The Problem: Gen Z is known for their caution. The pressure of choosing a major before applying to college has some would-be applicants rethinking post-high school plans. College Board data reveals “undecided” is among the top majors for SAT test-takers, and EAB estimates that 75%-85% of college students switch majors. While many institutions offer specialized advising for “undeclareds,” these programs are typically promoted to students after they arrive on campus.
The Solution: Many schools are increasing support for undecided students by way of specialized advising programs; some are repackaging these resources under branded names, boosted by internal communications campaigns. A select few are taking that a step further by marketing these initiatives directly to prospective students without a specific major or career goal.
Exhibit A: Pittsburgh-based Duquesne University built a recruitment campaign around its existing Discover program. Joel Bauman, senior vice president for enrollment management, says the goal was to become the first choice for undecided students in the region.
Six individual schools within the university contributed a portion of the budget, which the provost matched. Bauman says combining funds “enabled us to have a large top-of-funnel awareness campaign,” which included billboards, paid search, social and print. “It generated strong lift in web traffic, demonstrating the message was resonating,” he said. Applications from its pool of undecided inquiries increased from 6.7% to 9.2%, while all other majors stayed about the same during the time period.
The Pros: Affirming messaging can reduce the stigma that often comes with being undecided. Bauman saw the campaign as “a service to the high school counseling and admissions profession – and to students and families – to socialize uncertainty and celebrate the process, rather than feel the pressure to conform.”
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Campaigns like this also allow institutions to highlight what they already do well or show their mission in action. Duquesne’s Discover is rooted in the university’s Spiritan philosophy, which focuses on academic and personal discernment. Says Baumaun: “[We’re] simply making visible what Duquesne has long practiced.”
The Cons: Some academic disciplines may be more prescribed and, thus, harder to accommodate an exploratory year. Also, depending on an institution’s structure, there could be stickiness around “ownership” of undecided students. Bauman explains, “It takes time to build interest [in a campaign] when deans at universities are evaluated in part by ‘their’ enrollments rather than overall enrollment and student success.”
Reality Check: If a school markets itself as a place to explore a bit and still graduate on time, it better live up to that claim. Bauman adds that recruiting undecided students without clear and designated academic structures could create confusion. “But when mission and advising and promotion align, it can be transformative,” he says. “Our approach works because it’s rooted in academic philosophy, not marketing alone.”
The Upshot: Messaging that reinforces that it’s OK to be undecided – and that conveys the promise of support and structure – puts prospects at ease. This can increase inquiries and enrollments from students who might not otherwise have the confidence to apply.
Donna Talarico is an award-winning writer who covers higher education.
