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If you’re a university leader today, you’re juggling a lot: enrollment challenges, tightening budgets, shifting student expectations, and the rise of non-traditional competitors. Amid all this, one asset might not be getting the attention it deserves — your university’s brand.

No, not just your logo or tagline. We’re talking about brand equity — the value your institution holds in the minds of students, parents, alumni, faculty, employers, and the public. It’s about reputation, trust, recognition, and connection. And in a competitive market, it matters now more than ever.

What is brand equity in higher education?

Think of it this way: Brand equity is what people think and feel when they hear your university’s name. It’s the difference between being someone’s first-choice school versus just another option.

It shows up in the pride alumni feel when they wear your sweatshirt, the confidence prospective students have when they see your graduates succeed, and the trust employers place in your credentials. It’s shaped by every experience — from the way your website tells your story, to how your faculty engage in the classroom, to the tone of your communications during a crisis.

It’s what drives alumni to give, students to enroll, and faculty to choose you over other institutions. When a university has strong brand equity, people trust it, recognize it, and feel loyal to it. That kind of reputation can spark a ripple effect of positive influence across an entire institution.

Understanding the impact of brand equity across an institution

Brand equity touches every dimension of institutional life, influencing how people experience, perceive, and engage with your university across the student and stakeholder journey. Let’s take a look at its impact in six key areas.

1. Enrolling new students

Choosing a college is a huge decision for students and their families. Today’s students are more informed than ever and expect an institution that’s respected, innovative, and committed to their success.

That’s where your brand can make an impact. If your university has a strong, positive reputation, you’re more likely to make their shortlist. Schools with solid brand equity are seen as high-quality, forward-thinking, and worth the investment, which makes all the difference in a world where competition is fierce and the landscape is changing fast.

2. Attracting top faculty

It’s not just students who care about a school’s reputation — faculty and academic leaders do too. A strong, well-respected brand sends a clear message: This place is serious about excellence, values academic freedom, and encourages innovation.

It’s not just about prestige — top talent also wants to be somewhere that fosters genuine, supportive relationships with students. A respected brand signals a vibrant academic culture where everyone’s invested in each other’s success.

3. Fostering alumni pride

When a university has strong brand equity, it’s not just about reputation — it’s about the sense of pride and connection it creates. Alumni who feel proud of their alma mater are more likely to stay involved, whether that means attending events, volunteering, or giving back financially.

A strong brand also helps foster a lasting sense of community and belonging well beyond graduation. In short, when your brand is trusted and respected, alumni remain engaged — and they’re more likely to support the institution not only with their resources but by recommending it to future students within their networks.

4. Securing strategic partnerships

Whether you’re aiming to partner with major companies, secure government grants, or build global collaborations, having a strong brand can be a significant factor. Organizations want to work with universities they respect, trust, and recognize as leaders in their field.

When your university’s brand is strong and clear, opportunities that are imperative to your institution open up more quickly. Meanwhile, lesser-known schools often struggle to get noticed. Building a strategic and strong brand is your best way to stand out and secure meaningful partnerships that benefit your students and your bottom line.

5. Staying resilient amid market disruption

Higher education is under pressure from various directions shifting demographics, financial constraints, and evolving expectations. A strong brand is essential to stay resilient and relevant.

When controversy, crises, or big changes hit, your brand becomes your safety net. People are far more likely to give you the benefit of the doubt if they already respect and trust you. That reputation can be the difference between weathering the storm and facing long-term damage.

6. Boosting visibility through rankings

While rankings aren’t everything, they do influence perception. Many ranking systems factor in peer reputation, which is directly tied to your brand. The same goes for media coverage. The stronger your brand, the more likely you are to be recognized as a thought leader and trusted voice in the field.

Ready for a Smarter Way Forward?

Higher ed is hard — but you don’t have to figure it out alone. We can help you transform challenges into opportunities.

Practical tips for building brand equity that lasts

University leaders can’t afford to view brand as merely a marketing function— it’s so much more than that. Brand must be seen as a strategic asset embedded in everything from big-picture planning to day-to-day decisions. It’s part of how you attract students, build partnerships, and earn trust.

So how can you turn brand equity into a competitive advantage for your institution? Here are a few key moves to get started:

1. Know what you stand for

Start with a clear sense of who you are and what makes your school unique. What do you want people to feel when they think of your institution? Your brand promise should reflect your values, vision, and personality — and it should feel real, not like something cooked up in a boardroom.

2. Take time to truly know your audience

What matters most to your students, parents, alumni, and faculty? What are they proud of, and what do they wish were better? Take time to listen — through surveys, conversations, and social media — and use those insights to shape your strategy and message.

3. Tell one clear, consistent story

Your brand shows up everywhere: your website, your campus tours, your social media posts, even how your staff answers the phone. Make sure that story feels authentic, easy to understand, and consistent across every touchpoint. Developing comprehensive brand guidelines, share them widely across the institution, and conduct regular audits to ensure every touchpoint reinforces a unified, memorable experience for all audiences.

