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Navigating Change: 4 Critical Strategies for Higher Ed Leaders in a New Political Era

Writer's picture: Rebecca CorneauRebecca Corneau

As the Trump administration takes office this week, higher education stands at a crossroads, bracing for significant changes. Institutions must navigate not only the administration's proposed policies but also the shifting expectations of Gen Z students and the challenges posed by the looming enrollment cliff—all while striving to build strong incoming classes. These intersecting challenges are pushing institutions to rethink traditional approaches to marketing and enrollment to meet the needs of rapidly changing circumstances and motivations. Higher education leaders must embrace adaptability and strategic foresight to remain resilient by introducing new policies, making funding adjustments, and responding to shifting student demographics. 

Leaders who are able to navigate times of uncertainty most effectively are the ones who embrace change not only as something to endure, but as an opportunity to innovate, connect, and grow. While higher ed is a complex sector, with many internal and external factors influencing decision-making, there are some pertinent challenges surfacing as we undergo another shift in our political administration. Facing these challenges head-on gives institutions the opportunity to identify innovative paths forward.


Key Challenges Facing Higher Education Institutions


Reduced Access to Federal Funding and Student Aid: Many institutions rely heavily on federal financial aid to support students. Under the new administration, many are bracing for potential policy shifts that would reduce the availability of programs like Pell Grants and subsidized loans, placing financial strain on both students and institutions. As the Chronicle of Higher Education explains, "Institutions with smaller endowments and a higher percentage of Pell-eligible students could face dire consequences should these cuts materialize."

Uncertainty in International Student Enrollment: International students contribute significantly to campus diversity and tuition revenue across many colleges and universities. Anticipated visa restrictions and/or policy changes could disrupt international recruitment efforts and impact institutional budgets. "The uncertainty surrounding visa policies and work opportunities for international students creates hesitation in applying to U.S. institutions, which could harm enrollment numbers," according to a recent article from EconoFact.


Increasing Competition from Alternative Education Providers: With a growing emphasis on workforce development—due to a range of factors including the Boomer generation leaving the workforce, the rise of automation and technology, and post-pandemic workplace expectations—we will continue to see nontraditional education providers like boot camps, certificate programs, and for-profit institutions vying to recruit students to help bridge the growing skills gaps, assist in quickly skilling up career changers, and providing targeted programs to develop mid-career professionals.


As noted recently from Inside Higher Ed, "While alternative providers flourish, traditional colleges must focus on what sets them apart: deep academic resources, faculty expertise, and campus experiences." To stand out to potential students, colleges and universities must emphasize the unique value of their education, including highlighting career outcomes, research and internship opportunities, expert faculty, and supportive student services.


Cultural and Reputational Risks: In an article titled “Colleges Wonder if They’ll Be ‘the Enemy’ Under Trump,” the New York Times states  “Some institutions may find themselves at the center of cultural battles that could further polarize their image in the public eye." In this new landscape, colleges and universities could anticipate a rise in issues such as free speech debates, diversity initiatives, and public criticism of higher education itself. Higher ed leaders who find themselves facing these new cultural and reputational risks will require thoughtful navigation, a strong stance, and strategic communication.


Evolving Workforce Expectations: As the labor market evolves—with massive retirements looming, the rise of technology and AI, and post-pandemic workplace shifts all requiring a specially skilled workforce in new capacities—students and employers are seeking programs that offer clear career pathways and real-world experiences for closing skills gaps. According to an op-ed citing changes under the Trump administration, "Institutions that integrate skills training with traditional academic offerings will have the greatest success in addressing workforce needs." This means colleges and universities must prioritize program offerings that align with in-demand fields and job market needs while maintaining a commitment to the overarching educational values of the institution.


Recruiting Gen Z Students Amid Shifting Motivations and Trust Dynamics: Gen Z students bring a whole new set of unique challenges and opportunities to higher education. As BestColleges points out, "Gen Z values transparency and authenticity in their educational experience—factors that will play a key role in their enrollment decisions." They are motivated by personal values, social impact, and authenticity, often seeking to attend colleges and universities that align with their new set of expectations. At the same time, a growing lack of trust in traditional power structures, including higher education, means institutions must work harder to build credibility and foster genuine connections with the Gen Z cohorts.


Four Strategies to Adapt to a Changing Landscape & Thrive in Times of Change


As higher education institutions face uncertainty under the Trump administration and enter a time of uncharted territory, there are several steps leaders can take to ensure their institution is best positioned to not only weather the storm, but emerge stronger on the other side.


1. Strategic Foresight and Scenario Planning

Higher ed leaders need to be ready to stay ahead of emerging trends, leveraging data and insights to anticipate challenges before they arise. Ensuring that robust internal reporting systems exist are critical to monitoring the recruitment and enrollment funnel in real time. Leaders must also establish dedicated groups, committees, or advisory boards that bring insights about the shifting landscape of higher education forward, from a variety of perspectives, and brainstorm opportunities for maintaining a strong pipeline of students. A financial planning group should evaluate the institution’s financial position and have a clear understanding of what the institution can absorb to guide strategic decision-making.


2. Data-Driven Marketing and Enrollment Strategies

In the same way comprehensive internal reporting will be critical for strategic foresight, leaders should ensure comprehensive reporting from the marketing and enrollment perspective as well. In uncertain times, every dollar counts. Making smart use of data to optimize marketing and enrollment strategies will ensure colleges and universities continue to reach the right students with the right messages at the right time. A performance-driven approach to marketing and enrollment maximizes ROI and helps institutions build enrollment, even in competitive or declining markets. The data lends itself to optimizing spend by taking a more targeted, streamlined, and efficient approach for reaching the most qualified students.


3. Amplifying Institutional Strengths & Authentic Connections

Every school has a unique story to tell. For higher education leaders, the challenge lies in defining exactly what that story is and sharing it in a way that truly resonates with today’s students. With rising competition and an anticipated overhaul in accreditation policies, now is also a critical time for institutions to gain clarity on who they are as a brand and showcase exactly what they stand for. To share this brand story in a meaningful way, leaders should recognize that trust is often built through peer-to-peer connections and genuine, unfiltered information sharing. Institutions that will set themselves apart will create opportunities for real student voices to shine by incorporating them into their messaging through user-generated content and authentic student and institutional storytelling that reflects the real experiences of the students within their communities. In a competitive and ever-changing landscape, this clarity and authenticity will help your institution rise above the noise and make a lasting impact.


4. Flexibility to Pivot

In higher education under the new administration, one thing will be certain: change. Change will be constant, and so should your institution’s ability to pivot. Whether it’s launching new campaigns quickly in response to policy shifts or adjusting existing strategies to reach more targeted, qualified students, an ability for your institution to thrive within uncertainty requires flexibility and nimbleness. Many higher ed leaders are already grappling with overworked staff, as well as full-time positions that may no longer align with their institution's strategic goals. Finding strategic and aligned vendors to support evolving needs should become a priority in 2025. Seeking out partners that specialize in offering scalable support to institutions navigating these pressures will enable institutions to focus on their highest-impact initiatives.


This moment we are facing in higher education is one of challenge, yes, but also one of immense opportunity. With a proactive approach, institutions can navigate this uncertainty and begin to chart a course toward a stronger, more resilient future. As leaders reflect on their institution’s strategy, we invite them to consider how partnering with Pivot Marketing can help amplify their strengths, adapt to change, and achieve their goals in the evolving higher education landscape.

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