As the year draws to a close, we are once again excited to celebrate your commitment to equitable, personalized and AI-rich learning. We’re thrilled to unveil this year’s Top Hat Graded: our annual report that looks at how you and your students used our engagement platform and Ace, our AI-powered teaching and learning assistant, to your advantage. Let’s dive in.
Giving new meaning to student engagement
Click on target. Multiple choice. Fill-in-the-blank. It’s clear you wanted to shake up the standardized quiz this year. We’re honored to be along for the ride! You created more than 9.6 million multiple choice questions and 1.7 million long answer questions this year. But that’s not all. You also designed more than 985,000 fill-in-the-blank questions using our interactive platform. Our engaging formative assessment questions helped students stay focused before, during and after class when tackling their homework. Simply put, more questions posed meant more reason for students to complete their readings and attend class.
We also recognize that a good debate or small group discussion can help students shape their understanding of a new topic. While Gen Z might call it a vibe check, we’re filing this under your commitment to giving every student an equal voice. You created more than 509,000 discussions this year—interspersed within your lectures, readings and assignments. In turn, more than 147,000 discussions were used by students to assess their comprehension along the way.
Harnessing AI for good in the higher ed classroom
Artificial intelligence has, once again, been a hot topic in higher education. This past year, you viewed Ace under a refreshing light. More than 50,100 students relied on Ace for course-specific study assistance and AI-powered practice quizzes. In turn, learners also received immediate feedback rooted in the context of their course to guide their future studying efforts.
Now, let’s turn to you. More than 1,500 of your fellow faculty members used Ace this past year. Educators especially valued being able to add AI-generated questions into their slides using our Lecture Enhancer feature. Not only do our AI-powered features for educators save time during the question creation stage, Ace generates hints and explanations that allow students to identify their own misconceptions. Even better, we’ve charted a 182 percent increase in Ace usage among professors since our 2023 summary—speaking to the benefit of incorporating AI into the classroom.
Using Ace to spark active learning and higher-order thinking
Once again, you found a way to assess student comprehension without the extra time commitment. You created more than 30,400 questions using Ace’s Lecture Enhancer. Whether you wanted to drill into students’ understanding of mitosis in your biology course or Victorian architecture in your art history class, Ace offered tailored questions in response to the context of your material. Faculty also designed more than 9,200 questions using Top Hat Pages. That meant students were given yet another opportunity to assess their learning during textbook readings and homework.
We thank you for your investment in AI-powered, active learning for every student. We wish you a successful start to the new semester!
In the ever-evolving landscape of social media, platforms rise and fall as quickly as trends shift. Twitter, now known as X, has undergone significant changes, from its approach to verified accounts and content insights to the way it handles ad space. This volatility has paved way for competitors to emerge, and among them, Threads, but now Bluesky is rapidly gaining traction in the digital atmosphere.
Recently surpassing 15 million users, Bluesky has positioned itself as a serious contender in the micro-blogging arena, offering users a fresh take on short-form content, photo sharing, video creation, and community-based content.
What is Bluesky?
Bluesky is the first app to dethrone Twitter at the top of app store charts. Founded in 2019 by former Twitter employees, it was initially developed to complement the platform we all know but has since carved out its own identity. After operating on an invite-only basis through 2023, Bluesky is now fully open to the public. This was vital to the growth of the platform, as they attempted to appeal to users wanting to “flee” Twitter/X for a different space to share insights or cat memes.
At its core, Bluesky focuses on community-driven sharing, allowing users to interact in familiar ways—through likes, replies, reposts, and follows.
The Advertising-Free Zone
Currently, Bluesky operates without any advertising, offering a purely organic experience for its users. While this will likely change in the future, the ad-free environment has contributed to its appeal among users seeking a more authentic and less commercialized space. Users want a space where they can gather information or converse without the never-ending interruption ads that have come to populate X and other platforms. Users know ads will eventually be introduced, but the joy of new social platforms is how authentic and organic the space feels. It is a way to build authentic and personal connections in a completely curated feed, which is what users are looking for in a new space.
Unique Features That Set Bluesky Apart
The most revolutionary feature is Bluesky’s decentralized model. Users can host their servers, storing data independently and setting their own rules, much like the structure of Discord. Here are a few of the other Bluesky features that make the platform stand out for many users:
Content Detachment: Unlike other platforms, users can detach their accounts from content when it is reshared or quoted by others, giving them greater control over their posts.
Zero Tolerance for Hate Speech: The platform is committed to fostering a safe environment, with a dedicated team actively monitoring content for hate or extremist behavior.
Greater Control: BlueSky offers users the ability to control their feeds, and even manage multiple streams of content. Users can set up custom feeds or join public feeds tailored to topics of their choosing.
Additionally, Bluesky allows users to create unique domain-based handles (e.g., @username.sky), providing a distinctive identity for individuals and organizations alike. Universities could use .edu handles to strengthen their community presence and allow outsiders to know instantly where the server will focus.
Threads or Bluesky: Which Platform Should You Choose?
Both. It would help if you grabbed those handles when you can. Even if you don’t plan to post right away, it is a good plan of action to have them in your marketing department’s back pocket. You want to avoid becoming part of those challenges where others have your user and will make you purchase it. Think about the efforts you wish to make. What is the University’s voice for this style of media? Do you want to share updates and insights or try the latest catchphrases to meet your students? It could be a combination of all of this and figuring it out, seeing how your students interact, and making content to fit their needs. Threads right now does provide more insight, but it has yet to find it’s right footing within the world of short text. Bluesky seems to be excelling on that front.
What Does Bluesky Mean for Universities?
Bluesky’s rise signals a shift in how people want to consume media. Twitter/X has faced criticism for its unpredictable algorithms, ad policies, and evolving identity. In contrast, Bluesky promises a return to chronological timelines, community-building, and user-driven experiences. It is saying all the right words to users, and it will be interesting to see if it can keep its promises.
For universities and brands, this is a chance to establish a presence on a platform designed for engagement and conversation. Early adoption could secure valuable handles and position organizations to connect with students, parents, alums, and stakeholders in a more meaningful way. Bluesky’s community-first approach means content should be both informative and approachable, bridging gaps and fostering connections. Universities, for example, could use the platform to quickly share updates, create dialogues, and build a sense of belonging among their audiences.
How Will Bluesky Impact the Digital Landscape?
Bluesky is more than just another social media platform; it’s a reflection of changing user expectations. As it continues to grow, universities and brands should take note and prepare for a potential shift in how they communicate in the digital space. With its decentralized foundation, focus on community, and fresh approach to micro-blogging, Bluesky is paving the way for a new era of social media.
At EducationDynamics, we pride ourselves on staying at the forefront of social media trends. We are committed to exploring how organic platforms like Bluesky can help institutions engage new students and cultivate thriving online communities. For ongoing support and insights, connect with our organic social team and elevate your strategy.
As an educator, where do you go for advice on teaching? Perhaps it’s a book. Maybe it’s a social media channel of your choosing. But more often than not, faculty have turned to higher education podcasts as a way of gleaning fresh insights in a captivating, bite-sized format. It’s no secret that educators are stretched between teaching, grading and research commitments. So listening to a reputable guest share their best practices for improving equity, engagement and interaction in the classroom is a valuable faculty development and training exercise in of itself.
