What to Do When International Enrollment Falters: 7 Higher Ed Marketing Strategies for Reaching More Domestic Students
In 2025, many universities are experiencing a sharp slowdown in international student enrollments. With student visas becoming harder to come by, the once-reliable global pipeline to United States higher education institutions has shrunk — leaving enrollment leaders scrambling to make up the shortfall. For higher education marketing directors and CMOs tasked with hitting enrollment targets, this shift demands more than just reallocating ad spend. It requires a strategic pivot: repositioning messaging, refining audience targeting, and maximizing domestic marketing performance in a highly competitive environment. This post outlines how to do just that, with actionable insights on what activities to stop, start, and scale.
The Challenge: Declining International Enrollment Due to Visa Hurdles
In 2025, tougher visa policies have significantly constrained international student enrollments — historically a key contributor to online, graduate, and continuing education program growth. For many institutions, the situation has disrupted carefully balanced enrollment targets, particularly in high-tuition programs like MBAs, STEM masters, or executive education.
This creates dual pressure:
- Revenue shortfall risk as universities lose international students, most of whom pay full tuition.
- Heightened competition in the domestic market as more universities shift budgets to focus on U.S.-based student recruitment.
While most universities already have strong domestic-facing campaigns, the challenge now is how to scale and refine those campaigns to compete in a more crowded domestic landscape without ballooning spend or exhausting stretched teams.
How Marketing Leaders Can Increase Domestic Enrollment in 2025
1. Refocus Messaging on Domestic Value Drivers
Since international appeal is less relevant, pivot messaging to emphasize:
- Career mobility within the U.S. market. Tie degrees to in-demand roles, licensure, and salary outcomes.
- Flexibility and convenience for working professionals. This is especially relevant for continuing education programs, but applies broadly to online programs as well.
- Return on investment vs. tuition cost. This is a major concern for domestic audiences, with good reason. According to the Education Data Initiative, student loan debt in the United States totals a whopping $1.777 trillion. Students need to know they’ll be able to pay any debts they incur, and then some.
- Local and regional employer partnerships. Highlight internships, pipelines, and alumni in local leadership.
2. Double Down on SEO and High-Intent Search Traffic
Organic and paid search targeting domestic prospects becomes even more vital. Prioritize:
- Optimizing program pages for non-branded search terms (e.g., “online MS in cybersecurity California”).
- Running geographic PPC campaigns where demand is highest.
- Rich, relevant content that speaks to the decision journey of U.S.-based adult learners (e.g., “Is a graduate certificate worth it?” blog posts).
3. Use Data to Identify Underleveraged Domestic Segments
Instead of just broadening reach, uncover which domestic audiences are already converting well:
- Use CRM/enrollment data to find pockets of high conversion by region, profession, or background.
- Consider tailored campaigns for specific domestic segments (veterans, career switchers, first-gen grads, etc.).
4. Emphasize Retargeting and Nurturing for Longer Consideration Cycles
Domestic students often take longer to choose a program than international students do, and they consider more options during the decision-making process.
- Strengthen email and retargeting strategies that support drip nurturing over months.
- Incorporate student testimonial videos, program comparisons, and ROI calculators in retargeting touchpoints.
5. Leverage Your Institutional Brand — but Make It Program-Relevant
Your university’s name may open the door, but ultimately graduate and continuing learners are making their decisions based on the individual program they’re interested in.
- Ensure ads and landing pages connect the dots between institutional prestige and program-specific advantages.
- Showcase program faculty, rankings, and industry credibility — especially if those were formerly key to international audiences.
Make Strategic Paid Media Adjustments to Offset International Enrollment Loss
Here’s how to intentionally shift your paid media approach to capture more U.S.-based enrollments with the same — or tighter — budget:
1. Reallocate Budget from Global Targeting to Regional High-Yield U.S. Markets
You’re no longer spreading dollars across global campaigns. Now’s the time to:
- Shift budget into high-conversion designated marketing areas (DMAs) (e.g., NYC, Chicago, LA, Houston), especially those under-tapped previously because of reliance on global applicants.
- Build geo-targeted ad sets with local career hooks. For example, if you’re targeting a New York City audience, headline copy should focus on building a career in one of the many industries the region is known for.
💡 Pro Tip: Use historic CRM data to find U.S. zip codes that already yield high conversion-to-enrollment rates and invest there first.
2. Hyper-Focus Messaging on U.S. Career Outcomes (Rather than Global Prestige)
Ads targeting an international audience tend to focus on…well, things that are important to that audience, such as:
- Global rankings
- International alumni footprint
- Visa support or optional practice training (OPT) outcomes
Now, reframe ads to emphasize domestic ROI:
- “Earn $20K more with a master’s in XYZ—designed for working professionals in [State/Industry]”
- “Join 2,000+ U.S. grads leading in health systems, school districts, or tech teams”
This hits harder for U.S.-based prospects worried about:
- Tuition value
- Flexibility
- Outcomes close to home
3. Expand Targeting of Mid-Career & Underserved U.S. Segments
You need volume and conversion-ready leads. Look to:
- Veterans using GI Bill benefits
- Teachers and healthcare workers pursuing graduate-level credits
- Latinx and first-gen professionals looking for career mobility
- State or regional workforce grant recipients
These U.S.-based audiences were often neglected when international applications were strong, because serving them can mean a little extra hand-holding (and red tape) compared to traditional domestic students. Use LinkedIn job title targeting and Meta interest overlays to intentionally get your message in front of these prospective students. While you’re at it, make sure you continue to target your messaging specific to these audiences. If you have a veteran-friendly admissions policy, put that front and center in targeted ads.
