Category: Blog

  • CRM and SIS Solutions for Schools

    CRM and SIS Solutions for Schools

    Reading Time: 8 minutes

    As a school striving to broaden its reach, you likely already understand the importance of personalized communication to attract and retain students. That may sound like a lot of work because, without the right tools, it certainly can be. Fortunately, our team, with over fifteen years of experience working closely with educational institutions, has developed specialized solutions that address key challenges faced by schools looking to streamline their processes and boost enrollment.

    HEM’s custom-built solutions—Mautic by HEM, a powerful Customer Relationship Management (CRM) and marketing automation system, and HEM’s Student Portal, an all-in-one Student Information System (SIS)—offer the tools you need to manage your admissions and student engagement efforts seamlessly. Let’s explore how you can give yourself the gift of efficiency this holiday season with these systems!

    Simplify student management and boost recruitment efficiency!

    Transform your student portal experience. Get a FREE HEM-SP demo today.

    Understanding CRMs and How They Benefit Your Institution

    What is a CRM and how can it benefit educational institutions? A CRM, or Customer Relationship Management system, is a platform that helps organizations manage and analyze customer interactions and data throughout the customer lifecycle.

    For educational institutions, a CRM is essential in managing prospective student relationships, tracking their progress through the admissions funnel, and keeping detailed records of interactions. At its core, a CRM enables schools to create personalized experiences for prospective students, allowing them to engage in meaningful ways at every stage of their journey.

    Mautic by HEM, our tailored CRM for educational institutions leverages the open-source marketing automation platform Mautic to deliver a seamless experience designed specifically for the education sector. With features like lead segmentation, automated workflows, custom reporting, and multichannel marketing, Mautic by HEM empowers schools to enhance their lead management and marketing efficiency.

    By segmenting contacts based on their stage in the admissions process, program of interest, or geographical location, your institution can ensure that each prospect receives targeted messages that are more likely to result in conversions.

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    Reach out to us for a demo to see how Mautic can boost efficiency for your school’s marketing campaign!

    Mautic by HEM: Supercharge Your Lead Management and Marketing

    Mautic by HEM goes beyond a standard CRM, combining powerful customer relationship management with advanced marketing automation to help you maximize your student recruitment efforts.

    Mautic makes it easy to manage a large number of prospective students by allowing you to segment, organize, and follow up with prospects efficiently. By automating workflows and assigning follow-up tasks, your team can manage their workload better, ensuring that each prospect receives timely attention.

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    Source: Mautic | HEM

    Example: Do you see how centralizing prospect information helps you track the effectiveness of your campaigns and determine the next step in the enrollment funnel? Here, prospects are categorized by their current stage in the enrollment process, their program of interest, the channel through which they first interacted with your institution, and what sort of contact they are. That’s all the information you need to craft an appropriate and compelling follow-up message tailored to each unique responsibility. Mautic helps you with that part too!

    In addition, Mautic by HEM’s marketing automation tools enable you to scale up your email marketing, create dynamic landing pages, design forms, and automate workflows. This allows your institution to maintain a high level of personalized engagement with prospects across multiple channels, thereby improving your reach and effectiveness in digital recruitment.

    The solution’s custom reporting features also give you detailed insights into your admissions pipeline. With Mautic by HEM, you can monitor productivity, track lead progress, and evaluate channel performance, which will help you refine your approach and allocate resources to high-impact activities.

    Ensuring timely follow-up is essential for converting leads to students, and Mautic by HEM enables automated SMS and email follow-ups, allowing you to communicate with leads through their preferred channels. Whether it’s sending reminders, booking meetings, or making calls, Mautic by HEM has the tools your team needs to maintain a consistent communication flow.

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    Source: Mautic | HEM

    Example: Viewing the contact history for each prospect lets you know how they prefer to communicate. In addition to other vital data such as name and contact information, you can craft a highly personalized message such as the SMS pictured above. 

    Finally, Mautic by HEM also helps your team manage their daily tasks and workload. With integrated calendars, workflow assignments, and productivity tracking, your staff can stay organized and focused on what matters most—building relationships and driving enrollments.

    Why You Need an SIS for Your School

    Now, what is a Student Information System (SIS)? Student Information System software is designed to manage student data from application through graduation. An SIS handles everything from enrollment and class scheduling to academic records and financial management. This centralized database makes it easy for staff to track student progress and streamline administrative tasks.

    HEM’s Student Portal integrates CRM and SIS functionalities to provide an all-in-one admissions and student management platform. Tailored to meet the demands of educational institutions, the portal includes tools for application management, payment processing, and student record tracking. This integrated solution enables institutions to centralize and simplify operations, allowing your staff to focus on building meaningful relationships with prospective and current students.

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    HEM’s Student Portal: Revolutionizing Student Management

    HEM’s Student Portal takes SIS integration to a new level, offering an all-encompassing admissions and student management system designed specifically for educational institutions. The Student Portal simplifies the application process, offering a virtual admissions assistant that guides students from start to finish. Students can inquire, apply, pay, and even enroll through an easy-to-use interface.

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    Source: Student Portal | HEM

    Example: A customized Student Portal will guide students through your application process from initial form submission to payment in a user-friendly format as pictured above. 

    Customizable forms and a centralized management system make it easy for your staff to track applications, ensuring nothing falls through the cracks. Additionally, the portal seamlessly integrates with Mautic by HEM, allowing you to manage marketing and admissions in one place. By streamlining communication and automating workflows, this system supports your institution’s goals for efficiency and high-quality engagement with prospective students.

    The Student Portal allows for comprehensive data management, tracking all aspects of student data from initial inquiry to graduation. With detailed records and customizable reports, your team can monitor application status, manage payment processing, and keep detailed academic records, providing staff with a complete view of each student’s journey.

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    Source: Student Portal | HEM

    Example: Here, you can see our centralized application management system. See all incoming applications and determine which applications were started and not completed. In addition, the Student Portal platform allows you to track prospects based on name, program, whether they’ve been sent an invoice, and whether that invoice has been paid. This information is valuable as it clarifies the next step for each contact.

    Furthermore, the portal’s quote builder tool allows prospective students to calculate program costs, offering them a transparent view of financial requirements. This provides clarity and builds trust, making it easier for students and their families to plan for the financial aspects of their education.

    Designed to improve efficiency across all departments, the Student Portal facilitates better collaboration by centralizing data and providing tools for managing projects and tracking progress. This comprehensive approach allows staff to work towards strategic institutional goals, fostering a collaborative environment that drives both student success and institutional growth.

    Experience the HEM Advantage: Efficiency 

    Mautic by HEM and the HEM Student Portal offer transformative CRM and SIS solutions that empower educational institutions to work smarter, not harder. By combining lead management, marketing automation, admissions tracking, and student data management, HEM’s tools create a cohesive system designed to meet the unique needs of schools. That’s what we accomplished for Micheal Vincent Academy.

    Founded by Tally B. Hajek, a multi-talented recording artist and makeup artist, and her husband Michael Vincent, a renowned celebrity photographer, MVA teaches around 350 students annually. Each student gains expert instruction and builds a professional portfolio, launching them toward successful careers in beauty and media.

    MVA sought an organized, streamlined solution to manage its student recruitment efforts, and they found the answer in Mautic by HEM. This customized CRM software, specifically tailored for educational institutions, allows MVA to efficiently automate its marketing efforts and seamlessly follow up with prospective students.

    Transformative Results for a Thriving Institution

    With Mautic, MVA’s team can now easily track and manage leads. The CRM’s powerful reporting tools give the academy a clear view of each lead’s journey through the admissions process. Staff can track the progress of every prospective student, monitor recruitment team activities, and measure productivity—all crucial for a private institution focused on cost-effective outreach. Furthermore, the lead-scoring feature in Mautic enables the recruitment team to identify and prioritize high-value leads, allowing MVA to concentrate on students who are genuinely interested and likely to succeed within the academy’s creative programs.

    As Tally Hajek highlights, the organizational capabilities of Mautic are essential to building meaningful connections with prospective students. “We value connections with prospective students, but connections cannot happen without organization,” she explains. The system enables her team to foster relationships with students who are both committed and well-suited to the academy’s professional and artistic environment.

    Moreover, HEM’s attentive and supportive customer service has made the partnership especially rewarding. “We love working with the HEM team,” says Hajek. “We feel like they really understand us and want us to succeed.” With HEM’s customized solutions, MVA has significantly increased staff efficiency in student recruitment, giving their team the tools to excel in a competitive educational market and helping the academy continue to thrive as a leader in beauty and media education.

