Tag: Enrollment

  • As Enrollment Falls, Fewer Schools Close – The 74

    As Enrollment Falls, Fewer Schools Close – The 74

    The headlines are seemingly everywhere:

    Jackson Public Schools board votes to close 13 school buildings.”

    Denver Public Schools to close 7 schools, cut grades at 3 others despite heavy resistance.”

    The list is out: These are the SFUSD schools facing closure.” 

    Such reports can leave the impression that districts are rapidly closing schools in response to declining enrollment and families leaving for charters, private schools and homeschooling. 

    But the data tells a different story. 

    School closures have actually declined over the past decade, a period of financial instability that only increased in the aftermath of the pandemic, according to research from the Brookings Institution. 

    The analysis, shared exclusively with The 74, shows that in 2014-15, the closure rate — the share of schools nationwide that were open one year and closed the next — was 1.3%. In 2023-24, the rate was just .8%, up from .7% the year before.

    “I think it’s important for people to realize how rare school closures are,” said Sofoklis Goulas, a Brookings fellow and the study’s author. 

    Last fall, his research showed how schools that have lost at least 20% of their enrollment since the pandemic are more likely to be low-performing. The Clark County Public Schools, which includes Las Vegas, had the most schools on the list — 19 — but isn’t currently considering closures. In Philadelphia, with 12 schools in that category, district leaders are just beginning to discuss closures.

    When it released Goulas’s initial report, leaders of the conservative Thomas B. Fordham Institute argued that low-performing schools should be the first to close. But efforts to do so are often met with pushback from families, teachers and advocacy groups who argue that shutting down schools unfairly harms poor and minority students and contributes to neighborhood blight. Their pleas often push district leaders to retreat. Working in advocates’ favor, experts say, is the fact that many big district leaders are untested and have never had to navigate the emotionally charged waters of closing schools.

    “Closing a neighborhood school is probably one of the most difficult decisions a district’s board makes,” said Michael Fine, CEO of the Fiscal Crisis and Management Assistance Team, a California state agency that provides financial oversight to districts. “They are going to avoid that decision as long as they can and at all costs.” 

    Such examples aren’t hard to find:

    • Just weeks after announcing closures, the San Francisco district halted plans to shutter any schools this fall.
    • In September, outgoing Chicago Public Schools CEO Pedro Martinez pledged to put off school closures for another two years, even though state law allows the city to take action sooner. The district is in the process of absorbing five charter schools to keep them from closing. 
    • In October, Pittsburgh Public Schools recommended closing 14 schools; several others were set to be relocated and reconfigured. About a month later, Superintendent Wayne Walters hit pause, saying the district needed more “thoughtful planning” and community input.
    • Last May, the Seattle Public Schools announced it would shutter 20 elementary schools next school year in response to a $100 million-plus budget deficit. They later increased the number to 21. By October, the list had dwindled to four schools. Just before Thanksgiving, Superintendent Brent Jones withdrew the plan entirely. 

    “This decision allows us to clarify the process, deepen our understanding of the potential impacts, and thoughtfully determine our next steps,” Jones wrote to families. While the plan would have saved the district $5.5 million, he said, “These savings should not come at the cost of dividing our community.”

    map visualization

    Graham Hill Elementary in Seattle, which fifth grader Wren Alexander has attended since kindergarten, was initially on the list. The Title I school sits on top of a hill in a desirable area overlooking Lake Washington. But it also draws students from the lower-income, highly diverse Brighton Park neighborhood.

    Among Wren’s neighbors are students from Ethiopia, Vietnam and Guatemala. Wren, who moves on to middle school this fall, said she looks forward to visiting her former teachers and cried when she heard Graham Hill might close. She wanted her younger brother and sister to develop the same warm connection she had.

    “I don’t think I would be who I am if I didn’t go to the school,” she said.

    Wren Alexander and her little sister Nico, outside Graham Hill. (Courtesy of Tricia Alexander)

    Tricia Alexander, her mother, was among those who opposed the closures, participating in rallies outside the district’s administration building and before board meetings.

    “We were really loud,” said Alexander, who’s also part of Billion Dollar Bake Sale, an effort to advocate for more state education funding. She said there was “no real evidence” that closing schools would have solved the district’s budget woes. “In no way would kids win.”

    It’s a view shared by many school finance experts, who note that the bulk of school funding is tied up in salaries, not facility costs. Districts may save some money from closing schools, but unless coupled with staff reductions, it’s often not enough to make up for large budget shortfalls.  

    ‘So bad at this’

    If enrollment doesn’t pick up, experts say, leaders who delay closures will have to confront the same issues a year later or — perhaps even more likely — pass the problems on to their successors. 

    “If there continues to be fewer and fewer children …then that doesn’t get better,” said Brian Eschbacher, an enrollment consultant.  

    One Chicago high school, for example, had just 33 students last year. In Los Angeles, the nation’s second-largest district, 34 elementary schools have fewer than 200 students and 29 of those are using less than half of the building, according to a recent report. The share of U.S. students being educated outside of traditional schools also continues to increase, according to a forthcoming analysis Goulas conducted with researchers at Yale University. 

    “We don’t see a trajectory of enrollment recovery,” he said. “Things actually got worse in the most recently released data batch.”

    But such conditions haven’t stopped advocacy groups from campaigning against closures. One of them, the left-leaning Advancement Project, has joined with local groups in Denver and Pittsburgh to make a case against closures nationally. 

    “All children deserve to have a local, neighborhood public school in which they and their families have a say,” said Jessica Alcantara, senior attorney for the group’s Opportunity to Learn program. “It’s not just that school closures are hard on families. They harm the full education ecosystem that makes up a school — students, families, school staff and whole communities.”   

    Last May, Alcantara and other Advancement Project staff urged the U.S. Department of Education to treat school closures as a civil rights issue. Nine of the 10 schools the Denver district planned to close in 2022 had a majority Black or Hispanic student population. 

    The advocates argued that in cases of enrollment loss, run-down facilities and empty classrooms, there are alternatives to closing schools. They encourage communities to push for renovations and urge district leaders to use vacant spaces for STEM, arts or other programs that might attract families. Opponents of closures also say that districts sometimes underestimate how much of a building is used for non-classroom purposes like special education services, early-childhood programs and mental health. 

    Eschbacher’s assessment of why districts often back down from closing schools is more blunt. 

    “Districts are so bad at this,” he said. “If you just do a few things wrong, it could sink the whole effort.”

    For one, leaders often target schools with under 300 students for closure, appealing to parents that they can’t afford to staff them with arts programs, a school nurse or a librarian. 

    But those explanations sometimes fall flat.

    “Parents always say, ‘I wanted a small school. I know my teachers and they know my kid. And it’s right down the street,’” Eschbacher said. If they didn’t like their school, he added, they would have likely would have chosen a charter or some other option. 

    District officials also run into trouble if they try to spin the data. When Seattle officials talked about “right-sizing” the district, they pointed to the loss of 4,900 students since 2019-20. 

    But Albert Wong, a parent in the district and a lifelong Seattle resident, knew there was more to the story. Not only is the current enrollment higher than it was from 2000 to 2011, the pandemic-related decline seems to have leveled off. In a commentary, he argued that officials presented misleading data “to make current enrollment look exceptionally bad.”

