Tag: unlock

  • Unlock Your Enrollment Potential: Real Strategies for Real Results

    Unlock Your Enrollment Potential: Real Strategies for Real Results

    Engaging students wherever they are is critical to enrollment success.

    With eight years of experience at Ruffalo Noel Levitz working with more than 100 campuses across the country and following more than two decades leading enrollment efforts on campus, I know firsthand the challenges you face in enrollment. And in today’s environment it can feel like information overload on what you should be doing.

    I recently hosted a webinar sharing insights from our 2025 Marketing and Recruiting Best Practices for Undergraduate Students study, where 114 institutions of all types completed our survey about their use and effectiveness of recruitment strategies. We covered everything from the fundamentals of outreach to the latest in AI-powered chatbots. In survey responses, we found a lot of shared experiences and opportunities for strategy enhancement. Specifically, we identified seven strategies that should form the foundation of your annual marketing and recruitment plan, as well as a few others we recommend incorporating to drive your recruitment to the next level.

    Let’s talk real numbers (and real support)

    In our survey, we asked about written marketing and recruitment plans. Only 29% of institutions have a fully implemented, data-driven plan. So if you’re among the 71% of institutions still working on creation of a full plan, you’re in good company—we’re all trying to navigate this evolving landscape. The encouraging part is you’re committed to improvement. We found that most institutions rate their plans as “good,” but you’re aiming for “excellent.” That drive to excel is what we’re here to support.

    Discovering what truly works (together)

    Through survey responses, we found some powerful strategies that are working for colleges right now. Virtually every institution that uses them rates personalized videos and video calls with students as effective, although fewer than half of you are using those outreach tactics. And implementing new AI-based digital assistants on your website will meet an expectation that students and families have to receive real-time answers to their questions 24/7 about application status, academic programs, and aid packages—but only 22% of institutions have taken this important step.

    Search engine optimization (SEO) stood out as a leading strategy with 75% of institutions pursuing this and 100% of institutions rating it as effective. But we also know that most institutions don’t invest enough or broadly in SEO. Students are increasingly turning to search sites to find university sites and program information, and if you’re not in the top seven links, you’re effectively invisible. You need to incorporate into our annual plans ongoing SEO across your website to develop and maintain relevant content that speaks directly to student interest, both for traditional search engines and AI tools like ChatGPT and Gemini. You then need to track site traffic to measure ROI and so you know when it’s time to revisit those pages again. SEO is not a one-and-done process! Let’s make your website a powerful tool for student recruitment.

    7 practical steps to optimizing your enrollment management outreach

    1. Revisit your core: start with the fundamentals. Don’t underestimate the power of the basics! Make sure those foundational strategies are rock-solid and you have a documented plan for implementation. A strong foundation allows you to build from there and creates the space you’ll need to deal with mid-cycle unforeseen challenges.
    2. Refine your digital approach: digital marketing practices and calls to action. Take a fresh look at your digital marketing. Are your calls to action clear and compelling? Personalize your ad content to the audiences you’re targeting.
    3. Boost your visibility through SEO. SEO is key to being found. Make sure your website content is discoverable by both traditional searches and AI tools. Track your traffic so you know what’s working and what isn’t.
    4. Advertising strategies. Get smart about your advertising. Are you spending your dollars where your students are today or just where you have always spent them? In the last 4 years we’ve seen a significant shift away from “traditional media” and to digital advertising.
    5. Connect authentically on social media. Focus on the platforms where your students are spending their time. Remember, authenticity is key. They’re looking for real glimpses into campus life, not just polished perfection. Show them the genuine experience.
    6. Create tailored experiences with personalized video. Imagine how students will feel when they receive a video that’s just for them! Work to create personalized, customized content based on each student’s interests and watch who’s watching by incorporating tracking metrics.
    7. Enhance student support with AI chatbots. Digital assistants have come a long way in just a couple of years. Use today’s technology to provide 24/7 support so your prospective students can get specific answers in real time.

    We can help you navigate the digital shift and engage students 24/7

    While the ongoing shift toward digital strategies can feel overwhelming, we’re here to support you every step of the way. We’ll help you find the right balance for your institution and your audience.

