Colleges and universities are pouring more budget and bandwidth into recruitment and not seeing the return. Funnels are stalling. Costs are climbing. Yield is unpredictable. And students are checking out without warning. It’s not a lack of effort. It’s a system that isn’t built for how students decide now. Put simply, the model is broken.

Institutions are operating in a fundamentally different environment than the one this recruitment playbook was built for. Attention is fragmented. Expectations are higher. And personalization that stops at a first name is no longer enough. Continuing to rely on outdated recruitment models doesn’t just slow progress, it puts institutions at a competitive disadvantage.

The legacy model doesn’t match how students decide today

Many recruitment strategies still rely on a familiar set of assumptions:

• Students move predictably through a linear funnel
• Stage-based triggers signal readiness to advance
• Communication plans can be prebuilt and scaled
• Historical reports provide enough insight to guide what comes next

This model was designed for a time when student journeys were more linear and decision-making was easier to anticipate. But that’s not the reality institutions are recruiting into today.

Today’s learners don’t follow a neat path from awareness to enrollment. They research across devices. They pause and re-engage on their own timelines. They evaluate cost, outcomes, flexibility, reputation, and support — often all at once. And they expect institutions to recognize their needs without forcing them to repeat themselves at every step.

When recruitment strategies rely on stage-based signals alone, they miss what actually matters: behavior.

Two students may both be labeled “inquiry stage,” but one may be ready to apply while the other is still building trust. Treating them the same doesn’t create efficiency. It creates friction.

This is where the traditional recruitment playbook breaks down. Funnels show movement, but they don’t explain motivation. They don’t reveal intent. And they don’t equip institutions to respond in the moments that matter most.

Higher education leaders are increasingly naming this gap as an inflection point. As Arizona State University President Michael Crow has argued, institutions face an “evolve or die” moment, one that underscores the risk of continuing to rely on models built for a different era. His framing isn’t about alarmism. It’s about recognizing when long-standing approaches no longer align with how learners actually discover, evaluate, and choose where to enroll.

Recruitment sits squarely inside that challenge. When institutions continue to optimize outdated models rather than rethink them, they reinforce systems that no longer reflect how students decide today.

Shifting from funnel management to student experience

Forward-looking institutions are changing the question. Instead of asking, “Where is this student in the funnel?” they’re asking, “What does this student need right now?”

That shift requires more than new messaging or additional channels. It requires a different recruitment model — one built around experience, not sequence.

It calls for a model that brings marketing, enrollment, and engagement together into a single, coordinated system that uses data not just to report outcomes, but to guide decisions in real time and respond to students as individuals rather than averages.

Turning student data into actionable intelligence

What leading institutions are moving toward isn’t a new tool or platform. It’s a more sophisticated way of understanding students, and it starts with data.

Think of it as creating a “digital twin” of each student — a living, continuously evolving model that reflects how an individual actually engages across channels, systems, and moments in time. Rather than relying on static personas or stage-based assumptions, this approach combines behavioral signals, engagement data, and institutional context to surface real insights into student intent.

What does that enable?

• Website behavior that signals readiness or hesitation
• Device usage that informs how (and where) to engage
• Content engagement that reveals what matters most to the student
• Patterns over time that help predict next best actions

With this level of intelligence, institutions don’t have to wait for students to raise their hands or move to the next stage. They can anticipate needs and respond with relevance. Outreach becomes more timely, conversations feel more personal, and trust builds earlier in the journey.

This isn’t about automation or scale for its own sake. It’s about using data intentionally—to create recruitment experiences that reflect how students actually make decisions.

Why most providers can’t deliver this

Many service providers talk about personalization, but few can operationalize it.

Traditional models are constrained by their structure: email-heavy communication, predefined workflows, and limited visibility into what’s actually happening across the recruitment journey. Even when data is collected, it’s often siloed, static, or disconnected from human engagement.

A model built on real-time student intelligence requires something fundamentally different:

• Unified data environments grounded in actual behavior
• Transparent access to insights within institutional systems
• Multichannel engagement guided by data, not dictated by it
• Human expertise embedded alongside technology

It also requires the ability to scale personalization without sacrificing experience, supporting thousands of students while still treating each one as an individual.

What a modern recruitment partner looks like

As recruitment models evolve, expectations of partnership must evolve with them.

Institutions need partners who do more than generate demand. They need partners who help convert it. Partners who embed alongside internal teams bring a strategic perspective and adapt as student behavior shifts. Partners who can support across learner types and enrollment moments, not just the most profitable ones.

Most importantly, institutions need partners with a proven approach — one grounded in data, enabled by technology, and delivered by people who understand the complexity of enrollment today.

