Tag: Evolution

  • Collaborative IT Services in UK Universities: A Necessary Evolution

    Collaborative IT Services in UK Universities: A Necessary Evolution

    ***Registration is now open for the HEPI Annual Conference on Thursday 12 June, Before, During, After: The route through higher education in changing times, with speakers including Neil O’Brien MP, Jo Saxton, Susan Lapworth and a video address from The Rt Hon Baroness Jacqui Smith. Sign up for your place here.***

    • By Pete Moss, Business Development Director at Ellucian.

    As resourcing pressures grow, the need for efficiencies in the UK higher education sector is well-known. Not only is every university reviewing its costs, systems and processes, but Universities UK too has set up a new Transformation and Efficiency Taskforce under Sir Nigel Carrington to accelerate solutions through collaboration.

    The old adage, ‘don’t reinvent the wheel’ seems apt when thinking about shared services in UK higher education.  In the USA, there is already a range of shared systems in operation in the university sector. While they differ on detail, they share the objective of saving money through strategies like systematisation, which can mean joining forces in a limited way, or full systems’ integration under one oversight. Forbes’ education writer, Derek Newton, explains in a report for education technology giant Ellucian, that ‘the benefits of system coordination or more complete integration are abundant and accessible, which helps explain the national trend in the direction of larger, more cohesive systems in higher education.’

    Newton’s report, based on several weeks of interviews with US university experts and those going through change programmes, explores university systems’ consortia on the East and West coasts and everywhere in between, spanning private, non-profit and public institutions. Collaborations involve any or all of data sharing, regulation and compliance processes, course and resource management, procurement and cybersecurity. Even some competitor institutions have found ways to collaborate. The scale is eye-watering: California’s Community Colleges alone serve 2.1 million students, which is roughly the same size as the UK’s undergraduate population in its entirety.

    Back in the UK, one voice which is critical to any efficiency drive is that of the Academic Registrar (AR).  Most ARs lead teams at the coal face, delivering the best student experience that they can. Their insights are crucial to success both at an institutional and at a national level.

    Ben Rogers, an experienced UK Academic Registrar, reflects below on the concept of collaborative models.

    ‘Higher education in the UK has been undergoing significant transformation. New initiatives, such as Degree Apprenticeships and Micro-credentials, have begun to reshape how institutions deliver education, particularly in terms of the skills and flexibility that they offer to more diverse and dynamic student body students as well as to employers.

    Degree Apprenticeships combine academic study with workplace learning and require universities to collaborate closely with industry partners. Micro-credentials, on the other hand, offer short, targeted learning opportunities to individuals who want to upskill or reskill without committing to a full degree. Both models demand flexibility, responsiveness and innovation in educational delivery, all of which can be supported by a strong, unified IT infrastructure.

    However, the current state of IT services in many UK universities is often bespoke and highly esoteric. Many institutions have their own systems which can lead to inefficiencies and inconsistent user experiences. The lack of standardisation often creates additional administrative burdens and can hinder new initiatives like the deployment of AI within their infrastructure.

    This is where collaborative IT services can play a pivotal role. The concept of collaborative IT services refers to the practice of consolidating technology infrastructure, applications and support across multiple institutions.

    The potential benefits of collaborative IT services for universities are significant. Firstly, collaborative IT services can provide a streamlined, consistent experience for students and staff. A centralised IT platform could allow students enrolled in Degree Apprenticeships to access both their academic materials and workplace-related resources through a single portal. Similarly, Micro-credential learners could benefit from a unified system that offers easy access to course content, assessment tools, and progress tracking, regardless of which institution or provider is delivering the learning.

    Collaborative IT services can also enhance the flexibility and scalability of universities’ offerings. The rapidly changing nature of the job market, particularly in sectors such as technology, healthcare, and engineering, demands that universities are agile and can, for example, rapidly design and adopt new programmes. These systems can also help universities maximise their resources. By pooling their technology investments, universities can take advantage of economies of scale, leading to cost savings that can be reinvested. This is particularly important at a time of tightening budgets and has happened already in other parts of the world such as in the conglomerate universities in North America and Sweden.

    However, the transition to new ways of working is not without its challenges. For many universities, particularly those with long-established IT systems, the process of moving to a shared infrastructure can feel like a monumental undertaking. But the challenges, whether at a technical, policy or behavioural level, can be overcome by a sensible change programme.

