If you’re feeling like the playbook for enrollment has been rewritten every year since 2020, you’re not alone. Between shifting demographics, FAFSA chaos, and a public increasingly skeptical about the ROI of higher ed, 2025 is shaping up to be yet another unpredictable year for enrollment teams. But unpredictability doesn’t mean powerlessness. The institutions that are thriving are the ones that are building for agility, not just stability.
At Frankel, we’ve spent the last two decades helping colleges and universities adapt, evolve, and grow. Here’s what we’re watching and what it means for your next cycle.
The delayed and error-ridden rollout of the new FAFSA has thrown off timelines, disrupted student decision-making, and exposed just how fragile the college pipeline can be. Yield season is now stretching further into summer, and students are making decisions later, or not at all.What it means:
You can’t just play the old playbook louder. Institutions need extended, responsive yield strategies that meet students where they are — confused, skeptical, and in search of clarity. That means clear messaging, fast response times, and personalized communications from April through August (and sometimes beyond).
Regional public and smaller private colleges are feeling the squeeze the most. With top-tier brands scooping up high-achieving students and career-focused programs diverting cost-conscious ones, institutions in the “middle” must find new ways to stand out.
What it means:
This is the year to stop selling degrees and start selling distinct value. What do you offer that students can’t get elsewhere? Is it career integration? Faculty access? A transformative student experience? The institutions that clarify and amplify their “why” will win.
Students today don’t just want to be recruited — they want to be seen. Generic campaigns and “spray and pray” media buys are losing ground to content that feels personalized, culturally attuned, and aligned with their values.
What it means:
It’s not just about channels — it’s about messaging. Gen Z wants relevance, authenticity, and responsiveness. Think: student-first UX, short-form video, direct peer engagement, and bold messages that don’t shy away from social context.
More institutions are realizing that enrollment growth isn’t just a marketing problem — it’s a full-campus commitment. From faculty to financial aid, from advising to alumni relations, everyone has a role to play in driving inquiries, building trust, and closing the deal.
What it means:
Integrated campaigns that activate internal ambassadors and align marketing with operations are outperforming siloed efforts. At Frankel, we help schools align cross-functional teams around a common message and common goal.
If the past few years have taught us anything, it’s that the only constant is change. The most successful institutions aren’t just investing in big campaigns. They’re investing in nimble systems, live performance data, and partners who can pivot fast.
What it means:
You need media plans with room to flex, reporting that updates in real-time, and creative that can be iterated quickly. This is not the year to “set it and forget it.” It’s the year to monitor, learn, and adjust.
There’s no one-size-fits-all solution in 2025. But the institutions that will come out ahead are the ones who stop chasing old norms and start building bold, responsive, student-centered strategies that meet the moment.
Need help recalibrating your enrollment strategy?
Let’s talk about how Frankel can help you launch smarter, move faster, and grow stronger.
Let’s talk about how Frankel can help you launch smarter, move faster, and grow stronger.
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