Enrollment Growth Strategies That Transformed Defiance College

Higher education is facing enrollment challenges, but Defiance College is proving that bold, data-driven enrollment growth strategies can reverse declining numbers. With small colleges struggling to attract students, institutions must adopt new, innovative approaches to recruitment.

In this episode of The Higher Ed Marketer podcast, Jeremy Taylor, Vice President of Enrollment Management at Defiance College, shares how his team increased freshman enrollment by 78% using enrollment growth strategies that combined data analytics, pricing strategy, and team collaboration.

From adjusting tuition models to leveraging AI and CRM data for recruitment, these strategies are replicable for any college looking to boost enrollment numbers.

Understanding the Enrollment Crisis in Higher Ed

Many colleges, especially small private institutions, face a shrinking student pool, increasing competition, and financial instability.

“When I took over enrollment management, our freshman class had dropped to 152 students, and our discount rate was unsustainable,” Jeremy explained. “We had to analyze the market, assess our strategies, and make bold decisions to stay competitive.”

For higher education institutions seeking effective enrollment growth strategies, the first step is to evaluate current challenges and identify opportunities for improvement.

Tuition Strategy: How Pricing Impacts Enrollment Growth

One of the biggest factors affecting college enrollment is tuition pricing. Many schools increase tuition annually, assuming it reflects institutional value. However, Defiance College took a different approach—they lowered tuition to improve affordability and boost enrollment.

Key Enrollment Growth Strategy:

• Lowered tuition pricing to remain competitive
• Increased transparency in financial aid offers
• Reduced tuition discounting by 16%, stabilizing revenue

“The year before I took over, our tuition surpassed $50,000, and students weren’t even considering us,” Jeremy shared. “We had to adjust our pricing strategy to match market expectations while maintaining institutional sustainability.”

The result? More students applied, leading to higher yield rates and stronger revenue streams.

Takeaway for Higher Ed Leaders:

Enrollment growth strategies should include a tuition assessment. If pricing is driving students away, consider adjusting tuition to attract and retain mission-fit students.

Data-Driven Enrollment Growth Strategies: How Defiance Uses AI and CRM Data

Effective enrollment growth strategies rely on data analytics to guide recruitment efforts. Defiance College uses AI, CRM data, and market analysis to optimize outreach and improve student engagement.

How Defiance Gathers and Tracks Data:

One of the biggest challenges in higher ed enrollment is making sense of all the data available—and actually using it to improve recruitment outcomes. At Defiance College, Jeremy Taylor and his team aren’t just collecting data; they’re making it work for them.

Rather than relying on gut instinct, they’ve taken a data-driven approach to recruitment, using AI, CRM insights, and market analysis to guide decision-making.

Here’s how they do it:

• Tracking the Student Funnel with CRM Data – Defiance closely monitors where inquiries and applicants are coming from, helping the team focus on the most promising leads.
• Using AI to Analyze Enrollment Trends – Jeremy took 10 years of enrollment data, stripped out personal details, and fed it into ChatGPT and other AI tools to identify high-yield high schools and recruitment patterns. This helped the team refine travel schedules and outreach efforts to focus on schools where they were seeing real results.
• Evaluating Recruitment Events with Post-Fair Reports – Instead of just assuming a college fair was successful, counselors submit post-event reports to track how many quality leads came from each event. Over time, this data has allowed Defiance to shift resources away from low-yield fairs and double down on high-performing events.
• Targeting Growth Markets – Instead of just reacting to national demographic trends, Defiance is actively looking at where new high schools are being built and shifting recruitment efforts toward growing student populations, like Hispanic and multiracial students.

Jeremy summed it up well:

“I took 10 years of funnel data, ran it through ChatGPT, and asked it: ‘Where do our best students come from? What high schools yield the most applicants?’ The insights helped us refine recruitment travel and outreach so we weren’t wasting time in low-yield areas.”

By taking this strategic, data-first approach, Defiance has been able to stop spinning its wheels on ineffective tactics and put its recruitment efforts where they will have the biggest impact.

Takeaway for Higher Ed Leaders:

If your recruitment team isn’t leveraging AI and CRM data to guide outreach, you’re missing a major opportunity. 

Data-driven enrollment growth strategies ensure your resources are spent on the students most likely to enroll—instead of chasing leads that never convert.

Breaking Down Silos: The Role of Collaboration in Enrollment Growth

A common barrier to enrollment growth is a lack of collaboration between departments. At Defiance College, admissions, athletics, and financial aid worked separately, creating inefficiencies in student recruitment.

Jeremy tackled this issue by aligning goals across departments, ensuring everyone was working toward the same enrollment targets.

How Defiance Improved Team Collaboration:

• Created a shared database for admissions, athletics, and financial aid
• Held cross-departmental meetings to streamline communication
• Unified enrollment goals to ensure coordinated efforts

“Too often, enrollment teams work in silos,” Jeremy noted. “We created a cohesive recruitment strategy where admissions, athletics, and financial aid worked together toward common enrollment goals.”

Takeaway for Higher Ed Leaders:

Successful enrollment growth strategies require cross-functional collaboration. Break down departmental barriers to ensure a seamless student recruitment experience.

Preventing Burnout in Enrollment Teams

Growing enrollment numbers isn’t just about strategy—it’s also about culture. Burnout in higher ed admissions teams can lead to lower performance and engagement.

Defiance College’s Burnout Prevention Strategies:

• Celebrating wins—small victories, like deposits, are acknowledged
• Encouraging work-life balance to maintain staff well-being
• Fostering a fun, engaging office culture to keep teams motivated

Takeaway for Higher Ed Leaders:

A motivated enrollment team is essential for success. 

Implement supportive workplace strategies to prevent burnout and improve recruitment outcomes.

Final Thoughts: Implementing Enrollment Growth Strategies in Higher Ed

Defiance College’s success story is proof that intentional, data-driven enrollment growth strategies can transform student recruitment outcomes.

• Lower tuition strategically to increase affordability and attract students
• Use data analytics and AI to optimize recruitment
• Foster collaboration between departments to break down silos
• Support and recognize enrollment teams to sustain long-term success

Jeremy’s final advice?

“The first step to enrollment success is self-evaluation. Ask yourself: Why are students choosing other schools? Then, build strategies based on data and institutional strengths.”

With the right enrollment growth strategies, colleges can attract, engage, and enroll mission-fit students—even in challenging times.

🎧 Listen to the Full Episode

Want to hear Jeremy’s full insights? Tune in to Episode #195 of The Higher Ed Marketer Podcast now!

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Are Your Enrollment Growth Strategies Working?

Defiance College’s success proves that bold, data-driven enrollment strategies can make all the difference. 

But here’s the big question: Is your institution’s enrollment plan as effective as it could be?

At Caylor Solutions, we offer a comprehensive Enrollment Assessment designed to:

✅ Identify inefficiencies in your admissions workflows
✅ Evaluate communication tactics to improve engagement
✅ Analyze prospective student interactions to boost conversions
✅ Assess retention strategies to ensure long-term student success

Our in-depth evaluation results in a customized report with specific, actionable recommendations to help you:

✔ Increase enrollment numbers
✔ Improve student retention
✔ Enhance the overall student experience

Get the insights you need to refine your enrollment strategy and achieve measurable results.

Let’s Talk! Schedule a consultation today.

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Featured image via defiance.edu