Understanding College Enrollment Management: What Families Need to Know When Choosing a College

When most families think about the college process, they focus on test scores, applications, and financial aid forms. But there’s another important factor working behind the scenes that can make or break a student’s experience: enrollment management.

In a recent College! podcast conversation, College Aid Pro’s Peg Keough sat down with Melissa M. Stephens, Associate Dean of Enrollment Management and Financial Aid at Connecticut State University and our newest CAP Financial Aid Expert. With more than 30 years in higher education, Melissa has seen firsthand how enrollment management impacts students and families—and why it’s something parents should pay attention to when evaluating colleges.

What Is Enrollment Management?

Many people assume enrollment management is just another word for admissions. In reality, it’s much broader. Melissa explains that enrollment management is the strategic process colleges use to attract, admit, support, and graduate students.

It includes:

  • Recruitment and marketing – How schools reach prospective students
  • Admissions – How applications are reviewed and students are selected
  • Financial aid and scholarships – Ensuring affordability and clarity about costs
  • Student success and retention – Academic advising, counseling, tutoring, and career planning to help students thrive
  • Data-driven decision making – Using research and analytics to guide student enrollment and resource planning

In short, enrollment management is the engine that runs behind the scenes of a college—supporting students from inquiry to graduation.

Why Enrollment Management Matters to Families

For families, understanding a school’s enrollment management strategy provides more than peace of mind—it helps reveal how committed a college is to student success and long-term outcomes.

Melissa highlights several key reasons this matters:

  • Transparency – Families know what to expect in terms of admissions timelines, financial aid processes, and communication.
  • Financial clarity – Strong enrollment practices help avoid surprise costs and make aid opportunities clear.
  • Institutional stability – Well-managed schools show they’re planning for the future and have the resources to support students.
  • Student-centered support – From advising to career prep, these systems demonstrate whether a college prioritizes its students’ success.
  • Confidence in the investment – With tuition costs rising, parents want assurance that their student will not just enroll, but graduate.

What Parents Should Look for on Campus Visits

So how can families get a sense of a college’s enrollment management in action? Melissa and Peg offered practical tips:

  • Go beyond the brochure. Check out the school’s social media channels, where student groups often share authentic glimpses of campus life.
  • Talk to students. Ask tour guides or random students about their experiences—what they love, what’s challenging, how professors interact.
  • Ask about support services. Learn about academic advising, tutoring, mental health resources, accessibility services, and student life.
  • Notice the level of connection. Some colleges build “success teams” for incoming students, pairing them with advisors, financial aid counselors, and peer mentors right away.
  • Watch for genuine engagement. A welcoming interaction with a coach, professor, or ambassador can make all the difference in a student’s decision to enroll—and to stay.

These conversations reveal more about a school than rankings or glossy marketing materials ever could.

Retention: The Hidden Factor Families Overlook

Melissa stresses one critical point: retention matters just as much as admissions. Retention is the measure of how many students return after their first year. A low retention rate often signals that students aren’t finding the connection, support, or flexibility they need.

Parents may not realize how common it is for students to transfer or change majors. Melissa encourages families to:

  • Choose a school with flexibility. If your student changes majors (and many do), the institution should offer options to pivot without derailing their progress.
  • Expect growth. College is about more than a job—it’s a four-year opportunity for students to explore, change, and mature.
  • Ask about retention strategies. Schools with strong advising, mentorship, and student success programs are more likely to keep students engaged and on track.

As Melissa puts it, “Enrollment management tells you how well your child will be taken care of in your absence.”

Why “Fit” Matters More Than Rankings

Peg and Melissa both emphasize that fit is the key factor in choosing a college. While affordability and academics matter, the real test is whether a student feels at home and supported.

Sometimes that feeling comes from small details—a student holding the door, an engaging professor, or the positive energy on campus. Families should listen closely to their student’s instincts. As Melissa notes, “In the end, it’s their experience. They’ll know best whether they feel connected.”

The Takeaway for Families

Enrollment management may sound like an administrative buzzword, but for families navigating the college search, it’s an invaluable lens. Understanding how a college recruits, supports, and retains students provides insight into the quality of the student experience—and the likelihood that your child will thrive there.

When evaluating schools, don’t stop at admissions stats or rankings. Look deeper at how each institution fosters student success. Ask the right questions, engage with current students, and pay attention to whether the school makes meaningful connections.

Because in the end, college isn’t just about getting in—it’s about staying in, graduating, and building a foundation for the future.