The New Playbook For Enrollment Management
The New Playbook For Enrollment Management
The New Playbook For Enrollment Management
The Signal Solution
The New Playbook For Enrollment Management
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Higher ed enrollment is in a Category 5 collision - and the old enrollment playbook won’t save you.
Drawn from decades in enrollment leadership and over four years of applying advanced AI in admissions, The Signal Solution exposes how shrinking demographics, an application surge that distorts intent, credible non-degree alternatives, persistent ROI skepticism, and a personalization mandate are rewriting the rules of student recruitment.
This new enrollment playbook, grounded in consumer decision science, shifts the focus from chasing volume to reading and responding to real behavioral signals. It equips institutions to identify the movable middle - the already-admitted but undecided students most likely to enroll - and align the entire campus around behavior-driven decisions that transform yield from a frantic spring “push” into a disciplined, year-round system.
For trustees, presidents, CFOs, provosts, cabinet members, and enrollment leaders, this book is written for institutions of all shapes and sizes and serves as a blueprint for building an enrollment operation that is more precise, more efficient, and more human. Fail to adapt, and you risk being left behind. Embrace it, and you’ll position your institution to compete and thrive in the most disruptive market higher ed has ever faced.
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The Reviews Are in - And The Signal Solution Delivers
Meet the Authors
Geoff Baird is the founder and CEO of enroll ml and co-author of The Signal Solution: How Smart Colleges Stop Chasing Applications and Start Converting Students.
A veteran of both the boardroom and the cabinet room, Baird has spent his career leading organizations through moments of disruption. He built and scaled global business units at Xpedior, AT&T, Sears Holdings, and Motorola before moving into higher education, where he has served as a trustee, cabinet officer, and board advisor on strategy, finance, and operations. An innovative leader through the internet, mobility, and now AI disruptions, Baird has consistently helped organizations navigate technology-driven change. During the COVID-19 crisis, he guided institutions through existential choices across academics, enrollment, finance, and operations, giving him a firsthand view of the pressures reshaping colleges today.
Drawing on that experience, Baird founded enroll ml to bring the power of AI into admissions strategy. Under his leadership, the company has been recognized by GSV Ventures and Google Cloud as one of the 50 most innovative ed-tech startups in the world. His work has centered on turning data into actionable enrollment strategies, helping colleges reorient from chasing applications to strategically converting the right students.
Known for his direct, market-driven perspective, Baird bridges the gap between higher ed tradition and real-world disruption. His writing and speaking challenge leaders to act with urgency, while offering frameworks to navigate change with clarity and confidence.
Geoff Baird
Teege Mettille
Teege Mettille is the Director of Product and Innovation at enroll ml. With more than two decades of experience in higher education, he has led admissions and marketing teams, developed data-informed strategies to improve yield and retention, and guided institutions through significant demographic and market change. Teege served as President of the Wisconsin Association for College Admission Counseling and has been invited as a keynote speaker for six ACAC and AACRAO conferences, in addition to presenting at dozens more throughout his career. He authored The Admissions Counselor Malaise and led enroll ml’s groundbreaking Time Study, contributing to the national conversation about counselor workload and impact. He is also the co-host of The Admissions Directors Lunchcast, one of the most popular podcasts in the industry, and hosts enroll ml’s video podcast series. Drawing on his campus leadership, media work, and consulting experience, The Signal Solution reflects his commitment to helping institutions move beyond volume chasing toward precise, signal-driven enrollment strategies.
The Signal Solution:
Strategic Transformation Workshops
Love the book, but need help brining the playbook to life? enroll ml is offering a limited number of intensive, institution-specific half day workshops designed to align your team on a signal-driven enrollment strategy, turning insights into coordinated action that converts more students.
Counselor Workshop
Equip your front-line team with the skills and tools to spot high-yield signals, prioritize the movable middle, and deliver timely, personalized outreach that drives decisions.
Leadership Workshop
Give enrollment leaders a framework to integrate signal-based decision-making into daily operations, align resources across departments, and measure what actually moves the class.
Executive Workshop
Engage presidents, provosts, and cabinet members in a strategic session that connects enrollment signals to institutional priorities, ensuring top-down alignment and sustainable outcomes.
For cabinet, enrollment leadership, and teams—experience a guided, interactive Signal Solution workshop that drives deep thinking and strategic dialogue, reshaping how you listen, respond, and enroll across the institution.
