When financial pressures and shifting demand collide, what actually moves the needle? Blending financial clarity with student-centered marketing helps institutions stabilize today and grow tomorrow. 

Chester Moyer of RubinBrown and Dave Black of Paskill explore how smaller, enrollment-dependent institutions can face budget stress with clear-eyed strategies that connect finance and enrollment. From pausing capital projects and managing hiring to improving marketing yield and campus culture, they share what works now and what takes time. 

What you’ll learn 

• The financial reality. Tuition revenue alone isn’t covering costs for many smaller colleges.
• Tough talks lead to change. Leaders need honest plans that reduce expenses or increase revenue.
• Smart cost control. Pause big projects, review hiring, and consolidate where possible.
• Quality over quantity. Focus marketing and admissions on fit and yield, not inflated applicant pools.
• Holistic marketing. Align paid media, content, and CRM to generate strong leads and conversions.
• Culture builds confidence. Every visit, message, and staff interaction shapes yield.
• Collaboration wins. Finance, enrollment, and academics must share data and direction