Two Cost-Effective Tactics to Boost Rural Student Recruitment

When we talked with Vice Presidents for Enrollment Management about rural student recruitment and support, we heard a similar refrain: “I don’t even know where to start. How can I find success in rural recruitment efforts—without spending a ton of money?”

Through our research, we identified two ways universities can improve their rural student recruitment strategy without investing significant resources.

What is a rural student?

A rural student is a learner who comes from a low-population area, typically categorized by limited access to resources, educational infrastructure, and economic opportunities compared to higher-population areas.

Rural students bring valuable perspectives to campuses but may need tailored support to bridge systemic inequities. Recognizing their unique context helps universities design outreach, retention, and success strategies that truly meet their needs.

Tactic #1: Use focus groups to strengthen rural student recruitment strategy

Focus groups allow higher ed leaders to better understand the challenges that rural students face during their first year on campus. You can use their insights, stories, and feedback to identify potential gaps and highlight common pain points. The goal for this focus group should be to generate a list of services, programs, resources, and on-campus connections these students wanted during their transition.

Why focus groups matter for rural student outreach

Focus groups matter for rural student outreach because they provide direct, unfiltered insights into the unique challenges, motivations, and perspectives of students from rural communities. Unlike broad surveys or data analytics, focus groups allow for deeper conversations where students can share personal experiences that might not be captured otherwise.

This feedback is invaluable for universities. It helps tailor outreach strategies to resonate with rural students through targeted messaging, adjusted support services, or redesigned recruitment efforts to meet them where they are. By listening to rural students directly, colleges can build trust, remove invisible barriers, and create pathways that truly work for them.

Tactic #2: Conduct a rural-student-centric audit of campus programs

Now that you know what rural students need from your institution, use that information to audit current programs and services. In doing this audit, it’s important to focus on recognizing which existing campus resources simply need rebranding for a new audience—rural students.

Often students will only participate in programs or use services that are explicitly labeled as “for them.” For example, a first-generation white student may not recognize that the Diversity Office has resources appropriate for her, because she associates “diversity” with race. The audit can help surface opportunities to increase awareness and drive utilization of these services among rural students.

In conducting this audit, you will need to collaborate with colleagues in student affairs, residence life, and academic affairs to create a holistic and comprehensive picture of on-campus support systems.

Charting a path forward for rural recruitment strategies

The takeaway here is that the voices of those you intent to serve should play a key role in shaping your outreach efforts to rural students. By gathering input from your rural students and the counselors who often serve these areas, you and your team will have a clearer picture of the path forward.