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  • How a Napkin Sketch Can Unlock Higher Ed Innovation at Your Institution

    How a Napkin Sketch Can Unlock Higher Ed Innovation at Your Institution

    In higher education, it’s easy to feel stuck.

    You know something isn’t working — maybe enrollment processes are clunky, or student support services feel disconnected. You’ve tried new tools, updated systems, created initiatives to create change, and added staff, but the problem persists.  It’s like there’s a giant boulder in your way, and no matter how hard you push, it doesn’t budge.

    It turns out, you don’t need a bulldozer – just a napkin sketch to start building momentum to move the boulder standing in the way.

    It’s a surprisingly simple concept, using visual design thinking exercises to help colleges and universities get unstuck. Not with more tech, or a fancy AI solution, but with more clarity to understand how things work today to create a framework for change tomorrow.

    Because real innovation in higher education doesn’t come from software or a technology — it starts with understanding the systems and the processes you already have so you can visualize what they could be.

    What is a napkin sketch?

    The napkin sketch is exactly what it sounds like: a back-of-the-napkin-style drawing that quickly maps out how a particular process actually works in your institution so it can be reimagined.

    It’s low-tech, but high-impact.

    Think of it as building a gameboard for players to play. Like a Monopoly board, everyone knows the players, the rules, and the steps. It makes the choices that need to be made for each player’s turn clear.  When these choices are laid out visually, it becomes much easier to pinpoint where the real opportunities (and challenges) are.

    What does the napkin sketch exercise entail?

    I usually start these sessions by asking one simple questions with a key follow-up

    • What’s the opportunity for ‘impact’? (What are you trying to accomplish?)
    • What’s preventing progress?

    Then we get to work. Together, we sketch out the entire process: from first interaction to the final outcome. We account for every step, system, and stakeholder that’s involved. We highlight the costs, the tools and technology handoffs, potential delays, and where things might be falling through the cracks.

    We typically conduct the sketch in a virtual drawing space, where we can collaborate in real time to map out the full process. It’s not about polished visuals — it’s about building a shared understanding of how things operate today.

    And in about 60-90 minutes, we always have at least one person in the group say out loud “I didn’t realize that’s how it actually works.” And another will inevitably ask “You’re going to send us this napkin sketch, right? I want to print it out.”

    Ready for a Smarter Way Forward?

    Higher ed is hard — but you don’t have to figure it out alone. We can help you transform challenges into opportunities.

    What can the napkin sketch reveal?

    In our experience working with hundreds of institutions of all shapes and sizes, we’ve found that many face surprisingly similar challenges. This exercise consistently shines a light on hidden opportunities, creating a blueprint for change.

    Common things we uncover include:

    • Manual, repetitive tasks that could be automated or streamlined
    • Workarounds that have become permanent fixtures without anyone questioning them
    • Disconnects between departments, systems, or technologies
    • Operational silos that prevent teams from seeing the full picture or collaborating effectively
    • Missed opportunities to better track, analyze, or act on data
    • Unclear ownership of key steps in the process

    In short, the napkin sketch helps institutions see what’s really going on — and what needs to change to move forward.

    Why does it work?

    Higher ed innovation often stalls because teams are too close to the problem or too deep in their own silo to see the bigger picture. The napkin sketch breaks through that by creating a space for everyone involved to step back and collaborate.

    Here’s why it’s effective:

    • It’s fast — most sessions take an hour or two.
    • It’s visual — helping teams align quickly and clearly.
    • It’s collaborative — bringing together voices from across departments.
    • It’s actionable — revealing next steps that are grounded in reality.

    Most importantly, it shifts the focus away from jumping to solutions and toward understanding the system. Once you understand the system, smart solutions become much more obvious — and effective.

    Real examples of the napkin sketch in action

    Whether it’s enrollment workflows, transcript processing, student communications, or data handoffs between systems or teams, the napkin sketch exercise can help untangle a wide variety of operational challenges. No two institutions are exactly alike, but many face similar complexities — manual processes, siloed teams, and unclear ownership that stall progress.

