April 4, 2025 • 17 mins
Higher education is in flux.
On this episode, we dig into what’s working—and what’s not—as colleges and universities face shrinking enrollment, rising competition, and shifting expectations.
We break down the big trends shaping 2025:
- AI in marketing
- Demographic freefall
- Budget stress
- Branding battles
- The push for retention
You’ll hear smart takes on how to market smarter, serve adult learners, personalize outreach, and keep students engaged. We also explore how community colleges are stepping up for workforce training—and why financial sustainability is non-negotiable.
Quick, clear, and full of insights you can use.
Timestamps:
00:00 - Intro: The Crossroads of Higher Ed
00:52 - What is the "Messy Middle"?
02:06 - Demographics: Fewer Students, Bigger Stakes
03:32 - Data-Driven Marketing Wins
06:18 - AI: Game-Changer or Just Buzz?
08:30 - Stand Out: Brand or Get Buried
10:03 - Retention: Keep Who You’ve Got
12:46 - Serving Adults & Workforce Shifts
15:20 - Dollars & Sense: Financial Survival
16:15 - Wrap-Up: Clarity in the Chaos
Learn more about the Higher Education Marketing Institute:
- Website: https://highereducationmarketinginstitute.com/
- X: https://x.com/HEMInstitute
- LinkedIn: https://www.linkedin.com/company/higher-education-marketing-institute/
- YouTube: https://www.youtube.com/@HigherEducationMarketing
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Jack (00:00):
You know, staying ahead in higher education, marketing and
(00:02):
enrollment, it really feels liketrying to hit a moving target
sometimes, doesn't it?
Especially as we look towards2025.
Oh,
Jill (00:09):
absolutely.
It's a dynamic space.
Jack (00:11):
So we've pulled together some really interesting
discussions and analysesrecently.
Stuff that sheds light on what'schanging and, uh, more
importantly, what those changesactually mean for how you
attract and enroll students.
Jill (00:24):
Yeah.
Getting practical about it.
Jack (00:25):
Exactly.
Think of this as.
Well, maybe a shortcut tounderstanding the key shifts
we're talking.
AI impact, navigating those bigdemographic changes and finding,
you know, genuinely innovativeways to connect with prospective
students.
Good plan.
Our goal today is basically topull out the most relevant
insights, the stuff that canhelp you sharpen your
institution's strategy in this.
(00:46):
Well, pretty complex landscape.
Jill (00:48):
Yeah.
And it's fascinating right nowjust the sheer amount of
transition happening.
Uh, some people in the field areactually calling it the messy
middle.
Jack (00:54):
Messy middle, huh.
Jill (00:55):
Yeah.
And I think that really capturesthe feeling.
We're seeing pressures from,well, all sides, economic
uncertainty, definite shifts inwho's even considering college
these days, rapid tech changes.
Um, more intense competition forstudents, obviously.
And, you know, a noticeableerosion of public trust in
higher ed as a whole.
Jack (01:15):
Let's unpack that messy middle idea a little more.
What are the sort of real worldchallenges creating this
turbulence for institutions?
Jill (01:24):
Well, for many, I think the most immediate concern is
declining enrollment.
That's the big one, right?
Fewer students.
It naturally leads to financialstrain, and at the same time,
the fight for those students whoare enrolling is just getting
tougher.
That means increased marketingspend more recruitment effort.
Mm-hmm.
And beyond that, institutionsare facing potential cuts to
grant funding and, uh, researchdollars that can really impact
(01:46):
their academic and researchmissions.
Jack (01:48):
Yeah, of course.
Stuff.
Jill (01:49):
Exactly.
And we're also observing,interestingly, a rollback of DEI
initiatives, that's diversity,equity, and inclusion efforts,
which, you know, can alter thecampus environment and the
student body makeup.
Jack (02:01):
And layering on top of all of that.
We've got some prettysignificant demographic shifts
coming, right?
That Cliff everyone talks about.
Jill (02:08):
Exactly.
We're approaching a peak in thenumber of high school graduates,
probably around 2025.
Uh, this is often called thedemographic cliff because after
this point, projections show agradual decline in this.
Sort of traditional collegegoing group over the next 15
years or so.
Jack (02:25):
15 years.
Wow.
Jill (02:26):
Yeah.
But it's really important tounderstand this isn't happening
uniformly across the country.
It varies a lot.
Jack (02:32):
Okay.
Jill (02:32):
States like Tennessee, South Carolina, Florida, they're
actually projected to see anincrease in high school grads.
Jack (02:38):
Oh, interesting.
Jill (02:39):
Yeah.
While states like New York,Illinois, they're looking at
more significant decreases.
And we've also seen a concerningtrend just in the college going
rate itself.
Which actually declined between2016 and 2022.
Jack (02:51):
So even among those graduating,
Jill (02:53):
yeah, it suggests that even among those graduating high
school, a smaller percentage arechoosing to go straight to
higher ed.
