Higher education is in the middle of a major shift.

Tuition discount rates are climbing. Families are more cost-conscious than ever. The FAFSA delays of 2024 have created new stress for both students and enrollment teams.

And after years of digital learning, many students are arriving on campus less confident and more overwhelmed.

For higher-ed admissions and marketing teams, the question isn’t just how to reach students—it’s how to build relationships that cut through the noise and earn trust.

To explore what that looks like in practice, we spoke with Ryan Trout, Director of Admissions at Northeastern Illinois University (NEIU).

Trout’s approach to recruitment is grounded in connection, hospitality, and systems that put people first. He offered a clear, practical path for teams that want to grow enrollment through empathy and excellence, not just tactics.

1. The Starting Point: Rebuilding Around Relationships

When Trout joined NEIU in 2022, his goal wasn’t to overhaul the system; it was to build on the strong foundation already in place and bring a renewed focus to relationships.

“Every institution has its own rhythm,” he said. “I just wanted to make sure ours reflected the kind of personal connection that makes students and counselors feel valued.”

Trout began by reimagining how his team connected with key stakeholders, both internally and externally. That meant clarifying outreach territories, strengthening counselor partnerships, and increasing opportunities for in-person engagement.

These weren’t drastic changes. They were intentional steps to ensure every student and partner had a consistent, welcoming experience from the first interaction.

“The goal wasn’t to do more,” he explained. “It was to do what we already did, but with more purpose, more consistency, and more heart.”

2. Students Need to Feel Seen

Trout noticed something powerful during his first year: the reasons students chose NEIU were changing. 

“For years, students said, ‘It was close to home,’ or ‘It was cheap.’ But this time, they said, ‘When I visited campus, I felt welcomed.’ That’s when I knew we were on the right track.” 

That shift, from convenience to connection, is what every admissions team should aim for. 

Your brand isn’t just your logo or your talking points. It’s the feeling people have when they interact with an institution. Trout calls it “creating experiences.” Instead of pushing information, he focused on moments that make students feel seen, valued, and excited to belong. 

3. Bring Back the Human Touch

During the pandemic, virtual events were the only option. But even after restrictions lifted, many colleges stayed online out of habit.

Trout tested both. The results weren’t close.

“My show rate on virtual events is terrible,” he admitted. “Students want human interaction. They want to walk around, meet people, and imagine themselves there.”

So NEIU doubled down on in-person experiences.

The first “preview day” Trout organized drew just 15 students. Two years later, every event filled up within 24 hours, to the point where schools had to be turned away.

“We went from begging people to come to having to say, ‘Sorry, we’re full.’”

The reason is that each event was designed with hospitality in mind: small class visits, friendly professors, lunch in the cafeteria, and plenty of personal attention.

4. The Counselor Connection

While many admissions offices chase more leads, Trout focuses on deeper relationships, especially with high-school counselors.

“Counselors want to help their students. We just needed to make it easier for them.”

He built systems to do just that:

• Monthly counselor updates showing which students had applied, been admitted, or still needed to submit materials.
• Bus stipends for schools where students couldn’t afford transportation to campus.
• Counselor coffee meetings where recruiters could connect and share updates.

These efforts paid off fast. Counselors started referring more students and trusting NEIU to take good care of them. That’s when Trout realized: The best recruiters aren’t just his staff, they’re the high school counselors who believe in his team.

Trout’s team turns connections into conversions. Get our proven tips for making that leap. Read: The Art of Prospect Nurturing: 5 Tips to Turn Inquiries Into Enrollments

5. The “Ryan Trout Treatment”

Inside NEIU, “The Ryan Trout Treatment” has become a phrase. It means rolling out the red carpet for students and their families, literally and emotionally.

“When something goes wrong, I show up in person. I listen. I try to fix it. People need to feel valued.”

He applies that same mindset to current students and staff alike. When recruiters build trust with him, they naturally pass that warmth to students and families.

“You can’t give great customer service if you don’t feel supported yourself,” he said. “Make deposits into your staff before you make withdrawals.”

That’s leadership in plain language—and a reminder that culture change starts with care.

6. When AI Meets Admissions

Trout is no stranger to technology. In fact, he led the rollout of an AI chatbot to help students get quick answers. At first, it worked beautifully, until a website redesign broke every response. Overnight, the chatbot went from star performer to liability.

“We took it offline. It was giving the wrong answers. I learned AI can be faster, better, and cheaper, but it still needs human supervision.”

He still believes in AI’s potential, especially when tied to a CRM like Slate, but warns against using it to replace real people.

“If your goal is to replace a human being with a tool, it’s not going to work. AI should help us connect, not disconnect.”

7. Systems That Support Relationships

One of Trout’s first wins at NEIU was implementing a new CRM and building communication plans around it.

“Relationships require thoughtful communication with both students and parents,” he said. “Every year, we get a little better.”

Now, students can update parent contact information, counselors get automatic updates, and recruiters know exactly who they’re reaching out to.

The technology doesn’t replace connection; it enables it.

8. Lean Into Your Strengths

When asked what advice he’d give other admissions leaders, Trout didn’t hesitate. “Be bold. Lean into your strengths. Don’t try to be like another school. Be the best at what you do.”

He tells his team that authenticity wins. If you can say truthfully, “We’re the only ones who do this,” you’ve found your edge.

Learn how one institution stood out by leveraging its unique strengths in a saturated market. Read “How William & Mary Markets Its MBA Programs” 

9. A Playbook You Can Make Your Own

Here’s how Trout’s approach can translate to any admissions team:

In the next 30 days:

• Audit your campus visit experience. Is it personal or procedural?
• Send a personal email or note to your top high-school counselors.
• Create a “hospitality checklist” for your next event.

In 60 days:

• Launch a small pilot event (even 10 students).
• Add a monthly counselor communication via your to your messaging plan.
• Train staff to ask more open-ended, empathetic questions.  

In 90 days:

• Host a full preview day with faculty involvement.
• Gather student feedback: “How did we make you feel?”
• Review AI and tech tools to ensure accuracy and warmth in messaging. 

Take these 90-day steps to the next level. Let our experts help you audit your admissions process, optimize your tech stack, and develop a relationship-driven growth strategy. Schedule a call today.

10. The Heart of It All

Trout’s story isn’t about tools or trends. It’s about people. His office didn’t grow because of hype or deep discounts. It grew because they listened, cared, and followed through.

“We’re not just recruiting students,” he said. “We’re building trust.”

And that’s the real secret to enrollment success in 2025 and beyond.

Final Thoughts

Admissions will always be a blend of art and science. But when systems break, events flop, or AI fails, the schools that thrive will be the ones that remember what Trout proved at NEIU:

Hospitality still wins. Connection still converts. And how you make people feel will always matter most.