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THREE in 30
Real Recognizes Real
Dr. Phil Cook on Student College Choice
Episode 14 | May 2026
Three Conversation Topics:
- How Students Actually Decide
- The Cost-Perception Gap
- What It Takes to Win Students
Summary
What really drives students to choose a college? Dr. Phil Cook breaks down why community has become the most powerful factor in student decision-making, outpacing academics, athletics, and even faith programming. In a conversation that challenges conventional thinking, he also explores the cost-perception gap that leads families to rule institutions out before enrollment teams even enter the conversation, and he shares his presidential perspective on discounting and financial sustainability. Dr. Cook’s closing advice for aspiring leaders is to be authentic, to believe fully in the work, and to anchor leadership to something greater than yourself.
TOPICS: Presidential Leadership — Enrollment Management
Key Moments in This Episode
Topic 1 | How Students Actually Decide
[02:30] The NACCAP/CCCU Research and the Rise of Community
Dr. Cook discusses the landmark research project he helped initiate at NACCAP, which found that community has moved to the top of the list as the most consistent driver of student enrollment decisions. He explains why community resonates so deeply with today’s students.
[06:33] The Growing Role of Parents in the College Decision
Dr. Cook reflects on how parent influence has grown stronger. He shares how Lee University intentionally embraces parents throughout the recruitment process and why doing so pays dividends well beyond the enrollment decision itself.
Topic 2 | The Cost-Perception Gap
[13:39] A President’s View on Tuition, Discounting, and Net Revenue
Dr. Cook shares how his perspective on discounting shifted dramatically when he moved from enrollment leader to president, and why the conversation around net tuition revenue per student is essential. He makes the case that while cost sensitivity is real, the value argument remains the most powerful tool in the enrollment playbook.
[18:54] What Enrollment Leaders Should Understand About Presidential Pressure
Dr. Cook offers candid advice for enrollment leaders making the case for greater discounting and explains why the right vendor and partner relationships can be one of the most overlooked levers for sustainable enrollment growth.
Topic 3 | What It Takes to Win Students
[22:35] People Recruit People
Dr. Cook shares his practical playbook for winning students and his core belief that no spreadsheet or protocol has ever recruited a single student. He explains why authentic relationships, institutional belief, and the ability to make students feel seen and wanted are the most powerful enrollment tools available to any institution.
Closing | Three Pieces of Advice for Aspiring Leaders
[26:45] Be Authentic, Believe in the Work, and Anchor to Something Greater
Dr. Cook encourages aspiring leaders to be authentic to who they are, to believe fully in the work and the institution they serve, and to anchor their leadership in something greater than themselves.
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Featuring
Todd Abbott
Vice President, Business Development, Liaison
Todd Abbott is a higher education leader with 28 years of experience. As a Vice President at Liaison, he partners with colleges and universities to strengthen their enrollment operations and achieve their strategic goals. His expertisespans enrollment, marketing, and student retention, including leadership roles on campus and in the edtech industry. A former Dean of Enrollment, Todd champions data-informed strategies that prioritize student success and institutional growth.
Phil Cook, Ph.D.
President, Lee University
Dr. Phil Cook is the 18th president of Lee University, bringing more than 30 years of experience in Christian higher education, including his recent service as president and CEO of the North American Coalition for Christian Admissions Professionals (NACCAP). Dr. Cook has demonstrated a longstanding commitment to Christian higher education through decades of leadership in enrollment management, where he has helped strengthen institutional growth and extend the reach and impact wherever he serves. Throughout his career, Dr. Cook served for more than two decades at Lee University, holding a range of leadership roles from admissions to vice president for enrollment management. Dr. Cook holds a PhD in higher education administration from the University of Tennessee, Knoxville, a Master of Divinity from the Church of God School of Theology, and a Bachelor of Science in business from Lee University. An ordained bishop in the Church of God, he is married to Tonya, and they have three children and three grandchildren.
Disclaimer: Please note that the views and opinions expressed by the participants of 'Three in 30' are their own and do not necessarily reflect those of Liaison.