Tag: enrollment management

  • Key Findings from the 2025 Landscape of Higher Education Report  

    Key Findings from the 2025 Landscape of Higher Education Report  

    As higher education navigates demographic shifts, new technologies, and economic challenges, institutions face a complex landscape when optimizing enrollment and meeting the evolving needs of students. The 2025 Landscape of Higher Education Report provides actionable insights that empower educational leaders to improve learning pathways and better serve the Modern Learner.

    Challenges such as the rising education costs have led to increased scrutiny of a college degree’s value, with only 47% of Americans considering it worthwhile without loans. When loans are involved, this number drops to 22%, underscoring the imperative for institutions to adapt to more cost-effective pathways.

    The 2025 Report offers a future-oriented outlook, equipping institutions with data to address gaps and better understand the evolving profile of the Modern Learner. Themes include shifting student preferences, an increased emphasis on career-aligned programs, and the need for more flexible learning pathways. In this article, explore six key findings that are molding students’ educational journeys and how these trends can enable education leaders to adapt.

    Finding #1: Flexible Pathways Drive Enrollment Growth 

    Spring 2024 saw a 2.5% increase in undergraduate enrollment, particularly within community colleges, public institutions, and associate degree-granting baccalaureate institutions (PABs). Graduate programs also saw enrollment increases, with a 3% rise. The highest areas of growth occurred among private, for-profit four-year institutions. These trends indicate a growing demand for flexible learning pathways that accommodate different student preferences and career aspirations.

    The age profile of part-time students has shifted as well, with the median age of part-time undergraduate students decreasing by nearly 2% across all sectors since Spring 2020. The shift was most pronounced at public two-year institutions, which saw a 4.2% decrease, and private accredited bachelor’s programs, which experienced a 2.8% decrease. As the age of part-time students continues to trend younger, it reaffirms that age is no longer a reliable predictor of learning modality. Furthermore, these shifting demographics emphasize the importance of embracing a Unified Enrollment Strategy that engages with Modern Learners based on their preferences and behaviors to meet them where they are with the right message, in the right place at the right time.

    Finding #2: Modern Learners are Prioritizing Practical Skills and Career Outcomes

    The emphasis on practical skills and career-readiness is reshaping Modern Learners’ educational preferences. With nearly half of Americans questioning the value of a traditional college degree, the demand for flexible, affordable, and industry-aligned options is growing rapidly. Apprenticeships have emerged as an appealing pathway for Modern Learners, offering paid opportunities for hands-on learning and gaining practical skills without the burden of taking on additional debt. 

    Over the past decade, the number of apprenticeships in the U.S. has more than doubled, from approximately 317,000 to 640,000. Sectors such as Construction and Public Administration have led this growth with 34.5% and 22.4% increases, respectively. High-growth fields like Healthcare, Finance, and Technical Services present additional opportunities for expanding apprenticeship programs, aligning well with workforce demands and students’ increasing preference for practical, job-ready experience.  

    Despite apprenticeships’ increasing appeal, accessibility poses a challenge. While 75% find apprenticeships appealing, only 29% find them accessible. Geographic location, program availability, and a lack of awareness remain barriers that can prevent students from participating. Institutions can remove these barriers through strategic partnerships with industry leaders to expand opportunities, integrate practical skill-building in program curriculums, and market available programs to raise awareness. These efforts not only meet the demands of Modern Learners by providing them with relevant skills, but also enable employers to recruit qualified candidates, making apprenticeships valuable for both higher education and the economy.

    Finding #3: Student Demand for Alternative Credentials Continues to Rise 

    Much like apprenticeships, the rising demand for alternative credentials like certificates further underscores the shifting preference towards more flexible and affordable learning pathways. As students continue to seek programs that offer practical skills and immediate benefits for their careers, certificates have increasingly become an attractive alternative to traditional degree paths. With the cost of higher education on the rise, Modern Learners are turning to certificate programs as a focused and affordable way to gain relevant skills for their desired career industries.

