Tag: Strategies

  • Misinformation is flooding school communities. Here are 3 strategies to combat it.

    Misinformation is flooding school communities. Here are 3 strategies to combat it.

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    NEW ORLEANS — From misinterpreted data to claims that schools are equipped with litter boxes to accommodate students who identify as cats, there’s no shortage of false information for district administrators to contend with. And navigating when and how to respond can be a minefield unto itself.

    Misinformation damages relationships all around, Barbara Hunter, executive director of the National School Public Relations Association, told a packed session Wednesday at the National Conference on Education hosted by AASA, The School Superintendents Association. That erosion of trust can impact communication between parents and teachers, students and teachers, or parents and administrators, she said.

    “And, of course, it increases workloads because a lot of our time now is spent running down false information and trying to correct it, trying to manage it, and trying to get our messages out to counter that false information,” Hunter said.

    In an NSPRA survey conducted in January 2024, 96% of respondents said the spread of false information is an issue for school districts today. Furthermore, 78% said their school system had experienced a challenge caused by false information being circulated in their community within the previous year.

    To top it all off, 41% of respondents said the false information was spread deliberately, and 89% knew which groups or individuals were behind the intentional spread of misinformation.

    With 66% of school district leaders reporting that they or others on their teams spend one to four hours responding to false information each week, what can superintendents and school communications professionals do to mitigate the impact? Here are three strategies superintendents and their communication teams can use as they address this challenge.

    Create talking points and stay on message

    School district leaders must get in front of the community and be seen as a trusted source of information, said Cathy Kedjidjian, director of communications for North Cook Intermediate Service Center in Des Plaines, Illinois, and a past president of NSPRA.

    There are several steps the AASA panelists advised for accomplishing this:

    • Conduct trust and confidence surveys. These can help you determine what percentage of parents consider the district a trusted source of information — and the extent to which groups or individuals spreading false information in the community are seen as credible. 

      When writing the survey, “make sure you just don’t say, ‘Where do you get your news about the district?’ Because that could be a variety of sources,” said Hunter. “The key question is, ‘Where do you trust to get information about the district?’”

    • Assemble advisory groups. It’s essential to have regular face-to-face time with core stakeholder groups, said Melissa McConnell, manager of professional development and member engagement for NSPRA. 

      McConnell suggested meeting quarterly with a variety of advisory groups, including one for middle and high school students, another with parents and business leaders, and a third one made up of staff. Participants on the staff group might include those who are unhappy, so their concerns can be heard and information can be shared directly with them.

    • Arrange 1:1 meetings with those spreading rumors. “When it comes down to it, do those 1:1 meetings. Pick up the phone and call that person who heads up maybe that mommy blogger group or manages the Facebook group you can’t get away from,” said McConnell. “Invite them in for a conversation. A lot of times, they’re keyboard warriors and don’t really want to have that face-to-face.”

      She suggests, for example, taking them on a tour with the school principal if they’re spreading false information about a middle school’s lunches. “That can really help dispel a lot of rumors.”

      Don’t, however, join those groups or respond directly in them, advised Kedjidjian. “That is not good for your health.” 

    Engage in clear and effective communication

    The more you can keep language simple and avoid acronyms, the better off you’ll be, said McConnell. “You’ll be speaking in a language that more people can understand.”

    She also advises running any acronyms or catchphrases through Urban Dictionary so you’re not accidentally using something with a suggestive or vulgar slang meaning. “A lot of times, those abbreviations are words that you would not want to use, because you’ll get blasted at every which way and made fun of,” said McConnell.

    Misinformation really is becoming a crisis. It’s becoming a crisis of trust. It can impact the safety of students.

    Cathy Kedjidjian

    Director of communications at North Cook Intermediate Service Center in Des Plaines, Illinois

    Creating a “Rumor Has It” webpage as a one-stop source for accurate information on an issue is also effective, she said. Lakota Local Schools in Ohio did this to counter a broad range of misinformation, as did Minnesota’s Independent School District 728 to address rumors around a referendum.

    And it’s essential to make sure key communicators among parents and other community members have those “Rumor Has It” links so they’ll share them in Facebook groups and other outlets, said Kedjidjian.

    Kedjidjian also recommended communicating at an 8th grade reading level or below to simplify messaging.

    Looping in key community partners when necessary — such as the local police department as a co-author on a letter addressing safety rumors — can also help curb false information, she said.

    Develop a crisis plan

    “Misinformation really is becoming a crisis. It’s becoming a crisis of trust. It can impact the safety of students,” said Kedjidjian.

    To map out response strategies, district and building leaders should conduct “tabletop scenarios” where they walk through how communications unfold. For example, they might review what to do in a swatting event, where police or emergency personnel are sent to a location via a false report, or if a parent claims the school library contains pornographic material.

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  • Five strategies for improving campus career centers (opinion)

    Five strategies for improving campus career centers (opinion)

    For decades, work-life balance has been seen as the gold standard of career success. The idea suggests that professionals should allocate time and energy evenly between work and personal life, ensuring equilibrium between competing responsibilities. But in reality, balance is often an illusion—an unattainable tightrope walk that leaves individuals feeling guilty, unfulfilled and stretched too thin.

    The workforce of today—and especially the workforce of tomorrow—no longer aspires to a segmented life. Instead, workers seek career and life integration, a holistic approach where career, personal growth and well-being are deeply interconnected. Unlike the concept of work-life balance, which implies a constant trade-off, career and life integration builds synergy between personal and professional aspirations.

    Workday’s Global Workforce Report found that employees who perceive their work as meaningful feel 37 percent more accomplished than those who don’t, even when facing workloads they describe as “challenging.” An Inside Higher Ed Career Advice piece written by a University of Michigan administrator explored the importance of integrating values into the career exploration process. Additionally, research highlighted in the Journal of Personality indicates that young adults’ personal values significantly influence their career-related preferences, suggesting a strong desire for roles that reflect their core values. ​

    If higher ed institutions continue to treat career development as separate from personal well-being, they will fail to meet the evolving needs of students and professionals alike. Career centers must evolve into career and life design labs—hubs of lifelong guidance, personal development and future readiness. This piece outlines five strategic imperatives that institutions must embrace to lead this transformation.

    1. Moving from work-life balance to career and life integration.

    The traditional work-life balance model assumes a strict separation between career and personal life, often emphasizing boundaries rather than synergy. The statistics tell a compelling story:

    • A Deloitte study found that 66 percent of employees report feeling chronically overworked or burned out despite efforts to maintain work-life balance.
    • Research from Gallup indicates that 76 percent of millennials believe a successful career should seamlessly integrate with personal fulfillment rather than be kept separate.
    • A recent Moodle study indicates that job burnout has reached an all-time high of 66 percent in 2025. ​

    Campus career services leaders must reframe their approach. Students need tools to design careers that complement their life aspirations rather than forcing them to choose between professional success and personal fulfillment.