If you’re looking for the best higher education podcasts to explore, this post is for you. We’ve rounded up our favorite shows that speak to the good, the bad and the ugly within higher ed in our present moment. We also capture podcasts hosted by leaders who bring deep, discipline-specific expertise to their field. Most importantly, we’ve summarized shows that not only cover the latest trends but offer practical advice in an educational and entertaining way. So grab your earbuds and let’s dive into the top higher education podcasts of the year.
Ok, call us biased, but we think Higher Listenings from Top Hat is well worth a listen. Higher Listenings aims to engage and entertain educators with a look at the latest trends shaping the future of teaching and learning. In our first season, we offer practical advice to leave you feeling equipped and confident to tackle your next teaching challenge—whether boosting reading completion rates or embracing AI-powered learning. The first season offers an all star line up featuring some of the leading change makers in higher ed including Jesse Stommel (author of Ungrading: Why We Grade and How to Stop), José Antonio Bowen (author of Teaching with AI) and Terrell Strayhorn (leading expert on student belonging). Stay tuned for season two releasing in January 2025! In the meantime, catch up on our inaugural season by listening on Apple Podcasts or Spotify.
2. Teaching in Higher Ed by Bonni Stachowiak
As the most effective educators know, good teaching is both an art and a science. Dr. Bonni Stachowiak is a professor and Dean of Teaching and Learning at Vanguard University. As the host of the Teaching in Higher Ed podcast, Stachowiak serves up best practices across four key categories including: digital pedagogy, student life, work-life balance and teaching. Notable guests include Joshua Eyler (Director of the Center for Excellence in Teaching and Learning at the University of Mississippi) and Jenae Cohen (Executive Director at the Center for Teaching and Learning at the University of California, Berkeley). Whether you’re looking for strategies to grade more productively or need guidance on ed tech integration in higher education, Stachowiak’s impressive lineup will leave you feeling inspired. Listen to the latest episodes on Apple Podcasts or Spotify.
3. Intentional Teaching by Derek Bruff
Do you want to take your knowledge of foundational teaching practices to the next level? Dr. Derek Bruff will help you do just that. Bruff, Associate Director of the Center for Teaching Excellence at the University of Virginia and author of Intentional Tech, hosts the Intentional Teaching podcast geared towards college and university faculty. His goal is to leave listeners with actionable techniques to make their classrooms more inclusive, responsive to an AI-saturated world and ultimately, more engaging for every learner. Esteemed guests on his podcast include Thomas J. Tobin (Senior Teaching and Learning Developer at the University of Wisconsin-Madison) and Viji Sathy (Associate Dean for Evaluation and Assessment at the University of North Carolina, Chapel Hill). Check out Bruff’s star-studded episodes on Apple Podcasts or Spotify.
4. Tea for Teaching by John Kane and Rebecca Mushtare
If you’re looking for faculty development and training paired with emerging research in pedagogy, this higher education podcast will surely be your cup of tea. The Tea for Teaching show is produced by John Kane and Rebecca Mushtare, who run the Center for Excellence in Learning and Teaching at the State University of New York (SUNY) at Oswego. The producers wrestle with hot-button topics from upskilling in the age of AI to reducing bias in course evaluations. High-impact guests, who include Michelle Miller (Professor in the Department of Psychological Sciences at Northern Arizona University) and Anthony Abraham Jack (Faculty Director of the Boston University Newbury Center), are featured in weekly episodes. Grab your favorite warm beverage and a notebook and tune into this podcast on Apple Podcasts or Spotify.
5. Teach and Learn by D2L
Unsure about the direction that education is heading in? Then you’ll want to take note of D2L’s Teach & Learn podcast. Geared towards K-12 and higher ed faculty, the show is hosted by Dr. Christi Ford (Vice President of Academic Affairs at D2L) and Dr. Emma Zone (Senior Director of Academic Affairs at D2L). In candid discussions with educational experts, the hosts dive into issues affecting higher education institutions today. This timely higher education podcast offers practical advice such as how to put diversity, equity and inclusion at the forefront of your course and how to harness AI to improve student learning. Recent guests include Thomas Cavanagh (Vice Provost for Digital Learning at the University of Central Florida) and Karen Costa (Faculty Development Facilitator for the Online Learning Consortium). Leave with practical tips for your own course by listening on Apple Podcasts or Spotify.
Meet the thought leaders shaping the future of higher education at InsightsEDU 2025! Taking place from February 12-14, 2025 in New Orleans, LA, this conference brings together expert voices in higher education marketing, enrollment management, and leadership to discuss the evolution of today’s Modern Learner. This year, explore the future of higher education in 38+ sessions, where our speakers will share their vast expertise and unique perspectives. From higher education leaders to enrollment professionals, these speakers are vital to the InsightsEDU experience and are ready to equip you with insights to thrive in a new era of learning.
The lineup of featured speakers for InsightsEDU 2025 is still growing—stay tuned for exciting new announcements! Below are the confirmed featured speakers as of November 7, 2024.
Gregory Clayton
President of Enrollment Management Services at EducationDynamics With over 30 years of experience in the higher education space, Greg brings valuable expertise in enrollment management and performance marketing. As President of Enrollment Management Services at EducationDynamics, he leads a comprehensive team offering agency marketing, enrollment services, strategic consulting, and research, all tailored to the higher ed sector. His leadership and career position him as a visionary strategist, equipped to offer insightful commentary on the higher education landscape and enrollment solutions. Join his session to learn more about how to better serve the Modern Learner and implement strategies that drive institutional success.
Session: The Evolving Expectations of the Modern Learner: How Institutions Can Adapt and Thrive
Wendy Colby
Vice President and Associate Provost for Boston University Virtual (BU Virtual) Throughout her career, Wendy has distinguished herself as a leader in online learning and enhancing the student experience. At BU Virtual, she focuses on delivering educational and technological excellence, positioning the program as a model of high-quality online education. Wendy’s commitment to advancing digital learning solutions ensures that students receive an exceptional learning experience. With extensive expertise in strategic leadership and global engagement, Wendy brings invaluable insights to InsightsEDU, where she will speak on best practices for collaborative strategies that optimize institutional success.
Session: Bridging the Gap: Aligning Marketing & Enrollment Management for Success
Roy Daiany
Director, Education & Careers at Google With over 15 years of experience, Roy Daiany leads Google’s national team of education advertising strategists, partnering with top universities and EdTech companies to drive growth. A champion of technology-driven marketing, Roy will share valuable insights in his upcoming session, drawing on Google’s data to highlight key areas for optimizing student outreach and exploring innovative advertising practices.
Session: Emerging Trends and Priorities for Higher Education
Brent Fitch
President of Rocky Mountain College of Art and Design Brent’s extensive career and leadership in higher education provide invaluable perspectives for InsightsEDU 2025. As President of Rocky Mountain College of Art and Design, he has played an instrumental role in shaping strategies that optimize student engagement. With a proven track record in developing innovative programs that enhance faculty, employee, and student outcomes, his strategic leadership offers InsightsEDU attendees exclusive access to tried and true best practices within higher education. Learn from Brent to gain a deeper understanding of how to navigate institutional challenges and embrace new strategies for ongoing success.
