How Colleges Can Improve Admissions Strategies to Boost Enrollment and Student Success

November 28, 2025

The landscape of higher education is changing quickly. Demographic changes mean fewer students are graduating from high school. Families are more cautious about cost and return on investment. And technology — from AI tools to virtual tours — is changing how students discover, compare, and apply to colleges.

For admissions teams, these pressures have transformed the work itself. Recruitment is evolving from simply enrolling students to thoughtfully identifying those who are the best fit and supporting their success from day one. Institutions are adopting an admit-and-support mindset — one that directly links admissions to student belonging, persistence, and long-term outcomes.

Institutions leading this change share a few things in common: they know who they are, they communicate with honesty and purpose, and they use data and innovation to meet students where they are. 

These colleges are proving that when admissions strategy reflects mission, everyone benefits — students thrive, retention rises, and enrollment goals align with long-term success.

Rethink the role of admissions in student success

Admitting a student to a higher education program is one chapter in their success story. When institutions make their first touchpoint intentional — by connecting students to programs, resources, and expectations early — retention and belonging improve dramatically.

At the University of Nevada, Las Vegas, Acting Senior Vice Provost Barb Roberts calls this a mindset shift: “It’s not a numbers game anymore. Students want to understand how they fit.” Her team treats recruitment and retention as two sides of the same coin. They use early engagement programs like Rebel Ready Week, a week-long transition experience that helps students meet peers, explore campus life, and learn key skills like finding mentors and reading a syllabus.

That investment pays off. According to research, belonging and preparation in the first weeks of college strongly predict long-term success. When admissions teams collaborate with student-success offices before day one, students start stronger — and stay longer.

Build relationships with families, not just students

Parents and other family members now play a major role in college-choice decisions. A 2022 survey found that 48% of high school seniors ranked parental influence among their top five information sources — up from 34% in 2019. Also, more families are shouldering the financial burden of higher education, and they’re looking for transparent, trustworthy information from institutions. 

The takeaway is clear: colleges that communicate effectively with families build trust early and create stronger enrollment outcomes.

Here are some strategies to help institutions connect with families in a meaningful way:

• Tailor your communication. Parents don’t want the same messages as students — they want clarity about cost, safety, academic support, and long-term outcomes. Segment communication by audience, so families receive the context they need to guide decisions confidently.
  
• Start early and stay consistent. Engage families before an application is submitted and maintain that connection through orientation. Regular newsletters, family-specific webinars, and clear milestone updates can help parents feel informed without overwhelming them.
  
• Use technology to personalize at scale. Platforms like CampusESP allow institutions to send targeted messages, deadlines, and event invites directly to families — all while protecting student privacy. These tools can integrate with CRM systems and track engagement, helping colleges understand what information families value most.
  
• Create dedicated touchpoints. Consider a family portal, a parent orientation track, or clear “family FAQs” on your admission website. Each signal shows the institution values families as partners in student success.
  

By inviting families into the conversation, colleges turn potential uncertainty into advocacy. When parents understand and trust the process, they reinforce a student’s confidence — and that support can make all the difference in enrollment and retention.

Align recruitment messaging with institutional mission

In a competitive market, many colleges feel tempted to market themselves as everything to everyone. But authenticity wins. Students — especially Gen Z — are more values-driven than any previous generation. They seek institutions that match their identity, aspirations, and social priorities.

Sometimes that means telling a student that another university may serve them better. Paradoxically, this transparency builds trust — and trust builds referrals. As Forbes notes, values-aligned messaging attracts applicants who persist and graduate at higher rates.

For colleges, staying mission-true acts as a filter. The more clearly an institution defines its purpose — whether it’s liberal-arts inquiry, workforce preparation, or community engagement — the easier it becomes to attract students who belong there.

Use innovation to personalize and scale

Artificial intelligence and data analytics are transforming admissions, from personalized outreach to predictive modelling. But the technology only works when it amplifies — not replaces — human connection.

Experts expect AI to widen the funnel at the top by surfacing more prospects, but personalization risks feeling generic if every college sends the same automated message. The solution is differentiation rooted in mission: use tech to tailor communication around your institution’s real strengths.

Students already use AI to navigate applications, essays, and scholarship searches. Institutions can respond by using similar tools ethically — to guide students through complex forms, reduce barriers, and highlight fit. Streamlined, data-informed processes free staff to spend more time on the high-touch interactions that technology can’t replicate.

Higher education can’t recruit its way out of declining demographics — but it can reimagine admissions as a long-term relationship rather than a one-time transaction. By viewing admissions through a lens of belonging and purpose, colleges reaffirm what makes higher education powerful: its ability to shape curious, capable graduates who continue to grow long after they leave campus.

Want expert insights on this topic?

Watch our full conversation with Barb Roberts of UNLV on The Holistic Success Show for more ideas on how colleges can modernize admissions while staying true to their mission.