    Imagine a system that handles every step of the student journey—engaging prospective students, nurturing leads, simplifying applications, and supporting students through their academic journey—all from a single platform. HEM is dedicated to providing solutions that help you enhance recruitment, boost enrollment, and offer the seamless digital experience that students expect.

    To see how Mautic and the HEM Student Portal can transform your institution, request a demo today and discover the possibilities of giving yourself the gift of efficiency.

    Give Yourself the Gift of Efficiency

    This holiday season, give your institution the ultimate gift: the power to work smarter, not harder. HEM’s custom-built solutions, including Mautic CRM and the HEM Student Portal, are designed to streamline your operations and boost your team’s effectiveness. 

    From managing prospective student leads to enhancing engagement and improving communication, these tools empower your staff to focus on what truly matters—building connections and driving success.

    Simplify student management and boost recruitment efficiency!

    Transform your student portal experience. Get a FREE HEM-SP demo today.

    FAQ 

    Question: What is a CRM and how can it benefit educational institutions?

    Answer: A CRM, or Customer Relationship Management system, is a platform that helps organizations manage and analyze customer interactions and data throughout the customer lifecycle.

    Question: What is a Student Information System (SIS)?

    Answer: Student Information System software is designed to manage student data from application through graduation.

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  • Is England really the world champion in overqualification?

    Is England really the world champion in overqualification?

    By Golo Henseke (LinkedIn) Associate Professor in Education, Practice and Society at the Institute of Education (IoE), UCL’s Faculty of Education and Society, and Francis Green, Professor of Work and Education Economics, also at the IOE.

    A recent report by the Organisation of Economically Developed Countries (OECD) claims that nearly four in ten employees in England are overqualified for their jobs, the highest rate among OECD countries. If accurate, this statistic seems to reflect a substantial waste of human capital and raises questions about the state of the UK labour market and education system. However, closer scrutiny suggests that the figure may be misleading, stemming from methodological quirks specific to the English data rather than an alarming surge in overqualification.

    Dubious Comparisons

    The OECD findings are based on a once-in-a-decade survey of adult skills, an ambitious international undertaking aiming for comparability across countries and economies. Yet, qualifications are inherently tricky to standardise internationally. For example, how does an English GCSE compare to a US high school diploma? The nuances of national education systems can render such comparisons tenuous.

    England’s reported 37% overqualification rate, up from under 30% a decade earlier, is at odds with other data. Our surveys of the British workforce, which employ similar methodologies, show a modest drop in overqualification rates between 2006 and 2017, from 30% to 26%.  If the reported OECD figures are to be believed, the rise would imply an extraordinary shift since 2017: approximately 2.5 million additional workers would have been relegated to roles beneath their qualifications within just a few years. This appears implausible. It is also at odds with a decline in graduate overqualification from 34% in 2012 to 30% in 2023, as our independent analysis of OECD’s data shows.

    A more likely explanation lies in changes to the OECD’s survey design for England. In 2012, UK respondents were presented with a comprehensive list of nearly 60 qualifications when reporting job requirements and personal attainment. In 2023, this was reduced to just 19 options, with significant alterations to how response options were presented. The switch to a simplified classification may have skewed the responses, particularly below degree level, contributing to the measured overqualification rates.

    This issue is not confined to England. A similar methodological shift occurred in France, where the reported overqualification rate fell from 30% to 19%. Conversely, in the US, where questionnaires remained broadly consistent, the reported increase was a more credible five percentage points.

    A Structural Issue, Not a Graduate Problem

    Apart from this problem of potentially inconsistent measurement over time, the rush to attribute England’s supposed peculiar problem of overqualification to an oversupply of graduates is misplaced. Our re-examination of OECD’s survey data shows that, in England, graduates face lower risks of overqualification than non-graduates: the overqualification rate among non-graduates is 17 percentage points higher than among those with a degree. This gap between graduates and non-graduates broadly aligns with our own data from the British Skills and Employment Surveys.

    The Director for Education and Skills at the OECD, Andreas Schleicher, has been quoted saying that the UK’s higher education sector is “overextending” itself, with universities offering credentials that lack substantive value. However, with this oversimplified reaction, he is surely aiming at the wrong part of our education system.

    A Misguided Narrative

    In addition, he is almost certainly targeting the wrong side of the labour market. Overqualification in the UK is likely driven, not so much by an oversupply of graduates as by a failure to create enough middle-skill jobs and robust vocational pathways outside universities.

    Overqualification is indeed a pressing issue. Even at a rate nearer 3 in 10, overqualification in England is higher than in most other advanced economies in the OECD. Overqualification depresses wages, diminishes job satisfaction, and undermines long-term productivity as underutilised skills atrophy. But this knee-jerk pinning of blame just on education, particularly on higher education, misses the mark, and forgets about the external benefits that education brings for society and the economy. Instead, England’s policymakers must address the structural deficiencies in the labour market, particularly the lack of opportunities for those with intermediate qualifications.

    Simplistic diagnoses risk distracting from the real challenges. England’s education system is not producing “too many” graduates. Instead, its economy and further education system fail to provide sufficient opportunities to harness the potential of those not bound for higher education. To strengthen qualification pathways outside universities, a targeted strategy to foster middle-skill employment (while addressing skill shortages) is urgently needed. Without some recognition of these complexities, public discourse about overqualification will continue to generate more heat than light as university fees are set to surpass £10,000.

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  • Brand or Bust: How Universities Can Thrive in the Face of Crisis

    Brand or Bust: How Universities Can Thrive in the Face of Crisis

    Today’s weekend reading is by Zeenat Fayaz, Director of Brand & Strategy at The Brand Education, and Brian MacDonald, Chief Creative Officer and a co-founder at Zillion.

    Pandemics, enrolment cliffs, budgets, student mental health, social media disinformation: higher education in crisis, globally, and it sometimes feels like crises are the new normal. This article explores these challenges in three key markets – the US, the UK and Canada – and proposes a change in the way universities think about communications to overcome such hardships.

    The Challenge

    Universities develop institutional strategies for growth and sometimes invest in brand strategies for perception management. However, when crisis communications are not integrated into these strategies, they can become distractions from them. Often when crises arise, neither institutional nor brand strategies are equipped to address them effectively. Nor does addressing them support either strategy.

    With crises seemingly becoming more frequent, this is an unsustainable model – the longer crises continue, the longer the distraction from institutional and brand strategies.

    The Opportunity: From Survive to Thrive

    With crisis management becoming a continual need, universities need a crisis strategy that doesn’t indefinitely distract from institutional and brand initiatives – one that allows universities to address all the audiences of the crisis with messages and media relevant to each. If this sounds like a brand, that’s because it is! We propose a new approach, a “thrive mode,” in which brand strategy elevated to equal status with institutional strategy, and crisis management is integrated into both.

    This approach transforms crises from distractions into opportunities to clarify the institution’s distinctive position and enhance its reputation.

    Survive versus Thrive: A Deeper Look

    Survive mode is a reactive approach to crises, treating each as a unique, temporary problem. It focuses on short-term damage control with transactional communication, often disconnected from overall institutional and brand strategies. Success in this mode is merely the survival of the institution and its brand reputation.

    Thrive mode, conversely, is proactive, viewing crises as opportunities to reinforce institutional and brand strategies. It aims for long-term reputation enhancement through brand-based communication that leverages institutional expertise and core values. Success is defined as emerging from crises with an enhanced reputation and stakeholder understanding, measurable by existing brand performance indicators.

    The change from survive to thrive offers numerous advantages. It allows for pre-crisis planning and offers efficiency by integrating with existing strategies. It allows for quicker, more coherent responses that align with overall brand and institutional messaging using existing brand communication tools. It involves broader stakeholder groups and leverages institutional expertise to provide a more valued response, resulting in trust and enhanced reputation beyond the immediate crisis.

    Case Studies: Putting Thrive Mode Into Action

    Survive mode has been displayed across headlines and news sites around the world since the inception of encampments and campus protests around the world since the advent of the Israel/Gaza conflict. Numerous university presidents provided testimony in front of Congressional hearings that reflected badly on their institutions. And the universities did survive, albeit with varying degrees of damaged brands, dismissed presidents, irate donors and declining applications.

