Category: Education Lead Generation

  • Unlocking GA4 for Student Recruitment Journey

    Unlocking GA4 for Student Recruitment Journey

    Reading Time: 15 minutes

    Google Analytics 4 (GA4) has reshaped how colleges and universities track prospective student behaviour online. With the retirement of Universal Analytics (UA) in 2023, GA4 is now the default analytics platform, and for many higher ed marketers, the transition has been disorienting. Gone are the familiar sessions and pageviews; in their place is an event-based model, a redesigned interface, and new metrics that require a shift in thinking.

    But while the learning curve is real, so are the opportunities. GA4 offers deeper insights into student intent, behaviour, and engagement, insights that, when used effectively, can support measurable enrollment growth.

    This guide breaks down GA4 in a practical, approachable way. We’ll walk through how to use its core features at each stage of the student recruitment funnel: Discovery, Engagement, Decision-Making, and Enrollment. You’ll learn which reports matter, which metrics to ignore, and how to use GA4’s exploration tools to uncover new conversion opportunities. Throughout, we’ll also highlight how Higher Education Marketing (HEM) can help you make the most of GA4, from free audits to CRM integration support.

    Let’s start by shifting our perspective on what analytics can do, and then dive into how GA4 can support every phase of your student journey.

    GA4 unlocks powerful enrolment insights.

    Turn student journey data into smarter recruitment decisions with HEM.

    GA4’s Event-Based Mindset vs. Universal Analytics

    The most significant shift from Universal Analytics (UA) to Google Analytics 4 (GA4) is the underlying measurement model. UA was centred on sessions and pageviews, essentially counting a sequence of “hits” during a user’s visit. GA4, by contrast, is entirely event-based. Every interaction, whether it’s a pageview, a button click, a form submission, or a video play, is captured as an event. This model allows for a more flexible, granular view of user behaviour across devices and platforms, reflecting the idea that “everything is an event that signals user intent.”

    What makes GA4 different from Universal Analytics for higher ed marketers? Higher ed marketers accustomed to UA’s pageviews and sessions are now confronted with a new event-based model, a slew of unfamiliar reports, and an interface that looks nothing like the old Google Analytics. GA4 offers richer insights into student behaviour and intent, which can directly fuel enrollment growth.

    Crucially, GA4 is built for today’s privacy-first, multi-device world. It can track a single user’s journey across devices using User IDs or Google Signals and relies less on cookies, instead using machine learning to fill in data gaps, helping you stay compliant with emerging privacy standards.

    For higher ed marketers, this opens up richer insight into the prospective student journey. GA4 for student recruitment automatically tracks many common interactions (like scrolls and file downloads) and lets you define custom events aligned to your goals.

    New metrics also reflect this shift. Engagement Rate replaces bounce rate, highlighting sessions that last 10+ seconds, include 2+ pageviews, or trigger a conversion. Other core metrics include Engaged Sessions per User and Average Engagement Time, which are helpful indicators of whether your content holds attention or needs refinement.

    GA4 also brings predictive capabilities. With built-in machine learning, it can surface emerging trends or flag anomalies in student behaviour. While some advanced features like Predictive Metrics may feel out of reach initially, knowing they exist helps future-proof your analytics approach.

    It’s true, GA4 isn’t just an upgrade, it’s an entirely new platform. Many familiar reports have been retired or redesigned, and the interface now favours customizable dashboards over static reports. But don’t let the overhaul overwhelm you.

    The key is to focus on the metrics that support your enrollment goals. In the next section, we’ll show how GA4’s event-based model aligns with each stage of the student journey, from first visit to application.

    If you need support getting started, HEM offers a free GA4 audit to help identify top-performing lead sources, evaluate your marketing ROI, and ensure your setup is recruitment-ready.

    Mapping GA4 to the Student Journey Stages

    Every prospective student moves through distinct phases on the path to enrollment. GA4 can provide actionable insights at each stage if you know where to look. Below, we break down how to use GA4 effectively across the four stages of the student journey: Discovery, Engagement, Decision-Making, and Enrollment. We’ll also highlight key metrics to prioritize and reports you can skip to avoid analysis paralysis.

    Stage 1: Discovery: Awareness & Early Interest

    What it is:
    At this stage, prospective students are just beginning to explore postsecondary options. They may land on your site via a Google search, a digital ad, or a social post. They’re not ready to apply yet, but they’re starting to investigate. Your goal is to attract the right audiences and create a strong first impression.

    What to use in GA4:
    Focus on the Acquisition reports under Life cycle > Acquisition:

    • User Acquisition Report
      Shows how new users first arrive, by channel, campaign, or source. This answers, “Where are our new prospects coming from?” and helps assess brand awareness performance.
    • Traffic Acquisition Report
      Tracks sessions from all users (new and returning). Use it to evaluate which traffic sources deliver engaged sessions and prompt interaction.

    Key metrics to monitor:

    • Engaged Sessions per User: Are visitors exploring more than one page?
    • Engagement Rate: What percentage of sessions include meaningful interaction?
    • Event Count per Session: Are users watching videos, downloading brochures, or clicking calls-to-action?

    These metrics reflect traffic quality, not just quantity. For example, if organic search traffic has a 75% engagement rate while paid social sits at 25%, that’s a clear sign of where to invest.

    Landing Pages: Your Digital First Impression
    Check Engagement > Pages and Screens to see which pages users land on most. Are your program or admissions pages pulling in traffic? Are they generating long engagement times? That’s a signal they’re working. If top landing pages show low engagement, it’s time to refine content, CTAs, or UX.

    What to skip:

    • Demographics and Tech Reports: Too broad to act on for now.
    • Real-time Report: Interesting, but not useful for strategic planning.

    Pro tip:
    HEM’s free GA4 assessment can help you identify your highest-quality channels and flag low-performing ones so you can optimize marketing spend and attract better-fit prospects.

    Stage 2: Engagement & Consideration: Mid-Funnel Interest

    Once prospective students are aware of your institution and begin browsing your site in earnest, they enter the engagement or consideration stage. Here, they’re comparing programs, evaluating fit, and building interest, but may not yet be ready to contact you. Your goal is to nurture their intent by providing relevant content, encouraging micro-conversions, and guiding them toward decision-making.

    GA4 Focus: Engagement & Behaviour Reports

    In GA4, shift your attention to the Engagement reports under Life cycle > Engagement. These include:

    • Pages and Screens
    • Events
    • Conversions
    • Landing Pages

    As HEM notes, “Engagement reports are all about what prospects do after landing on your site”, whether they go deeper or drop off.

    1. Pages and Screens Report

    This is your new “Top Pages” view. Use it to identify high-interest pages such as:

    • Program descriptions
    • Tuition and aid
    • Admissions criteria
    • Campus life

    Key metrics:

    • Average Engagement Time
    • Conversions per Page
    • User Navigation Paths (Where users go next)

    If your BBA program page has high engagement and links to “Schedule a Tour,” make sure the CTA is prominent and functional. If engagement is low, revise the content or layout.

    2. Events Report

    GA4 automatically tracks events like:

    • Scroll depth (90%)
    • File downloads
    • Outbound clicks
    • Video plays

    You should also configure custom events for micro-conversions, such as:

    • “Request Info” form submissions
    • Brochure downloads
    • “Schedule a Visit” or “Start Application” clicks

    These are the mid-funnel signals that indicate increasing interest. Mark them as Conversions in GA4 to elevate their importance in reporting.

    Pro tip: Track 3–5 key events that correlate strongly with application intent.

    3. Conversions Report

    Once key events are marked as conversions, the report will show:

    • Total conversions by event type
    • Event frequency over time
    • Value (if assigned)

    This helps determine which micro-conversions are driving engagement and which campaigns or pages are most effective.

    4. Path Exploration

    GA4’s Explorations > Path Analysis lets you visualize what users do after key pages or events. For example, if many students visit the “Admissions FAQ” after reading a program page, that suggests rising intent. Use this to improve internal linking and user flow.

    What to Skip

    Avoid advanced GA4 reports like:

    • Cohort Analysis
    • User Lifetime
    • User Explorer

    These are often too detailed or irrelevant for short-term funnel optimization. Also, don’t feel obligated to use every Exploration template; build your own around your specific enrollment steps instead.

    HEM Insight: Unsure if your GA4 is tracking these mid-funnel behaviours correctly? HEM offers audits, event configuration, and CRM integration support, ensuring that when a student requests info, that action is tracked, stored, and acted upon.

    Ready for the next stage? Let’s move on to how GA4 supports Decision-Making.

    Stage 3: Decision-Making: High Intent & Lead Conversion

    In the decision-making stage, prospective students move from casual interest to serious consideration. They’re comparing programs, costs, outcomes, and culture. By now, they’ve likely returned to your site several times. The goal here is clear: convert an engaged visitor into a lead or applicant.

    GA4 Focus: Conversion Tracking & Funnel Analysis

    This is where your earlier GA4 setup pays off. With key conversion events (e.g., “Request Info,” “Submit Application”) defined, you can now analyze how and where those conversions happen. GA4’s Traffic Acquisition, Explorations, and Conversions tools are central at this stage.

    Conversions by Source/Medium

    To understand which marketing channels drive high-intent actions, use the Traffic Acquisition report and add columns for specific conversions (e.g., “Request Info count” and conversion rate). Alternatively, build an Exploration with source/medium as the dimension and conversion events as metrics.

    HEM’s webinar emphasizes looking beyond raw volume: ask “Which sources deliver my highest-intent leads?” For example:

    • Organic Search: 30 info requests, 10 applications
    • Paid Social: 5 info requests, 0 applications

    This data helps optimize channel strategy. If certain channels underperform in lead quality, revisit targeting, messaging, or landing pages.

    Funnel Exploration

    GA4’s Funnel Exploration is ideal for visualizing conversion paths. You can define steps like:

    1. View Program Page
    2. Click “Request Info”
    3. Submit RFI Form
    4. Start Application
    5. Submit Application

    Example funnel insight:

    • 1,000 users view program pages
    • 200 click “Inquire” (20%)
    • 50 submit forms (25% of clicks)
    • 30 start applications
    • 20 submit applications (67% of starters)

    This highlights where friction occurs, perhaps a clunky form (25% completion) or weak CTAs (20% inquiry rate). Use this to improve form UX, reinforce CTAs, or add nurturing touchpoints.

