Higher ed is no longer inching towards change; it’s being forced to confront it. Demographic shifts, economic pressures and the rise of AI have exposed the cracks in legacy systems. The old playbook isn’t just outdated—it’s a liability. Institutions that cling to it risk irrelevance.
This year’s theme, The Future Unbound, is a call to action. It invites leaders to challenge assumptions, dismantle silos and make bold decisions that drive real transformation.
In service of that mission, we’ve curated a speaker lineup and session program built around reinvention, student-centered innovation and the levers of growth that will define the next era.
Here’s your first look at the voices and ideas shaping InsightsEDU 2026.
Explore the Sessions Reinventing Higher Ed’s Playbook
The Great Reinvention
A candid fireside conversation with university presidents who are leading from the front. Expect bold perspectives on what higher ed must dismantle, redesign and accelerate to stay relevant in a rapidly shifting landscape.
Opening Session: The Modern Learner Intel
Get exclusive first-look access to EducationDynamics’ 2026 research on today’s Modern Learners—what they value, how they make decisions and why flexibility, career outcomes and undeniable ROI now drive every enrollment decision.
The AI-Powered Marketer: Evolving Your Approach for the ChatGPT Era
EducationDynamics’ Vice President of Marketing reveals how AI is rewriting the rules of search, content and digital engagement—and what marketers must do now to stay ahead. Learn how to unify search, social and storytelling into a single, high-performing strategy that meets today’s learners on their terms and moves them from first click to enrollment.
Aligning for Impact: Credentialing That Connects Campuses, Students & Employers
See how one institution built stackable, employer-aligned credentials that meet workforce demand and create clear career pathways, plus practical strategies any campus can use to deepen employer partnerships and market high-value programs.
AI for All Learners: Integrating AI Across Career Pathways
Learn how institutions are integrating AI across disciplines through accessible, scalable curriculum design. Attendees will leave with a sample syllabus, implementation roadmap and lessons learned from bringing AI education to diverse learners, including high-barrier communities.
Leading After Rapid Transformation: Culture, Clarity, and “What’s Next” in Higher Ed Marketing
Leaders from University of Cincinnati Online reflect on how to move forward after organizational transformation, discussing how they rebuilt culture, aligned teams and kept momentum amid ongoing change. Expect honest insights on sustaining creativity, clarity and trust in a world where transformation never stops.
Unifying Your Enrollment: Building a Cohesive Strategy for the Modern Learner
This session brings together university leaders and EducationDynamics enrollment experts to unpack how to break down silos and build a unified enrollment strategy that strengthens your brand, improves outcomes and meets the diverse needs of today’s Modern Learner.
InsightsEDU 2026 brings together changemakers from across the sector—each session designed to spark new thinking, foster connection and fuel collective reinvention. Explore the full, evolving agenda here.
Meet the Speakers Disrupting the Status Quo
From enrollment innovators to digital trailblazers, this year’s speakers are united by one goal: help institutions evolve faster than the market around them. Here’s a preview of who’s taking the stage.
Gregory Clayton
President of Enrollment Management Services at EducationDynamics With over 30 years of experience in the higher education space, Greg brings valuable expertise in enrollment management and performance marketing. As President of Enrollment Management Services at EducationDynamics, he leads a comprehensive team offering agency marketing, enrollment services, strategic consulting, and research, all tailored to the higher ed sector. His leadership and career position him as a visionary strategist, equipped to offer insightful commentary on the higher education landscape and enrollment solutions. Join his session to learn more about how to better serve the Modern Learner and implement strategies that drive institutional success.
Session: Opening Session,The Modern Learner Intel
Amanda Serafin
Associate Vice President of Enrollmentat Indiana Wesleyan University With more than twenty years in higher education enrollment, Amanda serves as the Associate Vice President of Enrollment at Indiana Wesleyan University, where she leads strategic initiatives and a high-performing team supporting IWU’s National & Global programs.
At InsightsEDU, Amanda joins EducationDynamics’ Vice President of Enrollment Management Consulting to unpack three years of competitive research—revealing what secret shopping uncovered about competitor strategies, the depth and quality of student nurturing across the market and how IWU leveraged those insights to strengthen enrollment outcomes.
Session: Mystery Shopping 2.0
Alex Minot
Client Partner Lead at Snapchat As Client Partner Lead at Snapchat, Alex helps higher ed institutions and nonprofits modernize their marketing through full-funnel strategies built for Gen Z and Millennial audiences. With experience spanning Snapchat, Reddit, Facebook and Google, he brings a deep understanding of how today’s learners discover, evaluate, and choose their next step.
At InsightsEDU 2026, Alex will break down why traditional enrollment marketing no longer works—and what it takes to earn trust in a world where Gen Z is curating their own narratives. Joined by EducationDynamics’ Senior Social Media Strategist, Jennifer Ravey, he’ll explore how to design a content ecosystem that creates belonging, builds confidence and inspires advocacy from first touch to final decision..
Session: From Awareness to Advocacy: Designing a Full-Funnel Strategy for Gen Z Engagement
Chris Marpo
Head of Education Partnerships at Reddit As Head of Education Partnerships at Reddit, Chris leads the charge in building high-impact collaborations with higher ed institutions and agencies. At InsightsEDU 2026, he’ll share how Reddit’s unique communities—and the behaviors driving them—are reshaping the way universities reach and influence the Modern Learner.
Drawing on his experience helping scale advertising businesses at LinkedIn, Pinterest and Quora, Chris brings a sharp understanding of the digital landscape and what truly resonates with today’s audiences. Attendees can expect actionable insights on how institutions can meet prospective students where they are and stay relevant in an era of rapid change.
Session: From Keywords to Conversations: Winning Student Mindshare in the Age of AI Search
Kevin Halle
VP of Enrollment at Wayne State College With more than a decade of experience leading undergraduate, transfer, graduate, and financial aid teams, Kevin brings a deep understanding of how to build enrollment pipelines that serve diverse learner groups.
At InsightsEDU, he’ll unpack what it takes to break down the silos separating traditional, graduate and adult learner strategies and how institutions can create one unified approach that works for all students.
Session: Unifying Your Enrollment: Building a Cohesive Strategy for the Modern Learner
Katie Tomlinson
Senior Director of Analytics and Business Intelligence at EducationDynamics Prepare to unlock insights with Katie Tomlinson. As the Senior Director of Analytics and Business Intelligence, Katie expertly manages data and reporting, uncovering key trends to support EducationDynamics in delivering data-driven solutions for the higher ed community. Learn from her as she discusses findings from EducationDynamics’ latest report, where attendees will gain a deeper understanding of the evolving learning environment and the significant factors that influence Modern Learners’ educational choices.
Session: Opening Session, The Modern Learner Intel
The voices shaping InsightsEDU continue to grow. Check out the full speaker lineup and new additions on our Speakers page.
This Isn’t Just a Conference. It’s a Catalyst.
Higher ed doesn’t need just another conference. It needs transformation.
InsightsEDU 2026 is where bold leaders confront what’s broken, challenge what’s outdated and build what’s next. If you’re ready to lead the future of higher education, this is your moment.
Securing steady enrollment growth and keeping students happily on board are top priorities in higher education. But how do you ensure you’re truly meeting student needs and demands? It’s all about measuring performance effectively. Gone are the days of navigating blindly through raw data; Key Performance Indicators (KPIs) are the laser-focused measures that cut through the noise, providing clear direction and a true sense of what’s working. It’s time to harness the power of data to steer your institution toward success.
Key Performance Areas
So, where do you start?
Determining your institution’s unique strategic goals is the first step. Once you know your target destination, KPIs become the navigation tools that guide you there. Look beyond generic metrics and choose a balanced set of KPIs across six performance areas:
AI Readiness
AI Readiness is the next-generation key area that proves you’re building a university that is smarter, more efficient and more responsive than anything the old systems could produce. If AI isn’t a core part of your institution’s DNA, you’re not just falling behind, you’re becoming obsolete. This isn’t about having a chatbot on your admissions page. It’s about a complete institutional transformation.
You can’t manage what you don’t measure. Here are the metrics that will expose whether your institution has truly embraced the future.
AI density: Percentage of keywords that are ranking in AI overviews.
Engagement metrics from AI chatbots such as engaged sessions and views.
AI-Driven Workflow Automation Rate: Percentage of key administrative processes (e.g., admissions review, financial aid queries) that are fully or partially automated by AI.
AI-Informed Decision-Making Rate: Percentage of high-level strategic decisions made based on predictive analytics and AI models.
Student Support AI Integration: The percentage of student inquiries (e.g., in financial aid, advising or registrar services) handled by AI-powered tools.
Personalized Learning Platform Adoption: The percentage of courses or students utilizing AI-powered platforms to tailor educational content and pace.
Enrollment and Student Retention Metrics
Strong enrollment and retention lead to higher graduation rates, reduced revenue loss and an improved institutional reputation. Driving college or university enrollment and retention involves pinpointing relevant Persistence, Progression, Retention and Completion (PPRC) metrics, gathering data from all angles (think systems, surveys, records) and using those insights to craft action plans.
