Tag: Student

  • How to Build a Dynamic Student Enrollment Plan That Thrives Amid Change

    How to Build a Dynamic Student Enrollment Plan That Thrives Amid Change

    Key Takeaways:

    • Evolving student enrollment strategies require proactive, data-informed approaches that adapt to demographic shifts, economic pressures, and market dynamics.
    • Real-time metrics and prescriptive analytics enable institutions to refine recruitment strategies, address challenges quickly, and optimize enrollment outcomes.
    • Flexible tools and predictive modeling help mitigate disruptions, align team efforts, and support personalized student engagement.
    • Continuous refinement ensures institutions can navigate uncertainties, maintain competitive student enrollment plans, and prepare for future challenges.

    Higher education is in constant flux, primarily driven by student demographic shifts, economic pressures, and rapid technological advancements. For institutions to stay competitive in this environment, student enrollment strategies must evolve. By embracing a consistent, data-informed, and adaptable enrollment management approach, institutions can navigate current and unforeseen uncertainties and meet their enrollment goals.

    A Forward-Looking Approach to Enrollment Strategies

    Traditional enrollment strategies often rely on rearview analyses, evaluating successes and missteps only at the end of an enrollment cycle. However, the dynamic nature of student recruitment today demands a more proactive approach. Institutions must adopt prescriptive analytics to “look through the windshield,” using real-time data to understand how current strategies are performing and make adjustments on the fly. This forward-thinking approach allows enrollment managers to:

    • Identify what is working and what needs refinement during the current recruitment cycle.
    • Test potential strategies against historical data to predict their effectiveness before implementation.
    • Address emerging challenges quickly, such as unexpected FAFSA delays or shifts in application behavior.
    • Develop broad tactics to adapt to changes throughout the enrollment cycle as well as adjust to shifting dynamics with individual students.

    Such adaptability requires not just access to the right data but also the tools and expertise to act on it effectively. The combination of robust technology platforms, such as Liaison’s predictive analytics tool Othot, and experienced partners who understand the nuances of higher education can make all the difference. By integrating analytics and expert guidance, institutions can respond to challenges with precision and agility.

    Data-Informed Metrics for Strategic Refinement

    To optimize their student enrollment plans, institutions must evaluate specific metrics at each stage of the recruitment process. This means aligning data evaluation with the student journey, focusing on key performance indicators (KPIs) that matter most at each stage:

    · Search phase | Metrics such as inquiry volume, lead conversion rates, and source effectiveness provide insight into initial interest in the institution and the success of outreach efforts.

    · Application phase | Metrics such as application volume, completion rates, and demographic trends help institutions understand the reach and appeal of their efforts.

    · Yield phase | Yield rates and admitted student feedback provide insights into how students perceive the institution’s value.

    · Enrollment phase | Deposit rates and engagement tracking reveal which admitted students are likely to matriculate, enabling targeted follow-ups.

    Different variables also emerge during the cycle that require immediate action. For example, when unexpected disruptions such as a sudden change in application deadlines or a major shift in funding policies occur, enrollment leaders must have the tools and knowledge to not only pivot their strategies to address the issues at hand but also effectively predict the results of those changing approaches in real-time. This requires a flexible data infrastructure that can accommodate real-time adjustments.

    Overcoming Challenges Through Continuous Adaptation

    Flexibility is a nonnegotiable trait for enrollment management teams. The new realities of a post-pandemic world, declining high school graduating classes, and a highly competitive marketplace are significantly challenging existing strategies. The pressure to meet enrollment goals often comes with internal changes—such as staff turnover or shifts in leadership priorities—and external pressures like economic downturns or new legislation.

    • Turnover and continuity | Staff turnover can disrupt institutional momentum, particularly when strategies are person-dependent rather than system-driven. Tools such as Othot provide consistency by embedding critical data insights and processes into the institution’s framework, reducing the impact of turnover and fostering a culture of data-informed decision-making.
    • Adapting to unexpected variables | Challenges like sudden changes in funding or board directives require immediate adjustments. By leveraging “what-if” scenario modeling, institutions can simulate the impact of potential changes and make informed decisions quickly.

    Strategies to Increase Student Enrollment

    Strategic flexibility can make the difference between hitting enrollment targets and falling short. Institutions can take several steps to continuously refine their strategies:

    1. Monitor trends in real-time | Stay ahead of shifts in student behavior by regularly reviewing metrics such as engagement rates, application trends, and deposit patterns.

    2. Incorporate scenario planning | Use predictive tools to simulate how changes in funding, messaging, or outreach might impact enrollment outcomes.

    3. Align collaboration across teams | Align data and strategy efforts across departments to create a unified approach to enrollment management.

    4. Personalize student engagement | Tailor communication based on individual student data, ensuring that messaging resonates with their unique needs and interests.

    By integrating these strategies into their student enrollment plans, institutions can adapt to changing circumstances while maintaining a steady focus on meeting their overall long-term enrollment goals.

    Staying Ahead in a Dynamic Environment

    Continuous refinement isn’t just about meeting immediate needs—it’s about preparing for the future. Institutions that embrace adaptability, leverage data strategically, and invest in both technology and expertise are better positioned to succeed in today’s competitive higher education market.

    Whether it’s managing the challenges of staff turnover, responding to external pressures, aligning all your enrollment tools at hand, or identifying the most effective ways to engage prospective students, institutions must prioritize flexibility and innovation.

    With Liaison’s advanced tools and expert partnership, institutions can confidently navigate the complexities of data-driven enrollment management and set the stage for sustained success. Contact us today to get started.