    Most students and alumni struggle with clarity—they pursue careers based on external pressures rather than intrinsic motivations. Career centers must facilitate career and life vision workshops to help individuals align their inner purpose with external opportunities. By integrating career and life design principles into career services, institutions empower students to prototype different pathways, develop adaptability and connect their academic and professional lives with personal meaning.

    By using a reflective, experiential approach, students learn that career development is not a rigid ladder but a fluid, evolving process.

    1. Integrating emotional agility into career coaching.

    One of the greatest barriers to success is not external—it’s internal. It is not a lack of skills. It is a lack of confidence, clarity and emotional agility. Many students enter the workforce grappling with impostor syndrome, career anxiety and fear of failure. A research study titled “The Impostor Phenomenon,” published in the International Journal of Behavioral Science, shows that over 70 percent of people experience impostor syndrome at some point in their lives.

    Institutions must integrate emotional intelligence training into their strategic plans. Students need to learn how to navigate career uncertainty with resilience rather than fear. Instead of merely offering job search strategies, career coaches should incorporate cognitive reframing techniques to help students shift from self-doubt to empowerment. This involves helping students recognize negative thought patterns and replace them with action-oriented mindsets.

    For instance, instead of viewing rejection as a failure, students should be encouraged to see it as an iteration in the career and life design process. Career setbacks, industry changes and professional pivots are inevitable.

    Practical steps for career centers:

    • Train career coaches in cognitive-behavioral coaching techniques to help students recognize and reframe self-limiting narratives.
    • Integrate self-awareness exercises that help students identify core fears (of failure, rejection or inadequacy) and develop action plans to overcome them with emotional strength.
    • Provide group coaching sessions focused on overcoming impostor syndrome, building confidence and developing a growth mindset.
    • Use AI-driven career reflection tools to help students track their confidence growth over time.
    • Incorporate mindfulness practices and journaling into safe spaces and welcoming career and life design studios to help students reframe failure as part of their evolving unique narrative.

    Emotional agility is a core component of career development. Success today isn’t about having the perfect career path—it’s about navigating uncertainty with emotional agility. Career services must equip students with resilience and adaptability to thrive in ever-changing industries.

    1. Merging personal, career and professional development.

    Career and life design should be deeply personal, shaped by self-awareness, curiosity and personal reflection. We mention “personal” first, because we begin with the person.

    Career services has historically focused on résumé reviews, job placement and networking strategies—important elements, but not enough for long-term success. A 2023 report by the National Association of Colleges and Employers found that students who integrate personal development with career planning—through leadership training, mentorship and values-based exploration—are significantly more career-ready upon graduation. Rather than pushing students toward the highest-paying or most prestigious jobs, career centers should help them define success on their own terms.

    Practical steps for career centers:

    • Develop integrated mentorship networks that connect students with professionals who exemplify career and life integration.
    • Help students build personalized business plans that help them take ownership of the story they are both writing and telling.
    • Leverage design thinking principles, encouraging students to experiment with career pathways that embrace uncertainty, adaptability and iterative learning rather than rigid, predetermined plans.

    AI can assist in career trajectory mapping, skills assessment and predictive job market insights, while human coaches focus on deep coaching, the power of stories and career and life integration strategies.

    1. Considering AI-powered hyperpersonalized career coaching.

    While traditional career advising has relied heavily on in-person interactions, the next evolution of career services will be AI-empowered, data-informed and hyperpersonalized. AI-driven career exploration tools can analyze a student’s experiences to offer real-time, customized career insights. AI agents such as the 24-7 virtual Career and Life Design Lab provide personalized career simulations, self-actualization exercises and self-realization insights to help individuals align their career paths with their purpose.

    This mindset shift in career services will blend AI and human coaching. AI can assist in career trajectory mapping, skills assessment and predictive job market insights, while human coaches focus on deep coaching, the power of stories and career and life integration strategies. This synergy allows for scalable yet deeply personalized career services.

    Practical steps for career centers:

    • Integrate AI-driven solutions and experiential learning methodologies.
    • Introduce future-self mapping, where students interview their future selves and map out short- and long-term goals.
    • Use reverse-engineering techniques, working backward from the desired impact to identify the necessary skills, experiences and trajectories.
    • Implement AI-powered career simulations, allowing students to test and refine career decisions in a risk-free environment that tackles limiting beliefs and impostor syndrome.
    1. Scaling lifelong learning beyond graduation.

    The future of work demands continuous upskilling, reskilling and career agility. Institutions must create a culture of lifelong learning, where students and alumni receive ongoing support throughout their careers. Career services must expand their scope to lifelong learning and helping students and alumni develop not résumés, but portfolios of experiences.

    Practical steps for career centers:

    • Create career and life integration circles, where alumni engage in peer coaching, mentorship and accountability partnerships.
    • Offer subscription-based career services, ensuring alumni have access to coaching, upskilling and career reinvention programs throughout their professional lives.
    • Establish annual career and life re-evaluation workshops, helping alumni recalibrate their career and life vision.

    Conclusion: The New Paradigm

    The future of work is not about balance. It is about integration. By embedding the career and life design theoretical framework into institutional frameworks, universities can better equip students for a rapidly changing world. Colleges and universities that fail to adapt will be left behind, while those that embrace career and life design—leveraging both AI and a holistic approach to personal, career and professional development—will supercharge their teams with scale and empower students to craft lives of purpose, adaptability and lasting impact.

    The question is no longer whether career centers should evolve—it is whether they can afford not to.

    Does your career center offer group coaching sessions focused on confidence building, growth mindset or related topics? Tell us about it.

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  • Innovative K-12 staffing strategies are feeling the brunt of federal funding cuts

    Innovative K-12 staffing strategies are feeling the brunt of federal funding cuts

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    Many schools and higher education partnerships that support the teacher pipeline are starting to feel the brunt of a $600 million cut in “divisive” teacher training grants announced Feb. 17 by the U.S. Department of Education.

    The cost-cutting measures by the Education Department are part of a broader effort throughout the federal government initiated by the Trump administration. The initiative led by the Department of Government Efficiency, or DOGE, reported this week that the Education Department is leading among other federal agencies for the most savings in total funding cuts. 

    Two of the most common federal grant programs impacted so far are the Teacher Quality Partnership Program and the Supporting Effective Educator Development Grant, said Cheryl Holcomb-McCoy, president and CEO of the American Association of Colleges for Teacher Education. AACTE has been surveying its members to gauge the grant slashing effort’s reach.

    Though the Education Department did not specify which teacher training grants programs were being cut, the agency said in its announcement that the reductions are targeting funds to institutions and nonprofits that were using training materials on topics such as critical race theory and diversity, equity and inclusion. The department added that “many of these grants included teacher and staff recruiting strategies implicitly and explicitly based on race.”