It’s time for a new recruitment playbook

The institutions that succeed next won’t recruit harder. They’ll recruit smarter.

They’ll move beyond linear funnels and static campaigns. They’ll replace assumptions with insight. And they’ll design recruitment experiences that reflect how students actually make decisions — not how we wish they did.

The rules of recruitment have already changed. The only question is whether institutions will continue running the old plays or adjust to a game plan built for what comes next.

Accessibility is now a mandate, not a “nice to have”

Digital experiences have become essential public infrastructure. For colleges and universities, that means every student, parent, faculty member, and stakeholder must be able to access institutional websites and apps without barriers. With the Department of Justice’s (DOJ) new rule under Title II of the Americans with Disabilities Act (ADA), public institutions are now legally required to ensure their digital experiences are accessible.

Accessibility in higher education spans physical environments, signage, communication, and more. But this article focuses specifically on digital accessibility — websites, mobile apps, and online content. The institutions that thrive under this rule won’t treat accessibility as a checkbox project. They’ll embrace it as a digital operating model, one that improves user experience, compliance posture, and long-term digital performance.

A quick breakdown of 2024 Title II requirements

The DOJ’s final rule applies to state and local government entities, including public colleges and universities. It requires that all digital programs, services, and activities (whether on the web or in mobile apps) be accessible to individuals with disabilities.

Key requirements include:

• Use of WCAG 2.1 Level AA as the technical standard
• Accessibility across websites, web apps, documents, videos, and mobile applications
• Compliance deadlines that vary by institution size, with the first deadline set for April 24, 2026

Common barriers to digital accessibility compliance

Most institutions aren’t starting from scratch, but recurring obstacles within their digital ecosystems continue to put compliance at risk. These include:

• Decentralized web teams
• Fragmented domains
• Legacy PDFs
• Inaccessible videos
• Third-party tools

Without strong governance, accessibility debt builds every day. Worse, content continues to be created in non-compliant ways. Waiting to address it means digging a deeper hole. Even the best CMS tools can’t solve this without clear processes and accountability.

Laying the foundation for sustainable accessibility

Digital accessibility isn’t something that can be addressed once and set aside. It requires institutional commitment, cross-functional coordination, and repeatable processes. The good news is that building a sustainable program is possible with the right structure in place. Here’s where to begin:

Establish ownership

• Assign a digital accessibility lead or working group
• Secure sponsorship from institutional leadership
• Define WCAG 2.1 Level AA as your north star

Define processes

• Create a regular cadence for training, monitoring, and review
• Build accessibility considerations into content workflows and publishing guidelines

Inventory and prioritize

• Document all digital properties: websites, subsites, mobile apps, PDFs, and media libraries
• Triage by impact: prioritize content critical to student success (apply, register, pay, request support)

Proving progress: Documentation that defends and builds trust

Demonstrating good-faith efforts is critical not only for legal defensibility but also for building institutional credibility. While the primary goals are usability and inclusion, these same steps are also your best protection against ADA-related lawsuits. When schools document progress and act transparently, they strengthen their position should legal challenges arise — showing a clear commitment to meeting federal accessibility standards.

Institutions should be prepared to show:

• A public-facing accessibility statement and internal accessibility policy
• Logs of audits, training sessions, and issue backlogs
• Records of vendor accessibility reviews and remediation sprints
• A feedback loop for reporting and responding to barriers

Prioritization strategies: Where to start when everything feels urgent

Not all content is equally critical. Here’s a practical way to tackle accessibility without getting overwhelmed:

1. Critical student pathways: admissions, registration, payment, accommodation requests, portals
2. High-traffic content: landing pages, program information, financial aid, academic policies
3. Transactional experiences: forms, payment flows, scheduling tools
4. Document-heavy content: course catalogs, student handbooks, policy libraries
5. Everything else: governed backlog with regular cycles of review and remediation

Accessibility tools, tactics, and must-haves

A well-rounded accessibility program includes both the right tools and a focus on the fundamentals of WCAG 2.1 AA. Institutions should prioritize the following.

