Has Enrollment Stagnated? It’s Time to Rethink Strategy.

Across the country, colleges and universities are facing an enrollment reality that’s increasingly difficult: the pool of traditional students is shrinking, tuition and costs are rising, and families are more selective than ever. At the same time, institutions are under growing pressure to improve equity and access for first-generation, underserved, and nontraditional students. For higher education leaders, these trends create an urgent challenge—one that influences the very sustainability of their institution, the future of their programs, and their role in the communities they serve.

The good news? When approaching enrollment through the lenses of affordability, access, and equity, institutions can not only maintain enrollment numbers but also strengthen their brand and student success outcomes.

The Demographic and Economic Realities of Higher Ed

The “enrollment cliff” is not a hypothetical; according to NPR, economists have predicted a demographic cliff since the end of 2007, anticipating its arrival in the fall of 2025. Higher Ed Dive cited that some of the Northeast institutions’ high school graduate numbers fell 4%, which can sound deceivingly small, but equates to thousands of students. Now, higher ed institutions are closing down permanently, and noting demographic challenges as the cause.

Couple this with traditional-age student populations and families taking a harder look at affordability and return on investment (ROI) of college amid persistent student debt, and the college landscape looks different from what it did even a decade ago. More prospective students are exploring alternatives to four-year higher education and instead are looking into trade schools, certifications, and apprenticeships to enter the workforce quickly.

Against this backdrop, institutional leaders need bold strategies, not Band-Aids, to approach shifting demographics, cost pressures, and evolving student expectations. Doing so requires weaving financial innovation, student-centered outreach, equity-focused messaging, and transparent outcomes into a coherent marketing and operational strategy.

College Affordability & Innovating Postsecondary Funding Strategies

Financial Aid

Rising costs remain one of the biggest barriers for prospective students. Traditional scholarship programs help, but they rarely close the gap. More institutions are expanding financial aid options, leaning into federal updates to show students and families that affordability is within reach, and building employer partnerships.

A major shift comes with the 2025–2026 FAFSA simplification. The redesigned form is shorter, easier to complete, and eliminates some of the long-standing roadblocks that discouraged students from applying, like answering over one hundred questions. Changes to FAFSA, including the new Student Aid Index, expanded Pell Grant eligibility, and simpler reporting requirements for divorced families, mean more students will qualify for aid, and the process will feel far less intimidating.

For colleges and universities, these changes are an opportunity to strengthen messaging. Talking openly about FAFSA updates can help to reassure families who are on the fence about affordability, understand increased access to Pell Grants, and encourage students who once assumed college was out of reach to take another look. Institutions that weave this into marketing, outreach, and admissions conversations will be better positioned to earn families’ trust, calm their affordability concerns, and ultimately inspire more students to apply.

Employer Tuition Reimbursement Programs

Financial aid goes beyond FAFSA, scholarships, and grants nowadays. Institutions are finding new ways to make education affordable by meeting students where they are and responding to real-world constraints. Some prospective students could look like stay-at-home moms dipping back into a career, military veterans transitioning to civilian life, or mid-career professionals seeking growth. There’s a whole new demographic opportunity left untapped.

With employer tuition reimbursement programs in place they can help create pathways for working adults to return to school without carrying additional financial burden. These programs allow employees to take courses while their employer covers part or all of the tuition. For institutions, this means partnering with employers to expand access to their network of professionals. Institutions gain an opportunity to strengthen industry ties and demonstrate their commitment to practical, career-focused education.

Similarly, flexible scholarship models, such as micro-scholarships, competency-based awards, or need-plus-merit hybrid structures, allow institutions to target support strategically and ensure that aid reaches students who need it most while maximizing institutional return on investment.

Beyond making college more affordable, these initiatives signal to prospective students that the institution is willing to meet the needs of all learners, including those juggling work, family, or other responsibilities while pursuing a degree—an increasingly important differentiator in a crowded higher ed market.

Reaching Nontraditional Students Through Marketing Communications

As we’ve briefly touched on, adult learners, career changers, returning students, and transfer students represent a significant, often underutilized, opportunity for growth. And reaching these students requires a nuanced approach. 