Session: The Era of the Modern Learner: Redefining Higher Education
Andrew Fleischer
Head of Industry, Education at Google As Head of Industry for Education at Google, Andrew Fleischer leads a team dedicated to transforming how institutions and EdTech companies approach enrollment and brand positioning. With a background spanning strategic roles in Google’s App and Retail sectors, Andrew brings expertise in using data-driven advertising to address complex business goals. In his session at InsightsEDU 2024, Andrew will explore Google’s latest insights on the role of AI in higher education and share valuable strategies to navigate the evolving student journey.
Session: Emerging Trends and Priorities for Higher Education
Stephen Horn
Chief Marketing Officer at The College of Health Care Professions (CHCP) Stephen Horn is an award-winning marketer known for his inventive strategies that drive growth and expand market share. With a strong background in brand-building and nurturing marketing talent, Steve has a proven track record of success. As Chief Marketing Officer for CHCP in Houston, his role has been critical to program success. InsightsEDU attendees can anticipate gaining valuable insights into effective strategies for enhancing student engagement and aligning marketing with cross-functional departments.
Session: Bridging the Gap: Aligning Marketing & Enrollment Management for Success
Dr. Melik Khoury
President of Unity Environment University Gain fresh insights and practical strategies for engaging Modern Learners with Dr. Melik Khoury, a pivotal leader in higher education. As President of Unity Environmental University, Dr. Khoury prioritizes student success and has spearheaded transformative initiatives to increase enrollment and retention. His commitment to affordability, accessibility, and flexibility are paramount to the university’s enduring success. Dr. Khoury’s tenure at Unity Environmental University has established him as an innovative and adaptable leader, making him an ideal expert to address today’s new era of learning and the unique needs of Modern Learners.
Session: The Era of the Modern Learner: Redefining Higher Education
Dr. Andy Miller
Senior VP of Strategic Enrollment & Partnerships at Indiana Wesleyan University Andy Miller, PhD, brings a wealth of experience to InsightsEDU 2025. In his role as Sr. VP of Strategic Enrollment & Partnerships at Indiana Wesleyan University, Andy oversees enrollment and partnership initiatives, serving over 12,000 students. With expertise in building cross-industry partnerships and creating training pathways for adult learners to meet workforce demands, Andy is a pivotal leader in the field.
Session: Bridging the Gap: Aligning Marketing & Enrollment Management for Success
Dr. Joe Sallustio
Vice President of Industry Engagement at Ellucian & Cofounder The EdUp Experience Podcast Dr. Joe Sallustio is a leading authority within the higher ed sector, recognized for his expertise in operations, finance, and academics. With over 20 years of experience, he has led teams across various institutional functions, including marketing, enrollment, finance, and student services, equipping him with the skills to successfully navigate the modern landscape of higher education. Dr. Sallustio leverages his extensive knowledge as co-founder and host of The EdUp Experience, a podcast that explores timely topics in the higher ed industry. Join his session to learn more about innovative strategies for addressing challenges and uncovering opportunities for student success amid changing times.
Sessions: The Era of the Modern Learner: Redefining Higher Education
Katie Tomlinson
Senior Director of Analytics and Business Intelligence at EducationDynamics Prepare to unlock insights with Katie Tomlinson. As the Senior Director of Analytics and Business Intelligence, Katie expertly manages data and reporting, uncovering key trends to support EducationDynamics in delivering data-driven solutions for the higher ed community. Learn from her as she discusses findings from EducationDynamics’ latest report, where attendees will gain a deeper understanding of the evolving learning environment and the significant factors that influence Modern Learners’ educational choices.
Session: The Evolving Expectations of the Modern Learner: How Institutions Can Adapt and Thrive
Engage with the Leaders Shaping Higher Education
InsightsEDU 2025 promises to be another impactful conference, offering a forum for thought leadership, best practices, and meaningful networking among higher education professionals. This conference unites industry leaders and institutions to explore the key challenges and exciting opportunities facing the higher ed sector today. Taking place in early 2025, InsightsEDU is the perfect change to gain insights that will strengthen your institution’s foundation for the year ahead and beyond. Don’t miss out–Register today to secure your spot.
How to Deliver a Personalized Experience Throughout the Student Journey
Imagine this: a prospective student fills out a request for information on your website, sharing personal details like their program of interest, transfer status, and intended start date. What happens next? Too often, the response is a generic email or text urging them to apply. Then, perhaps unsurprisingly, many institutions see declining contact rates and applications.
Delivering an engaging, personalized experience — at scale, across programs, and from the very first interaction — is no small feat. But it’s also essential in today’s competitive higher education landscape. While complex communication plans and sophisticated automation tools play a role, sometimes the simplest approach can make the biggest difference: Asking the right questions.
Focusing on the right questions can strengthen student relationships, increase lead-to-application rates, and even drive application-to-enrollment success, helping institutions connect personally with students and boost engagement at every stage of their journey.
What Is Student Engagement in Higher Ed?
Before we can start asking students questions, we must first ask ourselves an obvious question: What is student engagement?
Engagement rates are metrics that show how actively involved your audience is with your content. By tracking specific metrics, your institution can analyze the effectiveness of your marketing campaigns. You should track the number of people who interact with your follow-up communications: whether they open, click, respond to, or visit a website.
Every interaction a prospective student has with your institution’s website, social media posts, texts or emails, and other digital content generates data that you can use to capture information about leads (prospective students) and better understand and optimize future marketing efforts.
Tracking and analyzing “clicks” can tell you:
If prospects are opening, clicking, responding to emails or texts, answering calls, and otherwise interacting with your institution — leading indicators of intent to apply and even enroll
Which prospects are the most engaged — so you can prioritize communications with them while your brand is top of mind
At Archer, we’ve seen clients have 44% higher application-to-start rates and 33% higher application rates when prospective students engage with an institution’s post-inquiry communication. This makes for an efficient use of resources, as you’ve already generated the inquiry. A bump in conversion rates can go a long way in stretching a limited budget.
One Simple Thing You Can Do to Increase Student Engagement
Imagine you have the opportunity to meet with every prospective student in person for coffee. What would you do? How would you engage with them? You’d probably begin to build rapport by asking them lots of questions.
A digital meetup should be treated no differently than an in-person engagement. “Digital” is simply another method of communication. Granted, you’re not able to sit at your computer and chat online with every prospect, but in terms of how to interact and build student engagement, you should think of it the same way: as a two-way conversation.
Simply put, stop talking at prospective students and start communicating with them.
As much as you’re tempted to begin by telling them how great your school and program are, it’s best to first understand where a student is coming from and what they’re looking for.
At Archer, our team and our proprietary end-to-end student support solution — called Onward — are available to students 24/7. Built exclusively for the student journey, Onward collects and analyzes data on digital student engagement and optimizes digital student communication with a goal of increasing post-inquiry engagement. It has taught us a lot.
We’ve found that one of the most impactful things we can do in our follow-up communication with students to boost engagement rates — at any stage of the student lifecycle — is to ask questions. Indeed, in follow-up exchanges where we ask students specific questions (and provide an option to answer directly in that communication), we see click-through rates 42% higher than average.
It’s Not Too Late to Start Asking Questions
Even if you’ve already missed a key opportunity to ask questions of new prospects, circling back to get to know them better at any point in their student journey can have an impact.
