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Q&A with Leah Mundy
College Alma Mater [...]
Two Audiences, Two Starting Points
Parents and students are not only motivated by different values they search differently. Parents are pragmatic searchers, relying on search engines, ranking sites, ROI calculators, and institutional pages. Students pay the most attention to social media, particularly TikTok, YouTube, and Instagram; after social media they notice email and college fairs.
Demographic Decline Meets Affordability Pressure
Higher education faces a demographic cliff. By 2037, the number of high school graduates will fall by 12%, ending decades of expansion. This structural shift means institutions will compete more fiercely for fewer students.