Contact Jennifer to learn about how we can deliver results for you.
Contact Jennifer to learn about how we can deliver results for you.
It happens every year. Somewhere between posting acceptance-letter selfies and arriving on campus for the first day, that college prospect your institution invested in, competed for, and thought you’d won just…disappears. This summer melt phenomenon can cause the loss of anywhere between 10% and 40% of college-intending students.
For enrollment leaders, melt represents more than lost tuition revenue. It disrupts forecasting, weakens class-building efforts, and creates uncertainty across the institution.
The stretch between admittance and the semester’s start is challenging for both students and institutions. Many students assume that the business of getting into college ends when they hear “You’re in!” But getting admitted is simply the first step in a complex process that includes essential tasks like enrollment, securing housing and financial aid, and registering for courses or applying to academic programs.
It can be overwhelming for any student, especially those who haven’t committed to an institution and still want to weigh their options. In response, some may decide to delay their college experience or opt out of higher education entirely. Others will stick it out—and choose the college or university that helps them navigate these new challenges with confidence.
For colleges and universities, this period can be equally chaotic. The rise of direct admit programs, which guarantee qualified students a place at multiple campuses within a college or university system, has made student enrollment at larger schools more complex and competitive. Meanwhile, institutions of every size often face a more common and intractable problem: decentralized student communications.
Different departments—admissions, registration, financial aid and student services or academic programs—reach out to a student at different times, often using different tools and platforms to ask for information, offer opportunities, or get them to complete a task. Amid these competing details and deadlines, it’s easy for critical communications to be missed.
When momentum fades, enrollment risk rises.
So, what can you do? Start by rallying your strategic enrollment team around two essential goals: streamline enrollment communications and keep admitted students emotionally engaged.
You may already have a cross-functional task force dedicated to improving student yield. But do you fully understand the enrollment experience from your prospective students’ point of view? Start by identifying all communications an admitted student receives from key departments—including admissions, registration, financial aid, and student services—from that first welcome letter to their first day of class. Understand the source, timing, method, and intent of each communication. Consider:
By creating a map of the average student’s engagement journey, you can pinpoint inefficiencies and logjams. Don’t forget to identify moments that may differ for key student populations—such as first-generation students, veterans, or high-achieving learners—so you can tailor communications to their unique needs.
Enrollment is not just a logistical process. It’s an emotional journey with predictable ups and downs. Remember, many college-bound students are making their biggest life decision yet—and some may not have traditional sources of support to ease their way, like an engaged high school counselor or friends and family with college experience and advice of their own. Reviewing students’ emotional journey from admittance to the semester’s start can help you find new opportunities to provide that vital support and strengthen prospects’ connection to your institution.
Think about the emotional highs and lows students are likely to experience. Are there stretches of silence when they might feel forgotten? Are frustrations going unaddressed? Look for ways to enhance student engagement, like:
Studies show that even small interventions, like sending text messages, can have a positive impact on summer melt and college persistence. Encouraging students to make small emotional investments throughout the enrollment process fosters their sense of commitment. Small moments of engagement help students build a stronger sense of belonging and commitment. As admitted students build a growing connection to your institution, opting out or switching their allegiance to another college will feel more difficult—and become less likely.
Losing admitted students is one of the costliest recruitment challenges higher ed institutions face. It skews budget planning, leaves allocated resources on the table, and may make it more difficult to build the talented, diverse student body you want. By mapping the student journey, aligning internal efforts, and addressing emotional touchpoints, colleges can improve their yield rates and create a more engaged incoming class.
Addressing summer melt requires collaboration across enrollment, student affairs, financial aid, marketing, and academic leadership. For institutions navigating fragmented communications or declining yield, KW2 has helped higher ed organizations of all sizes identify gaps, align messaging, and build a more student-centered enrollment experience.
Jen Savino and the team at KW2 work with institutions to create enrollment communication strategies that improve engagement and strengthen student yield.