Despite turbulence and uncertainty, the current state of higher education enrollment provides reasons for hope. While competition for student recruitment and retention remains serious, prices are rising, and funding looks uncertain, both enrollment and state support are increasing. Let’s explore the most effective ways to conduct student recruitment campaigns in the current climate.
Challenges & Hope for Student Recruitment
When it comes to recruiting and retaining college students, the competition is fierce. As of 2021, there were nearly 4,000 degree-granting postsecondary institutions in the U.S. And with less money available overall, most university budgets don’t stretch to extensive recruitment and retention campaigns.
In addition, higher education institutions are facing rising costs, shifting public sentiment, halted research endeavors, and academic freedom concerns. Therefore, school marketing departments must make the best possible use of the resources at their disposal, utilizing both data and creativity.
“In the middle of difficulty lies opportunity.”
–ALBERT EINSTEIN
The good news is that postsecondary enrollment continues to grow.
- Total postsecondary enrollment is up 3.2% percent since spring 2024. Undergraduate enrollment grew 3.5%. Graduate enrollment increased 1.5%, now 7.2% percent higher than in 2020.
- Undergraduate enrollment increased across major institutional sectors, with community colleges seeing the largest growth.
- Enrollment increased for all undergraduate credential types. Bachelor’s and associate programs grew by 2.1% percent and 6.3%, respectively. Undergraduate certificate program enrollment is now 20% above 2020 levels.
- Most ethnoracial groups saw increases in enrollment this spring, with Black and multiracial undergraduate students seeing the largest growth (+10.3% and +8.5%, respectively).
- The number of undergraduate students in their twenties increased this spring for the first time since the pandemic.
- For the third consecutive year, high vocational public two-year schools had substantial growth in enrollment (+11.7%). Enrollment at these trade-focused institutions now comprises 19.4% of public two-year enrollment.
- In addition, approved state support for higher education reached $129.1 billion, a 4.3% increase over 2024. States also allocated 2.2% more federal funding to support higher education. This brings total state fiscal support for higher education in 2025 to $129.7 billion.
Effective Tactics for Student Recruitment
Given the statistics above and the media habits of today’s teens and young adults, here are some of the most effective ways to conduct student recruitment campaigns in the current climate.
Target Audience Reboot
The target audience for student recruitment is wider today than ever before. From high school students considering dual enrollment programs, to young adults who chose to delay college enrollment, to older adults looking to change or advance careers, many people of multiple generations are interested in obtaining postsecondary education. Furthermore, college campuses are becoming increasingly diverse and the number of Americans under 65 with “some college, no credential” has climbed to 36.8 million.
+ Reach younger students to increase enrollment.
+ Discover eight ways to reach adult learners.
Modernized Branding
While private schools with national profiles may be able to coast on their reputations and ability to significantly subsidize tuition, other colleges can use updated branding to demonstrate their value. Utilizing competitor analysis data, brand perception data and brand performance data to make strategic adjustments will provide the best results. Schools should highlight their unique strengths, values and missions to differentiate themselves from the competition.
Powerful Messaging
Thomas Brock, director of the Community College Research Center at Columbia University’s Teachers College, states that students today are very practical minded. “Many of them really are thinking about postsecondary education primarily for their career ambitions, looking at opportunities to acquire skills that they can use to get better jobs, to move ahead,” he said.
According to a recent Georgetown University study, for most people, advanced levels of education are directly correlated with higher lifetime earnings. In fact, “bachelor’s degree holders earn a median of $2.8 million during their career, 75% more than if they had only a high school diploma.” This is a crucial message to share with young people and those who influence them. While skipping post-secondary education to start a career now may seem smart, it’s often not the best move in the long run.
Sharing the benefits of training, certification, and a diploma (rather than pushing the proverbial college lifestyle) with young adults who are currently pursuing other paths may bear significant fruit. In addition to 4-year degree programs, recruiters should market accelerated degree programs, associate degree programs and undergraduate certificate programs. They would also be wise to highlight reduced enrollment barriers and available support programs that increase student success.
Integrated Marketing Solutions
An integrated marketing strategy for student recruitment incorporates traditional campus advertising, digital marketing tactics and public relations. By combining tactics from these three marketing arenas, you can extend your reach while each part of your marketing campaign amplifies the efforts of the others.
This type of holistic plan blends appropriate combinations of traditional out of home and print advertising, display, video, search, social, earned media, influencer marketing and promotional events to produce the outcomes you're looking for. To maximize effectiveness and keep costs in line, you will want to include the right mix of paid, earned, owned and shared media.
+ Increase enrollment with an integrated marketing strategy.
In this increasingly virtual era, digital marketing tactics are especially important. Digital ad campaigns, paid social media campaigns and influencer partnerships build buzz for everything your organization has to offer. They also provide a broader reach than traditional ad campaigns, often at a fraction of the price.
+ Learn how digital marketing tactics drive successful college recruitment.
Spheres of Influence
While both traditional and digital advertising can be highly effective, word of mouth is also a significant factor in pushing students to enroll. Family, friends and trusted adults exercise a great deal of influence in the choices that young adults make. Reach out, not just to potential students, but to the important people in their lives.
For regional universities, local high schools are a crucial source for new enrollment. Maintaining a presence at secondary schools in your area is an excellent strategy. Participate in events like post-secondary information nights, ask faculty to give presentations on their areas of expertise to local high school classes, and run locally targeted ad campaigns.
See our complete guide: Recruiting Students – A Marketing Plan to Increase College Enrollment.
Editor's Note: This post has been fully updated as of August 2025.
Here at MSS Media, Inc., we’ve been providing Education, Government, Real Estate & Lifestyle clients with succinct, optimized, and successful marketing solutions for more than 15 years. Consider MSS Media, Inc. a full-service, one-stop shop for all your Media and Public Relations needs. Your goals are our motivation. And our mission is to propel your message, further and faster, to achieve the outcomes you’re looking for. If you found this blog post helpful, please share!