Jack (02:59):
That definitely paints a picture of a well shrinking pool
in many areas.
And I know there's been a lot oftalk about whether people even
see the value of a collegedegree the same way anymore.
Plus concerns about cost.
Obviously
Jill (03:10):
those are absolutely critical factors right now.
The perceived ROI, the return oninvestment of a degree is being
questioned more than ever, andthe rising cost of tuition is
just a major barrier for so manyfamilies.
Institutions really need to beaware of these perceptions and
frankly, address them head on intheir communication and
enrollment strategies.
Jack (03:32):
So given all these headwinds, what kind of
marketing and enrollmentstrategies are actually, you
know, working for institutionstrying to navigate this?
Jill (03:41):
What we're seeing is a real shift towards personalized,
uh, data-driven approaches inhigher ed marketing.
The days of just casting a widenet and hoping for the best of
pretty much over institutionsare finding success by really
leveraging data to understandprospective students and their
families on a much deeper level,and then tailoring their
outreach.
Jack (03:59):
That just makes sense, doesn't it?
You can't really connect ifyou're sending generic stuff
that doesn't resonate.
How does this data-drivenapproach actually translate into
like concrete tactics?
Jill (04:10):
Well, a key element here is something called conversion
rate optimization, orC-R-O-C-R-O.
Essentially.
CRO is about making your onlinepresence work harder to turn.
Interested visitors into actualenrolled students.
This involves really digginginto how prospective students
interact with your website, yourdigital platforms, right?
(04:31):
Techniques like AB testing,different versions of web pages
or emails to see what worksbest.
Um.
Personalizing the onlineexperience based on a student's
profile or maybe informationthey've already shown.
Interesting.
And just making sure you haveclear, compelling calls to
action at each stage.
Yeah.
All that is crucial for CRO, thegoal is really to guide
potential students and theirfamilies smoothly through that
(04:51):
enrollment funnel.
Jack (04:52):
It sounds like really understanding their online
behavior is just paramount.
Jill (04:56):
Absolutely.
And that understanding needs toextend to recognizing that
you're often talking to twodistinct but connected
audiences.
Jack (05:05):
Hmm.
Jill (05:05):
The students themselves and their parents or guardians.
Oh,
Jack (05:09):
right.
Two audiences.
Jill (05:10):
Yeah.
Their habits for consuming infoand their motivations in the
college search can be quitedifferent.
For example, uh, research showsboth students and parents use
platforms like YouTube forresearch.
And social media obviously, butthe type of content they're
looking for and the reasonsthey're engaging will vary quite
a bit.
Jack (05:28):
So what are some of those key differences?
What are students and parentsprioritizing?
Jill (05:32):
Well, for students factors like, uh, specific details about
academic programs, opportunitiesfor hands-on learning, and
importantly, potential careeroutcomes after graduation.
Tend to be top of mind.
Jack (05:44):
Makes sense.
They wanna see the future.
Jill (05:46):
Exactly.
They wanna envision their futureand see how your institution
helps'em get there.
Parents on the other hand, oftenplace a higher emphasis on
overall affordability, safety,and security at the campus and
the school's academic reputationor prestige.
Got it.
So effective marketing needs toaddress both sets of priorities,
often through different channelsand with, you know, tailored
messaging that speaks directlyto their specific concerns.
Jack (06:08):
This naturally leads us towards technology, which is
always changing.
Jill (06:12):
Yeah.
Jack (06:12):
How's tech impacting marketing and enrollment now,
and where does AI fit in allthis?
Jill (06:18):
Technology and Yeah, especially the advances in
artificial intelligence, theyhave the potential to really
reshape a lot of workflowswithin higher ed.
Definitely including marketingand enrollment.
Jack (06:29):
Okay.
Like how?
Jill (06:30):
Well, for example, Adobe recently previewed a tool called
Project Slide.
Wow.
It's designed to automaticallygenerate PowerPoint
presentations from raw customerdata.
What's interesting for marketingis that it integrates directly
with Adobe Customer JourneyAnalytics and it focuses on
highlighting key data insightswithout necessarily relying on
(06:50):
large language models.
This could really streamlinecreating those data-backed
reports and presentations formarketing teams.
Yeah,
Jack (06:56):
sounds like it could free up time for more strategic
thinking.
Maybe
Jill (07:00):
that's the idea.
Another significant development,uh, is that Anthropics AI model.
Claude has now gained theability to do realtime web
searches.
Jack (07:08):
Oh, okay.
Like Google or Bing
Jill (07:11):
sort of, yeah.
It closes a key gap withcompetitors.
It means Claude can now accessand synthesize up to the minute
information from the web.
For higher ed, this could be avaluable tool for say, market
research, staying on top ofemerging trends relevant to
students, and even helpinginform strategic decisions at
the institutional level.
