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In an era where U.S. higher education institutions face declining application numbers, increasing competition, and rising expectations from students and families, enrollment success requires more than traditional outreach. It calls for bold leadership paired with strategic communication. From navigating presidential transitions and launching major rebrands to building trust and driving record-breaking enrollment, marketing and communications now play a central role in transforming institutions and fueling sustainable growth.

And to unpack it all, we recently hosted a podcast titled “Modern marketing and communication strategies for university presidents and trustees in the U.S.”. The session featured Dr. Joseph A. Brennan, Vice President for Communications and Marketing at Montclair State University, who has an extensive experience from managing presidential transitions and leading major rebrands to achieving record-breaking enrollment at Montclair and beyond.

This blog highlights the most important themes and takeaways from the session designed to help institutional leaders turn strategic communication into a powerful driver of admissions and enrollments.

Communications as a cabinet-level strategy

Dr. Brennan began by emphasizing that in today’s higher education environment, marketing and communications are not just operational functions, they’re strategic functions that directly influence enrollment outcomes. Especially during periods of uncertainty like leadership transitions, budget constraints, or reputational challenges, effective communication helps institutions maintain trust, align internal and external stakeholders, and sustain recruitment momentum. When treated as a leadership priority, communications can shape how the institution is perceived, both by prospective students and the broader community, ultimately impacting admissions and long-term enrollment growth.

Understanding communications during high-stakes moments

Our experts discussed how Presidents and trustees often focus on policy, governance, and fundraising but may overlook how essential it is to maintain a proactive, strategic communication presence during moments of high pressure. Whether facing enrollment shortfalls, or institutional change, universities must articulate their vision clearly and consistently. Communication helps control the narrative, reduces uncertainty, and reinforces institutional values that matter to prospective students.

Aligning leadership for stronger enrollment messaging

Strong alignment between university leadership: presidents, trustees, and communications teams must begin well before a new leader takes charge. By collaborating on clear enrollment goals, messaging frameworks, and outreach plans from the outset, leadership ensures that every communication effort from public announcements to recruitment campaigns supports a unified admissions strategy. This coordinated approach is essential for attracting and engaging prospective students effectively in a competitive enrollment environment.

Crafting clear and balanced messaging to support enrollment during challenges

In times of budget cuts, political scrutiny, or falling enrollment, getting messaging right is critical to maintaining confidence among prospective students and their families. Admissions communications must honestly acknowledge challenges while emphasizing the institution’s ongoing strengths, opportunities, and commitment to student success. Striking the right balance between transparency and optimism helps reassure applicants that the university remains a stable, supportive, and forward-looking choice, an essential factor in sustaining and growing enrollment despite external pressures.

How a strong communications team drives leadership success and enrollment growth

Dr. Brennan emphasized that a robust communications and marketing team does much more than promote the university, it actively supports leadership in shaping a clear, compelling vision that drives institutional transformation. By effectively engaging key stakeholders such as prospective students, families, and faculty, the communications team helps build trust and positive perception. This strategic influence not only strengthens the university’s reputation but also directly supports recruitment efforts and enrollment growth, ensuring that leadership’s goals translate into meaningful, measurable outcomes.

Key takeaways for enrollment leaders

In today’s competitive higher-ed landscape, university leaders must recognize that driving enrollment growth depends as much on strategic communication as on academic programs or financial aid. Effective marketing and communications can:

Build trust and confidence among prospective students and families during leadership transitions or institutional challenges.
Align internal and external stakeholders around a clear, compelling enrollment vision.
Strengthen the university’s brand to stand out in a recruitment landscape.
Craft targeted messaging that connects with diverse student groups and their expectations.
Shape public perception and influence enrollment decisions in real time through proactive, transparent communication.

Conclusion

As higher education continues to evolve, so too must the way institutions think about communications. For presidents, trustees, and senior leaders, strategic communication is a cornerstone of institutional success. When integrated at the highest levels, it becomes one of the most powerful tools for shaping reputation, deepening stakeholder trust, and driving enrollment results that last.

Missed the podcast? The full recording is now available here & to know more Schedule a personalized demo today.