Increasing Student Enrollment: What Actually Drives It

Why increasing student enrollment isn’t just about better marketing

You’ve got the ads running. The open day banners are up. The CRM is pinging.

And yet, students are dropping off before they complete the process.

In this episode of the Edu Marketing Series, we sat down with Ahmmed ElTayeb, Senior Director of Enrollments at Hult International Business School, to unpack what actually drives enrollments and what stops students from converting.

No matter if you’re trying to attract more applicants or increase international student enrollment, it turns out the biggest levers do not include just ads or expensive campaigns. 

So if you’re wondering how to increase student enrollment in today’s highly competitive education market, this conversation will give you answers that highlight the need for an enrollment strategy.

Let’s break it down.

Where your funnel quietly leaks (and how to fix it)

According to Ahmmed, most institutions focus on the start and end of the enrollment process, which involves lead generation and seat confirmation. But the middle is where things often fall apart.

These invisible drop-off points can ruin even the best campaigns.

Common reasons for student drop-off:

• Slow follow-ups: In high-speed markets like the UAE, even a one-day delay can push students to explore other options.
• Early application fees: Asking for financial commitment before trust is built makes the process feel transactional, not student-first.
• Unclear steps: Complex portals, excessive forms, vague requirements, or a lack of clear communication about application deadlines confuse students and increase frustration.
• Mismatched pace: Too fast feels rushed. Too slow feels inefficient. The right rhythm depends on geography and student expectations.
• No contact after admission: The 6–9 month gap between admission and class start is often silent. That silence causes doubts and dropouts. 

Providing valuable information at each stage of the process can help reduce confusion and frustration for prospective students.

If you’re serious about increasing student enrollment, these are the operational gaps to close first, and you must meet students where they are in the process to do so effectively.

One-size-fits-all funnels don’t work across cultures

Ahmmed pointed out that enrollment strategies must adapt to cultural expectations. What feels effective in one country might completely miss the mark in another.

For example, in Dubai, a fast, streamlined process may be seen as modern. But in Kenya or Saudi Arabia, the same speed could be interpreted as rushed or impersonal. On the other hand, a longer admissions process might signal prestige and seriousness in some regions, while in others, it may come across as disorganised or inefficient.

So if you’re trying to scale globally, rolling out one funnel for every region can backfire. It may feel efficient, but in reality, it disconnects you from the very students you’re trying to engage.

The takeaway is that success comes from adapting. Institutions looking to increase international student enrollment need to consider how timing, tone, and even process length are perceived differently around the world. 

Campus experience: Ubrik's Takeaway

When it comes to what actually drives student enrollment, the campus experience is often the silent dealmaker. For many prospective students, the decision to enrol is about imagining themselves as part of a welcoming campus community.

A strong campus life is a powerful tool for higher education institutions looking to boost student enrollment.

Today’s students, especially international students and those considering community colleges, are looking for more than just quality education. 

They want meaningful connections, a supportive environment, and clear pathways to career opportunities. Showcasing these aspects through social media platforms and virtual campus tours can make your institution stand out in a crowded market.

Here’s how higher education institutions can maximise the impact of campus experience in their enrollment strategies:

• Show, don’t just tell: Use social media and your website to highlight real student success stories, campus events, and the unique offerings that set your institution apart.
• Personalise the journey: Offer tailored campus tours, both in-person and virtual, that address student preferences and interests.
• Foster community: Create opportunities for prospective students to connect with current students, faculty, and alumni.
• Leverage data-driven insights: Track which aspects of campus life resonate most with your target audience and refine your marketing efforts accordingly. Use search engine optimisation and targeted ads to reach more prospective students and drive organic traffic to your site.
• Support at every step: Make sure your enrollment journey reflects the welcoming, inclusive environment you promise online.

Institutions that prioritise a positive campus experience and a strong brand identity gain a competitive edge. 

In a digital-first world, your campus experience is a driver of higher education enrollment. By investing in campus life and sharing authentic stories, you can attract more prospective students and achieve your new enrollment goals.

The campus experience may be invisible at first glance, but for students, it’s often the deciding factor that turns interest into action.

Data is your best tool if you actually use it

Many schools collect data, but very few use it to make weekly decisions. That’s a missed opportunity. Leveraging data-driven insights can maximise impact on enrollment numbers, thereby improving student intake.