Jack (07:30):
Beyond those specific tools, what are some broader
ways AI might get integrated?
Jill (07:35):
Oh, the potential applications are pretty diverse.
We're seeing exploration of AIin administrative tasks,
improving efficiency there, uh,developing more personalized and
adaptive teaching methods,streamlining assessment
processes, and enhancing theoverall student experience.
I.
Through things like AI poweredchatbots for support,
Jack (07:53):
right, the chat bot.
Jill (07:53):
Yeah.
Some institutions view this AIintegration as a way to show
innovation and maybe addresssome of those concerns about
public confidence by showingthey're using cutting edge tools
to benefit students.
We're already seeing exampleslike the University of South
Florida.
They implemented an AI poweredIT service desk
Jack (08:12):
for faster support.
Jill (08:13):
Exactly.
Faster, more efficient supportfor students and faculty.
Of course, with all this,there's a need for careful
thought about guardrails andethical considerations around AI
in marketing and educationgenerally.
That's a big ongoingconversation.
Definitely.
Jack (08:28):
Okay.
Let's shift focus a bit.
How are institutions positioningthemselves in what we've
established is a reallycompetitive market.
Branding seems like it would bemore crucial than ever.
Jill (08:36):
You're absolutely right.
In a crowded marketplace whereeveryone's vying for a similar
pool of students, a strong,cohesive, purposeful brand,
built on solid research isabsolutely essential.
Jack (08:48):
It's your identity.
Jill (08:49):
It is.
Universities need to clearly andeffectively communicate their
unique value proposition.
What makes them different?
Why choose them over thecompetition?
That's key for attracting theright students, faculty funding,
and yeah, even regaining publictrust.
Jack (09:04):
We've seen some interesting examples of
universities doing majorrebranding efforts recently,
haven't we?
Jill (09:10):
Yes, definitely.
Some notable examples reallyhighlight that strategic
importance.
The University of Colorado, forinstance, made a big move to
rebrand itself, creating a moreunified identity for its system.
Jack (09:21):
They dropped the city name sometimes.
Jill (09:23):
Yeah.
Involved dropping Boulder andDenver in many contexts.
It was a deliberate strategicdecision aimed at positioning
the whole CU system as a leadingresearch institution on a
broader scale.
Jack (09:35):
And it's not just about a name change or a logo, is it?
It's the whole presentation
Jill (09:39):
precisely.
Boise State University isanother really insightful
example.
They invested heavily inresearch, internal and external,
to really understand theirstrengths and the perceptions of
their key audiences.
And that research then directlyinformed their brand strategies,
their core messaging, even theirvisual identity.
It was a comprehensive approach,and it's been credited with
(10:00):
helping them differentiatethemselves effectively.
Jack (10:03):
Right?
So once an institutionsuccessfully enrolls a student.
The focus shifts,
Jill (10:07):
right?
Jack (10:07):
Keeping that student, ensuring their success.
Retention seems like a massivepiece of this puzzle, especially
with those demographicchallenges looming.
Jill (10:14):
That's exactly right.
With frankly, significantnumbers of students not
completing their degrees,proactive, effective retention
strategies aren't just a nice tohave anymore.
They're a necessity.
Yeah.
The data from 2022 on completionrates and dropout numbers really
underscores the urgency.
Losing students directly impactstuition revenue.
(10:35):
Sure.
But it also affects theinstitution's reputation, and
most importantly, the studentsown goals.
Jack (10:41):
What are some of the main reasons students end up leaving
before they finish?
Jill (10:44):
Well, there are a number of interconnected factors.
Academic struggles aredefinitely a major contributor.
Financial barriers, huge issue.
A lack of a strong sense ofbelonging or adequate
institutional support can makestudents feel disconnected.
Mm-hmm.
Mental health challenges areincreasingly recognized as a
significant factor too, and justthe various life
responsibilities students jugglework, family can sometimes
(11:08):
become overwhelming.
Jack (11:09):
So what are some concrete steps colleges can take to
actually improve retention?
Jill (11:14):
A comprehensive, multifaceted approach is really
key.
Implementing early interventionsystems is one.
Using predictive analytics maybe to identify students at risk
and offering timely support.
Programs like Quad C's, earlyalerts are an example.
Jack (11:29):
Proactive support.
Jill (11:29):
Exactly.
Reducing financial barriersthrough scholarships, grants,
financial literacy programs.
That's crucial.
Cultivating a strong sense ofcampus community through
activities, mentoring,supportive faculty relationships
help students feel connected.
Strengthening academic supportservices, maybe even including
AI tutoring tools down the line,and definitely expanding access
(11:50):
to mental health and wellnessresources are vital.
And finally, leveragingdata-driven strategies to
identify those at-risk studentsand proactively intervene with
tailored support is becomingreally important.