4. Get your people involved

Your brand isn’t just a logo — it’s how people talk about your institution and the trust they place in it. That means faculty, staff, students, and alumni all have a role to play. Keep them in the loop, give them the tools to share your story, and make them feel like part of the bigger picture. Want to get more people talking about — and proud of — your school? Make it easy for them. Share what’s happening through newsletters and social media and provide your community with tools that help them show off their connection. When faculty, staff, students, and alumni feel informed, celebrated, and included, they’re more likely to stay engaged — and more likely to brag about being part of your institution.

5. Make sure the experience matches the message

If you’re promising innovation, inclusivity, or career readiness, you better be delivering that on campus, in the classroom (both online and in person), and beyond. Brand equity grows when expectations match real experiences. That’s why creating a seamless website experience is so important — it directly impacts how much trust students place in your institution and it’s offerings.

6. Get the word out (strategically)

Raising awareness isn’t just about marketing louder — it’s about marketing smarter. Use the right mix of channels, from digital ads and social media to speaking opportunities for university leaders. And don’t forget about earned media and storytelling that highlights real student success. Do this by building a strategic content plan that aligns messaging across platforms, targets the right audiences, and consistently showcases the impact your institution makes.

7. Keep a pulse on your reputation

What are people actually saying about your school? Check in regularly using surveys, online reviews, social listening, and even informal feedback. This will help you spot issues early and see what’s working.

8. Be prepared to evolve

Higher ed is changing fast, so your brand needs to be flexible. Stay grounded in your core values, but be open to shifting your tone, visuals, or messaging as your audience and the world around you change.

Build a brand with a lasting legacy and immediate impact

In an age of increasing competition and shifting student expectations, brand equity is no longer a luxury — it’s a leadership priority. With students having endless options, donors getting more selective, and reputations spreading instantly, your brand equity can be a serious competitive edge.

Investing in a strong, authentic, and trusted brand can lay the foundation for long-term success. The institutions that thrive in the years ahead will be those that treat their brand as a central part of their overall strategy instead of a marketing afterthought.

Because in higher ed, your brand isn’t what you say it is — it’s what people believe it to be. And that belief? That’s your brand equity.

Ready to strengthen your institution’s brand equity? Explore how a strategic marketing approach can help you stand out and thrive. Let’s talk!

Innovation Starts Here

Higher ed is evolving — don’t get left behind. Explore how Collegis can help your institution thrive.

In today’s competitive digital landscape, higher education institutions must continually evolve to reach and engage prospective students. YouTube has evolved from a video-sharing platform into a dynamic search engine where students explore campus life, academic programs, and authentic student experiences. That’s why developing and optimizing a higher education YouTube channel is more important than ever.

Smart video SEO strategies can significantly improve visibility, build brand authority, and support enrollment goals for institutions. A well-crafted YouTube strategy plays a crucial role in this effort, ensuring that content reaches and resonates with prospective students.

Why YouTube SEO matters for higher ed video marketing

YouTube SEO goes beyond views. It positions your institution within one of the most influential search engines in the world. YouTube has become the second-largest search engine after Google, and for today’s prospective students — many of whom are digital natives — video is a primary method of discovery and research.

Whether exploring campus life, comparing academic programs, or seeking authentic student voices, prospective learners turn to YouTube to gather insights that influence their decisions. A well-optimized higher education YouTube channel offers a range of benefits, including:

Optimizing your channel ensures your content appears when it matters most and positions your institution as a leader in digital engagement.

“Video content is the future of marketing—it’s authentic, engaging, and capable of building trust with your audience faster than any other medium.”


Neil Patel, digital marketing expert

Build a strong SEO foundation for your higher education YouTube channel

Every video your institution shares is more than just content — it’s an opportunity to shape perceptions, highlight your strengths, and connect with your audience. Before diving into more advanced strategies, it’s essential to ensure that each video is built on a solid SEO foundation.

When executed consistently, these foundational elements can make the difference between content that gets buried and content that drives meaningful engagement. Foundational elements include:

Apply advanced channel strategies to stand out

Once the foundational elements are in place, it’s time to move beyond the basics. Elevating your higher education YouTube channel requires thoughtful planning and strategic segmentation. This is especially important for institutions with diverse academic offerings and multiple audiences, such as prospective undergraduate and graduate students.

Taking a more advanced approach can help differentiate your content, make navigation easier for users, and deliver tailored experiences that align with varied student needs. To elevate your channel’s performance and support segmented marketing goals:

Ready for a Smarter Way Forward?

Higher ed is hard — but you don’t have to figure it out alone. We can help you transform challenges into opportunities.

Enhance viewer engagement

Even if your department isn’t directly producing every video, there’s still an opportunity to influence engagement and performance. By implementing a few proven tactics, institutions can increase viewer interaction and strengthen their presence on YouTube.

These strategies work in tandem with foundational SEO practices to extend the reach and impact of your video content:

Include clear calls-to-action (CTAs): Ask viewers to like, comment, subscribe, or visit your website. These actions signal relevance to YouTube’s algorithm.

Leverage end screens and cards: Use these to direct viewers to related content, encouraging longer sessions and deeper engagement.

Maintain consistent branding: Ensure videos reflect your institution’s visual identity and messaging tone to reinforce brand equity.

Integrate video into your broader strategy

YouTube content shouldn’t exist in a silo. When part of a cohesive higher ed video marketing approach, your higher education YouTube channel becomes a versatile asset that supports communication and engagement across platforms.