    At American University in Washington, D.C., for instance, a Teacher Quality Partnership Program grant allowed the university to help paraprofessionals at Friendship Charter Public Schools earn a master’s degree in early childhood or special education, “which there is a real need for,” said Holcomb-McCoy, who previously served as dean of American University’s School of Education. 

    The multiyear federal grant — which covered the private university’s tuition for about 15 teacher candidates to get credentialed, Holcomb-McCoy said — was written to benefit Friendship Charter Public Schools, as well as to address special educator shortages throughout the city.. That funding was “essentially cut.” 

    “We talk about teacher shortages of special education, teacher shortages in subjects such as science and math and technology,” Holcomb-McCoy said. “Cutting these grants essentially is cutting off the pipeline for many aspiring educators to get into the profession, and it’s not helping us. It’s hurting K-12 districts in many ways.”

    The grant also noted that it’s important to have a diverse representation of special education teachers trained in inclusive practices in Washington, D.C., schools, Holcomb-McCoy said. “The impact that that has on students with special needs is huge, and to stop that pipeline of people who aspire to work in that space is devastating to school districts and to communities and families.”

    AACTE estimates that about 31 Supporting Effective Educator Development grants and as many as 75 Teacher Quality Partnership Program grants were recently canceled nationwide. The association is providing support to its members and plans to help them first appeal their cases to the Education Department. 

    AACTE is also exploring potential litigation options, Holcomb-McCoy said.

    A hit to diversifying the teacher workforce

    Many of the applications for federal grants that were cut were written to align with priorities related to diversity set by former presidential administrations. As a result, Holcomb-McCoy said, a lot of those grant programs intentionally sought to address issues over diversity, equity and inclusion.

    Still, diversity in the teacher workforce has been a longstanding issue, she said. As the student population becomes more diverse, the hope has been to hire and keep teachers who are representative of their students. 

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  • Roles in Educational Marketing Strategies

    Roles in Educational Marketing Strategies

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    Are you wondering what sort of systems your school needs to streamline processes, enhance communication, and maximize student success? Two critical tools in this digital transformation are Customer Relationship Management (CRM) systems and Learning Management Systems (LMS). If you’re thinking about which kinds of systems to implement – CRM vs LMS? 

    While both play vital roles in educational institutions, their functions, benefits, and implementation strategies differ significantly. Understanding the difference between CRM and LMS and integrating them into your educational marketing strategy can provide a powerful edge. In this blog, we provide all of the guidance you’ll need to get started.

    Simplify student management and boost recruitment efficiency!

    Transform your student portal experience. Get a FREE HEM-SP demo today.

    What Is a CRM System?

    In an educational marketing context, a Customer Relationship Management (CRM) system is designed to manage interactions with prospective and current students. You can use CRM systems to track leads, nurture relationships, and streamline admissions workflows. These tools are indispensable if you’re looking to optimize your marketing and recruitment efforts by ensuring every prospective student receives personalized attention at the right time.

    CRM systems often include features such as lead tracking, segmentation, automated workflows, communication tools, and analytics. By providing insights into the enrollment journey, CRMs help schools allocate resources more effectively and improve conversion rates. A robust CRM can also support long-term engagement by keeping alumni connected to the institution.

    What is the best CRM for schools? Every school is different but generally, to choose the best CRM platform for your school, you should prioritize a system tailored to the education sector, like Mautic by HEM, which offers tools for lead management, personalized communication, and data-driven insights to streamline your admissions and marketing efforts.

    Built on the Mautic open-source marketing automation platform, it offers a comprehensive solution for managing leads, automating communication, and gaining insights into recruitment performance. With features such as contact management, campaign workflows, and lead scoring, Mautic by HEM helps schools supercharge their marketing and admissions efforts.

    HEM IMAGE 2HEM IMAGE 2

    Do you want to know how to use CRM and LMS to take your student experience to the next level? Contact us for a demo

    What Is an LMS?

    What is the purpose of LMS in education? A Learning Management System (LMS) is a platform designed to deliver, track, and manage educational content and student learning experiences. LMS platforms provide the infrastructure for online learning, offering tools for course creation, assignment tracking, progress monitoring, and student engagement. Schools use LMS platforms to enhance in-person and online education by providing a centralized hub for learning resources and communication.

    In addition to managing educational delivery, an LMS can provide valuable data on student performance and engagement, allowing educators to tailor instruction and support to individual needs. HEM’s Student Portal System, which includes a Student Information System (SIS), is an example of how an LMS can be integrated into an institution’s broader ecosystem. It streamlines everything from course scheduling to attendance tracking, creating a seamless experience for educators and learners.

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    CRM vs LMS: Key Differences

    Although CRM and LMS systems serve different purposes, they often complement each other in educational marketing strategies. The primary distinction lies in their focus: CRM systems are designed to manage relationships with prospects and current students, while LMS platforms are dedicated to managing the delivery of educational content.

    A CRM system focuses on pre-enrollment activities, such as lead generation, nurturing, and conversion. It ensures prospective students receive timely, relevant information encouraging them to apply and enroll. By contrast, an LMS supports post-enrollment activities, including course delivery, student engagement, and academic tracking.

    Despite their distinct roles, both systems share a common goal: improving the student experience. By integrating CRM and LMS platforms, schools can create a cohesive journey from initial contact to graduation and beyond.

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    Source: HEM

    Benefits of a CRM System in Educational Marketing

    Implementing a CRM system in your school’s marketing strategy can yield several benefits. CRMs streamline lead management by organizing contacts, tracking interactions, and automating follow-ups. This allows your admissions team to focus on high-priority leads while ensuring no prospect falls through the cracks.

    Mautic by HEM, for instance, empowers schools to create automated workflows for tasks such as email marketing, SMS campaigns, and event registrations. These tools help nurture leads effectively, moving them through the enrollment funnel. The platform’s robust reporting capabilities provide deep insights into the success of your marketing efforts, enabling data-driven decision-making.

    CRMs also enhance personalization. By segmenting leads based on criteria such as program interest, location, or stage in the admissions process, schools can deliver tailored messages that resonate with each prospect. This level of customization increases engagement and improves conversion rates.

    Example: One principal benefit of using a CRM for your school is access to detailed data that you can use to make your next move. The report below demonstrates how you can track registrations, what program the prospect has registered for, the prospects’ registration progress, and payment statuses. This is enough to craft and send a personalized follow-up message – a process that can be automated on CRMs like Mautic.

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    Source: Mautic | Higher Education Marketing

    Benefits of an LMS for Educational Institutions

    An LMS enhances the learning experience by providing a centralized platform for educational content and resources. Students can access course materials, submit assignments, and communicate with instructors from anywhere, fostering flexibility and accessibility.

