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The United States (U.S.) remains a top choice for international students pursuing higher education, with approximately six percent of the student population consisting of international students (Open Doors Report on International Educational Exchange, 2024). This data underscores their integral role in higher education. One of the major challenges international students faces is adapting to a new educational system and culture while striving to integrate seamlessly into their new environment. Many international students bring deeply ingrained learning experiences from their home countries, which may differ significantly from those in the U.S. These differences profoundly shape their approach to education, influencing their self-esteem and academic success. This article explores these experiences, offering insights for educators on how to foster supportive and inclusive learning environments, particularly from an Asian perspective.
Personal Experience
I was an international student myself, so I can empathize with the challenges faced by the current generation of international students. While platforms like the internet and American media provide some understanding of American culture, nuances are often missed. I vividly recall the sense of isolation in the classrooms and at conferences, where engaging in conversations felt daunting. Introducing and joining conversations with others was challenging; the most I could do was to wave and acknowledge my presence. These experiences highlight the importance of creating environments where international students feel safe, supported, and included.
1. Cultural Perspectives on Authority
International students often approach interactions with educators with profound reverence, influenced by cultures that value authority and rules. This reverence may lead to reserved behavior in the classroom, hindering active participation. Rather than engaging in active discourse, they tend to listen attentively to their educators and accept their viewpoints unquestioningly, even if they conflict with their knowledge and understanding. This deference to authority may manifest as reticence, timidity, or reluctance to participate in class activities and discussions (Wan, 2021). For international students, this act of showing respect is vital, as they fear failure in the course if their communication style is perceived as disrespectful. Consequently, they do not advocate for themselves in academic settings and function best when following rules set by a person of authority.
To address this, educators can empower international students to express themselves more freely, by adopting strategies that foster a supportive and less intimidating learning environment. One approach is to adjust the tone of communication to be less stern or serious, creating a more welcoming atmosphere for dialogue. Additionally, providing alternative avenues for communication, such as writing on sticky notes or offering anonymous feedback options, can offer students a sense of safety and anonymity when expressing their thoughts. Furthermore, educators can encourage peer support by allowing students to bring a classmate along when seeking clarification or discussing concerns with educators. This approach can help alleviate feelings of intimidation and apprehension, as students may feel more comfortable and supported when engaging with professors alongside a peer. By acknowledging and accommodating cultural perspectives on authority, educators can promote inclusivity and empower international students to participate actively in their academic journey.
2. Adapting to Autonomy in the Classroom
Cultural backgrounds and language barriers contribute to international students’ hesitance to participate vocally in class. Students who come from educational backgrounds where autonomy in the classroom was not encouraged may struggle to adapt to the interactive and participatory learning environments often found in Western educational settings. Additionally, if English is not spoken as their first language, these students fear that their foreign accent may impede understanding. They quickly become sensitive to others’ evaluations and doubt their ability to communicate clearly, leading them to feel uncomfortable when speaking up in class (Hsu & Huang, 2017). Consequently, they may prefer to take on a passive observer role rather than participating actively. Moreover, international students may not perceive their personal views and experiences as significant, fearing that they may not align with the local context in the US.
Creating a safe space in the classroom for international students is crucial. These students must feel valued and have their dignity upheld. Educators must provide clear guidelines to foster participation, encouraging active engagement and the sharing of diverse perspectives. Turn-taking may not occur naturally for international students, so assigning specific roles to each group member to present their ideas can be effective. Appoint a leader who will ensure each group member’s voice is heard. Educators must also be cautious when addressing incorrect answers to prevent students from being discouraged from taking risks in responding in the future. A face-saving act plays an important role for international students when their answers are off- tangent.
3. Feedback and Revising
International students may not be familiar with the process of feedback and revising their work. These students have often been taught to get it right the first time and may not be accustomed to opportunities for revision. In some cases, they may not even receive feedback and might not understand what constructive feedback looks like.
Educators should familiarize students with feedback processes and create a supportive environment for revising work based on feedback. Help these students become accustomed to the various forms of feedback they may receive in your classroom. Emphasize that feedback is a way to help them improve their work and is not a personal attack.
4. Peer Support
International students often fear being judged by their educators if they ask questions that reveal their lack of understanding or knowledge. Additionally, there is a cultural perception among some international students that questioning authority, such as educators, may be viewed negatively. Therefore, seeking assistance from peers can feel less intimidating as peers may be perceived as more approachable and understanding of their struggles. Educators should view this reliance on peer support as a natural part of the adjustment process for international students. Allowing them time to acclimate to unfamiliar academic expectations and social dynamics will help them feel confident enough to engage directly with educators. Be accessible and supportive. Let the students know that you are approachable and happy to answer any questions no matter how simple or complex.
5. Creating a Sense of Belonging
International students often experience isolation in classrooms, making it crucial for educators to foster a sense of belonging. Cultural differences, such as the U.S. emphasis on independence versus the collectivistic nature of many Asian cultures, can make classroom interactions challenging. This unfamiliarity can lead to disengagement and alienation.
Despite appearing integrated, international students may struggle to form meaningful connections with American peers, leading to self-isolation. They often gravitate toward friends from their home country, limiting engagement in classroom discussions and peer support networks. This lack of engagement with local students can hinder their ability to form meaningful personal connections, access peer support, and fully participate in classroom discussions, all of which are essential for academic and social success.
Educators can help by designating peer mentors or teaching assistants to offer guidance. Assigning clear roles in group activities ensures inclusivity, while providing instructions and exemplars in advance helps international students prepare and participate more confidently. Allowing students to preview tasks before class gives them time to seek clarification, fostering comfort and engagement. These strategies create a more inclusive learning environment, enhancing both academic success and emotional well-being.
Conclusion
Creating a safe, supportive, and inclusive learning environment is essential for all students, including international students. Since international students may encounter cultural differences in their new learning environment, educators must implement culturally responsive support strategies. These strategies help foster an inclusive setting, enabling all students to succeed both academically and personally. By adopting these five inclusive practices in the classroom, educational experiences can be enriched for both international and domestic students, promoting a sense of belonging for everyone.