To truly maximize its value, it must be woven into your institution’s broader marketing and communication ecosystem. When aligned with your website, email campaigns, and social media channels, your YouTube strategy reinforces key messages and creates a cohesive experience for prospective students.

YouTube videos can be a powerful asset across multiple marketing channels:

Stay agile and stay ahead

YouTube SEO isn’t a one-time effort — it’s a continuous process. Use YouTube Studio to track key performance metrics such as watch time, engagement, and search impressions. These insights help guide your strategy and identify opportunities to improve content.

Monitor analytics regularly, refresh metadata, and adapt to changing viewer behaviors. Institutions that stay agile will be better positioned to engage digital-native audiences.

Take your higher ed video marketing to the next level

YouTube remains a powerful tool to build institutional visibility and connect with prospective students. At Collegis Education, our expansive marketing services are backed by deep expertise in higher ed SEO, digital strategy, and content performance. Whether you’re refining your current efforts or starting fresh, a smart, scalable strategy can turn your YouTube channel into a powerful tool for student engagement.

Let’s connect and start building a smarter strategy today.

Innovation Starts Here

Higher ed is evolving — don’t get left behind. Explore how Collegis can help your institution thrive.

side-by-side of Trocaire and Collegis logos

Collegis empowers data-driven admissions and streamlines prospective student support.

Buffalo, NY (May 20, 2025) Trocaire College, a private, career-oriented Catholic college, today announced a multi-year partnership with Collegis Education to advance its enrollment strategy and elevate the student experience. Through this collaboration, Trocaire will leverage Collegis’ Enrollment Support Services and its Connected Core® platform to guide prospective students from inquiry to enrollment.

The partnership comes as Trocaire begins implementing its new three-year strategic plan, with a sharpened focus on increasing enrollment and creating a seamless, student-centered admissions process. 

“Trocaire College is looking forward to working with Collegis to help grow our enrollment in alignment with our mission.  Collegis has a proven track record of achieving results in higher education including revenue-growth, enrollment expertise and optimization of student experiences while having an ‘edu-preneurial’ mindset,” stated Jason Konesco, executive vice president at Trocaire. “We chose Collegis for their ability to be a true partner working collaboratively with our team to create a tailored solution that will best reflect the needs of our institution.”

Collegis will serve as an extension of the Trocaire admissions team, providing personalized support and helping prospective students navigate their journey from initial inquiry to first contact to the first day of class. With just over 1,000 students across its South Buffalo location and Transit Achievement Center in Lancaster, Trocaire empowers students to achieve personal enrichment, dignity, and self-worth through education in various career-focused degree programs including healthcare, business, technology, veterinary sciences and the liberal arts. 

Earlier this year, Trocaire first connected with Collegis at the Association of Catholic Colleges and Universities (ACCU) Annual Meeting. Additional follow-up meetings, including a site visit from the Collegis team, solidified a shared vision for a collaborative, student-first approach.

At the core of this partnership is Connected Core, Collegis’ integrated technology and analytics platform that empowers institutions to make data-informed decisions while extending operational capacity. Recently named a “cool tool” by EdTech Digest, with Connected Core, Trocaire College will gain actionable insights into prospective student behavior, streamlined admissions workflows, and access to enrollment specialists trained to deliver high-quality student engagement.

“This partnership reflects what we do best: supporting institutions like Trocaire to help them grow in ways that honor their mission,” said Pat Green, vice president of enrollment solutions at Collegis Education. “We’re proud to bring data, tech, and talent to Trocaire’s team and we are passionate about supporting the next generation of students preparing for careers of purpose and lives of service.”

About Trocaire College

Founded in 1958 in Buffalo, NY by the Sisters of Mercy, Trocaire College is a private, career-oriented Catholic college that empowers students with the resources and supportive environment needed to achieve their academic goals. The core mission is to allow each person to be a valuable contributor to the workforce needs of the community. Trocaire offers bachelor’s degrees, associate degrees, certificates and workforce development programs in healthcare, veterinary sciences, business, and technology. Trocaire ranks in the top one-quarter of colleges and universities for return on investment by Georgetown University and is designated as an Opportunity College and University by the Carnegie Classifications with a Higher Access, Higher Earnings classification. Visit trocaire.edu for more information and follow Trocaire on Facebook, Instagram and LinkedIn.

About Collegis Education

As a mission-oriented, tech-enabled services provider, Collegis Education partners with higher education institutions to help align operations to drive transformative impact across the entire student lifecycle. With over 25 years as an industry pioneer, Collegis has proven how to leverage data, technology, and talent to optimize institutions’ business processes that enhance the student experience. With the strategic expertise that rivals the leading consultancies, a full suite of proven service lines, including marketing, enrollment, retention, IT, and its world-class Connected Core® data platform, Collegis helps its partners enable impact and drive revenue, growth, and innovation. Learn more at CollegisEducation.com or via LinkedIn.

Media Contacts:

Collegis Education

Alyssa Miller

alyssa@ammediaworks.com

973-615-1292

Trocaire College

Laura Jacobs

ljacobs@e3communications.com

716-807-5922

Your students are already running to AI for answers. The only question is — what’s it saying about your institution? More importantly, are you in the conversation or being left out? If you’re not actively shaping how your school shows up in AI-driven search and decision-making platforms, you’re not just invisible — you’re irrelevant.  