    With thrive mode responses, instead of preparing, as in some cases, to offer legal testimony, consider the many different outcomes that could have been achieved by placing university experts in Middle Eastern studies, philosophy and ethics, comparative religions, history, or many other relevant fields at centre stage. Thrive mode would have prompted a response about higher education’s and individual institutions’ leadership in education on Middle Eastern issues, or how they are preparing students to participate in civil discussion and achieve breakthroughs in understanding. Such discussions would have haloed positively on these institutions by reinforcing their brand values with audiences outside the university, and by clarifying their roles in supporting dialogue, tolerance and understanding.

    Issues around academic freedom have been increasingly roiling universities in the UK, with the Academic Freedom Index (AFI) recording declines in each of the last nine years. The assessments measure interference by politicians, externally appointed management, and activists. Numerous crises have arisen involving scholarly censorship, the mainstreaming of racism and transphobia, and the stifling of academic pursuits that do not demonstrate profitable impact. The universities’ responses focused much negative attention on higher education, as a whole, and individual universities, in particular, in government, news media, and public opinion. And the responses allowed these negative stories to effectively lead the conversation, placing the universities in a reactive position. Survive mode squandered the opportunity to highlight universities’ research successes and student outcomes as well as to demonstrate leadership on important topics.

    Thrive-mode responses could have allowed institutions to talk about important discoveries that would not be possible under recent restrictions on academic freedom. About alumni who have made important contributions to the economy or society who would not qualify for student support today. About the universities’ missions and their historical relationships to government and society. About brand values that the universities rely on to drive their results. These responses would allow the universities to participate in, guide, and lead these conversations, putting their brands in positions to make an impact on important external audiences.

    With ongoing budget crises and newly imposed restrictions on the number of foreign student visas, universities in the UK and Canada are in uncharted territory. It’s not merely threatening many institutions with declines in funding, hard choices, and in some cases closure, but potentially reforming the entire higher education landscape. In a leaderless crisis where nobody knows what it will look like in the end, acting on coordinated institutional, brand, and crisis strategies effectively demonstrates leadership: with students, faculty, staff, alumni, and most importantly with the government. The opportunity is to talk about the budget crisis as a new lens through which to view the institutional strategy. A budget crisis does not change objectives like entering The Russell Group or becoming Canada’s premiere STEM educator. It may change the process of how an institution gets there – the timeline for milestones, the need for partners, the establishment of fundraising goals, etc. And brand strategy lays out ways to discuss how the crisis will affect its implementation with key audiences. This is what thriving looks like in the face of this crisis: opening and leading important conversations with governments, reassuring parents and inspiring students.

    Conclusion

    As Warren Buffett noted, “It takes 20 years to build a reputation and five minutes to ruin it.” In today’s media environment, a brand can be severely damaged in seconds. By integrating crisis management into overall institutional and brand strategies, universities can transform crises from threats into opportunities for growth and reputation enhancement. While crises may be inevitable, this framework offers a path for universities not just to survive, but to thrive in challenging times..

    Zeenat Fayaz is Director of Brand & Strategy at The Brand Education. Zeenat’s experience working with QS and THE gives her unique insight into the way institutions are evaluated and ranked. Today, Zeenat helps top-tier universities understand the power of branding and use this to enhance their global reputations. You can find Zeenat on LinkedIn here.

    And Brian MacDonald is the Chief Creative Officer and a co-founder at Zillion. He has worked on strategic, creative, and branding projects for dozens of universities in the US, Canada, and overseas. His work focuses on how branding can drive institutional revenue, and his work has raised more than $6 billion for his clients. You can find Brian on LinkedIn here.

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  • What were we reading about higher education in 2024?

    What were we reading about higher education in 2024?

    As 2024 draws to a close, Josh Freeman, Policy Manager, and the HEPI team look back on a remarkable year in higher education policy.

    We have a fantastic programme of events to look forward to in 2025, which you can read all about here.

    One of the best things about working at HEPI is that we can take a bird’s eye view of the sector. Today, we gaze over quite a different policy landscape from the one I wrote about this time last year. We have a new Government which, unlike the last one, is not afraid to raise tuition fees. The Graduate Route visa survived in its current form, largely because of the international fee income it helps bring to struggling institutions. Universities UK published its Blueprint, proving it is possible to get 140 vice-chancellors (or thereabouts) to agree on something. Despite all this, nothing seems to stop the interminable slide into financial precarity with up to three-quarters of institutions at risk of running deficits in 2025.

    It has been a privilege to capture many of these moments and more on the HEPI blog, which had another exceptionally busy year. As we approach the end of 2024, the HEPI team reflects on the pieces which set the tone for the year, struck a chord in institutions, led policy change or were just a great read.

    Winter

    In January, we heard from Laura Coryton MBE about period poverty in higher education, the stigma attached to it and the strategies institutions can take to address it. HEPI intern Famke Veenstra-Ashmore also discussed this issue, among many others, in her report on the gender awarding gap at Oxbridge in November.

    Richard Courtney of the University of East London won the prize for best analogy of the year with his comparison of a Chinese meal to higher education qualification types in February.

    And HEPI published its best-read report of the year, Provide or punish? Students’ views on generative AI in higher education. (Watch out for an update in early 2025!) Our other top reports of the year include:

    Spring

    This spring was a season of reflection, with Susan Mueller, Director at Stand Alone, bidding farewell and marking the closure of a charity which supported estranged students since 2015.

    And Naimat Zafary, PhD researcher at the University of Sussex, marked 1,000 days since girls’ education was banned in Afghanistan with an extraordinarily powerful piece reminding us not to take education for granted:

    Last week, I visited the British Library, one of my favourite places in London. I was attracted by the Magna Carta which declared: ‘No free man shall be seized, imprisoned, dispossessed, outlawed, exiled or ruined in any way, nor in any way proceeded against, except by the lawful judgment’.

    But where is lawful judgment for those denied? What fault in Afghan girls? My little nieces don’t understand their crime. Is love of education a criminal act if you happen to be female?

    Summer

    As we absorbed the previous day’s General Election results, attention turned to its consequences for higher education. While some of us were struggling to function on two hours’ sleep, HEPI Director Nick Hillman was already analysing how far students’ had swayed the results, building on his own analysis of the 2019 General Election and my analysis ahead of the 2024 vote.

    University of Southampton Chief of Staff Giles Carden made his pitch for 10 policies the new Government could implement to fill the policy vacuum, including ‘fundamental reform’ to the Office for Students and setting out a new strategy for digital education.

    And our political commentary came to a head when Rose Stephenson, Director of Policy and Advocacy, and I described what we had seen and heard at the Labour Party Conference.

    Autumn

    The introduction of the Renters’ Rights Bill to Parliament in September 2024 generated much discussion, including several pieces by former Unipol CEO Martin Blakey. His essential primer from October is a must-read for those trying to get their heads around the draft legislation. Martin also wrote for us in June and November on the same topic.

    HEPI Director Nick Hillman asked whether restricting access to the Russell Group would improve social mobility (he was sceptical).

    Also in October, outgoing Open University Vice-Chancellor Tim Blackman asked, responding to Office for Students (OfS) analysis of degree classifications, whether and how we should measure ‘grade inflation’. In the words of our Director of Partnerships, Lucy Haire, the blog:

    poses challenges to the OfS’s methods and use of data, but even more than that, it gets to the heart of what learning is all about and how it is achieved. It tackles prejudice about disadvantage and weak prior learning and, above all, recognises the strides that students take, the role of good teaching and the importance of skilled teachers.

    Our piece with a star-studded lineup, including former Welsh Director of Skills, Higher Education and Lifelong Learning Professor Huw Morris and Professor of Public Policy at Manchester Andy Westwood, set out a vision for a new tertiary system.

    And particular credit goes to one of our highest-performing pieces of the year from Meti Basiri, CEO of ApplyBoard. He asks which international student populations institutions should be recruiting from. He also wins the (coveted) prize for best graphics.

    That’s it from us

    Thank you to everyone who has written for us, supported our research, kept up with our daily 6:30am blogs and engaged with us in any way over the past year.

    The HEPI blog will continue in a limited form over the break, so do keep an eye out between mince pies. We will be back in full force in January.

    Until then, have a wonderful festive break and we will see you for more in 2025!

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  • How Community Colleges Can Simplify the Student Enrollment Process

    How Community Colleges Can Simplify the Student Enrollment Process

    Key Takeaways:

    • Community colleges play a vital role in addressing enrollment barriers, offering tailored support to first-generation and working students.
    • Proactive strategies, such as early communication, community outreach, and wraparound services like food assistance and mental health support, help students navigate challenges and stay engaged.
    • Leveraging technology like CRM systems and AI tools simplifies the student enrollment process and enhances conversion rates.
    • Measuring success through metrics such as conversion rates, re-enrollment, and first-semester engagement lets colleges refine their strategies and better support student persistence and retention.

