As we face an impending enrollment cliff in higher education, there’s a hidden opportunity to confront the reality of declining population with some creativity and strategic foresight.  How can we use this moment as a catalyst for bigger strategic change? Is there a way to take the many post-COVID shifts in the process, the trends that have collected data, and the core learnings into more actionable strategies?

Stay in rhythm with the students. 

• Invest in K-12 Processes: Tune into K-12 processes and software to understand how local high schools are innovating their college readiness pathways. Engage with educators to learn about their software and processes, as well as the trends they observe among students. By asking insightful questions, colleges can become a deeper part of the narrative surrounding college preparation, gaining valuable insights that inform their enrollment strategies.
• Act on Student Trends: Students are increasingly shifting from an initial focus on the dream school picture to a more realistic approach centered on affordability. Institutions must review their marketing and messaging to adapt to this new reality. Highlighting financial aid options, scholarships, and transparent cost breakdowns will resonate more with prospective students who prioritize price. By clearly communicating the value of education in terms of both quality and affordability, colleges can better align with the expectations of today’s students.

Invest in New Kinds of Data.

• Identify Your Reach: Challenge your teams to explore and understand the scope of your reach with prospective students. Utilize various data collection methods to gain insights into demographics, interests, and behaviors. By identifying who your audience is and where they are, you can tailor your outreach efforts more effectively.
• Enhance In-Person Visits: Find ways to make your in-person visits more valuable by providing structured engagement that aligns with what students are looking to hear. Gather data on students' interests and concerns beforehand, and use this information to craft presentations, discussions, and interactions that resonate with them. By personalizing these visits, institutions can create more meaningful connections and improve the overall experience for prospective students.

Review All Investments.

• Apply a First Principles Mindset: As we enter an era of tightened resources and demographic shifts, institutions must critically evaluate their investments by breaking down educational processes, programs, and expenditures to their fundamental truths. This first-principles approach enables colleges to focus on what truly drives student success and retention, ensuring that every strategy is aligned with their core mission.
• Examine All Spending for Clear ROI: Institutions should closely examine each investment to calculate its real return on investment (ROI). By assessing how effectively funds are allocated and ensuring that every dollar spent contributes significantly to attracting and retaining students, colleges can make informed decisions about where to invest resources for maximum impact. This detailed analysis allows for the identification of high-impact strategies while eliminating less effective expenditures.

The enrollment cliff presents a significant challenge for higher education institutions, but it also provides an opportunity for innovation and growth.  By adapting to K-12 trends, leveraging data for strategic decision-making, and reviewing investments with a fresh perspective, admissions teams can position their institutions for success. Embracing this moment of transformation is not only necessary but also essential for crafting a sustainable future for higher education. As we innovate through the enrollment cliff, the potential for positive change has never been greater.