    Spring 2024 saw significant growth in certificate enrollments, with graduate programs seeing a nearly 10% increase and undergraduate certificates growing by nearly 4%. This growth reinforces that Modern Learners are increasingly prioritizing education opportunities that yield a high return-on-investment. Institutions can capitalize on this interest by expanding certificate offerings and making them more accessible to students through diverse modalities, competitive pricing, and aligning programs with job demands.  

    Finding #4: Dual Enrollment Programs Gain Momentum Among High School Students

    Dual Enrollment programs are becoming increasingly popular pathways, as more young learners seek flexible avenues for higher education. The popularity of these programs aligns with the growing trend of younger students engaging in part-time studies, demonstrating a trend towards more adaptable educational modalities. Dual enrollment has increased over 10% over the last year alone, adding approximately 100,000 students and accounting for nearly 28.1% of undergraduate enrollment increases. This growth presents a crucial opportunity for institutions to leverage this interest as they develop enrollment strategies going into 2025.

    Finding #5: The Some College, No Credential (SCNC) Population Presents a Growing Opportunity for Re-Engagement

    The Some College, No Credential (SCNC) population, now at 36.8 million and growing by 2.9% from the previous year, represents a significant opportunity for enrollment growth. With re-enrollment rising by 9.1% in the 2022-2023 academic year, institutions have a chance to attract students who left before completing their degrees.

    Understanding the educational preferences of SCNC students is key to tailoring outreach and support services. Popular fields of study for this group include Business and Liberal Arts at the bachelor’s level, Liberal Arts and General Studies for associate degrees, and Health professions and Business for undergraduate certificates. These areas indicate a clear demand for programs that offer clear pathways to employment. To effectively engage this population, institutions should focus on building accessible options that allow students to build upon previously earned credits, prioritize transfer credits, and offer support that enables students to advance in their chosen career fields.

    Finding #6: International Student Enrollment Boosts Institutions’ Global Appeal

    The growing population of international students enrolled at U.S. schools presents a valuable opportunity to enhance universities’ presence and grow enrollments.  These students comprise of a significant share of enrollments, particularly in Massachusetts, Hawaii, New York, and California, where they account for 4.5% to 7.8% of the student population. Most undergraduate international students are enrolled within the public sector, underscoring its position to support higher education on a domestic and international scale.

    To maximize the benefits of international student enrollment, institutions should focus on strategies that attract and retain international students while providing support services tailored to their unique needs. By integrating a comprehensive enrollment and student support system with resources like language assistance, housing support, and financial aid, institutions can boost their global appeal, create more culturally diverse campuses, and enhance their enrollment by positioning themselves as a top choice for students worldwide.

    Looking Toward 2025

    The findings from the 2025 Landscape of Higher Education Report demonstrate both the challenges and opportunities shaping the future of higher education.

    As institutions look ahead, the ability to attract and retain students across a range of educational paths requires a holistic approach to enrollment and student support services. By focusing on creating accessible, cost-effective, and relevant learning opportunities, institutions can position themselves for success in 2025 and beyond, while meeting the diverse needs of Modern Learners and driving sustainable enrollment growth.

    For more insights and actionable strategies, download the full 2025 Landscape of Higher Education Report and see how your institution can stay ahead of the curve.

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  • 10 Strategies to Attract and Enroll the Modern Learner

    10 Strategies to Attract and Enroll the Modern Learner

    As the higher education landscape continues to shift and evolve, the expectations and priorities of today’s students are shifting as well. To stay relevant, institutions are expanding their focus beyond traditional academic models to better meet the needs of a more discerning audience. Modern Learners are no longer bound by age or conventional learning modalities—today’s students are driven by different priorities, presenting a challenge for institutions relying on outdated methods to engage this demographic.  

    With primary motivators including career advancement and the need for flexibility, Modern Learners demand educational opportunities that offer accessibility, transparency and value. They are more selective, especially as the perceived value of a college degree has been questioned amid economic uncertainty. With rising student debt, these learners are looking for programs that provide a clear return on investment—an education that advances their careers while offering flexible options that meet their financial and personal needs. Success lies in striking a balance between value and cost-effectiveness, ensuring students feel seen, supported and equipped for the future. 