    The enrollment journey at community colleges can be far from straightforward, as many students face barriers beyond academics—from concerns over affordability to balancing family and work responsibilities and navigating financial aid. For example, nearly 75% of public two-year college students work while enrolled, including 46% working full time, and two-thirds of people enrolled in community colleges are first-generation students, who often do not receive the guidance and support that other students might receive from within their support systems.

    Community colleges are uniquely positioned to open doors for these students who might otherwise never step foot into higher education. By breaking down enrollment barriers, fostering early communication, and utilizing technology, community colleges can create an enrollment experience that meets students where they are. In turn, they can build pathways that lead to success, one student at a time.

    Identifying Enrollment Barriers

    For students new to the world of higher education, the student enrollment process can feel daunting. While community colleges are open-access institutions, this does not always translate to an easy path. Many students come from communities where attending college is not the norm, and some face resistance from family members or struggle with time constraints due to family responsibilities. Financial aid is also a common sticking point. Some students worry about taking on debt, while others have families unwilling to fill out the FAFSA due to privacy concerns, which adds to the complexity of obtaining financial assistance.

    Community colleges that proactively identify these barriers can uncover solutions tailored to each student’s situation. For instance, understanding the unique financial, familial, or community pressures facing students can inform how colleges offer support. Identifying opportunities to become more transparent, such as having standardized institutional aid packages that allow students to see how much aid they would receive, exemplifies this shift toward recognizing and removing institutional barriers. By locating obstacles early, colleges can guide students more effectively throughout the enrollment process, keeping them on track and engaged.

    Strategies for Eliminating Barriers in the Student Enrollment Process

    Addressing these challenges often requires creative solutions that reach beyond academic support. A critical strategy lies in educating students—and, when possible, their communities—on the value of a college education. Many students find themselves questioning the worth of a degree, particularly in communities where traditional college education may be seen as unnecessary. To address this, some colleges have begun integrating community outreach programs that outline the tangible benefits of a college education, from career advancement to personal growth. Tracking college enrollment trends also offers insight into where additional guidance might be needed, ensuring that community colleges can adapt and refine their programs.

    Community colleges can better aid students by offering wraparound services, such as food assistance, mental health counseling, transportation services, and financial literacy courses. Food insecurity, for example, is a widespread problem affecting 23% of community college students. Liaison’s IMPACT Grant, which champions initiatives such as on-campus food pantries, is an excellent example of how colleges can tackle this barrier head-on. By promoting awareness of available resources, colleges make sure students know where to find the support they need, allowing them to focus on their studies rather than their next meal or car troubles.

    Free community college programs, now offered in 36 states, also alleviate the financial strain of pursuing a credential by removing student debt as a barrier to entry. As more colleges promote these programs, the cost of higher education becomes less intimidating, particularly for first-generation and low-income students who might otherwise forgo college due to cost concerns.

    The Critical Role of Early Communication

    Community colleges often enter the higher education conversation with prospective students later than four-year institutions, missing critical opportunities to provide guidance. While some universities engage students as early as their freshman year of high school, community colleges might not start outreach until a student’s senior year. This timing can make a significant difference: earlier communication lets students weigh all their options without feeling pressured by high tuition at traditional four-year colleges. It also opens up time to explore scholarships, grants, and other options.

    Reaching students sooner can reduce enrollment anxiety, allowing them to explore programs that align with their financial needs and career goals. By actively promoting programs and resources through social media, local events, and high school partnerships, community colleges can position themselves as accessible, affordable, and valuable options for higher education.

    Leveraging Technology to Support Enrollment Journeys

    Innovative technology, such as CRM systems and AI-driven tools, plays a transformative role in simplifying the enrollment process. Liaison’s TargetX and Outcomes CRMs, for example, provide tailored platforms for managing student engagement and application processing. With tools for omnichannel marketing, application management, and progress tracking, these platforms allow students to communicate with advisors and gain clear guidance throughout the admissions process. As a result, institutions are able to improve conversion rates and enroll more best-fit students.

    AI-powered chatbots, now integrated into these CRMs, also assist students in navigating questions and concerns in real-time. This technology offers immediate, practical support that keeps students on track toward enrollment and reduces logistical barriers.

    Measuring Enrollment Success

    To understand the impact of their enrollment strategies, community colleges must look at specific metrics that reflect student progress and satisfaction. Identifying conversion rates at each enrollment stage offers insight into where students might drop off and allows administrators to refine support systems accordingly. Once students are on campus, tracking their first-semester engagement—particularly through the crucial first four weeks—can highlight early challenges and help colleges design interventions to boost retention as well as persistence after the first year.

    Examining re-enrollment rates from semester to semester is another key indicator of success. Demonstrating steady improvements in these areas reflects well on the effectiveness of a school’s holistic support and technology. Such data can also indicate how effectively institutions are offsetting the rate of community college enrollment decline, a pressing issue for those seeking to sustain their missions.

    Community colleges serve as the best opportunity to access higher education for many students. By removing enrollment barriers, actively communicating early and often, and leveraging technology to simplify the admissions process, community colleges can create pathways that lead students to fulfilling educational journeys. The more colleges embrace these strategies, the more efficient and successful the enrollment journey becomes for all students, leading to an increasingly inclusive and accessible higher education landscape.

    Liaison is committed to helping community colleges streamline admissions and improve student outcomes. Contact us today to learn more about our products and services.


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  • What does Christmas shopping have to do with higher education?

    What does Christmas shopping have to do with higher education?

    For the time being, John Cater is the longest-serving Vice-Chancellor in UK higher education, having held his current post for approaching 32 years. He hands over the reins at Edge Hill University at the end of January 2025. In the blog below he finds parallels between what is happening in the high street and in the university sector…

    This week Mark Allen, the Chief Executive of Land Securities, announced that his company had paid £490m for a 92% stake in Liverpool One, the shopping centre. In quotes, he explained that the top one per cent of UK retail shopping destinations provide access to 30 per cent of all in-store retail spend, “which is why we continue to see brands focus on fewer but bigger and better stores in the best locations”.

    You may well ask, ‘What has this to do with higher education?’ First, there is a tangential link, in that Mark Allen is a former Chief Executive of Unite Students, the sector’s largest housing provider and a company that has, indeed, sought to maximise access to student residential spend and in the ‘best’ locations, typically cities with universities that are part of the perceptual elite.

    But are we seeing this in higher education too? Any graph of higher education participation since the removal of the student number cap in 2015 has seen an increasing bifurcation between high-tariff institutions and, initially, low and, more recently, mid-tariff institutions. If you’re in the latter categories and you look at the 2024 intake data, the new cohort is in the sector, just not, in all probability, in your institution.

    So, are we seeing Land Securities’ retail revolution, a race to the best locations, a clear focus of demand, in higher education? A decade of ‘spending’ decisions by each new intake, their friends, families and schools and colleges – ‘where do I go to draw down my loan?’ – says so. The UCAS 2024 End of Cycle data, as ever ably summarised by David Kernohan for Wonkhe, makes it clear that “higher tariff providers have been fishing in deeper waters”, with both lower tariff offers and a more flexible approach to clearing. And this is clearly understood by those making ‘purchasing’ decisions, with the exponential growth of self-release highlighting (perceived) trading-up.

    With no constraints on an institution’s numbers, this trend appears inexorable, whilst a constraint on numbers would constitute a significant reduction in choice. There may be a middle road, a managed market, with limitations on the pace of growth, possibly determined by discipline, but the howls of protest would reverberate, particularly in elements of the media, constituency postbags and selective schools. And, whilst the Department for Education has indicated that it is no longer using Russell Group entries as a measure of a school’s success, the Treasury has yet to mirror that action.

    The crunch is coming. With very few exceptions, university sustainability depends on two variables, number and price. The failure to secure, at least to date, a five-year index-linked settlement has curtailed price, and, with it, investment and forward planning. And a broadly static market, with no signs of an increase in all-age participation, is reflected in curtailed demand and fewer numbers.

    From 2030 the age cohort declines by one-sixth. Demand for traditional higher education is broadly static and increasingly differentiated by tariff. Innovation, be it Lifelong Learning or apprenticeships, has yet to grip the market.

