In an era where the U.S. higher education landscape is facing unprecedented challenges, admissions offices must adapt not only to survive but to thrive. From demographic shifts and evolving student expectations to increased competition from alternative learning models, the enrollment ecosystem is undergoing rapid transformation.
To address these pressing concerns, we recently hosted a webinar titled “Future-proofing the Undergraduate Admissions Office in the U.S.” The session featured Victoria Herrick, Associate Director of Recruitment at Old Dominion University (ODU), who shared her expert insights drawn from years of experience driving enrollment and retention growth at a large public institution.
This blog summarizes the key themes, takeaways, and practical recommendations discussed during the session, with the goal of equipping enrollment leaders with actionable strategies to strengthen and future-proof their admissions operations.
The Changing Landscape of Undergraduate Admissions
Victoria began by contextualizing the current state of undergraduate admissions in the United States. She noted that institutions are navigating multiple intersecting pressures:
- Shrinking traditional-age student populations
- Increasing skepticism toward the value of higher education
- Diversified learning pathways (e.g., online degrees, bootcamps, certification programs)
- Heightened expectations around personalization and digital experience
As she pointed out, “Today’s students expect a consumer-grade experience, one that’s immediate, personalized, and transparent. Institutions that can’t meet these expectations risk falling behind.”
Strategic Shifts From Static Processes to Dynamic Engagement
One of the central themes of the discussion was the importance of shifting from static, cycle-based processes to dynamic, continuous engagement with prospective students. Drawing from her work at ODU, Victoria outlined several key shifts her team has made:
Proactive Communication Using Behavioral Data
Rather than relying on traditional demographics alone, ODU leverages behavioral intent signals, such as email opens, web interactions, and inquiry depth — to prioritize outreach efforts. “It’s not about how many leads you have,” she said. “It’s about how well you understand who’s genuinely interested and when they’re ready to engage.”
Multi-Channel, Integrated Engagement
Students today engage across multiple platforms. Victoria emphasized the need for admissions offices to adopt a coordinated, multi-channel approach, including email, SMS, chatbots, social media, and more.
Agile Campaign Management
Traditional, static campaign calendars often fail to adapt to emerging trends. ODU has embraced agile marketing methodologies, allowing them to adjust messaging, timing, and channels in real time based on performance data.
Actionable Recommendations for Admissions Offices
The session also provided practical, immediately applicable recommendations for enrollment professionals:
Invest in CRM Systems with Real-Time Insights
Technology must enable—not just report on—student engagement. A robust CRM platform should offer a 360-degree view of every prospect’s journey.
Break Down Internal Silos
Collaboration between marketing, admissions, and academic advising teams is critical. Shared goals and data alignment create a more consistent and effective student experience.
Prioritize Inquiry-to-Enrollment Journey Mapping
Understanding each stage of the student journey enables tailored interventions that reduce drop-off and improve yield.
Treat Retention as a Recruitment Function
“Student success starts at the point of first contact,” Victoria emphasized. Proactive support during the recruitment phase often leads to stronger retention outcomes.
Key Takeaways
To summarize, institutions that wish to future-proof their undergraduate admissions strategies should focus on the following:
- Transition from demographic targeting to behavioral segmentation
- Enable multi-touch, omnichannel communication
- Leverage data to inform decisions in real time
- Promote cross-departmental collaboration
- Consider retention as part of the recruitment strategy
Conclusion
The webinar served as a timely reminder that the future of undergraduate admissions lies in the ability to adapt, quickly, strategically, and holistically. As the needs and behaviors of prospective students continue to evolve, institutions that invest in data-informed strategies, technology integration, and cross-functional collaboration will be best positioned to achieve sustainable enrollment success.
Missed the webinar? The full session recording and downloadable highlights are now available here & to know more Schedule a personalized demo today.
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