After nearly two decades in higher education, I realized the biggest barrier for first-generation students is not access, it is understanding. The words we use, the tone we take, and the way we ask shape whether a student feels college is for them. The TRUST Messaging Framework — Teach, Respond, Understand, Simplify, Talk, was born from thousands of real emails and conversations. It is a tool any campus communicator can use to build clarity, compassion, and connection across

Financial aid should open doors, not close them. But for many first-generation families, aid letters, portals, and payment plans read like a foreign language. This post unpacks why the money conversation is so confusing, how that confusion erodes trust, and what colleges can do to make financial aid communication clear, consistent, and genuinely first-gen friendly.

Everyone talks about A/B testing, but most enrollment teams save it for the highest-stakes moments. That’s backwards. Incomplete applicants are the perfect place to test voice, content, and conversion strategy. Here’s how to turn this overlooked segment into your most actionable enrollment lab.

After a year of secret shopping as a student and parent, I uncovered what most colleges get wrong about text messaging. Generic, one-off blasts don’t build trust—thoughtful, timely, personalized texts do. In this episode, we explore what works, what doesn’t, and how to make SMS a real relationship builder.

This year, I gave my cell number to 26 colleges as part of my annual secret shopping experiment. The results? 77% texted me as a student, but none texted me as a parent. In this blog, I share real examples of what colleges are sending, what’s working (and what’s not), and simple rewrites that turn one-way announcements into real conversations.

Instead of urgency, what if colleges used encouragement to help students complete applications? A dedicated “Momentum Week” could work.

We say it all the time: “Parents are important,” but how often do our actions actually reflect that? Walk through specific, tangible strategies for making parents feel seen, heard and empowered to help their student say yes.

What if college apps adjusted in real time to help students finish with confidence? A more intuitive, student-friendly process is possible.

At my last institution, we had a real challenge: students just weren’t completing their enrollment forms. Counselors were calling, emails were going out daily, and portal reminders were non-stop—but nothing seemed to move the needle. That’s when I had a moment of clarity—what if the key wasn't reaching out to the student, but their parent?

Students abandon clunky inquiry forms. Here’s how to fix yours fast and capture more leads—without a major overhaul.

If undecided students retain at lower rates, what can enrollment do? Help them explore majors before they enroll. Here’s how.

Parents aren’t just influencers in the college search—they’re co-decision makers. Here’s how to build a parent communication plan that works

Campus tours shouldn’t feel one-size-fits-all. The 15-Minute Flex Stop lets visitors personalize part of their tour—choosing an extra stop t

Financial aid shouldn’t be a mystery. Here’s how colleges can design award letters like LEGO instructions—clear, visual and easy to follow.

Could sending an email with the wrong name—on purpose—grab attention and reinforce personalization? A creative risk with potential rewards.

Students abandon college applications not because they lack interest, but because they feel overwhelmed. A progress bar taps into behavioral

A holiday gift guide email to parents turned into a powerful way to predict yield. Here’s how it worked—and how colleges can do the same.

Higher ed’s real competition isn’t other colleges—it’s microcredentials that promise jobs in months, not years. How can we prove our value?