Digital Darwinism in Higher Ed:
Adapt Your Marketing for AI — or Get Left Behind
Date
: May 29, 2025
Time: 2:00 p.m. ET / 1:00 p.m. CT
Ashley Nicklay headshot

Ashley Nicklay

Sr. Director of Marketing

Collegis Education

Jessica Summers Headshot

Jessica Summers

Director of Web Strategy

Collegis Education

In this webinar, Collegis Education’s Ashley Nicklay, Sr. Director of Marketing, and Jessica Summers, Director of Web Strategy, will unpack what “AI-ready” really means for higher ed marketing and enrollment leaders. We’ll explore how generative AI influences the student journey from search to selection, why most websites and content strategies are falling short, and what forward-thinking institutions are doing to lead the algorithm, rather than get buried by it. 

This isn’t just about better SEO or smarter ads. It’s about understanding how AI evaluates your institution — and making sure you’re feeding it the right data, signals, and story to stay in the game.  

What You’ll Learn 

Future-Ready Starts Here

The institutions that will thrive tomorrow are learning how to market to machines today. Find out what it takes to survive the AI era of higher ed marketing. 

Complete the form on the right to view the webinar recording.

AI is no longer a distant disruption. It’s already influencing how prospective students and families search, navigate, and make decisions on higher education websites. As teams responsible for delivering seamless digital experiences, we need to understand the behavioral shifts underway and how to respond strategically.

Across the institutions we support, we’re seeing early but consistent signals: users expect smarter, faster, and more personalized interactions. These changes are subtle in some places and dramatic in others. But they’re accelerating.

How AI is changing search behavior

AI tools like Google’s Search Generative Experience (SGE), ChatGPT, and other large language models are changing how people expect to interact with information. According to a 2023 Pew Research study, 58% of U.S. adults are aware of ChatGPT, and younger audiences are among the most active users. Meanwhile, Google continues testing SGE, which presents AI-generated summaries above traditional search results.

Students are learning to type full, natural language questions — and they expect precise, context-aware responses in return. This behavior is now showing up in on-site search patterns.

Across higher ed websites, here are a few things we’re noticing:

Ready for a Smarter Way Forward?

Higher ed is hard — but you don’t have to figure it out alone. We can help you transform challenges into opportunities.

We still need to get the fundamentals right

It’s important to say: AI-driven search doesn’t eliminate the need for strong site structure. Navigation menus, clear page hierarchy, and thoughtful content design still matter — a lot. Most users move fluidly between browsing and searching. What’s changing is the expectation for speed, relevance, and control.

To meet this moment, higher ed websites should focus on:

Why this isn’t a one-time fix

This is not a single redesign or one-time upgrade. Optimizing your site for how people actually use it needs to be a continuous process.

This should include the following:

Higher ed website performance is directly tied to enrollment growth. According to a 2024 survey conducted by UPCEA and Collegis Education to better understand the perspectives of post-baccalaureate students, 62% of respondents said not being able to easily find basic program information on the institution’s website would cause them to disengage.

The survey focuses on program preferences, delivery methods, and expectations during the inquiry and application processes and offered insights into how these preferences vary by age and degree level.

How to prepare for what’s next

To stay competitive and relevant, institutions need to invest in both smart search experiences and a streamlined digital journey. Here are some high-level recommendations:

  1. Audit your internal search functionality. How are users searching your site, and are they getting the right results?
  2. Map user journeys for key audiences. This includes traditional students, adult learners, and family decision-makers.
  3. Evaluate AI integration options. Tools like Google’s Vertex AI or other semantic search platforms can enhance search accuracy and personalization.
  4. Don’t overlook AEO (answer engine optimization). As AI-powered tools reshape how students discover and evaluate schools, it’s time to think beyond traditional SEO. AEO focuses on structuring content to directly answer the natural-language questions students now ask in tools like ChatGPT and Google’s SGE. We can help you begin integrating AEO into your strategy and content planning, so your institution stays visible in the next wave of search.
  5. Treat optimization as ongoing. Staying competitive in the AI era requires continuous improvements grounded in data, user behavior, and evolving search trends. Ongoing commitment to this initiative is crucial.

Smarter web experiences start now

The future of higher ed websites isn’t just about making information accessible. It’s about making it findable, meaningful, and actionable – and being able to act fast and stay committed to this work.

Institutions that recognize how AI is already reshaping user expectations, and respond with thoughtful, strategic digital experiences, will meet today’s learners where they are and build trust for the long-term.

We’re paying close attention to these shifts and helping institutions make smart, scalable updates. If you’re rethinking how your website supports recruitment, engagement, or conversion, now is the right time to start. Collegis Education supports institutions with strategic marketing and web solutions designed to meet these evolving needs.

Let’s talk about how we can work together to future proof your web and digital experiences to best support enrollment growth for years to come. 

See how your website stacks up — Contact us to request your AI Readiness Assessment

Innovation Starts Here

Higher ed is evolving — don’t get left behind. Explore how Collegis can help your institution thrive.

Let’s cut to it: Higher ed is sprinting toward the AI revolution with its shoelaces untied.

