher education landscape hinges on a delicate balance: embracing the power of technology like AI while never losing sight of the fundamental importance of human connection.

    By deeply understanding your students – their individual needs, their preferred college planning resources, and their unique “AI Adoption Persona” – and leveraging data to personalize their experience, you can create an effective and genuinely human recruitment and enrollment strategy.

    It’s about blending the efficiency of AI with the empathy and guidance that only your dedicated staff can provide, ensuring that every student feels seen, supported, and confident in their college journey.

    Ready to dive deeper?

    Do you want to learn more about AI in college planning and how to connect with today’s students?

    3 Reasons to Attend the RNL National Conference

    Join us in Atlanta July 22-24 for the most comprehensive conference on enrollment and student success.

    1. Choose from more than 120 sessions on recruitment, retention, financial aid, and more.
    2. Hear the keynote from former Secretary of Education Dr. Miguel Cardona on the future of higher education.
    3. Interact with campus professionals and national experts about ways you can achieve your goals.

    See all the details

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