    Here are a few discoveries we uncovered in recent napkin sketch sessions I’ve led:

    • One institution realized how many steps were involved in processing transcripts — with staff toggling between platforms, uploading the same file in multiple places, and doing manual comparisons. Once the process was mapped, we explored how AI could handle the course match evaluations — saving hours of staff time each week.
    • Another team sketched out their enrollment outreach process and discovered they were sending multiple conflicting messages to students at the same time. The sketch helped them realign their communications and reduce student confusion.
    • A third school wanted to integrate a new tool into their tech stack, but the sketch revealed that the underlying workflow was broken — and that no tool would help until the foundational process was improved.

    In each case, the aha moment didn’t come from buying something new — it came from clearly seeing what was already happening so it could be improved upon.

    What could your napkin sketch uncover?

    If you’re wrestling with outdated processes, disconnected systems, or unclear handoffs — you’re not alone. Many institutions are trying to drive higher ed innovation with limited resources and overwhelming complexity.

    But you don’t need to have all the answers right now. You just need a clearer view of the problem so you can develop a thoughtful solution.

    That’s what the napkin sketch offers: a simple, collaborative way to map your reality, uncover opportunity, and take a smarter next step forward.

    Let’s sketch it out — and see what we find!

    Ready to uncover what’s holding you back?

    Reach out to schedule your own session and take the first step toward smarter solutions.

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  • Games and their cheat codes can show universities how to unlock new purpose

    Games and their cheat codes can show universities how to unlock new purpose

    I was recently browsing Board Game Geek, an online forum for nerds who like tabletop games, and came across a thread entitled “anyone have a use for the University?”

    This contained a complaint about the board game Puerto Rico. In Puerto Rico, although the University is potentially a very powerful card, it’s considered too expensive and therefore not worth players’ investment – and I couldn’t help being struck by a resonance with real life higher education in the UK.

    Following the recent increase in tuition fees, reports of students perceiving university education as a poor investment of time and money have proliferated. As such, understanding and communicating the value of higher education has become an increasingly pressing concern.

    Value and metaphor

    In 2024, over 1,000 papers were published which mention the value of higher education, going over themes like economic gain, professional and academic experience, networking, “cultural capital”, and a sense of the value that higher education institutions offer to society in general. Authors explore how value is perceived differently by applicants, students, graduates, staff and the public, and by different demographic communities within these groups. Undoubtedly, the value of higher education is multifaceted and complex.

    A powerful way of understanding value is through metaphor. When we use a metaphor, we ascribe the value of one thing to another. For instance, universities are beacons of knowledge positions universities as guiding lights, illuminating the path to progress (or something).

    Some common metaphors ascribed to universities include: universities are innovators that drive progress and create new ideas; universities are catalysts for personal and societal transformation; and universities are providers which supply a skilled workforce to deliver economic growth.

    When metaphors are layered together, they become a narrative – a way of conveying greater meaning through interconnected symbols. Games, as a form of interactive storytelling, take this concept even further. They combine metaphors with player agency, allowing players to actively engage with and shape the narrative. In games, players don’t just passively observe metaphors at work; they inhabit and interact with them.

    The player of games

    Because games are dynamic, this means that universities appear in games only when they are actively doing something: acting on the simulation and changing the outcome for the player. Analysing these dynamics leads to some thought-provoking insights into how universities are perceived as acting on the real world, and therefore what value higher education holds in society.

    Our most familiar metaphors for universities are easily recognisable in games. For example, in strategy games such as Age of Empires, universities are innovators which generate “research points” which can be spent to unlock new things. In city-building games like Megapolis, universities are providers that give the player more resources in the form of workers. In Cities: Skylines, universities are catalysts for growth: once a citizen has attended university their home will be upgraded to higher building levels, and they can get better jobs, which in turn levels up their place of employment.

    To return to Puerto Rico: in the normal rules of the board game, players can “construct” a building (such as a factory or warehouse) but cannot use it until the next “mayor phase” is triggered, at which point they can be “staffed”, and its benefits can be used by the player thereafter. The university card grants the player the ability to both “construct” and “staff” new buildings instantly, without waiting. This significantly speeds up the gameplay for the owner of the card.

    When used in this way, the university card changes the mechanics of the game for the player who can use it.