    Graham Hill Elementary, fifth-grader Wren’s school, actually saw a slight increase in enrollment this year, including a new class for preschoolers with disabilities. And while Pittsburgh schools are projected to lose another 5,000 students over the next six years, enrollment this year held steady at about 18,400.

    To Eschbacher, the “burden of proof is always on the district” to make an airtight case for why students would be better off in larger schools. He has applauded the Denver-area Jeffco Public Schools, which has closed 21 schools since 2021, for having state demographers, not just district officials, explain population trends to families at community meetings.

    ‘It wasn’t realistic’

    Walters, Pittsburgh’s superintendent, can easily rattle off reasons why the district should rethink how it uses its buildings. Early last year, local news reports showed that almost half of the district’s schools were less than 50% full. 

    “We’ve lost about a fourth of our population, but we have not changed anything to our footprint,” he said. 

    Meanwhile, the average age of the district’s buildings is 90 years old, and many lack air-conditioning, forcing some schools to send students home in sweltering weather.

    But a consulting group’s proposal showed that Black and low-income students and those with disabilities would be disproportionately affected by the changes. Several advocacy groups drew attention to those disparities, calling  the effort “rushed.” 

    412 Justice, an advocacy group, is among the community organizations pushing for alternatives to school closures in Pittsburgh. (412 Justice)

    Walters agreed and put the plan on hold last fall, saying he lacked “robust” responses to parents’ tough questions about how schools would change for their kids.

    “It doesn’t mean that we don’t see a path forward,” he said. “But it wasn’t realistic that we would have those questions answered within the timeline that we’ve been given.”

    In March, parents pushed for another delay, causing the school board to postpone a vote on the next phase in the closure process.

    As the Jeffco district demonstrates, some school systems are following through with closures. The school board in nearby Denver unanimously voted in November to close seven schools and downsize three more. 

    But that’s after community protests pushed the district to put the brakes on a plan to close 19 schools in 2021. Advocates argued that families in low-income areas, who had been heavily impacted by the pandemic, would be most affected. Then the district only closed three in 2023, and now board members are considering a pause on closures for three years.

    School boards closing a dozen or more schools are often catching up with work their predecessors let pile up, said Goulas of Brookings. 

    “Closing a single school allows for easier placement of students and minimizes the political cost and community stress,” he said. “When a district releases a long list of schools to close, it likely indicates that they waited for conditions to improve, but this didn’t happen.”

    Angel Gober, executive director of 412 Justice — one of 16 organizations that called on the Pittsburgh district to drop its plan — acknowledged that their fight isn’t over.

    “I think we got a temporary blessing from God,” she said. But she wants the district to explore a host of alternatives, like community schools and corporate support, before it shutters and sells off buildings. “We do have very old infrastructure, and that is an equity issue. But can we try five things before we make a drastic decision to close schools for forever?”


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  • Unlock Your Enrollment Potential: Real Strategies for Real Results

    Unlock Your Enrollment Potential: Real Strategies for Real Results

    Engaging students wherever they are is critical to enrollment success.

    With eight years of experience at Ruffalo Noel Levitz working with more than 100 campuses across the country and following more than two decades leading enrollment efforts on campus, I know firsthand the challenges you face in enrollment. And in today’s environment it can feel like information overload on what you should be doing.

    I recently hosted a webinar sharing insights from our 2025 Marketing and Recruiting Best Practices for Undergraduate Students study, where 114 institutions of all types completed our survey about their use and effectiveness of recruitment strategies. We covered everything from the fundamentals of outreach to the latest in AI-powered chatbots. In survey responses, we found a lot of shared experiences and opportunities for strategy enhancement. Specifically, we identified seven strategies that should form the foundation of your annual marketing and recruitment plan, as well as a few others we recommend incorporating to drive your recruitment to the next level.

    Let’s talk real numbers (and real support)

    In our survey, we asked about written marketing and recruitment plans. Only 29% of institutions have a fully implemented, data-driven plan. So if you’re among the 71% of institutions still working on creation of a full plan, you’re in good company—we’re all trying to navigate this evolving landscape. The encouraging part is you’re committed to improvement. We found that most institutions rate their plans as “good,” but you’re aiming for “excellent.” That drive to excel is what we’re here to support.

    Discovering what truly works (together)

    Through survey responses, we found some powerful strategies that are working for colleges right now. Virtually every institution that uses them rates personalized videos and video calls with students as effective, although fewer than half of you are using those outreach tactics. And implementing new AI-based digital assistants on your website will meet an expectation that students and families have to receive real-time answers to their questions 24/7 about application status, academic programs, and aid packages—but only 22% of institutions have taken this important step.

    Search engine optimization (SEO) stood out as a leading strategy with 75% of institutions pursuing this and 100% of institutions rating it as effective. But we also know that most institutions don’t invest enough or broadly in SEO. Students are increasingly turning to search sites to find university sites and program information, and if you’re not in the top seven links, you’re effectively invisible. You need to incorporate into our annual plans ongoing SEO across your website to develop and maintain relevant content that speaks directly to student interest, both for traditional search engines and AI tools like ChatGPT and Gemini. You then need to track site traffic to measure ROI and so you know when it’s time to revisit those pages again. SEO is not a one-and-done process! Let’s make your website a powerful tool for student recruitment.

    7 practical steps to optimizing your enrollment management outreach

    1. Revisit your core: start with the fundamentals. Don’t underestimate the power of the basics! Make sure those foundational strategies are rock-solid and you have a documented plan for implementation. A strong foundation allows you to build from there and creates the space you’ll need to deal with mid-cycle unforeseen challenges.
    2. Refine your digital approach: digital marketing practices and calls to action. Take a fresh look at your digital marketing. Are your calls to action clear and compelling? Personalize your ad content to the audiences you’re targeting.
    3. Boost your visibility through SEO. SEO is key to being found. Make sure your website content is discoverable by both traditional searches and AI tools. Track your traffic so you know what’s working and what isn’t.
    4. Advertising strategies. Get smart about your advertising. Are you spending your dollars where your students are today or just where you have always spent them? In the last 4 years we’ve seen a significant shift away from “traditional media” and to digital advertising.
    5. Connect authentically on social media. Focus on the platforms where your students are spending their time. Remember, authenticity is key. They’re looking for real glimpses into campus life, not just polished perfection. Show them the genuine experience.
    6. Create tailored experiences with personalized video. Imagine how students will feel when they receive a video that’s just for them! Work to create personalized, customized content based on each student’s interests and watch who’s watching by incorporating tracking metrics.
    7. Enhance student support with AI chatbots. Digital assistants have come a long way in just a couple of years. Use today’s technology to provide 24/7 support so your prospective students can get specific answers in real time.

    We can help you navigate the digital shift and engage students 24/7

    While the ongoing shift toward digital strategies can feel overwhelming, we’re here to support you every step of the way. We’ll help you find the right balance for your institution and your audience.

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  • AI Is Changing How Students Search: Will Your Website Show Up?

    AI Is Changing How Students Search: Will Your Website Show Up?

    AI is no longer a distant disruption. It’s already influencing how prospective students and families search, navigate, and make decisions on higher education websites. As teams responsible for delivering seamless digital experiences, we need to understand the behavioral shifts underway and how to respond strategically.

    Across the institutions we support, we’re seeing early but consistent signals: users expect smarter, faster, and more personalized interactions. These changes are subtle in some places and dramatic in others. But they’re accelerating.