    There are several steps that universities can take to ensure a successful transition. The first is to build strong relationships with the educational technology providers (especially providers with expertise in this area) to understand what is possible. The second is to build a strong case for change. Institutions must recognise that, to stay competitive and relevant in the face of new educational initiatives, they must embrace collaboration and innovation. Collaborative IT services offer the opportunity to enhance the student experience, streamline processes, save institutional money, and improve educational delivery. There is a strong rationale here to think about a future roadmap which brings all institutions up to speed over time.

    The adoption of collaborative IT services in UK universities is a critical step towards realising the full potential of new educational initiatives. In the long run, collaborative IT services will not only improve the delivery of education but also contribute to the development of a more agile, adaptable, and future-ready higher education sector in the UK.’

    While the US and UK higher education systems differ as outlined in HEPI’s report on the subject, they can still learn from one another when it comes to collaborative systematisation. Ultimately, they share the need to be efficient, agile, student and researcher-focused and ultimately the best that they can be.

    Lucy Haire, Director of Partnerships at HEPI, also contributed to this piece.

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  • The Evolution of College Recruitment: What’s Working in 2025

    The Evolution of College Recruitment: What’s Working in 2025

    As higher education faces what experts call an “enrollment cliff,” with projections showing a potential 15% decline in traditional college-aged students, institutions are radically re-imagining their recruitment strategies. The latest data from RNL’s 2025 Marketing and Recruitment Practices For Undergraduate Students report reveals fascinating shifts in how different institutions connect with prospective students in this challenging landscape.

    The human touch remains supreme

    In an era dominated by digital technology, the enduring power of human connection stands out prominently in the data. Face-to-face interactions continue to be the most effective recruitment tool for both four-year private and public institutions while ranking as the second most effective strategy for two-year colleges. This finding reinforces what many enrollment professionals have long suspected: despite technological advances, students crave authentic, personal connections when making significant life decisions.

    The effectiveness of in-person meetings spans various formats—from traditional campus tours to innovative “mini-sessions” with faculty and current students. These interactions provide prospective students with tangible experiences that digital alternatives cannot replicate. Recent research from Higher Education Marketing confirms that prospective students in 2025 seek personalized experiences that resonate with their individual aspirations and concerns.

    Digital innovation takes center stage

    While the human element remains crucial, the digital recruitment landscape has evolved beyond basic email campaigns into a sophisticated ecosystem of interconnected strategies. Two-year institutions are particularly notable for successfully adopting digital advertising as their primary recruitment tool, demonstrating how smaller institutions can effectively compete in the digital space.

    Personalized videos have emerged as a powerful medium across all institution types, appearing in the top three most effective strategies for public universities and community colleges in the RNL Marketing and Recruitment report. These aren’t generic promotional videos—they’re customized content pieces that speak directly to individual student interests, academic goals, and career aspirations.

    Text messaging has become a crucial communication channel, particularly for four-year institutions. This shift reflects the broader trend of meeting students where they are—on their mobile devices. Successful institutions are using texting not just for announcements but for meaningful engagement, including quick Q&A sessions, application status updates, and deadline reminders.

    The advertising landscape

    The advertising strategies employed by institutions reveal a nuanced understanding of their target audiences. Social media advertising dominates the scene for four-year private and two-year institutions, while public universities are finding success with a more diverse media mix, including television ads. This divergence suggests that different institutional types successfully identify and leverage the channels most effective for their specific audience segments.

    Re-targeted ads have proven particularly effective in the top three strategies for private institutions and community colleges. This sophisticated approach indicates a deep understanding of the modern student’s digital journey—from initial awareness through the final enrollment decision. Video advertising’s strong performance across all categories underscores the growing importance of dynamic, visual content in capturing and maintaining student attention in an increasingly competitive digital landscape.

    Digital strategy deep dive

    Search engine optimization (SEO) has emerged as a cornerstone of digital strategy, particularly for private institutions. This emphasis on SEO reflects a fundamental truth about modern student behavior: the college search process overwhelmingly begins online. Institutions that excel at SEO are ensuring they’re visible at the crucial moment when students begin their higher education journey.

    Request for information (RFI) forms continue to play a vital role, though their implementation has evolved significantly. The most successful institutions are now embedding RFI forms within interactive content experiences and using AI-powered chatbots to provide immediate, personalized responses. This shift toward automated yet personalized engagement represents a crucial evolution in how institutions manage initial student inquiries.