Many nontraditional learners are balancing work, family, and other responsibilities, so institutions need flexible programming, evening or weekend classes, online courses, and accelerated degree paths. When sending out messages to these audiences, higher ed institutions must consider the unique challenges and motivations of these students. They want to know if coming back to school for them is practical, if it’s relevant to their careers, and if they will have support systems available.

Expanding recruitment to nontraditional populations opens doors to students who are often highly motivated and well-prepared to succeed. At the same time, it diversifies the student body and strengthens the institution’s resilience for the long term.

Equity in Action: How Institutions Can Reach First-Generation and Underserved Learners

Strategic Messaging and Outreach

For many first-gen or underserved students, the decision not to pursue college often comes down to practical barriers. Tuition feels out of reach, financial aid feels too complex, navigating college without family support feels intimidating, and some doubt a degree will lead to a good job. These are not small concerns—they’re dealbreakers.

That’s why colleges must use honest, practical messaging that shows how they help students overcome these challenges. Generic outreach doesn’t work—students can spot it instantly. Instead, colleges should share stories of students from similar backgrounds who succeeded, highlight support like peer mentoring or financial aid guidance, and clearly explain solutions to barriers. For example, a video testimonial from a first-generation graduate who landed a job can encourage a prospective student who initially saw college as financially unattainable.

Where can you gauge this new generation of learners? This new cohort is digitally native, and they expect timely and personalized communication through platforms they already engage with—social media, emails, text alerts, and video more than traditional print. Regular, targeted communication should follow them through the enrollment marketing funnel—from initial awareness to application. This can look like timely SMS alerts reminding them of application deadlines, engaging peer testimonial video ads, or weekly emails to keep them engaged without overwhelming them, especially if the emails are personalized to the student’s pain points.

To reach today’s learners, colleges and universities must first understand what they actually need and expect: flexibility, transparency, relevant educational options, clear outcomes, and genuine support networks. By tailoring messages and communication channels to these needs—and adapting based on student feedback—institutions can better understand and recruit this new wave of learners.

Simplifying the Application and Onboarding Process

During application season, even motivated students can be lost in overly complicated paperwork and onboarding processes. Lengthy forms, unclear instructions, and slow response times are frequent barriers, particularly for first-generation and underserved populations.

Institutions can improve enrollment outcomes by streamlining these processes. Clear instructions, mobile-friendly platforms, integrated communications, and proactive support, such as live chat or application coaching, could make it easier for students to take that critical first step.

Onboarding should not end at acceptance. Early orientation, mentorship programs, and digital engagement platforms can cement how students feel supported and boost the likelihood that they’ll become advocates for the institution in the alumni stage of your marketing funnel.

Measuring Outcomes and Driving Continuous Improvement

Finally, to keep improving, colleges need to know what’s working and what isn’t. This means tracking how well they’re attracting and supporting students from application to graduation, then adjusting their strategies to get the best results.

Key indicators may include retention and completion rates, time to degree, student satisfaction scores, and post-graduation employment data. When viewed together, these insights could help leaders refine recruitment strategies and enhance academic and support programs going forward.

In today’s higher ed landscape, demonstrating measurable outcomes can be a powerful differentiator in itself. Institutions that walk the walk, showing clear evidence of student success, will stand out to future prospects, their families, and stakeholders.

Your Marketing Partnering for Sustainable Enrollment Growth

Enrollment challenges are multifaceted, but they are not insurmountable. There are ways to shift focus and rethink how your institution can connect with new student populations and build strategies that offset the demographic cliff for stronger long-term institutional health.

At Frankel, we partner with higher education institutions to turn these strategies into action. From designing branding and marketing campaigns that resonate with diverse audiences to creating innovative outreach programs, we help colleges communicate their unique value proposition and holistically measure outcomes. Our goal is to ensure your institution doesn’t just respond to enrollment challenges, but thrives in spite of them. 

Talk with our team today to see how we can support your higher ed institution.