Lisa Keegan, vice president for student enrollment, engagement and success at Bucknell University, has been selected as the inaugural vice provost for enrollment strategy at William & Mary. She will start at the university on Aug. 10.

As the vice provost for enrollment strategy, Keegan will unify the strategic capabilities of William & Mary admission, financial aid and registrar offices. The main focus of the position is expanding student access, optimizing financial aid and leveraging data analytics to attract and retain the university’s exceptional student population.

“I am honored to join the William & Mary community and am excited to contribute to the important work underway to support current and future students, as well as the broader Commonwealth of Virginia,” Keegan said.

Reporting directly to Provost Peggy Agouris, Keegan will lead initiatives that highlight areas of competitive advantage for William & Mary. Simultaneously, she’ll explore new pathways to enhance undergraduate-to-graduate enrollment, all while working in close collaboration with the chief marketing officer, the executive vice president for finance & administration and other university leaders to ensure strategies align with institutional goals. 

“Lisa brings not only a wealth of enrollment expertise, but also a passion for student experience and academic excellence that is a perfect match for William & Mary,” said Agouris. “Her strong commitment to data-driven innovation is apparent throughout her impressive career. I’m thrilled to welcome her to campus, and I’m confident that she will play a pivotal role in William & Mary’s future successes.”

Keegan was drawn to William & Mary after hearing about its Vision 2026 strategic plan, which includes the core initiatives of Data, Water, Democracy and Careers.

“I look forward to working alongside colleagues and partners to advance the mission of the nation’s second-oldest institution of higher education,” she said.

A proven record in enrollment

With 20 years in higher education, Keegan has an extensive track record of enhancing enrollment. She started at Elon University in 2008 as the chief of staff/senior assistant to the president and the secretary to the Board of Trustees. She later acted as the interim dean of admissions, where she directed the management of application processing and evaluation of nearly 10,000 applications while meeting target enrollment goals. She went on to serve as the assistant vice president and dean of undergraduate admissions from 2013 to 2020 before taking her current position at Bucknell in 2020.

In that role, she has led initiatives that resulted in the largest classes in the university’s history, increasing the applicant pool by 16%. Her strategies to increase student access led to a 38% increase in Pell-eligible student enrollment, a 14% increase in first-generation representation and a record enrollment for students of color.

Additionally, Keegan established the Center for Access & Success at Bucknell, which houses signature and national pathway scholarship programs that have strengthened both retention and student engagement.

Keegan also has a strong background in using data analysis to improve enrollment. Upon her arrival at Bucknell, she conducted a comprehensive market analysis to evaluate primary recruitment regions with the goal of aligning strategy with projected demographic shifts. The approach resulted in increased geographic diversity, especially from southern and western regions. 

At Elon, Keegan also utilized data to triple international student enrollment. Similarly, after seeing data predict declines from high school graduates in key markets, she spearheaded efforts to reach emerging markets like California, Illinois and Texas, leading to year-over-year increases in undergraduate enrollment. 

Keegan has also improved financial aid access for students, often exceeding projected estimates. When Bucknell launched the Gateway Scholars Program in fall 2022 for first-generation students, Keegan partnered with advancement to raise funds to support enrollment initiatives. The first need-based financial transparency initiative at Bucknell, the program exceeded its goal of enrolling 20 students by nearly double.

Keegan also helped launch a college-based merit program for the Class of 2029 at Bucknell in close partnership with the College of Engineering, the Freeman College of Management and the College of Arts & Sciences, where she played a vital role in securing an endowment to support the Arts & Sciences program.

Keegan earned her bachelor’s degree in business administration at Elon University, followed by her law degree from Stetson University College of Law. She will be relocating to Williamsburg with her husband, John, and their two daughters, Kylie and Elle.