Jack (12:03):
And it seems like investing in retention could
also really help the bottomline, couldn't it?
Especially given thosedemographic declines we talked
about.
Jill (12:10):
Absolutely.
Retaining a student who'salready enrolled is often far
more cost effective thanconstantly recruiting new
students to fill empty spots.
Yeah.
Programs like CUNY's, ASAPprogram, that's the City
University of New York, whichprovides financial aid plus
intensive counseling, and theUniversity of Southern Maine's
focus on just solid basicadvising.
They've both shown significantsuccess in improving retention.
Jack (12:32):
Good examples.
Jill (12:33):
Yeah.
And furthermore, as studentbodies become more diverse,
prioritizing equity andinclusion isn't just the right
thing to do.
It's also a key factor in makingsure all students feel supported
and have the resources they needto succeed and stay enrolled.
Jack (12:46):
Looking beyond the sort of traditional undergrad, there's
been more talk about adapting toserve new markets, adult
learners, and aligning betterwith workforce needs.
Jill (12:56):
Yes, the idea of pivoting to better serve adult learners,
it presents both bigopportunities and some pretty
considerable challenges for manyinstitutions.
Why challenges?
Well, effectively engaging andretaining adult learners often
requires significantoperational, maybe even cultural
shifts within a universitythat's traditionally focused on
(13:16):
younger.
First time students, andhonestly right now there's still
a lack of really comprehensivedata on the most effective
strategies for reaching andsupporting this specific group.
Jack (13:26):
Hmm.
Okay.
And what about the role ofhigher ed, maybe community
colleges specifically inpreparing people for the modern
workforce?
Jill (13:33):
Community colleges are playing an increasingly vital
role there, especially inpreparing the workforce for
emerging sectors like the, uh,rapidly evolving energy economy.
Jack (13:42):
Right.
Green jobs and all that.
Yeah,
Jill (13:43):
exactly.
The emphasis is shifting towardsintegrating skills-based
training directly into existingdegree and certificate programs
rather than creating entirelynew.
Standalone degrees.
Organizations like NREL, theNational Renewable Energy
Laboratory, are actively workingto engage with community and
technical colleges to supportthis.
Jack (14:03):
So understanding specific industry needs is becoming more
crucial for these colleges.
Jill (14:07):
Absolutely.
There's a growing need forbetter data on exactly where and
how workers are currently beingtrained for specific roles,
particularly in high demandareas.
Like energy production andefficiency.
This data helps schools aligntheir programs with local
economic development plans.
We're also seeing a push toadapt things like internships
and faculty development programsto make them more accessible and
(14:29):
valuable for community collegestudents and instructors.
Jack (14:32):
South of Louisiana Community College, SLCC.
That's been highlighted as areally interesting example of a
community college adapting well.
Jill (14:39):
That's correct.
SLCC has gotten recognition forits innovative approach.
It includes a strong focus onhands-on skills-based training,
developing really deeppartnerships with local
industries, and providingcomprehensive student support
services directly aligned withthe economic needs of their
community.
Jack (14:56):
They did a rebrand too.
Jill (14:57):
They did their recent rebranding efforts also
emphasize those strong localties and their role as a driver
of social and economic mobility.
And, uh, there's also increasingdiscussion about community
colleges potentially usingPerkins funds, those federal
funds for career and tech, fordigital marketing to attract
more students to these vitalworkforce programs.
Jack (15:18):
Interesting use of those funds.
Okay.
Finally, let's just touch on thecritical issue of financial
sustainability for institutionsnavigating all these shifts.
Jill (15:26):
Yeah, financial pressures are a major concern for a
significant number of collegesand universities.
Developing proactive, innovativestrategies for long-term
financial stability is justessential.
Jack (15:36):
Any optimism there?
Jill (15:37):
Well, some leaders do express optimism about the
potential of organizationaltransformation and the strategic
integration of AI to helpimprove financial
sustainability.
But it's also widelyacknowledged that exploring new
revenue streams andfundamentally rethinking
existing resource allocationmodels will be crucial for many
Jack (15:57):
and international students.
Jill (15:59):
Their role, despite current recruitment challenges
continues to be important, bothfor campus diversity and for the
financial health of manyinstitutions.
And we're also seeing thatgrowing push among wealthier
institutions to enroll more lowincome students supported by
better financial aid and supportprograms.
Jack (16:15):
So as we wrap up, it really seems like we're looking
at a bunch of interconnectedthemes shaping the future of
higher ed marketing andenrollment.
Jill (16:22):
Yes, absolutely.
The increasing importance ofdata-driven personalized
marketing, the transformativepotential of tech and ai,
balanced with ethicalconsiderations, the critical
need for strong differentiatedbranding.
Essential focus on studentretention and success,
especially with changingdemographics and the imperative
(16:43):
to adapt to new student marketsand workforce demands for
financial sustainability.
All these things are tightlylinked.
