Enrollment Success
When Emails Stop Working, Try a Promise Instead (It Worked for EMU).
Facing yield challenges and student debt fears, Eastern Michigan University found a new way to help students say “yes.” It’s paying off, and EMU is doubling down.
For years, sending one more email or postcard wasn’t enough to move the needle.
According to Katie Condon-Martin, Vice President for Enrollment Management at Eastern Michigan University (EMU), they needed something “bigger.”
“There was a great podcast where a colleague in enrollment management said, ‘Incremental change does not lead to exponential growth on the other side.’ I keep that on my computer because I believe we need to start thinking about bigger things.”
That’s where Ardeo’s Loan Repayment Assistance Programs (LRAPs) came in.
After seeing strong results in Fall 2024 and Fall 2025, EMU recently announced plans to expand its LRAP initiative — now known as the EMU Advantage — to include 16 additional academic programs.
“We saw incredible engagement with LRAP, and expanding this support to more majors was the natural next step,” Condon-Martin said.
Big Results, Bigger Confidence
In Fall 2025, EMU began offering LRAPs primarily to education majors. Condon-Martin and her team chose to focus on education because graduates in this field often earn modest incomes, making them the most likely to benefit from loan repayment assistance. Additionally, Michigan — like many states across the country — is facing a teacher shortage, and EMU wants to help ensure continued access to this vital profession.
They enrolled 197 students with LRAP — and saw a 10 percentage point increase in yield for Education majors.
Students describe the program as both a relief and a source of motivation:
“Knowing EMU has my back if I don’t earn enough gave me confidence to pursue teaching.”
“As someone paying for college on my own, it’s a relief to know there’s additional assistance and financial light at the end of this journey.”
Encouraged by those results, EMU expanded eligibility to majors including Communication, Economics, International Affairs, and Public and Nonprofit Administration, among others, for Fall 2026.
How It Started: A Late-Cycle Experiment That Worked
EMU’s journey began in 2024, when FAFSA delays and growing affordability concerns were squeezing yield. Condon-Martin needed a fast, strategic way to re-engage admitted but unresponsive students.
Ardeo’s LRAP arrived at just the right time.
Within weeks, EMU launched its pilot — targeting students in education, social work, and humanities who had been admitted but hadn’t yet committed.
The results were immediate:
- 39 new enrollments after June 15, long after most students had finalized their plans.
- One in three said they wouldn’t have chosen EMU without LRAP.
- When offered a choice between a $2,000 housing grant or LRAP, every single student chose LRAP.
“That speaks powerfully about this program,” Condon-Martin said. “Students really want that financial assistance, not just upfront, but long term.”
Why It Works: Confidence That Converts
For EMU, LRAP has become a yield strategy.
By addressing the fear of student debt head-on, the program helps students commit with confidence. And because EMU only pays for students who both enroll and borrow, the university sees positive net tuition revenue on every student.
Ardeo also provides built-in outreach — email cadences, postcards, and a professional call team — which lightens the lift for EMU’s staff.
“It’s not just an effective program,” said Condon-Martin. “It’s efficient.”
The benefits don’t stop at enrollment. Students must graduate to qualify for loan repayment assistance, creating a built-in incentive for persistence. Academic advisors even use it as a motivational touchpoint: stay on track, and you’ll unlock your benefit.
The Takeaway for Enrollment Leaders
For colleges facing shrinking pools and affordability concerns, LRAPs offer a fresh solution.
They’re quick to launch, data-driven, and deeply aligned with what students value most: confidence in their investment.
“Our students can pursue their passions knowing we’ll stand behind them,” Condon-Martin said. “It’s good for students. It’s good for the university. And it’s good for Michigan.”