Ahmmed encourages enrollment teams to treat their dashboards as tools for action, not just reporting.

Here’s how to make data part of your action plan to increase enrollment:

1. Track how long students take to move from inquiry to application
2. Monitor which steps cause the most drop-off
3. Compare advisor performance by region or student type
4. Analyse conversion lag to adjust follow-up timing
5. Track factors that influence student decisions, such as institutional branding, support services, and marketing efforts

Good data helps you coach your team, identify weak points, and refine your strategy for increasing student enrollment before the next intake starts.

The human side: what great enrollment advisors actually do

Even the best funnel can fail if your team isn’t equipped to support students well.

Ahmmed believes the most successful advisors are more like mentors than salespeople. They offer clarity, empathy, and structured guidance at every stage. Great advisors also build stronger relationships with students, fostering trust and engagement throughout the enrollment journey.

The behaviours that help increase student enrollment:

• Listening actively to understand student concerns
• Consulting, not pushing—guiding students to the right fit
• Communicating timelines and expectations clearly
• Following up with purpose to ensure no step is missed
• Being emotionally intelligent—balancing care with structure
• Providing a personalised experience for each student, tailoring support to individual needs and preferences

Supporting your advisors with training, coaching, and smart systems can turn your enrollment process into a true competitive advantage.

Ahmmed’s framework: an action plan to increase enrollment

We asked Ahmmed what he’d do if he had to rebuild enrollment from scratch.

Here’s the 3-part system he shared, a valuable tool for institutions that is practical, scalable, and focused on long-term results:

1. Design a journey built on empathy
   Make the process simple, supportive, and clear. Every interaction should show students they’re not just another number.
2. Build a team that prioritises student success
   Hire people who genuinely care. Train them to guide, not push. Give them tools to follow up meaningfully.
3. Use data to improve, not just report
   No guesswork. Track what matters. Refine what’s weak. Celebrate what’s working.

To Sum Up…

Attracting students isn’t the hard part anymore. Holding their attention and guiding them through to enrollment is where most schools fall short.

Effective higher education marketing, especially when integrated with digital marketing strategies, plays a major role in supporting enrollment goals by engaging prospective students through personalised approaches.

If you’re looking for how to increase student enrollment without doubling your budget, here’s your starting point:

• Simplify the process
• Speak your students’ language, literally and culturally
• Train advisors who build trust, not pressure
• Use data as a weekly tool, not an end-of-cycle report
• Stay in touch long after the offer is made

A higher education institution can achieve higher enrollment by focusing on enhancing student life and actively engaging the university community. Ultimately, a thoughtful marketing strategy that highlights these strengths will help attract and retain students.

Watch the full conversation

Watch here: What Actually Drives Enrollments with Ahmmed ElTayeb

Hosted by Sujeevan Subrayan, Senior Marketing Consultant at Ubrik

#EduMarketingSeries | #EnrollmentStrategy | #HigherEdUAE | #StudentRecruitment | #HultBusinessSchool

What’s next?

Want to increase student enrollment at your university or school?
We help institutions across MENA design more responsive journeys, improve advisor performance, and create results-driven enrollment systems. Let’s talk.

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Frequently Asked Questions (FAQs)

• What are the most effective strategies for increasing student enrollment?

Strong enrollment strategies focus on simplifying the process, improving advisor follow-ups, and showcasing student life. Personalisation and speed also play a big role in increasing student enrollment.

•  How can universities increase international student enrollment?

To increase international student enrollment, institutions should localise messaging, provide visa and financial guidance, and highlight safety, community, and career outcomes for global students.

• How does data support increasing student enrollment?

When used weekly, data helps teams identify drop-off points, advisor performance, and follow-up timing. It turns enrollment reports into real-time tools for decision-making and growth.

• What’s one quick way to increase student enrollment without increasing the budget?

Improving response time and advisor communication can have an immediate impact. Many students drop off not because of a lack of interest, but because no one followed up clearly or quickly.

• What should an action plan to increase enrollment include?

An effective action plan to increase enrollment should include student journey mapping, advisor training, cultural adaptation, and ongoing data reviews to guide improvements every week.