Octane—Pipeline Building: The Critical Role of Sophomore/Junior Search

Imagine your admissions team facing
another enrollment cycle with fewer
applications, tighter budgets, and
mounting pressure to meet ambitious
targets. Does this sound all too familiar?
You’re not alone. Across the country,
institutions are grappling with shrinking
demographics and limited resources,
making it clear that the traditional
senior-year recruitment push is no
longer sufficient. But there’s a solution.

In today’s increasingly competitive higher education environment, reaching students earlier in their decision-making journey is not just an advantage—it’s a necessity. A proactive sophomore and junior outreach strategy is now essential for building a robust applicant pipeline. By engaging students and their families early, your institution can foster meaningful connections, stay top of mind, and gain a critical edge. The key to success lies in leveraging technology to deliver tailored experiences that meet the diverse needs of all stakeholders, ensuring your institution thrives in the face of new challenges.

WHAT ARE STUDENTS THINKING ABOUT?

Reaching students earlier during high school requires a better understanding of what’s on their minds at different points in time. In the sophomore/junior years, students engage in exploratory thinking.

Exploratory thinking is the practice of openly considering multiple possibilities and paths without immediate judgment, allowing our minds to wander beyond conventional boundaries to connect seemingly unrelated ideas. This expansive mental approach naturally fuels inspiration (by uncovering novel connections) and aspirational goals, helping your potential students envision an alternative future.

Exploration triggers questions. Every question is a window into the student’s dreams, fears, and aspirations. By understanding and authentically addressing these questions, you transform from just another college option into their ideal partner in achieving life-changing goals, bridging the gap between “Where can I go?” to “This is where I belong.”

ESTABLISHING BRAND RECOGNITION

Early engagement with sophomores and juniors isn’t just about getting your name out there—it’s about becoming part of their evolving story. When students transition from dreaming about college to actively planning their future, the institutions they trust are the ones who have been genuine partners in their journey, not last-minute arrivals. By weaving your institution’s values, opportunities, and unique strengths into their exploration phase, you create lasting mental real estate that’s difficult for competitors to displace.

Why is this mindshare so critical? Because in today’s oversaturated market, students aren’t just choosing between institutions, they’re choosing which ones even make it onto their radar. The schools that fail to establish this early presence risk becoming invisible, regardless of their actual merit. Simply put: if you’re not in their minds during the exploration phase, you likely won’t be in their applications during decision time.

In general, Gen Z is less “brand” loyal than previous generations. Research from AdWeek found that 6 in 10 Gen Z consumers report not being loyal to brands at all.¹ Instead, their decision-making starts by consuming content that interests them, then taking inspiration from that. 75% of Gen Z consumers make online purchases based on “creator recommendations.”² More importantly, these recommendations and influences go beyond traditional advertising of attributes; instead, young shoppers (which students are!) want to see how their choices fit into the lifestyle they aspire to and imagine for themselves.

In general, Gen Z is less “brand” loyal than previous generations. Research from AdWeek found that 6 in 10 Gen Z consumers report not being loyal to brands at all.¹ Instead, their decision-making starts by consuming content that interests them, then taking inspiration from that. 75% of Gen Z consumers make online purchases based on “creator recommendations.”² More importantly, these recommendations and influences go beyond traditional advertising of attributes; instead, young shoppers (which students are!) want to see how their choices fit into the lifestyle they aspire to and imagine for themselves.

This translates to “brand recognition” and “brand loyalty” for colleges and universities, too. Marketing to them is less about steering a typical customer journey and more about creating inspirational guideposts along the path they’re already interested in. Colleges must meet Gen Z with moments of inspiration and big-picture thinking, delivering content that resonates emotionally and aligns with their vision of the future.

ENCOURAGE STUDENTS TO EXPLORE

Visits are a key component of fostering exploration, but not all students can arrange in-person tours due to financial or logistical constraints. Virtual visit options, which gained significant traction after 2020, are now a necessity rather than a luxury. Robust virtual tools like 360-degree tours, live Q&A sessions, and interactive campus maps make your institution more accessible to students and their families.

These tools allow students and families to connect no matter where they are, broadening access and creating meaningful engagement. When integrated with the “experimental” brand approach described above, this strategy transforms higher ed marketing into a shared experience that guides rather than sells—and that can be key to standing out in today’s marketing-savvy students.

ENGAGE WITH PARENTS

Parents play an influential role in the college decision-making process, often acting as partners in guiding their children’s choices. Effective communication with parents should lean heavily on the institution’s value proposition, addressing concerns about affordability, career outcomes, and the overall student experience. By emphasizing a commitment to student success, safety, and support, an institution can build trust with parents and help them see the long-term value of choosing the school.

A multifaceted approach to outreach is critical. Email marketing has become less reliable due to increased restrictions on deliverability, making it essential to diversify communication channels. Creative strategies like targeted digital advertising, compelling direct mail campaigns, and gamified content can help the institution stand out. Digital marketing allows admissions offices to meet students where they already spend time, while direct mail offers a tangible and personal touch that resonates in a crowded digital space. Engaging students with interactive tools, such as quizzes or personalized online journeys, also helps visualize themselves at the institution.

To maximize the outcomes of a sophomore/junior Search strategy, refinement is key. Use engagement metrics—such as open rates, click-through rates, and participation in virtual events—to monitor the impact of all efforts. Personalization should drive every communication, as students and their families are more likely to respond to messages that align with their specific needs and interests. Adjust the strategy as needed, using data insights to fine-tune messaging and outreach methods.

Ultimately, a sophomore/junior Search strategy is about staying ahead in an evolving higher education marketplace. By prioritizing early engagement, leveraging technology for exploration, and meeting the needs of parents and students through personalized outreach, institutions can secure their place as leaders in the college search process.

About the Author
Jazmane Brown, MA, serves as an Account Manager at enrollmentFUEL and has worked in higher education for 17 years. Before joining the organization, she served as the Assistant Vice President for Enrollment Management and Director of Admissions at Xavier University of Louisiana, with prior collegiate leadership roles. Jazmane holds a BA in Communication, and a master’s in Public Relations from the University of Miami, Florida. She has served on several SACAC committees, including the Board, and has presented many times. In her spare time, she enjoys listening to the latest hip-hop gospel artists and exploring Europe, where she resides with her active-duty military husband, two daughters, and son. Contact Jazmane at Jazmane.Brown@enrollmentFUEL.com.