Category: Education Lead Generation

Convert More Inquiries Into Enrollments in 2025
Reading Time: 14 minutes

Turning inquiries into enrollments is where real growth happens. In today’s competitive education market, generating leads is just the beginning. The bigger challenge? Guiding prospective students through the decision-making journey thoughtfully, strategically, and at scale.

That’s where lead nurturing in education comes in.

Done right, lead nurturing builds trust over time. It moves beyond one-off follow-ups or generic emails, instead delivering timely and relevant touchpoints that support prospects at each stage of their journey. For schools and universities, it’s one of the most powerful levers for boosting application and enrollment rates.

This post breaks down how educational institutions worldwide are evolving their lead nurturing strategies for 2025. We’ll cover actionable techniques like segmenting by intent, building automation that feels personal, and aligning communication with what Gen Alpha expects. Along the way, we’ll share real-life examples to illustrate how schools are implementing this in practice.

Are you looking for education marketing services?

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

Changing Student Expectations in 2025 (Gen Z and Gen Alpha)

Why is fast response time so important in student lead nurturing? Today’s prospective students, spanning late Gen Z and the emerging Generation Alpha, expect immediacy and personalization. These digital natives grew up with instant streaming, smart devices, and AI assistants. When they reach out to schools, they expect the same level of responsiveness. In fact, most prospective students enroll at the first institution that replies. That first-touch speed is no longer a bonus; it’s the baseline.

This shift has raised the bar for student engagement. When a teen submits an inquiry at 8 p.m. or a parent messages on Sunday morning, they want a prompt reply. Waiting days for an email or being stuck in a voicemail loop is a fast track to lost leads. Live chat, chatbots, text messaging, and fast email responses have become expected, not exceptional.

Example: To meet these expectations, the University of Johannesburg implemented MoUJi, an AI-powered chatbot on their website and messaging platforms to provide instant 24/7 answers to prospective student inquiries. This chatbot handles common admissions questions (e.g. application status, program info) and syncs with student records, significantly improving first-response times for Gen Z/Gen Alpha prospects. UJ’s always-on approach has led to faster conversions, as more than half of students now enroll at the first institution to reply, making immediacy the new baseline.

Source: UJ News

Of course, speed alone isn’t enough. Students also expect relevance. A student asking about health sciences should not receive a generic welcome packet. Provide tailored content, whether it’s a program-specific brochure, alumni video, or next steps based on where they are in the enrollment process.

Tone and channel matter too. Younger Gen Alpha students may prefer casual WhatsApp or Instagram DMs. Adult learners might gravitate toward email or phone. The goal is to meet students where they are, with the right message, at the right time.

Actionable insight: Audit your current inquiry process. Are you responding within the first hour? Are you using the same platforms where students made contact? If not, explore adding a chatbot, setting up automated SMS/email alerts, or staggering staff shifts to cover peak hours. In 2025, responsiveness is no longer a luxury; it’s the difference between a lead and a lost opportunity.

Segmenting Leads for Targeted Nurturing

To nurture leads effectively, one size cannot fit all, because not all leads are equal. A key early step is lead segmentation: categorizing and organizing your inquiries into meaningful groups.

How can segmenting leads improve enrollment outcomes for schools? Segmentation helps you focus your energy where it pays off, ensuring each prospective student gets information and attention tailored to their needs. You can segment leads on multiple dimensions: source of the lead, program interest, timeline to enrollment, and engagement behavior. Breaking your giant inquiry list into smaller segments lets you craft follow-up strategies that resonate with each group, rather than blasting generic messages to everyone.

What are useful segmentation categories for schools? Consider these four core dimensions from HEM’s lead nurturing in education framework:
- Source: How did the lead find you (e.g., organic website form, paid ad, education fair)? A student from a high-intent channel, like an agent referral, may need a different approach than someone from a broad awareness campaign.
- Program or Interest Area: What are they interested in studying? Target content accordingly.
- Enrollment Timeline: Are they looking to enroll now or years from now? Your follow-up cadence should reflect that.
- Engagement Behavior: Have they interacted with your emails, attended a webinar, or ignored follow-ups? Hot leads deserve more attention.
By tagging leads across these criteria, you can prioritize and personalize your outreach, automate smarter, and increase conversion efficiency. For example, “Fall 2025 Business Masters prospects from Facebook” who opened three emails might get invited to an alumni panel, while “2026 boarding school parents” could receive nurturing newsletters and event invites over a longer cycle.

Example: International House Dublin, a prominent English-language school, effectively segments its wide-ranging audience, which includes everyone from teenagers to corporate professionals, to ensure personalized lead nurturing. The school uses its CRM and marketing automation to group inquiries by age, course interest, and language level. A 15-year-old exploring summer camps receives youth-oriented content like social media snippets or student testimonials, while a 40-year-old business English prospect might get LinkedIn-style resources or an invite to a professional language webinar. This segmentation strategy ensures tailored, relevant communication for each lead, improving both engagement and conversion.

Source: Higher Education Marketing

Actionable Insight: If you’re just starting, begin by tagging leads by program and temperature (“hot,” “warm,” “cold”). Even a simple domestic vs. international distinction helps tailor outreach. Segmentation is the essential first step in treating leads as individuals, not numbers. And in 2025, that personal touch is now expected.

Prioritizing and Scoring Your Leads

Once you’ve segmented your inquiries, the next step is to determine lead quality. Which inquiries are most likely to turn into enrollments? Ideally, your admissions team would personally follow up with every lead. But limited time and resources mean you need to focus on the best opportunities. Lead prioritization and lead scoring allow you to rank leads by their likelihood to enroll, guiding where to devote personalized outreach versus automated nurturing.

Start by identifying signals that suggest high intent. Did the lead schedule a tour? Attend a webinar? Engage with multiple emails? Our HEM webinar series advises schools to “identify each online source that delivers leads, and rank which sources tend to deliver the highest-intent prospects.” Historical data can help here; perhaps students from referral programs convert more often than those from general ads.

Lead scoring formalizes this process. Assign points to meaningful actions and attributes: +10 for a virtual event, +5 for local applicants, +5 for a relevant test score, -5 for vague interest in a distant intake. The result is a numeric ranking that helps you target high-potential leads with fast, personal follow-up while keeping lower-interest leads on longer nurturing paths.

Example: Business School Lausanne (Switzerland) uses a data-driven lead scoring model to prioritize inquiries most likely to enroll. BSL assigns points for behaviors and attributes (e.g., +10 for attending a webinar, +5 if local, -5 if long timeline) and tracks this in their CRM. This scoring helped BSL’s small admissions team focus on quality over quantity. “Each program has its own logic… and season,” notes BSL’s dean, so they leverage data to target high-intent leads by region and timing. By concentrating outreach on top-scoring international prospects, the school not only improved efficiency but also enhanced global diversity in its intakes (since they could devote more time to engaged candidates from various countries rather than chasing every cold lead).

Source: Higher Education Marketing

Actionable Insight: Define a few high-priority criteria for your school and flag those leads. Build tiered workflows, personal outreach for top scorers, automated flows for the rest, and refine your model over time using enrollment results.

Ensuring CRM Hygiene and Integration

A sophisticated CRM is only as effective as the data it holds. Without regular maintenance, even the best platforms can become cluttered, inconsistent, and fragmented, undermining your lead nurturing efforts. CRM hygiene means keeping your database clean, updated, and fully integrated with all your lead capture channels.

First, ensure every lead source flows directly into your CRM. Whether it’s your website inquiry forms, live chat, student fairs, or Facebook messages, all data should be centralized. Avoid manual transfers whenever possible to reduce errors and response delays. Forms, event sign-ups, and chatbots should automatically populate fields and trigger workflows in real time.

Next, standardize how data is entered and tagged. Use predefined categories and consistent naming conventions. If one lead source is labeled “HS Fair” and another “High School Event,” your reporting will be skewed. CRM hygiene also means merging duplicate entries, correcting missing data, and regularly reviewing fields for accuracy.

Compliance is another core aspect. Be sure your CRM tracks communication consent in accordance with regional laws like GDPR, CASL, and CAN-SPAM. Respecting privacy builds trust and protects your institution legally.

Example: Griffith College (Ireland): Undertook a comprehensive CRM cleanup and integration initiative that paid off in enrollment gains. As Ireland’s largest private college, Griffith had amassed a large inquiry database in HubSpot over the years. In 2022, they partnered with consultants to audit this CRM data, merge duplicates, update missing fields, and standardize lead sources. They also integrated all lead capture points – website forms, event sign-ups, Facebook lead ads – so that every prospect flows directly into HubSpot in real time (eliminating error-prone manual imports). After these hygiene improvements and streamlining of workflows, Griffith saw a 20% year-over-year increase in registered learners for Spring 2023. Clean data also enabled better segmentation; “dedicated workflows” now target specific audiences in their market with relevant content automatically.

Source: Higher Education Marketing

Actionable Insight: Schedule monthly data checks and quarterly audits to ensure consistency, eliminate duplicates, and verify integration across all lead sources. Clean data enables smarter, faster, and more personalized outreach.

Automating Lead Nurturing Workflows

With segmented, prioritized, and clean data in place, automation becomes the engine that powers scalable, personalized communication. Lead nurturing in education workflows ensures that no inquiry is overlooked and that each prospective student receives timely, relevant touchpoints guiding them toward enrollment.

What role does automation play in modern lead nurturing strategies? Automation enables schools to nurture large numbers of leads while maintaining personalization. Automated workflows deliver timely touchpoints, such as welcome emails, event reminders, application prompts, and follow-up messages, based on a lead’s actions or profile. With branching logic and program-specific workflows, automation ensures no inquiry is overlooked and frees staff to focus on high-value, high-intent leads.

Workflows are automated sequences of communications and tasks triggered by specific actions or characteristics. For instance, a lead who submits an inquiry form might automatically receive a welcome email, followed by a testimonial video, and later an invitation to apply. Use branching logic that adjusts messaging based on behavior. If a lead clicks a financial aid link, they receive scholarship information. If they remain inactive, they’re routed into a slower, long-term campaign.

This systematized approach enables your team to engage thousands of prospects without manual effort. It also supports tiered nurturing: high-priority leads can trigger alerts for personal outreach, while low-priority leads receive regular updates through drip campaigns.

Automation by program type and lead score further refines communication. Undergraduate prospects might get campus life content and application deadlines, while MBA leads receive career stats and admissions webinars.

Example: Michael Vincent Academy (USA): This Los Angeles beauty academy uses marketing automation to nurture leads at scale. As a small, private school (~350 students/year) without state funding, MVA needed to work “smarter, not harder,” says its CEO. They implemented HEM’s Mautic CRM to automate repetitive recruitment tasks: inquiry form submissions trigger immediate personalized emails, and scheduled drip campaigns send course info and alumni success stories over time. The CRM also tracks each lead’s progress and alerts staff when a high-value prospect engages (so they can personally reach out). The result is that “key elements of the academy’s workflow are now automated, allowing staff to spend more time connecting with prospective students,” rather than manual data entry.

Source: Higher Education Marketing

Actionable Insight: Start with a “welcome series” automation. Then build event follow-ups and dormant lead workflows. Use branching logic to scale personalization and free your team for high-touch moments.

Engaging Leads Across Multiple Channels

In 2025, engaging prospective students effectively means communicating across the full range of channels they use every day. Relying on email alone is no longer enough. Students and their families expect institutions to be present and responsive on email, text, social media, messaging apps, and even video calls. By orchestrating conversations across these platforms, schools can deliver a seamless and personalized lead-nurturing experience.

Email remains foundational for many schools because it’s scalable and direct. But augmenting email with SMS or text messaging can increase visibility and response, particularly for time-sensitive communications like deadline reminders or event invitations. A friendly text from an admissions counselor often prompts a faster reply than an email alone.

Messaging platforms such as WhatsApp, Facebook Messenger, and WeChat are essential for reaching international audiences. Schools that integrate their CRM with these apps can ensure students receive real-time support in their preferred environments. Meanwhile, chatbots and live chat widgets on institutional websites offer 24/7 responsiveness, capturing leads and answering questions immediately, even outside business hours.

Social media content also plays a subtle but powerful role in nurturing. Students often monitor a school’s Instagram or TikTok after inquiring, using it to assess campus life, student experiences, and the overall vibe. Frequent, engaging posts, such as student takeovers, Q&A videos, and highlight reels from events, build trust and connection. Private groups on Facebook or Discord can further nurture admitted students by creating a sense of belonging before they even arrive.

Finally, video calls and phone consultations remain invaluable for more complex or personal conversations, especially with parents or mature learners. Scheduling one-on-one chats after a lead shows interest helps deepen the relationship and guide the student toward enrollment.

Example: Queen Anne’s School exemplifies coordinated multi-channel engagement. They ran dual campaigns that targeted both parents and students: engaging Facebook and Instagram ads were tailored for parents, while vibrant Snapchat ads focused on student interests. This approach ensured the entire decision-making unit received relevant messaging on their preferred platforms. By tailoring content and channel per audience, Queen Anne’s created a connected, multi-touch nurturing experience that contributed to better recruitment outcomes.

Source: Higher Education Marketing

Actionable Insight: Review your communication strategy and expand beyond your primary channel. Add one new platform, whether a texting tool, chatbot, or social campaign, and measure its impact. Prioritize consistency and responsiveness, not volume, and always align messaging with where each prospect is in their decision journey.

Personalizing the Nurture Journey

Today’s students are used to hyper-customized experiences from the apps and services they use daily. If your school sends generic emails or one-size-fits-all messages, you risk losing the attention and trust of prospective students. Personalization helps you build real connections, and it can significantly increase your chances of converting an inquiry into an enrollment.

Start with the basics: use the student’s first name and program of interest in every message. “Hi, Sam, we saw you’re exploring our Biology program…” is far more effective than a bland greeting. Most CRMs and email tools allow this kind of dynamic personalization with ease.

Next, tailor content to fit the student’s interest and where they are in their journey. Someone researching a business degree should receive content about business-related careers, program features, or a student success story from that faculty – not generic school-wide information. Similarly, if a lead has already applied, they should be receiving reminders about next steps, not introductory program brochures.

Behavioral personalization adds another layer. If a student lingers on your financial aid page, follow up with a scholarship guide. If they start but don’t finish an application, trigger a helpful reminder email or call.

Finally, consider personalization at scale through tools like personalized video. A student who receives a message like “Hi, Jordan – congrats on your acceptance to our engineering program!” is more likely to feel recognized and valued.

Example: West Texas A&M delivered an extraordinary level of personalization in admissions by having its president record 3,000 individual welcome videos for newly admitted students. In Spring 2021, President Walter Wendler spent nearly 200 hours personally addressing each admitted student by name, congratulating them, and mentioning their intended major in a short video clip. The videos helped incoming freshmen feel a human connection to the university before ever setting foot on campus. Indeed, WTAMU officials believed this effort would tip the scales for students deciding where to enroll, by showing that WTAMU sees them as individuals, not numbers.

Source: West Texas A&M

Measuring Results and Continuously Improving

Effective lead nurturing starts with emails and running campaigns, but it’s also about tracking what works and refining your strategy over time. Without measurement, you’re flying blind. Schools that succeed in converting inquiries into enrollments are those that monitor their funnel closely: from inquiry to application, admission, and enrollment. Every stage can offer insight if you’re capturing the right data.

At the core, this means using your CRM to track where leads come from, how they interact with your communications, and what ultimately drives them to enroll. Schools should “measure leads and enrolled students by source”. Knowing, for instance, that webinar attendees convert at a higher rate than paid ad clicks allows you to double down on that tactic.

Equally important is monitoring engagement: Are students opening your emails? Clicking links? Attending virtual sessions? These are early signals of effectiveness. If email open rates drop off midway through a sequence, your messaging or timing may need adjustment.

It’s also critical to examine conversion rates between funnel stages. If your inquiry-to-application rate is stuck at 10%, targeted nurturing improvements, like faster replies or more tailored messaging, might lift it to 15%, a meaningful jump.

Actionable Insight: Create a monthly report that tracks each stage of your funnel, including lead source and engagement metrics. Pick one weak spot each quarter, run a small experiment, and measure the impact. Optimization is ongoing, and the key to sustained enrollment growth.

Embracing a Digital-First, Student-Centric Approach

Mastering lead nurturing in education today means more than adopting new tools, it requires a student-first mindset. In 2025, prospective students expect fast responses, personalized communication, and authentic engagement. Schools that align their outreach with these expectations, supported by data and automation, are seeing stronger results across the board.

The institutions highlighted in this article show that consistent, relevant nurturing works. It builds trust, improves yield, and creates better-fit incoming classes.

But nurturing is not just about conversions. It’s about respect. When a student receives helpful, well-timed guidance tailored to their interests, it signals that your school sees them as more than a number. That personal attention can tip the scales when it’s time to choose.

As you refine your student recruitment strategies, ask: Are we showing up where students are? Are we engaging quickly and meaningfully? Are we using our data wisely and ethically? With each improvement, you move closer to a recruitment process that feels less like marketing and more like service.

In short: every inquiry is the start of a journey. With thoughtful, digital-first nurturing, your school can guide more students to a confident, well-informed “yes.”

Are you looking for education marketing services?

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

Frequently Asked Questions

Question: Why is fast response time so important in student lead nurturing?

Answer: Today’s prospective students, spanning late Gen Z and the emerging Generation Alpha, expect immediacy and personalization. These digital natives grew up with instant streaming, smart devices, and AI assistants. When they reach out to schools, they expect the same level of responsiveness.

Question: How can segmenting leads improve enrollment outcomes for schools?

Answer: Segmentation helps you focus your energy where it pays off, ensuring each prospective student gets information and attention tailored to their needs.

Question: What role does automation play in modern lead nurturing strategies?

Answer: Automation enables schools to nurture large numbers of leads while maintaining personalization. Automated workflows deliver timely touchpoints, such as welcome emails, event reminders, application prompts, and follow-up messages, based on a lead’s actions or profile.
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November 26, 2025
AI Tools for School Administrators
Reading Time: 15 minutes

Artificial Intelligence is reshaping how school administrators, from K–12 principals to university registrars, manage operations, make decisions, and communicate with stakeholders. As resources tighten and expectations rise, AI tools for school administrators offer a powerful opportunity to do more with less. In the 2023–24 school year, a growing majority of K–12 staff are now using AI tools in their work. In a recent Ellucian survey, 61% of higher ed respondents said they’re already using AI, and about 80% cited productivity and efficiency as their main reasons for adopting it.

This isn’t just a tech trend. It’s a real shift in how schools function. AI can automate repetitive tasks, surface data-driven insights, and generate personalized communications. For busy administrators, that means less time on paperwork and more time supporting students and staff.

In this article, we’ll break down how AI is transforming educational management. You’ll see practical use cases, benefits like faster decision-making and streamlined workflows, and what to watch out for when it comes to ethics and implementation. Whether you’re running a district office or managing a registrar’s team, this guide will help you lead smarter and work more efficiently, with AI as your partner.

Are you ready to improve visibility, engagement, and enrollment?

Partner with HEM for solutions designed to help your institution stand out.

How AI Enhances Decision-Making for Administrators

How does AI help school administrators make better decisions? AI’s greatest strength in school management lies in transforming raw data into clear, actionable insights. Administrators regularly face overwhelming volumes of information, grades, attendance, budget reports, and surveys that can be difficult to parse manually. AI tools help by quickly identifying patterns that support evidence-based decisions.

Predictive analytics, for example, can forecast enrollment trends or flag early warning signs. A high school principal might spot which student groups are at risk of chronic absenteeism, while a registrar could project staffing needs for upcoming semesters based on historical data.

AI dashboards make this analysis easy to interpret. They can highlight underused programs, suggest reallocating resources, or model different outcomes to support strategic planning. If an extracurricular activity shows consistently low participation, the system might recommend shifting resources to better-performing initiatives.

The result is faster, more informed decision-making. With AI as a planning partner, administrators gain a sharper view of their institution and can act with confidence and precision.

Automating Routine Administrative Tasks with AI

What routine administrative tasks can AI automate in schools? From attendance logs to class schedules, school administrators are buried in repetitive tasks that sap time and focus. AI is stepping in to take care of the busywork, streamlining operations and giving staff space to lead more strategically.

Take attendance tracking. Instead of manual entry, AI-powered systems can log student presence through smart ID cards or facial recognition check-ins. These tools don’t just record absences; they spot trends. A sudden drop in attendance? The system flags it, prompting early intervention. Some schools now pair attendance with performance data to identify at-risk students before grades slip or disengagement deepens.

Scheduling is another pain point. Building a timetable involves balancing staff availability, room assignments, student choices, and course caps. AI algorithms solve this puzzle fast. In Boston, a genetic algorithm optimized school bus routes in under an hour, cutting 50 buses and saving $5 million annually. That same principle applies to class scheduling, resource allocation, and beyond.

