Insights from the Inside: The End of Formulaic Enrollment Marketing

By Jenny Petty

In a recent conversation with a vice president of enrollment, I heard something that’s stayed with me: “There’s no way we could do student search in-house. It’s become way too complex.”

That sentiment captures the moment we’re in. The world of enrollment marketing is shifting fast. The tactics that once drove results, from traditional student search to scripted drip campaigns, are beginning to show their age. For decades, enrollment strategies relied on broad, industrial-scale marketing efforts—mass emails, massive name buys, and templated messaging pushed through massive vendor pipelines. But that playbook is breaking down.

We are living through what many are calling the “search cliff.” According to data from CBS Search, “By 2026, colleges should expect a decline of 32% in the number of student names available.” Test optional, privacy regulations and shifts in data practices are tightening access to student contact information—further complicating traditional name-buy models.

And yet, the industry continues to lean heavily on the same large, well-known vendors that have delivered the same formulaic approach to hundreds of institutions. These strategies may still deliver “activity”—impressions, emails, microsite clicks—but they are increasingly failing to deliver connection, conversion, or differentiation. It’s time to move past vanity metrics and prove that higher ed marketers work can and does drive revenue. 

Today’s students expect more. They’re not just looking for a college; they’re looking for belonging, purpose, and authenticity. A recycled search campaign with generic creative and impersonal follow-ups doesn’t just underperform—it actively erodes trust.

So what’s next? Enrollment marketers must pivot—fast. Here are four strategies to adapt to this new reality:

1. Brand-led enrollment marketing.

Treat your institution’s brand as the foundation for your enrollment strategy—not an add-on. Prospective students need to understand who you are, not just what you offer.

2. Audience segmentation beyond demographics.

‍Go deeper than geography and GPA. Use psychographics, behavioral data, and student intent signals to segment and personalize outreach in meaningful ways.

3. Content that builds connection.

‍Ditch the stock photos and scripted videos. Lean into authentic storytelling that highlights real student voices, experiences, and values.

4. Owned media > rented media.

Rely less on large-scale name buys and more on building your own channels: email lists, parent engagement platforms, organic social media communities, and purpose-built content ecosystems.

The problem isn’t complexity—it’s comfort. We’ve grown comfortable with outsourced solutions that prioritize volume over value. But that comfort is costing us relevance. When every institution sounds the same, no one stands out.

To meet the moment, we need a new approach—one that aligns enrollment marketing more closely with institutional brand, storytelling, and audience insight. The future isn’t about doing more of the same with bigger tools. It’s about building a system that’s more human, more strategic, and ultimately—more effective.

This is the first post in a two-part series. In part II, Jenny will break down each of these strategies even further, and then some.