    Puerto Rico is not alone in this. For example, in Struggle for Catan, the university card allows the possessor to buy future cards more easily by swapping one required resource for any other kind. This has such an unbalancing effect that it changes the game from that point onwards. As one Board Game Geek user puts it:

    When I play with my wife we ban the University to keep it a friendly game […] In a four player game everyone just gangs up on whoever gets the University.

    In both of these games, universities are cheat codes: “a secret password […] that makes something unusual happen, for example giving a player unusual abilities or allowing them to advance in the game.”

    Cheat codes are used by players to create exceptions to the standard game rules everyone else must abide by. Universities change the mechanics of the game and enable players to act in a way that would be otherwise impossible.

    Real-life cheat codes

    The idea of students using universities to gain an advantage is not new. When university strategies talk about “transforming students’ lives”, this is generally what they’re referring to. “Educational gain”, “cultural capital”, “graduate attributes”, and “personal development”, are all facets of the same sort of idea.

    However, I’d argue that using the metaphor of a “cheat code” forces us to see students as active players who are using their experiences agentically and strategically, rather than just passively receiving something. When a player uses a cheat code, they generally have an intention in mind. Using the game metaphor reminds us to see students as individual players, who are interested in developing their own palette of cheat codes for their own personal goals.

    If the value of a university experience for students is in developing and testing cheat codes, then we should be intentionally structuring higher education to teach the most effective “hacks”. As Mark Peace has argued on this site in the past, we mustn’t be complacent about the process by which students “catch” transferrable skills. We need to be much more intentional about how we scaffold the development of these cheat codes, and how we work collaboratively with students to identify the skills they want to build and create meaningful ways to help them develop their own toolbox of cheat codes.

    Without this, there is a real danger that we will return to the original scenario of this article, the forum post bemoaning the high-cost, low-return of the university card in Puerto Rico. We must guard against the “university card” being almost unplayable, because it is too expensive, not flexible enough, or too dated. The challenge to institutions is to ensure our provision is more like the university card in Struggle for Catan: truly game-breaking.

    Thinking about universities in terms of game design invites us to rethink the rules we’re playing by and imagine a world where some rules don’t apply. It’s a reminder that the narratives that shape higher education aren’t set in stone. Players have autonomy and can change the direction of the game. This might mean building a toolbox for life with students – and for us, it means taking a wider look at the system we’re part of. What would it look like to recover our agency and, as Edward Venning puts it on HEPI recently, “recover an assertive self-confidence”? For too long, universities have been stuck playing the game instead of changing the rules.

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  • How to Unlock Graduate Enrollment Growth [Webinar]

    How to Unlock Graduate Enrollment Growth [Webinar]

    Your graduate programs should be thriving, but if you’re relying on outdated outreach tactics, you’re leaving enrollments on the table. Today’s grad students expect more personalization, relevance, and connection. And if you’re not aligning with their needs, another institution will. The only way to meet them where they are is by asking the right questions and getting real answers. That’s exactly what Collegis Education and UPCEA did, and now we’re pulling back the curtain to share what we found.

    Unlock Graduate Enrollment Growth
    Proven Strategies for Engaging Graduate Students
    Date
    : April 8, 2025
    Time: 2:00 pm (Eastern) / 1:00 pm (Central)

    Tracy Chapman

    Chief Academic Officer

    Collegis Education

    Headshot of Bruce Etter

    Bruce Etter

    Senior Director Research & Consulting
    UPCEA

    Join Tracy Chapman, Chief Academic Officer at Collegis Education, and Bruce Etter, Senior Director of Research & Consulting at UPCEA, for their upcoming webinar “Unlock Graduate Enrollment Growth: Proven Strategies for Engaging Graduate Students.” In this session, they’ll reveal some surprising discoveries about graduate enrollment and the factors that drive impact and growth.

    • Graduate student needs and expectations
    • Why grad students disengage during their enrollment journey
    • What information grad students are willing to give you and when
    • How to best communicate and reach graduate students actively evaluating programs
    • Presidents
    • Provosts
    • Enrollment leaders 
    • Marketing leaders

    At the end, we’ll leave room for questions and conversion, and all attendees will receive a copy of the entire research report. 

    See you on April 8! 

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