Presidents are in boardrooms making bold declarations. Provosts are throwing out buzzwords like “machine learning” and “predictive modeling.” Enrollment and marketing teams are eager to automate personalization, deploy chatbots, and rewrite campaigns using tools like ChatGPT.

The energy is real. The urgency is understandable. But there’s an uncomfortable truth institutions need to face: You’re not ready.

Not because you’re not visionary. Not because your teams aren’t capable. But because your data is a disaster.

AI is not an easy button

Somewhere along the way, higher ed started treating AI like a miracle shortcut — a shiny object that could revolutionize enrollment, retention, and student services overnight.

But AI isn’t a magic wand. It’s more like a magnifying glass, exposing what’s underneath.

If your systems are fragmented, your records are outdated, and your departments are still hoarding spreadsheets like it’s 1999, AI will only scale the chaos. It won’t save you – it’ll just amplify your problems.

When AI goes sideways

Take the California State University system. They announced their ambition to become the nation’s first AI-powered public university system. But after the headlines faded, faculty across the system were left with more questions than answers. Where was the strategy? Who was in charge? What’s the plan?

The disconnect between vision and infrastructure was glaring.

Elsewhere, institutions have already bolted AI tools onto outdated systems, without first doing the foundational work. The result? Predictive models that misidentify which students are at risk. Dashboards that contradict themselves. Chatbots that confuse students more than they support them.

This isn’t an AI failure. It’s a data hygiene failure.

You don’t need hype — You need hygiene

Before your institution invests another dollar in AI, ask these real questions:

If the answer is “not yet,” then congratulations — you’ve found your starting point. That’s your AI strategy.

Because institutions that are succeeding with AI, like Ivy Tech Community College, didn’t chase the trend. They built the infrastructure. They did the work. They cleaned up first.

What true AI readiness looks like (a not-so-subtle sales pitch)

Let’s be honest: there’s no shortage of vendors selling the AI dream right now. Slick demos, lofty promises, flashy outcomes. But most of them are missing the part that actually matters — a real, proven plan to get from vision to execution.

This is where Collegis is different. We don’t just sell transformation. We deliver it. Our approach is grounded in decades of experience, built for higher ed, and designed to scale.

Here’s how we help institutions clean up the mess and build a foundation that makes AI actually work:

Connected Core®: Your data’s new best friend

Our proprietary Connected Core solution connects systems, eliminates silos, and creates a single source of truth. It’s the backbone of innovation — powering everything from recruitment to reporting with real-time, reliable data.

Strategy + AI alignment: Tech that knows where it’s going

We don’t just implement tools. We align technology to your mission, operational goals, and student success strategy. And we help you implement AI ethically, with governance frameworks that prioritize transparency and accountability.

Analytics that drive action

We transform raw data into real insights. From integration and warehousing to dashboards and predictive models, we help institutions interpret what’s really happening — and act on it with confidence.

Smarter resource utilization

We help you reimagine how your institution operates. By identifying inefficiencies and eliminating redundancies, we create more agile, collaborative workflows that maximize impact across departments.

Boosted conversion and retention

Our solutions enable personalized student engagement, supporting the full lifecycle from inquiry to graduation. That means better conversion rates, stronger persistence, and improved outcomes.

AI wins when the infrastructure works

Clean data isn’t a project — it’s a prerequisite. It’s the thing that makes AI more than a buzzword. More than a dashboard. It’s what turns hype into help.

And when you get it right, the impact is transformational.

“The level of data mastery and internal talent at Collegis is some of the best-in-class we’ve seen in the EdTech market. When you pair that with Google Cloud’s cutting-edge AI innovation and application development, you get a partnership that can enable transformation not only at the institutional level but within the higher education category at large.”

— Brad Hoffman, Director, State & Local Government and Higher Education, Google

There are no shortcuts to smart AI

AI can only be as effective as the foundation it’s built on. Until your systems are aligned and your data is trustworthy, you’re not ready to scale innovation.

If you want AI to work for your institution — really work — it starts with getting your data house in order. Let’s build something that lasts. Something that works. Something that’s ready.

Curious what that looks like? Let’s talk. We’ll help you map out a real, achievable foundation for AI in higher ed.

You stuck with me to the end? I like you already! Let’s keep the momentum going. If your wheels are turning and you’re wondering where to start, our Napkin Sketch session might be the perfect next step. It’s a fast, collaborative way to map out your biggest data and tech challenges—no pressure, no sales pitch, just a conversation. Check it out!

Innovation Starts Here

Higher ed is evolving — don’t get left behind. Explore how Collegis can help your institution thrive.

In higher education, it’s easy to feel stuck.

You know something isn’t working — maybe enrollment processes are clunky, or student support services feel disconnected. You’ve tried new tools, updated systems, created initiatives to create change, and added staff, but the problem persists.  It’s like there’s a giant boulder in your way, and no matter how hard you push, it doesn’t budge.

It turns out, you don’t need a bulldozer – just a napkin sketch to start building momentum to move the boulder standing in the way.

It’s a surprisingly simple concept, using visual design thinking exercises to help colleges and universities get unstuck. Not with more tech, or a fancy AI solution, but with more clarity to understand how things work today to create a framework for change tomorrow.

Because real innovation in higher education doesn’t come from software or a technology — it starts with understanding the systems and the processes you already have so you can visualize what they could be.

