The Impact of New TCPA Regulations: How They Will Transform Enrollment

As higher education institutions ramp up their marketing and enrollment strategies for next year, a significant regulatory shift is on the horizon that could drastically change how schools connect with prospective students. The recent FCC ruling under the Telephone Consumer Protection Act (TCPA) introduces stricter rules around consent and outreach—reducing the number of direct communication options available and raising compliance costs—rules that are already disrupting industries like home services and insurance. Despite the significant impact these regulations will have, there has been little discussion about how they will affect higher-ed institutions or the extent to which enrollment strategies will need to adapt.

How will the new TCPA requirements impact colleges and universities? What challenges will arise as they navigate stricter consent protocols and increased compliance costs? And, most importantly, how can they adapt their strategies to ensure continued success in reaching their enrollment goals? Let’s dive in.

Understanding the TCPA Changes

First, let’s review what the new TCPA regulations entail. The recent updates to the TCPA require explicit, one-to-one consent before any auto-dialed calls or texts can be made to prospective students. For many colleges and universities, this is a significant shift from the previous lead-generation methods, where institutions could rely on broader consumer consent obtained through third-party providers. Under the new rules, however, each institution must secure individual consent directly from the student, clearly stating which university will be contacting them and for what purpose.

This shift creates an added layer of complexity, particularly for schools that have historically leaned on third-party lead generators. These companies can no longer collect blanket consent and share student information across multiple institutions. Instead, each university must independently obtain consent—raising questions about the practical challenges of getting prospective students to take these additional steps to engage with multiple schools.

The Challenges Ahead for Higher Education Institutions

With these regulatory changes in mind, higher education institutions face multiple challenges, including increased lead costs and the need for compliance adaptations. One of the most immediate concerns for higher education institutions is the rising cost per lead (CPL). As compliance becomes more demanding, the cost of acquiring leads is expected to increase significantly. With fewer, more stringent lead sources available, smaller colleges and universities may struggle to compete with larger institutions that can outspend them in the battle for student attention. This means that smaller institutions could face even more intense competition for a shrinking pool of potential students, forcing them to rethink their budget allocation and marketing strategies.

Lead generator consolidation, a trend seen in other industries affected by the TCPA, is likely to occur, leaving fewer vendors in the market and further driving up the cost of leads. For schools that heavily rely on paid leads to meet their enrollment targets, this could lead to a significant dip in the volume of prospects entering their pipeline. The question many schools will need to ask themselves is: How can they balance the increased cost of compliance with the need to maintain enrollment numbers?

What Higher Ed Needs to Consider Moving Forward

With the new TCPA rules set to take effect in January 2025, higher-ed institutions face a limited window to adjust their lead generation strategies. Institutions should begin by auditing their current practices to ensure compliance with the updated consent requirements. This involves creating transparent mechanisms where prospective students can clearly choose which institutions to hear from and how they want to be contacted.

Beyond compliance, higher education must explore more personalized marketing strategies that focus on creating meaningful connections with students. Rather than relying on traditional outreach methods like auto-dialed calls or texts, institutions should shift toward personalized, data-driven messaging that speaks directly to the needs and interests of prospective students. Personalized communication—whether that be through dynamic content, consent-based SMS, targeted ads, or OTT/CTV ads—will be key to standing out in a crowded market and fostering deeper engagement with students.

Maximizing Engagement with High-Quality Prospects

While the new regulations will likely decrease the volume of prospective student lists, the quality of those lists may actually improve. Prospective students who take the time to provide explicit consent are more likely to be genuinely interested in the schools they’ve chosen to engage with. This shift may lead to higher conversion rates, as institutions will be working with a more targeted and motivated audience.

However, to fully capitalize on this, schools must prioritize nurturing strategies. It's no longer enough to simply generate interest—institutions must nurture that interest over time, keeping prospective students engaged from initial contact through enrollment. By maintaining consistent communication and strong visibility across multiple channels, institutions can build meaningful relationships with these high-intent students.

This is where nurturing prospective student lists becomes essential. Schools that can deliver relevant, tailored communications will stand out in this new landscape. Once a student opts in, the real work begins—engaging them effectively, sustaining interest, and guiding them through the enrollment funnel.

How Ring Digital Can Help

Ring Digital’s prospective student nurturing services offer solutions designed to help institutions build lasting relationships with future students. By harnessing data-driven insights, institutions of all sizes can develop personalized communication strategies that keep prospective students engaged and invested, driving yield and reducing melt.

As the higher-ed landscape adapts to new regulations, a strategic approach to nurturing prospective students will be critical for long-term success. With Ring Digital's expertise, institutions can confidently navigate these changes and continue to foster meaningful connections with the next generation of students.

Looking Ahead

As TCPA regulations reshape lead generation, higher education institutions must consider how to adapt. With rising costs and fewer prospective students entering the pipeline, prioritizing quality and maintaining personal connections with prospective students is crucial.

Are you prepared to engage students in ways that meet both compliance and enrollment goals? Now is the time for institutions to re-evaluate their marketing approaches and adopt strategies that keep prospective students engaged at every touchpoint.

With fewer opportunities to connect, how will your institution stay top-of-mind and guide students through their enrollment journey?

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