Tag: enrolment

10 Proven School Marketing Ideas to Boost Enrolment in 2025
Reading Time: 16 minutes

Competition for students has never been tougher. With rising parent expectations and limited budgets, school marketing ideas need to do more than get attention. They have to inspire trust and drive enrolment.

At its core, school marketing includes every effort your institution makes to strengthen brand visibility and attract families. Today’s parents research online, compare schools carefully, and look for authenticity at every touchpoint.

That’s why the most successful private schools are shifting toward creative, data-driven marketing strategies that meet families where they are. The goal isn’t just to promote your programs; it’s to tell your story in a way that highlights your school’s true value, whether that’s academic excellence, a close-knit community, or innovative extracurriculars.

So how can your school stand out? Through inbound marketing, strategies that pull families in rather than push messages out. Inbound marketing builds trust by being genuinely helpful: answering parents’ questions, showcasing real student stories, and creating an online experience that feels personal and sincere.

Even with modest resources, schools that use inbound methods see stronger engagement and higher enrolment.

In this guide, we’ll break down 10 proven school marketing ideas to help boost private school enrolment, from optimizing your website and social channels to using testimonials, events, and storytelling that connect on an emotional level.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

1. Create a High-Quality, SEO-Optimized Website

Your school’s website is your digital front door, the first real impression most families will have of your community. It’s where curiosity turns into consideration, so design and usability matter. A great school website should feel both professional and personal: clean visuals, simple navigation, and all the essentials easy to find, such as tuition, programs, admissions steps, and contact details.

But here’s where many schools fall short: visibility. Even the most beautiful site won’t help if parents can’t find it on Google. That’s where search engine optimization (SEO) comes in. Most families begin their search online, typing things like “best private schools near me” or “bilingual schools in Toronto.” To show up for those queries, your site needs relevant keywords, descriptive titles and meta tags, and fast load times.

Localization also helps. If your school attracts families across regions, tailor content by geography. And don’t stop at information. Your website should engage visitors visually and emotionally. Use dynamic photos and videos of real students, candid campus moments, and parent or alumni testimonials to bring your story to life. Clear calls to action: Book a Tour, Request Info, Apply Now, guide families naturally toward the next step.

Example: Connections Academy (K–12 Online Public Schools): This online school network uses a geo-targeted approach on its site to connect families with their nearest program. A “Find Your School” tool routes visitors to state-specific pages based on ZIP code, ensuring that parents quickly find relevant information like curricula and enrolment steps for their locality. By organizing content by region and using local keywords (e.g., Georgia Connections Academy), the school boosts its presence in local search results.

Source: Connections Academy

Finally, make sure it’s mobile-first. Parents are browsing between meetings or from the car. A responsive, regularly updated website signals not only professionalism but also vitality, proof that your school is active, thriving, and ready to welcome new families.

2. Develop Valuable Blog Content and Resources

If your website is the front door, your blog is the conversation that happens once families walk in. It’s your chance to build trust, show expertise, and let your school’s personality shine.

Content marketing works because it educates while it engages. Blog posts, news stories, or downloadable guides can position your school as a thought leader on topics parents actually care about. From how to choose the right private school to how your teachers nurture student confidence. Every post is also an SEO opportunity: each new article gives Google another reason to show your site to searching parents.

Example: Great Lakes College of Toronto (Private High School, ON): GLCT’s blog targets the needs of international students and parents. The school regularly publishes practical articles, from “5 Essential Tips for ESL Students to Succeed in a Canadian Private School” to guides on university admissions. Each post provides valuable advice (e.g., study strategies, application how-tos) while naturally highlighting GLCT’s supportive programs. By answering real questions (like how to improve English or navigate applications) in its content, GLCT attracts the right audience via SEO and builds trust.

Source: GLCT

Here’s the key: write content that answers parents’ real questions and reflects your school’s strengths. End each post with a next step: Book a Tour, Download Our Admissions Guide, or Join Our Mailing List.

The result? A blog that informs while also converting curiosity into connection.

3. Leverage Social Media to Build Community

In 2025, a strong social media presence is essential. Parents (especially millennials) and students spend hours every day scrolling through platforms like Facebook, Instagram, YouTube, and TikTok. The majority of students say they use social media when researching schools. For K–12 families, these platforms are often their first window into your community, and leveraging them effectively is one of the most effective school marketing ideas.

Here’s the thing: social media is where your school’s story comes alive. Share moments that reflect your culture: a championship win, a robotics project, a candid classroom laugh. Posts with real photos and videos consistently outperform text-only updates, and they help families visualize what life at your school feels like.

