Editor’s note: This article is adapted from a conversation with Devin Purgason on the Illumination Podcast. To hear the full discussion, listen to the episode here.
For too long, higher education has viewed enrollment as an endpoint—an administrative box to check before the “real” student experience begins. But in today’s evolving landscape, where learners expect seamless consumer-grade experiences and institutions face mounting demographic and financial pressures, that mindset is no longer sustainable. Enrollment cannot be the finish line. It must be the trailhead—the first step in a lifelong journey of connection, growth, and transformation.
Reframing Enrollment as a Relationship
When students cross the threshold into higher education, they’re not merely signing up for classes. They’re entering a relationship with an institution that has the potential to serve them at every inflection point of life: landing a first job, pivoting careers, recovering from a layoff, or pursuing personal enrichment.
That’s why enrollment should be designed less like a one-time transaction and more like the first step on a guided pathway. Institutions that make their “trail maps” clear—through structured pathways, proactive advising, and consistent check-ins—equip learners to navigate not just their first semester but their entire educational journey.
A student who feels guided, supported, and cared for in their initial interactions is far more likely to return later in life for upskilling, reskilling, or new credentials. The first enrollment conversation, then, is really the opening of a lifelong dialogue.
Meeting Learners Where They Are
Modern learners live in what can only be called a one-tap world. They order groceries, schedule rides, and manage finances with a swipe of their thumb. Yet, when it comes to higher education, they often encounter a multi-form world: paper-based applications, fragmented processes, and long waits for responses.
This misalignment creates “micro-frictions”—small but significant frustrations that erode trust and cause prospective students to drop off. Every extra form, every clunky web page, every unanswered email sends a subtle message: this process isn’t designed for you.
Institutions that want to thrive must eliminate those frictions. That means adopting mobile-first website design, implementing AI-powered chatbots for 24/7 support, automating responses to inquiries, and offering proactive nudges throughout the onboarding process. When done well, these tools don’t replace the human touch; they amplify it—ensuring staff can dedicate their time to high-value, personalized support rather than manual paperwork.
Expanding the Definition of “Student”
The long-feared demographic cliff is no longer a distant forecast; it’s here. Traditional-age students are declining in number, and institutions that rely solely on 18- to 24-year-olds will face shrinking enrollments. The future lies in broadening the definition of who a student is.
Consider the millions of adults in the U.S. with some college credit but no degree. Or working professionals seeking microcredentials and certifications to advance their careers. These learners have different needs, expectations, and constraints than recent high school graduates. They may be balancing family obligations, working full time, or taking only a few courses at a time.
To engage this population, institutions must tailor their messaging and support structures: flexible schedules, clear ROI, seamless digital experiences, and consistent reminders that education can be a lifelong partnership rather than a one-off event.
Enrollment as the Foundation for Lifelong Engagement
Shifting to this mindset requires more than new technology; it requires new storytelling. Enrollment marketing can’t simply drive applications. It must invite learners into an ongoing relationship. That means communicating not only the value of a degree program but also the promise of lifelong learning.
Imagine messaging that says: We’ll be here when you want to advance in your career. We’ll be here when you need to pivot. We’ll be here when learning becomes a passion project. Enrollment becomes less about filling seats today and more about establishing trust for tomorrow.
A Call to Action for Institutions
The institutions that will thrive in the coming decade are those that stop viewing enrollment as a finish line and start seeing it as a beginning. They’ll design seamless, student-centered experiences that rival the best consumer platforms. They’ll embrace the diversity of today’s learners—traditional students, adult learners, and lifelong learners alike. And most importantly, they’ll commit to building relationships that last not just for semesters, but for lifetimes.
Higher education has always promised transformation. The challenge—and opportunity—now is to ensure that transformation starts not after enrollment, but with it.
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