    In retail investment has headed in two directions, niche providers in up-market ‘village’ style communities, whilst the big city retail brands, such as those in Liverpool One, acquire floor space and greater market penetration. Quoted companies pay nine figure sums for a piece of the big city pie, whilst non-niche players, the poor, the periphery, the ‘red wall’ towns, suffer.

    Is this relevant to higher education? I believe so. Demand for higher education is broadly static and increasingly concentrated in a smaller number of providers. In-migration is severely constrained and the number of UK-resident eighteen-year-olds is heading towards a cliff edge.

    I have written previously on the possible shape of higher education in the coming decade. Trifurcation: a three-way split. A perceptual elite offering three-year away from home residential degrees. Sub-regional providers closely tied to further education, anchor institutions in their communities. And, a (re-) emergence of global online players in the education marketplace, with strong brands and an almost uncapped resource; providers with the capacity, largely unfettered, to shape opinions and behaviours on whim.

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  • Best Highlights of the Season

    Best Highlights of the Season

    Reading Time: 8 minutes

    It’s the most wonderful time of the year! The holiday season represents the perfect time to reflect on all that your school community has accomplished and celebrate it. What better way to reflect on the past year with your staff, students, and families than a highlight video?

    For years now, we’ve been compiling lists of our favorite holiday highlight videos from schools, sharing fun and compelling ideas that you can try to connect with your audience. Keep reading to discover the benefits of creating and distributing a holiday highlight video for your school and get inspiration from our list. Let’s get started! 

    Why Create a Holiday Highlight Video for Your School?

    Creating a holiday highlight video for your school this year can be a fun project but also a strategic way to strengthen your connection with your community, showcase your school’s unique culture, and leave a lasting impression during the festive season. Here’s why it’s worth the effort. 

    1. Build Stronger Community Connections

    A holiday highlight video allows you to bring your entire school community together. You highlight the collective spirit that defines your school by capturing moments from seasonal events, concerts, classroom celebrations, or volunteer initiatives. 

    Sharing these moments with parents, alumni, and local supporters creates a sense of belonging and pride, reinforcing that your school is a vibrant, supportive learning environment for students. 

    2. Showcase Your School’s Values and Culture

    What better way to showcase what makes your school unique than through a professionally crafted holiday highlight reel? A holiday video can encapsulate those values in action whether your school emphasizes creativity, inclusivity, or academic excellence. 

    It’s an opportunity to demonstrate how your students and staff embody the spirit of giving, kindness, and celebration during the holidays, making your school stand out to prospective families and partners.

    3. Engage Your Audience in a Memorable Way

    Videos are one of the most engaging forms of content, especially on social media. A holiday highlight video captures attention far more effectively than static posts or written updates. 

    By combining visuals, music, and heartfelt moments, your video can evoke emotion, spark joy, and encourage viewers to share it with others, amplifying your school’s reach and impact.

    4. Celebrate the Achievements of the Year

    The holiday season is a perfect time to reflect on the milestones your school has reached throughout the year. 

    A holiday highlight video can showcase achievements from sports teams, academic competitions, or memorable events. This celebrates success and motivates students, staff, and families to look forward to the opportunities ahead.

    5. Create a Lasting Keepsake

    A holiday highlight video can become a keepsake that students, parents, and staff can look back on for years. 

    These videos preserve memories of special moments that might otherwise be forgotten, becoming a cherished reminder of the holiday magic your school creates every year.

    6. Boost School Spirit and Morale

    For students and staff, a holiday highlight video can be a source of pride, reinforcing the positive energy and teamwork that make the school a great place to learn and work. It’s a morale booster that helps everyone end the year on a high note.

    Investing in a holiday highlight video this season isn’t just a creative endeavour—it’s a meaningful way to connect, celebrate, and share the heart of your school with your community. Whether you’re looking to attract new families, strengthen existing relationships, or simply spread holiday cheer, a video is the perfect way to make your school’s message resonate this holiday season.

    Wondering how to take your school’s digital marketing strategy to the next level with video content? Reach out to learn about our customized services. 

    How to Create a Holiday Highlight Video

    Now, you might be wondering: how do I create a holiday video? Be sure to check all of these boxes: 

    • Remember to plan ahead 
    • Involve your school community in the process
    • Use high-quality visuals and audio
    • Add a festive, celebratory touch 
    • Edit for quality and interest 
    • Share your school’s holiday video on multiple platforms

    What platforms are best for sharing a holiday video? Or, if we’re thinking of cost efficiency, what is the best app to create holiday videos for free? YouTube and TikTok are favorites among schools looking to use video content to communicate with their existing student body and boost enrollment due to their huge audiences and ease of use. 

    By planning thoughtfully, fostering collaboration, and putting a creative twist on your school’s holiday celebrations, you can create a video that delights your community and leaves a lasting impression. Now, for what you’ve been waiting for. Let’s see what schools all over the world have come up with.

    The University of Louisville – Get the Whole Community Involved 

    The University of Louisville created a standout holiday video that resonated with its community. The star of the show? Their mascot Louie the Cardinal handed out Christmas cards to several members of the school community (Get it? Louie… Cardinal? We love a good pun!) The video wrapped up with a heartfelt holiday message from a school administrator, reflecting on the year’s achievements and sharing an inspiring outlook for 2025.

    The key to an impactful school holiday video is involving as many members of your community as possible. Why is that? First of all, the holiday season is all about coming together. Including students, staff, and faculty members is both an excellent way to celebrate and an effective way to showcase your close-knit community to current and prospective students. 

    Remember that a strong school community garners trust and credibility, and encourages online engagement which in turn broadens your reach, humanizes your brand, and instills a sense of pride. 

    YouTube videoYouTube video

    Source: University of Louisville | YouTube

    GSU Arts – Add a Creative Touch With Animation and Editing 

    True to its identity as an art school, Georgia State University College of the Arts has delighted its viewers with a festive animation project created by its own students and alumni.

    Your holiday video highlight does not have to be complicated–just a joy to watch. It’s an excellent idea to leverage the talent within your student body, providing students with the opportunity to add something to their resumes and encouraging them to do their best work. 

    YouTube videoYouTube video

    Source: GSU | YouTube

    University of Vermont – Foster Inspiration, Gratitude, and Excitement for the New Year

    This year, the University of Vermont went for a reflective, meaningful message, highlighting the positive impact that each department has on the planet. 

    Your school community members like to know that they are a part of something bigger than themselves. Give them a sense of belonging by reminding them of all the amazing things they can accomplish now as your students and in the future as graduates. 

    YouTube videoYouTube video

    Source: University of Vermont | YouTube

    Trent University – Remember to Infuse Some Holiday Magic!

    Trent University’s holiday video is full of holiday magic starring students and faculty members across various departments who open an enchanted book that sparkles brightly, creating a whimsical visual effect. 

    The use of a powerful slogan  – “Bright minds gather at Trent University” fits perfectly with the theme of the simple yet festive subject matter within the video. Remember that a little bit of effective video editing can create a magical holiday feel.

    YouTube videoYouTube video

    Source: Trent University | YouTube

    University of Toronto – Provide Some Needed Support During Exam Season

    Though holiday cheer is in the air, so is the stress of exam season. Here, the University of Toronto acknowledges this stress and provides a solution! This TikTok video features fellow students assembling Exam Ready Kits for stress-free studying.

    A video like this, particularly for post-secondary institutions, showcases a caring, supportive learning environment, which is appealing at any time of the year. Show how you care for the needs of students in your holiday highlight video. 

     

    Source: University of Toronto| TikTok

    Glenbard North High School – Share Highlights From Holiday Spirit Week

    Leading up to the holiday break, many schools, particularly K-12, invite staff and students to participate in holiday-themed spirit weeks. 

    Glenbard North made a short, fun TikTok video where students and a staff member introduced the themes of each day: cozy, candy cane coloured, family photo themed, Grinch vs. Whos, and festive. How fun! Try fun short videos like this on TikTok to create excitement. 

    Source: Glenbard North High School | TikTok

    University of Michigan – Highlight Holiday Events for a Good Cause

    The University of Michigan shared heartwarming highlights from their annual tree lighting ceremony. The guests of honour were the C.S. Mott Children’s Hospital’s ‘calendar kids’ who enjoyed special guest appearances from Batman and Captain Marvel. 

    Think about how your school gives back to the community and showcase that to demonstrate your commitment to making a positive impact as an institution. How fitting for the season of giving. 

    YouTube videoYouTube video

    Source: University of Michigan | YouTube

    McTavish High School – Give Students Something to Look Forward To! 