    Management practices: The rise of AI and analytics

    Behind the scenes, the most transformative changes occur in how institutions manage and analyze their recruitment efforts. The integration of AI in admissions has reached a tipping point, with eight in 10 colleges now utilizing some form of artificial intelligence in their processes. This technology is used for basic tasks, sophisticated predictive modeling, and personalized communication strategies.

    Private institutions are leading the charge in leveraging AI for enrollment operations, while all institution types are embracing increasingly sophisticated tracking and analytics tools. Behavioral scoring and engagement tracking have moved from an innovative approach to an essential practice, indicating a decisive shift toward data-driven decision-making in enrollment management.

    CRM systems have become particularly crucial for two-year institutions according to the RNL report, suggesting a growing emphasis on relationship management throughout the enrollment funnel. These systems are no longer simple contact databases but have evolved into comprehensive platforms that track, analyze, and optimize every student interaction.

    Looking forward

    These findings paint a picture of an industry in transition, balancing traditional high-touch approaches with innovative digital solutions. Success in 2025’s challenging enrollment landscape requires a sophisticated blend of:

    • Personal connection through face-to-face interactions
    • Strategic digital engagement across multiple channels
    • Data-driven decision-making powered by AI and analytics
    • Personalized communication at scale

    For enrollment professionals, the message is clear: while the tools and techniques may evolve, the fundamental goal remains unchanged—connecting with prospective students in meaningful ways that address their individual needs and aspirations.

    The institutions that will thrive can effectively combine the warmth of personal interaction with the efficiency of digital innovation, all while maintaining authentic connections with their prospective students.

    Want to dive deeper? Read the report

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

    Ready to transform your institution’s recruitment strategy with data-driven insights? Download the complete 2025 Marketing and Recruitment Practices Report to access:

    • Detailed breakdowns by institution type
    • Implementation guides for top strategies
    • Benchmark data to compare your performance
    • Expert analysis and recommendations
    • Case studies from successful institutions

    Download the full report now and get exclusive access to comprehensive data and insights that will shape your 2025 recruitment strategy.

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  • Should higher education be thinking in terms of evolution or transformation?

    Should higher education be thinking in terms of evolution or transformation?

    The pervasive sense that five years or a decade or 20 years hence the sector will look radically different might be an exciting topic for panel discussions but it’s not clear whether radical transformation is desirable – not least because the form that transformation might take remains far from clear.

    The drivers of change are well-rehearsed: while demand remains strong for higher education participation, as we’ll be exploring at our Secret Life of Students event this week, the traditional student experience is coming under intense pressure as students with diverse backgrounds, needs and aspirations try to wedge their lives into a fairly boilerplate model of higher education study. Most institutions don’t have the money to throw at additional services, or to carry the risks of innovating in how they structure their portfolio. Income from international students could go some way to smoothing out the rough edges but recent events have demonstrated the consequences of building a system on an income stream that’s so variable and subject to a change of direction in the political winds.

    The Westminster government’s current higher education policy agenda is a rag bag of “stuff we can all agree on” like access, quality, and civic engagement, and contextual mood music around industrial strategy, skills, devolution, and regional economic growth. Reading between the lines it seems there is a direction of travel towards a more coordinated regional post-18 offer broadly aligned to regional economic growth agendas, but against a punishing economic backdrop nobody’s very clear what this ought to look like, how deeply or broadly it should touch the general HE offer, or how it should happen.

    The lack of system-wide or even local coordination is a real worry, as individual institutions make decisions for sustainability and even survival that will have long term implications for the functioning of the system as a whole and the opportunities that are available to students. To give one example: colleges report that what they see as predatory behaviour by universities to try to scoop up the students that might more traditionally be seen in college-based higher education provision is placing that provision under significant strain.

    Choices for change

    Dealing with the immediate pressures on costs while also staring down the barrel of a call for reform is objectively a very difficult psychological space for higher education to be in. Everyone I speak to is desperate for more time in their day to reflect, digest, make sense, and plan. Something I often find useful when I find the world confusing (an alarmingly frequent occurrence) is some kind of model or map to help me structure my thoughts, especially when time is limited.

    I like putting one thing next to another thing and seeing what happens, and so for this case I put change actors on one continuum from individual institutions to multiple organisations in collaboration, and scale of change on the other, from evolution to revolution. I then tried to think of all the “change” activities that are either under way or are being mooted and assigned them to quadrants.

    I’ve taken a few things from this exercise.