    LMS platforms also facilitate data collection, allowing educators to monitor student performance and identify areas for improvement. By tracking metrics such as course completion rates, assessment scores, and engagement levels, schools can make informed decisions to improve outcomes.

    HEM’s Student Portal System exemplifies how an LMS can integrate seamlessly into an educational institution. With features such as course scheduling, attendance tracking, and performance reporting, it streamlines administrative tasks while enhancing the student experience. This dual functionality ensures that both educators and learners have the tools they need to succeed.

    Example: Here, the learning benefits of Ontario eSecondary School are outlined plainly – they offer quick support, access to expert teachers, and personalized help. An LMS significantly improves the student experience by providing resources that enrich lessons and offer support from staff. 

    An LMS is particularly essential for online academies like Ontario eSecondary School in order to provide structure and necessary resources to students; however, with an increasingly tech savvy student population that tends to expect online options, an LMS can benefit any school. 

    The second image demonstrates how courses can be delivered using LMS tools. Your aim should be to improve student experience by creating an interactive learning experience. This can be accomplished by integrating communications and multi-media tools with your LMS.

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    Source: Ontario eSecondary School

    Implementing a CRM System: Actionable Advice

    To implement a CRM system effectively, start by identifying your school’s specific needs and goals. Consider factors such as the size of your admissions team, the complexity of your enrollment process, and the channels you use to communicate with prospects.

    Next, select a CRM system designed for the education sector. Mautic by HEM is an excellent choice, offering features such as automated workflows, lead scoring, and detailed reporting tailored to the unique challenges of student recruitment. Requesting a demo is a great way to explore the platform’s capabilities and determine how it aligns with your goals.

    Once you’ve chosen a CRM, focus on integration and training. Ensure the system integrates with your existing tools, such as your website and email marketing platforms. Provide thorough training for your team to ensure they can use the CRM effectively. Finally, monitor performance and gather feedback to refine your processes over time.

    Implementing an LMS: Actionable Advice

    When implementing an LMS, start by defining your educational goals. Consider the types of courses you offer, the level of interactivity you want to provide, and the needs of your students and instructors.

    Select an LMS that aligns with these goals. HEM’s Student Portal System, for example, offers a comprehensive solution for managing courses, tracking attendance, and monitoring student progress. By integrating these functions into a single platform, the system simplifies administration while enhancing the learning experience.

    Ensure your LMS is user-friendly and accessible. Provide training for instructors and students to maximize adoption. Regularly review performance metrics to identify areas for improvement and ensure the platform continues to meet your institution’s needs.

    Example: Here, the SP Student Information System is being used for course planning. LMS systems like this help you centralize the information that students need to retain lessons and complete their assignments. Be detailed and clear when providing lesson information.

    HEM IMAGE 8HEM IMAGE 8

    Source: Student Information System

    Combining CRM and LMS for Maximum Impact

    While CRM and LMS systems serve different purposes, integrating them can create a seamless experience for both prospective and current students. For example, data from your CRM can inform personalized communication with enrolled students through your LMS. Similarly, insights from your LMS can help you refine your marketing efforts by highlighting the types of content and courses that resonate most with learners.

    HEM’s suite of solutions, including Mautic by HEM and the Student Portal System, offers an integrated approach to educational marketing and administration. By combining the strengths of CRM and LMS platforms, schools can create a unified strategy that supports students at every stage of their journey.

    It’s Time to Get Started!

    LMS vs CRM? Instead of choosing one over the other, try focussing on how each system contributes to your educational marketing strategy. A CRM system like Mautic by HEM helps schools attract and convert prospective students, while an LMS like HEM’s Student Portal System ensures those students have an exceptional learning experience. By leveraging both tools, schools can optimize their processes, enhance engagement, and achieve their goals more effectively.

    If you’re ready to take your school’s marketing and administrative efforts to the next level, consider exploring HEM’s Mautic and Student Portal solutions. With the right tools and strategies in place, your institution can thrive in today’s competitive educational landscape.

    Simplify student management and boost recruitment efficiency!

    Transform your student portal experience. Get a FREE HEM-SP demo today.

    Frequently Asked Questions

    Question: What is the best CRM for schools? 

    Answer: Every school is different but generally, to choose the best CRM platform for your school, you should prioritize a system tailored to the education sector, like Mautic by HEM, which offers tools for lead management, personalized communication, and data-driven insights to streamline your admissions and marketing efforts.

    Question: What is the purpose of LMS in education?

    Answer: A Learning Management System (LMS) is a platform designed to deliver, track, and manage educational content and student learning experiences.

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  • Beyond Syllabus Week: Creative Strategies to Engage Students from Day One – Faculty Focus

    Beyond Syllabus Week: Creative Strategies to Engage Students from Day One – Faculty Focus

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  • Modern Learners, Modern Strategies: The New Rules of Engagement

    Modern Learners, Modern Strategies: The New Rules of Engagement

    Brett is a working professional with a packed schedule, balancing career growth with personal responsibilities. He knows that advancing in his field requires new skills and credentials, but he needs a program that fits his life, one that is flexible, aligned with his career and worth the investment. Brett is just one example of Modern Learner, a growing population of students who prioritize efficiency, affordability and real-world outcomes in their education.  

    Higher education has undergone a decade of transformation, from evolving enrollment patterns to advancements in technology and changing student expectations. As the landscape continues evolves, so do the behaviors and preferences of students like Brett—giving rise to the Modern Learner.  

    EducationDynamics’ latest report, “Engaging the Modern Learner: The 2025 Report on the Preferences and Behaviors Shaping Higher Ed,” examines these emerging trends. For over a decade, we have tracked student behavior and preferences, adapting our research to reflect the evolving higher education environment. Previously known as the Online College Students Report, this study has expanded in scope to provide a more comprehensive understanding of Modern Learners and their needs.  

    Explore the most significant changes over the past ten years, key findings from our research and actionable strategies to help higher education leaders challenge the status quo and drive innovative outcomes.  

    How Have Student Behaviors and Preferences Changed in the Last Decade?

    Student search, decision-making, and engagement behaviors have shifted significantly over the past decade. Strategies that once drove enrollment may no longer be as effective, requiring institutions to adapt. By examining these changes, we can identify emerging patterns that will shape the future of higher education.  

    Modern Learners Expect Immediate Admit Decisions 

    With greater access to information through technology, prospective students are making decisions faster than ever before. As a result, Modern Learners expect rapid responses from institutions. In 2015, 43% of fully online learners said that they would enroll at the first school that contacted them. By 2025, the urgency has increased significantly, with nearly 75% of online learners indicating that they would enroll in the first school that admits them. This shift underscores the growing need for institutions to streamline their admissions processes, ensuring quick response times and efficient decision-making to remain competitive in enrolling Modern Learners.

    Search Initializes at the Brand Level

    Student search behavior is another trend that has faced a significant shift in recent years, with more students starting their search by focusing on schools rather than specific programs.