These numbers aren’t just about growth. They are a measure of your institution’s ability to engage and keep students in a hyper-competitive market.
We delve deeper into this area by tracking:
Enrollment rate: Percentage of applicants who accept and enroll in the program.
Retention rate: Percentage of students who continue their studies from one semester/year to the next.
Time-to-degree completion: Average time it takes students to graduate.
Student satisfaction: Overall satisfaction with the educational experience, measured through surveys or feedback.
Application start rate: Percentage of people who begin an application.
Application completed rate: Percentage of people who finish and submit an application.
New student start rates: Percentage of accepted students who actually begin their studies.
Financial and Operational Performance
A healthy financial and operational performance ensures sustainability, resource optimization, and the ability to reinvest in student success. We monitor:
Cost per student: Average cost of educating each student.
Tuition revenue: Income generated from student tuition fees.
Fundraising and philanthropic support: Donations and grants received to support the institution.
Return on investment: Measurable benefit in relation to resources invested.
Operational cost savings: Reductions in operational expenses without compromising quality.
Student Engagement and Learning Outcomes
High student engagement and successful learning outcomes translate to greater student satisfaction, improved graduate employability and a boost to your institution’s reputation. Track the following key performance indicators:
Online engagement metrics: Measures of student interaction and participation in online learning platforms.
Participation in extracurricular activities: Level of student involvement in non-academic activities.
Career readiness outcomes: Success of graduates in securing employment and achieving career goals.
Course completion rates: Percentage of students who successfully complete each course.
Student-faculty ratios: Number of students assigned to each faculty member.
Graduation rates: Percentage of students graduating within the expected or predefined timeframe.
Alumni Engagement: Level of engagement and involvement of graduates with the institution.
Diversity, Equity and Inclusion
Fostering a diverse and inclusive environment promotes equity in student success, attracts a wider talent pool, and strengthens your community. We assess:
Student body demographics: Representation of different ethnicities, genders, socioeconomic backgrounds, etc. in the student population.
Faculty diversity: Representation of different groups among faculty members.
Graduation rates for underrepresented groups: Success rates of students from minority or disadvantaged backgrounds.
Climate surveys: Assessments of the campus environment in terms of inclusivity and belonging.
DEI program participations: Number of students, faculty, and staff engaging in diversity, equity, and inclusion initiatives.
Cultural competency training for staff: Efforts to equip staff with knowledge and skills to support a diverse student body.
Brand Key Performance Indicators for Reputation and Marketing Effectiveness
Effective marketing strategies to increase student enrollment play a key role in establishing a strong brand reputation and contributing to a positive public image. We monitor these key performance indicators:
Website traffic: Number of visitors to the institution’s website.
Social media engagement: Likes, shares, comments, and other interactions on social media platforms.
Brand awareness: Recognition and familiarity with the institution by the target audience.
Brand sentiment analysis: Understanding public perception and opinion of the institution.
Lead generation: Number of potential students identified through marketing efforts.
Conversion rate: Percentage of leads who actually enroll in the program.
Student referral rates: Number of new students enrolled through recommendations from current or former students.
Cost per acquisition: Average cost of acquiring a new student through marketing campaigns.
Implementing KPIs for Success
You’ve chosen your key performance indicators (KPIs). But hold up, don’t get lost in a sea of data just yet. We must translate those fancy metrics into real action.
First things first, let’s talk SMART goals. Ditch the vague aspirations and define clear, measurable objectives. Instead of “improve student satisfaction,” aim for “increase student satisfaction score by 5% within the next semester.” See how much more focused and actionable that is?
Data is your fuel, but dashboards are your engine. Imagine analyzing spreadsheets manually – cumbersome, right? Data visualization tools and dashboards are your secret weapons for making sense of all that information. They reveal trends, highlight areas for improvement and showcase your progress in a clear, digestible way.
Collaboration is key. Don’t work in silos! Involve different departments – admissions, finance, academics, marketing – everyone who plays a role in achieving your goals. Share your KPIs, gather their insights and work together to track progress and make informed decisions. Remember, a data-driven culture thrives on shared ownership and collective action.
Remember, adaptability is your superpower. The higher education landscape is dynamic, so your KPIs should be too. Review and update them based on new priorities, data-driven insights and feedback regularly. Be flexible, be responsive and embrace continuous improvement as your guiding principle.
The Future is Not an Improvement. It’s a Revolution.
Your competitors—the legacy players—are selling you on a slightly better version of the past. More data, a slightly cleaner CRM, a new consulting strategy. But what if the problem isn’t a lack of optimization but a fundamental design flaw?
The next generation of enrollment demands a completely new approach built on intelligence, not just data.
From “Sticker Shock” to Financial Clarity You can’t afford to lose students to sticker price anxiety. The future is about radical transparency. It’s about a clear, simple financial aid process that tells a student their true cost of attendance from day one. No surprises. No opaque spreadsheets. Just clarity.
From Data Overload to Predictive Intelligence: Stop drowning in data. The future is about leveraging AI and predictive analytics to identify the students most likely to enroll and graduate. It’s about understanding their unique needs before they even ask and delivering a hyper-personalized experience that feels like it was designed just for them.
From Siloed Chaos to a Seamless Student Journey: Overthrow the departmental silos. The future of enrollment is an all-in-one platform that connects every stage of the student journey—from initial search to application, financial aid and enrollment. It’s one portal, one point of contact, one seamless experience.
Stop Tinkering. Start Transforming.
You have a choice. You can keep doing what you’ve always done, hoping a better website or a new consulting firm will solve a systemic problem. Or you can admit the old way of doing things is broken and choose to fundamentally transform your approach.
Your KPIs aren’t just a measure of your progress; they are proof that the traditional system is failing. It’s time to stop measuring the problem and start building the solution.
Ready to dismantle the old way and build the next generation of enrollment? Partner with EDDY to identify crucial KPIs, develop effective strategies to increase student enrollment, and track progress toward sustainable growth. Together, we can turn your data into a powerful force for positive change and empower your institution to reach its full potential.
Take the first step today! Contact EDDY to learn how we can help you leverage the power of KPIs and achieve your strategic goals.
Hushed conversations about the budget, a shrinking applicant pool and that dreaded enrollment cliff are no longer whispers. The numbers are in and they tell a story you know all too well: the old way of doing things isn’t working any more.
The traditional models are failing to keep pace with a new generation of students and a rapidly evolving job market. We’ve moved beyond the “enrollment cliff” as a future threat; it’s a present reality that is forcing institutions to fundamentally rethink their approach to marketing and enrollment.
The old playbook of generic campaigns and static brochures is obsolete. In 2026, the game is no longer about reaching the most students but about connecting with the right students in the most authentic way possible. This new landscape is defined by data, driven by Artificial Intelligence (AI) and built on a foundation of radical transparency. It’s a world where the institutions that survive will be those willing to break away from the establishment and challenge the status quo.
Explore the 2026 trends and predictions that are shaking up digital marketing for education industry, what it means for the next generation of enrollment and how institutions can position themselves to thrive in a new era of higher education.
Shift to GEO/AEO and “Search Everywhere Optimization”
With the rise of social search and AI Overviews, traditional Search Engine Optimization (SEO) is becoming insufficient. The new paradigm is “Search Everywhere Optimization.” This includes GEO (Generative Engine Optimization) to ensure your institution is favorably mentioned in AI-generated answers and AEO (Answer Engine Optimization) to appear in direct answers in AI Overviews as well as on platforms like TikTok, Reddit, Quora and voice assistants. By 2026, success will not be measured by a #1 ranking on a Google page, but by being the embedded answer wherever a student asks a question.
Conversational AI as the 24/7 Admissions Counselor
AI is already strongly embedded in advertising platforms to capture student interest, but the next frontier is how institutions leverage AI in lead nurturing and admissions. As shown in EducationDynamics’ latest Engaging the Modern Learner Report, 60% of students use AI chatbots for college research, a significant jump from 49% just a year ago. This will move beyond simple chatbots into sophisticated conversational AI that manages entire nurturing funnels, providing instant, personalized answers to complex questions about financial aid, credit transfers and program specifics via SMS and web chat. These AI assistants will be able to schedule campus tours, triage inquiries to the correct human counselor and provide 24/7 support, dramatically improving the prospective student experience and freeing up admissions teams to focus on high-intent, high-value interactions.
Authentic Storytelling
Authentic user generated content will be a vital part of a brand’s storytelling as more students turn to social channels and short form video to research and validate individual brands. Brands will increasingly leverage content creators’ sphere of influence, leveraging short-form video to tell showcase their brand story. This creates a massive opportunity for institutions to leverage user-generated content and partner with student-creators who can showcase the real, unpolished and relatable brand story. Think a “Day in the Life” series on TikTok or a student ambassador Q&A on Instagram Live—these genuine interactions build trust and connection in a way a static brochure never could.
AI for Personalization
AI picks up on individual user preferences and can serve ad creative that they are more likely to engage with due to better relevance. AI will use existing ad assets (images, videos, headlines, descriptions, etc.) and landing page experiences to create unique and personalized ads. Landing page personalization will also emerge in 2026 as a way to increase relevance and conversion rate optimization. To be successful, advertisers need to provide a wide variety of existing assets and have a strong landing page experience. For example, if a prospective student has previously browsed your computer science program page, an AI-powered ad could then automatically show them a video testimonial from a current computer science student, rather than a generic campus tour video.
