I recently took my daughter on a college visit — an exciting step in her journey toward higher education. Like any engaged parent, I helped her research. We picked a school that offered her desired program of study, and everything on the website looked promising. She was excited, and I was ready to support her.
The campus tour was fantastic. The admissions staff was welcoming, the facilities were impressive, and my daughter felt a real connection to the environment. Then came the meeting with the department chair — a meeting that would, unfortunately, shift our entire perception of the school.
The Surprise
The university’s website clearly stated that my daughter’s program was available, complete with a specialized track, course recommendations and relevant details. But when we sat down with the department chair, he said something that left us both stunned: “Oh yeah, that program? I’ve actually combined that with another program. Some of the details have changed, and now I focus more on …” (Insert surprise topic here.)
My daughter’s excitement faded. She had done her research and thought she knew what to expect. But now, she was hearing — directly from the person leading the program — that it wasn’t quite what she signed up for.
By the way, he had no idea that I work in enrollment and marketing.
The Disconnect at the Top
Geoff Broome
Later that day, I had a scheduled meeting with the VP of Marketing and the VP of Enrollment. Naturally, I brought up the conversation with the department chair. Their reaction? Shock. They were completely unaware of the change to the curriculum. It turns out that the department chair had essentially gone rogue, altering the structure of the program without communicating it to the marketing or admissions teams. He had even created his own little brochure for the “new” combined program.
This kind of misalignment is more than just an internal inconvenience — it’s a major problem for students and families investing time and money into finding the right school. I had paid for flights, hotels and meals to visit this institution, believing that my daughter’s intended major was exactly what was advertised. But it wasn’t. And if we hadn’t caught this inconsistency on the college tour, she could have enrolled and only later realized that the program didn’t match her expectations.
The Cost of Miscommunication
When a university misrepresents its academic programs, even unintentionally, the consequences are serious. It leads to …
- Frustrated Prospective Students: No one wants to realize mid-visit (or worse, mid-degree) that their chosen program isn’t what they signed up for.
- Wasted Time and Money: College visits are costly, and misleading information can mean wasted travel expenses for families.
- Enrollment Challenges: If students feel misled, they will take their interest elsewhere, and institutions will struggle with yield.
- Reputation Damage: Word spreads fast. If one student experiences this, they will tell their peers, and the institution’s credibility can take a hit.
Four Ways Colleges Can Fix This
To avoid these costly mistakes, colleges must ensure alignment between academic departments, enrollment teams, marketing materials and the university’s website. Here’s how:
- Annual Department Chair Check-Ins – Faculty should meet with enrollment and marketing teams at least once a year to review program details and confirm accuracy.
- Consistent Website Audits – Regularly update program pages to reflect any changes, ensuring prospective students receive the most accurate information.
- Clear Internal Communication – If a department modifies its curriculum, it must be a coordinated effort with leadership to avoid rogue changes that mislead students.
- Transparency in Admissions – Admissions counselors should be trained to flag discrepancies and verify program accuracy before promoting offerings to students.
This experience was a stark reminder that institutions must be diligent in keeping their messaging aligned. The cost of miscommunication isn’t just a lost applicant — it’s lost trust. Colleges owe it to students (and their parents) to ensure that what they market is what they deliver.
By Geoff Broome, Enrollment Solutions Consultant, Capture Higher Ed
