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About the Episode: 

In this episode of Confessions of a Higher Ed CMO, host Jaime Hunt welcomes Camryn Simpson and Blake Mischley of Meet Your Class to break down insights from their newly released 2025 College Decision Playbook. The conversation dives deep into the shifting priorities of Gen Z students—from major-first decision-making to the critical importance of digital campus "vibes." If you're crafting a marketing strategy for student recruitment or aiming to improve yield, this is an episode you don’t want to miss.

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Key Takeaways

• 69% of students choose their major before selecting a school, highlighting the importance of academic program marketing.
  
  
• 92% of students say a strong sense of community makes them more likely to enroll, and 83% cite campus "vibe" as a key decision factor.
  
  
• Instagram ranks above US News rankings as a tool students use for college research, signaling a shift in trust toward social content over traditional media.
  
  
• User-generated content (UGC) is more effective than polished institutional marketing in building credibility and showcasing campus culture.
  
  
• 100% of surveyed students want to connect with others before enrolling, with 58% prioritizing it before committing.
  
  
• To improve yield, schools should audit enrollment barriers—such as delayed .edu email access—and prioritize authentic connection points.
  
  
• Schools that empower students to share their own stories on social media see stronger engagement and improved yield outcomes.
  
  

Episode Summary

How Are Students Really Making College Decisions in 2025?

The 2025 College Decision Playbook from Meet Your Class offers a clear answer: Students are choosing majors first, schools second. According to co-founder Blake Mischley, 69% of students selected their major before deciding where to enroll. This major-first mindset underscores a dramatic shift from previous generations who often chased the dream school before solidifying career goals.

Camryn Simpson explains that students are thinking long-term—they’re asking, “What kind of life do I want after college?” rather than “Where do I want to spend the next four years?” This mindset changes how institutions must frame their marketing strategy. Rather than focusing on general accolades or institutional prestige, institutions must clearly connect programs to career outcomes. That means showcasing unique differentiators within academic departments and going beyond the “we offer computer science” boilerplate.

If you’re wondering what students want to see, it’s not just employment stats—it’s stories. Institutions should highlight real students succeeding in real jobs thanks to their specific program. Authentic narratives > generic claims.

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What Does "Campus Vibe" Actually Mean—and How Do You Market It?

“Vibe” might seem like a squishy concept, but according to the data, it’s concrete: 83% of students say “campus vibe” is a factor in where they choose to go. The term encompasses sense of belonging, personality fit, and even aesthetic. Think less “bullet point” and more “do I see myself there?”

Camryn and Blake agree that “vibe” can’t be captured in a highly produced institutional video. Instead, it lives on Instagram, TikTok, and student-created content. Gen Z uses social media as a search engine—they’re not browsing US News rankings or traditional websites as their first stop.

To meet students where they are, marketing teams should treat social media as a community, not a billboard. Schools must shift away from broadcast-style content and instead facilitate authentic, in-the-moment stories—late-night study sessions, dorm life, campus clubs, and daily routines. These micro-stories make students feel like insiders, even before they visit campus.

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How Can Schools Create a Sense of Belonging Before Students Step on Campus?

Perhaps the most surprising (and revealing) stat from the study: 100% of students want to connect with others before enrolling. More than half—58%—said it was most important to make these connections before they even submit their deposit. That’s a massive opportunity to influence yield.

Yet many schools unintentionally gatekeep connection. As Blake pointed out, some only offer access to private communities or orientation groups once a student has a .edu email, which can come too late in the decision cycle. Schools must audit the student journey and remove friction from early community-building efforts.

So, what’s one low-lift tactic? Leverage your existing student leaders and campus influencers—SGA reps, club presidents, athletes, or cultural ambassadors—to be active in social spaces where admitted students hang out. And as Camryn notes, don’t over-engineer it. Let them be real. The message students want isn’t “Here’s who we are.” It’s “Here’s what it feels like to be one of us.”

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What’s the Role of User-Generated Content in Enrollment Marketing?

Gen Z doesn’t trust your brand—they trust each other. User-generated content (UGC) is no longer a nice-to-have; it’s essential to establishing credibility and relatability. Even simple things—like reposting a student’s photo or creating low-budget “day in the life” videos—can go further than your most expensive campaign.

Blake and Camryn recommend creating searchable, evergreen content that lives where students are searching: TikTok, Instagram Reels, and YouTube Shorts. Content like “dorm tours,” “what I eat in a day at [school name],” or “5 things I wish I knew before choosing [major] at [university]” can pay dividends long after it’s posted.

And for institutions with limited resources, this is a strategic win. A single piece of UGC—if properly tagged and discoverable—can attract engagement for years. The ROI is higher than most polished campaigns.

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How Should Enrollment Leaders Rethink Strategy Based on the 2025 Playbook?

The takeaway is clear: Put students at the center of everything. The Playbook affirms that students are now acting like empowered consumers—they’re doing the research, comparing options, and looking for peer validation before making a decision. Your job isn’t to convince them you’re “the best school”—it’s to show them how they can become their best selves with you.

To do this, leaders must:

• Shift from institutional bragging to student-first storytelling
  
  
• Make social media strategy part of your recruitment infrastructure, not just an afterthought
  
  
• Use data (like the 2025 Playbook) to prove the ROI of student-led connection and community
  
  

And most importantly, create authentic spaces where students can see, feel, and imagine themselves on your campus—before they ever visit.

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The 2025 College Decision Playbook

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Connect With Our Host:
Jaime Hunt
https://twitter.com/JaimeHuntIMC

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About The Enrollify Podcast Network:
Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include Talking Tactics and Higher Ed Pulse. 

Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.