Thilagha Jagaiah is an Associate Professor of Special Education in the Education Department at the University of Hartford. She prepares pre-service teachers to develop essential teaching and assessment skills, equipping them to become highly effective licensed educators for PreK-12 students. Her research focuses on enhancing the teaching and learning of writing, with a specific emphasis on how sophisticated sentence structures can improve writing quality and how optimal trunk support can enhance engagement for students with trunk deficits in inclusive classrooms.
References
Hsu, C.-F. (Sandy), & Huang, I.-T. (Joyce). (2017). Are international students quiet in class? The influence of teacher confirmation on classroom apprehension and willingness to talk in class. Journal of International Students, 7(1), 38-52. https://doi.org/10.32674/jis.v7i1.244
International Students Enrollment Trends, 1948/49 – 2023/24. Open Doors Report on International Educational Exchange. Retrieved from http://www.opendoorsdata.org
Wan, Y. W. (2021). Why are they so quiet? Exploring reticent and passive East Asian ESL students in the U.S. classroom. Open Journal of Modern Linguistics, 11, 942-954. https://doi.org/10.4236/ojml.2021.116073
Strategies for Each Stage of the Enrollment Journey
Higher education institutions face many challenges in their efforts to engage with potential students and keep them motivated while they navigate the enrollment process. In a 2024 Lumina Foundation/Gallup survey on the state of higher education, prospective adult students cited cost, work conflicts, emotional stress, and lack of remote learning opportunities as their top barriers to enrolling in a college program.
Institutions and enrollment teams have the unique opportunity to support students on their journey through each stage of the enrollment funnel — awareness, interest, consideration, intent, application, and enrollment — to help them achieve their goals.
In the first stage of the enrollment funnel, prospective students search for colleges and universities and find out about the different programs they offer. The challenge that universities face during this stage is: How do we reach as many potential students as possible?
Prospective students learn about institutions in the following ways:
College and university websites
Emails from schools
Videos
Printed brochures
Financial aid and scholarship calculators
Marketing campaigns
According to a recent survey of prospective students, 83% find videos from colleges and universities helpful, 79% find virtual tours helpful, and 63% have clicked on a college’s digital ad.
Universities can use the following strategies to reach potential students:
Use a mix of digital and traditional marketing. Digital tactics include social media ads, blog content, and search engine optimization (SEO), while traditional methods include college fairs, in-person events, direct mail, and phone calls.
Personalize your tactics. Recent high school graduates may prefer text messages and emails, while adult students may prefer phone calls.
Stage 2: Interest
In the next stage, also known as the familiarity stage, students narrow their focus and move closer to deciding which program is right for them. Universities face this challenge during the interest stage: How do we stand out among the competition and promote our institution’s brand?
Strategies to stand out include the following:
Promote your brand. Use strategic marketing strategies to emphasize the unique value propositions (UVPs) and benefits of earning a degree at your institution.
Provide informative content. Anticipate your audience’s questions by describing how a degree can benefit their life and help them reach their career goals. Tactics include career-focused blog articles, informational webinars, and customized emails.
Stage 3: Consideration
At this stage, students have several options and may now take the time to reach out to the institutions they’re interested in to get more information before they make their decision. By engaging directly with students, colleges and enrollment teams can build relationships with them and establish trust.
Universities at this stage wonder: How do we build trust and encourage prospective students to enroll?
To build trust with prospective students, universities should employ tactics such as the following:
Maintain one-on-one communication. Admissions counselors can contact students directly via emails, phone calls, or video meetings to answer their specific questions and address any issues they may have on topics such as financial aid opportunities, program lengths and delivery formats, and support services. Adult students may prefer adult-specific messaging that relates to their lives, such as information about work-life-school balance, family-centered goals, and increased earning potential.
Connect students with faculty and alumni. Virtual Q&A sessions give students an opportunity to meet professors and faculty face-to-face and hear about the real experiences of current and former students.
Provide materials and resources. Be prepared to answer questions about credit hours and course descriptions, and to provide any other information that can help them make their decision.
Stage 4: Intent
In this stage, sometimes known as the choice stage, prospective students are very close to making a decision. Enrollment teams need to be ready and available to help them take the necessary steps to enroll.
These teams have the following challenge questions to solve: How do we continue to keep students engaged? What other information and encouragement can we provide?
Over 14,000 prospective adult students who responded to the 2024 Lumina/Gallup survey ranked their reasons for not enrolling in a college program. The following challenges were flagged as very important or moderately important:
Cost: 85%
Work conflicts: 77%
Emotional stress: 72%
Program length (too long): 72%
Favorable job market: 71%
Lack of remote learning: 68%
Personal mental health reasons: 64%
Degree/credential not needed for job: 62%
Unprepared academically: 58%
Getting accepted: 56%
Personal physical health reasons: 55%
Lack of value in further education: 52%
Child care/adult family care: 47%
Degree doesn’t fit with personal beliefs: 47%
Universities can employ strategies such as the following:
Continue personal engagement. As students come closer to making a decision, they may have more detailed concerns about costs, financial aid, and program specifics, so it’s important to check in and be available to answer any new questions.
Create urgency. Remind students about upcoming deadlines for enrollment and financial aid applications.
Provide incentives. Offer application fee waivers and other benefits for early application.
Stage 5: Application
At this stage, students have made their decision and are ready to apply to the institution. This is a big step for students who may need help submitting documents and fulfilling admission requirements.
The challenge universities face involves this question: What can we do to ease the application process?
Schools can employ strategies such as the following:
Check in regularly. Streamline the application process, and provide reminders of important dates and deadlines.
Create a help desk. Provide resources, application checklists, and video guides to students, and help them locate any missing or remaining information.
Encourage and motivate. Send positive messages to students letting them know they’re near the finish line.
Stage 6: Enrollment
In the last stage, students complete their registration and begin the orientation process. Admissions advisors at this stage must keep students engaged and set them up for success. Students will choose classes, buy books, and meet teachers and other students, while also making decisions about how to manage their other life obligations while they are in school.
The challenge question for universities: How can we provide support and promote retention?
These schools can benefit from strategies such as the following:
Provide guidance and resources. Support students through the registration process, help them create manageable course loads, prepare them with the resources they need to succeed, and help them create long-term plans with the goal of graduating.
