In Episode 16 of TransferTalk, host Jay Jacobs sits down with Scott Novak, founder of Small College Consulting, for a blunt, insightful, and practical conversation about what small colleges must do to stay alive, and even thrive, in today’s hyper-competitive, rapidly changing higher education market.
“Tradition is not a strategy.”
Scott doesn’t mince words: too many small institutions are still operating like it’s 1995. The students have changed, the expectations have changed, but the institutions haven’t.
“They’re functioning like they did 20 or 30 years ago. And that’s just not the type of student they’re serving anymore.”
From faculty resistance to alumni nostalgia, tradition has become a barrier to adaptation. But as Scott notes, the pace of change in higher ed is accelerating, and colleges that fail to move with it are at risk of closing their doors.
Speed is Survival
Scott and Jay dive into why speed is now a critical differentiator in enrollment.
“Amazon changed the buying culture. A student today expects an answer about their transfer credits in minutes, not weeks.”
He praises tools like DegreeSight for transforming the credit evaluation process, calling it a game-changer for the transfer student experience. It’s a stark reminder that higher ed has to meet modern expectations in the same way consumers expect real-time updates from their favorite brands.
Small Colleges = Small Hardware Stores
In one of the episode’s most memorable analogies, Scott compares small colleges to the family-run hardware store, a place where everyone knows your name, gives you real advice, and cares about your success. He argues:
“Not every student should be a number. Small colleges are still the best fit for many learners.”
But just like the corner hardware store had to start taking debit cards and building websites, small colleges must adopt modern practices to keep their unique value alive.
Scrappy Moves, Not Sacred Cows
Scott highlights examples of “scrappy moves” from institutions he admires:
- Leveraging platforms like Rise Education to offer in-demand programs without massive overhead.
- Meeting students where they are on social media using tools like Meet Your Class.
- Prioritizing ROI-driven partnerships that are vetted and deliver results.
He’s also building a central hub of trusted consultants and tech partners who actually deliver, not just promise.
“Too many small colleges are staring at the problem, but afraid to jump in and solve it.”
Tech Doesn’t Replace People, It Enables Them
While AI and automation can accelerate processes, Scott reminds us:
“Tech doesn’t recruit students. People do.”
Colleges need to invest not just in platforms, but in the counselors, marketers, and frontline staff who make the student experience exceptional. That means better pay, better training, and a deeper commitment to people.
What to Do with 18 Months Left
When asked what he tells schools with just 18 months to turn things around, Scott offers a framework focused on:
- Cutting non-essential costs that don’t impact student experience.
- Understanding the PR impact of academic program changes.
- Building a team of consultants with complementary skills.
“There’s no silver bullet. It’s a combination of moves that lead to survival.”
Final Thoughts
This episode is a reality check and a roadmap.
Scott Novak brings a rare mix of urgency and optimism for small colleges. He believes in their value, but he’s clear-eyed about the changes they must make, fast.
If you’re leading enrollment, marketing, or strategy at a small institution, this is the blueprint you didn’t know you needed.