Rise of Social for Search
Over the past couple of years, we’ve seen students turning to social for search, we will continue to see this pattern and expect it to increase. Unlike a traditional search engine that provides a list of links, social platforms offer an immersive experience. Students can search for a university’s name and instantly see “day in the life” videos, unscripted dorm tours and Q&A sessions with real students. This content feels more genuine and trustworthy than a polished university-produced video. For them, a hashtag search is less about finding a fact and more about getting a feel for a school’s culture. Having an organic and paid presence on social channels will be vital for brands to be present where their audience is searching.
More Ads in AIOs/AI Mode
To date, there have been very few instances of EDU ads within AI Overviews or AI Mode, but in 2026, we expect this to change dramatically. Google is actively integrating ads directly into its AI-generated summaries and institutions need to be prepared to take advantage of this new frontier for digital advertising for higher education.
This shift is about more than just a new ad placement; it represents a fundamental change in how advertisers reach prospective students. Instead of relying solely on keywords, digital advertising for universities in AI Overviews are triggered by the full conversational context of a user’s query. This means an ad for your nursing program could appear not just on a search for “nursing school near me,” but also on a more exploratory query like “what are the best career paths in healthcare?” that generates an AI Overview response.
To secure a presence in these valuable new placements, institutions will need to embrace Google’s AI-powered ad solutions. These include:
Broad Match: This uses Google’s AI to match your ads to a much wider range of relevant searches, including long-tail and conversational queries that are common in AI Overviews.
Performance Max: This campaign type leverages automation to find high-value conversions across all of Google’s channels, including Search, Display, YouTube and, increasingly, AI Overviews.
AI Max for Search (Beta): The newest iteration of Google’s AI-powered ad solutions, AI Max for Search is designed specifically to enhance creative relevance and expand reach within AI-driven search experiences.
As AI-generated results take up more screen space, being present in these ad placements is crucial. This is a chance to get your brand in front of students at a new moment of discovery, where they are actively seeking complex, nuanced information. Shifting to these AI-powered tools is the key to ensuring your institution remains visible and competitive.
First-Party Data is the Ultimate KPI
As audience targeting and keywords continue to get broader, across paid search and paid social, properly training AI to find and optimize to the right user will be crucial to a campaign’s success. The best signal institutions can provide is through their own data. Institutions will need to prioritize regularly importing their 1st party data to fuel their audiences and bidding strategies. Bidding to outcomes will drive quality and as a result CPCs as a KPI will decrease in importance, especially as CPCs continue to increase. Instead, the focus should remain on the cost per outcome, such as cost per application and cost per enroll. Focusing on and optimizing to these ultimate KPIs will bypass front-end noise, ensure quality and prioritize outcomes that more closely correlate to business goals.
Ready to Break Free From the Old Playbook in the Higher Education Industry?
The time for waiting is over. The institutions that will survive and thrive in this new era are those that abandon the outdated playbooks of the past and embrace a new, data-driven and authentic approach to enrollment.
This is not a time for incremental change. It’s a time for bold, strategic action. By leveraging AI for personalization and operational efficiency, embracing authentic storytelling and prioritizing first-party data, you can build a recruitment strategy that not only attracts the right students but also proves the enduring value of your institution.
Ready to transform your enrollment strategy and secure your institution’s future? EducationDynamics is the only partner with the expertise, technology and end-to-end solutions to help you not just adapt, but thrive. Contact us today to future-proof your institution.
Higher Education is under intensifying scrutiny as federal regulations tighten, and public trust continues to waver. A growing threat to this is student aid fraud. Organized schemes are exploiting institutional systems to siphon millions in financial aid, particularly targeting Pell Grant disbursements and student aid refunds. The result is a direct hit to both institutional revenue and reputation. Institutions can no longer afford to operate passively. They must lead with transparency, accountability and systems built to withstand obstacles. In an era already marked by increasing skepticism surrounding higher education, this is a risk that institutions cannot afford to ignore
In June 2025, The US Department of Education announced identity verification measures for over 125,000 FAFSA applicants—a clear signal that proactive fraud prevention is no longer optional. Failure to act risks financial loss, audit exposure and reputational damage. Explore how your institution can recognize the warning signs, implement smart prevention strategies and build a strong foundation of trust that supports both reputational and revenue goals.
Understanding the Modern Fraudster’s Playbook
Today’s fraudsters are highly strategic. They understand how to game institutional processes—enrolling just long enough to trigger student aid refunds, then disappearing soon after. By carefully selecting enough credits to qualify for more aid, these fraudsters have fueled the rise of “ghost enrollments” — fraudulent student records created to claim federal aid without actual attendance.
This surge is fueled by gaps in infrastructure, less stringent verification procedures and siloed systems, all challenges that hit resource-limited institutions hardest. The rapid expansion of online learning has outpaced the sophistication of verification systems, reducing touchpoints to confirm student legitimacy. Adding to this challenge, outdated or isolated internal systems often lack real-time data sharing between critical departments such as admissions, financial aid and academic offices.
These deceptive tactics lead to more than just financial losses; they corrupt enrollment data, misguide long-term strategic planning and damage an institution’s reputation. Enrollment fraud is not just a compliance problem but a strategic issue that compromises the very accuracy of the data institutions depend on to create budgets, predict enrollment trends and allocate resources effectively.
Without real-time data sharing and alignment between systems, institutions remain vulnerable to fraud and flawed decision-making. EducationDynamics supports colleges and universities in closing these gaps through integrated data strategies that prioritize accuracy and system-wide consistency.
Identifying the Warning Signs
Early detection is an institution’s strongest defense against coordinated financial aid fraud. As schemes grow more sophisticated, so must the systems and vigilance required to stop them. Fraudsters are increasingly leveraging tools like AI to complete assignments, VPNs to hide their locations and fake identities to access financial aid. Even with these evolving tools, fraud leaves detectable patterns—and catching these patterns can become a valuable asset for institutions.
Red Flag Reports are among the most valuable tools institutions can use to identify fraudulent activity before financial aid is disbursed. These reports highlight anomalies in student data that may otherwise go unnoticed, offering a proactive mechanism to pause and review questionable activity. Implementing this type of reporting is a critical step toward closing system gaps and elevating your fraud prevention infrastructure.
To effectively intercept fraud, institutions should actively monitor for specific indicators across the enrollment and financial aid process, such as:
Multiple students tied to the same bank account or IP address
Invalid or recycled phone numbers tied to applicants
Unusual enrollment or participation patterns, such as registering for the maximum credit load with no subsequent academic engagement
Last-minute documentation or sudden changes to refund delivery preferences
VPN usage that obscures geographic location, particularly when login or application behavior conflicts with submitted residence information
By actively seeking out these red flags and embracing modern verification practices, institutions can significantly bolster their defense.
Actionable Strategies for Institutional Defense
This is the era of proactive defense, demanding that institutions build workflows that not only accommodate scrutiny but leverage it to strengthen their practices.
To achieve this, institutions must:
Empower Staff for Early Detection
Use Red Flag Reports to monitor for suspicious indicators such as shared IP addresses, duplicate bank accounts and invalid phone numbers. These reports empower your staff to pause questionable disbursements and trigger manual reviews, catching issues that might otherwise slip through.
Build Verification Workflows to Withstand Volume
Build scalable, repeatable workflows to efficiently handle identity checks, document intake and federal verification requirements. Implement triage systems that ensure timely reviews, minimizing student disruption while maintaining operational efficiency and compliance.
Create Strategic Friction
Introduce intentional friction points that deter fraudsters without impeding legitimate students. Examples include phone verification for refund information or holding disbursements until after the add/drop period. These small process shifts significantly raise the barrier for fraudulent activity, preventing large-scale losses.
Require the Financial Responsibility Agreement
Make it standard practice to collect signed Financial Responsibility Agreements (FRAs) before disbursement. Doing so strengthens your paper trail and creates another point of identity verification, helping deter those attempting to abuse the system.
Modernize Refund Security
Require muti-factor authentication (MFA) when students update refund profiles, and default to e-refunds over checks. Limit paper disbursements and ensure funds are only returned to verified payment methods, significantly reducing fraud risk and maintaining transaction integrity.
Showcase Strong Digital Infrastructure
When institutions adopt secure, transparent payment systems, they project competence. Adopting strong digital infrastructure is more than an operational improvement; it’s a powerful brand message. A secure system builds public trust and reinforces your institution’s responsible stewardship of student funds.
Break Down Silos and Align Teams
Financial Aid cannot combat fraud in isolation. Establish a collaborative task force with key stakeholders from IT, Registrar and Academic Affairs. Faculty, for instance, are often early observers of suspicious academic behavior. When departments share insights, vulnerabilities are closed far more swiftly.
Create Real-Time Communication Loops
Facilitate consistent touchpoints between Financial Aid, Accounts Receivable and IT to rapidly flag and act on anomalies. Integrated communication accelerates response times and minimizes oversight risks.