    How AI is changing search behavior

    AI tools like Google’s Search Generative Experience (SGE), ChatGPT, and other large language models are changing how people expect to interact with information. According to a 2023 Pew Research study, 58% of U.S. adults are aware of ChatGPT, and younger audiences are among the most active users. Meanwhile, Google continues testing SGE, which presents AI-generated summaries above traditional search results.

    Students are learning to type full, natural language questions — and they expect precise, context-aware responses in return. This behavior is now showing up in on-site search patterns.

    Across higher ed websites, here are a few things we’re noticing:

    • A rise in long-form, conversational search queries, especially within internal site search tools
    • Increased use of search bars over menu navigation (particularly on mobile). A recent E-Expectations Trend report found that half of high school students use the site search to navigate a website.
    • Across the higher ed websites we support, we see stronger performance on pages that are tailored to high-intent topics like cost, admissions, and outcomes. A recent analysis of over 200 higher ed sites found that 53% of engaged sessions come from organic search — highlighting the importance of content that’s built for both SEO and AI-driven discovery.
    • Additionally, research indicates that 80% of high school juniors and seniors consider an institution’s website the most influential resource when exploring schools. This highlights the critical role of personalized and relevant content in engaging prospective students effectively.
    • These findings emphasize the necessity for higher education institutions to develop and maintain website content that is specifically tailored to the needs and questions of their target audiences to enhance engagement and support enrollment goals.
    • Parents and adult learners demonstrate similar behavior as they vet institutions with a clearer sense of goals and outcomes.

    Ready for a Smarter Way Forward?

    Higher ed is hard — but you don’t have to figure it out alone. We can help you transform challenges into opportunities.

    We still need to get the fundamentals right

    It’s important to say: AI-driven search doesn’t eliminate the need for strong site structure. Navigation menus, clear page hierarchy, and thoughtful content design still matter — a lot. Most users move fluidly between browsing and searching. What’s changing is the expectation for speed, relevance, and control.

    To meet this moment, higher ed websites should focus on:

    • Modernizing internal search tools to move beyond keyword matching and support relevance-based or semantic search with tools like Vertex AI in full-site search tools or even program finders.
    • Designing content around user intent, not just institutional priorities. Emphasize topics that students are searching for — like affordability, flexibility, and outcomes — rather than internal program structures or catalog-style descriptions.
    • Making calls to action easy to find and easy to act on (especially for first-time visitors.) We help partners optimize for conversion with AB testing for placement, messaging, and functionality that best resonates with your audience.
    • Better leveraging personalized and dynamic content to deliver tailored experiences based on user behavior, location, or stage in the journey. For instance, high-intent pages like “How to Apply” can be leveraged to serve personalized content blocks based on the visitor’s context. A returning user who previously viewed graduate programs might see a prompt to schedule a call with a graduate admissions counselor. A visitor browsing from New York in the evening hours could be shown a message about flexible online options for working professionals. These dynamic cues guide prospective students forward in their journey without overhauling the entire site.

    Why this isn’t a one-time fix

    This is not a single redesign or one-time upgrade. Optimizing your site for how people actually use it needs to be a continuous process.

    This should include the following:

    • Reviewing analytics and user behavior regularly
    • Conducting search query audits to identify gaps
    • A/B testing calls to action and user pathways
    • Collecting both qualitative and quantitative research to understand different audience needs

    Higher ed website performance is directly tied to enrollment growth. According to a 2024 survey conducted by UPCEA and Collegis Education to better understand the perspectives of post-baccalaureate students, 62% of respondents said not being able to easily find basic program information on the institution’s website would cause them to disengage.

    The survey focuses on program preferences, delivery methods, and expectations during the inquiry and application processes and offered insights into how these preferences vary by age and degree level.

    How to prepare for what’s next

    To stay competitive and relevant, institutions need to invest in both smart search experiences and a streamlined digital journey. Here are some high-level recommendations:

    1. Audit your internal search functionality. How are users searching your site, and are they getting the right results?
    2. Map user journeys for key audiences. This includes traditional students, adult learners, and family decision-makers.
    3. Evaluate AI integration options. Tools like Google’s Vertex AI or other semantic search platforms can enhance search accuracy and personalization.
    4. Don’t overlook AEO (answer engine optimization). As AI-powered tools reshape how students discover and evaluate schools, it’s time to think beyond traditional SEO. AEO focuses on structuring content to directly answer the natural-language questions students now ask in tools like ChatGPT and Google’s SGE. We can help you begin integrating AEO into your strategy and content planning, so your institution stays visible in the next wave of search.
    5. Treat optimization as ongoing. Staying competitive in the AI era requires continuous improvements grounded in data, user behavior, and evolving search trends. Ongoing commitment to this initiative is crucial.

    Smarter web experiences start now

    The future of higher ed websites isn’t just about making information accessible. It’s about making it findable, meaningful, and actionable – and being able to act fast and stay committed to this work.

    Institutions that recognize how AI is already reshaping user expectations, and respond with thoughtful, strategic digital experiences, will meet today’s learners where they are and build trust for the long-term.

    We’re paying close attention to these shifts and helping institutions make smart, scalable updates. If you’re rethinking how your website supports recruitment, engagement, or conversion, now is the right time to start. Collegis Education supports institutions with strategic marketing and web solutions designed to meet these evolving needs.

    Let’s talk about how we can work together to future proof your web and digital experiences to best support enrollment growth for years to come. 

    See how your website stacks up — Contact us to request your AI Readiness Assessment

    Innovation Starts Here

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

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  • Hundreds Waitlisted for Pre-K in South Carolina Despite Thousands of Open Seats – The 74

    Hundreds Waitlisted for Pre-K in South Carolina Despite Thousands of Open Seats – The 74


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    COLUMBIA — Hundreds of 4-year-olds across South Carolina are on waitlists to access state-funded preschool programs, even though there are thousands of open seats, according to a report presented Monday to the state Education Oversight Committee.

    The state funds a dual system of full-day kindergarten for 4-year-olds deemed “at risk.” Students are eligible under state law if they qualify for Medicaid or free or reduced-price meals, or if they are homeless, in foster care or show developmental delays. Many public school districts use local property tax dollars to expand that eligibility.

    The state Department of Education oversees programs in public schools, while First Steps, a separate state agency, oversees state-funded classes in approved private schools and child care centers.

    As of November, 400 4-year-olds were waiting for spots to open up to enroll at their local public school. At the same time, First Steps 4K reported more than 2,300 open seats, often in the same counties as the districts with the longest waitlists, according to the report.

    “It’s just a matter of finding an open seat for a child on a waitlist or finding an eligible child for the open seat,” said Jenny May, a committee researcher who presented the report.

    Because 4K is a one-year program, students who are on the waitlist are unlikely to end up in a preschool program before starting kindergarten. Children need at least 120 days of preschool to prepare, so even if a slot happens to open up toward the end of the school year, they will start kindergarten less ready than other 5-year-olds, according to the study.

    It’s not clear why some 4-year-olds are on a waiting list for a public school when vacancies exist in private programs, May said.

    In some cases, the issue could be that another preschool program isn’t available nearby. The four counties with the longest waitlists — Lexington, Anderson, Berkeley and Newberry — all have at least one First Steps 4K program with availability, according to the report. However, that doesn’t account for potential cross-county drives.

