The Trump administration on Wednesday ordered federal agencies to start preparing for “large-scale reductions in force,” the latest step in a broader effort to dramatically reduce the federal workforce.
The memo from the Office of Management and Budget and Office of Personnel Management applies to all federal departments, and the Department of Education could face heavy cuts as a result of Trump’s promise to “sweepingly reform” what he calls a “bloated, corrupt federal bureaucracy.”
The president has repeatedly talked about shutting down the Education Department, and this memo’s orders could give him an opportunity to diminish the agency. Specifically, the OMB document tells agency heads to eliminate all “non-statutorily mandated functions”—an action proponents of abolishing the department have supported.
The OMB memo cites an executive order, “Implementing The President’s ‘Department of Government Efficiency’ Workforce Optimization Initiative,” that was signed Feb. 11 as justification and directed agencies to submit a reorganization plan by March 13.
“Pursuant to the President’s direction, agencies should focus on the maximum elimination of functions that are not statutorily mandated while driving the highest-quality, most efficient delivery of their statutorily-required functions,” wrote OMB director Russell Vought and Charles Ezell, the acting director of the Office of Personnel Management. “Agencies should also … implement technological solutions that automate routine tasks while enabling staff to focus on higher-value activities … and maximally reduce the use of outside consultants and contractors.”
The memo notes that reduction should not impact positions necessary to meet border security, national security or public safety responsibilities, nor should it affect agencies or services that are directly provided to citizens “such as Social Security, Medicare, and veterans’ health care.”
Stanford University backed off a plan, almost four years in the making, to buy the Notre Dame de Namur University campus in nearby Belmont, Calif., the San Francisco Chronicle reported.
“The university arrived at this decision after evaluating many factors, some of which could not be anticipated when Stanford first entered into an option purchase agreement with NDNU almost four years ago,” Stanford officials wrote in a Tuesday statement announcing the decision.
Officials added that as the university was “exploring possible academic uses for a Stanford Belmont campus,” it became clear “that identifying and establishing those uses for a potential Belmont campus will take significantly longer than we initially planned.”
Administrators also seemed to hint at potential financial concerns, as President Donald Trump has sought—unsuccessfully, so far—to cap reimbursements for indirect research costs funded by the National Institutes of Health, which experts have warned will harm research universities.
“The landscape for research universities has changed considerably since Stanford entered into the option purchase agreement with NDNU,” Stanford officials wrote. “These changes are resulting in greater uncertainties and a different set of institutional and financial challenges for Stanford.”
In their own statement, NDNU officials noted the university would continue to seek a buyer and expressed disappointment that the sale had fallen through.
Notre Dame de Namur has sought to sell the Belmont campus near Palo Alto since it shrank its offerings and moved a number of its programs online in 2021 amid financial challenges that pushed it to the brink of closure. Now the private Roman Catholic institution is focused on graduate education and offers a mix of in-person, hybrid and online programs.
Officials had expected the sale of the Belmont campus to provide a financial boon.
“Our focus remains on finding a buyer who will preserve and honor the historical significance of this beautiful campus and continue to serve the community-oriented mission that has long been a cornerstone of Notre Dame de Namur University,” NDNU president Beth Martin wrote.
Chicago Public Schools unveiled a five-year plan Thursday to improve the outcomes of the district’s Black students — at a time of unprecedented backlash against efforts to promote diversity, equity, and inclusion in education.
The release of the Black Student Success Plan, during Black History Month, is part of CPS’s broader five-year strategic plan and aims to address long-standing disparities in graduation, discipline, and other metrics faced by its Black students, who make up roughly a third of the student body.
The district set out to create the Black Student Success Plan in the fall of 2023, but its quiet posting on Thursday comes as both conservative advocacy groups and the Trump administration are taking aim at race-based initiatives in school districts and on college campuses.
Late last week, the U.S. Department of Education’s top acting civil rights official warned districts and universities that they could lose federal funding if they don’t scrap all diversity initiatives, even those that use criteria other than race to meet their goals. He cited the 2023 Supreme Court Students for Fair Admissions v. Harvard decision that banned the use of race as a college admissions factor.
CPS — in a progressive city in a Democratic state — has largely been insulated from standoffs over diversity and inclusion in recent years, when districts in other parts of the country have come under intense scrutiny over how they teach race and how they take it into account in hiring, selective program admissions, and other decisions. Increasingly, though, deep blue cities like Chicago are finding themselves in the crosshairs.
Last year, a Virginia-based advocacy group challenged a Los Angeles Unified School District initiative aimed at boosting outcomes for its Black students, which CPS said inspired its own plan. At the urging of the Biden administration, Los Angeles made changes to downplay the role of race, causing an outcry from some of its initiative’s supporters.
Chicago’s plan vows to increase the number of Black teachers, slash suspensions and other discipline for Black students, and embrace more culturally responsive curriculums and professional development to “combat anti-Blackness” — goals some of which could run afoul of the Department of Education’s interpretation of the Students for Fair Admissions decision.
Still, some district and community leaders in Chicago say CPS’s plan might be better-positioned to withstand challenges than Los Angeles’ initiative — and they said the district must forge ahead with the effort even as it braces for pushback.
“Now is not the time for anticipatory obedience and preemptive acquiescence,” said Elizabeth Todd-Breland, a University of Illinois Chicago professor of African American history and a former Chicago school board member who served on a working group that helped craft the plan. “This is not the time to shrink but to live out our values.”
The new plan says Illinois law mandates this work and cites a state statute that requires the Chicago Board of Education to have a Black Student Achievement Committee. That committee has not yet been formed.
CPS declined Chalkbeat’s interview request and did not answer questions before publication. The district is hosting a celebration at Chicago State University at 3 p.m. Friday to mark the plan’s release.
Chicago set out to create Black Student Success Plan years ago
CPS convened a working group made up of 60 district employees, parents, students, and community members that started meeting in December of 2023 to begin creating its Black Student Success Plan.
The following spring, it hosted nine forums to discuss the plan with residents across the city — what the plan’s supporters describe as one of the district’s most extensive and genuine efforts to get community input.
The working group in May released a list of recommendations that included stepping up efforts to recruit and retain Black educators, promote restorative justice practices, ensure culturally responsive curriculums that teach Black history, and offer more mental health and other support for Black students through partnerships with community-based organizations.
