Even with enrollment challenges, colleges can thrive through uniqueness, flexible spaces, community ties, and refined communication.
As the demographic cliff looms over higher education, threatening enrollment and financial stability, smaller private institutions with fewer resources face a stark choice: adapt or struggle. While the shrinking pool of traditional students presents significant challenges, it also creates opportunities for innovation. Many colleges are already pivoting to attract nontraditional students, such as adult learners and career changers, but additional strategies can help institutions thrive despite the shift.
By embracing four strategic shifts—redefining value, reimagining spaces, strengthening community ties and refining communication—institutions can not only survive but thrive in this new era. Connecting with students and showing them they have found a place where they belong can make a difference and positively impact enrollment outcomes.
1. Emphasize Your Unique Value
As the pool of prospective students continues to evolve, the importance of demonstrating your clear and unique value will grow. How does your school stand out? You need to be able to concisely answer this question to get your message noticed and leave a lasting impression on your target audience.
Hardin-Simmons University (HSU) knew they needed a new message to reach students in a market dense with Christian private liberal arts colleges. The university was also making major shifts in its strategic direction: closing its seminary, eliminating programs and emphasizing STEM over liberal arts. Their new identity encapsulates a bold, straightforward and invigorated message highlighting the university’s resilience and spirit. As a result, HSU is up year-over-year by more than 700 applications and up year-over-year in admits by 600.
2. Create Flexible and Efficient Spaces
Creating flexible and adaptive spaces that can easily be reconfigured for different uses allows institutions to repurpose existing spaces. Classrooms and lecture halls can be designed with movable walls and flexible furniture to accommodate various teaching methods, from traditional lectures to remote education and collaborative group work.
Repurposing or creating a scheduling system for underused areas on campus—like library spaces, computer labs, or classrooms—into private hoteling spaces that can accommodate unique needs can set your campus apart. From private areas for mother’s rooms to technology-rich content creation spaces, modifying existing space on campus ensures that your facilities remain functional and relevant, even as the institution’s needs evolve.
3. Strengthen Community Engagement
Institutions can also deepen their engagement with local communities and employers to secure much-needed enrollment boosts. Almost two-thirds of undergraduate students attend a college within 50 miles of their home, making local connections critical for attracting and retaining students.
To strengthen community ties, colleges can align programs with local workforce needs, offer community education, expand internship programs and become hubs for innovation and economic development. These local connections can lead to partnerships with area high schools for dual enrollment programs and better position the college or university to receive grants and government funding that support regional economic development.
When a college is embedded within its immediate environment, word-of-mouth, local partnerships, earned media and community-based outreach become powerful, cost-effective tools for attracting students. This approach benefits the local economy and attracts students interested in living in the community they know.
4. Audit Communications Strategies
Dive deep into your current marketing and communications content to emphasize what matters most. Ensure that the information shared with students is focused on what they care about right now: finances, academic programs and post-graduation outcomes. Prospective students look for clear, concise and relevant information, so steer clear of extraneous messages. In addition, targeted communications that address parents’ concerns—like affordability, safety and career outlooks—can impact a decision.
Match your messaging, visuals and brand across social media platforms for a low-cost way to impact enrollment. Maintaining an engaging, honest and informational online presence can amplify your institution’s visibility and make it easier for students to connect with and consider your college. Creating a student ambassador social media campaign with input from current students highlights real-life experiences with your institution, providing a fun and open perspective that resonates with prospective students.
This trend is destined to continue as even now birth rates continue to decline across the country and students continue to question the overall return on investment of a higher education degree. The enrollment cliff presents real challenges, but it offers a chance for institutions to innovate, redefine their value propositions and expand their reach in previously underexplored ways.
This article was originally published on Volt, December 2023
