The higher education landscape is evolving rapidly, presenting both challenges and opportunities for institutions seeking to attract and enroll students. As experts in education marketing, AMNY Education Marketing and Advance Education have collaborated on the 2nd Annual Parent & Student Survey, offering data-driven insights to help institutions refine their recruitment strategies for 2025. Our research highlights the key factors influencing student decision-making, the growing role of parents in the process, and how institutions can optimize their marketing to address these shifting dynamics.

Four-year colleges and universities are confronting a significant enrollment decline, projected to drop by 15% in the coming years due to declining birth rates from the 2007 Great Recession. This decrease in prospective students means intensified competition among institutions, forcing them to rethink their recruitment strategies.

Financial constraints add another layer of complexity. With fewer students enrolling, schools face budgetary pressures that may lead to downsizing or program cuts. As a result, institutions must be more strategic in how they communicate value, affordability, and career outcomes to prospective students and their families.

At the same time, workforce demands are shifting, driving increased interest in vocational education and community colleges. Students and parents alike are becoming more ROI-focused, seeking pathways that offer clear employment opportunities post-graduation. Understanding these trends is essential for institutions to position themselves competitively in a changing market.

One of the most striking findings from our survey is the extent to which parents influence post-secondary decisions. While students maintain control over their academic interests, parents are heavily involved in determining where their child applies, how much debt will be incurred, and ultimately, where their child enrolls. This underscores the need for higher ed marketers to craft targeted messaging that speaks to both audiences.

Cost remains the dominant factor in decision-making, with students and parents ranking financial considerations as their top concern. Additionally, students are increasingly looking for tangible ROI from their education, prioritizing job placement rates, career preparation programs, and financial aid options when evaluating schools. Institutions that fail to communicate the long-term value of their programs risk losing prospective students to competitors offering clearer pathways to career success.

Our research also reveals that students begin their college search earlier than many institutions realize. Nearly half of students and 60% of parents believe colleges should start outreach efforts in the first two years of high school. While students are not making final decisions at this stage, early engagement helps build awareness and fosters relationships that can lead to eventual applications and enrollment.

In today’s digital-first world, meeting students where they are is crucial. Our survey found that students rely heavily on search engines, institutional websites, and social media platforms to research schools. YouTube, TikTok, and Instagram are the most popular platforms, with students engaging in video content, testimonials, and virtual tours as part of their decision-making process.

Email remains a valuable tool for nurturing prospective students, particularly when paired with social media and search engine marketing (SEM). Institutions that leverage a multi-channel approach—combining SEO-driven website content, social media engagement, and personalized email campaigns—are more likely to capture and sustain student interest.

At AMNY Education Marketing and Advance Education, we specialize in helping institutions navigate the complexities of higher education marketing. Our deep industry expertise, data-driven strategies, and innovative digital marketing solutions position us as leaders in enrollment marketing. By leveraging insights from our 2nd Annual Parent & Student Survey, we empower colleges, universities, and vocational schools to develop recruitment strategies that drive real results.

The future of higher education enrollment will be shaped by institutions that embrace strategic, student-centered marketing approaches. To stay ahead in an increasingly competitive market, download our full whitepaper and gain the insights you need to optimize your 2025 enrollment strategy.

Download the Full Whitepaper Here