    Recent data reveals that 58% of respondents begin their search by considering schools first. This trend is even more pronounced among online learners, where approximately 60% prioritize finding a school before narrowing down their program options. Following school, the next most common search is subject area, with students increasingly exploring broader categories before selecting a specific program.

    Given this shift, higher education marketing strategies need to reflect an approach that encompasses both promotion of programs and the institution itself. As prospective students often initiate their search with a school-focused mindset, schools must position their brand clearly to effectively engage and capture early interest, which will guide students towards relevant programs as they progress through the enrollment funnel.

    AI Impacts Consideration Sets 

    The adoption of AI tools, such as website chatbots and on-demand engagement platforms, has grown steadily over the past decade. Recent data highlights notable increases in the use of chatbots. In 2015, only about 15% of online learners engaged with website chatbots or live chat agents. Now, in 2025, that number has more than doubled, reaching 30% of fully online students.  

    Moreover, students increasingly turn to AI tools like Search Generative Experience (SGE) for answers to critical questions about schools and their offerings, with 37% of Modern Learners using AI for information gathering. As students refine their consideration sets, AI-driven engagement tools provide timely and relevant information, making them a key touchpoint in the decision-making process. The growing reliance on these platforms calls for institutions to employ the use of informative and accessible AI tools to offer students seamless support throughout their research and decision-making processes.  

    Preference and Acceptance of Online Modality has Increased

    It’s no secret that in the past decade, online education has not only gained traction but has become the preferred education modality for a growing population of students. In 2015, only 32% of fully online students believed their online education was better than their previous classroom study. However, that number has more than doubled for today’s respondents. 71% of online learners express a preference for online higher education experiences when compared to classroom education, indicating a fundamental change in student expectations and satisfaction with digital learning environments.  

    Engaging the Modern Learner

    At EducationDynamics, our research continually seeks to understand the evolving needs of students. Through years of research and emerging insights from our 2025 survey, a clear picture of the Modern Learner has emerged—one defined by a focus on flexibility, career, and a desire for personalized education experiences. Modern Learners are not only looking to complete a degree, they also aim to shape their own learning journeys in ways that align with their personal and professional goals. 

    Shared Demands and Preferences 

    Despite their diverse backgrounds, Modern Learners share several key expectations. They prioritize affordability, flexible learning formats and responsive support. If their needs aren’t met, they will quickly seek alternative options. This shift in expectations means that institutions need to rethink how they attract, engage and support students. Meeting the Modern Learner where they are is no longer optional; it is essential for long-term success. 

    The Power of Brand & Reputation

    A strong institutional brand plays a crucial role in the student decision-making process. As students begin their search with a school-focused mindset, a well-established reputation can be the deciding factor in where they apply. In fact, reputation ranked as the third most influential factor in application decisions, cited by 31% of students overall and 51% of traditional undergraduates, in our 2025 survey. To remain competitive, institutions must build a credible and respected brand that not only attracts prospective students but also reinforces trust and long-term value throughout their educational journey. 

    Value and Affordability

    While cost is a significant consideration for Modern Learners, affordability alone doesn’t drive enrollment decisions. A well-rounded value proposition plays an equally important role. Our research shows that 46% of students cite tuition cost as a critical factor, but other factors like program relevance to careers, flexibility, and reputation also weigh heavily in their decision-making process. 

    Supporting students with financial literacy is crucial, as 38% of students identify it as a helpful resource during the enrollment process. By clearly communicating both affordability and long-term value such as career outcomes, program flexibility and personalized support, schools can resonate with the priorities of cost-conscious, value-driven Modern Learners.  

    The Importance of Career Focus

    For Modern Learners, education is a direct pathway to career advancement. Regardless of age or background, they share a strong motivation to upskill quickly and gain credentials that lead to tangible career outcomes. This focus on career alignment is evident, with 20% of Modern Learners citing a program’s relevance to their career as a determining factor in their enrollment decision.

    The Modern Learner Survey reveals that 76% of students feel their institution clearly outlines potential career paths related to their program. While this is positive, gaps remain. Traditional undergraduates are the most informed, with 84% receiving clear career guidance, compared to 73% of non-traditional students and 77% of graduate students. These gaps highlight the need for institutions to consistently communicate career values across all Modern Learner segments, ensuring they understand how their education supports their professional goals.

    The Demand for Flexible Learning Models

    Flexibility is no longer an educational preference; it is a necessity for Modern Learners. As today’s students move away from traditional classroom modalities and increasingly seek flexible environments, institutions must invest in program models that accommodate careers and family commitments.  

    When deciding where to apply, 31% of Modern Learners cited flexible course schedules as a key factor. This need is particularly evident among graduate students, who are more likely to be balancing family and work responsibilities. While 53% of respondents do not have children under 18 at home, a notable portion are managing family commitments in addition to their studies. Among fully online students, the number of children at home has increased by 15%, reinforcing the growing demand for learning models that complement busy schedules. 

    The Role of AI and Social Media

    AI and social media play an increasingly important role in shaping student decisions. Social media is no longer merely an avenue for entertainment; it has evolved into a tool for student engagement and research throughout the entire decision-making process. With students interacting across multiple platforms daily, schools must harness these channels to stay visible and relevant as students progress through the consideration phase. To successfully leverage social media, marketing teams should prioritize creating dynamic, visually engaging experiences, particularly through video content, which resonates strongly with Modern Learners.  

    At the same time, AI enhances this by personalizing interactions and providing real-time insights into student preferences, helping institutions refine their marketing strategies. With the rise of generative AI tools, nearly 70% of Modern Learners now use AI in some capacity, including AI chatbots like ChatGPT, to assist their search for school information. Approximately 37% use these tools specifically to gather information about schools, with tuition fees (57%), course offerings (51%), and admission requirements (43%) being the most sought-after details. This highlights the opportunity for schools to integrate AI into their marketing strategies to provide comprehensive, accessible information that supports prospective students with their enrollment decision.  

    Modern Strategies to Engage the Modern Learner 

    As the needs and expectations of students continue to evolve, it’s important for institutions to adapt in ways that truly serve and support Modern Learners. Here are actionable steps to create a personalized, student-centered experience that fosters trust and drives success.  

