The institutions that end up on a student's shortlist earned that position long before the search began. Behavioral science explains why and what it means for how you defend awareness spend.

Enrollment teams already have a word for students who apply with zero prior engagement. AI search changed the conditions that produce them, and it changed them at scale. Here's what that means for your enrollment funnel.

The Google I/O announcement got a lot of coverage. AI surfaces plenty of institutions — the ones that land are the ones that already feel familiar. If you've been making the case for awareness spend and losing the room, the data behind this moment is the strongest argument you've had yet.

In May 2026, Google made the biggest change to search in over 25 years. The way students discover and build their college lists changed with it. We dig into what happened, why it matters for the higher ed space, and where the real response sits.

Every recruitment strategy has a reach assumption built into it. For a significant portion of the students institutions are trying to reach, that assumption doesn't hold.

Consistent visibility with high school students is less about resources than it is about rhythm. The institutions maintaining that rhythm have made that consistency simpler to sustain.

Reaching for performance metrics to answer what awareness campaigns are producing is the wrong move. Here's a more defensible frame.

The platforms change. The production budgets vary. What consistently earns attention from high school students across every environment has stayed remarkably stable.

We've run creative from hundreds of institutions across our network. Some of it stops students mid-stride. Most of it doesn't. The difference comes down to a few patterns worth knowing.