    The holidays are a time for celebration! Many schools host dances and events around this time. Make a fun video providing the details of your upcoming winter celebrations to give students something to look forward to. 

    In their video, McTavish High School provides essential event details in the video content and the description and creates hype around the upcoming dance with a high-energy mini-skit performed by students. 

    Source: McTavish High School| TikTok 

    University of Bristol – Show off Your Holiday Decorations 

    Just the sight of a well-lit tree can elicit excitement for lovers of the holiday season. Have you been decorating on campus? If so, why not show it off? 

    This simple video by the University of Bristol puts their beautiful tree on display and encourages students to stop and appreciate the beauty of their campus in the winter time. Your holiday highlight video is the perfect opportunity not only to display your decorations but also to show off amenities on campus. Take advantage of this! 

    Source: University of West England Bristol | TikTok 

    University of Essex – Showcase the Diversity Within Your Community

    One of the most beautiful parts of the holiday season is learning about the many traditions kept across the world. 

    Particularly as a diverse school community like the University of Essex, highlighting the diversity of your student body can be a heartwarming and interesting way to celebrate as an institution. Try an authentic interview-style video like this one to learn more about the individuals that make your community special. 

    Source: University of Essex | TikTok 

    The holiday season offers schools a unique opportunity to celebrate their community, showcase their values, and engage with their audiences in meaningful ways. Whether through heartfelt messages, creative animations, or exciting event highlights, a holiday video can capture the essence of your school while fostering pride and connection. 

    By drawing inspiration from the examples we went through and tailoring your approach to reflect your school’s spirit, you can create a memorable and impactful holiday highlight video that resonates with your students, staff, and families. Here’s to celebrating our achievements and setting the stage for another bright and inspiring year ahead! 



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  • Top 10 School Holiday Videos

    Top 10 School Holiday Videos

    Reading Time: 8 minutes

    It’s the most wonderful time of the year! The holiday season represents the perfect time to reflect on all that your school community has accomplished and celebrate it. What better way to look back on 2024 with your staff, students, and families than a highlight video? 

    For years now, we’ve been compiling lists of our favorite holiday highlight videos from schools, sharing fun and compelling ideas that you can try to connect with your audience. Keep reading to discover the benefits of creating and distributing a holiday highlight video for your school and get inspiration from our list. Let’s get started! 

    Why Create a Holiday Highlight Video in 2024?

    Creating a holiday highlight video for your school this year can be a fun project but also a strategic way to strengthen your connection with your community, showcase your school’s unique culture, and leave a lasting impression during the festive season. Here’s why it’s worth the effort. 

    1. Build Stronger Community Connections

    A holiday highlight video allows you to bring your entire school community together. You highlight the collective spirit that defines your school by capturing moments from seasonal events, concerts, classroom celebrations, or volunteer initiatives. 

    Sharing these moments with parents, alumni, and local supporters creates a sense of belonging and pride, reinforcing that your school is a vibrant, supportive learning environment for students. 

    2. Showcase Your School’s Values and Culture

    What better way to showcase what makes your school unique than through a professionally crafted holiday highlight reel? A holiday video can encapsulate those values in action whether your school emphasizes creativity, inclusivity, or academic excellence. 

    It’s an opportunity to demonstrate how your students and staff embody the spirit of giving, kindness, and celebration during the holidays, making your school stand out to prospective families and partners.

    3. Engage Your Audience in a Memorable Way

    Videos are one of the most engaging forms of content, especially on social media. A holiday highlight video captures attention far more effectively than static posts or written updates. 

    By combining visuals, music, and heartfelt moments, your video can evoke emotion, spark joy, and encourage viewers to share it with others, amplifying your school’s reach and impact.

    4. Celebrate the Achievements of the Year

    The holiday season is a perfect time to reflect on the milestones your school has reached throughout the year. 

    A holiday highlight video can incorporate achievements from sports teams, academic competitions, or memorable events. This celebrates success and motivates students, staff, and families to look forward to what’s to come in the new year.

    5. Create a Lasting Keepsake

    A holiday highlight video can become a keepsake that students, parents, and staff can look back on for years. 

    These videos preserve memories of special moments that might otherwise be forgotten, becoming a cherished reminder of the holiday magic your school creates every year.

    6. Boost School Spirit and Morale

    For students and staff, a holiday highlight video can be a source of pride, reinforcing the positive energy and teamwork that make the school a great place to learn and work. It’s a morale booster that helps everyone end the year on a high note.

    Investing in a holiday highlight video this season isn’t just a creative endeavour—it’s a meaningful way to connect, celebrate, and share the heart of your school with your community. Whether you’re looking to attract new families, strengthen existing relationships, or simply spread holiday cheer, a video is the perfect way to make your school’s message resonate this holiday season.

    Wondering how to take your school’s digital marketing strategy to the next level with video content? Reach out to learn about our customized services. 

    How to Create a Holiday Highlight Video

    Now, you might be wondering: how do I create a holiday video? Be sure to check all of these boxes: 

    • Remember to plan ahead 
    • Involve your school community in the process
    • Use high-quality visuals and audio
    • Add a festive, celebratory touch 
    • Edit for quality and interest 
    • Share your school’s holiday video on multiple platforms

    What platforms are best for sharing a holiday video? Or, if we’re thinking of cost efficiency, what is the best app to create holiday videos for free? YouTube and TikTok are favorites among schools looking to use video content to communicate with their existing student body and boost enrollment due to their huge audiences and ease of use. 

    By planning thoughtfully, fostering collaboration, and putting a creative twist on your school’s holiday celebrations, you can create a video that delights your community and leaves a lasting impression. Now, for what you’ve been waiting for. Let’s see what schools all over the world have come up with.

    The University of Louisville – Get the Whole Community Involved 

    The University of Louisville made a great holiday video this year. The star of the show? Their mascot Louie the Cardinal handed out Christmas cards to several members of the school community (Get it? Louie… Cardinal? We love a good pun!) The video wrapped up with a heartfelt holiday message from a school administrator, reflecting on the year’s achievements and sharing an inspiring outlook for 2025.

    The key to an impactful school holiday video is involving as many members of your community as possible. Why is that? First of all, the holiday season is all about coming together. Including students, staff, and faculty members is both an excellent way to celebrate and an effective way to showcase your close-knit community to current and prospective students. 

    Remember that a strong school community garners trust and credibility, and encourages online engagement which in turn broadens your reach, humanizes your brand, and instills a sense of pride. 

    YouTube videoYouTube video

    Source: University of Louisville | YouTube

    GSU Arts – Add a Creative Touch With Animation and Editing 

    This year, true to its identity as an art school, Georgia State University College of the Arts delighted its viewers with a festive animation project created by its very own current and former students. 

    Your holiday video highlight does not have to be complicated–just a joy to watch. It’s an excellent idea to leverage the talent within your student body, providing students with the opportunity to add something to their resumes and encouraging them to do their best work. 

    YouTube videoYouTube video

    Source: GSU | YouTube

    University of Vermont – Foster Inspiration, Gratitude, and Excitement for the New Year

    This year, the University of Vermont went for a reflective, meaningful message, highlighting the positive impact that each department has on the planet. 

    Your school community members like to know that they are a part of something bigger than themselves. Give them a sense of belonging by reminding them of all the amazing things they can accomplish now as your students and in the future as graduates. 

    YouTube videoYouTube video

    Source: University of Vermont | YouTube

    Trent University – Remember to Infuse Some Holiday Magic!

    Trent University’s holiday video is full of holiday magic starring students and faculty members across various departments who open an enchanted book that sparkles brightly, creating a whimsical visual effect. 

    The use of a powerful slogan  – “Bright minds gather at Trent University” fits perfectly with the theme of the simple yet festive subject matter within the video. Remember that a little bit of effective video editing can create a magical holiday feel.

    YouTube videoYouTube video

    Source: Trent University | YouTube

    University of Toronto – Provide Some Needed Support During Exam Season

    Though holiday cheer is in the air, so is the stress of exam season. Here, the University of Toronto acknowledges this stress and provides a solution! This TikTok video features fellow students assembling Exam Ready Kits for stress-free studying.

    A video like this, particularly for post-secondary institutions, showcases a caring, supportive learning environment, which is appealing at any time of the year. Show how you care for the needs of students in your holiday highlight video. 

     

    Source: University of Toronto| TikTok

    Glenbard North High School – Share Highlights From Holiday Spirit Week

    Leading up to the holiday break, many schools, particularly K-12, invite staff and students to participate in holiday-themed spirit weeks. 