    About the Author

    Craig Cornell is the Vice President for Enrollment Strategy at Liaison. In that capacity, he oversees a team of enrollment strategists and brings best practices, consultation, and data trends to campuses across the country in all things enrollment management. Craig also serves as the dedicated resource to NASH (National Association of Higher Education Systems) and works closely with the higher education system that Liaison supports. Before joining Liaison in 2023, Craig served for over 30 years in multiple higher education executive enrollment management positions. During his tenure, the campuses he served often received national recognition for enrollment growth, effective financial aid leveraging, marketing enhancements, and innovative enrollment strategies.

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  • Study Reveals Key Factors Driving Student College Choice in 2025

    Study Reveals Key Factors Driving Student College Choice in 2025

    A comprehensive new study by education research firm EAB has identified the most influential factors shaping how students choose colleges, with academic program variety, campus safety, and student organizations emerging as the top three drivers of student attraction.

    The research, analyzing data from U.S. four-year colleges, found that schools offering a wider range of majors see significantly higher student interest, with each additional program contributing to increased application and enrollment rates. Campus safety measures and the number of available student organizations were also found to be major factors in students’ decision-making process.

    “What’s particularly interesting is how these factors play out differently across institution types,” said Dr. Ryan Gardner-Cook, the project director. “For example, smaller schools gain more from incremental improvements in campus amenities and academic offerings compared to larger institutions.”

    The study also revealed that affordability remains a critical factor, especially for first-generation and low-income students. Schools with lower net prices and stronger financial aid packages showed notably higher attraction rates among these demographics.

    Environmental factors like climate and location also play a significant role. Schools in temperate climates and growing urban areas generally showed stronger appeal to prospective students. State-level political environments were found to increasingly influence student choice as well.

    The research identified nine distinct “institutional personas” ranging from “Accessible Education Anchors” to “Rigorous Academic Giants,” each with unique characteristics and challenges in attracting students. This classification system aims to help institutions better understand their competitive position and develop more effective recruitment strategies.

    For institutions looking to improve their student attraction, the study recommends focusing on controllable factors like admissions processes, student life offerings, and academic programs while finding ways to mitigate challenges related to location or cost.

    The findings come at a crucial time as higher education institutions face evolving student preferences and increasing competition for enrollment.

     

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  • Mercury in retrograde: How UT Dallas tried to roll back student press rights

    Mercury in retrograde: How UT Dallas tried to roll back student press rights

    At the University of Texas at Dallas, a new independent newspaper is bearing witness to an authoritarian streak undermining student rights on campus. Last week, The Retrograde published its first print edition — cementing its status as the successor to The Mercury, the historic student newspaper that administrators silenced last spring for expressing dissenting opinions. 

    The new paper’s name — a reference to the astrological phenomenon of “Mercury in retrograde” — also references student journalists’ perception that the university is “going in reverse” on important issues like free speech.

    “We are seeing the school backslide and we want to make sure that each step backwards is criticized and documented,” said Gregorio Olivares Gutierrez, former editor-in-chief of The Mercury and current editor of The Retrograde.

    Concerns about academic freedom on college campuses spurred an interest in journalism for Gutierrez, a UT Dallas sophomore studying political science and philosophy. In an interview with FIRE, Gutierrez explained that he joined The Mercury in October 2023, “mainly because I was hearing a lot of commotion around the removal of DEI from the classroom.” 

    Although Senate Bill 17 — which Texas passed in 2023 to ban DEI offices, training, and statements at public universities — included exceptions for teaching and research, headlines revealed in November 2024 that administrators were, in fact, subjecting teaching and research to “intense scrutiny” under the law.

    As Gutierrez tells it, he saw warning signs at the University of North Texas, UT Dallas’ closest neighbor in the statewide system, where administrators unilaterally removed references to concepts like diversity and critical race theory from course titles and syllabi. “Despite these being higher-ed concepts, you couldn’t even talk about them,” Gutierrez said. FIRE wrote a letter to North Texas on Dec. 6, 2024, urging administrators “to refrain from unlawfully ordering changes to faculty’s pedagogical material as part of UNT’s overreaching compliance with state law.”

    We are seeing the school backslide and we want to make sure that each step backwards is criticized and documented.

    At UT Dallas, Gutierrez describes the emergence of a similar climate, where faculty “are scared that what they’re going to say isn’t allowed or that it will get them in trouble,” or might be “a mark against them” in tenure review.

    Gutierrez says The Mercury was a watchdog not just at UT Dallas, but within the statewide system. 

    Retrograde editor Gregorio Olivares Gutierrez

    “Anytime [Governor] Greg Abbott wants to crack down on higher ed,” Gutierrez told FIRE, “he usually starts with UT Austin, and then the other presidents in the UT system will either . . . do the same themselves or . . . get the consequences thrown their way.” And these changes affect UT Dallas. As Gutierrez explains it, “if there’s something’s going on in one Texas school, it’s very likely that our administration is going to like what they see and try to incorporate that into our campus policy.”

    It was exactly this watchdog role that got Gutierrez and The Mercury into trouble. Last spring, after a police crackdown on First Amendment-protected protests at UT Austin, Gutierrez recalls asking, “If encampments form at UT Dallas, what will we do? How do we protect our student journalists if there are police there? Can we make sure that we’re not getting arrested while doing this important coverage?” 

