That isn’t a typo. Fall 2027 recruitment starts now, and the idea that there are only five things you, as an admissions and enrollment leader, need to focus on in May is laughable. But we don’t have time for the complete list, so I’ve narrowed things down to five top priorities to keep on your radar while managing late deposits, summer melt, potential staff turnover and budget stresses. By keeping an eye toward the upcoming cycle, you’ll be ready to launch in July, August and September.
1. Make Efficient Use of Any Remaining Unallocated Budget for FY26
Ensure your budget isn’t needlessly cut based on unspent dollars. Check your balance sheet carefully. Did you underspend on events, swag or travel? Did a shift to digital communications save money on print and postage? Is there remaining media spend from campaigns that didn’t hit their budgets? Every unspent dollar is a missed opportunity, and a smaller budget next year means fewer tools to compete in an increasingly tight enrollment landscape.
If you have unspent funds, it’s not too late to invest in yield and anti-melt initiatives:
- Digital/social affinity campaigns targeting admitted and deposited students and their parents. Day-in-the-life videos, FAQs and “Did you know?” content builds excitement and eases summer anxiety.
- A surprise piece of swag, like a t-shirt, lanyard or stickers can go a long way toward keeping your school top of mind.
2. Learn From This Year’s Experiences to Improve Next Year’s Outcomes
Now is the time to survey both enrolling and non-enrolling student populations to understand their perceptions and experiences during their college search. Enrolling students are more likely to respond, so consider offering an incentive, such as a gift card or a “guide to a successful freshman year,” to encourage non-enrolling students to participate.
Your surveys should be detailed but concise, avoid leading questions and use conditional logic to skip questions that don’t apply to the respondent.
3. Review Your Enrollment Marketing & Communications Streams
Campus colleagues often enthusiastically describe their campaign strategies, and then go blank when asked how those initiatives are impacting enrollment. If you don’t know exactly who is responding to your campaigns and how they’re progressing through your funnel, something needs to change.
The issue could be internal infrastructure, staffing or your agency partnership. Does your team have the tools and bandwidth for end-to-end reporting? If you’re working with an agency partner and not seeing backend data when you need it, it’s time to evaluate your ROI. Sometimes the fix is internal, like a staffing adjustment or better reporting infrastructure. Other times, the right agency partnership makes all the difference.
At AccessU, every client has access to a live dashboard to monitor digital campaign performance, plus comprehensive monthly reporting formatted for leadership presentations.
4. Update Your Recruitment Collateral
Despite the digital age, research consistently shows that tangible print pieces still make an impact, especially when they’re segmented by department, program or student interest. Personalized content signals that your school sees the individual, not just the applicant.
Take a critical look at your publications and consider building a student focus group into you fall planning calendar to ensure that audience is represented in edits. Flag pieces that no longer serve your audience, gaps in content your counselors are regularly asked about, and items that need a clarity refresh.
5. Review and Update Your Communication Workflows
Your recruitment team is only as strong as the communications supporting their daily work. Students and families who feel ignored or overwhelmed by your messaging don’t just tune out – they disengage from the process entirely. Your comms flow should: personalize content using academic, geographic, demographic and affinity data; span multiple channels including email, SMS/MMS, print and social; be time-sensitive and process-oriented; and avoid over-messaging.
If any of these to-dos feel daunting, or you simply want an objective perspective, the team at AccessU is here to help. Our award-winning strategists, creatives and technicians specialize in meeting institutions where they are and filling the gaps to help them achieve, and exceed, their enrollment goals.