Report generation also gets a boost. AI tools for school administrators can pull data and format it into accurate, ready-to-send reports, such as monthly summaries, performance dashboards, and compliance logs, without human input. Even tedious data entry tasks like processing forms or invoices are simplified through OCR-powered automation.

Need to review a long policy or school social media policy? AI tools now scan, summarize, and highlight what matters. Post-meeting? Transcription services like Otter.ai generate action items and summaries within minutes.

The impact is clear: by automating the everyday, AI frees up time for what truly matters, strategic thinking, collaboration, and student support.

AI for Communication and Writing in School Administration

Strong communication is central to effective school leadership. Yet writing everything from newsletters to policy updates can eat up an administrator’s already busy schedule. That’s where AI can step in, not to replace the human voice, but to support it.

Generative AI tools like Grammarly, ChatGPT, and Jasper are helping school leaders draft clearer, more consistent communications. Do you need to send a monthly update to parents? AI can suggest section headers, polish grammar, and help set the right tone. Drafting a memo to staff? AI can create a first version that administrators can refine for local context. These tools are especially helpful when writing in a non-native language or tailoring content to a specific reading level.

They also save time on summarizing. AI can distill a lengthy school board report into a concise briefing in seconds, or help craft sensitive messages with more precision. One district principal used AI to write a winter holiday letter. The tone was spot on, but the AI mistakenly referenced sledding, forgetting the school was in a warm climate. The principal simply edited it. This type of human oversight ensures accuracy while significantly reducing drafting time.

AI’s reach extends beyond written documents. Many schools and universities now use chatbots to handle FAQs around enrollment, deadlines, and policies. Georgia State’s “Pounce” chatbot reduced summer melt by 21 percent by keeping students engaged. CSUN’s “CSUNny” improved retention by providing 24/7 support. In K–12, chatbots answer parent questions or send automated reminders, freeing staff from phone call overload.

In short, AI acts as a communication partner, speeding up writing, strengthening clarity, and helping administrators stay connected without burning out.

Key Benefits of AI in School Management

When thoughtfully implemented, AI can significantly improve how schools are run, especially for administrators balancing limited resources, increasing demands, and time-sensitive responsibilities. Here are five key advantages that AI brings to school management.

Greater Efficiency and Time Savings
AI handles repetitive, time-consuming tasks such as data entry, attendance tracking, report generation, and scheduling. Automating these processes minimizes errors and frees up valuable hours for principals and support staff to focus on more impactful activities, like supporting teachers, engaging with parents, and driving instructional improvements. According to the McKinsey report, AI tools can help educators and administrators reclaim 20 to 40 percent of their time previously spent on routine tasks.

Cost Savings and Better Use of Resources
Schools often operate on tight budgets. AI helps by identifying operational inefficiencies and suggesting cost-saving alternatives. AI also helps in allocating resources more wisely, whether adjusting staffing based on predicted needs or identifying underutilized facilities to repurpose. These efficiencies help schools manage tight budgets. Schools can avoid unnecessary expenditures by relying on AI analysis to guide decisions.

Smarter, Data-Driven Decisions
AI systems analyze student performance, behaviour trends, and resource utilization far more quickly than a human could. For instance, if data shows that a particular grade level is struggling in math, school leaders can intervene early with targeted support. Having these insights readily available leads to stronger decisions grounded in real evidence.

Stronger, Personalized Communication
AI-powered tools like chatbots and automated messaging platforms allow schools to provide timely, personalized updates to parents and students. From attendance alerts to event reminders, these systems ensure important information gets delivered and acted on, without staff needing to make dozens of phone calls or send multiple emails.

Strategic Focus and Innovation
By handling operational tasks in the background, AI gives administrators more bandwidth to focus on long-term priorities. Whether that’s improving school culture, mentoring educators, or piloting new programs, leaders can spend less time buried in paperwork and more time driving change.

Challenges of Implementing AI for School Administrators

What challenges do schools face when implementing AI tools? The potential of AI in education is vast, but unlocking it requires more than just installing a new tool. For school administrators, adopting AI often brings a mix of excitement and logistical complexity. Here are the key implementation challenges leaders should be prepared to navigate.

Upfront Costs and Infrastructure Needs
Launching AI systems can involve steep initial costs. Schools may need to purchase licenses, upgrade hardware, or improve network connectivity. Basic requirements like reliable internet and compatible devices can be hurdles, especially in underfunded or rural districts. While grants or partnerships may offset expenses, planning for these investments is essential.

Staff Training and Resistance to Change
AI adoption means changes in workflows. Teachers, clerical staff, and leadership teams must learn how to use new tools effectively. Resistance often stems from fear of job displacement or lack of familiarity. Providing professional development, starting with small pilots, and showing quick wins are all important steps in gaining staff buy-in.

Data Integration and Quality Issues
AI is only as good as the data it works with. Many schools operate with siloed or inconsistent data systems. AI needs clean, well-integrated data to function properly. If attendance, grades, or behaviour logs aren’t standardized, outputs can be skewed or misleading. Administrators may need to revamp data practices and work closely with IT teams to ensure accuracy and consistency.

Ongoing Maintenance and Oversight
AI tools aren’t set-it-and-forget-it. They require regular updates, monitoring, and occasional recalibration. Schools without dedicated IT support may struggle to sustain them. Assigning responsibility for AI upkeep and budgeting for long-term maintenance are key to success.

Human Trust and Role Clarity
Some staff may worry that automation threatens their jobs. Others may be skeptical of the AI’s accuracy. Administrators should communicate clearly that AI augments human work, not replaces it, and maintain human oversight to ensure outputs are reviewed and contextualized.

Addressing these challenges proactively can turn early hurdles into long-term advantages.

Ethical and Privacy Considerations with AI in Schools

Alongside technical and logistical challenges, school administrators must carefully consider the ethical implications of using AI. Because education involves minors and sensitive data, ethical missteps can have lasting consequences. From student privacy to algorithmic bias, it’s essential to put safeguards in place that prioritize safety, equity, and transparency.

Data Privacy and Security
AI systems often require access to student records, health information, and sometimes even biometric data. Feeding this information into cloud-based tools or algorithms increases the risk of misuse or breaches. Administrators must ensure that all systems meet rigorous data protection standards, and that families are informed about what data is collected and how it’s used. Best practices include strong encryption, regular audits, transparent data policies, and opt-out or deletion options when appropriate. Over-surveillance, like constant monitoring or facial recognition, can also undermine trust. Schools must strike a balance between data-driven insights and preserving a respectful learning environment.

Bias and Fairness
AI systems trained on historical data can unintentionally reinforce existing inequalities. Predictive models used to identify at-risk students, allocate resources, or evaluate staff must be tested for fairness across race, gender, and socioeconomic status. If unchecked, biased outputs could deepen disparities instead of correcting them. Administrators should work with vendors to ensure diverse training data and conduct regular audits of AI decisions. Involving stakeholders, teachers, parents, and even students in reviewing AI use helps bring community accountability into the process.

Transparency and Accountability
Schools should avoid “black box” tools that make recommendations without clear reasoning. Any AI system used to inform decisions, like admissions or discipline, should offer interpretable outputs and allow for human oversight. Clear policies must be in place to define who is responsible if the AI makes a mistake. Human judgment should always remain central.

Academic Integrity and Human Development
Generative AI tools raise new questions about cheating, originality, and learning. Administrators must set clear guidelines on acceptable and unacceptable use, emphasizing that AI should support learning, not replace it. Over-reliance on AI for writing or problem-solving can weaken essential student skills. Responsible use requires balancing innovation with the core educational mission of developing thinkers and communicators.

Equity of Access
AI should not become a new driver of inequality. If only well-funded schools can afford effective AI tools, achievement gaps will widen. Public institutions, nonprofits, and policymakers must work together to promote equitable access through shared resources, training, and support. Every student deserves the benefits of smart technology, not just those in the most resourced districts.

In short, the power of AI for school management must be matched with principled leadership. Ethical implementation demands vigilance, humility, and transparency, qualities that define the best

How to Implement AI in School Administration

Bringing AI into school administration is a strategic process, not a quick plug-and-play solution. To maximize its benefits and minimize disruption, education leaders need to approach AI adoption methodically. Here’s a roadmap for successfully implementing AI in school operations.
1. Assess Needs and Define Goals
  Start with a clear-eyed look at current workflows. What drains staff time? Where are inefficiencies or bottlenecks? Pinpoint specific areas where AI could make a meaningful difference, such as automating repetitive data entry or improving enrollment forecasting. From there, define measurable goals, like reducing schedule conflicts or increasing the speed of report generation. These targets will shape your entire implementation and help evaluate success.
Example: Katy Independent School District (Texas, USA): Facing a growing administrative burden, Katy ISD recognized that its support staff were “outnumbered” by high volumes of repetitive tasks (answering routine inquiries, data entry, etc.). District leaders set a concrete goal for their AI initiative: have AI handle roughly 30% of routine administrative inquiries – with 24/7, bilingual support – so that human staff can focus on high-value interactions. This target was born from a needs assessment of where staff time was being drained. By defining this goal (30% automation of inquiries), Katy ISD created a clear metric for success and a focused vision: use AI as a virtual assistant to improve responsiveness to families while freeing staff for more complex student and parent needs.

Source: Community Impact
1. Research and Select the Right Tools
  Not all AI tools are created equal. Once you’ve identified priorities, explore tools designed for education. Look for platforms that integrate easily with your existing systems (SIS, LMS, HR) and are user-friendly for staff. Prioritize solutions with strong vendor support and a track record in the education sector. Talking to peer institutions or reviewing relevant case studies can offer valuable insights.
Example: University of Richmond (Virginia, USA): In higher education, institutions are also methodical in choosing AI for administrative use. The University of Richmond explicitly notes the “transformative potential of generative AI…in enhancing administrative efficiencies”, but pairs that excitement with careful evaluation criteria. In official staff guidelines, the university directs its administrative teams to critically vet AI tools for technical fit, security, and ethical considerations. Staff are encouraged to pilot new AI-based services (from chatbots to transcription tools) in a controlled manner – checking that any chosen tool aligns with data privacy policies and the university’s values.

Source: University of Richmond
1. Start with a Pilot
  Choose a small-scale pilot to test your chosen tool. This might mean introducing a scheduling AI in one department or using a chatbot for financial aid inquiries. Track outcomes closely—are tasks being completed faster? Are users more satisfied? Gather feedback and refine the approach before expanding. A strong pilot builds confidence and creates internal champions.
Example: Indianapolis Public Schools (Indiana, USA): IPS illustrates the wisdom of beginning AI adoption on a small scale. In the first year of its AI initiative, the district ran a pilot with just 20 staff members using a district-approved AI tool to handle some of their tasks. This limited pilot let IPS observe real-world uses and challenges (e.g., how an AI writing assistant might help draft reports) without impacting all schools. District leaders gathered feedback and saw improvements, which informed an official AI policy in development. This phased pilot approach gave IPS the chance to refine guidelines and train users in between phases.

Source: MirrorIndy
1. Train Staff and Build Buy-In
  Training is critical. Provide hands-on sessions, user guides, and a forum for questions. Explain how the AI will support, not replace, staff, and share early successes. Framing AI as a helpful assistant rather than a threat makes adoption smoother. Emphasize the time-saving potential and how it frees up staff for more meaningful work.
Example: School District of Philadelphia (Pennsylvania, USA): Philadelphia’s public school system, in partnership with the University of Pennsylvania, launched a first-of-its-kind AI training pilot to ensure educators and administrators were on board and prepared. The program, called PASS (Pioneering AI in School Systems), was announced in late 2024 and offers multi-tiered professional development free to a pilot group of district staff. Crucially, PASS explicitly targets mindset and skill-building: it trains district administrators on strategic planning for AI, guides school leaders on implementing AI tools in their schools, and coaches teachers on using AI to enhance (not replace) instruction.

Source: Penn GSE
1. Scale Gradually and Integrate Thoughtfully
  With a successful pilot in hand, plan for phased implementation. Avoid overwhelming staff by rolling out AI features in stages: first attendance, then scheduling, then reporting. Make sure each step integrates well with existing workflows. Be prepared to revise outdated processes to accommodate the new tool, and keep communication open throughout the transition.
Example: Indianapolis Public Schools (Indiana, USA): After its initial small-scale pilot, IPS is deliberately not rushing into a district-wide rollout – exemplifying thoughtful integration. The district is entering a second pilot year with more staff and a new tool (Google’s Gemini chatbot), but has held off on immediately procuring a permanent, system-wide AI platform. This restraint is intentional: IPS leaders want to ensure any AI tool is truly effective and fits their needs before integrating it into all schools. They are also developing an AI Advisory Committee (including administrators, teachers, tech, and legal experts) to guide integration and update usage policies as the pilot expands. By scaling usage gradually – first 20 staff, now a larger cohort, still not yet student-facing – IPS can adjust its data integration, security settings, and training materials in parallel.

Source: MirrorIndy
1. Monitor, Measure, Improve
  Implementation doesn’t stop at rollout. Regularly assess whether the AI is meeting your goals. Track KPIs like time saved, error rates, or satisfaction levels. Use this data to fine-tune the system and report outcomes to stakeholders. AI platforms often improve with use, especially those built on machine learning. Feeding back your school’s data will make them more effective over time.
Example: Deakin University (Victoria, Australia): Deakin’s IT and administrative teams exemplify continuous improvement with their AI-powered student services. The university’s digital assistant “Genie” was rolled out in stages and is closely monitored for usage and performance. Since launching across campus, Genie’s user base has more than doubled within a year over 25,000 students having downloaded the app, a metric the university tracks to gauge adoption. Deakin’s Chief Digital Officer noted they analyze conversation data: at peak times, Genie handles up to 12,000 conversations a day, and they review the top categories of student questions (e.g., timetable info, assignment deadlines). By identifying the most common inquiries, the team continuously updates Genie’s responses and adds new features. This ongoing measurement extends to quality checks – the university monitors whether Genie’s answers resolved students’ issues or if human staff had to follow up, informing further training of the AI.

Source: Deakin University
1. Foster a Culture of Innovation
  Successful AI integration requires a mindset shift. Leaders should create an environment where staff feel empowered to try new approaches and share feedback. Celebrate wins, learn from setbacks, and reinforce that AI is a tool to enhance human capacity, not replace it.
Example: Cottesmore School (West Sussex, UK): This independent boarding school has embraced an innovation-first culture in its administration, particularly with AI. Headmaster Tom Rogerson gained international attention in 2023 for appointing an AI chatbot as an “assistant headteacher” – named “Abigail Bailey” – to support strategic decision-making. The move was less about the tech itself and more about signaling to staff and students that experimenting with new ideas is welcome. Rogerson frames the project as a well-being and innovation initiative: the AI assistant serves as a “strategic leadership mentor,” providing impartial insights, while human leaders remain in charge. In addition to this high-profile experiment, Cottesmore has hosted free AI conferences and masterclasses for educators. For example, the school ran an “AI Festival” where staff from Cottesmore and other schools tried out AI tools and shared ideas in a collaborative environment. By openly discussing both the opportunities and challenges of AI, and even inviting outside experts to weigh in, the headmaster created a safe space for his team to be curious and creative.

Source: School Management Plus

Implementing AI in school administration is an ongoing journey, but with a clear strategy and commitment to collaboration, schools can unlock new levels of efficiency, insight, and impact. The result is a smarter, more responsive administrative operation that supports the broader mission of education.

Final Thoughts

AI is transforming education management by enhancing, not replacing, the work of school administrators. It takes on time-consuming tasks, delivers faster insights from data, and strengthens communication with students, families, and staff. The result is more time for leaders to focus on strategy, mentorship, and school culture.

At HEM, we view AI as a vital part of a modern, responsive education strategy. Schools that adopt AI thoughtfully are better prepared to navigate enrollment shifts, budget pressures, and rising expectations. The key is clear planning, ethical use, and keeping people at the centre.

AI gives administrators the support they need to lead more effectively. With the right approach, it can elevate the quality and impact of school leadership.

Are you ready to improve visibility, engagement, and enrollment?

Partner with HEM for solutions designed to help your institution stand out.

Frequently Asked Questions

Question: How does AI help school administrators make better decisions?

Answer: AI’s greatest strength in school management lies in transforming raw data into clear, actionable insights. Administrators regularly face overwhelming volumes of information, grades, attendance, budget reports, and surveys that can be difficult to parse manually. AI tools help by quickly identifying patterns that support evidence-based decisions.

Question: What routine administrative tasks can AI automate in schools?

Answer: From attendance logs to class schedules, school administrators are buried in repetitive tasks that sap time and focus. AI is stepping in to take care of the busywork, streamlining operations and giving staff space to lead more strategically.

Question: What challenges do schools face when implementing AI tools?

Answer: The potential of AI in education is vast, but unlocking it requires more than just installing a new tool. For school administrators, adopting AI often brings a mix of excitement and logistical complexity.
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November 19, 2025
Back-to-School Marketing Strategies

Reading Time: 13 minutes

As summer wraps up, education marketers everywhere know what’s next? The back-to-school rush. It’s that time when inboxes fill up, campaigns go live, and every message counts. This season isn’t just about new classes or fresh notebooks; it’s the start of a new student recruitment marketing cycle, a chance to re-engage current students, attract new ones, and build momentum for the year ahead.

In a competitive space like higher education, you can’t rely on luck. You need a clear, intentional strategy that speaks directly to your students and stands out in a noisy market. Whether you’re a career college, university, or language school, this is the chance is to set the tone and build lasting connections.

In this playbook, you’ll find practical, proven back-to-school marketing strategies for success. From personalized outreach and short-form video to smart content planning and accessible design, consider this your guide to an A+ marketing season.

Struggling with enrollment?

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

Audit Last Year’s Campaigns and Set SMART Goals

Before launching any new campaign, take a breath and look back. What worked in your student recruitment marketing last year, and what didn’t? Pull up your analytics and dig deep into the data: conversion rates, click-through rates (CTR), engagement metrics, and ROI for every channel. If your online open house had strong attendance but few follow-up applications, ask why. If your email series saw above-average opens, figure out what made it work: was it timing, tone, or topic?

Use these insights to set SMART goals: Specific, Measurable, Achievable, Relevant, and Time-bound. Avoid vague aims like “increase applications.” Instead, go for something concrete, like “increase undergraduate application starts by 15% by the end of Q3.”

Why is it important for schools to audit previous marketing campaigns before launching new ones? Auditing past campaigns helps schools understand their previous recruitment efforts. By analyzing data such as click-through rates, conversion rates, and ROI, institutions can set SMART goals for the new academic year. This ensures resources are directed toward tactics that actually drive inquiries, applications, and enrollments instead of repeating ineffective strategies.

Example: City School District of Albany (NY) The district undertook a comprehensive communications audit with the National School Public Relations Association, reviewing all print and digital outreach. The 2024 audit report identified strengths and challenges and led to specific 2024–25 implementation goals, for example, hiring a new school communications specialist and streamlining internal communication protocols. These SMART goals were directly tied to audit recommendations, ensuring measurable improvements in engagement and consistency.

Source: City School District of Albany

Tactical Tip: Create a simple scorecard or dashboard with last year’s metrics and this year’s goals. Track results on a weekly or monthly basis, and adjust tactics as needed. Data-driven agility is your best advantage.

Personalize Your Outreach to Prospective Students

Personalization should already be part of your strategy. Between 70 – 80% of students now expect it from schools. The back-to-school period is the perfect time to show you understand each prospect’s needs.

Start with your CRM data. Segment audiences by program, location, or funnel stage, then tailor messages accordingly. Send unfinished applicants a quick “deadline reminder” email, while offering current students a “Welcome Back” guide. Both feel personal and drive engagement.

Your website can do this too. Dynamic banners or content blocks that change by visitor type make a big impact. Tools like HubSpot, Slate, or Mautic by HEM help automate it all, even inserting names or programs into messages.

Example: University of Idaho. To personalize outreach at scale, U of I introduced AI-driven personalized video messages for prospective students during the 2024 recruitment cycle. Applicants received videos addressing them by name, hometown, and academic interest, creating a one-to-one connection. This individualized approach was added on top of existing personalized print and email campaigns. The results were impressive: emails containing the personalized video links saw a 45% open rate (versus 24% for standard emails), and the university reported higher application and admission rates across all student segments after launching over ten such video campaigns.

How can educational institutions use personalization to improve student engagement? Personalization allows schools to communicate directly to a student’s interests, program choices, and stage in the admissions funnel. Using CRM and marketing automation tools like Mautic by HEM, teams can segment audiences, send customized emails, and display dynamic website content based on visitor data. When prospective students receive tailored messages, like deadline reminders or personalized welcome guides, they’re more likely to respond, apply, and enroll.

Tactical Tip: Gather preferences early through short surveys (“What’s your dream career?”). Feed those insights into your campaigns, and when prospects see content that matches their interests, they’re far more likely to apply or enroll.

Engage Through Video and Social Media Content

Currently your audience is scrolling, and fast. Gen Z and Gen Alpha spend hours on TikTok, Instagram, and YouTube, where video dominates. In fact, video now makes up more than 80% of all internet traffic, so if it’s not central to your strategy, you’re already behind.

