The Game Changer’s Approach to Enrollment

Let’s face it—enrollment management has changed. The same old strategies that worked five or ten years ago? They’re just not cutting it anymore. Today’s students and their expectations are evolving, and so should our approach to recruiting and retaining them.

This is where the concept of a game changer comes in. In every institution, there are two types of leaders: game managers and game changers.

Game Manager vs. Game Changer: What's the Difference?

Game managers are those who stick to the plan. They manage the same processes year after year, making small adjustments here and there to keep things moving. They keep everything organized, but they’re not driving innovation. They’re the ones making sure the ship sails smoothly, but they rarely change course.

On the other hand, game changers don’t just keep the ship sailing—they’re charting new paths. They’re not afraid to shake things up, take risks, and think creatively about how to solve problems. They’re the ones who push their teams out of their comfort zones, constantly looking for new ways to attract students and improve retention.

Being a game changer means embracing innovation, leveraging data, and, most importantly, leading with vision. And in the competitive world of higher education, it’s the game changers who are making the biggest impact.

What Does a Game Changer Look Like in Enrollment Management?

So, what does it mean to be a game changer in enrollment management? It’s about moving beyond the basics and thinking strategically about how to create lasting, meaningful improvements in your recruitment and retention efforts. Here are a few key ways game changers lead the charge:

1. They Take Risks—Calculated Ones

Game changers don’t play it safe. They take risks—but they’re calculated risks. They aren’t afraid to try out new recruitment strategies, whether that’s embracing digital tools, personalizing outreach, or entering untapped markets. They understand that with great risk comes the potential for great reward.

2. They Focus on Data and Innovation

Instead of relying on gut feelings, game changers lean into data. They use analytics to understand what’s working and what isn’t, and they aren’t afraid to pivot if something isn’t delivering results. Whether it’s using data to refine their messaging or better target prospective students, they’re always looking for ways to innovate.

3. They Build the Right Team

A great leader knows they can’t do it alone. Game changers invest in building strong, diverse teams—people who challenge the status quo and bring fresh ideas to the table. Whether it's enrollment strategists, data analysts, or marketing gurus, game changers surround themselves with individuals who complement their vision and help execute it.

In fact, building the right team involves more than just hiring talented people—it’s about strategically assembling a group that covers all the key roles. I call this the "Power of 7." There are seven essential types of people every great enrollment team needs to thrive, from the strategist who shapes the big-picture plan to the connector who builds relationships and the analyst who drives decisions with data.

Curious to know who the other key players are? Stay tuned for more insights from my book, “Reach for the R.O.S.E.S.,” where I break down each of these essential roles in detail.

?4. They’re Focused on the Long Game

It’s not just about hitting next year’s enrollment numbers. Game changers think long-term. They’re not just recruiting students—they’re recruiting the right students who will succeed, graduate, and become engaged alumni. They understand that student retention is just as important as recruitment, and they design strategies with both in mind.

How Can You Become a Game Changer?

The good news? You don’t have to be born a game changer—you can become one. It’s all about mindset. Here’s how you can make the shift:

1. Challenge the Status Quo: Don’t settle for “this is how we’ve always done it.” Constantly ask yourself, “How can we do this better?”
2. Embrace Technology: Use tools like CRM systems, analytics, and digital marketing platforms to streamline your recruitment process and reach the right students at the right time.
3. Get Comfortable with Discomfort: Taking risks means there will be moments of uncertainty. That’s okay. Game changers know that’s part of the process.
4. Involve Your Team: Get input from your team members—ask them for ideas, feedback, and challenges. The more involved they are, the more likely they’ll be invested in making innovative changes.

Why Your Institution Needs Game Changers

In today’s competitive higher education landscape, institutions that only manage the game risk falling behind. Student expectations are changing, technology is advancing, and competition is fiercer than ever. It’s the game changers who are leading the charge, embracing innovation, and driving real, lasting improvements in student recruitment and retention.

If your institution is going to thrive—not just survive—you need leaders who are willing to take the reins and change the game.

Conclusion

Are you ready to become a game changer? It’s about more than just tweaking your current processes—it’s about embracing innovation, taking risks, and pushing your team and your institution to the next level. Whether you’re just starting to rethink your enrollment strategy or you’re already leading with a game-changer mindset, there’s always room to grow.

For more strategies on becoming a game changer in enrollment management, my upcoming book Reach for the R.O.S.E.S. offers a comprehensive guide to transforming your recruitment efforts. Stay tuned for the release!