8 Lessons for Enrollment Strategy

Why Higher Ed Marketing Needs Fresh Thinking to Attract and Enroll Right-Fit Students

The pressures on higher education enrollment have never been greater. Demographic shifts, rising tuition costs, growing skepticism about ROI, and evolving Gen Z expectations are reshaping the admissions landscape… faster than many anticipated.

To navigate this environment, enrollment leaders need more than incremental tweaks; they need fresh thinking grounded in strategy, creativity, and the courage to challenge institutional habits, plus the change management skills to make new ideas stick.

In a recent episode of Escape Velocity, I spoke with Brigid Lawler, an enrollment management professional with decades of experience in student services, admissions, and recruitment strategy. Brigid has led efforts at small liberal arts colleges, state institutions, and specialized programs, giving her a sharp understanding of what drives yield and strengthens a school’s brand in today’s competitive market.

At adeo, we bring a complementary (and equally battle-tested) perspective. Think of us as the Liam Neeson of higher ed marketing — we have a very particular set of skills, honed in political campaigns, high-stakes advocacy, and fundraising battles, that we now deploy to help institutions win over the audiences that matter most. That blend of urgency, persuasion, and brand storytelling is exactly what higher ed marketing needs right now.

From tackling outdated institutional self-images to making enrollment everyone’s job, here are eight lessons every enrollment VP, admissions leader, and higher ed marketer can use to attract and retain right-fit students.

Which brings us to the reason you’re here: actionable insights you can put to work immediately. In my conversation with Brigid, eight clear lessons emerged — lessons that can help any enrollment VP, admissions leader, or higher ed marketer navigate today’s volatile recruitment environment and come out stronger.

1. Reassess Your Institutional Self-Image

   Many colleges and universities still market themselves based on who they used to be — relying on dated assumptions about their students, competitors, or differentiators.
   
   

   Enrollment strategy takeaway: Conduct brand and audience research regularly. Test whether your current messaging reflects reality and resonates with your actual student body and target markets.
   
   

2. Focus on Funnel Efficiency, Not Just Size

   A massive top-of-funnel might look good in a report, but if your yield is weak, it’s wasted effort. Brigid recommends finding and nurturing the right-fit students — those most likely to apply, enroll, and succeed.
   
   

   Enrollment strategy takeaway: Track conversion rates at every stage. A straighter, more efficient admissions funnel saves budget and reduces late-cycle scrambling.
   
   

3. Build Distinct Strategies for Students and Parents

   Today’s applicants often welcome their parents’ involvement in the college search. Messaging that works for students won’t necessarily persuade their parents — especially first-generation families or those with strong ROI concerns.

   
   Enrollment strategy takeaway: Create parallel communication streams. Address students’ excitement and aspirations while speaking directly to parents’ questions about value, cost, and career outcomes.
   
   

4. Talk ROI Early, and Honestly

   Waiting until late spring to discuss affordability can cost you enrollments. Brigid shared how some institutions end up making last-minute offers in May because they delayed the value conversation.

   
   Enrollment strategy takeaway: Move cost and value discussions into the early recruitment cycle. Be upfront about merit aid, total cost of attendance, and potential career pathways.
   
   

5. Reinvent Tactile Recruitment Materials

   Digital dominates Gen Z’s life, which makes physical materials more memorable when done well. “Crappy, dime-a-dozen viewbooks are dead,” Brigid said, “but premium, creative, and tactile pieces can still differentiate.”
   
   Enrollment strategy takeaway: Treat print as a premium brand touchpoint. Make it distinctive, memorable, and worth keeping.
   
   

6. Make Enrollment a Campus-Wide Responsibility

   Brigid’s most successful recruitment initiatives happened when faculty, staff, students, and trustees rallied around shared enrollment goals—open communication about numbers built trust and accountability across campus.
   
   

   Enrollment strategy takeaway: Report enrollment progress regularly. Encourage faculty and staff to act as ambassadors in every prospective student interaction.
   
   

7. Choose Marketing Partners Who Deliver Fresh Perspectives

   Too many schools hand their brand to large, template-driven firms and end up looking like everyone else. Smaller, agile agencies often deliver stronger results because they dig into your story and design campaigns from scratch.
   
   

   Enrollment strategy takeaway: Vet partners for their ability to uncover your distinctiveness. Avoid one-size-fits-all creative.
   
   

8. Don’t Let Fear Smother Creativity

   Memorable creative has a point of view, which means it won’t appeal to everyone. Playing it safe produces campaigns that blend into the higher ed noise.
   
   

   Enrollment strategy takeaway: Take calculated risks. Bold, truth-based creative attracts the right students — and builds a stronger brand over time.

In today’s competitive landscape, these enrollment strategies are more than best practices; they’re survival tools. As Brigid put it, the mission matters: helping students find the place where they will thrive, learn, and launch their futures.

If your institution is ready to rethink enrollment, marketing, and brand positioning, adeo helps colleges and universities uncover their unique story, engage right-fit students, and turn recruitment challenges into opportunities.

Listen to the whole conversation with Brigid Lawler on the Escape Velocity podcast.