Maximizing Higher Education Admissions Yield: Messaging in Today’s Higher Education Environment
This is the second installment of our three-part series designed to help higher education and admissions marketing professionals boost yield and encourage accepted students to enroll and matriculate.
Our first post explored a complete checklist of strategies and tactics to increase higher education admissions yield. In this post, we’ll explore a fresh perspective on audience-centered messaging appropriate for the current enrollment environment. Our third post will examine the phenomenon of Emerging Adulthood and its implications for better connecting with admitted students.
An increasingly complex decision
Choosing the right school has always been challenging and stressful for students and their families; uncertainty and anxiety are inherent in such a decision. However, today’s landscape adds even more complexity as schools navigate shifting social trends, political dynamics, and economic pressures.
As you engage with accepted students, remember that they and their families face an intricate decision-making journey. Many are first questioning whether to pursue a post-secondary degree at all, then weighing their options of what to study, and ultimately deciding where to enroll.
Ambivalence and anxiety
Our latest market research for a large state university system uncovered widespread anxiety and uncertainty about post-secondary education. In focus groups, graduating high school seniors and their parents voiced deep concerns about high tuition costs, student loan debt, return on investment, personal safety, campus culture, mental health support, and, for many, the pressure to start earning an income immediately.
A key factor behind this uncertainty is a steep decline in public confidence in higher education. A 2023 Gallup survey found that only 36% of Americans have “a great deal” or “quite a lot” of confidence in higher education — down sharply from 57% in 2015. A more recent Pew Research Center study revealed that just 25% of U.S. adults believe a four-year college degree is essential for securing a well-paying job, and only 22% think a degree is worth the cost.
These concerns create significant barriers to college enrollment and completion. A recent Harris poll indicates that more young people, especially those in Generation Z, are turning to alternatives like vocational training and apprenticeships. Meanwhile, nearly 40% of the two million students who start post-secondary education each year fail to complete their degree.
Impact of federal funding cuts
Impending cuts to federal funding for colleges, universities, and the Department of Education could significantly affect two key areas.
First, significant staff reductions at the Department of Education — especially in financial aid and civil rights oversight — may weaken student support services and reduce the department’s ability to enforce educational equity.
Second, these cuts are already impacting fields that rely heavily on federal research grants, such as biomedical and public health programs.
As a result, prospective students may face diminished campus resources and uncertainty about their academic and career paths. Some may reconsider their plans, and others may remain committed despite these challenges.
How to connect with students and families
Dr. Laurie Hazard, an award-winning writer, speaker, and former assistant dean for student success, has spent more than 30 years designing curricula for first-year experience and study skills courses. She offers valuable insights for colleges and universities seeking to craft messaging that will resonate in today’s educational climate.
Laurie emphasizes the importance of communications, activities, and programs addressing six critical “areas of adjustment” that impact student success and retention (Hazard & Carter, 2018):
- Academic – Taking a more active role in learning and meeting the increased demands of college.
- Cultural – Interacting with diverse others in a variety of settings.
- Emotional – Preparing for the stressors of college and coping with change.
- Financial – Demonstrating basic financial literacy.
- Intellectual – Joining an academic community that includes classmates, faculty, and administrators.
- Social – Finding a new peer group and handling the pressure of fitting in.
Communicating about these factors in a meaningful way is essential for student retention, and during the enrollment process.
Beyond information delivery: Creating an experience
Further, Laurie urges schools to go beyond simply providing information. They should instead “create experiences that help students and parents visualize life on campus.” These experiences can be in-person or virtual and are especially important for families concerned about the social environment and campus community.
“Enrollment events and communications have traditionally been seen as opportunities to share information,” Laurie warns. “Don’t fall into the information delivery trap.” For more ideas on crafting meaningful experiences, refer to Part 1 of our series.
Addressing ROI and job readiness
As concerns grow about return on investment (ROI) and future job prospects, Laurie stresses the need for institutions to clearly articulate the value of their education. “Schools have to get better at demonstrating the value of a degree,” she explains. “What will a student know and be able to do upon graduation as a 21st-century employee?”
Many colleges and universities are placing greater emphasis on practical and career-focused programs to address job readiness concerns. Other higher ed institutions are responding by promoting
- blended traditional and vocational hybrid programs
- expanded internships and business partnerships
- enhanced career-readiness programs
Audience-centered messaging for hesitant prospects
For prospective students uncertain about their next steps, we’ve helped clients develop targeted communications strategies that invite conversation and exploration. Our work for the university system mentioned previously led with messages such as
- Whatever the road to your future, we’re here to help you figure it out.
- The road ahead isn’t always clear. Should your next move be work, school, or both? We’ll help you explore your options to decide what’s best for you.
- Whatever your plans after high school, we can help you find ways to succeed in a career you enjoy.
- Find the future that works for you.
Stay ahead of the changing landscape
As public attitudes and higher education enrollment dynamics continue to shift, we will certainly see an impact on enrollment trends. To navigate this change, it’s essential to focus on audience-centered messaging that directly addresses the concerns and questions of students and parents.
Footnote: Hazard, L. L., & Carter, S. (2018). A Framework for Helping Families Understand the College Transition. E-Source for College Transitions, 16(1), 13-15.