The district adopted many of these recommendations in its plan. It sets some concrete five-year goals, including doubling the number of male Black teachers, increasing the number of classrooms where Black history is taught, and decreasing how many Black students get out-of-school suspensions by 40%.
“The Black Student Success Plan is much more than simply a document,” the plan said. “It represents a firm commitment by the district, a roadmap, and a call to action for Chicago’s educational ecosystem to ensure equitable educational experiences and outcomes for Black students across our district.”
The effort built on equity work to help “students furthest from opportunity” that started five years ago under former CEO Janice Jackson, said Dominique McKoy, the executive director of the University of Chicago’s To & Through Project. In CPS, by a range of metrics, those students have historically been Black children.
McKoy, whose work focuses on college access, points out that the district has made major strides in increasing the number of students who go to college. But more students than ever drop out before earning a college degree — an issue that has disproportionately affected Black CPS graduates.
“There’s evidence and data that we haven’t been meeting the needs of Black students,” he said. “This plan is about responding to the data. Being clear about that is one of the best ways to insulate and defend that process.”
But McKoy acknowledges that now is a challenging time to kick off the district’s plan.
“Undoubtedly there will be critics who will think it’s racial preference to help students who need help and will attack the district for doing so,” said Pedro Noguera, the dean of the University of Southern California’s Rossier School of Education.
Last year’s challenge against a $120 million Los Angeles program aimed at addressing disparities for Black students offers a case study, Noguera notes. Parents Defending Education, which opposes school district diversity and inclusion programs, filed a complaint with the Department of Education’s Office for Civil Rights. The group has also challenged programs to recruit more Black male teachers and form affinity student groups based on race in other districts.
Ultimately, Los Angeles overhauled the program to steer additional staffing and other resources to entire schools serving high-needs students, rather than more narrowly to Black students. The Los Angeles Times reported that to some critics, those changes watered down the program, which was beginning to show some early results. But Noguera says he feels the program is still helping Black students.
However, it is clear that the Trump administration plans to go much further in interpreting the Students for Fair Admissions decision and seeking to root out DEI initiatives. In a “Dear Colleague” letter to school leaders Friday, Craig Trainor, acting assistant secretary for civil rights in the Education Department, said efforts to diversify the teaching force or the student bodies of selective enrollment programs could trigger investigations and the loss of federal funding. About 20% of CPS’s operating revenue comes from the federal government.
“The Department will no longer tolerate the overt and covert racial discrimination that has become widespread in this Nation’s educational institutions,” Trainor wrote. “The law is clear: treating students differently on the basis of race to achieve nebulous goals such as diversity, racial balancing, social justice, or equity is illegal under controlling Supreme Court precedent.”
‘Get the help to the kids who need it’
Chicago, like Los Angeles, might consider a focus on schools — chosen based on metrics such as graduation rates, test scores and others — where the plan would help Black students and their peers, Noguera said. Maybe it doesn’t even have to refer to Black students in its name, he said.
“The main thing is to get the help to the kids who need it,” he said. But, he added, “In this environment, who knows what’s challenge-proof.”
He said what helped in Los Angeles was deep community engagement that lent that district’s initiative credibility and good will; the changes that the district made in response to the legal challenge did not erode those.
Darlene O’Banner, a CPS great-grandmother who served on the working group, said CPS got the community engagement piece right. She thinks the plan will offer a detailed roadmap for improving Black students’ achievement and experience.
“I am not going to think of the unknowns and what’s going on in the world,” O’Banner said. “We’re just going to hope for the best. We can’t put the plan on hold for four years.”
The working group issued its recommendation in early fall and stopped meeting following the September resignation of all school board members, who stepped down amid pressure from the mayor’s office to fire CPS CEO Pedro Martinez over budget disagreements.
Valerie Leonard, a longtime community advocate who also served on the working group, said during the community meetings for the Black Student Success Plan last year, there was no discussion of possible legal pushback to the plan.
“Illinois is a liberal state,” she said. “It never really occurred to us a year ago that this plan would be in danger.”
But more recently, as she heard Trump assail DEI initiatives, Leonard said she wondered if the plan would survive.
Leonard pushed Illinois lawmakers last year to mandate the Board of Education appoint a Black Student Achievement Committee as part of the state law that cleared the way for an elected school board in Chicago. The district’s plan invokes that committee though it hasn’t been formed yet. The board formed a more generic student success committee earlier this month.
“We believe that the problem with Black children in public schools is so dire that it needs to be elevated to its own committee,” she said. “When our children get lumped into something that’s for all, they inevitably fall between the cracks.”
McKoy at the University of Chicago said he feels “cautious optimism” and hopes the city and state rally around CPS as it pushes to improve outcomes for Black students.
“The plan itself isn’t going to do the work,” he said.
This story was originally published by Chalkbeat. Chalkbeat is a nonprofit news site covering educational change in public schools. Sign up for their newsletters at ckbe.at/newsletters.
Hi, everyone. This week I’m bringing you a dispatch from the Higher Education Climate Leadership Summit, hosted by the group Second Nature, where the Trump administration’s efforts to undo environmental action were very much top of mind. Thanks for reading. — Caroline Preston
WASHINGTON — Federal dollars for clean energy are disappearing. Environmental offices across the federal government are being dismantled. Universities are facing decisions about whether to scrub the words “climate change” from their projects in order to keep them funded.
Only a few weeks into Donald Trump’s second term, his attacks on climate action are already hindering universities’ efforts to curb their carbon emissions and minimize their harm to the planet, according to speakers at a conference I attended earlier this week hosted by the nonprofit group Second Nature.
Going forward, every higher ed institution needs “a Trump response plan,” said Gregory Washington, president of George Mason University, in Fairfax, Virginia.
Hundreds of college sustainability officers, university presidents, clean energy engineers, environmental researchers and others gathered for the event at a hotel blocks from the White House, where Trump has signed orders to “unleash” fossil fuels, sought to freeze clean energy funding, and overseen the removal of language on climate change from government websites.
Some takeaways from the conference:
Related: Want to read more about how climate change is shaping education? Subscribe to our free newsletter.
