Building Trust, Reducing Friction in Higher Education Communication

The student journey doesn't begin when they arrive on campus—it starts with a click, an email, or even a text. In today’s competitive landscape, where students are applying to more schools than ever, but overall enrollment is declining, timely and thoughtful communication can make the difference between initial curiosity and long-term commitment. 

From the first inquiry to move-in day, every touchpoint matters. But communication often lives in silos—split between departments, reliant on manual processes, or too generic to make a real impact. Gen Z students (and soon Gen Alpha) expect seamless interactions reflecting the campus experience. If your communication workflows don't match expectations, you're missing the opportunity to build trust and reduce friction early on. 

A solid communication workflow ensures that students feel seen, supported, and informed, guiding them through each stage of the journey with clarity and confidence. But it's not just about having a plan—it's about having the right strategy. 

Here's a practical checklist to help you assess—and improve—your communication flow from interest to enrollment.

1. Do you have distinct workflows for prospective, accepted, and incoming students? 

Each stage of the student journey has different emotions, questions, and information needs. Prospective students might be just beginning to explore their options, accepted students are looking for details to confirm their decision, and incoming students need actionable next steps to prepare for the transition. Segmenting your communications by phase allows you to tailor messages that meet students where they are. Ensuring that the information you send is timely and relevant helps build trust at every step. A one-size-fits-all message might cause confusion or disengagement, especially when students receive information from multiple schools simultaneously. 

2. Are your messages coordinated across departments?

In most institutions, communication splits across various departments—marketing, admissions, financial aid, housing, orientation, and more. When these departments aren't aligned, students can end up receiving redundant, conflicting, or even inconsistent messages. For example, the financial aid team might send one message about deadlines, while housing sends another, and marketing sends a third that doesn't mention either. A disjointed experience leaves students frustrated and can ultimately affect their decision to enroll. 

To avoid this, develop a central communication calendar or, at the very least, a shared messaging strategy. With all departments on the same page, outreach remains consistent, purposeful, and, most importantly, student-centered.  

3. Are you using automation to deliver timely, personalized messages? 

Automation isn't just for convenience—it ensures students receive the right message at the right time. Using automated email and text sequences means students get timely updates based on their current stage in the process. Personalization adds another layer of relevance—whether it's using their name, program of interest, or next steps. A simple "Thank you for applying" email can become more meaningful when personalized to reflect a student's unique interests and goals. 

Automating routine communications frees up your team's time for higher-touch interactions. More importantly, students should feel confident that they don't miss out on crucial steps because a time-sensitive message failed. 

4. Have you mapped out the entire journey from inquiry to enrollment?

A visual journey map is a powerful tool for understanding the student experience. It helps you visualize every touchpoint and interaction a student has with your institution, starting from their initial inquiry and continuing to move-in day. With a clear picture of this journey, you can quickly identify gaps in communication, areas where students may be experiencing friction, and points where information is being over- or under-communicated. 

Journey mapping also helps streamline the onboarding process for new staff, ensuring they understand the flow and can align with the established workflow from day one.

5. Are your communications accessible and mobile-friendly?

Students increasingly rely on their mobile devices for email, texts, and other forms of communication. To ensure your messages are accessible and practical, format them for quick reading on a small screen. 

Adhering to WCAG guidelines for accessibility is legally non-negotiable. Aside from following procedures, including clear subject lines, scannable content, and a design that ensures readability for all students, including those with disabilities. PDFs, for example, can be challenging to read on mobile devices or for students with specific accessibility needs. Instead, consider using HTML emails and making content easily consumable on any device.  

6. Are you giving students clear next steps in every message?

Students need to know what to do next. Whether scheduling a campus visit, submitting a deposit, or registering for orientation, each message should clearly outline the next step. Simple but crucial actions like this help reduce anxiety, build trust, and ensure students feel like their path to enrollment is transparent and manageable. 

Don't make students hunt for the call to action—make it obvious, easy to complete, and intuitive to follow. Reducing friction removes barriers and keeps students engaged throughout the process. 

7. Have you tested your messages with real students?

It's easy to assume your messages are hitting the mark, but there's no substitute for honest feedback. Ask current students to review your communication flow and give their honest opinions. Shadowing their inbox over a few months can provide valuable insights into what's working and what isn't. 

Testing your messages with actual students also helps fine-tune your approach. It highlights areas where students might be confused or overwhelmed, allowing you to adjust before issues arise with your incoming class. 

8. Are parents or caregivers part of the communication loop?

While students are the ones making the final decision, parents and guardians are often heavily involved in the decision-making process, especially for first-year students. Parents may need financial aid, housing, and general campus life information to support their student's decision.  

Consider creating a parallel communication workflow that addresses their unique needs. Providing parents with clear, actionable information, while not overwhelming them with too much, ensures they feel involved and can help alleviate stress for the student and their family. 

9. Do your messages reflect your institution's voice and values?

Every message you send should feel like it's coming from your institution—this is a chance to reinforce your branding and connect with students on a deeper level. Your communication should be more than just a list of next steps; it should reflect the tone, personality, and values that make your institution unique. 

Whether it's a friendly, welcoming tone or a more formal, academic one, the way you communicate should mirror the experience students will have on campus. Build trust and help students understand your institution's values and the experience they can anticipate if enrolled. 

10. Do you review and refine your workflow regularly?

The student communication landscape is constantly evolving. Students' expectations and the platforms and technologies that make communication possible shift. Make it a priority to review your workflows at least once a year, ideally with input from all key departments. What worked last year may not be as effective this year, and staying ahead of the curve helps ensure your communications are always fresh, relevant, and engaging, especially as Gen Alpha approaches the higher education enrollment process in a few years. 

Communication is the experience.

Every email, every text, and every deadline reminder is more than just information—it reflects your institution's values, culture, and commitment to students. When communication is clear, timely, and personal, it builds confidence. It shows students they're not just another number—they're seen, supported, and wanted. Because when students feel connected before they even arrive, they're more likely to enroll—and more likely to thrive. 

To see what that looks like in practice, look at how we partnered with Claflin University to bridge the gap between acceptance and enrollment among admitted students. 

We don't believe in adding noise. We believe in building smart, student-centered systems that work. So, your team has time to do what matters, and your students have everything they need to say yes confidently. 

Let's make your communication a reflection of the experience you promise.