They need to be consideredtogether.
Jack (16:51):
It really underscores the need for institutions to be
agile, doesn't it?
To continuously learn, adapt,and stay closely connected to
the evolving needs of studentsand families.
Jill (17:02):
Precisely.
And it leaves us with a finalquestion maybe for you to
consider as you reflect on allthese interconnected shifts
we've discussed.
Which one do you think presentsthe single biggest opportunity
or maybe the most significantchallenge for your institution
in the coming year?
Jack (17:15):
Hmm.
Good question.
Jill (17:17):
What might be some initial steps you could take to
proactively address thatopportunity or challenge?
We definitely encourage you toexplore the specific examples
and strategies we touched ontoday as you keep navigating
this dynamic landscape.
You know, staying ahead in higher education, marketing and
(00:02):
enrollment, it really feels liketrying to hit a moving target
sometimes, doesn't it?
Especially as we look towards2025.
Oh,
Jill (00:09):
absolutely.
It's a dynamic space.
Jack (00:11):
So we've pulled together some really interesting
discussions and analysesrecently.
Stuff that sheds light on what'schanging and, uh, more
importantly, what those changesactually mean for how you
attract and enroll students.
Jill (00:24):
Yeah.
Getting practical about it.
Jack (00:25):
Exactly.
Think of this as.
Well, maybe a shortcut tounderstanding the key shifts
we're talking.
AI impact, navigating those bigdemographic changes and finding,
you know, genuinely innovativeways to connect with prospective
students.
Good plan.
Our goal today is basically topull out the most relevant
insights, the stuff that canhelp you sharpen your
institution's strategy in this.
(00:46):
Well, pretty complex landscape.
Jill (00:48):
Yeah.
And it's fascinating right nowjust the sheer amount of
transition happening.
Uh, some people in the field areactually calling it the messy
middle.
Jack (00:54):
Messy middle, huh.
Jill (00:55):
Yeah.
And I think that really capturesthe feeling.
We're seeing pressures from,well, all sides, economic
uncertainty, definite shifts inwho's even considering college
these days, rapid tech changes.
Um, more intense competition forstudents, obviously.
And, you know, a noticeableerosion of public trust in
higher ed as a whole.
Jack (01:15):
Let's unpack that messy middle idea a little more.
What are the sort of real worldchallenges creating this
turbulence for institutions?
Jill (01:24):
Well, for many, I think the most immediate concern is
declining enrollment.
That's the big one, right?
Fewer students.
It naturally leads to financialstrain, and at the same time,
the fight for those students whoare enrolling is just getting
tougher.
That means increased marketingspend more recruitment effort.
Mm-hmm.
And beyond that, institutionsare facing potential cuts to
grant funding and, uh, researchdollars that can really impact
(01:46):
their academic and researchmissions.
Jack (01:48):
Yeah, of course.
Stuff.
Jill (01:49):
Exactly.
And we're also observing,interestingly, a rollback of DEI
initiatives, that's diversity,equity, and inclusion efforts,
which, you know, can alter thecampus environment and the
student body makeup.
Jack (02:01):
And layering on top of all of that.
We've got some prettysignificant demographic shifts
coming, right?
That Cliff everyone talks about.
Jill (02:08):
Exactly.
We're approaching a peak in thenumber of high school graduates,
probably around 2025.
Uh, this is often called thedemographic cliff because after
this point, projections show agradual decline in this.
Sort of traditional collegegoing group over the next 15
years or so.
Jack (02:25):
15 years.
Wow.
Jill (02:26):
Yeah.
But it's really important tounderstand this isn't happening
uniformly across the country.
It varies a lot.
Jack (02:32):
Okay.
Jill (02:32):
States like Tennessee, South Carolina, Florida, they're
actually projected to see anincrease in high school grads.
Jack (02:38):
Oh, interesting.
Jill (02:39):
Yeah.
While states like New York,Illinois, they're looking at
more significant decreases.
And we've also seen a concerningtrend just in the college going
rate itself.
Which actually declined between2016 and 2022.
Jack (02:51):
So even among those graduating,
Jill (02:53):
yeah, it suggests that even among those graduating high
school, a smaller percentage arechoosing to go straight to
higher ed.
Jack (02:59):
That definitely paints a picture of a well shrinking pool
in many areas.
And I know there's been a lot oftalk about whether people even
see the value of a collegedegree the same way anymore.
Plus concerns about cost.
Obviously
Jill (03:10):
those are absolutely critical factors right now.
The perceived ROI, the return oninvestment of a degree is being
questioned more than ever, andthe rising cost of tuition is
just a major barrier for so manyfamilies.
Institutions really need to beaware of these perceptions and
frankly, address them head on intheir communication and
enrollment strategies.
Jack (03:32):
So given all these headwinds, what kind of
marketing and enrollmentstrategies are actually, you
know, working for institutionstrying to navigate this?