Tools and workflows:

• Automated scanners for global and template-level checks
• Manual spot checks for screen reader compatibility and form validation
• CMS guardrails: accessible templates, checklists, and heading/link standards
• Ticketing systems to track issues, exceptions, and fixes
• Vendor procurement workflows with accessibility reviews built in

WCAG 2.1 AA essentials:

• Keyboard navigation and visible focus states
• Adequate color contrast
• Logical heading structure
• Descriptive link text and meaningful alt text
• Forms with clear labels and instructions
• Captions and transcripts for all media content

How Collegis can help

While schools are ultimately responsible for their own compliance, Collegis can support institutions in developing accessibility strategies that scale. We help our partners:

• Build prioritized remediation roadmaps
• Integrate accessibility into digital governance frameworks
• Implement monitoring workflows and training programs
• Evaluate tools and vendors with accessibility in mind

Digital accessibility also supports stronger SEO (search engine optimization) and AEO (answer engine optimization). In fact, just like optimizing for search or AI, making your content accessible helps machines consume and interpret it — whether it’s assistive technology, search engine crawlers, or generative AI systems.

Take the first step toward an inclusive digital strategy

The best time to act on digital accessibility was yesterday. The second-best time is now. Start with an inventory and a review of top student pathways. Establish clear ownership and repeatable processes.

Remember: Accessibility is more than compliance — it’s a commitment to usability, inclusion, and digital readiness. When institutions invest in accessibility, they improve user experience, strengthen their SEO and AI visibility, and align with their mission to serve all learners.

Collegis is here to help you take the next step. Let’s build a more accessible, inclusive digital future together.

New research from UPCEA and Collegis Education reveals a growing misalignment between how institutions approach retention and what adult learners actually need to succeed. While many institutions are investing in retention, strategies still over-rely on structured oversight and under-deliver on the flexibility, visibility, and autonomy adult online learners say they need most.

The Retention Disconnect: What Adult Learners Need and What Institutions Miss
Wednesday, February 11
1:00 pm ET / 12:00 pm CT 

Join Dr. Tracy Chapman, Chief Academic Officer at Collegis Education, and Emily West, Senior Market Research Analyst at UPCEA, as they break down key findings from the national survey and explore how institutions can realign support strategies to improve outcomes, protect revenue, and meet adult learners where they are.

Expert Speakers

What you’ll learn: 

• Why nearly half of institutional leaders can’t report their online retention rate — and why that matters
• The disconnect between staff-led interventions and student-preferred tools like dashboards and self-service
• How to shift from compliance-based models to empowerment-driven support
• The importance of segmentation based on life stage, not just demographics
• Three strategic shifts institutions can act on now

Who should attend:

This session is ideal for higher ed leaders focused on student success, enrollment, and retention strategy, including:

• Academic leadership (CAOs, provosts)
• Enrollment and student affairs leaders
• Online and adult learner program managers
• Institutional researchers and data strategists
• IT decision-makers
• Presidents, CFOs, and strategic planning teams

If you’re working to improve outcomes for adult online learners or reduce attrition, this webinar is for you.

Complete the form on the top right to reserve your spot. We look forward to seeing you on Wednesday, February 11. 

Higher education is entering 2026 in a period defined by rapid change, mounting pressure, and meaningful opportunity. Institutions are being asked to do more with less, meet rising expectations from students and families, and adapt quickly to shifting policy, technology, and market conditions. 

From enrollment volatility and evolving student behavior to emerging policy changes and the next wave of AI adoption, colleges and universities will need to be more agile than ever. And all of this while staying focused on what matters most: serving learners and delivering results. 

10 Higher ed trend predictions from Collegis leaders 

We gathered insights from Collegis leaders across disciplines to share their perspectives on where higher education is headed. Below are the trends we believe will shape higher education in 2026, and practical ways institutions can prepare for what’s next. 

1. The Efficiency Era of enrollment: scaling results without scaling staff 

Enrollment teams are under growing pressure to meet goals with leaner resources. In 2026, institutions will focus on improving the fundamentals: speed-to-lead, workflow efficiency, conversion rates, and the overall experience from inquiry through enrollment. 

How to prepare: Identify friction points across the enrollment funnel and use automation to streamline manual processes, strengthen follow-up, and improve conversion at every stage. 

2. IT resilience becomes a competitive necessity: managed services fill the gap 

As expectations for digital experiences grow, stable and secure systems are no longer “behind the scenes”. They’re central to institutional performance. In 2026, more colleges and universities will lean on managed services to access technical expertise, strengthen support, reduce downtime, and maintain momentum on modernization without expanding internal IT teams. 

How to prepare: Assess critical systems and service levels, then determine where managed IT services can improve reliability and reduce risk. 

3. AI-powered cyber threats accelerate: stronger protections become unavoidable 

Cyberattacks are becoming more sophisticated as bad actors use AI to scale phishing, social engineering, deepfake fraud, and automated vulnerability scanning. In 2026, institutions will need to strengthen security quickly, using improved detection and monitoring while also tightening user protections. 

That will likely mean more visible changes for end users, including stronger password requirements, broader multi-factor authentication, and increased security training. 