    Other parents may not know that other options are available, May said. Having a person designated to help direct parents to other preschool options, such as the nearest First Steps 4K program with open seats, could help reduce that waitlist, May said.

    “It’s likely that if we had a more efficient process, we could serve most of the 400 kids on a waitlist on one of the First Steps seats,” May said.

    The state already has several websites meant to help parents figure out what programs they’re eligible for and how to enroll. Palmetto Pre-K, launched in 2020, tells parents whether they’re eligible for state-funded preschool programs. First Five SC does the same but includes all early childhood programs with federal or state funding.

    But having a person parents can call, or who can reach out to families with children on waitlists, could help reach some parents who might not know about the websites or have other concerns, the study suggests. That person, who the committee dubbed a 4K navigator, could then talk parents through the differences in programs, find available seats and answer any other questions parents might have, researchers said.

    First Steps 4K has a similar program, in which applicants are directed to a central phone line or website that helps parents find the right fit for their child. That has helped prevent First Steps from having its own waitlist, May said. The 4K navigators, who the study suggested trying out in areas with the largest waitlists first, would have a broader knowledge of pre-K programs, the report said.

    If a school district has a persistent waitlist of more than 20 students, that suggests the population has risen in that area, and state officials should consider giving the district more funding to create enough slots for those students, the report suggested.

    The waitlisted students represent less than 1% of students who are eligible for the program but not enrolled. More than 18,000 4-year-olds, or about 55% of all eligible, are living in poverty but not enrolled in a 4K program, according to the report.

    That’s a decrease from the 2022-2024 school year, when 60% of eligible students were not enrolled in districts. Still, it’s not enough, May said.

    Even if every student on a waitlist enrolled in one of the available spots, programs would have space left over to take on at least 1,900 more students, according to the report. That suggests there are barriers other than program space keeping parents from enrolling their students in state-funded preschool, May said.

    In many cases, the problem might be that parents don’t know about 4K programs or their benefits, May said. The state should put more funding and effort into outreach to help those students, the report suggests.

    Data shows preschool programs are highly beneficial, helping students learn skills in reading, math and socialization, studies have found. According to the report, at-risk students who attended a state-funded pre-K program were more likely to be prepared for school than their counterparts who didn’t, according to the report.

    “So, we want those students who are eligible and not served to be able to access it, and we definitely want those students who are on a waitlist to be able to access the program,” said Dana Yow, executive director of the committee.

    SC Daily Gazette is part of States Newsroom, a nonprofit news network supported by grants and a coalition of donors as a 501c(3) public charity. SC Daily Gazette maintains editorial independence. Contact Editor Seanna Adcox for questions: info@scdailygazette.com.


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  • AI Runs on Data — And Higher Ed Is Running on Empty

    AI Runs on Data — And Higher Ed Is Running on Empty

    Let’s cut to it: Higher ed is sprinting toward the AI revolution with its shoelaces untied.

    Presidents are in boardrooms making bold declarations. Provosts are throwing out buzzwords like “machine learning” and “predictive modeling.” Enrollment and marketing teams are eager to automate personalization, deploy chatbots, and rewrite campaigns using tools like ChatGPT.

    The energy is real. The urgency is understandable. But there’s an uncomfortable truth institutions need to face: You’re not ready.

    Not because you’re not visionary. Not because your teams aren’t capable. But because your data is a disaster.

    AI is not an easy button

    Somewhere along the way, higher ed started treating AI like a miracle shortcut — a shiny object that could revolutionize enrollment, retention, and student services overnight.

    But AI isn’t a magic wand. It’s more like a magnifying glass, exposing what’s underneath.

    If your systems are fragmented, your records are outdated, and your departments are still hoarding spreadsheets like it’s 1999, AI will only scale the chaos. It won’t save you – it’ll just amplify your problems.

    When AI goes sideways

    Take the California State University system. They announced their ambition to become the nation’s first AI-powered public university system. But after the headlines faded, faculty across the system were left with more questions than answers. Where was the strategy? Who was in charge? What’s the plan?

    The disconnect between vision and infrastructure was glaring.

    Elsewhere, institutions have already bolted AI tools onto outdated systems, without first doing the foundational work. The result? Predictive models that misidentify which students are at risk. Dashboards that contradict themselves. Chatbots that confuse students more than they support them.

    This isn’t an AI failure. It’s a data hygiene failure.

    You don’t need hype — You need hygiene

    Before your institution invests another dollar in AI, ask these real questions:

    • Do we trust the accuracy of our enrollment, academic, and financial data?
    • Are we still manually wrangling CSVs each month just to build reports?
    • Do our systems speak the same language, or are they siloed and outdated?
    • Is our data governance robust enough to ensure privacy, security, and usefulness?
    • Have we invested in the unglamorous but essential work (e.g., integration pipelines, metadata management, and cross-functional alignment)?

    If the answer is “not yet,” then congratulations — you’ve found your starting point. That’s your AI strategy.

    Because institutions that are succeeding with AI, like Ivy Tech Community College, didn’t chase the trend. They built the infrastructure. They did the work. They cleaned up first.

    What true AI readiness looks like (a not-so-subtle sales pitch)

    Let’s be honest: there’s no shortage of vendors selling the AI dream right now. Slick demos, lofty promises, flashy outcomes. But most of them are missing the part that actually matters — a real, proven plan to get from vision to execution.

    This is where Collegis is different. We don’t just sell transformation. We deliver it. Our approach is grounded in decades of experience, built for higher ed, and designed to scale.

    Here’s how we help institutions clean up the mess and build a foundation that makes AI actually work:

    Connected Core®: Your data’s new best friend

    Our proprietary Connected Core solution connects systems, eliminates silos, and creates a single source of truth. It’s the backbone of innovation — powering everything from recruitment to reporting with real-time, reliable data.

    Strategy + AI alignment: Tech that knows where it’s going

    We don’t just implement tools. We align technology to your mission, operational goals, and student success strategy. And we help you implement AI ethically, with governance frameworks that prioritize transparency and accountability.

    Analytics that drive action

    We transform raw data into real insights. From integration and warehousing to dashboards and predictive models, we help institutions interpret what’s really happening — and act on it with confidence.

    Smarter resource utilization

    We help you reimagine how your institution operates. By identifying inefficiencies and eliminating redundancies, we create more agile, collaborative workflows that maximize impact across departments.

    Boosted conversion and retention

    Our solutions enable personalized student engagement, supporting the full lifecycle from inquiry to graduation. That means better conversion rates, stronger persistence, and improved outcomes.

    AI wins when the infrastructure works

    Clean data isn’t a project — it’s a prerequisite. It’s the thing that makes AI more than a buzzword. More than a dashboard. It’s what turns hype into help.

    And when you get it right, the impact is transformational.

    “The level of data mastery and internal talent at Collegis is some of the best-in-class we’ve seen in the EdTech market. When you pair that with Google Cloud’s cutting-edge AI innovation and application development, you get a partnership that can enable transformation not only at the institutional level but within the higher education category at large.”

    — Brad Hoffman, Director, State & Local Government and Higher Education, Google

    There are no shortcuts to smart AI

    AI can only be as effective as the foundation it’s built on. Until your systems are aligned and your data is trustworthy, you’re not ready to scale innovation.