    Explore ten essential strategies for higher education institutions to expand their offerings and better engage Modern Learners. From improving strategies to leveraging resources and fostering deeper connections with students, these strategies aim to engage with Modern Learners based on their preferences and behavior rather than demographics by embracing a Unified Enrollment Strategy that fuels sustainable growth. 

    1. Build a Cohesive Brand

    In a competitive landscape where a strong brand is essential, the increasingly selective nature of Modern Learners calls for an institution’s brand to resonate with prospective students.

    Your institution’s brand identity should authentically reflect its values, mission and unique offerings. A compelling brand narrative not only showcases your unique selling proposition (USP), but also serves as an opportunity to connect on a deeper level with potential students, fostering trust and engagement.

    Building a cohesive brand experience involves aligning visual elements, messaging and tone to create consistency across all touchpoints—from your website to social media, emails and beyond. This alignment strengthens students’ understanding of your value proposition, guiding them throughout their journey and ensuring they feel engaged at every stage.

    At EducationDynamics, our in-house Creative team specializes in data-driven brand positioning and strategy. We take the time to understand your institution’s unique strengths and craft creative solutions that support the student journey, from initial discovery to enrollment. Discover how our creative services can help your institution’s brand thrive and successfully engage Modern Learners.

    2. Adopt a Full-Funnel Marketing Approach 

    As Modern Learners increasingly seek personalized learning experiences that align with their needs, institutions need to elevate their marketing strategies to meet their growing expectations. By embracing a full-funnel approach, schools can more effectively engage with students at every stage of their journey, leading to stronger enrollment outcomes.  

    A holistic full-funnel marketing approach not only boosts engagement, but also augments long-term growth by nurturing students from awareness to decision.  As students continue to research more throughout their journey and prioritize personalized content, institutions must adopt comprehensive approaches to effectively reach them.  

    With EducationDynamics’ multi-channel digital marketing expertise, schools can target students across various platforms, ensuring personalized messaging and an engaging experience across every touchpoint. If you want to learn more about how to build a successful full-funnel marketing approach, check out our Full-Funnel Marketing Guide for Higher Education.  

    3. Utilize Market Research to Identify High-Growth Programs 

    To effectively meet the evolving priorities of Modern Learners, institutions must develop programs that align with market trends and career opportunities. Leveraging market research allows schools to refine their offerings and better address students’ shifting needs and expectations. 

    Resources such as EducationDynamics’ eLearning Index Web App, serve as a powerful resource. The Web App, developed by EducationDynamics’ Market Research team, utilizes current National Center for Education Statistics (NCES) data, to showcase an accurate view of the current labor market and relevant trends regarding degree completions. Administrators can use the app’s interactive features to isolate the data by region, modality and program. By providing insights into the highest opportunity programs available for each educational level and a convenient user interface, the eLearning Index Web App tool empowers schools to optimize their program offerings, ensuring that they are offering degrees that are relevant to Modern Learners. Through aligning programs with high-growth career opportunities, institutions can not only boost retention but also empower students with the skills and support they need to thrive in the current job market.

    4. Nurture Leads and Personalize the Journey  

    Modern Learners often research extensively before finalizing their enrollment decision, seeking personalized and relevant information at every stage. Building relationships early and maintaining engagement over time is essential, whether you’re connecting with prospective students for the first time, re-engaging stopped-out students, or reconnecting with dormant inquiries.  

    Effective lead nurturing helps institutions build these relationships through tailored content that addresses the specific needs and interests of each student. Consistent communication guides students through their decision-making journey, ensuring they feel supported. 

    Marketing automation can help streamline these efforts. Through automation of communication workflows, institutions can deliver timely and personalized messaging that resonates with students. This level of personalization and consideration throughout multiple touchpoints in the student journey improves overall engagement and student experiences.  

    At EducationDynamics, our Nurturing Services offer institutions multi-channel engagement, using best-in-class marketing automation technology.  By delivering personalized communications across various platforms, we help schools strengthen connections with students at every stage of their journey.

