A Father-Daughter Take On What’s Working (and what’s not) In College Recruitment

What happens when a veteran enrollment leader and his high school–aged daughter attend four virtual college info sessions together? You get an honest, funny, and refreshingly human look at how institutions are presenting themselves to the next generation of students — and what’s landing flat.

In the latest episode of High School to Higher Ed, Kevin and Emma Cavanagh go undercover to explore how schools are telling their stories in the age of Zoom. The result: real insights, a few hot takes, and a surprising conversation about squirrels.

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Same Script, Different School

Across all four sessions — each hosted by well-known, highly ranked institutions — the Cavanaghs noticed a pattern.

“By the fourth one, it felt like déjà vu,” Emma admits. “Every school said the same thing about meal plans, scholarships, and being ‘holistic.’ It got repetitive fast.”

That word — holistic — became a running theme. Emma, a high school sophomore still early in her search, found the constant repetition both vague and uninspiring.

“They all say they take a holistic approach, but it sounds fake. What does that even mean?”

Kevin, a former VP for enrollment, agreed. While “holistic admissions” is meant to signal well-rounded review, he noted that the presenters often couldn’t articulate what their schools actually prioritized. The result? Every presentation blended together, lacking differentiation — the exact opposite of what strong enrollment marketing is supposed to achieve.

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What Actually Stood Out

Despite the sameness, one presentation did manage to spark Emma’s curiosity — not with gimmicks, but with substance.

“They talked about academics in a way I hadn’t heard before,” she said. “This idea that you could design your own major really caught my attention.”

The session’s focus on flexible curriculum helped Emma see beyond the cafeteria talk and glossy stats. It also showed her what to ask about next time — like how academic structures differ across schools.

“I wouldn’t have thought to look that up on my own,” she added. “Now I know that’s something important to me.”

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When “Professional Casual” Goes Too Far

From a professional standpoint, Kevin zeroed in on something else entirely: presentation polish.

“I’m old school,” he admitted. “But if I’m representing a college, I’m representing the entire institution — and that means dressing the part.”

Across the four sessions, not one presenter wore formal attire. Sweatshirts and hoodies dominated the screen.

Emma didn’t initially notice — a sign of shifting generational norms — but after Kevin pointed it out, she agreed that professional appearance can impact credibility.

“If they’d dressed up and seemed more confident, the whole thing would’ve felt more professional,” she said.

And then there was the infamous Golden Gate Bridge background — used by a representative from an East Coast college.

“It’s careless,” Kevin said. “If your city is a key part of your identity, don’t use a stock photo of San Francisco.”

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The Visual Edge: Video vs. Slides

Only one of the four sessions broke the PowerPoint mold — and it showed.

That standout presentation integrated short video clips and drone footage of campus life. Students walking between classes. Faculty greeting each other. The skyline in the distance.

“Families eat with their eyes,” Kevin explained. “That school gave us something to connect with emotionally. The rest just read slides.”

The difference between seeing and telling made a lasting impression on both hosts — and serves as a practical reminder that virtual engagement is as much about visuals as voice.

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The Squirrel Debate

At one point, a presenter proudly shared their school’s “squirrel-to-student ratio.” Cue laughter — and an unexpected father-daughter debate.

Kevin thought it was a charming way to make the session memorable.

“I’ll remember that school because of the squirrels,” he said. “It made the presentation feel human and lighthearted.”

Emma disagreed.

“It’s random,” she countered. “I’d rather use that time to learn something meaningful about academics or student life.”

Whether fun fact or filler, it sparked a larger point: in an era of polished sameness, a little humor and humanity can actually help institutions stand out — when used wisely.

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Ranking Shifts and Reality Checks

Before the experiment, Emma ranked the four schools in order of interest. After attending the sessions, her list flipped.

“The school I’d always loved dropped to fourth,” she said. “And one I’d never even heard of became my number one.”

Why? The new favorite offered engaging visuals, clear information, and a sense of connection — even through a screen. The old favorite felt flat and disorganized.

“It reminded me that name recognition doesn’t mean fit,” Kevin reflected. “Students aren’t just shopping for prestige — they’re looking for resonance.”

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Lessons for Admissions Teams

1. Differentiate or disappear. Every school says it’s holistic and student-centered. Show it instead.
2. Prioritize presence. Dress, tone, and virtual environment all communicate respect.
3. Use video strategically. Let students see your story, not just read it.
4. Embrace lightheartedness — carefully. A fun fact or unexpected detail can stick (even if it’s about squirrels).
5. Invest in professionalism. Branded backgrounds and thoughtful design elevate virtual engagement.

“You don’t need to be flashy,” Kevin summed up. “You just need to show you care enough to prepare.”

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🎧 Listen to the Full Episode

Catch all the laughs, lessons, and lighthearted banter on High School to Higher Ed, Part 2, now streaming on the Enrollify Podcast Network.