Universities need a plan to navigate the Trump administration. Colleges and universities should form rapid response teams to confront political threats, speakers said, and also find safety in numbers and advocate through coalitions. Institutions may also have to pick their battles and let some work go, said Washington. “They have a playbook,” said Shalanda Baker, the University of Michigan’s vice provost for sustainability and climate action, referring to the political actors trying to undo diversity, equity and inclusion, environmental justice and related work. “Let’s create a playbook — and let’s continue the work.”
Climate action is shifting. With a federal government hostile to climate action, higher ed can focus on making change alongside state and local governments instead. Universities can also partner with different types of organizations — health care systems, cultural institutions, businesses and others — to make progress. They might also consider forming alliances with institutions overseas.
Debates are raging about whether to avoid “trigger words” like “climate change.” Some speakers, including George Mason’s Washington, talked about how, with certain audiences, universities should avoid language that the administration objects to, including “climate change” and “zero carbon.” “It has to be about saying the right things to the right people so you can salvage and maintain the programs you have and continue to move forward on your mission,” he said. Others disagreed, arguing that changing the language in a proposal wouldn’t stop government staff from investigating the work programs actually do. “We have a clock over our heads. We need to stand in the work, and call it what it is, which is that we are trying to avert catastrophic climate change,” said Baker of the University of Michigan.
The threats are very real, not hypothetical. Dana R. Fisher, director of the Center for Environment, Community and Equity at American University, talked about how she was told in the last few days by people reviewing a government-funded project that unless she changed its focus from climate action to disaster recovery, it might not have a future. She noted that the American Climate Corps, a Biden-era program to deploy people into jobs related to fighting climate change, blinked out of existence after Trump took office. “We need to be realistic about what persistence and resistance looks like in channels like these if external forces will be shutting our work down,” said Fisher. She added, “The question I have for all of you is what are our universities going to do to protect us? Do I change the entirety of my website? What do I do about all the people funded for these grants who are now at risk of losing their jobs and their health care?”
Universities are complicit in climate change. Several speakers noted that universities have done far too little for too long on climate change, and their financial ties to fossil fuel companies are one reason. Jennie Stephens, professor of climate justice at the National University of Ireland Maynooth, said that universities’ complicity in climate change was one reason why she left U.S. academia for an institution overseas. “The fossil fuel industry and profit-seeking interests have captured academia,” she said, adding that as a result there aren’t research centers designed to help society move away from fossil fuels. She added, “We need to reclaim and restructure these institutions for bigger change.”
Students are tired of university inaction. “A lot of students are frustrated right now,” said Sydney Collins, a 2023 graduate of the University of Connecticut who is now a sustainability coordinator there. “A lot of students say it’s been bad and we’ve been terrified and you haven’t been listening. … And how dare you look at us now and say there’s nothing we can do. You haven’t been doing that work previously.” Fisher, of American University, said that anxiety, not anger, can motivate people to action, and that many people were outraged right now. To make change, she said, people need to think about “insider” and “outsider” strategies, and how students can sometimes be effective “outsider” voices pushing universities to change.
Still, campus climate action has accelerated, even in red states. The event celebrated higher education institutions that have had success in reducing their emissions and fighting climate change. Among those recognized was Central Community College in Hastings, Nebraska. One of its seven centers and campuses runs entirely on wind energy, another entirely on solar. In 2019, the college started a wind, solar and battery storage program to prepare students for jobs in those industries. The program has a 100 percent job placement rate, with students graduating into jobs that typically pay between $28 to $32 an hour, according to Taylor Schneider, the college’s energy technology instructor. Ben Newton, the college’s environmental sustainability director, said the college has had success in maintaining support for the program even in a state where opposition to wind energy is widespread because people see the financial and employment benefits. Newton said he’s accustomed to tailoring his messages for different audiences — for example, describing the specifics of climate science in a sustainability class he teaches and focusing more on resilience in the face of extreme weather events with administrators and others.
Higher ed needs new ways of measuring climate action. Second Nature, which encourages universities to make commitments to carbon neutrality, has been working to update those commitments to take into account different areas of work (like governance and education) and establish that neutrality is a milestone not an end point. That’s a step in the right direction, say some observers. “I don’t think it takes a lot of thought in the climate space to realize we can’t solve the climate crisis by paying everyone else to reduce their emissions,” said Alexander Barron, an associate professor of environmental science and policy at Smith College, who has argued that under the existing climate commitment model universities rely too heavily on purchasing offsets to meet their climate goals.
Going beyond neutrality requires all-in approaches. University officials talked about their strategies for moving beyond net neutrality and further reducing carbon emissions. Tavey Capps, executive director of climate and sustainability at Duke University, described the university’s efforts to ensure that all 10 of its schools — the divinity school, the law school, the business school and others — are engaged in and committed to climate action. Aaron Durnbaugh, director of sustainability with Loyola University of Chicago, talked about how climate action aligned with the Jesuit institution’s social justice mission. “We’re thinking about how we can ensure that more money goes back into communities,” he said, noting that the university had had some success by partnering on a solar project that provided unionized jobs for residents of nearby counties. “What does a Catholic heat pump look like? What does an equitable electric vehicle purchase look like?”
While many in attendance were reeling at the pace of the Trump administration’s anti-clean energy blitz, they also noted that there would be more to come. “They are just getting started,” said Fisher of American University.
“We have to stand in this moment,” said the University of Michigan’s Baker. “We have to be the tip of the spear and be courageous. I have a good job, but I’m willing to put myself out there.”
She added: “There are no safe harbors.”
Contact editor Caroline Preston at 212-870-8965 or preston@hechingerreport.org
The Hechinger Report provides in-depth, fact-based, unbiased reporting on education that is free to all readers. But that doesn’t mean it’s free to produce. Our work keeps educators and the public informed about pressing issues at schools and on campuses throughout the country. We tell the whole story, even when the details are inconvenient. Help us keep doing that.
Amid reports that the White House is finalizing an executive order to get rid of the Education Department, President Donald Trump said Tuesday that when he nominated Linda McMahon as secretary, he instructed her to “put herself out of a job.”
“Linda, I hope you do a great job and put yourself out of a job,” the president said to a group of reporters in the Oval Office.
The comment was the first time Trump has publicly talked about his campaign promise to dissolve the department since taking office last month. Several media outlets reported Monday that the administration is preparing an executive order that would direct department officials to shut down some functions and develop a plan for the agency’s demise. The timing of such an order is still unclear.
