10 Strategies to Attract and Enroll the Modern Learner

As the higher education landscape continues to shift and evolve, the expectations and priorities of today’s students are shifting as well. To stay relevant, institutions are expanding their focus beyond traditional academic models to better meet the needs of a more discerning audience. Modern Learners are no longer bound by age or conventional learning modalities—today’s students are driven by different priorities, presenting a challenge for institutions relying on outdated methods to engage this demographic.  

With primary motivators including career advancement and the need for flexibility, Modern Learners demand educational opportunities that offer accessibility, transparency and value. They are more selective, especially as the perceived value of a college degree has been questioned amid economic uncertainty. With rising student debt, these learners are looking for programs that provide a clear return on investment—an education that advances their careers while offering flexible options that meet their financial and personal needs. Success lies in striking a balance between value and cost-effectiveness, ensuring students feel seen, supported and equipped for the future. 

Explore ten essential strategies for higher education institutions to expand their offerings and better engage Modern Learners. From improving strategies to leveraging resources and fostering deeper connections with students, these strategies aim to engage with Modern Learners based on their preferences and behavior rather than demographics by embracing a Unified Enrollment Strategy that fuels sustainable growth. 

1. Build a Cohesive Brand

In a competitive landscape where a strong brand is essential, the increasingly selective nature of Modern Learners calls for an institution’s brand to resonate with prospective students.

Your institution’s brand identity should authentically reflect its values, mission and unique offerings. A compelling brand narrative not only showcases your unique selling proposition (USP), but also serves as an opportunity to connect on a deeper level with potential students, fostering trust and engagement.

Building a cohesive brand experience involves aligning visual elements, messaging and tone to create consistency across all touchpoints—from your website to social media, emails and beyond. This alignment strengthens students’ understanding of your value proposition, guiding them throughout their journey and ensuring they feel engaged at every stage.

At EducationDynamics, our in-house Creative team specializes in data-driven brand positioning and strategy. We take the time to understand your institution’s unique strengths and craft creative solutions that support the student journey, from initial discovery to enrollment. Discover how our creative services can help your institution’s brand thrive and successfully engage Modern Learners.

2. Adopt a Full-Funnel Marketing Approach 

As Modern Learners increasingly seek personalized learning experiences that align with their needs, institutions need to elevate their marketing strategies to meet their growing expectations. By embracing a full-funnel approach, schools can more effectively engage with students at every stage of their journey, leading to stronger enrollment outcomes.  

A holistic full-funnel marketing approach not only boosts engagement, but also augments long-term growth by nurturing students from awareness to decision.  As students continue to research more throughout their journey and prioritize personalized content, institutions must adopt comprehensive approaches to effectively reach them.  

With EducationDynamics’ multi-channel digital marketing expertise, schools can target students across various platforms, ensuring personalized messaging and an engaging experience across every touchpoint. If you want to learn more about how to build a successful full-funnel marketing approach, check out our Full-Funnel Marketing Guide for Higher Education.  

3. Utilize Market Research to Identify High-Growth Programs 

To effectively meet the evolving priorities of Modern Learners, institutions must develop programs that align with market trends and career opportunities. Leveraging market research allows schools to refine their offerings and better address students’ shifting needs and expectations. 

Resources such as EducationDynamics’ eLearning Index Web App, serve as a powerful resource. The Web App, developed by EducationDynamics’ Market Research team, utilizes current National Center for Education Statistics (NCES) data, to showcase an accurate view of the current labor market and relevant trends regarding degree completions. Administrators can use the app’s interactive features to isolate the data by region, modality and program. By providing insights into the highest opportunity programs available for each educational level and a convenient user interface, the eLearning Index Web App tool empowers schools to optimize their program offerings, ensuring that they are offering degrees that are relevant to Modern Learners. Through aligning programs with high-growth career opportunities, institutions can not only boost retention but also empower students with the skills and support they need to thrive in the current job market.

4. Nurture Leads and Personalize the Journey  

Modern Learners often research extensively before finalizing their enrollment decision, seeking personalized and relevant information at every stage. Building relationships early and maintaining engagement over time is essential, whether you’re connecting with prospective students for the first time, re-engaging stopped-out students, or reconnecting with dormant inquiries.  

Effective lead nurturing helps institutions build these relationships through tailored content that addresses the specific needs and interests of each student. Consistent communication guides students through their decision-making journey, ensuring they feel supported. 

Marketing automation can help streamline these efforts. Through automation of communication workflows, institutions can deliver timely and personalized messaging that resonates with students. This level of personalization and consideration throughout multiple touchpoints in the student journey improves overall engagement and student experiences.  