    5. Provide 24/7 Support with AI Chatbots 

    As institutions seek to attract and enroll the Modern Learner, implementing AI Chatbots serves as a key tool by delivering real-time assistance and tailored responses to common student inquiries. Prospective students frequently encounter obstacles when searching for relevant information during their enrollment journey. With Modern Learners expecting immediate access to information, these challenges can lead to a frustrating experience, potentially impeding their enrollment decision. Employing AI Chatbots can help address this, through instant responses that answer commonly asked questions regarding program details, financial aid and academic support at any time of day. These chatbots not only help manage routine tasks, but they also allow admissions staff to focus on the more complex, high-touch interactions. By incorporating AI Chatbots into your institution’s communication strategy, you enhance student support and ensure that every inquiry receives proper, timely attention.  

    6. Showcase Your Innovative Spirit 

    Standing out amid the competitive higher education landscape is vital for attracting Modern Learners, who seek educational opportunities that align with their evolving needs and aspirations. Today’s students are not merely seeking to fulfill degree requirements; they are looking for an education that resonates with their interests and provides long-term growth opportunities. This is where innovation can play a vital role. By highlighting your university’s unique offerings and distinct culture, you can offer Modern Learners attractive reasons to choose your school, while demonstrating how you are adapting to meet the growing demands of Modern Learners.  

    At EducationDynamics’ Higher Ed Marketing Agency, our team of experts understand the importance of showcasing each institution’s unique selling points and innovative approaches within the higher education space.  Our services are designed to communicate the value of choosing your school, whether it’s through digital campaigns, social media content, or compelling copywriting. We empower you to emphasize your distinct strengths, enabling your institution to foster deeper connections with Modern Learners and guide them towards enrollment.  

    7. Create a Seamless Student Journey 

    The traditional, linear student journey no longer applies to today’s Modern Learners. With various commitments, such as family and work responsibilities, modern students engage with their educational environment in different ways than in years past. As a result, institutions need to adjust how they approach the student journey. By implementing student journey mapping, institutions can better understand the various stages of the student experience and refine it to reduce pain points. 

    EducationDynamics’ student journey mapping process provides institutions with actionable insights to optimize every stage of the student experience, from inquiry to enrollment. The process begins with a comprehensive analysis of your current student recruitment and services, including existing marketing materials, communication technology and student support systems. Using data-driven insights, we then create a visual student journey map that identifies key touch points and opportunities to enhance communication. From there, we develop a communication plan with targeted messaging and content designed to nurture, guide and support students across their enrollment journey. By integrating student journey mapping, institutions can better visualize the Modern Learner’s journey, while meeting their evolving needs.   

    8. Invest in Financial Aid Support 

    Financial aid is among the first pieces of information students seek and often plays a pivotal role in their enrollment decision. Equipping your institution’s advising team with the tools to engage in financial aid conversations early in the student journey is critical to meeting the expectations of Modern Learners and encouraging them to choose your institution over another.  

     EducationDynamics’ Financial Aid Advising services offer personalized support through dedicated coaches who manage student inquiries and provide individualized guidance. This streamlined approach allows your admissions team to focus on key priorities, while ensuring students receive the financial aid support they need. By delivering clear answers and a supportive experience, students are more likely to enroll, resulting in higher enrollment and retention rates. 

    9. Streamline Your CRM and Marketing Data Integration  

    A robust Customer Relationship Management (CRM) system is essential for navigating the Modern Learner’s enrollment journey. By collecting and managing student data, CRMs promote personalized communication that resonates with students. To truly maximize their potential, CRM systems should be optimized through technology integration, data quality assessments and user adoption, ensuring they effectively reach Modern Learners while driving scalable enrollment growth.  

    EducationDynamics recognizes the importance of an integrated CRM system. Our team of integration experts specialize in implementing and maintaining clean, actionable data that supports a cohesive strategy, giving your institution a holistic overview of each student and ensuring your CRM is built for long-term success.   

    10. Optimize Your Enrollment Team  

    As the primary point of contact for prospective students, your enrollment team is one of the most critical investments you can make. The expertise and engagement of your enrollment staff directly influences prospective students’ decisions, making them essential to student success outcomes.   

