How to Move From Signals to Strategy in Graduate Enrollment Management

Enrollment environments like the one we’re experiencing now can lead to cognitive overload. It’s simply too difficult to manage every disruption at the same time. But instead of trying to see it all, perhaps the more pragmatic approach is to select the most important signals and work to interpret them as part of the practice of strategic agility.

A new on-demand webinar, GEM Horizons: From Signals to Strategy in Graduate Enrollment, hosted by Liaison AVP of Graduate Enrollment Solutions Jack Klett (Liaison Associate Vice President, Graduate Enrollment Solutions) along with NAGAP President Naronda Wright, Ed.D., (Associate Dean, Jack N. Averitt College of Graduate Studies, Georgia Southern University) and NAGAP Vice President Brett DiMarzo (Director of Graduate Enrollment Digital Strategy,  Boston College), cuts through the noise and zeroes in on what actually matters right now for graduate enrollment management (GEM).

If you care about sustaining and growing your graduate programs while supporting the teams doing the heavy lifting, this is a session you’ll want to watch and share with your team.

Jack frames today’s environment as “noisy.” AI is “running out there in the ether,” compounded by shifting applicant behavior, skepticism about the value of graduate education, and international volatility. The real problem, he argues, isn’t awareness of these issues, but rather that leaders face too many signals and too little clarity on what to actually do.

With that in mind, the webinar focuses on:

• Which signals matter most right now.
• How to avoid overreacting to every new trend or tool.
• What small, practical changes can move the needle in the next cycle.

The result is a grounded, practitioner-driven conversation that translates high-level noise into concrete, usable strategy.

A live poll conducted during the webinar asked attendees to choose their biggest current challenge. The winner: an unpredictable regulatory and geopolitical environment.

Naronda describes the last year as “gut punch after gut punch” for higher ed, while Brett notes that the pressure to prove effectiveness and ROI has only intensified. Yet, instead of doom and gloom, it’s important to focus on:

• Helping students navigate complex financial aid and policy changes.
• Communicating clearly and consistently, even when answers are imperfect.
• Documenting impact with data that resonates with institutional leadership.

Brett emphasizes two noteworthy trends:

• The student journey is non-linear. Prospects bounce between websites, social, AI tools, peer reviews, and institutional content.
• ROI is under a microscope. Students and employers are asking tougher questions about outcomes and value.

Winning institutions aren’t chasing a single silver-bullet tactic. Instead, they’re:

• Building consistent, relationship-driven communication across channels.
• Aligning messaging around clear value propositions and outcomes.
• Using tools like CRMs and marketing tech to enable one-to-one-feeling outreach at scale.

The conversation focuses on several crucial questions:

• Are teams actually understaffed, or are they overloaded with misaligned or unnecessary work?
• How can leaders protect teams from burnout while still meeting enrollment and service expectations?
• Where can technology help, and where does it just add complexity?

Naronda pushes the profession to move beyond a narrow focus on “get them in the door, get them out the door.” Instead, she argues for truly holistic support from recruitment through alumni status, especially for:

• Working professionals with multiple life roles.
• First-generation graduate students.
• Students returning after 20–30 years away from formal education.
• Online and non-traditional populations.

She challenges the common assumption that grad students “will figure it out.” In reality, many need structured guidance on academic expectations; support for writing, research, and time management; and wellness, community, and connection resources.

The webinar offers concrete examples of how institutions are reframing services to support the whole student.

On AI, Brett warns against chasing the “shiny new tool” without a plan. The profession has a long history of adopting technology for its novelty, then underusing or misusing it.

His call to action:

• Treat AI as a tool in a broader strategy, not a strategy in itself.
• Invest the time to understand where it amplifies staff capacity and student experience.
• Avoid quick purchases without clarity on ownership, governance, and success metrics.

The webinar also highlights:

• NAGAP’s Leadership Academy, designed to help emerging GEM leaders build the specific leadership skills needed in this space.
• The NAGAP–Liaison research partnership, including projects on inquiry response and the graduate applicant experience.
• A shared belief that, despite uncertainty, the future of graduate enrollment is bright, especially as new professionals bring fresh perspectives, and experienced leaders remain committed to mentoring and collaboration.

Watch the recording to:

• Bring concrete, evidence-informed talking points to your next meeting with leadership.
• Spark discussion within your own team about where you’re winning and where you’re stuck.
• Gather practical, realistic ideas you can test in the next term or cycle.

If you work in graduate enrollment, student services, marketing, financial aid, or academic leadership, this on-demand session is a high-impact hour well worth your time.

Watch GEM Horizons: From Signals to Strategy in Graduate Enrollment on demand here.