Augsburg University is leading a national paradigm shift through its "Augsburg Applies to YOU" framework—combining frictionless direct admissions, personalized student success coaching, and proactive academic belonging established before the first day of classes. The “applied to you” model aligns with The Great Admissions Redesign, shifting admissions from a gatekeeper to a gateway.

Augsburg is partnering with NACAC’s Center for Innovation and College Admissions and DC Education Group with support from the Lumina Foundation, to develop a sustainable, scalable model that leverages admissions counselors as credentialed success coaches. This research-backed framework—a set of adaptable structures, interventions, and training materials to bridge the gap between yesterday’s methods and today’s students—will serve as a roadmap for institutions and policymakers seeking to advance a vision of redesigned, student-centered college admissions. 

Students and counselors across a wide spectrum of colleges and universities stand to benefit significantly from this coaching approach, especially those actively implementing or expanding direct admissions framework. Phase One project deliverables include foundational research, an online training curriculum, a messaging strategy, and a pilot with partner institutions.  

The Center’s mission is to shape the future of college admission through innovation, equity, and collaboration. The Center pioneers transformative research, designs imaginative programs, and convenes field leaders to ensure that admission policy and practice keep pace with a rapidly changing educational environment — all in support of students and their pursuit of higher education. 

Focus Areas

The Center for Innovation in College Admissions engages in research and design of programs and tools that have the potential to reimagine college admission into a more equitable process. The work has three goals:  

• To redesign structures around the college application process. 
• To advance alternatives for assessing merit and college readiness. 
• To shape the future of a healthy and diverse admission workforce.