Lisa Keegan on Facing Enrollment Challenges and Opportunities Head On

This week’s episode is with Lisa Keegan from Bucknell University who shares some dispatches from the front lines of this moment in higher ed enrollment management. She explores with Dustin how best to venture into new student markets and advice on making the most of these opportunities.

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Key Takeaways

• Demographic Shifts Demand Strategy: Institutions must align recruitment efforts with shifting high school demographics, including geographic and socioeconomic diversity, using data-driven strategies.
• The Importance of Institutional Identity: Colleges and universities thrive when they lean into their unique missions and strengths rather than chasing trends.
• Innovation Through Disruption: The pandemic accelerated the adoption of tools like virtual tours and hybrid outreach methods, enabling institutions to connect with students in new ways.
• Bold Leadership is Critical: Enrollment leaders must think ahead, adapt policies, and make bold decisions to ensure their institutions are prepared for the future.
• Focus on People and Retention: Retaining top talent in enrollment management requires rethinking traditional expectations and embracing flexible, supportive workplace practices.

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Episode Summary

Facing the Enrollment Cliff: Understanding the Challenges

Lisa Keegan identifies the enrollment cliff as a pressing issue for higher education, driven by declining birth rates and shifting high school demographics. These changes are creating a more competitive landscape for institutions, particularly those reliant on traditional residential models. However, Lisa emphasizes the importance of leveraging data to craft intentional recruitment strategies that align with institutional priorities, such as increasing diversity and access.

Institutions must also recognize regional differences and develop tailored approaches to outreach, rather than chasing growth in oversaturated markets. Data-driven insights can reveal untapped opportunities, enabling colleges to allocate resources more effectively and build long-term pipelines in emerging markets.

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Reaching New Markets: Innovation and Intentionality

To attract students from new markets, institutions need a mix of personalized outreach and effective marketing. Lisa highlights the importance of relationship-building with high schools, community-based organizations, and college access networks, while also using virtual tours and digital campaigns to reach students in more distant locations.

At Bucknell, a key focus has been increasing socioeconomic diversity by identifying geographic areas and populations that align with the institution’s mission. Initiatives like multilingual driving tours and authentic student-led social media campaigns have enhanced accessibility and engagement, allowing prospective students to experience campus life even from afar.

The takeaway? Expanding into new markets requires time, intentionality, and alignment with institutional values.

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The Role of Leadership in Navigating Change

Leadership plays a pivotal role in higher education’s response to these challenges. Lisa underscores the importance of bold, mission-driven decision-making to ensure institutions remain relevant and resilient. This includes reevaluating outdated policies, focusing on what institutions do best, and letting go of practices that no longer serve their communities.

Lisa also highlights the need for leadership development and employee retention, especially in enrollment management, where burnout is a growing concern. By fostering a supportive and flexible workplace culture, institutions can retain talented professionals and attract new voices to the field.

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About the Enrollify Podcast Network: 

The Higher Ed Geek 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 Jeremy Tiers, Zach Busekrus, Jaime Hunt, Allison Turcio, Jamie 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 your