If you work in college admissions or marketing, you are up against almost 6,000 other institutions when it comes to capturing the attention of potential students, parents, and other relevant audiences. You need a marketing plan that allows your messages to cut through the noise and stand out from the pack. The best way to achieve that is to employ multiple digital channels, focused personalization, and data analytics. 

Element451 has surveyed the vast marketing landscape and put together a list of the most effective strategies to help you move the needle.

Marketing Strategies for Educational Institutions

Effective marketing strategies for educational institutions can’t be based on a one-size-fits-all approach. In order to increase visibility, attract more students, and build lasting connections with alumni, you’ll need to employ multiple tools and media. 

From optimized website design and compelling social-media campaigns to informative blogs and events, you can ensure you reach the right students, parents, and community members at the right time. 

You’ll gain the most benefit from taking into account the different ways in which people access information and engage with content, then using data to refine and improve the messaging and the method of delivery.

Know Your Audience

The first step is to better understand your target audience, whether it’s prospective applicants, their parents, or faculty and staff. Surveys, interviews, and data analytics offer critical insights that will enable you to run higher education marketing campaigns that resonate. If you know, for instance, that more than half of your potential students are interested in online or hybrid courses or that safety is top-of-mind for most parents, you can target your marketing efforts accordingly, which will increase their efficiency and ROI.

Build a Strong Online Presence

When ranking the importance of various education marketing strategies, it’s hard to overstate the importance of a robust online presence. Websites, social media, and videos are critical channels for communication and engagement that enable you to build meaningful connections with a variety of audiences. It’s a digital-first world for this college-bound generation, and you need to meet your audience where they are—whether that’s on your website, Google, TikTok, or LinkedIn. Below, we’ll go over the main components of how to build your school’s online presence.

Make Your Website User-Friendly

Your website is often the first and most important point of contact for prospective  students, parents, faculty, and alumni. That means it’s also your primary marketing asset. It should be visually appealing and mobile-friendly, allowing users to take advantage of its features from anywhere. Make sure your site features clear navigation to key resources–such as admissions requirements, academic program details, and contact information–while promoting further exploration. 

Here are some key strategies to improve your school’s website:

• Get Found on Google (SEO)
  To start a search engine optimization (SEO) strategy, begin by identifying the keyword terms and phrases that students are using to find info about programs, campus life, and other key information. Then, craft website copy and metadata that align with these search queries.
• Optimize for Mobile
  Mobile browsing accounts for almost 60% of all online activity in the U.S., so it’s vital to focus on videos and images that load quickly, links and navigation buttons that are easy to use, and an overall experience that’s comparable to desktop use. Mobile-optimized content will also increase your search-engine ranking.
• Create Storytelling Content
  Keep visitors exploring your site further via high-quality, relevant content that is focused on storytelling vs. information delivery. Try: a student-led video tour that brings the campus experience to life; an interview with a professor about real-world applications of their work; or a blog post that addresses an issue important to students are all great ways to engage with prospective students. 
• Post Frequent Blogs
  Fresh, relevant content that you update frequently not only attracts visitors to your site, it also helps with SEO. Posting about current or upcoming events and reacting quickly to the concerns of prospective students can build a sense of affinity and loyalty, leading students to view the school as a trusted guide. Remember to always end with a form to subscribe to a newsletter or request more information, in order to capture leads.

Use Video

Video streaming currently accounts for more than 90% of all global internet traffic, and marketing strategies for educational institutions are increasingly reliant on them. Visual storytelling is an easy-to-consume way to highlight student accomplishments, offer virtual tours, showcase campus life, and go into detail on course options.

Be Active on Social Media

Social media doubles as a tool to get your content in front of numerous audiences and interact with them in real time. Being active on Instagram and TikTok will help you reach potential and current students, while Facebook and LinkedIn may be more ideal for parents, graduate students, and older alumni. Many prospective students have grown accustomed to the ease of communication that these platforms offer, so be sure to respond to messages promptly.

Invest In Paid Advertising

You can measurably increase your reach and target specific audiences with paid advertising on search engines and social media platforms. For instance, a community college marketing plan might include ads highlighting flexible scheduling and lower costs for students who want to work and go to school. Paid ad campaigns also allow you to segment audiences based on demographics, interests, habits, and other factors—ensuring that you get the best ROI by reaching the students who are most likely to respond.

Include Influencers and Alumni

A great way to boost your institution's credibility and appeal is to post personal endorsements from successful alumni or current student influencers on social media. First-hand accounts of how their campus experiences led to real-world success can make potential students feel confident in their decision-making. You can also partner with social media influencers with large followings through sponsored content. 

Host Events and Webinars

Hosting virtual or in-person events, such as open days, webinars, or workshops, promotes direct connection with your potential students, parents, and teachers. When attendees have the opportunity to ask questions, visit campus, and connect with instructors and current students, they get a deeper understanding of what makes your university unique. The information exchange goes both ways, because these kinds of events provide valuable insight into what your potential students are looking for.

Use Email Marketing

According to a recent study on the marketing tactics for enrollment, email is the most influential method of contact from colleges and universities.59% of students said they were open to receiving weekly emails. Tools like Element451 give you the ability to personalize email campaigns, build relationships with potential students and their families, and tailor your messaging to an applicant’s specific interests. You can also use innovative college campaign ideas to break through “ad blindness,” while also cultivating authentic relationships with your prospective students, alumni, and institutional partners.

Partner with High Schools and Businesses

Connecting with high school students early in their decision-making process, through visits, workshops, or dual-enrollment programs, is a solid strategy for developing brand awareness that pays dividends later in the recruitment process. Partner with businesses that offer internships, career fairs, or workforce development programs to appeal to students seeking career-focused education.

Make Decisions Based on Data

For all of the strategies above, we can’t underscore this enough: track your data and make informed adjustments! Make sure you empower your team to track website traffic, form submissions, and email open rates with data analysis tools. If your audience isn’t visiting your most important website pages, look at the ways your site navigation or design might be discouraging them. Run A/B tests of email subject lines to drive up open rates.. As the saying goes, “What gets measured gets done.” 

Why Are Marketing Strategies Important for Higher Ed Institutions?

In today's competitive environment, a well-crafted marketing strategy is the most essential tool for raising awareness and fostering confidence and trust among prospective students and families. These are the levers that ultimately drive your enrollment. Without a focused approach, you risk slipping behind your competitors in the ability to attract top applicants.

However, an effective higher education marketing strategy isn’t a set-it-and-forget-it proposition. It requires careful planning, monitoring, and frequent updating. Make the most of as many of the above channels your resources will allow and you will be successful at reaching your right-fit audiences.

Frequently Asked Questions

What is the most cost-effective marketing strategy for educational institutions?

Digital channels such as email, social media, and your website offer the most cost-effective ways to reach your audiences. With none of the printing or mailing costs of older contact methods, these digital tools also allow you to target your messaging more precisely. 

Should educational institutions focus more on online or offline marketing?

Today’s learners live in a digital-first world, which is why online marketing is more effective than traditional methods, like brochures and mailers. The power online marketing gives you to tailor your messages to your audiences also improves engagement rates and builds relationships through more personal connections.

How often should educational institutions update their marketing content?

The more frequently you update your marketing content, the more engaged your audience will be and the higher you’ll rank in organic searches. At minimum, we recommend that you refresh your web and marketing content quarterly, but always be ready to respond to new opportunities or changes..