How to prepare: Enhance threat detection, enforce stronger access controls, and invest in ongoing training to reduce risk across the institution. 

4. Federal policy disruption reshapes affordability strategy (Big Beautiful Bill Act) 

Policy shifts tied to the One Big Beautiful Bill Act could influence affordability and student borrowing in 2026, particularly impacting how students evaluate graduate and professional programs. Institutions may see shifts in demand and increased sensitivity to cost and ROI. 

How to prepare: Monitor changes closely, model potential enrollment impacts, and align recruitment messaging around value, outcomes, and support. 

5. AI moves from experimentation to proof: outcomes over hype 

Many institutions have experimented with AI tools, but 2026 will be about results. Schools will prioritize AI use cases that improve speed, consistency, and efficiency across marketing, admissions, student support, and operations — all while establishing clearer governance. 

How to prepare: Focus on practical applications, set policies and guardrails, and measure impact from the start. 

6. Real-time performance analytics becomes a necessity 

Institutions have access to more data than ever, but many still struggle to translate it into timely action. In 2026, successful teams will rely on real-time insight into marketing and enrollment performance to adjust faster, spend smarter, and improve outcomes. 

How to prepare: Strengthen reporting and dashboards, unify key data sources, and build a culture of continuous optimization. 

7. The “all-in-one platform” promise fades as tech stacks fragment 

The idea that one tool can do everything is fading. Institutions are increasingly building ecosystems across CRM, marketing automation, student success platforms, and analytics tools — creating new challenges around integration, ownership, and execution. 

How to prepare: Prioritize interoperability, clarify responsibilities across systems, and align technology decisions to student lifecycle goals. 

8. OPM unbundling accelerates: partnerships become modular 

Institution-partner relationships are evolving quickly. Rather than relying on a single end-to-end model, more institutions are taking a modular approach — selecting partners based on specific goals like enrollment, student support, analytics, or program growth. 

How to prepare: Identify where internal resources are stretched and where specialized support can create the biggest measurable impact. 

9. Retention becomes the new enrollment growth strategy 

With acquisition costs rising and competition intensifying, more institutions will shift focus from “recruiting more students” to keeping more of the students they already have. In 2026, retention efforts will expand beyond early alerts and advising to include stronger proactive outreach, clearer pathways, and more support for students balancing work, family, and financial stress. 

Re-engaging stop-outs will also become a priority as schools look for realistic ways to stabilize enrollment and improve outcomes. 

How to prepare: Strengthen lifecycle engagement strategies, identify high-risk points in the student journey, and build scalable support models that keep learners moving forward. 

10. Competition intensifies: performance marketing + differentiation + responsiveness win 

Competition for students is increasing, and prospective learners expect clear value, relevant communication, and fast responses. In 2026, institutions will need sharper differentiation, stronger outcomes storytelling, and more consistent engagement across the student journey. 

How to prepare: Refine program positioning, improve speed-to-response, and optimize recruitment efforts based on performance (not assumptions.) 

Looking ahead: Turning 2026 pressure into progress 

2026 will reward institutions that move quickly, remain focused, and keep students at the center of every decision. Collegis Education helps colleges and universities translate change into progress — supporting enrollment growth, student success, data-driven decision-making, and operational resilience. 

If you’re ready to strengthen outcomes this year, we’re ready to help. 

Your website is one of your institution’s most valuable assets, and also one of its more expensive and labor-intensive. It serves as the front door for prospective students, a resource hub for current ones, and a critical platform for driving enrollment.

But when performance drops — conversions are low, traffic is declining, or user experience feels outdated — many institutions assume a full redesign is the only solution.

Before you make that call, take a step back. A complete rebuild isn’t always the smartest or most cost-effective path. Sometimes, targeted improvements to your existing site can deliver significant results without the high price tag.

So how do you decide if it’s time to rebuild or if your current site simply needs smarter strategy and support?

Let’s walk through what to look for.

Spot the red flags early

When a site isn’t performing, you need to pinpoint why. These common red flags often indicate underlying issues that should prompt a deeper evaluation:

• Low conversion rates on key actions like inquiries or application starts.
• Declining keyword rankings that limit visibility and discovery of your programs.
• Shallow engagement signals (short sessions, low scroll depth, minimal interaction) suggesting content isn’t meeting visitor needs.
• Slow load times that frustrate prospective students and drag down SEO performance.
• Critical details hidden or unclear (tuition, admissions, deadlines) due to weak information architecture, vague content, or content bloat.
• Sprawling pages with little to no traffic, indicating wasted effort, an inflated site footprint, and diluted authority.