Strengthen Awareness Across Campus
Incorporate scam awareness into existing financial literacy programs. Students who understand phishing and fraud risks are less likely to fall victim and more likely to report suspicious behavior.
Develop a Crisis Communication Playbook
A public incident of financial aid fraud extends beyond headlines; it directly threatens an institution’s credibility. Build a comprehensive crisis communication playbook that ensures a fast, transparent, and coordinated response. Proactive planning is crucial, and institutions can significantly strengthen their efforts by partnering with trusted reputation management experts.
When institutions elevate fraud prevention to a core business function, they safeguard far more than their balance sheets, protecting their reputation, enrollment pipeline and overall standing.
Why This Matters for Institutional Leaders
Fraud prevention is a strategic responsibility that demands the attention of every institutional leader. The consequences of fraud aren’t limited to financial aid offices. Fraud compromises presidential planning, marketing performance and enrollment numbers—all while chipping away at public trust. If institutional leaders want to chart a course for sustainable growth, defense against fraud must be built into the foundation of that strategy.
Presidents
For presidents, fraud erodes the central pillars that define institutional stability—financial resilience and decision-making confidence. Ghost enrollments and fake students distort budget forecasts, inflate success metrics and mask areas of real vulnerability.
Fraud prevention supports long-term vision by ensuring that enrollment, funding and performance data reflect institutional realities, not manipulations. In an environment where every resource must be justified, clarity is a leadership requirement.
Marketing Leaders
Marketing teams are measured by outcomes. Fraud makes those outcomes unreliable. Invalid inquiries and ghost enrollments inflate to the top of the funnel, while wasting precious budget. For leaders who rely on brand perception to drive engagement and attract prospects, fraud directly undermines their efforts, risking a loss of trust and diminished return on investment.
Enrollment Leaders
Enrollment leaders face rising stakes driven by declining traditional student populations and heightened expectations for conversions. In this environment, fraud distorts the metrics that enrollment leaders depend on. It artificially inflates applicant numbers, conceals melt and obscures true student movement through the funnel.
More importantly, fraudulent applications divert the time and energy of enrollment coaches. Every moment spent chasing a ghost applicant is a moment stolen from a real applicant who may never get the support they need. Over time, this leads to higher melt, poorer service and declining performance. Strategic financial aid conversations can refocus coaching efforts on real prospects and improve yield through trust-building and transparency.
Fraud prevention empowers enrollment leaders to understand their true audience and make decisions rooted in authentic student behavior, not artificial patterns. Aligning enrollment management strategies with proactive fraud prevention creates a foundation that drives sustained success.
Building a Resilient Institution
Fraud prevention is an ongoing commitment to institutional resilience. As fraudsters evolve their tactics, institutions must continually refine their defenses with smarter workflows, updated red flag criteria and technology. The most resilient schools treat fraud prevention as core infrastructure, integrating it into strategic planning rather than siloing it within financial departments. More importantly, many fraud safeguards also enhance the experience of students and staff by eliminating confusion and freeing teams to focus on supporting real students. When institutions take a proactive approach to fraud, they’re not only protecting their operations—they’re actively preserving the credibility and brand reputation that define long-term success.
EducationDynamics is here to help you turn defense into momentum. By aligning revenue strategy with reputation stewardship, we empower institutions to lead with clarity, act with confidence and build a foundation for success in an increasingly high-stakes environment.
Is your institution’s marketing truly reaching today’s students, or are you shouting into the void? Higher education marketing is undergoing a seismic shift. With rapid changes in student behavior, the rise of AI and mounting constraints on institutional funding, marketing leaders can no longer rely on yesterday’s strategies to meet today’s challenges. Student expectations have evolved. Budgets are tightening. And yet, many institutions are still using outdated strategies that fail to resonate with the Modern Learner.
To stay competitive, institutions must embrace the new era of higher education marketing—an era defined by personalized engagement, brand-building and data-driven decision-making. In a world where marketing dollars work must work harder than ever, rethinking your strategy is no longer optional. It is essential to long-term success.
Students no longer passively wait for information. They actively seek it across multiple channels, from social platforms to AI-powered search tools. Their behaviors are more self-directed than they were even a decade ago, and the expectations they bring to the table are shaped by instant access, transparency and digital convenience. Modern Learners want institutions that reflect their values and aspirations. As a result, branding plays an even more critical role in decision-making than ever before. Trust, authenticity, and alignment with personal identity all contribute to conversion. Meanwhile AI is accelerating these shifts by analyzing behavior in real time and delivering tailored experiences at scale.
These changes are not on the horizon—they are already here. Institutions that fail to adapt risk being left behind.
This evolution is shaping the standard of higher education marketing, and redefining what it takes to attract and engage Modern Learners. Today’s students are not yesterday’s prospects. They are savvy, value-driven and self-directed. Marketing strategies must evolve to meet them where they are—not where they used to be.
At EducationDynamics, we are not here to maintain the status quo; we are here to challenge it. We rethink, rebuild and drive your institution into a future where growth isn’t just a goal—it’s a guarantee. With solutions designed to empower, we are continually adapting to the evolving needs of our partners to equip them for long-term success.
Evolving Student Behavior: Implications for Higher Education Marketing
The Changing Search Journey
Today’s students are no longer waiting to be guided; they are leading the charge. With a strong sense of autonomy and purpose, Modern Learners navigate the enrollment journey on their own terms. Their decisions are shaped by what EducationDynamics identifies as the Three C’s: cost, convenience, and career outcomes. These components are central to a student’s decision to apply or enroll. The challenge for institutions is not just to deliver value, but to demonstrate that value clearly and quickly in the digital environments that students operate in.
The student search journey has undergone a fundamental shift. No longer do students begin with degree or program keywords. Instead, 58 percent of Modern Learners now initiate their search with specific school names, according to EducationDynamics’ 2025 Engaging the Modern Learner Report. If an institution is not top-of-mind, it is already at a disadvantage.
Compounding this shift, nearly 60 percent of education-related searches result in no clicks. Students are making faster decisions, often based on AI-generated overviews that appear directly within search results. Currently, 65 percent of education searches trigger these overviews. This marks the rise of zero-click search and the emergence of Generative Engine Optimization (GEO) as a critical strategy.
The message is clear: if your institution is not immediately visible and delivering value within the search experience, it risks being excluded from the student’s consideration entirely.
Search engines like Google are prioritizing quick, curated answers, reflecting broader shifts in how users engage with content. Education-related searches have become more intricate, with students asking detailed and personalized questions. They are no longer browsing—they are making decisions. A static, cumbersome website is not just outdated; it is actively repelling Modern Learners. Institutions must create digital experiences that are responsive, student-focused and seamlessly accessible across all digital touchpoints. A lack of dynamic, intuitive design is no longer an option; it’s a failure to meet Modern Learners’ expectations.
In today’s search environment, visibility alone is not enough. Institutions must deliver relevance, clarity and authenticity across channels that Modern Learners use. Institutions that want to remain competitive must not only be present at the beginning of the search journey, but also deliver information with the speed, clarity and authenticity that Modern Learners expect. Those that rise to this challenge will earn attention and trust, while those that don’t will fall behind amid competition.
The Demand for Authentic and Engaging Content
If your institution’s content strategy still leads with rankings, tradition or campus accolades, it is missing the mark. Modern Learners are not making enrollment decisions based on institutional prestige alone. They are looking for evidence of belonging, support and authenticity. Colleges and universities must shift from promotional messaging to content that mirrors the lived experiences of their students. Modern Learners want to see real people, real stories and a real sense of community.
Video content, especially in short-form, is now one of the most powerful mediums for delivering the connection that Modern Learners seek. Today’s students are not flipping through text-heavy brochures or watching ten-minute promotional videos. They are forming impressions in literal seconds, with the rise of TikTok, Instagram Reels and YouTube Shorts. These channels are avenues where your institution’s brand can come to life, showcasing content that is concise, compelling and aligned with the pace of student attention. Highlighting faculty, student testimonials, campus culture and day-in-the-life content in thirty seconds or less can drive significantly more engagement than polished but impersonal campaigns.
Authenticity is not a trend—it is a requirement for building trust. User-generated content (UGC) plays a critical role in building credibility. When students and alumni share their own stories, they give prospective students a transparent view of your institution’s impact. An honest glimpse into campus life helps cultivate connections and bolster credibility in ways that other marketing mediums cannot achieve.
At the same time, social media is no longer just a place for amplification. Increasingly, it is becoming an integral steppingstone in the student research journey. Modern Learners actively use platforms like TikTok, Instagram and Facebook to evaluate how your institution aligns with their lives and goals. Marketing strategies must evolve to include social-first storytelling and platform-specific content that makes the institution feel approachable and relevant.
At EducationDynamics, we don’t just help institutions meet the demand; we empower them to exceed it. We deliver Creative Solutions that are not only strategic but deeply human. Our approach centers on compelling storytelling, a student-first mindset and content designed for the channels where prospective students are making key decisions. Whether through video, social campaigns or user-driven narratives, we equip colleges and universities to show up in ways that make real impact and drive measurable results. We help our partners shape the future, rather than follow it.
