Key Takeaways:
- Shift from transactional to strategic planning to drive impactful enrollment outcomes.
- Adopt AI-powered tools for continuous optimization, moving beyond traditional analytics.
- Embrace holistic, omnichannel strategies that engage individual students on multiple platforms.
The recent AACRAO SEM Conference 2024 was buzzing with insights and strategies to address the rapid changes reshaping the work of enrollment leaders. This year, Liaison presented an enlightening session on the best SEMP practices for embracing the new era of enrollment management, led by Liaison’s Vice President of Enrollment Strategy Craig Cornell. With attendees representing a wide variety of roles and backgrounds in higher education, the session offered a fresh look at strategic enrollment planning in the face of unprecedented challenges, such as the looming “enrollment cliff,” COVID-19’s impact, and shifting student demographics.
As Cornell pointed out, successful enrollment can no longer rely on traditional approaches alone. Higher education institutions must look beyond transaction-based strategies, leaning into comprehensive, data-driven planning to build resilient and adaptable enrollment systems. Below, we unpack the core themes and actionable strategies from his session to help higher ed leaders reimagine their enrollment processes for sustainable growth.
The 4 Themes of the New Enrollment Paradigm
1. Moving From Transactional to Strategic Thinking
Strategic planning serves as the foundation for enrollment success. Cornell emphasized the value of developing a comprehensive Strategic Enrollment Management Plan (SEMP) that integrates planning and strategy across the institution. The days of treating enrollment as a linear, transaction-focused process are over. By embedding a strategic framework, enrollment teams can align resources with long-term goals, turning data into actionable insights to inform every enrollment decision.
2. Breaking Free From “The Way We’ve Always Done It”
Noting that flexibility is essential, Cornell advised against over-reliance on traditional funnels and linear processes. Instead, he advocated for AI-informed engagement. AI’s predictive capabilities enable institutions to shift from merely leveraging data to fully optimizing resources and engagement strategies. “The advantage of machine learning,” he noted, “is that we’re moving from reactive, rear-view analytics to proactive, continuous optimization.”
- In Practice: AI tools can help institutions allocate scholarships more effectively. Cornell shared a case where an institution applied AI to distribute scholarships, resulting in a 90% yield among awarded students—a stark improvement over conventional methods.
3. Shifting From Silos to Teams
Successful enrollment efforts require collaboration across the entire campus. Cornell stressed the importance of cross-departmental communication, urging enrollment teams to work closely with faculty and other campus stakeholders. By establishing enrollment advisory groups and onboarding committees, institutions can create a unified approach that aligns admissions, student affairs, and academic departments.
4. Evolving from Reactive to Proactive Recruitment
Cornell also underscored the need for agility in enrollment management, advocating for proactive recruitment strategies that target individuals instead of generic classes. Today’s prospective students expect highly personalized interactions across multiple platforms. This is where omnichannel marketing comes in and allows institutions to deliver targeted messaging tailored to individual needs and interests, transforming recruitment into a relationship-driven process.
“Demonstrating to the potential student that you understand their needs and how the campus will actually be better by them joining your community is the winning scenario for recruiting individuals, not just classes,” he said.
Redefining Enrollment Management With Liaison
Throughout the session, Cornell emphasized Liaison’s role as a forward-thinking partner equipped to guide institutions through the complexities of modern enrollment. From CRMs and centralized application services to AI-enhanced marketing tools, Liaison’s offerings are designed to reduce administrative burdens and free up enrollment teams to focus on personalized engagement.
By providing technology that supports every stage of the enrollment funnel, Liaison empowers institutions to act on data-driven insights, optimize resources, and ultimately foster sustainable growth.
“Our goal,” he said, “is to take the load off you so you can focus on recruiting individual students.”
Closing Thoughts
Navigating the new enrollment paradigm requires more than traditional solutions—it calls for strategic, innovative, and holistic approaches. Request an Enrollment Workshop to learn more about the new strategies that can transform your enrollment efforts and better position your institution in today’s competitive landscape.