Working with our partner Peru State College, we started sending a “What’s holding you back?” email to prospective students who weren’t taking the next step forward. The email not only asked “What’s holding you back from enrolling with us?” but also let the recipient click on an answer. For that email, we saw an average open rate of 16% — which doesn’t look too impressive until you consider these prospects had stopped engaging — and, more importantly, an average 33% click-through rate (with a majority of clicks leading to “apply now” pages). Not only did the email help the college reconnect with “lost” students, but we learned how to better connect with unconverted prospects going forward.
The email allowed us to determine who was stopping out and why.
The top reason for not moving forward was related to finances (35%).
More than 20% of prospective students had enrolled elsewhere.
5% said they weren’t ready to enroll yet but wanted to attend in the future.
These insights informed our follow-up digital communication, as well as our one-on-one admissions team follow-up. As a result, we reengaged with a meaningful percentage of stopped-out prospects by understanding some of their challenges and following up with relevant information. Moreover, 20% of this audience took action by clicking to start or finish their application and/or call an admissions rep.
Student Engagement Strategies for Every Higher Ed Stage
We used this same engagement strategy for first-time students enrolled in Peru State College’s online programs. Before we could view information in our partner’s learning management system to see if students were showing up for class or turning in assignments — leading indicators of student success — we wanted to check in with these new students directly to ask how their first week was going. The email asked, “How are you feeling about your first week?”
This email had an average open rate of 71% and an average click-through rate (CTR) of 31%.
Using a similar email, Archer helped another partner intervene to help 14 students who had indicated they weren’t having the best first-week experience. By asking follow-up questions to learn what wasn’t working for them, and forwarding that information to our admissions team, we were able to connect those students with a success coach at the university.
Optimize Student Engagement at Your Higher Education Institution
Higher-ed marketers and enrollment professionals know from experience that the success of every student is important to an institution’s long-term success. Providing a more personalized and engaging student experience can have a positive impact on enrollment growth and student retention.
It’s time for you to start having meaningful digital conversations that make an impact.
While Archer Education uses Onward, our easily scalable end-to-end student support solution, to deliver personalized communication and tailored post-inquiry follow-up 24/7, you don’t need a sophisticated lead nurturing tool to improve your student engagement strategies. Simply start asking questions in your communication with students and provide them with an easy way to respond.
Want to learn more about how to modernize your student experience and increase enrollment and retention rates with Archer’s Onward student support solution? Reach out to us and learn more today.
Angie Mohr is the senior vice president of student engagement at Archer Education. With a background in marketing, communications, and CRM and marketing automation, she has over 15 years of strategic communications and higher education experience. In her current role at Archer Education, a full-service marketing and enrollment solutions provider for higher education institutions, Angie focuses on supporting student acquisition and life cycle delivery services, utilizing scalable communications strategies and technologies to help prospective students engage, enroll, and persist in their student journey.
As higher education navigates demographic shifts, new technologies, and economic challenges, institutions face a complex landscape when optimizing enrollment and meeting the evolving needs of students. The 2025 Landscape of Higher Education Report provides actionable insights that empower educational leaders to improve learning pathways and better serve the Modern Learner.
Challenges such as the rising education costs have led to increased scrutiny of a college degree’s value, with only 47% of Americans considering it worthwhile without loans. When loans are involved, this number drops to 22%, underscoring the imperative for institutions to adapt to more cost-effective pathways.
The 2025 Report offers a future-oriented outlook, equipping institutions with data to address gaps and better understand the evolving profile of the Modern Learner. Themes include shifting student preferences, an increased emphasis on career-aligned programs, and the need for more flexible learning pathways. In this article, explore six key findings that are molding students’ educational journeys and how these trends can enable education leaders to adapt.
Spring 2024 saw a 2.5% increase in undergraduate enrollment, particularly within community colleges, public institutions, and associate degree-granting baccalaureate institutions (PABs). Graduate programs also saw enrollment increases, with a 3% rise. The highest areas of growth occurred among private, for-profit four-year institutions. These trends indicate a growing demand for flexible learning pathways that accommodate different student preferences and career aspirations.
The age profile of part-time students has shifted as well, with the median age of part-time undergraduate students decreasing by nearly 2% across all sectors since Spring 2020. The shift was most pronounced at public two-year institutions, which saw a 4.2% decrease, and private accredited bachelor’s programs, which experienced a 2.8% decrease. As the age of part-time students continues to trend younger, it reaffirms that age is no longer a reliable predictor of learning modality. Furthermore, these shifting demographics emphasize the importance of embracing a Unified Enrollment Strategy that engages with Modern Learners based on their preferences and behaviors to meet them where they are with the right message, in the right place at the right time.
Finding #2: Modern Learners are Prioritizing Practical Skills and Career Outcomes
The emphasis on practical skills and career-readiness is reshaping Modern Learners’ educational preferences. With nearly half of Americans questioning the value of a traditional college degree, the demand for flexible, affordable, and industry-aligned options is growing rapidly. Apprenticeships have emerged as an appealing pathway for Modern Learners, offering paid opportunities for hands-on learning and gaining practical skills without the burden of taking on additional debt.
Over the past decade, the number of apprenticeships in the U.S. has more than doubled, from approximately 317,000 to 640,000. Sectors such as Construction and Public Administration have led this growth with 34.5% and 22.4% increases, respectively. High-growth fields like Healthcare, Finance, and Technical Services present additional opportunities for expanding apprenticeship programs, aligning well with workforce demands and students’ increasing preference for practical, job-ready experience.
Despite apprenticeships’ increasing appeal, accessibility poses a challenge. While 75% find apprenticeships appealing, only 29% find them accessible. Geographic location, program availability, and a lack of awareness remain barriers that can prevent students from participating. Institutions can remove these barriers through strategic partnerships with industry leaders to expand opportunities, integrate practical skill-building in program curriculums, and market available programs to raise awareness. These efforts not only meet the demands of Modern Learners by providing them with relevant skills, but also enable employers to recruit qualified candidates, making apprenticeships valuable for both higher education and the economy.
Finding #3: Student Demand for Alternative Credentials Continues to Rise
Much like apprenticeships, the rising demand for alternative credentials like certificates further underscores the shifting preference towards more flexible and affordable learning pathways. As students continue to seek programs that offer practical skills and immediate benefits for their careers, certificates have increasingly become an attractive alternative to traditional degree paths. With the cost of higher education on the rise, Modern Learners are turning to certificate programs as a focused and affordable way to gain relevant skills for their desired career industries.
Spring 2024 saw significant growth in certificate enrollments, with graduate programs seeing a nearly 10% increase and undergraduate certificates growing by nearly 4%. This growth reinforces that Modern Learners are increasingly prioritizing education opportunities that yield a high return-on-investment. Institutions can capitalize on this interest by expanding certificate offerings and making them more accessible to students through diverse modalities, competitive pricing, and aligning programs with job demands.
Finding #4: Dual Enrollment Programs Gain Momentum Among High School Students
Dual Enrollment programs are becoming increasingly popular pathways, as more young learners seek flexible avenues for higher education. The popularity of these programs aligns with the growing trend of younger students engaging in part-time studies, demonstrating a trend towards more adaptable educational modalities. Dual enrollment has increased over 10% over the last year alone, adding approximately 100,000 students and accounting for nearly 28.1% of undergraduate enrollment increases. This growth presents a crucial opportunity for institutions to leverage this interest as they develop enrollment strategies going into 2025.