What is a napkin sketch?

The napkin sketch is exactly what it sounds like: a back-of-the-napkin-style drawing that quickly maps out how a particular process actually works in your institution so it can be reimagined.

It’s low-tech, but high-impact.

Think of it as building a gameboard for players to play. Like a Monopoly board, everyone knows the players, the rules, and the steps. It makes the choices that need to be made for each player’s turn clear.  When these choices are laid out visually, it becomes much easier to pinpoint where the real opportunities (and challenges) are.

What does the napkin sketch exercise entail?

I usually start these sessions by asking one simple questions with a key follow-up

Then we get to work. Together, we sketch out the entire process: from first interaction to the final outcome. We account for every step, system, and stakeholder that’s involved. We highlight the costs, the tools and technology handoffs, potential delays, and where things might be falling through the cracks.

We typically conduct the sketch in a virtual drawing space, where we can collaborate in real time to map out the full process. It’s not about polished visuals — it’s about building a shared understanding of how things operate today.

And in about 60-90 minutes, we always have at least one person in the group say out loud “I didn’t realize that’s how it actually works.” And another will inevitably ask “You’re going to send us this napkin sketch, right? I want to print it out.”

Ready for a Smarter Way Forward?

Higher ed is hard — but you don’t have to figure it out alone. We can help you transform challenges into opportunities.

What can the napkin sketch reveal?

In our experience working with hundreds of institutions of all shapes and sizes, we’ve found that many face surprisingly similar challenges. This exercise consistently shines a light on hidden opportunities, creating a blueprint for change.

Common things we uncover include:

In short, the napkin sketch helps institutions see what’s really going on — and what needs to change to move forward.

Why does it work?

Higher ed innovation often stalls because teams are too close to the problem or too deep in their own silo to see the bigger picture. The napkin sketch breaks through that by creating a space for everyone involved to step back and collaborate.

Here’s why it’s effective:

Most importantly, it shifts the focus away from jumping to solutions and toward understanding the system. Once you understand the system, smart solutions become much more obvious — and effective.

Real examples of the napkin sketch in action

Whether it’s enrollment workflows, transcript processing, student communications, or data handoffs between systems or teams, the napkin sketch exercise can help untangle a wide variety of operational challenges. No two institutions are exactly alike, but many face similar complexities — manual processes, siloed teams, and unclear ownership that stall progress.

Here are a few discoveries we uncovered in recent napkin sketch sessions I’ve led:

In each case, the aha moment didn’t come from buying something new — it came from clearly seeing what was already happening so it could be improved upon.

What could your napkin sketch uncover?

If you’re wrestling with outdated processes, disconnected systems, or unclear handoffs — you’re not alone. Many institutions are trying to drive higher ed innovation with limited resources and overwhelming complexity.

But you don’t need to have all the answers right now. You just need a clearer view of the problem so you can develop a thoughtful solution.

That’s what the napkin sketch offers: a simple, collaborative way to map your reality, uncover opportunity, and take a smarter next step forward.

Let’s sketch it out — and see what we find!

Ready to uncover what’s holding you back?

Reach out to schedule your own session and take the first step toward smarter solutions.

Graduate enrollment is more competitive than ever. As an admissions leader, you’re not just striving to hit enrollment targets––you’re also navigating the complex needs of prospects who are balancing careers, families, and other responsibilities. It’s no small task. 

Our recent collaboration with UPCEA confirmed something many of us already suspected: Timely, meaningful communication is the key to standing out in a crowded market. 

To dig deeper, we enlisted Kate Monteiro, associate director of communication strategy at Collegis Education, to share her perspective on why prompt, responsive interactions matter. Her insights reveal how intentional communication builds trust and drives results. 

3 key benefits of effective, early communication 

“Plans and interests can change as quickly as they develop,” Monteiro explains. “Capitalizing on a prospective student’s excitement early can help you keep their momentum going — and dramatically improve their likelihood of enrolling.” 

From that very first touchpoint, graduate students are evaluating your institution. Are you responsive? Are you supportive? These early interactions set the tone for how they perceive your school will engage with them once they are enrolled – and this can make or break their decision. Here’s why they matter so much: 

1. Making a strong first impression 

Your first interaction says a lot. A quick, thoughtful response shows students that their time and interest matter. “Quick responses instill confidence,” Monteiro shares. “They signal that your institution is organized, efficient, and genuinely cares—all of which are qualities students associate with the experience they’ll have if they enroll.” 

2. Alleviating anxiety and uncertainty 

Navigating graduate admissions can be overwhelming, especially for students juggling applications to multiple institutions. A delayed response could be viewed as a red flag by students who feel overlooked or unworthy of attention. 

On the flip side, timely and helpful communication reassures students that they’re a priority. That sense of trust could be the difference between a completed application and a missed opportunity. 

3. Setting the tone for future interactions 

“Students notice when there’s a lack of responsiveness,” Monteiro cautions. “If their early experiences are stressful or unclear, they’ll assume that’s what they can expect moving forward.” 

Consistency is key. A reliable, nurturing communication strategy not only establishes trust but encourages forward momentum toward enrollment. 

