Higher education marketers have a very important role to play when it comes to attracting and recruiting students to a new college or university. The prospective student journey is relatively long, and it may start years before a student actually enrolls at a college of their choice.

The benefit of such a lengthy process is that higher education institutions have multiple opportunities to connect with prospective students. Of course, the type of messaging matters based on where the student is on their own unique journey. Creating tailored messages and helpful instructions provides an easier path for new students to travel.

How can you ensure that the path to enrollment is a smooth one? In this post, we’ll take an inside look at the college marketing funnel and explain how your team can succeed with a full funnel marketing strategy that meets your enrollment goals.

What is the Enrollment Marketing Funnel?

The student admissions funnel has many names and applications depending on where you look. In general, however, the admissions funnel is a step-by-step process that interested students encounter on their journey to enrollment. 

The admission funnel follows a similar path and process as other types of business or customer acquisition funnels. The major difference is that instead of purchasing a product, service, or becoming a new customer, the student makes an enrollment decision at a particular higher education institution. 

Because there is some overlap with the way that businesses reach, attract, and persuade buyers, higher education marketers should be mindful of the tips and strategies that work in other types of customer or student funnels.

Understanding the Higher Education Marketing Funnel

Within the admissions funnel, there are several stages that students go through prior to enrollment. Keep in mind that every stage offers an opportunity to connect with the student on an individual, personalized basis. These interactions—whether good or bad—can influence how a student perceives your school and what your campus has to offer.

In the list below, we’ll walk you through each stage of the funnel and provide practical tips for making the most of the time within each stage.

Awareness (Top of the Funnel - TOFU)

Leads and prospects are the top of the funnel, which means they make up the largest chunk of the enrollment funnel. At this stage, the link to a specific school may not be specific or personal to the student. This is because student information and data is often available through large scale recruitment networks or available for purchase.

The goal at this stage is to warm the lead and prospect audience and to build additional brand awareness. If it’s possible to get more granular and understand how leads arrived in your funnel (for example, through your website or via a generic recruiting firm), then the chances are better that you can deliver tailored messaging. 

Leads and prospects should receive basic and educational content that informs them about your institution and provides answers to the questions they most want to know.

Consideration (Middle of the Funnel - MOFU)

At the inquiry stage, these students are one step further in the process. They’re not in the broadest category, which means they may have requested more information. Usually, an inquiry means that a student has actually engaged in some way. 

Inquiring students may even be those who have registered for admissions fairs or stopped by for an in person campus tour. They have taken a specific action, although they have not yet moved forward in the application process. The goal for most admissions counselors is to convert inquiries to received applications.

At this point in the funnel, students often get channeled to other departments and offices for further assistance. The send-off should be positive, encouraging, and helpful.

Decision (Bottom of the Funnel - BOFU)

At the applicant stage, students have received enough to convince them to move forward in the application process at a college or university. While this is not a confirmation of attendance, it does signify success in terms of a potential enrollment. 

The applicant stage is not a time to abandon the student from a marketing perspective. Yes, they’ve expressed a clear interest in attending, but they also rely on further guidance and support. This can take place in the following features or events.

• Providing an excellent user experience (UX) at all stages
• Making the application and document submission process quick and efficient
• Communicating with the student where their application is in the process
• Providing greater visibility to both staff and potential students

Admits are even further along in the lower funnel, since their applications have met the requirements and have been approved by the designated parties. Students at this stage often receive a formal letter of acceptance, welcoming them to the school community. 

Based on their available options (including admitted status at other schools), students in this part of the funnel should be given a timeline to communicate back to the school about their decision. It’s important to nurture and affirm the relationship in this stage without being overbearing or pressuring an individual into a decision. 

At this point in the funnel, messaging is not built around brand awareness but instead focuses on operations and logistics. What does a student need in order to move forward? How can the admissions team focus on helping them in a personalized, effective way?

Enrollment and Retention

Enrolled students are at the very bottom of the admissions funnel. Coincidentally, this is the smallest portion of the funnel with the lowest number of students. At this stage, students are preparing to make a financial commitment (usually in the form of a deposit) to hold their seat for the following academic year. 

Depending on the specific college or university, this phase may be called different things. The underlying characteristic of this stage is support. How can schools be ready to support students academically, socially, financially, and personally? 

At this point in the funnel, students often get channeled to other departments and offices for further assistance. The send-off should be positive, encouraging, and helpful.

At this point in the enrollment funnel, schools can calculate a true admissions rate, which is similar in theory to a conversion rate. This is the number of students that go from inquiry to application successfully.  

Today’s higher education marketing funnel is evolving, with students exploring and choosing their path in completely new ways. The old methods of recruiting just won’t cut it. Element451 empowers institutions to adapt, using personalized, data-driven insights to create seamless engagement from enrollment through retention. Schedule a demo to see firsthand how our platform transforms the student journey.

