The higher education landscape is shifting—and the consequences of inaction are no longer hypothetical. In March 2025, the Trump administration suspended $175 million in federal funding to the University of Pennsylvania over alleged non-compliance tied to transgender inclusion policies. Within days, Columbia University took steps to meet federal demands to protect its funding. These headlines serve as a stark reminder: alignment with new federal and state expectations is not optional.
For many institutions, the evolving conversation around DEIA has already triggered significant operational, financial, and reputational challenges. And while most higher ed leaders are aware of these shifts, awareness alone is not enough. Now is the time for institutions to assess whether they are prepared—not just from a policy standpoint, but from a communications and marketing one. Are you confident your messaging aligns with regulations while staying true to your values? Are you reinforcing trust with students, families, faculty, and donors?
Marketing has moved from a support function to a central lever for institutional alignment. It helps you clarify your position, protect your reputation, and strengthen stakeholder relationships. If your marketing team isn’t already part of these discussions—or if those discussions haven’t started—it’s time to begin.
(ICYMI) A Timeline of the Regulatory Changes
Not everyone reading this may be fully up to speed on the latest regulatory shifts in higher education. To ensure you have the full picture, we’ve outlined key policy actions that are actively shaping DEIA in higher ed. Knowing this timeline will help you determine where your institution stands and what steps need to be taken next.
Key Legislative Actions Impacting DEIA in Higher Education:
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January 2024: The Florida Senate Bill 266, aka the “Anti-Woke Bill,” is introduced, proposing restrictions on DEIA funding, hiring, and curriculum.
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March 2024: Florida signs Senate Bill 266 into law, banning DEIA spending in public universities.
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June 2024: Other states enact similar laws, further restricting DEIA offices and policies:
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Texas: House Bill 4160 eliminates DEIA offices and prohibits the use of state funds for diversity-related training.
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Tennessee: Senate Bill 817 mandates universities maintain “political neutrality,” removing DEIA-focused hiring and faculty training.
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North Carolina: New regulations remove DEIA statements from hiring processes and prohibit mandatory DEIA training.
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South Carolina: Budget provisions defund university DEIA programs and mandate an audit of all DEIA-related spending.
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September 2024: U.S. House passes the "End Woke Higher Education Act," limiting DEIA-related accreditation requirements.
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January 2025: Executive order eliminates DEIA language and programs in federally funded institutions.
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February 2025: Department of Education (DOE) issues a Dear Colleague Letter (DCL) detailing further restrictions. Universities begin restructuring administrative offices and dissolving DEIA departments.
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March 2025:
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DOE releases updated FAQs clarifying compliance requirements.
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The administration suspends $175 million in federal funding to the University of Pennsylvania for non-compliance with federal directives.
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Columbia University agrees to specific federal demands in order to preserve its funding.
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These recent federal actions underscore the urgency for institutions to not only understand but actively align with new expectations. Funding, compliance, and institutional reputation are at stake. So now that you're caught up, the next step is ensuring your institution is actively addressing them. Your marketing team should already be strategizing on how to navigate these changes—refining messaging, reinforcing trust, and maintaining a strong institutional brand. If these conversations aren’t happening yet, now is the time to start.
The Marketing Conversations Your Institution Should Be Having
These conversations are more than helpful—they’re essential. The evolving DEIA landscape requires alignment of marketing strategies with new policies to continue building trust and engagement with audiences. This isn’t about reacting to change; it’s about leading with clarity and confidence.
To support that effort, we’re outlining the key areas where marketing teams should be focused right now. From refining messaging to reinforcing brand identity, these discussions will ensure your institution stays ahead and remains a trusted choice for students, faculty, and stakeholders.
If your team isn’t already tackling these topics, now is the time to start.
1. Refining Institutional Messaging
Clear, legally compliant messaging is the foundation of how your institution communicates during times of change. Ensuring that faculty, staff, students, and external audiences receive accurate and mission-aligned information should be the priority. Marketing teams should:
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Develop values-driven communication aligned to institutional strengths and new regulations.
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Ensure website copy, press releases, and official statements remain clear, strategic, and consistent.
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Train faculty and staff on updated messaging guidelines to reinforce institutional integrity.
Question to Ask: How are we adapting messaging to remain compliant while staying mission-aligned?
2. Strengthening Engagement with Current Students/Alumni
Maintaining a sense of belonging and connection is essential, even as DEIA programs are restructured. Institutions must focus on engagement strategies that reinforce belonging, academic support, and long-term loyalty.
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Leverage storytelling and student-led initiatives to highlight a supportive community.
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Strengthen mentorship and career development programs to support students from all backgrounds.
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Reinforce alumni engagement through targeted outreach that aligns with institutional values.
Question to Ask: How is your institution fostering a sense of belonging without traditional DEIA programs?
3. Rethinking Recruitment & Enrollment Messaging
Recruitment strategies must evolve alongside policy changes to ensure prospective students, and their families feel confident in their choice. This includes adjusting outreach, campus visit messaging, and admissions materials to highlight academic and career opportunities while staying legally compliant.
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Reframe the focus on academic excellence, opportunity, and student success.
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Update recruitment materials to highlight student support services outside of DEIA initiatives.
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Ensure admissions teams are equipped with legally sound messaging that reassures families.
Question to Ask: Are your recruitment campaigns evolving to reflect the new DEIA regulations?
4. Proactively Managing Public Perception
With policy changes come heightened scrutiny. Institutions that develop a proactive communication strategy during times of crisis—rather than reacting to criticism—will be best positioned to maintain trust.
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Develop clear messaging to address concerns proactively.
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Create public-facing FAQs explaining institutional adaptations to these policies.
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Equip leadership with talking points to ensure a unified response.
Question to Ask: Is your institution prepared to address concerns while maintaining trust?
5. Evolving Your Institutional Brand
Once messaging is aligned, institutions must take a step back and evaluate their brand holistically. The brand is not solely defined by DEIA initiatives. While those programs may be evolving, what truly makes your institution different from competitors has yet to be discovered—now is the time to find out. Marketing teams should seek to better define these strengths placing them at the forefront of brand positioning.
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Refocus branding on student outcomes, research innovation, and institutional impact.
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Highlight university strengths that align with long-term institutional goals.
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Ensure faculty and leadership reinforce a unified brand message.
Question to Ask: How should the brand narrative adapt while maintaining resonance with prospects?
Is Your Marketing Team Ready?
As you’ve read through these key marketing considerations, did you have clear answers to the questions posed?
If not, it’s a sign that your institution needs to revisit its marketing approach. These are no longer just hypotheticals—they are the foundation of how universities will maintain trust, engage students, and sustain long-term success in this evolving landscape.
Whether you have an internal team or need external support, these are table-stakes conversations that must happen today. Let’s make sure you’re not just reacting—you’re leading. If your institution needs support in navigating these shifts, let’s talk.