Finding #5: The Some College, No Credential (SCNC) Population Presents a Growing Opportunity for Re-Engagement
The Some College, No Credential (SCNC) population, now at 36.8 million and growing by 2.9% from the previous year, represents a significant opportunity for enrollment growth. With re-enrollment rising by 9.1% in the 2022-2023 academic year, institutions have a chance to attract students who left before completing their degrees.
Understanding the educational preferences of SCNC students is key to tailoring outreach and support services. Popular fields of study for this group include Business and Liberal Arts at the bachelor’s level, Liberal Arts and General Studies for associate degrees, and Health professions and Business for undergraduate certificates. These areas indicate a clear demand for programs that offer clear pathways to employment. To effectively engage this population, institutions should focus on building accessible options that allow students to build upon previously earned credits, prioritize transfer credits, and offer support that enables students to advance in their chosen career fields.
Finding #6: International Student Enrollment Boosts Institutions’ Global Appeal
The growing population of international students enrolled at U.S. schools presents a valuable opportunity to enhance universities’ presence and grow enrollments. These students comprise of a significant share of enrollments, particularly in Massachusetts, Hawaii, New York, and California, where they account for 4.5% to 7.8% of the student population. Most undergraduate international students are enrolled within the public sector, underscoring its position to support higher education on a domestic and international scale.
To maximize the benefits of international student enrollment, institutions should focus on strategies that attract and retain international students while providing support services tailored to their unique needs. By integrating a comprehensive enrollment and student support system with resources like language assistance, housing support, and financial aid, institutions can boost their global appeal, create more culturally diverse campuses, and enhance their enrollment by positioning themselves as a top choice for students worldwide.
As institutions look ahead, the ability to attract and retain students across a range of educational paths requires a holistic approach to enrollment and student support services. By focusing on creating accessible, cost-effective, and relevant learning opportunities, institutions can position themselves for success in 2025 and beyond, while meeting the diverse needs of Modern Learners and driving sustainable enrollment growth.
Election Day in the U.S. is just around the corner. On top of carrying multiple academic and employment responsibilities, some students will also be voting for the first time. Others, such as those from marginalized or historically underrepresented populations, may be overwhelmed with what the election results could mean for them. In the lead up to Election Day, a healthy dose of empathy will be essential in ensuring students have a chance to fulfill their civic duty—and the opportunity to consider its consequences.
Being flexible with due dates, considering students’ wellbeing and ensuring learners are armed with the resources needed to vote are the most important things you can do as Election Day nears. Read on to learn how professors advocated for their students during the 2020 election—and how you can do the same.
Consider making November 4 and 5 free of assignments (or even classes)
Exams can cause some students a great deal of stress and anxiety. Lillian Horin, Biological and Biomedical Sciences PhD student at Harvard University, urges educators to keep BIPOC students in mind when scheduling high-stakes tests.
Professors: PLEASE don’t schedule examinations for directly after election night. In 2016, I had a biochem exam the day after the election. BIPOC students spent our election night begging our professor to postpone it. It intensified one of the most traumatic nights of our lives.
Consider swapping your exams or problem sets (Psets) with a trip to the ballot box. Jacob Light, Economics PhD student at Stanford University, writes that this simple gesture may allow students to exercise their civic duty.
In 2012 my linear algebra professor canceled our election week problem set because voting was more important. The gesture meant the world to me. Today I made the same argument on behalf of my students. #AcademicTwitter cancel psets during election week; your students want to vote
Other students like Anna-Sophia Boguraev, Bioengineering PhD student at Harvard Medical School and MIT, say that TAs have the power to amplify student concerns and requests—none of which should be ignored.
legit if you have any leverage w prof, use it to help students – when ppl started basically being like “we’re traumatized plz let us reschedule the midterm” on piazza, the TAs just deleted the posts w no response or acknowledgement bc the prof told them to. so like … not that
If your assignments can’t wait, build in flexibility and timeliness
Self-paced learning can allow students to visit the polls and complete coursework at a time that works for them—so says Jesse Fox, Associate Professor of Communication at Ohio State University.
US instructors: working on your syllabus?
Election Day is Tuesday, November 3
Please plan an asynchronous option that day. There are already enough efforts to impede & suppress voting!
Election Day can also be a good opportunity to let students catch their breath in your course. Give students a chance to study and review material that they haven’t had a chance to look over, suggests Scott Grunow, Instructor in English and Religious Studies at the University of Illinois at Chicago.
Same here. Kind of. They are working asychronously on an essay. Feedback week. No synchronous class. I will be available all week for drop in hours.
— Dame Scott G. Against Petty Persecutions/Vainglory (@scottgr60613) October 6, 2020
Should your institutions provide little leeway in your assessment choices, at least incorporate real-time events into your discussions. Derek Bruff, Associate Director, Center for Teaching Excellence at the University of Virginia, notes that relating course content to the election can help students see the value of what they’re learning.
What are you planning to do in class the day after the election? 1. Find a connection to your course topic (e.g. polling error in a stats course). 2. Acknowledge that it was a late, emotional night. 3. Don’t give a pop quiz.
Real-time political events and policy proposals can make for discipline-specific conversations. This also allows students to apply what they’ve learned in your class to the real world, as Andrea Gomez Cervantes, Assistant Professor in the Department of Sociology at Wake Forest University, proposes.
— Dra. Andrea Gomez Cervantes (she/ella) (@AndreaGC_soc) September 23, 2020
Mobilize your students to show up at the polls
Gen Z students are motivated to vote. In the 2018 midterm elections, the student turnout rate increased by 20 percent compared to the 2014 midterms.1 Ensure students are equipped with the resources to vote as soon as possible, writes Wendy Christensen, Sociology Professor at William Paterson University.
Don’t forget to include voting info in your Fall 2020 syllabus and online course module! Include any voter registration deadlines, registration info, drop off ballot info, AND the general election date Nov. 3rd. #GOTV#AcademicTwitter@AcademicChatter#AcademicTwitter
Similarly, ask students about their voting plans. Consider working with your class to ensure they know where to go on November 5, suggests Margaret Boyle, Associate Professor of Romance Languages and Literatures at Bowdoin College.
Ensure your voter registration information and resources appeal to all students, regardless of what political party they support. Meghan Novisky, Assistant Professor of Criminology at Cleveland State University, emphasizes the importance of using non-partisan guidelines.
Suggestion for this fall: include (non-partisan) voter registration info for students in week 1’s course materials AND inform students election week will be assignment free in support of voter turnout. #phdchat#AcademicChatter
Some scholars like Sara Wheeler-Smith, Associate Professor of Management at Manhattan College, even plan to offer a grading incentive for visiting the polls.
With my chair’s approval, I’m offering extra credit to anyone who can demonstrate they voted. (Anyone ineligible can do an alternative assignment). If I were teaching on #ElectionDay I would have cancelled too.
Incorporate guest lectures and learn from your colleagues
Navigating election week with students in mind might be an unfamiliar undertaking. Consider leaning on faculty at your institution for support, writes Heather Mayer, Director of Educational Technology at Everett Community College.
Interested in hearing what people have planned. We’re developing a faculty workshop for the the week before to give people a chance to talk with each other about ideas and resources.
Some students may be undecided voters, while others may have missed the presidential debates. Incorporate forms of debate in your classroom—with the support of scholars from other institutions, as Yujin Jung, Political Sciences PhD student at the University of Missouri, plans to do.
