The Top 10 “Ah Ha” Moments in Graduate and Online Enrollment for 2023

In 2022, the conversations I had with clients and friends made me think that they hoped that 2023 would be the year that things went back to “normal.” It may be an understatement when I say that is not what ended up happening. Rather, 2023 is likely to be remembered as the beginning of a new age in higher education. We confirmed early in the year that classroom enrollment did not “snap back” to pre-pandemic levels, and while many students (most often undergraduates) were eager to get back to campus, the way they think about what they want to study in a classroom versus taking classes online has changed considerably.

I also began to think that the greatest ongoing impact of the last few years may be two fold: 1) the way we interact with the world is more virtual than ever; and 2) our level of focus on the “return on investment” of everything we do—perhaps due to ongoing inflation—is not something that is going away. Both factors have huge implications for higher education, and we explored many of these implications over the course of the year. Here are 10 “Ah Ha” moments from our graduate and online thought leadership.

1) 5 Stats That Graduate Leaders Need to Know

Last month, I addressed the findings of two national reports that indicated contradictory results related to graduate enrollment growth. Is it up? Is it down? Is it flat? The best evidence points toward a “correction” to pre-pandemic rates of growth.

2) Landing the Student – The Critical Role of Admissions Efficiency

In November, my colleague Chelsea Hoffman previewed data from our forthcoming Graduate Marketing and Recruitment Practices Report that indicates graduate programs are doing better than ever with maximizing the efficiency of their admissions operation, but there is still much work to do to meet student expectations.

3) The Emerging Awareness and Use of Generative AI

Reena Lichtenfeld, vice President for RNL Consulting Services, reported on the discussions that took place at the RNL National Conference on the emerging use of AI in both marketing and recruitment.

4) Course Design Support is Crucial to Meeting Online Demand

In August my colleague Emily Wood discussed the implications of the most recent CHLOE 8 report, which indicates a significant lack of experience among faculty in online course design and instruction as well as an absence of instructional design support at many institutions.

5) Projecting Graduate Enrollment by Format

In June we wrote about our new analysis that indicates that institutions have a very short window in which to expand online graduate offerings. Without the pandemic, online students would have surpasses classroom in 2025, but with the pandemic they might have already done so!

6) Online Bachelor’s Programs Are Your Greatest Market Opportunity

The largest group of prospective students planning to enroll in online study in the next year are looking for bachelor’s level programs. Emily Wood examined the unique challenges and concerns involved in mounting engaging, high quality programs at this level.

7) How Do You Build Sustainable Enrollment? Plan for It

My colleague Nate Mouttet discussed the strength and value of engaging in an in-depth strategic enrollment planning process—something that dozens of institutions ask RNL to lead every year. Nate was a client that liked the process so much he decided to come work for with us!

8) Digital Marketing at Every Stage of the Funnel

Erin Minsart, RNL’s vice president for integrated marketing, discussed how her team works with RNL partners to plan and implement a digital marketing strategy that extends from first touch to first day in class (and beyond). What does she recommend? A cohesive strategy built around a firm understanding of what the students you are trying to attract need and expect at every stage of the process.

9) A President’s Perspective on Scaling for Growth

In March, we spoke with Susan Aldridge, interim president at Thomas Jefferson University and past president of Drexel University Online and University of Maryland Global Campus, about how she expanded online enrollment, and what the core drivers of success are in growing your online footprint.

10) How Satisfied are Graduate and Online Learners

My colleague Julie Bryant wrote about findings from our most recent National Student Satisfaction and Priorities Report, which indicates that graduate and online students are more satisfied with their experiences than their undergraduate counterparts, but with some areas still in need of attention.

Find more “ah ha” moments at our Graduate and Online Innovation Summit

I hope you have found this review of our best findings and insights interesting. I invite you to join me, my colleagues, and additional experts in graduate and online enrollment for the 2024 Graduate and Online Innovation Summit.

This one-day virtual event will dive into key topics on marketing, recruitment, and strategy. Registrations are open now and I am sure you will find this event informative and inspiring.