Strategies to Move Students Through the Funnel

Research from Ruffalo Noel Levitz sheds light on challenges in higher education recruitment, such as the reliance on purchased prospect lists to fill the top of the funnel. While these lists help schools reach a large audience, tracking these students to enrollment requires targeted, long-term strategies. To address these issues, schools can employ strategies that provide a seamless experience and support students from initial interest through to enrollment.

Moving students smoothly through each funnel stage requires tailored strategies that speak to their needs, keeping them engaged and motivated to take the next step. By delivering relevant, timely information, your institution can build trust and create a positive experience that ultimately leads to enrollment and beyond.

From Awareness to Consideration

In the awareness stage, students are just learning about your institution. Use high-impact strategies like social media content, blog posts, and virtual campus tours to capture attention. Offering general information that showcases campus life, academic strengths, and student success stories builds initial interest. To move students to the consideration stage, provide clear calls to action that encourage deeper engagement, such as signing up for an email list, attending a webinar, or requesting more information.

From Consideration to Decision

At the consideration stage, students are evaluating their options more closely. Here, personalized engagement is key. Invite them to virtual open houses, send program-specific information, or offer one-on-one Q&A sessions with admissions counselors. Ensure that your communications are responsive and supportive, addressing any concerns and showcasing why your institution is the best fit. The goal is to build enough trust and enthusiasm that students feel confident applying.

From Decision to Enrollment

Once students reach the decision stage, they are prepared to apply or may already have submitted their application. Maintain momentum by providing clear application instructions, deadline reminders, and updates on application status. Accepted students should receive personalized communication that welcomes them and answers any final questions. This stage is all about reinforcing their choice with helpful resources, guidance on next steps, and opportunities to connect with future classmates or faculty.

Post-Enrollment Engagement

Engagement shouldn’t end at enrollment. To retain students and foster a sense of belonging, continue outreach through orientation materials, student support services, and campus event invitations. Regular communication helps students feel prepared and valued as they transition into campus life. Maintaining this connection can lead to a more satisfied, loyal student body and helps your institution’s reputation as a supportive and engaging environment.

Optimize Your Higher Education Marketing Funnel

Today’s students want to feel like more than just a number, seeking personalized and meaningful connections with institutions. With the vast amount of information they encounter during the recruitment process, clear and personalized communication is key. Gen-Z expects authentic, tailored interactions from brands, and colleges can stand out by meeting those expectations.

Target Content Creation

Craft content that matches each funnel stage: broad awareness content like blog posts and videos; detailed program guides and virtual tours for consideration; and application guidance and financial aid info for decision-making. This tailored approach keeps students engaged with relevant information at every step.

Email and SMS Campaigns

Use automated emails and SMS to nurture student relationships, with timely updates, reminders, and invitations based on their funnel stage. Emails provide detailed information, while SMS offers quick, direct communication for critical updates.

Social Media Engagement and Paid Ads

Social media is ideal for building awareness with engaging content like campus tours and student stories. Paid ads help target specific demographics, and retargeting ads keep your institution top of mind for students who’ve shown interest.

Data-Driven Decision Making

Regularly analyze metrics like open rates and engagement to refine your funnel strategy. Focus on what works best to enhance your recruitment efforts and improve conversion rates.

Omnichannel Marketing Approach

Ensure a seamless experience by aligning messaging across all platforms—email, social media, SMS, and website—so students receive cohesive communication, wherever they engage.

Improve Your Funnel With Element451

Great marketing strategies often depend on having the best data and the right marketing tools. With a student engagement platform like Element451, you can ensure that both of those factors are always available, regardless of where your school’s admissions goals are this year.

A powerful student CRM makes it easier to connect with students at every stage and to deliver automated messages that encourage them to progress to the next step. It’s as easy as knowing who you want to recruit, how you can help them, and what they need to do next.

Book your Element451 demo today to see how personalized student engagement can revamp your full funnel student marketing efforts.

Frequently Asked Questions (FAQs):

What is an example of a marketing funnel?

In higher education, a marketing funnel guides prospective students from initial awareness to enrollment. For example, at the top of the funnel (Awareness), colleges might use social media and informational content to introduce students to their programs. In the middle of the funnel (Consideration), personalized email campaigns and virtual tours help students gather more information about campus life. Finally, at the bottom of the funnel (Decision), direct outreach and one-on-one support during the application process encourage students to make their final choice and enroll.

How to launch a marketing funnel?

To launch a marketing funnel, start by identifying the different stages of your prospective student journey, from awareness to enrollment. Next, develop tailored content and messaging for each stage—awareness content like social media posts, consideration content such as virtual events, and decision-focused resources like admissions guidance. Use tools like email automation and CRM platforms to deliver messages at the right time, and track data to refine the funnel over time. A well-structured funnel helps guide students through their enrollment journey seamlessly, ensuring consistent engagement.