Show what campus life feels like. Create short videos that capture move-in day buzz, a lively lab session, or the roar of the first football game. Student testimonials and livestreamed Q&As work especially well because they’re authentic and emotional, two things today’s viewers respond to.

Your social media profiles are your school’s digital storefront. Keep them fresh with “Day in the Life” takeovers, campus challenges, and UGC that shows students’ real experiences. Repost their content (with credit) to build authenticity. Even micro-influencers (popular students or alumni) can amplify your reach organically.

Use social media to build community, too. Create incoming class groups groups on Facebook or Discord where students connect before arriving, or run quick Instagram polls (“What are you most excited about this fall?”) to boost engagement.

Example: University of Minnesota. The university kicked off the 2024 academic year with an energetic “Welcome Back to School 2024” video message from the new president, Dr. Rebecca Cunningham. Shared on the official UMN YouTube channel and social media, the video welcomes students and faculty to campus and sets an enthusiastic tone for the year. This engaging content, featuring the president and campus scenes, was used to boost school spirit online and was widely viewed and shared within the community.

Source: YouTube

What role do video and social media play in back-to-school marketing? Video and social media are now essential tools for reaching Gen Z and Gen Alpha students. Platforms like TikTok, Instagram, and YouTube are where prospective students spend most of their time, making short-form, authentic videos key to capturing attention. Schools can share move-in day highlights, “Day in the Life” student takeovers, or live Q&As to showcase campus life and build emotional connections with their audience before the academic year begins.

Tactical Tip: Format videos for each platform: vertical and under 60 seconds for TikTok or Reels, longer for YouTube. Post “move-in prep” content in August and “welcome week” highlights in September to match student timelines.

Visual Tip: Mix polished and raw footage. A sleek virtual tour pairs perfectly with a student’s unfiltered dorm vlog. That balance between professional and real builds trust and attention.

Plan an Integrated Content Calendar for the Academic Year

When you’re juggling multiple channels, such as email, social media, blogs, print, and events, it’s easy for campaigns to lose focus. A well-structured content calendar keeps everything aligned. It outlines what you’ll publish, when, and where, ensuring every platform supports the same strategy.

Start with a brainstorming session before fall begins. Identify monthly themes that match your recruitment cycle. August could highlight move-in and orientation, September might focus on study tips and student life, and October on deadlines and fall events. Include major dates like FAFSA deadlines, holidays, and open houses so nothing slips through the cracks.

For each theme, plan content across different stages of the funnel. During back-to-school, for instance, pair “slice of campus life” stories for awareness with targeted “why choose us” posts for decision-making prospects.

Example: Los Rios Community College District (CA). For the 2024–2025 recruitment cycle, Los Rios (a district of four colleges) developed an integrated marketing content strategy spanning grassroots outreach, traditional media, and digital channels. Their annual marketing campaign plan was managed through a central calendar and included coordinated content across platforms: social media posts, email campaigns, community events, billboards, and more.

Source: Los Rios Community College District

Tactical Tip: Add columns in your calendar for audience, goal, and platform. Tools like Trello, Airtable, or even Google Sheets can help your team stay organized.

Pro Tip: Capture new assets early in the semester. Fresh photos, short videos, and student testimonials from those first lively weeks will fill your content library with authentic, high-energy material you can repurpose all year.

Maximize Reach With Targeted Digital Advertising

Even the strongest content needs help reaching the right audience. Digital advertising ensures your message gets in front of prospective students and their parents at the right time and place.

Begin by defining your audience and selecting the platforms that align with their habits. For high school seniors, Google Ads and Instagram are usually most effective. For local adult learners, Facebook or regional streaming ads may deliver better results. Match your spend to where your audience is most active.

Example: University of Texas at Dallas. In late 2024, UT Dallas launched a new branding campaign, “The Future Demands Different,” which employed highly targeted digital and media advertising to recruit students. The campaign focused heavily on specific geographic markets: primarily North Texas, with select expansion into other Texas cities and neighboring Oklahoma, where the university offers special tuition rates. UTD produced its first-ever broadly distributed TV commercial featuring current students and placed these ads strategically on local television newscasts, streaming platforms, and even during NBA game broadcasts (Dallas Mavericks) to reach its target audience.

Source: University of Texas at Dallas

Next, focus on timing and relevance. Seasonal messages like “Apply by October 15” or “Start your future this fall” create urgency and keep your campaigns connected to the academic calendar. Pair them with engaging, authentic visuals that reflect campus life and excitement for the new year.

Retargeting is another essential tactic. Students who visit your website or start an application are warm leads. Remind them to take the next step with a clear, encouraging ad.

Tactical Tip: Track your campaigns closely. Test headlines, images, and calls to action to see what resonates, and refine your approach as data comes in. Ensure your landing pages are fast, mobile-friendly, and consistent with your ads. That seamless experience is what turns clicks into conversions.

Streamline Marketing with Automation and AI

The back-to-school season can feel like organized chaos, with hundreds of inquiries, events to manage, and deadlines everywhere. That’s why automation and AI are no longer nice-to-haves; they’re essential for keeping communications personal while giving your team room to breathe.

Start with a strong CRM connected to a marketing automation system. Platforms like Mautic by HEM, designed for education marketers, make it easy to automate email campaigns, social posts, and lead nurturing. For example, when a student downloads your course catalog, your system can automatically follow up the next day with a webinar invite. This keeps engagement flowing without constant manual effort.

Email automation is especially effective this time of year. Set up a simple three-step sequence: welcome, tips for applying, and a deadline reminder. Keep your design clean, concise, and mobile-friendly, as most students will read emails on their phones.

AI chatbots are another huge time-saver. Schools like Georgia State University have seen success with their chatbot “Pounce,” which helped reduce summer melt by answering student questions around the clock. You can deploy similar chat tools on your website or Facebook Messenger to guide prospects when staff aren’t available.

AI can also optimize your digital ads, test creative variations, and even suggest the best posting times on social media. Just keep a human eye on the outputs. AI should assist with the creation process, not replace, a real connection.

Example: University of Wisconsin–Green Bay. UW–Green Bay became the first in its state system to deploy an AI-driven chatbot for student outreach in Fall 2024. Nicknamed “Phlash,” the bot engages undergraduate students via two-way text messaging, providing 24/7 answers to common questions and proactively checking in on students’ well-being. For example, every 7–10 days, Phlash sends a brief text asking how the student is doing and offers guidance or resources based on their needs. In its first week, 96% of UWGB students opted in to receive messages from Phlash, and over 2,100 student replies were recorded within 24 hours of the first check-in text.

Source: University of Wisconsin–Green Bay

Tactical Tip: Use automation analytics to fine-tune your back-to-school marketing strategies. Track open rates, chatbot inquiries, and ad conversions. If you notice a drop-off, tweak timing or content. Over time, these insights will help you refine your approach and build smarter, more human campaigns.

Ensure Accessible and Inclusive Marketing Materials

When your campaigns are accessible and welcoming to everyone, you reach more prospective students and reflect the values your institution stands for.

Start with accessibility basics. Add descriptive alt text to all images so screen readers can describe visuals to users with vision impairments. Caption every video and provide transcripts. These help not only Deaf or hard-of-hearing students but also anyone watching on mute. Check color contrast, too: combinations like red on green can be hard to read for color-blind users. Use clear fonts, readable sizes, and designs that meet accessibility standards.

Example: Binghamton University (Student Association). At Binghamton, student leaders launched an “accessible emails” initiative in Fall 2025 to improve the inclusivity of campus communications. The Student Association (SA), in partnership with the campus disability services office, rolled out digital accessibility guidelines and challenged all student organizations to apply them in their back-to-school email newsletters. These guidelines included using alt text on images, high-contrast colors, readable fonts, and captions on videos, and simple adjustments to make emails and social posts readable by screen readers and accessible to those with disabilities. To incentivize adoption, the SA offered $100 grants (via a raffle) to clubs that complied with the new accessibility standards in their October emails.

Source: Binghamton University

Make sure your content works across all devices. Responsive, mobile-friendly emails and web pages prevent frustration and help more users complete inquiry forms or explore programs on their phones.

Representation matters as well. Feature students from diverse backgrounds and experiences, and consider multilingual or culturally inclusive content if you serve international audiences.

Tactical Tip: Run a quick accessibility audit using tools like WAVE or Axe to spot missing tags or low-contrast text. Train your marketing team on simple habits, like using CamelCase in hashtags (#FirstDayAtCampus), that make your content more inclusive. Small changes go a long way toward making every student feel seen and included.

Measure, Adapt, and Refine Your Strategy

Great marketing doesn’t stop at launch; it evolves. Once your back-to-school campaigns are live, monitor results closely and be ready to adjust. Use Google Analytics 4, CRM dashboards, such as HEMs Mautic, and other social insights to see what’s working. Focus on metrics that matter, like inquiries and applications.

Hold quick debriefs with your team after major pushes. Ask what content resonated, which channels drove engagement, and whether event turnout met expectations. Maybe your career-focused posts got strong traction, or your TikTok videos outperformed Facebook. Use that data to refine your next phase of content and budget allocation.

Flexibility is your biggest advantage. Test different formats, refine your messaging, and pivot when something isn’t working. Every campaign teaches you more about your audience.

Example: Park Hill School District (MO). Park Hill’s communications department exemplifies a cycle of measurement and refinement in its marketing strategy. Each year, they collect detailed analytics on communication channels, email open rates, social media engagement, website traffic, and even advertising partnership revenue, and compare them to prior years’ benchmarks. In their 2023–24 report, for instance, the team noted improvements like an increase in the staff newsletter open rate from the mid-40% range up to 52%, and a jump in Facebook reach by 167% year-over-year. They also track outcomes of marketing initiatives (e.g., four years of in-house advertising brought in $148,800 in revenue in 2023–24) to evaluate ROI. These metrics inform mid-course corrections and the setting of new goals.

Source: Park Hill School District

Tactical Tip: Keep communication open across teams. Marketing, admissions, and academics should share insights regularly. If your in-house resources are stretched, consider bringing in experts like HEM. Our team offers digital strategy, content, automation, and CRM support so you can scale campaigns efficiently and keep enrollment goals on track. Measure what matters, learn fast, and never stop improving.

Wrapping Up

The back-to-school season sets the tone for the entire year. When you combine strategy with creativity, the results speak for themselves. Reviewing last year’s data, setting SMART goals, personalizing outreach, producing engaging videos, organizing content calendars, and using automation or targeted ads all work together to move the needle. Add accessibility and inclusion, and your marketing becomes not just effective, but meaningful.

At the heart of it all is one principle: keep students front and center. Understand what drives them, where they spend time, and how your institution can meet their goals. That empathy fuels every great campaign.

Effective higher education marketing is a perfect blend of art and analysis. It’s about pairing strong storytelling with measurable outcomes. And when you need a partner to help balance both, Higher Education Marketing (HEM) is here. We specialize in data-driven strategy, automation, SEO, and social campaigns built to amplify your institution’s voice.

The new academic year is full of opportunities. With the right preparation and a willingness to adapt, your marketing can inspire action, drive enrollment, and welcome a new wave of students ready to thrive. Here’s to your most successful back-to-school season yet.

Struggling with enrollment?

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

Frequently Asked Questions

Question: Why is it important for schools to audit previous marketing campaigns before launching new ones?
Answer: Auditing past campaigns helps schools understand their previous recruitment efforts. By analyzing data such as click-through rates, conversion rates, and ROI, institutions can set SMART goals for the new academic year. This ensures resources are directed toward tactics that actually drive inquiries, applications, and enrollments instead of repeating ineffective strategies.

Question: How can educational institutions use personalization to improve student engagement?
Answer: Personalization allows schools to communicate directly to a student’s interests, program choices, and stage in the admissions funnel. Using CRM and marketing automation tools like Mautic by HEM, teams can segment audiences, send customized emails, and display dynamic website content based on visitor data.

Question: What role do video and social media play in back-to-school marketing?
Answer: Video and social media are now essential tools for reaching Gen Z and Gen Alpha students. Platforms like TikTok, Instagram, and YouTube are where prospective students spend most of their time, making short-form, authentic videos key to capturing attention.

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October 15, 2025
Private School Marketing: Best Practices Guide
Reading Time: 16 minutes

Marketing can make or break a private school’s success. Because even the best programs won’t fill classrooms if families don’t know what your school has to offer.

Private and independent schools that once relied on word-of-mouth or legacy reputation now compete in a vastly different environment. Families have more options, higher expectations, and greater access to information than ever before. The result? Schools must communicate not just what they offer, but why it matters.

The pandemic underscored this shift. While many private schools saw enrollment rise as families sought flexibility and a sense of community, sustaining that growth now depends on something deeper: a clear, consistent brand story and a modern marketing strategy that builds trust through every interaction.

This guide shows you how.

Drawing on 15+ years of HEM’s work with schools and colleges, we’ll clarify what private educational marketing means and why it’s now mission-critical for admissions and retention. Then we’ll move from strategy to execution, how to define your school’s positioning, understand the motivations of parents and students, and turn that insight into high-performing digital and word-of-mouth campaigns.

What you’ll learn:
- How to differentiate your school with a compelling value proposition and proof points
- The channels that actively move inquiries (website/SEO, social, email, paid)
- Content and community tactics that convert interest into visits and applications
- A step-by-step plan to build (or refresh) a coherent marketing strategy
We’ll weave in real examples, both client work and standout schools, to keep it practical and immediately usable.

Struggling with enrollment?

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

What Is Marketing in Education?

Put simply, marketing in education is about connection. It’s understanding what families value and communicating how your school meets those needs with clarity and authenticity. It’s a strategic process of shaping perception, building relationships, and inspiring trust in your institution’s promise.

In practice, this means identifying what makes your school distinct, whether it’s academic excellence, small class sizes, or a values-driven community, and ensuring those strengths are reflected across every touchpoint: your website, social media, campus events, and everyday communication.

But here’s the key difference from corporate marketing: in education, the “product” is transformative. You’re not selling a service; you’re demonstrating outcomes like student growth, alumni success, and lifelong belonging.

That’s why leading independent schools now view marketing as a strategic discipline, not an afterthought. Many have dedicated teams managing branding, digital presence, and admissions communications, because in today’s landscape, great education needs great storytelling to thrive.

What Is the Role of Marketing in Schools?

Essentially, marketing in schools is about alignment; connecting what a school offers with what families seek. A strong marketing function doesn’t just fill seats; it sustains a mission. It ensures enrollment remains healthy, relationships stay strong, and the school continues to thrive long term. Here are a few key roles that marketing plays in a private or independent school:

Driving Enrollment and Retention:
Effective private education marketing attracts new families and nurtures existing ones. From open house campaigns to parent newsletters that celebrate student success, it reassures families they’ve made the right choice, turning satisfaction into advocacy.

Building Brand and Reputation:
Every message, photo, and interaction shapes how a school is perceived. Strong marketing clarifies the school’s value and ensures consistency across channels, building recognition and trust.

Fostering Community Engagement:
Marketing also connects the internal community (students, parents, and alumni), transforming them into ambassadors whose stories amplify the school’s credibility and reach.

In essence, marketing is the strategic engine that sustains both mission and momentum.

How to Market Private Schools: Key Strategies

Marketing independent schools successfully starts with one word: focus. The most effective strategies combine digital innovation with human connection, reflecting both the school’s personality and the priorities of modern families. In this section, we explore key strategies and best practices for private education marketing. These will answer the big question: “How do we market our private or independent school to boost enrollment and stand out?”

1. Understand Your Target Audience and Their Needs

Everything begins with insight. Parents and guardians are the primary decision-makers for K–12 education, so understanding what they value, whether it’s academic rigor, faith-based values, or community belonging, is essential. Avoid broad messaging that speaks to “everyone.” Instead, analyze your current families: Where do they live? What motivated their choice? What concerns drive their decision-making?

Many schools formalize this through personas, fictional yet data-driven profiles like “Concerned Parent Carol,” representing key audience segments. Surveys, interviews, and CRM data can help refine these personas to reveal motivations and needs.

Example: Newcastle University (UK). The university’s marketing team uses data and research to deeply understand prospective students. Newcastle’s internal content guide emphasizes identifying audience needs through methods like analytics, social media listening, surveys, and focus groups. This research informs content planning, ensuring communications solve audience problems and use the right tone and channels.

Source: Newcastle University

Once you know your audience, tailor your outreach accordingly. Working parents may prefer evening emails; international families may value multilingual content highlighting boarding life. Each message should reflect your school’s unique strengths and speak directly to what families care about most.

In short, marketing begins with knowing your families deeply and crafting messages that make them feel seen, understood, and inspired to choose your school.

2. Define and Promote Your School’s Unique Value Proposition

Once you know your audience, the next step is to define what truly makes your school stand out. In a competitive education landscape, clarity is power, and your Unique Value Proposition (UVP) is what helps families instantly understand why your school is the right choice.

Start by asking: “What do we offer that others don’t?” Your differentiators might be tangible (like an IB-accredited curriculum, advanced STEM facilities, or bilingual instruction) or emotional (a nurturing environment, strong moral foundation, or inclusive community). The key is to highlight the qualities that align with your audience’s values and can’t easily be replicated by competitors.

Look at what nearby schools emphasize, then find the white space. Finally, weave your UVP consistently through your website, tagline, visuals, and social media tone. A clear, authentic value proposition creates confidence and shows families not just what you offer, but why it matters.

Example: Minerva University (USA). Minerva differentiates itself with a global immersion undergraduate program and an active learning model. The university clearly promotes this UVP: students live and study in seven cities on four continents over four years, rather than staying on one campus. Minerva’s website emphasizes that this global rotation and its innovative, seminar-based curriculum prepare students to solve complex global challenges. Each year in a new international city is not a travel experience but an integral part of academics, which Minerva markets as a unique offering in higher education.

Source: Minerva University

3. Build a Robust Online Presence (Website, SEO, and Content)

Your school’s online presence is its digital front door, often the first impression prospective families have. A strong online foundation combines a polished website, smart SEO, and valuable content that informs, inspires, and converts.

Website Design & User Experience (UX)
Your website should feel like a guided tour: beautiful, intuitive, and informative. Parents should quickly find essentials like admissions details, tuition, programs, and contact info. Use clean navigation, mobile-first design, and fast loading speeds to keep users engaged. High-quality visuals, such as campus photos, testimonial videos, or 360° virtual tours, bring your school to life. Consistent colors, logos, and tone across every page reinforce trust and ensure brand cohesion.

Search Engine Optimization (SEO)
Even the best website can’t help if no one finds it. Use relevant keywords (e.g., “private school in Toronto,” “Catholic high school with IB program”) naturally in titles, headings, and meta descriptions. Create dedicated pages for programs and locations, optimize image alt text, and claim your Google Business profile to strengthen local SEO visibility.

Content Marketing
Keep your site dynamic through regular updates via blog posts, student stories, and event recaps. Highlighting achievements and thought-leadership topics (like “How to Choose the Right Private School”) builds credibility and draws organic traffic.

Example: Massachusetts Institute of Technology – MIT (USA): MIT’s Admissions Office hosts a famous student-written Admissions Blog that has become a pillar of its online presence. For over a decade, current MIT students have blogged candidly about campus life and academics, amassing thousands of posts read by prospective students worldwide. This blog strategy – focusing on transparency and real student voices – has paid off: the content generated millions of views, a robust engagement, and is often cited by applicants as influential in their college choice. MIT even curates a “Best of the Blogs” booklet and frequently analyzes blog traffic and feedback, using those insights to continually refine content and keep its website highly relevant to what prospective students want to know.

Source: Massachusetts Institute of Technology

A well-designed, search-optimized, content-rich website isn’t just marketing; it’s proof of excellence.

4. Leverage Social Media and Digital Engagement

Social media is no longer optional. For private schools, it’s often the first place parents and students experience your community. Done right, it doesn’t just showcase your school; it builds lasting emotional connections.

Choose the Right Platforms
Focus on where your audience spends time. For most schools, Facebook and Instagram are the anchors.
- Facebook for community updates, parent groups, and event highlights.
- Instagram for vibrant visuals and stories from daily campus life.
- Schools serving older students or alumni can also explore TikTok, YouTube, or LinkedIn to reach new audiences.
Be Consistent and Purposeful
Post regularly, at least a few times weekly, and plan around the school calendar. Use photos, short videos, or student/teacher takeovers to bring authenticity. Feature achievements, classroom moments, and cultural highlights to help families visualize their child’s experience.

Engage and Respond
Social media is a dialogue, not a monologue. Reply promptly to comments, use polls or Q&As, and encourage user-generated content. Paid campaigns on Facebook and Instagram can further boost awareness, driving families to your website or open house events.