    The Mercury’s journalists were not arrested by the state troopers that UT Dallas deployed to break up pro-Palestinian protests, but the newspaper’s relationship with the administration deteriorated after its coverage criticized the university for quashing peaceful protests. In the end, administrators forced Gutierrez out, firing him as editor-in-chief and then firing more staff when they went on strike in protest. To make it worse, administrators completed these terminations without following official policy on the removal of editors — denying due process to Gutierrez and his colleagues.

    It would have been very easy for us to just roll over and let the campus administration do whatever they wanted with the student newspaper. But that would be a failure on our part to do proper journalism. It would be a huge dereliction of our duty as student journalists.

    Over a thousand people signed The Mercury’s solidarity petition after Gutierrez was fired. Not only that, as Gutierrez recounted to FIRE, “The student government passed multiple resolutions denouncing the actions from campus administration and then supporting our new endeavors with The Retrograde, officially recognizing it as the student newspaper. And the faculty’s academic senate has also been in support of us. They passed a resolution, which was just like — We’ll support the student government’s decision.”

    For the student journalists behind The Mercury, the administration’s attempt to silence them marked the beginning of a new chapter for independent student expression. 

    Gutierrez told FIRE that The Retrograde is working to get 501(c)(3) status and is currently registered as a nonprofit in the state of Texas. This move would give the newspaper full control over its operations — unlike The Mercury, which was beholden to administrators and faculty on the university-sponsored Student Media Oversight Board. 

    Front page of the first issue of The Retrograde independent student newspaper at UT Dallas Jan 21 2025

    The first issue of The Retrograde independent student newspaper at UT Dallas published on Jan. 21, 2025.

    But this new era of editorial freedom has not come without challenges. Gutierrez told FIRE that although “we do what we want as student journalists and we don’t have to fear campus reprisal when it comes to our actions, the administration has been very insistent that they don’t want this structure to exist at all.” While The Retrograde is free from direct retaliation, the university has engaged in what Gutierrez calls a “subtle form of censorship” by directing inquiries to PR officials, ensuring that the official university response is the only one that gets heard.

    Administrators at UT Dallas have a lengthy history of suppressing transparency and keeping student voices under their control. During Gutierrez’s freshman year, he recalls a cat torturer being exposed in a front page article in The Mercury as an employee of the university. Although the investigation was thorough and newsworthy, Gutierrez says, “The university didn’t like that we were talking about it . . . They were like, oh, we’re dealing with this internally, so you don’t need to make it public.” And in the spring of 2020, when the paper covered a series of suicides on campus, administrators allegedly removed copies of the paper from campus kiosks.

    For Gutierrez, reporting on matters of public concern is often a question of safety. 

    “Students want to know that the people at the testing center [like the cat torturer] might not all be the safest individuals in that very specific circumstance,” he says, “and yet campus administrators don’t talk about stuff like that.” 

    Despite these challenges, Gutierrez believes student journalists have a sacred obligation to uphold the freedoms promised by the Constitution. “It would have been very easy for us to just roll over and let the campus administration do whatever they wanted with the student newspaper. But that would be a failure on our part to do proper journalism. It would be a huge dereliction of our duty as student journalists,” he added, “to allow this huge infringement upon the First Amendment to occur on campus.” 

    FIRE to University of Texas at Dallas: Stop censoring the student press

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    Join FIRE in demanding UT Dallas compensate journalists, protect student media from interference.


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    Gutierrez credits FIRE, the Student Press Law Center, and the Society of Professional Journalists for stepping in with support, resources, and advice. He encourages other student journalists to reach out to these groups if censorship comes their way. 

    “I think it’s really important for student journalists facing censorship to reach out to others, work together and fight back against the current regime of censorship that a lot of universities are so fond of,” he concluded.

    The Retrograde’s plans to hold UT Dallas administrators accountable are as ambitious as ever. After the May 1, 2024 police raid on a peaceful protest at UT Dallas, Gutierrez and his fellow journalists filed a public records request. 

    “Right now, we’re working through over 1,500 pages of emails that we’ve gotten from our FOIA request,” said Gutierrez, “and a lot of the information in there is damning.” 

    You can take action to remind President Richard Benson that UT Dallas is a public institution that must abide by the First Amendment and uphold freedom of the press, even when the administration disagrees with student reporting. As Gutierrez says, “I hope it will shame our university administrators into acting normally for once.”

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  • Student Debt by Ethnicity | HESA

    Student Debt by Ethnicity | HESA

    Hi all. Just a quick one today, this time on some data I recently got from StatsCan.

    We know a fair a bit about student debt in Canada, especially with respect to distribution by gender, type of institution, province, etc. (Chapter 6 of The State of Postsecondary Education in Canada is just chock full of this kind of data if you’re minded to take a deeper dive). But to my knowledge no one has ever pulled and published the data on debt by ethnicity, even though this data has been collected for quite some time through the National Graduates Survey (NGS). So I ordered the data, and here’s what I discovered.

    Figure 1 shows incidence of borrowing for the graduating class of 2020, combined for all graduates of universities and graduates, for the eight largest ethnicities covered by the NGS (and before anyone asks, “indigeneity” is not considered an ethnicity so anyone indicating an indigenous ethnicity is unfortunately excluded from this data… there’s more below on the challenges of getting additional data). And the picture it shows is…a bit complex.

    Figure 1: Incidence of Borrowing, College and University Graduates Combined, Class of 2020

    If you just look at the data on government loan programs (the orange bars), we see that only Arab students have borrowing rates in excess of 1 in 2. But for certain ethnicities, the borrowing rate is much lower. For Latin American and Chinese students, the borrowing rate is below 1 in 3, and among South Asian students the borrowing rate is barely 1 in 5. Evidence of big differences in attitudes towards borrowing!

