GoElite Insights

Navigating the Future of Graduate Enrollment: Key Insights from the 2025 NAGAP GEM Summit

3 min read

5/7/2025

From April 23–26, 2025, over 800 graduate enrollment professionals gathered at the San Francisco Marriott Marquis for the annual NAGAP Graduate Enrollment Management (GEM) Summit, a premier conference hosted by the Association for Graduate Enrollment Management. The event brought together academic leaders, marketers, admissions professionals, and enrollment strategists from across the country to examine emerging trends, share research, and tackle the pressing challenges shaping the future of graduate education.

This year’s conference theme reflected the state of higher education today: a sector in transition. Against the backdrop of shifting demographics, evolving student expectations, and intensified competition, the Summit emphasized one central message: while U.S. institutions face undeniable headwinds, new opportunities are emerging for those prepared to innovate.

Key Insights from the 2025 NAGAP GEM Summit

A Shrinking Domestic Market

A key concern addressed across multiple sessions was the ongoing decline in domestic graduate enrollment. The Congressional Budget Office projects zero growth in the U.S. study-age population over the next 25 years, while domestic enrollment dropped by 5% in 2024 alone. In parallel, public confidence in the value of a college degree continues to erode; recent surveys show that only 22% of Americans believe higher education is worth the cost, even with access to loans.

These sobering figures have prompted many institutions to make difficult decisions. Several large universities, including Penn State and Texas Tech, have closed satellite campuses in response to diminishing local demand.

Rising International Demand—and Changing Expectations

In contrast to the domestic decline, international student interest in U.S. graduate education is on the rise, especially among students originating from South Asia and Africa. Countries such as Nepal, Ghana, and Zimbabwe are producing high-intent applicants looking for flexible, reputable, and career-aligned academic experiences.

However, the expectations of international students are also changing. Today’s learners are more value-conscious. For this reason, many are prioritizing online and hybrid formats that offer a more affordable, practical alternative to traditional, full-time on-campus programs. This trend is especially pronounced in STEM fields, where remote learning, internships, and skill-based certifications can offer quicker returns on investment.

International students also bring with them a higher set of "service" expectations. Successful institutions are adapting by offering:

Timely, consistent communication
Personalized admissions guidance
A seamless, tech-enabled application and enrollment experience

Aligning Programs with Employment Trends

Another key theme was the importance of connecting academic offerings to employment outcomes. With graduate students increasingly motivated by career progression and ROI, institutions must be able to demonstrate how a degree will lead to tangible job opportunities.

Case studies from institutions like Boston University, Emerson College, and the University of Alabama highlighted the success of:

Employer-sponsored degrees, often with tuition discounts for corporate groups
4+1 and 2+2 pipeline models, designed to smooth the path from undergraduate to graduate enrollment
Programs explicitly aligned with emerging career paths, especially in technology, healthcare, and analytics

Flexibility, affordability, and career alignment are now essential pillars for program development.

Marketing Must Be Clear, Niche, and Data-Driven

Throughout the conference, presenters stressed that even with innovative programs, graduate enrollment growth requires clarity of purpose and precision marketing. Broad messaging is no longer effective; instead, institutions must define and communicate exactly who a program is for, what outcomes it supports, and why it offers superior value.

In parallel, schools must develop hyper-targeted outreach strategies tailored to the unique needs of different applicant segments. From program awareness to enrollment conversion, every stage of the student journey should be measured and optimized. Key performance indicators such as cost-per-lead, inquiry-to-application rate, and application-to-enrollment yield are no longer optional—they’re essential tools for sustainable growth.

While the need for program innovation is well understood, the capacity to execute often remains a challenge. Building new graduate programs—or modernizing existing ones—requires market research, curriculum development, pricing strategy, and digital marketing infrastructure.

With limited internal bandwidth, institutions must find ways to act faster without compromising academic integrity or market relevance. That's where GoElite comes to help.

GoElite’s Role in the Road Ahead

GoElite was honored to attend the 2025 GEM Summit and engage in these critical conversations. We left the event with a reaffirmed belief: the future of graduate enrollment will belong to institutions that are nimble, data-informed, and deeply aligned with student and employer expectations.

We’d like to extend our sincere thanks to our partner institutions for their continued trust and collaboration. Together, we’ve launched and modified programs that are not only innovative, but also impactful, driving growth, strengthening engagement, and delivering value to today’s learners.

If your institution is seeking to grow international enrollment, develop new hybrid programs, or bring employer-aligned offerings to market, GoElite is ready to help. Our team brings deep expertise in student marketing, program design, and digital strategy—so you can move forward with confidence and speed.

🔗 Ready to explore how GoElite can support your goals? Let’s start the conversation.