Example: Temple University (Higher Ed, PA): Temple’s social media team has achieved award-winning success by sharing vibrant, authentic content that resonates with students and parents alike. One viral example was a TikTok video of a service dog at graduation, which garnered 3.2 million views and helped Temple achieve a top TikTok engagement rank. More importantly, Temple treats social media as a storytelling and outreach platform: posts across TikTok, Instagram, Facebook, and YouTube showcase campus life and student achievements in ways that help prospective students “see themselves” at Temple.

Source: TikTok

Consistency and tone matter just as much as creativity. Keep your voice genuine and community-driven, never overly promotional. Use a content calendar to maintain regular posting and highlight diverse voices from your community. Finally, don’t overlook targeted ads. Platforms like Meta and TikTok let you reach local parents by age, location, or interests, which makes them perfect for promoting open houses or admissions deadlines.

But above all, remember this: social media isn’t just about reach, it’s about connection. When families see a living, breathing community on your feeds, they’re provided the opportunity to imagine being part of it.

4. Implement Email Marketing & Lead Nurturing Campaigns

How do you market a private school? By combining digital strategies like SEO, email nurturing, and social media with in-person tactics like open houses and community events. Tailor messaging to families’ needs, use authentic storytelling, and provide clear calls-to-action to drive inquiries and enrolment.

When a prospective family fills out an inquiry form, downloads a guide, or subscribes to your newsletter, they’ve taken the first step, but they’re not ready to apply yet. That’s where email marketing and lead nurturing come in.

Most families need five or more touchpoints before they decide to apply or enrol. The key is staying in touch consistently, offering value each time, not just reminders to “apply now.”

Start by segmenting your email list. Group families by grade level, interests, or where they are in the admissions process, from first inquiry to scheduled tour. This allows you to send messages that actually matter. A parent curious about scholarships will appreciate updates about financial aid or payment plans. Another, interested in athletics, will engage more with stories about your latest championship or coaching philosophy. Modern CRM tools make this kind of personalization simple.

Effective lead nurturing happens through a drip campaign, a planned series of emails spaced over several weeks. The sequence might look like this:
1. A thank-you email and link to your virtual tour.
2. A week later, a student or parent testimonial.
3. Then, an update about upcoming events or key deadlines.
Track metrics like open and click-through rates to see what resonates. If engagement dips, tweak your subject lines or timing.

Example: Peddie School (Boarding High School, NJ): Peddie personalizes its follow-up emails based on each family’s interests. When inquiries come in, the admissions CRM captures details like academic or athletic interests. The school then connects prospects with relevant community members (coaches, teachers) and sends tailored content. For instance, a family noting interest in basketball might receive an email invite to a game and a note about Peddie’s sports facilities. This segmented approach (made clear on Peddie’s inquiry form, which promises to “connect you with coaches and teachers who match your interests”) makes families feel understood and keeps them engaged. A series of drip emails: thank-yous, student stories, deadline reminders, then nurtures each lead from initial inquiry to campus visit to application.

Source: Peddie School

Finally, make your emails two-way. Encourage replies, invite questions, and link to live chats or calls. When families feel heard and guided rather than “marketed to,” they’re far more likely to see your school as their future community.

5. Use Video Marketing to Showcase Your School’s Culture

If a picture is worth a thousand words, a video can tell the whole story. Video marketing gives prospective families an inside look at your school, its energy, community, and heart, in a way that text simply can’t. A great video captures what it feels like to be on campus, walking through halls, meeting teachers, or cheering at a game. It builds an emotional bridge between your school and the viewer, and harnessing it properly is another of the more impressive marketing ideas for schools.

Video doesn’t have to be flashy to work. Start small. Create short, story-driven clips: student testimonials, “day in the life” vlogs, quick faculty interviews, or highlight reels from school events. Keep them engaging and under three minutes when possible. Post across platforms: your website, YouTube, Instagram, even TikTok. Videos with strong storytelling and emotional authenticity consistently build trust and drive inquiries.

Example: Westminster Christian Academy (Day School, MO): Westminster created a cinematic short film called “The Wonders of Westminster” to encapsulate its school spirit. Premiered at an open house event to 550+ attendees, this nine-minute video weaves together stunning visuals of campus life with heartfelt student and teacher narratives. Beyond this feature film, Westminster produces numerous short clips: alumni testimonials, “day in the life” vlogs, and event highlight reels, all shared on YouTube and social media. These videos let viewers virtually walk the halls and imagine themselves as part of the community.