    If you want AI to work for your institution — really work — it starts with getting your data house in order. Let’s build something that lasts. Something that works. Something that’s ready.

    Curious what that looks like? Let’s talk. We’ll help you map out a real, achievable foundation for AI in higher ed.

    You stuck with me to the end? I like you already! Let’s keep the momentum going. If your wheels are turning and you’re wondering where to start, our Napkin Sketch session might be the perfect next step. It’s a fast, collaborative way to map out your biggest data and tech challenges—no pressure, no sales pitch, just a conversation. Check it out!

    Innovation Starts Here

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

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  • How a Napkin Sketch Can Unlock Higher Ed Innovation at Your Institution

    How a Napkin Sketch Can Unlock Higher Ed Innovation at Your Institution

    In higher education, it’s easy to feel stuck.

    You know something isn’t working — maybe enrollment processes are clunky, or student support services feel disconnected. You’ve tried new tools, updated systems, created initiatives to create change, and added staff, but the problem persists.  It’s like there’s a giant boulder in your way, and no matter how hard you push, it doesn’t budge.

    It turns out, you don’t need a bulldozer – just a napkin sketch to start building momentum to move the boulder standing in the way.

    It’s a surprisingly simple concept, using visual design thinking exercises to help colleges and universities get unstuck. Not with more tech, or a fancy AI solution, but with more clarity to understand how things work today to create a framework for change tomorrow.

    Because real innovation in higher education doesn’t come from software or a technology — it starts with understanding the systems and the processes you already have so you can visualize what they could be.

    What is a napkin sketch?

    The napkin sketch is exactly what it sounds like: a back-of-the-napkin-style drawing that quickly maps out how a particular process actually works in your institution so it can be reimagined.

    It’s low-tech, but high-impact.

    Think of it as building a gameboard for players to play. Like a Monopoly board, everyone knows the players, the rules, and the steps. It makes the choices that need to be made for each player’s turn clear.  When these choices are laid out visually, it becomes much easier to pinpoint where the real opportunities (and challenges) are.

    What does the napkin sketch exercise entail?

    I usually start these sessions by asking one simple questions with a key follow-up

    • What’s the opportunity for ‘impact’? (What are you trying to accomplish?)
    • What’s preventing progress?

    Then we get to work. Together, we sketch out the entire process: from first interaction to the final outcome. We account for every step, system, and stakeholder that’s involved. We highlight the costs, the tools and technology handoffs, potential delays, and where things might be falling through the cracks.

    We typically conduct the sketch in a virtual drawing space, where we can collaborate in real time to map out the full process. It’s not about polished visuals — it’s about building a shared understanding of how things operate today.

    And in about 60-90 minutes, we always have at least one person in the group say out loud “I didn’t realize that’s how it actually works.” And another will inevitably ask “You’re going to send us this napkin sketch, right? I want to print it out.”

    Ready for a Smarter Way Forward?

    Higher ed is hard — but you don’t have to figure it out alone. We can help you transform challenges into opportunities.

    What can the napkin sketch reveal?

    In our experience working with hundreds of institutions of all shapes and sizes, we’ve found that many face surprisingly similar challenges. This exercise consistently shines a light on hidden opportunities, creating a blueprint for change.

    Common things we uncover include:

    • Manual, repetitive tasks that could be automated or streamlined
    • Workarounds that have become permanent fixtures without anyone questioning them
    • Disconnects between departments, systems, or technologies
    • Operational silos that prevent teams from seeing the full picture or collaborating effectively
    • Missed opportunities to better track, analyze, or act on data
    • Unclear ownership of key steps in the process

    In short, the napkin sketch helps institutions see what’s really going on — and what needs to change to move forward.

    Why does it work?

    Higher ed innovation often stalls because teams are too close to the problem or too deep in their own silo to see the bigger picture. The napkin sketch breaks through that by creating a space for everyone involved to step back and collaborate.

    Here’s why it’s effective:

    • It’s fast — most sessions take an hour or two.
    • It’s visual — helping teams align quickly and clearly.
    • It’s collaborative — bringing together voices from across departments.
    • It’s actionable — revealing next steps that are grounded in reality.

    Most importantly, it shifts the focus away from jumping to solutions and toward understanding the system. Once you understand the system, smart solutions become much more obvious — and effective.

    Real examples of the napkin sketch in action

    Whether it’s enrollment workflows, transcript processing, student communications, or data handoffs between systems or teams, the napkin sketch exercise can help untangle a wide variety of operational challenges. No two institutions are exactly alike, but many face similar complexities — manual processes, siloed teams, and unclear ownership that stall progress.

    Here are a few discoveries we uncovered in recent napkin sketch sessions I’ve led:

    • One institution realized how many steps were involved in processing transcripts — with staff toggling between platforms, uploading the same file in multiple places, and doing manual comparisons. Once the process was mapped, we explored how AI could handle the course match evaluations — saving hours of staff time each week.
    • Another team sketched out their enrollment outreach process and discovered they were sending multiple conflicting messages to students at the same time. The sketch helped them realign their communications and reduce student confusion.
    • A third school wanted to integrate a new tool into their tech stack, but the sketch revealed that the underlying workflow was broken — and that no tool would help until the foundational process was improved.

    In each case, the aha moment didn’t come from buying something new — it came from clearly seeing what was already happening so it could be improved upon.

    What could your napkin sketch uncover?

    If you’re wrestling with outdated processes, disconnected systems, or unclear handoffs — you’re not alone. Many institutions are trying to drive higher ed innovation with limited resources and overwhelming complexity.

    But you don’t need to have all the answers right now. You just need a clearer view of the problem so you can develop a thoughtful solution.

    That’s what the napkin sketch offers: a simple, collaborative way to map your reality, uncover opportunity, and take a smarter next step forward.

    Let’s sketch it out — and see what we find!

    Ready to uncover what’s holding you back?

    Reach out to schedule your own session and take the first step toward smarter solutions.

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  • Enrollment Strategies for Moving Students through the Funnel

    Enrollment Strategies for Moving Students through the Funnel

    Strategies for Each Stage of the Enrollment Journey

    Higher education institutions face many challenges in their efforts to engage with potential students and keep them motivated while they navigate the enrollment process. In a 2024 Lumina Foundation/Gallup survey on the state of higher education, prospective adult students cited cost, work conflicts, emotional stress, and lack of remote learning opportunities as their top barriers to enrolling in a college program. 

    Institutions and enrollment teams have the unique opportunity to support students on their journey through each stage of the enrollment funnel — awareness, interest, consideration, intent, application, and enrollment — to help them achieve their goals. 

    To learn more, check out the infographic below, created by the Higher Education Marketing Journal.

    Stage 1: Awareness

    In the first stage of the enrollment funnel, prospective students search for colleges and universities and find out about the different programs they offer. The challenge that universities face during this stage is: How do we reach as many potential students as possible?

    Prospective students learn about institutions in the following ways:

    According to a recent survey of prospective students, 83% find videos from colleges and universities helpful, 79% find virtual tours helpful, and 63% have clicked on a college’s digital ad.

    Universities can use the following strategies to reach potential students:

    Stage 2: Interest

    In the next stage, also known as the familiarity stage, students narrow their focus and move closer to deciding which program is right for them. Universities face this challenge during the interest stage: How do we stand out among the competition and promote our institution’s brand?