Jill (03:41):
What we're seeing is a real shift towards personalized,
uh, data-driven approaches inhigher ed marketing.
The days of just casting a widenet and hoping for the best of
pretty much over institutionsare finding success by really
leveraging data to understandprospective students and their
families on a much deeper level,and then tailoring their
outreach.
Jack (03:59):
That just makes sense, doesn't it?
You can't really connect ifyou're sending generic stuff
that doesn't resonate.
How does this data-drivenapproach actually translate into
like concrete tactics?
Jill (04:10):
Well, a key element here is something called conversion
rate optimization, orC-R-O-C-R-O.
Essentially.
CRO is about making your onlinepresence work harder to turn.
Interested visitors into actualenrolled students.
This involves really digginginto how prospective students
interact with your website, yourdigital platforms, right?
(04:31):
Techniques like AB testing,different versions of web pages
or emails to see what worksbest.
Um.
Personalizing the onlineexperience based on a student's
profile or maybe informationthey've already shown.
Interesting.
And just making sure you haveclear, compelling calls to
action at each stage.
Yeah.
All that is crucial for CRO, thegoal is really to guide
potential students and theirfamilies smoothly through that
(04:51):
enrollment funnel.
Jack (04:52):
It sounds like really understanding their online
behavior is just paramount.
Jill (04:56):
Absolutely.
And that understanding needs toextend to recognizing that
you're often talking to twodistinct but connected
audiences.
Jack (05:05):
Hmm.
Jill (05:05):
The students themselves and their parents or guardians.
Oh,
Jack (05:09):
right.
Two audiences.
Jill (05:10):
Yeah.
Their habits for consuming infoand their motivations in the
college search can be quitedifferent.
For example, uh, research showsboth students and parents use
platforms like YouTube forresearch.
And social media obviously, butthe type of content they're
looking for and the reasonsthey're engaging will vary quite
a bit.
Jack (05:28):
So what are some of those key differences?
What are students and parentsprioritizing?
Jill (05:32):
Well, for students factors like, uh, specific details about
academic programs, opportunitiesfor hands-on learning, and
importantly, potential careeroutcomes after graduation.
Tend to be top of mind.
Jack (05:44):
Makes sense.
They wanna see the future.
Jill (05:46):
Exactly.
They wanna envision their futureand see how your institution
helps'em get there.
Parents on the other hand, oftenplace a higher emphasis on
overall affordability, safety,and security at the campus and
the school's academic reputationor prestige.
Got it.
So effective marketing needs toaddress both sets of priorities,
often through different channelsand with, you know, tailored
messaging that speaks directlyto their specific concerns.
Jack (06:08):
This naturally leads us towards technology, which is
always changing.
Jill (06:12):
Yeah.
Jack (06:12):
How's tech impacting marketing and enrollment now,
and where does AI fit in allthis?
Jill (06:18):
Technology and Yeah, especially the advances in
artificial intelligence, theyhave the potential to really
reshape a lot of workflowswithin higher ed.
Definitely including marketingand enrollment.
Jack (06:29):
Okay.
Like how?
Jill (06:30):
Well, for example, Adobe recently previewed a tool called
Project Slide.
Wow.
It's designed to automaticallygenerate PowerPoint
presentations from raw customerdata.
What's interesting for marketingis that it integrates directly
with Adobe Customer JourneyAnalytics and it focuses on
highlighting key data insightswithout necessarily relying on
(06:50):
large language models.
This could really streamlinecreating those data-backed
reports and presentations formarketing teams.
Yeah,
Jack (06:56):
sounds like it could free up time for more strategic
thinking.
Maybe
Jill (07:00):
that's the idea.
Another significant development,uh, is that Anthropics AI model.
Claude has now gained theability to do realtime web
searches.
Jack (07:08):
Oh, okay.
Like Google or Bing
Jill (07:11):
sort of, yeah.
It closes a key gap withcompetitors.
It means Claude can now accessand synthesize up to the minute
information from the web.
For higher ed, this could be avaluable tool for say, market
research, staying on top ofemerging trends relevant to
students, and even helpinginform strategic decisions at
the institutional level.
Jack (07:30):
Beyond those specific tools, what are some broader
ways AI might get integrated?
Jill (07:35):
Oh, the potential applications are pretty diverse.
We're seeing exploration of AIin administrative tasks,
improving efficiency there, uh,developing more personalized and
adaptive teaching methods,streamlining assessment
processes, and enhancing theoverall student experience.
I.
Through things like AI poweredchatbots for support,
Jack (07:53):
right, the chat bot.
Jill (07:53):
Yeah.
Some institutions view this AIintegration as a way to show
innovation and maybe addresssome of those concerns about
public confidence by showingthey're using cutting edge tools
to benefit students.
We're already seeing exampleslike the University of South
Florida.