Source: YouTube

Authenticity is what matters. Even a smartphone-shot interview can outperform a high-budget ad if it’s real, relatable, and human. Use live streams, student-led content, and candid storytelling to show your school’s true culture, and let families see themselves as part of it.

6. Optimize Your Local Presence (Google Profile & Reviews)

When parents search “private schools near me,” your school should be one of the first names they see, complete with photos, reviews, and all the right details. That’s where your Google Business Profile (formerly Google My Business) comes in. Think of it as your school’s digital front door.

Here’s what to do: claim your profile, verify it, and fill out every field: address, phone number, website, hours, and category. Upload high-quality photos of your campus, classrooms, and events. An optimized Google profile gives prospects “an easily digestible snapshot of your institution and makes it much easier for your target audience to find you” online. Schools that post regularly and add fresh visuals tend to appear more prominently in local search results and get more clicks.

Next, turn your attention to reviews. Parents trust other parents. Encourage satisfied families to share their experiences on Google, and respond to every review (good or bad) with professionalism and gratitude. It shows transparency and genuine care.

Example: Great Lakes College of Toronto (ON): GLCT leverages its happy families to boost local and global reputation. On its site, GLCT prominently links to external review platforms and showcases testimonials from international graduates. In fact, GLCT encourages parents to share their experiences on Google and Facebook, knowing that “parents trust other parents.” The school provides step-by-step instructions (via a dedicated page) on writing a Google review for GLCT, making it easy for busy parents to post feedback. By managing its online presence through accurate info on Google, active responses to every review, and abundant testimonials, GLCT ensures that when families search “best international high school Toronto,” they not only find GLCT but also see proof of its quality through peer reviews.

Source: GLCT

In short, managing your local presence is one of the simplest, most powerful enrolment tools you have. When families see accurate information, warm reviews, and vibrant imagery, your school instantly feels credible and worth exploring.

7. Host Open Houses and Community Events (Virtual & In-Person)

There’s nothing quite like seeing a school in action. Open houses, school tours, and community events let families feel what your school is really about. The energy in classrooms, the warmth of the community, the values that guide every interaction. That experience often does more to drive enrolment than any ad campaign ever could.

Today, the most effective schools blend in-person and virtual options. A well-run virtual open house allows busy or distant parents to attend from anywhere, while in-person events create the emotional connection that seals decisions. The key is to make every visit interactive, structured, and personal.

Start with a short welcome presentation from your head of school, followed by Q&A panels with teachers and students. Offer guided tours — physical or via livestream — and create themed “stations” where families can explore specific programs like arts, athletics, or STEM. Virtual attendees? Use breakout rooms or session links so they can choose what interests them most.

Example: Queen Anne’s School (Boarding, UK): Queen Anne’s offers a wide range of visit opportunities to fit every family’s needs. They host large Open Morning events each term (e.g., a Friday or Saturday with campus tours, student panels, and the Head’s welcome) and personal “bespoke” tours by appointment. For students, Queen Anne’s runs Taster Days: full school days where prospective girls join real classes, meet future classmates, and even try boarding for a night. This flexibility ensures that whether a family is local or overseas, busy weekdays or only free on weekends, they can experience the school. The Queen Anne’s website makes it easy to book tours or taster days online, and even features a 360° Virtual Tour so families can explore facilities remotely.

Source: Queen Anne’s School

Finally, don’t limit yourself to admissions events. Sponsor local fairs, host workshops, or open performances to the community. Every event is a brand moment. Capture contact info, follow up with thank-you messages and next steps, and keep the conversation going.

When families walk away feeling welcomed and informed, they’re already picturing themselves and their children as part of your school’s story.

8. Invest in Targeted Online Advertising (Including Retargeting)

Organic marketing builds awareness over time, but sometimes you need an extra push to reach the right families fast. That’s where targeted digital advertising comes in. Platforms like Google Ads, Facebook, and Instagram let you put your school in front of parents who are actively researching options, not just scrolling aimlessly.

Think of it this way: when someone searches “private schools in [Your City]” or browses parenting and education pages on Facebook, you can show them a perfectly timed ad for your next open house. These platforms let you narrow by location, age of children, and interests, ensuring your message hits families most likely to engage. Even a few hundred dollars can make a measurable impact when ads are well-targeted and optimized.

How much should a school spend on marketing? Most schools allocate 1–10% of their overall budget to marketing, depending on goals and enrolment needs. Competitive schools aiming to grow or reach new markets may invest more, especially in digital advertising, content, and lead-nurturing systems.

