Innovating Enrollment Success

Digital recruitment dominates today’s enrollment landscape. But Weston Noyes of 13th Year believes institutions should not replace digital strategy. They should expand it.Through interactive kiosks placed inside high schools, 13th Year helps colleges create measurable, real-time engagement in the environments where students are already thinking about their future.In this conversation, Weston shares how 65-inch interactive kiosks create simple pathways to connection. Students can scan QR-enabled video content, explore institutional profile pages, or opt in for outreach through a $1,000 scholarship program.With nearly 70% of scholarship applicants requesting direct contact from partner institutions, one insight stands out. Students do not just want information. They want connection.What you will learnPresence builds trust. Consistent visibility inside a student’s school day creates familiarity that digital impressions alone cannot.Connection drives action. High opt-in rates signal a desire for genuine connction, not just brochures.Digital and physical work together. In school engagement can move students from awareness to action.

Prospective students can decide quickly whether a campus feels right for them.Frank Delaney and Lien Do of Paskill join Douglas Benedict of Academic Image to explore how authentic, emotionally grounded photography shapes that first impression, builds trust, and helps institutions stand out in a crowded enrollment landscape.Together, they discuss what authenticity really means in enrollment marketing and how campuses can move beyond staged visuals to tell honest stories about place, people, and culture. From planning smarter photo shoots to understanding student visual literacy, this conversation breaks down what works now and what truly resonates with prospective students.What you’ll learnAuthenticity matters more than ever. Students can spot staged or misleading imagery instantly.Sense of place drives connection. Campus photography should feel unmistakably unique to your institution.Emotion builds belonging. Images that capture real moments help students see themselves on campus.Plan with intention. Start with enrollment and program priorities before the camera ever comes out.Quality over quantity. A focused set of meaningful images outperforms large libraries of generic shots.Respect and consent are essential. Trust and comfort lead to more genuine student engagement.Leave room for the unexpected. Some of the strongest images come from unplanned moments.Minimal editing wins. Overuse of Photoshop or AI can erode credibility with today’s visually savvy students.Collaboration fuels success. Enrollment teams, creatives, photographers, and students all shape the story.

 When financial pressures and shifting demand collide, what actually moves the needle? Blending financial clarity with student-centered marketing helps institutions stabilize today and grow tomorrow. Chester Moyer of RubinBrown and Dave Black of Paskill explore how smaller, enrollment-dependent institutions can face budget stress with clear-eyed strategies that connect finance and enrollment. From pausing capital projects and managing hiring to improving marketing yield and campus culture, they share what works now and what takes time. What you’ll learn The financial reality. Tuition revenue alone isn’t covering costs for many smaller colleges.Tough talks lead to change. Leaders need honest plans that reduce expenses or increase revenue.Smart cost control. Pause big projects, review hiring, and consolidate where possible.Quality over quantity. Focus marketing and admissions on fit and yield, not inflated applicant pools.Holistic marketing. Align paid media, content, and CRM to generate strong leads and conversions.Culture builds confidence. Every visit, message, and staff interaction shapes yield.Collaboration wins. Finance, enrollment, and academics must share data and direction 

What happens when higher education reclaims its civic purpose at a time when the public questions its value? By engaging deeply with their communities, institutions can rebuild trust, demonstrate relevance, and strengthen student belonging in ways that go beyond enrollment numbers. In this episode of Innovating Enrollment Success, Andrew Seligsohn, president of Public Agenda, a nonpartisan research and engagement organization focused on strengthening democracy and expanding opportunities for civic participation, shares how institutions can align civic purpose with student success. From building community partnerships to modeling institutional values, Seligsohn shares what it takes to make engagement central to both learning and leadership. What you’ll learn ·       Civic engagement builds learning and belonging. When students connect coursework to real communities, they form deeper ties to their institution. ·       Partnerships make institutions trusted and relevant. Collaborating locally shows your brand’s value beyond campus walls. ·       Leaders must live their values. Authentic action from leadership reinforces mission and builds audience trust. ·       Listening creates connection and understanding. Dialogue across differences strengthens both campus culture and brand perception. ·       Every voice strengthens the institution. Inclusion fuels belonging, engagement, and advocacy among students and staff. ·       Meaning drives student success and loyalty. When students see purpose in their education, they stay, succeed, and champion your story. 