    One is that I think it hugely unlikely that the sector will coalesce into one of the quadrants or even at the top or bottom of the model. I think we will see activity in all four quadrants depending on the context – and I think that policy should seek to support all four forms of change to give the sector the best chance of making a good fist of it. I have found arriving at this conclusion oddly freeing, as it stops the circular argument of advocating any single activity such as income diversification, or merger, or shared services, as a unified answer to the sector’s challenges. It is possible to argue, as we have at Wonkhe, that the policy environment could be more conducive to supporting radical forms of collaboration, without suggesting that all institutions must now hasten to adopt these forms if these do not serve wider missions and objectives. Likewise, it does not necessarily follow that introducing mechanisms to support collaboration would reduce competitive pressures in some parts of the sector or geographies, and the sector may collectively need to make its peace with that.

    Another is that it’s noticeable that the activity to the left in the “evolution” space is a much more “comfortable” space for higher education, in the sense that it’s possible to see it already in action and the sector knows how to do it, not that all the activities listed are necessarily things that are desirable in every case. There’s a question, then, about whether, IF substantial change is needed, it’s possible for the accumulation of practices in the evolution space to achieve it – or do we just end up with lots of random examples of interesting practice and not much that is fundamentally different. I instinctively think that policy should accept that the grain of sector practice runs in the direction of evolution rather than transformation, and seek to work with the sector on mapping critical paths towards the change that is desired rather than administering exogenous shocks to the system.

    Finally, I’d like to see what new ideas the sector could come up with in the right hand side of the diagram (especially the top right quadrant) – not necessarily to advocate for, but to help open up the conversation and ask meaningful questions of current practice. It’s quite easy to explain why all the ideas in the top right quadrant are unlikely to happen, so another way to come at that question is to ask whether there are other ideas that might be more plausible.

    Tone matters here though – for some that idea of transformation is something like a playground, where it’s fun to speculate about different possibilities and might spark some useful thinking. For others, it could carry a much more serious weight of strategic challenge and need to be approached accordingly as likely to have a material impact on people’s lives and working conditions. The stakes are much higher on this side of the evolution to transformation continuum, particularly where an institution is operating in the bottom right quadrant – the risks of failure are real.

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  • A Year of AI-Powered Progress: RNL’s Product Evolution

    A Year of AI-Powered Progress: RNL’s Product Evolution

    The last year has been one of significant strides for RNL. We embarked on a journey to enhance our existing tools, aiming to provide our partners with even more powerful and effective solutions. This commitment has driven us to develop a suite of AI-powered tools designed to strengthen your connections with students and donors.

    A focus on data-driven decisions and user-friendly solutions

    Our primary goal was to create AI tools that are not only secure but also user-friendly and insightful. We aimed to provide you with a comprehensive view of your data, empowering you to make informed decisions and develop winning strategies. We understand the importance of ease of use, ensuring that our tools are accessible to everyone, regardless of their technical expertise.

    Key achievements: RNL Insights, Compass, and RNL Answers

    • RNL Insights: This AI-powered data management platform revolutionizes how you work with your data. By integrating data from various sources, including your enrollment CRM, financial aid modeling tool, and marketing analytics, Insights provides a unified view for informed decision-making. Its intuitive conversational interface allows you to ask questions and receive immediate answers, uncovering valuable insights you might have otherwise missed.
    • RNL Compass: Our AI-powered digital assistant, Compass, streamlines communication and enhances efficiency. By automating responses to common student and parent inquiries, Compass frees up your admissions team to focus on more strategic tasks. Integrated with your CRM, Compass provides personalized answers, ensuring each interaction is tailored to the individual’s needs.
    • RNL Answers: This AI copilot leverages your institution’s private data to provide valuable insights and support. Whether it’s crafting compelling marketing messages, assisting traveling admissions officers, or building robust knowledge bases for new team members, RNL Answers offers a secure and reliable AI-powered solution.

    Beyond technology: Empowering partners with AI expertise

    We recognize the importance of responsible AI adoption. To this end, we have introduced AI Governance and Education Consulting Services. These services provide guidance on integrating AI into your institution, including:

    • AI Education: Training leadership teams, faculty, and staff on the fundamentals of AI.
    • AI Governance Frameworks: Assisting in the development of frameworks that ensure ethical and responsible AI usage.

    Collaboration and continuous improvement

    To ensure our solutions remain aligned with your evolving needs, we have established the Leadership AI Council and the Product Advisory Council. These groups, comprised of our valued partners, provide valuable feedback and insights, shaping the future of our AI-powered solutions.