Make every ad count. Use inviting visuals, happy students, engaging classrooms, welcoming teachers, paired with clear headlines (“Discover [School Name]”) and direct CTAs (“Schedule a Tour,” “Join Our Open House”). Test two or three variations at once to see which version gets more clicks, then double down on the winner.

Example: Stenberg College (Private College): Stenberg partnered with HEM to elevate its Google Ads campaigns for student enrolment, ensuring the ads attracted more and higher-quality student leads. With HEM’s support in restructuring and managing these paid search campaigns, Stenberg’s marketing saw “record-breaking enrolments and lead flow” beyond previous levels. The refined advertising strategy also achieved a 28% reduction in cost per lead, demonstrating the efficiency of targeted online ads.

Source: Higher Education Marketing

Beyond new audiences, retargeting helps you reconnect with families who already visited your site or clicked on an earlier ad but didn’t inquire. Maybe they browsed your tuition page or watched your virtual tour. A gentle reminder later that week (“Still exploring schools? Visit us this fall!”) can bring them back.

Pro tip: segment retargeting by behavior. Parents who downloaded your admissions guide might see an ad about financial aid, while those who viewed athletics pages could get one about campus life. The more relevant your messaging, the better your conversion rates.

According to Google, every $1 spent on search advertising can generate up to $8 in value. For schools, that often means more inquiries, more tours, and more applications, without overspending. In short: targeted ads aren’t about throwing money at the problem; they’re about placing your story in front of the right families, right when they’re ready to listen.

9. Create Downloadable Guides and Lead Magnets

Want a steady stream of new inquiries from your website? Offer something valuable first. Downloadable resources like e-books, checklists, or planning guides give parents useful information and give your admissions team qualified leads to nurture.

Here’s how it works: you create a helpful resource (“5 Things to Consider When Choosing a Private School,” for example), place it behind a short form asking for a name and email, and voilà, you’ve started a conversation. It’s a win-win: parents get expert advice, and you get insight into who’s exploring your school.

Example: Fairfield Prep (High School, CT): Fairfield Prep entices prospective families with a free e-book called the “High School Decision Guide.” On its admissions page, a prompt acknowledges that “choosing a high school is a life-changing decision” and invites visitors to download the guide to help them weigh their options. To get the guide, parents simply fill out a short form (name, email, child’s grade), providing Prep with a valuable lead. The guide itself, “5 Things to Consider When Choosing a High School,” offers general tips on factors like academics, community, and fit – not a pure advertisement, but a genuinely useful resource for any 8th-grade parent.

Source: Fairfield Prep

The best lead magnets solve real questions: a “School Visit Checklist,” a “Private vs. Public Comparison Chart,” or a “Financial Aid Planning Worksheet.” Even quizzes like “What’s Your Child’s Learning Style?” can engage parents while introducing your school’s philosophy.

Design matters too. Make your guide visually appealing, branded, and easy to read. Include a final call-to-action inviting families to take the next step, like booking a tour or contacting admissions.

Finally, promote your downloads across your website, blog posts, and pop-ups. Each new subscriber is a potential applicant, and your content positions your school as the trusted expert helping them get there.

10. Encourage Reviews, Testimonials, and Word-of-Mouth

At the end of the day, no marketing tool is more powerful than a happy parent or student sharing their story. Families trust real voices over polished ads. It’s why word-of-mouth remains one of the strongest enrolment drivers for private schools.

Start by collecting testimonials from your most satisfied families, students, and alumni. These can take many forms: written quotes, short videos, or casual social posts. Display them prominently. Sprinkle parent quotes across your website, include testimonial snippets in your newsletters, or dedicate a full webpage or YouTube playlist to success stories. The goal is to help prospects think, “That could be us.”

Example: Tessa International School (Preschool & Elementary, NJ): Tessa turns its parent community into its best ambassadors. The school’s website features a dedicated Testimonials page with dozens of short parent videos and quotes. Each testimonial is labeled with the family’s name and program (e.g., “Etienne’s Dad – Elementary”, “Zoe & Sophia’s Mom – Preschool & Elementary”), adding a warm personal touch. Tessa promotes these stories on social media as well, regularly sharing “Thank you” posts to parents who give shout-outs on Facebook. Additionally, the school links to external reviews on Niche.com and invites new parents to talk to veteran parents. This open celebration of parent voice not only builds trust with prospects (they see real satisfaction) but also fuels a virtuous cycle: Tessa’s parents feel valued and are even more likely to spread the word.