To be clear, none of these should be considered death sentences for your website. But they’re strong signals that further evaluation should take place.

Start with a strategic assessment

A clear-eyed look at your site’s current state can help determine whether optimization or a rebuild makes more sense. Start here:

• Is your foundation strong? Review your CMS, CRM, analytics, integrations, and subdomains. Make sure data is flowing between systems and nothing is falling through the cracks.
• How is your performance? Look at conversion metrics and user flows. Are visitors finding what they need? Are all programs and forms being tracked—or are subdomains masking key performance data?
• Is your content working for users and AI? Evaluate content from both a human and machine perspective. Does it speak directly to prospective students? Is it structured and search-optimized to surface in AI-powered tools?
• Are you ready for AI and personalization? Assess your schema markup and structured data. These elements are foundational for enabling personalized user experiences and AI-fueled engagement strategies.
• How strong is your governance? Review how your site is managed on a day-to-day basis. Do you have the right people, tools, and workflows to keep content accurate, accessible, and up to date.

Price your options strategically

If your site’s foundation is sound, targeted improvements may deliver high ROI at a lower cost. But if technical debt, poor UX, or fragmented infrastructure are holding you back, a rebuild could be the better investment.

Keep these ballpark figures in mind:

• A good rule of thumb today is to allocate 6–12% of your total marketing budget to website management and optimization each year.
• For institutions with a $1 million marketing spend, that’s $60,000–$120,000 annually.
• A comprehensive redesign can range from $100,000 to $500,000, depending on complexity, number of pages, and integrations.

Also consider the hidden costs of delay — missed inquiries, lower conversions, and outdated experiences that don’t meet student expectations.

A side-by-side cost-benefit analysis, grounded in performance data and institutional goals, is the best way to determine your path forward.

Partner with experts who know higher ed

Deciding between a website refresh or a rebuild is a big decision, and it shouldn’t be made in isolation. A strategic partner with deep higher ed expertise can help you evaluate your current digital ecosystem, identify gaps, and recommend the most cost-effective solution.

At Collegis, we work with colleges and universities to optimize digital experiences that convert. Whether you’re refining an existing platform or building from the ground up, our web strategy team can help you create a future-ready site aligned with student needs and institutional goals.

Let’s talk about how to get your website working smarter.

The pace of change in marketing technology can be dizzying, particularly for colleges and universities that are navigating enrollment challenges, digital transformation, and shifting student expectations. As your institution evaluates its tech stack, partners, and strategic priorities, fluency in key marketing technology (MarTech) terms isn’t just helpful. It’s essential.

This glossary highlights 33 of the most relevant MarTech buzzwords for 2025 and beyond. Each term is defined with higher ed in mind, helping you decode the jargon and focus on what matters: reaching, enrolling, and retaining students more effectively.

The language of modern higher ed marketing

Consider this your cheat sheet for decoding today’s higher ed marketing terminology. Browse the buzzwords below, organized by topic.

Data & identity terms

First-party data
Information collected directly through your institution’s digital properties — like your website, CRM, or application portal — used for personalized and compliant outreach.

Zero-party data
Data students or prospects intentionally share, such as preferences, interests, or intended major, often gathered via forms or surveys.

Third-party data
Data acquired from external providers to supplement internal profiles, which is increasingly less reliable due to privacy regulations and cookie deprecation.

Cookieless tracking
Alternatives to third-party cookies, using first-party data or contextual signals to measure behavior and personalize experiences.

Student digital twin
A virtual representation of a student that consolidates academic, behavioral, and engagement data to personalize support and anticipate needs. Learn more.

Unified data architecture
An integrated framework that brings together siloed systems (CRM, SIS, LMS) into a cohesive data environment for analytics and action.

Data pipeline / ETL
“Extract, transform, load” (ETL) processes that move and prepare data between systems, ensuring accurate and timely flow across platforms.

Data trust/data hygiene
Ensuring your data is clean, consistent, and reliable — a foundation for accurate analytics and effective campaigns.

Data compliance
Adhering to legal and ethical standards for data collection, usage, and storage, which is critical for maintaining trust and avoiding penalties.

Data governance
The policies and standards that ensure institutional data is accurate, secure, and compliant with regulations like FERPA and GDPR.

GDPR (General Data Protection Regulation)
A European Union regulation that sets strict guidelines for collecting and managing personal data, influencing privacy standards worldwide.

AI & automation terms

Generative AI
Artificial intelligence that creates content (text, video, imagery) based on prompts and data inputs, increasingly used for marketing and student engagement.

Predictive analytics
Data models that forecast future behaviors, such as enrollment likelihood or student success risk, using historical and behavioral inputs.