They implemented an AI poweredIT service desk
Jack (08:12):
for faster support.
Jill (08:13):
Exactly.
Faster, more efficient supportfor students and faculty.
Of course, with all this,there's a need for careful
thought about guardrails andethical considerations around AI
in marketing and educationgenerally.
That's a big ongoingconversation.
Definitely.
Jack (08:28):
Okay.
Let's shift focus a bit.
How are institutions positioningthemselves in what we've
established is a reallycompetitive market.
Branding seems like it would bemore crucial than ever.
Jill (08:36):
You're absolutely right.
In a crowded marketplace whereeveryone's vying for a similar
pool of students, a strong,cohesive, purposeful brand,
built on solid research isabsolutely essential.
Jack (08:48):
It's your identity.
Jill (08:49):
It is.
Universities need to clearly andeffectively communicate their
unique value proposition.
What makes them different?
Why choose them over thecompetition?
That's key for attracting theright students, faculty funding,
and yeah, even regaining publictrust.
Jack (09:04):
We've seen some interesting examples of
universities doing majorrebranding efforts recently,
haven't we?
Jill (09:10):
Yes, definitely.
Some notable examples reallyhighlight that strategic
importance.
The University of Colorado, forinstance, made a big move to
rebrand itself, creating a moreunified identity for its system.
Jack (09:21):
They dropped the city name sometimes.
Jill (09:23):
Yeah.
Involved dropping Boulder andDenver in many contexts.
It was a deliberate strategicdecision aimed at positioning
the whole CU system as a leadingresearch institution on a
broader scale.
Jack (09:35):
And it's not just about a name change or a logo, is it?
It's the whole presentation
Jill (09:39):
precisely.
Boise State University isanother really insightful
example.
They invested heavily inresearch, internal and external,
to really understand theirstrengths and the perceptions of
their key audiences.
And that research then directlyinformed their brand strategies,
their core messaging, even theirvisual identity.
It was a comprehensive approach,and it's been credited with
(10:00):
helping them differentiatethemselves effectively.
Jack (10:03):
Right?
So once an institutionsuccessfully enrolls a student.
The focus shifts,
Jill (10:07):
right?
Jack (10:07):
Keeping that student, ensuring their success.
Retention seems like a massivepiece of this puzzle, especially
with those demographicchallenges looming.
Jill (10:14):
That's exactly right.
With frankly, significantnumbers of students not
completing their degrees,proactive, effective retention
strategies aren't just a nice tohave anymore.
They're a necessity.
Yeah.
The data from 2022 on completionrates and dropout numbers really
underscores the urgency.
Losing students directly impactstuition revenue.
(10:35):
Sure.
But it also affects theinstitution's reputation, and
most importantly, the studentsown goals.
Jack (10:41):
What are some of the main reasons students end up leaving
before they finish?
Jill (10:44):
Well, there are a number of interconnected factors.
Academic struggles aredefinitely a major contributor.
Financial barriers, huge issue.
A lack of a strong sense ofbelonging or adequate
institutional support can makestudents feel disconnected.
Mm-hmm.
Mental health challenges areincreasingly recognized as a
significant factor too, and justthe various life
responsibilities students jugglework, family can sometimes
(11:08):
become overwhelming.
Jack (11:09):
So what are some concrete steps colleges can take to
actually improve retention?
Jill (11:14):
A comprehensive, multifaceted approach is really
key.
Implementing early interventionsystems is one.
Using predictive analytics maybe to identify students at risk
and offering timely support.
Programs like Quad C's, earlyalerts are an example.
Jack (11:29):
Proactive support.
Jill (11:29):
Exactly.
Reducing financial barriersthrough scholarships, grants,
financial literacy programs.
That's crucial.
Cultivating a strong sense ofcampus community through
activities, mentoring,supportive faculty relationships
help students feel connected.
Strengthening academic supportservices, maybe even including
AI tutoring tools down the line,and definitely expanding access
(11:50):
to mental health and wellnessresources are vital.
And finally, leveragingdata-driven strategies to
identify those at-risk studentsand proactively intervene with
tailored support is becomingreally important.
Jack (12:03):
And it seems like investing in retention could
also really help the bottomline, couldn't it?
Especially given thosedemographic declines we talked
about.
Jill (12:10):
Absolutely.
Retaining a student who'salready enrolled is often far
more cost effective thanconstantly recruiting new
students to fill empty spots.
Yeah.
Programs like CUNY's, ASAPprogram, that's the City
University of New York, whichprovides financial aid plus
intensive counseling, and theUniversity of Southern Maine's
focus on just solid basicadvising.
They've both shown significantsuccess in improving retention.
Jack (12:32):
Good examples.
Jill (12:33):
Yeah.
And furthermore, as studentbodies become more diverse,
prioritizing equity andinclusion isn't just the right
thing to do.