Example: New York University (USA). NYU’s admissions team expanded its digital reach by launching an official TikTok account and running student-led Instagram takeovers to showcase campus life. Current NYU students (Admissions Ambassadors) frequently create Instagram Stories and TikToks about dorm life, classes, and NYC activities, allowing prospects to see authentic student experiences. NYU actively encourages prospective students to engage – liking, commenting, or DMing questions – and monitors that feedback. This social strategy not only entertains (e.g., seniors doing TikTok dances) but also provides valuable peer-to-peer insights about “fit,” helping applicants feel more connected to the university culture.

Source: New York University

Source: TikTok

A strong social presence humanizes your brand and turns followers into advocates.

5. Utilize Both Digital and Traditional Advertising Wisely

A balanced mix of digital and traditional advertising ensures your school reaches families online and in the local community. Each channel serves a distinct purpose.

Digital Advertising:
Platforms like Google Ads and Facebook/Instagram Ads allow precise targeting by location, interests, and demographics. Search ads capture families actively looking for private schools (“private school near me”), while display and remarketing ads keep your brand visible even after visitors leave your site. For best results, pair strong ad copy with well-optimized landing pages. Email marketing is also a cost-effective channel for nurturing inquiries through newsletters and event updates.

Traditional Advertising:
Local print ads, outdoor banners, and community events remain powerful for visibility. Direct mail campaigns and education fairs can connect you with parents in person, adding a personal touch that digital may lack. Track every campaign’s ROI and adjust accordingly.

Example: In 2025, Troy University rolled out “All Ways Real. Always TROY,” a new brand campaign across a mix of traditional and digital channels. The integrated campaign includes a dynamic video commercial, print ads in publications, targeted online ads, extensive social media content, billboards in key markets, and even on-campus signage reinforcing the message. By deploying a cohesive theme on multiple platforms, Troy ensures its story of “authentic, career-focused” education reaches people wherever they are – whether scrolling online or driving past a billboard. (The campaign was informed by research and campus stakeholder input, and its multi-channel approach builds broad awareness while maintaining consistent branding.)

Source: Troy University

6. Emphasize Personal Connections: Tours, Open Houses, and Word-of-Mouth

Even in the digital age, enrollment decisions are deeply personal. Families may start online, but the final decision often comes down to how a school feels, its people, warmth, and community spirit. That’s why in-person experiences and authentic connections remain at the heart of private school marketing.

Tours and Open Houses:
These events are your strongest conversion tools. Host open houses that showcase your facilities, programs, and culture. Include presentations, guided tours, and student or parent ambassadors to share authentic perspectives. Personal tours should be tailored to family interests, show relevant classrooms, introduce teachers, and follow up promptly afterward.

Word-of-Mouth and Community Engagement:
Encourage satisfied parents, alumni, and students to share their experiences online and offline. Create ambassador programs or host informal meet-ups. Families trust real stories from peers more than polished ads, its important to nurture that organic advocacy.

Example: St. Benedict’s Episcopal School (USA). This private school in Georgia leverages parent word-of-mouth through an organized Parent Ambassador Program. Enthusiastic current parents serve as school ambassadors – they attend open houses (in person or virtual) to welcome and mentor new families, display yard signs in their neighborhoods, bumper stickers on cars, and share school posts on their personal social media to spread the word. To further encourage referrals, St. Benedict’s even offers a Family Referral Program: current families receive a tuition discount (10–15% off one child’s tuition) if they refer a new family who enrolls. These personal recommendations and community events create a warm, trust-based marketing channel that no paid advertisement can replace.

Source: St. Benedict’s Episcopal School

7. Monitor, Measure, and Refine Your Marketing Efforts

Marketing is an evolving process of observation, analysis, and improvement. The best-performing private schools treat marketing as a cycle: plan, execute, measure, and refine.

Track and Analyze Performance:
Use tools like Google Analytics, Meta Ads Manager, or your CRM to monitor how families engage with your campaigns and website. Track metrics such as page visits, inquiries, conversion rates, and the most effective traffic sources. For example, if your admissions page gets plenty of views but few form completions, it may need stronger calls to action or a simpler layout.

Define and Review KPIs:
Set measurable goals, like inquiry volume, open house attendance, or enrollment yield, and review them monthly or quarterly. Data-driven insights allow you to invest more in what works and cut what doesn’t.

Iterate and Adapt:
Marketing trends shift quickly. Regularly test your messaging, visuals, and targeting strategies. Even small A/B tests on ads or email subject lines can lead to significant improvements over time.

Example: Drexel University (USA). Drexel invests heavily in data analytics to continually refine its marketing and enrollment strategies. The university established an Enrollment Analytics team dedicated to measuring what’s working and advising adjustments. This team analyzes prospect and applicant data, builds dashboards and predictive models, and shares actionable insights with admissions and marketing units. By using data visualization and machine-learning models (for example, predicting which inquiries are most likely to apply), Drexel’s marketers can focus resources on high-yield activities and tweak messaging or outreach frequency based on evidence. The goal is to enable fully data-driven decisions – Drexel explicitly ties this analytic approach to improving efficiency and effectiveness in hitting enrollment goals.

Source: Drexel University

How to Create a Marketing Strategy for a School (Step-by-Step)

We’ve explored what effective school marketing entails. Now let’s unpack how to build a plan that actually works.

How to create a marketing strategy for a school? To create a marketing strategy for a school, set clear goals, analyze your audience and competitors, define your unique value proposition, choose effective marketing channels, implement campaigns consistently, measure performance using data and feedback, and refine tactics regularly for continuous improvement and enrollment growth.

Whether you’re starting from scratch or optimizing an existing strategy, a clear, step-by-step framework helps you move from ideas to measurable impact.

Step 1: Determine Your Goals

Start by defining what success looks like for your school. Without clear goals, marketing becomes guesswork. Use the SMART framework: Specific, Measurable, Achievable, Relevant, and Time-bound, to make goals actionable.

For instance:
- Increase Grade 9 applications by 15% for the next school year
- Boost awareness in new neighborhoods to attract 10 students from that area
- Enhance perception of our arts program through digital storytelling campaigns
Each goal should have a metric. If you aim to “increase inquiries,” specify how many, by when, and through which channels. Concrete targets create accountability and make it possible to assess ROI later.

Step 2: Conduct a Situation Analysis

Before planning tactics, understand your current position. Conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to evaluate both internal and external factors.

Internal Assessment:
- What is your brand reputation in the community?
- Are your social media channels active and engaging?
- Does your website effectively communicate your strengths?
External Assessment:
- Is the local school-age population growing or declining?
- Who are your competitors, and what are they emphasizing?
- What economic, demographic, or policy shifts could impact enrollment?
For example, a strength could be high university placement rates; a weakness might be outdated branding; an opportunity could be a new housing development nearby; a threat might be a competing school opening next year.

Review past marketing data, too. Which campaigns generated the most inquiries? Did your open house attendance meet expectations? Insights from past efforts shape a more effective plan moving forward.

Step 3: Define Your Value Proposition and Key Messages

Your Unique Value Proposition (UVP) is the heart of your marketing strategy. It defines what makes your school distinct and why families should choose you.

Once identified, craft three to five key supporting messages. Example:
- UVP: “We provide a holistic education that develops intellect and character.”
- Key Messages:
  
  Dual-curriculum integrating academics and character education.
  
  Small class sizes for individualized attention.
  
  Safe, inclusive community environment.
  
  Commitment to innovation and creativity.
  
  Decades-long legacy of academic excellence.
These pillars should guide every piece of communication, from your homepage copy to your social media captions. Make sure they align with your audience’s priorities. Involving key stakeholders, teachers, admissions staff, parents, and alumni ensures authenticity and internal alignment.

Step 4: Select Your Marketing Channels and Tactics

With messaging established, identify how you’ll deliver it. The best school marketing strategies blend digital and traditional approaches, tailored to your budget and bandwidth.

Digital Channels:
- Revamp and optimize your website for clarity, SEO, and mobile responsiveness.
- Create a content calendar for blogs, newsletters, and video storytelling.
- Maintain consistent posting on key social platforms (e.g., Instagram, Facebook, YouTube).
- Run targeted Google Ads and Facebook campaigns for open house registrations.
Traditional Channels:
- Host community events, sponsor local activities, or participate in school expos.
- Distribute branded print materials like brochures and banners.
- Leverage alumni and parent networks for referral-based outreach.
Outline timelines and assign responsibilities. For instance, if the admissions team handles social posts while a vendor manages SEO, document it clearly. Prioritize what’s realistic, for example, executing three channels effectively beats juggling six poorly.

Tip: Always make sure your digital foundation (especially your website) is strong before investing in high-cost advertising. A great ad can’t compensate for a poor landing page.

Step 5: Launch and Implement the Campaign

This is where planning meets execution. Roll out initiatives systematically and track everything from day one.

Develop a month-by-month marketing calendar tied to admissions milestones. For example:
- August: Update website content, design new visuals, and optimize SEO.
- September: Launch “Back-to-School” awareness campaign and host the first open house.
- October–November: Run paid social ads and distribute direct mailers.
- January: Promote application deadlines through retargeting and email follow-ups.
To maintain consistency, use automation tools (like HubSpot or Hootsuite) to schedule posts, emails, and reminders. However, ensure automation still feels human; personalized responses matter.

Coordinate closely with admissions and faculty teams so inquiries are promptly followed up on. A well-executed campaign can fail if responses are delayed. Always be ready to scale operationally when interest spikes.

Step 6: Evaluate and Refine

Once campaigns have run for a few months or after a full admissions cycle, analyze outcomes against your original goals.

Ask:
- Did applications or inquiries increase as projected?
- Which channels drove the most qualified leads?
- Were conversion rates consistent across the funnel (inquiry → visit → enrollment)?
Review quantitative data (Google Analytics, CRM reports, ad dashboards) and qualitative feedback (from parent surveys, open house attendees, or declined applicants).

Then refine your strategy accordingly. Maybe your direct mail campaign underperformed while Instagram ads overdelivered. Next year, you’ll reallocate the budget. Or perhaps your messaging around “academic rigor” resonated more than “extracurricular excellence,” lean into what’s connecting emotionally.

Treat underperforming tactics not as failures but as opportunities to learn and adapt. The most successful schools are agile; they evolve messaging, visuals, and targeting as they collect new insights.

Step 7: Maintain and Innovate (Ongoing)

Marketing is cyclical. Each year, repeat the process of reassessing goals, refreshing creative assets, and incorporating new ideas.

Innovation keeps your brand vibrant. Test emerging platforms (like TikTok or Threads), experiment with storytelling formats (student podcasts, short documentaries), or integrate automation and AI for efficiency. Ensure each new initiative aligns with your mission and audience preferences.

Document everything in a concise marketing strategy brief: a one-page summary outlining:
- Goals and KPIs
- Target audience profiles
- Key messages
- Marketing channels and timeline
- Budget and resource plan
Sharing this internally keeps admissions, communications, and leadership aligned.

Creating a marketing strategy for your school is about clarity, structure, and alignment. By defining goals, analyzing your position, articulating your value, choosing the right channels, and refining based on results, your school can build a sustainable and measurable marketing system.

At HEM, we’ve experienced how following this structured approach outperforms those relying on ad-hoc efforts. The difference? A strategy built on data, storytelling, and intentionality, turning marketing from a task into a powerful growth engine for your institution.

Wrapping Up

Marketing a private or independent school is both an art and a science. It blends the emotional connection of storytelling with the precision of data-driven strategy. The most successful schools understand their audiences deeply, communicate their value clearly, and use modern tools to bring those stories to life.

In today’s evolving landscape of private education marketing, technology has created new opportunities, from SEO and social media to virtual tours and AI chatbots, yet the heart of school marketing remains the same: authentic human connection. A well-placed digital ad may spark interest, but it’s the warmth of a personal tour or a parent’s heartfelt testimonial that inspires trust and enrollment.

If you’re just beginning, focus on the fundamentals: know your audience, tell your school’s story authentically, and ensure every touchpoint, online and offline, reflects your values. With consistent, strategic communication, your school can build visibility, strengthen relationships, and attract the right families.

And remember, you don’t have to do it alone. Partnering with education marketing experts like Higher Education Marketing can help transform your strategy into measurable enrollment success.

Do you need help developing a results-driven private education marketing plan for your institution?

Struggling with enrollment?

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

Frequently Asked Questions

Question: What is the role of marketing in schools?

Answer: Essentially, marketing in schools is about alignment; connecting what a school offers with what families seek. A strong marketing function doesn’t just fill seats; it sustains a mission. It ensures enrollment remains healthy, relationships stay strong, and the school continues to thrive long term.

Question: How to create a marketing strategy for a school?

Answer: To create a marketing strategy for a school, set clear goals, analyze your audience and competitors, define your unique value proposition, choose effective marketing channels, implement campaigns consistently, measure performance using data and feedback, and refine tactics regularly for continuous improvement and enrollment growth.

Question: What is marketing in education?

Answer: Put simply, marketing in education is about connection. It’s understanding what families value and communicating how your school meets those needs with clarity and authenticity. It’s a strategic process of shaping perception, building relationships, and inspiring trust in your institution’s promise.
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October 8, 2025
9 Proven Strategies for 2025
Reading Time: 12 minutes

Steady lead generation for colleges and universities is what keeps enrollment strong. Without a consistent flow of qualified inquiries, even the best programs struggle to meet their targets. The challenge, however, is that prospective students now have more options than ever, online and on campus, at home and abroad. Competing for their attention requires more than just a few ads or a static website; it demands a thoughtful, multi-channel strategy that builds trust and delivers value.

The good news is that digital marketing offers powerful tools to do just that. From content that tells your school’s story to SEO, social media engagement, targeted ads, and personalized email campaigns, every channel plays a role in capturing interest and moving students closer to enrollment. Add in technologies like CRM systems, chatbots, and virtual events, and institutions can create highly tailored experiences that convert browsers into applicants.

This article explores nine proven strategies to boost lead generation for higher education in the current industry. We’ll highlight real-world examples, including case studies from HEM’s own work, and show how combining smart tactics with the right technology can help your institution attract, nurture, and convert more qualified student leads.

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1. Leverage Content Marketing to Attract and Engage Prospective Students

Content marketing is one of the most reliable ways for higher education institutions to generate quality leads. By creating blog posts, videos, and downloadable guides that address real student questions, schools can attract organic traffic, build trust, and guide prospects through the enrollment funnel. Effective content also boosts SEO, keeping your institution visible when students search for programs or career paths.

How can content marketing help universities generate more leads? Content marketing attracts prospective students by answering their questions and showcasing institutional strengths. Blogs, guides, and videos build trust, improve SEO visibility, and highlight success stories. This engagement draws high-intent visitors to program pages, where they can convert into inquiries or applications.

Example: Discovery Community College’s official blog uses program-specific keywords in post titles to boost SEO. For example, one post is titled “3 Great Skills to Practice During Your Accounting and Finance Program,” directly incorporating the Accounting and Finance program name. This keyword-focused approach makes it far more likely that the content appears in search results when potential students are googling that training area. By optimizing blog content for high-intent queries, Discovery Community College increases its visibility to the right audience and draws in quality traffic (prospects already interested in those programs).

Source: Discovery Community College

Gated content like e-books or checklists can add another layer—prospects are more willing to share contact details if the resource provides clear value, such as a scholarship checklist or career outlook guide.

2. Optimize Your Website for Search Engines (SEO)

Even the best content won’t generate leads if students can’t find it. That’s why SEO is essential. Since most students begin their school search online, ranking on the first page of Google for program- and location-based keywords (“MBA programs in Canada,” “best nursing degree in Ontario”) is critical. The higher you rank, the more qualified traffic you attract.

Effective SEO starts with understanding what prospective students are searching for and weaving those terms naturally into your program pages, blog posts, and FAQs. On-page basics, like strong titles, meta descriptions, mobile-friendly design, and fast load times, should work hand in hand with technical SEO and local optimization.

How can universities leverage SEO to improve their lead generation efforts? SEO boosts visibility when students search for programs, scholarships, or career outcomes. By optimizing program pages, blogs, and local listings with relevant keywords, universities appear in top search results. This organic traffic delivers high-intent leads, students actively seeking education opportunities, directly into the recruitment funnel.

Example: Partnering with HEM, Cumberland College invested in multilingual SEO, optimizing its website in both English and French. Within a year, organic traffic grew by 27.5%, and leads from SEO traffic surged by 386%. This data-driven strategy directly fueled a 20–35% increase in new enrollments, proving how powerful SEO can be for lead generation for higher education.

Source: Higher Education Marketing

3. Optimize Your Website’s Landing Pages and Lead Capture Forms

Attracting visitors is only half the battle; converting them into leads is what drives enrollment. Landing pages and inquiry forms are at the heart of conversion rate optimization (CRO) for higher education. With education landing pages averaging a 4.5% conversion rate, small improvements can mean a big jump in inquiries. To maximize results:
- Mobile-first design: Students browse on their phones, so pages must load fast and display seamlessly.
- Clear, concise copy: Use scannable headlines and bullet points to highlight benefits.
- Prominent CTA: Each page should push one clear action: “Request Info” or “Register Now,” with an eye-catching button.
- Short forms: Ask only for essential info (name, email, program interest). Long forms create friction.
- Trust signals: Add student testimonials, alumni outcomes, or accreditation badges to reassure visitors.
Example: The Academy of Learning Career College’s landing pages highlight clear program benefits and unique selling points to persuade visitors. AOLCC outlines its proposition value on landing pages, essentially listing what students gain from the program, and expands on each point to hold interest. By foregrounding these program benefits, AOLCC’s pages effectively communicate value and encourage prospects to take the next step (e.g., request info or apply).

Source: AOLCC

4. Implement Chatbots and Live Chat for Instant Engagement

Today’s prospective students expect instant answers when they land on a university website. Chatbots and live chat make that possible, engaging visitors the moment they arrive instead of waiting for them to stumble upon a form. A chatbot that greets with a simple “Do you have questions about admissions or programs?” lowers barriers, creates an immediate connection, and often captures leads that would otherwise leave without taking action.

Configured well, education chatbots can handle common questions around deadlines, prerequisites, or housing 24/7. When a query requires a human touch, they can hand off to a live staff member or at least collect contact details for follow-up. This style of communication appeals especially to Gen Z, who spend significantly more time on messaging apps than older generations and respond well to the casual, conversational tone of chat.

Example: Unity Environmental University launched an AI virtual agent named “Una” to assist prospective students in finding suitable programs and navigating the application process. According to Unity’s press release, Una is available 24/7 as a personalized guide, providing instant answers about admissions and even helping complete application steps.

Source: Unity Environmental University

From a practical standpoint, institutions can blend live and automated support depending on resources. Staff-led chat during business hours provides personal attention, while chatbots can cover after-hours. The key is visibility: a small but inviting chat icon, integrated with your CRM to capture leads automatically, turns your site into an “always-on” recruitment assistant. In higher education lead generation, that combination of accessibility, speed, and personalization is increasingly what sets strong digital strategies apart.

5. Harness the Power of Social Media Platforms

Social media remains one of the most powerful tools for lead generation for colleges. Prospective students spend hours daily on platforms like Instagram, TikTok, Facebook, LinkedIn, and X. Making these spaces essential for reaching and engaging them. Each channel serves a slightly different role: Instagram and TikTok connect best with high school and undergraduate audiences, LinkedIn appeals to graduate and professional prospects, while Facebook often reaches parents and working adults.

What role do social media platforms play in lead generation for higher education institutions? Social media connects universities with prospects where they already spend time. Authentic posts, student takeovers, and targeted ads spark awareness, build community, and drive traffic to lead forms. Engagement nurtures interest over time, transforming casual followers into applicants and amplifying recruitment campaigns.

To generate leads, institutions should focus on consistent posting, authentic storytelling, and quick responses to comments or direct messages. Content like student takeovers, alumni testimonials, and “day in the life” videos resonates strongly, helping prospects envision themselves at your school.

Example: The University of Cambridge leverages authentic, student-led “Day in the Life” videos on its official channels (website, YouTube, TikTok) to showcase everyday student experiences. These videos are produced through the university’s own outlets, not third-party media, ensuring they are direct primary sources from Cambridge. For instance, Cambridge’s Faculty of Law features a “Day in the life of a Law student” video on its official site and YouTube, where “three first year Law students, Robbie, Katie and Scott, give us an insight into a typical day in their lives, using hand-held cameras”. In this video, the students themselves film their lectures, study sessions, and social activities, offering a genuine glimpse into daily life in Cambridge.

Source: University of Cambridge

Done well, social media builds community, nurtures awareness, and funnels engaged viewers toward applications or info requests.

6. Invest in Targeted Paid Advertising (SEM & Social Ads)

While organic search and social media build long-term visibility, paid advertising can accelerate lead generation for colleges by reaching the right students at the right time. Search engine marketing (SEM), such as Google Ads, is especially valuable for competitive programs or new offerings that don’t yet rank organically. Targeting keywords like “online MBA in healthcare” ensures your ads appear when students are actively searching, capturing high-intent leads ready to convert.