Keep in mind the importance of mental and physical health
Check-ins with students have gained new meaning in the midst of an election. Andrea Kelley, Sociology Professor at the University of Michigan, tends to her students’ socioemotional needs before assigning readings and lectures.
I have built “self-care” weeks into all 3 of my courses during election week. No new readings, no graded assignments, just a check-in. We can’t self-care our way out of structural oppression and related stresses, but I can make sure my classes don’t pile on. #AcademicChatter
— Andrea D. Kelley, Ph.D., MSW (they/she) (@adkelleysoc) October 9, 2020
Election Day can come with a range of emotions for many students. Cate Denial, Distinguished Professor of American History, Chair of the History department, and Director of the Bright Institute at Knox College, removes the expectation for students to pay attention and participate in class.
I will not be assigning reading for the week, and instead we’ll review whatever happens in light of what we’ve been learning. It will be completely on the fly, but I will not be expecting my students to be able to focus.
As the higher education landscape continues to shift and evolve, the expectations and priorities of today’s students are shifting as well. To stay relevant, institutions are expanding their focus beyond traditional academic models to better meet the needs of a more discerning audience. Modern Learners are no longer bound by age or conventional learning modalities—today’s students are driven by different priorities, presenting a challenge for institutions relying on outdated methods to engage this demographic.
With primary motivators including career advancement and the need for flexibility, Modern Learners demand educational opportunities that offer accessibility, transparency and value. They are more selective, especially as the perceived value of a college degree has been questioned amid economic uncertainty. With rising student debt, these learners are looking for programs that provide a clear return on investment—an education that advances their careers while offering flexible options that meet their financial and personal needs. Success lies in striking a balance between value and cost-effectiveness, ensuring students feel seen, supported and equipped for the future.
Explore ten essential strategies for higher education institutions to expand their offerings and better engage Modern Learners. From improving strategies to leveraging resources and fostering deeper connections with students, these strategies aim to engage with Modern Learners based on their preferences and behavior rather than demographics by embracing a Unified Enrollment Strategy that fuels sustainable growth.
1. Build a Cohesive Brand
In a competitive landscape where a strong brand is essential, the increasingly selective nature of Modern Learners calls for an institution’s brand to resonate with prospective students.
Your institution’s brand identity should authentically reflect its values, mission and unique offerings. A compelling brand narrative not only showcases your unique selling proposition (USP), but also serves as an opportunity to connect on a deeper level with potential students, fostering trust and engagement.
Building a cohesive brand experience involves aligning visual elements, messaging and tone to create consistency across all touchpoints—from your website to social media, emails and beyond. This alignment strengthens students’ understanding of your value proposition, guiding them throughout their journey and ensuring they feel engaged at every stage.
At EducationDynamics, our in-house Creative team specializes in data-driven brand positioning and strategy. We take the time to understand your institution’s unique strengths and craft creative solutions that support the student journey, from initial discovery to enrollment. Discover how our creative services can help your institution’s brand thrive and successfully engage Modern Learners.
2. Adopt a Full-Funnel Marketing Approach
As Modern Learners increasingly seek personalized learning experiences that align with their needs, institutions need to elevate their marketing strategies to meet their growing expectations. By embracing a full-funnel approach, schools can more effectively engage with students at every stage of their journey, leading to stronger enrollment outcomes.
A holistic full-funnel marketing approach not only boosts engagement, but also augments long-term growth by nurturing students from awareness to decision. As students continue to research more throughout their journey and prioritize personalized content, institutions must adopt comprehensive approaches to effectively reach them.
With EducationDynamics’ multi-channel digital marketing expertise, schools can target students across various platforms, ensuring personalized messaging and an engaging experience across every touchpoint. If you want to learn more about how to build a successful full-funnel marketing approach, check out our Full-Funnel Marketing Guide for Higher Education.
3. Utilize Market Research to Identify High-Growth Programs
To effectively meet the evolving priorities of Modern Learners, institutions must develop programs that align with market trends and career opportunities. Leveraging market research allows schools to refine their offerings and better address students’ shifting needs and expectations.
Resources such as EducationDynamics’ eLearning Index Web App, serve as a powerful resource. The Web App, developed by EducationDynamics’ Market Research team, utilizes current National Center for Education Statistics (NCES) data, to showcase an accurate view of the current labor market and relevant trends regarding degree completions. Administrators can use the app’s interactive features to isolate the data by region, modality and program. By providing insights into the highest opportunity programs available for each educational level and a convenient user interface, the eLearning Index Web App tool empowers schools to optimize their program offerings, ensuring that they are offering degrees that are relevant to Modern Learners. Through aligning programs with high-growth career opportunities, institutions can not only boost retention but also empower students with the skills and support they need to thrive in the current job market.
4. Nurture Leads and Personalize the Journey
Modern Learners often research extensively before finalizing their enrollment decision, seeking personalized and relevant information at every stage. Building relationships early and maintaining engagement over time is essential, whether you’re connecting with prospective students for the first time, re-engaging stopped-out students, or reconnecting with dormant inquiries.
Effective lead nurturing helps institutions build these relationships through tailored content that addresses the specific needs and interests of each student. Consistent communication guides students through their decision-making journey, ensuring they feel supported.
Marketing automation can help streamline these efforts. Through automation of communication workflows, institutions can deliver timely and personalized messaging that resonates with students. This level of personalization and consideration throughout multiple touchpoints in the student journey improves overall engagement and student experiences.
At EducationDynamics, our Nurturing Services offer institutions multi-channel engagement, using best-in-class marketing automation technology. By delivering personalized communications across various platforms, we help schools strengthen connections with students at every stage of their journey.
5. Provide 24/7 Support with AI Chatbots
As institutions seek to attract and enroll the Modern Learner, implementing AI Chatbots serves as a key tool by delivering real-time assistance and tailored responses to common student inquiries. Prospective students frequently encounter obstacles when searching for relevant information during their enrollment journey. With Modern Learners expecting immediate access to information, these challenges can lead to a frustrating experience, potentially impeding their enrollment decision. Employing AI Chatbots can help address this, through instant responses that answer commonly asked questions regarding program details, financial aid and academic support at any time of day. These chatbots not only help manage routine tasks, but they also allow admissions staff to focus on the more complex, high-touch interactions. By incorporating AI Chatbots into your institution’s communication strategy, you enhance student support and ensure that every inquiry receives proper, timely attention.
6. Showcase Your Innovative Spirit
Standing out amid the competitive higher education landscape is vital for attracting Modern Learners, who seek educational opportunities that align with their evolving needs and aspirations. Today’s students are not merely seeking to fulfill degree requirements; they are looking for an education that resonates with their interests and provides long-term growth opportunities. This is where innovation can play a vital role. By highlighting your university’s unique offerings and distinct culture, you can offer Modern Learners attractive reasons to choose your school, while demonstrating how you are adapting to meet the growing demands of Modern Learners.
At EducationDynamics’ Higher Ed Marketing Agency, our team of experts understand the importance of showcasing each institution’s unique selling points and innovative approaches within the higher education space. Our services are designed to communicate the value of choosing your school, whether it’s through digital campaigns, social media content, or compelling copywriting. We empower you to emphasize your distinct strengths, enabling your institution to foster deeper connections with Modern Learners and guide them towards enrollment.