    You can also segment student recruitment funnels by device or user type (e.g., international vs. domestic). If drop-off is worse on mobile, consider layout changes; if international students abandon applications, address barriers like unclear visa info.

    Path Exploration

    GA4’s Path Exploration can show common user journeys leading to conversion. Start with “Application Submitted” and trace backward. If scholarship pages, FAQs, or department overviews frequently appear in these paths, you’ve identified key conversion content.

    Conversely, if users loop across pages without converting, that may signal confusion. Use these insights to surface critical info sooner or rework unclear sections.

    User Explorer: Qualitative Insights

    While not scalable, inspecting User Explorer for select journeys (e.g., converters vs. non-converters) can offer qualitative insight. One user might watch webinars and return five times before applying, proving content value. Others bounce after one visit, highlighting the need for nurturing.

    Metrics That Matter

    Focus on:

    • Conversion counts and rates per channel and funnel stage
    • Engaged sessions per user
    • Average engagement time for converters

    Example: applicants average 5 sessions and 10 engagement minutes; non-converters average 1 session and 2 minutes. Clearly, repeat engagement correlates with conversion, and nurturing campaigns (email, retargeting) are essential.

    What to Skip

    Avoid getting distracted by:

    • Cohort Analysis or User Lifetime
    • Attribution modelling (unless you’re running major ad campaigns)
    • Default GA4 templates that don’t fit your student recruitment funnel

    Stick with the custom funnel and path reports that reflect your application process.

    Pro Tip: Not confident in GA4 setup? HEM’s experts can build your funnels, configure conversion tracking, and connect GA4 to your CRM, giving you clear, enrollment-focused dashboards and team training to act on the insights confidently.

    Stage 4: Enrollment: Application to Enrollment (Bottom of Funnel)

    The enrollment stage is the final stretch, transforming applicants into enrolled students. While much of this process shifts to admissions and offline workflows (e.g., application review, acceptance, deposit), digital analytics still play a critical role. GA4 helps marketing teams identify friction points, evaluate channel performance, and inform efforts that influence yield. It also closes the loop on campaign effectiveness, especially if tied to downstream outcomes.

    GA4 Focus: Funnel Completion, Attribution, and Post-Application Insights

    Application Funnel Completion

    Using Funnel Exploration, ensure your funnel captures key milestones like “Apply Clicked” and “Application Submitted.” If many click “Apply” but few complete the form, GA4 highlights a clear drop-off. For instance, if desktop converts at 30% but mobile only 10%, there may be UX issues on mobile or a third-party form that isn’t optimized. This insight can guide IT discussions or quick fixes (e.g., warning banners or responsive design improvements).

    Attribution Paths

    GA4’s Advertising > Attribution > Conversion Paths report reveals the sequence of marketing touches that lead to applications. Common patterns in higher ed include:

    • Organic Search → Direct → Conversion
    • Paid Search → Organic → Direct → Conversion
    • Email → Direct → Conversion

    These paths underscore that enrollment isn’t a single-touch journey. For instance, Organic Search may start the process, while Direct or Email closes it. If you frequently see Email leading to conversions, it validates your nurture sequences. Also, keep an eye on new referral sources, like “Chat” or “Perplexity”, which may signal traffic from AI tools, as teased in HEM’s presentation.

    Post-Application Engagement

    Some schools track events beyond submission (e.g., clicking an admitted student portal link, viewing housing or financial aid info). While GA4 may not capture yield or melt directly, it can show post-application interest signals. Continued engagement, like visiting tuition or residence life pages, suggests intent to enroll or lingering questions that marketing content can address.

    Benchmarking and Outcomes

    Use GA4 to evaluate ROI by channel. For example, if Paid Search generates 10 applications at $5,000, while Organic Search drives 30 at no direct ad cost, that’s a critical insight. While GA4 doesn’t include media spend (unless connected to Google Ads), you can overlay cost data offline to calculate rough efficiency.

    You can also segment Applicants vs. Non-Applicants using GA4’s Explorations. Let’s say applicants averaged 8 sessions while non-applicants averaged 2. That suggests high engagement correlates with conversion, reinforcing the value of remarketing, email campaigns, and sticky content.

    Research supports this: EAB found that highly engaged users (multiple sessions, longer duration) were significantly more likely to apply.

    What to Skip

    Once a student applies, most enrollment decisions move to CRM or SIS platforms, not GA4. Don’t expect GA4 to tell you who enrolled, who melted, or who was denied. Similarly, ignore reports like Predictive Metrics, User Lifetime, and Cohort Analysis, which are less actionable for enrollment marketing. Focus instead on your core funnel, attribution, and engagement data.

    Final Takeaway

    By now, your GA4 setup should illuminate your recruitment funnel: how students find you, how they behave, when they convert, and where they fall off. This data is crucial for optimizing spend, improving user experience, and shaping strategic decisions.

    Priority GA4 Reports:
    • Traffic & User Acquisition (channel quality)
    • Pages and Screens (top content, engagement)
    • Events & Conversions (key actions)
    • Funnel & Path Explorations (journey analysis)
    • Attribution Paths (multi-touch influence)
    Reports to Skip:
    • Demographics & Tech (unless troubleshooting)
    • Realtime (not strategic)
    • Cohorts, LTV, Default Templates (too advanced or unfocused)

    Pro tip: HEM can help you build enrollment-specific GA4 funnels, connect data to your CRM, and surface dashboards that show “visits → inquiries → apps → yield” at a glance, so you can finally act on your data with confidence.

    Real-World Examples: GA4 Insights Driving Enrollment in Higher Ed (from various colleges & universities)

    Clemson University (College of Business) Clemson’s Wilbur O. and Ann Powers College of Business leveraged targeted digital campaigns and GA4 event tracking to dramatically increase prospective student engagement.

    The college saw a 207% increase in page engagement and a 222% growth in program page views for a key graduate program after the campaign. In just a two-month push, GA4 recorded 498 users requesting information and 44 clicking “Apply” to begin their applications.

    HEM BP Image 2HEM BP Image 2Source: Clemson University

    University College Dublin (UCD). This university fully transitioned to GA4 and implemented a unified analytics dashboard via a data warehouse for all its websites. The new GA4-powered reporting interface, featuring Overview, Page Performance, and User Engagement reports, loads much faster and retains up to two years of data.

    This enables UCD’s faculties and departments to easily track user behaviour across the university’s web presence, gaining insights into what content is engaging visitors and where improvements can be made.

    HEM BP Image 3HEM BP Image 3

    Source: University College Dublin

    Boise State University. Boise State created a centralized GA4 “Comprehensive Dashboard” accessible to campus stakeholders and paired it with training tutorials on common GA4 tasks. Their web team produced self-paced video guides on how to filter GA4 data to answer specific questions (such as finding top pages, viewing traffic sources, or seeing visitor geolocation).

    This approach empowers individual departments to slice the raw GA4 data for their own needs and quickly get answers about user behaviour, for example, identifying the most popular pages or where visitors are coming from, without needing advanced technical skills.

    HEM BP Image 4HEM BP Image 4

    Source: Boise State University

    UC Riverside. UC Riverside moved all its many departmental and unit websites to GA4 under a centralized analytics structure. The university’s web team built a curated “Web Analytics for Campus Partners” GA4 dashboard with custom reports, including a Broken Links report and a Top Landing Pages report.

    These tailored GA4 dashboards help site owners across campus quickly spot issues (e.g. finding and fixing 404 error pages) and identify content that attracts new traffic. By giving each department actionable insights, such as which pages are bringing in the most new visitors, UCR has improved user experience and informed content strategy across dozens of sites in its domain.

    HEM BP Image 5HEM BP Image 5

    Source: UC Riverside

    Texas A&M University. Texas A&M established an Analytics Community of Practice that meets monthly, bringing together marketers and communicators from different colleges and units to share GA4 insights and techniques.

    In these sessions, participants discuss recent findings (for example, which pages on their sites show unusually high engagement rates, or how referral traffic patterns are shifting) in a collaborative forum. This ongoing knowledge exchange ensures continuous learning and helps cultivate a data-informed culture campus-wide.

    HEM BP Image 6HEM BP Image 6

    Source: Texas A&M University

    Turning GA4 Insights into Enrollment Growth

    Embracing GA4’s event-based, student-centric model can reshape how your team drives recruitment outcomes. By moving beyond vanity metrics like pageviews, GA4 prompts higher ed marketers to focus on real indicators of student intent, such as engaged sessions, application clicks, and program page sequences. Across each funnel stage, GA4 reveals which channels attract interest, what content sustains it, and which actions convert it.

    This clarity empowers you to refine campaign targeting, improve website performance, and simplify the inquiry or application path. GA4 also bridges the long-standing gap between marketing and admissions by giving both teams shared metrics and a common funnel narrative. Instead of saying, “We got 10,000 visits,” marketing can report: “We drove 300 info requests and 50 applications, and here’s what influenced them.”

    It’s true, GA4 can feel overwhelming at first. But by focusing on core engagement metrics, key conversion events, and simple funnel analyses, you can avoid the noise and surface what truly matters. Start small, then grow into more advanced insights as you gain confidence. What should higher ed marketers avoid focusing on in GA4? Don’t worry if GA4 isn’t tracking beyond the application. 

    Also, avoid misattributing things to GA4 that it can’t measure – e.g., GA4 won’t tell you ‘admitted vs. denied’ or ‘enrolled vs. melt’ – that’s outside its scope. Focus on what GA4 can concretely tell you about the marketing funnel leading up to enrollment.

    Above all, GA4 is most powerful when used collaboratively. Share funnel data with admissions. Highlight high-performing content to your copy team. Use insights to inform international recruitment or retargeting campaigns. And if needed, partner with specialists. At HEM, we help institutions build clear, actionable GA4 setups, from audits and event tracking to CRM integrations, so your analytics directly support enrollment.

    GA4 isn’t just an upgrade; it’s a strategic advantage. When aligned with your funnel, it can become your most effective tool for enrollment growth.