Predictive modeling
A subset of predictive analytics that builds statistical models to anticipate outcomes, such as course success, stop-out risk, or inquiry-to-application conversion.

Lead scoring
Assigning values to prospective students based on behaviors and attributes to prioritize outreach and improve conversion.

Marketing automation
Tools that automate tasks like email sends, lead nurturing, and retargeting to deliver timely, personalized communication at scale.

Conversational AI
Chatbots and virtual assistants that engage users in real time, guiding inquiries and collecting data while reducing staff workload.

AI-driven personalization
Using machine learning to tailor experiences (like web content or email) based on user data and behavior.

Engagement scoring
Measuring how actively a student or lead is interacting with content to gauge interest and inform next steps.

Retention risk scoring
Modeling that identifies students likely to stop out based on early indicators, enabling timely support and intervention.

Performance & optimization terms

Attribution modeling
Techniques for assigning credit to marketing touchpoints across the funnel, helping determine what’s driving conversions.

Return on investment (ROI)
Measuring the effectiveness of marketing efforts by comparing cost to revenue or outcomes generated.

Funnel optimization
Improving each stage of the enrollment funnel (from awareness to application) to increase yield and reduce friction.

A/B testing
Running controlled experiments between two versions of content or creative to identify what performs best.

Lift analysis
A method of measuring the incremental impact of a campaign or intervention by comparing it to a control group.

Real-time analytics
Instant access to performance data, allowing teams to adjust campaigns or communications on the fly.

Brand equity
The perceived value and trustworthiness of your institution’s brand, which influences enrollment decisions and marketing ROI. Learn about its importance in higher ed.

Experience, search & strategy terms

System integration
Connecting technology platforms (CRM, SIS, LMS, CMS) so data can flow across systems and support a seamless user experience.

Program viability modeling
Using market, enrollment, and financial data to assess which academic programs to invest in, optimize, or sunset. Learn more about academic portfolio strategy.

Behavioral segmentation
Grouping users based on their actions (like clicks, visits, or engagement) to enable more precise targeting.

Semantic search
Search engines increasingly rely on meaning and intent rather than keywords, making content structure and clarity more important than ever.

Structured data/schema markup
Code that helps search engines understand and categorize your content, improving visibility in search engines and AI search.

Cross-lifecycle marketing
Coordinating engagement strategies across the entire student lifecycle (from prospect to alumni) to build long-term relationships and lifetime value.

Looking ahead

Understanding MarTech terms isn’t about chasing trends. It’s about equipping your institution to make informed, future-ready decisions about technology, data, and strategy. Use this glossary as a reference point as you audit your tech stack, plan campaigns, or vet potential partners.

Ready to go deeper? Partner with Collegis to unlock the full power of your data and technology. Our marketing services and data expertise enable institutions to build smarter strategies, streamline their systems, and drive measurable growth in enrollment and student success.

The Results: Stronger Presence, Measurable Growth

Within four months of relaunching the website, Denison Edge experienced marked improvements in site traffic and user engagement:

• +21% YoY increase in total users
• +16% YoY growth in sessions and new users
• 96% increase in Rental Space page traffic
• 1,284 sessions on new Registration page
• 310 sessions on new Business Immersion page

The top-performing pages — including Programs and Homepage — also achieved +16% YoY growth, confirming the success of the site redesign and content strategy.

The Takeaway: Strategy and Storytelling Drive Digital Success

The Denison Edge case study illustrates the impact of aligning brand clarity, content strategy, and digital design. Through partnership with Collegis, Denison Edge built the foundation for ongoing growth — positioning itself as a leader in flexible, career-focused education.

Transform Your Digital Presence with Collegis

Want to grow visibility and enrollment for your programs? Contact Collegis to explore how brand and digital strategy can help you lead with confidence.

Higher ed marketing is changing faster than ever.

From generative AI to shifting student expectations, higher ed marketing in 2025 is a whole new game. And institutions that fail to adapt risk falling behind. 

The past few years have brought seismic shifts to the way colleges and universities connect with prospective students. From AI-driven search to heightened public scrutiny of higher education’s value, the marketing landscape looks very different than it did even three years ago. 

Institutions now operate in an environment where: 

• Search behavior is changing as generative AI delivers instant answers that bypass traditional search results. 

• Trust is under pressure as students and families weigh the true return on a college investment. 

• Student journeys are more complex with expectations for personalized, multi-channel engagement from first inquiry through alumni relations. 

• Data integrity is paramount as analytics get clouded by bots and misleading signals. 