Source: Tessa

Encourage satisfied families to leave Google and Facebook reviews after positive milestones such as a great report card or a successful event. Monitor those reviews and respond thoughtfully. An active, appreciative reply tells others that your school listens and cares.

Don’t stop there. Turn your current community into ambassadors. Offer small referral incentives or create shareable moments, photo days, spirit challenges, and alumni shoutouts that naturally spark pride and conversation.

The result? A thriving network of advocates. When people talk about your school with genuine enthusiasm, it builds credibility and attracts families who already believe in what you stand for.

Partner with HEM to Build Momentum That Lasts

Attracting new families is about consistency, connection, and authenticity. Every piece of your marketing matters: a clear website that tells your story, social media posts that capture daily life, thoughtful emails that guide parents, and real voices from your community that build trust. When all of these elements work together, they create something powerful: a lasting impression.

Schools that commit to steady, strategic communication see results that compound over time. Keep testing, refining, and listening to what families respond to. When your marketing reflects the real experience, your students and parents love, it shows, and it resonates.

If you’re ready to take your private school marketing to the next level, Higher Education Marketing (HEM) can help. We specialize in crafting digital strategies that combine creativity, data, and storytelling to boost visibility, engagement, and enrolment.

From SEO and content creation to paid ads and automation, we’ll help you connect with families who are searching for exactly what your school offers. Because when your marketing feels genuine, families don’t just notice, they believe. And that’s what turns interest into enrolment.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

Frequently Asked Questions

Question: What is school marketing?

Answer: At its core, school marketing includes every effort your institution makes to strengthen brand visibility and attract families. It involves branding, outreach, and communications across channels like websites, ads, email, social media, and events to connect with prospective families.

Question: How do you market a private school?

Answer: By combining digital strategies like SEO, email nurturing, and social media with in-person tactics like open houses and community events. Tailor messaging to families’ needs, use authentic storytelling, and provide clear calls-to-action to drive inquiries and enrolment.

Question: How much should a school spend on marketing?

Answer: Most schools allocate 1–10% of their overall budget to marketing, depending on goals and enrolment needs. Competitive schools aiming to grow or reach new markets may invest more, especially in digital advertising, content, and lead-nurturing systems.
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October 29, 2025
That Was The Quarter That Was, Summer 2025

Welcome to TWTQTW for June-September. Things were a little slow in July, but with back to school happening in most of the Northern Hemisphere sometime between last August and late September, the stories began pouring in.

You might think that “back to school” would deliver up lots of stories about enrolment trends, but you’d mostly be wrong. While few countries are as bad as Canada when it comes to up-to date enrolment data, it’s a rare country that can give you good enrolment information in September. What you tend to get are what I call “mood” pieces looking backwards and forwards on long-term trends: this is particularly true in places like South Korea, where short-term trends are not bad (international students are backfilling domestic losses nicely for the moment) but the long-term looks pretty awful. Taiwan, whose demographic crisis is well known, saw a decline of about 7% in new enrolments, but there were also some shock declines in various parts of the world: Portugal, Denmark, and – most surprisingly – Pakistan.

Another perennial back-to-school story has to do with tuition fees. Lots of stories here. Ghana announced a new “No Fees Stress” policy in which first-year students could get their fees refunded. No doubt it’s a policy which students will enjoy, but this policy seems awfully close in inspiration to New Zealand’s First Year Free policy which famously had no effect whatsoever on access. But, elsewhere, tuition policy seems to be moving in the other direction. In China, rising fees at top universities sparked fears of an access gap and, in Iran, the decision of Islamic Azad University (a sort-of private institution that educates about a quarter of all Iranian youth) to continue raising tuition (partly in response to annual inflation rates now over 40%) has led to widespread dissatisfaction. Finally, tuition rose sharply in Bulgaria after the Higher Education Act was amended to link fees to government spending (i.e. more government spending, more fees). After student protests, the government moved to cut tuition by 25% from its new level, but this still left tuition substantially above where it was the year before.

On the related issue of Student Aid, three countries stood out. The first was Kazakhstan, where the government increased domestic student grants increased by 61% but also announced a cut in the government’s famous study-abroad scheme which sends high-potential youth to highly-ranked foreign universities.