7. Create a Seamless Student Journey
The traditional, linear student journey no longer applies to today’s Modern Learners. With various commitments, such as family and work responsibilities, modern students engage with their educational environment in different ways than in years past. As a result, institutions need to adjust how they approach the student journey. By implementing student journey mapping, institutions can better understand the various stages of the student experience and refine it to reduce pain points.
EducationDynamics’ student journey mapping process provides institutions with actionable insights to optimize every stage of the student experience, from inquiry to enrollment. The process begins with a comprehensive analysis of your current student recruitment and services, including existing marketing materials, communication technology and student support systems. Using data-driven insights, we then create a visual student journey map that identifies key touch points and opportunities to enhance communication. From there, we develop a communication plan with targeted messaging and content designed to nurture, guide and support students across their enrollment journey. By integrating student journey mapping, institutions can better visualize the Modern Learner’s journey, while meeting their evolving needs.
8. Invest in Financial Aid Support
Financial aid is among the first pieces of information students seek and often plays a pivotal role in their enrollment decision. Equipping your institution’s advising team with the tools to engage in financial aid conversations early in the student journey is critical to meeting the expectations of Modern Learners and encouraging them to choose your institution over another.
EducationDynamics’ Financial Aid Advising services offer personalized support through dedicated coaches who manage student inquiries and provide individualized guidance. This streamlined approach allows your admissions team to focus on key priorities, while ensuring students receive the financial aid support they need. By delivering clear answers and a supportive experience, students are more likely to enroll, resulting in higher enrollment and retention rates.
9. Streamline Your CRM and Marketing Data Integration
A robust Customer Relationship Management (CRM) system is essential for navigating the Modern Learner’s enrollment journey. By collecting and managing student data, CRMs promote personalized communication that resonates with students. To truly maximize their potential, CRM systems should be optimized through technology integration, data quality assessments and user adoption, ensuring they effectively reach Modern Learners while driving scalable enrollment growth.
EducationDynamics recognizes the importance of an integrated CRM system. Our team of integration experts specialize in implementing and maintaining clean, actionable data that supports a cohesive strategy, giving your institution a holistic overview of each student and ensuring your CRM is built for long-term success.
10. Optimize Your Enrollment Team
As the primary point of contact for prospective students, your enrollment team is one of the most critical investments you can make. The expertise and engagement of your enrollment staff directly influences prospective students’ decisions, making them essential to student success outcomes.
At EducationDynamics, we believe in empowering both institutions and students by investing in staff development. Through our The U School platform, institutions can access exclusive 8-week programs designed to equip your team with the skills needed to meet the unique demands of Modern Learners. By strengthening staff training, we help build more effective enrollment pathways, ultimately increasing student engagement, satisfaction and enrollment growth.
Empowering Your Institution to Engage Modern Learners
Attracting and enrolling Modern Learners requires a comprehensive approach that acknowledges their unique needs and preferences. By implementing the ten key strategies outlined in this article, higher education institutions can engage a new demographic of learners while nurturing meaningful connections with students. Embracing innovative solutions like student journey mapping and leveraging available resources allows institutions to transform the student experience. As the higher education environment continues to change and enrollment challenges arise due to shifting economic and demographic factors, institutions who proactively understand and cater to the unique needs of Modern Learners will differentiate themselves from the competition. As your strategic partner, EDDY is committed to empowering your institution to confidently navigate these challenges while collectively advancing our mission to expand opportunity through education.
5 Tips for Keeping Students Engaged Throughout the Admissions Process
In higher education, the enrollment funnel can feel like a battleground for institutions vying to convert interest into commitment.
Traditionally, the enrollment funnel has been viewed simply: attract, engage, and enroll. But the modern student’s journey is anything but straightforward — it’s a complex, winding path influenced by numerous digital touchpoints and personalized interactions.
The health of the enrollment funnel extends beyond mere numbers; it represents the institution’s ability to connect with prospective students through every phase of their decision-making process. With technology reshaping expectations and behaviors, colleges and universities must not only catch the eye of prospective students but also keep them engaged through multiple channels and strategies.
This article unpacks key elements of the enrollment and admissions funnel, offering actionable insights and innovative tips to capture and retain students’ attention from their first inquiry through their enrollment stages. As we explore these strategies, you’ll discover the vital role that continuous, tailored engagement plays in transforming interest into activity, setting the stage for a successful educational journey.
The Modern Student Journey
Today’s students embark on their educational journeys equipped with a wealth of information and digital tools at their fingertips, making their paths to enrollment more complex and multifaceted than ever before.
Complexities and Challenges
The student journey is far from linear. It involves numerous interactions across various platforms and touchpoints. Each student’s path is unique and influenced by personal, financial, and academic factors.
For instance, a modern student, such as a working professional returning to education or a parent seeking to balance family responsibilities with schooling, may have different priorities and use different resources compared to a younger, first-time college student.
Technology has diversified the ways students gather information, and also how they engage with institutions. Prospective students might start their journey by conducting a simple Google search, but they will also often visit social media platforms, participate in virtual campus tours, and attend online webinars before starting their application. During this time, they are continuously evaluating their options and being influenced by each interaction they have with a school’s digital presence.
Impact of Technology
The proliferation of digital platforms has dramatically altered the student journey, both for students and institutions, in ways such as the following:
Digital Touchpoints: Websites, social media platforms, online forums, and virtual tours provide initial impressions and ongoing engagement. Prospective students can interact with current students and faculty, view online classes, and even participate in community events, all from their devices.
Data-Driven Decisions: Students use data such as graduation rates, employment outcomes, and student and faculty testimonials to inform their choices. They expect personalized interactions and content that addresses their specific concerns and aspirations.
Engagement Analytics: Institutions now have the tools to track and analyze how prospective students interact with their digital content. This data is invaluable for refining marketing strategies and improving engagement tactics to ensure they meet the expectations and needs of prospective students.
Given these technological influences, it is essential for educational institutions to adapt their enrollment strategies to meet the changing behaviors and preferences of modern students. Integrating data analytics, enhancing digital communication channels, and providing personalized experiences are all critical to effectively engaging with prospective students throughout their decision-making journey.
Understanding the Enrollment Funnel
The enrollment and admissions funnel is a foundational concept in higher education marketing that illustrates the progressive stages a student navigates, from awareness through enrollment. The funnel is not just a theoretical model but a practical guide for shaping effective engagement strategies.
6 Stages of the Enrollment Funnel
The enrollment funnel can be divided into several key stages, each requiring specific strategies to move prospective students to the next step:
Awareness: This is the initial point where potential students first learn about an institution. Efforts here include broad-reaching advertising, social media presence, and participation in educational fairs. The goal is to cast a wide, though still strategic, net and garner interest from a diverse pool of students.
Interest: Once awareness is achieved, the focus shifts to nurturing interest and familiarity. This involves providing more detailed information about what the institution offers, such as programs, support services for online students, and financial aid options. Content marketing, informational webinars, and targeted emails play a significant role in this stage.
Consideration: At this juncture, prospective students are comparing their options. They might engage more deeply with admissions counselors, attend virtual or in-person campus tours, and participate in Q&A sessions. Personalized communication and reassurance about academic and social fit are crucial.