    Glenbard North made a short, fun TikTok video where students and a staff member introduced the themes of each day: cozy, candy cane coloured, family photo themed, Grinch vs. Whos, and festive. How fun! Try fun short videos like this on TikTok to create excitement. 

    Source: Glenbard North High School | TikTok

    University of Michigan – Highlight Holiday Events for a Good Cause

    The University of Michigan shared heartwarming highlights from their annual tree lighting ceremony. The guests of honour were the C.S. Mott Children’s Hospital’s ‘calendar kids’ who enjoyed special guest appearances from Batman and Captain Marvel. 

    Think about how your school gives back to the community and showcase that to demonstrate your commitment to making a positive impact as an institution. How fitting for the season of giving. 

    YouTube videoYouTube video

    Source: University of Michigan | YouTube

    McTavish High School – Give Students Something to Look Forward To! 

    The holidays are a time for celebration! Many schools host dances and events around this time. Make a fun video providing the details of your upcoming winter celebrations to give students something to look forward to. 

    In their video, McTavish High School provides essential event details in the video content and the description and creates hype around the upcoming dance with a high-energy mini-skit performed by students. 

    Source: McTavish High School| TikTok 

    University of Bristol – Show off Your Holiday Decorations 

    Just the sight of a well-lit tree can elicit excitement for lovers of the holiday season. Have you been decorating on campus? If so, why not show it off? 

    This simple video by the University of Bristol puts their beautiful tree on display and encourages students to stop and appreciate the beauty of their campus in the winter time. Your holiday highlight video is the perfect opportunity not only to display your decorations but also to show off amenities on campus. Take advantage of this! 

    Source: University of West England Bristol | TikTok 

    University of Essex – Showcase the Diversity Within Your Community

    One of the most beautiful parts of the holiday season is learning about the many traditions kept across the world. 

    Particularly as a diverse school community like the University of Essex, highlighting the diversity of your student body can be a heartwarming and interesting way to celebrate as an institution. Try an authentic interview-style video like this one to learn more about the individuals that make your community special. 

    Source: University of Essex | TikTok 

    The holiday season offers schools a unique opportunity to celebrate their community, showcase their values, and engage with their audiences in meaningful ways. Whether through heartfelt messages, creative animations, or exciting event highlights, a holiday video can capture the essence of your school while fostering pride and connection. 

    By drawing inspiration from the examples we went through and tailoring your approach to reflect your school’s spirit, you can create a memorable and impactful holiday highlight video that resonates with your students, staff, and families. Here’s to celebrating the achievements of 2024 and setting the stage for a bright and inspiring 2025! 



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  • Student Housing: A Question of Density

    Student Housing: A Question of Density

    (Or, why students get the halls they want but can’t afford rather than the ones they don’t and can.)

    David Tymms is a strategic advisor at QX Global. He previously held roles at London School of Economics as Director of Residential Services and at iQ Student Accommodation as Commercial Director.

    Student Numbers

    The number of full-time university students has grown rapidly in recent years according to the Higher Education Statistics Agency (HESA), rising by nearly a quarter in the last half decade to 2.36 million in 2022/23. Figures have risen most for students who are typically the main drivers of purpose-built student accommodation (PBSA) demand. ​Since 2014/15, the number of full-time international students has risen 81%. As a result, core demand – first-year UK undergraduates, international undergraduates and all postgraduates – now accounts for 61% of the UK’s full-time student population, adding additional pressure on the sector to deliver purpose-built housing.​

    Unmet core demand (‘000s)

    Source: JLL; HESA

    Changing wealth profiles

    In recent years, there has been a significant increase in participation rates from lower-income households as widening participation strategies begin to bear fruit and tuition fees continue to fall in real terms (the recent inflation uplift notwithstanding). ​Despite considerable noise about access to HE in the UK, data shows the two lowest quintiles of household wealth have seen the highest rates of growth in student numbers over the last five years, with the figure from the most deprived quintile rising an impressive 29% between 2018/19 and 2022/23. In that same period, the number from the least deprived quintile grew by just 2.4%. International patterns are also changing as growth from China slows and lower-income students from the Indian sub-continent and elsewhere come to the fore.

    Full-time domestic students by household wealth, England

    chart visualization

    Source: JLL; HESA

    The Decline in Applications

    Nevertheless, new hurdles seem set to slow several years of unabated growth, particularly for international students. Visa restrictions introduced in January 2023 bar most from bringing their families to the UK while Nigeria, recently the third largest international student cohort in the UK, faces a currency crisis that may continue to impact applications in years to come.​ Sponsored study visa applications from January to October 2024 (350,700) were 16% lower than for the same period in 2023. With the Universities and Colleges Admissions Service (UCAS) also reporting a small fall in undergraduate applications, the various data sets point to a tough period ahead for UK HE.

    New Build PBSA Viability

    PBSA, in common with other real estate sectors, has been heavily squeezed by rising construction, raw material, financing and regulatory costs, including the new Building Safety Act. Today, delivery in all but the highest value markets (min. £200pw+) remains, at best, challenging and in most cases unviable, thereby excluding many university towns and cities.

    University of Bath PBSA Study

    So what does this changing student demography and tightening development viability mean for PBSA, where falling levels of new scheme openings have resulted in a record core demand level of 61%?

    Jones Lang Lasalle (JLL) worked with a group of business students at the University of Bath to better understand the PBSA priorities of those studying in the UK. ​

    How would the following affect your decision in choosing student halls?

    chart visualization

    Source: JLL; University of Bath

    The research demonstrates that students still prioritise a single occupancy room with en suite bathroom. Twin rooms scored very poorly and only one third of students actively favoured catered accommodation. The results also confirm that students prefer ‘cluster flat’ accommodation types over studios and smaller apartments (4-6 sharers) over large. However, only 29% are prepared to pay more than £200pw.

    University Partnerships – The Opportunities and Challenges

    So how does the sector square the circle of delivering more viable – and thus affordable – room types given the clear evidence of students’ perceived priorities? ​Twins, non en suites, larger cluster flats and catered accommodation all provide potentially many more beds per land parcel. The Bath survey and other research, including by Student Crowd, is clear that these remain unpopular with students so we should be unsurprised developers and operators of ‘direct let beds’ generally build to these perceived priorities.

    Historically, one approach to increase PBSA density, and thus viability, has been university partnerships. This route sees occupancy either partially or completely de-risked for the accommodation provider. However, developing university partnerships can be challenging given the financial constraints in HE, the balance sheet treatment of such agreements and currently volatile student numbers. The Office for Students (OfS) recently forecast that 72% of institutions could have a deficit in 2025/26. Nevertheless, recent examples such as Unite Group’s deal with University of Newcastle and Urbanest’s with UCL, amongst others, show these challenges can be overcome, although examples are rarer for post-92 institutions. As Martin Blakey concluded in his recent HEPI Blog – Student Accommodation after 2024 and the Need for Strategic Realignment – ‘growth in student numbers no longer necessarily equates with the need for additional PBSA student bed spaces as has been the case over the last 20 years: future needs are changing and future accommodation provision cannot, for a whole variety of reasons, be more of the same’.

    Conclusions​

    The ‘direct let’ operators of PBSA, who dominate the UK market, face a challenging period ahead as they wrestle with development viability in all but a handful of markets and where their standing assets in some locations are becoming overpriced.  If the PBSA sector does not evolve, it risks forcing the fast-growing, lower income, domestic student population into different rental sectors (or to commute) and potentially damaging access to UK universities from emerging middle-income countries.

    This blog could not have been produced without the kind assistance of Marcus Dixon and Karl Tomusk at JLL.

    To download the full report please click here.

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  • How to Enhance Local SEO for K-12 School Websites

    How to Enhance Local SEO for K-12 School Websites

    Reading Time: 8 minutes

    Search engine optimization (SEO) is essential for improving your school’s online visibility, ensuring that when local families search for educational options, your school is among the first they see. SEO helps your website rank higher in search engine results, making prospective parents more likely to find you before other schools in your area. SEO gives your school a competitive edge in reaching families who are actively seeking information on local educational options. 

    Knowing the value of SEO, most people ask how to do SEO for a school? To begin implementing SEO, schools can focus on three primary areas: On-page SEO, technical SEO, and Local SEO. In this blog, we’re focussing on local SEO.

