Higher-ed marketing is being asked to prove the whole journey
EAB’s outlook describes flat budgets, smaller teams, and growing pressure to connect digital visibility with measurable enrollment outcomes.
of enrollment marketing dollars now support digital efforts, according to EAB’s report
The Story
EAB’s 2026 outlook says higher-ed marketing leaders are working with flat budgets, smaller teams, and rising pressure to show enrollment impact. Its report notes that 61% of enrollment marketing dollars now support digital efforts, while institutions are also adapting to AI-driven search. ([pages.eab.com](https://pages.eab.com/2026-higher-ed-marketing-outlook-download.html?utm_source=openai))
This creates an opening for design studios that can connect identity, content structure, web experience, and measurement. A beautiful campaign is no longer enough if the prospective student cannot find the next answer or understand the next step.
For Studio Wensday, consider packaging higher-ed work as a journey system: discovery, trust, programme comparison, application, and follow-up—each with its own content and experience requirements.
Studio Wensday Angle
The opportunity is to design the enrollment journey, not only its campaign surface.