Intent: The intent stage is where decision-making becomes serious. Prospective students might discuss their choices with family, friends, colleagues, or advisors, conduct comparative research, and seriously evaluate financial aid details and options. Institutions should focus on direct engagements, such as personal calls, text messages, or engagement-driven content, to solidify their interest.
Application: The application stage is the formal step of submitting necessary documents and fulfilling admission requirements. Support through streamlined application processes, reminders, and help desks is vital to ease this phase for students.
Enrollment: The final stage, where accepted students confirm their attendance and complete registration. At this point, effective communication about orientation, class selection, and enrollment procedures can ease the transition and ensure that students feel welcomed, supported, and valued.
A deep understanding and effective management of the enrollment and admissions funnel is crucial for any educational institution aiming to increase its student body. Let’s see how it’s done.
How to Keep Students’ Attention Through the Enrollment Funnel
Maintaining the attention of prospective students throughout their educational journey is crucial for successful enrollment. Here are key strategies to keep students engaged from initial inquiry through enrollment:
1. Consistent Engagement Across Channels
Leverage multiple channels to engage with students to ensure your institution remains top of mind. Implement a mix of digital and traditional marketing strategies to reach students where they are most active, such as the following:
Digital Channels: Targeted social media ads, engaging video content, and informative blog posts
Traditional Channels: Direct mail, phone calls, and face-to-face interactions during campus visits
2. Personalization and Differentiation
Tailor your communications to meet the specific needs and interests of each prospective student, and utilize data from their interactions with your digital content to personalize messages. Strategies to achieve these goals include the following:
Segmented Email Campaigns: Customized emails based on the prospective student’s program of interest, engagement history, and stage in the funnel
Custom Content: Relevant information that addresses specific concerns or questions that may arise at different stages of their journey
3. Incentives and Urgency
Create a sense of urgency and motivation by offering incentives that encourage prospective students to take the next step:
Priority Deadlines: Upcoming application deadlines that can be highlighted to spur action
Exclusive Offers: Application fee waivers or access to special events for early applicants
4. Building Relationships
Foster a sense of community and belonging from the first interaction through forums such as the following:
Virtual Engagements: Live Q&A sessions with current students and faculty
Personal Outreach: Admissions counselors who reach out personally to high-interest candidates
5. Continuous Improvement
Regularly assess and refine your engagement strategies based on feedback and analytics tools and processes:
Feedback Loops: Surveys and feedback channels that gather insights from prospective students
Analytics Review: Regular analysis of engagement metrics to adjust strategies and improve outcomes
It’s Time to Build Out Your Enrollment Funnel
The landscape of higher education is competitive, but the enrollment funnel could be your institution’s edge. By engaging prospective students at every stage of their journey with tailored strategies and personalized communications, institutions can significantly enhance their enrollment rates. If you’re ready to elevate your enrollment marketing strategies, Archer Education is here to take you to the next level. Reach out to us, and let us help you create a robust enrollment funnel that not only attracts but also converts prospective students into committed learners.
John Van Fleet is the Chief Marketing Officer at Archer Education. With more than 20 years of experience in higher ed marketing, John has a continuous track record of successfully supporting institutional growth.
It’s that time: the days are becoming shorter, temperatures are beginning to dip and more importantly, educators and students have returned to the classroom. At Top Hat, we recognize the value of ensuring every student comes to class prepared and excited to learn. We recently surveyed more than 21,000 students who used Top Hat in the Spring 2024 term about the impact our engagement platform and content solutions had on their academic journey. From interactive readings to in-the-moment study support, here’s how Top Hat made a tangible difference in their studies.
Greater preparedness = better retention
When students arrive to class feeling prepared, they’re more likely to persist. Data from the American Council on Education and the School of Education and Information Studies at the University of California at Los Angeles backs this up. The report finds that three out of five students surveyed state academic underperformance drove their decision to leave college for more than one term.
Faculty have made tremendous strides in providing opportunities for frequent, low-stakes knowledge checks during the term. The emphasis on bite-sized assessments hasn’t gone unnoticed among students. “Real-time quizzes and polls not only helped reinforce key concepts but also encouraged active participation among students. Top Hat has truly enhanced our classroom interaction and made learning more enjoyable,” says Muhammad Ali Gajani at Indiana University Bloomington.
Students bring an array of opinions and interests to your course. It’s why they value the opportunity to be active participants in the classroom. Research also shows that students who learn using active learning methods perform better on tests than those who sit in long-form lectures. Students echoed the impact Top Hat’s interactive polls, quizzes and discussions had when applying their knowledge. “Top Hat helped me perform better in my class as well as apply my understanding to my homework and exams,” shares Jacob Purcell at West Texas A&M University. An anonymous student from Texas State University at San Marcos chimes in. “It helped me to pay attention and stay engaged, getting me a better grade.”
Turning static readings into an interactive experience
We hear from educators that students don’t always complete their reading assignments before class. Over the years, students have tried to take shortcuts to their readings by searching for online summaries. How have educators responded? For starters, they’ve chosen to create ‘snackable’ content with media and real-world case studies that reflect an ever-changing world. Faculty have also relied on Top Hat’s personalized and interactive content solutions to ensure students have opportunities to read and then apply their understanding of concepts in the form of embedded polls and discussions.
No matter discipline, students have responded favorably to using Top Hat titles in their course. “I loved the interactive aspect of my Top Hat textbook. Engaging with models, watching videos, and answering questions in chapters was really interesting and valuable to my learning experience,” shares an anonymous student at the University of South Dakota. Learners also appreciate the digestible nature of Top Hat Interactive eTexts. “With Top Hat, I felt that I could easily understand the information and stayed focused throughout my reading for the first time,” shares an anonymous student at Northern Virginia Community College.
Making participation less intimidating
Raising your hand in a large class can come with a good deal of intimidation. Students place increased importance on asking questions anonymously and without fear of judgment. It’s why millions of students have flocked to Generative AI platforms such as ChatGPT for instant study guidance. Educators have tapped into the heightened interest in AI and have shared ethical use principles with students. Some faculty have even allowed students to build off content generated by a Large Language Model. For instance, English professors may let students use ChatGPT to form a thesis statement for an essay and ask them to critique the strengths and weaknesses of the generated response.
More than 630 of our survey respondents used Top Hat Ace, our AI-powered teaching and learning assistant, in the Spring term. Their comments revealed three primary ways that they relied on Ace through the course of their study.
Provide clarity: Students valued receiving clarification on challenging concepts covered in lecture or while reading their assigned text. “I liked that [Ace] asked a thought-provoking question after answering to promote continuous understanding of the topic, not just giving me the answer,” shares an anonymous student at Oakton Community College.
Personalize study support: Students often relied on Ace for course-specific guidance when completing homework. The best part: since responses are built from the context of the course, students feel like they’re learning along the way versus being handed answers. “I love Ace! I would ask questions and Ace always believed in me that I could answer the question on my own so it would just recommend a section of the module to re-read,” says Nazli Kircicek at McGill University.
Assess knowledge on the fly: Several students highlighted how Ace allows them to reduce their knowledge gaps in advance of tests. Many also used Ace as a tool to apply their understanding of concepts in a low-stakes, low-stress environment. “Ace was able to create sample exam questions relating to the content we were learning in class to prepare for exams during lectures,” shares an anonymous student at Grand Valley State University.
(@LillianHorin) 
Election Day is Tuesday, November 3
(@wendyphd) 