On social platforms, precise targeting by age, interests, location, or even undergraduate major allows you to reach audiences that align with your programs. Retargeting campaigns are equally powerful, reminding visitors who viewed your site or started an application to take the next step.

Example: Stenberg College leveraged Google Ads to attract more qualified leads for its healthcare and nursing programs. HEM’s case study notes that Stenberg uses Google Ads as a “key marketing tool to recruit students,” and with HEM’s expertise, the college’s ads now generate both more leads and better-qualified leads for admissions. The partnership allowed Stenberg to optimize keywords, ad creatives, and targeting, resulting in improved ROI on their ad spend and a healthier enrollment pipeline.

Source: Higher Education Marketing

7. Nurture Leads With Email Marketing and Marketing Automation

Capturing a lead is only the start. The real work begins with nurturing that interest into enrollment. Email marketing remains one of the most powerful tools in higher ed lead generation, delivering an estimated ROI of $36 for every $1 spent. Students also welcome it: surveys show nearly 70% prefer to hear from institutions via email.

The key is relevance. Segment leads by program, stage in the decision journey, or demographics, and tailor messages accordingly. Personalization should go beyond using a first name. It should highlight specific programs, address common concerns, or share stories aligned with student interests. Mapping emails to the student journey also ensures prospects receive the right content at the right time, from early-stage guides to deadline reminders.

Example: By developing email campaigns tailored to specific learner personas (“Emailing with Intention”), McMaster’s Continuing Ed achieved email engagement far above industry benchmarks. In fact, its automated drip emails earned about a 27.9% open rate, outperforming average open rates (~21.5%) for education emails. This persona-driven strategy was recognized with national marketing awards, underscoring how segmenting messaging to audience needs leads to more engaged prospects and higher conversion potential.

Source: McMaster University

8. Host Events and Leverage Virtual Engagement Opportunities

Events remain one of the most effective lead generation tools in higher education because they let prospects experience your institution firsthand. In-person open houses, campus tours, and information sessions build emotional connections as students meet faculty, see facilities, and imagine themselves on campus. From a lead gen perspective, event registrations and check-ins capture valuable contact information, which can then be nurtured with timely follow-up emails or calls.

Virtual events have expanded this reach even further. Online open houses, live webinars, and 360° virtual tours allow schools to engage international prospects and those unable to travel. The University of Bristol, for example, hosts a dedicated page for virtual campus and city tours, giving global audiences a way to explore on their own time.

Example: Bristol has embraced virtual engagement to reach students globally. The university maintains a dedicated page for virtual events and tours, where prospects can take self-guided 360° campus tours and even explore the city online. During the pandemic, such virtual open days were crucial: over half of UK prospective students surveyed (59%) attended at least one virtual open day. By offering rich virtual events and tours, the University of Bristol kept students engaged during lockdowns and expanded its reach beyond those able to visit in person. This virtual strategy not only sustained interest through difficult times but continues to complement in-person events as a convenient lead generator.

Source: Bristol University

The most effective events, whether in-person or online, blend interactivity with personal connection. Live chats, Q&As, and student ambassador involvement ensure attendees feel engaged, while follow-up communications help convert that interest into applications.

9. Utilize CRM Systems and Data Analytics to Refine Your Outreach

Behind every strong lead generation program is a system that manages, tracks, and optimizes outreach. A Customer Relationship Management (CRM) platform, such as HubSpot, Slate, or HEM’s own Mautic CRM, centralizes prospect data, automates follow-ups, and makes it easier to measure performance.

Every new lead, whether from a form, ad, or event, flows into the CRM, where it can be segmented, scored, and assigned to counselors. Automated workflows ensure timely engagement: for example, sending a personalized welcome email immediately after an inquiry and triggering reminders if no action follows.

Example: Michael Vincent Academy overhauled its recruitment process by adopting a customized CRM automation solution with HEM. Michael Vincent Academy automated key workflows using the CRM, which dramatically improved efficiency in managing inquiries. Staff could spend less time on manual follow-ups and more on building relationships with prospects. The result was a smoother funnel, inquiries were responded to promptly, and no prospective student fell through the cracks, ultimately leading to higher enrollment yields.

Source: HEM

Analytics make this even more powerful. By monitoring lead sources, campaign performance, and student behaviors, institutions can refine targeting and invest where returns are strongest. Business School Lausanne, for instance, leverages data insights to optimize international outreach and ensure global diversity in recruitment.

In short, a data-driven CRM approach ensures no lead slips through the cracks and every prospect receives timely, personalized attention.

Integrating the 9 Strategies Into a Cohesive Lead Generation Plan

Effective lead generation in higher education isn’t driven by one silver bullet; it’s the outcome of multiple strategies working together. Content fuels SEO, SEO drives visitors to optimized landing pages, social media and paid ads amplify your reach, while email and CRM workflows nurture prospects into applicants. Layered on top, data and analytics help refine every stage, creating a cycle of attraction, engagement, and conversion that grows stronger over time.

Real-world outcomes show the power of this integrated approach. Webster University Geneva reported a 30% surge in enrollments through digital marketing and timely follow-ups, while Cumberland College doubled its lead flow by combining SEO content with paid ads and social engagement. Even more targeted initiatives, like Queen Anne’s School’s multi-platform ad campaigns or McMaster University’s persona-based email drips, prove that each tactic can meaningfully contribute to the bigger picture when executed strategically.

Think of your role as designing a system that balances creativity with data. Keep testing new formats, from TikTok challenges to interactive quizzes, while staying agile to shifts like AI tools or evolving privacy rules. Above all, keep the student experience front and center: personalization, authenticity, and responsiveness are what today’s learners value most.

By applying the nine strategies outlined in this guide, your institution can not only attract more qualified leads but also convert them into enrolled students in a sustainable, scalable way. Lead generation may be challenging, but with a student-first mindset and a data-informed strategy, you’ll build a steady pipeline of future students ready to join your community.

Struggling with lead generation?

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

Frequently Asked Questions

Question: How can content marketing help universities generate more leads?
Answer: Content marketing attracts prospective students by answering their questions and showcasing institutional strengths. Blogs, guides, and videos build trust, improve SEO visibility, and highlight success stories. This engagement draws high-intent visitors to program pages, where they can convert into inquiries or applications.

Question: What role do social media platforms play in lead generation for higher education institutions?
Answer: Social media connects universities with prospects where they already spend time. Authentic posts, student takeovers, and targeted ads spark awareness, build community, and drive traffic to lead forms. Engagement nurtures interest over time, transforming casual followers into applicants and amplifying recruitment campaigns.

Question: How can universities leverage SEO to improve their lead generation efforts?
Answer: SEO boosts visibility when students search for programs, scholarships, or career outcomes. By optimizing program pages, blogs, and local listings with relevant keywords, universities appear in top search results. This organic traffic delivers high-intent leads, students actively seeking education opportunities, directly into the recruitment funnel.
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September 10, 2025
Email Marketing for Educational Institutions
Reading Time: 13 minutes

Email remains one of the most effective ways for colleges and universities to connect with their audiences. Unlike social platforms that limit reach through algorithms, email marketing for educational institutions provides a direct line to prospects, parents, students, alumni, and partners, people who have already chosen to hear from you. It’s measurable from start to finish, integrates easily with CRMs and student information systems, and can be automated to deliver timely, relevant messages.

The numbers back it up: across industries, email consistently produces one of the strongest returns on investment of any channel. In higher education, the impact is even greater when schools combine clean data with thoughtful segmentation, personalization, and creative storytelling. In practice, email often becomes the foundation of a recruitment strategy, supporting everything from initial outreach to alumni engagement.

This guide brings together proven email marketing best practices for educational institutions. Alongside examples and trusted resources to help your team build campaigns that not only perform but also feel authentic and meaningful to the people you’re trying to reach.

Struggling with enrollment and retention?

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Where Email Fits in the Student Journey

Email plays a role at every stage of the student journey, from the first moment of discovery through to lifelong alumni engagement. What makes it so effective is its ability to deliver the right message to the right person at the right time.
- Awareness: Introduce programs, highlight scholarships, and showcase campus life with engaging stories that spark curiosity.
- Consideration: Share degree guides, student experiences, faculty spotlights, and invitations to virtual or in-person events.
- Decision: Provide deadline reminders, financial aid instructions, advisor booking links, and follow-up checklists that help prospects commit with confidence.
- Onboarding & Retention: Support new students with orientation details, academic advising reminders, wellness resources, and career services updates that strengthen their connection to your institution.
- Alumni & Advancement: Keep graduates engaged with mentorship opportunities, continuing education offers, impact reports, and giving campaigns that showcase the value of staying involved.
Example in practice: The University of Alberta has built a structured email journey for international prospects, connecting them with advisors and surfacing key requirements at each stage of the process. This ensures that students receive timely, relevant information tailored to their current stage in the decision-making process.

Source: University of Alberta

Best Practices for Higher Education Email Marketing

To make email marketing for educational institutions truly effective, schools need more than just frequent sends; they need strategy, structure, and respect for their audience. The best-performing campaigns are built on trust, relevance, and timing.

That means starting with a clean, permission-based list, segmenting by intent, and delivering value at every step of the journey. Each best practice below focuses on how colleges and universities can move beyond “batch and blast” tactics to create meaningful, high-ROI conversations with students, parents, alumni, and partners.

1. Build a Permission-Based, High-Intent List

The strength of your email marketing starts with the quality of your list. Buying addresses might look like a shortcut, but it usually leads to poor engagement and deliverability issues. Instead, focus on capturing leads through owned, value-driven channels.

Program pages with downloadable guides, open house registrations, scholarship calculators, and career snapshots are all proven ways to attract high-intent prospects. Keep sign-up forms short, just name, email, and one preference field, then use progressive profiling to enrich data over time.

Example: George Brown College attracts prospective students by offering downloadable program guides in exchange for email sign-ups. Because students self-select the guide they want, the college immediately knows their area of interest and can trigger tailored follow-up campaigns. This approach builds a fully permission-based list where every contact has explicitly indicated their intent, making subsequent outreach more relevant and effective.

Source: George Brown College

2. Segment Aggressively for Relevance

Segmentation is the most consistent way to boost engagement and conversions in higher ed email marketing. Instead of sending broad blasts, divide your audiences by lifecycle stage, program interest, geography, or even behaviour, for example, attending a webinar or abandoning a form. This allows every recipient to receive content that feels timely and relevant. Segmentation also prevents fatigue by cutting down on irrelevant sends, which in turn protects your sender reputation and keeps unsubscribe rates low.

How can segmentation improve the effectiveness of email marketing for higher education? Segmentation makes emails more relevant, which increases engagement. For example, international prospects segmented by country can receive updates on visas and housing, while domestic students see local funding options. Segmenting by lifecycle stage, program, and behaviour helps improve click-throughs and leads to better-qualified student interactions.

Example: Humber College’s international portal structures content by region and need, ensuring students see information on study permits, housing options, and support services tailored to their home country. This kind of geo-segmentation can be mirrored in email journeys, for instance, sending region-specific pre-arrival checklists or visa guidance, so that communications land with stronger relevance for each subgroup of students.

Source: Humber College

3. Personalize Beyond the First Name

True personalization goes deeper than inserting a first name in the subject line. In higher education, it means dynamically adjusting content blocks based on program interest, geography, or behaviour.

For example, prospective Nursing students should see different resources than prospective Business students. International applicants may need tuition estimates in local currency or immigration guidance. Behavioural triggers, like a reminder to finish an application, show prospects you’re paying attention to their journey.

Why is personalization important in higher education email marketing? Personalization helps students see themselves at your institution. Tailoring emails by program, start term, or action, such as reminding them of an unfinished application, makes communication feel relevant and timely. This reduces fatigue and unsubscribes while guiding students toward conversion more effectively than generic messages.

Example: Arizona State University has invested in dynamic email content that highlights degree options, campus resources, and next-step reminders based on each student’s profile data. ASU’s own email marketing guidelines encourage the use of personalized fields and scripting for tailored messaging, ensuring that outreach feels individually relevant and helpful rather than generic.

Source: Arizona State University

4. Write Subject Lines and Previews That Earn the Open

Subject lines and preview text are the most decisive factors in whether an email gets opened. In higher education, a few consistent principles stand out:
- Clarity over cleverness: “Fall 2025 Application Deadline: Sept 30” outperforms vague teasers.
- Specificity: call out the program or event directly (“Early Childhood Education: Virtual Info Session Tomorrow”).
- Urgency and utility: use time-sensitive reminders, but avoid spammy tactics (“Last 48 hours for residence priority”).
- Length: keep subject lines to 45–50 characters, and use preview text to complete the thought and front-load value.
- Testing: run A/B tests where possible: subjects, preheaders, and sender names (e.g., “Admissions at Seneca”) are all worth experimenting with. Emoji can work sparingly for student audiences.
Example: The University of Arizona’s marketing team advises keeping subject lines concise (30–50 characters) and imbued with a sense of urgency, while still indicating the email’s content. Their guidelines echo what many have found: clear, direct subject lines (often including deadlines or event details) tend to lift open rates, because recipients immediately grasp the email’s value.

Source: The University of Arizona

In a nutshell, what are the best practices for creating engaging subject lines in higher education email marketing? Keep subject lines clear, specific, and under 50 characters. Highlight benefits like deadlines, outcomes, or events, and use preheaders to expand the message. Test frequently with A/B experiments, and consider humanized sender names (e.g., “Admissions at [School]”) to increase open rates without relying on gimmicks.

5. Design Mobile-First and Accessible

Most students and parents first open emails on their phones, so mobile-first design isn’t optional. Use responsive templates, 16-pixel body text, and tappable CTAs with enough space to avoid errors. Break content into scannable blocks with headings and subheads, and avoid image-only buttons.

Accessibility should be built in: add alt text, maintain contrast ratios, and caption videos. Keeping one clear CTA helps prevent distraction while making the path forward obvious. Load times matter, too. Opt for system fonts, compressed images, and videos hosted externally.

Example: The University of Toronto’s Future Students portal provides a good model for digestible, mobile-friendly content blocks. Information is organized in concise sections and bullet points that mirror best practices for responsive email design. By structuring content for quick scanning on a small screen, U of T ensures that key messages (from program highlights to “Apply Now” links) remain prominent and actionable even on mobile devices.

Source: University of Toronto

6. Calibrate Timing and Frequency

How often you email matters as much as what you send. A thoughtful cadence keeps your audience engaged without overwhelming them. Consider these practical benchmarks:
- Prospects: 1–2 emails per week; increase frequency near application deadlines or events, then cool down.
- Applicants/Admitted Students: Send transactional updates and personalized nudges; shield them from generic blasts.
- Enrolled Students: A weekly digest from student affairs or the registrar is usually sufficient, plus urgent communications when needed.
- Alumni: monthly updates with stories, impact reports, and targeted appeals tied to affinity or giving campaigns.
Example: The University of Rochester balances its email frequency by audience: it sends all current students, faculty, and staff a brief daily bulletin for campus-wide announcements, but for undergraduates, it also delivers a focused weekly newsletter highlighting only the most important deadlines and updates for the coming week. This approach keeps students informed and on track (e.g., keeping current on scholarship deadlines or add/drop dates) without inundating them with multiple emails per day, illustrating how strategic timing and pacing can improve engagement.

Source: University of Rochester

7. Calls-To-Action That Convert

The best emails guide students toward small, progressive steps that build confidence and commitment. Think of calls-to-action (CTAs) as a series of micro-conversions leading to the big one: enrollment.
- Early stage: “Download the Business Degree Guide.”
- Mid stage: “Register for the Sept 12 Virtual Info Session.”
- Late stage: “Finish Your Application” or “Book a 1:1 with Admissions.”
Example: Concordia University encourages one-on-one engagement by making it easy for prospects to connect with recruitment advisors. In their outreach and on their website, Concordia invites prospective students to “Speak with a recruiter” and provides direct contact links for regional advisors.

By embedding advisor contact/booking links in recruitment emails, they effectively turn email into a two-way channel, and prospects can immediately take the next step of scheduling a conversation, which is often a key conversion on the path to enrollment. This kind of CTA (e.g., “Book a 1:1 Advising Appointment”) helps move students from interest to action at the decision stage.

Source: Concordia University

8. Automate Journeys and Triggers

Automation ensures no student falls through the cracks. It also frees staff time by replacing one-off sends with structured flows. At a minimum, schools should build:
- Welcome or nurture series by program cluster (3–5 emails over 10–14 days).
- Event workflows: registration confirmation → reminder emails (24 hours and 2 hours before) → post-event follow-up with recording and next step.
- Application rescue: reminders for incomplete applications, missing documents, or deposits.
- Onboarding journeys: orientation checklist, LMS login, housing information, advising milestones.
Example: The University of Georgia’s admissions office uses automated “incomplete application” emails to prompt action from applicants. About 10–15 days after a student applies, if any required materials are still missing, UGA’s system sends a notification to alert the student. This kind of trigger-based outreach (in UGA’s case, coupled with a status portal for real-time updates) helps increase completion rates by nudging students at the right moment. Ensuring more prospects finish their applications and none are unknowingly left behind due to missing paperwork.

Source: University of Georgia

9. A/B Test Continuously (And Scientifically)

Testing makes email performance predictable. Without it, you’re guessing. To get reliable insights, follow a structured method:
- Hypothesis: define what you’re testing and why (e.g., “Clearer subject line → higher open rate”).
- Minimal variable: test one change at a time: subject, CTA wording, or design. Not everything at once.
- Sample & duration: send to enough recipients for statistical significance, and let the test run its course.
- Centralize learnings: record results in a shared log and bake winners into future templates.
This discipline helps schools turn experimentation into ongoing optimization, rather than one-off guesswork.

Example: Arizona State University’s email marketing team bakes A/B testing into its processes and training. In fact, ASU’s internal Marketing Academy offers specific sessions on email A/B testing best practices. By systematically experimenting, for instance, testing whether an email from “Admissions at ASU” versus a personal advisor name yields a higher open rate, or which subject line phrasing drives more clicks, universities like ASU turn anecdotal hunches into data-backed decisions. The result is a cycle of learning where each campaign performs better than the last, based on real audience insights.

Source: Arizona State University

10. Measure What Matters and Close the Loop

A great email program doesn’t just send, it learns. Schools should define KPIs at each stage of the student journey and connect systems so results tie back to outcomes that matter.
- Top of funnel: track deliverability, open rates (adjusted for privacy changes), and click-through rates (CTR).
- Mid-funnel: measure landing-page engagement, event registrations, and advisor bookings.
- Bottom of funnel: monitor application starts and completions, offers accepted, and deposits paid.
- Lifetime value: go further with retention term-to-term, alumni engagement, and giving participation.
Tools make this possible. Google Analytics 4 allows schools to set and track conversion goals across web and email touchpoints. Marketing automation platforms like HubSpot, Mailchimp, and HEM’s Mautic provide email-level reporting, lifecycle attribution, and integration with CRMs or student information systems.

The real power comes when those metrics are connected—so you can see not just who opened, but who enrolled. That’s how email proves its ROI in higher education.

Example: UMass Amherst provides a powerful case study in data-driven email marketing. After consolidating campus communications onto a single platform, they now rigorously track email performance and outcomes. In 2022, UMass separated its email sends into transactional vs. commercial categories to better gauge effectiveness. The university sent 6.7 million marketing (commercial) emails with a 61% open rate and only a 0.10% unsubscribe rate, about half the industry benchmark.

Source: Cloud for Good

These granular metrics (including year-over-year improvements in opens and clicks) are tied back to student engagement and enrollment outcomes. By monitoring and sharing such results, the UMass team can conclusively demonstrate email ROI in higher education, for instance, showing that automated, targeted campaigns directly led to more applicants completing their files and more students registering for classes

Deliverability, Privacy, and Compliance Essentials

Even the best-designed email is wasted if it never reaches the inbox. To protect deliverability and ensure compliance, schools need to focus on three pillars: technical health, consent, and governance.
- Authenticate your domain with SPF, DKIM, and DMARC. Align subdomains for bulk mail so your institution sends with a verifiable identity.
- Maintain list hygiene by removing hard bounces automatically and applying “sunset rules” for long-inactive contacts. This keeps the sender’s reputation strong.
- Comply with Canadian Anti-Spam Law (CASL): capture express opt-in, include your institution’s physical mailing address, and provide a one-click unsubscribe.
- Offer preference centres so subscribers can opt out of specific program streams rather than unsubscribing from all communications.
- Monitor sender reputation and complaint rates across platforms. Coordinate centrally across departments to avoid overlap that leads to over-messaging.
Schools that treat deliverability and compliance as core practices, not afterthoughts, protect both their brand and their audience’s trust, while ensuring every message has a fair chance of being read.

