INTRODUCTION
The challenges facing today's educational institutions

What many are doing to combat these

Why is there such a struggle to recruit students in today's landscape?

Educational institutions, from primary schools to universities, are increasingly operating in a competitive landscape where attracting and retaining students is paramount to their survival and success. Economic downturns, budget cuts, and a general decline in funding for education have intensified this competition.

Why are educational
institutions struggling?

In recent months, US colleges have been hit with a wave of program cuts, as institutions both large and small try to make ends meet. Among their challenges: Federal COVID relief money has dried up, operational costs are increasing and fewer high school graduates are going straight to college.

In the UK, Brexit has made migration more difficult for international students (whose fees are a substantial revenue source). And while frozen tuition fees benefit students, they hinder institutions from keeping up with rising inflation and maintenance costs.

Even declining birth rates are playing a role in the mounting pressure on educational institutions. Lower birth rates result in less students entering the education system annually, heightening competition between institutions.

How are educational institutions responding to this?

Many institutions have started critical work to ensure their long-term survival. Difficult, but unavoidable decisions are being made about their structure and size. Some are working with other institutions to merge or offer centralized services. Their ultimate objective is to continue to provide quality education and protect students' interests.

Every institution looking to safeguard its future is taking stock and searching for ways to cut costs. Some are planning to cut staff, others will be cutting courses. All should be reviewing internal processes and activities for inefficacies and wastage.

As institutions grapple with these challenges, they must adopt innovative strategies to remain competitive and ensure their long-term viability. A fine-tuned, cost-effective marketing strategy should be at the top of their lists.