Analyze and evaluate enrollment process successes. Gather feedback from students and parents, analyze data, and make improvements to each stage of the enrollment process.
Create Enrollment Strategies to Support the Student Journey
Enrollment teams not only help students choose the best program to reach their goals, they also support them throughout the enrollment and admissions process to ensure their success through graduation.
Graduate enrollment is more competitive than ever. As an admissions leader, you’re not just striving to hit enrollment targets––you’re also navigating the complex needs of prospects who are balancing careers, families, and other responsibilities. It’s no small task.
Our recent collaboration with UPCEA confirmed something many of us already suspected: Timely, meaningful communication is the key to standing out in a crowded market.
To dig deeper, we enlisted Kate Monteiro, associate director of communication strategy at Collegis Education, to share her perspective on why prompt, responsive interactions matter. Her insights reveal how intentional communication builds trust and drives results.
3 key benefits of effective, early communication
“Plans and interests can change as quickly as they develop,” Monteiro explains. “Capitalizing on a prospective student’s excitement early can help you keep their momentum going — and dramatically improve their likelihood of enrolling.”
From that very first touchpoint, graduate students are evaluating your institution. Are you responsive? Are you supportive? These early interactions set the tone for how they perceive your school will engage with them once they are enrolled – and this can make or break their decision. Here’s why they matter so much:
1. Making a strong first impression
Your first interaction says a lot. A quick, thoughtful response shows students that their time and interest matter. “Quick responses instill confidence,” Monteiro shares. “They signal that your institution is organized, efficient, and genuinely cares—all of which are qualities students associate with the experience they’ll have if they enroll.”
2. Alleviating anxiety and uncertainty
Navigating graduate admissions can be overwhelming, especially for students juggling applications to multiple institutions. A delayed response could be viewed as a red flag by students who feel overlooked or unworthy of attention.
On the flip side, timely and helpful communication reassures students that they’re a priority. That sense of trust could be the difference between a completed application and a missed opportunity.
3. Setting the tone for future interactions
“Students notice when there’s a lack of responsiveness,” Monteiro cautions. “If their early experiences are stressful or unclear, they’ll assume that’s what they can expect moving forward.”
Consistency is key. A reliable, nurturing communication strategy not only establishes trust but encourages forward momentum toward enrollment.
The data on communication preferences
If you’re wondering just how much communication matters, numbers tell the story. A 2023 Ruffalo Noel Levitz study found that 65% of enrolled students identified personalized attention as a critical factor in choosing their school.
And when it comes to how students want to connect, the data from our survey with UPCEA confirms that email is the clear favorite for all stages. Email was reported as preferred by 47% of students for initial inquiries, 67% for follow-ups, 74% when approaching application, and 69% for application decision notifications.
“Email provides a professional yet low-pressure way to engage,” Monteiro adds. “It’s also something students can reference later, which helps minimize miscommunication or misunderstanding.”
This data emphasizes a key takeaway: Schools that respond quickly and deliberately, particularly through the channels students prefer, are the most likely to earn trust and secure enrollments.
5 strategies to master timely communication
A thoughtful approach to communication doesn’t just make a good impression—it sets your team up for long-term success. Here are five strategies to help you get there:
1. Develop a structured outreach plan
Without a clear communication plan, students can easily fall through the cracks. Monteiro often sees institutions struggle here: “A lot of schools don’t have an outlined communication plan or fail to hold their staff accountable to it. By having a clear and structured plan, you ensure students receive the outreach they need at the right time.”
Your outreach plan should have a strategic mix of emails, calls, and texts, with pre-written templates, clear timelines, and designated responsibilities outlined for your team. This ensures consistent, proactive communication with prospective students throughout the funnel.
2. Leverage technology
Technology is your ally in timely communication, but its effectiveness depends on the strength of your data foundation. CRM systems, AI chatbots, and automated workflows streamline outreach while keeping things personal—provided your data is accurate and well-organized.
Automated emails can deliver the communication students prefer, and chatbots can address frequently asked questions 24/7, ensuring students get quick answers—even outside standard business hours. However, without a solid data infrastructure, these tools may fall short. While not a replacement for human connection, they can provide efficient support when and where students need it most—if your data house is in order.
3. Foster collaboration across teams
Admissions, marketing, and academic teams all play a role in student outreach. Monteiro highlights the disconnect she often sees: “Each team assumes the other is responsible. But ultimately, prospective students are everyone’s responsibility.”
Breaking down silos between teams ensures consistent messaging and a seamless student experience.
4. Use data to inform strategies
Data can reveal what’s working in your current graduate recruitment strategies—and what isn’t. For example, if students are engaging more with email than phone calls, it might be time to shift your focus toward crafting compelling email campaigns. Data can also provide insights into how long students typically take to move through the admissions funnel, allowing teams to optimize communication frequency, timing, and format.
5. Balance speed with personalization
Quick responses powered by automation are essential, but it’s the personal touch that leaves a lasting impression. Pairing automated emails with personalized follow-ups—whether by phone, text, or email—ensures your outreach feels both efficient and authentic.
Level up your graduate recruitment strategies
Improving communication isn’t just a nice-to-have—it’s a need-to-have for institutions looking to thrive in today’s competitive graduate market. With a structured plan, the right tools, and data-driven insights, you can build trust and guide more students to enrollment.
“Our Collegis Enrollment Specialists hear it all the time from the students at our partner institutions: The level of support and responsiveness is what ultimately compels them to move forward.”
– Kate Monteiro, Associate Director of Communication Strategy
To learn more about how Collegis Education can help enhance your graduate recruitment strategies, explore our Enrollment and Recruitment Services page. For more actionable insights on engaging and enrolling graduate students, request your copy of the report below.
Optimize Your Enrollment Funnel
Get the latest on graduate student enrollment trends. Download the full report now.
Running a large-scale institution calls for knowledge of the typical difficulties throughout the hiring process. The list is extensive; established student recruitment tactics assist in reaching enrollment targets, keeping up with the worldwide competition and international market, attracting and recruiting the proper mix of students, and so on.
This blog from us seeks to RETHINK the way your admissions and recruiting process is now run. We have tried to specifically describe the student recruitment techniques that a Student Information System SIS is supposed to have, which will help your whole admissions and recruitment committee. Let us assist you with a better analysis.
