DesignGroup's Higher Education Market Leader suggests 5 strategies for colleges and universities adapting to changing enrollment.
Post-COVID college enrollment has been anything but predictable. The "demographic cliff," a well-documented dip in enrollment driven by falling birth rates and shrinking high school graduating classes, has loomed as a universal threat to higher education for several years. But the data tells a more nuanced story: 2025 enrollment actually increased at many schools, with some reaching record highs, and a number of institutions have already posted strong numbers again for fall 2026.
The cliff isn't hitting every institution equally. It's sorting them, separating schools that have found ways to differentiate themselves from those still waiting for the old playbook to work again. That divide is shaped by a range of forces converging at once:
- Shifting perceptions among students and parents about the value of a four-year degree.
- Growing scrutiny of ROI, as tuition costs get weighed against career outcomes.
- Community and technical colleges offering faster, cheaper paths to skilled careers.
- Federal immigration and visa policy changes, which have contributed to a 7% drop in foreign student enrollment, a group historically among the most likely to pay full tuition.
Not every school is affected equally, and how an institution responds today may determine which side of that divide it lands on.
The schools separating themselves aren't necessarily the ones with the biggest capital campaigns. They're the ones making smart, targeted investments, some large and many small, in the spaces that matter most to students. Not every project has to be large to be impressive and meaningful to students. Incremental improvements can be just as meaningful. Each of these has proven capable of moving the enrollment needle. By focusing on the right campus systems, institutions can respond in constrained conditions.
Strategy #1: Enhance Academic Services
Student retention can yield significant financial impact for a school. Losing a student mid-degree costs far more than recruiting a new one. Thoughtfully designed academic success centers, tutoring hubs, and counseling spaces give students visible, accessible support systems that keep them enrolled and on track. At University of Pittsburgh Bradford, a reimagined Academic Success Center is transforming underused space into a hub students actually want to use, turning a support service into a visible commitment to student success.
University of Pittsburgh Bradford Hanley Library rendering, DesignGroup
Strategy #2: Upgrade Academic Spaces Affordably
Classrooms are responding to rapidly changing teaching methods. Small interventions and retrofits in classrooms can close the gap between an aging building and current teaching methods. "Flipping the classroom" allows time when faculty and students are together to be focused on project-based and group learning. The same classroom space can be refurnished with movable tables and chairs, mobile screens, and wireless technology, allowing instructors and students to engage in seminar during one class and a breakout team session the next. Changing the lighting from fluorescent fixtures to LEDs with daylight-responsive controls gives the space an inviting feel for students and faculty.
University of Pittsburgh Dental Simulation Labs, DesignGroup
Strategy #3: Focus on Student Life
Housing and student life spaces rank among the top factors prospective students weigh when choosing a school, and today's students have far less tolerance for dated conditions than previous generations did. A renovated residence hall or thoughtfully reimagined student lounge signals more than aesthetics; it tells a prospective student and their family that the institution takes their daily experience seriously. At Ashland University, an updated residence hall became a visible symbol of that commitment, directly supporting recruitment and retention goals.
Strategy #4: Bring Underutilized Spaces Back to Life
This is where the greatest opportunity often hides. Every campus has underutilized spaces: library stacks where circulation rates have dropped or dated lounges that have become ghost towns. These spaces can be reimagined in simple, high-impact ways that reinforce an institution's mission and identity. At Pitt's Forbes Hall, an underutilized interior space with no access to natural light became a well-used student gathering space. The lesson: if a school can make its mission real in 1,500 square feet of leftover space, it can do it anywhere.
University of Pittsburgh Forbes Hall, DesignGroup
Strategy #5: Foster Identity and Placemaking
Placemaking connects interior and exterior spaces into a cohesive expression of institutional identity, turning a campus from a collection of buildings into a place people remember. Done well, it creates memorable experiences for students, families, faculty, alumni, and visitors alike and reinforces brand recognition well beyond campus tours. Slight enhancements to an existing space such as program and floor plan layout adjustments, finish upgrades, or new furniture can provide a bold architectural statement. A strong example of these enhancements is the formal hotel support spaces now updated for the new student lounge space at University Hall.
University of Pittsburgh University Hall, DesignGroup
To Thine Own Self Be True
The famous words of Polonius, advisor to King Claudius in the Shakespearean tragedy, resonate for so many institutions of higher education. This is the most important lesson I have learned in my travels across higher education. Institutions must know their mission to be successful. Colleges and universities must have a vision for their place within the landscape of higher education and know how to implement that vision to find their role and niche. Becoming blind to your own mission in this hyper-competitive environment is a death sentence.
Opportunities are often hiding in plain sight. As architects and designers, we not only implement projects for our clients in higher education, but we also provide advice. Our role is to identify opportunities for improvement and locations for enhanced value within budget. We often ask, "What is the highest and best use of this space?" Each of the strategies noted above is meant to provide that enhanced value for projects large and small, modest and significant.
