With Heath Einstein, Vice Provost of Enrollment Management, Texas Christian University
On this episode of TransferTalk, host Jay Fedje sits down with Heath Einstein from Texas Christian University (TCU) to explore what it really means to build a student-first enrollment strategy in an era of uncertainty, complexity, and fierce competition.
Einstein, known for his long-standing leadership in enrollment and student affairs, discusses the evolving market realities that higher education professionals must grapple with, while refusing to lose sight of the student at the center.
TCU’s Culture of Connection
From the opening moments of the episode, it’s clear that TCU’s identity as a “Go Frogs” community runs deep. Einstein describes a culture where alumni bleed purple, and the university’s impact continues long after graduation.
“I’ve spent time on over 250 campuses… I’ve never seen a place like this,” he says. “The students, faculty, and staff feel such a strong connection, it lasts a lifetime.”
This connection isn’t just sentimental. It’s strategic. It fuels retention, alumni engagement, and an enrollment operation that sees students not as headcount, but as future Horned Frog alumni, advocates, and changemakers.
Enrollment Work is Horizontal Work
Einstein offers a powerful metaphor that any enrollment leader will recognize:
“The more vertical you go, the more horizontal the work becomes.”
Meaning: As enrollment professionals rise in responsibility, they increasingly find themselves bridging departments, from registrar and financial aid to IT, IR, and analytics. The work is less about individual admits and more about system-wide success structures.
Einstein emphasizes the importance of building relationships with these “key campus partners” early and often, especially across teams that operate at different speeds.
Building Campus Trust and Cross-Department Speed
One standout segment is Einstein’s reflection on the tension between enrollment urgency and operational caution. He calls out what many hesitate to say aloud:
“There are gas pedal offices… and there are brake pedal offices.”
Where admissions may want to move quickly, offices like the registrar or financial aid often require methodical pacing, and for good reason. Einstein stresses that mutual trust, patience, and pre-built relationships are the only way to harmonize momentum across departments.
“Higher ed moves slowly—and that’s not always a bad thing,” he notes. “Some ideas need to marinate.”
Balancing Growth with Purpose
Einstein reveals that TCU’s latest strategic plan places “student-centered growth” as its first pillar. Not growth for growth’s sake, but expansion that keeps the student experience and long-term value at the forefront.
He also unpacks how his role requires him to communicate both up and down the chain:
Helping senior leadership understand the human story behind the numbers
Helping admissions teams understand how their student-first actions support larger institutional goals
“You let me worry about the numbers,” he says. “You focus on the individual.”
From Recruitment to Lifelong Relationships
Heath dives into TCU’s recent “RIF-RAM Roadshow”, a national campaign that connected the dots between prospective students, alumni, employers, and institutional leadership.
This kind of whole-lifecycle engagement reflects a shift Einstein sees in the market:
“Every year is its own era now,” he explains. “We’re not just recruiting the freshman class. We’re focused on the graduating class.”
What Comes Next for Enrollment Leaders?
Einstein offers a thoughtful critique of the race for technological solutions. While tools like AI and analytics have their place, he argues they should support, not substitute, student relationships.
“It doesn’t matter how I feel about AI… it’s here,” he acknowledges. “But people recruit people. Period.”
He urges enrollment leaders not to chase shiny objects at the expense of the student experience, financial transparency, and human guidance, especially for first-generation students navigating an increasingly chaotic aid and admissions timeline.
Listen Now
This episode is a must-hear for enrollment leaders, cross-functional campus teams, and anyone invested in keeping students at the center of institutional strategy.
Listen to Episode 17 of TransferTalk
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