Leverage Data-Driven Enrollment Management for Student Success

The particular challenges of enrollment constantly shift — which presents a challenge all its own. At present, four obstacles stand between higher education institutions and robust enrollment. 

1. Tuition costs have risen dramatically.

Balancing affordability with institutional financial health has become harder than ever because of the massive gap in how wages and tuition have risen. From 1980 to 2020, tuition rose 169%, while wages grew only 19%. Loans are essential for many students, and the debt they’ll face after graduation is understandably a barrier that leads many to look for other options, like trade schools, community colleges, or other professional training. Rising costs and debt-aversion seem to be contributing to a culture where would-be prospective students don’t consider traditional higher education a viable choice.

2. Demographic factors are a moving target.

Declining birth rates, immigration changes, shifts in household income—these and other demographic characteristics affect who’s looking toward higher education and who isn’t—and they don’t occur in isolation.

Keeping a close eye on shifting demographics that impact the pool of potential applicants requires insight and vigilance that goes far beyond manual processes.

With challenges around every corner, how do you improve enrollment management in your institution? A few important considerations help take that effort from “pie in the sky” to reality.

1. Develop a comprehensive enrollment strategy.

A robust enrollment strategy should align with an institution’s brand and target audience, utilizing tactics such as targeted outreach, modern, SEO-centric social media marketing, recruitment events, and personalized communications to engage prospective students effectively. A comprehensive strategy helps you meet these potential students where they are and demonstrate how your university is the right fit, launching a new, potentially deep relationship with a new ambassador for your institution. Finding the right students also brings better retention.

2. Foster collaboration across departments.

Encourage cross-departmental collaboration to create a unified enrollment management process, ensuring all stakeholders understand their roles in achieving enrollment objectives and supporting student success. Creating a better view of each student’s entire journey for all stakeholders and staff across the institution helps stakeholders invest in the effort, which ultimately can improve and diversify enrollment.

3. Harness the power of data.

Utilize data insights to find insight from key metrics such as applicant rates and demographics . By analyzing these metrics, institutions can identify areas for improvement and tailor their strategies to meet evolving student needs. A disheartening 14% of Americans regard colleges and universities as a benefit to society. Data-driven enrollment management can help shift the perceptions that erode enrollment.

4. Emphasize personalized communication.

Engage prospective students and families through personalized communication channels, including email, social media, phone calls, and targeted advertising. Personalization builds trust and demonstrates a commitment to engage directly with each student as a unique individual, which enhances the likelihood of enrollment.