Ardeo News
Ardeo is excited that Harrison “Soup” Campbell has joined the Ardeo team as Vice President of Campus Partnerships! Campbell, who commonly goes by “Soup,” sat down to do a quick Q & A to share more about his enrollment experiences, how Gen Z feels about college cost and affordability issues, and what he hopes to bring to his clients at Ardeo.
Soup is a student-first higher ed professional with expertise in brand building, customer experience and strategic growth. See his answers in our Q & A below!
Q: Let’s address the obvious question – where does the nickname “Soup” come from?
The nickname actually goes all the way back to the first day of 7th grade. My teacher was taking roll and mentioned that if we went by a different name, we should let him know. For example, if your name was Michael but you went by Mike, he wanted to know so he could address you the way you preferred. When he got to me, I said I go by Soup. To this day, I have no idea why I said that. I was always a little mischievous, so I probably just thought it would be funny. From that moment on, everyone called me Soup. Even when I got married, my wife used it during our vows.
Q: You’ve worked closely with colleges throughout your career. What drew you specifically to the work Ardeo is doing around student loan safety nets?
What drew me to Ardeo is that it addresses something I’ve seen over and over again during my career working with enrollment teams.
Students don’t walk away from college because they don’t believe in education. They walk away because they’re afraid of what the financial decision might mean for their future.
What Ardeo does with loan repayment assistance programs is provide a safety net that removes some of that fear. It allows students and families to say, “If things don’t work out exactly the way we hope, there’s a backstop.”
When you give students that kind of financial confidence, it changes the conversation. Suddenly the focus shifts back to fit, purpose, and opportunity instead of just fear about debt.
Q: From your perspective, what is the biggest challenge enrollment leaders are facing right now when trying to convert admitted students into enrolled students?
I think the biggest challenge right now is what I would call affordability anxiety.
It’s not always about the sticker price or even the net price. Students and families are increasingly asking a deeper question: “What happens if this investment doesn’t work out the way we hope?” They’re thinking about job outcomes, debt, economic uncertainty, and whether the risk is worth it.
Enrollment leaders are doing a great job explaining value, but the challenge is that fear often drives decision-making. When fear enters the equation, students often choose the option that feels safest.
Q: Many enrollment teams are trying to balance affordability with access and institutional sustainability. Where do you see institutions making the most progress right now?
The institutions making the most progress are the ones that are being more creative and strategic about how they communicate value and how they manage financial risk.
Some schools are rethinking financial aid strategies. Others are investing more in career outcomes and experiential learning. And some are exploring tools that help students feel more financially secure about their decision.
What I appreciate is that more enrollment leaders are starting to think about affordability not just as a price conversation, but as a risk conversation. That shift in thinking is really important.
Q: If you could give enrollment leaders one piece of advice for navigating the next few recruitment cycles, what would it be?
My advice would be to pay very close attention to the students who almost enroll.
Every institution has admitted students who loved the campus, connected with faculty, and could absolutely see themselves there, but ultimately chose another option. Those students often leave because of financial uncertainty, not lack of interest. If enrollment leaders spend more time understanding that group and addressing their concerns, they’ll uncover some of the biggest opportunities for improving yield.
Q: Regarding issues in higher ed right now, what is keeping you up at night?
What concerns me most is the growing narrative that college simply isn’t worth it anymore.
For the vast majority of students, higher education still provides incredible opportunities for growth, career advancement, and personal development. But the stories students and families hear increasingly focus on cost and return on investment.
Another concern is the rise of legislation and policy discussions that push institutions to connect every academic program to high-paying careers. While I understand the intent to ensure value, I worry about the unintended consequences. I do not want to live in a world where educators, musicians, artists, social workers, and other meaningful professions are devalued because they don’t fit a narrow economic model.
Higher education needs to keep telling the story of its value in a holistic way, showing that students can pursue passion and purpose while still preparing for a sustainable future.
Q: When students hesitate to enroll, what do you think is often happening beneath the surface of that decision?
For many students, especially Gen Z, the hesitation comes down to risk and responsibility.
This generation has grown up watching economic uncertainty, hearing stories about student debt, and seeing how financial decisions can shape someone’s life for years. So when they’re making a college decision, they’re not just asking where they want to go. They’re asking if this is a responsible decision for their future. When institutions acknowledge that concern and help reduce the perceived risk, students feel much more confident moving forward.
Q: Ardeo focuses on removing the fear of student loan debt. Why do you think financial confidence plays such a powerful role in enrollment decisions?
Because confidence changes behavior.
When families feel uncertain or fearful about a financial decision, they tend to default to the safest option.
But when you create confidence—when students know there is some level of protection or support—it opens the door for them to consider opportunities they might otherwise walk away from. That is why financial confidence can have such a powerful impact on enrollment decisions. It allows students to pursue the college experience they truly want without feeling like they are taking an overwhelming financial gamble.
Q: When you think about the future of college enrollment, what trends or changes are you watching most closely?
One of the things I am watching most closely is how institutions adapt to the changing expectations of students and families.
Today’s students want more clarity around outcomes, more flexibility in how they learn, and more transparency about the financial investment they’re making.
Institutions that can combine strong academic experiences with clear career pathways and thoughtful financial strategies are going to be very well positioned moving forward.
Q: When someone meets you at a conference this year, what’s one conversation you’re always happy to have?
I am always happy to talk with enrollment leaders about the students who almost enrolled.
Every campus has them. Students who loved the institution but ultimately chose another path.
Understanding why those students walk away and what might have helped them feel more confident in saying yes can unlock some really powerful enrollment insights.
Those conversations are some of my favorites.
If you’re interested in learning more about Ardeo and our Loan Repayment Assistance Programs (LRAPs), you can set up a time to connect with Soup here.
