Addressing Enrollment Challenges at Small to Mid-Sized Colleges

This white paper addresses the enrollment challenges faced by small to mid-sized colleges in the United States. It outlines the current predicament of these institutions, which often have a student population of 5,000 or less, highlighting their significant role in the higher education ecosystem. The paper identifies five key challenges impacting enrollment efforts: low brand awareness, resource and budget restrictions, a reduced pool of freshmen students, yield conversion issues, and financial aid clarity. Each challenge is briefly reviewed, supported by data and factors contributing to the situation. The document also provides practical steps that institutions can take to address these challenges, including strategic focus on key areas for enrollment uplift, leveraging local connections, and utilizing technology for automated outreach. The paper emphasizes the need for a differentiated marketing strategy and the importance of understanding the local employment market to attract prospective learners effectively.