    Except…well when you add in borrowing from private sources (e.g. from banks and family) so as to take a look at overall rates of borrowing incidence, the differences in borrowing rates are a lot narrower. Briefly, Asian and Latin American students borrow a lot more money from private sources (mainly family) than do Arab students, whites, and Blacks. These probably come with slightly easier repayment terms, but it’s hard to know for sure. An area almost certainly worthy of further research.

    There is a similarly nuanced picture when we look at median levels of indebtedness among graduates who had debt. This is shown below in Figure 2.

    Figure 2: Median Borrowing, College and University Graduates Combined, Class of 2020

    Now, there isn’t a huge amount of difference in exiting debt levels by ethnicity: the gap is only about $6,000 between the lowest total debt levels (Filipinos) and the highest (Chinese). But part of the problem here is that we can’t distinguish the reason for the various debt levels. Based on what we know about ethnic patterns of postsecondary education, we can probably guess that Filipino students have low debt levels not because they are especially wealthy and can afford to go to post-secondary without financial assistance. But rather because they are more likely to go to college and this spend less time, on average, in school paying fees and accumulating debt. Similarly, Chinese students don’t have the highest debt because they have low incomes; they have higher debt because they are the ethnic group the most likely to attend university and spend more time paying (higher) fees.

    (Could we get the data separately for universities and colleges to clear up the confound? Yes, we could. But it cost me $3K just to get this data. Drilling down a level adds costs, as would getting data based on indigenous identity, and this is a free email, and so for the moment what we have above will have to do. If anyone wants to pitch in a couple of grand to do more drilling-down, let me know and I would be happy to coordinate some data liberation).

    It is also possible to use NGS data to look at post-graduate income by debt. I obtained the data by in fairly large ranges (e.g. $0-20K, $20-60K, etc.), but it’s possible on the basis of that to estimate roughly what median incomes are (put it this way: the exact numbers are not exactly right, but the ordinal rank of income of the various ethnicities are probably accurate). My estimations of median 2023 income of 2020 graduates—which includes those graduates who are not in the labour market full-time, if you’re wondering why the numbers look a little low—are shown below in Figure 3.

    Figure 3: Estimate Median 2023 Income, College and University Graduates Combined, Class of 2020

    Are there differences in income here? Yes, but they aren’t huge. Most ethnic groups have median post-graduate incomes between $44 and $46,000. The two lowest-earning groups (Latin Americans and Filipinos) re both disproportionately enrolled in community colleges, which is part of what is going on in this data (if you want disaggregated data, see above).

    Now, the data from the previous graphs can be combined to look at debt-to-income ratios, both for students with debt, and all students (that is, including those that do not borrow). This is shown below in Figure 4.

    Figure 4: Estimated Median 2023 Debt-to-Income Ratios, College and University Graduates Combined, Class of 2020

    If you’re just dividing indebtedness by income (the blue bars), you get a picture that looks a lot like Figure 2 in debt, because differences in income are pretty small. But if you are looking at debt-to-income ratios across all students (including those that do not borrow) you get a very different picture because as we saw in Figure 1, there are some pretty significant differences in overall borrowing rates. So, for instance, Chinese students go from having the worst debt-to-income ratio on one measure to being middle of the pack on another because they have relatively low incidence of borrowing; similarly, students of Latin American origin go from being middle-of-the-pack to nearly the lowest debt-to-income ratios because they are a lot less likely to borrow than others. Black students end up having among the highest debt-to-income ratios not because they earn significantly less than other graduates, but because both the incidence and amount of their borrowing is relatively high.

    But I think the story to go with here is that while there are differences between ethnic groups in terms of borrowing, debt, and repayment ratios, and that it’s worth trying to do something to narrow them, the difference in these rates is not enormous. Overall, it appears that as a country we are achieving reasonably good things here, with the caveat that if this data were disaggregated by university/ college, the story might not be quite as promising.

    And so ends the first-ever analysis of student debt and repayment by ethnic background. Hope you found it moderately enlightening.

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  • Direct and Indirect Assessment Measures of Student Learning in Higher Education – Faculty Focus

    Direct and Indirect Assessment Measures of Student Learning in Higher Education – Faculty Focus

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  • Ventriloquising the student interest | Wonkhe

    Ventriloquising the student interest | Wonkhe

    Following the devastating review offered by the 2023 report of the Industry and Regulators Committee of the House of Lords, the Office for Students’ (OfS) proposed strategy makes a great play of being centred around “the student interest”.

    But while it recognises that students have diverse and changeable views about their interests, it is still significant that it characterises these as “the student interest” rather than “students’ interests”.

    The reason for doing this is that it makes it much more rhetorically powerful to claim you are doing something in relation to an interest that is definitive, rather than interests which are multivarious and shifting.

    And be clear, the OfS proposed strategy shows a huge appetite to intervene in higher education in the name of “the student interest”.

    Much talk, no sources

    In the draft, OfS boasts that it has done a great deal of work to renew its understanding of the student interest – polling students, holding focus groups, hosting engagement sessions and talking to their own student panel.

    But two things are particularly noticeable about this work. First, whilst a lot of other sources are referenced in their strategy consultation, this is one area where no evidence is provided.

