About the Episode
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About the Episode:
Social mobility is a defining mission for many regional public universities, but what does it take to truly move the needle? In this episode of Confessions of a Higher Ed CMO, host Jaime Hunt sits down with Ellen Neufeldt, President of Cal State San Marcos, to discuss how institutions can break down barriers for first-generation and underrepresented students. From innovative dual enrollment programs to rethinking enrollment marketing strategies, Neufeldt shares actionable insights on how universities can drive economic and social change.
Key Takeaways
- Higher education must be intentional about social mobility. Institutions need to rethink outdated policies, financial aid structures, and recruitment strategies to support students who have historically been excluded.
- Experiential learning plays a crucial role. Programs that provide paid internships, research opportunities, and industry connections can significantly impact student success.
- Language matters in marketing and enrollment. Universities should use clear, accessible language that welcomes students and their families rather than alienating them with academic jargon.
- AI in higher education can be an equalizer—but only if access is equitable. Institutions must ensure all students, regardless of background, have the same opportunities to leverage AI and emerging technologies.
- Social mobility isn’t about one big initiative—it’s a cultural shift. Everyone on campus, from faculty to administrators to marketing professionals, plays a role in breaking down barriers for students.
Why Social Mobility is a Personal Mission for Ellen Neufeldt
For Ellen Neufeldt, the mission of social mobility is deeply personal. She shares how her family’s journey—from tenant farmers to higher education professionals—shaped her commitment to making college accessible. At Cal State San Marcos, 55% of recent graduates were the first in their families to earn a degree. Neufeldt believes that when one student earns a degree, the ripple effect extends beyond the individual to impact entire families and communities.
She also highlights the growing importance of social mobility in higher education, referencing the national decline in K-12 enrollment and the need to ensure a strong workforce pipeline. In her words, "For our future economy, it is extremely important that more people have the opportunity for a college degree."
What Programs at Cal State San Marcos Are Driving Social Mobility?
Neufeldt emphasizes that no single initiative can transform social mobility—it requires a holistic, institution-wide effort. However, several key programs at Cal State San Marcos stand out:
- Equity-Focused Policy Review: A dedicated committee examines university policies through an equity lens, identifying and removing outdated barriers that disproportionately affect first-generation and low-income students.
- Paid Research Opportunities: Many research programs historically excluded students who couldn’t afford unpaid internships. CSUSM secured grants and donor funding to provide stipends so all students—regardless of financial background—can gain valuable research experience.
- Innovative Degree Pathways: Programs like the three-year software engineering degree (developed in partnership with local high schools and community colleges) fast-track students into high-demand careers. By embedding certificates and paid internships, these programs ensure graduates are job-ready and positioned for financial stability.
- Early Exposure to College: Through partnerships with K-12 schools, CSUSM brings students to campus as early as third grade, helping them envision themselves in college from a young age.
How Can Enrollment and Marketing Professionals Remove Barriers?
Neufeldt and Hunt dive into the critical role that marketing and enrollment professionals play in breaking down barriers for students. One of the most overlooked factors? Language.
Many university websites and admissions materials use academic jargon that is confusing or intimidating for first-generation students and their families. For example:
- The phrase "90% of our faculty have terminal degrees" may leave prospective students wondering what that even means—and whether they’re missing some crucial knowledge about college.
- Words like "bursar" or "provost" can make students feel excluded rather than welcomed.
Instead, Hunt encourages universities to use plain, clear language that helps students feel confident in their college decision. She also points out that accessibility features—such as captions on videos—benefit not only students with disabilities but also non-native English speakers and those watching videos in noisy environments.
The Role of AI in Social Mobility
Artificial intelligence has the potential to both help and hinder social mobility. Neufeldt shares her initial concerns that AI could create a new digital divide, where wealthier students have access to advanced tools while others are left behind. However, she is optimistic about recent efforts within the California State University (CSU) system to provide equal AI access to all students, faculty, and staff.
She also highlights real-world examples of how AI is already being used to advance social mobility, such as:
- AI-driven wind farm optimization research: Undergraduate students at CSUSM are working with AI to improve wind farm efficiency, gaining hands-on experience that directly translates into high-demand careers.
- Cross-disciplinary AI applications: Engineering and computer science students are collaborating in ways that haven’t historically happened in higher education, preparing them for the workforce of the future.
Neufeldt stresses that universities need to be proactive, not reactive, about AI. "It’s not a question of whether AI will change our world—it’s about how we shape its impact."
Final Thoughts: How Can Higher Ed Leaders Prioritize Social Mobility?
Neufeldt’s advice for higher ed leaders is simple but powerful: be intentional. Social mobility isn’t just about programs or policies—it’s about shifting the entire culture of an institution. Leaders must:
- Rethink how they recruit students and remove unnecessary barriers.
- Ensure that financial aid supports total college costs, not just tuition.
- Advocate for more inclusive hiring practices from employers.
- Design buildings and campus spaces with equity in mind, creating welcoming environments for all students.
She also encourages leaders to recognize that everyone has a role in this mission. Whether you work in admissions, financial aid, student services, or marketing, there are opportunities to lead from where you are and contribute to making higher education more accessible.
To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for Confessions of a Higher Ed CMO in your favorite podcast player.
Connect With Our Host:
Jaime Hunt
https://twitter.com/JaimeHuntIMC
About The Enrollify Podcast Network:
Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Talking Tactics and Higher Ed Pulse.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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