Key Shifts in Higher Education Digital Marketing
Website Marketing Evolution
In today’s higher education environment, your website is not just an accessory to your digital strategy; it is the central nervous system of your brand, the engine behind your reputation and a key driver of student engagement and revenue. With deep expertise in enrollment marketing, our team of experts transforms websites into high-performing conversion machines. Through data-driven UX, advanced SEO, GEO and conversion strategies, we ensure your website continuously evolves to meet the changing demands of the industry. If your institution’s website isn’t delivering results, it’s not just underperforming—it’s limiting your growth potential.
To remain competitive, website marketing must shift from static, siloed approaches to dynamic, user-centric experiences. As student behavior changes and new digital platforms emerge, institutions must design websites that can withstand these digital disruptions and provide seamless navigation, personalized content and clear pathways to action.
Search engine algorithms are now more sophisticated and volatile, requiring deeper alignment with how students search and engage. Website optimization now requires more than traditional SEO tactics. It demands an integrated approach that combines content marketing, user journey optimization and brand amplification. A seamless student experience is essential, but so is a strategy that ensures your content reaches prospective students across multiple platforms.
The role of an institution’s website as the front door of your brand remains as vital as ever. However, the digital space has evolved beyond simply driving traffic through SEO. Today, success hinges on ensuring your content is discoverable across a wide range of digital channels, and understanding how that content is delivered to students within the search engine results pages (SERPs).
AI has become a pivotal force in content discovery and visibility within SERPS. Visual shifts in the SERPs now prioritize rich media and first-person expertise, meaning your content must not only reflect relevance but also showcase real-world experiences to stay competitive. First-person expertise, such as student stories, faculty insights and user-generated content, is increasingly favored by search engines, underscoring the growing demand for authenticity. Rich media—images, videos and interactive elements—boost engagement and click-through rates. As visual content continues to dominate SERPs, your strategy must adapt to harness these trends effectively.
Looking to 2025 and beyond, SEO will demand a comprehensive, integrated approach that encompasses both on-site and off-site elements. Institutions that focus exclusively on on-page SEO or create content in isolation risk falling short of maximizing their potential. The most successful strategies will seamlessly connect content across multiple digital channels, driving not just visibility but also meaningful engagement.
Modern website optimization will be multi-faceted and multi-channel, anchored by four key components:
SEO: Search Engine Optimization will remain foundational, still being a critical part of driving organic traffic to your website but now must be paired with user-focused content creation. A strategic blend of blog posts, video content, graphics and articles will ensure that your website remains relevant and discoverable in a competitive search environment.
User Journey Optimization: Understanding the student journey is essential for converting traffic into applications. A data-driven approach that identifies usability roadblocks and tests the optimal path to conversion is key. A/B testing and ongoing adjustments will ensure that every touchpoint on your website drives students to take meaningful actions.
Brand Amplification: Strong content deserves to be seen. To achieve this, institutions must invest in amplifying their brand through content promotion, social media engagement, local profile optimization and PR. Engaging in user-driven discussions on forums and social media platforms will strengthen your brand’s visibility and credibility, allowing your message to reach broader audiences.
Content Marketing: The creation of high-quality content is a cornerstone of digital marketing. By producing content that directly speaks to student needs, you reinforce your institution’s position as a trusted authority. Strategic content creation is not just about filling your website but aligning content with student expectations and ongoing digital trends.
With these changes, institutions must take the driver’s seat in shaping their digital presence and optimizing web strategies. Meeting the moment requires a proactive approach to evolving digital trends, ensuring that your institution remains competitive, relevant and positioned for long-term success in an increasingly dynamic online environment.
The Transformation of Paid Media
The transformation of paid media has been just as significant as the evolution in organic search. With AI now playing a central role in optimization, marketers have had to rethink not only where they invest but how they manage campaigns. Gone are the days of manual bids and rigid keyword targeting. In what was once a highly controlled environment, advertisers would apply uniform bids across all matching search queries, rely on static text ads, and build campaigns around exact or phrase match keywords. These strategies offered precision but lacked adaptability and scalability.
Today, optimization is driven by automation, data and real-time decision-making. Smart bidding adjusts bids dynamically based on user behavior, intent and context. Responsive search ads tailor messaging to the user’s query, while improved broad match capabilities allow for more relevant and flexible reach. This shift demands a new approach, one away from managing structure and more on shaping signals for AI-based optimization.
Performance Max (PMax) campaigns exemplify this change. By consolidating efforts into a single campaign that spans Google’s full inventory, advertisers can let AI optimize toward specific outcomes. Institutions are increasingly shifting towards investments in branded PMax campaigns, using them to drive awareness and conversions across the funnel. Unlocking their full potential, however, requires consideration on inputs such as audience insights, quality creative and defined performance goals.
In this environment, marketers must shift their focus. Rather than managing granular campaign structures or keyword-level bids, success depends on a streamlined structure. Over-segmentation is now the enemy of AI—limiting data flow and stalling machine learning algorithms. Instead, consolidation, automation and audience-centric strategies are key to maximizing performance and achieving scale. The more robust your audience signals and creative assets, the more effectively AI can optimize for effective campaigns.
The Central Role of Brand in Modern Higher Education Marketing
Brand as a Differentiator
In a competitive and crowded marketplace, brand is your most powerful differentiator. As enrollment pressures intensify and prospective students become more discerning, a clear and compelling brand narrative is not an accessory to success; it is essential for it. Yet many institutions struggle with perceived value leaving prospective students unsure of what truly sets them apart.
According to Hanover Research’s 2024 Trends in Higher Education report, 66% of Americans believe colleges are “stuck in the past” and no longer meet the needs of today’s students. This perception gap presents a unique opportunity for institutions to not just rebrand but redefine the role and relevance for higher education in the modern world.
Brand marketing plays a transformative role in addressing these challenges. Brand is not merely visual identity or taglines, it is about storytelling that resonates across platforms and inspires connection. With students engaging across an increasingly fragmented digital landscape, institutions must show up consistently across every touchpoint.
The emotional connection is especially important today, as higher education faces intense scrutiny from multiple forces. Amid ongoing conversations about cost, access and accountability, there is a pressing need for institutions to reshape the narrative. By investing in brand marketing, institutions can demonstrate their alignment with the needs of Modern Learners, reinforce their commitment to student outcomes and build trust in a time categorized by uncertainty.
Brand and reputation go hand in hand. One reflects your promise. The other reflects your proof. When balanced well, they shape a perception that drives enrollment, builds revenue and sustains long term success.
Today’s higher education marketers must engage students before they start their search. This requires delivering authentic content across channels that builds trust and awareness over time. The Modern Learner’s journey begins with emotion, not just information. Your brand must be visible, relatable, and memorable.
In an era marked by uncertainty and choice overload, institutions must lead with empathy, clarity, and purpose. Showcase a brand that resonates, builds confidence and drives action.
Balancing Brand and Performance Marketing
In higher education marketing, finding the right balance between brand and performance marketing channels is crucial for long-term success. Historically, higher education institutions have leaned heavily into performance marketing, driven by the immediate need for results like inquiries and applications. However, this strategy is becoming less sustainable in today’s dynamic and competitive landscape. While performance marketing continues to be essential for driving immediate conversions, it cannot be the sole focus.
Brand marketing plays an increasingly important role, especially in the upper funnel, where students are still in the process of exploring and considering their options. This phase of the student journey is more about building awareness, shaping perceptions and creating emotional connections, rather than expecting immediate results. Students are making life-changing decisions that require time, research and deep consideration, so brand-building efforts often take longer to produce tangible outcomes.
To navigate this, higher education marketers must strategically allocate resources across both brand and performance media. A suggested allocation might be 20-35% for brand marketing, including channels like Connected TV (CTV), OTT streaming video and audio, out-of-home (OOH) ads, display ads, and paid social. The remaining 65-80% can be allocated to performance marketing, focusing on paid search, paid social and website marketing. This balance allows for consistent brand presence while still driving immediate performance goals.
However, finding the right mix will depend on your institution’s unique needs and goals. There is no one-size-fits-all approach. It’s important to embrace a testing mentality when allocating your budget, understanding that this is a multi-year investment. Brand marketing’s impact often requires indirect measurement and time to mature, with a holistic cost per enrollment being a long-term goal.
By adopting a balanced approach and a willingness to test and iterate, institutions can achieve the right blend of short-term performance and long-term brand growth.
Adapting to Thrive in the New Era
The higher ed landscape is evolving and so are your students. Marketing strategies that once worked are no longer enough. To succeed, leaders must challenge the status quo, evolve their higher education marketing strategies, and fully embrace the behaviors, tools and technologies that are shaping this new era.
Now is the time to invest in transformation. Whether that means rethinking your website, shifting your media mix or consolidating campaigns to improve performance, the path forward begins with taking action.
The transformation does not have to be navigated alone. A higher education marketing agency can be a vital partner in this evolution. At EducationDynamics, we bring together proprietary research, full-funnel strategy and decades of expertise to help institutions like yours grow with confidence.