When asked Tuesday whether abolishing the department was something he could legally do, the president said, “I’d like to be able to do that.” He later added that “there are some people that think I could.” Many experts say that only Congress can kill off the federal agency.
Trump said that the largest obstacle in the way of passing a bill to dissolve the department is teachers’ unions.
“The teachers’ unions are the only ones that are opposed to it,” he said. “No one else would want to hold [us] back.”
A recent Wall Street Journal poll found that 61 percent of registered voters oppose getting rid of the department. Numerous education lobbying groups, higher education experts and Democratic lawmakers have criticized the concept, saying that it would cause chaotic disruptions and make college hard to access for low-income students and those with disabilities.
“Investment in our children is an investment in our future. Dismantling the Department of Education would do the opposite by making it harder for children to achieve and for parents, caregivers, and communities to thrive,” Senator Edward Markey, a Democrat from Massachusetts, said in a news release. “President Trump wants to lock the promise of public education—of equal opportunity and hope for all—behind an ivory tower accessible only to his billionaire donors … It is callous and cynical.”
Evolving student enrollment strategies require proactive, data-informed approaches that adapt to demographic shifts, economic pressures, and market dynamics.
Real-time metrics and prescriptive analytics enable institutions to refine recruitment strategies, address challenges quickly, and optimize enrollment outcomes.
Flexible tools and predictive modeling help mitigate disruptions, align team efforts, and support personalized student engagement.
Continuous refinement ensures institutions can navigate uncertainties, maintain competitive student enrollment plans, and prepare for future challenges.
Higher education is in constant flux, primarily driven by student demographic shifts, economic pressures, and rapid technological advancements. For institutions to stay competitive in this environment, student enrollment strategies must evolve. By embracing a consistent, data-informed, and adaptable enrollment management approach, institutions can navigate current and unforeseen uncertainties and meet their enrollment goals.
A Forward-Looking Approach to Enrollment Strategies
Traditional enrollment strategies often rely on rearview analyses, evaluating successes and missteps only at the end of an enrollment cycle. However, the dynamic nature of student recruitment today demands a more proactive approach. Institutions must adopt prescriptive analytics to “look through the windshield,” using real-time data to understand how current strategies are performing and make adjustments on the fly. This forward-thinking approach allows enrollment managers to:
Identify what is working and what needs refinement during the current recruitment cycle.
Test potential strategies against historical data to predict their effectiveness before implementation.
Address emerging challenges quickly, such as unexpected FAFSA delays or shifts in application behavior.
Develop broad tactics to adapt to changes throughout the enrollment cycle as well as adjust to shifting dynamics with individual students.
Such adaptability requires not just access to the right data but also the tools and expertise to act on it effectively. The combination of robust technology platforms, such as Liaison’s predictive analytics tool Othot, and experienced partners who understand the nuances of higher education can make all the difference. By integrating analytics and expert guidance, institutions can respond to challenges with precision and agility.
Data-Informed Metrics for Strategic Refinement
To optimize their student enrollment plans, institutions must evaluate specific metrics at each stage of the recruitment process. This means aligning data evaluation with the student journey, focusing on key performance indicators (KPIs) that matter most at each stage:
· Search phase | Metrics such as inquiry volume, lead conversion rates, and source effectiveness provide insight into initial interest in the institution and the success of outreach efforts.
· Application phase | Metrics such as application volume, completion rates, and demographic trends help institutions understand the reach and appeal of their efforts.
· Yield phase | Yield rates and admitted student feedback provide insights into how students perceive the institution’s value.
· Enrollment phase | Deposit rates and engagement tracking reveal which admitted students are likely to matriculate, enabling targeted follow-ups.
Different variables also emerge during the cycle that require immediate action. For example, when unexpected disruptions such as a sudden change in application deadlines or a major shift in funding policies occur, enrollment leaders must have the tools and knowledge to not only pivot their strategies to address the issues at hand but also effectively predict the results of those changing approaches in real-time. This requires a flexible data infrastructure that can accommodate real-time adjustments.
Overcoming Challenges Through Continuous Adaptation
Flexibility is a nonnegotiable trait for enrollment management teams. The new realities of a post-pandemic world, declining high school graduating classes, and a highly competitive marketplace are significantly challenging existing strategies. The pressure to meet enrollment goals often comes with internal changes—such as staff turnover or shifts in leadership priorities—and external pressures like economic downturns or new legislation.
Turnover and continuity | Staff turnover can disrupt institutional momentum, particularly when strategies are person-dependent rather than system-driven. Tools such as Othot provide consistency by embedding critical data insights and processes into the institution’s framework, reducing the impact of turnover and fostering a culture of data-informed decision-making.
Adapting to unexpected variables | Challenges like sudden changes in funding or board directives require immediate adjustments. By leveraging “what-if” scenario modeling, institutions can simulate the impact of potential changes and make informed decisions quickly.
Strategies to Increase Student Enrollment
Strategic flexibility can make the difference between hitting enrollment targets and falling short. Institutions can take several steps to continuously refine their strategies:
1. Monitor trends in real-time | Stay ahead of shifts in student behavior by regularly reviewing metrics such as engagement rates, application trends, and deposit patterns.
2. Incorporate scenario planning | Use predictive tools to simulate how changes in funding, messaging, or outreach might impact enrollment outcomes.
3. Align collaboration across teams | Align data and strategy efforts across departments to create a unified approach to enrollment management.
4. Personalize student engagement | Tailor communication based on individual student data, ensuring that messaging resonates with their unique needs and interests.
By integrating these strategies into their student enrollment plans, institutions can adapt to changing circumstances while maintaining a steady focus on meeting their overall long-term enrollment goals.
Staying Ahead in a Dynamic Environment
Continuous refinement isn’t just about meeting immediate needs—it’s about preparing for the future. Institutions that embrace adaptability, leverage data strategically, and invest in both technology and expertise are better positioned to succeed in today’s competitive higher education market.
Whether it’s managing the challenges of staff turnover, responding to external pressures, aligning all your enrollment tools at hand, or identifying the most effective ways to engage prospective students, institutions must prioritize flexibility and innovation.
With Liaison’s advanced tools and expert partnership, institutions can confidently navigate the complexities of data-driven enrollment management and set the stage for sustained success. Contact us today to get started.