    Strategies to stand out include the following:

    Stage 3: Consideration

    At this stage, students have several options and may now take the time to reach out to the institutions they’re interested in to get more information before they make their decision. By engaging directly with students, colleges and enrollment teams can build relationships with them and establish trust. 

    Universities at this stage wonder: How do we build trust and encourage prospective students to enroll?

    To build trust with prospective students, universities should employ tactics such as the following:

    Stage 4: Intent

    In this stage, sometimes known as the choice stage, prospective students are very close to making a decision. Enrollment teams need to be ready and available to help them take the necessary steps to enroll. 

    These teams have the following challenge questions to solve: How do we continue to keep students engaged? What other information and encouragement can we provide?

    Over 14,000 prospective adult students who responded to the 2024 Lumina/Gallup survey ranked their reasons for not enrolling in a college program. The following challenges were flagged as very important or moderately important:

    Universities can employ strategies such as the following:

    Stage 5: Application

    At this stage, students have made their decision and are ready to apply to the institution. This is a big step for students who may need help submitting documents and fulfilling admission requirements.

    The challenge universities face involves this question: What can we do to ease the application process?

    Schools can employ strategies such as the following:

    Stage 6: Enrollment

    In the last stage, students complete their registration and begin the orientation process. Admissions advisors at this stage must keep students engaged and set them up for success. Students will choose classes, buy books, and meet teachers and other students, while also making decisions about how to manage their other life obligations while they are in school.

    The challenge question for universities: How can we provide support and promote retention?

    These schools can benefit from strategies such as the following:

    Create Enrollment Strategies to Support the Student Journey

    Enrollment teams not only help students choose the best program to reach their goals, they also support them throughout the enrollment and admissions process to ensure their success through graduation.

    Sources 

    The Council of Independent Colleges, 2023 E-Expectations Trend Report

    Lumina Foundation, The State of Higher Education 2024

    Lumina Foundation, From Outreach to Enrollment: Strategies to Engage Adults in Education Beyond High School 

    Modern Campus, “How To Optimize The Enrollment Funnel & Increase Matriculation”

    Higher Education Marketing, Essential Admissions Funnel Best Practices For Schools

    Higher Education Marketing Journal, “Enrollment Funnel: Tips for the Student Journey”

    Subscribe to the Higher Ed Marketing Journal:

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  • Why Timing Matters: Enhancing Graduate Recruitment Strategies with Prompt Communication

    Why Timing Matters: Enhancing Graduate Recruitment Strategies with Prompt Communication

    Graduate enrollment is more competitive than ever. As an admissions leader, you’re not just striving to hit enrollment targets––you’re also navigating the complex needs of prospects who are balancing careers, families, and other responsibilities. It’s no small task. 

    Our recent collaboration with UPCEA confirmed something many of us already suspected: Timely, meaningful communication is the key to standing out in a crowded market. 

    To dig deeper, we enlisted Kate Monteiro, associate director of communication strategy at Collegis Education, to share her perspective on why prompt, responsive interactions matter. Her insights reveal how intentional communication builds trust and drives results. 

    3 key benefits of effective, early communication 

    “Plans and interests can change as quickly as they develop,” Monteiro explains. “Capitalizing on a prospective student’s excitement early can help you keep their momentum going — and dramatically improve their likelihood of enrolling.” 

    From that very first touchpoint, graduate students are evaluating your institution. Are you responsive? Are you supportive? These early interactions set the tone for how they perceive your school will engage with them once they are enrolled – and this can make or break their decision. Here’s why they matter so much: 

    1. Making a strong first impression 

    Your first interaction says a lot. A quick, thoughtful response shows students that their time and interest matter. “Quick responses instill confidence,” Monteiro shares. “They signal that your institution is organized, efficient, and genuinely cares—all of which are qualities students associate with the experience they’ll have if they enroll.” 

    2. Alleviating anxiety and uncertainty 

    Navigating graduate admissions can be overwhelming, especially for students juggling applications to multiple institutions. A delayed response could be viewed as a red flag by students who feel overlooked or unworthy of attention. 

    On the flip side, timely and helpful communication reassures students that they’re a priority. That sense of trust could be the difference between a completed application and a missed opportunity. 

    3. Setting the tone for future interactions 

    “Students notice when there’s a lack of responsiveness,” Monteiro cautions. “If their early experiences are stressful or unclear, they’ll assume that’s what they can expect moving forward.” 

    Consistency is key. A reliable, nurturing communication strategy not only establishes trust but encourages forward momentum toward enrollment. 

    The data on communication preferences 

    If you’re wondering just how much communication matters, numbers tell the story. A 2023 Ruffalo Noel Levitz study found that 65% of enrolled students identified personalized attention as a critical factor in choosing their school. 

    And when it comes to how students want to connect, the data from our survey with UPCEA confirms that email is the clear favorite for all stages. Email was reported as preferred by 47% of students for initial inquiries, 67% for follow-ups, 74% when approaching application, and 69% for application decision notifications.  

    “Email provides a professional yet low-pressure way to engage,” Monteiro adds. “It’s also something students can reference later, which helps minimize miscommunication or misunderstanding.” 

    This data emphasizes a key takeaway: Schools that respond quickly and deliberately, particularly through the channels students prefer, are the most likely to earn trust and secure enrollments. 

    5 strategies to master timely communication 

    A thoughtful approach to communication doesn’t just make a good impression—it sets your team up for long-term success. Here are five strategies to help you get there: 

    1. Develop a structured outreach plan 

    Without a clear communication plan, students can easily fall through the cracks. Monteiro often sees institutions struggle here: “A lot of schools don’t have an outlined communication plan or fail to hold their staff accountable to it. By having a clear and structured plan, you ensure students receive the outreach they need at the right time.” 

    Your outreach plan should have a strategic mix of emails, calls, and texts, with pre-written templates, clear timelines, and designated responsibilities outlined for your team. This ensures consistent, proactive communication with prospective students throughout the funnel. 

    2. Leverage technology 

    Technology is your ally in timely communication, but its effectiveness depends on the strength of your data foundation. CRM systems, AI chatbots, and automated workflows streamline outreach while keeping things personal—provided your data is accurate and well-organized. 

    Automated emails can deliver the communication students prefer, and chatbots can address frequently asked questions 24/7, ensuring students get quick answers—even outside standard business hours. However, without a solid data infrastructure, these tools may fall short. While not a replacement for human connection, they can provide efficient support when and where students need it most—if your data house is in order. 

    3. Foster collaboration across teams 

    Admissions, marketing, and academic teams all play a role in student outreach. Monteiro highlights the disconnect she often sees: “Each team assumes the other is responsible. But ultimately, prospective students are everyone’s responsibility.” 

    Breaking down silos between teams ensures consistent messaging and a seamless student experience. 

    4. Use data to inform strategies 

    Data can reveal what’s working in your current graduate recruitment strategies—and what isn’t. For example, if students are engaging more with email than phone calls, it might be time to shift your focus toward crafting compelling email campaigns. Data can also provide insights into how long students typically take to move through the admissions funnel, allowing teams to optimize communication frequency, timing, and format. 

    5. Balance speed with personalization 

    Quick responses powered by automation are essential, but it’s the personal touch that leaves a lasting impression. Pairing automated emails with personalized follow-ups—whether by phone, text, or email—ensures your outreach feels both efficient and authentic. 