    GA4 unlocks powerful enrolment insights.

    Turn student journey data into smarter recruitment decisions with HEM.

    FAQs

    What makes GA4 different from Universal Analytics for higher ed marketers?
    Higher ed marketers accustomed to UA’s pageviews and sessions are now confronted with a new event-based model, a slew of unfamiliar reports, and an interface that looks nothing like the old Google Analytics. GA4 offers richer insights into student behaviour and intent, which can directly fuel enrollment growth.

    What should higher ed marketers avoid focusing on in GA4?
    Don’t worry if GA4 isn’t tracking beyond the application. Also, avoid misattributing things to GA4 that it can’t measure, e.g., GA4 won’t tell you ‘admitted vs. denied’ or ‘enrolled vs. melt’, that’s outside its scope. Focus on what GA4 can concretely tell you about the marketing funnel leading up to enrollment.

    Which GA4 reports should we prioritize for enrollment marketing?
    Focus on the critical reports:

    • Traffic Acquisition & User Acquisition (for awareness channel quality)
    • Engagement > Pages and Screens (for top content and engagement per page)
    • Engagement > Events & Conversions (for tracking micro and macro conversions)
    • Explorations: Funnel Analysis (for visualizing the enrollment funnel and drop-offs)
    • Explorations: Path Analysis (for seeing common user journeys and sequences)
    • Advertising > Attribution Paths (for understanding multi-touch conversion paths)”

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  • AI Agents for Colleges: Intelligent Systems Uses

    AI Agents for Colleges: Intelligent Systems Uses

    Reading Time: 13 minutes

    Artificial intelligence has rapidly evolved from experimental pilots into practical tools in higher education. Colleges and universities are now adopting AI agents, intelligent, autonomous systems designed to perform tasks, learn continuously from data, and act proactively to support students and staff throughout the entire enrollment and student journey.

    Unlike traditional chatbots that offer scripted responses, AI agents for colleges can analyze behavior, adapt to changing inputs, and take meaningful actions based on goals or context. They can handle tasks like personalized communication, lead nurturing, application guidance, and even predicting student attrition, all with minimal human intervention.

    For higher ed leaders, enrollment managers, and marketing teams, the question is no longer if AI will play a role in education; it’s how to use it strategically, ethically, and effectively. The potential is significant: smarter outreach, streamlined operations, and stronger support for students.

    In this article, we’ll unpack what AI agents are, how they differ from simpler tools, how institutions are using them today, and what practical steps schools can take to get started or scale up AI-powered initiatives.

    Are you prepared for the next evolution of enrollment and student support?

    What Is an AI Agent?

    An AI agent is a dynamic, intelligent system designed to perform tasks autonomously on behalf of users or institutions. Unlike static tools or rule-based chatbots, AI agents can analyze data, interpret complex intent, and act independently in pursuit of defined goals. They are capable of:

    • Understanding and responding to user intent across multiple interactions
    • Taking proactive actions based on predefined goals, real-time context, or behavioral triggers
    • Continuously learning and improving from user inputs and outcomes
    • Integrating with core institutional platforms such as CRMs, student information systems (SIS), learning management systems (LMS), and communication tools

    In a higher education context, AI agents are not simply answering questions; they’re helping institutions solve problems. These agents can assist with lead nurturing, application guidance, appointment scheduling, academic advising, and more. Their ultimate purpose is to support institutional goals such as improving enrollment conversion, enhancing student engagement, and reducing the manual workload on admissions, marketing, and student services teams.

    Key Characteristics of AI Agents in Higher Education

    AI agents for colleges are defined by several core capabilities that set them apart from traditional tools or scripted chatbots:

    • Autonomy: They operate independently, completing tasks or initiating interactions without requiring constant human oversight.
    • Context Awareness: AI agents can recognize a student’s position within the enrollment or academic lifecycle and adjust their responses accordingly.
    • Goal-Oriented Behavior: They are built with specific institutional outcomes in mind, such as increasing conversion rates, reducing summer melt, or improving retention.
    • Continuous Learning: These systems improve over time by analyzing data patterns and learning from past interactions.

    Together, these characteristics enable AI agents to act as proactive, adaptive partners in student engagement, going well beyond static digital assistants to drive meaningful institutional impact.

    AI Agent vs. Chatbot: What’s the Difference?

    A common source of confusion in higher education is the distinction between traditional chatbots and AI agents. While the terms are sometimes used interchangeably, the capabilities and strategic impact of each are vastly different.

    Traditional Chatbots

    Chatbots are typically rule-based or scripted tools that respond to user prompts. They are reactive rather than proactive, meaning they wait for a user to initiate contact. Most chatbots are limited in scope: they may answer FAQs or provide links to resources, but they cannot understand context or evolve. Their utility is often confined to narrow use cases like answering admissions deadlines or sharing campus event information.

    AI Agents

    AI agents, by contrast, are intelligent, goal-driven systems that can operate autonomously across platforms. They are capable of interpreting complex intent, initiating actions, and retaining memory across sessions and channels. These agents integrate with CRMs, SIS, and learning platforms to deliver personalized experiences. More importantly, AI agents can adapt their strategies based on behavioral data and outcomes. For example, an AI agent might detect that an admitted student has not opened key onboarding emails and proactively reach out with a nudge or alternative format.

    The Key Distinction

    What makes an AI agent different from a chatbot? AI agents are autonomous, goal-driven systems that understand context, learn over time, and take proactive actions. Unlike chatbots, which respond to scripted prompts, AI agents can guide users through processes and initiate engagement across multiple platforms. 

    In essence, chatbots answer questions, but AI agents help move students through a process. They not only provide information but also drive outcomes like enrollment completion, financial aid submission, and course registration. As institutions seek to improve service quality and efficiency at scale, AI agents offer a more strategic, integrated approach than chatbots alone.

    Why AI Agents Matter for Colleges Today

    Higher education is undergoing a seismic shift. Institutions are under mounting pressure from multiple directions: growing competition for a shrinking pool of prospective students, fluctuating domestic enrollment in many regions, rising expectations for personalized and digital-first engagement, and increasingly limited internal resources. In this environment, colleges and universities need tools that enable them to do more with less without sacrificing student experience.

    AI agents offer a powerful solution. These intelligent systems enable colleges to shift from reactive service models to proactive, anticipatory engagement across the student lifecycle. Whether guiding prospective applicants through the admissions process or supporting enrolled students with course selection and financial aid navigation, AI agents help scale operations while preserving a sense of personal touch.

    Core Education AI Use Cases for Colleges

    1. AI in Enrollment Management

    One of the most transformative applications of AI agents is in enrollment management. Traditional outreach methods often rely on bulk communications and static timelines. AI agents, by contrast, enable real-time, tailored engagement based on where each student is in the funnel.

    Key functions include:

    • Sending automated, personalized nudges to incomplete applicants
    • Identifying prospects who show signs of disengagement or drop-off
    • Providing 24/7 responses to common admissions questions
    • Supporting post-admit engagement and reducing summer melt

    Rather than replacing admissions professionals, these agents act as digital extensions of the team, helping manage volume while maintaining quality interactions.

    2. Intelligent Assistants in Higher Education Recruitment

    On websites, landing pages, and student portals, intelligent AI assistants for higher ed help convert interest into action. These systems can dynamically guide users to the most relevant content or next steps based on browsing behavior, geography, or persona.

    Use cases include:

    • Directing students to matching academic programs
    • Surfacing key dates and requirements based on applicant type
    • Offering localized content or multilingual support for international visitors
    • Capturing high-intent inquiries for CRM integration and follow-up

    When embedded at strategic touchpoints, these tools improve the prospective student experience and boost lead conversion rates.

    3. Student Services and Academic Support

    Beyond recruitment, AI agents are increasingly being used to reduce administrative burden and expand access to essential student services. This is especially valuable for institutions serving diverse populations, including adult learners, international students, and part-time students who may need help outside of regular office hours.

    Key areas of support:

    • Assisting with course registration logistics and policies
    • Answering financial aid questions and helping students navigate fees
    • Referring students to on-campus services based on need (e.g., mental health, tutoring, IT help)
    • Acting as a triage point for academic advising requests

    By handling routine inquiries, AI agents free up staff to focus on more complex or sensitive cases.

    4. Retention and Student Success

    Student success teams often lack real-time visibility into which students are disengaging. AI agents can analyze signals such as missed logins, dropped classes, or overdue assignments to flag early risk indicators.

    Once identified, agents can:

    • Trigger automated check-ins or reminders
    • Recommend helpful resources (e.g., peer tutoring)
    • Notify academic advisors or success coaches
    • Encourage re-engagement through timely, personalized outreach

    These interventions help prevent attrition by reaching students before they fully disengage.

    5. Marketing and Communications Automation

    AI agents also bring efficiency to enrollment marketing operations. They can support:

    • Real-time content personalization on websites
    • Automated follow-up workflows based on behavior (e.g., abandoned form fill)
    • Cross-channel engagement across email, SMS, and chat
    • Handling campaign-related inquiries or call-to-action responses instantly

    For marketing teams, this means campaigns can scale without losing relevance. AI ensures that prospective students receive the right message, at the right time, via the right channel, improving conversion rates and ROI.

    In short, AI agents are not a future-facing concept. They’re a current strategic advantage. By embedding intelligence and automation into student engagement, colleges can improve outcomes, reduce strain on staff, and create experiences that meet the expectations of today’s digital-native learners.

    How Are Colleges Using AI Agents Today?

    Across Canada, the United States, and internationally, colleges and universities are already deploying AI agents to support critical areas like enrollment, student services, academic advising, and marketing. These are no longer just experimental tools or isolated pilot projects. Instead, many institutions are integrating AI agents into their core strategies, using them to improve responsiveness, personalize outreach, and ease the burden on staff.

    From automating admissions follow-ups to guiding students through financial aid, real-world use cases are multiplying. The focus has shifted from “if” to “how best” to implement these tools.

    (See the curated examples at the end of this article.)

    Do AI Agents Replace College Staff?

    This is a common concern, and the answer is no. AI agents are not designed to replace college staff, but to support them.