About the Author
Craig Cornell is the Vice President for Enrollment Strategy at Liaison. In that capacity, he oversees a team of enrollment strategists and brings best practices, consultation, and data trends to campuses across the country in all things enrollment management. Craig also serves as the dedicated resource to NASH (National Association of Higher Education Systems) and works closely with the higher education system that Liaison supports. Before joining Liaison in 2023, Craig served for over 30 years in multiple higher education executive enrollment management positions. During his tenure, the campuses he served often received national recognition for enrollment growth, effective financial aid leveraging, marketing enhancements, and innovative enrollment strategies.
Those concerned that law schools are shying away from teaching some areas of law to avoid controversy just got more reasons to worry, this time courtesy of the University of Hawai’i at Manoa and its absurd treatment of law professor Kenneth Lawson.
Lawson, an accomplished faculty member at UH, used a simple hypothetical to teach the idea of “transferred intent,” a legal concept invoked when a defendant intends to harm one person, but ends up harming a second person instead. As is common in law school, Lawson offered a hypothetical to convey this idea: Imagine if a dean at his institution tried to shoot another dean, missed, and hit Lawson instead.
Here’s a screenshot from part of his lesson:
Those who have been to law school will understand that using campus figures to illustrate hypotheticals is not at all unusual, and is intended to add a bit of levity and grounding to what can be pretty esoteric topics.
But when an anonymous student filed a complaint, calling the hypothetical “extremely disturbing” and citing the context of some shootings near the university’s campus, administrators summoned Lawson to a meeting near the end of last semester. Though they acknowledged he had not violated any university policy, they nevertheless mandated that he remove the thought experiment from a posted video of the class — or they would change it for him.
The ability of administrators to forcibly alter course materials is positively ripe for abuse.
Lawson hadn’t thought twice about including the example, and had been using the example for years, not simply because it wasn’t unusual but because the protections of academic freedom give faculty wide latitude in determining how to approach controversial or potentially difficult material. When Lawson refused to alter the video of his presentation, given that he had not violated any policy, and using the hypothetical was well within his academic freedom rights, administrators just went on the school’s online curriculum system, where faculty submit presentations, to make the changes themselves.
Remember: these changes were being made because, supposedly, some found a hypothetical of campus figures being shot to be disturbing. So this is what the administration came up with.
You will note that there is still a campus figure on that slide, and it’s the person who was (hypothetically) shot: Professor Lawson. Only the deans have been removed. It seems that at UH, some hypothetical victims are more equal than others.
There’s no denying that this is silly, and many will be tempted to chalk it up as just more campus craziness. But there’s a disturbing wrinkle here, which is that the ability of administrators to forcibly alter course materials is positively ripe for abuse. The university’s administrators have granted themselves unilateral authority to interfere with faculty teaching decisions, despite the fact that UH is a public institution bound by the First Amendment, which views academic freedom, which protects that right, as a “special concern.” If administrators can “memory hole” bits and pieces of curricula they don’t like, even when it violates no rule, where does it stop?
UH still has an opportunity to do the right thing. It’s easy, too — all it has to do is step back and let faculty teach, and save the video editing for film class.
FIRE wrote the university on Dec. 13, urging it to reverse course and restore Lawson’s original hypothetical. The university responded in early January, declining to substantively engage with our concerns or detail specific issues with our argument. Lawson, and all UH students, deserve better. As our second letter states:
FIRE’s concerns are only amplified by the fact that this alleged capitulation to sensitivity is occurring in a law school. To receive a proper education in the law, students will inevitably encounter difficult topics like sexual assault, homicide, physical assault, domestic violence, and may be faced in school and in their careers with descriptions of personal injuries far more graphic than those in Lawson’s hypothetical. Where do UH administrators draw the line regarding their interference in faculty instruction if they feel free to operate under a nebulous standard of protecting students from “disturbing and harmful” material?
Lawson has submitted a grievance about the situation, so UH still has an opportunity to do the right thing. It’s easy, too — all it has to do is step back and let faculty teach, and save the video editing for film class.
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Schools across Southern California impacted by devastating wildfires this month are working to ensure students, families and staff are safe and have basic needs — all while attempting to restart instruction and as-normal-as-possible school routines after school closures.
At least 335 schools from Los Angeles, San Bernardino, Riverside, Ventura and San Diego counties had closed temporarily when fires broke out last week, affecting more than 211,000 students, according to the California Department of Education.
Two schools in the Los Angeles Unified School District — Palisades Charter Elementary and Marquez Charter Elementary — will need to be rebuilt due to fire damage, LAUSD said in a Jan. 13 statement.
At an event Tuesday in Washington, D.C., to highlight U.S. Department of Education initiatives under the Biden administration, Deputy Secretary of Education Cindy Marten, who previously served as superintendent of San Diego Unified School District, said the area is close-knit and that people have been “deeply affected” by the destructive wildfires.
“What we know is that precious schools have burned down and communities are reeling,” said Marten, adding that the U.S. Education Department will provide training and funding to communities affected by the disaster.
According to the California Department of Forestry and Fire Protection, known as CAL FIRE, 40,695 acres have burned and more than 12,300 structures have been destroyed. Several fires that started Jan. 7 or after still have not been fully contained.
Most schools in LAUSD — the second largest school system in the nation — reopened Monday after district employees cleaned schools and others worked “around the clock” over the weekend to ensure campuses were safe for students and staff, a Jan. 13 district statement said. By Wednesday, outdoor activities including P.E. and recess could resume at all campuses pending local conditions, and students at the two schools destroyed by fire were relocated to two other campuses, the district said.
“We have a unique opportunity to show the strength and resilience of our community in the face of adversity,” said Pamela Magee, executive director and principal of Palisades Charter High School, in a statement Jan 13. “By coming together, we can ensure that our students can stay in their learning environment, with their friends and mentors, at a time when they need it most.”
Schools in Malibu are closed through at least Jan. 21, while Santa Monica schools are open, according to the Santa Monica-Malibu Unified School District. The district and its partners have organized optional gathering spaces for children and teens displaced by the fires and not in school.
In the Pasadena Unified School District, more than 1,300 Pasadena USD staff members had homes within the burn zone, and the district is still determining the exact number of students and families impacted. That number is anticipated to be in the thousands, according to the California Department of Education.