    This means the OfS interpretation of the outcomes of this consultation cannot be interrogated in any way. Clearly OfS knows best how to interpret this interest and isn’t interested in collective conversations to explore its ambiguities and complexities.

    Second, none of this work involves open ended engagement with students and their representative organisations (who appear to have been excluded completely, or at least their involvement is not detailed). They are all forms of consultation in which OfS would have framed the terms and agenda of the discussions (non-decision-making power, as Steven Lukes would have it). It’s consultation – but within tightly defined limits of what can legitimately be said.

    This seems to explain the remarkable number of priorities in the strategy (freedom of speech, mental health, sexual harassment) that are said to be in the student interest but previously appeared in ministerial letters outlining the strategic priorities of the OfS.

    Get a job

    Perhaps most concerning is that the government/treasury logic that the only real reason for going to university is to get a well-paid job is now central to the student interest. Sometimes this is done more subtly by positioning it in the (never-)popular student language of “a return on investment”:

    …in return for their investment of time, money and hard work they [students] expect that education to continue to provide value into the longer-term, including in ways that they may not be able to anticipate while they study (p.12).

    At other times, we are left in no doubt that the primary function of higher education is to serve the economy:

    Our proposals…will support a higher education system equipped to cultivate the skills the country needs and increase employer confidence in the value of English higher education qualifications. High quality higher education will be accessible to more people, and students from all backgrounds will be better able to engage with and benefit from high quality higher education, supporting a more equal society which makes better use of untapped talent and latent potential. The supply of skilled graduates will support local and national economies alike, while the ‘public goods’ associated with high quality higher education will accrue to a wide range of individuals and communities. Public goods include economic growth, a more equal society and greater knowledge understanding (OfS 2024 p.30-31).

    So what we are left with is a proposed strategy that makes powerful claims to be grounded in the student interest – but which could have easily formed part of the last government’s response to the Augar review.

    Whose priorities?

    Through its consultation on its proposed strategy, OfS has presented the priorities of the previous government as if they are drawn straight from its engagement with students.

    We don’t yet know the higher education priorities of the current government, but given the proposed strategy was published under their watch it looks like we are moving in a depressingly familiar direction.

    It is worth reflecting on the profound injustice of this. Students are expected to pay back the cost of their higher education and now have the previous government’s priorities presented as their interest so that OfS can intervene in higher education.

    Yes, you have to pay – but the government and its friendly neighbourhood regulator are here to tell you why you want to pay! It seems that despite the excoriating criticism of the House of Lords Committee, OfS have not really learned how to engage with students or to reflect and reconcile their interests.

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  • Podcast: Funding, attendance, student hardship

    Podcast: Funding, attendance, student hardship

    This week on the podcast Minister of State for Skills Jacqui Smith helped launch a pamphlet on whether universities are “worth it” – and was notably cold on extra money. But does she mean outlay or eventual return to the Treasury?

    Plus there’s changes afoot in Scotland, UKVI is cracking down on attendance for international students and students are still feeling the pinch financially – is a return to maintenance grants a lost possibility?

    With Ben Vulliamy, Executive Director at the Association of Heads of University Administration, Dani Payne, Senior Researcher at the Social Market Foundation, Michael Salmon, News Editor at Wonkhe and presented by Jim Dickinson, Associate Editor at Wonkhe.

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    Jacqui Smith rules out (much) more money while her department assesses the impacts

    The Scottish government wants its own post-study work offer

    A new funding body landscape emerges in Scotland

    UKVI is tightening the rules on international student attendance

    Higher education should lift students out of poverty – not trap them within it

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  • Personalized Communication Strategies That Drive Student Engagement in Higher Education

    Personalized Communication Strategies That Drive Student Engagement in Higher Education

    Key Takeaways:

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



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



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



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

     

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

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

     

    Laying the Foundation for Communication Success

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

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



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



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



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

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

     

    The Importance of Omnichannel Outreach

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

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

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

     

    Leveraging Data for Personalization

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

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

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

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

     

    Building a Sustainable Communication Infrastructure

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

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



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



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

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

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

     

    Achieving Long-Term Engagement

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

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

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

    About the Author

    Craig Cornell is the Vice President for Enrollment Strategy at Liaison. In that capacity, he oversees a team of enrollment strategists and brings best practices, consultation, and data trends to campuses across the country in all things enrollment management. Craig also serves as the dedicated resource to NASH (National Association of Higher Education Systems) and works closely with the higher education system that Liaison supports. Before joining Liaison in 2023, Craig served for over 30 years in multiple higher education executive enrollment management positions. During his tenure, the campuses he served often received national recognition for enrollment growth, effective financial aid leveraging, marketing enhancements, and innovative enrollment strategies.

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  • First-year student enrollment spiked 5.5% in fall 2024

    First-year student enrollment spiked 5.5% in fall 2024

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    Dive Brief: 

    • Enrollment of first-year students grew 5.5% in fall 2024 compared to the year before, representing an increase of about 130,000 students, according to a final tally from the National Student Clearinghouse Research Center
    • The figure is a striking reversal from the clearinghouse’s preliminary findings in October, which erroneously reported a decline in first-year students. Earlier this month, the clearinghouse said the early data contained a research error and suspended its preliminary enrollment reports, which use different methodologies to determine first-year student counts than the research center’s reports on final enrollment figures. 
    • College enrollment overall grew 4.5% in fall 2024 compared to the year before, according to the final data, rebounding to levels seen before the coronavirus pandemic caused widespread declines. 

    Dive Insight: 

    The new data is promising for higher education institutions, many of which have weathered steep enrollment declines in the wake of the pandemic. 