 What’s really behind your web traffic? How can you tell if the clicks you’re counting are from future students or from bots inflating your metrics? And what does it take to turn raw numbers into insights you can actually act on? In this episode of Innovating Enrollment Success, Digital Analytics Manager Sam Hofman and Ad Ops Engineer Nathan Huff talk about how to separate real insights from digital noise, and why trustworthy data is essential for student recruitment and retention. What you’ll learn: Good data is trusted and actionable, not just clean spreadsheets.Set metrics early with a measurement brief that defines success and allows for pivots.Compare platform and CRM data to avoid inflated conversion counts.Identify bot traffic—40–60% of hits could be non-human.Block invalid traffic with honeypots, IP filters, and ad verification.Assign a data steward to own your data strategy and guide smarter decisions.When your data is done right, it doesn’t just track activity, it tells the real story of your audience. And in today’s enrollment climate, those insights can make all the difference. 

What makes an admitted student portal more than a checklist? How can it guide students from intent to enrollment? And what does it take to build a portal that actually works, for students and institutions? In this episode of Innovating Enrollment Success, we explore how admitted student portals can either support or sabotage enrollment goals. As institutions face rising melt rates, especially among first-gen and low-income students, these digital spaces must do more than display deadlines. They must foster connection, clarity, and confidence. Paskill Senior Account Manager Angela Wenner and Interactive Developer Suri Sahay break down what makes a portal effective and where most fall short. From personalized content and accessibility to backend strategy and tech limitations, this episode covers the collaboration and innovation required to keep students on the path to enrollment. Together, they examine how smart strategy and responsive tech turn static portals into dynamic recruitment tools that resonate with today’s students. What you’ll learn: Why portals are a make-or-break moment for enrollment, especially during melt seasonThe tech essentials behind a modern, mobile-friendly, accessible portalHow to personalize the portal experience with dynamic data and relevant contentWhere institutions often miss the mark, and how to fix itHow collaboration between strategy and development leads to stronger outcomesThe power of community features, gamification, and AI chatbots in future-ready portalsWhy portal planning should start early, and what to prioritize right nowWhen a portal is done right, it doesn’t just inform students, it engages them.And in today’s competitive landscape, that connection can make all the difference.

What makes a college logo not only inspire but last? How do you engage your campus community around it? And how do you know it’s time for a change?In this episode of the Campus Spirit series, we explore how logos evolve from simple sketches into lasting symbols of pride and identity. A great college logo doesn’t just look good across multiple platforms, it sparks emotion, reflects culture, and stands up to decades of student experiences and institutional change.Agency Marketing Director Cathy Donovan is joined by Paskill Founder and President Jim Paskill, Associate Creative Director Frank Delaney, and written reflections from Senior Graphic Designer and lllustrator Nick DiNucci, whose logos have shaped dozens of institutions across the country.Together, they unpack what makes a logo resonate, and how the strongest ones are shaped by design, collaboration, strategy, and story.What you’ll learn:What makes a college logo inspiring, and how that inspiration is designedHow identity design adapts to campus culture and student expectationsWhy community engagement matters in logo creation and evolutionHow to balance legacy and freshness in a redesignWhere logo redesigns can go off track, and how to recoverThe role of logos across recruitment and brand touchpointsStories behind logos that stuck, and what made them workWhen a logo is done right, it doesn’t just represent a school, it reflects a shared experience. The most powerful marks are built with purpose, shaped by community, and designed to last.Check out the full Q&A with Nick DeNucci. 

How can colleges create emotional connections that last well beyond graduation?In this latest episode of Innovating Enrollment Success, we kick off our special Campus Spirit series by exploring how brand experience shapes student engagement, loyalty, and long-term institutional success.Paskill’s Associate Creative Director Frank Delaney joins Agency Marketing Director Cathy Donovan to discuss what higher ed can learn from one of the world’s most iconic consumer brands—Disney. From hospitality to apparel to campus life, this conversation reveals how consistency, storytelling, and intentional design can deepen student connection and enhance recruitment outcomes.What you'll learn:The key elements that successful brands—across industries—have in commonHow to create anticipation and brand loyalty from the first admissions interactionWhy identity and self-expression matter in student and alumni engagementWhat colleges can learn from hospitality in delivering personalized experiencesHow to ensure consistency across all brand touchpoints, from website to walk-onThe role of storytelling in building emotional ties with prospective studentsA simple, high-impact way to elevate brand experience todayLearn more about Paskill’s approach to brand, creative, and messaging.