The district is closed through Jan. 17, although students had access to optional, self-directed learning options, Superintendent Elizabeth Blanco wrote in a statement to the school district community Jan. 10.
“The health and safety of our PUSD community remain our highest priority as we navigate the significant impact of the fire on so many of our students, families, and staff,” said Blanco, adding that nearly half of the district’s employees live within the fire evacuation zone and that many staff, students and families lost their homes.
Odyssey Charter Schools, South Campus, in Altadena, California, and authorized by PUSD, was destroyed by the Eaton fire on Jan. 8. The 7-year-old school served about 375 students in grades TK-8.
“While our campus is closed, Odyssey Charter Schools South continues and will move forward stronger than ever. We’ve already built this school from an idea to a full institution. Then we rebuilt it again online during COVID and we built it a third time when we had to relocate so we are a resilient community and we already weathered many challenges,” said a video showing the fire’s destruction to the campus.
With the widespread impact of the wildfires and ongoing firefighting, the focus on learning is taking a backseat to supplying students, families and school employees with basic needs.
According to the California School Employees Association, Los Angeles Chapter 500, a union that represents school employees in LAUSD, the district is providing employees displaced from their primary residence up to five days paid time off, as well as $500 per displaced employee to help with short-term costs.
LAUSD has set up support hotlines for families and employees and posted resources for child care, food, transportation and housing assistance. Other area districts are doing the same.
To help children and their families impacted by the fires, the California Department of Education has partnered with SupplyBank.org to collect donations for school communities and their disaster relief efforts.
“In times of crisis, Californians consistently demonstrate their resilience and generosity as we continue to deal with the effects of climate change,” said State Superintendent of Public Instruction Tony Thurmond, in a Jan. 8 statement. “Let’s continue to unite and support those in need as they work to stay safe and rebuild.”
Los Angeles-area students are also being supported by charitable efforts from schools across the country. In Maryland, the Anne Arundel County Public Schools has created a donation drive titled #LiftLA.
“The rebuilding of Los Angeles will take years, if not decades,” said AACPS Superintendent of Schools Mark Bedell in a Jan. 16 statement. “Our efforts can make a difference for children we may never meet, but whose lives can be bettered by our generosity.”
In California, the fires have also led to adjustments with certain education requirements and deadlines. An executive order issued by Gov. Gavin Newsom on Jan. 14 addresses certain rules for early childhood education and K-12, including:
Waivers of regulations to allow childcare providers to accommodate additional children displaced by fires.
A directive for school districts to immediately enroll any student who is unhoused due to the fires.
The requirement that school systems continue to serve enrolled students who are displaced and are temporarily living outside their home district boundaries in the greater Los Angeles area.
The option for affected school systems to suspend adherence to a 180-day or 175-day school year calendar.
Additionally, the California Student Aid Commission has extended the March 3 priority state aid deadline to April 2 for high school students and California community college students in Los Angeles and Ventura counties seeking to attend or transfer to a four-year university.
Higher education is experiencing transformative shifts as institutions respond to societal, economic, and technological changes. This year is set to bring new opportunities and challenges. We’re always keeping a pulse on the industry and where it’s headed so we can stay proactive and prepared –– ready to support our partners through whatever conditions they’re facing.
10 most impactful higher ed trends for 2025
To help institutions stay ahead, we asked our team of experts to share their predictions for this year’s most impactful trends in higher education. From AI and digital transformation to new enrollment strategies, these insights highlight what’s shaping the future of higher ed— and how institutions can adapt.
1. Increased mergers and consolidations
The pace of mergers and consolidations among smaller colleges is expected to accelerate in 2025, according to Collegis Education CEO Kim Fahey. With financial pressures and declining enrollment, many institutions will view mergers as a strategic alternative to closure. But these transitions are anything but simple.
“Mergers involve unique technology requirements and complex data management challenges,” Fahey explains. Successfully integrating applications, systems, and hardware requires expert guidance. Higher ed leaders will look to partner with experienced organizations to help navigate these intricacies.
2. Heightened focus on data privacy and security
The information security landscape is becoming increasingly intricate. With 21 comprehensive state privacy laws, alongside European Union (EU) regulations, federal rules, and Title IV requirements, compliance challenges are mounting.
“Smaller schools often lack the experience and qualifications to manage these threats,” notes Dr. Jason Nairn, CISSP, Collegis VP of Information Technology. Cyberattacks, like phishing and social engineering, are relentless. In 2025, institutions must prioritize more robust cybersecurity measures, leveraging external partnerships and security tools to protect sensitive data.
3. Acceleration of digital transformation
Cloud migration will take center stage as institutions transition away from outdated, on-campus systems. While many schools still rely on highly customized platforms, which limits their ability to adopt or migrate to more modern technology, the adaptability and scalability of cloud platforms are simply too compelling to ignore.
Furthermore, technology infrastructures must be sufficiently modernized in order to capitalize on emerging tech innovations in AI and predictive analysis. This process can’t happen overnight –– it’s an evolution, according to Fahey.
“Cloud migrations take 18+ months, so schools need to act now,” she emphasizes. An institution-wide commitment to digital transformation will not only modernize operations but also position institutions to stay competitive in an increasingly tech-driven environment.
4. Adoption of shared services models
Financial constraints will push smaller schools toward shared services and consortium models to access the technology and expertise they need at a manageable scale. These models allow institutions to pool resources and reduce costs but require significant change management, according to Jeff Certain, VP of Solution Development at Collegis.
“This will require schools to standardize and make some concessions,” Certain explains. “This could pose a challenge, but they may not have an option.” Institutions must embrace these shifts to remain sustainable while navigating limited budgets.
5. Growth in career-focused and flexible education
Programs aligning with workforce needs will gain momentum in 2025. Alternative credentials like microcredentials and certificates will become more prominent, offering shorter, career-oriented pathways for learners.
“Institutions will increasingly recognize and credit learning outside the classroom, exploring more direct pathways into the workforce,” predicts Dr. Tracy Chapman, Chief Academic Officer for Collegis. This reflects growing demand for flexible, career-focused education that meets student and employer expectations.
6. Ed tech consolidation and market impact
It is not just colleges and universities facing consolidation. Ed tech companies and services providers are also reshaping the landscape with their own mergers and acquisitions. While these changes may offer schools more comprehensive solutions, they may not necessarily align with institutional objectives.
