Editor’s note: This article is adapted from a conversation with Keith Paul on the Illumination Podcast. To hear the full discussion, listen to the episode here.
Understanding and responding to the communication needs of modern learners is not just a matter of marketing—it’s fundamental to supporting student success. Institutions must pivot from transactional outreach to authentic, tech-enabled relationships that empower learners on their unique journeys.
The New Digital Native: More Than Just Mobile-First
The expectations of today’s students—especially Gen Z and the emerging Gen Alpha cohort—are shaped by platforms that deliver instant, personalized, and visually compelling experiences. This generation doesn’t just consume content; they evaluate its relevance, tone, and authenticity in real time. Institutions must not only meet these learners where they are but speak in a language they recognize: brief, visual, jargon-free, and interactive.
Mobile-first is the baseline, but it’s not enough. Emails must be compelling and to-the-point. Text messages should be strategic, not spammy. Social media must be authentic, customized by platform, and audience-specific. A meme can outperform a flyer, but only if it’s timely and well executed.
Applying Private Sector Lessons Without the Private Sector Budget
Higher education doesn’t need enterprise-level tech to personalize experiences—it needs intentionality. Even the most modest customer relationship management (CRM) tools can be powerful when used strategically. Upload a name, customize a subject line, and create campaigns that actually feel personal.
Authenticity is not about perfection—it’s about relevance. Students can spot disingenuous marketing from a mile away. Institutions must shift from broadcasting messages to building relationships, engaging in two-way dialogues, and designing campaigns that feel like an invitation, not a command.
Rethinking “Meeting Students Where They Are”
This common phrase in higher education deserves deeper exploration. Truly meeting students where they are requires institutions to account for cultural, socioeconomic, and familial dynamics. For example, in communities with high concentrations of first-generation and immigrant families, college decisions are often family decisions. Messaging must extend beyond the student to resonate with support networks.
Moreover, community college learners in particular face complex lives—balancing work, caregiving, athletics, and academics. Institutions must design systems that recognize these realities. That means providing academic coaches, creating welcoming “third spaces” on campus, and leveraging retention tactics that focus on removing practical barriers—from tutoring to transportation support.
Doing More With Less: The Strategic Resource Challenge
Resource constraints are a given in most institutions, especially community colleges. But responsiveness doesn’t have to mean burnout. By focusing on high-impact areas—the 20% of students who need the most support—institutions can implement scalable solutions that benefit the entire student body.
From targeted academic coaching to micro-grants that solve simple but critical issues (like gas money), small interventions can have life-changing effects. Automation and workflow optimization can further reduce staff strain. Investing in user-friendly systems like SharePoint or enhancing internal communications through blogging and intranets builds capacity without requiring new headcount.
Communication Fatigue is Real—And Fixable
Today’s learners are bombarded with information. Institutions often unwittingly add to the noise with disjointed, redundant, or last-minute messages. A critical first step is auditing communication tools and strategies. How many systems are texting students? Are emails designed with readability in mind? Do internal teams coordinate their outreach?
Consolidation and curation are key. A weekly newsletter can be powerful—if it’s not a “CVS receipt” of content. Short blurbs, clear CTAs, and contextual links can significantly improve usability. For staff and faculty, creating simple blogging tools can enhance transparency and reduce reliance on mass email blasts.
Looking Forward: Future-Proofing the Student Lifecycle
The communication landscape is increasingly fragmented. With platforms like TikTok facing uncertainty and alternatives like BlueSky or Mastodon still gaining traction, agility is essential. Institutions must equip teams to monitor trends, adapt quickly, and customize messaging for each platform and audience.
The move away from generic, cross-posted content is a positive step. Tailoring the same message for different platforms—Instagram for prospective students, Facebook for local community members, LinkedIn for corporate partners—is not just best practice, it’s becoming table stakes.
Beyond platforms, institutions must stay attuned to shifts in student expectations around academic and career outcomes. As interest in trades and applied learning grows, institutions must showcase not just degrees, but pathways—stackable credentials, career-linked programs, and equitable access to opportunity.
Final Thought: A New Definition of Success
In an era when the value of higher education is under scrutiny, colleges and universities must redefine success—not as degree completion alone, but as meaningful progress along a learner’s chosen path. By fostering connection through authentic communication, strategic personalization, and equity-centered support, institutions can build trust, relevance, and resilience in the lives of the students they serve.
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