    1. Embrace Data-Driven Decision Making: Modern Learners expect personalized experiences, and data is the key to delivering them. Through leveraging market research and insights, like those from the 2025 Modern Learner Report, institutions can better understand student preferences and behaviors. To turn those insights into action, invest in tools for data collection and analysis that allow for continuous improvement and refinement.  
    2. Build a Strong and Authentic Brand: A cohesive and authentic brand is integral to connecting with students. Focus on building a positive online experience that bolsters brand visibility, while garnering trust that your institution can provide timely and reliable information that students seek.  
    3. Prioritize Career Outcomes: Career outcomes are top of mind for students as they consider their educational investment. Make career pathways clear by showcasing programs, internship opportunities, alumni success stories and career counseling services to help students see the tangible benefits of their degree.  
    4. Create Flexible and Personalized Learning Pathways: Flexibility is essential for meeting the diverse needs of Modern Learners. Offer programs with adaptable schedules and learning formats, allowing students to choose a pathway that best aligns their lifestyle and goals.  
    5. Optimize the Digital Experience (Especially Websites and Al): An engaging digital experience is critical to attracting and retaining students. Through regular website updates and the integration of AI-powered tools to offer support, institutions can streamline the user experience to ensure a smooth journey from inquiry to enrollment. 
    6. Enhance Communication Speed: Modern Learners expect timely and informative responses and are quicker to make decisions than in years past. Adopt tools that provide real-time communication capabilities, such as chatbots or automated updates, to keep students engaged and informed throughout the enrollment process.   
    7. Develop a Dynamic Social Media Strategy: Social media is a powerful tool for building connections and increasing brand awareness among Modern Learners. With platforms like Instagram, TikTok, and YouTube playing a major role in their online engagement, video content is especially effective in capturing their attention.  By understanding your audience’s media habits and aligning your content with platforms they use the most, you can deliver the right message at the right time, keeping your institution top of mind.  
    8. Don’t Forget About the Human Touch: While technology undoubtedly plays a significant role in modern times, students still seek personal connections. Ensure that students can engage with advisors, staff, or faculty to guide them through the enrollment process, while providing the support they need.

    Aligning with Modern Learners: A New Era in Enrollment

    In this evolving landscape, Modern Learners are placing greater emphasis on career relevance, affordability, and flexibility, demanding more from their education than ever before. The findings from the Modern Learner Survey underscore the importance of aligning educational programs with career paths, improving financial transparency, and providing tailored support to meet diverse needs. The time is now for higher education leaders to challenge outdated enrollment strategies that no longer resonate with today’s highly discerning, cost-conscious, and value-focused students.  

    To navigate these changes effectively, institutions must adopt innovative, data-driven strategies that speak directly to the Modern Learner’s priorities. For a deeper dive into these insights and actionable recommendations, explore the full “Engaging the Modern Learner” report today.  

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  • Seven strategies to build global learning community at scale

    Seven strategies to build global learning community at scale

    In higher education, your relationship with learners shouldn’t end when their program does. If fostered correctly, they’re applying the knowledge they gained, sharing their experiences with their personal and professional networks, and staying engaged with your institution.

    Strengthening your relationships post-program will not only enhance the learning experience and create a sense of belonging, but inspire lifelong learning and repeat engagement, build awareness in a competitive education landscape, and transform your learners into your brand’s biggest advocates.

    Building a vibrant community is vital for maintaining these post-program relationships. In a survey by the community marketing platform TINT, 73 percent of consumers reported having a positive opinion of brand communities, while 84 percent said the community surrounding a brand impacts their feelings about it.

    Many online learning providers must battle the misperception that community-building and networking only happen in person. At Harvard Business School Online, we launched our Community in 2018 to provide online learners the chance to connect off-line by forming chapters worldwide. Over the last six years, we’ve expanded to nearly 40 chapters and more than 650,000 members from 190 countries. And importantly, we’ve evolved beyond in-person meetups to also host virtual events and discussions through our Community platform.

    If you’re interested in building a global community at scale, here are seven tips to consider.

    Tips for Building an Engaged Global Community

    1. Find Your Superusers Early

    Start by identifying your most active, engaged learners. Perhaps they’re always the first to comment on their peers’ responses and provide feedback. Or maybe they’re sharing their certificate and learning experiences on LinkedIn, taking multiple programs, or promoting your school and proactively addressing questions in Reddit threads. Determine your engagement metrics and use them to spot your superusers early.

    Programs should offer multiple connection points throughout the experience. HBS Online offers networking opportunities before, during and after courses. Anyone can join a public chapter to learn more about the brand and build knowledge. Once enrolled and upon course completion, they’re added to different private discussion boards and gain access to exclusive networking opportunities.

    The earlier you integrate community into their experience, the faster they’ll become familiar with it and the more engaged they’ll be over the long term—helping you more easily surface your superusers.

    1. Transform Your Superusers Into Brand Ambassadors

    Communities are stronger when everyone is involved. Once you’ve identified your superusers, empower them to be brand ambassadors. Provide ownership of the community experience to keep them invested and committed to fueling its success. In turn, you can scale faster by delegating some of the event and community management.

    Our chapters are run by chapter organizers—volunteers who’ve taken at least one HBS Online course and been vetted by our team. These volunteers are responsible for hosting an event a quarter and posting on their chapter’s discussion board.

    This structure enables us to grow our Community globally and offer in-person and virtual events and networking opportunities throughout the year. Our learners forge real-world connections while our chapter organizers gain experience they can add to their LinkedIn profiles and résumés.

    1. Provide Them With Helpful Tools, Training and Tactics

    To help your learners become brand ambassadors, equip them with the right tools, tips and training. Onboard them to your community software, develop documentation and responses to frequently asked questions, and regularly host training sessions to explain new and existing platform features.

    Data is another powerful tool. Track which conversations garner the most engagement or the events with the highest registrations, and share those insights with your community leaders. It will provide a jumping-off point and help them build stronger networking opportunities and relationships.

    1. Establish and Share Clear Guidelines

    During onboarding, share clear brand guidelines and expectations with your community leaders, including:

    • Your community’s goals and objectives
    • What their role entails and how to refer to it
    • How they should attribute your brand, and if/when they can leverage your logo
    • Your social channels and any campaign hashtags
    • Examples of effective content, whether a social post, forum discussion or event
    • Specific brand style guidelines

    By providing this material, you can empower them to be stronger advocates and alleviate branding concerns as you grow and scale your community.

    1. Highlight Achievements and Incentivize Advocacy

    For your community to be successful, it needs to be mutually beneficial. Your learners are likely juggling their education alongside various personal and professional commitments. Acknowledge their time spent volunteering.

    At HBS Online, we share our praise in various ways, including dedicated learner profiles, Community engagement and recognition badges, social media callouts, a monthly Community-focused newsletter where we promote upcoming events and achievements, and free tickets to and dedicated recognition at our annual hybrid learner conference, Connext.

    Consider how you can leverage gamification to encourage engagement or incentivize your community leaders to promote your brand. Perhaps you gift them exclusive swag if they hit certain engagement metrics or welcome them to beta-test new products. Determine what works best for your institution, but ensure you’re meaningfully saying, “Thank you.”

    1. Give Your Community Meaning

    Purpose fuels passion. Find ways to make your community something your learners are proud to participate in. Survey them to discover how they view your community and the value they derive from it and leverage those insights to create programming aligned with your institution’s mission.