    These intelligent tools handle routine, high-volume, and time-sensitive tasks that can overwhelm busy teams. They can respond instantly to frequently asked questions, guide users to resources, and even operate around the clock, especially useful during evenings, weekends, or high-traffic application periods.

    By managing first-line support, AI agents free up staff to concentrate on what matters most: personalized advising, meaningful relationship-building, and strategic planning. They also surface real-time data and student behavior insights that staff can use to make more informed decisions.

    Importantly, human expertise remains essential for nuanced conversations, equity-based support, and complex decision-making. Rather than replacing staff, AI agents extend their capacity, allowing institutions to offer more consistent, timely, and personalized service without adding headcount. When implemented thoughtfully, AI agents strengthen, not diminish, the human touch in education.

    Ethical and Practical Considerations

    As colleges adopt AI agents, ethical implementation is paramount. Institutions must ensure these tools align with institutional values and uphold trust.

    Data Privacy and Security:
    AI agents must comply with relevant privacy laws such as PIPEDA or GDPR. Clear, transparent data usage policies help reassure users and safeguard institutional integrity.

    Bias and Fairness:
    To prevent unintended bias, especially in areas like admissions or advising, institutions should conduct regular audits, use diverse training data, and maintain human oversight in high-stakes decisions.

    Governance and Oversight:
    Successful AI initiatives require clear accountability. Define who owns the AI agent, how it’s monitored, and when human staff should step in.

    Ultimately, AI agents should enhance equitable access, not compromise it. Thoughtful design and oversight are essential.

    How Can Colleges Get Started with AI Agents?

    For colleges and universities exploring AI agents for the first time, a phased and strategic approach ensures alignment with institutional goals while minimizing risks.

    Step 1: Identify High-Impact Use Cases
    Start by targeting clear, high-volume needs where automation delivers immediate value. Common entry points include admissions inquiries, application follow-ups, and frequently asked questions in student services. These areas typically require timely, consistent responses and are ideal for early pilots.

    Step 2: Align with Enrollment and Marketing Strategy
    AI agents should reinforce your institution’s enrollment goals, not operate in a silo. Ensure that the use cases support broader priorities such as inquiry-to-application conversion, yield improvement, or retention. Collaboration between admissions, marketing, and IT is key.

    Step 3: Integrate with Existing Systems
    To be effective, AI agents must connect with your existing technology stack. Integrate them with CRM platforms, student portals, and marketing automation tools to ensure seamless data flow and actionable insights.

    Step 4: Pilot, Measure, Optimize
    Launch a limited-scope pilot with clear objectives. Track metrics like reduced response times, increased application completion, or staff time saved. Use feedback and data to refine both the agent’s responses and its integration with team workflows.

    Step 5: Scale Thoughtfully
    Once the agent has proven value, consider expanding to new functions (e.g., academic support or financial aid). Establish governance policies, ensure ongoing training and monitoring, and communicate transparently with users.

    With the right foundation, AI agents can scale intelligently, becoming a long-term asset for your institution.

    Examples of Higher Education Institutions Demonstrating AI Agent Use

    Georgia State University (USA): Georgia State pioneered an AI chatbot named “Pounce” to assist incoming students with admissions queries, financial aid forms, and other enrollment steps. By answering thousands of questions 24/7 via text messages, Pounce helped reduce “summer melt” (admitted students failing to enroll) by 22% in its first year, meaning hundreds more freshmen made it to campus. This AI assistant continues to guide students through registration and financial processes, improving support for new Panthers.

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    Source: Georgia State University

    University of Toronto (Canada): U of T is actively exploring AI-driven tools to enhance student advising and services. A university-wide AI task force has recommended integrating AI into student support and administration. Initiatives include pilot projects for AI chatbots and data analytics to assist academic advisors, streamline routine administrative queries, and personalize student services. By embracing these technologies with a human-centric approach, U of T aims to improve how students receive guidance and navigate campus resources.

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    Source: University of Toronto

    Arizona State University (USA): ASU has implemented AI-enabled digital assistants (including voice-activated tools) to guide prospective and current students. Notably, ASU partnered with Amazon to create a voice-based campus chatbot via Alexa, allowing users to ask the “ASU” skill about campus events, library hours, dining menus, and more. In residence halls, students received Echo Dot devices as part of a smart campus initiative, making it easy to get instant answers about enrollment or campus life. These AI assistants augment student engagement by conversationally providing on-demand information and support.

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    Source: Arizona State University

    University of British Columbia (Canada): UBC leverages AI in both research and practical applications to improve student experiences. The university deploys AI chatbots and advising assistants to help answer student questions and streamline services. For example, UBC’s “AskCali” project is an AI-driven advising tool that uses generative AI to answer academic planning questions and direct students to resources. UBC Okanagan’s campus also introduced an AI chatbot across departments like IT support and Student Services, automating routine inquiries and reducing wait times by handling ~99% of chats, which frees up staff for complex issues. Through these efforts, UBC enhances student support while improving operational efficiency.

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    Source: UBC

    Harvard University (USA): Harvard is applying AI systems to enhance academic advising, streamline administrative tasks, and bolster student engagement. The university’s digital strategy encourages responsible use of AI in advising and student services. For example, Harvard has explored AI chatbots for answering routine student questions and experimented with AI tutors to augment academic advising. These AI initiatives are aimed at improving the efficiency of advising processes and enriching how students interact with academic support, all while maintaining a human-centered approach (Harvard’s advisors and faculty guide AI use to ensure it aligns with educational values).

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    Source: Harvard University

    University of Michigan (USA): U-M has rolled out AI-powered tools to support student services, including conversational assistants for advising and campus information. The College of LSA launched “Maizey,” a 24/7 AI academic advising chatbot that answers questions on course requirements, policies, and study tips, providing a “smart sidekick” for students seeking guidance after hours. Additionally, U-M developed “MiMaizey,” a personalized AI campus assistant that helps students find information on dining, events, organizations, and more in a chat interface. By deploying these AI-supported services, Michigan offers instant help and tailored support to students while complementing its human advisors.

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    Source: University of Michigan

    University of Alberta (Canada): UAlberta is integrating AI into student services and campus operations to improve efficiency and support. The university’s AI committees explicitly guide the use of AI to “improve university operations, services, resource management, and administrative tasks.” This means deploying AI tools in areas like student advising, where chatbots or predictive analytics can assist with inquiries, and in back-office processes, where automation can streamline workflows. By embracing these technologies, the U of A seeks to enhance the student service experience (faster responses, 24/7 support) and optimize institutional decision-making and resource use.

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    Source: University of Alberta

    Stanford University (USA): Stanford has been a leader in leveraging AI agents for student support, learning analytics, and administrative innovation. Researchers at Stanford have developed AI systems that detect when students are struggling in digital courses and then recommend interventions to instructors, effectively acting as an AI tutor/assistant to keep students on track. In student services, Stanford has experimented with chatbots and AI-driven data analysis to personalize learning and improve advising. These efforts—from AI “teaching assistants” that answer student questions to predictive models that inform advisors—illustrate Stanford’s use of AI to enhance learning outcomes and streamline academic administration.

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    Source: Stanford University

    The Strategic Opportunity Ahead

    AI agents represent a transformative opportunity for colleges and universities that approach them with purpose and alignment. When embedded within broader strategies for enrollment management, student success, and marketing, these tools can significantly enhance institutional impact.

    By automating high-volume tasks and providing real-time, personalized support, AI agents help institutions engage students earlier in their journey, offer more relevant touchpoints, and deliver a seamless digital experience that today’s learners expect. At the same time, they free up staff to focus on strategic, human-centered work, creating a more agile and efficient institution.

    The real value lies not in simply deploying AI tools, but in how they’re integrated across departments and designed to serve long-term goals. For higher education leaders, this means shifting the conversation from technology for its own sake to technology as an enabler of student-centric transformation. With thoughtful implementation, AI agents can become a cornerstone of modern, resilient, and responsive institutions.

    Are you prepared for the next evolution of enrollment and student support?

    Frequently Asked Questions

    Question: What makes an AI agent different from a chatbot?
    Answer: AI agents are autonomous, goal-driven systems that understand context, learn over time, and take proactive actions. Unlike chatbots, which respond to scripted prompts, AI agents can guide users through processes and initiate engagement across multiple platforms.

    Question: How are colleges using AI agents today?
    Answer: Across Canada, the United States, and internationally, colleges and universities are already deploying AI agents to support critical areas like enrollment, student services, academic advising, and marketing. 

    Question: Do AI agents replace college staff?
    Answer: This is a common concern, and the answer is no. AI agents are not designed to replace college staff, but to support them. These intelligent tools handle routine, high-volume, and time-sensitive tasks that can overwhelm busy teams.

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  • Festive Ideas to Engage Students and Alumni

    Festive Ideas to Engage Students and Alumni

    Reading Time: 15 minutes

    The holiday season offers a valuable opportunity for schools to foster connection and celebrate community. Each year, Higher Education Marketing reviews holiday videos from institutions across the education spectrum to spotlight standout examples that capture the spirit of the season while supporting broader marketing goals.

    This annual holiday video post brings together some of our favourite picks from this year’s festive content. From heartfelt messages of gratitude to creative student-led performances, these videos show how colleges and universities are using year-end storytelling to connect with students, staff, alumni, and prospective families in meaningful ways. Beyond tradition, holiday videos have become a strategic tool in higher education marketing, helping schools showcase their personality, values, and milestones from the past year.

    Whether it is a lighthearted campus moment or a thoughtful message from institutional leadership, a well-crafted holiday video can generate goodwill, boost social engagement, and reinforce school spirit. The best part is that these moments do not require a Hollywood budget. With a strong concept, authentic voices, and a little seasonal creativity, schools of any size can produce compelling year-end content.

    In this post, we will explore what makes an effective holiday video, share practical production tips, and highlight some of the best holiday videos of the season, according to the HEM team.

    Are you looking for education marketing services?

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

    What Is a Holiday Highlight Video for Schools?

    A holiday highlight video is a short, engaging piece of content that schools create to celebrate the festive season while reflecting on the year’s milestones. Blending seasonal charm with storytelling, these videos typically showcase memorable moments, achievements, and community messages, wrapped in a festive tone that resonates with audiences across generations.