How can institutions successfully turn admits into enrollees during yield season? In this latest episode of Innovating Enrollment Success, we explore the most effective recruiting strategies and marketing tactics institutions are using to make meaningful connections with students and families.Hillsdale College’s Assistant Director of Admissions Brennan Nokelby shares insights on personalizing outreach, addressing student concerns, and the strategies helping his team convert admits into enrolled students. Paskill’s VP of Consulting and Research Dave Black provides a broader perspective on the trends and data institutions should be tracking to optimize yield strategies. What you'll learn:The biggest surprises in yield season each yearThe top challenges private institutions face in converting admitsHow personalized outreach improves engagementThe role of marketing in supporting admissions efforts Addressing student and family concerns before they derail decisionsCreating a sense of belonging before students arrive on campusReal-time data tracking and last-minute strategies to increase enrollment Learn more about Paskill's Admissions Workshops.

How does a student’s sense of belonging impact retention? And what can institutions do to foster it?In the latest episode of the Innovating Enrollment Success Podcast, we dive into these questions with Katrina Noelle, president of KNow Research, who led a groundbreaking study with San Francisco State University. The research explores how Latinx students’ sense of belonging, engagement, and self-confidence influence retention efforts—offering valuable insights for institutions looking to improve student success.What You’ll Learn:Why KNow Research partnered with SFSU on this projectHow the study captured the authentic experiences of Latinx studentsThe methodologies used to explore belonging and engagementKey insights on self-confidence, student success, and retentionWhat institutions can learn and apply from this researchConnect with Katrina on LinkedIn and ask for her ‘10 Ways to Build Belonging’ one-sheeter.At Paskill, we know that first-gen students often face unique barriers to belonging—starting with the digital experience. Our First-Gen Student Web Audit helps institutions assess whether their website truly serves and supports first-gen students, ensuring they can find the information and resources they need.Want to strengthen belonging at your institution? Let’s talk. Paskill is here to help higher ed institutions create meaningful connections and better outcomes.Learn more about the First-Gen Student Web Audit.

How can campus events create powerful moments that connect, inspire, and reinforce your institution’s brand? Expectations for meaningful experiences have never been higher, and today’s audiences—from Gen Z students to alumni—demand events that feel personal, engaging, and transformative. In our latest Innovating Enrollment Success episode, we explore how higher ed institutions can rise to the challenge by delivering brand experiences that matter.Join seasoned events professionals Stevie Henderson and Jeffrey Haskett as they share:Ways to craft emotionally engaging experiences that resonate with audiences of all ages.The must-have elements of successful events, from open houses to commencement ceremonies.Innovative approaches to creating impactful events, even when working with limited budgets.Stevie and Jeffrey bring decades of expertise from corporate, sports, and higher ed event planning, including projects for Gettysburg College’s Summit for the Future and dynamic new school year kickoffs. They offer actionable insights on what makes events memorable, how to deliver on rising expectations, and why experiences are crucial to building brand affinity. 

The college search process can be overwhelming, with students facing thousands of options to find the right fit. Enter Loper—an innovative app reshaping how students, counselors, and colleges connect.In this episode, Sam Bernstein, Loper’s co-founder, shares how the app is transforming the enrollment journey:Simplifying the search process to help students confidently discover their next educational step.Evolving the enrollment funnel and its impact on higher ed marketing.Empowering counselors with a free web portal to better guide their students.Supporting colleges and universities with data-driven tools to engage prospective students more effectively.The story behind the name Loper and its vision for higher education’s future.

Gen Z is drawn to destinations that offer adventure and exploration, making remote higher ed locations especially appealing to those seeking distinctive, rugged experiences. These environments foster connections with other outdoorsy students and unique communities. In this episode, Rutgers Law alumnus and University of Alaska Fairbanks Assistant Cross-Country/Track Coach Conrad Haber shares his journey from Philadelphia to America’s Arctic and offers insights into recruiting athletes to this remote region. Key topics include: ·        The inspiration he finds in Alaska’s truly rugged culture and community ·        How UAF markets its remote location as a distinctive draw for both               academic and athletic recruitment ·        Strategies to keep student-athletes engaged through community involvement, scholarships, and support systems designed to help them succeed 