    Six years ago, HBS Online introduced the Community Challenge to empower our learners to enact global change. Through the challenge, we collaborate annually with a nonprofit and ask for a pressing issue facing their business. We then share that problem with our learners, who gather worldwide to develop and pitch solutions. Over the years, they’ve tackled topics like food insecurity, climate change and education access while applying the business knowledge gained through our courses and fostering teamwork globally.

    1. Create an Internal Support System

    For any of these community efforts to take off, you need buy-in from senior leadership. Without it, you’re unlikely to get the necessary tools and resources to grow an engaged community. Communicate the value to your institution’s key stakeholders and provide them with the talking points to advocate for the initiative organizationwide since you’ll need support from multiple teams—like tech, program delivery and marketing—to make this work possible.

    If feasible, having a dedicated community manager can also help supercharge your efforts. That employee can provide a safe space for your community leaders, give them a direct point of contact, listen to and enact feedback, and ensure brand guidelines and expectations are met.

    Build Lifelong Relationships

    Your learners are your higher education brand’s most valuable asset. They can provide insights to help you develop new programs, advocate on your brand’s behalf, build awareness and drive repeat engagement.

    To foster lifelong learning, you must prioritize building lifelong relationships. Is your institution missing out on a competitive advantage?

    Lauren Landry is the director of marketing and communications at Harvard Business School Online, overseeing its organic marketing strategy, brand messaging, Community and events. Prior to joining HBS Online, she served as an associate director of content marketing at Northeastern University and as a reporter and editor covering higher education and start-ups for the likes of BostInno and Boston Magazine.

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  • Personalized Communication Strategies That Drive Student Engagement in Higher Education

    Personalized Communication Strategies That Drive Student Engagement in Higher Education

    Key Takeaways:

    • Personalized, timely, and relevant communication is key to engaging prospective students and meeting enrollment goals in higher education.




    • Effective strategies rely on immediacy, relevance, automation, and trackability, ensuring impactful and consistent interactions.




    • Omnichannel outreach, using a mix of email, SMS, print, and digital platforms, enhances visibility and builds trust by meeting students where they are.




    • Data-driven tools enable tailored, personalized communication, real-time adjustments, and sustainable strategies.

     

    Connecting with prospective undergraduate students in meaningful ways requires a thoughtful blend of strategy, immediacy, and personalization. Gone are the days when generic messaging could effectively spark interest or drive engagement. Today’s prospective students expect communications that reflect an understanding of their individual needs, aspirations, and priorities and their value to your institution.

    Institutions aiming to enhance their enrollment strategies must adopt a more data-informed and strategic approach to communication. This means reaching out with the right message, at the right time, and through the right channels.

     

    Laying the Foundation for Communication Success

    Effective communication with students is built on four key principles: immediacy, relevance, automation, and trackability. Each element plays a critical role in ensuring that interactions resonate with students and influence their decision-making process.

    • Immediacy: Quick and timely responses that change as students’ behaviors change demonstrate attentiveness and can make a significant impression on prospective students. Delays in following up on inquiries or campus visits risk the loss of momentum and interest. Statistics show that the school that responds to inquiries first is more likely to convince that student to enroll.




    • Relevance: Tailored, personalized communication should go beyond basic name inclusion. Students expect messages that address their specific interests. Misaligned content, such as sending information unrelated to a student’s expressed major, can quickly undermine trust.




    • Automation: Streamlined, automated workflows keep communication consistent and dependable, even during staff transitions or times of high demand. Manual processes, such as college fair follow-ups that sit unprocessed for long periods, can derail engagement. Automation prevents these bottlenecks, enabling timely responses even when staff are unavailable.




    • Trackability: Monitoring communication effectiveness helps institutions refine their strategies and optimize ROI.

    By integrating these principles, higher education institutions can deliver a cohesive and impactful communication strategy that strengthens student engagement and builds trust.

     

    The Importance of Omnichannel Outreach

    While email has long been—and remains—a cornerstone of communication, relying on it exclusively is no longer sufficient. The sheer volume of emails students receive daily makes it easy for even the most well-crafted messages to be overlooked. To stand out, institutions must adopt an omnichannel approach with campaigns that combine email with print materials, SMS messaging, voice blasts, digital ads, social media engagement, and microsites, all tailored to student interests.

    Each channel serves a unique purpose for student engagement in higher education. Print materials, for example, are particularly effective at involving families in the decision-making process. A well-designed brochure placed on a kitchen table can spark conversations among family members, especially parents, who are often key influencers in the college selection process.

    Similarly, integrating consistent, tailored messaging across multiple channels ensures that students receive a seamless experience. Whether they encounter an institution on social media, via a targeted ad, by SMS message, or through an email campaign, the message should feel cohesive and tailored to their interests. Omnichannel strategies, timed appropriately through the enrollment timeline, not only improve visibility but also demonstrate an institution’s commitment to meeting students where they are, thus building trust and rapport.

     

    Leveraging Data for Personalization

    Modern communication strategies must be rooted in data. By analyzing student preferences and behaviors, institutions can craft messages that resonate on an individual level. With data-informed insights, institutions can identify what matters most to prospective students—whether that’s career outcomes, financial aid, or specific academic opportunities—and address those priorities directly.

    For example, students interested in STEM programs may be more receptive to communications highlighting research opportunities and faculty expertise, while first-generation students may appreciate messages emphasizing affordability and support services.

    To further maximize impact, institutions can use surveys and initial engagement data to tailor their outreach strategies, which allows them to deploy resources efficiently while maintaining relevance. For example, expensive print materials can be reserved for students who show strong interest in particular programs, while a social media campaign may be more appropriate for inquiries earlier in the enrollment cycle.

    Real-time data tracking lets institutions segment their strategies dynamically. If a particular campaign underperforms across the board or for certain cohorts of students, modifications can be made immediately to better align with student preferences. This agility is essential for maintaining relevance and impact throughout the recruitment cycle.

     

    Building a Sustainable Communication Infrastructure

    Sustainable communication strategies rely on the integration of advanced tools and technologies. While a customer relationship management (CRM) system lays a strong foundation, institutions often need more specialized solutions to elevate their outreach efforts. Liaison offers a suite of products designed to enhance and streamline communication and enrollment strategies, including:

    • Enrollment Marketing (EM): Liaison’s EM software and marketing services help institutions manage and analyze personalized, automated omnichannel campaigns, ensuring consistent and effective messaging across multiple channels.




    • Othot: This AI-driven tool leverages predictive and prescriptive analytics to optimize communication strategies and enrollment decisions, tailoring outreach to align with student behavior and institutional goals.




    • Centralized Application Service (CAS): By simplifying the admissions process for students and providing institutions with tools for marketing, data management, and application processing, CAS supports efficient communication with applicants.

