Why High School Counselors Hold the Keys to College Access—And How Colleges Can Reach Them

Opening the door to college starts with a knock on the counselor’s office

Ask a student who their guide to college was, and the answer depends a lot on their background. For some—especially those from higher-income families or with college-educated parents—the process might not involve a school counselor at all. But for students without those built-in supports, counselors can be the critical link to higher education—if they’re able to get help.

The problem is, in many lower-income or rural schools, counselors are stretched so thin that some students never get the guidance they need. The numbers show just how vital counselor guidance can be for those who receive it—and how much is at stake when that support isn’t available.

The data is clear: counselors make the difference

According to the forthcoming 2025 E-Expectations report, 86% of students said they used information from their high school counselor during their college search, and 84% found that information helpful. That trend holds across every subgroup:

• First-generation students use and benefit from counselor information at nearly the same rate as their peers (86% used; 85% found it helpful).

• Regional differences are small: 87% of students in the West and Rocky Mountains found counselor info helpful, compared to 77% in the Great Lakes and Plains.

• By grade, even 9th graders tune in early: 82% use counselor advice, and 88% find it helpful.

Counselors are the thread running through the entire college-bound student experience. For those without a family roadmap, they’re often the only guide through applications, financial aid, and deadlines.

Colleges are paying attention

School budgets are shrinking. Counselors are juggling massive caseloads. But many colleges are stepping up—recognizing that if they want to reach students, especially the ones who need it most, they must reach counselors first.

From the latest 2025 Marketing and Recruitment Practices for Undergraduate Students survey:

• Private four-year colleges meeting one-on-one with counselors jumped from 78% in 2020 to 95% in 2024.

• Email outreach has grown significantly, with reported effectiveness rising in tandem.

• Counselor events (banquets, receptions, campus gatherings) are increasing, especially when they include regional data, student outcomes, and virtual access for rural areas.

It’s not just a private college trend. Two-year institutions, public universities, and regional schools are embracing relationship-based outreach as well. Direct mail and newsletters still play a role—but only when the content is timely and relevant.

Why this matters for equity and access

For first-gen, rural, and underserved students, counselors are often the only bridge to college. They’re the ones who demystify financial aid, flag key deadlines, and identify opportunities a student might otherwise miss.

When colleges make it easier for counselors to get the right info, they’re not just supporting professionals. They’re opening doors for the students who need it most.

A counselor who’s in the loop about your new rural student program or local scholarship can be the difference between a student applying and a student giving up.

What works: outreach strategies that matter

According to the 2025 Marketing and Recruitment Practices for Undergraduate Students, the most effective strategies aren’t flashy. They’re personal, relational, and respectful of counselors’ time. To make these strategies even more impactful, here are some key considerations:

• One-on-one meetings: Still the gold standard. Allow for tailored advice and honest feedback.

• Counselor events: High-impact when they offer data, PD, and virtual options.

• Relevant, timely communication: Share tools counselors can use—deadlines, program updates, student success stories.

• Listening and partnership: Institutions that win trust treat counselors as collaborators.

Recognize the role of early college programs in strengthening partnerships

In many communities, especially those served by community colleges, Early College (EC) programs create additional layers of partnership between high school counselors and college admissions offices. Some colleges employ dedicated EC counselors who work directly with high school students, while others rely heavily on high school guidance counselors to help students and families navigate EC benefits, processes, and policies. Admissions teams should ensure that their outreach strategies are coordinated not only with high school counselors but also with their institution’s EC staff. This helps avoid confusion and ensures clarity in messaging, especially regarding dual enrollment, direct admissions, and transition pathways. A unified approach strengthens the relationship with the high school and better supports students and families.

Thoughtfully manage counselor turnover to maintain continuity

Admissions offices often experience higher staff turnover compared to other departments, which can disrupt relationships built over time with high school partners. To sustain trust and continuity, new admissions counselors should intentionally acknowledge the existing relationship between the college and the high school when introducing themselves. If appropriate, referencing the name of the previous counselor or the date of the last visit provides context and reassurance that the institution values the ongoing partnership. This small gesture helps counselors feel recognized as key partners and makes the transition from one representative to another feel seamless, keeping the focus where it belongs: on supporting students in their college journey.

The bottom line

If your institution wants to reach students, especially those who need college planning guidance and help the most, start by valuing their counselors.

The data is clear. The student voices are loud. Counselors are the backbone of college access. Supporting them isn’t just good practice, it’s the smartest move you can make.

Don’t make counselors an afterthought. Make them the center of your strategy. The future of college access runs right through their office, so knock on their door and bring something valuable to the table.

To learn more about the most impactful enrollment and marketing strategies, download our report.