Content Strategy: What to Send (And When)

The most effective email marketing calendars are tied to the academic cycle. By planning content around what matters most to students at each stage, schools can stay relevant, reduce last-minute scrambles, and guide prospects and current learners smoothly from interest to enrollment, and beyond.
- September–October: Focus on discovery. Send “Explore Programs” series, scholarship primers, and fall open house invitations to capture interest early in the cycle.
- November–December: Support applications. Share step-by-step application checklists, portfolio preparation guides, and alumni career stories that reinforce outcomes.
- January–February: Address financial and career considerations. Feature financial aid tutorials, co-op or internship spotlights, and “Ask an Advisor” live chats to build trust and reduce barriers.
- March–April: Drive urgency. Countdown emails for application deadlines, residence selection reminders, and campus life reels or shorts work well here.
- May–June: Transition from admission to enrollment. Focus on onboarding with orientation sign-ups, registrar instructions, and personalized next-step communications.
- July–August: Provide last-mile support. Send guidance on IDs, transit, and housing, plus international arrival instructions to prepare students for day one.
A calendar like this ensures that your emails are not just timely, but also aligned with the emotional and practical needs of your audience throughout the year.

Turning Best Practices Into Results

Email remains one of the most powerful tools available to higher education marketers, but only when strategy and technology work hand in hand. The best practices outlined here are: permission-based lists, segmentation, personalization, accessibility, automation, and compliance. Ensure every message is not just delivered but resonates with the right audience at the right time.

This is where Higher Education Marketing (HEM) makes the difference. With deep sector expertise, we help schools design and execute email strategies that align with recruitment, retention, and advancement goals.

Central to this is our use of Mautic CRM, an open-source higher education email marketing automation platform customized for educational institutions. Mautic allows institutions to manage campaigns, segment audiences, automate journeys, and integrate seamlessly with student information systems, all while keeping data governance and compliance front and center.

By combining best-practice strategy with the flexibility of Mautic CRM, HEM enables institutions to run smarter, more personalized campaigns that drive measurable ROI across the student lifecycle. The result is simple: stronger engagement, higher conversion rates, and a more connected experience for every student, from prospect to alumni. Do you need help crafting an effective marketing strategy for student recruitment for your institution? Contact HEM for more information.

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Frequently Asked Questions

Question: How can segmentation improve the effectiveness of email marketing for higher education?
Answer: Segmentation makes emails more relevant, which increases engagement. For example, international prospects segmented by country can receive updates on visas and housing, while domestic students see local funding options. Segmenting by lifecycle stage, program, and behaviour helps improve click-throughs and leads to better-qualified student interactions.

Question: What are the best practices for creating engaging subject lines in higher education email marketing?
Answer: Keep subject lines clear, specific, and under 50 characters. Highlight benefits like deadlines, outcomes, or events, and use preheaders to expand the message. Test frequently with A/B experiments, and consider humanized sender names (e.g., “Admissions at [School]”) to increase open rates without relying on gimmicks.

Question: Why is personalization important in higher education email marketing?
Answer: Personalization helps students see themselves at your institution. Tailoring emails by program, start term, or action, such as reminding them of an unfinished application, makes communication feel relevant and timely. This reduces fatigue and unsubscribes while guiding students toward conversion more effectively than generic messages.
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August 27, 2025
Best Practices for Higher Education Websites
Reading Time: 15 minutes

Your website is no longer just a digital brochure. It’s the heart of your institution’s marketing, recruitment, and student engagement efforts. For most prospective students, it’s the very first touchpoint, and their decision to inquire, apply, or move on often hinges on what they find there.

More than 90% of students visit a college or university website during their school search. That means your site must not only attract attention but deliver a seamless experience that inspires trust and action.

What does that look like? It’s a blend of smart navigation, compelling visuals, personalized content, and performance that works flawlessly across all devices. It’s also about serving many different audiences, students, parents, alumni, and staff, without sacrificing clarity or focus.

In this article, we break down the 7 best practices for higher education websites, with examples from institutions putting them into action. These proven strategies will help your school build a web presence that engages users and drives real results, from exploration to enrollment.

Struggling with enrollment?

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

1. Ensure a Mobile-Responsive, Mobile-First Design

Smartphones are the default browsing tool for most prospective students and their parents. If your institution’s website doesn’t offer a seamless mobile experience, you’re not just frustrating users; you’re losing them.

Why is mobile responsiveness crucial for higher education websites? Most students browse on mobile devices. A mobile-responsive site ensures readability, easy navigation, and fast loading, key for user experience and search rankings. Without it, your site could rank lower on Google and lose over half of the visitors who abandon slow or poorly displayed pages.

Mobile responsiveness means your content adjusts fluidly to any screen size, from smartphones to tablets. This isn’t a nice-to-have feature; it’s a necessity. Google now uses your site’s mobile version to determine how it ranks in search results (a process known as mobile-first indexing). If your site isn’t optimized for mobile, both your visibility and your credibility take a hit.

But it’s not just about rankings. A mobile-first experience shapes how users perceive your brand. Nearly half of students (49%) say a positive mobile experience improves their view of a college, while a poor one can turn them away entirely.

At a minimum, your site should:
- Use a responsive design that automatically adjusts layouts for smaller screens
- Collapse navigation into a clean, mobile-friendly format
- Display readable text without requiring zoom
- Feature buttons and links that are easy to tap
Example: California Baptist University delivers a standout mobile experience. Its responsive design stacks content cleanly for smaller screens, while large, tappable calls-to-action make it easy for prospective students to explore programs or request information. The site balances function and aesthetics, showing that CBU understands what mobile users need and delivers it.

Source: California Baptist University

How can improving website speed benefit my higher education institution? Faster websites reduce bounce rates and keep users engaged longer. Prospects find what they need quickly, improving their impression of your institution. Speed also boosts SEO rankings and increases the chances of conversions like form submissions or brochure downloads.

A smooth mobile journey doesn’t just meet expectations, it sends a clear message: your institution is accessible, student-focused, and ready to meet users where they are.

2. Optimize Your Site’s Speed and Performance

Speed matters. Gen Z users expect instant access, and if your pages lag, they’ll bounce, sometimes before they’ve even seen your programs.

How fast is fast enough? According to Google, 53% of mobile visitors abandon a page if it takes more than 3 seconds to load. On the flip side, mobile sites that load in 5 seconds or less enjoy 70% longer average sessions and 35% lower bounce rates than slower counterparts.

Beyond user frustration, slow sites impact your visibility. Google uses page speed as a ranking factor, so sluggish load times can tank your SEO and conversions.

To keep your site performing at its best, follow these key practices:
- Compress images and media. Use modern formats like WebP and apply compression tools to reduce file sizes without sacrificing quality.
- Minify code and enable caching. Clean up your HTML, CSS, and JavaScript, and use browser caching to speed up page loads for returning visitors.
- Implement a Content Delivery Network (CDN). CDNs serve content from servers closest to the user, minimizing delays caused by physical distance.
- Limit heavy third-party scripts. Only use plugins and scripts that are essential—too many can drag your site’s performance down.
- Test regularly. Tools like Google PageSpeed Insights, GTmetrix, or Lighthouse help you spot bottlenecks like oversized images or slow server response.
Example: University of Arkansas at Little Rock (UA Little Rock): In March 2025, UA Little Rock rolled out a major website overhaul that improved both user experience and performance speed. A key move was transitioning to modern cloud hosting, which “ensures greater reliability, multiple backups, and improved site performance,” especially during peak or emergency periods. The web team also streamlined the site’s content (trimming 8,000+ pages down by 30%) and modernized the codebase, which reduces load times by eliminating bloat.

Source: University of Arkansas at Little Rock

Why this matters for higher ed: Even a one-second improvement in page load time can make a measurable difference in how long users stay and what actions they take. A fast website tells students you’re efficient, professional, and respectful of their time, a small detail that leaves a big impression.

If your site is slow, it’s time to speed things up.

3. Implement Strong SEO to Boost Search Visibility

You can have the most beautifully designed website in the world, but if prospective students can’t find it, it won’t deliver results.

That’s where search engine optimization (SEO) becomes critical. Most college students rely on search engines to explore programs, compare schools, and research next steps. If your institution doesn’t appear in those search results, you risk missing out on a massive share of qualified leads.

Think about the intent behind queries like:
- “Best MBA programs in Canada”
- “Colleges in Toronto for computer science”
- “Online diploma in healthcare administration”
If your pages don’t show up, students won’t even know to consider you.

Here’s how to strengthen your SEO strategy and stay visible throughout the student journey:

Keyword Optimization

Start with the language students use. Research long-tail keywords that reflect real queries (e.g., “online MBA in finance” or “career college digital marketing course”). Then, use those terms naturally in your:
- Program page titles and H1 headers
- Metadata and image alt text
- Body content and subheadings
This improves your rankings and helps students quickly identify whether your offerings match their needs.

High-Quality, Student-Centric Content

Search engines prioritize helpful content. So do students. Build rich pages and blog posts that answer common questions about admissions, tuition, career outcomes, or student life. Content that educates, informs, and reassures will keep users engaged and build trust.

Gen Z doesn’t want to dig for answers. Make them easy to find, and you’ll win the click.

On-Page SEO Basics

Each page on your site should have:
- A unique meta title and description featuring relevant keywords
- Structured headings (H1, H2, H3…)
- Descriptive image alt text for both accessibility and SEO
These basic elements are easy to overlook, but they make a real difference in how Google interprets and ranks your content.

Technical SEO and User Experience

Your site’s infrastructure plays a big role in search visibility. Prioritize:
- Mobile-friendliness (as covered in Section 1)
- Fast page load times
- Secure browsing (HTTPS)
- Logical, crawlable URLs
- Fixes for broken links and outdated pages
Google rewards user-friendly experiences. So do your prospective students.

Local and International SEO

Have a physical campus? Make sure your Google Business Profile is claimed and accurate. Serving international audiences? Offer multilingual content or geo-targeted landing pages to attract global prospects.

Example: When ENSR partnered with Higher Education Marketing (HEM) in 2019, the school sought to improve its online visibility and attract more qualified leads. HEM implemented a comprehensive SEO strategy that included technical website improvements, bilingual content creation, and targeted Google Ads campaigns. These efforts significantly enhanced ENSR’s search rankings and increased high-quality inquiries from families seeking international education in Switzerland.

Source: HEM

Why this matters: SEO isn’t a quick win; it’s a long-term strategy. But done right, it builds sustained visibility across every stage of the student journey.

A prospect might first find your blog post about how to choose a business school. Weeks later, they search for [Your University] campus life. Eventually, they return to your site to click Apply Now. SEO ensures you’re present at each step.

And since over 90% of students visit your website before applying, showing up in search isn’t just a marketing boost, it’s mission-critical.

What role does SEO play in the success of a higher education website?

SEO helps your site appear in search results when students research programs. Strong SEO brings qualified traffic, builds credibility, and ensures your programs are seen, without relying solely on paid ads.

SEO brings it all together. A fast, accessible, content-rich, and mobile-optimized site naturally ranks better. That means more visibility, more engagement, and more students taking the next step with you.

4. Make Your Content Accessible and Inclusive to All Users

Accessibility is now a fundamental expectation. Your website should serve everyone, including users with visual, auditory, motor, or cognitive disabilities.

In the U.S., more than 61 million adults live with a disability, and in Canada are more than 27 million. Globally, the number reaches into the hundreds of millions. If your website isn’t accessible, you may be shutting out prospective students, parents, or staff who are eager to connect but simply can’t.

Beyond ethics, it’s also the law. New ADA Title II regulations in the U.S. now require public colleges and universities to comply with WCAG 2.1 Level AA standards. Similarly, Canada’s AODA (Accessibility for Ontarians with Disabilities Act) sets a comparable benchmark for accessibility. Failure to comply with these standards can result in lawsuits, financial penalties, loss of federal funding, and significant reputational damage.

An inclusive website is no longer optional. It’s a legal, ethical, and strategic imperative.

Best practices for accessible higher education websites:
- Follow WCAG 2.1 AA guidelines. This includes alt text for images, captions or transcripts for videos, strong color contrast, and keyboard-friendly navigation.
- Use semantic HTML. Headings, lists, and ARIA landmarks help users navigate with screen readers and assistive tech. Avoid flashy layouts that confuse accessibility tools.
- Write descriptive link text. Replace vague links like “click here” with actionable, informative phrasing: Download the admissions brochure, for example.
- Test with real users. Use accessibility checkers and consult individuals who rely on screen readers or other assistive devices; automated tools often miss real-world issues.
Why this benefits everyone: Captions aren’t just for deaf users; they help second-language learners, mobile viewers, and anyone watching a video in a noisy space. High-contrast design improves readability in bright light or on low-quality screens. And clean navigation benefits all users, whether or not they rely on assistive technology.

Accessibility makes your site better for everyone and signals your commitment to equity and inclusion.

Example: Otis College of Art and Design proves that accessible websites don’t have to be boring. Their visually bold, design-forward site includes thoughtful accessibility features, like the ability to pause animated content and high-contrast elements that enhance readability. It’s proof that inclusive design and creativity can go hand in hand.

Source: Otis College of Art and Design

By prioritizing accessibility from the start, your institution not only meets regulatory standards, but it also opens the door to more prospects and strengthens its reputation as a place where everyone belongs.

5. Design Intuitive Navigation and User-Friendly Interfaces

Higher education websites often contain a massive amount of information, program details, admissions requirements, campus services, student life, alumni resources, and more. Without clear navigation, this wealth of content can quickly become overwhelming.

If prospective students can’t find basic information like how to apply, what programs you offer, or where to request info, they won’t stick around. They’ll simply move on to another institution that makes things easier.

Your goal? Make exploration effortless: Navigation should be clean, logical, and centered around user needs, not internal structures or department silos. Every menu, page layout, and search function should guide visitors toward their goals with clarity and speed.

Tips for intuitive higher ed site navigation:
- Use simple, student-focused labels. Stick to clear menu items like “Programs,” “Admissions,” “About Us,” and “Contact.” Avoid institutional jargon. Limit top-level menu items to avoid overload, and organize deeper pages using dropdowns or mega menus.
- Design for user journeys, not just departments. Group content around tasks or audience needs. Instead of listing academic departments, consider categories like Plan, Start, Succeed, or even Explore Programs and Find Support.
- Add a powerful, visible search bar. Nearly 50% of high school students use site search to navigate college websites. Make your search box easy to find on every page and power it with intelligent search tools that can handle typos and suggest relevant results as users type.
- Create clear user paths for different audiences. Persona-based navigation (e.g., Prospective Students, Current Students, Parents, Alumni) lets visitors self-identify and jump directly to what matters to them. This reduces cognitive load and improves time-to-information.
- Make CTAs impossible to miss. Buttons like Apply Now, Request Info, and Visit Campus should be visually distinct and consistently visible across key pages.
- Maintain styling and structural consistency. Don’t make users relearn how to navigate with every new section. Ensure the styling, placement, and behavior of menus remain predictable and responsive for mobile users.
Example: Eastern Iowa Community Colleges: EICC structures its top-level navigation around the student journey with three clear categories: Plan, Start, and Succeed. This not only simplifies decision-making but also shows a deep understanding of student concerns. The site also includes an “I’m most concerned about…” section: addressing common hesitations head-on, with empathy and clarity.

Source: Eastern Iowa Community Colleges

A user-friendly website doesn’t just look polished; it feels helpful. Smart navigation says, “We understand your needs, and we’ve made it easy to find what you’re looking for.” Higher education website design can be the difference between a visitor who bounces and one who applies.

6. Provide Engaging Content and Clear Calls-To-Action

Content is what transforms a higher ed website from a digital brochure into a dynamic recruitment tool. Prospective students don’t just want information; they want answers, inspiration, and a glimpse of what their future might look like at your institution.

They’re searching for:
- Program details
- Admission requirements
- Tuition costs
- Campus life
- Career outcomes
- Student experiences
Your job is to deliver that content in a way that’s clear, engaging, and actionable.

Best Practices for Content That Drives Enrollment:

Showcase your academic programs clearly.
Each program should have a dedicated page that covers curriculum highlights, faculty expertise, admissions requirements, and career prospects. Schools should prioritize program-level content because it’s the first place prospects look.

Use rich media to bring your campus to life.
Photos, videos, virtual tours, and infographics add emotional and visual depth that text alone can’t match. Consider a homepage hero video, a student life highlight reel, or virtual walkthroughs of your campus and classrooms.

Incorporate authentic student voices.
Today’s students want real stories. Feature testimonials, student spotlights, or day-in-the-life content that reflects your community’s diversity and vibrancy. Whether it’s a video diary from a nursing student or a blog from an international applicant, authenticity builds trust.

Keep your content fresh.
Outdated information erodes credibility. Make it a priority to update admissions deadlines, program details, and tuition info regularly. Maintain a blog or news section to show your campus is active, but don’t let fresh content bury essential evergreen pages like Programs or How to Apply.

Guide users with clear, strategic CTAs.
Every important page should ask: What’s the next step? Then answer it with a bold, well-placed button. Whether it’s “Apply Now,” “Download a Program Brochure,” or “Book a Virtual Tour,” your CTAs should stand out visually and match the context of the page.

Example: OCAD University (Canada) redesigned its admissions website with a bold visual identity, simplified navigation, and CTAs tailored to the user journey, like “Get Portfolio Help” or “Start Your Application.” The results? Within weeks of launch, the site saw a 21% increase in visits and a 15% increase in applicants. The combination of user-first content and clear actions paid off.

Source: OCAD University

Content also reinforces every other best practice:
- Accessible content means adding alt text and transcripts.
- SEO-optimized content means using keywords that align with search intent.
- Fast-loading content means using lightweight visuals and optimized media.
When your content delivers real value and your calls-to-action guide users clearly, you don’t just inform; you inspire. And that’s what drives conversions.

7. Integrate With a CRM for Lead Management and Personalization

A well-designed website gets visitors. A strategically integrated website gets conversions.

One of the most powerful ways to level up your higher ed site is by connecting it to a Customer Relationship Management (CRM) system. CRMs are central hubs for capturing, organizing, and nurturing prospective students through the enrollment journey.

When your website and CRM are integrated, lead data flows automatically from inquiry forms, newsletter signups, and event registrations into a centralized system, no more manual data wrangling, missed follow-ups, or siloed information.

Why CRM Integration Matters:
1. Instant lead capture and time savings
  Every time a prospect fills out a form, to download a course brochure or RSVP to an open house, their information is logged automatically in your CRM. This eliminates the need for staff to transfer spreadsheets or copy-paste emails. The result? Less administrative busywork and fewer mistakes, giving your admissions team more time to focus on real engagement.
2. Faster, personalized follow-up
  CRM integration lets you respond in real time. Someone requests info? They get a tailored email within minutes. And your recruiters are instantly notified with the lead’s details, so they can follow up while your institution is still top of mind. Prompt follow-up, especially within 24 hours, greatly increases contact and conversion rates. A connected CRM makes that speed possible.
3. Personalized web experiences
  Advanced CRMs like HubSpot or Mautic allow you to show smart CTAs and dynamic content based on the visitor’s behavior. If someone has already attended a webinar, your site might offer “Schedule a One-on-One Consultation” instead of “Register for Info Session.” Personalization like this increases engagement and accelerates movement through the funnel.
One institution used smart CTAs to tailor messaging for return visitors. New users saw English test prep offers, while returning prospects saw “Start Your Application” prompts, resulting in higher click-through and application rates.
1. Full visibility into the student journey
  Every interaction, form fill, email open, and event attendance is tracked in the CRM. Your team gets a 360° view of each lead’s engagement, helping them tailor conversations and prioritize follow-ups. You can also track which web pages and campaigns are driving the most conversions, helping you optimize over time.
For example, CRM data may reveal that campus tour sign-ups convert at twice the rate of general inquiries. Insights like these help you double down on what works.
1. A seamless, consistent user experience
  From a student’s perspective, CRM integration reduces friction. They won’t have to fill in the same information twice. Communications feel timely and relevant. Even if a staff member changes, the CRM ensures continuity, so the conversation picks up where it left off.
Behind the scenes, your team gains confidence that every lead is being handled properly, with full history and context at their fingertips.

The tools and payoff

Higher education institutions are increasingly using education-focused CRMs like HubSpot or HEM’s Mautic CRM. These tools enable automation at every stage, from capturing leads to triggering nurture emails to customizing website CTAs.

Example: Griffith College, Ireland’s largest independent college, partnered with Higher Education Marketing (HEM) to implement HubSpot CRM for more efficient lead management and personalized student recruitment. Through a comprehensive strategy that included conversion funnel audits, CRM staff training, automated workflows, and segmented lead nurturing, HEM helped Griffith streamline communications and improve follow-up with prospective students. As a result, the college achieved a 20% year-over-year increase in registered learners for its Spring 2023 intake.

Source: HEM

CRM integration does require some technical setup and cross-department coordination. But the payoff is immense: your website becomes a two-way communication platform, collecting insights, responding to actions, and guiding visitors toward enrollment with relevance and precision.

For institutions serious about scaling recruitment and deepening personalization, connecting your CRM to your website is no longer optional. It’s a modern best practice and a clear path to smarter, more successful digital engagement.