    At EducationDynamics, we believe in empowering both institutions and students by investing in staff development. Through our The U School platform, institutions can access exclusive 8-week programs designed to equip your team with the skills needed to meet the unique demands of Modern Learners. By strengthening staff training, we help build more effective enrollment pathways, ultimately increasing student engagement, satisfaction and enrollment growth.  

    Empowering Your Institution to Engage Modern Learners

    Attracting and enrolling Modern Learners requires a comprehensive approach that acknowledges their unique needs and preferences. By implementing the ten key strategies outlined in this article, higher education institutions can engage a new demographic of learners while nurturing meaningful connections with students. Embracing innovative solutions like student journey mapping and leveraging available resources allows institutions to transform the student experience. As the higher education environment continues to change and enrollment challenges arise due to shifting economic and demographic factors, institutions who proactively understand and cater to the unique needs of Modern Learners will differentiate themselves from the competition.  As your strategic partner, EDDY is committed to empowering your institution to confidently navigate these challenges while collectively advancing our mission to expand opportunity through education. 

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  • Tips for the Student Journey- Archer Education

    Tips for the Student Journey- Archer Education

    5 Tips for Keeping Students Engaged Throughout the Admissions Process

    In higher education, the enrollment funnel can feel like a battleground for institutions vying to convert interest into commitment. 

    Traditionally, the enrollment funnel has been viewed simply: attract, engage, and enroll. But the modern student’s journey is anything but straightforward — it’s a complex, winding path influenced by numerous digital touchpoints and personalized interactions.

    The health of the enrollment funnel extends beyond mere numbers; it represents the institution’s ability to connect with prospective students through every phase of their decision-making process. With technology reshaping expectations and behaviors, colleges and universities must not only catch the eye of prospective students but also keep them engaged through multiple channels and strategies. 

    This article unpacks key elements of the enrollment and admissions funnel, offering actionable insights and innovative tips to capture and retain students’ attention from their first inquiry through their enrollment stages. As we explore these strategies, you’ll discover the vital role that continuous, tailored engagement plays in transforming interest into activity, setting the stage for a successful educational journey.

    The Modern Student Journey

    Today’s students embark on their educational journeys equipped with a wealth of information and digital tools at their fingertips, making their paths to enrollment more complex and multifaceted than ever before. 

    Complexities and Challenges

    The student journey is far from linear. It involves numerous interactions across various platforms and touchpoints. Each student’s path is unique and influenced by personal, financial, and academic factors. 

    For instance, a modern student, such as a working professional returning to education or a parent seeking to balance family responsibilities with schooling, may have different priorities and use different resources compared to a younger, first-time college student.

    Technology has diversified the ways students gather information, and also how they engage with institutions. Prospective students might start their journey by conducting a simple Google search, but they will also often visit social media platforms, participate in virtual campus tours, and attend online webinars before starting their application. During this time, they are continuously evaluating their options and being influenced by each interaction they have with a school’s digital presence.

    Impact of Technology

    The proliferation of digital platforms has dramatically altered the student journey, both for students and institutions, in ways such as the following: 

    • Digital Touchpoints: Websites, social media platforms, online forums, and virtual tours provide initial impressions and ongoing engagement. Prospective students can interact with current students and faculty, view online classes, and even participate in community events, all from their devices.  
    • Data-Driven Decisions: Students use data such as graduation rates, employment outcomes, and student and faculty testimonials to inform their choices. They expect personalized interactions and content that addresses their specific concerns and aspirations.
    • Engagement Analytics: Institutions now have the tools to track and analyze how prospective students interact with their digital content. This data is invaluable for refining marketing strategies and improving engagement tactics to ensure they meet the expectations and needs of prospective students.

    Given these technological influences, it is essential for educational institutions to adapt their enrollment strategies to meet the changing behaviors and preferences of modern students. Integrating data analytics, enhancing digital communication channels, and providing personalized experiences are all critical to effectively engaging with prospective students throughout their decision-making journey.

    Understanding the Enrollment Funnel 

    The enrollment and admissions funnel is a foundational concept in higher education marketing that illustrates the progressive stages a student navigates, from awareness through enrollment. The funnel is not just a theoretical model but a practical guide for shaping effective engagement strategies. 