4. Rebuild Retargeting Around Domestic Consideration Cycles
International prospects often move fast once they’re accepted into a program. Domestic adult learners take longer to mull things over, and they need more proof that your program is for them.
So:
- Extend Meta + Google Display retargeting windows (30–90 days)
- Nurture interest with “next-step” CTAs, such as: “Download our ROI comparison guide” or “Attend a live Q&A with current students in [your state].”
- Use testimonial and outcomes-focused ad creative tailored to U.S. industries
5. A/B Test Domestic Hook Variants in Your Copy
Instead of “Globally Recognized,” try:
- “Designed for Urban Professionals”
- “Built for Your Next Move in [U.S. Industry or Market]”
- “Flexible for Busy Schedules. Proven in [City/State].”
You’re not just shifting geography, you’re realigning your narrative to meet the mindset of cost-conscious, career-focused American students.
6. Partner with State-Based Employers or Associations in Ads
Use co-branded campaigns where possible:
- “In partnership with [State Teaching Association]”
- “Endorsed training partner for [Health System or City Tech Employer]”
LinkedIn Sponsored Content or InMail are great placements for this, especially for certificate or CE programs.
7. Capture Downmarket Demand with Value-Focused Campaigns
Not every domestic student can afford a $50K degree right now.
- Launch a “Fast, Affordable, Career-Ready” ad series for:
- Stackable certificates
- 1-year masters
- Upskilling CE programs
- Use price transparency in ad creative: “Earn a respected credential in 9 months for under $10K.”
Strategic Framing for University Leadership
When reporting internally or seeking additional budget, reframe this shift not as a loss, but as a reinvestment opportunity. Here are some talking points that can help sell the strategy:
1. “Domestic market share is now a zero-sum game—we can’t afford to be passive.”
“As more institutions shift budget away from international audiences, domestic competition has intensified. If we don’t act decisively, we risk losing ground in markets we’ve historically performed well in.”
This helps underscore why holding the line isn’t enough. Leadership needs to see that inaction is effectively retreat.
2. “This is not just marketing spend—it’s enrollment insurance.”
“We’re making a strategic investment to stabilize revenue from U.S. students, who are now our most reliable source of enrollments. Without this, we’re more exposed to visa policy volatility outside our control.”
This reframes the request as a risk mitigation tactic. This can be very compelling in leadership or budget conversations.
3. “We’re reallocating, not overspending, so we can get more from what we already do well.”
“We’ve already proven our programs resonate domestically. This strategy builds on that strength by increasing visibility in our highest-yield U.S. markets and nurturing undecided leads more effectively.”
This defends the strategy as smart optimization, not cost expansion. It’s particularly useful when the ask is to redirect, not increase, spend.
4. “We’re shifting from global prestige to local impact.”
“While our global reputation remains strong, today’s U.S. prospects need to see how our programs align with local job markets, cost expectations, and career mobility. We’re not lowering standards — we’re localizing relevance.”
This is helpful if you face concerns that domestic-focused campaigns may dilute the institutional brand.
5. “Domestic prospects require a longer courtship. We need content and campaigns that match that journey.”
“International applicants often move quickly once accepted. Domestic learners weigh costs, time, and ROI more heavily — and they take longer to decide. We’re adapting our marketing to reflect that consideration cycle.”
This approach is perfect for justifying spend on nurturing content, retargeting, webinars, or automated email flows.
6. “We’re not just filling seats. We’re strengthening the pipeline.”
“This isn’t a scramble to backfill international losses. It’s a strategic move to diversify and deepen our domestic pipeline so we’re not dependent on any single market going forward.”
Use this to shift from short-term firefighting to long-term enrollment sustainability.
7. “Our competitors are already doing this.”
“We’re seeing peer institutions pivot aggressively into paid search and LinkedIn targeting of U.S. professionals. If we delay, we’ll be outbid in markets we once dominated.”
This is a subtle way to use competitive FOMO to your advantage.
8. “Every dollar needs to produce not just impressions, but inquiries, applications, and enrollments.”
“We’re aligning spend with performance. That means prioritizing platforms and campaigns that deliver measurable ROI, not just brand exposure.”
This is essential when leadership is demanding more accountability and wants to see hard numbers tied to outcomes.
In Summary:
| Shift From… | To… |
| Global awareness campaigns | Geo-targeted U.S. DMAs with career messaging |
| Prestige/rankings copy | ROI, salary outcomes, job relevance |
| Broad adult learner targeting | Focused U.S. segments (veterans, nurses, first-gen, upskillers) |
| Fast-track global leads | Long-cycle domestic nurtures and value-based offers |
Conclusion
International enrollment may bounce back eventually, but institutions that wait it out risk falling behind in the domestic market today. The most successful higher education marketing teams in 2025 won’t be the ones who spend the most, but the ones who adapt the fastest. By strategically shifting budget, messaging, and campaign tactics toward high-intent U.S. audiences, you can not only offset international losses — you can build a more resilient, more responsive enrollment funnel for the future. Now is the time to lead that change.