    An optimized online presence is crucial for K-12 schools to attract and engage prospective families within their local communities. By focusing on Local SEO, schools can increase their visibility in search engine results, connect with families nearby, and build trust as a leading choice for local education. With our 15 years of experience driving results for schools like yours, we know the unique challenges K-12 schools face in reaching prospective parents and students. This guide will walk you through the essential strategies to enhance your school’s local SEO, even if you’re new to search engine optimization.

    Struggling with enrollment?

    Our expert digital marketing services can help you attract and enroll more students!

     

    Understanding Local SEO for K-12 School Websites and Why It Matters 

    Local SEO optimizes your school’s website and online presence to rank higher in local search results. This optimization specifically targets potential families searching for schools in your area, making it an essential component for K-12 schools looking to expand their visibility.

    When someone searches “best private school near me” or “elementary school in [City],” the results that appear are influenced by local SEO practices. Google and other search engines analyze local relevance factors such as your school’s address, the presence of local keywords, online reviews, and overall domain authority to decide which websites to show at the top. Mastering local SEO for K-12 school websites can make a difference in being found online by families in your community.

    Are you trying to implement effective digital advertising for parents of students? Reach out to learn more about our digital marketing services

    Claiming and Optimizing Your Google My Business Profile

    What is the most effective strategy for local SEO? One of the most powerful steps you can take when marketing to K-12 students’ families in your area is to claim and optimize your Google My Business (GMB) profile. This profile is essential for local SEO because it provides search engines and families with critical information about your school, such as its location, contact information, and operating hours.

    Begin by verifying your school’s GMB profile. When editing the profile, ensure all details are accurate, including the school’s name, address, phone number, website URL, and a brief description of the school’s values and offerings. Google also allows you to add photos, which can be a fantastic way to showcase your school’s facilities, activities, and unique educational experiences. Families browsing through profiles will be drawn to authentic visuals, which can help them feel connected to your school before they even step foot on campus.

    Adding relevant categories (e.g., “Elementary School” or “Private School”) and attributes to your GMB profile increases your chances of appearing in local searches specific to your school type. Regularly update your GMB profile with fresh photos, events, and posts, as Google favors active profiles, enhancing your school’s local SEO ranking.

    Example: This is how Google presents your institution to searchers when you create and optimize your Google My Business account. Your GMB profile provides critical information about your institution in an easy-to-consume layout.

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    Source: Randolph-Macon Academy | Google

    Optimizing Your Website for Location-Based Keywords

    Your website’s content should reflect keywords families might use when searching for schools in your area. Instead of generic phrases like “top K-12 school,” incorporate keywords that feature your location, such as “top K-12 school in [City]” or “private high school in [Suburb].” These location-based keywords help search engines understand that your school serves families in a specific area, increasing your chances of appearing in relevant searches.

    Consider adding a dedicated “Location” or “About Our Community” page that details your school’s surrounding area, landmarks, or neighborhoods. This page could highlight the community values and amenities available, reinforcing that your school is embedded within the local community. Mentioning nearby cities, neighborhoods, or districts can also strengthen your local SEO, especially for families who want their children to be educated within specific geographic boundaries.

    Each page of your website should also include the school’s full name, address, and phone number (often referred to as NAP – Name, Address, Phone Number) in a consistent format. Placing your NAP details in the footer ensures they appear across the entire site, building user trust and Google’s confidence in your school’s legitimacy and location.

    Example: WillowWood School’s metadata uses the title WillowWood School | K-12 Private School | Toronto. In your metadata, include your school’s city to rank for location-based searches.

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    Source: WillowWood School

    Creating High-Quality, Locally Relevant Content

    Content marketing is an excellent way to boost your school’s visibility in search results. Develop blog posts, articles, and resource pages that speak to local concerns, events, and topics families in your area care about. Writing blog posts on subjects like “Why Choose a Private School in [City]” or “The Benefits of Small Class Sizes in [Neighborhood] Schools” can help attract local searches and establish your school as a knowledgeable voice within the community.

    Another powerful content idea is to publish posts about school events, open houses, and seasonal programs like summer camps. These posts can generate interest from families looking for activities within your area, leading to higher engagement on social media platforms.

    Local content can also come as testimonials and success stories from parents and students within the community. Encourage current families to share their experiences and post their stories on your blog or testimonials page. Positive testimonials boost your school’s reputation, and add keywords and phrases that resonate with other families in your area.

    Example: Here, Nanjing International School shares culturally and geographically relevant content on its YouTube channel, helping it to attract prospects. When creating content, particularly visual, highlight your school’s location and discuss any advantages it offers students.

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    Source: Nanjing International School | YouTube

    Encouraging Positive Online Reviews

    Online reviews play an important role in local SEO, particularly for schools. Families considering your school will likely check online reviews to gauge what other parents and students think of your programs, culture, and overall quality. Reviews posted on Google, Yelp, Facebook, and niche educational sites help build trust and credibility while boosting your local SEO ranking.

    One way to encourage reviews is by setting up an easy process for parents to leave feedback. After key events like open houses, school performances, or parent-teacher meetings, follow up with an email inviting parents to share their experience on Google or other review sites. Always respond to reviews in a timely, professional manner, whether positive or negative. This responsiveness shows that your school values feedback and is engaged with its community, which search engines recognize positively.

    Example: Western Heights Montessori School’s website displays several positive reviews. These personal and specific reviews highlight the school’s unique selling points. When encouraging parents to write reviews, try to prompt them toward a similar result.

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    Source: Western Heights Montessori

    Building Citations and Directory Listings

    Citations, or mentions of your school’s name, address, and phone number on other websites, are a key component of local SEO. Citations help search engines confirm your school’s existence and location, ultimately building your website’s authority. Common places for citations include online school directories, community websites, and local educational resources.

    Research reputable, relevant directories specific to education or your geographic area, and ensure your school’s information is listed accurately. Local chambers of commerce, community pages, and educational sites often provide directory listings or profiles where your school can be featured. Each additional citation strengthens your local SEO, contributing to a greater chance of appearing in local search results.

    Example: This is GLCT’s listing on the International School Database. By appearing on directories like this, you’re expanding your online presence, making it easier for prospects to find your school.

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    Source: Great Lakes College of Toronto |  International School Database

    Building Local Backlinks

    Backlinks, or links from other websites to your school’s website, are essential for establishing credibility in SEO. Local backlinks are even more valuable, as they signal to Google that your school is an authority in the community. Consider contacting local organizations, libraries, businesses, or news outlets that could mention or link to your school.

    For example, if your school partners with local businesses for community events, ask them to link to your website in their event descriptions. Participating in community service projects or sponsoring local events can provide backlink opportunities. Press releases about notable achievements or events at your school, published on local news sites, can generate valuable backlinks.

    Implementing Schema Markup

    Schema markup is a form of structured data that helps search engines understand specific information on your website. For K-12 schools, schema can highlight important details such as your school’s name, location, contact information, and even specific features like tuition or grade levels offered.

    Adding schema markup helps Google better understand the context of your website, often leading to enhanced search result displays with additional information like ratings, contact details, or event dates. Schools that use schema have a competitive advantage in local search results, as this markup can make your listing stand out.

    For example, implementing schema to highlight upcoming events, open house dates, or application deadlines allows families searching for local school options to identify important details quickly. Schema markup may require technical assistance, but it’s worth considering to boost your local SEO efforts further.

    Tracking and Adjusting Your Local SEO Strategy

    After implementing these local SEO practices, tracking your progress is essential. Use Google Analytics and Google Search Console to monitor key metrics such as organic search traffic, click-through rates, and the keywords driving traffic to your site. These insights can help you understand which strategies are working and where adjustments are needed.

    Regularly updating and refreshing your website’s content, profile listings, and SEO practices is vital to staying competitive. Local SEO is an ongoing process, and search engine algorithms frequently change, so periodically revisiting and refining your strategy can ensure your school continues to attract and engage the local community effectively.

    Implementing local SEO for your K-12 school’s website may initially seem complex, but by focusing on the essential practices we’ve discussed today, you’ll soon see its value. By investing in local SEO, you’re building a more robust digital foundation and positioning your school as a valuable resource in your community.

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    FAQs

    How to do SEO for a school?

    To begin implementing SEO, schools can focus on three primary areas: On-page SEO, technical SEO, and Local SEO. In this blog, we’re focussing on local SEO.

    What is the most effective strategy for local SEO?

    One of the most powerful steps you can take when marketing to K-12 students’ families in your area is to claim and optimize your Google My Business (GMB) profile.

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