Let’s shape the future together. Connect with an EDDY expert to assess your current strategies and identify new opportunities for growth.
The institutions that succeed will be the ones that are bold enough to evolve—strategically, creatively and with purpose. Now is your opportunity to lead that change.
Because of its broad membership, regional breadth, early creation and size, SREB President Stephen L. Pruitt said the commission is poised to produce critical recommendations that will inform not only Southern education decision makers but those throughout the nation.
“AI is fundamentally changing the classroom and workplace,” Pruitt said. “With that in mind, this commission is working to ensure they make recommendations that are strategic, practical and thoughtful.”
The commission is set to meet for another year and plans to release a second set of recommendations soon. Here are the first six:
Policy recommendation #1: Establish state AI networks States should establish statewide artificial intelligence networks so people, groups and agencies can connect, communicate, collaborate and coordinate AI efforts across each state. These statewide networks could eventually form a regional group of statewide AI network representatives who could gather regularly to share challenges and successes.
Policy recommendation #2: Develop targeted AI guidance States should develop and maintain targeted guidance for distinct groups using, integrating or supporting the use of AI in education. States should include, for example, elementary students, middle school students, high school students, postsecondary students, teachers, administrators, postsecondary faculty and administrators and parents.
Policy recommendation #3: Provide high-quality professional development State K-12 and postsecondary agencies should provide leadership by working with local districts and institutions to develop plans to provide and incentivize high-quality professional development for AI. The plans should aim to enhance student learning.
Policy recommendation #5: Assess local capacity and needs States should develop and conduct AI needs assessments across their states to determine the capacity of local districts, schools and postsecondary institutions to integrate AI successfully. These should be designed to help states determine which institution, district or school needs state support, what type of support and at what level.
Policy recommendation #6: Develop resource allocation plans States should develop detailed resource allocation plans for AI implementation in schools, school districts and institutions of postsecondary education to ensure that the implementation of AI is successful and sustainable. These plans should inform state fiscal notes related to education and AI.
The 60-plus member commission was established in February of 2024. Members include policymakers and education and business leaders throughout the 16-state SREB region.
For more information about the commission please see the following links:
SREB Staff
A nonprofit, nonpartisan interstate compact, SREB was created in 1948 by Southern governors and legislators who recognized the link between education and economic vitality. SREB states are Alabama, Arkansas, Delaware, Florida, Georgia, Kentucky, Louisiana, Maryland, Mississippi, North Carolina, Oklahoma, South Carolina, Tennessee, Texas, Virginia and West Virginia. More at SREB.org.
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Brett is a working professional with a packed schedule, balancing career growth with personal responsibilities. He knows that advancing in his field requires new skills and credentials, but he needs a program that fits his life, one that is flexible, aligned with his career and worth the investment. Brett is just one example of Modern Learner, a growing population of students who prioritize efficiency, affordability and real-world outcomes in their education.
Higher education has undergone a decade of transformation, from evolving enrollment patterns to advancements in technology and changing student expectations. As the landscape continues evolves, so do the behaviors and preferences of students like Brett—giving rise to the Modern Learner.
EducationDynamics’ latest report, “Engaging the Modern Learner: The 2025 Report on the Preferences and Behaviors Shaping Higher Ed,” examines these emerging trends. For over a decade, we have tracked student behavior and preferences, adapting our research to reflect the evolving higher education environment. Previously known as the Online College Students Report, this study has expanded in scope to provide a more comprehensive understanding of Modern Learners and their needs.
Explore the most significant changes over the past ten years, key findings from our research and actionable strategies to help higher education leaders challenge the status quo and drive innovative outcomes.
How Have Student Behaviors and Preferences Changed in the Last Decade?
Student search, decision-making, and engagement behaviors have shifted significantly over the past decade. Strategies that once drove enrollment may no longer be as effective, requiring institutions to adapt. By examining these changes, we can identify emerging patterns that will shape the future of higher education.
Modern Learners Expect Immediate Admit Decisions
With greater access to information through technology, prospective students are making decisions faster than ever before. As a result, Modern Learners expect rapid responses from institutions. In 2015, 43% of fully online learners said that they would enroll at the first school that contacted them. By 2025, the urgency has increased significantly, with nearly 75% of online learners indicating that they would enroll in the first school that admits them. This shift underscores the growing need for institutions to streamline their admissions processes, ensuring quick response times and efficient decision-making to remain competitive in enrolling Modern Learners.
Search Initializes at the Brand Level
Student search behavior is another trend that has faced a significant shift in recent years, with more students starting their search by focusing on schools rather than specific programs.
Recent data reveals that 58% of respondents begin their search by considering schools first. This trend is even more pronounced among online learners, where approximately 60% prioritize finding a school before narrowing down their program options. Following school, the next most common search is subject area, with students increasingly exploring broader categories before selecting a specific program.
Given this shift, higher education marketing strategies need to reflect an approach that encompasses both promotion of programs and the institution itself. As prospective students often initiate their search with a school-focused mindset, schools must position their brand clearly to effectively engage and capture early interest, which will guide students towards relevant programs as they progress through the enrollment funnel.
AI Impacts Consideration Sets
The adoption of AI tools, such as website chatbots and on-demand engagement platforms, has grown steadily over the past decade. Recent data highlights notable increases in the use of chatbots. In 2015, only about 15% of online learners engaged with website chatbots or live chat agents. Now, in 2025, that number has more than doubled, reaching 30% of fully online students.
Moreover, students increasingly turn to AI tools like Search Generative Experience (SGE) for answers to critical questions about schools and their offerings, with 37% of Modern Learners using AI for information gathering. As students refine their consideration sets, AI-driven engagement tools provide timely and relevant information, making them a key touchpoint in the decision-making process. The growing reliance on these platforms calls for institutions to employ the use of informative and accessible AI tools to offer students seamless support throughout their research and decision-making processes.
Preference and Acceptance of Online Modality has Increased
It’s no secret that in the past decade, online education has not only gained traction but has become the preferred education modality for a growing population of students. In 2015, only 32% of fully online students believed their online education was better than their previous classroom study. However, that number has more than doubled for today’s respondents. 71% of online learners express a preference for online higher education experiences when compared to classroom education, indicating a fundamental change in student expectations and satisfaction with digital learning environments.
Engaging the Modern Learner
At EducationDynamics, our research continually seeks to understand the evolving needs of students. Through years of research and emerging insights from our 2025 survey, a clear picture of the Modern Learner has emerged—one defined by a focus on flexibility, career, and a desire for personalized education experiences. Modern Learners are not only looking to complete a degree, they also aim to shape their own learning journeys in ways that align with their personal and professional goals.
Shared Demands and Preferences
Despite their diverse backgrounds, Modern Learners share several key expectations. They prioritize affordability, flexible learning formats and responsive support. If their needs aren’t met, they will quickly seek alternative options. This shift in expectations means that institutions need to rethink how they attract, engage and support students. Meeting the Modern Learner where they are is no longer optional; it is essential for long-term success.
The Power of Brand & Reputation
A strong institutional brand plays a crucial role in the student decision-making process. As students begin their search with a school-focused mindset, a well-established reputation can be the deciding factor in where they apply. In fact, reputation ranked as the third most influential factor in application decisions, cited by 31% of students overall and 51% of traditional undergraduates, in our 2025 survey. To remain competitive, institutions must build a credible and respected brand that not only attracts prospective students but also reinforces trust and long-term value throughout their educational journey.
Value and Affordability
While cost is a significant consideration for Modern Learners, affordability alone doesn’t drive enrollment decisions. A well-rounded value proposition plays an equally important role. Our research shows that 46% of students cite tuition cost as a critical factor, but other factors like program relevance to careers, flexibility, and reputation also weigh heavily in their decision-making process.
Supporting students with financial literacy is crucial, as 38% of students identify it as a helpful resource during the enrollment process. By clearly communicating both affordability and long-term value such as career outcomes, program flexibility and personalized support, schools can resonate with the priorities of cost-conscious, value-driven Modern Learners.
The Importance of Career Focus
For Modern Learners, education is a direct pathway to career advancement. Regardless of age or background, they share a strong motivation to upskill quickly and gain credentials that lead to tangible career outcomes. This focus on career alignment is evident, with 20% of Modern Learners citing a program’s relevance to their career as a determining factor in their enrollment decision.
The Modern Learner Survey reveals that 76% of students feel their institution clearly outlines potential career paths related to their program. While this is positive, gaps remain. Traditional undergraduates are the most informed, with 84% receiving clear career guidance, compared to 73% of non-traditional students and 77% of graduate students. These gaps highlight the need for institutions to consistently communicate career values across all Modern Learner segments, ensuring they understand how their education supports their professional goals.
The Demand for Flexible Learning Models
Flexibility is no longer an educational preference; it is a necessity for Modern Learners. As today’s students move away from traditional classroom modalities and increasingly seek flexible environments, institutions must invest in program models that accommodate careers and family commitments.
When deciding where to apply, 31% of Modern Learners cited flexible course schedules as a key factor. This need is particularly evident among graduate students, who are more likely to be balancing family and work responsibilities. While 53% of respondents do not have children under 18 at home, a notable portion are managing family commitments in addition to their studies. Among fully online students, the number of children at home has increased by 15%, reinforcing the growing demand for learning models that complement busy schedules.