    “It is encouraging to see the total number of postsecondary students rising above the pre-pandemic level for the first time this fall,” Doug Shapiro, the research center’s executive director, said in a Wednesday statement. 

    Undergraduate enrollment surged 4.7% this fall, representing an increase of about 716,000 students. Graduate enrollment likewise spiked 3.3%, representing an uptick of about 100,000 students. 

    All sectors enjoyed enrollment increases. For-profit, four-year institutions had the largest enrollment growth, with headcounts rising 7.5% in fall 2024 compared to the year before. Public two-year institutions and public primarily associate-degree granting baccalaureate institutions, or PABs, saw similar levels of growth — 5.8% and 6.3%, respectively. 

    Enrollment also increased at four-year nonprofits. Overall headcounts grew 3.8% at private colleges and 3.1% at public institutions. 

    Older students largely drove the growth in first-year students. Enrollment of first-year students from ages 21 to 24 surged 16.7% in fall 2024, while headcounts of students 25 and older spiked by a whopping 19.7%. 

    Enrollment of younger first-year students also increased, though the growth was more muted. 

    Headcounts of 18-year-old students grew 3.4%. However, this group of first-year students has still not recovered to pre-pandemic levels, Shapiro said in a statement.

    Similarly, enrollment of first-year students ages 19 to 20 increased 4.5%. 

    Two-year public colleges and public PABs enjoyed strong increases in their first-year student population, with 6.8% and 8.4% growth, respectively. However, for-profit, four-year colleges saw the largest increase, 26.1%, according to the new data. 

    Headcounts of first-year students also spiked at four-year nonprofits, rising 3.3% at public institutions and 2.8% at private colleges. 

    Shapiro addressed the research center’s methodological error during a call Wednesday with reporters. The erroneous preliminary report found that first-year enrollment had declined by 5% — over 10 percentage points lower than what the final data showed. 

    “I think our sensitivity to abnormally large changes was somewhat reduced because we had a host of kind of ready explanations for why we might be seeing these declines,” Shapiro said, citing issues with the federal student aid form, growing concerns with student debt and changes in the labor market.

    The research center staff has been investigating its other publications to see if the issue crept into them. 

    So far, they discovered that the flawed methodology also impacted a February 2024 report on transfer students. The clearinghouse will correct that data when it issues its next transfer report in February. 

    The research center previously announced that the error affected other reports in its “Stay Informed” series, which shares preliminary enrollment data. It has halted those reports — which launched at the height of the pandemic — until it vets a new methodology.

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  • Leverage Student Ambassadors and UGC in Education Marketing

    Leverage Student Ambassadors and UGC in Education Marketing

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    Authenticity has become a cornerstone of successful education marketing campaigns. Nothing speaks louder to prospective students than real experiences shared by current students. That’s why we recommend the combined use of two powerful tools: student ambassador programs and user-generated content (UGC). 

    These strategies harness the voices of your students to create compelling, authentic narratives that resonate. In this blog, we’ll explore the enrollment-boosting potential of student ambassadors and UGC for education marketing, the benefits they offer, and actionable steps to integrate them into your strategy. Let’s get started!

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    Understanding the Role of a Student Ambassador

    What is a student ambassador? A student ambassador is a current student who represents your institution in various capacities, from marketing and recruitment to campus events. These individuals are typically chosen for their enthusiasm, communication skills, and ability to connect with diverse audiences. 

    What do student ambassadors do? As the face of your school, student ambassadors embody its culture and values, offering prospective students and their families an authentic glimpse into campus life. 

    The roles of student ambassadors are varied. They may host campus tours, participate in Q&A sessions during open houses, or even create content for your social media platforms. By sharing their personal experiences, they help humanize your institution, breaking down barriers and building trust.

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    Source: University of Waterloo

    Example: On its website, the University of Waterloo has a dedicated page for members of its community who are interested in its student ambassador program. This page details the role of a student ambassador, the requirements for candidates, their workload, and compensation. When you launch your student ambassador program, use site content to provide vital information to potential candidates and the students they’ll support in their roles. Use social media to keep your audience updated on the application process and involve student ambassadors in content creation to establish a relationship between them and the rest of your student body. 

    Reach out for help implementing effective enrollment-boosting digital marketing strategies! 

    What Is User-Generated Content (UGC)?

    User-generated content (UGC) refers to any content created by your students, alumni, or even staff, rather than your marketing team. This can include photos, videos, testimonials, social media posts, or blogs that showcase their authentic experiences. Unlike polished advertising campaigns, UGC is often raw and unfiltered, making it highly relatable and trustworthy.

    Now that audiences are bombarded with promotional material, UGC stands out. It delivers a level of authenticity that professionally crafted content simply cannot replicate. For prospective students, seeing someone “just like them” thriving at your institution can be the deciding factor in their enrollment journey.

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    Source: University of Oxford | TikTok

    Example: Take a look at the comments on this TikTok video. The bottom one shows how many prospective students are turning to current students for advice and insights into their journey with your institution. This “day in the life” video from a University of Oxford student offers a glimpse into campus life from a personal perspective. Videos shared on a student’s personal page often feel more genuine since they don’t come across as promotional content.

    That’s not to say your school shouldn’t engage with these posts! Use hashtags, like #universityofoxford, to find UGC created by your community and reshare it on your school’s profile. To encourage more of this content, promote specific hashtags and even run contests or challenges to inspire creativity and engagement.