    Level up your graduate recruitment strategies 

    Improving communication isn’t just a nice-to-have—it’s a need-to-have for institutions looking to thrive in today’s competitive graduate market. With a structured plan, the right tools, and data-driven insights, you can build trust and guide more students to enrollment. 

    “Our Collegis Enrollment Specialists hear it all the time from the students at our partner institutions: The level of support and responsiveness is what ultimately compels them to move forward.” 

    – Kate Monteiro, Associate Director of Communication Strategy

    To learn more about how Collegis Education can help enhance your graduate recruitment strategies, explore our Enrollment and Recruitment Services page. For more actionable insights on engaging and enrolling graduate students, request your copy of the report below.

    Optimize Your Enrollment Funnel

    Get the latest on graduate student enrollment trends. Download the full report now.

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  • Do More with Less: 7 Strategic Advantages of Shared Services in Higher Education

    Do More with Less: 7 Strategic Advantages of Shared Services in Higher Education

    College administrators wear many hats to ensure their institutions thrive. Stakeholders expect them to be visionaries, budget stewards, tech experts, and student champions. However, wearing too many hats can hinder the ability to meet more strategic and forward-thinking institutional demands, effectively diluting leadership capacity and outcomes. 

    How can administrators remove some of those hats without losing control or spending more? 

    How can they guide their institutions to achieve better outcomes with fewer resources?  

    At the 2024 Collegis Education Summit, keynote speaker Dr. John Smith-Coppes, president of Joyce University, shared his advice for achieving higher ed excellence amid market paradigms, shifting learner expectations, and capacity constraints.

    “Embrace your institutional superpower and then partner for expertise. You have to know what you are really good at, but also where you might need help. Having the bravery to objectively look at the brutal facts can take you from good to great. Keep this in mind: Your institution is perfectly designed to get the outcomes it’s getting.”

    -Dr. John Smith-Coppes, President of Joyce University

    Dr. Smith-Coppes is right. If you’re not getting the results you want, you have to shine a light on the operation and consider what adjustments or changes will better position your institution for desired outcomes.

    To echo Dr. Smith-Coppes and answer the earlier questions, working with a strategic partner who has deep expertise in higher education shared services and can manage certain responsibilities more efficiently can get your institution closer to turning aspiration into reality. A true partnership is not about simply outsourcing tasks. Rather, it’s a strategic way to gain access to specialized knowledge, proven methodologies, and scalable resources, all while enabling administrators to focus on their core areas of expertise.

    Mounting challenges facing higher ed leaders

    When I talk to administrators, the conversation inevitably turns to the challenge of doing more with less. They consistently grapple with four key issues:

    • Budget Cuts: Funding is uncertain or shrinking, forcing them to rethink the allocation of resources.
    • Advancing Technology: Technology is rapidly evolving, leaving administrators to scramble after the next advancement or emerging capability.
    • Socioeconomic Pressures: With some questioning the value of postsecondary education, relevant programs with affordable tuition have never been more critical.
    • Employee Turnover: Retaining top talent is difficult, leaving critical gaps.

    But none of these issues surprise us. On the contrary, Collegis Education has partnered with numerous public and private institutions of varying sizes and levels of brand recognition to address these challenges, uncovering advantageous pathways toward more sustainable and fruitful operations.

    The results speak for themselves. Administrators gain more time to leverage their core strengths to elevate their institution’s mission and educational outcomes while actualizing a variety of clear benefits. Here is what Collegis Education continues to deliver for our shared-service partners.

    Seven ways shared services in higher education deliver results

    Institutions that leverage shared services experience benefits in a variety of key areas. Explore some of the most significant advantages:

    1. Improved financial stability

    Predictability and optimization are the key words here. With our solutions for technology management, enrollment management, and student services, institutions know exactly what to budget every year. At the same time, we find cost savings by getting a better return on technology investments, strategically decommissioning redundancies, and renegotiating contracts.

    2. Enhanced operational efficiency

    Is there a better way to reach an institution’s goals more efficiently? More often than not, the answer is yes. We help bring these opportunities to the surface by fully assessing the school’s infrastructure, technology, processes, and other operating procedures. This assessment denotes areas of excellence and points of failure as well as identifies where lag or waste exists. With these insights, we can identify and prioritize emerging opportunities to drive improvement. All this informs a multiyear roadmap that guides higher ed leaders on how to thoughtfully implement changes that engage key stakeholders to accelerate the change management cycle.

    3. Objective perspective & best practices

    We bring a unique perspective to our recommendations based on our work with other schools while protecting each school’s anonymity and uniqueness. This helps give you a baseline of how your school performs when compared to similar ones. Are you leading or lagging? As an unbiased third party, we offer fresh ideas backed by the knowledge of the results they have produced. It’s a great way to eliminate the “but this is how we’ve always done it” objection and gain buy-in from internal staff.

    4. Risk mitigation & accountability

    There’s rarely a higher ed situation we haven’t already dealt with at another institution. Our partners benefit from this experience, allowing them to proactively avoid operational and technical risks. They also benefit tremendously from having a partner who holds themselves accountable to quantifiable outcomes measured by agreed-upon service level agreements (SLAs). Together, these provide a lot of peace of mind when it comes to issues like cybersecurity, compliance, disaster recovery, and business continuity.

    5. Specialized expertise without the overhead

    Hiring and retaining experienced staff is challenging enough. Finding people with skill sets to leverage evolving technology capabilities like artificial intelligence (AI) is a whole other story. That’s why our partners rely on Collegis to provide the expertise that’s hard to find. We’re software-agnostic and implement solutions that are in the school’s best interest from a financial, operational, and strategic perspective without the need for full-time employees to manage them.

    6. Data-enabled decision making with full transparency

    Data at most institutions is stored in siloes, with limited stewardship and governance over its quality and consistency. However, many of the “data” solutions in the market today are complicated and difficult to implement and support.

    This is why we built Connected Core, a scalable higher education industry cloud solution that integrates siloed data sets, systems, and applications to enable institutional intelligence. This proven approach and methodology for collecting, connecting, and activating institutional data eliminates data doubt and gives leaders the confidence to make quickly make strategic decisions with confidence.

    7. Focus on core mission & educational outcomes

    By outsourcing some functions, administrators can redirect resources and energy to what truly matters: student success. By reducing the number of hats they wear, leaders can instead focus on using the tools they have on hand to manage strategic initiatives that drive institutional growth.

    Strategic delegation to yield better outcomes

    Some leaders fear losing control through outsourcing, and rightfully so. Too many vendors tout “partnership” when, in fact, they are trying to build an unhealthy dependency that is not mutually beneficial.

    That’s just not us. It fundamentally goes against our values and who we are as a company.

    Our partnerships are built on collaboration and shared governance. Institutions set priorities, and all actions follow clear assessments, implementation plans, and progress reviews. Our partners gain greater control over technology, enrollment, and budgets. Control isn’t lost, but visibility and accountability are gained.

    Shared-services models allow administrators to confidently offload specific responsibilities. Leveraging external expertise amplifies your internal strengths and empowers your leaders to focus on building and maintaining a thriving campus community.

    But the first step is starting the conversation with the right partner.

