2024: The Year That Changed Everything In Higher Ed

As we bid farewell to 2024, it’s time to reflect on a year that challenged, inspired, and transformed higher education profoundly. 

From navigating an increasingly competitive landscape to embracing the disruptive potential of AI, this year pushed professionals across the industry to think bigger, work smarter, and prioritize resilience like never before. 

In this special year-in-review episode of the Higher Ed Pulse Podcast, hosts Mallory Willsea and Seth Odell share the defining moments and key lessons that shaped the past twelve months — offering insights that will empower you to tackle 2025 with renewed purpose and clarity.

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Looking back… 

• Everything Is Harder, But There's Still Room to Win: Even amidst industry complexities, growth is achievable with the right strategies.
• 2024: The Year of AI Acceptance: Skepticism transitioned to adoption, but the potential for transformational application remains untapped.
• Fundamentals Still Matter: Refining core operations and marketing practices are critical for success, even in a rapidly evolving landscape.
• Mental Health and Resilience Are Key: A more open conversation about burnout and well-being has fostered supportive leadership and stronger communities.

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What Lessons Mallory and Seth Learned in 2024

Everything Is Harder, But There's Still Room to Win

Seth opens with an essential takeaway: the higher education landscape has grown increasingly challenging, but opportunities for success remain plentiful. Drawing on his experience at Kanahoma, he highlights that nine out of ten long-term partners saw year-over-year growth, defying the odds in a competitive market.

The lesson here is clear—while the headwinds in enrollment and marketing are undeniable, they can be overcome with resilience and strategic focus. For newer players or institutions looking to adapt, the proof lies in staying optimistic, doubling down on data-driven decisions, and embracing adaptability. Even in a saturated market, there is still room to win.

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2024: The Year of AI Acceptance

Mallory brings AI to the forefront, dubbing 2024 the year of AI acceptance in higher education. Unlike 2023, which was marked by skepticism, this year saw institutions experimenting with AI in areas like chatbots and automation. However, true transformation remains elusive, with systemic barriers such as outdated infrastructure and internal readiness slowing progress.

The institutions that embraced AI early are beginning to see tangible results in areas like student retention and application growth. While full integration remains a challenge, the seeds of innovation planted in 2024 signal a promising future for AI-driven strategies in higher education.

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Fundamentals Still Matter: Back to Basics

Seth emphasizes the importance of mastering the fundamentals, especially in an era of budget cuts and increased responsibilities. He advocates for revisiting core elements like website optimization, email nurture campaigns, and lead response times—areas that can yield significant short-term gains.

While innovation captures headlines, foundational marketing and operational excellence often provide the bedrock for sustained growth. Seth’s reminder: yesterday was the best day to fix the basics, but today is the next best opportunity.

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Mental Health and Resilience in Higher Ed Leadership

Mental health took center stage in 2024, with leaders openly discussing the challenges of burnout and rising expectations. Mallory notes the strain on leaders who face shrinking budgets and the demand for more personalized, innovative approaches. This year also saw a broader cultural shift toward prioritizing well-being and fostering supportive communities.

The conversation around mental health isn't just about leadership—it's a systemic issue impacting students, faculty, and staff. By creating spaces for openness and resilience, higher ed professionals can combat burnout and build stronger institutions.

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Looking Ahead: Let’s Build on 2024

As we wrap up 2024, it’s clear this year brought a mix of challenges and breakthroughs that have reshaped higher education marketing. 

From embracing AI to mastering the fundamentals and fostering resilience in leadership, these lessons offer a powerful blueprint for what’s next. Want the full story? Tune into the full episode and join Mallory and Seth as they unpack these pivotal moments with candid reflections and practical insights. 

Hear how you can take these lessons into 2025 and beyond — because the future of higher education starts with what we’ve learned today.