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The data on communication preferences 

If you’re wondering just how much communication matters, numbers tell the story. A 2023 Ruffalo Noel Levitz study found that 65% of enrolled students identified personalized attention as a critical factor in choosing their school. 

And when it comes to how students want to connect, the data from our survey with UPCEA confirms that email is the clear favorite for all stages. Email was reported as preferred by 47% of students for initial inquiries, 67% for follow-ups, 74% when approaching application, and 69% for application decision notifications.  

“Email provides a professional yet low-pressure way to engage,” Monteiro adds. “It’s also something students can reference later, which helps minimize miscommunication or misunderstanding.” 

This data emphasizes a key takeaway: Schools that respond quickly and deliberately, particularly through the channels students prefer, are the most likely to earn trust and secure enrollments. 

5 strategies to master timely communication 

A thoughtful approach to communication doesn’t just make a good impression—it sets your team up for long-term success. Here are five strategies to help you get there: 

1. Develop a structured outreach plan 

Without a clear communication plan, students can easily fall through the cracks. Monteiro often sees institutions struggle here: “A lot of schools don’t have an outlined communication plan or fail to hold their staff accountable to it. By having a clear and structured plan, you ensure students receive the outreach they need at the right time.” 

Your outreach plan should have a strategic mix of emails, calls, and texts, with pre-written templates, clear timelines, and designated responsibilities outlined for your team. This ensures consistent, proactive communication with prospective students throughout the funnel. 

2. Leverage technology 

Technology is your ally in timely communication, but its effectiveness depends on the strength of your data foundation. CRM systems, AI chatbots, and automated workflows streamline outreach while keeping things personal—provided your data is accurate and well-organized. 

Automated emails can deliver the communication students prefer, and chatbots can address frequently asked questions 24/7, ensuring students get quick answers—even outside standard business hours. However, without a solid data infrastructure, these tools may fall short. While not a replacement for human connection, they can provide efficient support when and where students need it most—if your data house is in order. 

3. Foster collaboration across teams 

Admissions, marketing, and academic teams all play a role in student outreach. Monteiro highlights the disconnect she often sees: “Each team assumes the other is responsible. But ultimately, prospective students are everyone’s responsibility.” 

Breaking down silos between teams ensures consistent messaging and a seamless student experience. 

4. Use data to inform strategies 

Data can reveal what’s working in your current graduate recruitment strategies—and what isn’t. For example, if students are engaging more with email than phone calls, it might be time to shift your focus toward crafting compelling email campaigns. Data can also provide insights into how long students typically take to move through the admissions funnel, allowing teams to optimize communication frequency, timing, and format. 

5. Balance speed with personalization 

Quick responses powered by automation are essential, but it’s the personal touch that leaves a lasting impression. Pairing automated emails with personalized follow-ups—whether by phone, text, or email—ensures your outreach feels both efficient and authentic. 

Level up your graduate recruitment strategies 

Improving communication isn’t just a nice-to-have—it’s a need-to-have for institutions looking to thrive in today’s competitive graduate market. With a structured plan, the right tools, and data-driven insights, you can build trust and guide more students to enrollment. 

“Our Collegis Enrollment Specialists hear it all the time from the students at our partner institutions: The level of support and responsiveness is what ultimately compels them to move forward.” 

– Kate Monteiro, Associate Director of Communication Strategy

To learn more about how Collegis Education can help enhance your graduate recruitment strategies, explore our Enrollment and Recruitment Services page. For more actionable insights on engaging and enrolling graduate students, request your copy of the report below.

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College administrators wear many hats to ensure their institutions thrive. Stakeholders expect them to be visionaries, budget stewards, tech experts, and student champions. However, wearing too many hats can hinder the ability to meet more strategic and forward-thinking institutional demands, effectively diluting leadership capacity and outcomes. 

How can administrators remove some of those hats without losing control or spending more? 

How can they guide their institutions to achieve better outcomes with fewer resources?  

At the 2024 Collegis Education Summit, keynote speaker Dr. John Smith-Coppes, president of Joyce University, shared his advice for achieving higher ed excellence amid market paradigms, shifting learner expectations, and capacity constraints.

“Embrace your institutional superpower and then partner for expertise. You have to know what you are really good at, but also where you might need help. Having the bravery to objectively look at the brutal facts can take you from good to great. Keep this in mind: Your institution is perfectly designed to get the outcomes it’s getting.”

-Dr. John Smith-Coppes, President of Joyce University

Dr. Smith-Coppes is right. If you’re not getting the results you want, you have to shine a light on the operation and consider what adjustments or changes will better position your institution for desired outcomes.

To echo Dr. Smith-Coppes and answer the earlier questions, working with a strategic partner who has deep expertise in higher education shared services and can manage certain responsibilities more efficiently can get your institution closer to turning aspiration into reality. A true partnership is not about simply outsourcing tasks. Rather, it’s a strategic way to gain access to specialized knowledge, proven methodologies, and scalable resources, all while enabling administrators to focus on their core areas of expertise.

Mounting challenges facing higher ed leaders

When I talk to administrators, the conversation inevitably turns to the challenge of doing more with less. They consistently grapple with four key issues:

But none of these issues surprise us. On the contrary, Collegis Education has partnered with numerous public and private institutions of varying sizes and levels of brand recognition to address these challenges, uncovering advantageous pathways toward more sustainable and fruitful operations.