There are more than a dozen conferences dedicated to higher education marketing for thousands of professionals. The 200+ attendees who choose to be part of the 2024 CUPRAP (College and University Public Relations and Associated Professionals) Conference value its strong networking opportunities and collaborative environment. Founded in Pennsylvania, where Paskill is based, CUPRAP provides significant connections and a welcoming culture for insights on the higher ed marketing industry.  In this episode, Jennifer Umberger, CUPRAP board member and Vice President for Marketing and Communications at Kettering University shares key takeaways from the 2024 CUPRAP Conference, Addressing the Future Together.  She recaps: The impact of shorter, focused sessions on retention and engagementInnovative enrollment strategies and technology applicationsPractical tools for engaging graduate and undergraduate audiencesNetworking success stories and ongoing collaborations

Successful college athletic programs do much more than entertain—they drive significant increases in applications and enrollment, while elevating a school’s brand and community engagement. In this episode, the pivotal role athletics plays in higher education is addressed from recruitment to retention and beyond.Show Notes:Dr. Susan Kolb is Director of Athletics at Hood College, who boosted student athlete enrollment by 53% since 2018.Magnolia Powers is a recent Northwestern University graduate and member of the 2021 National Championship field hockey team, who was awarded the Big Ten Sportsmanship Award.In this episode, we explore:Recruitment Success: Strategies that led to significant increases in student athlete enrollment.Brand Impact: How athletic achievements elevate a school’s brand and engage the community.Women in Sports: The challenges and opportunities facing female athletes today.Cultivating Community and Belonging: Balancing Academics and Athletics: Insights on maintaining academic excellence while pursuing athletic success.Fostering Belonging: How being part of a team can enhance students’ sense of belonging and community on campus.

Changes in FAFSA have proved challenging this year, especially for institutions where decisions to enroll hinge significantly on cost. In this episode of the Innovating Enrollment Success podcast, the evolving landscape of FAFSA is explored, including its recent changes, and the challenges it poses for families and institutions. Dr. John Chopka from Messiah University and marketing strategist Michele Loeper explore the complexities of financial aid, the importance of effective communication and strategies for highlighting the value of higher education.This episode addresses: FAFSA Changes and Challenges: Recent changes to the FAFSA system, including the removal of the sibling discount and new calculations for family contributions, have created significant challenges for both families and institutions.Institutional Strategies for Supporting Families: Dr. John Chopka discusses how Messiah University’s admissions team has adapted to support families through the FAFSA process, emphasizing the importance of clear communication and providing well-informed financial estimates.Parent Perspective on Financial Aid: Michele Loeper shares her personal experience as a parent navigating the college application and financial aid process, highlighting the anxiety and complexity involved.Communicating Value Proposition: The importance of clearly communicating the value and return on investment of a college degree to prospective students and their families, particularly in light of increasing skepticism about the cost of higher education.Improving Communication and Support: Strategies for higher education institutions to simplify financial aid communications, improve support for families and gather feedback to continuously enhance the enrollment process.

Institutional change is hard, but change is what’s needed for many colleges and universities to overcome enrollment and value perception challenges. This Innovating Enrollment Success episode welcomes a higher ed change management expert who offers insights and inspiration on navigating change. Fredrick J. Martin, MBA MCA is associate vice president of human resources, UK HealthCare, which encompasses the hospitals and clinics of the University of Kentucky. He specializes in leveraging an institution's core strengths to facilitate transformation and maximize cultural potential while expanding diversity, equity and inclusion.This episode addresses:Understanding change managementDriving organizational transformation Recognizing the need for changeWinning over reluctant stakeholdersSustaining momentum and purposeFredrick J. Martin MBA, MCA is on LinkedIn.

Changes in higher education enrollment continue to shift, especially within the U.S., and a questioning of the value of a college degree here. When international recruiting is up 12%, U.S. institutions are curious about how to shift their offerings for a global audience. To explore best practices and emerging trends in international recruiting, this Innovating Enrollment Success episode welcomes two experts in the field. Cedar Crest College Director of International Student Services Jonathan Summers joins Paskill Account Manager Lien Do, a former colleague of his at Wilkes University, where together they recruited and supported international students. This episode addresses: Current trends in international student recruitingCOVID’s impact on international travel and student expectationsInternational marketing outreach strategiesNew technologies and platforms to engage international studentsLien Do is on LinkedIn. Jonathan Summers is on LinkedIn.