It's also a key factor in makingsure all students feel supported
and have the resources they needto succeed and stay enrolled.
Jack (12:46):
Looking beyond the sort of traditional undergrad, there's
been more talk about adapting toserve new markets, adult
learners, and aligning betterwith workforce needs.
Jill (12:56):
Yes, the idea of pivoting to better serve adult learners,
it presents both bigopportunities and some pretty
considerable challenges for manyinstitutions.
Why challenges?
Well, effectively engaging andretaining adult learners often
requires significantoperational, maybe even cultural
shifts within a universitythat's traditionally focused on
(13:16):
younger.
First time students, andhonestly right now there's still
a lack of really comprehensivedata on the most effective
strategies for reaching andsupporting this specific group.
Jack (13:26):
Hmm.
Okay.
And what about the role ofhigher ed, maybe community
colleges specifically inpreparing people for the modern
workforce?
Jill (13:33):
Community colleges are playing an increasingly vital
role there, especially inpreparing the workforce for
emerging sectors like the, uh,rapidly evolving energy economy.
Jack (13:42):
Right.
Green jobs and all that.
Yeah,
Jill (13:43):
exactly.
The emphasis is shifting towardsintegrating skills-based
training directly into existingdegree and certificate programs
rather than creating entirelynew.
Standalone degrees.
Organizations like NREL, theNational Renewable Energy
Laboratory, are actively workingto engage with community and
technical colleges to supportthis.
Jack (14:03):
So understanding specific industry needs is becoming more
crucial for these colleges.
Jill (14:07):
Absolutely.
There's a growing need forbetter data on exactly where and
how workers are currently beingtrained for specific roles,
particularly in high demandareas.
Like energy production andefficiency.
This data helps schools aligntheir programs with local
economic development plans.
We're also seeing a push toadapt things like internships
and faculty development programsto make them more accessible and
(14:29):
valuable for community collegestudents and instructors.
Jack (14:32):
South of Louisiana Community College, SLCC.
That's been highlighted as areally interesting example of a
community college adapting well.
Jill (14:39):
That's correct.
SLCC has gotten recognition forits innovative approach.
It includes a strong focus onhands-on skills-based training,
developing really deeppartnerships with local
industries, and providingcomprehensive student support
services directly aligned withthe economic needs of their
community.
Jack (14:56):
They did a rebrand too.
Jill (14:57):
They did their recent rebranding efforts also
emphasize those strong localties and their role as a driver
of social and economic mobility.
And, uh, there's also increasingdiscussion about community
colleges potentially usingPerkins funds, those federal
funds for career and tech, fordigital marketing to attract
more students to these vitalworkforce programs.
Jack (15:18):
Interesting use of those funds.
Okay.
Finally, let's just touch on thecritical issue of financial
sustainability for institutionsnavigating all these shifts.
Jill (15:26):
Yeah, financial pressures are a major concern for a
significant number of collegesand universities.
Developing proactive, innovativestrategies for long-term
financial stability is justessential.
Jack (15:36):
Any optimism there?
Jill (15:37):
Well, some leaders do express optimism about the
potential of organizationaltransformation and the strategic
integration of AI to helpimprove financial
sustainability.
But it's also widelyacknowledged that exploring new
revenue streams andfundamentally rethinking
existing resource allocationmodels will be crucial for many
Jack (15:57):
and international students.
Jill (15:59):
Their role, despite current recruitment challenges
continues to be important, bothfor campus diversity and for the
financial health of manyinstitutions.
And we're also seeing thatgrowing push among wealthier
institutions to enroll more lowincome students supported by
better financial aid and supportprograms.
Jack (16:15):
So as we wrap up, it really seems like we're looking
at a bunch of interconnectedthemes shaping the future of
higher ed marketing andenrollment.
Jill (16:22):
Yes, absolutely.
The increasing importance ofdata-driven personalized
marketing, the transformativepotential of tech and ai,
balanced with ethicalconsiderations, the critical
need for strong differentiatedbranding.
Essential focus on studentretention and success,
especially with changingdemographics and the imperative
(16:43):
to adapt to new student marketsand workforce demands for
financial sustainability.
All these things are tightlylinked.
They need to be consideredtogether.
Jack (16:51):
It really underscores the need for institutions to be
agile, doesn't it?
To continuously learn, adapt,and stay closely connected to
the evolving needs of studentsand families.
Jill (17:02):
Precisely.
And it leaves us with a finalquestion maybe for you to
consider as you reflect on allthese interconnected shifts
we've discussed.
Which one do you think presentsthe single biggest opportunity
or maybe the most significantchallenge for your institution
in the coming year?
Jack (17:15):
Hmm.
Good question.
Jill (17:17):
What might be some initial steps you could take to
proactively address thatopportunity or challenge?
We definitely encourage you toexplore the specific examples
and strategies we touched ontoday as you keep navigating
this dynamic landscape.
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