When prospective students visit the University of Oklahoma, Jeff Blahnik can almost see the moment they decide to become Sooners. Blahnik, OU’s vice president for enrollment management, witnesses their excitement for opportunities and the support they’ll have each step of the way. Their career dreams sharpen, and they envision OU as the place springboarding them into a future of possibilities.

Creating that vision for the next generation has been intentional for OU, and it has paid off. When 5,593 freshmen arrived last fall, the Class of 2028 became the largest in OU’s 134-year history. This feat represents a trend, not a rarity: OU enrollment has grown each of the past four years, including a 20% increase over the past two years. More Oklahoma residents than ever are enrolled, and 25.5% of this year’s freshmen are first-generation college students, another record high. Applications, too, have skyrocketed to 25,000 for the current freshman class, more than double the number a decade ago.

“We stand on the edge of something truly special, from welcoming our largest-ever freshman classes four years in a row to offering a life-changing education at an exceptional value and preparing Oklahoma’s workforce for the jobs of tomorrow,” says OU President Joseph Harroz Jr., who has guided and championed enrollment growth during his tenure. 

OU is distinct with its sustained growth, Harroz says, the result of a recruitment and retention strategy focused on university values of community, personalization and connection; support to make college affordable; and an education that is intellectually stimulating and prepares students to build their futures.

“OU has all the benefits of a large flagship university, but our focus is on amplifying the unique OU family,” says Blahnik, who has guided enrollment for the past 10 years. “Our team focuses on showing ‘Crimson Door Hospitality,’ but the university has also invested in resources and infrastructure that make it an even more dynamic place. When students and their families experience that and realize how much financial support is available, they see the value of an OU education like never before.”

Value is a major draw. Over the past five years, OU has decreased the average annual cost of tuition and fees for Oklahoma residents by 28% and increased need-based aid by 38%, increasing the number of scholarships awarded to students by more than 20%. 

“Because of these efforts, 56% of OU undergraduate students graduate debt-free,” Harroz says, “compared to 45% at four-year public universities nationwide.”

OU’s commitment to attracting qualified students begins early, with an admissions and recruitment team that ensures every prospective student feels a connection to the campus. Communications are personalized and built on relationships created with students, families and high school counselors. 

This academic year, the team initiated Future Sooner Fridays. On three Fridays before home SEC football games, expanded campus tours gave students and families a greater opportunity to visit with leaders and current students. Moving to the SEC has created more interest in OU, prompting the addition of regional admission counselors in Florida and Georgia and an expanded recruitment presence in California, Blahnik says.

Also, OU has expanded and added degree programs in response to workforce demands in Oklahoma and nationally. Spurred by the need for more pilots as baby boomers retire, enrollment at OU’s School of Aviation has more than doubled. To accommodate this volume, OU purchased nine new planes and launched a helicopter pilot program.

In the Mewbourne School of Petroleum and Geological Engineering, a new geo-energy program prepares students for emerging fields such as hydrogen energy, renewable energy and energy storage. Continuing to draw students is OU’s Price College of Business, which is ranked among the top 10% of business undergraduate programs in the country, according to U.S. News & World Report.

At OU Health Sciences—with more than 70 programs at eight sites around the state—enrollment is the highest since 2014. Part of a strategic initiative to address the critical demand for health professionals in Oklahoma, the growth includes increasing admissions to medical school, doubling enrollment for the baccalaureate of nursing program, and creating a Hudson College of Public Health bachelor’s degree in conjunction with the Dodge Family College of Arts and Sciences, says Kate Stanton, interim associate vice president for Health Sciences Recruitment and Admissions.

“Ultimately, OU’s growth in enrollment and student support translates to more graduates who are well-positioned to make a difference in their chosen fields and meet workforce initiatives in Oklahoma and beyond,” Harroz says.

Transparency about the cost of earning an OU degree has made a difference to families, Blahnik adds, along with enhanced financial resources on campus. The Student Financial Center is a one-stop shop where students can get help applying for assistance, and financial coaches help them develop a plan for their years on campus. Students also are supported by philanthropic giving. The OU Foundation raised a record $334 million in private gifts during the 2024 fiscal year, with nearly $258 million earmarked for student support.

“We are seeing a lot of enthusiasm from donors and alumni to help make OU affordable,” Blahnik says. “We want to continue connecting with people who have a passion for OU and make a college education possible for higher-need students.” 

More incoming students are taking advantage of OU’s Crimson Commitment, a program supplementing Oklahoma’s Promise, the State of Oklahoma’s financial assistance program for state residents who meet academic, income and conduct requirements. In tandem with Oklahoma’s Promise, Crimson Commitment ensures that qualifying students can afford tuition and average student fees for four years.

Crimson Commitment provides much more than financial support, however. Students can attend monthly symposiums with topics ranging from finances to resume building and are paired with student peer mentors—fellow Crimson Commitment students who are a year or two older.

Since its 2018 founding, the benefits of Crimson Commitment have become evident, says Will Blessing, who serves as transition program coordinator in OU’s New Student Programs office.

In OU’s current freshman class, 693 students are supported by the program. Of that number, 437 students come from the Oklahoma City and Tulsa metro areas, and 255 come from smaller towns across Oklahoma.

“Students from every area of Oklahoma are represented in Crimson Commitment. It is gratifying to see them connect with the program and people who will help them start building their success,” Blessing says.

OU has expanded its support for students who are the first in their families to attend college. Because first-generation students may be less familiar with navigating university life, the First-Generation Hub, housed within the Division of Access and Opportunity, surrounds students with an extra layer of guidance throughout their time on campus, as do similar programs within academic colleges.

In addition to connecting students to practical resources like writing advice and career guidance, staff at the various centers help build relationships with academic advisers and peer mentors.

“We bring resources to first-generation students and make their families our partners in this educational journey,” says Belinda Higgs Hyppolite, vice president of OU’s Division of Access and Opportunity and associate provost for First-Generation Initiatives. 

“We create a roadmap that guides students as they progress toward graduation. Statistics tell us that when students feel like they belong and they’re supported with resources, they’re more likely to be successful. First-generation students make us better as an institution.”

Likewise, OU launched its first comprehensive services for students who are veterans, military members and military dependents with creation of the Military Connected and Veteran Student Success Center last year. Currently, some 4,000 OU students are connected to the military, accounting for 12.6% of the university’s total enrollment. Grant funding from the U.S. Department of Education helped the program get off the ground, and OU plans to support its efforts after the grant ends in 2026.

Similar to first-generation student support, OU’s services for military-connected students focus on transitional and social support, academic assistance, financial counseling, wellness support and career preparation.

“In the military, people are accustomed to a regimented life, and it can be overwhelming when they step into an academic setting,” says Associate Director for Military Initiatives Jonathan Still, an Oklahoma Army National Guard member who recently earned a master’s degree in human relations from OU. “We strive to be a hub to provide everything that veteran and military-connected students need to be their best at OU.

“Like all students,” Still says, “the more tools they have at their disposal, the more successful they will be.” 

April Wilkerson is OU’s Senior Marketing and Communications Coordinator for Health Sciences Research.

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