The Role of AI and Social Media
AI and social media play an increasingly important role in shaping student decisions. Social media is no longer merely an avenue for entertainment; it has evolved into a tool for student engagement and research throughout the entire decision-making process. With students interacting across multiple platforms daily, schools must harness these channels to stay visible and relevant as students progress through the consideration phase. To successfully leverage social media, marketing teams should prioritize creating dynamic, visually engaging experiences, particularly through video content, which resonates strongly with Modern Learners.
At the same time, AI enhances this by personalizing interactions and providing real-time insights into student preferences, helping institutions refine their marketing strategies. With the rise of generative AI tools, nearly 70% of Modern Learners now use AI in some capacity, including AI chatbots like ChatGPT, to assist their search for school information. Approximately 37% use these tools specifically to gather information about schools, with tuition fees (57%), course offerings (51%), and admission requirements (43%) being the most sought-after details. This highlights the opportunity for schools to integrate AI into their marketing strategies to provide comprehensive, accessible information that supports prospective students with their enrollment decision.
Modern Strategies to Engage the Modern Learner
As the needs and expectations of students continue to evolve, it’s important for institutions to adapt in ways that truly serve and support Modern Learners. Here are actionable steps to create a personalized, student-centered experience that fosters trust and drives success.
Embrace Data-Driven Decision Making: Modern Learners expect personalized experiences, and data is the key to delivering them. Through leveraging market research and insights, like those from the 2025 Modern Learner Report, institutions can better understand student preferences and behaviors. To turn those insights into action, invest in tools for data collection and analysis that allow for continuous improvement and refinement.
Build a Strong and Authentic Brand: A cohesive and authentic brand is integral to connecting with students. Focus on building a positive online experience that bolsters brand visibility, while garnering trust that your institution can provide timely and reliable information that students seek.
Prioritize Career Outcomes: Career outcomes are top of mind for students as they consider their educational investment. Make career pathways clear by showcasing programs, internship opportunities, alumni success stories and career counseling services to help students see the tangible benefits of their degree.
Create Flexible and Personalized Learning Pathways: Flexibility is essential for meeting the diverse needs of Modern Learners. Offer programs with adaptable schedules and learning formats, allowing students to choose a pathway that best aligns their lifestyle and goals.
Optimize the Digital Experience (Especially Websites and Al): An engaging digital experience is critical to attracting and retaining students. Through regular website updates and the integration of AI-powered tools to offer support, institutions can streamline the user experience to ensure a smooth journey from inquiry to enrollment.
Enhance Communication Speed: Modern Learners expect timely and informative responses and are quicker to make decisions than in years past. Adopt tools that provide real-time communication capabilities, such as chatbots or automated updates, to keep students engaged and informed throughout the enrollment process.
Develop a Dynamic Social Media Strategy: Social media is a powerful tool for building connections and increasing brand awareness among Modern Learners. With platforms like Instagram, TikTok, and YouTube playing a major role in their online engagement, video content is especially effective in capturing their attention. By understanding your audience’s media habits and aligning your content with platforms they use the most, you can deliver the right message at the right time, keeping your institution top of mind.
Don’t Forget About the Human Touch: While technology undoubtedly plays a significant role in modern times, students still seek personal connections. Ensure that students can engage with advisors, staff, or faculty to guide them through the enrollment process, while providing the support they need.
Aligning with Modern Learners: A New Era in Enrollment
In this evolving landscape, Modern Learners are placing greater emphasis on career relevance, affordability, and flexibility, demanding more from their education than ever before. The findings from the Modern Learner Survey underscore the importance of aligning educational programs with career paths, improving financial transparency, and providing tailored support to meet diverse needs. The time is now for higher education leaders to challenge outdated enrollment strategies that no longer resonate with today’s highly discerning, cost-conscious, and value-focused students.
To navigate these changes effectively, institutions must adopt innovative, data-driven strategies that speak directly to the Modern Learner’s priorities. For a deeper dive into these insights and actionable recommendations, explore the full “Engaging the Modern Learner” report today.
With InsightsEDU 2025 just around the corner, we’re excited to share some of the key updates and new features coming to this year’s conference, happening February 12-14, 2025 in New Orleans, Louisiana. As the premier conference for higher education marketing and enrollment management, this year’s event promises to be our most engaging yet. Attendees can expect immersive experiences, innovative sessions, and exceptional speakers, all aimed at equipping higher education leaders with the skills and strategies needed to serve today’s Modern Learners. From the welcome reception to our new customized workshop experience, InsightsEDU 2025 is full of exciting opportunities. Read on to see what’s in store!
This year, we’re embracing the vibrant culture of New Orleans with the Bourbon Street Bash, a celebration that will give attendees the perfect opportunity to unwind, network, and experience NOLA in style. The evening will kick off with a second-line parade, leading attendees through the historic streets of New Orleans to the iconic Bourbon Vieux venue. With a live jazz performance, this event promises to be a memorable way to start an exciting conference experience with the higher ed community.
For the first time, InsightsEDU is offering a hands-on, interactive workshop led by Dr. Jodi Blinco, Vice President of Enrollment Management Consulting at EducationDynamics.
The workshop, “Unlocking Enrollment Success: A Customized Consulting Workshop Experience,” is designed specifically for higher education leaders who want to explore the complexities of enrollment models. The workshop provides an opportunity to enhance strategies for attracting, enrolling, and retaining students.
This session will foster focused discussions, tailored insights, and actionable takeaways, allowing attendees to apply the knowledge gained from the conference directly to their own enrollment strategies.
This year, we are excited to welcome Po-Shen Loh, an acclaimed entrepreneur, mathematician, and Carnegie Mellon University professor, to the InsightsEDU stage.
His keynote session, “The Power of Reinvention: Unlocking Innovation to Inspire Action,” will challenge attendees to rethink problem-solving, leadership, and innovation in the ever-evolving higher education landscape. Drawing from his diverse experiences in academia and social entrepreneurship, Po-Shen Loh will explore how institutions can apply startup strategies to innovate and create programs that resonate with students’ needs. His unique experiences throughout higher ed and entrepreneurship make him uniquely qualified to address the conference’s innovative goals and inspire strategies for institutions looking to drive meaningful change.
Expect to hear from top industry leaders at InsightsEDU, with companies such as EY Parthenon, Slate, Google, Meta, and Reddit, joining to share their expertise in digital engagement, advertising, and marketing strategies. These sessions will help institutions stay ahead of emerging trends, enhance their online presence, and develop strategies to connect with students in innovative ways. Attendees will gain exclusive insights into how leading platforms are shaping the future of student engagement and higher education marketing.
With RW Jones Agency recently becoming a part of the EducationDynamics team, InsightsEDU 2025 will feature even more expert-led sessions and strategic insights. RW Jones Agency’s expertise in public relations, crisis communications, and higher education marketing is sure to provide valuable perspectives for attendees.
Here are some of the key sessions featuring RW Jones Agency’s team:
A Roadmap to Marketing Transformation: Learn how to implement a marketing maturity model to enhance strategy, optimize resources, and gain real results for your MarCom division. This session will provide insights from experienced professionals who have successfully implemented maturity models to drive impactful results at institutions.
A Behavior-Informed Approach to Prospective Student Engagement: Discover how student personas can transform outreach efforts. Building on insights from a recent nationally representative survey of high schoolers, this session explores students’ primary motivations and factors surrounding decision making, offering key insights for higher ed marketers, communicators, and enrollment leaders.
Lights, Camera, Connections: How to Produce Compelling Videos That Connect: Join Karolyn Pearson, a former network news producer, and Morgan Aguilar, a former TV reporter, for an exciting session on crafting engaging and authentic visual storytelling to captivate student audiences and enhance your institution’s brand.
The Art and Science of Why People Care: Learn how to create audience-centered messaging that aligns with students’ values, increases engagement, and builds lasting relationships while authentically marketing your brand.
From Interest to Enrollment: Building Real Student Connections on Social Media: Explore the latest tactics and insights to address an evolving social media landscape and cater to Gen Z and Millennial audiences. This session will explore the latest trends, engagement strategies, and creative tools to foster meaningful interactions on social media that lead to enrollment.
With an impeccable lineup of sessions, RW Jones Agency’s expertise will provide valuable new perspectives at InsightsEDU 2025, ensuring that attendees leave with actionable strategies to better connect and serve Modern Learners.
With immersive experiences, groundbreaking discussions, and an incredible lineup of speakers and sessions, this year’s conference is shaping up to be the best one yet. Whether you’re looking to refine your enrollment strategy, explore new marketing tactics, or simply connect with industry leaders, InsightsEDU 2025 is the place to be for higher education professionals.
We look forward to seeing you at InsightsEDU 2025!
Personalized, timely, and relevant communication is key to engaging prospective students and meeting enrollment goals in higher education.
Effective strategies rely on immediacy, relevance, automation, and trackability, ensuring impactful and consistent interactions.
Omnichannel outreach, using a mix of email, SMS, print, and digital platforms, enhances visibility and builds trust by meeting students where they are.