    Innovation Starts Here

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

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  • The Enrollment Cliff Is Here and Now What?  

    The Enrollment Cliff Is Here and Now What?  

    Higher education is facing a pivotal moment. Institutions across the country are bracing for a significant decline in enrollment—a phenomenon widely known as the Enrollment Cliff. This looming challenge is not a distant threat but a present reality. According to EducationDynamics’ 2025 Landscape of Higher Education report, 29% of Americans perceive the cost of education as unjustifiable, raising concerns about affordability and value. At the same time, the last several years have been marked by year-over-year enrollment declines, with freshman enrollment declining by 1.5% overall in fall 2022, including a 5.6% drop at highly selective institutions.  These continued losses signal a diminishing undergraduate pipeline, making it increasingly difficult for colleges to recover pre-pandemic enrollment levels. 

    Colleges and universities that rely on traditional enrollment strategies find themselves at risk as the pool of prospective students shrinks.  

    The question is no longer whether institutions will be impacted but rather how they will adapt. Understanding and engaging the Modern Learner is critical to developing sustainable enrollment strategies. Institutions that recognize this shift and align their marketing, recruitment and engagement strategies accordingly will be the ones that thrive in the changing landscape.  

    What Caused the Enrollment Cliff?

    The Enrollment Cliff stems from a variety of factors, including demographic and behavioral changes. Declining birth rates in the early 2000s have resulted in fewer high school graduates, meaning a smaller population of traditional college-aged students. At the same time, the percentage of high school graduates choosing to enroll in college has been significantly decreasing, with 9% choosing not to pursue college after completing high school. Amid this environment, the value of a degree has also been increasingly questioned. Rising tuition costs, skepticism about degree value, and the rise in alternative pathways have all contributed to this shift.

    For decades, institutions have relied on a steady pipeline of high school graduates to sustain enrollment. However, this model is no longer sustainable. Institutions must rethink their recruitment strategies and expand their focus beyond the traditional student demographic to remain competitive in an increasingly uncertain landscape.

    Why is College Enrollment Declining?

    While the Enrollment Cliff is primarily driven by demographic trends, the decline in college enrollment is also influenced by shifting student priorities and perceptions of higher education. Economic uncertainties, rising concerns about student debt, and the growing number of alternative credentials have made prospective students more hesitant about pursuing a four-year degree. As we discussed in our previous blog article, Seeing Past the Enrollment Cliff of 2025, this shift is compounded by the growing demand for more flexible, career-oriented education options, alongside the growing belief among students that the cost of a traditional college education is increasingly unjustifiable. 

    Despite overall enrollment projections remaining flat throughout 2030, this stagnation masks a critical shift—the student population is becoming more diverse in age and educational backgrounds. Non-traditional students—working adults, career changers, and life-long learners—are now a growing factor in higher education. Institutions that fail to recognize and adapt to these changing dynamics are falling behind.   

    Additionally, the financial health of many colleges and universities is increasingly at stake. Since 2019, institutional risk levels have risen, signaling heightened financial pressures due to enrollment declines. As tuition revenue declines, schools must find innovative ways to attract and retain students.  

    Who is the New College Student? It’s the Modern Learner.

    To combat the Enrollment Cliff, institutions must first understand who they are trying to reach—the Modern Learner.  

    The Modern Learner is not bound by traditional academic pathways. They prioritize flexibility and accessibility, seeking educational experiences that align with career objectives, financial constraints, and personal commitments. Modern Learners are the architects of their own educational journeys, emphasizing cost, convenience, and career outcomes as their primary decision-factors.  

    Modern Learners expect institutions to meet them where they are—whether that means offering online and hybrid courses, providing transparent career-aligned curriculums, or delivering personalized learning experiences. The assumption that age determines learning modality is outdated. Today, students of all backgrounds demand control over how, when, and where they learn. 

    Institutions that recognize these evolving preferences and tailor their offerings accordingly will be best positioned to sustain and grow their enrollment in coming years.  

    How to Combat the Enrollment Cliff with a Unified Strategy

    Higher education professionals can effectively navigate the enrollment cliff, but success in this new landscape necessitates intentional strategic adjustments. Higher education professionals must adopt a unified enrollment and marketing strategy that directly addresses the evolving preferences of Modern Learners. A nonunified approach will not be sufficient; institutions need an integrated strategy that builds brand strength, prioritizes engagement and delivers tailored messaging at critical moments to impact student decision-making

    Build a Strong Brand and Reputation

    A strong institutional brand is essential for long-terms sustainability. More than just a marketing tool, a well-defined brand communicates an institution’s value proposition and helps establish trust with prospective students. A compelling brand differentiates an institution from its competitors, making it easier to attract and retain students. 

    Data from the 2025 Modern Learner report underscores the importance of brand on enrollment decisions, with 58% of students initiating their search by looking for schools first, not programs. Institutions that effectively position themselves as student-centered, outcome-focused and accessible will gain a competitive advantage.  

    Focus on Engagement and Personalization 

    Understanding Modern Learners is only the first step. Engaging them effectively is what is truly critical. Institutions must shift from broad, one-size-fits all marketing approaches to highly personalized engagement strategies. Modern Learners want to feel valued. Their perception of higher education is influenced by their interactions with an institution, from the first website visit to ongoing conversations with admissions personnel. Research from the Modern Learner Report reveals that only one-third of Modern Learners are considered active promoters when it comes to their educational experience. This highlights a significant opportunity to innovate engagement strategies and approach outreach with a student-oriented mindset, as institutions that prioritize personalized communication and meaningful interactions can foster stronger connections, increase student satisfaction, and ultimately drive enrollment and retention.  

    Deliver the Right Message at the Right Time in the Right Place

    Modern Learners move quickly through the decision-making process. Institutions must ensure their messaging is consistent, compelling, and delivered at the right time. A cohesive communication strategy is essential for guiding students through their enrollment journey. 

    Data from the Modern Learner Report illustrates how rapidly prospective students compile a shortlist of schools. Once they identify potential institutions, they make application decisions swiftly. Across both undergraduate and graduate Modern Learners, most students take fewer than three weeks between building a consideration set and making their initial inquiries. Notably, 20% of undergraduate Modern Learners complete this process within just one week. While this trend holds across most Modern Learner segments, traditional undergraduate students tend to take longer, with 34% waiting one to months before making inquiries. Colleges and universities that provide timely, relevant, and persuasive messaging will have a stronger chance of converting interest into enrollment by remaining top of mind.  

    Will Higher Education Survive?

    The Enrollment Cliff is not merely a challenge; it is a catalyst for change. While institutions that fail to adapt may struggle, those that embrace change will find opportunities for growth and innovation.  

    The future of higher education belongs to institutions that recognize the needs of the Modern Learner and evolve accordingly. Those that prioritize flexibility, career alignment, and student-centric engagement will not just endure the Enrollment Cliff—they will turn it into an opportunity for strategic transformation. 

    At EducationDynamics, we aim to be a trusted partner in your journey. By leveraging data-driven insights, personalized marketing and strategic enrollment management, we help you build stronger connections with prospective students, strengthen institutional reputation, and drive sustainable revenue growth. Together, we can navigate these changes and create lasting impact.  

    The Enrollment Cliff is here. The time to act is now. Partner with EducationDynamics to create a unified enrollment and communication strategy that will position your institution for long-term success. 

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