The results speak for themselves. Administrators gain more time to leverage their core strengths to elevate their institution’s mission and educational outcomes while actualizing a variety of clear benefits. Here is what Collegis Education continues to deliver for our shared-service partners.

Seven ways shared services in higher education deliver results

Institutions that leverage shared services experience benefits in a variety of key areas. Explore some of the most significant advantages:

1. Improved financial stability

Predictability and optimization are the key words here. With our solutions for technology management, enrollment management, and student services, institutions know exactly what to budget every year. At the same time, we find cost savings by getting a better return on technology investments, strategically decommissioning redundancies, and renegotiating contracts.

2. Enhanced operational efficiency

Is there a better way to reach an institution’s goals more efficiently? More often than not, the answer is yes. We help bring these opportunities to the surface by fully assessing the school’s infrastructure, technology, processes, and other operating procedures. This assessment denotes areas of excellence and points of failure as well as identifies where lag or waste exists. With these insights, we can identify and prioritize emerging opportunities to drive improvement. All this informs a multiyear roadmap that guides higher ed leaders on how to thoughtfully implement changes that engage key stakeholders to accelerate the change management cycle.

3. Objective perspective & best practices

We bring a unique perspective to our recommendations based on our work with other schools while protecting each school’s anonymity and uniqueness. This helps give you a baseline of how your school performs when compared to similar ones. Are you leading or lagging? As an unbiased third party, we offer fresh ideas backed by the knowledge of the results they have produced. It’s a great way to eliminate the “but this is how we’ve always done it” objection and gain buy-in from internal staff.

4. Risk mitigation & accountability

There’s rarely a higher ed situation we haven’t already dealt with at another institution. Our partners benefit from this experience, allowing them to proactively avoid operational and technical risks. They also benefit tremendously from having a partner who holds themselves accountable to quantifiable outcomes measured by agreed-upon service level agreements (SLAs). Together, these provide a lot of peace of mind when it comes to issues like cybersecurity, compliance, disaster recovery, and business continuity.

5. Specialized expertise without the overhead

Hiring and retaining experienced staff is challenging enough. Finding people with skill sets to leverage evolving technology capabilities like artificial intelligence (AI) is a whole other story. That’s why our partners rely on Collegis to provide the expertise that’s hard to find. We’re software-agnostic and implement solutions that are in the school’s best interest from a financial, operational, and strategic perspective without the need for full-time employees to manage them.

6. Data-enabled decision making with full transparency

Data at most institutions is stored in siloes, with limited stewardship and governance over its quality and consistency. However, many of the “data” solutions in the market today are complicated and difficult to implement and support.

This is why we built Connected Core, a scalable higher education industry cloud solution that integrates siloed data sets, systems, and applications to enable institutional intelligence. This proven approach and methodology for collecting, connecting, and activating institutional data eliminates data doubt and gives leaders the confidence to make quickly make strategic decisions with confidence.

7. Focus on core mission & educational outcomes

By outsourcing some functions, administrators can redirect resources and energy to what truly matters: student success. By reducing the number of hats they wear, leaders can instead focus on using the tools they have on hand to manage strategic initiatives that drive institutional growth.

Strategic delegation to yield better outcomes

Some leaders fear losing control through outsourcing, and rightfully so. Too many vendors tout “partnership” when, in fact, they are trying to build an unhealthy dependency that is not mutually beneficial.

That’s just not us. It fundamentally goes against our values and who we are as a company.

Our partnerships are built on collaboration and shared governance. Institutions set priorities, and all actions follow clear assessments, implementation plans, and progress reviews. Our partners gain greater control over technology, enrollment, and budgets. Control isn’t lost, but visibility and accountability are gained.

Shared-services models allow administrators to confidently offload specific responsibilities. Leveraging external expertise amplifies your internal strengths and empowers your leaders to focus on building and maintaining a thriving campus community.

But the first step is starting the conversation with the right partner.

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Research Report: Graduate Student Perspectives

Report Title: Building a Better Pipeline: Enrollment Funnel Needs and Perspectives from Potential Post Baccalaureate Students

Author: Collegis Education + UPCEA

Published: December 2024

Cover of report

Who should read:

  • Presidents
  • Provosts
  • Marketing leaders
  • Enrollment leader

Key points addressed

In this ebook, you’ll learn more about prospective graduate students’ needs and expectations as they move through the enrollment funnel, including:

  • The level of degree desired, as well as the preferred learning format
  • Factors that cause disengagement during the inquiry and application processes
  • Prospective students’ communication preferences and application expectations
  • How institutions can tailor recruitment strategies accordingly

Overview

While higher education institutions face tightening budgets, demographic cliffs, and other market headwinds, many schools see graduate enrollment growth as a critical strategy despite the increasingly competitive landscape. Strategic investments in outreach have never been more vital.

With more and more programs sharing similarities in their structure than differences, one way schools can win is by delivering frictionless and exceptional student experiences, using prospective graduate students’ preferences, behaviors, and other insights to personalize engagements and outreach.

By understanding these preferences, institutions can better tailor their recruitment strategies and allocate resources more effectively in an increasingly competitive landscape., and recommendations for technology investments to improve student success.

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