Connecting with prospective undergraduate students in meaningful ways requires a thoughtful blend of strategy, immediacy, and personalization. Gone are the days when generic messaging could effectively spark interest or drive engagement. Today’s prospective students expect communications that reflect an understanding of their individual needs, aspirations, and priorities and their value to your institution.
Institutions aiming to enhance their enrollment strategies must adopt a more data-informed and strategic approach to communication. This means reaching out with the right message, at the right time, and through the right channels.
Laying the Foundation for Communication Success
Effective communication with students is built on four key principles: immediacy, relevance, automation, and trackability. Each element plays a critical role in ensuring that interactions resonate with students and influence their decision-making process.
Immediacy: Quick and timely responses that change as students’ behaviors change demonstrate attentiveness and can make a significant impression on prospective students. Delays in following up on inquiries or campus visits risk the loss of momentum and interest. Statistics show that the school that responds to inquiries first is more likely to convince that student to enroll.
Relevance: Tailored, personalized communication should go beyond basic name inclusion. Students expect messages that address their specific interests. Misaligned content, such as sending information unrelated to a student’s expressed major, can quickly undermine trust.
Automation: Streamlined, automated workflows keep communication consistent and dependable, even during staff transitions or times of high demand. Manual processes, such as college fair follow-ups that sit unprocessed for long periods, can derail engagement. Automation prevents these bottlenecks, enabling timely responses even when staff are unavailable.
Trackability: Monitoring communication effectiveness helps institutions refine their strategies and optimize ROI.
By integrating these principles, higher education institutions can deliver a cohesive and impactful communication strategy that strengthens student engagement and builds trust.
The Importance of Omnichannel Outreach
While email has long been—and remains—a cornerstone of communication, relying on it exclusively is no longer sufficient. The sheer volume of emails students receive daily makes it easy for even the most well-crafted messages to be overlooked. To stand out, institutions must adopt an omnichannel approach with campaigns that combine email with print materials, SMS messaging, voice blasts, digital ads, social media engagement, and microsites, all tailored to student interests.
Each channel serves a unique purpose for student engagement in higher education. Print materials, for example, are particularly effective at involving families in the decision-making process. A well-designed brochure placed on a kitchen table can spark conversations among family members, especially parents, who are often key influencers in the college selection process.
Similarly, integrating consistent, tailored messaging across multiple channels ensures that students receive a seamless experience. Whether they encounter an institution on social media, via a targeted ad, by SMS message, or through an email campaign, the message should feel cohesive and tailored to their interests. Omnichannel strategies, timed appropriately through the enrollment timeline, not only improve visibility but also demonstrate an institution’s commitment to meeting students where they are, thus building trust and rapport.
Leveraging Data for Personalization
Modern communication strategies must be rooted in data. By analyzing student preferences and behaviors, institutions can craft messages that resonate on an individual level. With data-informed insights, institutions can identify what matters most to prospective students—whether that’s career outcomes, financial aid, or specific academic opportunities—and address those priorities directly.
For example, students interested in STEM programs may be more receptive to communications highlighting research opportunities and faculty expertise, while first-generation students may appreciate messages emphasizing affordability and support services.
To further maximize impact, institutions can use surveys and initial engagement data to tailor their outreach strategies, which allows them to deploy resources efficiently while maintaining relevance. For example, expensive print materials can be reserved for students who show strong interest in particular programs, while a social media campaign may be more appropriate for inquiries earlier in the enrollment cycle.
Real-time data tracking lets institutions segment their strategies dynamically. If a particular campaign underperforms across the board or for certain cohorts of students, modifications can be made immediately to better align with student preferences. This agility is essential for maintaining relevance and impact throughout the recruitment cycle.
Building a Sustainable Communication Infrastructure
Sustainable communication strategies rely on the integration of advanced tools and technologies. While a customer relationship management (CRM) system lays a strong foundation, institutions often need more specialized solutions to elevate their outreach efforts. Liaison offers a suite of products designed to enhance and streamline communication and enrollment strategies, including:
Enrollment Marketing (EM): Liaison’s EM software and marketing services help institutions manage and analyze personalized, automated omnichannel campaigns, ensuring consistent and effective messaging across multiple channels.
Othot: This AI-driven tool leverages predictive and prescriptive analytics to optimize communication strategies and enrollment decisions, tailoring outreach to align with student behavior and institutional goals.
Centralized Application Service (CAS): By simplifying the admissions process for students and providing institutions with tools for marketing, data management, and application processing, CAS supports efficient communication with applicants.
By incorporating these technologies, along with Liaison’s CRMs, institutions can maintain a seamless and unified communication flow so that prospective students receive timely, relevant, and personalized messages. These solutions also allow institutions to monitor campaign performance and adjust strategies in real-time, maximizing the effectiveness of resources and making messaging more impactful for target audiences. This integration reduces reliance on fragmented workflows, preventing gaps or delays caused by disconnected platforms.
Aligning tools and strategies across departments using Liaison’s technologies keeps messaging consistent and impactful, even as prospective students engage with multiple touchpoints throughout their journey.
Achieving Long-Term Engagement
Effective communication with students is about building relationships that extend beyond the initial stages of recruitment. Institutions that invest in understanding and addressing the unique needs of their prospective students position themselves as partners in their academic journey.
By delivering personalized, timely, and relevant messages through multiple channels, institutions can foster deeper connections and enhance student engagement in higher education. As the competitive landscape of enrollment continues to shift, adopting a strategic and data-informed approach to communication will remain essential for success.
Ready to elevate your communication strategies? Discover how Liaison’s advanced tools and technologies can transform how you connect with prospective students. From personalized, omnichannel campaigns to data-driven insights, our solutions help you engage students meaningfully and meet your enrollment goals. Contact us today to learn more.
About the Author
Craig Cornell is the Vice President for Enrollment Strategy at Liaison. In that capacity, he oversees a team of enrollment strategists and brings best practices, consultation, and data trends to campuses across the country in all things enrollment management. Craig also serves as the dedicated resource to NASH (National Association of Higher Education Systems) and works closely with the higher education system that Liaison supports. Before joining Liaison in 2023, Craig served for over 30 years in multiple higher education executive enrollment management positions. During his tenure, the campuses he served often received national recognition for enrollment growth, effective financial aid leveraging, marketing enhancements, and innovative enrollment strategies.
Developing New Year’s resolutions for personal growth is something many of us do. Unfortunately, it is often a set-it and forget-it process that is simply reupped the following year. When done correctly, however, creating a resolution that is developed as a sustained, long-term strategy—and that is regularly returned to and adjusted as needed—seems to be the best way to meet our personal goals.
As enrollment managers, we all have pursued the first approach in our professional lives by evaluating last year’s successes and failures annually, making a few tweaks, and then seeing how it all works out again the following year. The truth of the matter is that this approach was relatively sustainable for a time. Simply buying more names, adjusting the aid-leveraging model annually, or a developing a wider marketing plan often could drive greater enrollments—mostly because those tactics generally were designed to “add more fuel to the fire.” As long as the applications continued to grow, annual tweaks could help to maintain the core enrollments as well as improve on the margins for many institutions.
The Need for More Effective Strategic Enrollment Strategies
Unfortunately, outside of key private and public flagship institutions, headwinds have developed over the past decade that are affecting higher education enrollments in significant ways. Ultimately, they may lead to campus closures for some, and to campus financial distress for many. As outlined in a paper from the Federal Reserve Bank of Philadelphia, “Predicting College Closures and Financial Distress,”those pressures include:
Post-pandemic enrollment challenges from traditional students (decreasing 15% from 2010-2021).
Changes among adult learners (“The number of adult students over the age of 25 has fallen by nearly half since the Great Recession”).
Growing competition.
A lack of public support for higher education nationally.
The combination of all these factors has brought about the need for enrollment managers to develop a wider multi-year strategy that includes tools with the ability to enable deeper, more highly data-informed fine tuning throughout any given cycle. A one-size-fits-all approach to creating a nuanced strategy can no longer work in an environment of shrinking applications and increased competition.
Liaison’s Partnership Philosophy
Liaison is uniquely positioned to assist with higher education institutions in a true partnership. With the technology, services, and consultative approach that we provide our partners throughout the nation, we can assist in developing a comprehensive enrollment approach unique to your campus—ranging from single-point to full-enrollment planning solutions that are uniquely tailored to your unique needs. Liaison’s partnership philosophy, technology solutions, and industry knowledge and insights can not only help strengthen your enrollment planning and goals for this year but also set you up for long-term enrollment success.
Craig Cornell is the Vice President for Enrollment Strategy at Liaison. In that capacity, he oversees a team of enrollment strategists and brings best practices, consultation, and data trends to campuses across the country in all things enrollment management. Craig also serves as the dedicated resource to NASH (National Association of Higher Education Systems) and works closely with the higher education system that Liaison supports. Before joining Liaison in 2023, Craig served for over 30 years in multiple higher education executive enrollment management positions. During his tenure, the campuses he served often received national recognition for enrollment growth, effective financial aid leveraging, marketing enhancements, and innovative enrollment strategies.