    Looking ahead: A future of innovation

    We have also began migrating some of the outbound communication tools our agents use to deliver your omnichannel outreach services to our new all-in-one platform—RNL Reach. While as a partner, your involvement in transitioning to RNL Reach is very minimal, but you will feel the benefit of the solution because your agents will be able to be more efficient in how they execute your campaigns and provide stronger analytics and reporting. This is the first step to making the new solutions and services we have planned in 2025 possible!

    In 2025, we are committed to building upon the strong foundation we’ve established this year. We will leverage our expertise in consulting, data analysis, and AI to develop innovative solutions that address your unique challenges and help you achieve your goals.

    A note of gratitude

    We extend our sincere gratitude to all our partners for their trust and collaboration. We are honored to work alongside you and contribute to your success. We look forward to a continued partnership in the years to come.

    Discover RNL Edge, the AI solution for higher education

    RNL Edge is a comprehensive suite of higher education AI solutions that will help you engage constituents, optimize operations, and analyze data instantly—all in a highly secure environment that keeps your institutional data safe. With limitless uses for enrollment and fundraising, RNL Edge is truly the AI solution built for the entire campus.

    Ask for a Discovery Session

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  • The Evolution of the Traditional Admissions Funnel: Adapting to a New Era

    The Evolution of the Traditional Admissions Funnel: Adapting to a New Era

    The traditional admissions funnel has long served as a trusty blueprint for ushering prospective students from initial interest to enrollment. But times, they are a-changin’. Technological leaps, shifting student expectations, and newfangled marketing strategies have all conspired to transform this once-straightforward model. So, let’s dive into how the admissions funnel has evolved and what these changes spell out for colleges and universities.

    From Linear to Non-Linear Journeys

    Gone are the days of the straight-line path from prospect to enrollment. The old funnel—prospect, inquiry, application, admission, acceptance, enrollment—was neat and tidy. Today, the student journey is a lot more like a hopscotch game. Prospective students zigzag through stages, start an application, go back to gathering info, and flip-flop on decisions multiple times before finally enrolling. This behavior calls for admissions teams to be nimble and ready to pivot at a moment’s notice.

    The Digital Revolution

    The rise of digital tech has turned the admissions process on its head. Now, online platforms, social media, and virtual tours are the main highways for students discovering and engaging with colleges. Virtual events, webinars, and interactive content are must-haves to grab the attention of today’s digital-savvy students. To keep up, institutions need to master digital marketing and create a seamless online experience.

    Today’s students expect nothing less than personalized communication and experiences. With advanced data analytics, colleges can track student interactions and preferences, tailoring their outreach and engagement efforts. This means sending targeted messages, recommending specific programs, and offering personalized content that hits home with individual students. Such a personalized approach strengthens connections and boosts conversion rates.

    Increased Emphasis on Early Engagement

    Early engagement is now a cornerstone of the modern admissions funnel. Building relationships with prospective students well before the application stage is critical. This involves nurturing leads through meaningful interactions from as early as middle school. Colleges are investing in long-term outreach programs, summer camps, and pre-college initiatives to establish and maintain connections throughout the student journey.

    Focus on the Student Experience

    The student experience has become a pivotal factor in the admissions process. Prospective students are seeking more than academic offerings; they want institutions that align with their values, offer a supportive community, and provide opportunities for personal growth. Colleges need to showcase their unique campus cultures, highlight student success stories, and emphasize holistic support services to attract and retain students.

    Adapting to Changing Demographics

    Demographic shifts, like increasing diversity and the rise of non-traditional students, demand that colleges adapt their recruitment strategies. Institutions are developing more wide-ranging marketing campaigns and creating pathways for adult learners, transfer students, and international applicants. Understanding and addressing the unique needs of these diverse populations is crucial for staying competitive in today’s landscape.

    There you have it—the modern admissions funnel is a dynamic, digital, and personalized journey. Colleges and universities that embrace these changes and adapt their strategies will be the ones that thrive in this new era.

    We do NOT recruit and retain students when they understand us (the institution). We recruit and retain when students see we understand who they are.


    Mondy Brewer, Ph.D., brings over 30 years of diverse experience in higher education, having held key leadership positions in admissions, marketing communications, and student success. He has also served as an Assistant Professor of Leadership in Business. In addition to his consulting work specializing in enrollment management, he currently serves as AVP – Enrollment Strategy at Liaison. Dr. Brewer holds a Doctorate in Leadership with a focus on higher education administration. His doctoral research explored the engagement of first-generation college students, offering insights into the institutional support mechanisms that promote their success.

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