On the latest Education Marketing Leader Podcast, I sat down with Ryan Trout, Director of Admissions at Northeastern Illinois University.

We revisited his 2020 Stamats article, “Three Ways Relationship Building Helps Admissions Teams Excel,” and discussed how those lessons look different in 2025.

Here are the key takeaways for higher ed marketers and enrollment leaders:

🔹 Admissions is more competitive than ever.

Test-optional is the norm, discount rates keep climbing, and students arrive less prepared for college-level work. Institut ...