    Unlike a standard event recap, holiday highlight videos often include holiday music, decorations, or creative themes to evoke warmth and cheer. They may feature snippets from campus events, student performances, messages of thanks from leadership, or lighthearted skits that show off your school’s personality.

    These videos are usually concise and shareable, perfect for distribution across social media, email newsletters, and your website. Whether heartwarming or humorous, the goal is to celebrate your school community, express appreciation, and leave viewers with a lasting positive impression. Think of it as a year-in-review meets a holiday greeting card, brought to life on screen.

    Why Should Colleges and Universities Create Holiday Videos For Their Community?

    Producing a holiday video might seem like a lighthearted tradition, but it holds serious strategic value for educational institutions. From strengthening community ties to enhancing your brand visibility, here are five reasons why colleges and universities should consider creating a holiday highlight video:

    1. Strengthen Community Connections

    Holiday videos offer a powerful way to reinforce a sense of belonging. By featuring students, faculty, staff, and alumni, schools can celebrate their shared experiences and spirit. These videos become a reflection of community life, highlighting festive events, volunteer efforts, and everyday moments that matter.

    For example, the University of Louisville once released a holiday video where its mascot delivered handwritten cards across campus, culminating in a warm message from an administrator. This kind of storytelling reinforces school pride and strengthens emotional bonds among viewers.

    2. Showcase Values and Campus Culture

    A holiday video is also a chance to communicate your school’s values in action. Whether it’s highlighting inclusivity, creativity, service, or academic excellence, these videos offer a glimpse of campus life through a seasonal lens.

    Adelphi University, for instance, created a holiday video featuring its panther mascot distributing scarves and hats to students. Along the way, viewers were treated to quick scenes in the library, labs, and dorms, an engaging way to showcase school spirit while spotlighting facilities and values like generosity and community support.

    3. Engage Students, Prospects, and Alumni

    Video is a highly engaging content format, especially across platforms like Instagram, Facebook, and YouTube. A well-produced holiday video grabs attention more effectively than a typical end-of-year message and offers entertainment, recognition, and emotional connection in one package.

    Students enjoy seeing familiar faces and moments captured, while prospective students gain a glimpse of campus life and the people who shape it. A great holiday video can humanize your institution and offer a feel-good experience that’s easy to share, extending your reach organically.

    4. Celebrate Successes and Boost Morale

    The end of the calendar year is the perfect moment to celebrate your school’s accomplishments. A holiday video allows you to highlight academic achievements, sports victories, community impact, and institutional milestones, all wrapped in a festive, uplifting tone.

    The University of Michigan, for example, once released a holiday video of its annual tree lighting ceremony that featured pediatric patients as special guests. The message was heartwarming and celebratory, perfectly blending joy with meaning, boosting morale, and reinforcing shared values.

    5. Build Tradition and Institutional Memory

    Producing a holiday video each year can evolve into a cherished tradition. These videos serve as visual keepsakes, documenting your institution’s journey and growth. Schools like UNC Greensboro (UNCG) have become known for their annual holiday productions, consistently showcasing creativity and school spirit. Over time, these videos build anticipation, tradition, and a deeper emotional connection with your audience.

    In short, holiday videos are more than just festive fun; they’re powerful storytelling tools that strengthen community, showcase culture, engage audiences, and leave a lasting impression.

    Using Holiday Videos for Student Recruitment and Brand Awareness

    Beyond community engagement, holiday videos can also be a strategic asset for student recruitment and brand visibility. How can a school use holiday videos to support student recruitment and brand awareness? Schools can use holiday videos to showcase campus culture, student life, and values in a warm, authentic way. These videos humanize the brand, create an emotional connection, and give prospective students a real glimpse of the community, helping strengthen brand awareness and support recruitment decisions.

    Here’s how they support marketing objectives:

    Showcasing Campus Life to Prospects

    Prospective students want to feel a connection with a school before applying. Holiday videos, featuring real moments, smiling faces, and decorated spaces, offer a genuine snapshot of campus life. When students from diverse backgrounds or student clubs are included, the video subtly highlights key differentiators such as diversity, inclusivity, and student support services.

    Highlighting Unique Selling Points (USPs)

    Some institutions weave their USPs directly into their holiday messaging. Loyola Marymount University’s business school did this creatively with a festive jingle that spotlighted the school’s mission and LA location. Similarly, the University of Georgia released a video featuring the excitement of acceptance letters, reminding viewers of the transformative power of education.

    Boosting Reach and Engagement on Social Media

    Posting your holiday video on YouTube, Instagram, Facebook, and TikTok can significantly increase impressions and engagement. These platforms are ideal for spreading festive content organically, with the potential to reach prospective students through shares, likes, and algorithmic boosts.

    Humanizing Your Brand

    Holiday videos put a friendly face on your institution. Whether it’s professors sending greetings, mascots dancing, or students sharing traditions, this content feels personal. Boston University’s College of Arts & Sciences, for example, created a multilingual video featuring holiday wishes from staff and faculty, an inclusive gesture that made the school feel warm and welcoming.

    Standing Out in the Recruitment Cycle

    Not every school produces a holiday video. Doing so, especially with creativity, helps differentiate your institution. A joyful, thoughtful video signals school spirit, attention to detail, and a people-first culture. In short, holiday videos serve as soft-sell marketing: warm, memorable, and brand-enhancing.

    Creative Holiday Video Ideas (Even on a Small Budget)

    Producing a standout holiday video doesn’t require a Hollywood budget, just heart, creativity, and smart use of the resources at your disposal. In fact, many of the most engaging school holiday videos are simple in execution but rich in authenticity and charm. Here are cost-effective ideas to inspire your next festive project:

    1. Leverage Student Talent

    Involve students in video creation, whether through filming, editing, animation, or music. Georgia State University’s College of the Arts, for example, produced a delightful animated video created entirely by students and alumni. It doubled as a class project and portfolio piece. Similarly, student musicians can perform holiday tunes as soundtracks, adding personality while saving on licensing and production costs.

    2. Use Smartphones and Free Tools

    A smartphone, a tripod (or steady hand), and free apps like iMovie or TikTok are all you need. Many schools shoot short clips of decorated halls, festive events, or faculty greetings using DIY techniques. Planning your shots ahead of time and keeping edits tight will go a long way in producing polished results.

    3. Keep It Short and Focused

    Short videos (under 60 seconds) are cheaper to make and often more effective online. UWE Bristol, for instance, shared a short clip of its lit Christmas tree and the season’s first snow, a serene moment that resonated with viewers. Viewership stats show drop-off rates after two minutes, so brevity is best.

    4. Pick a Simple Theme

    Stick to one clever idea. Clackamas Community College parodied Home Alone with its president on an empty campus, while James Madison University reimagined ’Twas the Night Before Christmas for finals week. Both relied on humor, recognizable formats, and minimal props, proving that creativity trumps complexity.

    5. Crowdsource Clips

    Ask students and staff to submit short videos or photos answering a seasonal prompt (“What’s your favorite winter tradition?”). Compile the submissions into a festive montage with background music. UNC Greensboro’s Bryan School used this approach for a holiday tips video, creating a lively, inclusive piece with no production costs.

    6. Repurpose Existing Content

    Footage from recent concerts, service events, or campus celebrations can be repackaged into a highlight reel. Layer in a new narration or a simple greeting to refresh the narrative and give it a festive twist.

    7. Add Holiday Magic with Simple Effects

    Basic editing tricks, like sparkles, snowfall overlays, or festive text, can elevate even the simplest shots. Trent University created a magical moment by using a glowing book effect in its holiday greeting. Free overlays and royalty-free music can help polish your final product without added expense.

    8. Embrace Authenticity

    When production quality is limited, lean into warmth and sincerity. A candid thank-you message from your president or a casual walk through campus celebrations can feel more genuine, and often more engaging, than a heavily scripted production.

    Ultimately, holiday videos are about joy, gratitude, and connection. With a little planning and a lot of heart, even a small-budget project can leave a lasting impact.

    Optimal Length and Platform: Making Sure Your Holiday Video Hits the Mark

    When planning a holiday video, two key questions often come up: How long should it be? And where should it be posted for the best engagement? Getting these right can make a big difference in how your video performs.

    Ideal Length

    The sweet spot for holiday videos is typically between one and three minutes. Shorter videos tend to perform better across all platforms. Data shows that videos under one minute retain up to 70 percent of viewers, while completion rates drop sharply after the two-minute mark. Unless your content is highly compelling, longer videos are at risk of losing viewers before the message is delivered.

    Platform-Specific Strategy

    Each social platform has its own best practices. TikTok and Instagram Reels are ideal for short-form content under 60 seconds. Facebook and YouTube are more accommodating for videos in the one-to-three-minute range. If your video is for social sharing, create a quick version under a minute. For website placement or email campaigns, a slightly longer version may be appropriate.

    Editing for Pace and Impact

    A well-edited video can deliver a meaningful message in a short amount of time. Quick cuts, engaging visuals, and upbeat music help keep viewers interested. If you have a lot of content, consider creating a teaser or trailer version for social media, with a call to action to watch the full video on your website.

    Aim for clarity, energy, and brevity. Your audience will appreciate a concise, thoughtful message that respects their time.

    Best Platforms for Sharing School Holiday Videos

    To maximize the reach and impact of your holiday video, share it across multiple platforms. Each channel offers unique advantages:

    YouTube
    YouTube is essential. It functions as both a content hub and a search engine, making it ideal for embedding on your website and sharing in emails. Optimize your video with a descriptive title, a thoughtful caption, and tags that include your school’s name and keywords like “holiday video” or “seasonal greeting.” YouTube is particularly effective for reaching a wide audience, including prospective students, alumni, and the public.

    Facebook and Instagram
    These platforms are perfect for community engagement. Upload the video directly to Facebook for better reach and visibility in the algorithm. On Instagram, short videos (under 60 seconds) work well as Reels or posts. For longer content, consider sharing a teaser with a link in your bio or stories. Both platforms allow easy sharing, which helps spread the message organically.

    Twitter (X)
    While not a primary video platform, Twitter is useful for posting short clips or teasers, especially if you want to reach media or partners. Keep videos under the platform’s time limit, or link to the full version elsewhere.