How to improve student recruitment using an SIS. 11 powerful student recruitment strategies for your institution
Your Student Information System (SIS) shouldn’t just store data — it should actively help you attract, engage, and convert students. From personalized outreach to faster application processing, the right SIS transforms recruitment from a numbers game into a smarter, student-first strategy.
Student recruitment is evolving, and so are the strategies that drive success. A poll by The Guardian surveyed 70 UK university marketing teams and found that,
57% of university marketing teams found open days to be their top recruitment tool.
72% relied on external digital advertising.
98% favored social media advertising.
It’s clear — a one-size-fits-all approach won’t cut it anymore. To stay competitive, institutions need a well-rounded, data-driven recruitment strategy. Here’s a breakdown of 11 powerful SIS-supported strategies to help your institution attract, engage, and enroll more students.
1. Try automating admissions & follow-ups for higher conversions with an integrated CRM
CRM integrated into Admissions can be the first savior. We promise they have a suite of tools that are specifically tailored to the needs of your educational institute. An SIS integrated with CRM offers a targeted approach to your mundane admissions process.
At Creatrix Campus, we have a CRM in place that can likely enable institutions of all sizes to thrive in the competitive market while ensuring data is formed, tracked, processed, and analyzed to deliver a rich personal experience to students and other stakeholders alike.
There are ways to nurture relationships with seamless lead generation and marketing capabilities. We are cloud-native and accessible across many devices.
2. Run targeted, multi-channel campaigns
Make sure your SIS supports digital, social media, institution, API, and other source lead capture. For quicker follow-up, all leads should direct themselves to one system and path to the correct counselors. Integration of a CRM helps to simplify this procedure.
Potential update: To be competitive, think of mentioning automated campaigns driven by artificial intelligence.
3. Capture leads from every channel — perfectly
Options to capture student inquiries through multichannel including digital, social, institutions, APIs, and much more. Direct all these inquiries to a single place and direct them to the right lead owners or counselors for a timely connection. Trust us; a CRM can help you with this.
4. Get funnel reports in real-time
Your SIS should create funnel reports tracking leads at all levels, therefore enabling you to spot areas of congestion and make quick strategic changes. Comprehensive analytics make sure organizations may maximize their hiring plans for the next inflow.
Potential update: Including predictive analytics or artificial intelligence advice here could improve this approach.
5. Create custom enrollment stages
Every institution is different; your SIS should enable you to construct custom enrollment phases to suit your particular procedure. This guarantees that prospects pass the funnel without incident and helps to keep your pipeline orderly.
Potential update: Could underline dynamic systems that change depending on student behavior or profile data.
6. Use self-service logins to empower prospects
Through one safe platform, let prospects build profiles, follow their application status, submit documentation, speak with counselors, and pay costs. It cuts administrative overhead and keeps them interested.
7. Deliver personalized prospect experiences
Personalized interactions build relationships, and your SIS should support this. From inquiry to enrollment, ensure tailored messages, program recommendations, and helpful content reach the right prospect at the right time.
Potential update: AI-driven personalization or behavioral tracking could elevate this further.
8. Keep a centralized communication log
Automatic generation of offer letters with in-built templates, intimation of fee payment, request sent for missing documents, program orientation, etc.
The tool you are using should generate, capture, and nurture leads across platforms, both online and in-person. At Creatrix Campus, you could set up personalised emails and communications to your prospects based on the inquiry made.
9. Turn on Safe Payment Integration
Make sure your SIS has integrated safe payment gates. Prospects can easily complete their applications and pay fees online; this helps to lower dropout rates and guarantees faster conversion.
Potential update: Talk about adherence to PCI DSS and other worldwide payment standards for further confidence.
10. How predictive analytics helps universities attract students
Want to stay one step ahead in student recruitment? Predictive analytics helps universities do just that — analyzing trends, student behaviours, and historical data to spot who’s most likely to enroll. It’s like having a crystal ball but smarter, helping you focus efforts on the right students at the right time.
11. Data-driven enrollment strategies for better conversions
Why guess when data can lead the way? With advanced analytics, universities can track engagement, demographics, and even application patterns, fine-tuning their enrollment strategies to attract the right students and boost conversions effortlessly.
Know about Creatrix student recruitment strategies to adapt and grow
Creatrix Campus’s Student Recruitment Software has opened new doors for several universities across the globe and added value to their recruiting efforts. If you wish to know the secret of how we do it, contact our team now.
Student retention is one of the most critical challenges faced by colleges and universities. While recruitment is essential to maintaining a thriving institution, keeping students engaged and enrolled until they complete their programs is just as vital. Why is that?
High dropout rates can impact institutional reputation, funding, and overall student satisfaction. As an education marketer, ask yourself: how can you create an experience that ensures students feel supported and motivated to stay the course? You’re in luck because today, we’re discussing the answer to this question at length.
Understanding the factors contributing to student retention in higher education is the first step toward building effective marketing strategies that help students persist through their academic journey. From engagement initiatives to personalized support systems, there are various approaches you can take to increase student retention and position your institution as one that truly cares about student success. Let’s explore ten of them together!
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Understanding Retention Marketing
What is retention marketing? Retention marketing is the strategic use of targeted campaigns, communication, and engagement initiatives that keep current students enrolled and actively involved in their educational journey. Unlike traditional marketing, which focuses on acquiring new students, retention marketing is about maintaining student satisfaction and addressing concerns before they result in attrition.
Investing in retention marketing helps schools build stronger student relationships, providing the necessary support to ensure academic persistence. Now let us explore key college student retention strategies to incorporate into your marketing plan.
Source: HEM
1. Personalizing Communication to Address Individual Student Needs
One of the most effective ways to retain students is through personalized communication. Today’s students expect tailored messaging that speaks directly to their needs, challenges, and aspirations.
Automated email campaigns, segmented messaging, and personalized advising can go a long way in making students feel seen and heard. Implementing AI-driven chatbots and predictive analytics can help anticipate student concerns before they escalate, allowing your institution to intervene at critical moments.
2. Creating a Strong Sense of Community and Belonging
Feeling connected to a campus community is a key driver of student success. Institutions that foster a sense of belonging through student organizations, mentorship programs, and social events tend to see higher levels of college student retention.