At EducationDynamics, our Nurturing Services offer institutions multi-channel engagement, using best-in-class marketing automation technology.  By delivering personalized communications across various platforms, we help schools strengthen connections with students at every stage of their journey.

6. Showcase Your Innovative Spirit 

Standing out amid the competitive higher education landscape is vital for attracting Modern Learners, who seek educational opportunities that align with their evolving needs and aspirations. Today’s students are not merely seeking to fulfill degree requirements; they are looking for an education that resonates with their interests and provides long-term growth opportunities. This is where innovation can play a vital role. By highlighting your university’s unique offerings and distinct culture, you can offer Modern Learners attractive reasons to choose your school, while demonstrating how you are adapting to meet the growing demands of Modern Learners.  

At EducationDynamics’ Higher Ed Marketing Agency, our team of experts understand the importance of showcasing each institution’s unique selling points and innovative approaches within the higher education space.  Our services are designed to communicate the value of choosing your school, whether it’s through digital campaigns, social media content, or compelling copywriting. We empower you to emphasize your distinct strengths, enabling your institution to foster deeper connections with Modern Learners and guide them towards enrollment.  

7. Create a Seamless Student Journey 

The traditional, linear student journey no longer applies to today’s Modern Learners. With various commitments, such as family and work responsibilities, modern students engage with their educational environment in different ways than in years past. As a result, institutions need to adjust how they approach the student journey. By implementing student journey mapping, institutions can better understand the various stages of the student experience and refine it to reduce pain points. 

EducationDynamics’ student journey mapping process provides institutions with actionable insights to optimize every stage of the student experience, from inquiry to enrollment. The process begins with a comprehensive analysis of your current student recruitment and services, including existing marketing materials, communication technology and student support systems. Using data-driven insights, we then create a visual student journey map that identifies key touch points and opportunities to enhance communication. From there, we develop a communication plan with targeted messaging and content designed to nurture, guide and support students across their enrollment journey. By integrating student journey mapping, institutions can better visualize the Modern Learner’s journey, while meeting their evolving needs.   

8. Invest in Financial Aid Support 

Financial aid is among the first pieces of information students seek and often plays a pivotal role in their enrollment decision. Equipping your institution’s advising team with the tools to engage in financial aid conversations early in the student journey is critical to meeting the expectations of Modern Learners and encouraging them to choose your institution over another.  

 EducationDynamics’ Financial Aid Advising services offer personalized support through dedicated coaches who manage student inquiries and provide individualized guidance. This streamlined approach allows your admissions team to focus on key priorities, while ensuring students receive the financial aid support they need. By delivering clear answers and a supportive experience, students are more likely to enroll, resulting in higher enrollment and retention rates. 

9. Streamline Your CRM and Marketing Data Integration  

A robust Customer Relationship Management (CRM) system is essential for navigating the Modern Learner’s enrollment journey. By collecting and managing student data, CRMs promote personalized communication that resonates with students. To truly maximize their potential, CRM systems should be optimized through technology integration, data quality assessments and user adoption, ensuring they effectively reach Modern Learners while driving scalable enrollment growth.  

EducationDynamics recognizes the importance of an integrated CRM system. Our team of integration experts specialize in implementing and maintaining clean, actionable data that supports a cohesive strategy, giving your institution a holistic overview of each student and ensuring your CRM is built for long-term success.   

10. Optimize Your Enrollment Team  

As the primary point of contact for prospective students, your enrollment team is one of the most critical investments you can make. The expertise and engagement of your enrollment staff directly influences prospective students’ decisions, making them essential to student success outcomes.   

At EducationDynamics, we believe in empowering both institutions and students by investing in staff development. Through our The U School platform, institutions can access exclusive 8-week programs designed to equip your team with the skills needed to meet the unique demands of Modern Learners. By strengthening staff training, we help build more effective enrollment pathways, ultimately increasing student engagement, satisfaction and enrollment growth.  

Empowering Your Institution to Engage Modern Learners

Attracting and enrolling Modern Learners requires a comprehensive approach that acknowledges their unique needs and preferences. By implementing the ten key strategies outlined in this article, higher education institutions can engage a new demographic of learners while nurturing meaningful connections with students. Embracing innovative solutions like student journey mapping and leveraging available resources allows institutions to transform the student experience. As the higher education environment continues to change and enrollment challenges arise due to shifting economic and demographic factors, institutions who proactively understand and cater to the unique needs of Modern Learners will differentiate themselves from the competition.  As your strategic partner, EDDY is committed to empowering your institution to confidently navigate these challenges while collectively advancing our mission to expand opportunity through education.