    TikTok
    If your school has a presence on TikTok, share a short, creative version of your holiday message here. This could be a behind-the-scenes moment, a student-led skit, or a festive transformation. TikTok content thrives on authenticity and trend alignment, making it a powerful tool for reaching Gen Z.

    School Website and Emails
    Feature your holiday video prominently on your homepage, news section, or in year-end emails. A dedicated landing page adds a professional touch and provides space for a message or photo gallery.

    Final Tip
    Use strong thumbnails and captions. A festive visual and on-screen text can capture attention and ensure your message gets across, even when the sound is off.

    Planning and Timing: When to Start Working on Your Holiday Video

    Timing is crucial to producing a successful school holiday video. Here’s how to ensure your video comes together smoothly and on schedule.

    Begin Early in the Fall
    Start brainstorming in September or October. This gives you time to develop the concept, write a script, recruit participants, and schedule filming. If your video needs approvals from administration or marketing, building in lead time is essential. Early planning also allows for creativity; you’ll have time to troubleshoot or reshoot if needed.

    Work Around Academic Calendars
    Aim to film before the busiest part of the term. November is ideal, before finals and year-end events begin. If you plan to include winter decorations, schedule shoots for late November when the campus is typically dressed for the season.

    Target a December Release
    The first two weeks of December are the sweet spot. Audiences are still engaged, and the festive mood is building. Releasing too late, such as during winter break, means missing students and staff who have already checked out for the holidays.

    Leave Time for Editing and Approvals
    Once filming is complete, allocate at least one to two weeks for editing and stakeholder review. You’ll need time for feedback, fine-tuning, and adding polish such as titles, transitions, music, and captions.

    Consider a Campus Premiere
    Launch your video at a holiday event or on the last day of classes. Play it on big screens or in student lounges to create buzz, then share it widely online.

    Promote Everywhere All at Once
    Coordinate your launch across YouTube, Instagram, Facebook, email newsletters, and student portals. Simultaneous posting helps your video gain traction and reach the widest audience.

    Learn for Next Year
    After launch, note what worked and what you’d change. Holiday videos often become annual traditions, and each cycle brings opportunities to refine the process.

    Examples of Outstanding School Holiday Videos 

    Looking for inspiration for your school’s next holiday video? These 10 standout examples from colleges and universities around the world illustrate the wide range of creative approaches available. From lighthearted skits to heartfelt messages, these videos show how festive storytelling can connect and delight on any budget.

    The University of Vermont

    The University of Vermont’s 2025 holiday greeting video, titled “Holiday Gratitudes, from UVM to You,” compiles touching moments of gratitude from across the campus community. It features students, faculty, and staff expressing what they’re most thankful for amid warm, wintry scenes of campus. This uplifting montage works as a holiday message because it fosters a sense of community and reflection, leaving viewers feeling appreciative and connected.

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    Source: YouTube

    Camosun College

    Camosun College’s 2025 holiday video features President Dr. Lane Trotter delivering a warm thank-you to the community and a hopeful outlook for the year ahead. Filmed at the new John Horgan Campus, the video highlights the resilience and spirit of the Camosun community. This personal approach works because it puts a familiar face front and center, making the gratitude and optimism feel genuine and resonant.

    Source: Facebook

    University of Toronto (New College)

    New College at the University of Toronto’s 2025 holiday video takes an inclusive approach, uniting heartfelt greetings from alumni, donors, faculty, staff, and students into one festive montage. This warm compilation works well because viewers see themselves represented, which truly reinforces a sense of belonging for all and community pride during the holidays while celebrating the entire New College family’s diversity.

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    Source: YouTube

    Simon Fraser University

    Marking SFU’s 60th anniversary, the 2025 holiday video asks the community, “What is your favourite holiday tradition?” and features students, faculty, and alumni sharing cherished customs old and new, showcasing SFU’s rich tapestry of celebrations. 

    This concept shines by inviting personal storytelling and nostalgia. Celebrating both long-held and emerging traditions creates a warm, inclusive atmosphere that honors the university’s history and diverse holiday spirit.

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    Source: YouTube

    Quinnipiac University

    Quinnipiac University’s 2025 video, “Home for the Holidays,” mixes fun and heart by having Boomer the Bobcat (the mascot) host a festive holiday party. It’s designed to capture the sense of belonging the community gave the new president and her family. 

    This “home” narrative works because a beloved mascot and charming storyline showcase the university community as a family, yielding a feel-good message full of school spirit and inclusivity.

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    Source: YouTube

    Kutztown University

    Kutztown University chose a daring and endearing route this time. Seeking to do something different, the university settled on recreating scenes from some of the most beloved Christmas movies (including, you guessed it, Home Alone), with Kutztown University President Dr. Phil Cavalier dressed as the protagonists each time. 

    Later on, the president appears alongside the student government president and secretary to wish everyone in the community a safe, happy holiday. The simplicity of this concept is its strength: uniting administrators and students in one sincere greeting makes it feel authentic and inclusive to the whole K.U. family.

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    Source: YouTube

    Widener University

    Widener University’s 2025 video, “Holiday Lights: A Chester & Melrose Story,” is a playful short film starring the university’s lion mascots, Chester and Melrose. Framed as a mini holiday movie (even earning cheeky “reviews” like “the purr-fect holiday movie”), it follows the mascots on a festive adventure to light up campus. 

    This fun approach brims with school spirit and works by using mascots in a humorous narrative that makes the message memorable.

    Source: Facebook

    University of St Andrews

    The University of St Andrews’ 2025 festive video celebrates tradition with a beautiful performance by the St Salvator’s Chapel Choir set against a festively decorated campus. It also thanks the global St Andrews community for their support. 

    This concept succeeds by showcasing a cherished university tradition (the chapel choir), evoking nostalgia and pride. The blend of music, scenery, and gratitude creates a heartfelt connection with alumni and students around the world.

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    Source: YouTube

    Loyola Marymount University (College of Business Administration)

    LMU’s College of Business Administration goes musical with a catchy holiday jingle. Students wrote and performed custom lyrics (set to a familiar holiday tune) that highlight the school’s programs and its Los Angeles locale. The video feels like a mini music number. A group of business students don Santa hats and LMU gear as they sing about CBA’s offerings, from entrepreneurship to the sunny L.A. campus,  all to the melody of a well-known Christmas song. It’s professionally shot but student-driven. 

    Notably, LMU credited two student marketing interns for leading the production, emphasizing the student involvement. It’s catchy, festive, and informative. The jingle sticks in your head while subtly conveying the college’s strengths (academic programs, location, vibe). This fun approach differentiates LMU CBA from more standard greetings. Plus, showcasing student talent (both on camera and behind the scenes) sends a message that CBA is a creative, close-knit community, one that knows how to celebrate in style.

    Source: Instagram

    Make Sure To Spread Your Message This Festive Season

    The holiday season is a meaningful opportunity for schools to highlight community, values, and accomplishments in a creative and heartfelt way. A thoughtfully produced holiday video can engage students, alumni, faculty, and prospective families alike, while reinforcing your school’s brand and culture.

    As we’ve seen, schools don’t need a big budget to make a big impression. With early planning, creativity, and collaboration, even small teams can produce memorable content that brings people together. Whether your video is humorous, reflective, musical, or student-led, the most impactful ones are authentic and community-driven.

    So gather your creative team, involve students and staff, and let your school’s spirit shine. Your holiday video won’t just be a seasonal greeting; it will become a tradition, a marketing asset, and a lasting keepsake.

    Are you looking for education marketing services?

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

    Frequently Asked Questions

    Question: What is a holiday highlight video for schools?

    Answer: A holiday highlight video is a short, engaging piece of content that schools create to celebrate the festive season while reflecting on the year’s milestones. Blending seasonal charm with storytelling, these videos typically showcase memorable moments, achievements, and community messages, wrapped in a festive tone that resonates with audiences across generations.

    Question: Why should colleges and universities create holiday videos for their community?

    Answer: Producing a holiday video might seem like a lighthearted tradition, but it holds serious strategic value for educational institutions. From strengthening community ties to enhancing your brand visibility.

    Question: How can a school use holiday videos to support student recruitment and brand awareness?

    Answer: Schools can use holiday videos to showcase campus culture, student life, and values in a warm, authentic way. These videos humanize the brand, create emotional connection, and give prospective students a real glimpse of the community, helping strengthen brand awareness and support recruitment decisions.

     



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  • 10 of the Best School Marketing Ideas to Boost Enrollment in 2025

    10 of the Best School Marketing Ideas to Boost Enrollment in 2025

    Reading Time: 16 minutes

    In today’s highly competitive education landscape, schools at every level, from K–12 academies to public universities, must embrace modern, digital-first marketing strategies to attract and retain students. The era of relying solely on word-of-mouth or physical brochures is long gone. Today’s families and prospective students are browsing school websites, scrolling through social media, and watching virtual campus tours before they fill out an inquiry form or attend an open house.

    To stay relevant and competitive in 2025 and beyond, schools need to meet their audiences where they are: online. That means showing up with targeted, compelling content and a clearly articulated value proposition. This is especially true for private and independent institutions, where high tuition fees and rising parental expectations demand a more persuasive, proactive approach to enrollment marketing.

    So, how can your school stand out in an increasingly crowded space?

    In this article, we break down 10 of the most effective marketing strategies for schools, with a strong emphasis on digital tactics. From strengthening your web presence to leveraging alumni stories and optimizing for SEO, these proven approaches help build awareness, trust, and engagement. Each strategy includes real-world examples from schools and colleges around the world to inspire your next campaign.

    Whether you’re marketing a small language institute or a large university, these strategies are adaptable to your goals and designed to drive results.

    Struggling with enrollment and retention?

    Our innovative marketing strategies can help you generate more leads.

    1. Understand Your Audience and Craft Your Message

    A strong school marketing strategy begins with clarity: who exactly are you trying to reach, and what do they need to hear from you? Whether you’re a K–12 school or a higher ed institution, knowing your audience inside and out is essential. That means digging deeper than just age or location. Consider their priorities, concerns, motivations, and communication preferences.