    The Benefits of Student Ambassadors and UGC

    Though their methodology is different, both student ambassador programs and UGC help to tell your school’s unique story authentically.

    These methods are particularly effective at humanizing your school’s brand. Discover some more of the unique benefits you can see when you combine these strategies correctly.

    • Authenticity and Trust: Both student ambassadors and UGC provide unfiltered insights into your institution. Prospective students are more likely to trust the words of a peer than a marketing brochure. When real students share their stories, it creates a sense of transparency and trust.
    • Increased Engagement: Content created by student ambassadors and peers often performs better on social media platforms. Audiences are more likely to engage with posts that feel genuine and relatable. This increased engagement can translate to higher visibility for your institution.
    • Cost-Effectiveness: Leveraging the voices of your students can reduce the need for extensive advertising budgets. While there may be costs associated with training or compensating ambassadors, the return on investment through increased applications and enrollment often outweighs the initial expenditure.
    • Community Building: By involving students in your marketing efforts, you foster a sense of pride and belonging. Ambassadors feel more connected to your institution, and their enthusiasm is infectious, positively influencing both their peers and prospective students.

    How to Build a Successful Student Ambassador Program

    Building a student ambassador program involves creating a structured initiative that aligns with your school’s marketing goals and fosters authentic engagement. A successful program requires careful planning, clear objectives, and ongoing support to empower ambassadors as true representatives of your institution. Here, we’ll walk you through the essential steps to design and implement a program that connects with prospective students and amplifies your school’s story.

    Define Clear Objectives

    Clear objectives are the cornerstone of a student ambassador program, aligning with your marketing goals and guiding ambassadors toward success. Start by clearly outlining the program’s purpose. For example, increasing applications, enhancing campus tour experiences, or boosting social media engagement. 

    This clarity of intent should be paired with measurable goals, to help ambassadors understand what success looks like. Measurable goals could be increasing tour attendance by 20% or generating a set number of social media posts each month 

    Tailor these objectives to match the unique strengths of each ambassador, assigning roles that play to their talents, such as public speaking for campus tours or storytelling for blog posts and videos. Providing a clear role description that details their responsibilities, tasks, and time commitments is equally critical to avoid confusion and set expectations. 

    To foster motivation, explain the “why” behind their tasks, helping them see how their efforts impact prospective students, build trust in the institution, and contribute to enrollment goals. Regular check-ins or feedback sessions can also ensure ambassadors stay on track, allowing for adjustments and maintaining engagement. With clearly defined objectives and the right support, ambassadors can confidently represent your institution and drive meaningful results.

    Recruit the Right Ambassadors

    Select ambassadors who reflect the diversity and values of your institution. Look for individuals who are enthusiastic, articulate, and comfortable sharing their experiences. Peer recommendations, faculty referrals, and application processes can help identify the best candidates.

    Foster Collaboration

    Facilitate collaboration between ambassadors and your marketing team. Regular meetings can help align their content with your broader campaigns while maintaining authenticity. Ambassadors should feel supported but not micromanaged.

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    Source: University of Windsor

    Example: The University of Windsor demonstrates trust in its student ambassadors with a unique feature on its website. It allows current and prospective students to select an ambassador to chat with for answers to their school-related questions. To replicate this success, implement a comprehensive training program to ensure consistency and quality. Clear expectations enable your ambassadors to take on key responsibilities confidently, delivering a strong return on your investment.

    Provide Comprehensive Training

    • Familiarize Ambassadors with Your Institution’s Key Messaging and Values
      Begin by familiarizing ambassadors with your institution’s key messaging and values. This includes providing them with a clear understanding of your school’s mission, vision, and what sets it apart from competitors. Equip them with talking points about academics, extracurricular offerings, campus facilities, and student life, ensuring consistency in how they communicate your brand. Role-playing exercises can be particularly effective here, helping ambassadors practice delivering messages in a variety of scenarios, such as open houses, campus tours, or online Q&A sessions.
    • Train Ambassadors on Social Media Best Practices
      Training should also include social media best practices, especially if ambassadors are creating content for your platforms. Teach them how to craft posts that are engaging and aligned with your school’s tone and style. Provide guidelines on appropriate language, photo and video quality, and compliance with privacy policies.
    • Develop Public Speaking Skills
      Since many ambassadors will engage with prospective students and families in person, public speaking training is invaluable. Help them refine their communication skills with workshops that focus on clarity, confidence, and storytelling. Encourage them to share personal anecdotes about their experiences at your school, as these authentic stories are often the most memorable. Practice sessions with constructive feedback can significantly boost their comfort in delivering presentations or handling impromptu questions.
    • Build Soft Skills for Diverse Audiences
      Effective training also involves building soft skills like empathy, adaptability, and cultural awareness, especially for ambassadors interacting with diverse audiences. 

    Include scenarios that challenge them to navigate different cultural perspectives or address sensitive questions tactfully. By fostering these skills, you ensure ambassadors can create welcoming and inclusive experiences for prospective students and their families.

    • Incorporate Interactive Training Methods
      To make training engaging and practical, use a mix of interactive methods such as role-playing, group discussions, and hands-on activities. Incorporate real-world examples and success stories from past ambassadors to inspire new recruits and show them what’s possible. Providing a training manual or digital resource hub can also serve as a handy reference for ambassadors as they grow into their roles.
    • Provide Ongoing Support and Refreshers
      Finally, ongoing support and refreshers are critical. Schedule periodic check-ins to provide additional guidance, address challenges, and celebrate successes. The more prepared they are, the more effectively they’ll represent your school.

