Before prospective students visit your website, AI search is already shaping their perceptions of your institution. Torin Keefer explains that earning visibility in AI search requires technical credibility, authoritative content, and the trust signals that influence student decisions.
Enrollment challenges often begin long before a student applies or submits a deposit. Kelly Kautz explains that prospective students can start losing confidence much earlier as they weigh their options and determine where they belong, making it essential for institutions to remove the friction points that create doubt along the way.
As Paskill celebrates 40 years of connecting students to right-fit institutions, Cathy Donovan reflects on graduation at partner institutions and within the agency’s families. From medieval traditions to modern mortarboards, the piece explores why commencement resonates with people supporting students’ path forward.
Adult learners represent one of the most significant opportunities in higher education today. Lead Strategist Michele Loeper explores why re-engaging the 40 million Americans with some college and no credential will require institutions to redesign the experience so it works for the realities of their lives.
Promising results are already emerging as we continue to test and refine predictive enrollment modeling with the current applicant pool. Senior Account Manager Angela Wenner shows how predictive enrollment modeling is shifting enrollment strategy from casting a wider net to focusing on students who can still be influenced.
Agency Marketing Director Cathy Donovan shares how something as simple as campus trees can shape a sense of belonging. From personal experience to industry insight, she explores why what students see and feel on campus matters more than we think.
Higher education marketing has always told stories, but the ones that once inspired confidence now often register as noise. Today, parent trust is built not on polished positioning, but on authentic student experiences that offer credible, human proof.
At CUPRAP’s Spring Professional Conference, one thing became clear among the hundreds of higher ed marketers: students aren’t asking “How impressive is this place?” but “Can I see myself here?” The stories that resonate answer that question with honesty, relevance, and proof.
As yield becomes an emotional decision shaped by both students and parents, institutions must move beyond campaigns and design experiences that build trust at every touchpoint. Learn how intentional, personalized enrollment journeys transform belonging into confidence and confidence into commitment.
Vice President of Market Research and Consulting Dave Black outlines practical ways enrollment leaders can prioritize now to make a difference this cycle. He also shows how those near-term moves can inform stronger, more intentional yield planning beyond decision season. Drawing on performance insights and enrollment strategy experience, he challenges teams to act decisively while building a stronger foundation for future cycles.