    By incorporating these technologies, along with Liaison’s CRMs, institutions can maintain a seamless and unified communication flow so that prospective students receive timely, relevant, and personalized messages. These solutions also allow institutions to monitor campaign performance and adjust strategies in real-time, maximizing the effectiveness of resources and making messaging more impactful for target audiences. This integration reduces reliance on fragmented workflows, preventing gaps or delays caused by disconnected platforms.

    Aligning tools and strategies across departments using Liaison’s technologies keeps messaging consistent and impactful, even as prospective students engage with multiple touchpoints throughout their journey.

     

    Achieving Long-Term Engagement

    Effective communication with students is about building relationships that extend beyond the initial stages of recruitment. Institutions that invest in understanding and addressing the unique needs of their prospective students position themselves as partners in their academic journey.

    By delivering personalized, timely, and relevant messages through multiple channels, institutions can foster deeper connections and enhance student engagement in higher education. As the competitive landscape of enrollment continues to shift, adopting a strategic and data-informed approach to communication will remain essential for success.

    Ready to elevate your communication strategies? Discover how Liaison’s advanced tools and technologies can transform how you connect with prospective students. From personalized, omnichannel campaigns to data-driven insights, our solutions help you engage students meaningfully and meet your enrollment goals. Contact us today to learn more.

    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.

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  • Assume the Best: Trust-Based Strategies for Empowering College Students – Faculty Focus

    Assume the Best: Trust-Based Strategies for Empowering College Students – Faculty Focus

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  • Making Higher Education More Affordable: The Role of Financial Aid Strategies

    Making Higher Education More Affordable: The Role of Financial Aid Strategies

    Key Takeaways:

    • Financial aid optimization transforms financial resource allocation into a strategic enrollment tool, aligning affordability for students with institutional goals.




    • By leveraging real-time data and tools like Liaison Othot, institutions can craft tailored financial aid strategies that address individual student needs and enrollment strategies.




    • Optimization enables proactive adjustments to financial aid strategies, ensuring accessibility while supporting student retention and institutional sustainability.




    • Strategic financial aid leveraging balances affordability for students with long-term enrollment and revenue objectives.

     

    The rising costs of higher education and fear of long-term debt have left many prospective students and their families questioning whether they can afford to pursue their academic dreams. For institutions, this presents a dual challenge: attracting diverse students and ensuring enrollment goals align with their mission. An effective and aligned financial aid optimization strategy offers a powerful tool to meet a campus’s enrollment goals. By combining institutional funds with federal and state resources effectively, colleges and universities can increase access and affordability in higher education while achieving broader enrollment objectives.

    From offering enough aid to make tuition manageable to continuously refining financial aid strategies based on real-time information, optimizing plays a pivotal role in strategic enrollment management (SEM). It transforms financial aid awarding from a static process into a dynamic tool that not only attracts and enrolls students but also supports their retention by effectively meeting their financial needs.

     

    What Is Financial Aid Optimization?

    Financial aid optimization transforms the allocation of financial resources into a critical enrollment tool. By aligning the overall enrollment leveraging strategy—regularly and in real-time at the individual level—optimization allows campuses to address student affordability needs in a unique and tailored way.

    At its core, optimization is a dynamic, data-informed process. Institutions develop annual plans for allocating financial aid (leveraging), basing decisions on previous cycles’ successes and challenges. Unlike traditional static leveraging models, modern optimization approaches incorporate continuous adjustments informed by real-time data. This lets colleges and universities respond proactively to shifting enrollment trends and keeps their financial aid strategies effective throughout the year.

     

    How to Make Higher Education More Affordable and Accessible

    More accessible higher education starts with understanding the financial challenges students face. For many undergraduates, the cost of tuition, housing, books, and other expenses can make college seem out of reach, even with federal and state aid. For example, a student from a low-income household may find that even the maximum Pell Grant award leaves a significant financial gap. Similarly, a middle-income family might struggle to cover tuition despite not qualifying for significant need-based aid.

    Financial aid leveraging allows institutions to tackle these challenges head-on by creating tailored aid packages that remove financial barriers for students. This approach relies on a mix of need-based and merit-based strategies, often informed by tools like FAFSA data and predictive analytics.

    One of the key advantages of financial aid optimization is its flexibility. Institutions can use data to fine-tune aid offerings based on unique student needs and behaviors. For instance, Liaison’s Othot platform, a cloud-based predictive and prescriptive analytics tool designed specifically for higher ed, can analyze factors such as a student’s location, academic profile, and campus engagement to build aid packages thatneeds. This granularity ensures that the financial aid awarding strategy not only meets the affordability threshold for students also aligns with the overall enrollment strategy being employed on the campus. An aligned optimization approach ensures that the affordability component is integrated into the strategy for specifically targeted cohorts or students, maximizing the likelihood of their enrollment.

    Optimization also lets institutions adapt aid policies for entire cohorts or demographic groups. For example, schools can address rising inflation in high school GPAs by recalibrating merit-based awards to prioritize equity and maintain fairness in their financial aid distribution. This adaptability keeps aid plans relevant as the dynamics of higher education continue to shift. By relying on data and continuously streamlining their financial aid models, institutions can make higher education more attainable for all students while maximizing their impact.

     

    The Strategic Impact of Financial Aid Optimization

    Financial aid optimization goes beyond simply helping students cover tuition—it’s about achieving a delicate balance between affordability for students and sustainability for institutions. By carefully crafting aid packages that meet the financial needs of students without overextending institutional resources, colleges and universities can enhance their enrollment efforts while maintaining financial health.

    For example, reallocating funds for strategic distribution among students could result in higher net tuition revenue (NTR) without sacrificing enrollment numbers. This demonstrates how strategic adjustments can yield significant results when financial aid decisions are guided by data, tailored to meet institutional priorities, and aligned to overall enrollment strategies.

    Retention and persistence are critical factors to consider when determining how to optimize financial aid. An effective leveraging model doesn’t stop at enrollment and the conclusion of a successful first year—it considers the long-term success of students. By analyzing which cohorts are more likely to persist and graduate, institutions can refine their aid offerings to improve outcomes for all students. This approach ensures that financial aid strategies not only attract students but also support their success throughout their academic journey.

     

    Aligning Financial Aid With Student Success and Institutional Goals

    Financial aid optimization is a powerful way to make higher education more accessible while helping institutions achieve their objectives. By combining institutional, federal, and state resources with data-driven optimization tools, colleges and universities can craft aid strategies that address affordability, bolster student retention, and maximize their impact.

    Institutions looking to enhance their financial aid and enrollment can benefit from Liaison’s suite of solutions, including Othot. Whether your team is just beginning to explore financial aid leveraging or has years of experience, Liaison’s tools provide the flexibility and insights needed to meet your unique goals. From devising an initial plan to optimizing existing processes, our solutions are designed to assist schools at every stage of their journey. Contact us today to learn more.

     

     

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