Build a Website That Drives Enrollment

Your website isn’t just a marketing asset; it’s your institution’s top recruiter. Every click, scroll, and form fill is a chance to move a prospective student closer to enrollment.

By applying these best practices for higher education websites, from mobile-first design and fast performance to SEO, accessibility, and CRM integration, you create more than just a polished digital presence. You build a site that informs, inspires, and converts.

In a crowded higher ed market, the schools that win are the ones that treat their website like the powerful recruitment engine it is. Make yours work harder, smarter, and more strategically, starting now.

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Frequently Asked Questions

Question: Why is mobile responsiveness crucial for higher education websites?
Answer: Most students browse on mobile devices. A mobile-responsive site ensures readability, easy navigation, and fast loading, key for user experience and search rankings. Without it, your site could rank lower on Google and lose over half of the visitors who abandon slow or poorly displayed pages.

Question: How can improving website speed benefit my higher education institution?
Answer: Faster websites reduce bounce rates and keep users engaged longer. Prospects find what they need quickly, improving their impression of your institution. Speed also boosts SEO rankings and increases the chances of conversions like form submissions or brochure downloads.

Question: What role does SEO play in the success of a higher education website?
Answer: SEO helps your site appear in search results when students research programs. Strong SEO brings qualified traffic, builds credibility, and ensures your programs are seen, without relying solely on paid ads.
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August 6, 2025
Choosing the Right Mass Notification System for Schools
Reading Time: 12 minutes

When a crisis hits a school campus, communication can either save lives or contribute to chaos. Whether it’s a lockdown, severe weather, or a gas leak, the first moments matter most, and so does the ability to reach the right people instantly. For school leaders, this reality has turned the mass notification system for schools from a nice-to-have into a non-negotiable.

In today’s education landscape, safety isn’t just a responsibility; it’s an expectation. Parents demand it. Students rely on it. And legislation like the Jeanne Clery Act mandates it. From K-12 schools to sprawling universities, institutions are under growing pressure to prepare for emergencies. That means having a reliable, fast, and flexible way to communicate campus-wide emergencies across multiple platforms.

Mass notification systems (MNS) offer that capability. They enable school officials to send real-time alerts through text messages, emails, voice calls, desktop pop-ups, sirens, and public address systems, all from a single dashboard. But with so many systems available, selecting the right one can be overwhelming. Some platforms specialize in panic buttons and mobile alerts; others focus on layered communication and integrations with existing infrastructure.

The stakes are high, but the path forward doesn’t have to be murky. This guide will walk you through what a mass notification system is, why it matters for schools of all sizes, and how to evaluate your options with confidence.

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What Is a Mass Notification System for Schools?

So, what is a mass notification system for schools? A mass notification system for schools is a platform that enables institutions to quickly inform students, faculty, and staff about emergencies or critical situations.

These alerts, sent via SMS, email, voice calls, app notifications, and digital signage, can communicate anything from severe weather and campus lockdowns to service disruptions and safety instructions from one central platform. This ensures rapid, widespread communication during emergencies.

They integrate with existing infrastructure such as fire alarms, intercoms, and digital signage to ensure every possible communication pathway is covered.

Schools often turn to systems like Rave Alert, Everbridge, Alertus, and Intrado Revolution, among others. These platforms are designed specifically for emergencies, but what if you had a tool that could do that and more?

How Do Mass Notification Systems Work?

Most MNS platforms are cloud-based and integrate with school databases or SIS (student information systems). Here’s how they function:
1. Message Creation: Administrators draft a message through a web-based interface or mobile app.
2. Audience Segmentation: Messages can be sent to specific groups (e.g., staff, students, grade levels).
3. Multichannel Distribution: The system pushes the message across chosen channels simultaneously.
4. Acknowledgement and Tracking: Some systems allow recipients to confirm receipt, and administrators can track who received what.
5. Two-Way Communication: More advanced systems allow for replies and real-time updates.
Why MNS Is a Necessity, Not a Luxury

The need for several types of communication channels has made the need for timely notifications undeniable. In response, many universities adopted robust mass notification systems, and today, the Jeanne Clery Act mandates that all U.S. colleges maintain systems for timely warnings and emergency notifications.

In Canada, provinces like Ontario require school boards to implement emergency and lockdown procedures, which may include notification systems. Globally, ISO 22301 emphasizes communication strategies in business continuity planning, applicable to schools.

But this isn’t just a higher ed concern. K–12 schools face their own risks. And communication needs often extend beyond the campus to include parents and guardians.

Mass Notification Has Multiple Uses

Your mass notification system doesn’t have to be reserved for emergency use. It can and should be the most important part of your everyday communications strategy. Ensuring your mass notification system includes all of your main communications mediums like email newsletters, text messages, website alerts, and social media channels will allow you to do it all in one single platform, saving you time and streamlining your efforts.

Need to send your email newsletter, a text reminder, and a social media push all at once? There’s no reason you shouldn’t be able to do that using your mass communications system. Need to send a mobile app and website alert while you’re at it? You’ll save hours by having everything bundled in one mass notifications toolbox.

Think of it this way: your institution already collects valuable contact information, behavioral data, and engagement history through its CRM. That same infrastructure can power smarter alerting during a crisis. Instead of a generic campus-wide message, you could send tailored updates, like notifying only international students during a visa-related policy change, or alerting online learners about digital platform outages. It’s the intersection of immediacy and intelligence: delivering the right message to the right people, at exactly the right moment.

This synergy is especially relevant in higher education, where the line between operational communication and marketing is increasingly blurred. Institutions must build trust not just through promotional emails but also through reliable, timely updates that reassure students and their families. A CRM-integrated mass notification system supports both missions, emergency preparedness and ongoing relationship-building.

HEM’s Mautic CRM: Smarter Messaging in Every Scenario

Mautic by HEM allows institutions to segment their contact lists by criteria such as program, campus, or enrollment stage, ensuring each person gets the right message at the right time. The platform also supports multi-channel outreach; staff can send automated emails and SMS messages, all from one centralized system.

With features like workflow automation to schedule campaigns and trigger communications (for instance, event invitations or follow-up messages), a CRM like this can unify both emergency notifications and routine marketing outreach. In practice, that means a school could broadcast critical alerts to affected individuals during a crisis and also manage day-to-day communications with students or customers, all through the same integrated system.

Key Features to Look For

How do you decide which system is right for your school? The key is to carefully evaluate each option’s capabilities against your institution’s needs. Below, we outline the key features to look for when choosing a mass notification system for schools, and how those features play out in practice at schools and universities.

1. Multi-Channel Delivery

Not everyone will be reached by the same medium, so your system should use multiple channels at once. At minimum, it must support SMS/text, email, and voice calls, since one person might see a text first while another picks up a phone call.

More advanced systems go further, triggering alerts over public address speakers, digital signage, desktop pop-ups, and mobile push notifications. Using multiple channels in parallel provides redundancy to ensure your message gets through. If cellular service is down or a phone is silenced, a desktop or PA alert might still reach them.

Example: Harvard University’s Everbridge-powered Harvard Alert blasts out texts, emails, and phone calls to students and staff simultaneously.

Source: Harvard University

2. Speed and Ease of Use

In a crisis, every second counts. The person sending the alert could be under extreme stress, so the interface must be very quick and simple to operate. Ideally, launching an alert should be as easy as pressing a single panic button.

Look for a system with an intuitive dashboard, pre-written templates, and minimal steps to send a message. If the process is too convoluted (requiring multiple logins or too many clicks), precious time will be lost.

One university learned this the hard way. It found that issuing an alert took nearly 30 minutes because staff had to activate separate systems for texts, emails, and PA announcements. Needless to say, that delay was unacceptable. The school eventually moved to a unified platform (the same Everbridge solution now used by the University of Michigan) so that one action triggers every channel at once.

Example: The University of Michigan employs the U-M Emergency Alert system (via Everbridge) to issue real-time emergency messages to students, faculty, and staff.

Source: University of Michigan

3. Integration Capabilities

Will the MNS play nicely with the technology your school already uses? The best platforms can plug into and leverage your existing infrastructure. For example, can it broadcast through your classroom intercoms and PA speakers, or trigger fire alarm strobes and door locks? Many schools have piecemeal safety tools that don’t automatically coordinate with each other. A strong notification system serves as the central hub to unify these.

Example: McGill University’s campus-wide alert system ties into multiple platforms already on campus, including a digital signage network (Omnivex), mass text/email alerts, and loudspeakers. This means one alert can simultaneously pop up on phones, computers, and PA systems across the university, rather than requiring separate actions for each.

Source: McGill University

4. Audience Segmentation

Can you target alerts to specific groups or locations when needed? In some situations, you won’t want to blast everyone. The system should let you easily narrow the recipient list based on location or role.

For example, if a small chemical spill affects only the science building, you might alert just that building’s students and staff rather than the entire campus. Conversely, if you have multiple campuses, you may need to send a message only to one site. A good MNS supports both wide-area alerts and precise targeting.

Example: Hubspot’s SMS features offer personalized tokens, contact integration, and workflows, allowing schools to create targeted SMS campaigns and engage in live two-way personalized conversations.

Source: UC Berkeley

5. Reliability and Redundancy

You need a system that works even when things go wrong. Ensure the provider’s network has redundant infrastructure (backup servers, multiple data centers) and built-in fail-safes if one communication mode fails.

For example, if text messages aren’t going through, can it automatically switch to another channel, like email or voice calls? On your side, plan for overlapping alert methods so there’s no single point of failure.

Example: HEM’s Mautic allows you to send notifications via text, email, and mobile app all at once, while the campus also uses sirens and PA announcements as backup.

Source: HEM

6. Feedback and Acknowledgment

In an emergency, communication shouldn’t be just one-way. It can be very useful to get feedback or confirmation from recipients and to empower people on the ground to initiate alerts. Some mass notification systems for schools allow two-way interaction. For instance, letting recipients click “I’m Safe” in a mobile app or reply to a text to give their status. This helps account for people and gather instant feedback from the scene.

Equally important is a panic-button capability. Many schools now provide staff with a mobile app or wearable panic button that lets them trigger an emergency alert or call for help with one touch.

Example: University of Southern California’s emergency notification ecosystem is integrated with a smartphone safety application, known as the Trojan Mobile Safety App, powered by LiveSafe. This free downloadable app, managed by the USC Department of Public Safety and Emergency Planning, complements the TrojansAlert system by putting emergency assistance tools directly in users’ hands. Notably, the app includes a panic-alert feature in the form of one-touch emergency calling.

Source: University of Southern California

7. Administration and Security

Consider the management and support aspects of the system. You’ll want to control who can send alerts (and to whom). Robust platforms allow role-based permissions. For instance, limiting campus-wide alerts to senior officials while enabling more localized alerts by authorized staff. This ensures alerts can be sent out quickly but still securely by the appropriate personnel.

Data security is critical as well: the system will hold contact info for your students and staff, so it must safeguard that data and comply with privacy laws (such as FERPA or GDPR). Additionally, evaluate the vendor’s customer support and training.

Emergencies can happen anytime, so 24/7 technical support is highly desirable. If an issue arises at 3 AM, you’ll want immediate help. A good provider will also help train your team so everyone knows how to use the system effectively before an emergency occurs.

Example: The University of Washington uses a Rave-powered UW Alert system to manage communications for its large campus community. With tens of thousands of students and employees, UW relies on the system’s strong admin controls to ensure only authorized officials can send out mass alerts, and on the vendor’s support to keep the platform running smoothly.

Source: University of Washington

8. Cost and Value

Prices vary. Some platforms bill per message or user, others charge flat annual fees. Don’t choose based solely on price. Focus on total value and required features, and check for educational discounts.

9. Scalability and Future-Proofing

As your school grows or tech evolves, your MNS should scale accordingly. Look for vendors with a proven track record of innovation and regular updates.

In a nutshell, what features should a good campus mass notification system include? A reliable campus notification system should have multi-channel messaging (SMS, email, phone, app alerts), easy integration with existing databases and software, real-time analytics and reporting, mobile accessibility, and role-based controls. Ideally, it should also allow for geotargeted alerts, two-way communication, and scheduled test alerts. These features help schools deliver timely, relevant updates during both emergencies and routine situations.

Why HEM’s Mautic CRM Is a Smart Choice for Mass Notification and Communication

Choosing a mass notification system is not just a technical decision: it’s a strategic one. That’s why many institutions are turning to HEM’s Mautic CRM, a powerful platform that blends emergency communication with everyday engagement, all in one intuitive system.

HEM’s Mautic isn’t just a marketing tool: it’s a communication hub designed for the complex needs of modern schools. Built specifically for educational institutions, it provides the flexibility and automation required to send the right message to the right person, at exactly the right moment, whether you’re dealing with an emergency or simply sending out a campus newsletter.

Unified Communication Across Channels

Mautic CRM allows schools to centralize their messaging efforts, supporting email, SMS, and in-app alerts from a single dashboard. In a crisis, that means no delays switching between systems, just fast, targeted communication when every second counts.

But its value extends beyond emergencies. With Mautic, you can schedule and automate routine announcements, manage event outreach, and nurture prospective students through personalized workflows, making it a powerful asset for both marketing and crisis response teams.

Segmentation and Personalization

The platform’s segmentation features let you target messages based on program, campus, enrollment stage, or any other custom criteria. This ensures your messages are always relevant, crucial when issuing alerts that may only apply to certain groups, buildings, or locations.

Need to notify only international students about a visa-related change? Or send an urgent weather alert to your downtown campus while leaving other sites unaffected? Mautic makes it easy.

Automation for Every Scenario

From workflow triggers to dynamic content, HEM’s Mautic helps schools automate communication with precision. For example:
- Trigger follow-up emails after an info session
- Send reminders about registration deadlines
- Automate alerts for emergency drills or test scenarios
These workflows can be adapted for both emergency preparedness and ongoing communications, creating a seamless experience for students, faculty, and administrators alike.

Easy Integration and Expert Support

HEM’s CRM integrates with leading SIS and web platforms, enabling real-time syncing of contact data and activity tracking. That makes implementation smooth and ensures your alert system always has up-to-date recipient information.

And because it’s backed by HEM’s education marketing experts, you get more than just software; you get strategic onboarding, training, and long-term support tailored to your institution’s needs.

Ready to Future-Proof Your School Communication?

Whether you’re managing crisis alerts or student outreach campaigns, HEM’s Mautic CRM delivers reliability, flexibility, and peace of mind. Join institutions that are redefining campus communication and doing it smarter.

Looking for an all-in-one student information and CRM solution tailored to the education sector?

Try the HEM’s Mautic CRM!

Frequently Asked Questions

Question: What is a mass notification system for schools?
Answer: A mass notification system for schools is a platform that enables institutions to quickly inform students, faculty, and staff about emergencies or critical situations.

Question: What features should a good campus mass notification system include?
Answer: A reliable campus notification system should have multi-channel messaging (SMS, email, phone, app alerts), easy integration with existing databases and software, real-time analytics and reporting, mobile accessibility, and role-based controls.
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July 9, 2025
How to Launch a School Podcast in 7 Steps
Reading Time: 11 minutes

As of 2023, more than 464 million people listen to podcasts regularly, and this number is growing each year. And with over 70% of parents listening with their children, podcasts are a communication channel your school can’t afford to overlook.

Why does this matter for education marketing?

Because parents, students, and alumni increasingly expect content that’s on demand, easy to consume, and aligned with how they already engage with other brands. A podcast offers exactly that. It provides a way to humanize your institution, give voice to your values, and build stronger relationships with your audience, all without requiring a massive budget or full production studio.

Is a school podcast worth the effort?

Here’s the reality: Schools that use podcasting strategically are finding new ways to connect with prospective families, boost engagement, and increase brand awareness. Whether you’re trying to showcase your faculty, highlight student achievements, or simply keep your community informed, a podcast gives you a direct line to your audience’s attention.

First things first, what is a podcast in school? A school podcast is an audio series created by educators, students, or staff to share news, stories, or educational content. It can highlight campus life, feature interviews, or support learning, helping schools connect with their communities in an accessible, on-demand format.

This blog post breaks down seven clear steps for launching a school podcast, from planning and production to promotion and measurement.

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Step 1: Define Your Podcast’s Purpose

Before you record a single second of audio, it’s important to answer one key question: Why are we starting this podcast?

A well-defined purpose ensures your content stays focused and impactful. Are you hoping to:
- Attract and engage prospective families?
- Showcase student life and culture?
- Build thought leadership through staff and faculty interviews?
- Strengthen alumni connections?
The most successful school podcasts have a clear audience and goal. For example, a private school may want to build trust with prospective families by featuring authentic stories from teachers and students. A language institute might use a podcast to demonstrate teaching methods or highlight student success stories. A university could aim to strengthen alumni ties through interviews and updates.

Whatever the goal, be specific. Broad intentions like “we want to communicate better” are too vague. Instead, anchor your podcast in a focused objective, be it enhancing recruitment, increasing transparency, or offering value-added resources to your community.

Once the purpose is clear, ensure leadership is aligned. Gaining buy-in from school administrators and relevant departments will give your project momentum, credibility, and cross-functional support.

Example: Yale University’s admissions office launched an official podcast called Inside the Yale Admissions Office to pull back the curtain on their application process. Their goal was to demystify college admissions for prospective students by sharing firsthand insights from actual admissions officers. Because the project aligned perfectly with Yale’s outreach goals, it had strong internal buy-in. Admissions staff themselves host the show, with support from the Dean.

Source: Yale University

Pro tip: Avoid trying to appeal to everyone. Tailor your podcast to a specific listener group and let that clarity shape your voice, content, and messaging.

Step 2: Choose the Right Format

The best podcast format is the one that plays to your strengths and fits your resources. You don’t need to copy what others are doing. What matters most is that your format fits your team and speaks to your audience.

Popular school-friendly formats include:
- Interviews with staff, students, or alumni to spotlight personalities and accomplishments
- Thematic episodes exploring topics like student life, curriculum innovations, or study tips.
- Student-produced episodes that give learners ownership and boost engagement, or other types of user-generated content
- Roundtable discussions where multiple voices weigh in on a key theme.
Example: A great illustration of a defined concept is Stanford University’s The Future of Everything podcast, produced by its School of Engineering. The show’s premise is crystal clear – each episode explores how technology, science, and medicine are shaping our lives and future. Hosted by a Stanford bioengineering professor, it follows an interview format where experts discuss innovations in fields from AI to health care. This distinctive theme and structure leverage Stanford’s academic strengths and consistently deliver on what the title promises.

Source: Stanford University

Whatever you choose, aim for consistency in tone and structure. A 20-minute interview series sounds very different from a 10-minute solo voice memo, but either can be powerful if well-executed.

Remember: A podcast is more than a recording; it’s a conversation. Make space for authenticity and spontaneity to shine through.

Step 3: Build a Content Plan and Plan Episodes in Advance

Now that you’ve defined your purpose and format, it’s time to think long-term. One of the biggest mistakes new podcasters make is launching without a content roadmap. Jumping into production without a plan can lead to burnout or disjointed messaging.

Ask yourself:
- What themes or topics will we cover across the season?
- Which internal experts or guests should we feature?
- Are there recurring segments that can anchor each episode?
A solid content calendar will help you avoid scrambling for ideas and ensure your messaging supports broader marketing campaigns (like admissions deadlines, open houses, or graduation season).

Here’s an example of a 6-episode launch plan for a K–12 school podcast:
1. Welcome from the Head of School
2. A Day in the Life of a Student
3. Meet Our Parent Community
4. Inside the Classroom: A Faculty Roundtable
5. From Our Alumni: Life After Graduation
6. How We Support Student Wellbeing
Example: At Kent State University, the Division of Student Affairs took a strategic approach when launching its podcast. They deliberately planned the first season of the podcast to coincide with the university’s virtual orientation program for new students. Because orientation had moved online (due to the pandemic), the podcast team organized a series of episodes addressing topics incoming freshmen needed, essentially turning the podcast into a fun, on-demand extension of orientation. They collaborated with the orientation staff (Destination Kent State) to ensure content was relevant and even gathered feedback from that partnership to improve the show.

Source: Kent State University

Bonus tip: Batch-record your first few episodes in advance so you can launch with momentum and buffer time.

Step 4: Set Up Your Equipment and Software

Worried about needing a full recording studio? Don’t be. Getting started doesn’t require expensive equipment. Here’s a basic setup to launch your podcast with professional quality:

Essentials:
- Microphone: A USB mic like the Blue Yeti or Samson Q2U delivers clear, studio-like audio.
- Headphones: Avoid audio bleed and ensure consistent sound levels during editing.
- Recording Software: Tools like Audacity (free) or Descript (freemium) let you easily record and edit.
- Hosting Platform: Services like Buzzsprout, Podbean, or Anchor distribute your podcast to Spotify, Apple Podcasts, and Google Podcasts.
Tip for schools on a budget: Consider using your media or IT lab for recordings. You may already have access to podcast-friendly tools through student programs.

