About the Episode
We have all heard about the enrollment cliff and its potential impact on higher education – especially regional institutions and those who are highly dependent on tuition revenue. In this episode, Jaime talks to Carrie Phillips, CMO at the University of Arkansas at Little Rock, about her dissertation research into the looming enrollment cliff and ways that institutions can prepare for it. In this episode, Jaime and Carrie discuss:
- Carrie’s research on the enrollment cliff and how campuses are preparing for it – or not
- The challenges facing higher education if institutions do not embrace change
- The critical role that marketing plays in helping the universities we serve survive – and thrive
- How university organization structures can be a roadblock to success
- Why a CMOs voice at the table is critically important when evaluating new programs and pricing
Episode Summary
What Role Can Marketing Play in Addressing the Enrollment Cliff?
Carrie Phillips emphasizes that as universities face declining enrollment, CMOs are uniquely positioned to lead conversations on differentiation and value communication. With marketing as the “connective tissue” across campus, marketers have the opportunity to identify areas where institutional messaging aligns—or misaligns—with the actual student experience. By crafting a cohesive message, CMOs can help institutions convey the tangible and intangible benefits of higher education, appealing to students not just through job outcomes, but through the transformative journey that college represents.
Phillips also notes that higher education must emphasize lifelong skills such as critical thinking and goal setting, which extend beyond specific job training. She encourages marketing leaders to assertively guide their institutions through this time of change, unafraid to tackle structural issues and advocate for student needs.
How Can Institutions Adapt Their Offerings and Structure for a Changing Market?
Phillips underscores the importance of refining academic programs to match market demands, sharing insights from her own experience of data-driven program adjustments. She recommends that institutions evaluate program names, structure, and visibility in search trends, adapting as necessary to ensure they meet the needs of a changing student body. CMOs should play an active role in conversations around pricing strategies, as marketing insights on consumer behavior and messaging clarity can help institutions position programs competitively and transparently.
Additionally, Phillips warns against one-size-fits-all approaches, advocating instead for an intentional analysis of each institution’s culture and mission. Moving forward, universities will likely need to specialize, identifying their core strengths and unique offerings to appeal to students and families in an increasingly competitive field.
How Should Institutions Prepare for Shifts in Student Demographics?
With demographic shifts resulting in more Hispanic and nontraditional students, Phillips stresses the need for institutions to create inclusive environments that cater to a diverse student population. CMOs should advocate for and help implement culturally relevant recruitment and support strategies, which include both Spanish-language advertising and the establishment of programs and services that meet the needs of these communities. She encourages institutions to see this as an opportunity to expand and diversify their student body, but only if they make the necessary investments in a welcoming campus environment.
What Can CMOs Do Right Now to Position Their Institutions for Success?
Phillips offers three main recommendations for CMOs facing the challenges of the enrollment cliff:
- Drive Strategic Conversations: Proactively initiate and lead conversations about the enrollment cliff and necessary changes, engaging stakeholders across campus in strategic planning.
- Simplify and Clarify Marketing Messages: Ensure that brand and marketing resources are accessible and practical, enabling faculty, staff, and administrators to engage meaningfully with branding and recruitment efforts.
- Embrace Continuous Learning: Encourage CMOs and their teams to stay informed about evolving trends and new technologies to remain competitive and innovative in their marketing efforts.
Phillips views the enrollment cliff as a chance for marketing to prove its essential role in institutional strategy and long-term sustainability. By staying agile, communicative, and inclusive, she believes higher education can adapt and thrive in the face of change.
Confessions of a Higher Ed CMO is sponsored by our friends at Nectir - the instant chat tool that engages campus communities and reduces burnout. This community and engagement platform is purpose-built for higher education and connects campus classrooms through conversation. In just 12 months, tens of thousands of students, instructors, and administrators at partner campuses have made Nectir an integral part of their daily learning experience. Learn more about how you can get Nectir on your campus here.
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!
Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. Our shows feature a selection of the industry’s best as your hosts. Learn from Mickey Baines, Zach Busekrus, Jeremy Tiers, Corynn Myers, Jaime Gleason and many more.
Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!
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