    Empower Ambassadors to Create

    Empowering student ambassadors to create their own content is one of the most effective ways to showcase the authentic, lived experiences that resonate with prospective students. By trusting ambassadors with creative freedom, you enable them to craft content that feels genuine and relatable—qualities that polished marketing campaigns often struggle to replicate.

    Start by encouraging ambassadors to focus on their personal experiences and unique perspectives. Heartfelt testimonials are another powerful form of content. Whether it’s a written story, a video, or a social media post, ambassadors sharing their personal journeys—why they chose your school, how it’s impacted their lives, and what they’ve learned—can create an emotional connection with viewers. 

    To provide inspiration and structure, consider giving student ambassadors a content calendar – a detailed content plan that outlines the where, what, and when of your posts. Highlighting diverse voices within your ambassador team ensures a broad range of experiences and perspectives are represented, appealing to a wider audience.

    Celebrate Their Contributions

    Recognize and reward your ambassadors for their efforts. This can range from financial compensation to exclusive perks like access to networking events or career development opportunities. Publicly celebrating their work reinforces their value and motivates others to get involved.

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    Source: New York University

    Example: Here, New York University’s School of Global Public Health welcomes a new student ambassador, celebrating her accomplishments in the field, describing her role in the NYU community, and directing the audience to her student blog post. In addition to monetary rewards, student ambassadors appreciate public acknowledgments of their contributions. 

    Measure Success

    Track the impact of your ambassador program using metrics such as social media engagement, website traffic, and application rates. Use this data to refine your approach, ensuring continuous improvement.

    Incorporating UGC into Your Marketing Strategy

    A UGC marketing campaign can be a goldmine for schools looking to leverage their communities to tell their story. By encouraging students to share their experiences, you tap into a wealth of relatable and engaging material that resonates with prospective students. Let’s explore how to integrate UGC into your marketing strategy for maximum impact.

    Create Opportunities for UGC

    Encourage your students to share their experiences by hosting contests, themed hashtag campaigns, or student takeovers on social media. The more accessible you make the process, the more likely students are to participate.

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    Source: Caleontwins | TikTok

    Example: Here, Humber College has paid well-known influencers to promote a contest called Humber Bring It. The aim was to showcase all the unique skills students brought to their community. In their video, the Caleon twins shared all the essential details of the contest such as the deadline, prizes for winners (a 5000 dollar tuition credit or a laptop), and the hashtag that each contestant should use. Contests like this are the perfect way to create a UGC buzz around your institution. 

    Showcase UGC Across Platforms

    To maximize the impact of user-generated content (UGC), feature it prominently across your marketing platforms. Incorporate student stories, photos, and videos on your website’s homepage, within program pages, and in blog posts to provide a genuine glimpse into campus life. Social media channels are another natural home for UGC, where they can drive engagement and create relatable touchpoints with prospective students. Consider integrating this content into admissions brochures, emails, and campus tour presentations to ensure consistent messaging.

    Before sharing any UGC, prioritize student consent. Always seek permission from contributors, clearly explaining where and how their content will be used. Providing written guidelines and gaining explicit agreement ensures transparency and builds trust. By celebrating your students’ experiences respectfully and prominently, you showcase your school’s vibrant community and also create a foundation of authenticity and ethical storytelling that resonates with your audience.

    Maintain Quality Control

    While UGC is inherently less polished, maintaining a level of quality ensures it aligns with your institution’s values and messaging. Begin by establishing clear guidelines for students contributing content. 

    These guidelines should outline your school’s tone, branding, and expectations for appropriateness, while still encouraging creativity and individuality. For example, provide tips on photography and video basics, such as lighting and framing, to enhance visual appeal without compromising authenticity.

    Review content before publication to ensure it represents your school positively. This doesn’t mean heavily editing or sanitizing the material—rather, it’s about ensuring the content reflects your institution’s culture, is free of inappropriate language or imagery, and avoids unintentional misrepresentation.

    Offering feedback to students can also be a valuable learning experience, helping them refine their work while staying true to their voice. By balancing authenticity with quality, you showcase the best of your community in a way that’s both relatable and professional.

    Engage with UGC Creators

    Show appreciation for students who contribute content by engaging with their posts, sharing their work, or even spotlighting them in dedicated campaigns. This not only boosts their morale but also encourages others to participate.

    Use UGC to Tell Stories

    Go beyond individual posts by weaving UGC into cohesive narratives. For example, compile videos and testimonials into a series showcasing different aspects of campus life. Storytelling adds depth and emotional resonance to your campaigns.

    Bringing It All Together

    Student ambassador programs and UGC are avenues for building authentic connections with your audience. By leveraging the voices of your students, you showcase your institution’s unique story in a way that resonates deeply with prospective students and their families.

    At Higher Education Marketing, we specialize in helping schools like yours unlock the potential of these strategies and many others. Whether you’re just starting or looking to refine your approach, our expertise ensures your campaigns drive meaningful engagement and results.

    Your students are your greatest storytellers. Let their voices elevate your brand and inspire the next generation to join your community.

    Struggling with enrollment?

    Our expert digital marketing services can help you attract and enroll more students!

    Frequently Asked Questions 

    What is a student ambassador

    A student ambassador is a current student who represents your institution in various capacities, from marketing and recruitment to campus events.

    What do student ambassadors do? 

    As the face of your school, student ambassadors embody its culture and values, offering prospective students and their families an authentic glimpse into campus life.

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