“Some recent acquisitions have led to poorer customer experiences,” Fahey observes. Institutions must carefully evaluate new partnerships to ensure they will deliver meaningful improvements.
7. Higher Focus on Retention
With the “enrollment cliff” looming, institutions must double down on maintaining their existing student base as a key to sustainability. Purposeful and cost-effective retention strategies will play a pivotal role in maintaining financial health, as retaining current students is often more cost-effective than recruiting new ones.
“Retention strategies build stronger, more loyal communities,” says Patrick Green, VP of Enrollment Strategy. Forward-looking schools have perceived the importance of fostering a sense of belonging across the student lifecycle and are providing robust support networks that improve student persistence and satisfaction.
8. Rise of value-focused marketing
Students and families are increasingly demanding clear ROI from their education. As a result, institutions will need to demonstrate how their programs lead directly to employment and career advancement.
“Building relationships with regional industries and showcasing job placement rates will be essential,” advises Tanya Pankratz, AVP of Marketing at Collegis. Marketing efforts will need to start highlighting tangible outcomes (e.g., alumni success stories, job placement rates, and employer partnerships) to win over prospective students.
9. Expanded role of AI and emerging technologies
AI and other emerging technologies will revolutionize higher education operations. From enrollment management and personalized marketing to virtual campus tours using augmented reality (AR) and virtual reality (VR), technology has the means to dramatically enhance the student experience –– or wreak technical havoc if data, platforms and tools are misaligned.
“AI-driven tools make personalization more accessible, but the strategy remains critical,” notes Dan Antonson, AVP of Data and Analytics. Institutions must invest in data infrastructure to fully harness these advancements in order to build and maintain a competitive edge.
10. Proliferation of strategic partnerships
Higher ed institutions are increasingly recognizing that they don’t need to own the entire value chain. In 2025, strategic partnerships will play a more prominent role.
“Institutions will double down on their core mission of education and seek out partners to support other critical functions,” Dr. Chapman explains. These partnerships provide access to technology, expertise, and resources, allowing schools to focus on what they do best — educating students.
Opportunities on the horizon for higher ed
As evident in this compilation of higher ed trends, the landscape is set for significant change in 2025 and beyond. Institutions that proactively address these trends will be well-positioned to navigate challenges and seize opportunities. By embracing digital transformation, fostering strategic partnerships, and adopting value-driven approaches, schools can ensure long-term success in an evolving marketplace.
Excited about the opportunities that lie ahead? Collegis Education has the experience and expertise to guide you through any twists and turns you may face. We’ll help you stay on the leading edge instead of chasing trends. Connect with us and let’s start creating solutions together.
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Higher ed is evolving — don’t get left behind. Explore how Collegis can help your institution thrive.
It’s 2025! Now is the perfect time to reevaluate your strategies and set a fresh, bold new vision for your institution’s success. This year, education marketing will continue to evolve rapidly, and staying ahead means adapting to the latest trends, technologies, and audience expectations. Keeping this in mind as you follow the 4 stages of the marketing planning process will help you boost your school’s digital marketing campaign results.
What are the 4 stages of the marketing planning process? Follow these steps: Analyze, plan, implement, and control. The advice we’re sharing today is applicable during each of these phases.
As a school marketer or administrator, you have the opportunity to refresh your education marketing plan, making it more dynamic, personalized, and impactful. This guide will walk you through actionable steps to rethink your approach and leverage the tools that will define success in 2025. Let’s get started!
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Evaluating 2024’s Performance to Shape 2025 Goals
How do you create a marketing plan for education? Any successful education marketing plan involves a data-driven evaluation of the previous year’s performance, an analysis of current digital marketing trends, and a targeted investigation into what your particular audience needs.
To start your school’s reimagined marketing plan, conduct an honest evaluation of the previous year’s performance. Begin by reviewing their analytics from 2024, identifying what strategies brought the most engagement, where the most valuable leads originated, and what channels seemed underutilized. Metrics such as lead-to-enrollment conversion rates, social media engagement trends, and website traffic sources can illuminate what strategies resonated most effectively with prospective students and parents.
To make this evaluation productive, a methodical approach should be applied. Your team can organize findings by categorizing successful campaigns, unexpected successes, and areas where they fell short. This allows you to use data to guide your decisions. This data-driven assessment will form a solid foundation for crafting strategies that are both visionary and practical in 2025.
Source: HEM
Example: Digital marketing audits such as the one we completed for one of our clients are an excellent way to reflect on last year’s performance and enter the new year with a data-informed plan. Our digital marketing audits include traffic insights, keyword rankings, and personalized suggestions for optimizing your school site. This provides a solid starting point to creating a marketing plan that drives results.
Reimagine How You Engage with Prospective Students
In 2025, your audience expects you to meet them where they are. To stay relevant, you need to embrace a digital-first strategy that prioritizes engagement over promotion. Emerging technologies like augmented reality (AR) and virtual reality (VR) can bring your campus to life for prospective students, offering immersive experiences that go beyond static images or videos.
Source: University of Western University
Example: This AR campus tour, complete with360º images, audio guidance, and detailed written descriptions of your campus as Western has done is a convenient, immersive way to share your school with prospects. Take full advantage of new technology when creating an education marketing plan. Though not as revolutionary as AR and VR, social media is another tool you should never neglect when creating a school marketing campaign.
Social media is where the most authentic connections happen, especially on platforms like TikTok and Instagram. But the key to standing out in 2025 will be authenticity. Think about how you can use short-form videos to showcase real student experiences, faculty achievements, or day-in-the-life snapshots. Consider hosting live Q&A sessions or interactive events to foster direct engagement. The more you humanize your institution, the stronger the connection you’ll create with your audience.
Leverage Artificial Intelligence for Smarter Marketing
Artificial intelligence (AI) has moved beyond being a buzzword—it’s now a vital part of successful marketing. This year, take advantage of AI to transform how you interact with prospective students. Predictive analytics, powered by AI, can help you understand student behavior and target your campaigns with unprecedented precision. You can predict the types of students most likely to enroll, what they care about, and how they prefer to engage with your school.
