Four Strategies for College Enrollment Leaders

Bob Massa and Bill Conley, experts in college enrollment, have identified four key areas that colleges should focus on to navigate the challenges of the upcoming decade.

In the wake of significant events like the Great Recession and the COVID-19 pandemic, birth rates have dipped, affecting the number of potential college students. With more institutions questioning their value, leaders need a solid strategy.

The first area to consider is the college’s brand. What image pops into your mind when you think of an institution? Researching how prospective students view the brand can unveil insights on what makes it appealing or unappealing.

Next, understanding market demand for academic programs is crucial. Today’s students are keen on degrees that promise job security. Popular fields like computer science and data analytics have surged in interest, prompting colleges to align their offerings with market needs.

Transparency about pricing is another major factor. Many lower-income students are scared off by high sticker prices without knowing the actual costs after financial aid. Institutions need to communicate the real costs clearly to attract more applicants.

Finally, retention rates are vital. Many students consider dropping out due to mental health stress and financial worries. Colleges should offer academic support, counseling, and ensure that financial aid meets students’ needs to boost graduation rates.