Example: At UC Berkeley, staff in the communications department use a variety of clever do-it-yourself strategies to produce high-quality podcasts on a tight budget, proving that high production value is possible even without a fancy studio or expensive equipment.

Source: UC Berkeley

Step 5: Record and Edit With Your Audience in Mind

Now it’s time to hit “record.” As you begin, remember that quality matters, not just in audio clarity, but in tone, pacing, and structure.

Keep your episodes:
- Concise. Aim for 15 to 30 minutes per episode. That’s long enough to deliver substance, but short enough to fit into a morning commute or lunchtime walk.
- Focused. Each episode should revolve around a single topic or theme. If you have more to say, turn it into a two-part series.
- Natural. Avoid reading from a script word-for-word. Outline your key points, then speak conversationally.
Editing is where your podcast becomes polished. Using editing software, you can tighten up the conversation, remove umms/uhs, add intro music or segues, and generally polish the recording. Aim to balance the sound levels between speakers and cut any extraneous digressions to keep the episode flowing. The goal is an episode that sounds natural but also stays on topic and within your desired length.

Don’t be discouraged if the first few recordings feel rough. Podcasting has a learning curve for everyone, and you’ll get more comfortable and skilled with each episode. Incorporate feedback from early listeners and continuously improve your technique.

Example: The team behind Bucknell University, which produces the College Admissions Insider podcast, began with two co-hosts from the admissions office and communications staff who had no prior podcasting experience. They weren’t trained radio personalities, but their deep knowledge of the admissions process and ability to communicate enabled them to create engaging episodes from the get-go. In their case, the hosts’ confidence and skill grew quickly as they recorded more sessions. After the first few episodes, they found their rhythm in interviewing guests and editing the content into a polished final product.

Source: Bucknell University

Pro tip: If editing feels overwhelming, explore student help or freelance editors. Podcast production is a great opportunity for cross-department collaboration.

Step 6: Publish and Distribute Your Podcast

With a finished episode in hand, it’s time to share it with the world. This step involves uploading your episode to your chosen podcast hosting platform and ensuring it gets distributed to all the major listening apps. The good news: once set up, this process is straightforward.

Start by choosing a podcast hosting service (if you haven’t already). There are many options – from free platforms like Anchor (Spotify for Podcasters) to paid hosts like Libsyn, Podbean, or Buzzsprout. The host is essentially where your audio files live and where your podcast’s RSS feed is generated. When you upload a new episode, your host will update the RSS feed, which in turn notifies podcast directories (like Apple Podcasts) to pull the new content.

Upload your MP3 file to the host and fill in the episode details: title, description, episode number, season (if applicable), etc. Use this metadata to attract listeners – write a clear, engaging description and include relevant keywords (e.g., “STEM education chat with our Science Department” or “Tips for college admissions interviews”). Also, upload your cover art if you haven’t already, as it will display on players.

Next, distribute your podcast. Submit the RSS feed to major platforms such as Apple Podcasts, Spotify, Google Podcasts, and Amazon Music. Many hosts provide one-click distribution or guides to do this. Usually, you only need to do the submission once for each platform; after that, new episodes will appear automatically. Don’t forget any niche or regional platforms popular with your audience. Essentially, you want your school’s podcast to be available wherever listeners might look.

Example: The University of Chicago hosts its award-winning Big Brains podcast on a platform that syndicates it widely – on the official UChicago site, the podcast page prominently offers subscribe buttons for Apple Podcasts, Spotify, and even YouTube. Once UChicago uploaded episodes and submitted their feed, their content became available across all those apps. In practice, this means a parent commuting to work can pull up Apple Podcasts and find the school’s show, while a student on Android might use Spotify to listen – the experience is seamless.

Source: University of Chicago

Step 7: Promote Your Podcast Across Channels

“If you build it, they will come” doesn’t quite apply in podcasting. After creating a podcast for students and other members of your school’s community, you have to actively promote your school podcast so that your community (and beyond) know it exists. Promotion is an ongoing step, not a one-time task.

Here’s how to promote your school podcast effectively:
- Website: Create a dedicated podcast page with episode archives and show notes.
- Social Media: Share episode clips, quotes, or audiograms on social media platforms like Instagram, Facebook, and LinkedIn.
- Email Marketing: Feature new episodes in newsletters or nurture campaigns.
- Admissions Materials: Mention your podcast in brochures or application confirmation emails.
- Student Portals and Alumni Networks: Make your episodes discoverable for internal and extended communities.
Example: Bucknell didn’t just publish episodes and hope people would find them. The university made the podcast an integral part of its outreach. They promoted it vigorously by including podcast links in emails to prospective students and parents, sharing episode clips on social media, and even running targeted online ads to reach more listeners.

Source: Bucknell University

Think beyond downloads: Use the podcast to reinforce messaging in other marketing assets like blog posts, webinars, or virtual tours.

Bonus Tip: Track Performance and Evolve

Like any marketing initiative, measurement is key. Use analytics tools (often provided by your podcast host) to track:
- Number of downloads
- Listener demographics
- Episode drop-off points
- Subscription growth
But don’t stop at the numbers. Solicit feedback from listeners. What do they want to hear more of? Which episodes resonated most?

Note: Your podcast will evolve. You might tweak your format, test new topics, or expand your production team. That’s a good thing. Podcasting, like all great content marketing, thrives on iteration.

Partner With HEM to Create an Authentic Podcast That Stands Out

Starting a school podcast isn’t about jumping on a trend. It’s about creating a platform to tell your school’s story in a compelling, authentic way.

Why are podcasts good for school? Podcasts are engaging, cost-effective, and easy to access. They help schools build trust, highlight culture, and communicate more personally with students, parents, and alumni, especially in today’s mobile-first world where audio content fits busy lifestyles.

In today’s crowded education market, families crave meaningful connections. They want to hear directly from your community, not just what you offer, but who you are. A podcast helps you do exactly that.

It’s a platform that humanizes your brand, showcases your values, and builds real relationships with your audience. In short, it allows your community to hear your voice, quite literally.

In a nutshell, the answer to the question “How do I make an academic podcast?” can be summed up in a few crucial steps. Start by defining your goal and audience. Choose a format, plan episodes, and use basic recording equipment or software. Feature faculty or students, keep episodes concise, edit for clarity, and publish on platforms like Spotify or Apple Podcasts. Promote it across your school’s channels.

Ready to bring your school’s story to life through podcasting? Start by defining your audience and recording a pilot episode. With each step, you’ll gain clarity and momentum.

If you’d like support planning your podcast strategy, identifying compelling topics, or aligning the content with your admissions goals, HEM is here to help.

Would you like to learn how to create a podcast for students?

Contact HEM for more information.

Struggling with enrollment?

Our Digital Marketing team can help you generate more leads!

Frequently Asked Questions

Question: What is a podcast in school?
Answer: A school podcast is an audio series created by educators, students, or staff to share news, stories, or educational content. It can highlight campus life, feature interviews, or support learning, helping schools connect with their communities in an accessible, on-demand format.

Question: Why are podcasts good for school?
Answer: Podcasts are engaging, cost-effective, and easy to access. They help schools build trust, highlight culture, and communicate more personally with students, parents, and alumni, especially in today’s mobile-first world where audio content fits busy lifestyles.

Question: How do I make an academic podcast?
Answer: Start by defining your goal and audience. Choose a format, plan episodes, and use basic recording equipment or software. Feature faculty or students, keep episodes concise, edit for clarity, and publish on platforms like Spotify or Apple Podcasts. Promote it across your school’s channels.
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July 2, 2025
10 Smart Enrollment Marketing Tactics That Drive Results

Reading Time: 12 minutes

Today’s prospective students aren’t waiting for a glossy brochure to arrive in the mail. They’re researching schools on their phones between classes, watching campus tours on YouTube, and chatting with peers online to compare experiences. They’re digital-first and impatient, and expect the same seamless experience from a college as they would from Netflix or Amazon.

To stand out in this noisy, fast-moving environment, your enrollment marketing needs to work smarter. That means shifting away from static promotions and embracing data-driven, student-centric strategies that guide each prospect from curiosity to commitment.

Here’s how you can make that happen: 10 tactics that schools across North America (and beyond) are using to win the attention, trust, and enrollment of today’s students.

Struggling with enrollment?

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

1. Understand Your Audience (Better Than They Expect)

The best enrollment marketing strategies begin with deep audience insight. Not the surface-level kind (like age ranges or postal codes), but real, behavior-based understanding.

Instead of just collecting names at events or counting clicks on a landing page, take the time to analyze what your audience is doing. Are they spending five minutes reading your nursing program page but bouncing quickly from your homepage? Is there a spike in traffic after you post student testimonials on Instagram? These are the clues that shape smart decisions.

Tools like Google Analytics, HubSpot, or Slate reveal exactly where prospects engage and where they drop off. Segmenting audiences based on their actions, rather than assumptions, lets you personalize outreach that feels meaningful. If a student explores your hospitality program at 11:00 p.m. from another time zone, your strategy should reflect that interest and context.

Personalization builds a connection. And connection drives conversion.

Example: Oregon State University implemented a modern CRM (Slate) to segment and personalize outreach. OSU filters prospective students by interests, major, and location to trigger automated, tailored communications (email, text, print) for each segment. With this approach, Oregon State University ensures that prospects receive information relevant to them. For example, engineering-minded students get content on OSU’s tech programs, improving engagement and application conversion.

Source: Oregon State University

2. Turn Your Website Into a Top-Performing Recruiter

Think of your website as your lead admissions counselor. It works 24/7 and never forgets a prospect’s name, if it’s built right.

A compelling site doesn’t just list programs. It creates an experience. Navigation should be intuitive, especially on mobile, where the majority of users browse. Application deadlines should never be more than one click away. Program benefits should be clear, outcomes measurable, and support services obvious.

Equally important is online visibility. Students won’t land on your site if it isn’t optimized for search. That means including the phrases they’re typing into Google: “Best business diploma in Vancouver” or “Top graphic design college Canada.” A steady stream of blog content around these themes builds your authority and search rankings over time.

Don’t underestimate local search either. Schools that claim their Google Business listing and keep it updated with reviews, photos, and FAQs tend to show up higher in local results, right when families are deciding which campuses to visit.

Example: ENSR partnered with HEM to revamp its website for better usability and search visibility. Targeted SEO optimizations (including multilingual content and Google Ads campaigns) were implemented to attract more qualified traffic. ENSR also improved site speed and navigation. As a result, the school saw a 10% year-over-year increase in admissions, clear evidence that an optimized, easy-to-find website translates into more student enrollments.

Source: HEM

How can schools use SEO to reach more prospective students? Schools can use SEO by optimizing their website and content with keywords students search for, like program names or “colleges near me.” Creating informative blog posts, improving site speed, and using clear navigation help boost search rankings, making it easier for prospects to find and explore the school online.

3. Meet Students Where They Scroll

Social media is no longer just a promotional tool; it’s where brand trust is built. And guess what? Students don’t want picture-perfect posts. They want a glimpse into real student life: the awkward, the inspiring, and everything in between.

How do social media platforms help attract prospective students? Social media platforms help attract prospective students by showcasing authentic campus life, student stories, and academic highlights where students already spend time. Targeted ads and engaging content build awareness, answer questions, and create emotional connections that encourage students to explore programs and take the next step toward applying.

The most effective schools blend behind-the-scenes campus life, student takeovers, and authentic voices with strategic, paid campaigns. Engagement is key. Answer comments, reply to DMs, and ask questions. Your presence shouldn’t just be felt; it should be responsive.

And when a student visits your site but doesn’t apply? A retargeting ad reminding them about a scholarship deadline can bring them back with a purpose.

Example: Randolph-Macon Academy utilizes student-driven social media takeovers and campaigns to humanize its brand. For example, on “Takeover Tuesdays,” R-MA students run the school’s Instagram Stories, giving followers a genuine day-in-the-life look at campus life. These peer perspectives resonate with prospective students and parents. R-MA also shares posts on LinkedIn celebrating achievements (like its seniors earning $16 million+ in scholarships) to boost credibility. By strategically targeting content on platforms like Instagram, Facebook, and LinkedIn, R-MA expands its reach and builds trust with specific audiences.

Source: R-MA Instagram

4. Bring Your Campus to Their Couch

Campus visits are powerful but not always possible. Virtual tours bridge that gap beautifully when done right.

Why are virtual tours important for school admissions marketing? Virtual tours are important because they let prospective students explore campus facilities, culture, and student life from anywhere. They provide a first-hand experience that builds familiarity and trust, especially for international or remote students who can’t visit in person, helping them feel more confident about applying.

The most compelling virtual experiences go beyond slideshows or still images. They immerse visitors in 360° visuals of your labs, residences, lounges, and dining halls. Add narration, clickable maps, and interactive hotspots to create a sense of discovery.

Want to make it even more engaging? Offer live tours hosted by current students. Answer questions in real-time. Make the conversation two-way. This kind of hybrid interaction not only informs, but it also builds comfort and connection.

Gamifying the experience with small touches like hidden easter eggs or quizzes can boost session time, making students stay longer and remember more.

Example: Eastern New Mexico University: In January 2025, ENMU launched an upgraded 360-degree interactive virtual tour of its campus, in partnership with a virtual tour platform. The tour lets prospective students anywhere in the world explore campus landmarks at their own pace with panoramic views and clickable info points. New interactive stops even feature current students sharing their experiences via video, and users can access photos and descriptions of traditions at each location. This immersive virtual experience makes viewers feel “like they are on campus,” even if they cannot visit in person.

Source: ENMU

5. Let Video Carry the Message

Nothing conveys emotion, trust, and energy quite like video. That’s why it’s the top-performing format across all platforms.

Students use video to explore, compare, and decide. A 30-second clip showing campus energy can hook them, while a three-minute video of a student explaining why they chose your school can tip the scales.

The best videos aren’t always the most polished. Often, it’s the realness that lands, the quiet moment in a dorm room, a laugh during class, a genuine answer about overcoming a challenge. When current students tell their story on camera, it resonates far more than scripted promos ever could.

And don’t stop with publishing. Upload to YouTube (the second largest search engine in the world), share snippets on social media, and embed videos in your emails or on your site. It keeps your message moving, even when you’re not.

Example: The Academy of Applied Pharmaceutical Sciences regularly produces short videos featuring student success stories and hands-on training highlights. These testimonials and “day in the life” videos are shared on AAPS’s website and social channels, providing an authentic glimpse into student outcomes. AAPS also posts video content of alumni in their new careers or students in lab classes, which personalizes the school’s message.

6. Be There Instantly with Smart Chatbots

Picture this: a student is exploring your program page at 10:45 p.m. They want to know if scholarships are still open, but your office is closed.

This is where chatbots shine. When used effectively, they answer FAQs, guide students to relevant pages, and even collect lead info for follow-up, all in real time.

Today’s best bots go beyond text. They can speak multiple languages, schedule tours, and connect students with human counselors. They’re not a replacement for your staff. They’re the frontline, making sure no interest goes cold.

Example: The University of Illinois Gies College of Business deployed an AI chatbot named “Alma” on its online MBA program website to handle common questions and nurture leads. The chatbot was built with a no-code AI platform and programmed to answer prospective students’ free-text questions about the program, provide key information (e.g., deadlines, curriculum), and even collect contact info for follow-up.

Source: Gies College of Business

7. Let Students Do the Talking

Your school can say it’s great. But it means more when others say it for you.

Prospective students read reviews before making decisions. That’s true whether they’re buying shoes or choosing a college. A few well-placed, authentic reviews from happy students or parents can tip the scale in your favor.

Example: Rosseau Lake College actively highlights student and parent testimonials on its official site to manage its online reputation. RLC’s admissions section features a dedicated “Student Testimonials” page with quotes, stories, and even videos from current students and recent graduates.

Source: RLC

Make it easy for your community to share their voice. Follow up after tours or events with a simple request for feedback. Prompt graduating students to reflect on their journey. And most importantly, respond graciously to both praise and criticism.

Highlight these testimonials in your marketing materials, emails, and website. Some schools even have dedicated pages that feature alumni quotes, rankings, and outcomes all in one place.

Example: Discovery Community College leverages Google reviews and social media to boost its reputation. When the college receives a glowing review online, the marketing team amplifies it; for instance, Discovery CC shared a student’s 5-star Google review on Instagram with a thank-you message.

Source: DCC Instagram

When you let your results speak for themselves, people listen.

8. Nurture With Purpose: Email and Text Messaging

Email isn’t outdated. It’s just misused.

Too often, schools blast the same generic message to every lead. But with marketing automation tools like HubSpot or Slate, you can do better. Much better.

Send personalized messages based on actual behavior. If someone downloaded a course calendar, send a follow-up series about faculty highlights, career paths, or student testimonials from that program. If a student clicked a scholarship link but didn’t apply, follow up with a helpful guide or checklist.

Text messages are the perfect complement: fast, direct, and effective. Use them for urgent nudges like deadline reminders or event RSVPs. But be respectful. Less is more when it comes to texting.

9. Host Webinars That Educate and Inspire

Done right, webinars are student recruitment gold. They let students interact with faculty, hear from alumni, and ask real questions, all from the comfort of home.

Think beyond the program overview. What are students anxious about? Admissions essays? Career prospects? Financial aid? Offer sessions that solve these problems, not just sell solutions.

Example: The University of North Texas runs themed Admissions Webinars for targeted audiences of students who haven’t yet applied. UNT invites high schoolers to sign up for sessions like “Why UNT? & How to Apply,” where recruiters walk through programs, campus life, and the application process via Zoom.

Source: University of North Texas

Live Q&As make these events feel dynamic. A student asking a question and getting an answer in the moment, that’s engagement. That’s trust.

Example: Randolph-Macon Academy hosts regular live webinars for prospective families as part of its recruitment strategy. During these virtual info sessions, R-MA’s admissions counselors present an overview of the school, share up-to-date facts, and then open the floor for Q&A. They often incorporate a live virtual campus tour within the webinar. This format has been effective in converting attendees to applicants – families get to interact directly with staff and students from home, addressing any doubts in real time.

Source: R-MA

And once the event ends, the content lives on. Recordings become lead magnets. Clips fuel your social strategy. Recaps can power blog posts. Every webinar is a long-term asset when you plan it right.

10. Showcase What Comes After: Alumni Success

Prospective students are investing time and money. What they want to know is simple: “Will it pay off?”

Highlighting alumni outcomes is one of the most persuasive things you can do. Share job placement rates, grad school acceptances, average salaries, whatever metrics tell the story of success.

Even more powerful are personal stories. The alum who launched a startup. The student who landed a dream internship. The graduate who returned to school to mentor others. These aren’t just achievements, they’re proof points.

Example: Randolph-Macon Academy publicizes its alumni and student success outcomes as a core part of marketing. R-MA’s communications showcase statistics like 100% college acceptance and millions in scholarships earned by each graduating class. In 2025, R-MA proudly shared that its 69 seniors collectively secured over $10.5 million in scholarships for college. Alumni success stories (military academy appointments, leadership roles, etc.) are featured on the school blog and newsletters.

Source: R-MA

Some schools use interactive alumni maps to show where grads are working across the globe. Others run weekly spotlight stories on social or newsletters. However you do it, make sure it’s easy for prospects to imagine their own future in the successes of those who came before.

When you say, “Here’s where our grads go, and here’s how we help them get there,” the value of your school becomes real.

Enrollment Marketing Is Not About Tactics. It’s About Trust.

Each of these enrollment strategies works on its own. But when you combine them into a cohesive enrollment plan, powered by data and driven by empathy, you don’t just generate interest. You build relationships.

From a student’s first Google search to their final enrollment decision, every interaction matters. So make them count. Use tools like CRMs to track engagement. Align marketing with admissions. And most importantly, keep the student experience at the center of it all.

Because in today’s world, enrollment isn’t about volume. It’s about value. Give your prospects content that answers questions, support that feels personal, and stories that inspire. Do that, and the results will follow.

Need help building your enrollment marketing plan?

HEM offers expert services tailored to higher education institutions across Canada and beyond. Contact us today to learn more.

Struggling with enrollment?

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

Frequently Asked Questions

Question: How do social media platforms help attract prospective students?

Answer: Social media platforms help attract prospective students by showcasing authentic campus life, student stories, and academic highlights where students already spend time. Targeted ads and engaging content build awareness, answer questions, and create emotional connections that encourage students to explore programs and take the next step toward applying.

Question: Why are virtual tours important for school admissions marketing?

Answer: Virtual tours are important because they let prospective students explore campus facilities, culture, and student life from anywhere. They provide a first-hand experience that builds familiarity and trust, especially for international or remote students who can’t visit in person, helping them feel more confident about applying.

Question: How can schools use SEO to reach more prospective students?

Answer: Schools can use SEO by optimizing their website and content with keywords students search for, like program names or “colleges near me.” Creating informative blog posts, improving site speed, and using clear navigation help boost search rankings, making it easier for prospects to find and explore the school online.

Source link

June 18, 2025