As prospective students often begin their search for a college online, and on their terms, institutions’ SEO strategy must be constantly evolving. Paskill Manager of Search Torin Keefer shares current SEO best practices for higher education partners looking to make an impact. On this episode of Innovating Enrollment Success, learn how colleges and universities can start to maximize their school’s findability and discoverability across the web.This episode addresses:·       understanding SEO in higher ed marketing today·       uncovering information opportunities and gaps·       implementing effective search strategies ·       optimizing content to build experience, expertise, authority and trust·       demonstrating ROI of search strategiesTorin is on LinkedIn

Marketing the value of a college degree today requires new thinking from colleges and universities. On this episode of Innovating Enrollment Success, we explore the challenges of marketing the costs of higher education while also creating compelling content about the college experience.Paskill President Jim Paskill and JPL Executive Creative Director Mary Pedersen share their thoughts on what’s possible to change the narrative of cost in enrollment marketing campaigns. This episode addresses:The importance of institutions owning their brand storyEnsuring consistency at every touchpoint in a student’s enrollment journeyWays to present higher ed’s value beyond outcomes aloneThe need to embrace transparency in communicating costAdapting to changes in enrollment marketing Jim Paskill is on LinkedIn.Mary Pedersen is on LinkedIn. 

Just as the higher education enrollment marketing landscape has evolved so has the yield process, when admitted students chose to become enrolled students. But what remains key in converting is building relationships with prospective students. This Innovating Enrollment Success episode explores proven strategies for improving yield in today’s higher education marketplace. Paskill experts Dave Black, vice president of market research and consulting, and Dana Evans Amberge, senior consultant of enrollment and marketing, delve into how recruiters can make the most impact to improve yield right now.This episode addresses: ·       adapting to changing circumstances, like FAFSA·       understanding students’ choices among enrolling at your institution·       balancing AI and new technologies with the human element of recruiting·       having consistent messaging and delivering on promises to build trust·       understanding the needs and backgrounds of diverse students·       the fundamental skills and competencies needed to be an effective recruiter·       why on-campus professional development for admissions teams worksDana Evans Amberge is on LinkedIn. Dave Black is on LinkedIn. 

Higher education marketing professionals are working harder than ever to promote their institutions in a media-saturated world as well as counter the public questioning of the value of a college degree.  This Innovating Enrollment Success episode dives into why higher ed marketing conferences like AMA’s Symposium for the Marketing of Higher Education are crucial to not only building community but building confidence in a marketer’s role to champion an institution across platforms and audiences. Michigan State University Health Sciences Senior Director of Marketing and Communications Nicole Szymczak, an AMA committee member, shares why the 2023 conference, held Nov. 12-15 in Chicago was its most attended in history.This episode addresses:Why higher ed conferences like AMA are needed communitiesThe evolving roles of marketers and communicators on campusWays to engage and build trust across teams and reporting structuresKeeping self-care in mind as a marketer in a rapidly changing ecosystemThe challenges of leading a centralized marketing and communications team and ways to build trust and connectionsKeynotes and sessions that resonated long after the conference and whyNicole Szymczak is on LinkedIn. 

A core driver in higher education enrollment marketing is paid media, spanning programs, audiences, platforms, and goals. This Innovating Enrollment Success episode dives into what’s working right now for paid media and the elements needed to engage real prospective students in real time. Director of Paid Media Mike Collins and Manager of Paid Media Cody Arnold share their insights and expertise on multiple college and university campaign strategies to best engage prospective students.This episode addresses:Ways to define and deliver continued paid media success Current trends generating meaningful enrollment resultsDifferent campaign goals/strategies for different audiences When and how to market content like the cost of collegeEvolving trends and technologies for new demographicsCody Arnold is on LinkedIn. Mike Collins is on LinkedIn.  

Belonging is a key driver in students choosing an institution and staying through graduation. More awareness is needed for how colleges and universities engage prospects from a variety of backgrounds. Higher education disability advocate Ryan Wilson and Rider University DE&I Chair Julio Abreu share their experiences connecting colleges to the communities they represent and offer insights on how institutions can cultivate more inclusivity on campus. This episode addresses:When and how to build inclusivity in your marketing Why crafting authentic stories of diverse audiences mattersHow content and language should best represent demographicsWays to nurture genuine connections with Latinx and disabled communitiesJulio Abreu is on LinkedIn. Learn more about A+ Media at https://www.aplus-media.com/. Ryan Wilson is on LinkedIn. Team Trust is offering a brand-new Disability Marketing Webinar called “Disability: Now or Never.”

