Richmond, VA – November 24, 2025 – Justin May, a nationally recognized higher education expert, is changing the way colleges approach enrollment and student engagement. He leads this transformation by bringing startup principles—speed, simplicity, and storytelling—to colleges and universities nationwide.
With the ongoing shift in higher education, institutions face increasing pressure to rethink student attraction, engagement, and retention. Justin May, an expert in streamlining enrollment and engagement, strongly believes that adopting a startup mindset—speed, simplicity, and storytelling—is key to transforming student recruitment and retention.
Drawing from his leadership experience at both public and private colleges, May has proven that innovation in higher education does not require a huge budget but a willingness to remove friction, test quickly, and communicate with purpose. His approach—which blends education leadership, digital transformation, and behavioral science to innovate enrollment strategy and elevate student experience—has played a crucial role in empowering numerous small, mission-driven colleges to achieve greater impact through agility, data-informed experimentation, and authentic storytelling.
Need for speed
Students feel seen and heard when institutions dynamically respond to their needs. May suggests that colleges and universities should actively try new processes, measure the outcome, and immediately integrate the (positive) result. This way, students will feel that they matter and are important.
The simpler, the better
Institutions should, May recommends, think like an end user when designing a system that can simplify pathways, clearly communicate, and refine and simplify complex processes. Integrating automation and improving communication are some ways students can save time, have a better workflow experience, and become satisfied and engaged. They may even do referrals.
Tell a nice story
Students and faculty are the best storytellers, so there should be a great story to tell. Institutions can use storytelling to highlight their students’ journeys, focus on programs connected to purpose, community, and impact, showcase the passion of their teaching staff, and create clubs and community services that foster a sense of belonging. This way, May shared, institutions become more memorable, relatable, and inspiring, attracting more potential students, motivating current ones, and keeping them engaged.
Through his various works focused on student recruitment and retention, May has proven that small, mission-driven colleges can achieve greater impact by embracing agility, data-informed experimentation, and authentic storytelling.
To know more about Justin May and how he empowers higher education innovation, visit https://www.linkedin.com/in/justin-may-richmondva.
About Justin May
Justin May is a nationally recognized higher education expert who is redefining how colleges and universities approach enrollment and student engagement. He challenges traditional higher education models and shares how startup principles can transform student recruitment and retention. To know more about Justin May and his works, visit https://www.linkedin.com/in/justin-may-richmondva.
Media Contact
Contact Person: Justin May
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Phone: 804-878-2751
Country: United States
Website: https://www.linkedin.com/in/justin-may-richmondva/