Perhaps the most stunning change occurred in Chile, where two existing student aid programs were replaced by a new system called the Fondo para la Educación Superior (FES), which is arguably unique in the world. The idea is to replace the existing system of student loans with a graduate tax: students who obtain funds through the FES will be required to pay a contribution of 10% of marginal income over about US$515/week for a period of twenty years. In substance, it is a lot like the Yale Tuition Postponement Plan, which has never been replicated at a national level because of the heavy burden placed on high income earners. A team from UCL in London analyzed the plan and suggested that it will be largely self-supporting – but only because high-earning graduates in professional fields will pay in far more than they receive, thus creating a question of potential self-selection out of the program.

In Colombia, Congress passed a law mandating ICETEX (the country’s student loan agency which mostly services students at private universities) to lower interest rates, offer generous loan forgiveness and adopt an income-contingent repayment system. However, almost simultaneously, the Government of Gustavo Petro actually raised student loan interest rates because it could no longer afford to subsidize them. This story has a ways to run, I think.

On to the world government cutbacks. In the Netherlands, given the fall of the Schoof government and the call for elections this month, universities might reasonably have expected to avoid trouble in a budget delivered by a caretaker government. Unfortunately, that wasn’t the case: instead, the 2026 imposed significant new cuts on the sector. In Argentina, Congress passed a law that would see higher education spending rise to 1% of GDP (roughly double the current rate). President Milei vetoed the law, but Congress overturned President Milei’s veto. In theory, that means a huge increase in university funding. But given the increasing likelihood of a new economic collapse in Argentina, it’s anyone’s guess how fulfilling this law is going to work out.

One important debate that keeps popping up in growing higher education systems is the trade-off between quality and quantity with respect to institutions: that is, to focus money on a small number of high-quality institutions or a large number of, well, mediocre ones. Back in August, the Nigerian President, under pressure from the National Assembly to open hundreds of new universities to meet growing demand, announced a seven-year moratorium on the formation of new federal universities (I will eat several articles of clothing if there are no new federal universities before 2032). Conversely, in Peru, a rambunctious Congress passed laws to create 22 new universities in the face of Presidential reluctance to spread funds too thinly.

The newson Graduate Outcomes is not very good, particularly in Asia. In South Korea, youth employment rates are lower than they have been in a quarter-century, and the unemployment rate among bachelor’s grads is now higher than for middle-school grads. This is leading many to delay graduation. The situation in Singapore is not quite as serious but is still bad enough to make undergraduates fight for spots in elite “business cubs”. In China, the government was sufficiently worried about the employment prospects of the spring 2025 graduating class that it ordered some unprecedented measures to find them jobs, but while youth employment stayed low (that is, about 14%) at the start of the summer, the rate was back up to 19% by August. Some think these high levels of unemployment are changing Chinese society for good. Over in North America, the situation is not quite as dire, but the sudden inability of computer science graduates to find jobs seems deeply unfair to a generation that was told “just learn how to code”.

Withrespect to Research Funding and Policy, the most gobsmacking news came from Switzerland where the federal government decided to slash the budget of the Swiss National Science Foundation (SNSF) by 20%. In Australia, the group handling the Government’s Strategic Examination of Research and Development released six more “issue” papers which, amongst other things, suggested forcing institutions to choose particular areas of specialization in areas of government “priority”, a suggestion which was echoed in the UK both by the new head of UK Research and Innovation and the President of Universities UK.

But, of course, in terms of the politicization of research, very little can match the United States. In July, President Trump issued an Executive Order which explicitly handed oversight of research grants at the many agencies which fund extramural research to political appointees who would vet projects to ensure that they were in line with Trump administration priorities. Then, on the 1^st of October (technically not Q3, but it’s too big a story to omit), the White House floated the idea of a “compact” with universities, under which institutions would agree to a number of conditions including shutting down departments that “punish, belittle” or “spark violence against conservative ideas” in return for various types of funding. Descriptions of the compact from academics ranged from “rotten” to “extortion”. At the time of writing, none of the nine institutions to which this had initially been floated had given the government an answer.

And that was the quarter that was.

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October 8, 2025
Reimagining global student enrolment for the AI era

These new pressures present a chance to rethink how we support students – not just through better systems, but through smarter, more student-centred strategies that prioritise access, equity, and long-term success for both students and institutions.

Consider this: most institutions still manage their international enrolment efforts through a patchwork of spreadsheets, legacy systems designed for domestic student needs, and manual workflows. This is not for lack of effort, but because the data is inaccessible or buried in unusable formats, making it difficult for institutions to plan strategically, build diverse student cohorts, and respond to shifting market conditions. Your team should be supporting students face-to-face rather than spending days manually reviewing documents.

Meanwhile, students and their families have come to expect responsive, seamless, personalized experiences—which our sector is eager to meet, but not yet equipped to deliver.

