The Connection Crisis: Why Higher Ed Needs a New Approach to Engagement

Hi friends, welcome to Season Two of The VineDown and the first of our new weekly newsletter.

You’re receiving this email because you’re a friend or supporter of CollegeVine. If you no longer wish to receive these, no worries! Feel free to unsubscribe at the bottom.

Higher education marketing has reached a crossroads, and Jenny Petty knows it well.

In her second appearance on The VineDown, Jenny, VP of Marketing Communications at the University of Montana, dives into the “perfect storm” facing higher ed—a series of shifts reshaping how colleges recruit, engage, and retain students. From demographic changes to consumer expectations, Jenny unpacks what these challenges mean for today’s enrollment teams and how they can prepare for what’s next.

Jenny shares the balance we all have to maintain: between adapting to massive change and staying true to what makes an institution genuine.

So, what are the biggest challenges? And more importantly, how do we tackle them? Let’s dig in.

1. The Demographic Cliff: A Shrinking Pool of Students

“We've been so focused on the demographic cliff for so long,” Jenny notes. By 2031, high school graduation rates are expected to decline by 8%. For enrollment teams, this means reaching new audiences, including adult and nontraditional students, while shifting away from solely relying on traditional recruiting.

2. The “Search Cliff” and Privacy Concerns

“Higher Ed has traditionally relied on name buying through ACT, SAT, College Board...But the availability of names is starting to drop drastically,” Jenny explains. With fewer students taking standardized tests and new privacy regulations, enrollment teams must pivot to privacy-respecting engagement strategies that make students feel genuinely seen—not just targeted.

3. Consumer Expectations: Delivering a “Consumer-Grade” Experience

“Today’s students want a consumer-grade experience for what they are experiencing outside of higher ed,” Jenny says. Students now expect the same ease of use they get from their favorite apps. Higher ed must adapt by treating programs as “products” that meet diverse needs—making interactions smooth and intuitive.

4. Staying Authentic Amid Intense Competition

“Last year we had a college or a university close every week.” With growing competition and closures, colleges must focus on authenticity. Jenny emphasizes that over-customizing can distort the campus experience, warning that “over-personalization” can make a brand feel inauthentic. For colleges, staying true to their core values is essential.

5. Sentiment and Privacy: Building Trust with Students

Students are increasingly protective of their data. With privacy concerns rising, Jenny stresses the importance of trust. “We’ve got to keep privacy concerns top of mind,” she notes. This means ensuring transparent data practices that build long-lasting, genuine relationships with students.

6. Filter Bubbles and AI: Using Technology Responsibly

Jenny introduced a powerful concept—“filter bubbles.” When hyper-personalized algorithms limit what students see, they risk creating an echo chamber. “We don’t want it to be so filtered that when students show up on campus, it doesn’t feel like what they signed up for.” Jenny emphasizes that responsible AI use can personalize engagement without creating these bubbles.

Why This Matters Now

So where does AI fit into all this? For Jenny, it’s about using technology to free up marketers to focus on the human side of storytelling. “It’s not about replacing writers or marketers,” she says, “but about giving them more bandwidth to think strategically.”

At CollegeVine, we’re tackling these challenges head-on, bringing AI-driven solutions to universities that prioritize privacy and authenticity. By providing tools that enhance the recruitment process without sacrificing the human touch, we’re helping colleges meet the demands of this new era in higher ed.

Listen to the full episode with Jenny to hear her take on where higher ed marketing is headed.

Until next time,

Emily