    Creating audience personas helps bring these insights to life. Is your ideal family looking for academic rigor, a supportive community, or flexible scheduling? Are your prospective students career changers seeking fast-track credentials, or teens drawn to innovation and student life? When you define who you’re speaking to, you can tailor your messaging to resonate and avoid generic outreach that falls flat.

    Your next step is to articulate your school’s unique value proposition. What makes you different? Highlight that core message consistently across all channels. For some schools, it might be small class sizes and a nurturing environment. For others, it could be career outcomes, cutting-edge labs, or global learning opportunities.

    Finally, data can deepen your understanding of your audience. Track behavior, segment leads, and personalize your outreach accordingly. The more relevant your message, the more likely it is to convert.

    Example: Oregon State University (OSU). OSU’s enrollment team uses a CRM (Slate) to segment prospective students by factors like academic interests, intended majors, and geographic location. This lets OSU deliver tailored messages to each audience segment. For example, sharing engineering content with STEM-interested prospects or inviting nearby students to local events. By defining clear audience personas and emphasizing OSU’s unique offerings (like its “Beaver Nation” community and research opportunities) in communications, OSU ensures its outreach resonates more and converts better than one-size-fits-all marketing.

    HEM Image 2 (1)HEM Image 2 (1)

    Source: Oregon State University

    In a nutshell, how do you create a marketing strategy for a school? A strong school marketing strategy starts by defining your goals and audience, then clarifying your unique value proposition. Choose the right channels: website, SEO, social media, email, events, etc., all while keeping messaging consistent. Implement your plan, track performance with analytics, and adjust as needed to improve enrollment results.

    2. Turn Your Website into a Top-Performing Recruiter

    Your school’s website is more than just a digital brochure. It’s your hardest-working recruiter, available 24/7. In most cases, it’s the first real impression you make on prospective students and their families. If it’s outdated, hard to navigate, or slow to load, visitors may bounce before they ever reach your inquiry form. On the other hand, a fast, intuitive, and compelling site can drive real results: inquiries, campus visit bookings, and applications.

    To make your website enrollment-friendly, focus on these key areas:

    • Navigation and user experience: Make it easy for visitors to find what matters most: admissions, tuition, programs, and deadlines, within one or two clicks. Prioritize clarity and mobile optimization, since the majority of users now browse on their phones.
    • Engaging content: Use vibrant photos, student stories, and program highlights to showcase your school’s personality and value. Don’t just state facts; tell stories that build emotional connection.
    • Clear CTAs: Every page should lead users to the next step, whether it’s “Book a Tour” or “Start Your Application.” Make buttons visible, and forms short and intuitive.
    • SEO and visibility: Build search-friendly content using keywords like “STEM high school Toronto” or “MBA in Montreal.” This boosts your visibility when families search online.

    Example: South Seattle College. This college launched a fully redesigned, mobile-responsive website to serve as a “24/7 digital front door” for prospective students. The new site features simplified navigation (with intuitive menus and audience-specific landing pages), fast load times, and engaging content like student stories and virtual tour videos. Key information: admissions steps, programs, costs etc., is now accessible within one or two clicks. After the revamp, South Seattle College saw improved user engagement and more inquiries, validating that an optimized website can effectively guide visitors from interest to application.

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    Source: South Seattle College

    3. Meet Students Where They Scroll: Social Media Engagement

    If you’re wondering how to effectively reach today’s students, social media is your answer. Teenagers, young adults, and even their parents spend hours every day scrolling through platforms like Instagram, TikTok, Facebook, YouTube, and LinkedIn. That’s why a modern marketing strategy for schools must go beyond occasional polished posts. It also requires consistent, authentic, and engaging content that brings your school community to life online.

    Social media allows prospective students to virtually experience your school before they set foot on campus. They can witness student life, explore your values, and interact with your team through comments and DMs. It’s a space where schools can showcase achievements, run virtual events, answer questions, and create lasting impressions, all within the platforms students already use. Social media engagement fosters emotional connection, builds trust, and nudges prospective students closer to applying.

    Here are some proven tactics to strengthen your social media presence:

    • Student Takeovers: Give students the reins of your Instagram or TikTok for a day to showcase a “real life” perspective of your campus.
    • Interactive Campaigns: Launch challenges, quizzes, or hashtag contests to generate user content and boost engagement.
    • Alumni & Academic Outcomes: Share stories of success to inspire and build credibility with prospective students and their families.
    • Paid Targeted Ads: Reach niche audiences with specific messaging using Facebook, YouTube, or TikTok ad campaigns.
    • Responsive Community Management: Monitor comments and messages daily. Prompt, friendly responses go a long way in reinforcing your school’s reputation.

    Above all, be authentic. Today’s students crave realness. A spontaneous student dorm tour recorded on a phone often outperforms a high-production video. Showcasing your campus culture in a way that’s natural and not overly scripted can drive stronger connections and higher conversions.

    Example: Randolph-Macon Academy (R-MA). This college-prep boarding school brings campus life directly to student prospects through interactive social media campaigns. On Instagram, R-MA runs “Takeover Tuesday” events where a student cadet literally “takes over” the school’s Story for the day, posting candid glimpses of classes, dorm life, and activities. This unfiltered, student-eye view generates high engagement from peers. R-MA also leverages LinkedIn to celebrate outcomes with a recent post that 100% of its senior class earned college acceptances and over $15 million in scholarships. By showcasing real student experiences and achievements on the platforms teens (and their parents) already use, R-MA humanizes its brand and builds trust.

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    Source: Facebook

    4. Bring Your Campus to Their Couch: Virtual Tours and Online Events

    For many families, a campus visit is a pivotal moment in the school decision process. It’s their chance to imagine themselves in your hallways, dorms, and classrooms. But not every prospective student can visit in person, whether due to distance, cost, or scheduling. This is where virtual tours and online events come into play, offering an immersive, flexible way to connect with your audience.

    Virtual campus tours can now offer interactive 360° experiences that let students “walk” the grounds from their laptop or phone. These tours help build familiarity and emotional connection, especially for international or out-of-state students who might otherwise never see your campus. To boost engagement, add clickable info points, video testimonials, or even voiceover guides.

    Online events like virtual open houses or themed webinars allow families to meet admissions teams, ask questions, and hear directly from current students, all from home. They not only replicate key elements of in-person experiences but also allow for on-demand access after the event.

    Example: Eastern New Mexico University (ENMU). ENMU launched an upgraded 360° virtual tour that lets prospective students explore the campus from anywhere in the world. This immersive tour includes interactive 360° views of key locations (from dorms to labs), pop-up info points with photos/videos of traditions, and even student-narrated segments sharing personal stories. A voiceover guide leads viewers through the experience, making it feel like an actual guided tour. ENMU’s chancellor noted the virtual tour “makes a potential student feel like they are on campus” and has become invaluable for out-of-state and international recruits. The tour’s engaging features (clickable videos, student testimonials embedded at certain stops) have driven higher web engagement and helped ENMU widen its reach beyond those able to visit in person.

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    Source: ENMU

    5. Let Video Tell Your Story: Content Marketing That Connects

    There’s a reason platforms like YouTube, Instagram Reels, and TikTok dominate attention spans. Video provides an immersive, emotional, and memorable experience. For schools trying to reach prospective students and families, video marketing is one of the most powerful tools available. Whether it’s showcasing campus energy, highlighting academic strengths, or sharing personal student journeys, video content brings your story to life in a way text and photos simply can’t.

    To make the most of this format, consider these video types:

    • Campus Tour Highlights: Condense your full tour into a 2–3 minute walkthrough with student narration. Post it on your homepage and YouTube channel for first-time visitors.
    • Student Testimonials and Success Stories: Capture authentic, unscripted interviews with students or alumni. These peer voices create trust and make your school’s impact tangible.
    • Faculty and Program Spotlights: Let your passionate educators shine. A quick feature on a robotics project or an art studio session can attract students with similar interests.
    • Event Recaps: Turn school events into fast-paced highlight reels for Instagram and Facebook. It shows your community is vibrant and active.
    • Explainer Videos: Break down complex topics, like admissions or financial aid, into short, helpful animations or on-camera guides.

    Authenticity beats polish. Videos filmed on smartphones by students or “vlog ambassadors” can feel more relatable than professional productions. Consistent content, especially when optimized with keywords on YouTube, also improves discoverability in search.

    Example: Academy of Applied Pharmaceutical Sciences (AAPS, Canada). AAPS relies heavily on short-form video content to showcase student life and outcomes viscerally. The college regularly produces “Student Success Story” videos – for example, a 2-minute clip of an alum describing how AAPS training led to their new career in clinical research. It also shares behind-the-scenes footage of lab sessions and student projects on its YouTube channel and Instagram. These authentic clips (often featuring actual students and instructors) put a human face on AAPS’s programs and build credibility.

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    Source: YouTube

    In short, video marketing allows your school to connect emotionally and visually with prospective students, meeting them where they already spend time. If you want to advertise in a way that engages and inspires, video is essential.

    6. Be There 24/7 with Smart Chatbots and Live Chat

    Imagine a student browsing your website at midnight, wondering, “Does this college offer scholarships for international students?” If no one’s there to answer, that potential lead might bounce and never return. This is where chatbots and live chat tools step in, transforming your website into a 24/7 support hub.

    Modern AI-powered chatbots go far beyond basic FAQ responses. They’re now capable of delivering personalized answers based on user input, guiding visitors to the right pages, and capturing lead information in real time. In fact, some bots can handle up to 80% of standard inquiries, freeing your admissions team to focus on complex cases or high-touch prospects.

    Schools use chatbots to address questions about tuition, program options, campus life, deadlines, and more. Better still, if a query goes beyond the bot’s programming, it can prompt a human follow-up, keeping the conversation going instead of losing the lead.

    Live chat is another powerful layer. Having staff available during business hours to chat in real time, whether on your site or via Messenger, feels like having a front-desk greeter online. Quick answers build trust and reduce friction in the inquiry process.