Marketing teams can contribute by showcasing stories of engaged students and alumni, creating social media groups, and facilitating virtual and in-person networking opportunities that keep students feeling involved.
Example:Here, Nichol’s College demonstrates its commitment to student belonging with a dedicated Instagram for making its current students feel at home. In addition to fostering belonging in your classrooms, clubs, and offices, to improve retention through your digital marketing efforts, it’s essential to champion each student’s role as a valued member of your community in posts and site content.
Source: Nichols College | Instagram
3. Offering Robust Academic Support Services
Academic challenges are one of the leading reasons students drop out. By promoting tutoring centers, academic coaching, and faculty office hours, your institution can reinforce its commitment to student success. Marketing these services effectively ensures students know where to get help when needed. Outreach campaigns can highlight real student success stories, demonstrating the impact of these resources.
Beyond traditional support, schools can integrate technology-driven solutions such as virtual tutoring and on-demand academic workshops. Proactively reaching out to students who show signs of struggling, such as declining grades or low attendance, can also prevent academic disengagement.
Additionally, faculty can offer structured study groups or mentoring programs to ensure students receive guidance outside of class hours. By fostering a strong academic support network, institutions can significantly improve student persistence and overall satisfaction.
Example: Discover the robust academic support system available to students at UC Berkeley. On their website, they make it clear that they are committed to meeting the learning needs of every student. Below, you’ll see an array of academic resources tailored to different subgroups of the Berkeley student body. Low-income, underrepresented, first-generation, and students with disabilities are acknowledged and supported to reach their full potential.
Source: UC Berkeley
In addition, UC Berkeley leverages technology to serve its students through the AIM platform, specifically tailored to learners with disabilities. AIM, pictured at the bottom, is an accessible Student Information System designed to facilitate communication between students and faculty, streamline the process of requesting accommodations, and centralize the management of their information.
To boost retention, make sure students know how you support their learning. Make it as convenient and inclusive as possible for students to access your resources.
4. Providing Career Development Opportunities Early On
Students often enroll in college with long-term career aspirations in mind, yet many feel uncertain about how to achieve their goals. By integrating career services from day one, schools can help students see a clear pathway from education to employment. Internship programs, networking events, and job placement support should be at the forefront of marketing efforts. When students perceive that their investment in education will lead to tangible career outcomes, they are more likely to persist.
To enhance engagement, institutions should provide hands-on career workshops, alumni networking events, and mentorship opportunities that connect students with professionals in their fields of interest. Career counselors can conduct personalized career assessments to help students identify potential career paths that align with their strengths and interests.
Additionally, integrating career-focused coursework, such as resume-building sessions and mock interviews, can help students feel more confident about their job prospects post-graduation. Schools that establish strong employer partnerships can also facilitate job placement programs, internships, and co-op opportunities that give students real-world experience while still in school, reinforcing their motivation to stay enrolled and complete their studies.
Example:In this video, AAPS, an institution that mainly appeals to graduate students who are focused on starting or developing their careers, markets its career services which include: access to career and employment experts, resume writing support, and interview workshops.
Source: Academy of Applied Pharmaceutical Sciences | YouTube
Their marketing shows how effective the career services at AAPS are, citing their 100% employer satisfaction rate and a solid 88% graduation rate. As you promote your career services, be sure to provide tangible results because that’s what your prospects and current students are looking for.
5. Focus on Student Engagement Initiatives
Student engagement plays a crucial role in student retention, as engaged students are more likely to complete their programs and feel a strong connection to their institution. Schools must take proactive steps to foster engagement through meaningful initiatives that encourage academic, social, and extracurricular involvement.
One way to drive engagement is by creating dynamic student events, such as leadership workshops, cultural festivals, and career networking opportunities. These events provide students with valuable connections, skills, and a greater sense of belonging, reducing feelings of isolation and disengagement.
Another highly effective strategy is gamification, where game design elements, such as rewards, leaderboards, and challenges, are integrated into academic and extracurricular activities. For instance, you could introduce a points-based system that rewards students for attending classes, participating in discussions, or completing extra-curricular workshops.
Social media engagement is another powerful tool. Schools can create dedicated student communities on platforms like Discord, LinkedIn, or Instagram where students can connect, share experiences, and support one another. Institutions that regularly post interactive content, student highlights, and live Q&A sessions see stronger student participation.
Additionally, peer mentorship programs help students build support networks that enhance their academic and personal experiences. New students, especially freshmen, often struggle with the transition to college life. Pairing them with experienced peers who can guide them through academic and social challenges creates a sense of stability and reassurance, leading to increased persistence.
Finally, experiential learning opportunities, such as service-learning projects, research collaborations, and internships, allow students to see the real-world value of their education. When students feel that their coursework directly impacts their future career prospects, they are more likely to remain engaged and committed to completing their studies.
Example: As part of their Student Life Program, the University of Toronto offers Mentorship and Peer Programs to increase student engagement, keeping them invested in both their studies and social lives at U of T, in turn, supporting student retention. In this video, they make the voices of their student body heard, allowing them to express just how the Mentorship and Peer Support programs at U of T have impacted their education. When promoting your student engagement initiatives, try to leverage student testimonials for better relatability and credibility.
Source: U of T Student Life | YouTube
6. Utilizing Data-Driven Insights to Address Student Challenges
Predictive analytics and student data tracking allow institutions to identify at-risk students and intervene early. By analyzing factors such as attendance, engagement levels, and academic performance, schools can proactively reach out to students who may be struggling. Automated alerts and personalized advising sessions ensure students receive timely support tailored to their individual needs.
In addition to tracking academic performance, you can use data insights to improve curriculum design and support services. For example, if a large number of students are struggling with a specific course, faculty can adjust the syllabus, provide supplemental learning materials, or offer additional tutoring sessions.
Schools can also analyze patterns of student engagement in extracurricular activities and campus events to determine what initiatives are most effective in fostering a sense of community. By using data to refine support systems continuously, institutions can create a proactive, student-centric approach that minimizes dropouts and maximizes success.