The good news? These changes also open new opportunities for colleges and universities to stand out with authentic storytelling, data-driven strategies, and student-centered engagement. 

Keep reading to discover five of the most important higher education marketing trends in today’s landscape — and how institutions can adapt to thrive in this new era. 

5 Higher education marketing strategies to keep your institution ahead 

Before diving into the specifics, it’s important to recognize that these strategies build on one another to reflect today’s most pressing challenges and opportunities in higher ed marketing. 

Here’s a closer look at the strategies every institution should be considering today: 

1. Optimizing for the AI searcher 

Generative AI is redefining how prospective students find information. Zero-click searches — where answers appear directly in AI Overviews like Google’s AI-generated summaries or conversational search tools — now account for the majority of queries. That’s a paradigm shift for higher ed marketing. 

Organic traffic has dropped dramatically, in some cases by more than 30%. But while volume is down, conversion rates are rising, as the students who do land on institutional websites are more informed and further along in their decision-making. 

Strategic response 
To adapt, institutions must embrace Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO). This means: 

• Creating structured, conversational content designed for AI retrieval. 

• Prioritizing FAQs, clear definitions, and outcome-driven data. 

• Diversifying traffic sources with a mix of SEO, paid campaigns, and strong digital experiences. 

This is no longer just an SEO shift. It’s a cornerstone of higher education marketing strategy for 2025 and beyond. 

2. AI-supported, human-centered creative 

AI is now embedded in higher ed marketing workflows, helping generate campaign ideas, personalize messaging, and predict outcomes. But the real competitive edge comes when AI enhances, not replaces, human creativity. 

Approach for higher education marketing teams 

• Use AI to accelerate production: ideation, headlines, personalization cues. 

• Keep teams focused on authentic, human-driven storytelling. 

• Build a culture that values both technological fluency and creative intuition. 

This approach delivers efficiency while preserving empathy — critical when communicating complex outcomes like institutional ROI or program value. This balance is what separates innovative higher education marketing trends from short-lived tactics. 

3. Building institutional trust 

Public skepticism about the value of higher education is rising. Families are asking: Is the investment worth it? What outcomes can we expect? With the demographic cliff looming, institutions must double down on proving their value. 

Strategic levers for higher ed marketing 

• Spotlight outcomes: Share data on job placement, graduate earnings, and alumni success stories. 

• Showcase testimonials: Humanize ROI with student voices and career impact narratives. 

• Reinforce program value: Use research and rankings to strengthen credibility. 

Trust is now a competitive differentiator. Institutions that clearly communicate value, ROI, and outcomes position themselves for long-term success in a skeptical environment. 

4. Cross-lifecycle marketing 

Higher education marketing strategy can no longer stop at the inquiry. The student journey is long, nonlinear, and filled with digital touchpoints that extend well past enrollment. 

How to approach it 

• Use remarketing to reinforce brand and program value throughout the funnel. 

• Engage students across the lifecycle — from inquiry to enrollment to retention and even alumni relations. 

• Tailor content to each stage, aligning messages to nurture confidence, reduce uncertainty, and strengthen connection. 

Success isn’t always about clicks or form fills. Sometimes the goal is reassurance, engagement, or retention. Adopting lifecycle-based KPIs ensures institutions are measuring what truly matters. 

5. Bot mitigation 

Bot traffic is a growing challenge for institutions. Automated hits can inflate website visits, distort engagement metrics, and ultimately mislead decision-makers about which campaigns are working. When analytics are clouded by non-human activity, institutions risk allocating resources to the wrong strategies and missing opportunities to connect with real prospective students. 

Best practices for higher ed marketing teams 

• Set up filters in Google Analytics to remove known bot traffic. 

• Partner with bot mitigation providers to extend protections to include inquiry and application forms, safeguarding against fraudulent submissions. 

• Regularly audit campaign data to ensure accuracy. 

Clean data leads to better decisions and in higher education marketing, clarity is non-negotiable. 

Embracing the future of higher ed marketing 

The most effective higher education marketing strategies today are those that combine technology with authenticity. AI search and personalization will continue to evolve, but the fundamentals remain constant: institutions must build trust, deliver value, and guide students throughout their entire lifecycle. 

Collegis Education partners with institutions to design and deliver data-enabled marketing strategies that drive enrollment, build trust, and support student success. Let’s talk about what that could look like for your campus. 

For decades, the term “traditional student” referred to an 18–22-year-old, full-time student living on campus and largely unencumbered by adult responsibilities. That definition may have been true in the past, but today, it’s holding institutions back. 