    Example: Arlington Central School District (New York). This K–12 district rolled out an AI virtual assistant named “AlwaysOn – Admiral Al” across all its school websites to ensure families can get information anytime. The friendly chatbot (branded with the high school’s mascot) offers 24/7 multilingual support, answering common questions about programs, enrollment procedures, event schedules, and more in English or Spanish. If the question is too specific, “Admiral Al” even lets the user submit an email query right within the chat, guaranteeing a human follow-up by the next business day. The district implemented this tool to improve customer service for busy parents and saw immediate benefits – families could instantly find out, say, how to register a new student or the date of graduation, without calling the office.

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    Source: Arlington Central School District

    To make your chatbot successful, keep it friendly and transparent (let users know it’s a virtual assistant), program it with up-to-date FAQs, and offer a handoff to a real person when needed. For international recruitment, consider a multilingual bot to expand your global accessibility.

    Ultimately, integrating chatbot and live chat tools into your school’s marketing strategy ensures you never miss a lead because of timing. Today’s students expect immediate answers. With the right tools, your school can be ready.

    7. Leverage Testimonials and Reviews (Let Your Community Do the Talking)

    Word-of-mouth has long been a trusted marketing strategy for schools, and in today’s digital world, it has taken on new forms, testimonials, reviews, and social proof. These are powerful tools that lend credibility to your school’s messaging by showing that real families and students have had positive experiences.

    Start by gathering testimonials from students and parents. A few genuine quotes or short videos can build trust quickly. Display these across your website, especially on admissions pages and brochures. A heartfelt statement like, “After enrolling here, my daughter blossomed academically and socially,” resonates more than polished ad copy.

    In parallel, encourage online reviews on platforms like Google or Facebook. Higher ratings improve visibility and ease prospective families’ doubts. Politely prompt current families to share feedback after positive experiences, such as school events or parent meetings.

    Social media also plays a role. Repost authentic student or alumni praise, and consider launching hashtags to gather testimonials organically.

    Example: Discovery Community College (Canada). This career college amplifies positive word-of-mouth by actively sharing student reviews on social media. For example, Discovery CC monitors its Google Reviews, and when a 5-star review comes in, the marketing team creates an Instagram post thanking the student by name and highlighting their feedback. One such post reads: “Thank you for your wonderful Google review, Jessi! We’re glad you had an amazing experience training to be a health care assistant!” – accompanied by a screenshot of the review. By publicly celebrating real student voices, the college not only boosts morale but also provides authentic social proof to prospective students scrolling by.

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    Source: Instagram

    Letting your community advocate for you builds trust faster than any ad campaign, and it costs nothing.

    8. Nurture Leads with Email Marketing and Personal Touches

    What is the best marketing for independent schools? Independent schools succeed with targeted, budget-friendly inbound marketing. The best approach is a strong online presence: a content-rich, search-optimized website, active social media that highlights student life, and helpful emails or blogs that build trust. These tactics attract the right families and strengthen community engagement.

    Once an inquiry is made, the follow-up becomes mission-critical. One of the most effective marketing strategies for schools includes consistent, personalized nurturing, especially through email and SMS.

    Email remains a powerful tool when tailored. Instead of generic blasts, use segmentation to send relevant content. For instance, a prospect interested in Nursing should receive a series featuring faculty profiles, student success in healthcare, and clinical placement details. Someone focused on Athletics? Highlight sports facilities, team achievements, and balancing academics with sports.

    Drip campaigns work best: Day 1, a welcome email; Day 3, value-focused content; Day 7, a testimonial or event invite. Marketing automation tools like HubSpot or Mailchimp make this scalable and adaptive based on user behavior.

    Complement email with timely SMS reminders for events or deadlines. Use sparingly for impact.

    Finally, add a personal touch. A call or handwritten note after a campus visit or audition can leave a lasting impression. These gestures build trust and demonstrate care, key ingredients in a family’s final decision. Effective nurturing turns interest into action and inquiries into enrollments.

    Example: University of South Carolina (USC). USC’s admissions team adds a decidedly personal touch to lead nurturing by picking up the phone to congratulate admitted students. These informal chats help admitted students feel valued and give them a chance to voice any concerns. USC also involves faculty and current students in the follow-up process; for instance, an admitted engineering major might get an email or call from an engineering professor or student ambassador.

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    Source: Facebook

    9. Host Events (On-Campus and Virtual) That Educate and Inspire

    Hosting well-crafted events is one of the most effective ways to turn interest into enrollment. On-campus events like open houses and shadow days allow families to experience your community firsthand. Keep them interactive, offer student-led tours, informal chats with faculty, and performances to showcase school spirit. These real-world interactions make your school more memorable.

    Virtual events also carry weight, especially for international or out-of-town prospects. Live webinars, themed Q&A panels, and online workshops let families connect from anywhere. Consider sessions like “How to Write a Great Application Essay” or alumni panels sharing career outcomes.

    Each event is also a content opportunity. Record webinars, collect quotes, and share visuals across your channels. Personalized follow-ups (“Thanks for attending, here’s what’s next”) help nurture those leads further.

    Example: University of North Texas (UNT). UNT offers an array of admissions events designed to welcome and inform prospective students, including both in-person programs and online sessions. One flagship initiative is the UNT Admissions Webinar Series – live virtual information sessions “designed just for students who haven’t applied yet.” These free webinars walk attendees through what makes UNT unique, tips on the application process, and key deadlines, all from the comfort of home. Admissions counselors appear on camera to answer questions in real time, so participants leave with personalized info and confidence about next steps. For those who can visit campus, UNT also hosts large open-house events like “UNT Preview,” a conference-style open day with academic fairs, tours, and even an on-site Application Station where students can apply and get the fee waived.

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    Source: University of North Texas

    10. Showcase Outcomes and Alumni Success (Paint the Long-Term Picture)

    When families invest in an education, whether paying private tuition or college fees, they want proof that it leads to success. That’s why one of the most compelling marketing strategies for schools is to showcase outcomes. You’re not just selling a school experience; you’re selling what it makes possible.

    For K–12 and college-prep institutions, highlight metrics like college acceptance rates and scholarship totals. Randolph-Macon Academy (R-MA), for example, proudly advertises a 100% college acceptance rate and over $15 million in scholarship offers for its 2025 graduates. That kind of evidence quickly signals ROI to prospective families.

    Example: Randolph-Macon Academy (R-MA). R-MA prominently advertises its student outcomes to give families confidence in the long-term ROI of its program. For example, the academy proudly announced that 100% of its Class of 2025 earned college acceptances, collectively securing over $15 million in scholarships and 18 appointments to prestigious U.S. Service Academies. This kind of outcome data is highlighted on R-MA’s website and social media, signaling to prospective parents that an R-MA education leads to tangible success. The school also regularly publishes lists of colleges and universities its graduates attend (Ivies, top public universities, military academies, etc.), and shares alumni spotlights – like profiles of graduates who have become pilots, doctors, or entrepreneurs. By showcasing these results, R-MA helps future students (and their parents) visualize their own potential trajectory and trust that the tuition investment will pay off in opportunities.

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    Source: LinkedIn

    Vocational or language schools should spotlight relevant results: job placement rates, certifications earned, or skill development gains.

    Don’t just rely on stats. Share alumni stories that reflect diverse paths: scientists, entrepreneurs, activists, artists. Feature them on your blog or social channels, and invite them to participate in webinars or info sessions.

    On your website, dedicate a section to “Success After Graduation,” including employer logos, testimonials, or infographics. And use social media to celebrate alumni news. These stories build credibility, trust, and vision, which help future students imagine their path through your school.

    Turning Strategy into Enrollment Success

    In today’s dynamic and competitive education landscape, schools can no longer rely on traditional tactics or word-of-mouth alone. To thrive, they need a strategic, student-centric marketing approach that speaks to modern families across digital platforms. The ten strategies outlined in this article, from optimizing your website and leveraging social media to showcasing alumni outcomes, offer a blueprint for schools to increase visibility, build trust, and convert interest into enrollment.

    Whether you’re a K–12 academy, career college, language school, or university, the key is to meet prospective students where they are, communicate your unique value clearly, and guide them confidently through their decision-making journey. When implemented with authenticity and consistency, these strategies not only help fill seats, they strengthen your school’s brand and foster lasting relationships with students and families. In short, great marketing helps the right students find their right-fit school.

    Struggling with enrollment and retention?

    Our innovative marketing strategies can help you generate more leads.

    Frequently Asked Questions

    Question: How do you create a marketing strategy for a school?

    Answer: A strong school marketing strategy starts by defining your goals and audience, then clarifying your unique value proposition. Choose the right channels: website, SEO, social media, email, events, etc., all while keeping messaging consistent. Implement your plan, track performance with analytics, and adjust as needed to improve enrollment results.

    Question: What is the best marketing for independent schools?

    Answer: Independent schools succeed with targeted, budget-friendly inbound marketing. The best approach is a strong online presence: a content-rich, search-optimized website, active social media that highlights student life, and helpful emails or blogs that build trust. These tactics attract the right families and strengthen community engagement.



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  • Convert More Inquiries Into Enrollments in 2025

    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.

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    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.

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    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).

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    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.

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    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.

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    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.

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    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.

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    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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  • AI Tools for School Administrators

    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.

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    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.

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    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.

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    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.

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    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.

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    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.

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    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.

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    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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  • Back-to-School Marketing Strategies

    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.

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    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.

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    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.

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    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.

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    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.

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    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.

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    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.

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    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.

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    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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  • Private School Marketing: Best Practices Guide

    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.

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    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.

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    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.

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    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.

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    Source: New York University

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    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.)

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    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.

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    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.

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    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:
      1. Dual-curriculum integrating academics and character education.
      2. Small class sizes for individualized attention.
      3. Safe, inclusive community environment.
      4. Commitment to innovation and creativity.
      5. 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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  • 9 Proven Strategies for 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.

    Struggling with lead generation?

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

    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).

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    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.

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    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).

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    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.

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    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.

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    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.

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    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.

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    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.

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    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.

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    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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  • Email Marketing for Educational Institutions

    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?

    Our email marketing services can help you generate more leads!

    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.

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    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.

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    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.

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    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.

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    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.

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    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.

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    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.

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    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.

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    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.

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    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.

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    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.

    Struggling with enrollment and retention?

    Our email marketing services can help you generate more leads!

    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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