7. Enhancing Financial Aid Awareness and Support
Financial difficulties are one of the biggest reasons students leave college before completing their programs. Many students are unaware of the full range of financial aid options available. Your school’s marketing team can provide students access to vital scholarships, grants, and payment plans. Institutions should regularly communicate financial aid opportunities through social media, email campaigns, and student portals to alleviate financial stress and keep students enrolled.
Example: Unfortunately, many students leave their education behind due to their financial situations. Surely, some of these students are unaware of the financial assistance options available to them. To boost student retention, let your community know you can help them invest in their futures. Here, Queen Beauty Institute promotes its financial aid programs on social media, letting students know that support is available should they need it.
Source: Queen Beauty Institute Instagram
8. Promoting a Flexible and Inclusive Learning Environment
Flexibility is key to student retention in higher education, particularly for non-traditional students balancing work, family, and school. Online learning options, hybrid models, and asynchronous coursework can make higher education more accessible. Schools should highlight these flexible learning opportunities in their marketing materials, emphasizing how they accommodate diverse student needs and lifestyles.
In addition to offering different learning formats, you can provide adaptive scheduling options that allow students to select courses that fit their personal and professional commitments. Some colleges have introduced weekend or evening classes to serve students with full-time jobs or family obligations. Additionally, having a robust support system for online students, such as virtual study groups, 24/7 tech support, and faculty office hours, ensures they receive the same level of engagement as in-person learners.
Another important aspect of fostering inclusivity is providing accessible resources for students with disabilities. Ensuring that digital learning platforms are compatible with screen readers, offering captioned lecture videos, and creating inclusive classroom environments can greatly enhance the learning experience. You can also implement specialized advising services to assist students in navigating academic and personal challenges, further reinforcing your commitment to diversity and inclusion.
Example:Here, the Academy of Learning Career College introduces students to its Integrated Learning System, an educational resource designed to put students “in the driver’s seat of their learning experience”. It fosters flexibility and was created with many learning styles and neurodiversity in mind. Make it known how your school aims to meet students where they are.
Source: The Academy of Learning Career College | YouTube
9. Encouraging Faculty-Student Engagement
Professors play a crucial role in retaining students. Meaningful connections between students and faculty members can significantly impact a student’s decision to persist in their studies. Your marketing team can facilitate this by spotlighting faculty members in newsletters, creating video content featuring faculty mentorship stories, and promoting faculty office hours as a key resource.
Institutions can also encourage faculty to take an active role in student success by implementing early intervention programs. If a professor notices a student struggling, they can reach out with personalized support or recommend tutoring services. Additionally, fostering a culture of open communication through regular check-ins, discussion forums, and one-on-one mentorship opportunities helps build trust and rapport between faculty and students.
Another approach is incorporating faculty-led engagement opportunities such as research projects, community outreach programs, and interdisciplinary collaborations. When students work closely with faculty on meaningful academic projects, they feel more invested in their studies and are less likely to disengage. Schools that promote faculty involvement as a cornerstone of student support will see stronger connections, higher levels of academic motivation, and improved retention rates.
10. Establishing Clear Pathways for Student Success
Students are more likely to stay enrolled when they clearly understand their academic roadmap. Schools should provide structured academic pathways, regular progress check-ins, and advising support to help students navigate their journey efficiently. Marketing teams can assist by crafting student success stories highlighting how structured pathways have helped past students graduate on time and achieve their goals.
In addition to offering clear course sequences, institutions can provide academic planning workshops that help students map out their degree completion plan. Schools should also ensure that students have easy access to academic advisors who can guide them in selecting courses aligned with their career goals. By integrating digital tools such as degree audit software, students can track their progress and receive real-time updates on their academic standing.
Offering flexible course options, such as summer sessions or online alternatives, can further help students stay on track and avoid delays in graduation. When students feel they are making steady progress, they are more likely to stay motivated and complete their degrees successfully.
How to Improve Student Retention With a Comprehensive Marketing Strategy
How to improve student retention? A comprehensive marketing strategy should involve consistent engagement with students through multiple touchpoints, addressing common concerns before they lead to dropout. By implementing strategic communication, financial aid awareness, community-building initiatives, and academic support, you can foster an environment where students feel valued and encouraged to complete their education.
At Higher Education Marketing, we specialize in crafting tailored marketing strategies that attract students and keep them engaged throughout their academic journey. HEM specializes in student retention strategies that drive measurable success. Let’s craft a marketing plan that keeps students engaged from enrolment to graduation. that fosters long-term student success.
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Frequently Asked Questions
Question: What is retention marketing?
Answer: Retention marketing is the strategic use of targeted campaigns, communication, and engagement initiatives that keep current students enrolled and actively involved in their educational journey.
Question: How to improve student retention?
Answer: A comprehensive marketing strategy should involve consistent engagement with students through multiple touchpoints, addressing common concerns before they lead to dropout. By implementing strategic communication, financial aid awareness, community-building initiatives, and academic support, you can foster an environment where students feel valued and encouraged to complete their education.
Marketing your summer camp successfully requires a well-rounded approach integrating digital strategies to maximize reach and engagement. With families and students searching online for the perfect summer experience, schools must stay ahead of the competition by adopting fresh, innovative methods.
This blog explores ten of the best summer camp marketing strategies to ensure your program stands out.
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1. Leverage Content Marketing to Build Trust and Authority
You’ve probably heard this before, but we’ll say it again: Content is king! One of the most effective ways to promote your summer camp is by creating blog posts, videos, and articles about the benefits of attending your camp. This helps engage prospective attendees and parents. Highlight success stories, showcase daily camp activities, and provide insights into what makes your program unique.
The first step to creating an effective summer content marketing campaign is choosing what platforms to use. You might be wondering, “Where can I promote my summer camp?” The best places include social media sites like Facebook, Instagram, and TikTok, as well as Google Ads and YouTube for targeted paid campaigns.
Local community websites, parenting blogs, and school newsletters are effective promotional channels. Focus on building credibility and encouraging trust among parents evaluating different options.
Example:Here is a simple way to garner interest in your summer camp program. Visual Arts Mississauga posts a video of the activities they provide, including studio and outdoor creative activities, a variety of themes (a new one each week), and special guests. Try filming a few brief snippets of your daily camp activities and list some of your campers’ favorite things about the experience. With minimal editing and some upbeat music, you can certainly catch the attention of a parent searching for a positive camp experience for their child. It worked for Visual Arts Mississauga!