Across the country, Gen Z students increasingly look like their older counterparts in how they approach higher education. They’re working while enrolled, choosing flexible learning formats, weighing cost against career ROI, and demanding that programs fit into — not disrupt — their lives. At the same time, adult learners remain a vital audience, and their motivations often mirror those of younger students. 

For enrollment and marketing leaders, the takeaway is clear: Stop relying on outdated labels and start building strategies for the actual students you serve. 

The blurred lines between traditional and adult learners 

Recent Gallup-Lumina research shows that 57% of U.S. adults without a degree have considered enrolling in the past two years, and more than 8 in 10 say they’re likely to do so within the next five years. While adult learners have long valued affordability, flexibility, and career outcomes, these same factors now dominate Gen Z’s expectations. 

Cost concerns are particularly telling, as highlighted by The CIRP Freshman Survey 2024. The study found that 56.4% of incoming first-year students reported some or major concern about paying for college, with even higher rates among Hispanic or Latino (81.4%) and Black or African American (69.6%) students. 

Work and life responsibilities are also playing a growing role. Georgetown University’s Center on Education and the Workforce (CEW) reports that between 70-80% of undergraduate students are employed while enrolled, with about 40% working full-time.  

For many, this isn’t a nice-to-have — it’s the only way they can afford school. 

Why this matters for enrollment strategy 

If your enrollment marketing still segments audiences primarily by age, you’re likely missing the mark. Here’s the reality: 

• An 18-year-old commuter working 30 hours a week and taking hybrid classes might have more in common with a 35-year-old career changer than with a residential peer. 

• Transfer and degree completer students (36.8 million Americans with some college but no credential) are often juggling similar priorities. 

• Both groups respond to messaging that clearly connects program design to life balance, affordability, and employment outcomes. 

The “traditional vs. adult” distinction no longer works for understanding motivations, predicting behaviors, or designing student experiences. 

4 Priorities that span generations 

Regardless of age, today’s students share a core set of expectations that shape their enrollment decisions. These priorities now cut across the full spectrum of higher education audiences. 

1. Affordability 

The Gallup-Lumina report states that finances are among the most influential factors in enrollment decisions for unenrolled adults. Cost is also the top reason adults have stopped out of higher education and a leading reason current students consider doing so.  

Gen Z mirrors this cost-conscious mindset, with many forgoing the traditional four-year route and embracing community colleges or transfer pathways as a lower-cost way to begin their degree journey.

2. Flexible learning programs 

Hybrid, online, and asynchronous options are no longer “adult learner perks” — they’re mainstream expectations. Traditional-aged students now seek flexible schedules to balance work, internships, and other commitments, mirroring adult learners. The pandemic accelerated digital comfort across age groups, making flexibility table stakes for recruitment. 

3. Career outcomes 

The Gallup-Lumina report shows that 60% of currently enrolled students cite expected future job opportunities as a “very important” factor in choosing to enroll. For stopped-out adult students, career prospects were also the top motivator. 

Knowing this, institutions should ensure career outcomes are central to program design, marketing, and student advising. Those that clearly articulate skill alignment, employment pathways, and alumni success stories will attract and retain students. 

4. Work-life balance 

More students than ever are balancing jobs, caregiving, and other priorities with their academic responsibilities. For adult learners, this has always been true, but for traditional-aged students it’s increasingly the norm.  

Institutions should respond by offering flexible schedules, targeted support, and streamlined services that help students balance academics with work and family demands. 

Moving from segmentation to personalization 

The solution isn’t to erase audience differences but to recognize that motivations and needs cut across age lines. Institutions should: 

• Use behavioral and attitudinal data (not just demographics) to inform personas. 

• Map programs to shared priorities, ensuring flexible formats and clear ROI messaging. 

• Equip enrollment teams to surface emerging trends from student conversations. 

• Invest in CRM and marketing automation to deliver personalized, timely outreach. 

The opportunity for forward-thinking institutions 

Institutions that adapt now can capture a larger share of a changing student market. Meeting the needs of today’s learners, who span generations, life stages, and responsibilities, requires more than minor adjustments. It calls for rethinking how programs are designed, marketed, and delivered to address shared priorities and remove persistent barriers. 

Consider the following tactics: 

• Retooling marketing messages to emphasize affordability, flexibility, and career outcomes. 

• Rethinking program delivery models for a mixed audience. 

• Breaking down internal silos between “traditional” and “adult learner” recruitment. 

From outdated labels to modern enrollment strategies 

The traditional student still exists, but they’re no longer the majority. Today’s demand for higher education comes from learners of all ages and circumstances. 

The lines are blurred, and the labels are outdated. It’s time to create enrollment strategies that reflect today’s student realities and anticipate tomorrow’s opportunities.