    6 Stages of the Enrollment Funnel

    The enrollment funnel can be divided into several key stages, each requiring specific strategies to move prospective students to the next step:

    1. Awareness: This is the initial point where potential students first learn about an institution. Efforts here include broad-reaching advertising, social media presence, and participation in educational fairs. The goal is to cast a wide, though still strategic, net and garner interest from a diverse pool of students.
    2. Interest: Once awareness is achieved, the focus shifts to nurturing interest and familiarity. This involves providing more detailed information about what the institution offers, such as programs, support services for online students, and financial aid options. Content marketing, informational webinars, and targeted emails play a significant role in this stage.
    3. Consideration: At this juncture, prospective students are comparing their options. They might engage more deeply with admissions counselors, attend virtual or in-person campus tours, and participate in Q&A sessions. Personalized communication and reassurance about academic and social fit are crucial.
    4. Intent: The intent stage is where decision-making becomes serious. Prospective students might discuss their choices with family, friends, colleagues, or advisors, conduct comparative research, and seriously evaluate financial aid details and options. Institutions should focus on direct engagements, such as personal calls, text messages, or engagement-driven content, to solidify their interest.
    5. Application: The application stage is the formal step of submitting necessary documents and fulfilling admission requirements. Support through streamlined application processes, reminders, and help desks is vital to ease this phase for students.
    6. Enrollment: The final stage, where accepted students confirm their attendance and complete registration. At this point, effective communication about orientation, class selection, and enrollment procedures can ease the transition and ensure that students feel welcomed, supported, and valued.

    A deep understanding and effective management of the enrollment and admissions funnel is crucial for any educational institution aiming to increase its student body. Let’s see how it’s done. 

    How to Keep Students’ Attention Through the Enrollment Funnel

    Maintaining the attention of prospective students throughout their educational journey is crucial for successful enrollment. Here are key strategies to keep students engaged from initial inquiry through enrollment:

    1. Consistent Engagement Across Channels

    Leverage multiple channels to engage with students to ensure your institution remains top of mind. Implement a mix of digital and traditional marketing strategies to reach students where they are most active, such as the following:

    • Digital Channels: Targeted social media ads, engaging video content, and informative blog posts
    • Traditional Channels: Direct mail, phone calls, and face-to-face interactions during campus visits

    2. Personalization and Differentiation

    Tailor your communications to meet the specific needs and interests of each prospective student, and utilize data from their interactions with your digital content to personalize messages. Strategies to achieve these goals include the following:

    • Segmented Email Campaigns: Customized emails based on the prospective student’s program of interest, engagement history, and stage in the funnel
    • Custom Content: Relevant information that addresses specific concerns or questions that may arise at different stages of their journey

    3. Incentives and Urgency

    Create a sense of urgency and motivation by offering incentives that encourage prospective students to take the next step:

    • Priority Deadlines: Upcoming application deadlines that can be highlighted to spur action
    • Exclusive Offers: Application fee waivers or access to special events for early applicants

    4. Building Relationships

    Foster a sense of community and belonging from the first interaction through forums such as the following:

    • Virtual Engagements: Live Q&A sessions with current students and faculty
    • Personal Outreach: Admissions counselors who reach out personally to high-interest candidates

    5. Continuous Improvement

    Regularly assess and refine your engagement strategies based on feedback and analytics tools and processes:

    • Feedback Loops: Surveys and feedback channels that gather insights from prospective students
    • Analytics Review: Regular analysis of engagement metrics to adjust strategies and improve outcomes

    It’s Time to Build Out Your Enrollment Funnel 

    The landscape of higher education is competitive, but the enrollment funnel could be your institution’s edge. By engaging prospective students at every stage of their journey with tailored strategies and personalized communications, institutions can significantly enhance their enrollment rates. If you’re ready to elevate your enrollment marketing strategies, Archer Education is here to take you to the next level. Reach out to us, and let us help you create a robust enrollment funnel that not only attracts but also converts prospective students into committed learners.


    John Van Fleet

    John Van Fleet is the Chief Marketing Officer at Archer Education. With more than 20 years of experience in higher ed marketing, John has a continuous track record of successfully supporting institutional growth.

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