As you can see in the comments, a parent inquired for pricing information. The great thing about social media platforms like TikTok? You can answer questions directly. Don’t forget to obtain permission from parents and campers before posting them.
Source: Visual Arts Mississauga | TikTok
2. Optimize Your Website for Search Engines
If your website isn’t optimized for search engines, you’re missing a significant number of potential campers. Search Engine Optimization (SEO) ensures that your summer camp appears when families search for programs online. By enhancing your site’s structure, improving page speed, and using long-tail keywords like “summer camp programs in (insert your location here),” you can improve visibility.
To further enhance visibility, you should optimize your summer camp program pages by structuring them with clear headings, engaging descriptions, and high-quality images of camp activities. Adding frequently asked questions (FAQs) to the page improves user experience and provides quick answers to common inquiries.
Internal linking to other relevant pages, such as registration forms or blog posts, boosts SEO by keeping visitors engaged. Additionally, integrating schema markup allows search engines to understand the content better, increasing the chances of appearing in featured snippets.
Example: This is what an FAQ section could look like on your camp landing page. Adding structured data to your FAQs increases the likelihood of appearing as a featured snippet on search engines. Be sure to use conversational language to optimize for voice search results. Don’t forget to leverage your FAQs for content planning. This is a great way to add value for site visitors – providing the answers they’re searching for in detail in more detail.
Source: Kustermans
3. Create a Strong Social Media Presence
Beyond posting regularly, an effective social media strategy involves using platform-specific features to maximize engagement. Instagram Stories and Reels allow you to share real-time updates, camper testimonials, and behind-the-scenes glimpses of camp life.
Facebook Groups can build a community of returning campers and interested parents, fostering discussion and sharing updates. TikTok offers a creative space to showcase fun camp activities through short, engaging videos that appeal to younger audiences.
Additionally, paid social media advertising is a great way to extend your reach. By running targeted ad campaigns on platforms like Facebook and Instagram, you can ensure your summer camp marketing efforts reach families actively looking for programs.
Geo-targeting and interest-based targeting allow you to refine your audience, ensuring your ads reach parents who are most likely to enroll their children. Running contests and giveaways on social media can also increase engagement and word-of-mouth promotion as parents and campers share your content with their networks.
Example:Here, Western University uses its active Facebook page to maintain a strong presence, notify parents of important dates, build anticipation for the summer, and show off all of the fun activities in store. Their page features consistent branding setting them apart from other school summer camps.
Source: Sport Western Summer Camp | Facebook
4. Utilize Email Marketing Campaigns
Email marketing remains a powerful tool for reaching prospective campers and their families. Sending out newsletters with enrolment updates, discounts, and testimonials keeps your audience informed and engaged.
An effective email marketing strategy involves segmentation, where prospective families are grouped based on their engagement levels, preferences, and past interactions. You can ensure that each recipient receives relevant messaging by tailoring content to different segments, such as new inquiries, returning campers, and families who haven’t yet completed registration.
Drip email campaigns are particularly valuable for nurturing leads. These automated sequences gradually provide information about your camp, from program details to testimonials, making it easier for parents to commit. Additionally, incorporating visually appealing emails with compelling subject lines improves open rates and engagement.
5. Targeted Digital Advertising Campaigns
Traditional advertising is still effective, relevant, and part of a well-rounded marketing campaign. “How do I advertise my summer camp?” you ask. To advertise your summer camp using targeted ads, leverage platforms like Google Ads, Facebook, and Instagram to target parents actively searching for summer programs. By utilizing geo-targeting, interest-based segmentation, and retargeting campaigns, you can maximize ad visibility, drive inquiries, and increase enrolment conversions efficiently.
Google Ads enables your summer camp to appear at the top of search results when parents look for camp programs, increasing visibility. Running display ads and retargeting campaigns ensures that those who have previously visited your website are reminded of your offerings, improving conversion rates. Additionally, YouTube Ads allow you to showcase engaging video content of camp activities, testimonials, and program highlights to attract more interest.
Facebook and Instagram Ads offer detailed audience segmentation tools, allowing you to reach parents based on location, interests, and browsing behavior. Carousel, video, and story ads create immersive experiences that engage prospective campers and their families. To further boost engagement, A/B testing different ad creatives and copy variations helps refine messaging to determine what resonates best with your audience.
A/B testing involves creating multiple versions of an advertisement, landing page, or email to determine which version performs best. In digital advertising, A/B testing can compare different ad headlines, images, calls to action, and audience targeting strategies.
Advertisers can analyze performance metrics such as click-through rates (CTR), conversion rates, and engagement levels by running multiple variations simultaneously. The winning version can then be scaled for maximum impact, ensuring your budget is allocated to the most effective ad variations.
Example: When you invest in YouTube ads like the one pictured below, you can show up at the top of the platform’s summer camp search results and greatly expand your reach.
Source: YouTube
6. Encourage Camper and Parent Testimonials
Word-of-mouth remains a powerful marketing tool. Encouraging past campers and their parents to leave reviews on Google, Facebook, and your website adds credibility to your program. Video testimonials are particularly effective at providing an authentic look into the camp experience. Families researching camps trust peer reviews, and showcasing positive experiences helps establish trust and attract new registrations.
Example:Encourage happy campers to leave high-value testimonials highlighting how your program has positivly impacted their lives. The two pictured below are excellent examples of moving word-of-mouth endorsements that improve your program’s public reception and potentially incite desired action.
Source: Double H Ranch
7. Develop an Ambassador Program
Leveraging past campers as ambassadors can create a community-driven summer camp marketing effect that builds long-term brand loyalty. Encouraging past attendees to share their experiences and recommend your camp to friends and family fosters authentic promotion.
One of the most effective approaches is a structured referral program, where returning campers receive discounts or perks when they bring a friend. Offering rewards such as camp merchandise, VIP experiences, or exclusive access to special activities can further incentivize participation.
When working with minors as ambassadors, schools should obtain parental consent, follow child privacy regulations such as COPPA, and ensure that all promotional activities align with ethical guidelines to protect student identity and well-being.