These aren’t just technical challenges, they’re barriers to accessibility. When processes like application review or document verification become bottlenecks, it’s students who face delays, uncertainty, and missed opportunities.

The answer isn’t just to digitize what already exists. Many institutions have already adopted CRMs, SIS platforms, and digital document tools, but most of these systems were built decades ago and designed for domestic workflows, often operate in silos, and create new complexities instead of solving old ones.

Instead, we need to reimagine how enrolment is managed from the ground up. That means moving from reactive to predictive approaches, from fragmented tools to unified ecosystems, and from gut-feeling decisions to ones guided by real-time insights. Experienced educators will always be central to the admissions process; the goal isn’t to replace their expertise, but to empower it with better data and clearer visibility.

Imagine being able to forecast application volumes, visa approval rates, and enrolment yields with AI-powered precision. Imagine applicants receiving an offer letter in less time than it takes to walk across campus.

By analyzing millions of data points from government sources, institutional history, and global market trends, your institution can make smarter investments and streamline decision-making. Routine processes can be automated without compromising quality or control.

This isn’t a distant future. It’s possible today with the right technology partner.

The pressures of shrinking budgets, unpredictable policies, and outdated systems aren’t going away. But with the right tools, institutions can turn these challenges into opportunities for growth. And those who embrace this transformation early will gain a significant advantage in attracting and enrolling high-quality, diverse students.

That’s why we built Capio. As an enterprise platform company focused on international enrolment management we’re pioneering solutions that transform how institutions approach students around the world. Our platform unifies enrolment intelligence, application management, and agent management, training, and compliance within a single end-to-end, AI-powered platform that empowers institutions throughout the international enrolment management journey.

Capio brings together everything institutions need to build smarter, more efficient international enrolment strategies on a global scale. From real-time market insights to precise planning tools, our platform replaces guesswork with clarity.

Our Insights Dashboard draws from diverse data sources to surface trends and opportunities in over 150 countries. The Application Management System ensures consistent, transparent processing throughout the complete admissions process, reducing student drop-off, and through our training platform,TrainHub, institutions can better engage and empower educational agents while maintaining alignment and ensuring compliance.

As leaders in international education, we’re faced with a decision. We can continue to patch together solutions and hope to keep pace with growing complexity. Or, we can embrace the opportunity to build an intelligent infrastructure that transforms international enrolment.

That choice is ours to make.

Find out more at www.capio.app.

About the author:
Darin Lee is general manager of Capio, bringing over 20 years of experience in educational technology and digital transformation. Previously serving as CIO at the University of the Fraser Valley and VP Technology at Conestoga College, Darin has led major technological transformations across multiple Canadian institutions, giving him unique insight into the challenges and opportunities facing post-secondary institutions and international enrolment teams

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August 29, 2025
Judge blocks Trump’s international enrolment ban

The temporary restraining order (TRO) was issued by federal judge Allison Burroughs on June 5, just one day after President Trump’s signing of a proclamation to suspend the issuing of US visas to international students entering Harvard for an initial six months.

During the Massachusetts hearing, Burroughs said Trump’s directive would cause “immediate and irreparable injury” to America’s oldest institution, temporarily blocking it “until there is opportunity to hear from all parties”.

The judge also extended a 23 May restraining order which prevents DHS’s attempt to strip Harvard of its ability to enrol international students, until June 20 or when a preliminary injunction is issued, with a hearing set for June 16.

The June 4 proclamation came in addition to, and aims to circumvent, DHS secretary Kristi Noem’s revocation of Harvard’s SEVP certification, which was also blocked by the courts.

Wednesday’s directive – which incorrectly refers to SEVP as the “Student and Exchange Visa Program” – attempts to bar all new international students, scholars and exchange visitors from pursuing any course of study at the university, for a period of six months.

With the stroke of a pen, the DHS Secretary and the President have sought to erase a quarter of Harvard’s student body

Harvard University

This time, the government framed the ban as a matter of national security, accusing Harvard of collaborating with China. It has repeatedly criticised the institution for failing to root out antisemitism on campus and failing to hand over information on international students.

For its part, hours before judge Burroughs’ ruling, Harvard amended a previous lawsuit, alleging both the June 4 proclamation and the DHS revocation were “part of a concerted and escalating campaign of retaliation by the government” in clear retribution for Harvard’s exercising its First Amendment rights to free speech.

“With the stroke of a pen, the DHS Secretary and the President have sought to erase a quarter of Harvard’s student body,” it reads, in what the complaint calls a “government vendetta against Harvard”.

