Recruiting out-of-state students helps colleges and universities to diversify enrollment, expand their reach, and sustain growth in an increasingly competitive landscape. With institutions facing a projected enrollment cliff, effectively targeting prospective students beyond state borders is more critical than ever.
This article explores key strategies —including career preparation, financial aid incentives, digital outreach, and flexible learning options— that can help institutions attract and enroll out-of-state students.
Understanding the Out-of-State Student
Out-of-state students bring valuable diversity to universities, contributing unique perspectives shaped by their geographic backgrounds.
Their decision to enroll often hinges on program quality, academic offerings, and career placement opportunities.
However, out of state students also face challenges. Higher tuition, travel expenses, and adapting to an unfamiliar environment can be barriers to enrollment.
Despite these hurdles, colleges actively recruit out-of-state students because they provide essential revenue, enrich campus diversity, and help meet workforce demands in critical fields.
For example, at Hawai'i Pacific University (HPU), out-of-state students play a key role in addressing local health care workforce needs. Students volunteer with organizations like APTA, building meaningful connections within the health care sector.
"Many of our students, whether they're from Hawai'i or the mainland, take an active role in serving the local community," says Dr. Kayla Black, director of student affairs and assistant professor of physical therapy in HPU's Doctor of Physical Therapy program.
“They volunteer, engage in service projects, and build connections that help them better understand the unique health care needs of the region," Dr. Black adds.
These real-world experiences not only enhance their education but also prepare them for careers within Hawai'i's health care system.
How to Appeal to Out-of-State Students
Understanding student priorities is crucial for universities competing for enrollment, particularly when attracting out-of-state students. Institutions that align their programs with these priorities gain a competitive edge in recruitment.
Financial Incentives
Out-of-state students often pay higher tuition, providing a significant revenue boost. Between 2002 and 2022, the percentage of out-of-state undergraduates at public research universities grew from 18% to 28%, reflecting institutions’ increasing reliance on nonresident tuition to sustain budgets.
However, affordability remains a top concern—53% of students rank cost as the top factor in their college decision. To remain competitive, universities must ensure financial barriers do not deter prospective out-of-state students.
Highlighting scholarships and grants for nonresident students can make an institution more attractive. Clear communication of financial aid options reassures students and families of available support.
Beyond traditional aid, universities can ease financial burdens through:
- Employer partnerships that offer tuition reimbursement
- Paid internships that provide both experience and financial relief
- Flexible payment plans to make tuition more manageable
By demonstrating a commitment to affordability, institutions can expand their reach to a broader pool of out-of-state students.
Emphasize Program Strengths and Career Outcomes
To attract prospective out-of-state students, institutions should spotlight unique program offerings, such as specialized majors, cutting-edge research, and distinguished faculty.
Alumni success stories can reinforce the real-world value of these programs, illustrating career trajectories and outcomes.
Additionally, highlighting practical experiences—such as research opportunities, clinical placements, and industry partnerships—demonstrates how students can gain hands-on experience while enrolled.
Providing transparent data on post-graduation outcomes, including job placement rates, salary increases, and career advancements, helps students understand the return on investment in their education.
Highlight Location and Flexibility
Location and flexibility are key factors in college decisions, with 47% of students ranking location, and 36% valuing flexibility and accessibility as top considerations.
Universities can leverage their geographic advantages by promoting:
- Local workforce opportunities with industry hubs, cultural centers, and government agencies
- Research collaborations with businesses and organizations
- Internships that provide career-aligned experience
To meet the needs of today's diverse learners, offering flexible learning formats is essential. Hybrid, accelerated, online, or weekend course options enable working professionals and out-of-state students to pursue their education without disrupting their personal or professional commitments.
These formats reduce costs related to housing, transportation, and extended tuition expenses.
By emphasizing location-based opportunities and adaptable learning options, universities can showcase their commitment to accessibility, affordability, and student success—key factors in attracting out-of-state students.
Digital Media Strategies to Reach Out-of-State Students
As students increasingly rely on digital platforms to explore their education options, universities must adopt targeted marketing strategies to attract out-of-state applicants.
"At Evidence In Motion, we collaborate with our university partners to reach high-quality candidates through multi-pronged marketing efforts, leveraging digital platforms like social media, search engines, and online video,” Raluca Holt, vice president of marketing at Evidence In Motion (EIM), noted.
Effective digital outreach includes:
- Program-specific digital ads and personalized email campaigns to highlight specialized coursework, career outcomes, and financial incentives.
- Virtual recruitment events that offer direct interaction with prospective students. In a digital-first world, virtual recruitment events not only expand reach but also provide a personalized experience that helps prospective students make informed decisions.
- One-on-one meetings with admissions counselors or program directors to address individual academic and career goals, ensuring a tailored and engaging experience.
By leveraging digital platforms, institutions can extend their reach beyond state lines and create meaningful connections with prospective students—helping them see the value of pursuing an education outside their home state.
TL;DR: Takeaways on Attracting Out-of-State Students
- Affordability matters – Offer scholarships, grants, and employer partnerships to reduce financial barriers.
- Program strength is key – Highlight specialized programs, career outcomes, and industry connections.
- Location and flexibility influence decisions – Leverage local workforce opportunities and offer hybrid, accelerated, or online learning options.
- Digital outreach is essential – Use targeted ads, virtual recruitment events, and personalized engagement to connect with prospective students.
By aligning recruitment strategies with student priorities, institutions can expand their reach, enhance enrollment, and attract top talent from beyond state borders.