Beyond peer referrals, partnering with local influencers, parenting bloggers, and community leaders can significantly amplify your reach. Inviting these ambassadors to visit your camp, create content, and share their experiences with their followers can increase visibility among parents searching for reputable programs. Providing them with branded hashtags, social media templates, and storytelling prompts ensures consistent and compelling messaging.
To sustain engagement, camps should maintain an ongoing relationship with ambassadors by featuring them in newsletters, social media posts, and alumni spotlights. Creating private groups or online communities for ambassadors fosters a sense of belonging and motivates them to continue advocating for your camp. Implementing an easy-to-use referral tracking system helps measure success and refine strategies for maximum impact.
8. Highlight Your Camp’s Unique Selling Points (USPS)
In a competitive summer camp market, it is crucial to clearly define and communicate your camp’s unique selling points (USPs) to stand out from the rest. Parents and campers have many choices, so highlighting what makes your camp different will help you attract the right audience and increase enrolment.
A USP is a distinct feature or quality that sets your camp apart. To effectively market your camp, you must identify and promote these features across your website, social media, and advertising campaigns. Below are some strong examples of USPs that summer camps can highlight:
Specialized Programs
Small Camper-to-Counselor Ratio
Exclusive Locations
Highly Qualified Staff
Customizable Camp Experiences
Unique Themes or Storylines
Exclusive Partnerships
All-Inclusive Pricing and Amenities
Once you’ve identified your USPs, ensure they are featured prominently on your website homepage, camp brochures, social media posts, and digital advertising. Use testimonials from past campers and parents to reinforce the uniqueness of your offerings.
Example: The School of Magic is unique because of its emphasis on connecting with nature and developing real-world skills. Those unique selling points are evident in the Instagram post below. What sets your summer camp program apart?
Source: The School of Magic
9. Partner With Schools and Community Organizations
Collaborating with schools and local community centers broadens your marketing reach. Schools can distribute flyers and email newsletters promoting your camp, while community organizations can help you reach families looking for summer activities. Building partnerships with educational institutions ensures that your camp gains credibility and visibility in trusted spaces where families make enrolment decisions. Create a buzz around any partnerships in your content across various platforms.
Example: On its website, the Canadian Adventure Camp has a tab called Memberships and Partnerships. There, they list and explain their collaborations and community involvement, showcasing how they add value for campers, families, and those in need. If you’re collaborating with any organization or if you’re involved in charity work, be sure to highlight how you make a difference!
Source: Canadian Adventure Camp
10. Optimize Your Camp’s Mobile Experience
With more parents researching and booking camps on their smartphones, having a mobile-optimized digital presence is essential. A slow or non-responsive website can drive potential campers away, leading to lost enrolment opportunities. To ensure a seamless mobile experience, camps should prioritize mobile usability in all aspects of their digital marketing strategy.
Responsive web design is the foundation of a successful mobile experience. Your website should automatically adjust to different screen sizes, ensuring readers can easily browse your camp’s programs, pricing, and enrolment details on any device. Without this adaptability, parents may abandon their search in favor of a competitor with a more mobile-friendly platform.
Fast load times are another critical factor. If a webpage takes too long to load, parents may become frustrated and leave before completing the registration process. Optimizing images, minimizing unnecessary code, and leveraging browser caching can significantly improve site speed. Google prioritizes fast-loading websites in search results, meaning that a well-optimized mobile site can enhance your summer camp advertisement efforts by increasing visibility in search rankings.
Once a parent arrives on your site, easy navigation and registration are essential. Mobile users should be able to access key pages; such as program descriptions, schedules, and pricing, within a few taps. Registration forms should be concise, requiring only necessary information, and offer autofill features to streamline the process.
Providing click-to-call and chat features offers immediate communication options for parents with questions. A simple button allowing users to call directly from their mobile device or engage in a live chat session with a representative can make a huge difference in converting inquiries into sign-ups. Chatbots can also be used for quick responses outside of business hours, ensuring prospective campers receive the information they need when they need it.
Finally, mobile-friendly payment options make transactions seamless. Integrating secure, one-click payment solutions like Apple Pay, Google Pay, or PayPal can speed up registration and reduce drop-offs. Parents should be able to complete payment without switching devices or navigating through a complex checkout system.
Boost Your Camp Enrolment Today!
Marketing a summer camp successfully requires a well-rounded, strategic approach that meets parents and campers where they are—online! By leveraging SEO, content marketing, social media, email campaigns, paid advertising, and mobile optimization, you can increase visibility, boost engagement, and ultimately drive more enrolments. Highlighting your camp’s unique selling points, developing a strong ambassador program, and ensuring a seamless mobile experience will set your camp apart in a competitive market.
With the right mix of digital marketing techniques, your summer camp can attract the right audience and maximize registrations year after year. Whether refining your summer camp advertisement strategy, improving your website, or launching targeted ad campaigns, a data-driven approach ensures long-term success.
At Higher Education Marketing, we specialize in helping camps and educational institutions implement proven digital marketing strategies that deliver results. If you’re ready to take your summer camp marketing to the next level, reach out to us today to learn how we can help you achieve your enrolment goals.
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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.
If it’s likely to become a discussion at dinner or on the car ride home, administrators need to make sure they fully communicate what happened, said McConnell. “That might be something we would do as a practice scenario: ‘OK, we’ve had something happen. You know the kids are maybe not going to share the full story. We would want to make sure we get ahead of it.’”
No strategy is going to be perfect, though. “You’re going to make mistakes,” said Kedjidjian. “You may be the source of misinformation at one time or another.”
Trust, she added, is often built more on how a mistake is handled than by always being right.
When these mistakes do happen, the AASA panelists suggested that school comms leaders can follow a four-step approach:
Regret: Express sorrow for what happened.
Repay: If anyone is harmed, it must be addressed.
Reform: Commit to fixing what went wrong.
Responsibility: Create accountability to do better next time.
And above all, Hunter said, be cautious about using ChatGPT in crafting crisis statements, because artificial intelligence-generated messages can indeed feel “artificial and not in your voice.” And, she noted, there have been instances where “This was created by ChatGPT” has accidentally been left on the bottom of messages.
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 Personalityindicates 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.
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.
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.
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.
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.
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.