Last year, Harvard hosted 6,793 international students, totalling over 27% of the entire student body, though Trump has mistakenly called the figure 31%.

Meanwhile, on June 5, Harvard’s President Garber sent a letter to the Harvard community, informing students that “contingency plans” were being drawn up to allow students to continue their studies during the summer and the upcoming academic year.

Reaffirming the “outstanding contributions” of international students, Garber vowed to “celebrate them, support them, and defend their interests as we continue to assert our Constitutional rights”.

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June 6, 2025
courts intensify effort to block Trump’s int’l enrolment ban
District judge moves to take out an injunction on Trump administration’s Harvard international enrolment ban while the case moves through the legal system.

University’s international students report “emotional distress” as many cancel travel plans over fears they will not be allowed back into the US.

US Department of Homeland Security boss accuses Harvard of “disdain” for American people and spreading hate.
Following on from her decision last week to temporarily block the move, district judge Allison Burroughs told a packed court that she wanted to “maintain the status quo” while Harvard’s case works its way through the legal system.

It’s the latest twist in the university’s ongoing battle with the Trump administration, which has accused it of anti-semitism and stripped it of billions of dollars in funding. For its part, Harvard is coming out swinging against the directive, swiftly mounting a legal challenge – the latest step of which culminated in Burroughs’ judgement in a hearing yesterday.

In court documents filed ahead of the hearing, Harvard’s director of immigration services at the institution’s international office, Maureen Martin, detailed the toll that the administration’s announcement is taking on the campus’s international students.

She wrote that the revocation notice has caused both students and faculty to express “profound fear, concern, and confusion” – with the university “inundated” with queries from worried international students.

“Many international students and scholars are reporting significant emotional distress that is affecting their mental health and making it difficult to focus on their studies,” said Martin, adding that some are too afraid to attend their own graduation ceremonies this week in case immigration-related action is taken against them.

Meanwhile, others are cancelling international travel plans over concerns they will not be able to re-enter the US. “Some fear being compelled to return
abruptly to home countries where they might not be safe due to ongoing conflicts or where they could face persecution based on their identity or background,” Martin wrote.

Many international students and scholars are reporting significant emotional distress that is affecting their mental health and making it difficult to focus on their studies
_{^{Maureen Martin, Harvard University}}

While US stakeholders may be breathing a sigh of relief at Harvard’s temporary reprieve, Donald Trump’s government is showing no signs of backing down.

In a letter sent to Harvard before Thursday’s hearing, US Immigration and Customs Enforcement (ICE) confirmed that it wanted to move ahead with revoking the university’s SEVP certification, which would mean it could no longer host international students. Notably, though, the letter did not repeat last week’s assertion that Harvard would have 30 days to challenge the decision and suggested the government would not look to immediately enact the directive.

In a statement released yesterday, US secretary of the Department of Homeland Security, Kristi Noem, doubled down on accusations that Harvard has not complied with SEVP regulations, has “encouraged and allowed anti-semitic and anti-American violence to rage on its campus” and has been working with the Chinese Communist Party.

“Harvard’s refusal to comply with SEVP oversight was the latest evidence that it disdains the American people and takes for granted US taxpayer benefits,” she said. “Following our letter to Harvard, the school attempted to claim it now wishes to comply with SEVP standards. We continue to reject Harvard’s repeated pattern of endangering its students and spreading American hate – it must change its ways in order to participate in American programs.”

Harvard’s row with the Trump administration stems from the stand it took against a raft of government demands, including that it reform its admissions and hiring practices to combat antisemitism on campus, end DEI initiatives and hand over reports on international students.

When the institution refused to comply with the demands, the government – seemingly in retaliation – froze $2.2 billion in the university’s funding, threatened to revoke its tax-exempt status, and demanded that international students’ records be handed over. If Harvard didn’t play ball, it was warned, it risked losing its SEVP certification.

Although Harvard did send over some student information on April 30, and maintained that it had provided the information it was legally bound to supply, this seems to have been insufficient for the Trump administration, which then moved to black the institution from hosting international students.

In yet another blow to the US international education sector, the US government announced this week that it would pause all new study visa interviews at American consulates around the world – sparking dismay from stakeholders.

And Chinese students studying in the US were plunged into uncertainty yesterday after – amid a trade war with Beijing – the government announced plans to “aggressively revoke” their visas. As yet, it remains unclear whether all Chinese students will be affected or just those with links to the Chinese Communist Party or studying in so-called key areas.
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May 30, 2025