What’s next for Cascade CMS?

Higher education websites are more than just digital brochures—they are essential tools for recruitment, engagement and accessibility. That’s why hundreds of higher ed professionals gathered virtually for the Hannon Hill 2025 Cascade CMS User Conference from Feb. 18-20. With more than 450 attendees, the event featured insights from industry leaders, hands-on training and updates on Cascade CMS’s evolving role in web content management.

Related: Clive: Website Personalization for Higher Ed

A Community-Centered Approach to Web Innovation

Kat Liendgens, CEO of Hannon Hill, opened the conference by emphasizing the importance of collaboration within the Cascade CMS community.

“We love seeing how each of you is using Cascade to better serve your students, your staff and your communities,” Liendgens said. “This conference is about growing and celebrating the amazing community we’ve built together.”

Hannon Hill maintains a 97% customer retention rate, which Liendgens attributed to the company’s user-centric development philosophy. Customer feedback plays a critical role in shaping the platform’s roadmap, she said.

What’s Next for Cascade CMS? Key Product Updates

A key session led by Liendgens and Vice President of Engineering Bradley Wagner detailed upcoming features aimed at improving efficiency, accessibility and personalization in higher education web management.

Cloud Adoption and AI: The Future of Higher Ed Web Management

Hannon Hill reported that most new customers are opting for Cascade Cloud. Wagner highlighted benefits such as early access to new features, reduced IT maintenance and exclusive cloud functionalities. One of the most anticipated features is AI-powered content and SEO suggestions, which streamline metadata generation and improve accessibility compliance.

“AI-powered suggestions will be a game-changer,” Wagner said. “Now, you can quickly generate titles, descriptions and alternative text for images, enhancing both user experience and search visibility.”

New Accessibility and SEO Features for Smarter Content Optimization

Hannon Hill introduced a proprietary on-page accessibility checker, allowing users to identify and correct accessibility issues before publishing content. The tool ensures compliance with WCAG 2.1 AA standards.

Enhanced SEO tools, including real-time content tips and improved link management, will provide users with actionable insights to optimize content from the outset. By integrating these tools directly into Cascade CMS, Hannon Hill aims to make it easier for institutions to maintain strong digital presences without needing extensive technical expertise.

Streamlining Content Audits with Inventory and Reporting Tools

A new content inventory report will simplify site audits and content evaluations. The tool will generate comprehensive overviews of site assets, track publication status and assess content freshness. By providing clear insights into what content is outdated or redundant, institutions will be able to improve website performance and audience engagement.

“We know that many of you would conduct content audits more frequently if the process were easier,” Liendgens said. “This tool is designed to save time while providing valuable insights.”

Enhancements to Clive: Personalized Engagement at Scale

The conference also highlighted updates to Clive, Cascade’s personalization and web form tool. Custom email domains and enhanced CRM integrations, particularly with Salesforce and TargetX, will help institutions create tailored digital experiences and improve audience engagement. With these updates, institutions can automate targeted communications and ensure that data flows seamlessly between marketing platforms and CRM systems.

“Integrations are key to content reuse and syndication,” Wagner said. “With Clive’s new features, institutions can ensure critical data seamlessly flows between their web platforms and CRM systems.”

A New Customer Advisory Group to Share the Future of Cascade CMS

Hannon Hill announced plans for a new customer advisory group to involve select users in quarterly strategy discussions. The group will provide direct input on emerging trends and product development priorities. This initiative is designed to ensure that Cascade CMS continues to evolve in alignment with the needs of higher education institutions.

Brand Storytelling: The Key to Higher Ed Enrollment Success

A notable strategy session, led by Allison Turcio, assistant vice president for enrollment and marketing at Siena College, and Grant De Roo, founder of ADV Market Research & Consulting, focused on the impact of brand storytelling in higher education.

Turcio and De Roo emphasized that while institutions often study brand perception and awareness, they must also consider how clearly prospective students understand their brand. Their research, conducted across 35 institutions, found that many colleges are better known for their student profiles than for the quality of education they provide. The study showed that students often lacked clarity about the distinctiveness of institutions, particularly their academic strengths and overall campus experience.

“AI-powered suggestions will be a game-changer, enhancing both user experience and search visibility.” – Bradley Wagner, Vice President of Engineering, Hannon Hill

 

“We hear all the time that institutions need to ‘tell their story better,’ but what does that really mean?” De Roo said. “It means providing a compelling narrative about why an institution exists and why someone should see themselves as part of that story.”

Their study revealed that brand clarity correlates strongly with retention and net tuition revenue, as students who have a clear understanding of an institution before enrolling are more likely to stay and engage fully. The findings also showed that public universities tend to have stronger brand clarity than private institutions, particularly in areas such as student life and campus diversity.

Turcio explained that institutions with stronger brand clarity see significant advantages. They experience higher retention rates because students who feel aligned with an institution’s mission and identity are more likely to persist. Additionally, schools with clearer brand stories are better positioned to maintain sustainable tuition models, as they rely less on high discount rates to attract students.

The research also found that students are more engaged when institutions highlight both the academic experience (the “plot” of their story) and the type of students who thrive there (the “character”). Prospective students are drawn to institutions that effectively convey what sets them apart—whether through unique learning opportunities, distinctive campus cultures, or strong career preparation.

Turcio encouraged institutions to invest in advertising and storytelling efforts to improve brand clarity.

“The number one thing you can do to achieve brand clarity is be in front of your audience consistently,” she said. “Clarity isn’t just about what we say in ads or emails—it’s about what we do and how we make prospective students feel about joining our institution.”

Institutions that successfully build a strong brand narrative don’t just attract students—they create communities where students feel a sense of belonging. As higher education faces increasing competition and shifting demographics, clear and compelling storytelling will be essential in helping institutions stand out.

Related: 4 Takeaways from the 2024 Cascade CMS User Conference