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Despite test-optional practices sticking in many cases, applications for 2022 may decline.
That prediction is starting to play out. Across the country, colleges and universities are falling behind the 2021 class. Of course, the novelty of test-optional aided the 2021 boom, but what has changed? The novelty has worn, yes, but we see another surprising trend.
Despite these troubling early indicators, enrollment leaders are showing hesitancy to invest at the same rate as last year. We suspect this directly results from pressure from the CFO’s office, but this is not the time to pull back on budgets. Instead, it’s time to find the resources and be persistent. Cutting back this year will have long-term effects that will ultimately cost your school on a much grander scale.
Standing out in higher education continues to be the goal for many schools nationwide, and it’s an admirable goal, but unlikely without investing significant dollars in marketing, facilities, and programs. You don’t have to get in the arms race of having the nicest cafeteria or website, but you do have to have an admissions office that is ready to work to make your school feel like the perfect fit for prospective students.
Throughout our years of working with colleges and universities, each successful institution has one thing in common. They all have shown a commitment to investing in their teams and an unwavering commitment to being persistent. Invest in your staff so they can continue to grow the relationships with families, school counselors, independent counselors, and community-based organizations.
Don’t chase the next flashy website update or 3D mailer. Chase the ability to usher students through the funnel the way they deserve. We say yield begins at first touch, and cutting back now will significantly impact the consistent and timely messaging.
Instead of looking to decrease your budget, look to dot the i’s and cross the t’s. Look for an automated solution that will deliver highly personalized, relevant content when the students ask for it, no matter the time of day. This is how thriving institutions market to prospective students.