First-generation college students are an important audience for all kinds of institutions, and websites are the number one platform for the college-decision process. Are enterprise websites meeting the needs of these students?Paskill’s Lead UX Strategist Kelly Kautz answered this question through her yearlong research effort, surveying 200+ first-generation college students. This episode addresses:·        Defining a first-generation college student·        Digital habits of first-gen college students·        Key takeaways from the research for colleges·        Responses from hundreds of higher ed marketers on the research·        How new research on this audience can build empathy Kelly Kautz is on LinkedIn. A white paper about the research is available on Paskill’s first-generation college student website audit page. 

There is no denying the power of video, especially its power on teens – it’s visual, emotional, interactive, and it’s the content that resonates most with this demographic.  But what makes a video dynamic and how can it best align with your paid media efforts? An associate creative director, video hailing from Austin and NYC and a higher ed paid media account manager representing colleges and universities across the country explore how to align video with a range of paid media campaigns. Different goals require different approaches, and assets make all the difference.This episode addresses:·        What content is working best right now·        When video drives most campaign results·        Key things to consider when capturing content·        Different strategies for different audiences·        Getting the most out of productions/partnershipsAngela Wenner is on LinkedIn. Robert Wood is on LinkedIn. For more on Paskill’s digital capabilities, visit: https://paskill.agency/services/digital-traditional-advertising/

During the 2020-21 school year, more than 60% of students met the criteria for one or more mental health conditions, such as major depression and anxiety disorder – an increase of 50% from 2013. Universities like Temple are expanding mental health services as demand increases.Marketing materials for higher ed institutions should convey not only services for students but set an inclusive and caring tone. Senior Art Director Bri Piccari discusses the role of accessible design in meeting a user’s cognitive needs and journey. Shaun Fitzpatrick shares findings from her role as Senior Digital Content Writer for higher education partners and how to work toward communicating more effectively and compassionately to students. This episode addresses:Why considering a user's well-being mattersConveying physical and mental safety on campusWhat website accessibility signals to prospective studentsHow inclusivity is factored into content and designUser experience strategies to promote well-beingBri Piccari is on Linked In: https://www.linkedin.com/in/bripiccari/. Shaun Fitzpatrick is too: https://www.linkedin.com/in/shaun-fitzpatrick/.For more on Paskill’s website solutions visit: https://paskill.agency/services/website-solutions/.

As teens use TikTok more than Google and launch their own college search process online, higher ed marketing must appear not only memorable, but authentic. ‘Lo-fi’ content (short for ‘low-fidelity’), continues to engage teen demographics in campaigns, with higher ed institutions now employing this style strategically. Creative Director Brian Kelley and Associate Creative Director Frank Delaney  discuss:Getting noticed because of good design:  Creating content that is relevant in formats that engage dynamically.Why authenticity matters to teens:  Social media natives want to be engaged, not sold. Balancing brand standards with trends: Guidelines can be a launch pad especially with motion content. What brands stand out and how: Big brands might have big budgets, but what often drives awareness in the marketplace is consistency.How to stay inspired to do your best work: If design is in your DNA, you likely inspire yourself. When that is running low, documenting inspiration every day helps. Brian Kelley is on Linked In: https://www.linkedin.com/in/brian-kelley-3a783b10/. Learn more about Frank Delaney at https://www.frankdefunk.com/. For more on Paskill’s brand strategy and creative visit:  https://paskill.agency/services/brand-strategy-creative/

Since COVID-19, website users, especially teens, have experienced high volumes of cognitive load. How enterprise websites are designed should consider ease of use as well as the vulnerabilities of prospective college applicants. VP of Interactive Ryan Pudloski, who has overseen the builds of dozens of higher ed websites joins Senior Digital Art Director Zac McGroarty, former Temple University Creative Director, on engaging, effective websites. This episode delves into the state of .edus especially in regards to how COVID influenced greater demand for customization and improved user experience.Changes since COVID:  Hear what enrollment, design, and functionality trends made lasting impact on higher ed websites. From virtual tours to accessibility to shifting teaching modalities, and more. Cognitive load:  Why adapting to new technologies and listening to prospective student preferences matters.Best practices: Making sure your site is accessible by all, ensuring expected navigation patterns, and avoiding higher ed jargon, among other key points. Data-driven strategies: Making the most out of your metrics to drive results and distinguish your brand in the marketplace. Tips on how to innovate: Creating a safe place to test innovation and guiding that bold new idea into a wider audience, and larger strategy. Learn more about Zac McGroarty at https://www.zacmcgroarty.com/. Ryan Pudloski is on LinkedIn: https://www.linkedin.com/in/ryanpudloski/For more on Paskill’s website solutions visit: https://paskill.agency/services/website-solutions/