Higher education has its own language, but for first-generation families, that language can sound like a locked door. From jargon and acronyms to deficit-based labels, colleges often communicate in ways that confuse the very students they hope to include. This piece unpacks how words quietly shape belonging — and how marketers and enrollment leaders can rewrite them to open more doors.

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.

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

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

Admitted student day shouldn’t be overwhelming. Disney’s approach to guest experience can help colleges design a smoother, more engaging eve

Let admitted students personalize their acceptance packages with custom swag, videos, and tours to boost yield and engagement.

Families often wait too long to discuss college costs. Here’s how admissions and financial aid offices can help parents start The Money Talk

Marketing builds awareness, but admissions and campus connections seal the deal. Higher ed needs all three to turn students into deposits.

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.