Chatbots are another way AI can streamline your communication. Today’s chatbots don’t just answer basic questions—they guide prospective students through complex processes like application submission or program selection. You can also use AI to personalize your outreach efforts, crafting content tailored to each prospect’s unique interests and behaviors. AI provides efficiency and more; it helps you create an experience that feels relevant and meaningful.
Make Accessibility and Inclusivity a Priority
Your prospective students come from diverse backgrounds and circumstances, and they expect your marketing to reflect that. In 2025, it’s more important than ever to create campaigns that are accessible to everyone. Take a close look at your website and digital content. Is it optimized for screen readers? Does it work seamlessly on mobile devices? These small adjustments can make a big difference in how inclusive your institution feels to prospective students.
Inclusivity also means speaking to the values your audience cares about. Highlighting diversity, equity, and inclusion initiatives on your campus can help students see themselves as part of your community. International students, in particular, will appreciate content that acknowledges their unique needs, whether it’s visa support, language resources, or cultural events. By showing that you’re committed to creating an inclusive environment, you’ll build trust and strengthen your brand.
Source: Syracuse University | Instagram
Example: Here, Syracuse University demonstrates its commitment to diversity and inclusion with a dedicated office for championing these principles. On its Instagram page dedicated to its Office of Diversity and Inclusion, Syracuse University provides updates on how it fosters acceptance and respect in meaningful, action-oriented ways.
Adapt Your SEO Strategy for the Future of Search
Search engine optimization (SEO) is evolving, and your strategy needs to keep pace. In 2025, the way people search for information is increasingly conversational. With voice search growing in popularity, you need to focus on optimizing for natural language queries. Prospective students are asking questions like, “What’s the best school for me in New York?” or “How can I study abroad in Italy?” Tailoring your content to match these queries will make it easier for them to find you.
Video SEO is also a critical area to watch. Platforms like YouTube and TikTok are now major search engines for younger audiences. By creating engaging video content and optimizing it with descriptive titles, tags, and captions, you can expand your reach significantly. Don’t forget to prioritize user experience—your website should load quickly, look great on mobile, and provide intuitive navigation.
Source: TikTok
Example: As you create your 2025 SEO strategy, don’t underestimate the importance of video SEO on platforms such as TikTok and YouTube. Your young prospects are searching for information about schools in an easy-to-digest, engaging format. This means that video platforms the perfect place for you to make your first impression on them.
Stay Ahead with Innovative Advertising Strategies
If paid advertising is part of your student recruitment strategy, now is the time to rethink how you’re using it. Interactive ads—featuring live polls, quizzes, or even augmented reality filters—can capture attention and drive engagement. Streaming platforms and connected TV are also gaining traction as advertising spaces, giving you new ways to reach prospective students and their families.
Retargeting campaigns will be even smarter in 2025, thanks to AI. Imagine delivering ads that dynamically adjust based on a prospective student’s previous interactions with your website or social media. These personalized ads feel more relevant, increasing the chances of conversion. At the same time, new privacy regulations mean you’ll need to adopt ethical, transparent practices when handling user data. Building trust with your audience will be just as important as getting their attention.
Use Data to Continuously Improve
Marketing isn’t static—it’s an ongoing process of learning and refining. This year, make data-driven decision-making the backbone of your strategy. Use your analytics tools to track key metrics like website traffic, social media engagement, and lead conversions. What’s working? What’s falling flat? By identifying education marketing trends and adjusting your approach in real time, you can ensure that your efforts are always aligned with your goals.
Predictive analytics can help you go even further by forecasting future trends and identifying areas for growth. For example, if your data shows that a specific program is generating high interest but low conversions, you can adjust your messaging to address potential concerns. The more you rely on insights, the more effective your campaigns will be.
Source: Google Analytics
Example: In 2025, analytics tools will continue to be essential for making informed decisions about your school’s digital marketing strategy. As you can see in the example above, Google Analytics provides information about traffic volume and sources, audience demographics, and user behavior for your site.
Showcase Your Brand’s Values Through Partnerships
Students in 2025 want more than just a degree—they want to join a community that aligns with their values. Highlighting your partnerships with industry leaders, alumni, and global institutions can help reinforce your school’s credibility and reach. Think about how you can collaborate with partners to launch new initiatives, co-host events, or create content that appeals to your target audience.
For international students, partnerships with schools abroad or study-abroad programs can be particularly compelling. Promoting these opportunities shows that you’re forward-thinking and globally minded, which can resonate with students looking for diverse and enriching experiences.
Source: Instagram | Ivy Campus USA
Example: Partnerships are a highly effective way to demonstrate your institution’s commitment to continuous academic enrichment for students. Here, Ivy Campus USA announces a partnership with Artal International Preparatory School that offers young students unique skills. Try forging partnerships that can provide valuable and unique learning opportunities for your prospects.
Anticipate What Students Will Want in 2025
The next generation of students expects your institution to care about issues that affect them directly such as mental health, career development, and sustainability. Incorporating these priorities into your marketing campaigns can help you stand out. Highlight your mental health resources, career placement rates, and green initiatives. Transparency is key—students and their families want clear, honest information about tuition costs, scholarships, and program outcomes.
By anticipating their needs and addressing them upfront, you can create a marketing plan that not only attracts attention but builds trust.
Create a Seamless Multi-Channel Experience
Your audience moves seamlessly between platforms, and they expect your marketing to do the same. Whether someone is exploring your website, scrolling through Instagram, or attending a virtual open house, they should encounter consistent messaging and visuals that reinforce your brand. In 2025, it’s critical to ensure that all your channels work together to provide a unified experience.
Real-time engagement will also be a game-changer. Live events—like virtual Q&A sessions or webinars—offer opportunities to connect directly with prospective students and answer their questions. By creating these interactive moments, you can leave a lasting impression and strengthen their connection to your school.
By embracing new technologies, prioritizing inclusivity, and building campaigns that reflect the values of modern students, you can create a strategy that resonates deeply and drives real results. The new year is your opportunity to reimagine what’s possible, and with the right approach, you’ll not only meet your goals but exceed them.
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FAQ
What are the 4 stages of the marketing planning process?
Follow these steps: Analyze, plan, implement, and control.
How do you create a marketing plan for education?
Any successful education marketing plan involves a data-driven evaluation of the previous year’s performance, an analysis of current digital marketing trends, and a targeted investigation into what your particular audience needs.
